@StukentApp

Presented by:

Jeff Larson Stuart Draper -- @stu_draper

Professor at BYUPh.D. in Marketing - Wharton

Adjunct Faculty at BYU-IdahoFounder of Get Found First & Stukent

@StukentAppImage Source: OregonLive.com

Follow these sites:

• Google.com/webmasters• Adwords.blogspot.com• ClickZ.com• MattCutts.com• Moz• Hubspot• Google Webmasters on

Youtube• Social Media Examiner• Search Engine Land

…the list goes on!

@StukentAppImage Source: OregonLive.com

• Trade secret: it doesn’t change as much as you think

• SEO – 1-2 major updates per year; does not change most of the teaching material

• AdWords – new capabilities can be skipped

• Social Media –Facebook.com/help; Twitter, Pinterest, YouTube slow to change

• Email marketing, banner ads, others – guest speakers

@StukentApp

• Google changes the Adwordsplatform all the time.

• SaaS tools update frequently.• Buttons will disappear. • Functionality will change.• Be careful if you choose to

test on functionality of tools and platforms.

• Share them, facilitate student use, and help them learn to adapt.

@StukentAppImage Source: OregonLive.com

BARE NECESSITIES FIRST

Search Engine Optimization•How search engines work•On-site•Off-site

AdWordsAnalyticsBanner AdsEmail MarketingSocial Media

Censored

@StukentAppImage Source: usatoday.com

IMPORTANT SUPPLEMENTS

• Web design

• HTML/PHP

• WordPress

• Viral Marketing

• Lead Generation

• Affiliate Marketing

• B2B Marketing

• A/B Testing

• Marketing Automation

• Re-targeting

• Mobile

@StukentApp

There is nothing more hands on than having to figure out how to build your own website.

Have set elements and requirements the site must have.

This prepares and allows each student to have their own sandbox for testing Analytics, Adwords, and SEO implementation.

@StukentApp

• Idea: Groups of 4-5 students each pitch in $25 to drive traffic to a site.

• Have students implement conversion tracking code in their site.

• Report on results for final project.

Tip: KeywordSpy.com and SpyFu.com are helpful keyword and competitive research tools.

@StukentApp

Adobe (Omniture) has a paid package, but it’s expensive.

Students can ask a company to provide read-only access.

They can implement analytics tracking code in their own site.

The final project includes reporting on analytics of site.

@StukentApp

Students optimize the pages of their site.

AdWords Keyword Planner to know what keywords to target.

Utilize the SEO toolbar.

@StukentAppImage Source: Brian Cassella/McClatchy Newspapers

Have the students do one small project in each area.

Expose them to it. They will get excited and do more on their own.

Is it too much!?

Social Media in particular could have two semester long classes dedicated to just social media.

Helping professors help students help the world.

Presented by:

Mark Kruckenberg

Vice President, Stukent

We didn’t cover most of the slides that

follow, but we are sharing in case they

may come in handy.

Don’t forget to like Stukent on Facebook

and Follow @stukentapp on Twitter.

Stukent.com @StukentApp

@StukentApp

• Flipping the classroom gives students with less experience time/opportunity to catch up.

• One platform for web development allows students to work together.

• One platform also makes life easier for the professor.

• Grade based on web marketing knowledge (not so much on design and programming)

@StukentAppImage Source: 1funny.com

Website Redesign

SEOOn-site optimized with redesignOff-site recommendations and groundwork laid

AdWords$500 budget provided by companyFour weeks with regular check-ups

Email MarketingSocial Media

@StukentApp

Short answer, fill-in-the-blank questions; rely heavily on project work for grades

@StukentAppImage Source: ESPN.com

Have a big class?

Covering lots of material is difficult.

Having lots of projects on lots of material can be a grading nightmare.

@StukentAppImage Source: usatoday.com

Students say these subjects helped them the most with their job:

1.AdWords

2.Web development

3.Self-motivated discovery

@StukentAppImage Source: telegraph.co.uk

Nooooooogieeee!!!!

Tools to get around this:

Website Platforms:WeeblyWordpressSquareSpace

Design:ThemeforestGraphic.lyFiverr

@StukentAppImage Source: news.bbc.co.uk

Gut Check Questions:• Is it recent?• If not recent, does it still get

likes, shares, and cited by relevant sources?

• Who is the author?• Would Matt Cutts agree?• Is it in line with Google

Webmaster Guidelines?• Is the source/author followed by

experts?

Warning: Be careful of correlation=

causation posts & quick conclusions.Rugby is “ferocious!”