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Untangling - fall2017 - week5

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Untangling - fall2017 - week5

  1. 1. UNTANGLING THE WEB CLASS 5 – THE BUSINESS OF WEBSITES AND DESIGN SKILLS
  2. 2. AGENDA • Still moving IBM Bluemix back in the schedule. Next week! • Review of github, how to work together on github • What runs websites? • Design and Search Engine Optimization (SEO) • Business model canvas and value proposition canvas • Project 2 • Homework 5
  3. 3. GITHUB REVIEW • Git clone • Update for each significant set of changes (do this often!!) • Git add • Git commit –m • Git push
  4. 4. GITHUB BRANCHES • Detailed guide: https://git-scm.com/book/en/v1/Git-Branching- What-a-Branch-Is • Simpler view: https://guides.github.com/activities/hello- world/#branch • The gh-pages branch is special in that it tells github to expose that on github pages
  5. 5. COMMANDS TO CREATE A BRANCH • git checkout -b gh-pages • This checks out the current code and puts it into a new branch on your local machine • git push origin gh-pages • This pushes that new branch up to the server, creating the new branch on github
  6. 6. HOW DO BRANCHES LET US WORK TOGETHER? • Features go into a branch • Branches are then merged back into the main branch • This is how gh-pages should be used – do all the work in another branch and then merge back into main, and then down to gh-pages • If yo are working on your own you can work in main and then push into gh-pages • https://www.atlassian.com/git/tutorials/git-merge
  7. 7. PULL REQUESTS • One level of control beyond a merge is to designate one person the main branch owner and have the other group members create pull requests • This means that the state of the main branch is always under the control of one person, but that everyone can work independently • https://yangsu.github.io/pull-request-tutorial/
  8. 8. WHAT POWERS A WEBSITE? • https://www.whatruns.com/?source=plugin
  9. 9. WHY DO SEARCH ENGINE OPTIMIZATION?
  10. 10. FINDING CUSTOMERS • At one point, finding customers was a non-issue • Towns were small, customers were local • If you sold something people wanted, they’d find you • But with such a small customer base you need to sell only things everyone wants • “If we don’t have it, you don’t need it!”
  11. 11. SALES
  12. 12. SALES OUTSIDE YOUR IMMEDIATE NETWORK • If people don’t find you, you have to find them • Outbound sales • Cold Calling • This is not fun!!!
  13. 13. PAID ADS AS OUTBOUND SALES • Today’s topic is organic search results, also known as natural search results • But automated outbound methods are still important • Next we’ll talk all about paid advertising and pay-per-click • It’s all about “qualifying” the customer. Making sure that they are a good target for your ads before you spend money on reaching them
  14. 14. INBOUND IS BETTER • When your customers find you, they do the work • By the time they reach your site they have qualified themselves
  15. 15. THE LONG TAIL • The book is getting a little bit dated • It was one of the first systematic analyses of why the web enables specialty products to dominate • Since a website has very little marginal cost to add a new product, and storage of that product is in a warehouse not an expensive storefront, consumers can suddenly get exactly what they want
  16. 16. GOOGLE KNOWS! • They know what people are searching for • They know what kind of content people want • It’s in their interest to tell you • But they also know when you’re cheating! • So since you eventually want a page that searches well and has the content you users are looking for, it’s just easier to start with SEO • http://searchengineland.com/seotable
  17. 17. EXERCISE • Find 3 good points and 3 bad points about the Uvic website using the SEO success factors
  18. 18. ADVERTISING ON THE WEB
  19. 19. GOOGLE ADWORDS • Adwords versus adwords express • Pay per click • More specific search terms are cheaper • https://www.youtube.com/watch?v=cU3X9Q_4ROg
  20. 20. FACEBOOK ADS • There is a lot of scepticism over the value of facebook ads • Facebook targets types, google targets buying moments (ie. when you’re searching) • But facebook cpc (cost per click) is way lower than google • And facebook knows different things than google does • Who your friends are • Your pictures and interest groups • More comment history • http://www.dipoll.com/blog/2010/11/six-steps-to-run-cheap-and- successful-facebook-advertising-campaigns/
  21. 21. LEAN LAUNCHPAD • Moving into the business strategy side of the course and setting up for project 2 • Steve Blank • Eric Ries
  22. 22. BUSINESS MODEL CANVAS • https://youtu.be/QoAOzMTLP5s
  23. 23. ELEMENTS OF THE CANVAS
  24. 24. MORE IN DEPTH LOOK AT THE BUSINESS MODEL CANVAS • We don’t have time to watch in class, but please watch as you’re thinking about your project • https://youtu.be/SliMK6Z2jlA
  25. 25. VALUE PROPOSITION CANVAS • https://youtu.be/aN36EcTE54Q
  26. 26. PROJECT 2 – DUE START OF CLASS OCT 25TH • Groups of 3-4 (no smaller than 2, no larger than 5) • You will design and implement a website business • This website must contain 3-4 html pages, a map (we’ll discuss this next week), a database mockup (you’ll do the UI only in this project, the database itself will be for project 3), and a chatbot (also for project 3, but you’ll do the dialog design for this project)
  27. 27. PROJECT 2 DELIVERABLES • A business model canvas and value proposition canvas for your website business • 3-4 web pages, hosted on github pages, that are styled nicely in CSS • A half-page discussion of which SEO factors your website exhibits • A functional map on one of the pages, although it does not have to be completely populated • A presentation of between 3-5 minutes giving a walkthrough of the website concept • This project is worth 15% of your mark and all group members will get the same mark. Switching groups between projects 2 and 3 is discouraged but not impossible.
  28. 28. HOMEWORK 5 – DUE OCT 11 BEFORE CLASS • In this homework, you’ll be evaluating an existing website business for SEO and business model canvas factors. • http://www.usedvictoria.com/ is a local classified ads site • You may also choose a different site if you prefer • Evaluate the website with respect to the SEO success factors and fill out a business model canvas for the site. • Identify the technologies powering the website and give a short description in your own words of what each one is • Please check both of these documents into a repository and submit that, along with a link to the site you’ve chosen to review • Unlike coding homeworks I would like you NOT to work in groups on this homework. Each of you should do your own work.
  29. 29. TO PREPARE FOR NEXT CLASS • Get an IBM Bluemix ID from https://console.bluemix.net/registration/ • Email me your bluemix ID (use your uvic email address, if possible, as I’ll be getting IBM to extend the trial to the end of the class.)

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