Imd323 week 1 part 1

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  • 1. IMD 323: WEB MARKETING Matt Chandler, Instructor chandler@matthewchandler.net @mattchandl3r
  • 2. ABOUT MEFounding partner, Raidious Digital Content ServicesOver 10 years’ experience managing online content andstrategy for enterprise organizations including IngersollRand Security Technologies, NYU Langone MedicalCenter and Community Health NetworkFeatured speaker at the 2010 Masters of BusinessOnline conference
  • 3. ABOUT MEMember of the Information Architecture Institute andthe American Advertising FederationGuest lecturer for groups including the Public RelationsSociety of America and Butler UniversityFeatured guest blogger on Social Media Today, MarketingTech Blog and My Venture PadRegular guest on Sirius Satellite Radio
  • 4. GRATUITOUS USE OF LOGOS
  • 5. WHAT TO EXPECTStart at the End: Web MarketingStrategy Mission and function Components of a strategy Documentation and scope
  • 6. WHAT TO EXPECTContent: The Root of Everything Online Writing for the web Evaluating audience needs Style, function and format
  • 7. WHAT TO EXPECTSocial Media: The Whole Web IsTalking Creating a social marketing plan Monitoring and moderation Crisis communications and reputation management
  • 8. WHAT TO EXPECTBlogging for a Purpose: Communicateto Sell Importance for SEO Meeting marketing and ROI goals Establishing identity
  • 9. WHAT TO EXPECTElements of User Experience Architecture and navigation Accessibility and usability Homepage/landing page design
  • 10. WHAT TO EXPECTCompetitive Analysis: How the OtherGuy/Gal Does It Audience demographics and personae Influence, reach and sentiment The conversion funnel
  • 11. WHAT TO EXPECTSearch Engine Optimization: GettingFound Organic vs. paid search Understanding analytics Importance of social profiles
  • 12. WHAT TO EXPECTMultimedia: Ideas Should Be Seen andHeard Web video Podcasting Screencasts and webinars
  • 13. WHAT TO EXPECTPaid and Push Marketing: Invade, NotAnnoy Email marketing Paid search, affiliates and banners Mobile device marketing
  • 14. MID-TERM PROJECTSet up company profile Website Blog Social profiles
  • 15. FINAL PROJECTFormulate an online marketing planfor your company Subject topography Social marketing Blogging Multimedia Sample content
  • 16. MID-TERM PROJECTWeekly blog posts Opinions Reactions Analysis Critique
  • 17. GRADINGAttendance: 55 pts (11 x 5 points)In-Class Assignments: 40 pts (8 x 5 points)Weekly Blog Posts: 50 pts (10 x 5 points)Midterm Project: 55 ptsFinal Project: 100 pts Total: 300pts