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.