This Might Not Work: The Journey, Season 2, Episode 1


The Journey, a Social Media Examiner production, is an episodic video documentary that shows you what really happens inside a growing business.

Watch The Journey

The season opener reveals the conflict faced by Michael Stelzner, marketer and founder of Social Media Examiner. On the one hand, he’s on a seemingly impossible mission to grow his sales by more than 50%. On the other, he’s trying to implement a new business idea that everyone thinks he shouldn’t.

Planning the marketing for Social Media Marketing World 2019 begins in earnest, and Mike declares, “The real big thing is to map out a plan, knowing that the plan is going to get completely thrown out the window.”

In the absence of a professional cameraman, Mike and Marketing Manager Jennifer Ballard get creative (and low-tech) to record their planning session for the show. They start by defining the end goal – to sell 7,000 physical tickets to the conference – and reflecting on their experiences to acknowledge roadblocks and anticipate complications the team will need to overcome. They consider issues such as email deliverability, a mismatch of messaging, and the reality that Mike’s secret project may dominate his time and availability.

As a timeline is established and new marketing opportunities are outlined, Mike says he’s willing to invest whatever it takes to make sure that sales get as close to 7,000 tickets as possible, but expresses he’s concerned his team might not be able to accommodate the growth that’s coming their way.

At the same time, Mike is working on his secret project. He calls Mitch Dong with a phrase that’s familiar to many Social Media Examiner staff: “I have a crazy idea!” Watch as Mike searches for direction and begins to wrestle with the realities and fears of beginning Project Genesis.

How should Mike keep his marketing department focused while working on his new Project Genesis? Share your ideas and thoughts in the comments below.


Don’t miss an episode! Subscribe to The Journey on YouTube.


Recent Posts

5 Best Ecommerce Tools Every Merchant Needs to Know!

The world is going online. With the new infrastructural developments taking place globally, more and more businesses are opting to… Read More

November 21, 2018 8:48 pm

Google Ads Brings Merchant Promotions to Shopping Actions by @MattGSouthern

Google Ads is bringing its Merchant Promotions program to Shopping Actions for retailers. This integration allows online retailers to add… Read More

November 21, 2018 4:48 pm

Popular AMP for WordPress Plugin Patches Critical Security Flaw by @MattGSouthern

The top AMP plugin for WordPress, AMP for WP, has released a released a patch for a critical security vulnerability.… Read More

November 21, 2018 12:39 pm

How SEO & PPC Keyword Research Can Work Together by @TaylorDanRW

A well-orchestrated PPC campaign can benefit a good SEO campaign, as Sergey Grybniak explores in How to Combine SEO &… Read More

November 21, 2018 8:38 am

3 Social Media Tools to Jumpstart Your Influencer Marketing

Social Media Marketing Industry Report In our 10th annual social media study (44 pages, 70+ charts) of 5700+ marketers, you'll… Read More

November 21, 2018 6:28 am

Digital Extortion: Don’t Let Your Data Be Held Hostage by @tonynwright

Recently, our firm took over the digital marketing efforts for a small company. Their previous digital marketing efforts were led… Read More

November 20, 2018 8:18 pm