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This whitepaper is the companion to the presentation entitled "Modern Marketing" was presented by Forward Marketing President/CEO Tom King to the University of Houston Bauer School of Business' Entrepreneurship program for Professor Ken Jones on September 6 & 8, 2011.
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7941 Katy Freeway, Suite 1000, Houston, Texas 77024-1924
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“Modern Marketing” By Forward Marketing President/CEO Tom King
Agenda The following topics will be address on the Tuesday and Thursday sessions, September 6th and 8th:
1. Two Major Disciplines (Tuesday) a. Internet Marketing (business side) b. Website Design (creative side)
2. Major Areas of Services
a. Tuesday Topics (15 minutes each) i. Cloud-Based IT
ii. Marketing Research iii. Brand Marketing iv. Design Services v. Content Production
vi. Professional Writing b. Thursday Topics (15 minutes each)
i. Commercial Photography ii. Video Production
iii. Search Engine Marketing (SEM) iv. Social Media Marketing (SMM) v. Mobile Marketing
vi. Website Analytics vii. Human Resources & Training
3. Application for Students:
a. Tuesday: Personal Branding assignment, Part I due prior to Tuesday lecture b. Thursday: Personal Branding assignment, Part II due prior to Thursday lecture
4. Bring it all Together (Thursday)
a. Strategy b. Execution c. Monitor & Measure d. Modify & Repeat
7941 Katy Freeway, Suite 1000, Houston, Texas 77024-1924
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Tuesday “Personal Branding” Assignment, Part I – Due Prior to September 6th
Register a domain name based on your name (i.e., TomKing.com)
o can be .com, .net, .org or .biz
o should form basis of “personal brand”
o should form basis of email address you can you rest of your life
Note: for women who are not married and plan on taking on the last name of
their spouse, might consider first name and middle name such as
christinalynn.net.
o pick a low cost but dependable registrar with whom to register the domain such as
HostGator or Go Daddy
Go to http://www.google.com/apps, then select “Begin Free Trail” for the Google Apps Business
edition. This entitles you to free telephone support to help you set up the account. Using your
new domain, set up your personal branded email address (i.e., tom@tomking.com or
christina@christinalynn.net)
o Follow the registration instructions to turn on the service
o Follow the setup instruction to configure with Go Daddy
o Follow the setup guide to finish setup
o If you have problems, call technical support
o Once you set it up, “downgrade” to the Google Apps (Free) edition if you no longer want
phone support
Once your email is setup and working, go to Google.com and log in with this same, new email
address and password. You how have combined your Google Apps service (personal branded
email, calendar, contacts, docs, etc.) with your new Google.com account.
When done, email Ken Jones from your new email address so he knows you completed this
Thursday “Social Marketing” Assignment – Due Prior to September 8th
With your new branded email address (which you will use for the rest of your life), sign up for
these social media accounts, in this order:
o LinkedIn
o Twitter
o SlideShare(.net)
o Flickr
o YouTube
o Facebook
Download this white paper and the companion presentation by Forward Marketing
When done, find and “Friend” Ken Jones on Facebook so he knows you completed this
-- End of Assignments --
7941 Katy Freeway, Suite 1000, Houston, Texas 77024-1924
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Cloud-Based IT Tools
Personal branded domain (i.e., TomKing.com) from a registrar like Go Daddy ($12 per year)
Personal branded email (i.e., tom@tomking.com) from Google Apps (Standard/Free Edition)
LastPass security and account manager ($12 per year)
o Install add-on/extension to Mozilla Firefox or Google Chrome browsers
Google.com account using Google Apps email as login with these services (all free):
o Google Apps: Gmail, Calendar, Contacts, Docs, Sites
o Google Analytics, Google AdWords, Google Webmaster Tools
o Google Voice, Google Goo.gl URL Shortener
o Google Checkout, Google Wallet
o Google Music, YouTube, Google + (in 2012)
WordPress hosting services from hosting provider (i.e., Deluxe Package for $8/mo. at Go Daddy)
Prebuilt WordPress themes (templates) from StudioPress or Elegant Themes ($50)
o StudioPress: Associate, Executive, Nitrous, or Venture templates
o Elegant Themes: MyResume template
For additional cloud-based IT tool suggestions, see:
o http://www.forwardm.com/it/it-toolbox/
Marketing Research Tools
Keyword Research: Market Samurai
Competitive Research: SpyFu, Web CEO, SEOmoz,
Website Audit: Grader.com, Web CEO Site Quality Tool, W3C HTML Validator, Spyfu
Buyer Persona Development: Insighting Ideas
Search Trends: Google Trends
Industry Research: First Research
For additional marketing research tool suggestions, see:
o http://www.forwardm.com/research/research-toolbox/
Brand Marketing & Brand Protection Tools
Domain, social account availability research tool KnowEm.com
United States Patent & Trademark Office (USPTO.gov)
MyCorporation.com for trademark research and filing
Trackur or Radian6 for brand conversation monitoring & engagement
TrafficGeyer.com for streamlined content distribution; PRWeb for press releases
For additional brand-related tool suggestions, see:
o http://www.forwardm.com/branding/brand-toolbox/
7941 Katy Freeway, Suite 1000, Houston, Texas 77024-1924
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Design Services Tools
WordPress hosting services on HostGator.com or Go Daddy.com
StudioPress premium templates for WordPress
Elegant Themes premium templates for WordPress
DryIcons.com for free icon sets
Favicon.cc to generate your “favorites icon” for bookmarking of your site
For additional website and graphical design tool suggestions, see:
o http://www.forwardm.com/design/design-toolbox/
Content Marketing Tools
Traffic Geyser
HootSuite
TweetDeck
Radian6
PitchEngine
PRWeb
YouTube or Vimeo for video sharing
Flickr, Google Picasa, or Shutterfly for photo sharing
SlideShare presentation and white paper sharing
For additional content marketing tool suggestions, see:
o http://www.forwardm.com/content/content-marketing-toolbox/
Professional Writing Tools
Market Samurai to determine keyword phrases to integrate into writing
Google AdWords external keyword tool to determine keyword phrases to integrate into writing
SEOBook or KeywordDensity.com tools for measuring keyword density in text
For additional content marketing tool suggestions, see:
o http://www.forwardm.com/content/content-marketing-toolbox/
7941 Katy Freeway, Suite 1000, Houston, Texas 77024-1924
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Commercial Photography Tools
Flickr
Google new Photovine.com
Shutterfly
Google Picasa
Adobe Photoshop for photo editing
Video Production Tools
Vimeo and Vimeo PRO
YouTube
Adobe Premiere
TrafficGeyser for video distribution
Search Engine Marketing Tools
Web CEO
Spyfu
SEOBook
SEOmoz
Google Webmaster Tools
Grader.com
W3C HTML Validator
For additional search engine marketing tool suggestions, see:
o http://www.forwardm.com/sem/search-marketing-toolbox/
7941 Katy Freeway, Suite 1000, Houston, Texas 77024-1924
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Social Media Marketing Tools
WordPress blogging on your own site
Twitter micro-blogging
LinkedIn and Facebook
YouTube, Vimeo, and Flickr for photos and videos; SlideShare for presentations & whitepapers
Digg for story distribution; TrafficGeyser for content distribution
Google + once it is added to Google Apps accounts
Radian6 (for companies, not individuals)
HootSuite or TweetDeck
Constant Contact email marketing, event marketing, pools & surveys
For additional SMM tool suggestions, see:
o http://www.forwardm.com/social/social-marketing-toolbox/
Mobile Marketing Tools
AppMakr
Mobile website generator plugins for WordPress
For additional mobile marketing tool suggestions, see:
o http://www.forwardm.com/mobile/mobile-toolbox/
Website Analytic Tools
Google Analytics
Adobe Omniture Analytics
VizMetrics Custom Dashboards & Executive Report Summaries
Pingdom mobile app for site monitoring & statistics
For additional website analytics tool suggestions, see:
o http://www.forwardm.com/analytics/website-analytics-toolbox/
Training & Certification Suggestions
Google Analytics Certified; Google AdWords Certified
Web CEO Search Engine Marketing Professional
Market Motive training & certifications
Online Marketing Institute training & certifications
Adobe Certified Experts (ACE) training & certification
For additional training and certification programs, see:
http://www.forwardm.com/training/
7941 Katy Freeway, Suite 1000, Houston, Texas 77024-1924
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Tom King’s Bio Tom King is the President/CEO of Forward Marketing, a full service marketing firm specializing in Internet “Return on Investment”. Tom has served as an Instructor of Internet Marketing at Houston Baptist University, led the Internet Marketing Seminar series at Houston Community College, and currently leads the Houston Website Designer Seminars at the Art Institute of Houston. He also sits on the AIH’s curriculum advisory board. Tom has been Google Analytics, Web CEO Search Engine Marketing Professional, and University of British Columbia Website Analytics certified. Tom has a BBA in Marketing from Texas A&M and a J.D. from Boston University School of Law. He hosted the nationally syndicated CompuTalk radio show in the 1990s. He’s a frequent speaker on Internet Marketing strategy, content marketing process implementation and website design best practices. He can be reached at tk@forwardm.com or 713-449-2000. When not doing Internet Marketing, Tom likes keeping his boys occupied with outdoors activities such as when he caught a 5 foot 60 pound alligator bar in Louisiana. To see the visit, go to YouTube, then search on “Tom King Houston”! Related Links Forward Marketing – http://www.ForwardM.com Houston Internet Marketing Forum (HIMF) – http://www.HoustonInternetMarketing.com Tom King – http://www.TomKing.com Modern IT Toolbox - http://www.forwardm.com/it/it-toolbox/ Tom’s Alligator Gar Video -- http://goo.gl/Tbhef Opportunity Forward Marketing has Fall and Spring internships available to students with Entrepreneurship, Sales & Marketing degrees. You must work 2 days a week in West Houston near Memorial City Mall and these are unpaid internships. Internship positions exist in the areas of Sales, Business Development, Marketing, Human Resources, Search Engine Marketing, and WordPress website design.
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