Modern Marketing Presentation to University of Houston Bauer School

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Modern Marketing by President/CEO Tom King

University of Houston

Tuesday & Thursday, September 6th and 8th, 2011

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1. Introduction: Overview of Marketing

2. Cloud-Based IT

3. Marketing Research

4. Brand Marketing

5. Design Services

6. Content Marketing

7. Professional Writing

8. Tuesday’s Student Application Assignment

YouTube Primer on Cloud Computer (5 minutes):

http://www.youtube.com/watch?v=txvGNDnKNWw or

http://www.youtube.com/watch?v=tAUuY0Yld0E&feature=related

Topics for Tuesday

http://www.youtube.com/watch?v=txvGNDnKNWw

http://www.youtube.com/watch?v=txvGNDnKNWw



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1. Commercial Photography

2. Video Production

3. Search Engine Marketing (SEM)

4. Social Media Marketing (SMM)

5. Mobile Marketing

6. Website Analytics (WA)

7. Human Resources & Training

8. Thursday’s Student Application Assignment

9. Conclusion: Branding It All Together

YouTube Primer on Social Media Marketing (5 minutes) :

http://www.youtube.com/watch?v=tGzAHbBmcnk

Topics for Thursday



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• Marketing divides into to distinctive areas:

– Creative Side (“design”)

– Business Side (“marketing”)

• 90% of Marketing is Internet Marketing

– Therefore, the keyword phrases searched upon most for these two

areas:

• “Website Design”

• “Internet Marketing”

• If 90% of Marketing is Internet Marketing, it makes more sense to create

and hire Internet Marketing freaks and add or outsource the other 10%

(research, branding), rather than trying to add Internet marketing skills to

10%’ers.

• Content is still King

Two Major Disciplines of Marketing

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• Fix or build the production pipeline before working about production

• Monumental shift to cloud-based IT services

– More secure, less expensive, lower complexity, greater flexibility

– Content is King and moving to cloud preps you for content production

• Old: Microsoft, HP, IBM, Dell, Windows, Yahoo, Gmail, MS Office, local

hard drive based file storage, desktop based software tools, flash drives

• New: OpenDNS, Dropbox or Box.net, Google Apps, Google Android,

Google Chrome OS, QuickBooks Online, LastPass, tablets, social media

accounts, personal branding, return on investment (personal and

professional), Samsung, Apple, HTC, Motorola/Google, Bing, Google Docs

or Office 365 (soon), Mint.com, Online Banking

• Hurricanes, pregnancy & bad ethnic food are no excuse

– Get it done wherever you are

Cloud-Based IT

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• It all starts with marketing to determine the strategy and benchmark the

progress (i.e., ROI)

• Industry research (First Research)

• Competitor research (SpyFu, Web CEO)

• Self audit, usually of your website (Web CEO, SpyFu, Grader.com)

• Related Google Search Trends

• Buyer Personas (Insighting Ideas)

• Keyword Research (KWR) (Market Samurai, Google AdWords tool)

• Content Topics for content message & writing, photos topics, video scripts, on-

site SEO, PPC Advertising (Google Adwords), etc.

• Determination of the metrics to gauge progress & adjust course

Marketing Research

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• Selection of Brand (research in advance, first to use, not first to own)

• Protection of Brand (USPTO.gov, MyCorporation, symbol usage)

• Monitoring of Brand (Radian6, Trackur)

• Engaging around discussions involving Brand (TrafficGeyser)

• Logo Portfolios

– CMYK & RGB

– 2D and 3D

– Logos, Icons & Favicons

– Landscape & Portrait

– Plain, with URL, with Slogan, with icon, text only

– For print, web, video, social media accounts, brochures, etc.

Brand Marketing

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• Logo Design

• Presentation Template Design

• Landing Page Design

• Blog Design

• Website Design

– Old: static page websites by Adobe Dreamweaver

• Expensive software, highly trained webmaster, desktop-based, technical to access

– New: database driven content management system, namely WordPress

• Cloud-based via browser access, easy to learn, accessible via tablet/phone,; blogging,

SEO, SMM, rich media management built in from the ground up; mobile site ready

• Webstore Design

– eBay’s Prostores, Volution

Design Services

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• Biggest hurdle is cultural

• Content Topics

• Content Production Calendar

• Social Media Service Selection

• Content Production Training

• Content Production Production Line (team roles, equipment, services)

• Content Types:

– Technical or Professional Writing

– Commercial Photography

– Video Production

– Presentations & Whitepapers

– Polls & Surveys

Content Production

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• Skills: writing, keyword research (KWR), SEO, website editing

• Tools: keyword density tools, Market Samurai, Web CEO, WordPress

• Content is Everything; writing the content is the hardest part

• Content writing is best when it comes from the client

– Search Engines & Visitors alike both know B.S. v. Real Thing despite

different approaches of analysis

• Takes the longest, often requires much rewriting, goes directly back to the

business plan and mission statements (which must be KWR’d or they will

fail)

• A technical or professional writer who isn’t an Internet content freak is fairly

one dimensional and useless

• Practice on your resume: 1 page, mission statement, 3 selling points,

contact info, social media accounts, clean formatting, keyword researched

• Bulleted and numbered lists are loved by people and search engines

Content Writing


• This is the age of personal branding, which must be maintained forever

• Get your personal domain for the rest of your life (i.e., TomKing.com)

• Get your personal email address for the rest of your life (i.e. [email protected])

• Get your personal resume website for the rest of your life (www.tomking.com)

• Get personal business cards (i.e., free from VistaPrint)

• Connect who you are with how to get in touch with you

• Brand your resume, biz cards, social accounts with new email & web site

• Build your website for job interviewer who has 10 seconds to decide if he or she

wants to spend an additional 60 seconds.

• Make your message and brand equally focused, understandable, positive,

humble

Review of Tuesday’s Application Assignment


1. Commercial Photography

2. Video Production

3. Search Engine Marketing (SEM)

4. Social Media Marketing (SMM)

5. Mobile Marketing

6. Website Analytics (WA)

7. Human Resources & Training

8. Thursday’s Student Application Assignment

9. Conclusion: Branding It All Together

YouTube Social Media Primer (5 minutes) :


Topics for Thursday



• Search Engines agree a picture is worth a thousand words

• Embedding a photo on your website from Flickr or other photo sharing site

is worth double the SEO value

• Everyone should have an SLR camera and take a photography class

– Especially is you are a marketing, design, content, or social media

professional

• What happens in Vegas … goes on YouTube, Flickr, Facebook, Twitter,

SlideShare, Photovine, Google +, etc. Assume your kids will live their life as

you documented yours.

• Get a professionally done headshot for social media accounts & resume

• SEO a key aspect of photos

• People learn differently; give them same message in multiple ways. Photos,

videos, written word, presentations, audio files (Podcasts, etc.)

• Photoshop an essential skill to photography (get certified)

Commercial Photography


• If a photo is worth a thousand words, search engines believe a video is

worth a million words! [not literally, but you get the idea]

• The #2 search engine in the world is … YouTube

• Embedding videos from sites like YouTube gets you double the “link juice”

• 30 – 60 second videos that are relevant, recent & unique are best

• Keyword Research the scripts of the words, as soon they will be

transcribed! [Hello, Google Voice technology]

• Assume that whatever you video will be viewed by your next job interviewer

• Skill set that is related to photography, though software editing is difficult to

learn (i.e., Adobe Premiere) … get certified

• Vimeo for long videos, YouTube for under 15 minute videos

Video Production


• SEM is the optimizing of content based on KWR so search engines will know

how to index your content

• SEM is both a marketing and creative skill set for web designers

• Content is the “most important 30%” of how you rank

• Back Links is the other … 70%

• Social Media distribution key for the ability to deliver back links

• If your content sticks (30%), you won’t get the back links (70%)

• 80% of all B2B searches done on Google

• Yahoo is dead, replaced and run by Bing

• All Facebook searches performed by Bing as part of alliance with FB, Yahoo

• Skill set easy to outsource to India or the Philippines, but local language

differences have impact

• Local search results now given priority over nation search results

Search Engine Marketing (SEM)


• SMM is merely a name for a class of content distribution tools

• Everyone is caught up on SMM rather than the message

• “Content Marketing” should be the buzz word instead of “SMM”

• Popular services including WordPress blogging, Twitter, Facebook,

Google+, LinkedIn, Flickr, YouTube, SlideShare, Digg, PRWeb

• Email marketing with tools like Constant Contact are sort of a hybrid of

Content Marketing (message) and SMM (emails that generate links to

content, such as social media accounts or primary websites)

• Unless you can measure the impact of efforts on SMM, hard to justify

• 90% of SMM content is crap (i.e., “I just took a crap”)

• Other 10% of SMM content represent real differentiation opportunity for Biz

• Start using above tools solely as part of your personal branding strategy in

parallel with your personal branded website

Social Media Marketing (SMM)


• Mobile Apps & Mobile versions of websites are critical for businesses

• Tablets and Chrome OS are exciting product launches in this space

• Android-powered phones have already beat iPhone

• However, iPad destroying Android tablets … but this will change

– Watch for Google Nexus Tablet resulting from Google’s acquisition of Motorola

• Metrics: if you can’t monitor & measure it, don’t do it

• Your content marketing should just extend to mobile as another of distribution

• AppMakr is a good mobile app generator if you do lots of social media

distributed content

• Companies have same resistance today that they had towards websites 10

years after 1994 launch of web, except mobile adoption is gaining at faster rate:

adopt or slide back (iPhone launched in 2007, mobile apps in 2009)

• Use Airplane mode during classes and meetings; at night

– Colleagues, family and friends want your attention, not your intensity or superiority

Mobile Marketing & Mobile App Development


• Website Analytics (using mainly Google Analytics) are web-based metrics to

collect user data on your website or otherwise tagged item (documents,

mobile apps, social accounts, etc.)

• Most ignored and intimidating aspect of Internet marketing. Why? It tells you

if you are failing and or flying. [Hint: 90% of the time, you are failing]

• Allows you to monitor, measuring, analysis and adapt

• Highly technical skill set for deep analysis

• Usually is “culture changing” for a company, similar to content marketing

• True ROI measuring starts with products like Google Analytics

Website Analytics


• 90% of Marketing is Internet Marketing

• 90% of Internet Marketing is rapidly changing

• Team Member training & certification is essential

• Job candidate certification requirements weed out the great from the good

• 90% of students landing in their first job without certifications are useless

– Employers spend another year training

• Degrees state what you learned; certifications state what you can do

• Get 2-3 certifications for relevant work you want to perform, put on resume

– Google Analytics, Google AdWords

– Market Motive, Online Marketing Institute

– WordPress, Adobe Photoshop/Premiere, Web CEO

• Plan on this for your team members in your venture

Human Resources & Training


• After you get your email address for life (i.e., [email protected]), sign up

for and start using a few strategic social media accounts and start using

them solely for the areas in which you want to work (blog and publish other

content relating to your upcoming career).

• Register these accounts, integrate into personal website and resume:

– Use KnowEm.com to research account name availablity

– LinkedIN, Facebook and

– Google + once added to Google Apps accounts

– Flickr, YouTube

– SlideShare for whitepapers and presentations

– Add the mobile apps for all these to your Smartphone (Android, iPhone, etc.)

Review of Thursday’s Application Assignment

mailto:[email protected]


• Develop your strategy with the aid of keyword research

• Keep your content message on point with your strategy

• Keep your content relevant, recent & unique … it will find an audience or you

are in the wrong business

• Remember that different people assimilate info different: embrace diverse

content distribution methods … namely, social media; not because it is fun or

cool, but because you can measure its effectiveness

• Monitor the Internet for content by others relating to your brand, then engage

• Move all your IT and content tools to the cloud; embrace mobile

• If you can’t measure it, rethink how you deploy the activity

• If 70% of how you rank in search engines is back links, don’t focus only on the

website design and content (the other, most important 30%)

Modern Marketing: Bringing It All Together


• Full service marketing firm focusing on “Internet ROI”

• Offers services in all areas covered in this presentation

• Founders of the Houston Internet Marketing Forum

• Presenters of the Houston Website Designer forum at the Art Institute of

Houston

• Active participating company with UH’s Bauer & Technology Schools

• Open internship opportunities for Fall, Spring, and Summer in the areas of

MIS, Accounting, Sales, Website Design, Human Resources, SEM, SMM

• For more information, visit ForwardM.com or contact Tom King at 713-449-

2000 or [email protected]

About Forward Marketing


For More Information, Contact: Tom King, President/CEO

Forward Marketing

[email protected] or 713-449-2000