Transcript Global Innovation Management

Global Innovation
Management
e-Marketing Metrics
& Management of
Search Engines
Global Innovation Management
Recap
• Quizzing:
– The ‘core’ attributes (features)
Leave
• Product Attribute Map: How do customers perceive
each of your 2-3 ‘core’ features or attributes
Continue
Basic
Discriminator
Energizer
Positive
Nonnegotiable
Differentiator
Exciter
Negative
Tolerable
Dissatisfier
Enrager
Neutral
So What?
Parallel
• Consumption chain: What are potential marketing
channel activities and their target customers (2-5)
Global Innovation Management
Example - Schedubot
Basic
Positive
Negative
Discriminator
Price, Shift Change Mngmt,
Communication through e-Mail
and SMS, Mobile Apps
Neutral
Energizer
Auto-Scheduling, Integration with
Existing Calendar
none
Possible Auto-Scheduling Conflict with
3 or more Calendars
none
identified
Who cares? Whatever keeps costs down
Marketing,
Awareness
Education,
Demo
Sales and Site
Implementation
Support and
QA
Global Innovation Management
Demo-ing your Website
•
http://www
.wix.com
Global Innovation Management
Search
(Google
Organinc,
AdWords,
etc.)
Potential
Customer
What is your
Objective
Amazon
Webstore
'Landing'
Page
Amazon
Webstore
Products
Pages
Amazon
Webstore
'Cart' Page
Amazon
Webstor
'Checkout
Merchant
Acceptance'
Amazon
Webstore
'Checkout
Pay'
You earn revenue
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lse
ere e
ewh
m
o
s
Go
ve
Lea
CRM
ve
Lea
e
Leav
e
Leav
What Tools can you Work With?
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PageRank is calculated on number
and quality of backlinks
The page itself has nothing to do with a page rank calculation
•
Figure 1: Mathematical PageRanks (out of
100) for a simple network (PageRanks
reported by Google are rescaled
logarithmically). Page C has a higher
PageRank than Page E, even though it has
fewer links to it: the link it has is much
higher valued. A web surfer who chooses a
random link on every page (but with 15%
likelihood jumps to a random page on the
whole web) is going to be on Page E for
8.1% of the time. (The 15% likelihood of
jumping to an arbitrary page corresponds to
a damping factor of 85%.) Without
damping, all web surfers would eventually
end up on Pages A, B, or C, and all other
pages would have PageRank zero. Page A is
assumed to link to all pages in the web,
because it has no outgoing links.
Global Innovation Management
Zipf distribution of Occurrence of
Keywords
•
Zipf’s law can be used to demonstrate
the authenticity of disputed works
–
–
–
•
•
Each author has their own preference for
using certain words, and so one
technique compares the occurrence of
different words in the uncertain text with
that of an author's known works.
The counted words are ranked (whereby
the most common is number one and the
rarest is last) and then plotted on a graph
with their frequency of occurrence up the
side
E.g., Romeo and Juliet by Shakespeare
Mandelbrot called the exponent the
“temperature of discourse”
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freq  rank
Science of Networks
Global Innovation Management
Product
Space
Network
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Search
(Google
Organinc,
AdWords,
etc.)
Potential
Customer
Marketing,
Awareness
e
ome
Go s
s
re el
whe
Education,
Demo
Sales and Site
Implementation
Amazon
Webstore
'Landing'
Page
Support and
QA
Metrics
Amazon
Webstore
Products
Pages
Amazon
Webstore
'Cart' Page
Consider what you Want
Consider what you Get
Amazon
Webstor
'Checkout
Merchant
Acceptance'
Amazon
Webstore
'Checkout
Pay'
You earn revenue
Global Innovation Management
ve
Lea
ve
Lea
e
Leav
e
Leav
The Ideal
• Earn revenue,
– minimize cost, and
– maximize profit
• With no Interference from Competitors
• Without Quality and Efficiency Problems
• Without Personnel Problems
Global Innovation Management
In Practice
• Customers are stingy and don’t want to give
you “revenue” (especially on the Internet)
• Competitors set your price and volume (i.e.,
Revenues) … not you
• Things always cost more than you expect,
and there are always more ‘things’ to do, and
• You may be more concerned with surviving
and growing than in maximizing profit
Global Innovation Management
Marketing,
Awareness
Measuring Success
Education,
Demo
Sales and Site
Implementation
•
•
•
•
•
Support and
QA
Separate Measure on each CC step
Ads: Reach and branding?
Education: Worth the consumer effort?
Site: Response, scalability, reliability, UI
Support and QA: Are customers ‘happy’, will
they return, can you ‘up’ / ‘cross’ – sell?
Global Innovation Management
How do Keywords and URL
visits relate to any of this?
• SEO / SEM is about Keywords and URLs …
– Nothing else
• What can you do with this information?
• What would you like to do that you can’t you
do with this information?
Global Innovation Management
Google Analytics
• Google has tried to integrate their reporting
for Fixed and mobile platform AdWords and
traffic analysis
• http://www.google.com/analytics/features/m
obile.html
• So the same approaches used for Search
Engine Management can work across all
platforms
Global Innovation Management
Google Analytics
•
•
To see mobile keywords in
Google Analytics, go
to Audience > Mobile >
Overview in the right hand
nav.
Now filter to exclude (not set)
and (not provided) and include
only mobile keywords.
Global Innovation Management
Google Keyword Tool
• The Google Keyword Tool is the only mobile-only
keyword tool that gives you mobile-specific keywords
that you’re not already optimized for if you enter a URL,
category or keyword.
• In the Google Keyword Tool, select all mobile devices in
the Advanced Options and Filters, and you’ll get
keywords from tablets, smartphones and feature
phones. You also have the option to select only
smartphones and tablets, or only feature phones.
Global Innovation Management
Google Keyword Tool
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Bing Ads Intelligence
• Bing Ads Intelligence can’t generate mobile keywords as
the Google Keyword Tool can, but it’s the only tool that
can estimate tablet search volume.
• Take the list of mobile-specific keywords that you’ve
compiled so far and run a customized traffic report in
Bing Ad Intelligence, selecting Smart Phones, Non-smart
phones (i.e. feature phones) and Tablets.
Global Innovation Management
Bing Ads Intelligence
Global Innovation Management
Bing Ads Intelligence
• The data can be used to ensure Google data is accurate, and to give
a second look to keywords that appear with a lot of volume in Bing,
but not in Google.
• Bing Ads Intelligence also allows you to get demographic info on
your mobile users, which can be helpful if you’re building personas
and you want to compare mobile personas with desktop.
Global Innovation Management
App Keyword Research Tools
• Neither Google nor Apple have a keyword tool
for Apps, so if you are doing app store
optimization it’s a little more difficult to get what
you’re looking for.
• The best place to get official information on app
keyword popularity seems to be the engines
themselves, which offer app-specific keywords in
the autosuggest for their search engines.
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Mobile %
of Total
Traffic
Report
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Queries by Platform
•
•
The Google Webmaster Tools mobile
search queries report is good because
it allows you to compare your desktop
queries with your mobile queries and
discover differences in the search
behavior of users accessing your site
from different devices.
To do this, simply download your
Mobile and Web CSVs by using the
filter in the search query report and
downloading the tables that appear.
Global Innovation Management
SEO Innovation
Workout & Landing
Page Design
Conversions and Monitizing your Site
Global Innovation Management
Monetizing your Site
• For your groups, website and product or service from
the workout #1 & 2
• Use Keyword Tool, Traffic Estimator and Prior results
• https://adwords.google.com/select/TrafficEstimatorSandbox
• https://adwords.google.com/select/KeywordToolExternal
• Assume ad position 1-3
• Think about
•
•
•
•
Landing Page
Conversion Goal (page)
How much each conversion is worth
How much each conversion costs in terms of CPC’s
Global Innovation Management
Landing Page
• What is the “right landing page”?
• When users click on your ad, they should arrive at a landing page clearly
displaying the information or product offered
• What is the “conversion goal”? (i.e., which page is it, and why?)
• Given your ‘old’ Adwords campaign (your first three keywords)
• is your Website worth keeping (are CPCs less than Conversion profits?)
• Given your ‘new’ Adwords campaign (your first three keywords)
• is your Website worth keeping (are CPCs less than Conversion profits?)
• Where are you making money?
Global Innovation Management
http://wix.com/
•
•
•
•
Take what you have decided in the last step and design:
The “right landing page”?
The pages that lead to the “conversion goal”
An ‘Adwords campaign (your first three keywords) consistent with
this ‘conversion goal’
Global Innovation Management
Tell me about Web Usability &
Structure!
Global Innovation Management
Heat Maps
• And now the
baby is looking
at the content
• Notice the
increase in
people looking
at the
headline and
text.
Global Innovation Management
Case Study: Christmas Gift Web
• Web pages
–
–
‘Christmas shop’ landing page (but not always being an obvious place to get started)
‘Christmas helper’ section actually had a limited selection of gifts available
•
–
–
–
Christmas outfit
Marks and Spencer Christmas adverts with celebrities such as Danii Minogue modeling the
clothes
By clicking on one of the ‘all outfits’ links to the right a section was found where the outfits
could be filtered by a person
•
•
–
With users often needing to buy multiple gifts, it’s a time of year that ’3 for 2′ stands out. Within the general
gift finder it’s hard for users to filter by offer and make purchase decisions based on items within that offer. We
observed users looking at the ’3 for 2′ call outs while browsing. This was particularly the case on the mobile
website where there were limited sorting options.
This helped users who wanted to find a particular item they had seen one person wear
breadcrumb at the top of the page showed that this content was available but quite hard for users to access.
From the mobile website users had to rely on browsing through the product categories
•
This meant browsing through multiple pages with users missing the ‘narrowing’ options available at the bottom
of the pages.
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Attention
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Product Search
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Similar Rules in Mobile Search
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Fingers Matter
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Form Labels Work Best Above
The Field
Global Innovation Management
Quality Of Design Is An
Indicator Of Credibility
• Users really do judge a
book by its cover…
• Or rather, a website by its
design
• Elements such as layout,
consistency, typography,
color and style all affect how
users perceive your website
and what kind of image you
project.
Global Innovation Management
77% of visitors won’t scroll
• 23% of visitors scroll on their first visit to a
website
– 77% of visitors won’t scroll; they’ll just view
the content above the fold -- i.e. the area of
the page that is visible on the screen without
scrolling down (Jakob Nielsen’s study )
– The percentage of users who scroll decreases
with subsequent visits, with only 16%
scrolling on their second visit
• Place your key content on a prominent
position, especially on landing pages
•Global
Core essentials:
Innovation Management
The Ideal Search Box Is 27Characters Wide
• The average search box is 18characters wide
– 27% of queries were too long to fit into
it
• Extending the box to 27 characters
would accommodate 90% of
queries
– Remember, you can set widths using
ems, not just pixels and points. One em
is the width and height of one “m”
Globalcharacter
Innovation
Management
(using
whatever font size a
Effective User Testing Doesn’t
Have To Be Extensive
• Usability tests found that tests with just five
users
– typically reveal about 85% of all problems
with your website
• 15 users would find pretty much all problems.
Global Innovation Management
White Space Improves
Comprehension
• White space de-clutters a page by
giving items room to breathe
• Group items together by
decreasing the space between
them and increasing the space
between them and other items on
the page
– This is important for showing
relationships between items
• e.g. showing that this button applies
to Innovation
this set of itemsManagement
Global
Informative Product Pages
Help You Stand Out
• Many product pages lack
sufficient information\
– A serious problem,
because product
information helps people
make purchasing decision
• Research shows that poor
product information
accounts for around 8% of
usability problems
Global
Innovation
– .. and
even 10%Management
of user
Most Users Are Blind To
Advertising
Most users are essentially blind to ad banners
If they’re looking for a snippet of information on
a page or are engrossed in content, they
won’t be distracted by the ads on the side.
• The implication of this is not only that users
will avoid ads
– but that they’ll avoid anything
that looks like an ad, even if it’s not an
ad
• Some heavily styled navigation items may look like
Global Innovation
banners, so beManagement
careful with these elements.
Blue Is The Best Color For
Links
• What color should your links be?
• The first consideration is contrast:
– links have to be dark (or light) enough to
contrast with the background color
• Secondly, they should stand out from the
color of the rest of the text; so, no black links
with black text
• Finally, if usability if your priority, sticking to
blue for links is best. The browser’s default
link Innovation
color is blue,Management
so people expect it
Global
Moving down
the Conversion
Cone
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Conversions
– Define a “conversion” for your site
– Which is your conversion page?
• How much is each conversion is worth?
• How much does each conversion costs in terms of
CPC’s assuming you choose 3 keywords for the
AdWords program to promote this website?
Global Innovation Management
Track account performance
• Monitor your results to ensure your ROI
• Check your account statistics.
• Your CTR, first page bid estimates, and keyword
status are good initial indicators of how well your
ads are performing
• Create reports.
• Create custom reports that tell you exactly what
statistics you want to know, from the campaign
level to the keyword or placement level.
• Use web analytics.
• Google Analytics to analyze what people are doing
on your site. Management
Global Innovation
Bidding
• There are two types of bidding options that
determine what results you'll pay for:
• Cost-per-click (CPC) bid: the amount you're willing
to pay for each time someone clicks on your ad
when it shows on Google or one of our partner
sites.
• Cost-per-impressions (CPM) bid: the amount
you're willing to pay for each 1000 times your ad
appears on one of Google's content network
partner sites. That means you pay when your ad
shows, whether or not a user clicks the ad.
• Your Quality Score.
Global• Innovation
Management
This is the single
most important factor we use in
SEO Innovation
Workout #3
Conversions and Monitizing your Site
Global Innovation Management
Monetizing your Site
• For your groups, website and product or
service from the workout #1 & 2
• Use Keyword Tool, Traffic Estimator and Prior
results
• https://adwords.google.com/select/TrafficEstimato
rSandbox
• https://adwords.google.com/select/KeywordToolEx
ternal
• Assume ad position 1-3
• Think about
• Landing Page
Conversion Goal (page)
Global•Innovation
Management
SEO Workout
• What is the “right landing page”?
• When users click on your ad, they should arrive at a landing page clearly
displaying the information or product offered
• What is the “conversion goal”? (i.e., which page is it, and why?)
• Given your ‘old’ Adwords campaign (your first three keywords)
• is your Website worth keeping (are CPCs less than Conversion profits?)
• Given your ‘new’ Adwords campaign (your first three keywords)
• is your Website worth keeping (are CPCs less than Conversion profits?)
• If your answer is ‘No’ to the last question,
what should you do?
Global Innovation Management
Measuring Success
It's all about results.
It's important to know what you want to gain
from your ad campaign
Global Innovation Management
Measuring Success
• First Page Bids
• Low bid estimates typically indicate that your ads
are performing well
• ROI
– Get data from tools like Conversion tracking
tool or Google Analytics.
• Keyword Analysis page: How Quality Score impacts
your keyword and ad‘s
• Conversion Tracking: A way to see precisely which
clicks (and which keywords) are leading to sales or
to other desirable actions.
Global
Innovation
– Measuring
ROI Management
helps answer the fundamental
Quality Score
• A high-quality ad uses relevant ad text and
keywords and links to the most relevant page
of your website
• Quality Score measures relevance
• Relevance refers to the usefulness of
information to a user (such as an ad,
keyword, or landing page).
• Relevance, matches users' needs as closely
as possible to relevant ads
• ThisInnovation
ensures a positive
user experience
Global
Management
Quality Score
• Quality Score is assigned to each of your
keywords
• The higher a keyword's Quality Score, the
lower its cost-per-clicks (CPCs) and the better
its ad position
• Keyword Quality Scores will affect:
• your keywords' actual cost-per-clicks (CPCs)
• the first page bid amounts that you see in your
account
• whether a keyword is eligible to enter the ad
Global Innovation
Management
auction
Tell Me About
E-Commerce Implementation
Answer the Questions
• Why: Objective (profit, survival, expansion,
social, etc.)
• What: Is your innovation (product, market,
distribution, etc.)
• Who: Customers (with a new set of Q’s
where, when, …)
• Where: Will you host, will you keep
inventory, run production, etc.
• When: Does this need to be implemented
• How:
Will you control
costs (production,
Global
Innovation
Management
Tell Me About
Why & What
• Why do you want an e-business? (objective)
• What will you sell to achieve this objective?
(service, product, idea)
– The most important new sites today are
selling ideas
• http://www.msf.org/
• http://www.democrats.org/
• http://www.linux.org/
• http://www.gop.com/
• Why would anyone buy your ‘product’?
Global Innovation Management
• What will you do to sell your ‘product’?
Tell Me About
Who
The customers and consumption chain
• Why: these particular customers (cost
effective, profitable, etc.)
• What: do they do that requires your
‘product’
• Where: are they? Do you compete locally
or globally or in specific geographical areas?
Where are the forums and interest groups of
these customers?
• When: do you want to reach them?
• How:
Will you make
a profit from them
Global
Innovation
Management
Tell Me About
Where & How
• Where: Will you host, will you keep
inventory, run production, etc.
• How: Will you implement the Internet
portion of your business
– Servers, Internet pipes and Traffic
Management (hosting)
– Website language / templates
– Integrated development environment
– Content management
– Database management
Global Innovation Management
– Advertising (organic/sponsored search, media,
Tell Me
About
Servers, Internet
Pipes and Traffic
Management
Global Innovation Management
Tell Me About
Branding
Let’s look at Twitter
https://about.twitter.com/press/brand-assets
Global Innovation Management
Tell Me About
Graphics
Editors
• Pixelmator
– Fast and powerful image editing software for
the Mac operating system
• Inkscape
– Open source vector graphics editor; web
standards compliant Scalable Vector Graphics
(SVG) under W3C’s specifications.
• Fireworks
– Adobe’s image editing software for the web
designers.
• GIMP
Global
Innovation
Management
– Stands
for the GNU
Image Manipulation
Tell Me
About
Website
Languages
Website
Google.com
Facebook.com
Daily Visitors
Client
(million)
1,000,000,000 JavaScript
Server
Database
C, C++, Go, Java, Python
PHP, C++, Java, Python,
FBML,Erlang, D,Xhp
BigTable
MySQL,
Cassandra
MySQL,
BigTable
MySQL
Microsoft
SQL Server
Microsoft
SQL Server
MySQL,Mar
iaDB
BigTable
Microsoft
SQL Server
YouTube.com
Yahoo
880,000,000 JavaScript
Flash,
800,000,000 JavaScript
590,000,000 JavaScript
Live.com
490,000,000 JavaScript
ASP.NET
MSN.com
440,000,000 JavaScript
ASP.NET
Wikipedia.org
Blogger
410,000,000 JavaScript
340,000,000 JavaScript
PHP
Python
Bing
230,000,000 JavaScript
Twitter.com
Wordpress.co
m
Amazon.com
160,000,000 JavaScript
ASP.NET
C++, Java, Scala, Ruby on
Rails
MySQL
130,000,000 JavaScript
110,000,000 JavaScript
PHP
Java, J2EE, C++, Perl
eBay.com
Linkedin.com
88,000,000 JavaScript
80,000,000 JavaScript
Global Innovation Management
C, Python, Java
PHP
Java
Java, Scala
MySQL
Oracle
Database
Tell Me About
Website Graphics / Layout
•
•
•
•
http://www.templatemonster.com/
http://www.oswd.org/
http://www.wix.com/website/templates
http://www.templateworld.com/
• Custom design typical cost breakdown:
– http://www.grandallwebdesign.com/calculate.
html
Global Innovation Management
Tell Me About
Integrated development
environment
• Website (HTML / CSS / Flash, Javascript,
ASP, etc.)
– Adobe Dreamweaver/Creative Suite
– McRabbit Espresso
– Coffee Cup
• Captive Multilanguage
– Visual Studio (MS); Xcode (Apple)
• X-platform
Multilanguage
Global
Innovation
Management
Tell Me About
Content Management Systems
(Free-PHP)
•
WordPress
–
–
•
Joomla!
–
–
•
Strengths: Huge developer community; Free and paid plugins and specialized themes; User-friendly
dashboard for managing content
Weaknesses: lot of security issues, and is very vulnerable to attack without additional security measures
Strengths: User authentication can be done with OpenID, Google, and LDAP, among others; Very active
user community and tons of documentation available
Weaknesses: Back-end isn’t as user-friendly as some CMSs; Lack of high-quality themes
Drupal
–
–
Strengths: Robust community support, including IRC channels and face-to-face meetups; highly extensible;
A large number of companies offering commercial support for Drupal
Weaknesses: A lack of really high-quality free and commercial themes (there are some, but not nearly as
many as there are for some CMSs); Theming system is fairly complicated
Global Innovation Management
Tell Me About
Advertising
• Types
– Organic/sponsored search,
– Old-school media
– Word-of-mouth
• Places
– Google Adwords/Adsense
– http://www.google.com/adwords/
– https://www.google.com/adsense/signup
– Facebook
– https://www.facebook.com/advertising/successstories/state-bicycle
– Tumblr
– http://www.tumblr.com/business/advertise
Global Innovation Management
– Twitter
Tell Me About
Web Analytics
•
•
http://www.google.com/analytics/
Measurement, collection, analysis and reporting of internet data for
purposes of understanding and optimizing web usage
System / tool for measuring:
• web traffic
• business and market performance and trends, cross-sell, etc.
• assess and improve the effectiveness (for a specific objective) of a
web site
• measure the results of traditional print or broadcast advertising
campaigns
• estimate how traffic to a website changes after the launch of a new
advertising campaign
• information about the number of visitors to a website and the
number of page views
• helps gauge traffic and popularity trends which is useful for market
research.
Global Innovation Management
Tell Me About
E-Commerce Implementation
•
•
•
•
•
•
Answer the Questions
Why: Objective (profit, survival, expansion, social, etc.)
What: Is your innovation (product, market, distribution,
etc.)
Who: Customers (with a new set of Q’s where, when,
…)
Where: Will you host, will you keep inventory, run
production, etc.
When: Does this need to be implemented
How: Will you control costs (production, advertising,
after-market)
Global Innovation Management
Tell Me About
Why & What
• Why do you want an e-business? (objective)
• What will you sell to achieve this objective?
(service, product, idea)
– The most important new sites today are
selling ideas
• http://www.msf.org/
• http://www.democrats.org/
• http://www.linux.org/
• http://www.gop.com/
• Why would anyone buy your ‘product’?
Global Innovation Management
• What will you do to sell your ‘product’?
Tell Me About
Who
The customers and consumption chain
• Why: these particular customers (cost
effective, profitable, etc.)
• What: do they do that requires your
‘product’
• Where: are they? Do you compete locally
or globally or in specific geographical areas?
Where are the forums and interest groups of
these customers?
• When: do you want to reach them?
• How:
Will you make
a profit from them
Global
Innovation
Management
Tell Me About
Where & How
• Where: Will you host, will you keep
inventory, run production, etc.
• How: Will you implement the Internet
portion of your business
– Servers, Internet pipes and Traffic
Management (hosting)
– Website language / templates
– Integrated development environment
– Content management
– Database management
Global Innovation Management
– Advertising (organic/sponsored search, media,
Tell Me
About
Servers, Internet
Pipes and Traffic
Management
Global Innovation Management
Tell Me About
Branding
Let’s look at Twitter
https://about.twitter.com/press/brand-assets
Global Innovation Management
Tell Me About
Graphics
Editors
• Pixelmator
– Fast and powerful image editing software for
the Mac operating system
• Inkscape
– Open source vector graphics editor; web
standards compliant Scalable Vector Graphics
(SVG) under W3C’s specifications.
• Fireworks
– Adobe’s image editing software for the web
designers.
• GIMP
Global
Innovation
Management
– Stands
for the GNU
Image Manipulation
Tell Me
About
Website
Languages
Website
Google.com
Facebook.com
Daily Visitors
Client
(million)
1,000,000,000 JavaScript
Server
Database
C, C++, Go, Java, Python
PHP, C++, Java, Python,
FBML,Erlang, D,Xhp
BigTable
MySQL,
Cassandra
MySQL,
BigTable
MySQL
Microsoft
SQL Server
Microsoft
SQL Server
MySQL,Mar
iaDB
BigTable
Microsoft
SQL Server
YouTube.com
Yahoo
880,000,000 JavaScript
Flash,
800,000,000 JavaScript
590,000,000 JavaScript
Live.com
490,000,000 JavaScript
ASP.NET
MSN.com
440,000,000 JavaScript
ASP.NET
Wikipedia.org
Blogger
410,000,000 JavaScript
340,000,000 JavaScript
PHP
Python
Bing
230,000,000 JavaScript
Twitter.com
Wordpress.co
m
Amazon.com
160,000,000 JavaScript
ASP.NET
C++, Java, Scala, Ruby on
Rails
MySQL
130,000,000 JavaScript
110,000,000 JavaScript
PHP
Java, J2EE, C++, Perl
eBay.com
Linkedin.com
88,000,000 JavaScript
80,000,000 JavaScript
Global Innovation Management
C, Python, Java
PHP
Java
Java, Scala
MySQL
Oracle
Database
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Website Graphics / Layout
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•
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•
http://www.templatemonster.com/
http://www.oswd.org/
http://www.wix.com/website/templates
http://www.templateworld.com/
• Custom design typical cost breakdown:
– http://www.grandallwebdesign.com/calculate.
html
Global Innovation Management
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Integrated development
environment
• Website (HTML / CSS / Flash, Javascript,
ASP, etc.)
– Adobe Dreamweaver/Creative Suite
– McRabbit Espresso
– Coffee Cup
• Captive Multilanguage
– Visual Studio (MS); Xcode (Apple)
• X-platform
Multilanguage
Global
Innovation
Management
Tell Me About
Content Management Systems
(Free-PHP)
•
WordPress
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•
Joomla!
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•
Strengths: Huge developer community; Free and paid plugins and specialized themes; User-friendly
dashboard for managing content
Weaknesses: lot of security issues, and is very vulnerable to attack without additional security measures
Strengths: User authentication can be done with OpenID, Google, and LDAP, among others; Very active
user community and tons of documentation available
Weaknesses: Back-end isn’t as user-friendly as some CMSs; Lack of high-quality themes
Drupal
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Strengths: Robust community support, including IRC channels and face-to-face meetups; highly extensible;
A large number of companies offering commercial support for Drupal
Weaknesses: A lack of really high-quality free and commercial themes (there are some, but not nearly as
many as there are for some CMSs); Theming system is fairly complicated
Global Innovation Management
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Advertising
• Types
– Organic/sponsored search,
– Old-school media
– Word-of-mouth
• Places
– Google Adwords/Adsense
– http://www.google.com/adwords/
– https://www.google.com/adsense/signup
– Facebook
– https://www.facebook.com/advertising/successstories/state-bicycle
– Tumblr
– http://www.tumblr.com/business/advertise
Global Innovation Management
– Twitter
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Web Analytics
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•
http://www.google.com/analytics/
Measurement, collection, analysis and reporting of internet data for
purposes of understanding and optimizing web usage
System / tool for measuring:
• web traffic
• business and market performance and trends, cross-sell, etc.
• assess and improve the effectiveness (for a specific objective) of a
web site
• measure the results of traditional print or broadcast advertising
campaigns
• estimate how traffic to a website changes after the launch of a new
advertising campaign
• information about the number of visitors to a website and the
number of page views
• helps gauge traffic and popularity trends which is useful for market
research.
Global Innovation Management