Letters of Recommendation Harvard Business School Association BULLETIN~ Optimizing Web Strategies Michael Zapolin, Co-Founder Music.com™ Michael Zapolin, Co-founder of Music.com, is the visionary behind such Internet brands as Beer.com, Computer.com, Creditcards.com, and Diamond.com. Michael has been featured multiple times on NBC's "Today Show," on TV networks ABC, CBS, CNBC, and CNN. and in newspapers and magazines including The New York Times, The Wall Street Journal, USA Today, Business Week. and Success. Michael is the creator of the Harvard Business School elective "E·Business," and was recently a featured speaker at Inc. Magazine's CEO Symposium. Michael began his career at Drexel Burnham Lambert. Later becoming one of the youngest Vice-Presidents in the 100· year history of investment bank Bear Stearns. After leaving to start his own direct marketing company Z.T.V., Michael created direct response campaigns for clients lnduding Time Warner, Diana Ross, and VH1 Networks. This lecture will help you to understand and optimize Web strategies for your Company's current and future operations, increasing revenues and decreasing cost through effective use of online activities. We will explore domain names as valuable intellectual property, including how to assess their value, acquire, and protect them. We will learn how to optimize search engine rankings through free and paid placement. We will see how to use online tools like Overture.com to determine the asking price of relevant key words and analyze the value of expenditures to feature those words. Finally, we will explore the Affiliate Marketing channel, letting others distribute your marketing message while paying only for results. Back to Zappy.com