WebMaster Program WebMaster Punchlist

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WebMaster ProgramWebMaster Punchlist

• Advanced Technology Training
• Presented by Phillip Schein for Univ of Richmond,
  2001

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Conducting Businesson the Internet

• Internet Basics
• Overview of Internet Tools
• Electronic Marketing
• The Punchlist

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The Internet

• Currently 60 million users in U.S.
  andCanadaSource Nielsen Media Research
• By the year 2000, more than 600 billionin
  purchases via the Internet? Source Keller and
  Associates

Slide 1-1
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What is the Internet?

• Millions of Computers Connected Throughoutthe
  World
• Largest Network of Networks
• Formerly an Academic and ScientificResearch Tool
• Potentially a New Economic Paradigm

Slide 1-2
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Internet Evolution

• 1969 - U.S. DoD Advanced Research Projects Agency
  (ARPA) creates ARPAnet
• Goal Communications Network that Could
  Withstand a Nuclear Attack
• Based on Standard Communications Protocol

Slide 1-3
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Internet Evolution

• 1980s - ARPAnet Becomes Milnet and NSFnet
• Milnet Government Purposes
• NSFnet Support of Education and Research
• Late 1980s - Commercial Service Providers Emerge
  and Form Internet Backbones for Business Usage

Slide 1-4
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Internet Culture

• Commercial Activity Not Acceptable inSome Forums
• Open and Distributed Technology
• Bi-directional and Uncensored Communication(not
  traditional one-to-many communication)

Slide 1-5
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Internet Culture

• Content is Key - Must have Value
• Give to Get is Accepted Norm
• Anarchy is the Rule
• Not Owned or Controlled by Anyone

Slide 1-6
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Security and the Internet
Two Types of Security Concerns

• Access Control
• Transaction Security

Slide 1-7
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Security and the Internet
Access Control

• Ensuring that Only Authorized Users Can Gain
  Access to Your Systems
• Authorized Accounts, Passwords, Firewalls Used
  for Security

Slide 1-8
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Security and the Internet
Transaction Security

• Ensuring Communications sent out and Internet
  Interactions conducted are Secure
• Required for Success of Electronic Commerce

Slide 1-9
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Emerging Markets on The Internet

• Financial and Professional Services
• Entertainment and Leisure
• Education
• Transportation
• Food and Beverages
• Electronic Storefronts

Slide 1-10
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OnlineBusiness Realities

• The Information Highway is Undefined (promoted
  by technology vendors rather than demanded by
  customers)
• Businesses Now Constitute the Largest Percentage
  of Internet Domains (75 of monthly Internet
  user growthis attributable to businesses)

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Internet Business Realities
Most Businesses are Embracing the World WideWeb
to Establish an Internet Presence Models are
Beginning to Emerge on BusinessInternet Successes
Slide 1-12
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Other Internet Realities
Reliable Demographics on Internet Users Do Not
Exist Many Agree that the Culture and Use of the
Internet is Flavored by Youth
Slide 1-13
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Internet Business Uses
Business Use of the Internet Includes

• Identifying Ways to Improve Profitability
• Gaining Greater Market Share
• Reducing Time to Market
• Minimizing Costs
• Increasing Customer Service Optionsand
  Satisfaction

Slide 1-15
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Overview of Online Services

• Telnet, E-mail, ListServ, Newsgroups, WAIS (Wide
  Area Information Server) FTP (File Transfer
  Protocol), Archie, Gopher,Veronica (Very Easy
  Rodent Oriented Netwide Index to Computerized
  Archives)Jughead (Jonzys Universal Gopher
  Hierarchy Excavation and Display)World Wide Web

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Electronic Marketing

• Traditional Approaches are Inappropriate
• Rethinking Marketing Strategies
• Key Internet Marketing Concepts
• Dos and Donts

Slide 3-1
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Traditional Marketing Strategies Are Not
Appropriate
Traditional Marketing and Advertising
Top-down One-to-Many Communications
Model Typically Passive Little or No
Opportunity Available for Customer Feedback
Slide 3-2
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Traditional Marketing Strategies Are Not
Appropriate
Traditional Marketing and Advertising
Based More on a Sizzle Rather than Steak
Model (i.e. Image) Often Broadly Attempted Based
on the Hope for Effective Mass Persuasion
Slide 3-3
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Traditional Marketing Strategies Are Not
Appropriate
Marketing and Advertising Needs to be

• Based on Effective Understanding of The Internet
  Medium
• Based on a Many-to-Many Communications Model
• Interactive, with Built-in Encouragement for
  Customer Feedback

Slide 3-4
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Traditional Marketing Strategies Are Not
Appropriate
Internet Marketing and Advertising
Based on Steak (Content and Value are Key!)...
Sizzle Doesnt Work Straightforward,
Appropriately Placed, and Personal
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Rethinking Marketing Strategies
Basic Business Goals

• Minimizing Costs
• Increasing Profitability
• Growing Through More Market Share
• Increasing Customer Satisfaction
• Competing Effectively

Slide 3-6
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Marketing Strategies
Traditional Strategies Will Not Work
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Key Internet Marketing Concepts

• Content, Content, Content
• Personal vs. Mass Marketing
• Interactivity vs. Passivity
• Give-to-Get

Focus on Communication, Collaboration, and
Controlnot the Technology
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Dos Donts

• Do Establish an Internet Domain
• Do Select a Reliable ISP
• Do Learn as Much as You Can
• Do Research What Others Are Doing
• Do Understand Internet Culture
• Do Plan Carefully

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Dos Donts

• Do Define Your Expectations
• Do Monitor Relevant Newsgroups
• Do Train Your Personnel
• Do Allocate Sufficient Resources

Slide 3-10
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Dos Donts

• Do Consider a Web Site
• Do Give People a Reason to Visit YourInternet
  Site
• Do Monitor Results and Refine Your Strategy
• Do Keep Your Site Current and Up-to-Date

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Dos Donts

• Dont Begin Marketing Before Careful Research
• Dont Consider a Spamming Strategy
• Dont Attempt Unsolicited Marketing
• Dont Begin Without Sufficient Resources
• Dont Expect Immediate Sales Increases

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Dos Donts

• Dont Ignore the Importance of Content
• Dont Use too Much Graphical Content
• Dont Open Your Site Until it is Ready
• Dont Open Up to the World without Considering
  Security Issues

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Why Businesses Use The Internet

• To Increase Visibility
• To Achieve Productivity Gains
• To Provide Customer Service and Support
• To Improve Marketing and RD Activities

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Why Businesses Use The Internet
To Get Closer to Customers To Sell Creatively
Slide 3-15
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Increasing Visibility

• Topaz Hotel Services for reservations
• www.hotelres.com

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Achieving Productivity Gains
Sun Microsystems site index www.sun.com
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Providing Customer Service and Support
United Parcel Service (UPS) www.ups.com
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Improving Marketing and RD Activities
COMPAQ/Digital Equipment Corporation (DEC)
catalog and buyer guides, technical
papers www.digital.com
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Getting Closer(!) to Customers
The White Housewww.whitehouse.gov
NOT www.whitehouse.com (THIS IS A PORNOGRAPHIC
SITE)
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Creative Selling
1-800-flowerswww.flowers.com as flowers
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The Details
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Local Site

• Building/DesignSite equipment, Telco, Software
• Management/Security
• DUN, LAN, WAN, Virutal host
• Business/Marketing

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Site - Multi-tier architecture

• Content provider
• E-commerce environment - server farm
• Web server, Proxy server
• Database server(s)
• Mail server(s)
• Index server
• Domain controller(s)

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Business/Marketing

• Business plan
• Job scopes
• Description
• Skills Profile
• Certification

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Possible Job Descriptions

• Business Development Manager Web Editor, Copy
  Editor
• Core Production Editor
• Web Producer
• (from editor, designer, production manager,
  production assistants)
• User Interface Tester
• Desktop Support Engineer

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Skill Profiles

• Webmaster Production Curriculum
• HTML, DHTML, CFML, ASP, XSSI, SQL
• The scripts ECMAscript, VBScript, PERL
• Graphic tools (Photoshop)
• Site Management Optimization
• Database servers
• Web servers (IIS, Apache)
• Operating systems (Linux, Unix, NT)

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Certifications

• Tekmetricswww.tekmetrics.com
• IWA
• www.iwanet.org

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Development Cycle

• Prototyping, alpha stage, beta stage
• Startup
• Physical/network
• LAN, WAN, virtual host
• Logical/design
• Ongoing / Security

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WebHosting Services

• Mindspring
• Virtualscape
• Webhost.com

Ecommerce Site Building
Storebuilder.com
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Ecommerce Site Building

• Storebuilder.com

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Web sites

• builder.com
• buildingtheweb.com
• webmonkey.com
• developershed.com
• webreference.com
• webdeveloper.com
• internet.com

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Providers - the roles

• Communication providers
• Application service providers
• Content providers/Portals

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Providers - The business

• Your local ISP
• Internal/Intranet/Extranet/Hobbyist
• Education/Public Information sites
• dsv.su.segopher.micro.umn.edu
  www.northernlight.com/usgovsearch
• Commercial sites

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The Plan
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The Business Plan

• Customer Identification
• Customer Needs
• Customer Profiles/Demographics

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Services Required

• Support Plan
• Cost Model
• Product / Pricing Strategy
• Marketing Plan
• Business Capacity
• Insurance / Staffing / Support
• Training

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The Equipment

• Local Requirements
• Performance / Optimization
• Backup / Disaster Recovery
• Hardware / Software Solutions
• Tape, CDROM
• RAID (hardware/software)

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Network /Telcom

• Connectivity Issues
• Circuit types
• Protocol - DHCP, Proxy, WINS, DNS
• Bandwidth
• ISP Capacity
• Security Access
• Backup / Disaster Recovery Plan

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Site Administration

• RegistrationDomain
• www.register.com
• Site
• Host provider
• www.internic.net (Network Solutions)
• rs.internic.net

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The Budget

• Hardware
• Software
• Communications
• Local loop
• ISP
• Hosting Service addons
• Fees, Licenses, subscriptions
• Consulting - Development
• Staff training
• Advertising

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Thank You!