2. Mastery Journey:
Internet Marketing Masters of Science (IMMS)
Goal:
To obtain my Internet Marketing Masters of Science Degree
and gain the skills needed to obtain a full-time job in the
Internet Marketing Industry, with a specific focus on Social
Media if possible.

3. Goal:
Mastery: Personal Development &
Learn more about
personal development
and leadership by
studying the
characteristics of and
strategies employed by
the masters such as
Leonardo da Vinci and
Yoky Matsuoka cited in
our textbook, Mastery
(Greene, 2012). Apply
what I learn to my own
life and Mastery
Journey.
MONTH 1: September 2014
Leadership
 Familiarize myself with the resource available through
the the Full Sail Library, particularly the EBSCOhost
and LexisNexis® Academic research databases.
 Read article: “20 Quick Tips for Better Time
Management,” By Celestine
Chua.http://www.lifehack.org/articles/lifehack/20-quick-tips-
for-better-time-management.html
 Become familiar with Tumblr, Feedly and Diigo. Follow
Internet Marketing Leaders and Companies. Follow
Social Media Leaders and Companies.
 Watch “Up and Running with Tumblr - with Justin
Seeley” on Lynda.com.
 Create a Mastery Journey Timeline with specific goals and
strategies for each of my twelve courses.

4. MONTH 2: October 2014
Internet Marketing Fundamentals
Goal:
Get a basic
understanding about the
field of Internet
Marketing and learn
about the importance of
Search Engine Marketing
and Search Engine
Optimization.
 Read article: (2014, September 3). What
is Search Engine Optimization?. Business
2 Community.com - Blog, Retrieved from
www.lexisnexis.com/hottopics/lnacademic
 Read article: (2014, June 1). The Modern
Approach: SEO Merges With Social Media
Marketing. Business 2 Community.com,
Retrieved from
www.lexisnexis.com/hottopics/lnacademic
 Watch “SEO: Keyword Strategy in Depth
with Matt Bailey” on Lynda.com.
 Experiment with searching various
keyword terms on Google.com and then
go to the top 3 results in the listing.
Examine the SEO strategies used on the
click-thru page to try to determine what
drove the page ranking. Look at Meta
data, key word placement, stacking and
frequency, inbound/outbound links,
examine results on Alexa.com, etc.

5. MONTH 3: November 2014
Business Storytelling and Brand
Development
Goal:
Learn how to brand
effectively so that I or
any individual or
company I am
representing can have a
powerful and positive
online presence.
 Watch “Personal Branding
Basics with Lorrie Thomas
Ross” on Lynda.com.
 Read Guide: “Brand Strategy”
located at
http://www.marketingmo.com/str
ategic-planning/brand-strategy/
 Design my own personal brand.

6. MONTH 4: December 2014
Internet Consumer Behavior and Analysis
Goal:
Learn about what motivates
consumers. What prompts
them to take action? What
might possibly decrease
their likelihood to take an
action? Explore ways to
tailor the customer
experience to increase the
odds of getting them to buy
or perform a certain action
you want them to – like
clicking on a certain link or
submitting information you
want from them, or
retweeting your tweet.
 Research consumer psychology. Write down 10
emotional triggers that help with calls to action.
Write down 10 words or phrases that often
shutdown the buying process.
 Watch “Testing your ads with split tests” on
Lynda.com.
 Learn more about the power of Trans Media and
it’s potential ability to increase trust and lead to
sales or targeted action fulfillment.
 Read article: (2013, May 24). “One story, many
digital platforms.” The Business Times Singapore,
Retrieved from
www.lexisnexis.com/hottopics/lnacademic
 Read article: Social Networking the Brand—An
Exploration of the Drivers of Brand Image in the
South African Beer Market.
http://search.ebscohost.com.oclc.fullsail.edu:81/lo
gin.aspx?direct=true&db=a9h&AN=96861862&sit
e=ehost-live

7. MONTH 5: January 2015
Web Design and Usability
Goal:
Learn what makes
an effective website
and the importance
of the customer
experience when
finding and
interacting with a
website.
 Watch all videos in “Design a Website
Using InDesign” Playlist on
Lynda.com.
 Watch “Improving SEO Using
Accessibility Techniques with Morten
Rand-Hendriksen.” On Lynda.com.
 Read article: (2014, March 4). “10 top
principles of effective web design.”
Shortiedesigns.com
http://shortiedesigns.com/2014/03/10-
top-principles-effective-web-design/
 Redesign and relaunch my own
website.

8. MONTH 6: February 2015
New Media Marketing
Goal:
Learn about the different
types of media
companies might choose
to help promote
themselves and deliver a
customer experience and
why. Discover more
about project
management.
 Read article: “Participative marketing:
extending social media marketing through
the identification and interaction
capabilities from the Internet of
things."http://search.ebscohost.com.oclc.f
ullsail.edu:81/login.aspx?direct=true&db=
a9h&AN=95047471&site=ehost-live
 Watch “Marketing Tips with Justin Seeley”
on Lynda.com.
 Read article: Weitbrect, C. (2013, October
31) “Transmedia Marketing Case Study:
The Hunger Games – Catching Fire”
Christineweitbrecht.com
http://christineweitbrecht.com/2013/10/tra
nsmedia-marketing-case-study-the-hunger-
games-catching-fire/

9. MONTH 7: March 2015
Advanced Internet Marketing Strategies
Goal:
Explore the different
types of Internet
marketing: Affiliate
Marketing, Email
Marketing, Global
Internet Marketing, Social
Media Marketing, Search
Engine Marketing.
 Watch “Social Media Marketing with
Facebook and Twitter with Anne-Marie
Concepción” on Lynda.com.
 Read Article: Hoelzel, M. (2014,
September 25). “The social media
advertising report: growth forecasts,
market trends, and the rise of the
mobile.” Businessinsider.com.
http://www.businessinsider.com/social-media-
advertising-spending-growth-
2014-9#ixzz3EZ3Z1xWh
 Reassess my Hootsuite.com strategy
and make adjustments to my account
as needed. Decide if I am going to
proceed with the “Advanced Social
Media Strategy Certificate” offered
through Hootsuite.com in partnership
with S.I. Newhouse School of
Communications.

10. MONTH 8: April 2015
Advanced Search Engine Optimization
Goal:
Learn more advanced
strategies and techniques
to increase your Search
Engine Optimization and
improve page ranking.
 Watch “Advanced Google
AdWords Tips and Tricks with
David Booth” on Lynda.com.
 Read Guide: Patel, N. and Patel,
S. “The Advanced Guide to SEO”.
Quicksprout.com.
http://www.quicksprout.com/the-advanced-
guide-to-seo/
 Use Alexa.com and other methods
to assess the keyword
optimization found on my website
and make any changes as
necessary to allow for growth and
improvement. Reassess results
next month.

11. MONTH 9: May 2015
Strategic Internet Public Relations
Goal:
Learn strategies to
establish and protect a
positive online reputation.
Learn strategies to
counter negative reviews
and feedback.
 Watch “Protecting your reputation”
on Lynda.com.
 Read article: Connor, C. (2013,
March 4). “Top online reputation
management tips for brand
marketers.” Forbes.com.
http://www.forbes.com/sites/cheryl
snappconner/2014/03/04/top-online-
reputation-management-tips-
for-brand-marketers/
 Read: “The Online Reputation
Management Guide” on
Outspokenmedia.com.
http://outspokenmedia.com/guides/
orm-guide/

12. MONTH 10: June 2015
Web Analytics and Optimization
Goal:
Learn how to measure the
effectiveness as an
Internet Marketer by
reviewing such ad
performance, click-thru
ratio, search analytics,
predict trends and
discover possible areas for
new campaigns and
products.
 Watch “Web Analytics
Fundamentals with Matt Bailey” on
Lynda.com.
 Go to
http://www.google.com/analytics/
and study the information. Follow
the blog. Research the different
certifications available through
Google.
 Use Alexa.com and other tools to
review the analytics of my website.
Make any adjustments as needed.

13. MONTH 11: July 2015
Internet and the Law
Goal:
Learn about the legal
issues surrounding
Internet Marketing to
make sure I can
protect myself and my
clients and limit legal
liability.
 Go to
http://www.offthepagecreations.c
om/legal_issues_internet.php
and familiarize myself with the
site and content.
 Go to
http://www.isoc.org/internet/law/
And familiarize myself with the
site and content.
 Read: Blucbond, A. (2014).
When the Customer Is Wrong:
Defamation, Interactive
Websites, and Immunity. Review
Of Litigation, 33(3), 679-710.

14. MONTH 12: August 2015
Internet Marketing Campaign Development
Goal:
Learn about effective
Internet Marketing
Campaigns and put
that knowledge into
practice with my own
campaigns.
 Watch “Watching: Starting your
first campaign from: MailChimp
Fundamentals with Virginia
O'Connor” on Lynda.com.
 Read: Kagan, M. (2013, January
10). “The Top 10 Most
Remarkable Marketing
Campaigns EVER [Slideshow]”.
Blog.hubspot.com.http://blog.hub
spot.com/blog/tabid/6307/bid/340
27/The-Top-10-Most-
Remarkable-Marketing-
Campaigns-EVER-Slideshow.
aspx
 Start my own campaign.

15. INTERENT MARKETING INDUSTRY LEADERS
Robert Greene tells us in our textbook, Mastery, about the importance of Apprenticeship (Greene,
2012.) Below is a list of leaders in my industry that I would love the opportunity to interview and
study. Or, better yet, I’d love to have the chance to learn from them directly if they agree to mentor
me.
 Meghan M. Biro: Social Media Influencer. Founded TalentCulture World of Work, #TChat
forums on Twitter and BlogTalkRadio. Author. She has worked with brands like Google,
Microsoft, IBM and many growing software, digital technology companies.
mbiro@talentculture.com ; @TalentCulture and @MeghanMBiro;
https://www.linkedin.com/in/meghanmbiro ; http://www.talentculture.com
 Chris Brogan: Top Social Media Strategist and Influencer. CEO of Human Business
Works. CEO of Owner Magazine. Author. Speaker. Blogger. @chrisbrogan ;
http://chrisbrogan.com/contact/ ; www.linkedin.com/in/cbrogan
 Brian Carter: Social Media Strategist and Influencer. Author. Speaker. He has helped
Microsoft, Universal Studios, and The U.S. Army develop strategies around search and
social. @briancarter ; http://briancartergroup.com ;
http://www.linkedin.com/in/briancarterms
 Brian Clark: Top Internet Marketing Influencer. Founder and CEO of Copyblogger.
Blogger. @brianclark; http://www.copyblogger.com/contact/ ;
www.linkedin.com/pub/brian-clark/8/606/b5a
 Melonie Dodaro: Top Social Media Strategist and Marketer. Founder and CEO of Top
Dog Social Media. LinkedIn Expert. Author. http://ca.linkedin.com/in/meloniedodaro ;
http://topdogsocialmedia.com

16. INTERENT MARKETING INDUSTRY LEADERS
 Melanie Duncan: Social Media and Internet Marketing Influencer. Founder of
Entrepreneuress Academy. She has a passion for teaching others how to become
successful and independent by using the power of Internet Marketing and Social Media.
http://www.entrepreneuressacademy.com ; www.linkedin.com/pub/melanie-duncan/
18/2b4/a9b
 Jason Falls: Social Media Expert and Influencer. VP of Digital Strategy at CafePress.
Founder of Social Media Explorer. Speaker. Trainer. He worked on Jim Beam’s “The
Remake” video contest, which won a 2009 SAMMY Award for best cross media
campaign. http://www.cafepress.com/ ; http://www.jasonfalls.com ;
www.linkedin.com/in/jasonfalls
 Laura Fitton: Social Media Strategist and Influencer. Inbound Marketing at Hubspot.
Speaker. Twitter Expert. Co-author of Twitter for Dummies.
http://www.hubspot.com/pistachio ; www.linkedin.com/in/pistachio
 Sean Gardner: Social Media Influencer. Speaker. Blogger. Twitter. Philanthropist. He
helps lead the #GivingTuesday Campaign, which encourages entrepreneurs to donate to
charities, causes, and foreign aid. @2morrowknight;
https://www.linkedin.com/in/2morrowknight ; www.2morrowknight.com
 Kim Garst: Top Social Media Strategist and Influencer. Google+ Hangouts, Pinterest,
Facebook, Instagram. Co-founder and CEO of Boom! Author. Speaker. Trainer.
http://kimgarst.com ; @kimgarst ; https://www.facebook.com/kimgarstboomsocial ;
www.linkedin.com/in/kimgarst

17. INTERENT MARKETING INDUSTRY LEADERS
 Seth Godin: Top Internet Marketing Strategist and Influencer.
@ThisIsSethsBlog; Seth@sethgodin.com ; http://www.sethgodin.com/sg/
 Chalene Johnson: Social Media Influencer. CEO of Team Johnson. She
teaches her personal and business development systems via Team Johnson.
Author. Infomercials. Chalene has sold over 10 million DVDs and has sold
several multimillion-dollar fitness and lifestyle
companies. www.chalenejohnson.com ; https://twitter.com/ChaleneJohnson ;
https://www.linkedin.com/profile/view?id=11778453
 Monica Kozak: Internet Marketing Strategist and Social Media Influencer.
Chief Strategy Officer at Horizon Marketing Group.
monica@horizonmarketing.com; monica.kozak@gmail.com ;
www.linkedin.com/in/monicakozak
 Pam Moore: Top Social Media Influencer. Founder and CEO of Marketing
Nutz. Speaker. Trainer. www.linkedin.com/in/pmoore ;
http://themarketingnutz.com
 Donna Moritz: Visual Social Media Strategist. Founder of Socially Sorted.
Contributor to Entrepreneur online, Social Media Examiner, Social Fresh and
Amy Porterfield Inc. and has been featured in Forbes, NBC and Yahoo!.
http://sociallysorted.com.au ; au.linkedin.com/in/donnamoritz

18. INTERENT MARKETING INDUSTRY LEADERS
 Stefan Person: Social Media Strategist. Social Media Education at Hootsuite.com.
stefan.person@hootsuite.com ; (778) 872-7408 ; ca.linkedin.com/in/stefanperson ;
https://hootsuite.com
 Jolina Pettice: Internet Marketing and Social Media Strategist. Director of Client Accounts
at TopRank. She has years of experience in managing search, content, and social media
marketing for Fortune 500 companies. www.linkedin.com/pub/jolina-pettice/1/776/167 ;
http://www.toprankmarketing.com
 Amy Porterfield: Social Media Strategist. Facebook Marketing Expert. Speaker. Trainer.
Co-author of Facebook for Dummies. www.linkedin.com/in/amyporterfield ;
www.amyporterfield.com
 Stephanie Sammons: Social Media Strategist and Influencer. CEO of Wired Advisor.
Sammons goal is to guide people to achieve exactly what she did, building your own
brand, business, career, and life on your own terms. www.stephaniesammons.com ;
www.linkedin.com/in/stephaniesammons ; www.wiredadvisor.com
 Cynthia Sanchez: Top Social Media Influencer. Social Media Creative and Trainer at Oh
So Pinteresting. Blogger. Podcaster. Was a Radiation Oncology Nurse prior to changing
her career and becoming a professional blogger. Her experience and empathy gained
during her years of nursing gave her a unique and effective approach to social media
marketing. www.ohsopinteresting.com/ ;
www.linkedin.com/pub/dir/?first=CYNTHIA&last=SANCHEZ ;
https://plus.google.com/111798765849955344981

19. INTERENT MARKETING INDUSTRY LEADERS
 Mari Smith: Top Social Media Influencer. Author. Speaker. Facebook Marketing
Expert. www.marismith.com ; https://www.facebook.com/marismith ;
www.linkedin.com/in/marismith ; https://twitter.com/MariSmith
 Michael Stelzner: Social Media Strategist and Influencer. Founder and CEO of
Social Media Examiner. Often instrumental working behind the scenes popular
social media events such as Social Media Marketing World and Social Media
Success Summit. http://www.socialmediaexaminer.com/tag/michael-stelzner/ ;
https://twitter.com/Mike_Stelzner ; www.linkedin.com/in/stelzner
 Jamie Turner: Top Internet Marketing and Social Media Strategist. CEO of The
60 Second Marketer. Author. Speaker. She has helped AT&T, CNN, Motorola,
Cartoon Network, and The Coca-Cola Company grow revenues with unique
marketing strategies. @AskJamieTurner ; http://60secondmarketer.com ;
https://www.facebook.com/public/Jamie-Turner ;
www.linkedin.com/in/askjamieturner
 Andrea Vahl: Top Social Media Strategist and Influencer. Speaker. Consultant.
She has an alter ego called, “Grandma Mary.”
http://www.andreavahl.com/about ; https://twitter.com/AndreaVahl ;
www.linkedin.com/in/andreavahl

20. WAYS TO CONNECT & GET INVOLVED
In our textbook, Greene states there are three phases to Mastery: Apprenticeship, Creative-Active
and Mastery. By connecting with others in my industry I can help transition from the Apprenticeship
Phase to the Creative-Active. (Greene, 2012).
Industry Connections:
 Expand the Personal Learning Network (PLN) I have formed by starting to use diigo.com and
Feedly.com to follow some of the top leaders, experts and innovators in Internet Marketing and
Social Media Marketing. Examples include: Seth Godin, Brian Clark, Sean Gardner, Donna
Moritz, Amy Porterfield, Charlene Johnson, Laura Fitton, Kim Garst, Jason Falls, Viveka von
Rosen, Gary Vaynerchuk, Sue B. Zimmerman, Lynette Young, Melanie Duncan, Chris Brogan,
Brian Clark.
 Expand my PLN by following innovative Internet Marketing and Social Media companies and stay
abreast of the latest trends and developments. A few such companies and websites include:
Blogger.com, Hootsuite.com, ProBlogger.net, Kiip.me, Social Media Examiner, Oh So
Pinteresting, Entrepreneuress Aacademy, TopRank Online Marketing, Linked Into Business,
Socially Sorted, Hubspot, Mashable, etc.
 Also use my PLN to follow other Masters and Leading Companies in peripheral and unrelated
industries to help continue to expand my vision, which is one of the “Strategies for Attaining
Mastery” that Greene mentions in our textbook. (Greene, 2012). Examples may include: Bono,
Will Smith, Donald Trump, Apple, Google, Paul Fisher.
 Join the American Marketing Association and Follow Industry Leaders on LinkedIn to try to obtain
more real-world experience as well.

21. WAYS TO CONNECT & GET INVOLVED
Full Sail University Connections:
 It is important to develop new connections and utilize the additional resources
available to me while enrolled at Full Sail to grow and foster new networking
capabilities and also get as much experience and exposure as possible. Some tactics
include:
 Join Full Sail’s Internet Marketing Group on Facebook
 Join Full Sail’s Private Group on Facebook.
 Join Full Sail’s Internet Marketing Group on LinkedIn.
 Join Full Sail’s Social Media Club, IMMS group pages.
 Use Full Sail’s Career Development Program to see what internship opportunities
might be available for to get advice as needed.
 Pay attention to Up Coming Events on Full Sail Connect and participate in industry
related and career growth opportunities when possible.
 Check Full Sail Connect Weekly to find more opportunities to join new groups, clubs
that might interest me and discover if there are any additional opportunities for me to
lend my new skills while also garnering some real-world experience at the same time.

22. CHARACTERISTICS OF THE IDEAL MENTOR
 Knowledgeable in Internet Marketing: My ideal mentor would be well
versed in Internet Marketing, particularly Social Media Marketing.
 Experienced & Successful: Knowledge alone isn’t enough. I want to
locate a mentor who actually does Internet Marketing for a living. It would
be best to find a successful Social Media Strategist and Marketer if
possible.
 Innovative: I’d like to find a mentor who is constantly looking for ways to
improve his/her craft and willing to explore new ideas and opportunities.
 Approachable & Accessible: My potential mentor not only needs to be
willing to speak with me about Internet Marketing but also willing to set
aside time to actively mentor me.
 Connected: I’d like to find a mentor with a great network already
established that I could hopefully become connected to myself.

23. REFERENCES
Beneke, J., Blampied, S., Miszczak, S., & Parker, P. (2014). Social networking the
brand—an exploration of the drivers of brand image in the south african beer market.
Journal Of Food Products Marketing, 20(4), 362-389.
doi:10.1080/10454446.2013.807402
Chua, C. 20 quick tips for better time management. Lifehack.org. Retrieved from
http://www.lifehack.org/articles/lifehack/20-quick-tips-for-better-time-management.html
Connor, C. (2013, March 4). Top online reputation management tips for brand marketers.
Forbes.com. Retrieved from
http://www.forbes.com/sites/cherylsnappconner/2014/03/04/top-online-reputation-management-
tips-for-brand-marketers/
Greene, R. (2012). Mastery. VitalBook file. Penguin Books.
Hoelzel, M. (2014, September 25). The social media advertising report: growth forecasts,
market trends, and the rise of the mobile. Businessinsider.com
Jara, A., Parra, M., & Skarmeta, A. (2014). Participative marketing: extending social
media marketing through the identification and interaction capabilities from the Internet of
things. Personal & Ubiquitous Computing, 18(4), 997-1011. doi:10.1007/s00779-013-
0714-7
Kagan, M. (2013, January 10). The top 10 most remarkable marketing campaigns ever
[slideshow]. Blog.hubspot.com.

24. REFERENCES
Rauch, J. 5 social media experts you should be following. Skilledup.com. Retrieved from:
http://www.skilledup.com/learn/marketing/5-social-media-experts-following/
Steimle, J. (2014, February 28). Top 10 online marketing experts to follow in 2014. Forbes.com. Retrieved
from http://www.forbes.com/sites/joshsteimle/2014/02/28/top-10-online-marketing-experts-to-follow-in-2014/
Weitbrect, C. (2013, October 31) Transmedia marketing case study: the hunger games – catching fire.
Christineweitbrecht.com, Retrieved from http://christineweitbrecht.com/2013/10/transmedia-marketing-case-
study-the-hunger-games-catching-fire/
2014, September 3). What is search engine optimization?. Business2Community.com, Retrieved from
www.lexisnexis.com/hottopics/lnacademic
(2014, June 1). The modern approach: seo merges with social media marketing.
Business2Community.com, Retrieved from www.lexisnexis.com/hottopics/lnacademic
(2014, May 24). One story, many digital platforms. The Business Times Singapore, Retrieved from
www.lexisnexis.com/hottopics/lnacademic
“Full Sail University, Internet Marketing Masters of Science Degree, Online – Courses.” Retrieved from
http://www.fullsail.edu/degrees/online/internet-marketing-masters/courses
The online reputation management guide. Outspokenmedia.com. http://outspokenmedia.com/guides/orm-guide/
www.Lynda.com.