How ISA Sections Can Leverage In by ps94506


									How ISA Sections Can
Leverage Internet Technology
Presentation Handout

Presenter: Jon DiPietro
           Principal, Bridge-Soft
           President, ISA Boston Section

Guy Kawasaki: “How I built a Web 2.0, User-Generated Content, Citizen Journalism, Long-Tail, Social Media Site for $12,107.09”

Guy Kawasaki ( is a managing director of Garage Technology Ventures, an early-
stage venture capital firm and a columnist for Entrepreneur Magazine. Previously, he was an Apple Fellow at
Apple Computer, Inc. Guy is the author of nine books including Reality Check, The Art of the Start, Rules for
Revolutionaries, How to Drive Your Competition Crazy, Selling the Dream, and The Macintosh Way. He has a
BA from Stanford University and an MBA from UCLA as well as an honorary doctorate from Babson College.

0 business plans
0 venture capitalists
7.5 weeks
$4,500 software development
$4,824.14 legal costs
$399 Logoworks
$1,115.05 domain registrations (55)
$0 marketing

I learned four lessons launching Truemors:
There’s really no such thing as bad PR.
$12,000 goes a very long way these days.
You can work with a team that is thousands of miles away.
Life is good for entrepreneurs these days.
See the presentation here:

Point: Internet technology has matured to the point where an entire web-based company can be created for $12k. Guy is not a “technology guy”.
He has things you don’t (e.g. 130,000+ Twitter followers), but your goals aren’t as lofty.

Being “Master of Your Domain: Priceless”
Domain registration and hosting are inexpensive, many other technologies are FREE. It is easier
and cheaper than ever to leverage Internet technology. Note, that doesn’t equate to “everything
is cheap and easy.” Knowledge is power. If you know the right questions to ask, you can find
experts, get help, not get ripped off.

“Freemium” Services
Basic services are offered for free, while premium is charged for advanced features. Basic
services often ad-supported and up-selling is prominent.
                •    LinkedIn
                •    Skype
                •    Flickr
                •    WordPress
                •    AVG
Seth Godin
•     writes the most popular marketing blog ( in the world;
•      is the author of the bestselling marketing books ( of the last
•      speaks ( to large groups on marketing, new
      media and what's next;
•      and is the founder of, a fast-growing recommendation website.
It starts with permission, the understanding that the real asset most organizations can
build isn't an amorphous brand but is in fact the privilege of delivering anticipated,
personal and relevant messages to people who want to get them.
Godin defines a tribe as a group of people connected to one another, connected to a
leader, and connected to an idea that inspires their passion. He argues that human
beings have a need to belong, "to be part of a tribe, to contribute to (and take from) a group of like-minded people. We are drawn to leaders and
to their ideas, and we can't resist the rush of belonging and the thrill of the new," he writes.

The most successful freemium sites rely on Tribes to spread.

Domain Registration
First step – register your section domain. Gives you flexibility and options for controlling web hosting, email, Google Apps, etc… Also HUGE SEO
Registrars include:

Web Hosting
Web hosting can be anywhere – does not need to be with your domain registrar. Inexpensive and lots of instant, “one click” options.
Choose based on requirements. Example: Going to use GE CIMPLICITY just because you’re using Durus PLCs?
What is CMS?
“Content Management System” Think of it as “Instant web site – just add water”
         Power to the people (not coders and webmasters)!
         FREE
         Powerful, flexible, scalable
Common characteristics
         Template or skin-driven
         Group-based security and membership
         Easily modified content
         Web standards upgrades
         Third party extensions

CMS Frameworks:
       DotNetNuke ( – Windows, Internet Information Server, SQL Server, ASP.NET)
       WordPress ( – LAMP (Linux, Apache, MySQL, PHP)
       Drupal ( – LAMP (Linux, Apache, MySQL, PHP)
       Joomla ( – LAMP (Linux, Apache, MySQL, PHP)
Email (Gmail)
Up to 50 user accounts
7GB storage
Shared contacts
Access via web and/or Outlook

Vertical Response ( is free for non-
profits. Comply with CAN-SPAM Act (unscubscribe, street address,
Don’t risk blacklisting your own SMTP server. Advanced analytics
(read counts, click throughs). Attractive HTML email.

Google Docs
Facebook groups and fan pages.

From “Facebook Group vs Facebook Fan Page: What’s Better?” on Search Engine Journal by Ann Smarty

First and foremost the 2 major differences include:
Unlike groups, fan pages are visible to unregistered people and are thus indexed (important for reputaion management, for example);
Unlike pages, groups allow to send out “bulk invite” (you can easily invite all your friends to join the group while with pages you will be forced to
drop some invites manually). Groups are thus better for viral marketing, meaning that any group member can also send bulk invites to the friends
of his.

Now let’s go into some details:
                             Key Feature                           Facebook Page                 Facebook Group

                             “Ugly” URLs                           No                            Yes

                             Hosting a discussion                  Yes                           Yes

                             Discussion wall, and discussion
                                                                   Yes                           Yes

                             Extra applications added              Yes                           No

                             Messaging to all members              Yes                           Yes

                             Visitor statistics                    Yes (”Page insights”)         No

                             Video and photo public exchange       Yes                           Yes

                             “Related” event creation and
                                                                   Yes                           No

                             Promotion with social ads             Yes (never tried it)          No

To conclude:
Pages are generally better for a long-term relationships with your fans, readers or customers;
Groups are generally better for hosting a (quick) active discussion and attracting quick attention.

Networking (LinkedIn)
Professional branding and networking.
 ISA Leaders
 ISA Automation Sales & Marketing Group
 ISA – International Society of Automation
Questions and answers
Communication (DimDim)
Use’s web casting service to broadcast meetings
(free for up to 20 attendees).

Want More Ideas?
      Stay up to date
            o Blogs (
            o RSS subscriptions (
            o Twitter (
            o ISA Leaders (
      Ask questions
            o LinkedIn
            o Twitter – here are some automation professionals on Twitter:
                       @JonDiPietro
                       @ShariLee
                       @JimCahill
                       @MikeBoudreaux
                       @WaltBoyes
                       @AaronCrews
                       @GaryMintchell
      Spy
            o Other Sections
            o Other non-profits
      Network

Just Don’t Do This
                                                                      Be a “heretic.”
                                                                      Technology changes, so keep an ear to the ground.
                                                                      Keep challenging the status quo.
                                                                          A Few Suggestions
                                                                 (register your section domain name)
                                                                          Google Apps
                                                                          Vertical Response

We’re Talking Techno-DIY
You don’t need to be a plumber to replace a faucet, but you may not want to install a new sink.
Find your comfort zone, ask for help outside of it.
Don’t get bamboozled.

Please join us on!
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