imd323 week 1 part 1
DESCRIPTION
TRANSCRIPT
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
