imd323 week 1 part 1

IMD 323: WEB MARKETINGMatt Chandler, Instructor

chandler@matthewchandler.net@mattchandl3r

ABOUT ME

Founding partner, Raidious Digital Content Services

Over 10 years’ experience managing online content and strategy for enterprise organizations including Ingersoll Rand Security Technologies, NYU Langone Medical Center and Community Health Network

Featured speaker at the 2010 Masters of Business Online conference

ABOUT ME

Member of the Information Architecture Institute and the American Advertising Federation

Guest lecturer for groups including the Public Relations Society of America and Butler University

Featured guest blogger on Social Media Today, Marketing Tech Blog and My Venture Pad

Regular guest on Sirius Satellite Radio

GRATUITOUS USE OF LOGOS

WHAT TO EXPECT

Start at the End: Web Marketing Strategy

Mission and function

Components of a strategy

Documentation and scope

WHAT TO EXPECT

Content: The Root of Everything Online

Writing for the web

Evaluating audience needs

Style, function and format

WHAT TO EXPECT

Social Media: The Whole Web Is Talking

Creating a social marketing plan

Monitoring and moderation

Crisis communications and reputation management

WHAT TO EXPECT

Blogging for a Purpose: Communicate to Sell

Importance for SEO

Meeting marketing and ROI goals

Establishing identity

WHAT TO EXPECT

Elements of User Experience

Architecture and navigation

Accessibility and usability

Homepage/landing page design

WHAT TO EXPECT

Competitive Analysis: How the Other Guy/Gal Does It

Audience demographics and personae

Influence, reach and sentiment

The conversion funnel

WHAT TO EXPECT

Search Engine Optimization: Getting Found

Organic vs. paid search

Understanding analytics

Importance of social profiles

WHAT TO EXPECT

Multimedia: Ideas Should Be Seen and Heard

Web video

Podcasting

Screencasts and webinars

WHAT TO EXPECT

Paid and Push Marketing: Invade, Not Annoy

Email marketing

Paid search, affiliates and banners

Mobile device marketing

MID-TERM PROJECT

Set up company profile

Website

Blog

Social profiles

FINAL PROJECTFormulate an online marketing plan for your company

Subject topography

Social marketing

Blogging

Multimedia

Sample content

MID-TERM PROJECT

Weekly blog posts

Opinions

Reactions

Analysis

Critique

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 pts

Final Project: 100 pts

Total: 300pts