A creative soul looking to create, inspire, and change the world one step at a time. Music, writing, and fashion are the core of my soul but my story is still being written.
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The Final Goodbye
This program was one of the hardest things, I’ve ever had to complete. I started this program because I love helping businesses grow and studying the way people behave. I wanted to earn my Internet Marketing Masters so I could travel half the year abroad and work on the brand’s websites and SEO. Once I began this journey I realized my love of looking at data and determining user paths, creating branding elements, and analyzing websites. I struggled with some elements like the legal aspects and some elements of optimization but I was able to gain a good understanding of all topics. My case study is my favorite brand and I have been watching it’s growth since my first degree in 2012, being able to look at the company from a fashion design standpoint and then from a marketing perspective has helped me understand how they have built and grown their business. I feel confident that I can launch a website in the fashion industry using all the insights I have learned about the company over the years.
The past 6 months have been some of the hardest times in my personal and work life, so completing this program is an extremely big feat for me. I will be the first person in my family besides my grandmother to receive a masters degree. I am currently working on launching my own website where I will promote my services for consulting start-up brands, events, and brand partnerships. I am also working on starting a aerial yoga wellness center. I am very excited for this year and know that after completing this degree, I truly can conquer any obstacle in front of me.
Thank you to all of my professors and all of your understanding throughout the program, I could not have done this without you!
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Internet LAW
It’s been a rough month for me personally as well as politically for America! Though it’s been hard for me to stay in tune with the world since I’ve had to go into survival mode, I was able to follow the Brett Kavanaugh hearings and swearing in! With the current president and shifting in power, it is super important to understand the laws of the internet. As a person who works with startups with low budgets, it is important to prevent and manage risk factors in every direction. My internet law class this month reminded of a few things I learned in my Business degree like copyrights and cybercrimes, and it did put a few more things on my radar like defamation on social media, and the importance of a privacy policy for e-commerce sites. As I navigate through the freelance consultant world, having all of these tools in my tool belt and being able to analyze sites and adjust them to reduce risk factors is very important. This is my second to last class of my master's degree and it’s all leveling out. I have grown with each class and have been able to use the tools I’ve been learning in my real-world work situations. In some cases, it has been the key component in coming up with solutions to the problems that have come up. With this class, I realized the best way to combat and prepare for the worse is to prepare for the worse. Privacy policies are the key to doing this with online stores and making sure to have everything laid out on the site so consumers can understand is key. It protects against any suits as well as builds trust and transparency for the company and the consumer. This is something that wasn’t on my radar and probably isn’t on most companies radars. I use the shopify platform with most of my clients and while they provide terms and conditions they do not default a privacy policy. This is something that I will make sure to adjust on my clients websites as well as put it on future clients radars.
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Internet PR
The Internet changed our world not too long ago and continues to keep changing it and help lead the way into the new world forming. Today and every day we reach greater numbers of how many people all over the world are able to connect and communicate with each other. These changes not only change our everyday conversations, but they also have an effect on how much people are able to control others. Working in internet PR is about controlling conversations online and in a time where new people with their own opinions about how to see the world and act are joining the internet, it makes it harder to control conversations. There is no way of pleasing everyone on the internet, however, there are ways to please people who are your target market through strategic consistent planning. After completing my course this month (and redoing it), while working in the entertainment industry has given me some real-life perspective to some of the strategies being done. Working with up and coming musicians as well as established acts, I can see how important it is to make sure whether you have a PR person or not every person participating on the internet should have friends or team members who are well versed with the internet and in tune with online conversations. Getting negative comments is inevitable at some point in life on the internet if you participate socially, so having support and perspective on how to handle it from someone else can help ensure smart responses to things that are necessary to respond to and when to let things go. For startups to big corporations, this is extremely important because a small issue can snowball into something that is uncontrollable depending on how the situation is handled. Press Releases and Company curated content are great ways to guide conversations and provide consistent tending to the company reputation. Ultimately, having an emergency strategy team or friends that are equipped with these skills are the key takeaways and lessons I see proven in my everyday personal and professional life.
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Analytic Dreams
I haven’t been able to post on here for a while due to my busy schedule but I have been making lemonade with the lemons I’ve been given. Analytics is actually one of my favorite things to do when it comes to internet marketing. It’s equivalent to people watching except it’s for the internet. Analytics tell a story of what people like and don’t like as well as show when something is not going how it's supposed to. This month I chose to look at the company I work for, Coconut Village, rather than my case study, the Reformation, which gave me hands-on experience with real analytics and helped me use the skills taught in my job. In doing the projects, I noticed a few other areas of the website I need to focus on and how setting little goals can have great impacts in the long run. I plan on using some of the action items I presented in my project and monitoring them to see if they are successful. Because the brand is a start-up, I am able to set reasonable, obtainable goals for the company in small steps to get the website and company to the brand awareness and sales goals set out. Even though my work emergencies have put me behind in class participation for some weeks, I have been learned many things in this class and will be using them in the real world. I was not able to complete the google certification during this course, but it will be my goal to complete before my degree is complete.
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It’s 2018!!!!!
Time is moving so fast it’s still surreal that it is a new year. This year has started off like the roadrunner for me, with the relaunch of the website for Coconut Village, break up with another roommate, and starting a new class. My goals of having a handle on my schedule have not yet been achieved, but I am still picking up the knowledge that I need to know. The courses have always lined up perfectly to what I am doing in my career, and have helped me in building a strong branding plan. This month focused on Social media goals, brand ambassadors, and ROI. Analyzing the engagement and who the super fans were of my case study have helped me understand how to set up our brand ambassador program and the importance of connecting with fans. The Reformation, my case study, have a disconnect when it comes to this, they have what I call the cool girl factor, everyone wants to be their friend but not many people actually are. For the brand I work with, it is important for us to make everyone feel like they are apart of the brand and journey, especially with our one of a kind piece and charity aspects. Transparency, as well as connection, will be the main factors to enticing some of the Reformation’s fanbase. I am excited to see how much more in depth the program will get into the behavior of customers and how it’s used to increase sales.
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Holidays have arrived and it’s kinda getting cold...
Sometimes I feel like the holidays are just another day living in California because it’s so warm, coming from New York I'm used to leaves falling and snow storms approaching. Today, I was speaking with a friend and couldn’t remember if Christmas was on the 24th or the 25th. What the holidays mean to me now, is pushing sales, and running around trying to get things done. And my family, well only a few members, are coming to town to throw into the mix. I feel like this month I made some progress as far as trying to manage my time better in regards to personal care and my education. It’s not perfect yet, but I am proud of the direction it’s going in.
My class for this month focused on consumers and their buying behavior. As I mentioned before I love demographics and figuring out why people do the things they do so this was right up my alley. I feel like I have a pretty good understanding of consumers for my case study brand the Reformation because I am there target customer. However, for my actual job, I am not the target customer, my client is. We have grown very close over the past few months which has helped me observe and figure out how she thinks and buys and etc. Applying the tools and strategies from class helped me figure out the types of customers and how I have to remember to cater to them. It made me look deeper into her behavior as well as the customers when interacting with shopping and social events. It’s given me great insight and has helped me keep building the brand identity and structure.
It has been a very enjoyable and productive class this month, I feel like I connected to the topic and was able to deliver good work even though the distractions of life and family have been working against me. I think after the holidays I will be closer to my Mastery goals as well as a little happier life.
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The Holidays Are Approaching...
The holidays are approaching and it's a little stressful, to say the least. I am now working for one of my clients full time setting up her whole company. The class was very helpful this month with work as I was focused on building the brand's identity, voice and story. Doing the assignments helped me in real life, with coming up with creative little details I can add as well as making sure I cover all the basics. The brand identity and voice are key to any brand's success especially in the fashion industry where there is no shortage of options.
The brand that I chose for my Master's program has similar elements to the company I work for such as up-cycling and women empowerment. These two topics are things that line up with my personal brand. It makes me feel good to know I am working and helping companies that are trying to make a difference in the world. Not only does, it make me feel good as an employee but it's also a bonus incentive for customers to purchase. In the world today, with everything that is going on, people want to know if more about the companies they are supporting and make sure their morals are aligned.
I love learning about consumer behavior and demographics, I am an avid people watcher. I make it my mission to meet people from all different parts of the world and cultures so I will have insights as to what is important to them and what encourages them to buy.
These are the thoughts that fill my mind as we approach the holidays. I’ve never been a fan of the holidays and with all the changes in my personal life as well as work the next few months don’t look like they will get easier. Even though I know I will be working like crazy and trying to make time for family friends, I am excited about my job and excited for what’s to come next in my program.
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Here’s An Update
I am at the end of my second class in my Masters degree, and I must say this class makes the last one seem like a piece of cake. I was very excited for my Internet Marketing class but I wasn’t ready for the shift in my work life. I was offered an amazing opportunity with one of my e-commerce/production consulting clients to help set up and run her company full time! I am very excited but it is a lot of work and commitment. I am finishing up my time at my main job, Contemporary Showroom Sales Representative, and setting up everything for my position and the company as they just received a huge increase in funding. So you can say this month has been pretty busy for me especially when you add online school into the equation.
While it has been hard to keep up with everything, I have enjoyed all the topics in the class. I am familiar with most of the material, but I was excited about the aspects I didn’t know or never thought about as much. For instance, we learned about Click-Fraud, which is the technique of inflating the number of Pay-Per-Clicks, that exploits the online advertising with fraudulent charges. There are ways to protect yourself from this like clickfraud.com and setting up IP exclusions in Adwords. I also enjoyed a competitor analysis for three brands, The Reformation, Oak + Fort, and Everlane, because it made me give the sites I work with another look and see if there were elements I could improve on to compete with big names like these.
I have learned so many things in this class and have already started applying them to my current clients. I am excited to continue improving and expanding my skillset!
Resources:
What is click fraud? How to Identify and Prevent Fraudulent Clicks. (n.d.). Retrieved September 10, 2017, from https://www.bigcommerce.com/ecommerce-answers/what-is-click-fraud-identify-and-prevent-fraudulent-clicks/
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Mastery Journey Timeline: Internet Marketing
By Indigo Davis
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https://papaly.com/User765571/8EoYN/My-First-Board
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