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Mastery Journey Timeline assignment for Full Sail Internet Marketing Masters graduate programTRANSCRIPT
MASTERY
JOURNEY
TIMELIN
E
SE
PT
EM
BE
R 2
9,
20
13
– J
OE
L J.
SO
UC
I E
PRESENTATION OUTLINE
Goals, Strategies, Tactics and Research Industry Involvement Mentorship Visual Timeline
GOALS, S
TRAT
EGIE
S, TACTI
CS AND
RESEARCH
SEPT ‘13 – MASTERY PROFESSIONAL DEVELOPMENT AND LEADERSHIP
Goal: Understand the principles and strategies of what it takes to become a master in the filed of internet marketing
Strategy/Tactics: Read “Mastery” by Robert Greene (2012) Purchase online subscription to Adage.com to leverage digital
industry insights Follow industry leader blogs such as Seth Godin, Jeremiah Owyang,
Chris Brogan etc..
Reseach: Learn to use the Full Sail Library research tools EBSCOhost and LexisNexis® Academic
Greene, R. (2012). Mastery. (pp. 247-310). New York, N.Y.: Penguin Group.
OCT ‘13 – INTERNET MARKETING FUNDAMENTALS
Goal: Gain a big picture understanding of the fundamentals of internet marketing particularly Search Engine Optimization (SEO) and best practices
Strategy/Tactics: Linda.com – View the “What is SEO” tutorial from the CMS Fundamentals
course Read Search Engine Optimization for Dummies by Peter Kent Regularly read and post to the Search Engine Land blog
(http://searchengineland.com)
Research: Read the free e-books from Full Sails Internet Marketing Masters resource guide SEOmoz: The Begginers Guide to SEO Google: Search Engine Optimization Starter Guide
NOV ‘13 – BUSINESS STORYTELLING AND BRAND DEVELOPMENT
Goal: Learn how to effectively implement strategies to help companies build their brands within their industries and use story telling to deliver superior customer experiences
Strategy/Tactics: Read Huffington Post Article “4 Steps to Building Brand Awareness
Through Story Telling” by Jonah Sachs Join Student Student Branding Society at Full Sail University Interview Sandy Shadler, VP Marketing at Travelink American
Express
Research: Read Brand Gap by Marty Neumeier from the Full Sail Internet Marketing Masters resource guide.
http://www.huffingtonpost.com/jonah-sachs/4-steps-to-build-brand-aw_b_3997738.html
DEC ‘13 – INTERNET CONSUMER BEHAVIOR AND ANALYSIS
Goal: Develop a sound understanding of how to identify specific Internet marketing campaigns and gauge their success and/or failure in inspiring the consumer to purchase products and services online.
Strategy/Tactics: Leverage my own clients data and analytics around consumer
behavior at Delphic Digital to apply learnings from this class to real world scenarios
Interview Scot Cottick Sr. Manager Interactive Marketing and Social Media at Nissan North America a leader in the automotive industry in consumer behavior analysis
Research: Utilize MAS Ultra the Full Sail Library Database resource to read articles on consumer behavior and analysis
JAN ‘14 – WEB DESIGN AND USABILITY
Goal: Learn to develop websites that provide both user and search engine friendly experiences.
Strategy/Tactics: Complete one responsive design project for one of my Delphic
Digital clients to apply learnings to the real world Conduct self study research on web design industry best practices
Research: Complete the Lynda.com course “Creating a Responsive Web Design to provide scalable site experiences across mobile, tablet and desktop devices for both user experience and search.
http://www.lynda.com/CSS-tutorials/Creating-Responsive-Web-Design/110716-2.html?srchtrk=index%3a1%0alinktypeid%3a2%0aq%3aWeb+Design%0apage%3a1%0as%3arelevance%0asa%3atrue%0aproducttypeid%3a2
FEB ‘14 – NEW MEDIA MARKETING
Goal: Understand how a company establishes which new media approach will accomplish its marketing goals and further it’s success.
Strategy/Tactics: Read financial planning articles for new media such as the
Financial-Planning.com article “Using Social Media for New Business Development – 5 Steps to Take Today by TJ Gilsenan
Interview Steve Petrecca, Manager Interactive Marketing at Nissan North America and responsible for new media.
Research: Leverage Full Sails Library Database to read strategic and scholarly articles on new media trends and reports
Gilsenan, TJ. Using Social Media for New Business – 5 Steps to Take Today. Financial-Planning.com. Retrieved September 29, 2013 from http://www.financial-planning.com/blogs/social-media-financial-advisors-2674235-1.html
MAR ‘14 – ADVANCED INTERNET MARKETING STRATEGIES
Goal: Fully grasp the components of internet marketing and how to put them in practice appropriately for any client or company
Strategy/Tactics: Interview Stuart O’Neil, Digital Group Creative Director at Team
Detroit and head of digital strategy and creative for the Ford Brand online.
Join Digital Marketing Association to leverage networking and workshop events
Research: Leverage the Full Sail Library Database to research articles on digital strategy and case studies
APR ‘14 – ADVANCED SEARCH ENGINE OPTIMIZATION
Goal: Build on previous SEO course work and learn more strategic approaches to search engine optimization and marketing.
Strategy/Tactics: Read and post to the SEO blog LinchpinSEO Interview Bill Ross SEO Consultant and Partner at LinchpinSEO.
(http://www.linchpinseo.com)
Research: Use the Full Sail Library to read the book Building Findable Websites: Web stadards, SEO and beyond by Aaron Walter.
Walter, A. (2008) Buliding finadable websites. Berkeley. CA. New Riders.
MAY ‘14 – STRATEGIC PUBLIC RELATIONS
Goal: Understand how to handle negative PR online and initiate positive PR strategies.
Strategy/Tactics: Join Social Media Club Philly Interview Justin Osman, Digital Brand Director at Team Detroit and
lead on all Ford Social Media related initiatves
Research: Utilize EBSCOhost to research social media best practices and crises management
JUN ‘14 – WEB ANALYTICS AND OPTIMIZATION
Goal: Understand web metrics and being able to craft reporting structures that meaningfully analyze data.
Strategy/Tactics: Read Web Analytics Action Hero by Adobe’s Brent Dykes Regularly read and post to the Google Analytics blog
Research: View the Web Analytics Fundamentals course videos on Lynda.com
Dykes, B. (2012) Web Analytics Action Hero. Adobe Press. Berkeley, CA
JUL ‘14 – INTERNET AND THE LAW
Goal: Obtain a firm understanding or the law and how it applies to digital marketing
Strategy/Tactics: Subscribe to and read the regular publication, Journal of Internet
Law Google search and surf for internet legal best practices
Research: Utilize FindLaw.com through the Full Sail Library additional resources section to research legal information and internet marketing solutions.
AUG ‘14 – INTERNET MARKETING CAMPAIGN DEVELOPMENT
Goal: Learn to strategize, concept and create best in class digital marketing campaigns
Strategy/Tactics: Join Phily Ad Club, Internet Marking Association and American
Advertising Federation Read the Salesforce.com white paper “Best Practices for Marketing
Managers”.
Research: View the Building and Integrated Online Marketing Plan course videos on Lynda.com
INDUSTR
Y IN
VOLVEMENT
DIGITAL MARKETING INDUSTRY INVOLVEMENT
Over the course of my Mastery Journey at Full Sail University I plan to become a member or participant with the following local and national organizations and clubs to further my knowledge base and skill sets in the filed of digital marketing.
Local – Philly: PhIMA - http://www.phillyinteractive.org SMCPhilly http://socialmediaclub.org/chapter/philadelphia Philly Ad Club - http://www.phillyadclub.com
National: Digital Marketing Association - https://www.digitalmarketingassoc.com Internet Marketing Association - http://www.imanetwork.org American Advertising Association - http://www.aaf.org
FULL SAIL COMMUNITY
To gain “real world” experience during my journey to mastery of digital marketing, I plan to become involved with some of the clubs and student organization most relevant to my field of study to network, discuss industry topics and learn new things about the digital marketing industry. Below is a list of clubs and organizations I plan to join or participate in.
Creative Student Networking Group – Network with like minded creative minds to build relationships and discuss career goals.
Web Enabled Brains - Participate to discuss the latest news/technology as well as attend workshops on such topics as HTML5 or Photoshop UI development.
Student Branding Society – network with other creative minds to facilitate a journey of self-discovery for the sole purpose of developing and/or enhancing each member's personal brand.Creative Student Networking Group. Retrieved September 29, 2013 from
https://orgsync.com/57437/chapterStudent Branding Society. Retrieved September 29, 2013 from https://orgsync.com/56199/chapterWeb Enabled Brains. Retrieved September 29, 2013 from https://orgsync.com/56185/chapter
MENTOR
MENTOR DEFINED
1men·tor noun \ˈmen-ˌtor, -tər\
: someone who teaches or gives help and advice to a less experienced and often younger person
2mentor transitive verb
: to teach or give advice or guidance to (someone, such as a less experienced person or a child) : to act as a mentor for (someone)
"Mentor." Merriam-Webster.com. Merriam-Webster, n.d. Web. Retrieved September 29, 2013 from http://www.merriam-webster.com/dictionary/mentor.
MENTOR CHARACTERISTICS
Good listener. Able to be used as a sounding board Knowledgeable and well read Nonjudgmental Able to give constructive feedback Transparent, honest and candid Able to network and find resources to share Successful in their own career Willing/able to devote time to mentoring and developing others Eager to continue to learn themselves
“Characteristics of Excellent Mentors.” American Speech-Language-Hearing Association. Retrieved September 29, 2013 from http://www.asha.org/students/gatheringplace/ExcMentor/ Gilmore, E (2012, June 04) Seven characteristics of a good internet marketing partner. Retrieved September 29, 2013 from http://www.theedesign.com/blog/2012/seven-characteristics-of-a-good-internet-marketing-partner
POTENTIAL MENTORS AND MASTERY JOURNAL INTERVIEWS
Sandy Schadler – VP Marketing – Travelink American Express Email – [email protected] Mobile – 248-390-6026
Scot Cottick – Sr. Manager, Interactive Marketing and Social Media – Nissan North America Email – [email protected] Mobile – 615-636-3378
Justin Osman - Digital Brand Director – Team Detroit Email – [email protected] Mobile – 734-546-2722
Stuart O’Neil – Digital Group Creative Director – Team Detroit Email – [email protected] Mobile – 248-318-3331
Bill Ross – SEO Consultant – LinchpinSEO Email – [email protected] Mobile – 773-791-3197
Steve Petrecca – Manager, Interactive Marketing – Nissan North America Email – [email protected] Mobile – 310-430-0855
VISUAL T
IMELIN
E
Sept ‘13 – Mastery: Professional Development
and Leadership
Understand the principles and strategies of what it takes to become a master in the filed of internet marketing
Oct ‘13 - Internet Marketing Fundamentals
Gain a big picture understanding of the fundamentals of internet marketing particularly Search Engine Optimization (SEO) and best practices
Nov ‘13 – Business Storytelling and Brand
Development
Learn how to effectively implement strategies to help companies build their brands within their industries and use story telling to deliver superior customer experience
Dec ‘13 – Internet Consumer Behavior and
Analysis
Develop a sound understanding of how to identify specific Internet marketing campaigns and gauge their success and/or failure in inspiring the consumer to purchase products and services online.
Jan ‘14 – Web Design and Usability
Learn to develop websites that provide both user and search engine friendly experiences.
Feb ‘14 – New Media Marketing
Understand how a company establishes which new media approach will accomplish its marketing goals and further it’s success
Mar ‘14 – Advanced Internet Marketing
Strategies
Fully grasp the components of internet marketing and how to put them in practice appropriately for any client or company
APR ‘14 – Advanced Search Engine Optimization
Build on previous SEO course work and learn more strategic approaches to search engine optimization and marketing.
MAY ‘14 – Strategic Public Relations
Understand how to handle negative PR online and initiate positive PR strategies.
Jun ‘14 – Web Analytics and Optimization
Understand web metrics and being able to craft reporting structures that meaningfully analyze data.
JUl ‘14 – Internet and the Law
Obtain a firm understanding or the law and how it applies to digital marketing
Aug ‘14 – Internet Marketing Campaign
Development
Learn to strategize, concept and create best in class digital marketing campaigns
Mastery
12 Step Journey to Mastery of Internet Marketing