IMMS Mastery Journey

1. Mastery Journey Pamela E. Painter Internet Marketing Masters of Science Degree September 2014 - August 2015

2. Mastery Journey: Internet Marketing Masters of Science (IMMS) Goal: To obtain my Internet Marketing Masters of Science Degree and gain the skills needed to obtain a full-time job in the Internet Marketing Industry, with a specific focus on Social Media if possible.

3. MONTH 1: September 2014Mastery: Personal Development & Leadership Familiarize myself with the resource available through the the Full Sail Library, particularly the EBSCOhost and LexisNexis® Academic research databases. Read article: “20 Quick Tips for Better Time Management,” By Celestine Chua.http://www.lifehack.org/articles/lifehack/20-quick-tips-for-better-time-management.html Become familiar with Tumblr, Feedly and Diigo. Follow Internet Marketing Leaders and Companies. Follow Social Media Leaders and Companies. Watch “Up and Running with Tumblr - with Justin Seeley” on Lynda.com. Create a Mastery Journey Timeline with specific goals and strategies for each of my twelve courses. Goal: Learn more about personal development and leadership by studying the characteristics of and strategies employed by the masters such as Leonardo da Vinci and Yoky Matsuoka cited in our textbook, Mastery (Greene, 2012). Apply what I learn to my own life and Mastery Journey.

4. MONTH 2: October 2014Internet Marketing Fundamentals Goal: Get a basic understanding about the field of Internet Marketing and learn about the importance of Search Engine Marketing and Search Engine Optimization. • Read article: (2014, September 3). What is Search Engine Optimization?. Business 2 Community.com - Blog, Retrieved from www.lexisnexis.com/hottopics/lnacademic • Read article: (2014, June 1). The Modern Approach: SEO Merges With Social Media Marketing. Business 2 Community.com, Retrieved from www.lexisnexis.com/hottopics/lnacademic • Watch “SEO: Keyword Strategy in Depth with Matt Bailey” on Lynda.com. • Experiment with searching various keyword terms on Google.com and then go to the top 3 results in the listing. Examine the SEO strategies used on the click-thru page to try to determine what drove the page ranking. Look at Meta data, key word placement, stacking and frequency, inbound/outbound links, examine results on Alexa.com, etc.

5. MONTH 3: November 2014Business Storytelling and Brand Development Goal: Learn how to brand effectively so that I or any individual or company I am representing can have a powerful and positive online presence. • Watch “Personal Branding Basics with Lorrie Thomas Ross” on Lynda.com. • Read Guide: “Brand Strategy” located at http://www.marketingmo.com/strategic-planning/brand-strategy/ • Design my own personal brand.

6. MONTH 4: December 2014Internet Consumer Behavior and Analysis Goal: Learn about what motivates consumers. What prompts them to take action? What might possibly decrease their likelihood to take an action? Explore ways to tailor the customer experience to increase the odds of getting them to buy or perform a certain action you want them to – like clicking on a certain link or submitting information you want from them, or retweeting your tweet. • Research consumer psychology. Write down 10 emotional triggers that help with calls to action. Write down 10 words or phrases that often shutdown the buying process. • Watch “Testing your ads with split tests” on Lynda.com. • Learn more about the power of Trans Media and it’s potential ability to increase trust and lead to sales or targeted action fulfillment. • Read article: (2013, May 24). “One story, many digital platforms.” The Business Times Singapore, Retrieved from www.lexisnexis.com/hottopics/lnacademic • Read article: Social Networking the Brand—An Exploration of the Drivers of Brand Image in the South African Beer Market. http://search.ebscohost.com.oclc.fullsail.edu:81/login.aspx?direct=true&db=a9h&AN=96861862&site=ehost-live

7. MONTH 5: January 2015Web Design and Usability Goal: Learn what makes an effective website and the importance of the customer experience when finding and interacting with a website. • Watch all videos in “Design a Website Using InDesign” Playlist on Lynda.com. • Watch “Improving SEO Using Accessibility Techniques with Morten Rand-Hendriksen.” On Lynda.com. • Read article: (2014, March 4). “10 top principles of effective web design.” Shortiedesigns.comhttp://shortiedesigns.com/2014/03/10-top-principles-effective-web-design/ • Redesign and relaunch my own website.

8. MONTH 6: February 2015New Media Marketing Goal: Learn about the different types of media companies might choose to help promote themselves and deliver a customer experience and why. Discover more about project management. • Read article: “Participative marketing: extending social media marketing through the identification and interaction capabilities from the Internet of things."http://search.ebscohost.com.oclc.fullsail.edu:81/login.aspx?direct=true&db=a9h&AN=95047471&site=ehost-live • Watch “Marketing Tips with Justin Seeley” on Lynda.com. • Read article: Weitbrect, C. (2013, October 31) “Transmedia Marketing Case Study: The Hunger Games – Catching Fire” Christineweitbrecht.comhttp://christineweitbrecht.com/2013/10/transmedia-marketing-case-study-the-hunger-games-catching-fire/

9. MONTH 7: March 2015Advanced Internet Marketing Strategies Goal: Explore the different types of Internet marketing: Affiliate Marketing, Email Marketing, Global Internet Marketing, Social Media Marketing, Search Engine Marketing. • Watch “Social Media Marketing with Facebook and Twitter with Anne-Marie Concepción” on Lynda.com. • Read Article: Hoelzel, M. (2014, September 25). “The social media advertising report: growth forecasts, market trends, and the rise of the mobile.” Businessinsider.com. http://www.businessinsider.com/social-media-advertising-spending-growth-2014-9#ixzz3EZ3Z1xWh • Reassess my Hootsuite.com strategy and make adjustments to my account as needed. Decide if I am going to proceed with the “Advanced Social Media Strategy Certificate” offered through Hootsuite.com in partnership with S.I. Newhouse School of Communications.

10. MONTH 8: April 2015Advanced Search Engine Optimization Goal: Learn more advanced strategies and techniques to increase your Search Engine Optimization and improve page ranking. • Watch “Advanced Google AdWords Tips and Tricks with David Booth” on Lynda.com. • Read Guide: Patel, N. and Patel, S. “The Advanced Guide to SEO”. Quicksprout.com. http://www.quicksprout.com/the-advanced-guide-to-seo/ • Use Alexa.com and other methods to assess the keyword optimization found on my website and make any changes as necessary to allow for growth and improvement. Reassess results next month.

11. MONTH 9: May 2015Strategic Internet Public Relations Goal: Learn strategies to establish and protect a positive online reputation. Learn strategies to counter negative reviews and feedback. • Watch “Protecting your reputation” on Lynda.com. • Read article: Connor, C. (2013, March 4). “Top online reputation management tips for brand marketers.” Forbes.com. http://www.forbes.com/sites/cherylsnappconner/2014/03/04/top-online-reputation-management-tips-for-brand-marketers/ • Read: “The Online Reputation Management Guide” on Outspokenmedia.com. http://outspokenmedia.com/guides/orm-guide/

12. MONTH 10: June 2015Web Analytics and Optimization Goal: Learn how to measure the effectiveness as an Internet Marketer by reviewing such ad performance, click-thru ratio, search analytics, predict trends and discover possible areas for new campaigns and products. • Watch “Web Analytics Fundamentals with Matt Bailey” on Lynda.com. • Go to http://www.google.com/analytics/ and study the information. Follow the blog. Research the different certifications available through Google. • Use Alexa.com and other tools to review the analytics of my website. Make any adjustments as needed.

13. MONTH 11: July 2015Internet and the Law Goal: Learn about the legal issues surrounding Internet Marketing to make sure I can protect myself and my clients and limit legal liability. • Go to http://www.offthepagecreations.com/legal_issues_internet.php and familiarize myself with the site and content. • Go to http://www.isoc.org/internet/law/ And familiarize myself with the site and content. • Read: Blucbond, A. (2014). When the Customer Is Wrong: Defamation, Interactive Websites, and Immunity. Review Of Litigation, 33(3), 679-710.

14. MONTH 12: August 2015Internet Marketing Campaign Development Goal: Learn about effective Internet Marketing Campaigns and put that knowledge into practice with my own campaigns. • Watch “Watching: Starting your first campaign from: MailChimp Fundamentals with Virginia O'Connor” on Lynda.com. • Read: Kagan, M. (2013, January 10). “The Top 10 Most Remarkable Marketing Campaigns EVER [Slideshow]”. Blog.hubspot.com.http://blog.hubspot.com/blog/tabid/6307/bid/34027/The-Top-10-Most-Remarkable-Marketing-Campaigns-EVER-Slideshow.aspx • Start my own campaign.

15. INTERENT MARKETING INDUSTRY LEADERSRobert Greene tells us in our textbook, Mastery, about the importance of Apprenticeship (Greene, 2012.) Below is a list of leaders in my industry that I would love the opportunity to interview and study. Or, better yet, I’d love to have the chance to learn from them directly if they agree to mentor me. Meghan M. Biro: Social Media Influencer. Founded TalentCulture World of Work, #TChat forums on Twitter and BlogTalkRadio. Author. She has worked with brands like Google, Microsoft, IBM and many growing software, digital technology companies. mbiro@talentculture.com ; @TalentCulture and @MeghanMBiro; https://www.linkedin.com/in/meghanmbiro ; http://www.talentculture.com Chris Brogan: Top Social Media Strategist and Influencer. CEO of Human Business Works. CEO of Owner Magazine. Author. Speaker. Blogger. @chrisbrogan ; http://chrisbrogan.com/contact/ ; www.linkedin.com/in/cbrogan Brian Carter: Social Media Strategist and Influencer. Author. Speaker. He has helped Microsoft, Universal Studios, and The U.S. Army develop strategies around search and social. @briancarter ; http://briancartergroup.com ; http://www.linkedin.com/in/briancarterms Brian Clark: Top Internet Marketing Influencer. Founder and CEO of Copyblogger. Blogger. @brianclark; http://www.copyblogger.com/contact/ ; www.linkedin.com/pub/brian-clark/8/606/b5a MelonieDodaro: Top Social Media Strategist and Marketer. Founder and CEO of Top Dog Social Media. LinkedIn Expert. Author. http://ca.linkedin.com/in/meloniedodaro ; http://topdogsocialmedia.com

16. INTERENT MARKETING INDUSTRY LEADERS Melanie Duncan: Social Media and Internet Marketing Influencer. Founder of Entrepreneuress Academy. She has a passion for teaching others how to become successful and independent by using the power of Internet Marketing and Social Media. http://www.entrepreneuressacademy.com ; www.linkedin.com/pub/melanie-duncan/18/2b4/a9b Jason Falls: Social Media Expert and Influencer. VP of Digital Strategy at CafePress. Founder of Social Media Explorer. Speaker. Trainer. He worked on Jim Beam’s “The Remake” video contest, which won a 2009 SAMMY Award for best cross media campaign. http://www.cafepress.com/ ; http://www.jasonfalls.com ; www.linkedin.com/in/jasonfalls Laura Fitton: Social Media Strategist and Influencer. Inbound Marketing at Hubspot. Speaker. Twitter Expert. Co-author of Twitter for Dummies. http://www.hubspot.com/pistachio ; www.linkedin.com/in/pistachio Sean Gardner: Social Media Influencer. Speaker. Blogger. Twitter. Philanthropist. He helps lead the #GivingTuesday Campaign, which encourages entrepreneurs to donate to charities, causes, and foreign aid. @2morrowknight; https://www.linkedin.com/in/2morrowknight ; www.2morrowknight.com Kim Garst: Top Social Media Strategist and Influencer. Google+ Hangouts, Pinterest, Facebook, Instagram. Co-founder and CEO of Boom! Author. Speaker. Trainer. http://kimgarst.com ; @kimgarst ; https://www.facebook.com/kimgarstboomsocial ; www.linkedin.com/in/kimgarst

17. INTERENT MARKETING INDUSTRY LEADERS Seth Godin: Top Internet Marketing Strategist and Influencer. @ThisIsSethsBlog; Seth@sethgodin.com ; http://www.sethgodin.com/sg/ Chalene Johnson: Social Media Influencer. CEO of Team Johnson. She teaches her personal and business development systems via Team Johnson. Author. Infomercials. Chalene has sold over 10 million DVDs and has sold several multimillion-dollar fitness and lifestyle companies. www.chalenejohnson.com ; https://twitter.com/ChaleneJohnson ; https://www.linkedin.com/profile/view?id=11778453 Monica Kozak: Internet Marketing Strategist and Social Media Influencer. Chief Strategy Officer at Horizon Marketing Group. monica@horizonmarketing.com; monica.kozak@gmail.com ; www.linkedin.com/in/monicakozak Pam Moore: Top Social Media Influencer. Founder and CEO of Marketing Nutz. Speaker. Trainer. www.linkedin.com/in/pmoore ; http://themarketingnutz.com Donna Moritz: Visual Social Media Strategist. Founder of Socially Sorted. Contributor to Entrepreneur online, Social Media Examiner, Social Fresh and Amy Porterfield Inc. and has been featured in Forbes, NBC and Yahoo!. http://sociallysorted.com.au ; au.linkedin.com/in/donnamoritz

18. INTERENT MARKETING INDUSTRY LEADERS Stefan Person: Social Media Strategist. Social Media Education at Hootsuite.com. stefan.person@hootsuite.com ; (778) 872-7408 ; ca.linkedin.com/in/stefanperson ; https://hootsuite.com JolinaPettice: Internet Marketing and Social Media Strategist. Director of Client Accounts at TopRank. She has years of experience in managing search, content, and social media marketing for Fortune 500 companies. www.linkedin.com/pub/jolina-pettice/1/776/167 ; http://www.toprankmarketing.com Amy Porterfield: Social Media Strategist. Facebook Marketing Expert. Speaker. Trainer. Co-author of Facebook for Dummies. www.linkedin.com/in/amyporterfield ; www.amyporterfield.com Stephanie Sammons: Social Media Strategist and Influencer. CEO of Wired Advisor. Sammons goal is to guide people to achieve exactly what she did, building your own brand, business, career, and life on your own terms. www.stephaniesammons.com ; www.linkedin.com/in/stephaniesammons ; www.wiredadvisor.com Cynthia Sanchez: Top Social Media Influencer. Social Media Creative and Trainer at Oh So Pinteresting. Blogger. Podcaster. Was a Radiation Oncology Nurse prior to changing her career and becoming a professional blogger. Her experience and empathy gained during her years of nursing gave her a unique and effective approach to social media marketing. www.ohsopinteresting.com/ ; www.linkedin.com/pub/dir/?first=CYNTHIA&last=SANCHEZ ; https://plus.google.com/111798765849955344981

19. INTERENT MARKETING INDUSTRY LEADERS Mari Smith: Top Social Media Influencer. Author. Speaker. Facebook Marketing Expert. www.marismith.com ; https://www.facebook.com/marismith ; www.linkedin.com/in/marismith ; https://twitter.com/MariSmith Michael Stelzner: Social Media Strategist and Influencer. Founder and CEO of Social Media Examiner. Often instrumental working behind the scenes popular social media events such as Social Media Marketing World and Social Media Success Summit. http://www.socialmediaexaminer.com/tag/michael-stelzner/ ; https://twitter.com/Mike_Stelzner ; www.linkedin.com/in/stelzner Jamie Turner: Top Internet Marketing and Social Media Strategist. CEO of The 60 Second Marketer. Author. Speaker. She has helped AT&T, CNN, Motorola, Cartoon Network, and The Coca-Cola Company grow revenues with unique marketing strategies. @AskJamieTurner ; http://60secondmarketer.com ; https://www.facebook.com/public/Jamie-Turner ; www.linkedin.com/in/askjamieturner Andrea Vahl: Top Social Media Strategist and Influencer. Speaker. Consultant. She has an alter ego called, “Grandma Mary.” http://www.andreavahl.com/about ; https://twitter.com/AndreaVahl ; www.linkedin.com/in/andreavahl

20. WAYS TO CONNECT & GET INVOLVEDIn our textbook, Greene states there are three phases to Mastery: Apprenticeship, Creative-Active and Mastery. By connecting with others in my industry I can help transition from the Apprenticeship Phase to the Creative-Active. (Greene, 2012). Industry Connections: Expand the Personal Learning Network (PLN) I have formed by starting to use diigo.com and Feedly.com to follow some of the top leaders, experts and innovators in Internet Marketing and Social Media Marketing. Examples include: Seth Godin, Brian Clark, Sean Gardner, Donna Moritz, Amy Porterfield, Charlene Johnson, Laura Fitton, Kim Garst, Jason Falls, Viveka von Rosen, Gary Vaynerchuk, Sue B. Zimmerman, Lynette Young, Melanie Duncan, Chris Brogan, Brian Clark. Expand my PLN by following innovative Internet Marketing and Social Media companies and stay abreast of the latest trends and developments. A few such companies and websites include: Blogger.com, Hootsuite.com, ProBlogger.net, Kiip.me, Social Media Examiner, Oh So Pinteresting, EntrepreneuressAacademy, TopRank Online Marketing, Linked Into Business, Socially Sorted, Hubspot, Mashable, etc. Also use my PLN to follow other Masters and Leading Companies in peripheral and unrelated industries to help continue to expand my vision, which is one of the “Strategies for Attaining Mastery” that Greene mentions in our textbook. (Greene, 2012). Examples may include: Bono, Will Smith, Donald Trump, Apple, Google, Paul Fisher. Join the American Marketing Association and Follow Industry Leaders on LinkedIn to try to obtain more real-world experience as well.

21. WAYS TO CONNECT & GET INVOLVED Full Sail University Connections: • It is important to develop new connections and utilize the additional resources available to me while enrolled at Full Sail to grow and foster new networking capabilities and also get as much experience and exposure as possible. Some tactics include: • Join Full Sail’s Internet Marketing Group on Facebook • Join Full Sail’s Private Group on Facebook. • Join Full Sail’s Internet Marketing Group on LinkedIn. • Join Full Sail’s Social Media Club, IMMS group pages. • Use Full Sail’s Career Development Program to see what internship opportunities might be available for to get advice as needed. • Pay attention to Up Coming Events on Full Sail Connect and participate in industry related and career growth opportunities when possible. • Check Full Sail Connect Weekly to find more opportunities to join new groups, clubs that might interest me and discover if there are any additional opportunities for me to lend my new skills while also garnering some real-world experience at the same time.

22. CHARACTERISTICS OF THE IDEAL MENTOR • Knowledgeable in Internet Marketing: My ideal mentor would be well versed in Internet Marketing, particularly Social Media Marketing. • Experienced & Successful: Knowledge alone isn’t enough. I want to locate a mentor who actually does Internet Marketing for a living. It would be best to find a successful Social Media Strategist and Marketer if possible. • Innovative: I’d like to find a mentor who is constantly looking for ways to improve his/her craft and willing to explore new ideas and opportunities. • Approachable & Accessible: My potential mentor not only needs to be willing to speak with me about Internet Marketing but also willing to set aside time to actively mentor me. • Connected: I’d like to find a mentor with a great network already established that I could hopefully become connected to myself.

23. REFERENCES Beneke, J., Blampied, S., Miszczak, S., & Parker, P. (2014). Social networking the brand—an exploration of the drivers of brand image in the south african beer market. Journal Of Food Products Marketing, 20(4), 362-389. doi:10.1080/10454446.2013.807402 Chua, C. 20 quick tips for better time management. Lifehack.org. Retrieved from http://www.lifehack.org/articles/lifehack/20-quick-tips-for-better-time-management.html Connor, C. (2013, March 4). Top online reputation management tips for brand marketers. Forbes.com. Retrieved from http://www.forbes.com/sites/cherylsnappconner/2014/03/04/top-online-reputation-management-tips-for-brand-marketers/ Greene, R. (2012). Mastery. VitalBook file. Penguin Books. Hoelzel, M. (2014, September 25). The social media advertising report: growth forecasts, market trends, and the rise of the mobile. Businessinsider.com Jara, A., Parra, M., & Skarmeta, A. (2014). Participative marketing: extending social media marketing through the identification and interaction capabilities from the Internet of things. Personal & Ubiquitous Computing, 18(4), 997-1011. doi:10.1007/s00779-013-0714-7 Kagan, M. (2013, January 10). The top 10 most remarkable marketing campaigns ever [slideshow]. Blog.hubspot.com.

24. REFERENCES Rauch, J. 5 social media experts you should be following. Skilledup.com. Retrieved from: http://www.skilledup.com/learn/marketing/5-social-media-experts-following/ Steimle, J. (2014, February 28). Top 10 online marketing experts to follow in 2014. Forbes.com. Retrieved from http://www.forbes.com/sites/joshsteimle/2014/02/28/top-10-online-marketing-experts-to-follow-in-2014/ Weitbrect, C. (2013, October 31) Transmediamarketing case study: the hunger games – catching fire.Christineweitbrecht.com, Retrieved from http://christineweitbrecht.com/2013/10/transmedia-marketing-case-study-the-hunger-games-catching-fire/  2014, September 3). What is search engine optimization?. Business2Community.com, Retrieved from www.lexisnexis.com/hottopics/lnacademic (2014, June 1). The modern approach: seo merges with social media marketing. Business2Community.com, Retrieved from www.lexisnexis.com/hottopics/lnacademic (2014, May 24). One story, many digital platforms. The Business Times Singapore, Retrieved from www.lexisnexis.com/hottopics/lnacademic “Full Sail University, Internet Marketing Masters of Science Degree, Online – Courses.” Retrieved fromhttp://www.fullsail.edu/degrees/online/internet-marketing-masters/courses The online reputation management guide. Outspokenmedia.com. http://outspokenmedia.com/guides/orm-guide/ www.Lynda.com.