The Path to Product Excellence: Avoiding Common Pitfalls and Enhancing Commun...
Imd323 week 1 part 1
1. IMD 323: WEB MARKETING
Matt Chandler, Instructor
chandler@matthewchandler.net
@mattchandl3r
2. 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
3. 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
5. WHAT TO EXPECT
Start at the End: Web Marketing
Strategy
Mission and function
Components of a strategy
Documentation and scope
6. WHAT TO EXPECT
Content: The Root of Everything Online
Writing for the web
Evaluating audience needs
Style, function and format
7. WHAT TO EXPECT
Social Media: The Whole Web Is
Talking
Creating a social marketing plan
Monitoring and moderation
Crisis communications and reputation
management
8. WHAT TO EXPECT
Blogging for a Purpose: Communicate
to Sell
Importance for SEO
Meeting marketing and ROI goals
Establishing identity
9. WHAT TO EXPECT
Elements of User Experience
Architecture and navigation
Accessibility and usability
Homepage/landing page design
10. WHAT TO EXPECT
Competitive Analysis: How the Other
Guy/Gal Does It
Audience demographics and personae
Influence, reach and sentiment
The conversion funnel
11. WHAT TO EXPECT
Search Engine Optimization: Getting
Found
Organic vs. paid search
Understanding analytics
Importance of social profiles