Transcript Banner Ad - Bergen.org

Chapter 11
Chapter 11
Implementation and Hosting
Chapter 11
Implementation and Hosting Overview
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Client Sign-Off
Legal Review
ISP Requirements
Domain Name Registration
File Publishing to the Web
Site Advertising
Banner Advertising
Other Marketing Techniques
Chapter 11
Client Sign-off
• Review outcomes against deliverables
– Need to review the actual outcomes against the
previously agreed upon deliverables
• Must be done before the final client sign-off takes
place
• Ensure that nothing is overlooked
– Deliverables spreadsheet to check off
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Proposal
Contract
Timeline
Requirements Document
Milestones and Deliverables
Milestone Sign-Off
Chapter 11
Legal Review
• Privacy statement creation
– Outlines typical users' concerns
• COPPA (Children’s Online Privacy Protection
Act) an example
– Enforces rules regarding children’s online privacy
– Places parents in control over what info is collected
from their children online
– Standards for privacy policies found at TRUSTe
• Non-profit, independent company
– Dedicated to building consumer trust and
confidence in the Internet
– Awards privacy seal to sites meeting company's
strict privacy guidelines
Chapter 11
Legal Review
• Cookies
– Users have unfounded fear of accepting
cookies online
– Cookies are only data stored on user
machine
• Collects information user provides while
online
• At next visit, may customize page or viewer
• Also may collect user names and passwords
Chapter 11
Legal Review
• Security
– Needed if client wants to do transactions
over the Internet
– SSL (Secure Socket Layers) most
common encryption tool
• Encrypts data sent between user and Web
server
• Series of steps including keys
• Process involves both encryption and
authentication
Chapter 11
Legal Review
• Establishing Copyright ownership
– Ensure that the website is not violating any
copyright laws
• Copyright law applicable with all online media
• Site must be free of media or print plagiarism and
“borrowed” images from other websites
– Avoid copyright issues
• Make “fair use” of material
– You may quote a few lines of others’ work
– Must be cited properly within page
• Obtain permission to use material
Chapter 11
Legal Review
• Trademarks, copyrights, and patents
– Respect and obey these laws
• Trademark
– Devices that label, identify, and distinguish
products or services in the marketplace
• Copyright
– Exclusive ownership interest in an artistic or
literary work
• Patent
– Laws allowing creator of certain inventions
with new ideas to keep others from making
commercial use of those ideas without
creator's permission
Chapter 11
ISP Requirements
• ISP requirements identification
– Client must determine what type of
Internet access is needed
• Connection speed is related to cost
• Consider connections with high speeds if site
is highly media enhanced
– Carrier technology ranges
• POTS (Plain Old Telephone Service) @
56Kbps
• Cable modem @ 512 Kbps-52 Mbps
Chapter 11
ISP Requirements
• Web server overview
– Choices
• Client may buy a web server
• Client may rent space on another Web server
– Knowing how web servers work helps
designers obtain information to advise
their clients accordingly
Chapter 11
ISP Requirements
• Housing the server needs
• Server
• Full-time connection to the Internet
• Router to keep traffic off of LAN (Local Area
Network)
• Firewall to secure system
• Power backup
• Web server administrator(s) to manage and
maintain system operation
• 24/7 plan for server support when website goes
down
• Additional servers if site grows considerably
• Server software
– Apache (the leading web server)
– Microsoft IIS (popular Windows Web server)
Chapter 11
ISP Requirements
• The hosting service
– Remote hosting cost basis
• Amount of server space, based on increments of 10 MB
• Size of transferred data, based on file size
• Platform, with Windows-based servers somewhat less
expensive than Unix
• Client control, based on amount of access or server
scripting capabilities
• Bandwidth offered, the more the costlier
Chapter 11
ISP Requirements
• The hosting service
– Also investigate service’s security, technologies
supported, and reporting abilities
– Additional possibility of designer offering reseller
accounts
• Hosting service sells 100 MB of Web space to designer
• Designer parcels out space to various clients
Chapter 11
Domain Name Registration
• Understanding domain names
– Part of global, standardized scheme for identifying
computers connected to the Internet
• IP address consists of four octets separated by periods
• Domain names are easy-to-remember alphanumeric
equivalent of IP addresses
• Need DNS servers to make translation from one to the other
– Five TLDs (top-level domains)
• .com - Initially intended for "commercial" use. Available to
anyone who registers
• .edu - Designated for educational institutions
• .gov - Designated for agencies and branches of the U.S.
government
• .net - Intended for computers that represent Net
infrastructure
• .org - Commonly used for not-for-profit organizations.
Chapter 11
Domain Name Registration
• The need for a domain name
– Register a domain name that becomes
the company's identity on the Internet
– Make name memorable and unique
– Evaluate client’s needs first
• What is the site’s intention?
• Does site require brand recognition?
• Will URL be printed in advertising?
Chapter 11
Domain Name Registration
• The registration process
– Information needed for domain
registration
• Company name and address
• Administrative, technical and billing contact
• Primary server hostname and NetAddress
• Secondary server hostname and NetAddress
– Process usually takes 24 hours
– May take longer for new domain name
to propagate through worldwide DNS
tables
Chapter 11
File Publishing to the Web
• Transferring files via FTP
– Publishing site to Web server
• Dedicated FTP software
– WS_FTP, CuteFTP for Windows, Fetch for Mac
– Usually available as shareware on Web
• Built-in FTP software
– Most WYSIWYG products include FTP software
– Services available from menu system,
integrated into Web page production process
Chapter 11
File Publishing to the Web
• Transferring files via WYSIWYG HTML
editors
– Focus on ease of use
– Automatically recreate on the remote server the
same file structure, including sub-directories, on
local machine
– Available in almost all Web page applications
– WebDAV
• Creates collaborative working environment
where users can edit and manage files on
servers
• Open standard available in Adobe’s GoLive,
others
Chapter 11
File Publishing to the Web
• Testing files live
– Resume testing process once files are uploaded
• Check lower resolution quality (test at 640X480)
• Test user ability to navigate with graphics turned
off (make sure graphics have text counterparts)
• Check graphics on 256-color monitors
• Check pages on different browsers (check various
versions of IE and Netscape, at the least)
• Determine download time (empty cache first)
• Check to see site is accessible (turn off all script,
graphics, and media)
– Make necessary changes and test again
Chapter 11
Site Advertising
• Site marketing
– Market site according to target audience
• Age
• Gender
• Marital status
• Financial status
• Locale
• Any other relevant information
• Consider secondary audience as well
– Target magazines, newspapers, radio stations
that audience most likely will read or listen to
Chapter 11
Site Advertising
• Search engines overview
– Popular search engines
• Yahoo, AltaVista, Excite
• Lycos, AskJeeves, HotBot
• InfoSeek, Google
– Search results ranked from most to least
relevant
Chapter 11
Site Advertising
• Search engine listing
– Three ways to get listed
• Wait for search engines to find their way to
the site (ineffective)
• Submit the website (easy, may take a while)
• Use a listing service
– Usually requires a fee
– Not always as effective as submitting website
Chapter 11
Site Advertising
• Site submission to a search engine
– Steps before submission of site
• Complete the site
• Plan to submit a few of most important pages
besides home page
– Make search engines effective marketing
tool
• Need to be in top three or four pages of
listings
• May be important to spend sufficiently on
advertising to get best results
Chapter 11
Site Advertising
• Search engine ranking
– Two methods to rank web pages
• Text of the page
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Look
Look
Look
Look
for
for
for
for
<h1>Text</h1>
titles
ALT text
keywords
» Repeated in site
» Introduced in META tags
• Meta tags
– Specific HTML codes that describe page and give
keywords for search engine to use
– Placed in <HEAD> section of page
Chapter 11
Site Advertising
• Submission follow-up
– Times range from a few hours to six or
more weeks
– If site does not appear in acceptable
time, resubmit the page(s)
– Research high-ranking pages
• Visit them to note their layout and META tags
• Check source code for details
Chapter 11
Banner Advertising
• Overview
– Most common form of advertising on the
Internet
– Offer unique approach to advertising not
found in print or offline marketing
Chapter 11
Banner Advertising
• Industry buzzwords
– Banner Ad - graphical advertisement that is usually
an animated GIF or SWF image
– Click-through - number of people who click on the
banner ad
– Page views - number of visitors who view a page
– CPM/Cost-per-Thousand - most common type of
payment structure; many larger sites require that
your client purchase a minimum amount of
impressions or views
– Flat fee – payment plan where site owner charges
client a flat fee per month for advertising on their
site; usually found on smaller sites
Chapter 11
Banner Advertising
• Rates
– Three basic price structures
• Click-through
– Range from a few cents to $1.00 per instance
• CPM
– Customer charged for number of times an ad is shown
• Flat fee
– Rarely used
– Banner Exchange
• Client allows other members of the exchange to post
their banners on the client's website
• In return, your client's banner gets posted on the sites
of other members
• Perhaps a good idea to use a banner exchange to get a
feel for effectiveness before moving on to paid
advertising
Chapter 11
Banner Advertising
• Common banner design guidelines
– Output must be of the quality that your
client desires
– 468x60 banner will be representing the
entire site
– Simple rules
• Include the words, “Click here”
– Increases click-through by 15%
• Be clear in what your client is advertising
• Don’t try to trick visitors
Chapter 11
Banner Advertising
• Banner placement
– Banner content must relate to page content
– Physical placement on page must be
appropriate
• User should not have to scroll to see banner
• Banner should be in close proximity to related
page content
• Banner 1/3 of way down page has better clickthrough than when placed at top
– Purchasing a word or phrase
• When user types word or phrase into search
engine, banner appears
• Can cost upwards of $10,000
Chapter 11
Other Marketing Techniques
• E-mail marketing
– Avoid spam
• May hurt reputation of client
• Very ineffective marketing tool
– Other e-mail related marketing tools
• Web page form soliciting
– Product updates
– Newsletters via e-mail
– Remember to place signature at end of
e-mail message
Chapter 11
Other Marketing Techniques
• Newsgroups
– Tips for using a newsgroup as a
marketing tool
• Become an active member of the group
• Observe the group; take part in the online
community
• Help and respond whenever possible
• Respect the group’s rules
• Use an e-mail signature
• Be subtle
Chapter 11
Other Marketing Techniques
• Link exchanges
– Search for sites that would appeal to
your target audience
• Request a link to be placed on the site
• Offer a reciprocal link
• Alternately, pay a small fee for your link
Chapter 11
Other Marketing Techniques
• Web rings
def: a group of sites that provide links to one another
– Tips for using a Web ring as a marketing tool
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Find an appropriate Web ring to join
Become a member and submit your information
Download the graphic and the link code
Place the web ring graphic on your site
– Be careful that you don’t overindulge
• Resulting number of graphics and notices can look
cluttered, unprofessional
Chapter 11
Other Marketing Techniques
• Offline marketing strategies
– Client may also market site offline to
attract new and regular users
– Sites
• Television
• Radio
• Newspapers
• Trade journals
Chapter 11
Other Marketing Techniques
• Print
– Make sure you have a domain name
registered
– Advertise new site to all current
customers
– Use URL name in all advertising
– Use URL in brochures and business cards
– Promote site at trade shows, other
venues
Chapter 11
Other Marketing Techniques
• Co-branding
– Two sites partner
• Provides additional services to their users
• Takes advantage of each other's brand recognition
– “Brought to you by…”
– “Sponsored by…”
– Example
• Amazon.com and TOYSRUS.com
• TOYS offers valuable items on Amazon site and
vice versa