Untangling - fall2017 - week5

Untangling - fall2017 - week5

• 1.
  UNTANGLING THE WEB CLASS5 – THE BUSINESS OF WEBSITES AND DESIGN SKILLS
• 2.
  AGENDA • Still movingIBM 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.
  GITHUB REVIEW • Gitclone • Update for each significant set of changes (do this often!!) • Git add • Git commit –m • Git push
• 4.
  GITHUB BRANCHES • Detailedguide: 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.
  COMMANDS TO CREATEA 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.
  HOW DO BRANCHESLET 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.
  PULL REQUESTS • Onelevel 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.
  WHAT POWERS AWEBSITE? • https://www.whatruns.com/?source=plugin
• 9.
  WHY DO SEARCHENGINE OPTIMIZATION?
• 10.
  FINDING CUSTOMERS • Atone 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.
  SALES
• 12.
  SALES OUTSIDE YOURIMMEDIATE NETWORK • If people don’t find you, you have to find them • Outbound sales • Cold Calling • This is not fun!!!
• 13.
  PAID ADS ASOUTBOUND 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.
  INBOUND IS BETTER •When your customers find you, they do the work • By the time they reach your site they have qualified themselves
• 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
• 17.
  GOOGLE KNOWS! • Theyknow 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
• 19.
  EXERCISE • Find 3good points and 3 bad points about the Uvic website using the SEO success factors
• 20.
  ADVERTISING ON THEWEB
• 21.
  GOOGLE ADWORDS • Adwordsversus adwords express • Pay per click • More specific search terms are cheaper • https://www.youtube.com/watch?v=cU3X9Q_4ROg
• 22.
  FACEBOOK ADS • Thereis 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/
• 23.
  LEAN LAUNCHPAD • Movinginto the business strategy side of the course and setting up for project 2 • Steve Blank • Eric Ries
• 24.
  BUSINESS MODEL CANVAS •https://youtu.be/QoAOzMTLP5s
• 26.
  ELEMENTS OF THECANVAS
• 27.
  MORE IN DEPTHLOOK 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
• 28.
  VALUE PROPOSITION CANVAS •https://youtu.be/aN36EcTE54Q
• 30.
  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)
• 31.
  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.
• 32.
  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.
• 33.
  TO PREPARE FORNEXT 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.)