How to create a personal brand on LinkedIn including creating your profile, blogging, participating in groups, having a professional picture, completely filling out your profile, developing your summary.
The document discusses using rubrics for grading in Canvas. It notes that rubrics can speed up grading, provide specific and consistent feedback, and reduce grade challenges. The author uses rubrics to grade cases, discussion boards, review questions, and presentations in various courses. Rubrics are created based on syllabus guidelines and include criteria and point distributions. When grading, points are totaled in Canvas and comments can be added. Students then see their scores and feedback in Canvas. The author hopes for further rubric functionality like downloading rubrics and results for assessment.
Marketing budgets are more focused on digital spending than ever before. Academia lags behind in teaching these skills such as search, social, mobile and email marketing.. This study aims to help discover how academics can be best supported in this endeavor,
Brand building workshop exploring the relationship between search, strategy and branding, including exercises for workshop. Presented to the Texas CEO Magazine Boot Camp Saturday, September 17, 2016.
How to use certifications such as Hubspot Inbound, AdWords, Hootsuite and others to teach digital marketing from the Marketing Management Conference 2016
How to teach digital marketing from a strategic point of view, particularly focusing on paid and organic search, Google AdWords, Analytics, and the Google Online Marketing Challenge.
The document discusses using email and customer relationship management (CRM) systems to build customer loyalty. It explains that email can be used as part of the CRM process to attract, retain, and engage customers at different stages from prospects to former customers. The document provides best practices for email marketing, including developing targeted lists, writing effective subject lines, testing, and compliance with spam laws. The overall goal is to use email and CRM to increase customer perceived value and create long-term customer loyalty.
How to create a personal brand on LinkedIn including creating your profile, blogging, participating in groups, having a professional picture, completely filling out your profile, developing your summary.
The document discusses using rubrics for grading in Canvas. It notes that rubrics can speed up grading, provide specific and consistent feedback, and reduce grade challenges. The author uses rubrics to grade cases, discussion boards, review questions, and presentations in various courses. Rubrics are created based on syllabus guidelines and include criteria and point distributions. When grading, points are totaled in Canvas and comments can be added. Students then see their scores and feedback in Canvas. The author hopes for further rubric functionality like downloading rubrics and results for assessment.
Marketing budgets are more focused on digital spending than ever before. Academia lags behind in teaching these skills such as search, social, mobile and email marketing.. This study aims to help discover how academics can be best supported in this endeavor,
Brand building workshop exploring the relationship between search, strategy and branding, including exercises for workshop. Presented to the Texas CEO Magazine Boot Camp Saturday, September 17, 2016.
How to use certifications such as Hubspot Inbound, AdWords, Hootsuite and others to teach digital marketing from the Marketing Management Conference 2016
How to teach digital marketing from a strategic point of view, particularly focusing on paid and organic search, Google AdWords, Analytics, and the Google Online Marketing Challenge.
The document discusses using email and customer relationship management (CRM) systems to build customer loyalty. It explains that email can be used as part of the CRM process to attract, retain, and engage customers at different stages from prospects to former customers. The document provides best practices for email marketing, including developing targeted lists, writing effective subject lines, testing, and compliance with spam laws. The overall goal is to use email and CRM to increase customer perceived value and create long-term customer loyalty.
Learn how to teach web design using Adobe Spark and LinkedIn Learning tools. Students learn to work with images, text and video to create compelling websites quickly.
Learn how to use the Tableau industry resources to teach data visualization with Tableau in a course that also integrates an IBM big data badge and agile marketing concepts.
Encouraging students to conduct research beyond Google in an online courseSt. Edward's University
Learn how to integrate library resources into your classroom using point of need learning and problem based learning techniques to create information literacy.
Learn how to use Hootsuite, HubSpot Google Ads and Google Analytics in Teaching Digital Marketing. Understand how to integrate Google Analytics with Blogger for Engaged Learning.
How do we know they can apply anything? Assessing Digital Marketing CompetencySt. Edward's University
How do we know they can apply anything focuses on assessing digital marketing competency in the classroom to prepare students for the post covid workplace with blogging and email and search marketing.
An overview on the use of digital marketing techniques in 2016 including marketing automation, branding online, conversion and data management techniques.
Debra Zahay gave a presentation on data and marketing strategy. She discussed how managing customer data requires having a corporate strategy aligned with collected data, a clear vision for data use, and organizational cooperation. Zahay emphasized that successful customer relationship management depends on high quality customer data and explained how companies can improve data quality. She also covered trends in marketing automation, analytics, and social/mobile and stressed that executive leadership is key to achieving results from customer data initiatives.
Top Five Trends in Digital Marketing for 2015 and How to Profit from ThemSt. Edward's University
The document discusses top trends in digital marketing for 2015 that companies can profit from. It covers how content, automation, social media usage, understanding customer intent, and creating experiences will be important. The presentation provides examples and strategies for each trend, such as how different types of content can support objectives and how to engage customers on social media. It emphasizes that marketing is becoming more automated and driven by analytics, and that companies should focus on engagement and interactions to provide the best customer experiences.
An update for the Roberts and Zahay Internet Marketing textbook that tells of the role of the customer experience in mobile marketing and how to design and measure mobile programs.
Re-imagining Branding for the New B2B Digital Marketplace: Unless your brand, your products and your company can be found digitally through search, your product will not be successfully marketed. Much of the B@B consumers decision is now made before the search process begins. An overview of these changes and a research agenda are included in this presentation.
How to use LinkedIn for networking and career advancement. Educators can learn how to reinforce strategic concepts. LinkedIn is used as the cornerstone of a personal brand.
An update on the status of the Journal of Research in Interactive Marketing. We publish articles on search, social media, website design and usability and all aspects of digital and interactive marketing.
The results of a LinkedIn Exercise in Social Media Marketing at Aurora University in the Fall of 2013. Students maximized their LinkedIn Profiles using Strategic and Digital Marketing Principles and the advice of a LinkedIn Expert with the result that they felt more confident about their abilities in social media. Many of the adult learners received job interviews and offers as a result of optimizing their profiles.
The Journal of Research in Interactive Marketing promotes research in the field of interactive marketing including database technology, social media marketing, search, website design and usability testing. This deck is an update on the status of the Journal.
This presentation was given on October 12, 2013 at the Marketing EDGE Jacobs and Clevenger Casewriter's competition, where it received a Silver Award. The case outlines how to teach descriptive analytics, profiling and clustering for a fictional company.
Based on the concept of the learning organization and that learning may be the only true way companies can distinguish themselves, this presentation describes the capabilities, such as top management vision and data sharing, that the organization must have to mange customer information effectively.
How to get Published in the Journal of Research in Interactive Marketing: In...St. Edward's University
Learn about the Journal of Reseach in Interactive Marketing from Dr. Debra Zahay, Editor-in-Chief, at her recent MMA presentation 9/19/2013. Learn the Journal acceptance rate, major topic areas, how to get published.
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Learn how to teach web design using Adobe Spark and LinkedIn Learning tools. Students learn to work with images, text and video to create compelling websites quickly.
Learn how to use the Tableau industry resources to teach data visualization with Tableau in a course that also integrates an IBM big data badge and agile marketing concepts.
Encouraging students to conduct research beyond Google in an online courseSt. Edward's University
Learn how to integrate library resources into your classroom using point of need learning and problem based learning techniques to create information literacy.
Learn how to use Hootsuite, HubSpot Google Ads and Google Analytics in Teaching Digital Marketing. Understand how to integrate Google Analytics with Blogger for Engaged Learning.
How do we know they can apply anything? Assessing Digital Marketing CompetencySt. Edward's University
How do we know they can apply anything focuses on assessing digital marketing competency in the classroom to prepare students for the post covid workplace with blogging and email and search marketing.
An overview on the use of digital marketing techniques in 2016 including marketing automation, branding online, conversion and data management techniques.
Debra Zahay gave a presentation on data and marketing strategy. She discussed how managing customer data requires having a corporate strategy aligned with collected data, a clear vision for data use, and organizational cooperation. Zahay emphasized that successful customer relationship management depends on high quality customer data and explained how companies can improve data quality. She also covered trends in marketing automation, analytics, and social/mobile and stressed that executive leadership is key to achieving results from customer data initiatives.
Top Five Trends in Digital Marketing for 2015 and How to Profit from ThemSt. Edward's University
The document discusses top trends in digital marketing for 2015 that companies can profit from. It covers how content, automation, social media usage, understanding customer intent, and creating experiences will be important. The presentation provides examples and strategies for each trend, such as how different types of content can support objectives and how to engage customers on social media. It emphasizes that marketing is becoming more automated and driven by analytics, and that companies should focus on engagement and interactions to provide the best customer experiences.
An update for the Roberts and Zahay Internet Marketing textbook that tells of the role of the customer experience in mobile marketing and how to design and measure mobile programs.
Re-imagining Branding for the New B2B Digital Marketplace: Unless your brand, your products and your company can be found digitally through search, your product will not be successfully marketed. Much of the B@B consumers decision is now made before the search process begins. An overview of these changes and a research agenda are included in this presentation.
How to use LinkedIn for networking and career advancement. Educators can learn how to reinforce strategic concepts. LinkedIn is used as the cornerstone of a personal brand.
An update on the status of the Journal of Research in Interactive Marketing. We publish articles on search, social media, website design and usability and all aspects of digital and interactive marketing.
The results of a LinkedIn Exercise in Social Media Marketing at Aurora University in the Fall of 2013. Students maximized their LinkedIn Profiles using Strategic and Digital Marketing Principles and the advice of a LinkedIn Expert with the result that they felt more confident about their abilities in social media. Many of the adult learners received job interviews and offers as a result of optimizing their profiles.
The Journal of Research in Interactive Marketing promotes research in the field of interactive marketing including database technology, social media marketing, search, website design and usability testing. This deck is an update on the status of the Journal.
This presentation was given on October 12, 2013 at the Marketing EDGE Jacobs and Clevenger Casewriter's competition, where it received a Silver Award. The case outlines how to teach descriptive analytics, profiling and clustering for a fictional company.
Based on the concept of the learning organization and that learning may be the only true way companies can distinguish themselves, this presentation describes the capabilities, such as top management vision and data sharing, that the organization must have to mange customer information effectively.
How to get Published in the Journal of Research in Interactive Marketing: In...St. Edward's University
Learn about the Journal of Reseach in Interactive Marketing from Dr. Debra Zahay, Editor-in-Chief, at her recent MMA presentation 9/19/2013. Learn the Journal acceptance rate, major topic areas, how to get published.
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Enhancing Adoption of AI in Agri-food: IntroductionCor Verdouw
Introduction to the Panel on: Pathways and Challenges: AI-Driven Technology in Agri-Food, AI4Food, University of Guelph
“Enhancing Adoption of AI in Agri-food: a Path Forward”, 18 June 2024
Tired of chasing down expiring contracts and drowning in paperwork? Mastering contract management can significantly enhance your business efficiency and productivity. This guide unveils expert secrets to streamline your contract management process. Learn how to save time, minimize risk, and achieve effortless contract management.
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Cover Story - China's Investment Leader - Dr. Alyce SUmsthrill
In World Expo 2010 Shanghai – the most visited Expo in the World History
https://www.britannica.com/event/Expo-Shanghai-2010
China’s official organizer of the Expo, CCPIT (China Council for the Promotion of International Trade https://en.ccpit.org/) has chosen Dr. Alyce Su as the Cover Person with Cover Story, in the Expo’s official magazine distributed throughout the Expo, showcasing China’s New Generation of Leaders to the World.
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Discover the Beauty and Functionality of The Expert Remodeling Serviceobriengroupinc04
Unlock your kitchen's true potential with expert remodeling services from O'Brien Group Inc. Transform your space into a functional, modern, and luxurious haven with their experienced professionals. From layout reconfiguration to high-end upgrades, they deliver stunning results tailored to your style and needs. Visit obriengroupinc.com to elevate your kitchen's beauty and functionality today.
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The Most Inspiring Entrepreneurs to Follow in 2024.pdfthesiliconleaders
In a world where the potential of youth innovation remains vastly untouched, there emerges a guiding light in the form of Norm Goldstein, the Founder and CEO of EduNetwork Partners. His dedication to this cause has earned him recognition as a Congressional Leadership Award recipient.
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Efficient PHP Development Solutions for Dynamic Web ApplicationsHarwinder Singh
Unlock the full potential of your web projects with our expert PHP development solutions. From robust backend systems to dynamic front-end interfaces, we deliver scalable, secure, and high-performance applications tailored to your needs. Trust our skilled team to transform your ideas into reality with custom PHP programming, ensuring seamless functionality and a superior user experience.
2. Search Usage Dependence
Grows at Breakneck Speed
WHY DOES SEARCH
HAVE SUCH AN IMPACT?
More than half of the users
online any given day use
search!
3. EVERYONE USES SEARCH
• 92 percent of U.S. Internet users have used
search engines.
• 93 percent of B2B purchase start with search.
• 81 percent of retail purchases begin with an
online search.
• 48 percent of mobile searches start on search
engines, 33 percent on branded websites and
26 percent on branded apps.
http://www.internetlivestats.com/
google-search-statistics/
4. WHO SEARCHES?
• Although 96 percent of the youngest adult
Internet users (ages 18 to 29) used search
engines, 87 percent of the oldest users (65 + ) also
still use search engines to find information online.
• There are no significant differences by gender or
race/ethnicity in terms of those who say they
used search “yesterday.”
• Those with higher incomes and who have
attended college are, however, slightly more
likely to use search engines to find information
online
4
5. ADVANTAGES OF SEARCH
•Used by Most Consumers and B2B
Customers
•Organic Search is ‘Free’
•People are Looking for Your
Product/Service
5
6. MARKETERS ALSO USE SEARCH FOR EVERYTHING
Branding
Online
sales
Lead
Generation
Drive
Traffic
Provide
Content
7. SEARCH IS GOING TO BE 40
BILLION DOLLAR INDUSTRY
• Growth rate has been explosive
• Job growth follows
9. TYPES OF SEARCH
• Directory Listings
• Search Engine Marketing (SEM)
• Search Engine Optimization (SEO), also
known as Natural or Organic Search
• Pay-per-click (PPC), also known as Paid
Search
9
12. KEY TERMS FOR ORGANIC SEARCH
• Keywords– Words or phrases selected
when making a search (can also be used in
other contexts)
• Meta name– Also known as meta tag or
meta element and is in the header portion
of a site’s HTML code
• Algorithm –Displays the search engine’s
‘best guess’ as to which pages are most
relevant
• Title Tag–Title in blue bar at top of web
page; important for SEO Rankings
12
13. WHAT DOES A PAGE RANK
INDICATE?
A. How important a page is on the web
B. How important a search rankings are on the web
C. How important a search term is on the web
14. HOW SEARCH WORKS
14
Query– User-Initiated search term
Index Server– Stores information previously categorized
Spiders– Or ‘robots’ are programs ‘crawl’ the web and follow every
link or piece of data they see and bring back to index server
SERP– Search Engine Results Page
26. 94 PERCENT OF B2B BUYERS USE
ONLINE RESEARCH
• 77 percent use Google search
• 84.3 percent check business websites
• 34 percent visit 3rd party websites
• 41 percent read user reviews
2014 State of B2B Procurement, Acquity Group
29. • Descriptive and
related to
search category
• Age and size
• Relevant Title
Tag
• Meta tags and
keywords
•Text on site
•Keywords/phrase density
•Position of words on site
•Headings and emphasis
•Images and Video (Alt tags)
• Inbound
• Outbound
Links Content
URLTags
and
Title
HOW TO RANK HIGH IN SEO: The Past
30. Technical
• Indexing
• Single URL
• Sitemap
• Working internal
links
• HTTPS
• User Experience
• Mobile Friendly
• Page Speed
• Keywords in
URL
• Above the fold
Content
Content
• Content with
purpose
• Content that
attracts natural
links and social
signals like
recency and
number of social
mentions
• Keyword
Research
• Title tag and
descriptions
• Headings that
define sections
• Optimize content
• Optimize images
Off-site SEO
• Google My
Business listing
• Name, address,
phone
consistency
• Social media
consistency
• Backlinks (come
from another
website)
SEO OPTIMIZATION TODAY
33. PLANNING AN ORGANIC SEARCH
CAMPAIGN
33
Define the target market
Find out what they search for
Develop a search engine strategy: Find
key words and phrases
Redesign site with keywords in mind
Register site with search engine
Implement paid search campaign to
complement (Optional)
35. Expand profiles
on social media
accounts
Monitor social
media
conversations to
enhance SEO
Drive inbound
links via social
media outlets
Figure 8.12: How to Use Social Media to
Enhance SEO
36. HOW DOES HILTON LEVERAGE
SOCIAL MEDIA?
• Hilton Understands that Search and
Social Work Together
• Content is rich and varied,
purposeful
• Engagement is critical to obtaining
social mentions
36
39. OTHER CATEGORIES OF SEARCH
• Local
• Vertical
•Specialty/Industry
•Topical
•Image
• Mobile
•Universal Search
40. SEARCH TRENDS: THE FUTURE
• Voice: RankBrain and Semantic
•User Experience
•Meaningful Content Length
• Local Intent
•Video Content
•Mobile Optimization
•Social Content Ranking
•Beyond Keywords
•SEO as it relates to Inbound
41. SUMMARY
• Search Engine Marketing (SEM) has two aspects
• SEO or Organic Search
• PPC or Paid Search
• Both Types Require Planning, Customer Knowledge
• Algorithms are Critical in Natural Search and are
always Chaning
• Web Pages Need to Be Written with Algorithms in
Mind and with Relevance
• Don’t Ignore Social Media
• Search process is ‘never done’ and is Iterative
42. INTERACTIVE EXERCISE 1
• SEO Effectiveness
• Another useful tool is
from HubSpot at http:// websitegrader.co
m.
• Pick a site or go to:
https://website.grader.com/results/www.s
tedwards.edu
• Use the HubSpot tool to see if a site of your
choice has maximized its SEO potential and
run the free report. Examine the report
under the SEO section and answer the
following questions.
42
44. 1. PAGE TITLES
Page titles should be no more than ___
characters long and not _____
keywords.
a) 70/specify
b) 99/specify
c) 70/repeat
44
45. 2. META DESCRIPTIONS DEFINED
Meta Descriptions are:
a) Code snippets below the blue search
result link
b) Click-through indications
c) Similar from site to site
45
46. 3. META DESCRIPTIONS LENGTH
Meta Descriptions should be no longer
than ____ characters long and be
_________ to the page.
a) 155/relevant
b) 99/unique
c) 70/unique
46
47. INTERACTIVE EXERCISE 2
• SEO and Content
• Read the following blog post from
SearchEngineLand and answer the
questions accordingly:
• http://searchengineland.com/definitive-
seo-audit-part-2-3-content-site-252492
47
48. 1. PURPOSE OF CONTENT
What are the three purposes of
content?
a) Conversions, reactions, social
sharing
b) Keywords, titles and descriptions,
tags
c) Conversions, informational, links
and social baiting
48
49. 2. IMAGES AND SEARCH
Which is NOT a characteristic of an
image that is optimized for search
a) Properly tagged
b) A size that does not slow down the
page
c) Beautifully photographed
49
50. 3. HEADING TAGS
Heading tags are primarily:
a) Formatting elements.
b) Technical descriptions
c) Page elements to separate content
into sections
50
51. 4. KEYWORD RESEARCH
The first stage in keyword research is:
a) Put keywords in a spreadsheet and
sort by volume
b) Query all terms that relate to the
core terms of the product or service
c) Code keywords by type of content
51
52. 5. PAGE LENGTH
A page to be considered to have
content that can be searched should
have IDEALLY at least how many
words?
a) 250
b) 350
c) 500
52