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Making the Web Work for Your Business Sjoerd Vogt In4m Limited.

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Presentation on theme: "Making the Web Work for Your Business Sjoerd Vogt In4m Limited."— Presentation transcript:

1 Making the Web Work for Your Business Sjoerd Vogt In4m Limited

2 So - The Internet ? - What IS it?

3 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!

4 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?… Or do we mean the World Wide Web?

5 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? HOW MUCH Information? Dollars Spent on eCommerce? Internet Usage in the UK?

6 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 World’s Biggest … Pinboards Bomb-making instructions Baby snaps 2 nd hand Bookshops Music stores Mad scientists Scrap Books Phone Books Travel brochures Shopping Malls Maps Love Letters Kooky cults… Dreams & Aspirations…

7

8 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 Best AND the Worst…

9 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…

10 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…

11 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? When we know what we’re doing! And that’s partly why we’re here today…

12 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! Unbelievably Successful…

13 So - The Internet ? - What IS it?

14 Bringing them together – Customers & Partners… WWW FTP UseNet eCommerce Search Engines Weblogs Listservs

15 Workshop Schedule Your Own Website Communicating with Others Buying & Selling Online Networking Intelligence Gathering Play Safe

16 Goals PPS file for this presentation is on the web: –go to - look under information services\inhouse trainingwww.in4m.com Create a WAP – Web Action Plan Learn from one another!

17 Workshop Schedule Your Own Website –What’s Needed & What does it Cost? Communicating with Others Buying & Selling Online Networking Intelligence Gathering Play Safe

18 Your Own Website 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 TYPICAL small business Spend

19 BUT FIRST: What is your Website trying to Achieve?

20 Your Own Website – What’s Needed? 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 TYPICAL small business Spend

21 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

22 Your Own Website – What’s Needed? 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 TYPICAL small business Spend

23 Hosting your Site – Registering your Domain Name 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

24 Hosting your Site Choosing your Website Host: –FREE – see –BEST – see Names such as: –PIPEX, Hostway, Fasthosts, Rackspace, Netcetera … –LOCAL – see –DIY?

25 Your Own Website – What’s Needed? 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 TYPICAL small business Spend

26 Marketing your Site Must be part of your OVERALL marketing strategy TELL people about the website – –marketing collateral, yellow pages, letterhead, livery, s, listservs … Search engine placement & submissionsubmission –Are MetaTags still important? –Do Automated submission services work? IMPORTANCE OF RECIPROCAL LINKS

27 SEO & Submission - Free or Paid-For? Free: –www.google.com/addurl.htmlwww.google.com/addurl.html –http://www.dmoz.org/add.htmlhttp://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 …Google Adwords Yellow pages ( ), Thomson directories ( ), regional ( ), and other business directorieswww.yell.COMwww.local.uk.comwww.oxfinder.co.uk

28 Your Own Website – What’s Needed? 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 TYPICAL small business Spend

29 Keeping Site Up to date Humans AND Spiders get bored… Treat your Website as a partner that needs feeding and nurturing : Calendar of events? New products? Press releases? New resources? Special offers? Staff changes?

30 Examples A “flashy” website!website But Not always appropriate …Not Remember the Five C’s : Clear, Concise, Consistent, Correct, & Current

31 1Decide on primary function of site: SELL, TELL, INTERACT 2Plan the FOUR STEPS & set target dates, the proposed budgets & the actions 3Choose and register your DOMAIN NAME(s) 4Choose SOFTWARE for Building, image manipulation, and ongoing maintenance (incl FTP ) 5Build and optimise the site – 5Cs – test offline 6Choose the HOST for your web pages 7Upload the Site to the Host 8Manually Submit to Google and to The Open Directory 9Implement paid-for marketing strategy 10Put in place the processes for keeping the site up-to-date

32 Workshop Schedule Your Own Website Communicating with Others – , eMarketing, eNewsletters Buying & Selling Online Networking Intelligence Gathering Play Safe

33 Advantages: –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

34 – Etiquette & Policy etiquette – –see policy – –http://www. replies.com/ _policy.htmlhttp://www. replies.com/ _policy.html Security – –Ensure that all staff understand and apply the ten “play safe” commandments HTML: Branding & templates – including disclaimer

35 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

36 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

37 11Have multiple address(es) set up on a POP3 client – with webmail backup for remote access 12Put in place Etiquette, Policy, Security & branding/templates 13Make eMarketing part of overall marketing strategy 14Commit to producing regular eNewsletters; build & maintain lists

38 Your Own Website Communicating with Others Buying & Selling Online –eCommerce, Auctions, Finding Suppliers Networking Intelligence Gathering Play Safe Workshop Schedule

39 eCommerce Secure payments typically handled by “payment gateway” such as PayPal or WorldPay If 3 rd 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

40 Online Auctions eBay isn’t the only one! How do they work? –Dutch vs English –B2C & C2C –Payment can be Escrow – via trusted 3 rd party = 5% commission –Seller can set minimum (reserve price) –Buyer can set maximum –System automatically bids as needed –User ratings – buyer & sellerbuyer & seller

41 Finding Products & Suppliers Product Sites: –www.froogle.comwww.froogle.com –Google Web Directory UK Businesses with websites: –www.yell.comwww.yell.com UK Businesses without: –Local area site, eg: –Free text search (on google, for example)

42 15Ready for selling online? Discuss the different options with the relevant technical and commercial people, and plan steps to take. 16Bookmark the relevant auction sites, business directories, and product directories for your business 17Identify all partners with websites as candidates for setting up reciprocal links

43 Workshop Schedule Your Own Website Communicating with Others Buying & Selling Online Networking –UseNet, ListServs, Weblogs, Wikis, Web Conferences, Webinars, Cyberclasses… Intelligence Gathering Play Safe

44 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…

45 Listservs & Groups Special interest lists by membership - on any/every subject - Mediated or unmediated – by subscription The Official Catalog lists nearly 400,000 listservsOfficial Catalog “Threads” allow easy navigation Set up own group (free!): –Topica or Yahoo GroupsTopica Yahoo Groups Or - Set up own LISTSERVLISTSERV

46 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 WikipediaWikipedia Now - Many Blogs are also Wikis – Why not Set one up ?Set one up

47 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)

48 Webinars & Cyber Classes Webinars are becoming increasingly popular as another form of eMarketingeMarketing The “cyber classroom” describes the state- of-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…

49 18Add Google Groups (UseNet- Newsgroups) to Links bar 19Set up Outlook Express for News groups 20Identify relevant listservs, groups, weblogs/wikis for your areas of interest 21Keep an open mind wrt online conferences, webinars & cyberclasses!

50 Workshop Schedule Your Own Website Communicating with Others Buying & Selling Online Networking Intelligence Gathering –Searching, Setting up Alerts Play Safe

51 OLD Web Pages Know your Sphere Current Web Pages Snapshot by Search Engine USENET RSS + Newsfeeds Weblogs Images THE DEEP WEB…

52 Know Your Browser MSIE, AOL, Mozilla (Firefox), Opera, Apple (Safari), Netscape … ? MSIE: –Favourites –Links toolbar –Ctrl-F –Search in History –Printing

53 Know Your Search Engine Search Engines … Dozens of MetaSearch Engines: best at present ? = DogpileDogpile Desktop Search mgmt software: Directories: Yahoo, Open Directory (DMOZ) Visual Search Engines?

54 Know your Search Engine Web: Google UseNet: Google Groups News: Google NewsNews Images: Google Images Old versions of Sites: Google Cache (see also wayback machine )wayback machine Blogs: no single best engine – yet - seesee Download the GOOGLE TOOLBAR!

55 Google Techniques The truth ?truth By Date? - Use News – or Groups ! Definitions – Define: Must include/don’t include Phrases Synonyms Common (stop) words Search within

56 Portals et Al? Portals… Vortals… Chortals… My browser “home” page : The Big ProjectThe Big Project

57 Setting up Alerts from $4.95/monthwww.googlealert.com from $4/monthwww.tracerlock.com still free …www.alerts.yahoo.com still free...www.google.com/alerts Stockmarket quotes, Amazon, eBay … Listservs, Newsgroups, online forums …

58 22Install the Google Toolbar 23Add Google Advanced to your Links bar 24Download & install Copernic 25Identify most relevant portal/vortal & set as browser “home” page 25Set up free alerts

59 Workshop Schedule Your Own Website Communicating with Others Buying & Selling Online Networking Intelligence Gathering Play Safe

60 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 s! Viruses, Worms, & Trojans –High chance of infection if simple rules aren’t followed Spyware, Adware, Hijackers & Diallers –VERY annoying – can be a REAL problem…

61 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) & Web pages (EML, HTM, HTML) Suspect: BAT, COM, EXE, INF, JS, JSE, PIF, REG, SCR, SHS, VBE, VBS, WSF, WSH

62 The Ten Commandments 1.Know who your friends are… 2.99% certain that attachment is safe? Then Don’t Open It! 3.Keep your O/S & programs up-to-date 4.Macros – never accept them unless… 5.Always go to the source for program files 6.Anti-virus software is NOT the priority, but make sure you have it installed! 7.Update weekly with latest signature files 8.Activate firewall – use XP or ZoneAlarm from ZonelabsZoneAlarm 9.Go undercover with alias addresses 10.DON’T forward virus warnings!

63 Malware – Curing & Preventing See excellent anti-spyware tutorialtutorial CURING: –Use CWShredder, + AdAware SE, + Spybot S&DCWShredderAdAware SESpybot S&D PREVENTING: –Change to different browser? –Use a HOSTS file – for examplefor example –Set up Restricted Sites in IE – see IE-SpyadIE-Spyad –Use SpywareBlaster to deal with anything that gets through the HOSTS file or the Restricted SitesSpywareBlaster –BEFORE downloading new software, ALWAYS search for “spyware nameofsoftware” in Google AND in Google Groups!

64 Recommended Reading? The Rough Guide to the Internet 2005 Edition now available See Rough GuidesRough Guides

65 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 WilenskyRobert Wilensky, speech at a 1996 conference

66 Happy Surfing!


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