Transcript Powerpoint Show

Making the Web Work for Your
Business
Sjoerd Vogt
In4m Limited
So - The Internet ?
- What IS it?
The High Notes…
The Internet is really something totally extraordinary,
Delivering great content and at such consistent quality
Spectacularly speedy and uncompromised security
We’re in control as we patrol its unsurpassed ubiquity!
What do we mean by?…
The Internet is really something totally extraordinary,
Delivering great content and at such consistent quality
Spectacularly speedy and uncompromised security
We’re in control as we patrol its unsurpassed ubiquity!
Or do we mean the
World Wide Web?
HOW Extraordinary?…
The Internet is really something totally extraordinary,
Delivering great content and at such consistent quality
Spectacularly speedy and uncompromised security
We’re in control as we patrol its unsurpassed ubiquity!
The Global NUMBER
of users?
User Numbers Still
on the Increase?
Internet Usage in the
UK?
HOW MUCH
Information?
Dollars Spent on
eCommerce?
Pinboards
Bomb-making
instructions
The
World’s
Mad scientists
Biggest …
Dreams &
Aspirations…
Scrap Books
Kooky cults…
The Internet is really something totally extraordinary,
Love Letters
Delivering great content and at such consistent
quality
Spectacularly
speedy and uncompromised security
Baby snaps
Phone Books
We’re in control as we patrol its unsurpassed
ubiquity!
Maps
2nd hand
Bookshops
Music stores
Travel brochures
Shopping Malls
The Best AND the Worst…
The Internet is really something totally extraordinary,
Delivering great content and at such consistent quality
Spectacularly speedy and uncompromised security
We’re in control as we patrol its unsurpassed ubiquity!
Bandwidths
& Bottlenecks…
The Internet is really something totally extraordinary,
Delivering great content and at such consistent quality
Spectacularly speedy and uncompromised security
We’re in control as we patrol its unsurpassed ubiquity!
Paranoia Rules OK…
The Internet is really something totally extraordinary,
Delivering great content and at such consistent quality
Spectacularly speedy and uncompromised security
We’re in control as we patrol its unsurpassed ubiquity!
Are We?
The Internet is really something totally extraordinary,
Delivering great content and at such consistent quality
Spectacularly speedy and uncompromised security
We’re in control as we patrol its unsurpassed ubiquity!
When we know what
we’re doing!
And that’s partly why
we’re here today…
Unbelievably Successful…
The Internet is really something totally extraordinary,
Delivering great content and at such consistent quality
Spectacularly speedy and uncompromised security
We’re in control as we patrol its unsurpassed ubiquity!
So - The Internet ?
- What IS it?
Bringing them together –
Customers & Partners…
Workshop Schedule
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Your Own Website
Communicating with Others
Buying & Selling Online
Networking
Intelligence Gathering
Play Safe
Goals
• PPS file for this presentation is on the
web:
– go to www.in4m.com - look under information
services\inhouse training
• Create a WAP – Web Action Plan
• Learn from one another!
Workshop Schedule
• Your Own Website
– What’s Needed & What does it Cost?
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Communicating with Others
Buying & Selling Online
Networking
Intelligence Gathering
Play Safe
Your Own Website
TYPICAL
small business
Spend
• FOUR Steps:
Build it
DIY (free)
Web designer = £200- £1000s
£500
Host it
Ad-supported (free…)
Clean= £10-£300 /year
£100/yr
Market it
MUST be part of overall
marketing strategy!
£300/yr
Update it!
Five C’s : Clear, Concise,
Consistent, Correct, & Current
£500/yr
BUT FIRST: What is your
Website trying to Achieve?
Your Own Website –
What’s Needed?
TYPICAL
small business
Spend
• FOUR Steps:
Build it
DIY (free)
Web designer = £200- £1000s
£500
Host it
Ad-supported (free…)
Clean= £10-£300 /year
£100/yr
Market it
MUST be part of overall
marketing strategy!
£300/yr
Update it!
Five C’s : Clear, Concise,
Consistent, Correct, & Current
£500/yr
Building your Site
• Need to know HTML & metatags?
• What about online site builders?
• What about WYSIWYG desktop tools–
– Word, Frontpage, Dreamweaver …
• What about Images?
– Photoshop, PSP, CorelDraw…
• The Five C’s of good design: Clear,
Concise, Consistent, Correct, & Current
Your Own Website –
What’s Needed?
TYPICAL
small business
Spend
• FOUR Steps:
Build it
DIY (free)
Web designer = £200- £1000s
£500
Host it
Ad-supported (free…)
Clean= £10-£300 /year
£100/yr
Market it
MUST be part of overall
marketing strategy!
£300/yr
Update it!
Five C’s : Clear, Concise,
Consistent, Correct, & Current
£500/yr
Hosting your Site – Registering
your Domain Name
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If intl, choose .COM , .ORG. or .NET
If UK, choose .CO.UK or .ORG.UK
Registering multiple names?
Short, simple, memorable, descriptive
– Avoid punctuation & no capitals
• Registration costs:
– Max £20/yr for .COM , .ORG, .NET
– Max £10/yr for .CO.UK or .ORG.UK
Hosting your Site
• Choosing your Website Host:
– FREE – see www.freewebspace.net
– BEST – see www.uk.tophosts.com
• Names such as:
– PIPEX, Hostway, Fasthosts, Rackspace, Netcetera …
– LOCAL – see www.liveconnections.co.uk
– DIY?
Your Own Website –
What’s Needed?
TYPICAL
small business
Spend
• FOUR Steps:
Build it
DIY (free)
Web designer = £200- £1000s
£500
Host it
Ad-supported (free…)
Clean= £10-£300 /year
£100/yr
Market it
MUST be part of overall
marketing strategy!
£300/yr
Update it!
Five C’s : Clear, Concise,
Consistent, Correct, & Current
£500/yr
Marketing your Site
• Must be part of your OVERALL marketing
strategy
• TELL people about the website –
– marketing collateral, yellow pages, letterhead,
livery, emails, listservs …
• Search engine placement & submission
– Are MetaTags still important?
– Do Automated submission services work?
• IMPORTANCE OF RECIPROCAL LINKS
SEO & Submission
- Free or Paid-For?
• Free:
– www.google.com/addurl.html
– http://www.dmoz.org/add.html
• Search Directories
– Yahoo:
$300/yr
• Crawlers
– Teoma (Ask Jeeves)
$30
• PPCs
– Google Adwords, Yahoo-Overture, MSN-Looksmart, Findwhat,
Kanoodle, Search123, Ah-Ha, ePilot …
• Yellow pages ( www.yell.COM ), Thomson directories
( www.local.uk.com ) , regional ( www.oxfinder.co.uk ) ,
and other business directories
Your Own Website –
What’s Needed?
TYPICAL
small business
Spend
• FOUR Steps:
Build it
DIY (free)
Web designer = £200- £1000s
£500
Host it
Ad-supported (free…)
Clean= £10-£300 /year
£100/yr
Market it
MUST be part of overall
marketing strategy!
£300/yr
Update it!
Five C’s : Clear, Concise,
Consistent, Correct, & Current
£500/yr
Keeping Site Up to date
• Humans AND Spiders get bored…
• Treat your Website as a partner that needs
feeding and nurturing :
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Calendar of events?
New products?
Press releases?
New resources?
Special offers?
Staff changes?
Examples
• A “flashy” website!
• But Not always appropriate …
Remember the Five C’s : Clear, Concise, Consistent, Correct, & Current
1
Decide on primary function of site: SELL, TELL,
INTERACT
2
Plan the FOUR STEPS & set target dates, the
proposed budgets & the actions
3
Choose and register your DOMAIN NAME(s)
4
Choose SOFTWARE for Building, image
manipulation, and ongoing maintenance (incl
FTP )
5
Build and optimise the site – 5Cs – test offline
6
Choose the HOST for your web pages
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Upload the Site to the Host
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Manually Submit to Google and to The Open
Directory
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Implement paid-for marketing strategy
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Put in place the processes for keeping the site
up-to-date
Workshop Schedule
• Your Own Website
• Communicating with Others
– eMail, eMarketing, eNewsletters
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Buying & Selling Online
Networking
Intelligence Gathering
Play Safe
eMail
• Advantages:
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Easy
Fast
Cheap
Convenient
Address book
Linked to CRM
Multiple recipients –
internal as well as
external
• Disadvantages:
– BIG Time waster
– TOO easy
– Compromises network
security (viruses etc)
– Compromises
sensitive information
– Junk/SPAM
– Creates Committee
mentality
– Easily misunderstood
eMail – Etiquette & Policy
• eMail etiquette –
– see http://www.emailreplies.com/
• eMail policy –
– http://www.emailreplies.com/Email_policy.html
• Security –
– Ensure that all staff understand and apply the ten
“play safe” commandments
• HTML: Branding & templates – including
disclaimer
eMarketing
• Staggeringly cheap!
• NEVER send out unsolicited “marketing”
materials (= SPAM)
• Personalise
• Summarise - with hyperlinks to website
for further info
• HTML: Use corporate branding & LINK to
images on web to minimise message size
eNewsletters
• Ideal for regular updates to customers &
partners:
– special offers, keeping in touch, getting feedback,
market research,
• Opt-In only
• Opt-out option obligatory
• Summarise - with hyperlinks to website for
further info
• HTML: Use corporate branding & LINK to
images on web to minimise message size
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Have multiple email address(es) set up on
a POP3 client – with webmail backup for
remote access
12
Put in place eMail Etiquette, Policy,
Security & branding/templates
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Make eMarketing part of overall marketing
strategy
14
Commit to producing regular
eNewsletters; build & maintain email lists
Workshop Schedule
• Your Own Website
• Communicating with Others
• Buying & Selling Online
– eCommerce, Auctions, Finding Suppliers
• Networking
• Intelligence Gathering
• Play Safe
eCommerce
• Secure payments typically handled by
“payment gateway” such as PayPal or
WorldPay
• If 3rd Party hosted:
– Typically $20 per month –
• If Hosted as part of website:
– Upfront design/build costs will be more
– But better control/linking into own databases
Online Auctions
• eBay isn’t the only one!
• How do they work?
– Dutch vs English
– B2C & C2C
– Payment can be Escrow – via trusted 3rd
party = 5% commission
– Seller can set minimum (reserve price)
– Buyer can set maximum
– System automatically bids as needed
– User ratings – buyer & seller
Finding Products &
Suppliers
• Product Sites:
– www.froogle.com
– Google Web Directory
• UK Businesses with websites:
– www.yell.com
• UK Businesses without:
– Local area site, eg: www.faringdon.org
– Free text search (on google, for example)
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Ready for selling online? Discuss the
different options with the relevant
technical and commercial people, and
plan steps to take.
16
Bookmark the relevant auction sites,
business directories, and product
directories for your business
17
Identify all partners with websites as
candidates for setting up reciprocal
links
Workshop Schedule
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Your Own Website
Communicating with Others
Buying & Selling Online
Networking
– UseNet, ListServs, Weblogs, Wikis, Web
Conferences, Webinars, Cyberclasses…
• Intelligence Gathering
• Play Safe
UseNet
• UseNet News = 100,000 “bulletin boards” on the
Web - NNTP
• NO Membership required
• Use “Google Groups” to search through past 20
years!
• Use specific Newsreader (eg Outlook Express)
to contribute & take part
• Best place to search for comments, opinions,
feedback, suggestions, fixes, ratings, FAQs…
Listservs & eMail Groups
• Special interest email lists by membership
- on any/every subject - Mediated or
unmediated – by subscription
• The Official Catalog lists nearly 400,000
listservs
• “Threads” allow easy navigation
• Set up own email group (free!):
– Topica or Yahoo Groups
• Or - Set up own LISTSERV
WebLogs & Wikis
• The new explosion in ePublishing…
• Weblogs are “diary” websites – in reverse
chronological order - usually covering the
specific areas of interest of the principal
writer –
each ”post” having its own
unique URL
• Wikis allow the readers to also contribute
and add to the content – see Wikipedia
• Now - Many Blogs are also Wikis – Why
not Set one up ?
Online Conferences
• Virtual conferences: choose own timetable
to view papers, take virtual tours through
exhibition, forums, discussion lists
• HUGE savings on travel expenses!
• But – need very fast connection (eg T1)
Webinars & Cyber Classes
• Webinars are becoming increasingly
popular as another form of eMarketing
• The “cyber classroom” describes the stateof-the-art learning environment of the
future: virtual reality visits; online
whiteboarding; ultimate distance learning;
electronic books ….
• We’re only at the Wright Brothers stage…
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Add Google Groups (UseNetNewsgroups) to Links bar
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Set up Outlook Express for News
groups
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Identify relevant listservs, email groups,
weblogs/wikis for your areas of interest
21
Keep an open mind wrt online
conferences, webinars & cyberclasses!
Workshop Schedule
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Your Own Website
Communicating with Others
Buying & Selling Online
Networking
Intelligence Gathering
– Searching, Setting up Alerts
• Play Safe
Know your Sphere
USENET
Images
Current
Web Pages
Snapshot by
Search Engine
Weblogs
RSS +
Newsfeeds
THE
DEEP
WEB…
OLD
Web Pages
Know Your Browser
• MSIE, AOL, Mozilla (Firefox), Opera,
Apple (Safari) , Netscape … ?
• MSIE:
– Favourites
– Links toolbar
– Ctrl-F
– Search in History
– Printing
Know Your Search Engine
• 3000+ Search Engines …
• Dozens of MetaSearch Engines:
best at present ? = Dogpile
• Desktop Search mgmt software:
www.copernic.com
• Directories:
Yahoo, Open Directory (DMOZ)
• Visual Search Engines?
Know your Search Engine
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Web: Google
Download the
UseNet: Google Groups
GOOGLE
TOOLBAR!
News: Google News
Images: Google Images
Old versions of Sites: Google Cache
(see also wayback machine )
• Blogs: no single best engine – yet - see
Google Techniques
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The truth ?
By Date? - Use News – or Groups !
Definitions – Define:
Must include/don’t include
Phrases
Synonyms
Common (stop) words
Search within
Portals et Al?
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Portals…
Vortals…
Chortals…
My browser “home” page : The Big Project
Setting up Alerts
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www.googlealert.com from $4.95/month
www.tracerlock.com from $4/month
www.alerts.yahoo.com still free …
www.google.com/alerts still free ...
Stockmarket quotes, Amazon, eBay …
Listservs, Newsgroups, online forums …
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Install the Google Toolbar
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Add Google Advanced to your Links bar
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Download & install Copernic
25
Identify most relevant portal/vortal & set
as browser “home” page
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Set up free alerts
Workshop Schedule
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Your Own Website
Communicating with Others
Buying & Selling Online
Networking
Intelligence Gathering
Play Safe
Play Safe
• Internet Security & Credit cards?
– Safer than any other form of credit card use
– Check that transactions happen only via trusted
sites ( HTTPS: )
– But - Never send security info via emails!
• Viruses, Worms, & Trojans
– High chance of infection if simple rules aren’t
followed
• Spyware, Adware, Hijackers & Diallers
– VERY annoying – can be a REAL problem…
Attachments
• Safe:
• Plain text (TXT)
• Images (JPG, GIF, TIF,
WMF)
• Movies (AVI, MPG,
MOV, WMV)
• Portable docs (PDF)
• Audio (MP3, WAV,
WMF)
• Internet shortcuts (URL)
• Email & Web pages
(EML, HTM, HTML)
• Suspect:
• BAT, COM, EXE, INF,
JS, JSE, PIF, REG,
SCR, SHS, VBE, VBS,
WSF, WSH
The Ten Commandments
1.
2.
3.
4.
5.
6.
7.
8.
9.
10.
Know who your friends are…
99% certain that attachment is safe? Then Don’t Open It!
Keep your O/S & programs up-to-date
Macros – never accept them unless…
Always go to the source for program files
Anti-virus software is NOT the priority, but make sure you
have it installed!
Update weekly with latest signature files
Activate firewall – use XP or ZoneAlarm from Zonelabs
Go undercover with alias email addresses
DON’T forward virus warnings!
Malware – Curing &
Preventing
• See excellent anti-spyware tutorial
• CURING:
– Use CWShredder, + AdAware SE, + Spybot S&D
• PREVENTING:
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Change to different browser?
Use a HOSTS file – for example
Set up Restricted Sites in IE – see IE-Spyad
Use SpywareBlaster to deal with anything that gets
through the HOSTS file or the Restricted Sites
– BEFORE downloading new software, ALWAYS search
for “spyware nameofsoftware” in Google AND in
Google Groups!
Recommended Reading?
The Rough Guide to the Internet
2005 Edition now available
See Rough Guides
We've heard that a million monkeys at a
million keyboards could produce the
complete works of Shakespeare; now,
thanks to the Internet, we know that is not
true.
Robert Wilensky, speech at a 1996
conference
Happy Surfing!
[email protected]