Good Evening

Welcome to

“Web Technology That Makes Money For You”

Help Yourself to the Refreshments.

Please Fill out the Questionnaires on Your Seats.

Web Technology That Makes Money For You

Presented by Rob Laporte of DISC, www.2DISC.com

Sponsored by: The Valley CDC, with Aisha

Munson The Pioneer Valley Enterprise

Commission, with Kate Haze Eastworks, with Milton Howard &

Will Bundy, www.eastworks.com

This Evening’s Plan

Pep Talk About the Speaker and DISC What this Seminar Will Not Cover Questions to the Audience Back to the Past

A Two Minute History of the Web 1995 - 97: Web Sites That don’t Make Money 1

This Evening’s Plan (cont.)

Why Some Web Sites Do and Will Make Money

Web Demographics The Goods: Search Engine

Tactics for Making Money Other Web Marketing

Tactics2

This Evening’s Plan (cont.)

Case Histories Back to the Present:

Why the Free Ride is Ending . . . Maybe

Patrick Rodriguez on Good (Profitable) Web Design 3

Fasten Your Seat Belts

A lot of information will be packed into a little time

4

Back to The Future

A Look Back from the Year 200,002

5

Who Are You Looking At?

Rob Laporte: Background and Future

6

DISC

Web Technology That Works for You

7

Patrick Rodriguez

From Database Connectivity to Graphic Design and Everything in Between -- with Excellence

8

Jessie Stricchiola

Search Engine Language Web Marketing Research The Rest in Time

9

Jan Reynolds

Graphic Design for Web & Print 20 Years Experience with Top

Corporations Many Awards

10

DISC: Technology That Works For You

Mark Baven, Copywriting, Manhattan style

11

DISC: Technology That Works For You

Rob Laporte DISC - Web Technology that Works for You Patrick Rodriguez, from database connectivity

to graphic design and everything in between -- with savoir faire

Jessie Stricchiola, search engine language Jan Reynolds, graphic design for web & print Mark Baven, Copywriting, Manhattan style 12

What this Seminar Will not Cover

Web Related Hardware and Software Details on How to Use the Search Engines

to Find Information Detailed Technical Matters Related to

Banner Ads, Emailers and Storefronts The Emphasis is on Search Engine Tactics

That Make Money

13

Who Are You?

14

Back to the Past

A One Minute History of the Web

1993 - 1997: Web Sites That don’t Make Money Web Sites Made by Techies, not

Marketing People15

Why Web Sites Can and Will Make Money

Demographics, Demographics, Demographics

Consumer BehaviorE-Commerce 16

Demographics: Users

28 to 50 Million Adult Americans on the Web Today

The Number of Internet Users Outside the US has Reached 23 Million and is Growing Annually at 70%.

Explosive Growth: Web Users Up by 30% in 4rth Q ‘97 17

Gender

Females Represent 38.7% of Web Users

Steady Upward Trend

18

Age

We Aren’t a Bunch of Skinny Teenagers: Average age is 35.1 years. 36.4% of Respondents are over 40.

19

Professions

Education-Related Fields (26.2%), Followed Closely by those in Computer (22.3%) and Professional (21.7%) Fields.

20

Education & Income

50.1% Have Obtained at Least One Degree

The Average Income was $52,500 (US), Continuing the Downward Trend Observed over the Last Few Surveys

21

Habits (or Addictions?)

87.9% of Web Users Access the Web Daily

26.4% Use the Web more than 20 Hours per Week.

90% of Web Users Believe the Web is “Indispensable”

22

Search Engines

Between 71% and 89% of Web Users use the Search Engines to Find Info, Products and Services on the Web

Other Sources of Web Addresses are Increasing

23

Feelings

Respondents report feeling more connected with people who share their hobbies (44.4%) and professions (32.7%) after coming online.

24

Objections

Across all groups of users, taking too long to download pages (i.e. "speed") is the most commonly experienced problem with the web (64.8% of respondents). 25

Consumer Behavior& E-Commerce

The Web is Becoming more

Mainstream, as surfers reflect the general population. 26

What Kinds of Businesses Can Profit Most from a Web Site?

All Can Get Some Benefit More info is a link away from a

business card, Yellow Page listing, newspaper ad, radio or TV ad, etc.

Don’t have to print and mail expensive paper brochures

Intranets, Extranets 27

What Kind of Businesses Can Profit Most from a Web Site?

Businesses that Sell Internationally, Nationally, or Regionally (Not Locally)

Niche Marketers (Products with Special Key Words)

It’s a Numbers Game: 1 Sale per American City or Massachusetts Town Could Make You Wealthy. 28

The Search Engines

What is a Search Engine? Search Engines Vs. Directories

What are the Present Search Engines?

Which Ones Matter Most?

29

What are the Present Search Engines?

Yahoo (Altavista to Hotbot)

Excite (AolNetFind, WebCrawler)

Infoseek (Search.com)

Lycos (NetGuide) Altavista

WebCrawler Hotbot Northernlight Looksmart Hundreds of lesser

Engines & Directories

Which Ones Matter Most?

31

From: www.searchenginewatch.com/reports/relevant.html

The Goods: Search Engine Tactics for Making Money (Take Notes Here!) Domain Names Lace Your Text with

Key Words & Phrases HTML Titles

Density of Keywords Put Most Important

Text on Top Don’t Put Key Words

in Graphic Form Links within Your Site 32

Header Sizes File Names Meta-Tags Alt Tags Frames Can Be

Lethal Register with all of

the Search Engines Check Your Ranking

Case Histories: DISC’s Customers

Perstorp Compounds, Inc www.perstrip.com

American English Programs of New Englandwww.crocker.com/~eflworld

Global School of Investigation www.pvteye.com

BarnesandNoble.com 33

Perstorp Compounds, Inc.www.perstrip.com; www.thermosets.com

34

American English Programs of New England.

35

Www.teflcertificate.com

Global School of Investigations

www.pvteye.com

36

Barnes & Noble Books

www.BarnesandNoble.com

37

Other Web Marketing Tactics

Reciprocal LinksBanner AdsOn-line Yellow PagesEmailersNewsletters

Back to the Present: Why the Free Ride is Ending It’s Too Good to Be True -- For

Much Longer. You have 1 to 2 years left.

Increasing Competition on the Web

More Specialists Like Me (but still very few presently)

The Cable TV Metaphor Databases and Hidden Pages Critical Mass, Uncritical Masses

39

Good (Profitable) Web Design

Consistency with Existing Marketing

Delivery of Value delivery of product/service customer experience

40

Good (Profitable) Web Design

Navigation scheme is crucial re-format your content for the Web readily available anchor points visual indication of content structure visual indication of user location,

always with access to anchor points41

What to Look for in a Web Designer / Consultant (in Addition to Good Writing and Graphic Design)

Strong Marketing Background Voracious Reader / Researcher Knows and Keeps up with Search Engine

Tactics and Web Marketing Focuses on Your Return on Investment in

Your Web Site Can Provide a Comprehensive Web

Marketing Plan 42

What to Do: Take Action Now

Implement Search Engine Tactics Immediately

Ask your Web Designer to Learn It and Do It

Call DISC: (413) 584-6500

43

A Few Good Links

www.cc.gatech.edu/gvu User Surveys - excellent, non-partisan statistics

www.yahoo.com/Computers_and_Internet/Internet/Statistics_and_Demographics -- more stats

www.iab.net -- the Internet Advertising Bureau; promotes the web, but good information.

www.wilsonweb.com -- about e-commerce, extensive lists of articles from various top sources.

www.webpromote.com 44

A Few Good Links

www.searchenginewatch.com - THE best page on search engines.

www.nua.ie -- EXCELLENT web marketing source, esp. for international issues. 45

Good Night

Thank You for Attending

“Web Web Technology That Makes Money for You”

Help Yourself to the Refreshments.

Please Fill out the Questionnaires on Your Seats.