Draft presentation on the strategic development of a web presence. You start with something simple and static, then move up to dynamic.

2. Forward
0 This presentation will take you through the lifecycle of
establishing a web presence
0 The assumption is that either you are
0 Thinking of starting a website
0 Have tried but not yet had a satisfactory result in generating
traffic and e-Commerce
0 Run a successful site but are would like to see how such a site
evolves over time
0 Be forewarned that this presentation takes a detailed but holistic
approach to the business and technical aspects of website
development
0 Also of note is at the time of this presentation (Jan 2011)
Semantic Web ontologies were the latest in web techniques and
new techniques are continuing to be explored
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3. Acknowledgements
0 My wife, Cyndi, who has had to deal with me after long
hours and sleepless nights that come standard with the life
of a developer, and an IT Security expert who keeps folks
like me in check
0 My best man, Sean, one of many web pioneers who
continue to push the limits of this medium
0 To Fred, former supervisor and friend who continues to
find ways to keep me busy
0 To the many friends and colleagues I’ve had the pleasure of
working with over the years that have molded and shaped
me into the developer I am today (if I were to list you
all, this presentation would become a phonebook!)
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4. How to Use This Presentation
0 I recommend viewing this presentation in its entirety at
least once
0 Each section is labeled by the step in the lifecycle so you
can jump to the phase you want to read about
0 Sections are composed of
0 Main Points with
0 Supporting details
0 Counter Points (marked where applicable)
0 How To’s (where applicable)
0 Keys to Success
0 References
0 Books on My Desk (further reading)
4

5. About the Author
0 15 years of Information Technology (IT) Experience (1996-2011)
0 Web Systems Engineer (HTML 4, XHTML, .NET, ColdFusion, Java, JavaScript, Active
Server Pages (ASP)) using ontologies such as
0 OWL
0 Dublin Core
0 DDMS
0 Social Media Developer and Strategist (since 2007)
0 Database Engineer and Administrator (Oracle, Microsoft SQL Server, MySQL)
0 Network Engineer and Administrator (Windows NT/Server, Novell, Unix)
0 PC Technician (Windows 95-Vista, Linux, Max OS 8, Red Hat Linux)
0 12 years of Business Experience (1999-2011)
0 Business Owner (includes start-ups and non-profits)
0 Strategic Management Consultant (since 2003)
0 Entertainer, public speaker and martial arts instructor
0 Overall understanding of the People, Processes and Technology that make
up an organization
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6. Table of Contents
0 The web presence is the hyper reality of your life!
0 Analyze your audience and gather your content
0 Design and create a static website of your content for your
audience
0 Implement dynamic elements into your web presence to
maintain and push content
0 Implement social elements into your web presence to
allow your audience to add content
0 Implement semantic elements to help tailor content to
your audience needs
0 Always be ready to redesign and reestablish yourself
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7. The web presence is the
hyper reality of your life!
0 The web has become so encompassing of our society, it is sometimes
referred to as cyberspace and hyper-reality
0 Cyber space means “the realm of electronic communication”1
0 Hyper-reality is “an image or simulation, or an aggregate of images and
simulations, that either distorts the reality it purports to depict or does not in fact
depict anything with a real existence at all, but which nonetheless comes to
constitute reality“2
0 So in fact, the Web is part of the realm of electronic communication that is an
aggregate of images and simulations that nonetheless comes to constitute reality
0 The web is a communications medium
0 Be it for business, entertainment or whatever else you use it for, at its core its
about bringing people together
0 Of all mediums, it is the most versatile as it can be tailored for one-way, two-way or
even many-to-many communications
0 This communication is further versatile in that it takes on many forms from text, to
file sharing (like this), to voice (i.e. VOIP), to streaming media and in the future
may have many more!
Back to Table of Contents 7

8. The web presence is the
hyper reality of your life!
0 Key to Success: It all extends from your real, corporeal, natural life!
0 I highly recommend you look at the web as an extension of your reality
0 To maintain credibility, avoid using it as a “distortion” or “non-depiction of reality”
(the onerous definition of “hyper reality”)
0 Key to Success: Have a business model, marketing plan and a target audience
0 Remember the dot-com burst of the late 1990’s? Too many businesses lacked the
above (mindset of “just get it on the web and it’ll build itself”)
0 So there has to be a real market and real people you are going to reach
0 Again, this needs to be an extension of your life, not a false creation!
0 References:
1. cyberspace. (n.d.). Dictionary.com Unabridged. Retrieved January 15, 2011, from
Dictionary.com website: http://dictionary.reference.com/browse/cyberspace
2. hyperreality. (n.d.). Collins English Dictionary - Complete & Unabridged 10th
Edition. Retrieved January 15, 2011, from Dictionary.com website:
http://dictionary.reference.com/browse/hyperrealitym
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9. Analyze your audience and
gather your content
0 If you missed the part in the last section about needing an
audience and something to give them, stop here, you have
work to do!
0 If its not bad enough to skip the last step, this step is all too
often skipped at the cost of later on spending more time
and money if not leading to total failure!
0 At this step you will do a comprehensive analysis of whom
you are trying to reach
0 Who are the stakeholders and what do they want/need?
0 Who is/are the customer(s) and what do they want/need?
0 Who else influences your business and what do they
want/need to see?
0 These people come first! So make sure you understand them
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10. Analyze your audience and
gather your content
0 Gather your content by thinking about:
0 If you’re having a conversation with someone (anyone) then
what do you tell them about what you do?
0 What organizational documents (such as articles of
incorporation), emails and the like would benefit you if made
public?
0 Have you given seminars and presentations in regards to your
business? That’s content for your website!
0 Don’t forget having a Vision and/or Mission statement! This
is the one statement that tells people what you’re all about!
0 Key to Success: When thinking about the
conversations, seminars and presentations you’ve
made, start noticing how you’ve arranged this content
before, it’ll help you in the next step
Back to Table of Contents 10

11. Analyze your audience and
gather your content
0 How To: The “Further Reading” section lists some
great books I use to provide a comprehensive method
to analyze your audience and gather content
0 Further Reading:
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