Mastery Journal

My mastery timeline goal for my last class "Internet Marketing Campaign Development” was “As I mentioned before I do have experience with marketing campaigns, but this course will align successful strategies with case studies that will help me to understand not only the audience behavior but also how to target the right audience” (Full Sail, 2017). As a result, I created three goals to achieve the success of this class.

My first goal was "I want to learn how to align successful strategies with case studies." The tactic I used was to read the book and articles that the professor provided each week. The readings were insightful and helpful to prepare for each assignment. Also, the discussions were valuable because they provided details that supported the assignment.

My second goal was "I want to learn audience behavior." The third discussion taught me how to pitch a presentation. It was helpful because I learned that to do an effective and persuasive presentation it is essential to communicate the idea as a story and it is "audience-centric." Besides, the presentation's content needs to relate to the audience and make them feel the connection with the idea.

My third goal was "I will learn how to define and target the right audience." I learned in this course that is imperative to define the target audience, so the campaign is cost-effective, and the ROI is profitable.

During these four weeks, I have the opportunity to finish the Internet Marketing Plan for my case study company. The plan was insightful because all the Master Degree program came together and connected the dots of how to create an effective and cohesive internet marketing plan for a company. Also, when I was putting together the plan I was able to apply all the key concepts and learnings from the entire master degree program, I realized how much I have learned during this 12 months.

Also, all the discussion were great because they provided me more information about the assignment and how to apply all the concepts. My favorite assignment was the pitch presentation because I learned how to conduct a persuasive pitch presentation fo the internet marketing plan. This assignment will help me in the future when I am doing presentations at a business level. Besides, I learned how to provide an overview of a large project and how to incentive the audience to read more about the project.

In short, this class was enlightening and constructive because I was able to apply all the knowledge I gain during the program. Now, I feel confident as an Internet marketer.

Reference

It is essential to analyze which elements will make a presentation effective in order to have a productive and appealing presentation that not only is convincing but also educational. According to the University of Leicester (2018) in its article "Planning an Effective Presentation;" it says, "An effective presentation makes the best use of the relationship between the presenter and the audience. It takes full consideration of the audience’s needs in order to capture their interest, develop their understanding, inspire their confidence and achieve the presenter’s objectives" (para. 2). Therefore, a presentation to be effective it needs to create a relationship with the audience in order to communicate an idea effectively. Also, it is crucial to communicate the idea like a story to create a connection with the audience. Lastly, a presentation to be effective it needs "to be audience-centric" (May, 2012, para. 4). Besides, the presentation's content needs to relate to the audience and make them feel the connection with the idea.

The elements that make a pitch convincing are:

Create an Emotional Connection with the audience: It is imperative to create a connection with the audience and make them feel the passion of the subject. If the presenter is enthusiastic, honest and open-minded, the audience will feel it and the audience will be receptive. In fact, according to Skills You Need (2018) in its article "Top Tips for Effective Presentations;" it says, "Be honest with the audience about what is important to you and why it matters. Be enthusiastic and honest, and the audience will respond" (para. 5-6). Therefore, the presenter needs to create an emotional connection with the audience.

Tell a Story: It is crucial to communicate an idea like a story, the audience will be receptive and they will associate their story with the presenter's story. Indeed, according to Duarte in her interview with May (2012) in her article "How to give more persuasive presentations: A Q&A with Nancy Duarte;" she says, "a lot of people can’t remember the last presentation they sat through. So, using principles of story — the tension and release that happens in a story — that’s what will help persuade the audience toward your idea" (para. 6). Therefore, the presenter needs to communicate the idea as a story to make the audience remember the idea.

Eye Contact: it is crucial to always look at the audience, so they feel the presenter is indeed talking to them. In fact, according to Skills You Need (2018) in its article "Top Tips for Effective Presentations;" it says, "If you smile and make eye contact, you are building rapport, which helps the audience to connect with you and your subject" (para. 22). Therefore, eye contact will create confidence in the audience and the audience will feel appreciate it.

There are great presenters such as Steve Jobs, he did not communicate his idea with technicalities, he communicates his idea as a story, Jobs was a great storyteller and for that, he is one of the best presenters. This is a video that highlights his storyteller ability to engage with his audience.

A specific example of a great presenter is Steve Jobs; he took the technical approach of a phone to a great story that has inspired generations. The iPhone is not famous for its attributes, the iPhone is famous for the way is presented to the audience by Steve Jobs. His main tactic is a storyteller; he did not explain how the phone works, he gives a story and the story stick more than technically attributes. In fact, according to Kagan (2013) in her article "7 Public Speaking Tips From the World's Best Speakers & Presenters [SlideShare];" she says, " the iPhone was a revolutionary product, but it wasn’t the iPhone that inspired thousands of people to camp out in the cold over night. It was Jobs’ unique presentation style" (para. 4). Therefore, I believe Steve Jobs is one of the best presenters.

Thank you

Hilda

Reference

Jobs, S. (Narrator). Steve Jobs Introducing The iPhone At Mac [Online video]. Retrieved from https://www.youtube.com/watch?v=x7qPAY9JqE4

Kagan, M. (2013, March 18). 7 Public Speaking Tips From the World's Best Speakers & Presenters [SlideShare]. In HubSpot. Retrieved September 12, 2018, from https://blog.hubspot.com/blog/tabid/6307/bid/34274/7-lessons-from-the-world-s-most-captivating-presenters-slideshare.aspx

May, K. T. (2012, October 31). How to give more persuasive presentations: A Q&A with Nancy Duarte. In TedBlog. Retrieved September 12, 2018, from https://blog.ted.com/how-to-give-more-persuasive-presentations-a-qa-with-nancy-duarte/

Planning an Effective Presentation. (2018). In University of Leicester. Retrieved September 12, 2018, from https://www2.le.ac.uk/offices/ld/resources/presentations/planning-presentation

A campaign that displays the most exceptional level of innovation is Intuit: "A Giant Story." This campaign is center around all the products that Intuit offers TurboTax, QuickBooks, Mint, and Turbo. 

The campaign is a four-minute animated film that introduces Pari, she is an engineer and sees her friend Pete struggling with the taxes for his small flower shop; he is the owner and does not have time to take care of his client and to date Pari. Then Pari goes back to her shop and creates a giant robot; the robot is Intuit that helps Pete to handle all the taxes and accounts. 

Now, Pete has time to beautify his shop, take care of his clients, increase his revenue and even date Pari. The agency Phenomenon created the campaign and the client is Intuit (The Drum, 2018). 

This campaign is outstanding because during the short film there is not even a moment that the campaign even tried to sell the software. It is the way a brand story is told. According to Jane Hope (2015) in her article "What's a Brand Story, and Why Does My Company Need One?" she defines brand story as "a cohesive narrative that encompasses the facts and feelings that are created by your brand. [. . .] Unlike traditional advertising, which is about showing your brand, a story must inspire an emotional reaction" (para. 2).  Therefore, it is the perfect campaign that seeks to create an emotional connection with its target audience: "entrepreneurs" that struggles with their finances. The campaign is beautiful, appealing and cohesive. 

Reference

Hope, J. (2015, September). What's a Brand Story, and Why Does My Company Need One?.     In Echo Stories. Retrieved September 8, 2018, from http://www.echostories.com/whats-a-brand-story-and-why-does-my-company-need-one/

Email marketing campaign has excellent advantages such as cost-effective and real-time reports. However, it also has disadvantages. This article offers unique advantages and disadvantages that are important to analyze when running an email marketing campaign 

Reference

My mastery timeline goal for my eleventh class Internet and The Law was "I have been using the internet since the 90s, and I was not aware there are regulations and law. This course will aid my knowledge on how to follow and implement the rules such as trademarks, copyrights, domain names and more" (Full Sail, 2017). Therefore, I created three goals to achieve the success of this class.

My first goal was "I want to learn all the Internet regulations and law." The tactic I used was to read all the articles, blogs, and the book that the professor provided each week. Each week there were reading assigned that give information about the rules, laws, and acts that were created to protect users and website's owners when they are using and offering services on the Internet.

My second goal was "I will learn how to follow and implement the rules such as trademarks, copyrights, and domain names." The first assignment, provide information about copyrights and all the regulations that protect copyrights. The assignment address questions that gave me the opportunity to learn how long copyrights will last, who will claim ownership of what it is created during full-time employment and freelancing. Also, I learned in this assignment how copyright materials are handled for educational purposes.  

My third goal was "I want to learn how the law and internet regulations will impact a company online presence." The assignment that helped me with the goals was Privacy Policies because I learned companies need to have policies on its website to protect themselves. Also, this assignment gave me the opportunity to analyze elements and understand why each component is essential for a site.

During these four weeks, the live sessions were constructive, because I was able to have my questions answered by the professor and the presentation by the professor was cohesive and informative.

Secondly, the first assignment was informative and helpful because I learned copyrights and how it can help my case study company when hiring freelancers. Thirdly, the second assignment Spam was my favorite assignment because I learned that there is the CAN-SPAM Act and it provides regulations and standards on how to send commercial e-mail correctly.

In short, this class was informative, eye-opening, and educational because I learned the laws, acts, and regulations on the Internet. Also, I learned that there are many cases that set up a precedent for new online crimes. Now I feel confident that I will be able to create websites that will comply with the law.

Reference

It is essential to have a privacy policy on a website to promote trust in shoppers. These basic clauses provide a great way to start writing the privacy policy for my case study company.

Reference

It is essential to know that as Spam was born; also, the government passed an act in 2003 that provides regulations and standards on how to send commercial e-mail correctly.  It is called "CAN-SPAM ACT." 

According to Wainwright (2017) in her article "What Is CAN-SPAM? [FAQs];" she explains, "Controlling the Assault of Non-Solicited Pornography And Marketing (CAN-SPAM) is a law that establishes the rules for commercial email and commercial messages, gives recipients the right to have a business stop emailing them, and outlines the penalties incurred for those who violate the law" (para. 1). 

Therefore, it is crucial to learn and follow all the rules of the act before to send email communications. 

Reference

As a marketer is essential to learn the right words to communicate effectively and cohesively with the intended target audience. This article provides words that are important to use when crafting a message.

Reference

My mastery timeline goal for my tenth class Web Analytics and Optimization was "Even though I have experience with internet marketing campaigns, I failed by measuring its success or failure. This course will definitely help me learn to measure the success or failure of a campaign, and how to take the necessary changes to make a campaign even more successful" (Full Sail, 2017). Therefore, I set up three goals.

My first goal was "I want to learn how to measure internet marketing campaigns." The tactic I used was to prepare for the Google Analytics certification. The course was comprehensive and intuitive; the demos was helpful as it teaches how to use google analytics by following steps on a hands-on demo.

My second goal was "I want to understand how web analytics and optimization will help a company." The four discussion provide material and questions that helped to understand why web analytics is imperative to reach the business goals of a company.

My third goal was "I want to learn how to take the necessary changes to make a campaign even more successful." The assignment that helped to reach this goal was the Analytics Optimization Plan because I was able to analyze real data to identify trends, business goals, KPIs and action items to achieve the business goals.

During these four weeks, the material includes debunking common web analytics myths, and it was helpful because now not only I understand that web analytics is not about the numbers "is the story behind the numbers" but also, web analytics is "creativity and imagination" that will help to discover the story behind the numbers.  

Secondly, the second assignment "Smart goals and KPIs" was excellent because it helped to identify SMART business goals and analyze which metrics will help determine the KPIs to measure the success of the business goals.  

Thirdly, I like this class because it helped to understand web analytics and why it is imperative for a company to invest resources in analyzing its website. Also, this class provided me the opportunity to prepare for the Google Analytics Certification which will help me in my career as an internet marketer

In short, this class was exceptional because it helped to debunk the web analytics myths that I used to think were right and now I feel confident in analyzing data for a website.

Reference

A great blog post that explains how to use Google Analytics to measure the success of Social Media channels. It is a great blog post that will help me to set up Google Analytics for Social Media.

Reference

Creating, and designing an e-commerce website is great if you want a business to grow and have an online presence. However, it is essential to learn which metrics and KPIs are imperative tracked to measure the success of your business goals. This article provides metrics and tips on how to reach business goals 

Reference

This article explains the different elements that will make a successful landing page; headlines, sub-headlines, colors, images, strong call-to-actions are some of the aspects that are described in this article. All these tips are great to create a high converting landing page for my case study company.

Reference

My mastery timeline goal for my ninth class Strategic Internet Public Relations was "This course is ideal for my current position. I have been dealing with negative and positive reviews. However, I lack the experience and knowledge on how to address those reviews. This course will remarkably enhance my Mastery Journey because I will not only learn the best practices, strategies, and methods of an internet public relations but also how to protect the company’s brand" (Full Sail, 2017). Therefore, I establish three goals.

My first goal was "I want to learn how to deal with negative and positive online reviews."  The tactic I used was to watch and read the resources the professor provided in each assignment. All the supplies were high because I learned how to manage and deal with reviews.

My second goal was "I will learn the best practices, strategies, and methods of an internet public relations." The plan I used was to attend the live session. During the presentation, I learned that Press Releases answer 6 journalistic questions while Blogs is storytelling of the news. Also, I learned that it is imperative to learn from the past to understand the present and avoid the same mistakes in the future.

The third goal was "I want to learn how to protect the company’s brand." The assignment that helped to learn how to protect the company's brand was "Monitoring the Brand," this assignment helped me to create a system to monitor the brand also it helped to develop a process and learn the outcomes of monitoring a brand online.

During these four weeks, I learned about tools, strategies, and tactics to implement a successful Public Relations. First, I learned the importance of ethics within public relations and the five stages of Online Group. These stages I was able to implement them for the Group Project.

Secondly, the discussion board during week 2, helped me to understand the difference between Business Goals and Public Relations Goals. Business Goals are Specific, Measurable, Achievable, Relevant, and Time. While Public Relation Goals are meant to measure the influence and focus on its stakeholders.

Thirdly, the group assignment was an excellent resource because I learned how to manage a Public relation crisis.

In short, the class was outstanding because I learned about monitoring the brand and how to write a strategic and newsworthy press release.

Reference

The regular retreats will help employees to build strong relationships with the team members and get to know the expectations and concerns of others. In fact, according to Caroline Whitney (2018) in her blog post "7 Reasons Your Company Should Arrange a Staff Retreat;" she says, "Being in a new space that is solely dedicated to a certain project or task will help your company gain more focus" (para. 4). Therefore, it will not only improve the morale of the team, but also the project will be efficiently achieved.

The article offers great tips to encourage employees and improve productivity. All these reasons could improve the internal PR in my case study company.

Reference

Press Releases are an essential part of marketing. Each part of the press release is necessary, but the Boilerplate is that one paragraph that is necessary for each press release. Therefore, it is imperative to create a boilerplate that is cohesive and attention-grabber. This article provides excellent tips for a tremendous boilerplate.

Reference

My mastery timeline goal for my eighth class Advanced Search Engine Optimization was "a.    I do have a little experience in SEO, on the other hand, SEO changes every minute. Consequently, this class will enhance my mastery journey because I will expand my knowledge of how to create and optimize an effective website. Also, the case studies will guide me to strategies and methods" (Full Sail, 2017). Therefore, I settled three goals.

My first goal was "I want to learn how SEO will impact the effectiveness of a website." The plan I used was to watch all the archived presentations from the Professor. All the videos were excellent, insightful and dispersed many my doubts regarding SEO.

My second goal was "I will expand my knowledge of how to create and optimize an effective website." The tactic I used was to watch "The ABC’s of Advanced Keyword Strategies" by the professor where he provided complete and cohesive strategies that can be implemented on any website.

My third goal was "I want to learn how case studies will guide me to strategies and methods for advanced SEO." The plan I used was to research and post on time all the discussions.

During these four weeks, I learned tactics and strategies to increase SEO for my case study company. First, I believe the Spyfu.com assignment was excellent because I learned how to examine the competition and learn from them. Also, I learned keyword strategies that can be implemented immediately on any website.

Secondly, the PPC Campaign Pitch was exceptional because I learned how to explained the techniques, the strategy, and results for a pay per click campaign. Also, I was able to tie the knowledge I gain from my previous class to the PPC Campaign Pitch.

Thirdly, the Healthy Website Architecture for Search Rankings assignment was my favorite assignment because I was able to learn website architectures issues, and technical errors that can inhibit a website's SEO; also, I learned how to addresses the problems and provide solutions to avoid technical mistakes.

In short, this class was outstanding not only because of all the material I learned but also the professor was helpful, always showed interested in my progress, provided me feedback and was available to assist me.

Reference