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Dot Com in a Day<br /> Getting your business online without developers, an IT department or a budget<br />Slides and links...
Dot Com in a Day<br /> Getting your business online without developers, an IT department or a budget<br />Components of on...
Introduction<br /><ul><li> Multiple uses:
 Start-ups
 Non-profits
 Clubs
 Vanity domains
 Negligible technical skills needed:
 Technical basics are minimal – fundamentals covered today
 Many easy-to-use tools available
 Just requires knowledge and time</li></ul>3<br />
Introduction<br /><ul><li> Low budget:
 Free and Open Source Software (FOSS) e.g. Mozilla, Apache, Linux
 Free proprietary resources e.g. Google, DNS services etc.
 Community support
 Professional:
 FOSS serves over two thirds of web sites globally
 Many prominent sites use free software
 Other examples: Firefox, Ubuntu, OpenOffice.org
 No reliance on ‘security through obscurity’
 Adoption of open source by governments and agencies</li></ul>4<br />
Introduction<br /><ul><li> Many ways to achieve the same end results
 Future-proof your online presence:</li></ul>don’t opt for ‘all-in-one’ basic solutions that tie you to one provider<br />...
 Using standard, popular FOSS packages also saves on hidden costs:
 Solutions are designed for non-technical users and have</li></ul>comprehensive, clear documentation and extensive support...
Introduction<br />Your interests:<br />6<br />
About Me<br /><ul><li> Business analyst, project manager, enthusiast
 In e-Commerce before – and during – the dot-com bust
 IT and Development Manager for a banking consultancy
 Designed and implemented many web sites/apps for all purposes:
 Personal
 Non-profits
 Clubs
 E-commerce and fashion
 Small businesses
 International banks
 But I’m not a developer</li></ul>7<br />
Internet Configuration<br />Domain names<br />Domain registrars<br />Domain Name Servers<br />DNS records<br /><ul><li> Do...
 Leased, not bought
 No domain squatting: must be for fair use
 Parts: host name(s), secondary domain, top level domain (TLD)
 Example format: hostname.domain.tld
 Top level domains: .com, .net, .org etc.
 Consider registering your domain name in multiple variants and</li></ul>	TLDs to avoid squatters, but don’t worry about o...
Internet Configuration<br />Domain names<br />Domain registrars<br />Domain Name Servers<br />DNS records<br /><ul><li> Do...
 Each TLD has a principal registrar (e.g. Verisign for. com)</li></ul>appointed by ICANN, who then appoints retail registr...
 Consider opting for a private registration (free with some</li></ul>	registrars) to hide your personal details from spamm...
Internet Configuration<br />Domain names<br />Domain registrars<br />Domain Name Servers<br />DNS records<br /><ul><li> Re...
 Example: namecheap.com
 Cheap and includes anonymous WhoIs registration
 Search for domain(s) and add to your cart – consider other TLDs
 At checkout, define four contacts (ICANN requirement):
 Registrant
 Administrative
 Technical
 Billing
 Can all be the same; different contacts get different</li></ul>	communications, e.g. DMCA complaints, renewal notices etc...
Internet Configuration<br />Domain names<br />Domain registrars<br />Domain Name Servers<br />DNS records<br />Registering...
 Do not choose any URL or email forwarding options
 Some registrars like GoDaddy will try to sell many additional</li></ul>	services; ignore these with possible exception of...
Internet Configuration<br />Domain names<br />Domain registrars<br />Domain Name Servers<br />DNS records<br />Domain Name...
 Each host name within your domain and your mail servers can</li></ul>be pointed to the same or differing servers as neces...
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Dot Com In A Day

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How small organizations such as startups, non-profits and clubs can get a complete online presence without developers, an IT department or a budget. Covers domain names, registrars, DNS, web hosting, email and groupware hosting, CRM, content management systems to build web sites, e-commerce, SEO and online advertising.

Presented to the UCLA Anderson School of Management's Entrepreneur Association.

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  • ICANN: the Internet Corporation for Assigned Names and Numbers – allocates IP address blocks and grants rights to TLD-specific master registrars
  • DMCA: Digital Millennium Copyright Act
  • Transcript of "Dot Com In A Day"

    1. 1. Dot Com in a Day<br /> Getting your business online without developers, an IT department or a budget<br />Slides and links:<br />www.wright.ru/dotcom<br />1<br />
    2. 2. Dot Com in a Day<br /> Getting your business online without developers, an IT department or a budget<br />Components of online presence<br />2<br />
    3. 3. Introduction<br /><ul><li> Multiple uses:
    4. 4. Start-ups
    5. 5. Non-profits
    6. 6. Clubs
    7. 7. Vanity domains
    8. 8. Negligible technical skills needed:
    9. 9. Technical basics are minimal – fundamentals covered today
    10. 10. Many easy-to-use tools available
    11. 11. Just requires knowledge and time</li></ul>3<br />
    12. 12. Introduction<br /><ul><li> Low budget:
    13. 13. Free and Open Source Software (FOSS) e.g. Mozilla, Apache, Linux
    14. 14. Free proprietary resources e.g. Google, DNS services etc.
    15. 15. Community support
    16. 16. Professional:
    17. 17. FOSS serves over two thirds of web sites globally
    18. 18. Many prominent sites use free software
    19. 19. Other examples: Firefox, Ubuntu, OpenOffice.org
    20. 20. No reliance on ‘security through obscurity’
    21. 21. Adoption of open source by governments and agencies</li></ul>4<br />
    22. 22. Introduction<br /><ul><li> Many ways to achieve the same end results
    23. 23. Future-proof your online presence:</li></ul>don’t opt for ‘all-in-one’ basic solutions that tie you to one provider<br /><ul><li> Today’s suggestions are relatively simple, yet powerful and scalable
    24. 24. Using standard, popular FOSS packages also saves on hidden costs:
    25. 25. Solutions are designed for non-technical users and have</li></ul>comprehensive, clear documentation and extensive support<br />from community forums<br /><ul><li> Open source means developers can get up to speed quickly</li></ul> and extend software for your precise needs easily<br />5<br />
    26. 26. Introduction<br />Your interests:<br />6<br />
    27. 27. About Me<br /><ul><li> Business analyst, project manager, enthusiast
    28. 28. In e-Commerce before – and during – the dot-com bust
    29. 29. IT and Development Manager for a banking consultancy
    30. 30. Designed and implemented many web sites/apps for all purposes:
    31. 31. Personal
    32. 32. Non-profits
    33. 33. Clubs
    34. 34. E-commerce and fashion
    35. 35. Small businesses
    36. 36. International banks
    37. 37. But I’m not a developer</li></ul>7<br />
    38. 38. Internet Configuration<br />Domain names<br />Domain registrars<br />Domain Name Servers<br />DNS records<br /><ul><li> Domain names:
    39. 39. Leased, not bought
    40. 40. No domain squatting: must be for fair use
    41. 41. Parts: host name(s), secondary domain, top level domain (TLD)
    42. 42. Example format: hostname.domain.tld
    43. 43. Top level domains: .com, .net, .org etc.
    44. 44. Consider registering your domain name in multiple variants and</li></ul> TLDs to avoid squatters, but don’t worry about obscure TLDs<br /> like .biz, .me and so on<br /><ul><li> Don’t fall for email scams offering renewals or related domains for</li></ul> a fee: always check availability with your trusted registrar<br />Internet configuration<br />8<br />
    45. 45. Internet Configuration<br />Domain names<br />Domain registrars<br />Domain Name Servers<br />DNS records<br /><ul><li> Domain registrars:
    46. 46. Each TLD has a principal registrar (e.g. Verisign for. com)</li></ul>appointed by ICANN, who then appoints retail registrars<br /><ul><li> Many, many registrars but they differ on ease of use, customer</li></ul>service and price: choose a good one<br /><ul><li> Good .com registrars: GoDaddy.com, 1and1.com,</li></ul> namecheap.com, omnis.com<br /><ul><li> Bad (overpriced) registrars: Register.com, Network Solutions
    47. 47. Consider opting for a private registration (free with some</li></ul> registrars) to hide your personal details from spammers<br />Internet configuration<br />9<br />
    48. 48. Internet Configuration<br />Domain names<br />Domain registrars<br />Domain Name Servers<br />DNS records<br /><ul><li> Registering a domain:
    49. 49. Example: namecheap.com
    50. 50. Cheap and includes anonymous WhoIs registration
    51. 51. Search for domain(s) and add to your cart – consider other TLDs
    52. 52. At checkout, define four contacts (ICANN requirement):
    53. 53. Registrant
    54. 54. Administrative
    55. 55. Technical
    56. 56. Billing
    57. 57. Can all be the same; different contacts get different</li></ul> communications, e.g. DMCA complaints, renewal notices etc.<br />Internet configuration<br />10<br />
    58. 58. Internet Configuration<br />Domain names<br />Domain registrars<br />Domain Name Servers<br />DNS records<br />Registering a domain contd.:<br /><ul><li> You can turn on WhoisGuard at this point to protect your identity</li></ul> from spammers<br /><ul><li> Now define name servers (next topic) e.g. ns1.everydns.net,</li></ul>ns2.everydns.net and so on<br /><ul><li> Use external name servers for flexibility
    59. 59. Do not choose any URL or email forwarding options
    60. 60. Some registrars like GoDaddy will try to sell many additional</li></ul> services; ignore these with possible exception of web hosting<br /><ul><li> A good registrar may not be a good web host – check the web</li></ul> for unbiased reviews<br />Internet configuration<br />11<br />
    61. 61. Internet Configuration<br />Domain names<br />Domain registrars<br />Domain Name Servers<br />DNS records<br />Domain Name Servers:<br /><ul><li> Domain Name Servers translate a request from a domain</li></ul> name into the IP address of the relevant server<br /><ul><li> A domain name is easier to remember than 217.162.3.28
    62. 62. Each host name within your domain and your mail servers can</li></ul>be pointed to the same or differing servers as necessary<br /><ul><li> You can use a registrar/web host’s provided DNS servers</li></ul> or use an external service<br /><ul><li> Recommendation: a free, reliable service like everydns.net</li></ul>which is affiliated with OpenDNS to ensure rapid propagation<br /> of DNS record changes through the internet (cached records)<br />Internet configuration<br />12<br />
    63. 63. Internet Configuration<br />Domain names<br />Domain registrars<br />Domain Name Servers<br />DNS records<br />DNS records:<br /><ul><li> Example: everydns.net
    64. 64. Register an account then choose the Add New Domain (basic)</li></ul> option in the left menu (ignore the other options)<br /><ul><li> Enter your domain name in the format domain.tld e.g. test.com</li></ul> (don’t include www or anything else at this stage)<br /><ul><li> Now click on your domain name in the left menu</li></ul>Internet configuration<br />13<br />
    65. 65. Internet Configuration<br />Domain names<br />Domain registrars<br />Domain Name Servers<br />DNS records<br />DNS records contd.:<br /><ul><li> Types of DNS record:
    66. 66. A record
    67. 67. Master record for each server, must exist
    68. 68. Points to the server’s IP address
    69. 69. CNAME record
    70. 70. Alias pointing to an A record’s name (not IP address)
    71. 71. Simple example:
    72. 72. A: londonbound.info  72.55.186.8
    73. 73. CNAME: www.londonbound.info  londonbound.info
    74. 74. MX: londonbound.info  72.55.186.8 with MX value 1</li></ul>Internet configuration<br />14<br />
    75. 75. Internet Configuration<br />Domain names<br />Domain registrars<br />Domain Name Servers<br />DNS records<br />DNS records contd.:<br /><ul><li> Types of DNS record contd.:
    76. 76. CNAME records are used for hosts within the domain</li></ul> e.g. www, mail, anderson(.ucla.edu)<br /><ul><li> CNAMEs can point to other servers when relevant, e.g.</li></ul> ghs.google.com for Google mail/calendar hosting<br /><ul><li> MX records point to mail servers; as many as you have,</li></ul> in order (MX values, lowest number for main server)<br /><ul><li> Ignore AAAA (IPv6) and NS (name server) record types
    77. 77. For a new domain, add an A record for domain.tld, a CNAME</li></ul> for www.domain.tld and an MX for the mail server<br />Internet configuration<br />15<br />
    78. 78. Internet Configuration<br />Domain names<br />Domain registrars<br />Domain Name Servers<br />DNS records<br />DNS records contd.:<br /><ul><li> Adding DNS records:
    79. 79. For an A record:
    80. 80. Fully Qualified Domain Name (FQDN): domain.tld
    81. 81. Record Type: A
    82. 82. Record Value: IP address of server
    83. 83. Leave MX Value blank
    84. 84. For a CNAME record:
    85. 85. FQDN: hostname.domain.tld (e.g. www.hostname.tld)
    86. 86. Record Type: CNAME
    87. 87. Record Value: hostname.tld</li></ul>Internet configuration<br />16<br />
    88. 88. Internet Configuration<br />Domain names<br />Domain registrars<br />Domain Name Servers<br />DNS records<br />DNS records contd.:<br /><ul><li> Adding DNS records contd.:
    89. 89. For an MX record:
    90. 90. FQDN: domain.tld
    91. 91. Record Type: MX
    92. 92. Record Value: domain.tld OR IP address
    93. 93. MX Value: any numbers, in ascending order for each</li></ul> server (lowest number for main mail server, other<br /> records for failover mail servers)<br />Internet configuration<br />17<br />
    94. 94. Internet Configuration<br />Domain names<br />Domain registrars<br />Domain Name Servers<br />DNS records<br />DNS records contd.:<br /><ul><li> DNS record examples: tutees.co.uk – points of note:
    95. 95. There is a CNAME record for mail.tutees.co.uk – do not</li></ul> confuse with the MX record – this CNAME is for<br /> a webmail application (Google Apps in this case)<br /> at the URL http://mail.tutees.co.uk<br /><ul><li> There are several MX records which all point to Google Apps</li></ul> mail servers (Google hosts mail for this domain, but<br /> not the main web site – hosted elsewhere)<br /><ul><li> googleccb434ca6d800bb9.tutees.co.uk is a dummy record</li></ul>used by Google Apps to ensure domain ownership<br />Internet configuration<br />18<br />
    96. 96. Hardware & hosting<br />All-in-one packages<br />Shared hosting<br />Virtual servers<br />Dedicated servers<br />Colocation<br />Web hosting:<br /><ul><li> You need a server with a constant internet connection to host</li></ul> your files, web pages and web applications<br /><ul><li> While you can use any computer and use a home/office</li></ul> broadband connection, upload speeds may not be good<br /> and you need a static IP address (not usually given to<br /> home/office users)<br /><ul><li> Simplest option: buy an all-in-one package when you buy</li></ul> your domain name<br /><ul><li> Potential downside: just a form of shared hosting; performance,</li></ul> capabilities and email accounts/features may be limited<br />Hardware & hosting<br />19<br />
    97. 97. Hardware & hosting<br />All-in-one packages<br />Shared hosting<br />Virtual servers<br />Dedicated servers<br />Colocation<br />Shared hosting:<br /><ul><li> The most common option for small sites with no great</li></ul> demands on server resources (memory and processor)<br /><ul><li> Look for latest unbiased reviews before choosing e.g. at www.webhostingtalk.com
    98. 98. Can start here and upgrade later
    99. 99. Reputable hosting companies:
    100. 100. www.webhostingpad.com (+ free domain name)
    101. 101. www.bluehost.com (+ free domain name)
    102. 102. www.inmotionhosting.com
    103. 103. Look for a cloud-based/automatic failover service</li></ul>Hardware & hosting<br />20<br />
    104. 104. Hardware & hosting<br />All-in-one packages<br />Shared hosting<br />Virtual servers<br />Dedicated servers<br />Colocation<br />Shared hosting contd.:<br /><ul><li> Two options: Windows and Linux hosting
    105. 105. Linux is the default and is usually best:
    106. 106. Cheaper
    107. 107. More flexible (more software available)
    108. 108. Don’t be put off: no scary command lines to tackle
    109. 109. Everything is done through a web-based control panel
    110. 110. Windows is only needed for Microsoft-specific services
    111. 111. Shared hosting will include use of the host’s mail server and</li></ul> will probably include webmail, virus scanning, spam filter<br /><ul><li> Control panel will have built-in analytics, one-click installs etc.</li></ul>Hardware & hosting<br />21<br />
    112. 112. Hardware & hosting<br />All-in-one packages<br />Shared hosting<br />Virtual servers<br />Dedicated servers<br />Colocation<br />Shared hosting contd.:<br /><ul><li> Take backups of your data
    113. 113. At least daily if you have a dynamic (database) site
    114. 114. Control panel will have a backup management option – USE IT!
    115. 115. Quick look at a typical control panel at my host: iWeb
    116. 116. File Manager
    117. 117. One-click installs (Fantastico) – great if no customizations
    118. 118. Web usage stats
    119. 119. Backups
    120. 120. Database creation and administration</li></ul>Hardware & hosting<br />22<br />
    121. 121. Hardware & hosting<br />All-in-one packages<br />Shared hosting<br />Virtual servers<br />Dedicated servers<br />Colocation<br />More robust hosting options:<br /><ul><li> Virtual servers
    122. 122. Quarter or half of resources of a physical server
    123. 123. Command line access, full control over parameters
    124. 124. Use control panel to get performance without hassle
    125. 125. Dedicated servers
    126. 126. Managed option: connectivity included, hardware</li></ul> monitored, full access, remote management etc.<br /><ul><li>Colocation
    127. 127. Rent rack space, install and manage own servers
    128. 128. Negotiate contracts with ISPs</li></ul>Hardware & hosting<br />23<br />
    129. 129. Groupware & desktop apps<br />Email<br />Calendaring<br />Documents<br />CRM<br />Online backup<br />Other tools & resources<br />Groupware:<br /><ul><li> Generally, tools used widely across a group or that aid</li></ul> information exchange within a group<br /><ul><li> Includes email (shared address books), calendaring (free/busy,</li></ul> shared resource calendaring), CRM, knowledge databases<br /><ul><li> Why groupware and not standalone?
    130. 130. Access Control Lists (ACL)
    131. 131. Delegation
    132. 132. Centralized administration (IT support)
    133. 133. Share information geographically
    134. 134. Improve coordination, ensure business continuity</li></ul>Groupware & desktop apps<br />24<br />
    135. 135. Groupware & desktop apps<br />Email<br />Calendaring<br />Documents<br />CRM<br />Online backup<br />Other tools & resources<br />Email:<br /><ul><li> Several free/open source options (no Microsoft Exchange)
    136. 136. Google Apps Standard Edition is a great, free starting point:</li></ul> 50 users, no admin/hardware, but limits control<br /><ul><li> Advanced Commercial Open Source solutions: Zimbra, Scalix
    137. 137. Free (limited, community supported) and paid versions
    138. 138. Hosted or self-installed
    139. 139. Zimbra is owned by VMWare (previously by Yahoo!)
    140. 140. See www.zimbra.com/products/product_editions.html and www.scalix.com/community/communityedition</li></ul> /othereditions.php<br />Groupware & desktop apps<br />25<br />
    141. 141. Groupware & desktop apps<br />Email<br />Calendaring<br />Documents<br />CRM<br />Online backup<br />Other tools & resources<br />Email contd.:<br /><ul><li> Why is Google Apps a good choice?
    142. 142. Free for 50 users, 7GB mail storage each
    143. 143. Hosted solution: no hardware or software maintenance
    144. 144. Cheap upgrade to Premier Edition for more storage
    145. 145. Google high availability and quality of software
    146. 146. Industry-leading spam filtering
    147. 147. Includes options that cost extra with Zimbra & Scalix:</li></ul> attachment previews, mobile synchronization etc.<br /><ul><li> Intuitive administration through control panel
    148. 148. Limitation: data access control for sites, but not for email yet</li></ul>Groupware & desktop apps<br />26<br />
    149. 149. Groupware & desktop apps<br />Email<br />Calendaring<br />Documents<br />CRM<br />Online backup<br />Other tools & resources<br />Email contd.:<br /><ul><li> Read more and sign up for Google Apps Standard Edition at</li></ul> www.google.com/apps/intl/en/group/index.html<br /><ul><li> Google partners with GoDaddy for domain registration
    150. 150. If using an existing domain name, set up DNS records like</li></ul> we saw earlier<br /><ul><li> Quick example: managing settings and accounts for wright.ru
    151. 151. Users can download installer to put shortcuts on desktop (using Google’s fast Chrome browser)</li></ul>Groupware & desktop apps<br />27<br />
    152. 152. Groupware & desktop apps<br />Email<br />Calendaring<br />Documents<br />CRM<br />Online backup<br />Other tools & resources<br />Calendaring:<br /><ul><li> Quick meeting time arranger: doodle.com
    153. 153. Google Apps uses the familiar Google Calendar
    154. 154. Combine multiple calendars in one view (resources,</li></ul> colleagues, business and private calendars)<br /><ul><li> Standard Edition does not allow resource calendaring</li></ul> (rooms, projectors etc.) but can be worked around with<br /> regular accounts or public viewable calendars controlled<br /> by administrators<br />Groupware & desktop apps<br />28<br />
    155. 155. Groupware & desktop apps<br />Email<br />Calendaring<br />Documents<br />CRM<br />Online backup<br />Other tools & resources<br />Using Mozilla Thunderbird and Lightning as Google Apps clients:<br /><ul><li> Mozilla Thunderbird is a free, open source desktop mail client</li></ul> similar in features to Microsoft Outlook<br /><ul><li> Install Mozilla Lightning for an integrated calendar
    156. 156. Convenience and speed of desktop apps, offline access</li></ul>(e.g. while traveling), avoid Google’s contextual advertising<br /><ul><li> Performance (particularly search) is better than Outlook
    157. 157. Downloads at www.mozillamessaging.com/en-US/thunderbird/</li></ul> and www.mozilla.org/projects/calendar/lightning/<br /><ul><li> Full setup instructions at www.wright.ru/dotcom/thunderbird.rtf</li></ul>Groupware & desktop apps<br />29<br />
    158. 158. Groupware & desktop apps<br />Email<br />Calendaring<br />Documents<br />CRM<br />Online backup<br />Other tools & resources<br />Offline Google Apps access:<br /><ul><li> See the Offline links in Mail and Calendar to copy data to</li></ul> your hard disk using Google Gears<br />Synchronize/access Google Apps on your mobile device:<br /><ul><li> Click the Sync links in Mail and Calendar for options to use</li></ul> on Windows Mobile, iPhone, Nokia and Blackberry devices<br /><ul><li> See www.google.com/mobile/ for details</li></ul>Groupware & desktop apps<br />30<br />
    159. 159. Groupware & desktop apps<br />Email<br />Calendaring<br />Documents<br />CRM<br />Online backup<br />Other tools & resources<br />Documents:<br /><ul><li> More Google: Google Docs (as part of Google Apps)
    160. 160. Intranet: Google Sites, Wikis (see Fantastico options)
    161. 161. OpenOffice.org is a free, cross-platform, compatible alternative</li></ul> to Microsoft Office made by Sun (aka StarOffice)<br /><ul><li> Familiar interface and tasks:
    162. 162. Writer = Word
    163. 163. Calc = Excel
    164. 164. Impress = PowerPoint
    165. 165. Draw = Visio
    166. 166. Base = Access</li></ul>Groupware & desktop apps<br />31<br />
    167. 167. Groupware & desktop apps<br />Email<br />Calendaring<br />Documents<br />CRM<br />Online backup<br />Other tools & resources<br />Customer Relationship Management:<br /><ul><li> Essential business tool: sales, marketing, knowledge transfer
    168. 168. Central repository of information; retain when staff leave
    169. 169. Access anywhere: no office-bound rolodexes or spreadsheets
    170. 170. Aids/imposes workflow: teams, pipelines, targets, reporting
    171. 171. Great as an email marketing campaign tool with tracking
    172. 172. Integrate with web site for prospect registration
    173. 173. Salesforce.com is the best-known option and has no up-front</li></ul> costs but can get expensive ($65/user/month)<br /><ul><li> Open source contender: www.sugarcrm.com
    174. 174. Commercial and self-install (free) options</li></ul>Groupware & desktop apps<br />32<br />
    175. 175. Groupware & desktop apps<br />Email<br />Calendaring<br />Documents<br />CRM<br />Online backup<br />Other tools & resources<br />Customer Relationship Management contd.:<br /><ul><li> See www.sugarcrm.com/crm/community/sugarcrm- community.html for details of free self-install option
    176. 176. Many community-contributed extensions at</li></ul> www.sugarforge.org<br /><ul><li> Installation follows typical pattern (similar to CMS – see later)
    177. 177. Integrate with mail clients for instant archiving of client emails
    178. 178. Example: installation used for e-commerce email marketing</li></ul>Groupware & desktop apps<br />33<br />
    179. 179. Groupware & desktop apps<br />Email<br />Calendaring<br />Documents<br />CRM<br />Online backup<br />Other tools & resources<br />Online backup services:<br /><ul><li> Great way to handle offsite backups without inconvenience</li></ul> of discs, tapes, rotation & replacement etc.<br /><ul><li> Microsoft Skydrive gives 25GB of storage for free (drag/drop)
    180. 180. Unlimited storage and automated backup options:
    181. 181. Mozy: www.mozy.com (2GB storage free or $5/month)
    182. 182. Asus Web Storage: www.asuswebstorage.com ($40/year, backup 3 computers on one account)
    183. 183. Backup web servers, or send local backups to a file server/</li></ul> network disk (NAS) using a file synchronization tool like<br />PureSync (free) so only one backup account is needed<br />Groupware & desktop apps<br />34<br />
    184. 184. Groupware & desktop apps<br />Email<br />Calendaring<br />Documents<br />CRM<br />Online backup<br />Other tools & resources<br />Other tools and resources:<br /><ul><li> Graphics: Inkscape (Illustrator), Paint.NET (Photoshop)
    185. 185. PDF tools: CutePDF Writer, Foxit PDF Editor & Creator
    186. 186. Open source ERP: Compiere, Openbravo
    187. 187. Reporting: Jasper Reports and front-ends/derivatives</li></ul> like iReport (desktop) and OpenReports (web-based)<br /><ul><li> Chat/communications: Skype, Google Talk etc., Asterisk PBX
    188. 188. Web conferencing: VNC (multi-OS remote desktop app), Skype, Mikogo, DimDim and VMukti (WebEx alternatives)
    189. 189. Operating systems: Ubuntu and other Linux variations
    190. 190. Almost anything! See SourceForge, HotScripts, Force.com etc.</li></ul>Groupware & desktop apps<br />35<br />
    191. 191. Web content & applications<br />Content Management Systems<br />CMS plug-ins:<br />- community<br />- e-commerce<br />- forums etc.<br />SEO & advertising<br />Outsourcing<br />Content Management Systems:<br /><ul><li> Engines for creating web sites easily with no coding
    192. 192. Framework providing many common reusable functions like</li></ul> templates, menus, contacts, user registration, permissions<br /><ul><li> The most popular CMSs have hundreds of extensions</li></ul> for every conceivable purpose: e-commerce, classifieds, forums, customer service, chat, real estate<br /> listings, videos, photo galleries….<br /><ul><li> Popular CMSs include WordPress, Drupal and Joomla
    193. 193. Joomla is simpler and does a lot; Drupal is the ‘pro’ option
    194. 194. Joomla examples: londonbound.info, thomasmurray.com</li></ul>Web content & applications<br />36<br />
    195. 195. Web content & applications<br />Content Management Systems<br />CMS plug-ins:<br />- community<br />- e-commerce<br />- forums etc.<br />SEO & advertising<br />Outsourcing<br />Content Management Systems contd.:<br /><ul><li> Potential disadvantages of CMSs:
    196. 196. CMSs can be very large and hard to locate/fix bugs for</li></ul> non-programmers<br /><ul><li> They impose a narrow range of ways of doing things:</li></ul> sites can look ‘samey’ (design, interface)<br /><ul><li> Can be hard to find/develop original, distinct designs</li></ul>to wrap around content<br /><ul><li> ‘Jack of all trades’: consider your requirements first,</li></ul> then decide if a CMS is a good fit for them or<br /> if custom development would be better<br />Web content & applications<br />37<br />
    197. 197. Web content & applications<br />Content Management Systems<br />CMS plug-ins:<br />- community<br />- e-commerce<br />- forums etc.<br />SEO & advertising<br />Outsourcing<br />Content Management Systems contd.:<br /><ul><li> Installing Joomla:
    198. 198. Use Fantastico for automated install/upgrade (note:</li></ul> custom alterations can cause upgrades to break)<br /><ul><li> Download latest package from joomla.org in a zip, upload</li></ul> to web host, unzip and visit site to run automated<br /> installation/configuration wizard<br /><ul><li> Play with templates and content in admin back end
    199. 199. Test drive basic Joomla features at demo.joomla.org:</li></ul> create an account and try the public front end<br /> and administrator back end<br />Web content & applications<br />38<br />
    200. 200. Web content & applications<br />Content Management Systems<br />CMS plug-ins:<br />- community<br />- e-commerce<br />- forums etc.<br />SEO & advertising<br />Outsourcing<br />Content Management Systems contd.:<br /><ul><li> Adding content is simple using the three-tiered structure</li></ul> in the administration back-end: section  category  item<br /><ul><li>Joomla extensions directory: extensions.joomla.org
    201. 201. Currently has 4206 add-ons and an active support forum
    202. 202. Community Builder extends Joomla’s basic user accounts to</li></ul> add extra user profile fields, links between users, avatar<br /> images etc. and acts as a framework for other extensions<br /> such as newsletters, blogs, forums and others –<br /> www.joomlapolis.com<br /><ul><li> Example: www.aboynelodge.org</li></ul>Web content & applications<br />39<br />
    203. 203. Web content & applications<br />Content Management Systems<br />CMS plug-ins:<br />- community<br />- e-commerce<br />- forums etc.<br />SEO & advertising<br />Outsourcing<br />Content Management Systems contd.:<br /><ul><li> Forum software:
    204. 204. Standalone (can usually ‘bridge’ to CMS):
    205. 205. phpBB: www.phpbb.com – advanced, most popular
    206. 206. Vanilla: www.vanillaforums.org – lightweight, simple
    207. 207. For Joomla: several; try the powerful and stable Agora</li></ul> or install a standalone forum and use a ‘bridge’<br /> extension to link them<br /><ul><li>Drupal: built-in forum module</li></ul>Web content & applications<br />40<br />
    208. 208. Web content & applications<br />Content Management Systems<br />CMS plug-ins:<br />- community<br />- e-commerce<br />- forums etc.<br />SEO & advertising<br />Outsourcing<br />Content Management Systems contd.:<br /><ul><li> Mobile clients (e.g. iPhone, Blackberry):
    209. 209. Template systems can be used to reformat content</li></ul> for mobile devices (single column, low graphics)<br /><ul><li> 2 approaches: multi-site or multi-client
    210. 210. Multi-site: direct users to a different URL with mobile</li></ul>template on same back-end, e.g. mobile.test.com<br /><ul><li> Multi-client: site has code which determines the client</li></ul> and delivers the content in appropriate template<br /><ul><li> Look for mobile templates for common CMSs/apps e.g.</li></ul> PDA-plugin + template for Joomla (multi-client)<br />Web content & applications<br />41<br />
    211. 211. Web content & applications<br />Content Management Systems<br />CMS plug-ins:<br />- community<br />- e-commerce<br />- forums etc.<br />SEO & advertising<br />Outsourcing<br />E-commerce packages:<br /><ul><li> A complicated field with many different requirements
    212. 212. Make a list of features you need in advance, e.g. physical</li></ul> goods vs digital download, internationalization etc.<br /><ul><li> Evaluate software on several criteria: simplicity, scalability,</li></ul> design flexibility, payment options, tax rules engine,<br /> promotions and coupons, shipping options and price<br /> calculations, documentation and support<br /><ul><li> Very simplest option: a basic hosted (but paid) package like</li></ul>Shopify (www.shopify.com) or Yahoo! Store<br /><ul><li> Free, simple Joomla extension: VirtueMart, www.virtuemart.net</li></ul>Web content & applications<br />42<br />
    213. 213. Web content & applications<br />Content Management Systems<br />CMS plug-ins:<br />- community<br />- e-commerce<br />- forums etc.<br />SEO & advertising<br />Outsourcing<br />E-commerce packages contd.:<br /><ul><li> Advanced extension for Drupal: Ubercart – www.ubercart.org
    214. 214. Newer standalone packages challenging commercial engines:
    215. 215. PrestaShop: www.prestashop.com – free, advanced</li></ul> features, impressive AJAX interface, templating<br /> system based on popular Smarty standard<br /><ul><li>Magento: www.magentocommerce.com – heavyweight </li></ul> option used by many high-profile companies but<br /> can be downloaded and used for free; complex,<br /> requires developers and powerful server (not<br /> shared hosting); an emerging standard<br />Web content & applications<br />43<br />
    216. 216. Web content & applications<br />Content Management Systems<br />CMS plug-ins:<br />- community<br />- e-commerce<br />- forums etc.<br />SEO & advertising<br />Outsourcing<br />E-commerce packages contd.:<br /><ul><li> Obviously there is a lot more to starting an e-commerce</li></ul> business than just the web site/technology<br /><ul><li> I have a checklist of many of the other aspects that also need</li></ul> to be considered; it is UK-specific but I can share it with<br /> anybody who is interested<br /><ul><li> Considerations include: merchant accounts, fraud rules,</li></ul> accounting, customer service, returns processing, logistics,<br /> company administration etc.<br />Web content & applications<br />44<br />
    217. 217. Web content & applications<br />Content Management Systems<br />CMS plug-ins:<br />- community<br />- e-commerce<br />- forums etc.<br />SEO & advertising<br />Outsourcing<br />Search Engine Optimization:<br /><ul><li> SEO boosts organic search results; tricky, but very cost</li></ul> effective compared to paid placement/advertising and<br /> not subject to click fraud – in your control<br /><ul><li> The goal: higher ranking  more clicks  higher ranking
    218. 218. Achieve by keeping control of SEO to focus on readable</li></ul> content, or select an ‘ethical’ SEO company<br /><ul><li> Main concepts: content should be fresh, relevant and</li></ul> trusted by others – aim for domain expertise/thought<br /> leadership<br />Web content & applications<br />45<br />
    219. 219. Web content & applications<br />Content Management Systems<br />CMS plug-ins:<br />- community<br />- e-commerce<br />- forums etc.<br />SEO & advertising<br />Outsourcing<br />Search Engine Optimization contd.:<br /><ul><li> Things to do:
    220. 220. Update content regularly, e.g. with a blog or white papers
    221. 221. Consider allowing (spam-moderated) user comments</li></ul> to get feedback and add user-generated content<br /><ul><li> Divide content into short pages covering discrete topics
    222. 222. Put your keywords in the page title/HTML title tag and use</li></ul> accurate meta-tags (description and keywords)<br /><ul><li> Use relevant text for links, not just ‘click here’
    223. 223. Use a clean design template and cut down on JavaScript</li></ul> to keep keywords high up on page/in HTML<br />Web content & applications<br />46<br />
    224. 224. Web content & applications<br />Content Management Systems<br />CMS plug-ins:<br />- community<br />- e-commerce<br />- forums etc.<br />SEO & advertising<br />Outsourcing<br />Search Engine Optimization contd.:<br /><ul><li> Things to do contd.:
    225. 225. Repeat key phrases regularly without overdoing it</li></ul> (keyword density)<br /><ul><li> Use search-engine friendly (SEF) URLs like</li></ul> www.mysite.com/interesting-article/ instead of<br /> www.mysite.com?articleid=237 (CMS function)<br /><ul><li> Use a robots.txt file on the server to tell spiders how to</li></ul> crawl your site; see robotstxt.org<br /><ul><li> Help others link to you with social bookmarking e.g. Digg,</li></ul> Twitter, Facebook etc. – can use a CMS module<br />Web content & applications<br />47<br />
    226. 226. Web content & applications<br />Content Management Systems<br />CMS plug-ins:<br />- community<br />- e-commerce<br />- forums etc.<br />SEO & advertising<br />Outsourcing<br />Search Engine Optimization contd.:<br /><ul><li> Things to avoid:
    227. 227. Do not ‘hide’ content from search engines:
    228. 228. Behind login functions, unless necessary
    229. 229. In graphics (use ‘alt’ text to describe images)
    230. 230. In Flash content
    231. 231. In frames or iframes
    232. 232. No keyword spamming, hidden text (e.g. white on white)</li></ul>or ‘cloaked’ landing pages only for search engines<br /><ul><li> Do not use link exchanges or paid links
    233. 233. In short, keep it readable and honest</li></ul>Web content & applications<br />48<br />
    234. 234. Web content & applications<br />Content Management Systems<br />CMS plug-ins:<br />- community<br />- e-commerce<br />- forums etc.<br />SEO & advertising<br />Outsourcing<br />Search Engine Optimization contd.:<br /><ul><li> Tools and resources:
    235. 235. Web log analysis to see how people attempt to/find you</li></ul> using reports like AWStats, Webalizer, Analog<br /><ul><li> Google Analytics visit stats – www.google.com/analytics
    236. 236. For popular sites and comparisons, use Alexa (alexa.org)</li></ul> to check rank, trends, and keywords<br /><ul><li> Install Google Toolbar to check PageRank (0-10): a</li></ul> measure of site importance – links as ‘votes’<br />Web content & applications<br />49<br />
    237. 237. Web content & applications<br />Content Management Systems<br />CMS plug-ins:<br />- community<br />- e-commerce<br />- forums etc.<br />SEO & advertising<br />Outsourcing<br />Search Engine Optimization contd.:<br /><ul><li> Tools and resources contd.:
    238. 238. Submit to the Open Directory Project, www.dmoz.org –</li></ul> human editors; used by Google and others<br /><ul><li> Google Webmaster Tools: google.com/webmasters/tools
    239. 239. Sitemaps: a standard used by MSN, Yahoo, Google
    240. 240. See sitemaps.org, Google Webmaster Tools</li></ul>and generators at xml-sitemaps.com and<br />various tools for CMS sitemap generation<br />and submission e.g. JCrawler for Joomla<br />Web content & applications<br />50<br />
    241. 241. Web content & applications<br />Content Management Systems<br />CMS plug-ins:<br />- community<br />- e-commerce<br />- forums etc.<br />SEO & advertising<br />Outsourcing<br />Search Engine Optimization contd.:<br /><ul><li> Further reading:
    242. 242. Google’s SEO guidelines: www.google.com/support/</li></ul> webmasters/bin/answer.py?answer=35291<br /><ul><li> Google SEO starter guide:</li></ul> www.google.com/webmasters/docs/search-<br /> engine-optimization-starter-guide.pdf<br /><ul><li> Yahoo’s SEO guidelines: help.yahoo.com/l/us/yahoo/</li></ul> search/ranking/ranking-02.html<br />Web content & applications<br />51<br />
    243. 243. Web content & applications<br />Content Management Systems<br />CMS plug-ins:<br />- community<br />- e-commerce<br />- forums etc.<br />SEO & advertising<br />Outsourcing<br />Online advertising:<br /><ul><li> Top providers in descending order of reach:
    244. 244. Google AdWords and AdSense (inc. AOL, Ask.com,</li></ul> NYTimes.com) – adwords.google.com<br /><ul><li>DoubleClick (now owned by Google) – doubleclick.com
    245. 245. Yahoo (formerly Overture) – searchmarketing.yahoo.com
    246. 246. Microsoft/MSN – advertising.microsoft.com
    247. 247. Benefits: targetable, trackable, broad reach
    248. 248. Pitfalls: click fraud (10-20%?), trademark infringement</li></ul>Web content & applications<br />52<br />
    249. 249. Web content & applications<br />Content Management Systems<br />CMS plug-ins:<br />- community<br />- e-commerce<br />- forums etc.<br />SEO & advertising<br />Outsourcing<br />Online advertising contd.:<br /><ul><li> Most common option is Pay Per Click (usually auctioned)
    250. 250. Response rates can vary hugely: constant monitoring and</li></ul> adjustment is crucial; altering just one or two words can<br /> make a huge difference to both costs and results<br /><ul><li> Target extremely carefully to avoid wasted clicks: by sites</li></ul> visited (interests, behavior), geography (by IP or zip) etc.<br /><ul><li> Set clear objectives and use tools to predict response, and tie</li></ul> budget to goals in order not to let expenditure run away<br /><ul><li> Landing pages must engage and ‘sell’ as much as the adverts:</li></ul> don’t link to a standard home page and hope for sales<br />Web content & applications<br />53<br />
    251. 251. Web content & applications<br />Content Management Systems<br />CMS plug-ins:<br />- community<br />- e-commerce<br />- forums etc.<br />SEO & advertising<br />Outsourcing<br />Online advertising contd.:<br /><ul><li> Consider both reach and frequency (over- and under-exposure)
    252. 252. Users should respond after a few exposures (<10); try not to</li></ul> hit the same people over and over again e.g. by limiting<br /> impressions per site in AdSense or by using cookie tracking<br /><ul><li> Spread advert placement over many sites and content</li></ul> categories to improve reach, not just one site<br /><ul><li> Multimedia adverts capture attention/clicks better than static</li></ul>Web content & applications<br />54<br />
    253. 253. Web content & applications<br />Content Management Systems<br />CMS plug-ins:<br />- community<br />- e-commerce<br />- forums etc.<br />SEO & advertising<br />Outsourcing<br />Online advertising contd.:<br /><ul><li> A closer look at Google AdWords and AdSense:
    254. 254. Short, text-based (and more recently graphical)
    255. 255. AdWords – shows adverts alongside search results
    256. 256. AdSense – places adverts on relevant web sites
    257. 257. Access both programs through adwords.google.com
    258. 258. Sign up safely without fear of being charged – you have</li></ul> full control and can estimate campaign expenses<br /> and set budget limits in advance<br /><ul><li> Starter Edition: a single product or business; text only
    259. 259. Standard Edition has more targeting and tracking options</li></ul>Web content & applications<br />55<br />
    260. 260. Web content & applications<br />Content Management Systems<br />CMS plug-ins:<br />- community<br />- e-commerce<br />- forums etc.<br />SEO & advertising<br />Outsourcing<br />Online advertising contd.:<br /><ul><li> Create advert groups (based on keyword groups) and</li></ul> campaigns (based on target locations and languages)<br /><ul><li> Define a budget per campaign (daily/monthly)
    261. 261. Set cost-per-click per advert based on Google’s placement</li></ul> predictions<br /><ul><li> Higher relevancy quality can reduce cost per click: pay</li></ul> close attention; small adjustments can slash costs<br /> as well as affecting advert placement<br /><ul><li> Define advert placement to display in AdSense, select</li></ul> or exclude specific web sites etc.<br />Web content & applications<br />56<br />
    262. 262. Web content & applications<br />Content Management Systems<br />CMS plug-ins:<br />- community<br />- e-commerce<br />- forums etc.<br />SEO & advertising<br />Outsourcing<br />Online advertising contd.:<br /><ul><li> Useful tools:
    263. 263. AdWords has a built-in keyword suggestion tool that</li></ul> predicts impressions, clicks, and suggests bids<br /><ul><li> Google’s Search-Based Keyword Tool scans your site</li></ul> for suggested keywords and gives more data:<br /> www.google.com/sktool/<br /><ul><li> Further reading:
    264. 264. Perry Marshall, AdWords guru: perrymarshall.com
    265. 265. www.doubleclick.com/insight/research/ – reports on</li></ul> click fraud, campaign optimization and more<br />Web content & applications<br />57<br />
    266. 266. Web content & applications<br />Content Management Systems<br />CMS plug-ins:<br />- community<br />- e-commerce<br />- forums etc.<br />SEO & advertising<br />Outsourcing<br />Outsourcing:<br /><ul><li> Where to find outsourced developers/workers:
    267. 267. www.elance.com – huge site but charges both sides
    268. 268. www.odesk.com – better vetting/visibility of experience &</li></ul>project management tools to track progress and cost<br /><ul><li> Others: guru.com, rentacoder.com
    269. 269. Think quality: requirements, contracts, communication, results
    270. 270. Problem: difficult to separate the wheat from the chaff
    271. 271. A few precautions can aid success (common sense but easier</li></ul> said than done)<br />Web content & applications<br />58<br />
    272. 272. Web content & applications<br />Content Management Systems<br />CMS plug-ins:<br />- community<br />- e-commerce<br />- forums etc.<br />SEO & advertising<br />Outsourcing<br />Outsourcing contd.:<br /><ul><li> Specify requirements very clearly in contract; consider hiring a</li></ul>business analyst/project manager to define and oversee<br /><ul><li> Inspect code for good comments: even the original</li></ul> developer will have trouble maintaining or extending his<br /> code later without this, and you are unlikely to get the same<br /> developer anyway<br /><ul><li> Beware of scope creep: get version 1 finished and in use; avoid</li></ul> detail overload; understand the product you’re paying for<br /><ul><li> Allow extra budget for scope creep/unanticipated hitches</li></ul> anyway: they won’t be in the original quote<br />Web content & applications<br />59<br />
    273. 273. Web content & applications<br />Content Management Systems<br />CMS plug-ins:<br />- community<br />- e-commerce<br />- forums etc.<br />SEO & advertising<br />Outsourcing<br />Outsourcing contd.:<br /><ul><li> Select developers based on experience, references, cover</li></ul> letter and understanding of project, not just cost:<br /> don’t underestimate the cost of wasted time (esp. yours)<br /><ul><li> Make sure you can communicate well, particularly with a</li></ul>language barrier: no ‘lost in translation’<br /><ul><li> Consider hiring a trusted expert to review code: cheaper than</li></ul> employing them to do the whole job, and can save money<br /> overall; don’t need perfection, just avoid a mess<br /><ul><li> Beware of licensing restrictions: copyright theft, contravention</li></ul> of open source licenses (return to community if required)<br />Web content & applications<br />60<br />
    274. 274. Dot Com in a Day<br />Questions for offline follow-up:<br /><ul><li> Virtualization technologies: outside my expertise, although I can talk in general</li></ul> terms about hardware and software virtualization and available solutions<br /><ul><li> Software (and platform) as a service:
    275. 275. Salesforce’s Force platform, Google Apps, SAP Business ByDesign
    276. 276. Many more at www.saas-showplace.com
    277. 277. Web and user interface design:
    278. 278. Don’t Make Me Think! A Common Sense Approach to Web Usability</li></ul> (Steve Krug, New Riders, 2000) + his website www.sensible.com<br /><ul><li>Designing Web Usability (Jakob Nielsen, Peachpit Press, 1999)</li></ul> + his website/newsletter www.useit.com<br />61<br />
    279. 279. Dot Com in a Day<br /> Contact: Andrew Wright andrew.wright.2010@anderson.ucla.edu<br />QUESTIONS?<br />62<br />
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