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Internet marketing Campaign development

Well Tumblr,

 I have made to my last Full Sail Class Internet marketing Campaign development. In this final class, I finished my 69-page marketing plan for Hometech industries. I did a full campaign pitch about fishing. I think that was the funnies thing since I have been at Full Sail. Brake all the presentation rules and make it work and get a good grade on it to boot!!

I have for the last 12 months chatted with my class mates of Facebook messenger. When I told them what my plan was for my campaign pitch they wanted the link. Some of the images where pixelated and I had to switch mics for the last 60 seconds, but it was fun to do.

All in all, the class was enjoyable we will see how bad my final pager hurt me in the next few days. I think anything above a 70 and I still pass and Graduate with Honors. So, that’s good. I think I will miss Full Sail a little and being that I don’t plan to walk with my class mates, missing the chance to meet them as a group. But walking in October does give me a number of befits and is more advantageous to hitting the beach.

Tumblr This is my last class, so it is time to say good by to you and all my Tumblr friends. You see it’s not that I don’t like using you Tumblr it is just after full Sail I will forget your password Like I have every month and without the requirement to post on you there is no incentive for me to do the work it takes to recover password. So, it’s better if I tell you upfront if I ever log back in to this site it will be to delete this account. Goodbye Tumblr.

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Internet and the Law

Let me start with the class overview that basically said Students will learn basic knowledge of legal issues online.

Week one was about Jurisdictional issues such as the effects doctrine. “Under the effects doctrine, personal jurisdiction over a non-resident defendant is proper when his tortious actions are intentional and directed at the forum state and cause such harm to a resident plaintiff as can be reasonably anticipated by the defendant.” But this has so many issues in application that make the whole thing worse. The state by state long arm laws is just going to be a headache. Just like state by state internet taxing tables and "Amazon laws". 

Week two was about Cyber crime and related issues such as the best way to prevent cybercrime. I argued that it can not be done with Laws alone and that weariness and hardening of websites is a doable step. I even pointed to the UK model and Google making increase cyber security a major issue.   Criminals don’t care about laws. So, make laws matter but how do you prosecute a hacker in Russia or Ukraine for a United States law if the country will not extradite?   If you cannot prosecute hackers does the sentencing matter?  I would argue that if you know there is little chance of being extradited to the U.S. then there is no fear of U.S. laws.

Week three we focused on privacy and wrote a privacy policy for our company. For my company a borrowed heavily for a competitor’s website.

The last week of this class was about the issues of Terms of use for this we looked at Priceline’s website user agreement. I found a few places where the court would not up hold this agreement as it is currently being used. Basically, is the user agreement is not presented to the website user in a manor where it is expected to be read then there could be issues with in enforcement.  

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Web Analytics and Optimization

Course IMK662-O Web Analytics and Optimization - Online

Let me start with the class overview that basically said Students will learn how to use Web Analytic. The class allows for the skipping of two assignments if you take the Google Analytic test not pass it just take it. Once for two assignments. I already had two Google Analytics certifications before this class so retesting for them and taking the third was not an issue for me. What was an issue being that there was no advanced topics for me to handle no challenge other than retaking the Google test. Even this Google test is an issue because anyone could just google the answers to the google test.

Week one was about basic introduction to website landing page optimization. I go to post snips from Comfortflo’s website with a focus on customer trust indictor’s.  I also got to discuss how we are A/B testing website page and content with its sister company Americasbestwhirlpools.com.

Week two was about trends data and how to use trends data. This is also the focus of week 3. So really it is two weeks for the same thing. I got to discuss four major tends I look at for all companies. Social media, Website, Local SEO and secondary marketing such as print or Video content.

The last week of this class was about the issues of free analytics software being that Google Analytics is the industry standard now and it is free, I struggled to find grounds to agree with the weeks heading. I did point out that often it’s not the tool put the person using it that matters.

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Strategic Internet Public Relations - Online

Strategic Internet Public Relations - Online

I need to start with the fact that I have never had formal training in the area of Press Release and distribution. So in that fact this class was helpful. Dr. John gave me a good amount of suggestions on a press release I wrote 6 months ago and reformatted for the assignment. The press release was about Irma relief efforts that Watertech lead 6 months ago. It was good to see my informal training in press releases and press management coming in to play in my Masters program.

Week two and three was about how to take the press release and use it for web search. The key word focus down to where to place the release and how to move it to social media and other platforms.

The main focus of week four was the group project. My group decided to work the video game violence angle as recent school shooting have dominate in the headlines. For the company we selected Rockstar Games. Rockstar is the maker of games like grand thief auto so this was a good fit for the assignment.

The main reason takeaways from this class are I have been doing press management mostly right but need to focus on a few minor changes to how I use outside resources and company resources such as the need to build a press newsroom page for news worthy information. The other big take away is that I need to find Bloggers in the area of bathtubs and bathroom remodels.

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Advances SEO

In this class we covered topics from local SEO to Google Adword campaigns. I was able to present the class with a tool I use for website content call Yoast SEO. This is a Wordpress plug in that reviews website pages for links content H1 titles and more. 

Week one we covered advanced Keyword strategy including how to look at your competitors sites for ideas on strong keywords.  One of the cooler items this week was the ABC of SEO this allowed me a quick review of keyword and seo stratagy for Watertech. 

Week two covered more spy on your competition tools and how to use these new tools effectively. One of these sites is SEMrush that I have used in other classes before. There was a list of 10 tools there was some overlap in function but most of these did different things. 

Week three focused on link building and tools for that. The secondary topic was health website architecture. The main focus here was on fuctional website backen including indexing and crawlability.

Week four We looked at over optimizing and how this is an issue I pointed out how Watertech had some issues with this and how I addressed it. The final topic for the class was local search and how to optimize for that. 

All in all this was an enjoyable class the topics were informative and allowed me to review so Items within the Watertech website. There were no changes that needed to be done to the website itself but copyscape did list issues with copied content. These pages where rewritten on Watertechs sister site.

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Online Publishers

The month of January, the class I had was all about online publishes and AIMS goals. For Watertech I selected Bobvilla.com for a proposed partnership. Bobvilla was a good fit for all four campaign types we needed to cover this class.          

           These campaign types where, Intention based, Broad, targeted, and newsletter. The broad campaign is about getting information about the brand out there. Where the intention based is more about what someone is searching or looking for. The targeted is based on a more focused set of demographics. The last one being newsletter uses the publishers newsletter to place ads about the products or services. 

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Influencer

The influencer marketing class was all about influencers.  We started looking in to my website Watertechtn.com. The first thing we looked at how to define fans, customers, and influencers. After defining these three roles the class then moved on to how each one plays in an overall picture and model.  

The next step was to start building an influencer model for the watertech business. This started with a review of three optional influencers and why these where strong candidates for a Watertech influencer program.  The three I selected was a girl and her blog simply organized and Bob villa. Each of these had strengths and weaknesses as I presented in the week three presentation.

The next issue in building an influencer program was figuring out return on investment. As Watertech does not direct sale products this had a number of issues. Starting with assigning a value to conversion and websites. Because there is on clear line from visit to sale that Watertech could base this model on. The other issue is that Watertech uses a lot of vendors to move product. These vendors just fax orders to Watertech there is no traffic to the watertech website in most cases. This means that the value to each conversion action is based on a projection model that is not founded on solid data.  

Going in to the final assignment the goal was to put all this information together in a final report with suggestions on how to fully unitized influencers. The last issue I addressed is a New York times report that suggests that more than 1/4th of all social media accounts are bots. And that this fraud is present and predominate in the influencer market.

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Web Usability review

We started looking in to my website Watertechtn.com. The first thing we looked at we the main webpage and how well this page told the story of the website. The home page is more times than not the main landing page for users. There are times such as when you are using page extensions or online ads for example when this would the case.  From there we looked at basic navigation and layout.

The next step was usability testing for the website. This installed finding key information or completing basic tasks on the website. There where key issues found during this testing this being there is no information on how to buy the tubs, no information on vendors, the spec sheets a basic item was hidden and took 8 steps to get to. These issues are political in nature and as such are harder to correct than just adding logos to the website. The company despite wanting to honor vendor contacts still tries to direct sale these products as often as possible.  The issue is posting the vendors logos to the website would decrease retail sales. So, this these issues with usability will remain unresolved.

The next issue we looked at was find-ability. This is the website find-able in search and is basic data find-able on the website. The keyword for this was data scents or does the web site layout information in a logical was where information is find-able. This also included page tag lines and a review of all main menu items. 

Going in to the final assignment the goal was to put all this information together in a final report with correction suggestions. As all suggestions in each of these areas have already been discussed this will not be a major undertaking. But with there being the corporate political issues point out above these corrections are not likely to take place.

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Internet Consumer Behavior and Analysis - Online

This class focused on customer data. The main focus was on online customer behavior and data collection. The class covered customer behavior decision making and even the creation of customer surveys with survey monkey.

In week two the class discussed Customer decision making in detail I gave some points to my classmates on the thing that I see with their business marketing models. Week three the class dialed in on customer-generated content. This included how to encourage this content and how and why to use it. Week for was all about customer data and some discussion on how to use it and even if the collection of customer online data was legal. Again, in the week four I discussed with my classmates the finer points for customer data to include VPNs and custom web browsers. I also pointed out how Watertech uses customer data and how the use of VPNs and custom browsers will affect these marketing efforts. I even got to show the class how much data google and facebook had collected on them.

I posted about how I believe customer data collection will change and how websites should change to be more customer focused. All in all it was an enjoyable class with a light work load.

W

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Branding and Story Telling

In the Branding and storytelling, I found many useful programs that I was not currently using Chief among these was a website KayePutnam.com. That allowed me to assess my brand archetype. The finding of this is that Watertech fits in the innocent brand archetype. This is the same archetype as dove and Coca-Cola so not a bad place to be. There were a few other closely related brand archetypes in this list as well. So, I have attributed then to additional or unique properties of the brand.  

The second big project was a video for the emotional feel of the brand. This video starts off with the words life is stressful and shows everyday events that produce stress. This was the point of the video to showcase Watertech whirlpool bath products being the answer to everyday stress. I receive a 100 on this video for the approach. the project was short it took me about two hours to film, edit, and render the video.  I used Sony Vegas 13 for the editing as this program is more flexible than a base movie editor and videos could be rendered as mp4. This was one of the formats required in the assignment. I did add one special effect in the video being the smoke under the car hood.

Overall the class was enjoyable with the only project being the final paper requiring any major work.

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Intro to Internet Marketing

In the introduction to internet marketing class, I found many useful programs that I was not currently using Chief among these was a program called SEMrush. This program allowed me to see how other websites stacked up with in each metric. The SEMrush report was helpful in building a competitor analysis profiles and it also help in a review of Watertech’s key words. This was done by looking in to the traffic on key words of the competitor’s web sites and the amount of traffic on the selected keywords.

There was one surprising thing in this data that left me scratching my head. This was the page traffic for the jacuzzi website for the request a catalog page. This traffic was insanely high and just looking at the traffic report from SEMrush left me puzzling how there was that much traffic on that page. The data indicated that this was a landing and exit page. Again, I found this weird because a request a catalog could be a landing and exit page but this would still not justify the pure amount of traffic. When I pulled up the website I found the answer. The email collection efforts on this site where very aggressive and directed users to the request a catalog page. This one redirect was inflating this page’s traffic. Plus, Jacuzzi was using an ad linked to the same website page. This accounted for all the data. The Ad was making this a landing page, the email collection efforts was increasing traffic to that page and it being a high traffic exit page fit.  

My favorite assignment this class was the presentation on Click fraud. I used a lot of pay per click marketing and have addressed this issue in the past. I addressed how I manage these PPC accounts and how I monitor and act on click fraud when found within my accounts. I have since posted this as an   article on LinkedIn and the response has been nothing but positive.

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Just like everything in life just go for it. Remember you have to start somewhere.

I am a logistical person strategy and tactics are my thing but I can throw down some art work when I need to.   

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My Name is Chris Pittman It was always fun when places shorten it to 

Chris P. hince Crispy like the Chicken.

But mostly Crispy because

I’M ON FIRE!!!!!! 

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www.linkedin.com/in/christopher-pittman-87188375