Presentation by Matthew Ipsan at the February 2010 professional development luncheon.

1. Basics of Internet
Advertising/Social Media
Matthew I. Ipsan, VP, Interactive
Media
The State Media Company

2. Glossary of Terms
 Social Media providers
 Marketing terminology
 Buzzwords

3. SEM & SEO
 Definitions for each
 How they work
 How to decide if it should be part of your
company’s media mix

4. Social Media
 Differences
 How it works
 How to decide if it should be part of your
company’s media mix

5. Opt-in & Newsletter Databases
 Definitions for each
 CANN-SPAM Act
 Trends

6. How to Set Goals/Objectives
 Understanding who your target audience is
 Understanding where your target audience is
 Be realistic with expectations
“To acquire knowledge, one must study; but to acquire
wisdom, one must observe.”
-Marilyn vos Savant: Business: Inspirational Quotes

7. How to Set Goals/Objectives
 Budget
 Personnel resources
 How to buy

8. How to Measure
 Click-thru rate
 Phone calls
 Special Offers Redeemed
 ROI
“It is not so important who starts the game but
who finishes it.”
- John Wooden: Business: Motivation Quotes

9. Q&A
“Things may come to those who wait, but only the
things left by those who hustle”
–Abraham Lincoln