**BLM National Web Conference**

Thursday, October 8

Morning Session

**A Telecast Originating from**

**the BLM National Training Center**

**October 7-9, 1998**

This transcript is from the closed-captioning file produced during the
telecast.

It may contain errors and omissions in transcription.

Session Two: Business on the Web

Paul Yu, Apple Enterprise Software

Session Three: Communications

Paul Frisbie, Web page designer and writer

Jeff Unger, Arizona Central, [The Arizona Republic]{.underline}

Jason Baer, azfamily.com, KTVK-TV, Channel 3 (Phoenix)

Announcer: the Bureau of Land Management Satellite Network Presents from
the BLM National Training Center in Phoenix, Arizona, Live Coverage of
the National BLM Web Conference. And Now, Your Program Hosts, Tony
Garrett and Tina Gromo.

Garrett: Good Morning and Welcome to Our Second Day of Ntc\'s Live
Coverage of the BLM National Web Conference.

Gromo: We\'ll Be Going Live to the Washington Room in a Few Minutes to
Bring You Today\'s Session of this National Conference.

Garrett: We Have Interesting Presentations on Today\'s Schedule, Tina,
Beginning with a Session Called Business on the Web Which Will Include a
Presentation by Paul Yu of Apple Computer. Gary Haase Will Be Moderating
That Session.

Gromo: the Second Session Will Focus on How the News Media Gather
Information on the Web. We\'ll Hear from Jeff Unger and Jason Baer Here
in Phoenix.

Garrett: in the Afternoon, a Session Called the F‑project for Fire
Project. Tom Patterson a Fire Management Officer at the Joshua Tree
National Park. We\'ll Have a Presentation Showing How Innovative
Technology Is Being Used in Wildland Fire Fighting.

Gromo: with Us Here Is Randy Hayes. Good Morning.

Garrett: Randy, We Have a Sample of Video Streaming We\'re Going to Take
a Look at Now. That\'s What We\'ve Been Plugging and Asking Our Viewers
to Take a Look At. We Want to Ask You to Explain the Process of Video
Streaming and The Technology and Some of the Challenges You\'ve Had and
Others Have Had it Making this Work.

Hayes: Video Streaming Is a Way to Deliver Video and Audio With Any Kind
of a Browser with Appropriate Plug‑ins. It Differs from Teleconferences
If That It\'s More of a One‑way System. It Can Be Delivered at a Number
of Different Resolutions Depending on the Machines. If We Go to the
Clip, You\'ll See a Representation Here of the Two Machines. On the Left
Is the Machine That\'s Actually Capturing the Video And Compressing it
and Delivering it to the Machine on the Right Which Is the Machine
That\'s Streamed out Of. It Can Be Streamed out Real‑time or it Can Also
Be Streamed out At a Later Date. This Is What the User Sees on His End.
You Have to Wait a Couple of Seconds for it to Load. When it Comes Up,
it Will Look Just like What You See Here. Typical Vcr Type Controls.
This a Session We Did Yesterday So I Hope People Had an Opportunity to
Capture That Session.

Gromo: That\'s Really Neat. Now with Something like This, it Is Still
New Technology. Are There Drawbacks with It?

Hayes: the Technology Is Solid Itself. The Drawback Is a Thing That
You\'re Hearing a Lot about Which Is Bandwidth, it Is like How Much
Water You Can Shove down the Pipe. That\'s What\'s Happening Within the
Back Bones of Our Connections And When We Finally Reach the Point Where
We Have Total Bandwidth, We\'ll Be Able to Do Full Frame and Audio to
Just About Anybody.

Gromo: How Does the Video Resolution Compare to What We Saw Yesterday?

Hayes: That Was One of the Lowest Resolutions You\'ll See. On the
Teleconferencing Itself, Actually it Will Be Better than
Teleconferencing Eventually. And If You Want to Know a Little Bit More
about Bandwidth, I Encourage People to Check out Our Keynote Speaker
Tonight, John Leland. He Will Talk about Bandwidth and What That\'s
Going to Help Us Do As Far as Delivering Bandwidth Video and Audio.

Gromo: Randy Thanks So Much for Sharing this with Us this Morning.
Again, the Web Address for Video Streaming Is
www.tc.blm.gov/webconference.

Gromo: Viewers Can Send Questions and Comments for Our Speakers at the
Groupwise Address Which Is Spinning@tc.blm.gov. And We Encourage You to
Get in Touch with Us. Now Let\'s Turn Things over to the Moderator of
the BLM National Web Conference, Montana State Director, Larry Hamilton.

Hamilton: Good Morning. Welcome Back to Spinning BLM\'s Web. We Had a
Rather Long Day Yesterday Here at the Training Center And We Want to
Welcome Our Field Folks Back with Us this Morning. We Have Another Long
Day Planned Today. And We\'re Having a Banquet this Evening Where We
Will Be Celebrating Some of Our Award Recipients and That Will Be Made
Available on Our Web Page Tomorrow Once the Winners Are Announced. One
Thing I Forgot to Do Yesterday Was Say Hi to the Folks at Margaritaville
in Sausalito, California. And the Reason for That Is My Brother Owns
That Restaurant and It\'s Kind of an Acid Test for the Video
Presentations That We Do Because I Give Them the Satellite Coordinates
and They Pull up These Programs and Then I Get Incredible Feedback over
the Weekend. So I\'m Look Forward to the Phone Call, Charlie from the
Folks at Margaritaville. Thanks for Joining Us. I\'m Sure You\'ll Find
this Session Very Entertaining. One Thing That the Bureau Has Done Is
Really Improve the Business out There Because Some of Our Sessions Are
So Long That The Bar Sales Go Way Up. So, I Think this Will Help the
Profit Line Before We\'re over Here Today. One Thing We Got Yesterday
Was a Lot of Feedback from Different Folks. That\'s Real Helpful for Us
to Make Some Adjustments and So We Have Made Some Adjustments. One of
Those Was Here in the Room, We\'ve Improved the Seating Arrangement So
Everybody Is in a Comfortable Chair. That\'s Good to See this Morning.
We\'ve Gotten Feedback from the Field and I Want to Respond to Some of
the Feedback That We\'ve Gotten. One of the Things Is That Folks Are
Wondering, You Know, Why We\'re Having So Many Presentations and Maybe
Not as Much Time as People Would like to Have for Interacting and That
Was Something That the Planning Team Really Struggled with Because
Originally We Had this Conference Scheduled to Be a Five‑day Conference.
And as a Result of Some Budget Constraints, We Had to Redesign It and
Put it into a Two and a Half Day Configuration and So One Of the
Decisions That Was Made Was since We\'re Trying to Learn And Get as Much
Input as We Possibly Can from Folks Outside BLM, As Well as Folks That
Are Doing a Great Job in BLM, That We Wanted to Err on the Side of
Getting as Much Information Before Us as We Can. This Conference Will
Get a Lot More Interactive Tomorrow Because Then We Have a Lot of Time
Available to Come up with Our Action Plan Recommendations. So, I Think
by the Time We Leave Here Tomorrow Afternoon That Balance Will Probably
Have Been Struck. The Other Thing We\'re Trying to Do Here and I Don\'t
Want Us to Lose Sight of this Is We\'re Trying to Generate the Critical
Mass For Future Spinning of Our Web and BLM. Several Weeks Ago, There
Was an Irm Conference Held Here at the Training Center and There Was
Some Confusion as to Why Are We Having an Irm Conference and Several
Weeks Later Having a Web Conference. They\'re Not the Same Conference.
They Don\'t Even Have the Same Target Group. They Don\'t Have the Same
Goals and Objectives. I Want to Remind People That the Target Group for
this Session Here Was to Have Web Masters Here Which We Have Lots of Web
Masters Here, Irm Specialists Which We Have Irm Specialists. External
and Internal Specialists, Natural Resource Managers and Specialists. The
Reason for That Was Trying to Get the Right Number of Folks Here to Help
Us Generate a New Beginning or the Changes That We Need to Have Occur in
Order to Use the Technology for Us in the Future. And this Is a Work in
Progress. This Isn\'t a Work That\'s Going to Be over this Week, next
Week Or Even When We Get Our Final Report and Get Some Decisions and Do
Some Things Differently. This Will Continue to Be a Work in Progress. I
Think One Thing We Learned Yesterday Was this Technology Changes Very
Rapidly. Will Continue to Change. Continue to Get More Sophisticated and
We Want to Be the Leader Of the Pack as Much as We Possibly Can. I Want
to Re‑emphasize What the Purposes Are Here Because Today We\'re Going to
Move into a Different Track and Try to Accomplish More of These
Purposes. And That First Purpose That ‑‑ I Think We Saw this
Yesterday\... Was Demonstrating Current Web Technology and So Yesterday
We Saw Some Technology in BLM That Other Agencies and Other
Organizations Are Using That We\'re Not Using in Our Own Organization.
Second Thing Is to Explore How BLM Will Use the Web as a Communication
Tool. You\'re Going to See More of That Here Today. We Haven\'t Seen Too
Much of That So Far. And the Third Was to Develop Action Plans for Web
Use and Communication, Business Practices and Technology and That\'s One
Of the Charges That this Group along with the Task Group Is Going to
Have Tomorrow Before We Leave Here. Well, Yesterday We Shared Examples
of Successful Web Use. We Heard from the Director on His Vision for the
Way BLM Is to Utilize the Web in the Future. And We Also Provided Some
Opportunity to Learn from Our Customers. I Thought the Form That We Had
with Our Customers Is a Microcosm Of the Kinds of Things We Need to Be
Doing Throughout the Bureau. That Is Asking Our Customers How We Can
Provide Better Service. I Think We Got Some Excellent Insights from That
Group Yesterday. Today We\'ll See Some More Capabilities on Web. How
It\'s Being Used in the Private Sector, the Public Sector and We\'ll See
Some Uses in the Bureau of Land Management. Now, I\'ve Been Sharing Some
Quotations with You and I Want to Share Another Quotation Here this
Morning. Another Favorite Quotation of Mine. It Says \"Whatever You Can
Do or Dream That You Can, Begin It. Boldness Has Genius, Power and Magic
in It. Begin Now.\" That Was from Gerta. With That, I Would like to
Introduce Gary Haase Who Is Going to Kick Us off this Morning. Gary Is
on the Planning Group. He Hails from Oregon. And I Was in Oregon a
Couple of Weeks Ago Unbeknownst to Gary And I Was Riding the Elevator
There in the State Office. It Stopped. He Got On. He Looked Me Straight
in the Eye and I Said Good Morning, Gary. And He Got off on the next
Floor and I Never Really Understood Gary Whether You Recognized Me or
Whether You Could So ‑‑ You Were So Shocked Because I Found out That
Wasn\'t the Floor You Were Supposed to Get off On. So, with That Please
Welcome Gary this Morning.

Haase: I Just Thought I Was in the Wrong Place. We\'ve Been Working on
this Conference So Long That When I Got on The Elevator, I Had Just Got
Done Talking with Noble and Hayes. I Was like What? Larry\'s Here? Is it
Going to Be in Oregon? So When I Got off the Floor, I Didn\'t Know Where
I Was Going. He Caught Me off Guard That Morning. This Morning, Our next
Speaker Is from the Enterprise Software Formerly next Software
Responsible for Delivering Open Cross Platform Web Applications to the
Marketplace. Paul\'s Successes at the Enterprise Software Include
Developing Two Large Scale Modernization Programs, One at the United
States Postal Service and Department of Defense Public Affairs. He\'s
Been Employed with the Enterprise Software Group for Nearly Three Years.
Prior to Coming to Apple, He Worked for Nine Years for Price Waterhouse.
He\'s Received Both His Undergraduate and Masters a Degree from George
Washington University. I Was So Excited about Paul Coming Here to Speak
to Us Today That Last Night, You Know, I Tossed and Turned and I Woke up
This Morning about 2:30 and I Looked at the Clock and I\'m Going It\'s
Not Time to Get Up. I Had That Sort of Excitement That When I Was a Kid
That Night Before Christmas, You Know. You Get to Get up and Open Your
Gifts and So I Think it Was Sort Of That Same Excitement. I Fell Back to
Sleep and I Had this Dream it Was Snowing Here in Phoenix and it Was
Christmas and I Got Dressed and I Ran Downstairs and ‑‑ it Is Christmas.
In Phoenix. To Gary. Special. Do Not Open until Christmas. It Was a
Dream So Why Not? Wow, Web Applications. Client Server, Cross Platform
Development. Business on the Web. Paul Yu.

Paul Yu
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Yu: Good Morning. Try Not to Make Too Much Noise Putting on My Mic. I
Don\'t Think I Can Follow up with the Jokes That My Predecessor Told
There. But I\'m Really Excited to Be Here Because I Have Never Really
Encountered a Federal Organization in My Nine, Ten Years in this
Business That Actually Is Making Such a Bold Move as BLM Is Right Now.
And Organizing this Conference. Always We Have to Work with Very, Very
Small Groups Within Large Organizations Trying to Get Them Mobilized to
Understand this Leading Edge Technology and How You Can Provide Better
Service. But for You to Have a Whole Organization Mobilize like this Is
An Amazing Thing for Me to See That. And I Applaud You for this Effort.
It Is Wonderful. I, Too, Didn\'t Sleep Very Well Last Night Because I
Was Worried About this Presentation. Because Normally I Support My Sales
Rep Who ‑‑ We Sell Web Objects to You, as a Customer. But I Received an
E‑mail a Few Days Ago That Said a Friend of Mine Was Given a
Presentation ‑‑ Giving a Presentation at a Conference, a Different One
and the Conference Providers There Sent Him an E‑mail That Said Look,
Here Are Ten Points for You To Remember. When You Become a Conference
Speaker. First Thing You Do Is Don\'t Sell the Product to the Customer.
People Are Here to Be Educated. They\'re Not Here to Be Sold To. So I
Worked Hard Not to Talk about Apple Enterprise Software or Web Objects
in My Presentation. Most of My Presentation Is about Educating You on
What it Takes To Build Successful Web Applications and What Causes Other
People to Be Successful. This Is ‑‑ it Is Kind of Dry in Business.
That\'s My Business. Software Development Is a Hard Job. Some of it Is
Kind of Mundane So Bear with That. But I Think it Should Be a Very
Educational Thing for You. That\'s What I Intend to Do. So, First of
All, There Are No Silver Bullets. Sales Rep Will Sell You a Silver
Bullet Every Other Day. And You, as Managers or You as Developers Are
Always Grasping For Those Silver Bullets. The Werewolf Is Not Killed by
the Silver Bullet. The Werewolf Is Killed by Hard Work. Keep That in
Mind. Because I Worked Hard on this Presentation. \[ Laughter \] Ok, So,
What I Do Is I Always Develop Software from the Perspective of the
Business, Right. So, What I Want to Do Today Is Talk about What I See as
Manager\'s Business Challenges and Then We, as Information Systems
Professionals, the Challenges That We Face Day to Day And How We Really
Need to Work Together to Move Forward and Bring Success to Your
Organization. Then I Want to Talk about Two Case Studies That the Two
Project Os That Gary Talked about That We Worked on Within Those ‑‑
Within the Context of These Business Challenges and Information Systems
Challenges and Then I Want to Do a Sample BLM Application That We\'ve
Been Working with a Group in Here and We\'re Just Learning That
Application So Bear with Us on That. Then Hopefully We\'ll Have Time at
the End to Talk about Questions and Answers. Ok. So Business Challenges.
I Don\'t Pretend to Know All of Your Business Pains. I Don\'t Want to
Pretend like I Know That but Roughly What I See Is Four Different
Groupings of Challenges That I Want to Talk About Today. Things in Your
Business Environment That Business Needs That You Have and Then We All
Have Reports That We Have to Write and So Forth. Talk about That a
Little Bit and Then the Budgets, the Financial Constraints That You Have
That We Already Heard about in this Conference That We Have Financial
Constraints. Then You All Have Technology Pains. That\'s Why You\'re
Here. You Have Technology Pains. So We\'ll Talk about Those Things. So
First of All, I Didn\'t Know Very Much about Bureau of Land Management
Before I Came Here to Work with Margo and Chris and So Forth. But You
Have Customers, Right and I Read up on the Web about Your Customers in
the past and Present Day. In the Past, Your Customers Were Mineral
Excavators and Loggers. That\'s Who Your Customers Were Because America
Was Structured Like That. We Wanted to Make Public Lands and Make People
Rich. However, as Our Society and Economy Changed to a More Recreational
Focus, BLM\'s Focus Has Changed Switched from Taking Care of the Big
Businesses Taking Minerals out of Our Lands to People like Me Who Want
to Bring My Children to the Natural Resources That We Have. Your
Customer Base Is Evolving and Your Business Is Changing and You Have to
Stay on Top of That. Because of That There\'s Competition, Too. Even
Though You May Not Think So Because Your Government Agency, We Don\'t
Really Have Competitors but Is That Really True? I Would Say You Have
Competitors, Right. Because in the Recreation Space, You Have Disney
World. They Take Recreation Money. They Take Recreation Time Away from
You. You Have Park Service as Your Competitors. They Take the Resources
Away from You, Too. So You Have Competition. Those Things Drive Change
in Your Business Environment. Congress Writes New Laws for You Every
Day. I Mean Every Year New Laws Come out. Special Interest Wants New
Logging Roads up or Whatever. All of These Things Drive You, the
Managers Crazy Trying to Make Sure Things Can Get Done Then You Have the
Nature Lovers Who Go To Court to Sue You for Not Taking Care of the
Spotted Owl or Not Following the Endangered Species Act or Whatever That
They Create Rules and Regulations for You as Well That You Have to Take
Care Of. Then You Have President Clinton Writing Some Special Rules,
Whatever, That ‑‑ or Your Executives Writing Rules and Regulations That
Creates Changes for You. And Then of Course You Have Your Trading
Partners, Right, the Tribal Governments Are Changing, the State and
Local Governments Are Changing. Those Are Your Trading Partners. They
Cause Change as Well. I\'m Sure You Can Name a Whole Bunch of Other
Stresses That You Live with Every Day. Then All of These People Create
Reporting Requirements on You. Legally, Financial People Have to Write
Financial Reports That Gets Distributed Everywhere. You Have to Report
up to the Financial Officer, You Have to Report That to Gao, the
Oversight Organizations and If You Don\'t Do Your Things Well, the Gao
Come and Audit You or the Ig Come And Audit You. Those Are Painful
Things. You Really Want Your Information Systems to Be in Good Shape
Then. Then, You Also Have Trading Partners. I Was Reading on the Web You
Spend ‑‑ You Push \$100 Million to The Counties or Whatever and You
Share \$1 Billion with State Governments. That\'s a Tremendous Amount of
Revenue That Needs to Be Accounted For. I\'m Sure They Want to Know
What\'s Going on Just as You Want to Know What\'s Going on in Their
World. So Everybody\'s Reporting to Everybody Else. That\'s the Flow of
Data That We like to Turn into Information. That You Could Dissect and
Use. Then We as Taxpayers Want to Know What\'s Going on the Land, Too.
You Publish in Annual Reports, Whatever in Your Web Site Before It
Wasn\'t on the Web Site, it Was on Paper and Maybe I\'ll Never Get it
Because I Don\'t Go to a Bureau of Land Management Office To Pull Those
Things. But Now You\'re Pushing the Information out to Me So Those Are
The Type of Reporting Requirements That You Have That You Have To Deal
with. I\'m Sure You Can Think of Others as Well. Everybody\'s Creating
Mounds of Paper and We Were Supposed to Go Paperless. Pc Computers Were
Supposed to Make Us a Paperless Society. And Then the Other Things That
Constrains You Is Money. Every Day the Republican Congress Is Saying
Smaller Government, Less Money for You to Do Anything. We Have the Same
Pressures in Commercial Space as Well. But We Find as Managers We Always
Have to Do More with less. It Is a Very, Very Hard Thing to Do Because
Everybody Feels like We\'re Already Doing the Job of Two or Three
People. And How Much More Can We Squeeze out of the Turnip. Very, Very
Hard to Do. So, Generally the Faster Better Cheaper That Applies to the
Microcomputer Industry Also Apply to Humans as Well. We Always Have to
Do Things Faster and Better and Cheaper. And It\'s Really, Really Hard.
And on the Other Side, Because You\'re a Revenue Generating
Organization, I Didn\'t Realize You Actually Generate a Billion Dollars
in Revenue a Year. That Puts You in the Fortune 500, I Would Think.
That\'s a Huge Revenue Base. But I Would Think That You Would Want to
Increase the Revenue Over Time. That If You Could Generate More Revenue,
Maybe You Can Get More Money to Do More Things on Public Lands to Help
Your Customer Base and So Forth. And Technology. Acronyms, Acronyms. I
Will Throw Acronyms at You Later. It\'s Very, Very Hard. This Is a
Challenge Also for Technologists That New Acronyms Are Thrown at Us
Every Day. I Can\'t Even Keep Up. I Used to Be Very, Very Good at
Keeping up with Acronyms. Today, It\'s Just ‑‑ I\'m Flooded with That
Stuff. And it Seems to Come out Faster and Faster Every Day. How Do You
Deal with All of That? You Also Have Legacy Systems That You Have to
Maintain. That\'s Sucking a Tremendous Amount of Money into Activities
That You Don\'t Necessarily Want to Spend Money On. So, it Would Be like
Having an Old Car That You Have That Has Reached a Point Where You Need
it to Drive but It\'s Breaking Down More Often than Not but You\'re
Still Using It, Right. So How Do You Get Money to Buy a New Car to
Replace the Old Car While You\'re Pouring Money into the Old Car Because
the Car Is What You\'re Using to Drive Your Kids to School or Whatever
Every Day. That\'s Both Mainframes and Microcomputers. Microcomputers
Are Supposed to Replace the Mainframe. And Then Here Microcomputers Are
Being Revved Every Three Months Or Three Years. Dell Is Revving Their
Machines Every Other Day. How Do You Keep up with Ever Changing
Requirements of this Replacing of Computers. Then, of Course, You Have
the Y 2 K, Something We\'ve All Been Living with for the Last Three
Years. Airplanes Will Fall out of the Sky. Elevators Will Stop and
Checks Will Stop Coming. I Hope You Guys Are Well on Top of That, Right?
It\'s Only 14 Months Away. Hope You Have it under Control. What it Comes
down to for the Manager, it Is Very Appropriate, I Think Because We\'re
in the West. There Is a Lot of People Selling Snake Oil out Here
Including Myself Maybe. I Hope I\'m Not. But You Know, Who Can You Trust
in this Space When People Are Throwing These Things at You All the Time?
We Can Fix ‑‑ We Have the Silver Bullet for You. It Is a Tough Thing for
You to Decipher Through All of That. You Can Think I\'m a Very Good
Snake Oil Salesman Because I\'m Bonding with You Right Now. You\'re
Laughing. You Can Think That, Right? But It\'s a Very, Very Tough Thing
You Have to Live with. So That Brings Us to the Cusp of Transitioning
into the Information System\'s World. So, in the Information System\'s
World, I Want to Talk about the Interdependence We Have Between the
Technology People and the Business People and Then the Requirements
Which Is Really the Communication Mechanism Between Managers and
Developers and Then Talk about the Pains That We Have with Technology
Revolution and The Limitations of Technology That We Have So You
Understand What That Means and Then Also the Most Important Part,
Probably, The Projection Cues to Bring Successful Software Projects to
Your Space. Before We Go On, Who Is ‑‑ Can I Get a Show of Hands of Who
Is a Manager Here? Business People? About Half, a Quarter. What about
Technologists? Irm? Then Web Masters? Cool. I Hope this Applies to All
of You. Ok. So, Interdependence, this Should Be Very, Very Obvious but
Many Times Systems Professionals Forget These Things. Organizations Need
Information Systems. Whether You Recognize That or Not Even Paper, Even
Paper‑based Organizations Have Information Systems. Paper Is
Information. That\'s How You Communicate with Each Other. That\'s What
It\'s All about. When We Transition from Mainframes ‑‑ from Paper to
Mainframes, That Was New Information System Model as Well. Local Area
Networks and Now the Web. These Are All Communication Mechanisms. Just
That Machines Are Being Used Now. Communication Device Are Being Used to
Facilitate the Communications and That\'s What Really Those Systems Do.
We Information Systems Professionals Need to Realize We\'re a Function
of Business. We Are Not a Product unto Ourselves. We Don\'t Exist
Without the Business People. And My Byline Here Is Without Physical
Space, There Is No Cyberspace. There Is No Need for Information Systems
If People Aren\'t Here. If We Don\'t Need to Communicate with Each
Other, We Don\'t Need Computers. That\'s the Key. So, We\'re Bonded
Together Very, Very Tightly and It\'s Important For Us to Learn to
Communicate with Each Other Much, Much Better So That We Can Create
Livable Space for All of Us. Managers Have to Create Environments for
Information Systems Professionals to Flourish and Information Systems
Professionals Need to Understand the Requirements and Constraints of
Business. That\'s Why I Structured the Presentation this Way. Talk about
Business First and Then Talk about Information Systems Because That\'s
What We Do. We\'re a Bond Between Two Halves That Are Siamese Twins.
We\'re Really Joined Together. That\'s Important for Us to Remember
That. So, Through Requirements, this Is a Sample of Why We\'re Not
Communicating. How Many of the Systems People Have Made That Statement?
While You\'re Building a Software? The Users Just Don\'t Know What They
Want. C\'mon! What\'s Wrong with That. Then You Managers, How Long Have
You Been Frustrated ‑‑ They Just Don\'t Understand What I\'m Telling
Them. We Have an Impedance Mismatch Between the Two Groups. Business
People Are Talking this Level. The Technologist Is Talking this Level.
It Is a Bad, Bad Thing. So Requirements Is Really the Communication
Mechanism That We Have and It\'s Very, Very Important for Us to Try to
Understand. ‑‑ to Understand Our Terminology and Nomenclature. So, First
Thing We Need to Understand Is That Money and Time to Market Issues Are
Very, Very Important to the Business People. Time to Market, Right, You
Get a Court Order, a Manager Gets a Court Order to Do Some Research on
Woodlands with Spotted Owls. You Say Well, It\'s Going to Take Three
Years for Me to Build the Information System for You to Take Care of
That. By That Time, the Spotted Owl Is Dead and There Are No Woods Left.
It Would Be a Bad Thing, Right? So, You Need to Understand They Have a
Business Problem That They\'re Trying to Solve to Get the System to
Market So That They Can Solve That Problem. They\'re Not Putting That
Pressure on You Just Because They Hate You or Something like That. They
Really Have a Business Problem That They\'re Trying to Solve. Funding. I
Just Said There\'s Realistic Funding Constraints That We Have That We
Have to Live with. It Is Very, Very Hard. You Can\'t Buy a \$300,000
Home If You Only Have \$100,000. So, it Goes Both Ways. Realize If You
Only Have \$100,000, You Only Buy a \$100,000 Home. You Shouldn\'t Have
an Appetite for a \$300,000. Realize What You Can Live with. Don\'t
Complain about That. Really Don\'t Complain about the Requirements Are
Change Because The Business Is Changing. If We Can\'t Create Software in
a Timely Fashion, to Meet the Business Needs, Yeah, by the Time You
Finish the Software, You Have to Rewrite it Because the Business
Changed. It\'s Always Increasing Because Reporting Requirements Always
Increasing. The Business Is Always Changing So Without These Things, We
Would Be out of Business. If There Was a Constant No Change State, Then
I Don\'t Have to Be There. I ‑‑ it Wouldn\'t Be Any Fun. Really,
Software, the Whole Idea of Software Is like Giving Birth to a Child.
Everybody Here Should Have ‑‑ Be of That Age of Children and or Seeing
Other Kids Grow Up. So, Having Software Is like Having a Child. You
Would Think That the Nine Month of Pregnancy Is All the Money You Would
Ever Spend to Have a Child, Right and the Birthing Event Is the Most
Important Event. Well, I Can Tell You with Firsthand Knowledge, I Have
Three Kids So Money, You Start Spending Money and You Start Worrying at
the Moment of Birth. I Mean You Have to Spend a Lot of Energy to Take
Care of That Kid. Software Is Just like That. And Their Requirements
Change All the Time. Your Kids\' Requirements Change Every Day. That\'s
What Software\'s All About, Too. You Give Birth to New Concepts in
Cyberspace. You Need to Provide a Nourishment, Take Care of It. And They
Die, Too. Unfortunately We All Die but Software Dies, Too, over Time.
That\'s What These Things Are. As Project Managers, It\'s Very, Very
Important for You to Keep Track of Them and Manage Them. These Are
Contracts. Think about it as You Wanted Your House Remodeled by
Somebody. You Write down Your Requirements for the Contractor.
Contractor Better Write down Everything That He\'s Committed to
Building. And You Better Know What You Asked Him to Build for You
Because That\'s How Much Money You\'re Going to Spend. As Soon as They
Discover a Structure That\'s Rotted Out, That They Didn\'t Anticipate,
You\'re Going to Have to Spend More Money For That. It Wasn\'t on the
Contract. And That\'s What Tracking and Maintaining That Is Very, Very
Important Because Really the Requirements Is a Contract Between Us and
the User Community. So, the Technology Revolution ‑‑ the Business People
Think That You Have it Hard. We Actually Have to Pretend like We\'re
Experts in All of this Stuff. When You Ask Us Questions on Technology,
We\'re Supposed to Be Like Yeah, I Know That. Because I\'m Really a
Smart Guy and I\'m Right on Top of the Technology. It\'s Very, Very Hard
for the Technologists as Well. So, Here\'s My Acronym List. I Should
Back up Here. So Mainframes, My Life Actually Straddled Pretty Much the
‑‑ All Of These Technologies I\'m about to Tell You about. I Was Born in
1960. That\'s Roughly the Time Ibm Mainframes Came on the Scene, Late
\'60s Is When They Were Really Big, Right. Then All of These Terms ‑‑ I
Don\'t Know All of These Things, Right. I Think One of the Original Oss
Is Operating System. Ibm Operating System. Tso, the Latest Generation of
Operating Systems for the Mainframes I Believe. Anybody Want to Correct
Me on That? \[ Laughter \] Thank You. But, You Know, with Technology
Revolution, We Think Those Machines Went Away. When the Mini Computers
Came In, Those Machines Will Be Replaced By the New, Faster Better
Machines from like Apollo, Pyramid, Sun and Hp and Then the
Microcomputers Came in and Mac Os, Ms‑dos and Windows, Those Are
Supposed to Replace All of That, Right? Then We Have Web Browser and
Network Software That You\'re Here To Learn about That We\'re Moving
into in the Future. This Is Supposed to Replace All of Your Desktop
Applications, Right. I Mean, There Are Very, Very Smart People That
Thought That Network Computers Would Replace Your Pentium 2 Machines. Is
That True? No. Paleontologists Have Learned That Dinosaurs Still Live
with Us Even Though Mammals Have Conquered the Earth, Really, They Have
Learned That Birds Are Direct Descendants of Dinosaurs. They Have
Hundreds of Millions of Fossils That Have Birds in Them. So, Dinosaurs
Are Here. Really What\'s Happening Is That All of These Things Are in
Existence Today. Is There a Mainframe Here in BLM? Yes? Are There Still
Mini Computers Here? Ok. And Are There Pcs Here? Are You Going to Get
Rid of Any of These Things Tomorrow When You Turn on the Web Site? It\'s
Not Going to Happen So All of These Things Are Here and When Somebody
Comes in and Says the Greatest Thing since Sliced Bread, You\'ll Replace
Your Stuff. I Don\'t Think It\'s True. The Key Thing to Remember Here Is
Heterogeneity Is the Rule Not The Exception. There\'s a Lot of Rules
That We Learn in School. We\'re Moving Towards Homogeneity. We\'re Not
Homogeneous. We\'re Not Homogeneous. We\'re Heterogeneous and We\'re
Very Diverse. That\'s True in Cyberspace, as Well. We Have to Learn to
Live with That. It\'s Not a Good ‑‑ in Some Ways They\'ve a ‑‑ That\'s a
Pitch for Apple. It Is Not a Good Thing to Say Redmond, Washington Is
Going to Dictate All of Our Software Desktops Forever. That\'s Not Good
for Us. Because You Have All of These Other Things in Existence. Bill
Gates Want You to ‑‑ Wants You to Think All of That Stuff Will Go Away.
That\'s Not True at All. So the Net Effect Is That There Is a
Heterogeneous Environment Caused by Evolution or Revolution. Things
Continue to Evolve and Brands. Today You like Dell, Tomorrow You like
Gateway. Day after You like Micron. Day after You like Apple, Whatever.
As You Buy Those Things, Do You Throw Them Away All the Time? I Don\'t
Think So. Because it Is Expensive to Buy Them Even Though They\'ve Been
Depreciated If They\'re Still Doing Their Job and Maybe the Person That
Wrote That Original System Went Away, Went on Vacation. Kind of Hard.
When I Talk about These Things in Maine, it Is Hard to Say They ‑‑ I Can
Say They Retire to Florida but I Can\'t Say That Here Because a Lot of
People Retire to Here. The Net Effect of Revolution, Too, Is Creating
Evolving Standards, Too. The More Acronyms of ‑‑ I Apologize for That.
We Have Standards in Iso, the International Standards Organization,
Fips, the Federal Organization Standards, Ansiii. And Ibm Mainframe Were
the Standards and Really the Fips, Federal Regulations Were Designed to
Break That Monopoly, That De Facto Standard. Really Should Be Applied to
Microsoft Windows as Well but Windows Definitely Is a De Facto Standard
Today, Right. You Guys Are Putting into Your Procurement Documents That
You Have to Be Windows Complaint or Windows Based Which Is Violating
Fips Regulations in Concept. Then We Have Netscape Browsers as the De
Facto Standard Was Until Microsoft Broke That and Introduced Internet
Explorer. So the Key to Survival for Us as Technologists Is to Remember
Interoperability Is Key. The Standards Are a Good Thing. The Standard
Programming Language Is the Standard Protocols Between Machines and
Software Modules Is Key. And Compatibility with Both Evolutionary
Changes and Branding Changes Is Very, Very Important. Very Important for
You to Remember That You Have Compatibility Problems That We Shouldn\'t
Be Incompatible Solutions into the Marketplace. And Force Vendors like
Us to Push That Way. I Have to Take a Drink. So, Today, the Problem We
Have Is We Have to Deal with Acronyms And We Should Have Been ‑‑ We Have
to Be Sharp on Them. That\'s Where You Have to Be Impressed with this
Group. The Minority of People That Are Here That Organize this Whole
Conference, They\'re Staying on Top of the Acronyms and the
Possibilities of this Technology for the Organization. I Really Applaud
You for Having That Vision and There\'s a Tribute in My Presentation a
Little Bit Later. Products Come and Go. One of the Biggest Problems We
Have Is Everybody Comes up Here To Sell You the Same Thing. The
Microsoft Sales Rep Will Sell You Iis, the Same Thing as the Netscape
Guy. How Do You Choose Between Those Two? And There\'s Actually ‑‑ Is
Simms a Store out Here? No. In Washington, There Is a Store Called Simms
and They\'re Commercial. This Quote Comes from an Educated Consumer Is
Our Best Customer. For You, Being Educated and Having Conferences like
this Is Really, Really Good Because it Allows You to Learn the Real
Truth about Snake Oil. So the Other Thing Is I Think There\'s Only a Few
More Stuff Here ‑‑ Technology Limitations. One of the Things I Found in
My Years of Re‑engineering Other People\'s Applications Is That People
Have Very, Very Hard Time Separating Between Real Business Rules and
Systems Imposed Business Rules. Very, Very Hard Time Separating Because
Maybe You Are a New Person Inside of the Organization and You Inherited
this Whole Business Process. You Didn\'t Realize That When the Guy That
Built the System Had All These Limitations and Did What He Had to Do or
What She Had To Do in Order to Make the System Work, this Is the Way it
Has Been and this Is the Way it Will Be. When You Ask Me to Come in to
Say How Do You Replace the System, You Say this Is Rule. You Have to
Follow the Rules Because That\'s What We\'ve Been Teaching Our Children
to Follow the Rule Os So Follow the Rules. When You Say Is That a Real
Rule You Have in Terms of the Law or Business Practice or Is it Because
this Is the Way You\'ve Always Done It. I Have a Story of a System Owner
That ‑‑ Information System Owner That When I First Went to Work with
Them, I Brought a Prototyping Tool So He Was Used to Using a Mainframe.
I Brought in a Prototyping Tool That Painted Dos Windows Really. So this
Is Way Old Here. And I Went into His Office to Show Him this Prototype I
Had Mocked up for Him and He Glazed over. Just Glazed over. Three Months
Later, Three or Four Months Later Once the System Started Working We
Were Having Dinner One Night, He Said You Know, Paul, That Day You That
Came into My Office, You Blew a Fuse in My Head. Literally His Brain
Could Not Function Anymore Because He Was Stuck on His Old System. He
Could Not Have the Perspective That I Was Trying to Show Him. Just
Couldn\'t Understand it at All. That\'s Because He Was So Stuck on the
Technology Limitations That He Had, That\'s the Way He Looked. He
Didn\'t Understand I Was Trying to Say this Is the Business That You Do
and How about this New Way of Doing It. He Couldn\'t Understand That.
It\'s Important to Understand Technology Limitations. Some Examples of
That, You Know, One Example Is Mainframes. If You Want to Do Mainframes
to Do Windows. It Is an Impossibility. To Do a Full Text Editor in a
Mainframe Environment Is Not a Possible Thing. To Do it like Microsoft
Word or Wordperfect Does Today. For Me, That\'s a Barrier. Infinite
Amount of Resources to Make That Happen. That\'s What Forces Evolution
or Revolution to Happen. You\'ve Reached a Barrier. People Want More and
Things Change. Then We Have Windowing Versus Html. You Have Windows and
Html, That\'s Limits as Well. Html, You like the Graphics, the
Presentation. Windowing Doesn\'t Allow You to Do That Very Easily. Now
We Have Html Versus Java. Where Html Is Nice but I like the Fact That I
Could Do Fast Data Entry Stuff in My Old Windows Application. So, Key
Here Is Find Your Comfort Zone and Live Within That. So, Think about
These Two Quotes Here. I Don\'t Know Who to Attribute That to but I Read
it Somewhere And it Always Stuck in My Head. Great Programmers with
Average Tools Will Produce Great Software. Great Programmers with Great
Tools Will Produce Software Faster. Average Programmers Will Produce
Average Results with Average Tools. Example Is Last Christmas, I Wanted
to Buy Christmas Presents For Myself So I Bought the Best Table Saw, 12
and a Half Volt Power Drill and All of the Cool, Nifty Stuff That ‑‑
Home Improvement Watching Guy Would Want. I Really Want That Stuff,
Right. I Wanted the Best and Powerful Things but You Know, I Couldn\'t
Build Anything Because I\'m Not a Good Carpenter but I Have All Of These
Cool Tools on My Shelf. And That\'s the Same Thing That Applies to the
Software Space as Well. So, the Key Is to Project ‑‑ If You Follow the
Sentence out Properly Is Choose the Right People, Choose the Right
Tools, Use The Right Platform and Manage the Project Well. Managers Have
‑‑ You Have Your Business Problems. So Think about this in Physical
Space. It Sometimes Is Hard to Deal with in the Cyberspace. If You Had a
Budget to Remodel Your Home, How Much ‑‑ What Decision Making Processes
Would You Go Through to Make Sure the Remodeling Happens with Minimum
Amount of Interruption on Your Family? You Find the Best General
Contractor, You Want to Make Sure He Knows the Code, That He Buys the
Best Equipment, Brings Good Guys on to the Site for You and That He
Manages it Well but You Have Responsibilities, Too. To Oversee That
He\'s Using, Following Budget and That He Shows Up on the Site and
Actually Does Work. Not off on Somebody Else\'s Site. So the Same
Problems You Have in Physical Space, You Have in Cyberspace. And So
Forth. So Let\'s Talk about These in Little More Detail. Ok. This Is
Actually an Example of You Investing in Your People. In My Business and
in Your Business, Our People Are Assets, Manufacturing Process and
Product. This Comes from Edward Deming. He Is a Tremendous Intellectual
That Helped Japan Do Their Thing. And What He Says. Every Organization
Has Assets, Manufacturing Process Around Product. In My Business, All
Three of Those Things Are My People. When G.m. Talks about Retooling
Their Plant, I Talk about Retooling My People. How Do You Retool Them?
You Send Them to School. Retooling Your Plant Is an Expensive
Proposition. Retooling Your People Is an Expensive Proposition. To Do
this Conference Two and a Half Days to Fly These People in With the
Satellite Uplink and Invite People like Me in Is an Expensive
Opportunity. But You\'re Doing the Right Things Because They Are the
Fabric of Our Organization. Without Them, You Have No Organization. So,
on Projects, You Have to ‑‑ Some of These Things You Have to Think about
Is When You Do a Project, You Do it with Internal People. Do You Do it
with External People or Do You Do it in a Mixture. This Is like ‑‑ this
Whole House Concept. You as a Homeowner, Do You Help with the Remodeling
Project to Offset Your Costs or So That You Know How to Maintain Your
Home After They Leave. Or Do You Just Outsource the Whole Thing. That\'s
Really the Concept or You Could Do it Yourself. If You\'re an Expert
Carpenter When You Were Growing up and You Helped Your Dad Do Things
That I Didn\'t, You Can Remodel Your Home Yourself, Then Great but These
Are Things You Have to Think About. When I Hire People from My Team,
These Are the Things That I Think about Here. I Look for Smart People. I
Look for Dedicated People and I Look for People with Experience. And in
That Order, Right. One of the Biggest Problems I Have as a Contractor
with Federal Services Contracts Is That it Asks for People with ‑‑
He\'ll Want To Pay Me High Rates for People with Lots of Experience. You
Want Do a ‑‑ to Do a Web Project So You Want to Hire a Person That Is 20
Years Inside of the Business, Do a Web Project. I Can Tell You Those
Guys Don\'t Know Web. The Web Project Is Young Guys, 20 Some Years Old
That Has Been Programming since They\'re 7 and Are Really, Really Smart
Guys. So, it Is Sort of Skewed. The Rewarding Mechanism That You Have
for Me Is Wrong. In this Situation. You\'ll See Five Years of Experience
in Java. Java Has Only Been Around for Two Years. So It\'s Very, Very
Hard Thing to Do. So I Always Find Smart People and Dedicated People
Because it Is Much Easier to Retool Them than Otherwise. \[ Laughter \]
Ok, So, Here Is ‑‑ So, Most Important Probably, I Shouldn\'t Put It at
Last. Maybe I Should Have Put it in Yellow. You Want to Look for People
to Think Different. You Want to Look for People to Think Different. The
Core Group of People That Put this Conference Together, They\'re Great
People. You Should Take Care of That. Because They Think Different.
They\'re Look at the Business Requirements. They\'re Looking at the New
Technology and Saying the Organization Could Do Better with this New
Technology. They\'re Changing the Paradigm. They\'re Changing the Way
That Your Organization Is Thinking. And I Applaud Them for That. I
Really Do. And So this Happened Also Keeping in Apple\'s Branding
Mechanism And I Thought Actually Very, Very Good Lead‑in to These People
That We Have. So, I\'m Going to Switch over to Another Machine Here. How
Many Have Seen the Apple Video on Think Different? Just a Couple of
People. Ok. So, I\'m Going to Play this. This Is a Quick Time Video So
We\'ll Just See It. It Is Only 30 Seconds.

Here\'s to the Crazy Ones. The Misfits, the Rebels. The Troublemakers.
The Round Pegs in the Square Holes. The Ones Who See Things Differently.
They\'re Not Fond of Rules and They Have No Respect for the Status Quo.
You Can Quote Them, Disagree with Them, Glorify or Vilify Them. About
the Only Thing You Can\'t Do Is Ignore Them. Because They Change Things.
They Push the Human Race Forward. And While Some May See Them as the
Crazy Ones, We See Genius. It Is the People Who Are Crazy Enough to
Think They Can Change The World Are the Ones Who Do.

Yu: What Did You Think of That? So I Want to Applaud the Guys That Put
the Show Together. Moving on to the Boring Stuff. It Is Hard to Follow
Steve\'s Productions. He Puts Together Great Stuff. So We Have the Right
People and Now the Right Tools. What We Find When We Were at Next, We
Found That Programmer Productivity Is a Constant. You Could Debug a Line
of Code and Give ‑‑ in a Given Amount of Time. Doesn\'t Matter What
Language You Pick. That\'s the Case. The Only Way to Increase Your
Developer Productivity Is to Reduce the Number of Lines of Code That
They Have to Write. That\'s the Key. How Do You Reduce the Number of
Lines of Code That You Have to Write. It Has Been a Constant since the
Beginning of Assembler. So That\'s the Key Thing. As We Look for Tools.
Another Syndrome in this World Is Give a Boy a Hammer and the World
Become a ‑‑ and the World Becomes a Nail. Very, Very True Thing. I Give
You Netscape and I Could Solve Everything with Netscape. I Give You
Windows, I Could Solve Everything with Windows. It\'s Not the Answer
Because Homogeneity Is the Key. It Is the Rule. In Your Tool Books for
the People Who Have Toolboxes at Home, Right, Do You Just Have a
Screwdriver? You Just Have a Hammer? How Many of You Have Tried to Use
the End of a Screwdriver as a Hammer? Doesn\'t Work Really Well, Right?
Doesn\'t Work Really Well. We Have People That Actually Admitted to
That. How Many of You Try to Use a Hammer as a Screwdriver? Nobody. But
It\'s Not a Good Thing. Choose the Right Tools for the Right Project.
The Second Project ‑‑ the Second Example of Case Study Applies To That.
So Tool Selection Criteria, Actually Broke These Series of Slides out a
Little Bit to Give You Some Examples. So, First Thing, I Think That\'s
Really Important Is That You Want to Find a Robust and Productive
Development Tool Environment. For Your Programmers. That Has Flexible
Capabilities to Deal with Very Complex Integration Environments. So Why
Is That? Because I Just Set the Stage for You. Your World Is Complex.
Your World Is Not Just Pc Talking to Pcs. Your World Is Pcs Talking to
Main Computers Talking to Mainframes Talking to Phone Devices Maybe Even
Talking to Data Collection Devices out in the Field. I Mean, Today You
Don\'t Think about Those Things but it Would Be Really Nice If You Could
Get Data Collection Devices or Even Satellite Downlinks into Your
Equipment So That You Can Get Information Right off of That. So ‑‑ and
to Increase Productivity, You Want High Levels of Functional Libraries.
Here Is an Example. So an Example of a Nonrobust Development Tool ‑‑ If
You Use a Bad Library of Tools, What You End up Having to Do, You Have
to Learn Html, Http. You Have to Learn Cgi Forms and I Don\'t Even Know
What That Stuff Means Really. You Have to Learn Database Content. You
Have to Learn Sql, All of the Stuff That Goes along with Databases. You
Have to Figure out How to Generate Html off the Fly Because The Database
Content Comes out. Then You Have to Manage States and Sessions of the
Application And So Forth Then Localization Is That If You Have to
Publish Your Content in Spanish or in German or in Chinese or in Swahili
For Whatever. Localization, You May Have to ‑‑ Because on the Internet,
People All over the World Can See Your Sites. Europeans Could Look at
Your Site and Say I\'m Coming to America. I Want to Go to a Natural
Trail Walk or Whatever and You Want to Be Able to Present That
Information to Them in the Local Language. Then You Write Your Business
Logic. You Write Your Business Logic after You Finish That Then You
Deploy. That\'s a Lot of Stuff for a Developer to Learn. I Mean You Have
to Learn Sql, Html. This Is Only Dealing with the Days Ta ‑‑ with the
Database Up. Not Dealing with Cpai\'s That You Have to Talk to or Other
Legacy Systems. That\'s Not a Good Thing. I Mean I Can\'t Keep All of
These Concepts in My Head Every Day. Not a Good Thing. What Is an
Example of a Good Tool? This Is the Only Web Objects Plug I Have in
Here. Web Objects Actually Does All of Those Things for You out of the
Box. It Doesn\'t Force You to Learn Sql. I Have Developers That Don\'t
Know Anything about Sql. All of That Stuff Is Taken Care of for You. All
You Focus on Is Writing Application Logic. The Issues Is Taken Care of
for You by Scalability and So Forth. What Does the Picture Tell You? Our
Philosophy Was ‑‑ or the Opening Lean I Gave You ‑‑ Opening Line I Gave
You, Programming ‑‑ Writing Html Is Programming. By Just Focusing on One
Bar, You Decreased the Amount of Code You Have to Write. That\'s the
Idea of a Good Product. That\'s Really What You Want. Some Other
Products Will Say We Generate All of this Code for You. How Do You
Maintain the Code That Was Generated Because Your Business Is Changing.
Your Requirements Are Changing. Once They Generated That, How Do You
Take Care of That? The Idea Is to Write Small Amount of Code to Make
Things Happen For Yourself. Next Thing Is Delay Architectural Decisions
as Long as Possible. What I Mean by That Is If You Choose a Tool That
Forces You to Commit to a Technology Right Away, That Would Be a Bad
Thing. So, for Example, If I Said I\'m Going to Start a Project and You
Say Today I Want You to Use Informix. Three Months down the Road,
Somebody Else Bought a Site License For Oracle. They Say I Want You to
Switch to Oracle. Oh, Sorry. That\'s a Three‑month Delay in the Project
Because I Wrote All of These Procedures into Informix and They\'re Not
Portable to Oracle. That\'s a Bad Thing. That\'s a Very, Very Bad Thing.
But Some Tools Force You down That Road Because They Say Hey, This Is
the Way it Is. You Choose My Tool, Even Though We Support the Other
Products, You Choose a Tool, You Made a Commitment at the Beginning of
the Project, this Is What You\'re Stuck with. This Is a Bad Thing. So,
the Idea Is That Not Only Should the Product Support These Environments.
They Should Allow You to Choose Them on the Fly During the Project.
That\'s a Very, Very Different Thing Between ‑‑ on the Spine of The Box
Saying We Support These Things than Saying You Can Change Your Mind
Later. Examples That I Have on this One Project, the Target Environment
Was Informix. We Wrote the Whole Application in Oracle. Did the Whole
Application in Oracle. Two Days Left on the Project, Right, Steve? Two
Days Before the Demo We Were Supposed to Do, I Get the Cd For Informix.
I Don\'t an Informix Person on My Team. I Took the Cd Home, Learned How
to Use it for a Little Bit. Installed it for the Development Team with
Two Lines of Code Changed, I Believe. That about Right? About Two Lines
of Code Changed. The Application Worked. Two Days Before, I Got the Cd,
a Day Before, We Converted from Oracle to Informix with Two Lines of
Code Changed. That Is Cool. People Who Don\'t Do These Things Can\'t
Believe It. Every Time out of the Box You\'re Committed to a Technology
and That\'s It. You Do Not Change it but to Being Able to Do Those
Things During The Project, Gives Developers and Management Tremendous
Flexibility in Decision Making. And That\'s What You Want in a Tool. You
Don\'t Want the Tool to Force You down a Path That You Don\'t
Necessarily Want to Go. So, the Tool Should Also Support Standards like
Java Which ‑‑ a Good Sample Is When You ‑‑ When You Go to the Bookstore
When the Bookshelf Is Full of a Given Programming Language and Teach
Yourself this in 21 Days, That\'s a Good Thing for Your Product To
Support. It Also Should Support Traditional Tools, a Good Text Editor.
You Don\'t Want a Tool to Generate Everything and Force You Inside of
Their Box Because If the Code Is Not Maintainable, You\'re Stuck with
Their Tool Forever. That\'s Not a Good Thing. You Also Want to Have
Probably the First Thing I Always Do Is Do Source Code Control. I Hope
You Guys Do That, Too. Important for the Tools to Support Those Things.
And the Last Thing That I Put on the List Is Easy to Learn. Originally I
Had this in Reverse Order. I Had this at the Top. I Said That\'s Not
Really the Message I Want to Send to You Guys Because When You Buy a
Tool, You Say Boy, I Could Bring an Html Page up in Five Minutes with
Frontpage or with Some Other Html Editor but it Doesn\'t Solve the
Business Problem for the Long Term Necessarily. So Easy to Learn Is Not
Necessarily a Good Thing. It\'s Really Long‑term Programmer Productivity
and Integration Capabilities That Drives the Future for You. If You
Focus on Easy to Learn, You\'ll Encounter the Limitation Of That Tool
and You Can\'t Get Through It. That\'s a Very, Very Bad Thing. You\'ll
Reach Physical Limits on the Tools and That Would Be a Project Killer.
It Is a Consideration in Your Criteria. It Shouldn\'t Be the Driving
Factor. So, When You Want to Do Tool Selection for the Web, Is There Any
Difference to Generalized Tool Selection? I Don\'t Think So. Exactly the
Same. You Should Apply the Same Methodologies That You Would for Taking
Care of Your Programmers in the Web as You Did in Other Other Tool. The
Right Platform ‑‑ I Can\'t Do My Chinese Imitation Here but a House
Built on Shaky Foundation Will Not Endure for You. That\'s a Given.
That\'s a Normal Thing. So, What Is the Right Platform? It Should Be
Scalable, Portable. Integrates and Interoperates. Those Are Nice Open
System Concepts. Stick with Them. Today it Should Be Y 2 K Complaint.
Bad Thing If You Buy a Platform That\'s Not Y 2 K Compliant. And That it
Supports Your Business Model. We\'ll Talk More about the Business Model
Here. All Right. So, in Architecture or Industrial Design, Form Follows
Function, Right. So, the Same Thing Is True in Here. You Need to Know
What Your Business Model Is. Is it Centralized or Distributed. So, Is it
Internet or Internal? Public Access to Your Information Versus Your
Administrative System. Extranet and Intranet. Extranets Are Networks
Between You and Your Trading Partners, Not the Same as Internet. And
Intranets Are Systems Designed for You, Internal to BLM for The
Employees to Use and So Forth. Or Is Your Business Model All of the
above. I Think You Are, Actually, Right? You Have Employees, You Have
Trading Partners, You Have Customers in the Field and You Have
Headquarters and Field Offices That Need to Communicate with Each Other.
So, Ok. Test! What Is an Internet? Excuse Me? Let\'s Start with
Intranet. What about Extranet? You\'re a Very Good Student. Give That
Present to Her. That\'s Very Good. These Are New Terms. Very, Very New
Terms. I Just Wanted to Make Sure We Touched on That That Extranets Are
Designed for You and Your Trading Partners. They Have Different Security
Requirements and That You Should Be Considering Those Things in Those
Business Models. And the Tools Should Support Your Business Model. Ok So
Now We\'re Almost to the Case Studies, I Promise. This Is Key for
Managers. Irm Managers and So Forth. Managers Define the Process and
Programmers ‑‑ this Comes from Deming as Well. Good Programmers Are Not
Able to Overcome Bad Management. That Is a Given. We ‑‑ Most of the
Time, When Something Goes Sour, I Take the Blame. I Say It\'s a
Management Breakdown. When That Happens, Say it Is a Management
Breakdown. What Edward Deming Was Talking about Was Whatever ‑‑ People
Naturally Want to Come to Work and Contribute. They Want to Work Hard
Within a Group. So If You Define the Wrong Process and People Are Work
Hard at It, They Produce the Wrong Result for You. Is That the
Employee\'s Problem or the Manager\'s Problem? It\'s the Manager\'s
Problem. So, as a Project Manager, it Is a Very Tough Job. You Have All
of the Spaces You Have to Manage Especially in the Federal World. If You
Do a Brand New Project, You Have to Deal with People, Training Them,
Retraining Them, You Have to Coax Them and Encourage Them. You Have
Visionaries That Want to Try to Coax the People into Doing Something.
Application Software Which Is What I Do Normally Is Only a Small Portion
of this Problem. You Have to Talk about the Platforms, Architectural
Infrastructure, the Networks, Especially in the Network Portion, As You
Go Towards the Net as Your Vending Mechanism, Your Network Pipes Need to
Be Very, Very Big. Need to Be Very, Very Clean. The Postal Service
Example, We Couldn\'t Ping from One Machine to The Other. They Were
Complaining about Application Performance but We Couldn\'t Ping from One
Place to the Other. Of Course the Application\'s Going to Be Slow
Because It\'s All Networkbound. Important for You to Take Care of These
Things as You Build Your Network‑oriented Applications. Of Course You
Have Politics and Contracts Because Most of You Guys Have to Lend
Contracts to People like Me to Get Things Done. I Came up with this
Concept Myself. The Hierarchy of Needs and So I Come up with the
Hierarchy of Software Actualization. Most of the Time as We Moved into
the Pc World, We Have a Lot of Rapid Application Development Concepts
and What Really Happens Is That We Only Deal with These Three. There\'s
a Lot of Microcomputer Based or Network‑based Applications That Never
Got to Production. You Spent a Lot of Money Building Prototypes Then You
Say I Want To Deploy this to 100,000 People and They Say it Is Good for
Five People but it Doesn\'t Go to Big Environments. Bad Thing. But in
the Right Approach, You Need to Remember That the First Thing You Need
to Do Is Prove the Technology Is Going to Work. Work in the Unify Whole.
Heterogeneous Environment Will Pull Together. Then You Want to Build to
the Functional Requirements, Then Debug the Application. After the
Application Works, Then You Worry about Scaling. There Are a Lot of
Tools That You Find. A Lot of Platforms That You Kind Don\'t Talk about
the Last Two Portions. I Prototype Really, Really Well. I Help You Get
to Easy Learning, Easy Example to Get Project Buying but the Project
Dies Two Years Later Because it Can\'t Deploy. Need to Worry about Those
Things. Ok, So, I Love These Two Bullets, Really. The Characteristic of
a Well‑run Project. Bottom Line Is Their Software. It\'s Not Good
Methodology, It\'s Not Whatever. At the End of the Day, My House Is
Built for Me. My Remodeling Project Is Done. I\'m Happy. That\'s What a
Well‑run Project Is. And If You\'re Trying to Do a Skunk Works Project,
the Second Bullet Is Key. You Can Do All of the Paperwork You Want. He
Who Has Software Rules. He Who Has Software Rules or She. But Anyway,
These Are the Characteristics That I Keep Coming Back To. Management Has
Vision, Clear Objectives Which Use the Right Platforms and the Right
Tools. We Know Methodology as Guidance, Not as Dogma. You Don\'t Want to
Do Strict Adherence to Methodology but You Don\'t Want to Throw it out
the Window. Methodology Helps Guides You to Do the Right Things. A Good
Place to Start Is Sei, Cmm. You Should Go to this Site and Read up on
Cmm Leveling and Concepts There. Most Other Agencies Actually Have
Procurement Regulations That Says Cmm Level Two Is the Bare Minimum for
Vendors to Come in to Do Software Developments So You Should Go There.
Ok. What it Comes down to for the Traditional Rm People in Technology Is
Web Based Software Development Is Just like All of The Stuff That
You\'re Used To. Don\'t Let Anybody Kid You. I Would Say the Only
Difference Is You Have to Develop Graphics Into Your Team to Help Make
the Site Look Nice. Wow, We\'re Done with That. Did You Learn Anything?
It\'s Very Dry, I Know but It\'s Better than a Sales Pitch, Right? These
Two Projects, I\'m Presenting Them in Reverse Chronological Order. The
Project We\'re Doing Right Now ‑‑ and Then the Postal Service Is What
We\'re Doing Later. The Oc Health Affairs. Just like You Guys, Hard to
Realize They\'re Probably the Largest Health Care Provider in the
Western World. I Didn\'t Want to Say in the World Because I Didn\'t Know
about China or Some Other Organization That May Have Larger Hospitals
And So Forth but They Have 5 Million Military Personnel and Their
Dependents at 120 Military Treatment Facilities Worldwide. When We Hear
about the Good Ship Hope, Whatever, That All Belongs to These People.
They Came up with a Business Process Model They Want to Improve The Care
of Our Soldiers. And this Is Borrow from Them and I Can\'t Explain it to
You Well But this Is the Business Process That They Want to Move To. I
Believe this Is Wellness Examiner\'s on the Outside Looking Into the
Process and Trying to Improve the Business Process Here And Then, You
Know, They\'re Just Trying to Make Sure the Process Flow, Information
Flow Is to Improve the Overall Care of Our Military Personnel. Their
Business Challenge in the Context I Gave You Before Is That Really What
Drove this Project Was Congress after the Gulf War Syndrome Came Out,
Congress Is All over Dod. And Dod Said, You Know, I Can\'t Tell You
What\'s Causing this. We Gave People Shots. It Was on Paper. I Can\'t
Create a Report for You. That Reporting Problem Caused this.
Technically, They Have Patient Based Information Systems, Paper Based
Information Systems and They Had a Very, Very Expensive ‑‑ They Still
Do, Very, Very Expensive Proprietary System That Costs \$2 Billion to
Develop and Deploy Worldwide. \$2 Billion. The Business Model Is a
Worldwide 7 X 24 Operations. So, Their Business Solution with the Model
Previous Process Model Is to Develop a Patient‑oriented Information
System to Improve Patient Care, Meet the Reporting Requirements That
They Had and Support the New Business Processes. But They Were Totally
at a Loss. They Were Totally at a Loss. Before I Got Involved in the
Project, in Their Official Documentation, They Called it the Wizard of
Oz, the Emerald City. Their Target Was the Emerald City. They Didn\'t
Know How to Find the First Yellow Bring on the Yellow Bring Road Let
Alone to Deal with the Witches and Flying Monkeys. They Didn\'t Have a
Clue! The Information Systems Problem ‑‑ I Shouldn\'t Be So Negative. I
Apologize. If this Tape Ever Got to Them, I Apologize. Maybe They\'re
Focused in on the Satellite, Too. They Had an Archaic System. Dod Had a
Lot of Other Stuff Going On. They Had a Whole Document on the Common
Operating Environment That All New Software Is Supposed to Fit Within.
That\'s Their Attempt to Manage the Heterogeneous Environment. That\'s a
Good Reference Document for You Guys to Look at as Well. They Also Had
Site Licenses for Netscape Server and Browser and For the Health
Affairs, They Had a Free License for Informix Then They Purchased Oceana
Notewriter and Activex, Control, They Don\'t Mix. They Just Don\'t Work
Together. Then the Information on the Patients and Providers Were Stored
In These Stove Pipe Systems Redundantly So a Doctor Gets Transferred
from One Mtf to Another, They Exist in Both Places But We Don\'t Know
That. Their Objective Is to Whether Build a New System That Supplemented
it but Not Replace It. I Guess Maybe the Key Thing Here Is They Want to
Be Able to Deploy this So That the Hospitals Stay Operational. They
Can\'t Shut down the Hospital. They Can\'t Shut down the Hospital to
Deploy a System. Has to Be Deployable That the Previous System Works,
You Could Deploy a System Seamlessly and Then Slowly Turn off the Other
System. That\'s a Huge Migration Problem for Them. So, Their Challenges
Were the Legacy System Was Written in Mumps And ‑‑ Does Anybody Know
What Mumps Is? It\'s Right There Actually. It\'s a Hierarchical Database
That Nobody Knows How to Integrate With. And Really the Problem Was
Finding the Right People, Finding the Right Tool and the Right Platform
Because They Were Dealing with A Lot of Snake Oil Sales. They Had Money
and People Were All over Them to Spend the Money On Things. So Their
Choices Were Stay the Course Which Was Not Totally Viable Because it
Didn\'t Meet the Congressional Mandate of Producing the Right Reports.
They Could Try to Buy a Regular Hospital Care System but That Didn\'t
Seem to Work Because They Weren\'t Going to Be Able to Shut down the
Hospital, Bring up the System and Push Everybody Out. They Needed a New
Solution Which Was the Clinical Encounter Application. It Did
Everything. You Would Think That it Was Just Magic but this Is What it
Looks Like. So They Have Their Legacy System over There on Your Left, I
Guess. And Then They Wanted to Build a Supplemental System Here with All
of These Data Sources and They Want to Hook it Up. That\'s the Picture
That They Wanted to Create. It Actually Works. Amazingly. This Was a
Cots Package. The Security Server Was a Cots Package. This Is Informix.
This Is the Legacy System That Had an Api and That System Was Mumps over
There. And Everything Is Tied Together and this Is a Different Approach
To Showing You How the Web Works So I Have to Click Through This. User
Clicks the Submit Button. This Is the Whole Request Response Loop of Any
Web Application That You Build. So, It\'s Not Just Chcsi. The Browser
Serves it to the Server. Server Sends it on to the Application Server
and the Application So We Receive the Request Let\'s Say this Is a
Request for Information Both in the Legacy System and in the New System
So We Formulate a Request to the Legacy System, the Legacy System Does
it Thing. Pulled the Data out. Sends it Back Then Says I Need to Pull
Data from the New System As Well. Goes to the New Database. Pulls Data
Back. Put it Altogether and Sends it Back. Creates the Html and Sends it
Back. And Finally, the Guy Sees It. This Is Very, Very Different from a
Traditional Client Server Model Where You Have Your Desktop Here, and it
Displays It. Lot More Pieces in Play Here. So, It\'s Something to Keep
in Mind as Far as Application Modeling. So Their Solution ‑‑ I Didn\'t
Want to Put this in Here Because I Thought it Was Selling Too Much of
Apple Web Objects but I Thought You Have to ‑‑ You Will Want a Checklist
as to What They Use to Make this Thing Happen. So Generally They Choose
Apples Webobjects Which Runs on Both Nt And Solaris. We Haven\'t Made
the Decision Yet ‑‑ That\'s Another Example of Delaying the
Architectural Decisions. Development Tool Was Web Objects and
Programming Was with Java And Objective C. It Was down Outsource by a
Combination of Contractors. See, I Didn\'t Sell Myself There. The
Current Status, We\'re in the Final Week of Testing and Evaluation. In
January, We\'ll Be Deploying to Hawaii ‑‑ I\'m Not Volunteering For That
Installation. And the Current Comments Is That It\'s So Much Better than
the Current System and They Want to Know When We Can Have It. We Have to
Go Through the Testing Cycle. That\'s the Important Thing about Your
Program Management to Test Your Application Because You Don\'t Know Who
Could Hit It. Before You Could Have a Lot of Control over Your Client
Server Applications but this Put the Url out There, Anybody Could Hit It
and Crash Your Application and You Need to Test it a Lot. Why Were They
Successful? They Chose the Right Platform. They Had the Right People.
And I Think It\'s in this Order, Too. They Had the Business Vision, What
They Wanted to Do. They Also Pay for a Lot of Previous Prototypes That
Never Got Beyond Prototyping. They Paid for a Lot of That. We Actually
Reuse the Screens from One of the Prototypes to Build the Application.
Then They Used Dod Life Cycle Methodologies to Control the Project. Most
of All, it Was Hard Work. We Killed Ourselves on this Project,
Literally. There Was a Period of Two Months, Probably June and July,
Where Literally We Worked on Universal Time. We Worked 24 Hours a Day to
Make the Software Happen. It Was a Brutal Project. Because They Have
Been ‑‑ Other People Have Been Selling Them Approaches for Two and a
Half Years. They\'ve Been Spending Money for Two and a Half Years. We
Came along We Said We\'ll Do it for You in Four Months. We Built That
Entire Architecture in Four Months. It\'s Impossible. We Killed
Ourselves to Make That Happen. Unfortunately this Story Is Very, Very
Similar. The Postal Service Is the Largest Civilian Employer in the
World. They Have a Million People on Board. That\'s Huge. They\'re a
Huge Distributor of Organization. Head Quarters in Washington D.c. 85
Districts, 40,000 Post Offices and These Other Contract Units. 30% of
the World\'s Mail Goes Through the Postal Service. To Me It\'s Amazing
We Get First Class Mail in Three Days. The Fact That 30% of the Mail
Goes Through Here. They Actually Touch 120 Million Addresses a Day. So
Their Business Process Was Outdated. How Much of a Pain Is it for You to
Go to Your Post Office and Fill out a Form? Leave a Note in Your
Mailbox. For Me, I Get a Call to Fly out of Town. When I Was Single it
Was Even Worse. You Come Home, the Mailbox Is Stuffed Full of Stuff. It
Would Be Nice to Call a Phone Number and Do this for Me While I\'m Gone.
I\'ll Take Care of It. So That Was a Huge Problem. All of Their Data Was
Stuck in the Mainframes. They Had Lots of Competition with U.p.s. and
Fed Ex. Now I Believe the German Postal Service Is Coming Here to Try to
Take Away Their International Mail Traffic. Lots of Competition in That
Space. They Came up with a Concept of Opening Six National Call Centers
Creating a Convenient Telephone Number. This Is Real, Too. You Can Pick
up Your Phone and Call 1‑800‑ask‑usps. What They Wanted to Do Was
Replace Telephone Time Your Poster With ‑‑ Postmaster with Low Cost
Operators in the Call Center. National Database to Manage All of this
Stuff and Distribute This Information to the Post Offices. That\'s What
They Wanted to Do. So this Is ‑‑ I Worked Hard on this Slide, Too.
Please Appreciate It. Here\'s Us in the Upper Left Hand Corner, the
National Call Center. You Could Call Them up and Say Want to Do a Zip
Code Lookup. I Have an Address. You Call Them Up. They\'ll Say Here\'s
the Zip Code. You Call Them up and Say Hold My Mail. They\'ll Take it
Down, Record it and They\'ll Forward That on to The Post Office for You.
I Want to Know Where My Express Mail Is. This Is Where Fed ex Was Eating
Their Lunch. They Didn\'t Know Where Things Were. They Had it in the
Mainframe. They Couldn\'t Get the Information out. We Helped Them Get
the Information out So Your Express Mail Is There. But Notice Here They
Don\'t Have to Go to the Post Office. The Model Is Just Between the
Customer and the National Call Center and the Post Office, this Would
Have Been a Horrendous Problem to Solve for Them. The Post Office ‑‑ the
Postmaster General Would Have No Clue How To Look for this Information.
I Want to Complain about My Postman Kicking My Dog, Macing My Dog or
Chewing My Mail and Destroying Mail, Whatever, So They Take That down as
a Service Issue Then Notify Their Consumer Affairs People to Watch over
Them. So, the System Objective Was Build a System to Support this Model.
And So it Has to Be Centralized to Support the National Service Centers,
Decentralize to Support the Post Offices. We Started in July. We Had to
Deploy to the First Call Center in December. We Actually Went Live in
December. Had to Be Easy to Learn Because the New Operators ‑‑ this Is a
True Story ‑‑ Went to Denver to the Call Center Week after it Opened.
They Had a Sign That Says Take Urine Tests over Here. Over There, Take
the Test to Be a Call Operator. What it Appeared to Me Was If You Could
Pee in a Cup and Pass, You Got a Job. That\'s a Bad Thing. The Software
Had to Support That. You Can Pee in a Cup, You Can Get a Job. And it Had
to Be Easy to Use Because the Call Time On‑line Was Very, Very Expensive
for Them and They Had to Reuse the Existing Information Systems Just
like Here to Be Easy to Maintain and Distribute to the Post Offices.
They Didn\'t Want to Have Somebody Send it to Postmasters to Install on
Their Machines. That Would Be a Bad Software Distribution Model for
Them. They Could Do Mainframes Which Was a Bad Answer. They Could Do
Client Server. This Is Cree Years Old. Client Server Was Still the Vogue
There. But the High Distribution Costs to the Post Offices Was Not the
Right Answer. And They Declined That So They Needed a New Solution as
Well So We Built Them an Integrated Client Server and Internet
Application. They Both Work Together. This Is a Very, Very Radical
Concept, I Think. The Same Software Code Base Supported Both
Environments. So You Can Have Administrative People Who Do Data
Collection in A Client Server Mode and the Data Go into the Database and
It\'s Vented out to the Web. Basically the Business Logic Would Be
Exactly the Same So You Don\'t Have to Have Two Separate Code Bases.
That\'s What They Have. So Here\'s What Their Picture Looked like. So
this Picture Here Looks Exactly like the Previous Picture, Right? Html
to the Post Offices With, in this Case, They Added a Mainframe That We
Talked to and Relational Database That They Have. But Because of the
Call Center and Basically Because of the Call Center, We Had to Do All
of These Things, Too. We Had to Talk to the Windows Nt and the Client
Server Mode, We Had to Talk to the Phone Switches to Allow Phone
Transfers to The Desktop and They Had a Rates Engine That We Had to Talk
to And They Had an Address Matching System, Cd with All 125 Million
Addresses on it That We Had to Talk To. This Is What I Mean by a Robust
Architecture. When You Think You Only Have Your Stove Pipe to Deal With,
it Is Easy to Allow Yourself into Thinking I Just Talked to One Database
but When You Look at the Big Picture, There Is a Lot of Things You Could
Talk To. Now They\'re Looking at Pushing the Same Information Content on
To the Web. They\'re Opening Another Store, Another Franchise, If You
Will ‑‑ Why Should You Have to Call up the Call Center and Talk to a
Human to Do a Zip Code Lookup If You Could Just Go to Their Web Site,
Type in an Address and Have the System Provide You with The Same
Information. Cost Reduction in That Situation. Their Platform Is Similar
to Ours. In this Case, Oracle Is Running on the Mainframe and Web
Objects Running on a Solaris Box out There. And Here in Web Objects, the
Interface Builder Is the Client Server Development Tool. There Was a Mix
of Contractors and Internals. Ok, the Current Status Is That It\'s
Actually in Production Here. There Is a Call Center Here. This Is Not
the Pee in a Cup Story. The Call Center Here Has Been in Operation for a
Long Time. There Are Three Call Center ‑‑ Centers in Existence Already.
Phoenix, Denver and Tampa. Phoenix and Tampa Were Previous Call Center
as Prototype Sites They Had and Denver Was a Brand New Site. All Tolled,
I Would Say about 1,000 Client Servers Using the System. The Internet
Application Is Supporting All of the West Coast. I Don\'t Know ‑‑ Did
You Get a Little Flier? Announcing the 100‑800 Call‑usps? In California
it Is in Production. If You Called Your Local Post Office, Once You\'ve
Been Enrolled, You Would Go to a Voice Response Unit and it Would
Transfer You Over to the Call Center. But They Could Transfer You Back.
So What They\'re Doing Now Is Adding New Services on Money Movers. One
of the Biggest Things That\'s Happening Is Post Offices Apparently Is a
Very, Very Big Hub for Transferring Money from Here to Mexico. I Didn\'t
Know That but So They\'re Adding this Money Mover Concept into the Call
Center So That They Could ‑‑ the People in Mexico Could Call up and Find
out about These Things. People Here to Could Move Money. What They Found
Is That this New Database ‑‑ Is Becoming Their Corporate Database for
Them. It Is Becoming a Strategic Corporate Asset for Them. Lots of
People Want to Get Their Hands into this Resource. Why Should They
Successful? The Marketing People Had a Very, Very Clear Business Vision
as To What They Wanted to Do. They Chose to Use Visual Basic to Build a
Prototype and They Couldn\'t Deploy it to the Post Offices So They Came
to Us or We Went to Them and We Used the Client Server Capabilities Then
Introduced Web Objects with That to Allow Them to Take it to the Web.
Again, it Was Very, Very Hard Work. That Seemed to Be the Thread of My
Story. I Didn\'t Want to Be Too down but Hard Work Is Really Important.
Every One of You Probably Who Manages a Productive System Have Been up
All Night at One Time or Another Trying to Make Your System Come to
Life. We Never Get the Credit for That, Right. We Only Get the Blame
When the System Doesn\'t Work. Ok. Any Questions about Those Two
Samples? Ok. Let Me Talk about Bureau of Land Management as an Example
Application. We Came Here I Guess about a Month Ago or So to Talk about
a Project. This Is Just an Example. I Looked on the Web and Realized
Boy, You Guys Are Big! Lots of Data and Content to Vent out on to the
Web and So Forth And Lots of Trading Partners. So, We Came Here about a
Month Ago to Look at ‑‑ I Didn\'t Think It Was Just Resource Management.
I Thought it Was Recreational Resource Management Was More Appropriate.
For Me, That\'s What I Called It. So We Saw this Application and We ‑‑
since I Was Doing this Presentation, I Thought We Would Take a Quick
Moment to Do a Prototype of it Using Web Objects So That You Can See
What the Previous Application Looked like and What a Web Version May
Look Like Just for Comparison. It\'s Not a Plug for Web Objects or
Anything like That. Steve, Can You Come Up? This Is Steve Meyer, One of
My Lead Architects That Got the Unfortunate Job of Trying to Bring this
Junior Developer to Bring Rmis up to Speed. Then We Had a Major
Technical Difficulty Yesterday or Night Before Last, the Hard Disk
Crashed and He Had to Rebuild Everything Yesterday and We Finally Got it
to Work Last Night at 12:00 Local Time in the Hotel. So, Do Appreciate
That. Can You Switch it Back First? Ok. So I\'m Going to Talk about the
Two Aps Then I\'ll Demonstrate and We Can Go to Questions and Answers.
Rmis Was Built with Clipper and Dbase Iii Language. People Still
Remember What That Is? Rmis Is Designed for Collection and Then Reported
to Headquarters for Report Generation If I Remember Correctly. So, It\'s
a Huge Problem to Mail out a Stack of Diskettes Every Time Software
Changes and it Is a Problem for Them to Send Their Database Files Back
and Then it a Problem for the Collection of All of the Data into One Pot
and Then Send it to Somebody Else To Create Reports for Distribution and
the User Interface Was Very, Very Good. I Want to Say it Was Very, Very
Good for its Day but I Think If You See in the Web Space It\'s Very,
Very Different. In Web Objects Tomorrow, the Platform Is Windows Nt or
Solaris. Access Is the Database Right Now in this Example. We Could
Report to Informix with Little Difficulty. The Whole Program Is Written
in Java. It Solves the Problems and Should Lay the Foundation for the
Future. Steve, Why Don\'t You Take the Other Mic Here. So You Can Talk
about It.

this Actually Is One Version of the Current System Which I Figured I
Would Bring up So Anybody Who Hasn\'t Seen it Has Some Idea What it Was
‑‑ by the Way, Paul, it Was 2:00 A.m. Not Midnight, Got this Done. This
Is a Little Bit less Comprehensive than it Would Have Otherwise Been So
I\'ll Take You down a Very Small Part of the Existing Tree and Then Show
What You Can Do in a Short Time for Simple Bringing Things over. This
Ties in Well to What Paul Was Saying. As Far as Hard Work, the Hard Work
Is Understanding How the Back Things Work. Yes, That\'s M‑e‑y‑e‑r.
Heading down to Look at the Recreational and Management Area List. Small
Thing from One of the Field Offices. It Is by No Means All of the Data.
If We Look at the Existing Thing Here, a List of Areas. You Can Pick
One, Get a Little More Information on It. You Can Edit Individual Things
about It. You Can Go and Pick up Individual Sites Within the Area.
Learning Things about the Number of People, That Sort of Thing. Now,
It\'s Been a Real Long Time since I\'ve Used Dos Applications. So I Find
this Really Awkward. It May Be Other People Don\'t Have this Problem but
I Keep Wanting to Be Able to See More Stuff. Things Pop up on Top of
Other Things and I\'m Really Uncomfortable with It. I\'m Glad That
There\'s Another Alternative to It. Just That Path I Took You down Right
There, the Equivalent in a Web Type Environment Would Be Something like
this\... This Is Actually Something That Will Become Important Later, I
Think Is That There Really Isn\'t Any Data Security in the Existing
System. If You\'ve Got All the Disks and Installed One in Your Machine,
There You Go. So, the First Thing Is as Soon as You Move to a Web Space
When Just about Anybody Can Hit a Url and If You Were Not Careful,
Everybody Can Hit a Url, You Will Be Wanting to Have Some Kind Of
Security on It. Naturally I Didn\'t Implement That in the Amount of Time
I Had. But Here\'s the Equivalent of the First Operating Just to Get the
Basic Rma Data out of It. And You Can Do Pretty Much the Same Sort of
Stuff That You Would Do in the Other System. You Can Edit Some of the
General Information on It. I Should Also Point out I\'m Using a Beta
Version of the next Version of Web Objects. I\'m Hoping That Nothing
Goes Wrong Here. Simple Matter of Being Able to Edit Things and Then
Bring Them On Back. Similarly, You Can Go and Get ‑‑ I Know this One\'s
Not All That Interesting for Data. You Head to this Particular Rma. Pick
up the Additional Site Info. Get Something like That. Then Link out to
the Individual Properties and Pick up Information from Them. The
Important Thing to Note Is That All of this Stuff That\'s Happening Is
the Product of about Four Hours of Work. And Three of Those Hours Was
Really Understanding the Data Model. So, That\'s the Hard Part. The Easy
Part of Doing Web Things with the Proper Tool Is Spitting out the ‑‑ to
Take this Thing and Change it So That All Of the Number Formats Were
Different, I Mean That\'s Five Seconds. And Actually I Wouldn\'t Even
Have to Stop the Application to Change That. I Mean It\'s That Simple.
So, the Hard Part Is Always Going to Be Understanding Your Business and
Understanding Your Legacy Systems and the Rules That Are Hidden Within
Them. That\'s about All I Have.

Yu: Thank You, Steve. So, the Site Actually ‑‑ It\'s Not Just Four Hours
of Engineering Work. We Had a Graphic Artist Create the Icons and Pull
over Your Logo And Used Green Tent in Your Icon to Make the Site Look
Professional. And That\'s ‑‑ I Can\'t Emphasize Enough ‑‑ Many People in
My Organization Have Told Me That Was the Best Decision I Ever Made As a
Manager Was to Hire a Visual Communications Specialist to Come on Board
to Help Us Do Those Things Because ‑‑ \[ Applause \] Because They\'re
Very, Very Good on the Human Interaction Portion. Engineers Are Very
Good at Solving Technical Problems but If You Will, it Is a Carpenter Is
Not the Interior Designer, Right? So, it Is a Key Distinguisher. Carp
Enter Is Not the Interior Designer. It Is Important to Find the Interior
Designers to Help Make the Space Look Nice and Livable. Ok. So Just a
Quick Summary Before We Get to the Questions and Answers. What Are the
Keys to Success? There Are No Silver Bullets. Can You All Say That?
Remember That! Hard Work Makes Software Happens. That the Cardinal Rule.
There Is No Short Cuts to That. And Software Costs Just like Delivery of
a Baby Starts at the Delivery. Not the Time of Construction. It Is
Really the Maintenance Cost of the Application Is Really What Drives the
Life Cycle Cost of the Application Up. So That\'s Important from the
Budgeting Perspective. The Reason Why Your Legacy System Costs So Much
Is Because You Didn\'t Budget for That and Think about Those. Other Keys
Really Are You Have to Know What You Want to Do. You Have to Have
Vision. You Have to Have Commitment to the Project. You Can\'t Do
Software Development Willy‑nilly. I Have an Unfinished Basement, Right.
Steve Actually Has Offered to Help Me Refinish My Basement. I Can\'t Get
the Project Started Because I Don\'t Know What I Want To Do down There.
My Wife Knows but I\'m Not Agreeing with Her, Right. We Don\'t Have
Vision or Commitment to Do Something. So We Can Never Get to Good
Management and Choosing the Right Tools and People to Do the Work. But
to Do Software Development, it Is Key to Have All of These Things but it
Starts with Good Management. Just like Software Developers, You Know,
Can Do Great Things. Without the Vision of What You Want to Happen, They
Can\'t Do Anything. It Is Crucial for That to Happen. Most of All it Is
Hard Work. It Really Is. Managers, You Should Really Appreciate Your
Information Systems People. They Make Your Jobs Easier. You Don\'t Take
Care of Them, They Can Make Your Job a Lot Harder. So, That\'s Pretty
Much ‑‑ about 15 Minutes over What I Thought It Would Take. But 83
Slides in an Hour and 45 Minutes. So You Got Some Laughs out of It. So I
Think It\'s Not Too Bad. So, I Would Be Glad to Take Questions Here or I
Guess over the Satellite Network, Too.

Larry Duff from Wyoming. We Have Requirements to Get Nepa Documents up
Which Is Done in Aplex Which Isn\'t Portable to Anything. Would Web
Objects Help Us Work Through That Problem?

I Don\'t Know That Program Well but the Keys, What I Found Is That If
There Is a Capi or Some Sort of Api That Allows Any Application to Get
to That Content, Web Objects Seems to Be Very, Very Good at Writing a
Thin Veneer Wrapper and What We Call an Adapter Around That Problem So
That We Could Pull the Data out and Marry it up with Other Data Sources.
That\'s Exactly How We Did with the Mumps Thing. A Vendor Created an Api
That Was Returning Pretty Much Ascii Key Value Pairs. The Adaptor Around
That Just Works. The Idea Is to Avoid Having to Write All of Those
Foundation Pieces from Scratch. That\'s the Idea Is That If it Has an
Api Already, They Probably Do. Some Program Already Provides That Then
Is to Write as Little Veneer as Possible on Top of That to Allow You to
Hook into the New System.

Richard from Nevada. What about Using Pdf to Post Link the Technical
Documents on the Web?

Yu: Pdf? Are You Asking the Question about Web Objects Pdf Documentation
Or Your Documentation?

Ours.

Yu: Web Objects Has Built in Support for Pdf in Two Different Ways. One
Way Is ‑‑ Maybe I Should Invite Terry ‑‑ Terry, Can You Come Up Here
with Me Just in Case I Screw Up, Terry Knows All of this Stuff. Web
Objects Has Two Support for Pdf. One Is ‑‑ There\'s a Microphone Here.
One Is That We Hook into the Back End of Adobe\'s Pdf Forms Called Fdf.
We Can Put Data Content on to Your Standardized Forms. We Could Actually
Make the Fields Come to Life and Hook into the Database. The Other Way
Is That We Have a Partner That Could Dynamically Generate Pdf Documents
and Ship it Across Through Web Objects Into Adobe Acrobat for You to
See. So, If You Have a Reporting Requirement That You Want to Make to
Look Very Nice or Even a Customized ‑‑ Let\'s Say You Have an Internet
Application That Could Do a Trip Tick for Somebody. I Come in and I Want
to Come and Visit Your Site and You Walk Me Through ‑‑ this Is a Good
Resource Area for You to Go Fish and Boat and Hike. And Then You Want to
Print out a Map for Me and Some Pictures of Sites I Want to See. We
Could Actually Dynamically Generate a Simple Catalog or Even A Conflict
Catalog and Ship it to Me and I Could Print it off at Home. Regular Pdf
Documents We Could Just Give a Hard Reference Link And You Could Shoot
That Across with No Problem. Ok. That\'s a Good Question.

since You\'re from Apple Computer, Is this Going to Require Us To End up
Buying Macintosh Computers Later on down the Road or Can We Stay with
Pcs That We like to Use?

Absolutely. You Should Buy Lots and Lots of Apple Computers. A Little
Bit of Background. We Came from ‑‑ in Between Coming Back to Apple.
We\'re Totally Cross Platformed. We Actually Run on Nt, Solaris and Hp
So You Have Three Choices On Operating Systems and the Hardware That
They Support. And the Client Desktop Obviously Is Web Browser Based,
Internet Explorer or Netscape or a Mosaic, Whatever That They Support.
We Work Fine with. It\'s Just When You Start Choosing to Vend Active X
Controls, Then You Choose to Lock Yourself into Netscape in That ‑‑ or
Microsoft Internet Explorer in That Situation. We\'re Totally Cross
Platformed from That Independent. Informix, Oracle, Those Databases. Any
Other Questions?

Tom Noble. The Web Objects Server Is Independent of an Http Server and
We Can Have Unlimited Numbers of Database Applications Running out Of
That Server or Can You Speak to That?

Actually, Three‑tiered Physically So You Can Put Your Application Server
on a Different Machine than Your Http Server And a Different Machine
from Your Database Server So the Application Server Is Totally Separate.
You Can Also Run it on the Same Box as Your Http Server. But from That
Standpoint, If You Have Six Database Servers in The Background, You Can
Talk to Them from Your Application Server. That\'s Fine.

Yu: All Simultaneously. You Can Talk to All of the Database
Simultaneously. A Lot of Applications Will Say You Can Have it on the
Application Server but You Can Only Talk to One. You Can Have an
Application Talk to Multiple Databases Simultaneously Which Is Different
from the Data Warehousing Approach.

I\'m Paul from California. Mentioned That Good Thing to Be Able to Write
a Few Lines of Code. Do You Reuse a Lot of Modules, Programming Modules
in Your Different Projects and Does Web Objects Sort of Facilitate That?
Any ‑‑ in Any Way?

Yu: These Guys Are Object Gurus. I\'m Going to Give My Business Story
First and Then Maybe They Can Answer the Object Story for You. The
Example of Reuse on the Postal Service, this Was ‑‑ \'Twas Two Nights
Before Deployment and the Customer Came to Me and Said If You Don\'t
Have a Faxing Capability in Your Application, The Project Is Dead. This
Is Two Nights Before Deployment. And the Answer That They Had Was They
Were Going to Write ‑‑ Because the Database Was on a Mainframe. Answer
They Had Was They Were Going to Write Oracle Store Procedures with a
Batch Job with Jcl to Pull the Data out of the Database and Then Write
That into a Strip File That Will Then Talk to the Fax Server to Fax the
Content out. And I Said You\'ll Never, Ever Get That Done. Not in Two
Days Anyway. So, I Called My Developers and I Did Some Research. Again,
Manager Doing These Things Are Dangerous Things, Right. I Did Some
Research of the Code. I Said this Code Looks like What ‑‑ What You Want
to Do Is the Same as the Html Page. They Said Yeah, It\'s the Same
Content. Same Service Issues We Need to Send to the Post Office. Just
That the Post Office Doesn\'t Have a Browser. They Have Fax Machines.
So, I Asked the Developers If They Could Reuse the Code to Create the
Faxes to Ship out to There and They Said Sure, Two Days Later We Had
That Working and it Just Works. I Think Maybe Terry and Steve Could Talk
a Little Bit about the Object Reuse Concept That You\'re Generally
Asking about.

Our Development Environment Is Very Much like Small Talk, If You\'re
Familiar with That. Which Is One of the Best Object Oriented Systems
Around but Was Hard to Deploy on and it Was Very Slow. We Have the Job
of Run Time Which Is Widely Accepted and it Is Getting Faster Every Day.
We Also Have an Objective C Run Time. Everything You Use Within Web
Objects as Far as Code Goes Is an Object. All of the Objects That We
Give You in Our Libraries Are All Objects That Are First Class Citizens
That You Can Subclass, Customize and Do Anything You Want with. So, I
Think We Have Some Statistics on the Web Site We Did Internally. Where
Something like 35% of the Code Pretty Much Without Trying Was Reusable
from the Web Site. Just Little Components and Things We Designed That
Could Be Taken and Used in Any Application. Good Design Helps but Also a
Good Development Environment Makes It Possible.

I\'m Chris with Irm Here in Arizona. Since BLM Has Developers All in
Arizona and ‑‑ Not in Arizona Alone but in Any Office in BLM, How Do You
Set up a Development Environment with Web Objects to Host to All of
These People?

Yu: Each Developer Has to Buy a Copy of Web Objects Developer Which Is
on Your Desktop. So the Development Tool Is Client Server, Traditional
Client Server Tool So You Can Use Your Own Editors, You Can Use Your Own
Cvs or Source Code Control Tools and So Forth So Every Developer Would
Have Their Own. It\'s Not Web‑based Right Now. So, That\'s Pretty Much
the Answer, I Think. Any Other Questions? Yes, Sir?

Hi, What\'s the Cost of the Development Tools, the Serve and Are There
Any Run Time Licensing Issues?

I Would Defer That to Joe Roe over There. You Could Talk to Him about
That.

Hi, Joe Rowe Here. Cost Is \$1,000 ‑‑ \$1050 on Gsa Schedule Then the
Application Server. There\'s Three Tiers. The Highest Level Tier Is
\$17,300. The Lowest Level Is \$5,000. Yeah, for the Licensing. No Run
Time.

That Is the Run Time. You\'re Free to Deploy as Many Applications to as
Many People as You Want with the Unlimited License.

I\'m Deb in Arizona. You Mentioned Looking Towards the Future. And There
Was a Little Statement You Made about Going out into The Field and Being
Able to Do the Real‑time Data Entry and That. Could You Explain like If
We\'re Looking to How We Can Do Things In the Future How We Would Be
Able to Go out in the Field and Actually Gather Data and Input it from
There and Have the System Work?

Yu: Obviously That Depends a Lot on Your Hand‑held Devices in The Field.
But Let\'s Just Say Using Apple Vertical Products Let\'s Say. Apple Is
Planning to Release a Portable Device That Runs Mac Os Sometime
Beginning of next Year. Let\'s Say You Bought That with a Satellite
Uplink. You Could Actually Use Your Objects, Straight Html into That and
Do Data Entry in the Field If You Use Manual Data Entry. If Had You a
Water Sampling Device That You Want to Hook into That So Obviously
There\'s Some Client Server Interaction Between Sampling Device and Your
Local Application Then We Would Have to Work Some Integration Between
That and the Web Portion to Ship It Back. We Can Also Have Those Things
Directly Hooked to the Satellite, Too and Come Back to a Server
Application If That\'s What You Want to Do. Those Things Are All
Do‑able. That\'s Fair, Right?

Yeah, I Think the Easiest Solution Conceptually Is to Think About it in
Terms of a Device That Runs a Browser and Windows Ce Runs on Palms Tops.
There Are Other Kinds of Operating Systems That Support Browsers. Your
Only Real Issue Is Your Uplink. Do You Want to Have Them Come Back to
the Visitors Center and Hook up to a Phone and Uplink Then or Do You
Want it to Be Real‑timed Through a Cell Phone or Satellite Phone. So,
Those Are More Hardware Issues. As Far as Software Goes, as Long as They
Have a Browser, That\'s Fine. If You Wanted to Go Client Server, We
Could Do That. Half a Dozen to One.

Yu: Because Our Substrate Is C, at the Bottom Part Is C, We Could Talk
to Anybody That Has a Capi, a Lot of Those Devices Have Capis That We
Can Talk To. We Have Customers That Have Built Real‑time Communication
Capabilities with Previous Generations of Our Product. That We Really
Can\'t Talk about. Any Other Questions? My Time Is Pretty Much Up. I
Have 15 More Minutes? Or No. No More Time. I\'m Done. I Would like to
Thank You for Your Attention. I Hope it Was Not Too Salesy and More
Educational for You in the Last Two Hours. It Is a Long Time for You to
Be Nice and Sit in the Audience and Participate with Me. I Really
Appreciate That. And I Hope I Get to Come Back and See How You Spin Your
Web down The Road. Thank You. \[ Applause \]

Hamilton: I Had One Question Before You Got out of the Room. I Heard a
New Communications Term I Never Heard about That I Think Maybe I Can
Use. And You Went Through it So Fast I Didn\'t Write it down. I Remember
Part of It. It Was Impedance but What Was the First Part of That Term
Where We\'re Missing Each Other? Impedance Mismatch. You\'ll Be Hearing
a Lot about That in Montana. And the Dakotas. We\'re Going to Start
Working on Impedance Mismatch and I Would Suggest That the Rest of You
Think about Doing That as Well. That Was a Fantastic Presentation, Paul.
We Appreciate Your Time Here with Us. I\'m Glad to See There\'s Some
Other People Here That Are Suffering from Sleep Deprivation and We Have
a Cot Downstairs, Steve, If You Want to Take a Little Nap Before You
Leave Here. We\'ll Take Care of You. Couple of Thoughts. We\'re Going to
Go to a Break Here but Before We Do That, There Are a Couple of Other
Thoughts That Were Thought Provoking in Listening to Paul That We Need
to Be Thinking about as We Go Through the Rest of the Day Here. One of
Those Is If You Are Not Willing to Risk the Unusual, You Will Have to
Settle for the Ordinary. Paul Gave Us a Great Compliment Here. He
Doesn\'t Think We\'re an Ordinary Government Agency. We Really
Appreciate That Feedback. We Don\'t Plan on Being Ordinary. We Plan on
Being Extraordinary. And the Last One Is Maybe Perhaps a Little More
Personal but I Think Applies Here as Well. Life to Estimate Measurable
Progress in Reasonable Time. That\'s Why They Make the Fourth Grade
Chairs So Small. Think about That One. With That, We\'re Going to Go
Back down to the Studio to the Tony And Tina Show and We\'re Going to
Take a Break Here and a Couple Of Things Before You Go to the Break, You
Need to Think about Filling out Your Evaluation Form, the Exhibiters.

Announcer: You\'re Watching the National Training Center\'s Live
Coverage of the Bureau of Land Management\'s National Web Conference in
Phoenix, Arizona. Now, Your Program Hosts, Tony Garrett and Tina Gromo.

Gromo: Welcome Back to Our Studio Coverage of BLM\'s National Web
Conference While Everyone Takes a Break Upstairs, We Want to Spend a Few
Minutes with Tom Patterson from the Joshua Tree National Park. He\'s the
Fire Manager for the Park Service and BLM. He\'s Using the World Wide
Web and Some Modern Gadgets to Help Fire Fighters. Thanks for Joining Us
Here in the Studio.

Patterson: I\'m Thrilled to Be Here.

Gromo: I\'ve Had I‑403 Training Which Is for Fire Officer Training.
Unless I Was Sleeping I Was Sure You Used Dirt and Water to Put Out
Flames. How Is this Technology Helping?

Patterson: it Is Changing the Way We Do Business. We\'re Using Foam Not
Water. It Is Nothing but Dish Detergent. It Is about 20% More Effective
than Water. Tony, I\'ll Bet You\'ll Be the First Person in Your Office
to Have One. Tina Mentioned to Me Earlier this Week ‑‑ Mad Dog Foam.
Tina Can Hose Me down with this. If You\'ve Had I‑403 Training, You Need
a Fire Resistant Shirt From the Black Rock Interagency Fire Center in
Joshua Tree National Park. Thank You So Much.

Gromo: Tom, Show Us What You\'ve Got Here Today for Us.

Patterson: Whenever There Is a Major Instance Such as a Wildland Fire,
Earthquake, Flood, There Is an Immediate Demand For Statistics and Maps
of the Fire. And One Thing That We\'ve Done in Cooperation Between
California BLM and the National Parks Service Is to Take Commercially
Available Products ‑‑ this Is Just a Toshiba Notebook Computer. Has a
Little Digital Camera That Attaches to It. And I Wish the Folks Back in
Joshua Tree Could See this. So, Here\'s My Camera.

Gromo: There Are the Guys and There We Are.

Patterson: Here We Are at the National Training Center in Phoenix,
Arizona. They Can See Us in Palm Springs and Joshua Tree. We\'re Trying
to Get the Information out to the People Who Need It like Agency
Administrators, Dispatch Centers. The Command Post in as Real‑time as
Possible. We\'re Using Cell Phone Technology and a Tactical Mapping
System Software Package.

Gromo: How Would You Typically Use this ‑‑ Say You Go to the Fire Line
or the Scene of a Fire. You\'re Scouting the Perimeter of Fire. You
Carry the Laptop Then What Do You Do with It?

Patterson: If I Get to Sit up in the Front Seat of the Helicopter, I\'ll
Have the Camera Mounted to the Display Here and Then I\'ve Got this Gps
Receiver and this Is Just a Real Inexpensive Gps Receiver You Can Get
from an Rei Store. And I\'m Mapping the Fire Perimeter and If You Could
Look on My Computer Display Here, I\'ve Got a Map of a Recent Wildfire
I\'m Going to Fax to the Director of the Bureau of Land Management in
Washington. I\'ve Got a Cover Sheet Here. It Says Director Shea,
Enclosed Is the Map of a Recent Wildland Fire I\'m Sending to You from
My Toshiba Notebook Computer Through a Cell Phone Connection. My Current
Location Is the National Training Center Studio in Phoenix. This Could
Easily Be Direct from the Fire Line. I Could Also Send You the Map in
Full Color Through E‑mail If You like. The Web Conference Is Going
Great. Thank You for the Opportunity to Demonstrate this Technology
Bureauwide. And We\'ll Push the next Button. It Says My Fax Is Ready to
Send and I\'m Looking on My Cell Phone. Gotta Push the Finish Button. We
Practiced this During the Break. I Called Washington and They Received
it Within 30 Seconds from When it Finished Dialing.

Gromo: in a Real Fire Situation, Who Would You Be Sending This To?

Patterson: to the Commander Back at the Command Post. I Can Also,
Through Our Cc Mail System Do a Cascade. I Could Easily Send it to ‑‑ I
Could Send it to You Guys Here in Phoenix, to the Director\'s Office, to
Mr. Hasty up in Sacramento.

Garrett: What about People Outside of the Agency. Can They Get this
Information and Would it Be of Value to Them?

Patterson: the F‑project I\'ve ‑‑ I\'m Involved with Is Designed to Get
the Information on the Internet Because the World Wide Web Is a Fast
Medium That Everyone Can Access. We Can Do Updates. Homeowners That Live
in the Path of an Oncoming Fire like the Recent Fire We Had in Banning,
All of the Folks Sitting in Shelters and Evacuation Shelters Were Going
Ballistic Wondering What Happened to Their Homes and Pets They Had to
Leave Behind So Those Folks Would Have an ‑‑ Pets They Had to Leave
Behind.

Gromo: I Understand You\'re Starting to Give Fire Fighters Transmitters
Could You Can Keep Tram of ‑‑ Keep Track of Them?

Patterson: I Work Outside of the World\'s Largest Marine Corps Base. But
the Military, They Have Gps Transceivers. You Can Track Them on the
Software Package. You Can Actually Track Their Movements. The Program
Was Also Capable of Allowing a Remote Computer to See Movements of Your
Resources and a Little Icon Will Come up On the Screen. I\'ll Show You
How it Works but I Could Be First on Scene Looking At All of the
Aircraft and the Responding Engines Around Crews Coming and I Could
Develop My Strategy Based on the Estimated Time of Arrival.

Gromo: I Understand You Brought Video Footage You Wanted to Show Folks?

Patterson: this Fire Occurred this Summer. It Was the First Pilot That
We Tried It. And I Can ‑‑ I Don\'t Know If It\'s Going to Work While
I\'m Faxing. Yes, it Worked. I\'m Going to Show You Video Footage. Point
I Clicked on Was from the Fire at the Exact Location.

Gromo: Look at That.

Garrett: Tom, Is That Being Generated from the Technicians?

Patterson: No, It\'s Right off the Computer. It Was the Banner Fire That
Occurred in California.

Gromo: If I\'m a News Organization, I Can Go on to the Internet and Run
it on My Newscast?

Patterson: Sure Can. We\'re Doing this in Real Media Format So You
Don\'t Have to Wait A Long Time to Get it Then You Can Use this for Your
6:00 News Broadcast.

Garrett: this Is Still in the Pilot Stage in Your Area of Joshua Tree
National Park. How Long Will the Pilot Run and What Do You Expect to Be
Doing?

Patterson: We Scheduled Five Pilots for the Summer. Banner Queen Was the
Second. Second Pilot Was the Stonewall Fire and They Had Set up Internal
Use Only Web Page but it Was a Parks Service Fire and They Called Our
Regional Office in San Francisco to Get Authorization To Use the
Information and They Said Oh, No, We Need to Go Public with this So They
Linked it to the California Fed Page And We Got the Information out.
Calls into the Information Unit Was about 40 per Hour and Once We
Directed the News Media to the Web Site, it Dropped to 2 per Hour. There
Is a Concern with Upper Management That All of this Technology Is Going
to Take a Long Time to Learn and It\'s Going To Prevent Our Employees
from Being out in Public View Where They Have Access to Answer Questions
and Do Their Routine Duties Because They\'ll Be in the Office All the
Time Learning this. One of Concepts We\'re Promoting in the F‑project Is
the Mobile Office. All of this Equipment Can Be Placed in a Front Seat
of a Ford Expedition ‑‑ What\'s That I Use ‑‑ and If the Tape Is
Rolling, We\'ll Show You How If Works. Here Is My Mobile Office. I Can
Do Everything in the Front Seat of That Ford That I Can Do In My Office
at Park Headquarters. The Computer Is Mounted Beside a Cell Phone. I
Have a Satellite Transceiver. Here\'s the Map That\'s Drawing. We Can Do
this in Real Time. Here\'s the Videotape That I Just Showed You. Now,
All of this Stuff That I\'m Showing You Works Great as Far As Getting
Information out to the People Who Need It. There\'s One Thing That Will
Never Be Replaced When it Comes to Wildland Fire. The Highly
Sophisticated Technology That I Brought with Me. This Is Something That
Will Never Change. And When Push Comes to Shove If Need Be, These
Computers Make a Heck of a Scraping Tool. But One Thing That We Need to
Keep in Mind That this Is a Great Potential That We Never Had Available
to Us in the past. I Can from the Front Seat of My Truck, I Can Access
the Internet And Through the Cell Phone, Here Is the Web Page of the
National Training Center in Phoenix That I Am Accessing from the
National Training Center in Phoenix Through a Cell Phone Connection in
San Francisco, California. I Could Do this on the Fire Line. I Could
Access the Weather Forecast. I Could Get ‑‑ It\'s Just Unlimited What I
Could Do. I Could Order a Pizza for the Crews for the Night Shift.

Garrett: There Is an Idea.

Gromo: How about for Us?

Garrett: this Is off the Shelf Technology. Not the Technology That\'s in
Research and Development. Just Really the Process and the Integration of
the Different Technologies.

Patterson: There\'s Nothing Specialized about It. We Could Go over to
Compusa and Take Images and Get the Information Right Now. If You\'re
Going to Get into This, There Are Precautions You Need To Take. One of
Them Is the Environment That We Work in on the Fire Line Is Probably the
Worst Possible Place You Would Want to Bring an Expensive Computer
Because of the Soot and the Heat and the Ash. What Happens ‑‑ All of
Wildland Fire Fighters Are Trained to Drop Their Packs and Deploy Fire
Shelters on the Run. I Was Talking to Tony Earlier. I Said How Can We
Get a Flexible Lightweight Heat Reflecting Computer Pack with Quick
Release Buckles on the Shoulder Strap And He\'s Brilliant. He Came up
with the Idea of a Dominoes Pizza Warming Package That Had the Little
Foil ‑‑ They Put Shoulder Straps on It. You Don\'t Need to Get High Tech
Gizmos. This Is What I Use in My Truck. It Gets to Be about ‑‑ it Gets
to Be about 140 Degrees in the Mojave Desert Inside of a Vehicle with
the Windows Up. Windows Down, I Get Things That Blow In. I\'ve Had
Upholstery Destroyed. I\'ll Show You What Happened on My Last Suburban.
I Was in a Fire and While I Was up on the Fire Line, it Burnt Up. Only
Thing I Had Left Was My Badge. So, the New the New Expedition Came
Equipped with a Smoke Detector but Still When I Got the Windows Rolled
Up, I Wanted to Come up with a Height Weight Insulated Dustcover So If
You Go to Wal‑mart, You Can Get One of These for \$14.95. This Is
Nothing More ‑‑ this Is a Bench Cooler. That We Cut the Bottom Six
Inches off. When You Cover up the Computer, We Measure it at 42 Degree
Difference Between the Dashboard and the Top of the Computer.

Garrett: That Kind of Field Expedience Is Saving the Taxpayers Money and
Giving the People in the Field What They Want to Know. Tom, it Looks
like Your Tie Is Still on Fire So I Want Tina to Hose You down.

Gromo: I\'m Going to Hose You down a Little Bit.

Garrett: a Lot of People in California Are Responsible for This. You\'ve
Obviously Done a Great Job in Helping Apply That in the Test. The Pilot
Project and We Look Forward to Seeing How Widely It\'s Adapted to Run
the Bureau in Our Agency and Others. One of People Who, in California
Who\'s Been Involved Is Mary Lou West. We Want to Go Upstairs Now to Bev
Gorney Standing by with Mary Lou.

Gorney: We\'re Learning a Lot about this Technology. Mary Lou, I
Understand it Was an Interesting Project to Work On. Can You Tell Us a
Little Bit about It?

West: We Started Planing this Last Summer. We Talked to Our Fire Program
and Our Gis Folks Wanting to Know How We Could Serve Maps up Quickly on
the Internet Then Tom Came In this December and Said I\'ve Got Something
New I Want to Show You. We Immediately Had a Meeting with Our Fire and
Gis Staff. They Said it Should Work. So We Planned the Pilots for the
Summer and We\'ve Got Some Successful Stories to Tell You this
Afternoon.

Gorney: from a Technology Point of View Is this Difficult to Implement?

West: Not Really Once All the Players Were in Place and Everybody Knew
What Then Supposed to Do. Sometimes Defining That Took a Little Bit of
Time. Once it Was Defined, it Fell into Place.

Gorney: I Understand You Were One of the Key Players as Manager of the
Internet. I Know You Do a Lot of the Work with the Internet. What Do You
See as the Future of this Tool for California and For Other States?

West: We Have Been Making Presentations to Fire Managers and Fire Staff
and They Are Becoming Real Excited about it So it Looks like to Me
They\'re Going to Seriously Look at this and Maybe Implement this into
Future Training Opportunities.

Gorney: Do You See this There Is an Opportunity for Residential Users to
Tap into this Technology?

West: Absolutely. We Had Outrageous Fires in Florida this Summer and How
Many People Would Have Liked to Go to the Web to See If Their Home Was
Burning or Still Ok. I Think the Public Would Be Very Interested in
this.

Gorney: You Really Could Use this as a Safety Tool as Well.

West: Certainly.

Gorney: Thank You Mary Lou. We Appreciate Your Hard Work on That and
Back to You in the Studio.

Gromo: I\'m Now Sporting My Fire Shirt. I\'m Ready to Go up Here. Tom,
You\'ve Got this Video Camera Here. If You Had a Crystal Ball, What
Would You Say Would Be the next Thing You Want to Do with this
Technology?

Patterson: Training. New Fire Fighters That Are Coming into the Service,
They\'re Very Sophisticated. They\'ve Been Exposed to Computer
Technology in Their High Schools Now and They Are Familiar with the
Special Effects They Watch in the Movies. If You Try to Train Them in
Basic Fire Skills with Overhead Projector and Just a Black and White
Transparency, They\'ll Be Bored. I Can See Where Using the Internet and
the New Technology, the Powerpoint Presentations Will Enable Managers to
in Order to Train Their Folks to Fight Fires Safely.

Garrett: Tom, What Is Your Prediction about the Application Of this
Technology or Similar Technology to Do What You\'re Trying to Do on a
Broader Scale?

Patterson: I Was Driving Here I Was Coming down Interstate 10 And I Get
a Call from a Guy from Irm That Wrote the Mapping Software. I Said I
Just Wrote a New Upgrade to the Program. You Have to Use it at the
Conference. I\'ll Show You What Transpired.

I\'m Recording You Right Now. I\'m Eastbound on Interstate 10. I\'m
Loading the Tactical Mapping System and Our Viewing Audience Will See
the Latest Upgrade.

I See What You\'re Doing, Ok. Latest Upgrade\'s Capable of Linking Hot
Linking I Guess Is What You Would Call it Excel Files, Image Files. You
Can Link Video Files. Text Files, Documents, Those Sorts of Things to
Each Point on The Screen That the User Draws.

Patterson: I Crossed the State Line Back at Blithe a Few Minutes Ago and
I\'ve Only Got 18 Minutes Left to Download. And I\'ve Calculated it out
That with the 4800 Baud Connection, I\'m Getting about 2.2 Megabytes per
Gallon. So, to Answer Your Question, I Think That All of These Programs
And Technologies Are Going to Be Linked Together Eventually and That
Upgrade That He Gave Me Was What Made it Capable of Me to Click on That
Point and Show That Movie to You. He Sent it to Me While I\'m Driving to
the National Training Center and I\'m Downloading it Through Satellite
Tilemetry. I Can\'t Do it on Cell Phone Because Once You Start Moving,
You Lose Your Connection but the Satellite Tilemetry Allows Me to
Lincoln to a Satellite and I Can Keep the Connection.

Garrett: the Fire Program in a Bad Fire Season Is One of the Most
Visible Things We Do in Carrying out the Vision for the American People.
I Can See this Technology Even Advancing That in Terms of Explaining
What BLM Is about and What We Do and How We Care for The Public
Resources in Those Areas Where Fire Is a Danger to Both Public Health
and Public and Private Property. Tom, Thank You for Joining Us Here in
the Studio. I Understand Things Are about Ready to Get Back up under Way
in The Conference in the Washington Room. But First We Want to Do a
Reminder about the Process That We\'ve Been Talking about. I\'m Sure
You\'re Interested in this Technology as Well, Tom and May Have Used It,
the Video Streaming We\'ve Been Encouraging Our Viewers to Test out and
the Video Streaming Is Carrying Many of The Sessions of the Conference
this Week. In Real‑time. Live on the Web. And That\'s Web Address Will
Stay up for Another 30 Days in Case Our Viewers Have Missed Any of the
Session and Want to Retrieve Those. They Can Do So at the World Wide Web
Address and I\'m Working From Memory Here. Also We\'re Still Encouraging
Our Viewers to Send Questions or Comments That They Have to the
Participants of the Conference. We\'ll Try to Answer Those During the
Conference. If We Don\'t Get to Them During the Conference, They\'ll Be
Posted On the Web Address We Told You about. The Groupwide Address Is
Spinning@tc.blm.gov. Now We\'re Going to Go to an on Air Break and Give
Our Crew a Few ‑‑ to Go to an on Air Break and Give Our Viewers a Chance
to Answer Their E‑mail and Their Telephones and Get Back with Us in Just
a Few Minutes. We\'ll Be Back in about 10 Minutes. Thanks for Joining
Us.

Announcer: You\'re Watching the National Training Center\'s Live
Coverage of the Bureau of Land Management\'s National Web Conference in
Phoenix, Arizona. Now, Your Program Hosts, Tony Garrett and Tina Gromo.

Garrett: Welcome Back to Our Coverage of the BLM National Web
Conference. We\'ll Be Going Back Upstairs in Just a Minute or Two to
Rejoin Larry and the Program in the Washington Room. Tina, You Know,
Yesterday I Said I Personally Expected a Very Exciting Conference and I
Think it Has Been So Far.

Gromo: I\'ve Learned Quite a Bit in the Last Day and a Half.

Garrett: I Think They Made a Good Decision by Leading off With Mary Lou
West Which Was a Fascinating Tour of BLM Home Pages and Some Other Very
Interesting Information about the Development of Technology. Over the
Last Century or So. Then in the Afternoon, the Industry People.

Gromo: I Think it Was Insightful to Have Folks from Outside Who Are Our
Customers to Look at Some of Our Pages and to Give Us the Opportunity to
Take a Look at What We\'re Doing and to Give Us Some Feedback and to
Tell Us, You Know, Here Are Ways Where You Can Improve and Here Ready
Things We Need to Do to Do Our Jobs Better. I Thought That Was a Good
Presentation in the Afternoon.

Garrett: Paul Yu in His Opening Remarks this Morning Gave Credit to BLM
and Particularly to the People Here at this Conference for the Work
They\'ve Done in Keeping Our Agency up There and Abreast of the
Developing Technology. Right Now We Want to Go Back Upstairs to the
Washington Room Where Larry Hamilton Is about to Introduce Our next
Speaker.

Hamilton: Welcome Back. We Have a Session I\'ve Been Looking Forward to
Ever since We Designed the Conference. We Wanted to Get an Outside
Perspective on What\'s Happen Inel ‑‑ What\'s Happening in the Arena of
Communications. We Have Three Folks with Us Here Today That Have
Graciously Agreed to Come Here, Go On‑line with Us and a Person That\'s
Been In Charge of These Three Individuals Because They Were Difficult To
Round up Was Charna. If You Would Join Me Here at the Podium, We\'ll Get
this Part of The Program Kicked off. She\'s on the Planning Committee.

Thanks, Larry. A Number of Yesterday\'s Speakers Mentioned That the
Foundations Of a Good Web Site Are Built upon Meaningful Content,
Communicated in a Useful Format. For the next Two Hours, We\'re Going to
Focus on Web Communications. How Do We Know What Information to Provide
on Our Web Sites. What\'s the Best Way to Get Our Message out. How Does
the Media Use the Web to Communicate with Their Customers. Our First
Speaker Brings a Unique Combination of Skills to His Work on the Web.
Freelance Writer and Professional Entertainer, Paul Frisbie Has Been
Around since the Browser Was First Developed. His Personal Web Site Was
Featured in the Best‑seller Net Marketing and He\'s a Resident of
Chicago. He\'s Worked on Web Sites for Dozens of Clients. Among Them,
the Wgn Cubs Radio, the Golf Experience and the Realtor\'s Interactive
Network. When He\'s Not Working with the Cyber Audience, Paul Can Be
Found Performing Standup Comedy at Clubs, Conventions, Colleges and
Casinos Around the Country. He Travels with a Laptop and a Portable Fax
Bringing His Office With Him Wherever He Goes. He\'s Collaborated on
Material for the Tonight Show, Published Articles and Written
Commercials for Radio and Television Including Producing Musical
Jingles. As Paul Says, the Internet Has Changed Our World. It\'s Hard to
Believe We Ever Got by with Typewriters and Whiteout but Though the
Technology and Tools Are Changing Minute To Main, the Product Is Still
the Same. Words and Ideas. It Is a Pleasure to Present to You Paul
Frisbie.

Paul Frisbie
\*\*\*\*\*\*\*\*\*\*\*\*\*\*\*\*\*\*\*\*\*\*\*\*\*\*\*\*\*\*\*\*\*\*\*\*\*\*\*\*\*\*\*\*\*\*\*\*\*\*\*\*\*\*\*\*\*

Thanks, Good Morning. This Is the First Gig I Ever Did with Security at
the Front Door. I\'m Guessing People Try to Return the Burros, I Don\'t
Know. I Have No Idea. My Name Is Paul Frisbie. Apparently One of My
Ancestors Was a Dog Toy. You Have Mostly Heard from Technology and
Internet People So Far. That Worries Me a Little Bit Because It\'s Not
about Content Which Is the Important Thing. I Can Be Accused of Being an
Internet Person Myself. I Do Build Web Sites. I Was Involved in the Net
Before Anybody Heard of It. But I\'m Primarily a Content Writer. That\'s
What I Do All Day. I Mention That Because I Was the First Comedian in
the World to Have a Web Site Not That it Did Me Any Good Because Nobody
Was On the Internet at the Time but There I Was. But as Charna Said,
During the Day I Do the Writing Thing and it Is Ads, Commercials, Things
like That. The Trouble ‑‑ These Are Serious People with Serious Money.
The Problem Is the Subject of the Internet Comes Up, They Lose Their
Minds. They Get Hung up the Bells and Whistles and They Forget What
Their Primary Mission Is to Get the Word out So That\'s the First Point
I Want to Make Although the Internet Is Newer than Radio And Newer than
Print, it Is Newer than the ‑‑ it Is Still a Medium. Still Your Job to
Get to ‑‑ Get Your Message to People in a Form They Can Use. The Thing
in Marketing Is There Are Two Ways to Get the Message Across. One Is
Humor and the Other Is Emotion. The Randolph Hurst, the Old Newspaper
Editor, His Quote Was If You Show Me a Magazine with a Picture of a Baby
or a Pretty Girl Or a Dog on the Cover, I\'ll Show You a Magazine That
Sells. These Things Speak to Us in Emotional Levels. Your Web Site Has
to Do That. You Don\'t Want it to Be Cold and Informal. First Point I
Wanted to Make. This Is Totally Random. I\'ve Been Changing this
Demonstration like Every 15 Minutes and So I\'m Kind of Doing Things in
a Different Order. Here\'s the Point Which Is to Build for the Medium,
the Internet Is an Informal Place. The First Users Were Techies, College
Professors, College Types Before the Graphical Browser Came along. Back
in Those Days, We Did Whatever We Pleased Because in the Beginning, the
Stuffed Shirts Didn\'t Know How to Use the Internet. You Could Say
Whatever You Want, You Couldn\'t Offend Them. So the Internet Started
out from the Get Go with a Cheerful Relax Group. Next Group Was the Porn
Sites Which Is Good Because Compared to Them Virtually Anything the Rest
of Us Decide to Do Will End up Looking Pretty Civilized. That Poised to
the Idea of it Being Relaxed and Being Fun. Because Nowadays Everybody
Is on the Internet. Terrorist Groups, People Posting Their Wedding
Pictures. You Can Watch Abdominal Surgery Live. So People Expect
Internet to Be a Very Interesting Place. For That Reason, Your Site
Needs to Be Interesting. You Why Primary Message or Motive Is to Get
Information out but You Want to Make it Be Fun for the Audience S Your
Web Site Is Dull and Dreary and Comes Across like an Accounting Firm\'s
Annual Report, You\'re Doing it Wrong. That Would Be Point One. Your Web
Site, the Content Should Be Upbeat, Fun. The Point with Any
Communication Whether You\'re Doing Standup Comedy or Writing a Brochure
or an Ad, You Have to Think about The Audience. What We All Feel as
Human Beings When We Look at a Book, the Choices We Make, it Is about
Talk to Me about Me. Don\'t Talk to Me about You. One of the Things You
See on the Web Site Is Hi, We\'re the Greatest. We Invented the
Internet. I Remember Years Ago When the Internet First Started out I Got
Hired by Smith Buckham in Chicago. Mostly Technology Groups. They All
Wanted Web Sites. And Each Group Had like an Account Representative Who
Was in Charge of That Group and I Would Have to Deal with Them. I Was
Dealing with the Smith Buckham Person. So it Came Time for Internet, the
Reason I Got Hired Is Because The Creative Department Didn\'t Have Any
Soul. You Still Had to Pretend the People Were Involved this in the
Process. I Would Go to the Meetings and They All Came up with the Same
Thing. We\'re Doing an Internet for a Users Group Which Is about ‑‑ I
Forgot. But the Same Idea Which Was Their Theme Was Going to Be Giving
You the World Because It\'s the Internet. Where That\'s Not Specific to
Itog. Anything You Do Has to Be Specific to You. Here\'s What We Do. We
Have a Burro Program. It Has to Be about You and the Graphics, the
Themes Have to Be One Concise Hole. Same as a Tv Commercial. It All Has
to Be Together. It Is Not about Giving You the World. Does That Make Any
Sense. Point Two, You Can Put a Lot of Stuff on the Web Site. The Other
Extreme Is Probably a Billboard. You Can Use a Private Company Logo. And
They Call the Internet the Information Superhighway but It\'s Not like
That. The Internet Is Different. People Do Surf the Web. When They Get
to What They Want, They\'ll Stop and They\'ll Go Into Detail. So All
Your Home Page Has to Do Is Let Them Know They\'re in the Right Place.
Maybe the Home Page Is Your Billboard. You Can Have a Few Elements
There. And this Relates to What the ‑‑ this Relates to the Instructions
You Got from Washington about Break Things down in an Orderly Fashion.
You Just Have to Say Folks, You Found BLM. When You Want to Go over the
Details, You\'ll Be Able to Find Them So Perhaps Your Home Page Is the
Billboard. You Can Get into Detail. You Can Put Anything You Want up on
the Net All the Way down to The Part Numbers for Cadillac Bumper Bullet.
It Doesn\'t Matter. Built for the Medium Part Three, Return of Build it
for the Medium. Different Media Deliver Information in Different Ways.
It Takes Trial and Error to See What Particular Medium Does Best. When
New Communication Techniques Come along or Technologies, it Is Not Clear
How They\'ll Be Used. Telephone for Example When it Came Out, Nobody
Knew it Was Going To Be a Personal Communication Device. They Imagined
That Perhaps it Would Be a Better Version of the Telegraph, Instead of
Morse Code, You Would Pay for Words. Am in Venice, Streets Are Flooded.
Please Advise. Who Was That? That Was James Who Sent That to One of His
Friends. In Budapest, They Used it the Same Way We Use Radios. What They
Did with it Was like There Would Be like a Speaker in Your Living Room.
One Guy Had One in His Stables. He Was a Millionaire. The Other End
Would Be like at the Opera. They Would Move it Around. But They Were
Using a Telephone. Making a Call from the Opera to Your House. I Know
They Didn\'t Use Handsets but I Have this Mental Image of Somebody
Saying Hey, Bob, Listen to this. That\'s How it Worked Even Though it
Was Telephone Technology, They Did a Different Thing with It. Now They
Use the Telephone the Same Way We Do. The Telephone Is the Reason We
Have Skyscrapers. If You Had to Meet Face‑to‑face and There Is a Certain
Number of Floors in Offices You Can Have and You Know with Messengers
and People Going to Meetings, after a Certain Point, All of the
Elevators Use up the Whole Building So a Telephone Created the
Skyscraper. Where Am I at Here? Ok, So the Internet, the Internet Isn\'t
Necessarily the Best Communications Tool for Every Purpose. It Does a
Lot of New Things and Cool Things but Just Because You\'ve Had an Idea
or There\'s a Thing You Need to Do, the Internet May Not Be a Best Way
to Do It. Classic Model Is On‑line Pizza Ordering. When the Internet Was
New, a Lot of Pizza Joints Got Excited. What They\'re Forgetting Is That
If You\'re a Pizza Joint, Your Radius Is Business of ‑‑ Radius of
Business Is How Far You Can Get in 30 Minutes. If They Fill out the Form
and They Order a Pizza Is Half Onions And Half Olives, Still the Same
Market. You\'re Selling the Same Number of Pizzas but in the Old Days,
You Would Answer the Phone. Now You Gotta Answer the Phone, Check Your
Computer, Answer the Phone, Check Your Computer to Sell the Same Number
of Pizzas. You Could Use like a Cgi Database Thing That Automates it All
And Order Goes Straight to the Kitchen. By the Time You Spent That
Money, You Could Have ‑‑ You Could Have Opened Another Pizza Joint So
the Model There Is Although You Can Order Pizza On‑line, it Is Not
Necessarily the Best Idea. You\'re Not Going to Increase Sales. An
Equivalent Thing for You Guys Might Be Campground Reservations. Point
Being Whatever You Build, Think it Through First. Does it Actually
Improve Service to the Public? Is There a Budget for It? That\'s
Important, Too. Whatever Your Content Is, Have a Reason. Don\'t Worry
about Being Cutting Edge. Stealth Fighters Are Cutting Edge but You Can
Pick up the Groceries in a Jeep and it Is Cheaper. To Figure out What
You Need Your Web Site to Do and Then Build That. I\'m in Great Shape
Here. Have Plenty of Time. I Get off on Tangents. They Have Probably
Showed

Lot of Cools Bells and Whistles. Internet Will Keep Changing. Like the
Bandwidth Issue. The Phone Companies May Decide It\'s Worth Plugging in
Fiber Optics. Right Now Everything Comes to You on Telephone Wires. The
Telephone Companies May Put in Fiber Optics Finding That Cellular Packet
Data Is the Best Way. That People Get a Lot More Information in a Hurry,
it Will Keep Changing. So, Your Web Sites Are Going to Keep Changing and
Evolving So Don\'t Build for What You Think it Will Be in Two Years.
Build Something Your People Can Use Right this Minute. And Points of
Content. Oh, Yeah. The Final Thing for the Other Introduction and I\'m
10 Minutes In. The Points with the Content Is Respect Your Audience.
Talk to Me about Me. The Voice, the Feeling, the Flavor of Your Web Site
Should Be About Them, Friendly to Them. Somebody\'s Home. Somebody\'s
Talking to You Trying to Be Helpful. It Has a Black Background and
Explosions and Stars but You Keep Clicking and You Keep Getting Icons.
Never Anybody Talking to You. Don\'t Do it That Way. Be Warm, Be
Friendly. Pretty Gao Girl, Dog, Puppy and Don\'t Be the Government
Talking. People Are Afraid of the Government. They Think You\'ve Got
Ufos Sitting in Roswell and Black Helicopters and Everything Else. Be
Warm, Friendly and Be Kind and Do You Think That on the Internet Because
the Nature of the Net. So I\'m\'s Actually Getting to the Real
Presentation Now. Organize Your Content. Let\'s Take this Home Here.
What I Did Here Is I Used the BLM Style Here Because You Guys Will Have
to Do the Same Thing. The First Point and this Is True Again of
Brochures, Campaigns, Radio Spots, Make Your Decisions Before You Start
Producing the Content. What\'s it Going to Be. One of the Things My
Clients Do Is They\'ll Get a Project Started Then They Keep Changing
Direction after the Meeter\'s Running. What They Do Is They Second Guess
Themselves. They Want to Get the Thing Going. The Boss Said Put this up
by June 1st. They Want to Get Started but Then They Can\'t Commit
Themselves To Anything. That\'s All Right with Me Because it Makes ‑‑ I
Make Twice as Much Money as I Thought. Map it All out. Then Get Started.
This Is What They\'re Talking about. If You Came into like a Web Site
and You Might Hit the Front Page. Thing Across the Top Here Is Basically
My Subsections and Then The Other Thing Is Navigation Bar. What You Do
Is You Go from the General to the Specific. People Don\'t Want to Wait
on the Web. They Don\'t Want to Scroll down. They Don\'t Want Huge
Graphics. They Want to Go Click, Click, Click, Click. That\'s How You
Organize Your Content. General to Specific. Inverted Pyramid So Here One
of the Things You Guys Had Was a News Button. First Thing They Would See
Is News, News in General. They Would Click on That. This Comes Right off
the BLM Site in Washington. This List of Things. Different Kinds of
News. And We\'re Going More to the Specific. They Have ‑‑ Sorted out by
Category. Someone Wants to Know about the Fire News. You\'re Planning to
Go Camping in Yosemite So They Click on That ‑‑ the Other Thing, Too,
They Mention this from Washington, You Organize Your Content So They
Always Know Where They Are. If You Look at this Page, Where I\'m Talking
about Planning Your Web Site and We\'re on the News Section. We Click on
Breaking Fire News. Losing this Mouse Here. I Got a Little Fire Icon and
I Think You Guys Saw this. The Baby Burns down the Garage. Different
Fire Stories. \[Beeping\] Stop That. I Have No Idea How These Digital
Watches Work. They Beep at Me When They Want To. This One\'s from
Wal‑mart. It Was like \$10. It Said it Is Waterproof down to 150 Feet.
For \$10 We\'re Living in the Future. Of Course If I\'m Ever under \$1
‑‑ under 150 Feet of Water, I\'ll Be Too Busy to Care about What Time it
Is but the Watch Would Be Work. We\'re Finally to Where They Got to the
Actual Content They Wanted, the Story about the Babysitter Burning down
the Garage Which Is Goofy. That\'s Your Planning Thing. Outline First Is
Cheaper. BLM Web Site, What I Was Talking about with the Planning, the
General to Specific. Project Creep. This Is a Thing to Worry about. I
Said Earlier That the ‑‑ You Can Put up Whatever You Want on The Net.
It\'s Not like a Publishing a Magazine Where Once it Goes to the Printer
it Is in Stone. That Doesn\'t Mean You Keep Adding to it Constantly. You
Can Have Meetings and Somebody\'s Going to Say Why Don\'t We Do this and
That. If You Have a Specific Amount of Time to Get the First Version Up,
If You Keep Fiddling with It, You\'ll Never Get it Done. I Got a Fun
Project Creep Picture Here I Think. Hoover Dam. Before You Build, Plan
it out. Figure out What Washington Mandated Then Look at Your Budget and
What\'s Left Is What You Can Add. If You Design Your Site to Be
Expandable, You Can Add Things Later as More Time and Money Become
Available. Web Master. My Note Here Is There Needs to Be Somebody in
Every Office Who Is in Charge of Your Sites Who Cares about the Content
Where it Is Their Job. I\'ve Got a Client, I Won\'t Say Who but They\'ve
Got a Site That Needs Regular Updating. They\'re a Technology Company,
Very Innovative. Always Have New Stuff Happening. It Has to Be Updated
All the Time. The Problem Is That the Ceo Every Time He Sees Something
He Likes on the Net, He Tells the Number Two Guy to Implement That. The
Number Two Guy Is Terrified So He Passes it on to the Internet Gal
Who\'s Already Got a Million Hats to Wear So She\'ll Call Me up and Ask
Me ‑‑ He Wants Some Power Point Thing or Acrobat Thing. She Spends Her
Time Implementing the Ceo\'s Crazy Ideas. As a Result the Old Stuff
Doesn\'t Get Updated. The Meat and Potatoes Stuff and the Site Gets
Bigger and Bigger But She Hasn\'t Got Time to Think it Through to Say
What Should Go Where or to Have New Buttons Made. Just Add this New
Thing So it Ends up Being an Absolute Mishmash And about Once a Year
Panic Because the Site Is Terrible and Then I Get Hired to Sort the
Thing out Again So Bless Their Hearts for Doing it That Way. The Problem
Is the Web Master, the One Person in Charge of Content Has to Be
Empowered. It Has to Be Their Site and Even Though You\'re Their
Superior, If You Say I Saw This, Do this. He or She Has to Be Able to
Say to You, No. We Have to Stay Within the Budget We Have, the Time We
Have. Whatever You Do, There\'s Gotta Be a Person Who Has the Time to Do
It. Like the Pizza Joint. If You\'re Going to Have the Orders Coming In,
Someone Has to Be Able to Look at the Orders. So, Here We Go. Link to
the Comedy Cafe. The Update Problem. This Is a Friend of Mine Has a
Comedy Club in Appleton, Wisconsin. Got Himself All Excited to Build a
Web Site. His Idea Was Anybody in the Area Could Look and See Who Was
Going to Be Playing in He ‑‑ Playing at the Comedy Club. He\'s a Busy
Guy and the Bar Business Consumes Your Time So He First Built this in
March and If You Click on this Home Page Here, You Get to Go to See the
Calendar of Who\'s Coming up at The Comedy Cafe and If You Do That,
You\'ll See the Comedians for March Because He Has Had Not Enough Time
to Get Back to It. So, You Guys Gotta Watch out for That. Anything You
Do, You\'re Going to Have to Maintain It. Someone\'s Going to Have to
Deal with the Modules. If He Will E‑mail, Someone\'s Gotta Answer the
E‑mail. I Got Time for the Ed Story. These Guys Invented Bonding Power.
It Is a Plumbing Thing. Sets up Underwater. No Welding or Toxic Glues.
They Put up a Site on the Internet to Increase Sales and They
Immediately Started Getting 5,000 E‑mail Messages Every Week and I Got
this Quote out of a Magazine. Guy Said He Got E‑mail about Chemical
Bonding, Deep Powder Skiing, Bondage, Cocaine Powder, James Bond, 1,000
Notes from Internet Service Providers Who Wanted to Host the Page So If
You Have an E‑mail Link, Somebody\'s Gotta Deal with the E‑mail a Recent
Computer Magazine of E‑mail Service Found That Just 9 Responded Within a
Day and 3 Never Answered at All. So Think it Through. Any Module You
Have, Someone Has to Deal with It. We Have the Latest Version Update. Do
I Have a Link for this? Link, One Person Needs to Have an Overall View
of What\'s on the Site, What the Content Is Because If You Have More
than One Person Working, Someone Will Download a File, Change It, Put it
Back up Where Somebody Else Had the Same File Download and They Wipe out
Each Other\'s Work So Your Web Person, Your Empowered Content Person Has
to Have in Their Mind What\'s Going up and Down and down and Up. I\'m
Going to Go Faster and Faster Here. Navigation. This Gets Back to Your
Content Has to Be User Friendly. There\'s Three Kinds of People Using
the Internet. Your Technophile, the People on the Internet for a Long
Time. They Don\'t Need Any Help. Whatever You Did, They Would Find It.
The Second Group of Course Is the Whiners. These Are the Same People Who
Go to ‑‑ You Meet Them. These Are the Same People Who Go to Disney World
and They Ride The Log Plume and Complain Because They Got Wet. Most Are
the Ordinary Monkeys. When We Come to the Web Site, We Want to Find the
Banana. We Want to Go to Whatever it Is, We Want to Go Straight to That.
Your Job, Design Your Content and Everything Else Is to Make it Easy.
Let\'s Hit Overview Button Here. Here I\'m Talking about How the Printed
Brochure and Your Web Site Is Similar. Articles Are the Subsections and
Pages Are the Pages. Point Being That a Magazine or a Brochure Is a
Wonderful Random Access Device. If You Get \"Newsweek\" and You Want to
Find out What\'s Going on In Bosnia, You Flip to It. Expandability Is
Important. One of Nice Things about the Net Is You Can Keep Adding
Things As Opposed to a Magazine. So When You Set up the Site and it
Probably Says this Is Be Thinking. I Had this Category News So I Can Add
New Sections. Think it Through What Kinds of Things You Want to Be
Putting up There. Organize it That Way So You Can Add Things Without it
Being a Great Deal of Fuss and Making the Thing a Mess. In the Early
Days of the Internet, Everything Was Cross Linked To All of the Other
Content. If Something Is in Text in One Page, There Would Be a Link
There. If You Looked at a Bunch of Copy, it Would Be Blue Word Black
Word Blue Word Black Word. The Model Is Let Them Find Their Way with the
Navigation Buttons. Don\'t Link Them. Getting Back to the Specifics
Thing, Here\'s a Fun Graphic Here, Too, I Believe. That\'s Just the
Model. It Goes from General to Specific. People Don\'t Want to Scroll
until They Get Where They\'re Going. People Will Scroll. Did I Lose It?
This Is Changing. People Are More Patient. With Your Sites, People Are
Going to Be Coming to You for a Specific Reason. They Are More Willing
to Scroll than Ordinary People Will. But Even So, Don\'t Make Them
Scroll down the Page until They Get To What They Wanted. Can You Come
Hold this for Me? I\'m Doing a Web Site Presentation and I\'m Getting
Heckled Here. All of the Wires Have Gotten Themselves Tangled up Now.
Ok. Thank You Very Much, Sir. So, Yeah, No Scrolling until They Get
Where They\'re Going. We Covered Project Creep. Indexes, the One Nice
Thing a Lot of Sites Do and Actually a Lot Of the Automated Editors Will
Actually Build for You an Index Where It\'s Just All of the Pages and
Put That Somewhere and the Reason for That If You Haven\'t Got the Money
for a Search Engine, Reason for That Is People Come Back to a Site and
They Know What\'s in It. If They Can Click Index and Click What They
Wanted, They Would Like It. If You Have Money for a Search Engine, That
Would Be Great. Dot Index. Do a Search Engine If You Can. Let\'s Talk
about Taboos. This Relates to Content. People Will Put Things up on
Their Site That Have No Reason to Be There. Of Course the First Classic
Thing Is under Construction. You See These All over the Place. It Is a
Total Taboo. The Whole Model of the Internet ‑‑ Scrolls down Here. This
Is My Friend in Appleton Again. This Site Is under Construction since
March. Especial Lit Who\'s Here next Week Page. The Whole Point Is That
the Thing Is Fluid and You\'ll Keep Changing It. Under Construction,
Don\'t Say That. They Know That. Taboo Number Two, this Site Optimized
for Netscape 3.0. This Comes from One of the Apple Computer Guys. They
Don\'t Care and They\'re Not Going to Change Their Configuration for
You. When You\'re Dealing with the Internet People, the Guys Who Will
Set up Your Web Sites for You, They\'ve All Got the Latest Computers,
They\'ve Got the Fastest Processor. The Guys at Home Don\'t. The Guy at
Home Is Using a Modem, That Won\'t Come out. They Don\'t Have the
Technology. What They\'ve Got Is Simple Stuff. And If You Say You Have
to Download this Plug In, They\'re Not Going to Do It. They Don\'t Care.
It Is Basically Right Now People Have Got about Half a Dozen Different
Browsers Going. 600 by 480 Screen. They\'re Using Different Version of
Windows 95 and Windows 3.1. To Get Around Faster They\'ve Got Their
Images Disabled. They\'re Not Accepting Cookies. And They Don\'t Have a
Line at Home. They May Be Using Web Tv. The Customer Isn\'t Going to
Download a Different Browser or Plug‑ins and it Cost Them Money to Be on
Line Especially the Aol People. If You Say Optimize, You Have to
Download this Stuff. Number One You\'re Arc ‑‑ You\'re Arguing with Your
Customer. You\'re Telling Your Customer They\'re Wrong. Which You Don\'t
Do in Business. They\'re Going to Have to Pay Money to Download the Plug
Ins. Build Your Web Site Is the Average Guy Running the Average Thing
That Can Go Ahead and Use It. Taboo Number Two, Pop‑up Screens. People
Come into Your Site and Something Will Come up If You\'re Ordering
Something, in this Case, a Video, Don\'t You Care. Order, up Comes the
Screen. Ordinary People Don\'t Want to Be Closing Your Damn Pop‑up
Windows. If Your Technology Guys Talk to You, We Can Do this Cool Thing,
Might Be Cool, Don\'t Do It. Upsets People. Same Thing Applies to
Counters. It Is Getting Real Common to Put up You Are Visitor Number
this And That. They Don\'t Care How Many People Have Come to Your Site.
You Care. This Gets Back to Talk to Me about Me. You\'re Not Talking to
the Audience. There Are Different Ways to Do Counters. One of the
Cheapest Things a Lot of People Do this and I\'m Really Telling You
Strongly Not to Do it Is You\'ll Get a Count Remember from a Counter
Provider. What Happens Is When the Person Accesses Your Site, There Is a
Hyperlink to a Counter Provider Where They Upload the Images. Lots of
Computers Are in the Site All at Once So Actually When The Customer Is
Downloading Your Page, They\'re Also Waiting to Download the Number
Images from the Busy Number Provider. This Increases Their Download Time
and Upsets Them. That\'s a Total Taboo. Cookies, Avoid Them. A Cookie Is
When the Server Sends a Nugget of Information to Your Hard Drive. And
People Don\'t Understand Them. Don\'t Trust Them. You Guys Are the
Government Anyway So We\'re Thinking Back to Black Helicopters and the
Roswell Stuff. So No Counters Unless We Have to Do It. Ticker Tape
Status Bars. You Look at a Web Site and Across the Bottom Where It\'s
Supposed To Say Document Done. They\'ll Put in Something Else. What
You\'re Doing There Is You\'re Messing with the ‑‑ with the Customer\'s
Computer. You\'re Playing with His Stuff. He Wants to Look at Things in
a Certain Way. Not Allowed. Big Taboo. Again It\'s One of the Weird
Wrinkles That the Tech Guys and Kids Out of College Love. Frames. Frames
Are Very Useful. I Got a Picture of a Site Here Using Them. Very Useful
for Navigation. If You ‑‑ I Picked Sears Here. There Will Be a Ton of
Stuff. What\'s Happened Here Is the Screen ‑‑ the Screen Is Divided into
Two Parts. The Bottom Line Will Stay There No Matter What You Click on
up Here. That\'s the Navigation. Wherever They Go, They Can Get Back to
the Navigation Bar. You Might Have to Use Frames So People Can Get Back
to the Beginning. But a Lot of Browsers Don\'t Support Frames. People
Have Stuff That\'s Two Years Old and Then You Have to Build Two Sites.
Which Is a Lot More Trouble. If You Can Avoid Frames, Don\'t to It. It
Is Not a Taboo but a Way of Organizing Your Content, You Know If You Can
Avoid It, Avoid It. Background Music, I Really Hope this Works. People
Are Starting to Put Background Music on Their Sites. Of Course the Issue
Is Here like Think about Muskrat Love. One Man\'s Meat Is Another Man\'s
Poison. Oh, That\'s a Shame. It Is Gilligan\'s Island. You Would Have
Hated Me for It. Don\'t Hang up on Me. I\'m Sorry. Figure it out.
You\'re the Computer.

Don\'t Do Background Music. That\'s like Playing the Radio When Someone
Else Is in the Car. You Might Love Snoop Doggy Dogg but Some People
Don\'t Feel That Way. We\'re Fine. Only 6 after. Save Some Time for
Questions and Answers. Ok. We\'re in Good Shape. Content Should Be
Conversation. Whatever You Write it Should Be Fun and to the Point. A
Fellow Standup Comic When I Was Doing Comedy Said That Every Time I Do a
Joke I Take One Word out and If One Night They Don\'t Laugh, I Figure I
must Have Needed That Word. That\'s the Secret to Good Writing. Writing
a Novel, Writing a Brochure or Anything Else, Be Simple Be to the Point.
Give it a Friendly Tone. Talk to Me about Me. My Needs, My Vocabulary.
People Don\'t Want to Hear Buzzwords from Whatever Management Fad Is
Making the Rounds. Talk to Me in My Vocabulary and Good Writing Sounds
Conversational. Most People Can\'t Do it Especially If the Boss Is
Looking over Their Shoulder. They Start Trying to Sound Motivated,
Educated and the Copy Ends Up as Thick as Molasses. If You Have the
Budget, Bring in Local Professional Writers. If You Haven\'t Got the
Budget, Whoever the Least Obnoxious Writing Style Is Your Guy. The
Internet Is a Pretty Informal Place and with the Corporate Style Writing
Stands out like a Pig in Church, Don\'t Do It. One Trick Grade
Schoolteachers Use, They Just Started Doing this Is the Kid Will Know
Ahead of Time He Has to Read the Paper to The Rest of the Class Because
Then Instead of Writing to the Teacher, You Write to the Audience and If
You Guys Are Going to Have Somebody Write Your Copy, Do That. Don\'t
Impress the Boss. Write for the Audience. Committee. Committee Stuff. I
Wanted to Get to this. Is this under Taboos? Java. Don\'t Put Anything
in Your Site Because Remember, the Issue of Your Content. People Has to
Be Able to Get Your Content. If They Have Java Disabled, Your Java Thing
Isn\'t Going to Work. Committee Inspired Drivel. You Guys Are Going to
Have Meetings and Boy, Can You Come up With Bad, Bad Content. No Better
Way to Waste Time. There\'s the Old Cliché That a Camel Is a Horse
Designed by a Committee. That\'s Not True Because a Committee Would
Never Have Come up With Anything That Useful. The Camel Is a Wonderful
Animal. Go Without Water and Everything Else. Carries Stuff. But
Everyone Is Going to Have Meetings. There Will Be Somebody There That
Will Come to the Meeting with Nothing Useful to Contribute but He or
She\'s Going to Want to Look like They\'re Care and like I\'m Really
Worth My Paycheck So You\'re Going to Get a Lot of Unhelpful Suggestions
and as a Result a Lot of Web Pages Have Pages about Our Management
Philosophy, Our Mission Statement, Our Commission to Excellence.
Remember Talk to Me about Me. The Audience Doesn\'t Care What Your
Mission Statement Is. That\'s Third Level Stuff. If You\'re Going to Put
it on the Site, You Click, Click, Click, They Had to See Your Mission
Statement. I\'ll See Sites Where on the Home Page, Our Mission
Statement. That Came from a Meeting. It Kills the Emotion, the
Connection with the Audience. My Father Used to Work in Chicago for One
of the Big Advertising Companies at the Time. They Had Sara Lee as a
Client. Sara Lee Had a Ton of Money and They Would Have the Firm Come up
With Six or Seven Different Treatments. Then They Would Go to the
Meeting and All of the Sara Lee People Would Be There. But the Ad Would
End up Being New from Sara Lee No Matter What They Did. There\'s No
Emotion in That. Now with Sara Lee Being the Leader, They Had to Be
Careful Because We\'re the Leader. But the Idea Is That There\'s No
Emotion. Another Example Is I Have a Client Who Makes Machines That
Spray Imaging on Boxes and Things. If You Saw a Box That Said Fragile
Handle with Car. They Make the Machine That Does That. They Can Put up
Graphics, Images and They Came up with a New One That a Little Bitty
Machine Would Do Stuff this Big. Big Pictures and Big Text and the
Machine Was Very Small. No Matter What You Were, You Could Plug this
Thing into Your Assembly Line. And Being Specific, the Points of this
Product They\'ll Spray Graphics or Images and this Little Bitty
Footprint, You Can Put It Anywhere. The Whole Point Is It\'s Small. The
Obvious Ad Is Dynamite Comes in Small Packages. You Have a Graphic Where
Here\'s the Machine and Here\'s the Crate That Says Danger Explosives
with Bar Codes and Everything Else. It Is a No‑brainer. And That
Connects with the Audience. There Is an Emotional Thing. Well, I Went to
the Meeting with a Client and She Said Yeah, but One of Our Machines
Caught Fire in Japan. So We Can\'t Do That Because ‑‑ Nobody in the
Whole World Knows That Your Machine Caught Fire in Japan. You Have to
Connect with Emotion and Go to the Edge. Different Crowd, Different
Night, Different Place. And I Guess the Way to Go to the Wedge the
Internet Is Find What You like Personally like this Site Makes Me Feel
like There\'s Somebody Home and Don\'t Be Afraid to Do That. If Somebody
Else Got Away with It, You Can, Too. Editing Your Content. Kind of
Important Here. It Is under Content I Would Imagine. This Is Mike a ‑‑
this Is like a Magazine. Once Something\'s up on the Net, it Is
Published. Yes, You Can Change it Easily but You Don\'t Look
Professional. There\'s Always One More Mistake. She Mentioned the Ron
Santo Golf Outing. It Was a Benefit. All of the Chicago Cubs Were There.
These People Are Millionaires. These Golfers That We\'re Inviting. You
Have to Send Them Top Flite Stuff. So Every Brochure, Every Mailing,
Everything Has to Be Carefully Checked to Make Sure the Content Is
Perfect and Professional‑looking. We Went Through it a Dozen Times.
Three or Four Would Look for Where You Used the Wrong Version of It Is
or Whatever. Finally it Went to the Printer but I\'ve Still Got an Hour
or Two Before I Know the Guy\'s Going to Start the Job. I\'m Going to
Wisconsin. Going Through it One More Time. On One of the Envelopes it
Said Juvenile Diabetes Foundation. No N. The Classic Example Is this
Wal‑mart Page Where If You Look at This, the Thing on Top Is like an
Index and it Says Internet J‑l And D Is Not Between J and L. That Went
on the Net. So, Check Your Content Carefully Before You Put it Up. Make
Sure It\'s Ok. I Think We Covered the Updating Issues. Yeah, We Did. Now
Let\'s Talk about Graphics. Graphics Are Part of Your Content. There\'s
a Lot of Things That People Do with Graphics That Are Wrong. One Classic
Example Is Inappropriate Art. The Joke on the Internet Which I Think I
Might Have Had this on The Screen Before. Is on the Internet Nobody
Knows You\'re a Dog. This Is Originally a New Yorker Cartoon. The Idea
Was it Was a Dog in a Chat Room Pretending to Be a Rock N\' Roll Star or
Whatever. Five Minutes? Wrap in Five Minutes. I Just Got the Light. This
Is So Familiar. On the Internet, Nobody Knows You\'re a Dog. This Is a
Little Bank Site. What Do You Want from a Bank? You Want Durability.
Great Big Building with Great Big Vaults. These Guys Look like They Work
on Cars. If You Don\'t Have a Good Picture of Your Business That Will Be
Impressive and Give People That Feeling That You Want Them to Have about
You like We\'re the BLM and We\'re Here to Help You Have Fun or
Whatever, Don\'t Put up Art That Doesn\'t Stay with The Message. Art Has
to Be Consistent with the Message Because You Never Want To Lose What
Are We Doing Here? We\'re Talking to People. Always the Message. I Had
the Monkey Theme Going Earlier. This Is from Lancelot Link, Secret
Chimp. It Actually Looks as Bad on My Monitor as on the Screen. If You
Have a Picture, I Don\'t Care If It\'s Billy the Wonder Horse, If It\'s
Ugly, Don\'t Put it on the Net. Wait until You Get Something Better. Big
Art. This Is One of the Terrible Things People Do. Don\'t Forget People
Are Paying for Their Time On‑line. So, You Hit Somebody\'s Home Page and
They\'ll Have a Great Big File, 118 K That Takes Five Minutes to
Download. A Picture of Our Battleship. Don\'t Do That. Think Download
Time. I Think We\'re Going to Wrap Here So Let Me Get to My Final Notes.
Make it Fun. I Did a Thing for the Bears. Again, a Golf Thing. Where
Millionaires Get to Go to Hawaii with the Bears and Golf. Like I Said,
Make it Fun. This Happened in My Car and I\'m Thinking Hawaii, the Hula
Moon, Dancing to the Moonlight. And Being with the Bears and What I Came
Was a Graphic of a Bear In a Hula Skirt Dancing with a Palm Tree and
from the Movie Dances with the Wolves, Line Was Dancing with ‑‑ with
Dances With Bears. They Loved It. It Was a Lot of Fun. Be Fun. Make it
Magical. For the Chicago Flower and Garden Show this Year, They Handed
Me That. About the Magic of Spring. So What I\'m Going to Have Is a
Graphic of a Flower Popping out Of the Ground and the Line Is Hocus
Crocus. Be Fun. Be Warm. Be Friendly. Hardy\'s, Classic Example,
Hardy\'s Has a Current Thing. All Kinds of Good Stuff Is the Current
Logo Which on the Face Seems a Little Primitive like Good Stuff like
What Could That Be Now? Eat It, it Won\'t Kill You? But Think What
They\'re Doing. Hardy\'s Has Gone to All of the Small Town Markets and
Replaced The Small Town Cafe and It\'s Where People Meet and Talk to the
Neighbors in the Morning. They\'ve Become for All of the Farm Towns the
Local Cafe. That\'s Their Audience. So It\'s All Kinds of Good Stuff.
Talk to Me about Me. In Conclusion, Be Warm, Be Funny, Be Whimsical.
Connect it Emotionally. And Don\'t Be Cutting Edge and Cool. They Don\'t
Care about Cutting Edge and Cool. That\'s It. Thanks.

Thank You, Paul. Cut Paul off a Little Bit. We\'re Going to Take
Questions from All Three Speakers at the End. Long Before the Web Was
Accessible to Most Any Pc, the Print and Broadcast Media Was Bringing
Words and Images into Our Homes and Offices. Today the Technology of the
Internet Is Being Used Across the Media to Supplement and Enhance
Information, Gather and Distribute Their Information and Inform the
Public in a Whole New Way. We Have Two Media Perspectives on the Web to
Share with You Today. We\'ll Begin with Jeff Unger from \"The Arizona
Republic\" to Provide Us with a Print Media Overview. Jeff Is One of the
Founders of the ‑‑ and the Senior Producer of Arizona Central, an
On‑line News Service of \"The Arizona Republic\" Which Is One of
Country\'s Fastest Growing Daily Newspapers with the Circulation of over
600,000. For Three Years He\'s Overseen the Content, Production and
Structure of this Rapidly‑growing Site. With Nearly 20 Years of
Editorial and Design Experience, Jeff Edited the Computer, Business and
Local Feature Sections of the Phoenix Gazette and Worked for Newspapers
in Ft. Collins, Colorado and Ft. Myers, Florida Prior to Becoming
Involved with The Internet. Please Join Me in Welcoming Jeff Unger. \[
Applause \]

Jeff Unger
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Unger: Anybody Else Want to Follow Paul Instead of Me Right Now? I\'m
Glad it Wasn\'t a Grand Jury Hearing. It Will Take Just a Second to Go
to Our Site. I\'m Going to Talk about the Things We Face Every Day, the
Same Things You Face Every Day. Competition, Design Standards That You
Might Have to Meet and Try to Keep People Happy and Find Figure it All
and Bring it Together with What You Need to Do to Let People Know Where
You\'re at and How to Let Organizations like the Media Know it And How
to Get the Search Engines to Find out Where You\'re At. First of All I
Want to Talk about How Many People in Here Use The Internet on a Daily
Basis? Probably 93%. Ok. How Many Have Been to the Big Search Engines
like Yahoo? Again Hands Go Up. How Many Have Been to the \"Washington
Post\" On‑line? How about Arizona Central, the Place I Work? Little Bit
Fewer Yet. Quite a Bit Fewer Yet as a Matter of Fact. How about the
Colorado Bureau of Land Management Site? More than Mine. Thank God You
Look at Your Own Places. This Is Just Kind of a Really Good Idea of How
Much this Market Is Segmented. When 90 Some Percent of Your Hands Go up
in Here, You\'re Finding Out You\'re a Real Anomaly. Most of People Who
Live Outside in this Country Don\'t Get on the Internet. A Number I Saw
Earlier this Week When I Was Looking in a Different Magazine Was That
They\'re Estimating at the End of 1997 Which Ten Months into the Year,
27% of the U.s. Population Was on the Internet. When We First Started
Doing This, about Three and a Half Years Ago at Arizona Central, the
Number Was 11%. You Can See a Huge Growth in a Short Period of Time but
You\'re Still Not Getting the Majority of the People. Most of the Folks
Are Going to Read Material but Still a Small Number Are Reading Things
on the Internet. What You\'re Doing Here Is You Have a Lot of
Competition. When We Started out Doing This, We Realized ‑‑ We Went up
on America On‑line and on the Internet. Reason We Did That as Arizona
Central and the Republic Was Because We Knew America On‑line Was New. It
Was Getting a Lot of People. It Was an Enclosed Situation Na Made
Getting Around the Internet Easy. You Didn\'t Get on the Internet. You
Stayed Within America On‑line. As Paul Had Mentioned Earlier, When You
Go to an Internet Site And You See All of this Junk and It\'s the First
Time You\'ve Visited a Site, it Is Impossible to Get Around. We Realized
We Were Working with Two Different Groups of People. One That Wanted to
Be Led Easy from One Place to Another and Another That Was a Little More
Technically Oriented That Could Figure Things out. Type in a Long Url
like this and Get to Someplace They Wanted to Go. There\'s a Company
That Says a Registered Domain Names at an Average of 63,771 New Names a
Week. So If There a BLM Site, I Want to Go up Maybe There\'s a Company
Called Pixel Bond, 63,000 a Week. So as of Tomorrow from a Number That
Started off with That Article 4,898,849 Sites Are Vying for Reader
Attention. And You\'re Just One Small Piece of That and So Are We. So,
the \$54,000 Question Is How Do You Let People Know Where You Are and
How to Come Back for Seconds? That\'s Something We Struggle with All the
Time at Arizona Central Whether it Means Putting up the Latest News
Story or Finding Content People Want to Come Back and Read. You\'re
Always Trying to Make a First Impression. There Are a Lot of First
Impressions out There. If You Blow it the First Time, You\'re Probably
Blowing it for Good Because People Are Find Something They like Even
Better. We Spend a Lot of Time on Our Site. We Have a Staff of about 30
Right Now from Producers Who Put Content Together to Artists Who to a
Sales Team That Sells Advertising. About 19 Hours a Day or So on That.
And the Payoff Is That People That Come to Visit Our Site Might Spend
from 12 to 14 Minutes. So Just Realize That All of this Work That\'s
Going into It, You\'re Only Going to Be Able to Catch People\'s Takes
for Just a Little Bit of Time and it Will Be over with. Work Hard to
Make it Happen. I\'m Going to Show You a Little Bit of Progression. What
Our Site\'s Done over the Last Three Years and Maybe It\'s Going to Give
You Tips of What You Might Want to Watch out for. When We First Came Up,
We Were a Picture on a Screen. We Had a Golf Database. We Had a Tv
Database. We Had a Dining Database and We Had a Travel Database. And
That Was Absolutely It. We\'re a Newspaper. People Expected News. They
Screamed When it Came to this Site. One of the Things down Here Was this
Survey. We Requested People to Tell Us What They Thought of the Site.
Most Was We Hate It. Figured Why? We Knew Exactly What You Wanted. You
Want to Know about Golf. You Want to Know about Tv Because That\'s Your
Life and We Figured We Had Everything Set up Just Perfectly. Needless to
Say We Weren\'t Even Close. What We Did Is We Moved from Here to Another
after Listening to What People Had to Say. A Little More Interactive but
Not a Lot. You Would Still Come to this Site and Nothing Changed. At
this Stage We Were Getting about 300,000 Page Views a Month. Which
Isn\'t Much for the Amount of Time That Was Going into It. We Did Move
Away from Three or Four Things on the Front Page. We Had Features. We
Did Have Sports from \"The Arizona Republic.\" But Again, Maybe a
Fraction of What Was Actually Inside. Some of the Things We Did Have and
this Is from Reader Interaction and I\'ll Follow up on That a Little Bit
More, Too. Is We Started Offering Classified Advertising. In Other
Words, We Started Listening to What People Had to Say To Us. Send
E‑mail. We Wanted to Know What People Had to Say So We Encouraged Them
To Talk Back and Forth with Us. Message Boards We\'ll Get into a Little
Bit More. The Wire Is the Associated Press and Contents Was a Directory
That Paul Had Talked about Earlier. Spread Your Stuff out. Let People
Know Where Everything Is. From Here, after Listening and Learning and
Hearing People Still Complain, There\'s Not a Damn Thing on There. We
Want to Find More. We Add More Underneath. Special Reports from \"The
Arizona Republic\" Became Available. Vacation Guide, a Once a Year
Business Item and the Arizona Business Gazette Which We Publish at the
\"Arizona Republic\". Also We Had down Here, We Decided to Get the
Community More Involved. We Didn\'t Want to Be Pushing Our Stuff out of
Everybody. We Wanted People to Have a Chance to Get Their Stuff
Available Through Us, Too. Next Progression Is What We Have Today. And
Hopefully it Will ‑‑ after Listen to What People Had to Say, They Want
Something Different. They\'re Used to Having a Newspaper. They\'re Used
to Seeing Something Different in There Every Day. They\'re Used to
Seeing Things Different on Tv or Hearing Them Different on the Radio and
They Realize the Internet Is a Communications Tool That There\'s Always
Something Going On. We Tried to Make it a Little More Rewarding for Them
Every Time They Come to Our Site. On the Leaf Hand Side, We Had a Lot of
Navigation. We Want People to Find What\'s up There. There Is ‑‑ this Is
Our Chamber of Commerce Thing. Weather, it Is Perfect for Us. Get
Nervous about it When It\'s 120 in the Summer. We Make the Weather
Available on the Site 24 Hours a Day. You Can See We Try to Logically
Break Things down into Categories That People Are Used to Finding. When
We First Came up on Here, We Call Our Entertainment Area Couching. We
Called Tv Something Completely Different. And the Questions We Got from
People Were What Is this Stuff? They Have No Idea. Trying to Be Clever,
Didn\'t Work. Trying to Be Straightforward and Make it Easy to Get
There, Seemed to Do a Lot Better. We Also Have Breaking News up Here.
Today. As We Move More and More to this Bizarre Little Thing That\'s
Neither a Newspaper Nor a Tv Set. Nor a Radio. We\'re Trying to Move
More and More to Being Interactive with People. What We Have Today Is
You Can Read the Story from Congress. Right Now You Can Go in and Listen
to it If We Had a Real Media Player. I Don\'t Want to Take the Risk of
Having it Kick Us off but We Can Listen to as Paul\'s Talking about
Plug‑ins. We Warn People like this Line Right Here, You\'re Going to
Need This Software. We Try Make Sure We Tell Them If It\'s Going to Cost
Them Money. This Is Tree. You Can Listen to the Audio of the Congress
from Today. You Can Watch the Video of the Actual Vote. We Played the
Entire Clinton Four Hours of Testimony, the First Day They Put it out.
We Made a Link So You Could Watch it Within Your Office. Now That We\'re
this Way, Now That We Have People Used to Coming Back to Us and
Expecting Change, this Is What I Would Encourage You All to Do Is to
Encourage Your Sites to Be Different ‑‑ Maybe Not Every Day or Every
Week but at Least Monthly or Seasonally. Once We\'ve Come up with this
Change Every Day, We\'ve Gone from 300,000 Page Views a Month to More
than Six Million. We\'re Not Doing Anything Great or Outstanding but We
Are Making It Worth People\'s While to Come Back and Find Something
Else. We Do Scroll down. In the Process of Doing Redesign. We Want to
Make Sure When People Come to the Site, They Have X Amount of Time to
Spend Before They Go on to the next Task. That They Can Find Things That
Might Lure Them Further Inside. We Do Everything from News Stories to
You Get down Here into Sports or Features. Get People a Little Bit of a
Potpourri of Things to Find. What We Found Is Change on Our Site Is Good
and It\'s Always Desirable to Be Different. So, I Would Encourage You
Guys to Do the Same Thing. As Long as You Have a Site That People Are
Used to Coming Back To, That People Are Used to Finding Different On, I
Think You\'re Going to Find That Word of Mouth Will Get That out a
Little More. You\'re Going to Get a Little More Traffic to Your Site.
One of the Advantages for Us Is Two‑way Communication. We Didn\'t Go out
and Ask Anybody. There Were Four of Us Who Were Told to Go Build a Web
Site. So We Spent Countless Hours in Rooms with Closed Doors and We Had
up Here, We Had a Stickpin Area and We Had Pieces of Yarn Going
Everywhere of How You Could Navigate the Area. We Knew Just by Talking
to Ourselves Everything Was Fine. So We Put it up and it Wasn\'t. People
Hated it Because They Wanted to See Something Different. They Wanted
Some Depth and We Didn\'t Offer it to Them So with That E‑mail Link That
We Allowed People to Have, We Started Getting That Feedback So When You
Hear 50 Times in a Day Where\'s The News At, 50 Times in a Day Where the
Classifieds at and That Keeps Building up over a Period of Time, it
Comes in and You Finally Make Some Changes. Because It\'s a Cross Bead
of All ‑‑ Breed of All Kinds of Different Media, this Gives Us a Chance
of to ‑‑ Chance to Do Experimentation. I Was Talking to Someone from the
Arizona BLM Site and They Said Apparently Nationally They\'re Talking
about Doing the Real Radio And You\'re Streaming it Today, Right? This
Is a Great Way to Get Information out to People. You Can Start Combining
Words and Pictures in Ways That You Can\'t Do Them Either on Tv or in a
Regular Newspaper. If Your a Trying to Show Emotion but If You Hear
Somebody\'s Voice and You Can Hear it Cracking or Look into Their Eyes
and See a Tear Stream down It, this Is Where the Internet Can Bring All
of this Stuff Together. It\'s Not Any Different than If You Went Out,
You Talk about Campgrounds. I Looked ‑‑ a Bunch of the BLM Sites.
California Has in Certain Areas, Panoramas Where You Can See an Entire
360 Degree View of Certain Campsites. That\'s a Great Idea! It\'s More
than Just a Picture of a Tree and a Blank Space Where A Tent\'s Supposed
to Go. You Can See Where this ‑‑ this Is Where I\'m Supposed to Go. I
Can See a Forest Behind Me. Take Advantage of That Stuff. It\'s Not
Really Expensive to Do. What We Found out Is the Immediacy of the
Internet. We Spend Tons of Time Making Sure We Have the Pages Updated. I
Went in at 6:00 this Morning and Made Sure That the Nobel Prize Story
Got Up. The Clinton Story Was Lower on the Front Page this Morning and
By the Time I Walked out of the Office and We Found out They Were Doing
it in Real Audio, We Move it to the Top of the Page So Spend a Lot of
Time Thinking about Things. Use Your Own News Judgment. Don\'t Listen to
What Your Boss Says. Don\'t Listen to What You\'re Normally Used to
Doing. Think a Little Bit about What Works Well for You Because What
Works Well for You Might Work Well for Somebody Else out There. The More
You Experiment, the More Feedback You\'ll Get That You\'re Doing Right
or Wrong Thing. We Spend a Lot of Time Worry Being News. We Try to Make
Sure the Latest Stuff\'s up There. We Go from Page to Page. Our News
Page Generally Is Different than the Home Page. The Home Page We Try to
Get a Mishmash of a Little Bit of Everything So We Can Look out for
Different People, Different Interests. News, We Focus Mainly on Our
Area. That\'s What You Guys Are Doing, Too. You Have Specific Areas of
the Country That You\'re Responsible For. And That Should Be Your Main
Focus. Go out and Do That as Best as You Can Because You\'re Going to Do
It Better than Anybody Else. There\'s No Reason You Have to Be Able to
Be the Person That Does ‑‑ in Arizona, the Person Who Does the Best
Thing than the State Next to You. Find Your Strengths and Work on Those.
From Here, Again Because We Have So Much Stuff on Our Site. We\'re
Trying to Lead People Through It. We Continue to Follow Through with
Navigation That\'s Easy to Find. Throughout Our Site, You\'ll Find That
Usually the Navigation Is On the Left Hand Side of the Page. People Get
Used to Looking One Place for It, That\'s Where We\'ll Put It. We Try to
Make Sure We Have the Same Type of Navigation at the Top of the Page.
Take Advantage of Your Strengths. Steve Benson for \"The Arizona
Republic\" Gets a Lot of Attention. We Don\'t Have Room to Put His
Cartoon up on the Home Page Every Day but We Want to Make Sure People
Know Where These Little Things Are Buried. What We Do Here, Try Put the
Most Current Cartoon out on the Front Page and Make it Easy to Find
Other Things. This Is Probably What You Do with Stories on Your Site,
Too. News Stories or Press Updates. Put the Current One up on the Top of
a Menu or on the Page Itself and Make Sure Some of the Other Ones, the
Other More Important Ones Are Easy to Find, Too. Drop down Menus Have
Worked out Well for Us. So You Can Go in Here, Click on the next
Cartoon. Find out What Steve Had to Say about That Particular Thing.
Want to See this Cartoon. Now What We\'ve Done, Too, One of the Things
You Have to Keep Your Eye On, What We\'ve Been Able to Do Is with These
Benson Cartoons, Invariably, They Change from Day to Day and the Topic
Things Change from Day to Day. Over a Period of Months He\'s Put
Together an Amazing Collection On the Clinton Scandal So What We\'ve
Done Is Gone in and on a Clinton Area ‑‑ in Fact I\'ll Quick Go to That
to Show You What We\'re Able to Pull off There. Is You Work Within the
Resources Within Your Site and You Allocate Them into Different Areas.
What We\'ve Done down Here Is You Can Go in Right Now and Download the
Full Four Hour Video the Way it Came over the Other Day but You Can
Focus on Specifically Just the Cartoons That Have to Do with the Clinton
Crisis. We\'ve Listed Them Pretty Much by Headline So You Know Exactly
What You\'re Going to Look at by Date They Ran. I\'ll Make Sure We
Scroll up So You Can See That One, Too. One Thing I Would Encourage You
All to Do Because this Is a Medium Where You\'re Trying to Get People\'s
Eyes Is Your Site Should Always Be Attractive and Coherent. You Need to
Make Sure It\'s Inviting and Informative at the Same Time. So I\'m Going
to Kind of Go over Tips for Moving in That General Direction. First of
All, You Should Prioritize Your Information. You Know Better than
Anybody Else What You Have on That Site and Between You and the Rest of
People on the Staff, Thinking There Might Be More than Just You and a
Lot of Times it Might Be Just You, You Need to Think about Why People
Are Going to Come to Your Site in the First Place. You Need to Make Sure
You Take Advantage of That. When You Get down to the about Us and Our
Mission like Paul Had Mentioned Earlier, They Might Be Good to Have on
Your Site. They Might Be Important to Your Boss. It Might Be Important
to You. It Might Be Important to Let People Know What You\'re Doing but
That\'s Not What\'s Going to Bring People Back. They Might Look at it
Once. They\'re Going to Close it and Never Want to See it Again So as
Paul Had Mentioned Earlier, If It\'s on Your Site, it Shouldn\'t Be up
Here, it Should Be down at the Bottom. That\'s Not What They\'re Coming
for. They Don\'t Want to Know about You. They Want to Know about What
You Have to Offer. Make Sure the Navigation Holds Things Together. I\'m
Going to Go to Business. Again, as I Talked About, You Kind of Want to
Have Navigation That Makes Sure You Can Get Around the Site Easily. At
the Top of All of Our Pages, at Least All of the Main Categories, We
Have a Navigation Bar That Says These Are Our Main Areas. We Have News,
We Have Sports, We Have Entertainment, Business, Travel Classifieds and
Yellow Pages. This Stuff, We Think Is the Most Important on Our Site.
Once You Get Inside the General Categories, We Break it down Into
Subsets. Again, You\'re in Business. These Are Things You\'re Going to
Find. Quotes, Investing Information, the Abg, Automobiles, Computing And
the like. Most of this Stuff That\'s up There Is Things That We Have
Been Asked for from Readers. Again, We\'re Reading Our E‑mail on a Daily
Basis. We Respond to People. Especially the One Who Is Tend to Tell Us
How Lousy We\'re Doing. Why Are You Doing this in the First Place. Send
Them a Note Back and Say Thanks for Visiting Arizona Central. We
Appreciate the Fact That You Took Time out to Let Us Know What You
Thought. As Tempting as it Would Be to Say Please, Don\'t Ever Write Us
Again. Again with this Navigation, It\'s at the Top, It\'s at the
Bottom. Way down at the Bottom Here. If You Scroll down Far Enough, We
Want to Make it Easier than Popping Back up to the Top. Reminder Here Is
Always Give People a Way Home. Think on Your Pages as You\'re Building
this Navigation. If You\'re Not Going to Give Them Access to Everything
You Have On the Site, Which I Would Strongly Suggest You Do, Make Sure
They Go to the Main Categories. Always Give People a Way out. Say I\'m
Going to Go Back Here to the Home Page So I Can Start Back Through If I
Want To. You Need to Think about Graphics. Definitely You Don\'t Want
Big Ones. Unless It\'s Really Important to Something. Some Sites You Go
To, You See a Little Small Graphic. Colorado BLM Site, I Noticed, Has a
Series of Graphics, Wildlife Graphics. Great Idea. Click on Those
Individual Photos and Bring up a Bigger One So You Can See What\'s in
There. Sometimes this Big on the Internet Doesn\'t Do You a Whole Lot of
Good. When We Run Photographs on Our Site, We Generally Save Them as J
Pegs. They Tend to Take up less File Space Because They Drop a Bunch Of
Colors out There. They Guess the Way Things Will Blend Together. When We
Want Graphics, Especially Those like the Az Neighbors One down Here, We
Use Gifts Because it Tends to Hold the Type Together. You Don\'t Want to
Put out Trash but You Don\'t Want to Make the Size Too Big Either.
Download Time Is a Big One. Less and less Sites Are Charging You. More
and More They\'re Going to \$20 Unlimited Use. \$20, 150 Hours of Use.
And I Figure If You\'re Spending 150 Hours a Week or Month on the
Internet, Maybe You Should Find a Hobby. Kind of Nice to Get Away from
the Computer Every Once in a While. Spend a Lot of Time Thinking about
Your Strengths and Weaknesses. And a Good Way to Do That Is Either Do it
in Staff Meetings or Take Advantage of When You Get Together like this.
You Know What\'s Really Good in Your Site. You Know What You Can\'t Pull
off. We Know We Can\'t Do a Lot of Things. We Would Love to Put up and
Be the Originating Provider for Absolutely Everything We Do on Our Site
but We\'re Not. What We Do Is We Take the Best of \"The Arizona
Republic,\" They Have a Big News Staff So it Makes it Easier to Get
Stories but They Can\'t Do a Lot of Things That Other Companies Can Do.
And I\'m Going to Go to the Stocks Page and Give You One Quick Example
of That. The Republic in a Newspaper Can\'t Let You Walk in and Say ‑‑
Somebody Give Me a Stock Symbol Real Quick. Mu? Type it in There. This
Lets You Type into Ten Different Symbols. Throughout the Day it Gives

Number That\'s 15 Minutes Delayed So Right Now, Micron Technology Is at
24 1/2 and It\'s down a Little Bit from Earlier. So this Is Stuff You
Can\'t Get in a Newspaper but It\'s Stuff That People Are Going to Come
in for and If You Use Your Other Products and I\'ll Get to That in a
Second, If You Use Your Other Products to Push People to Extra
Information, You\'re Doing Yourself a Favor in Both Places. Take One
More Step Back. We Focus on Arizona. It Is Important to Us to Not Be the
Entire World Although We Offer Part of it Through the Associated Press.
We Try to Focus on Our Strength and That Strength Happens to Be What We
Can Pull off Inside Here. This Is in a Frame. The Middle Area, the White
Area in Here Is the Only Thing That Changes. Navigation Stays the Same.
We\'re Keeping the Page on Our Server and in That Middle Frame We\'re
Going out to a Place Called Quote.com to Bring That In. Right Here You
Can Also See Throughout the Day What the Stock Market\'s Doing. Earlier
Today it Was down 250 Points. Right Now It\'s down 165. Click on the
Reload Button and it Updates Every 20 Seconds. I Won\'t Harp Enough ‑‑ I
Can\'t Harp Enough on Paying Attention To E‑mail. Nice Thing about the
Enter Net Is It\'s Two‑way Communication. It\'s Not You Feeding a Signal
into Somebody\'s House. What it Is, You\'re Inviting Somebody to Look at
What You Have And at the Bottom, or Someplace on These Pages You Can Ask
People to Comment to You. We Use Message Boards. You Might Think about
That, Too. We Do Here. We Include Reporters E‑mail Addresses. You Can
Link to E‑mail Forms. It Isn\'t Set up to Go out. We Try to Link to
E‑mail So People Can Tell Us What They Think. We Love it People When
People Tell Us We\'re Doing Well and When We\'re Not Because We Can
Learn from It. A Lot of the Stuff on Our Site Has Come from People Who
Have Requested It. It\'s Because They Haven\'t Been Happy the First Time
They Came to Visit Us. I Would Suggest Not to Be Afraid to Make
Partnerships. Colorado Points out to I Notice the Weather. Go out and
Find Partners. I\'m Going to Go to Something We\'re Doing Right Now. We
Have Two Different Weather Providers. One Is a Government Group. Arizona
Guide Is Something We Publish for the State of Arizona Office of
Tourism. Everything to Do with Arizona. They Provide Us Content. We
Provide Our Own Content but We Try to Make Sure That People Know What\'s
Going On. Right Here, Current Temperatures Around the State. Phoenix,
Tucson, Flagstaff, Grand Canyon. The Weather Service We Pay for Gives Us
15 Weather Reporting Sites in the State. Another Service We Which Give
Credit for and Which I Made Sure Whenever We Do This, We Make Sure We
Talk to the People We\'re Getting the Information from. National Weather
Service Gives Us 17 ‑‑ Not 17, 27 Different Forecast Areas So Right Now,
If We Looked up and Saw What it Was In ‑‑ Flagstaff Already Has It.
Window Rock, Arizona. You Can Do this. The Noa Sites Have These Things
All over the Country. Talk to Them. Make Stuff Available on Your Site.
If They\'re Going to Spend Time on the Campgrounds, Take Advantage of
this Stuff. If They\'re Going to Travel That Way, You Come in Here and
See Exactly What the Forecast Will Be. Another Way You Can Help People
out. I\'m Going to Talk to You Now about Getting the Word out. Nobody\'s
Going to Find You If They Don\'t Know You\'re There. Don\'t Be Afraid to
Market Yourself. With Millions of Web Sites Vying for Your Attention,
These Are Things You Should Do at the Very Least. Include Your Web Site
Url on Your Business Cards, Things to the Public and Make Available
Through Your Sites. If There\'s Recreation Areas Where You Have
Pamphlets, Put That Url on There. Put on There Www.blm.gov. Whatever You
Can Possibly Do. Find Ways to Get Links on Other Sites. One Way You Can
Do it Is to Point out to Other Sites. You Need to Find out Ways to Get
Your Lincoln Other People\'s Sites. We Do That with a Lot of Arizona
Information. Grand Canyon Stuff, State Parks. Bureau of Land Management.
Make Sure You Contact Media Sites and Say We Have Information That\'s
Worth You Pointing to and in General, They\'re Probably Going to Pick up
on It. It Is Another Way to Get Your Name out There. Want to Go to One
Other Place Real Quick. Also Send out Press Releases. Let the Media Know
You\'re out There. From That Information, Put it on Your Web Site. Force
People to Look at Things Because If the Reporter Doesn\'t Have Time to
Talk to You on the Telephone and it Is Available on Your Web Site, Let
Them Know What the Url Is. Send Them Something via E‑mail. Find out What
His or Her E‑mail Address Is. Keep in Touch That Way. Then Include Your
Web Site Address to Let Them Know That It\'s There. Last but Not Least
Make Sure You Go to the Big Search Engines And There\'s Ways That You
Can Get There and List Your Site. Put the Url in There. Put a Little Bit
of Description. I\'ll Go to That in a Second. Take Another Look at this.
We Have a Trails Database. Most of You Have Information about Your
Recreation Areas, Campgrounds. Think a Little Bit about Putting the
Things Inside of a Database. Work with Your Technical People on That.
What We Have for Arizona Are 200 and Some Different Trails. We\'re Still
Trying to Update Those. You Can Go in Here, Find out the Various Areas
That Coincide With the Map up Here in the Left Hand Corner or You Can Go
in And Specifically Type the Name of an Area. We\'ll Go Flagstaff.
That\'s Because Everybody Here in Phoenix in the Summer Comes to Leave
the Area in Phoenix He Can. We Can Select Difficulty Areas. Break Your
Information down Quickly. This Is Where It\'s At. This Is How You Get
There. Is it Desert? Can You Take Your Dog? Telephone Number. For More
Information. If You Do Have More Information about the Site Itself like
We Do, We\'re Linking up Now to a Review of this Particular Trail. So
Once You Get in Here, Little More Information. First Person Account.
Photograph of Something You Might See Inside in a More Detailed Map on
How to Get There. If You Can\'t Come up with Maps Yourselves, You Might
Think about Going to a College. Finding Somebody Who\'s Really Hungry or
Really Wants to Get Their Resumé Built Up. Get Them to Do That. They\'ll
Build You These Things for Probably a Fraction of the Price That a
Professional Group Would Do it or They\'ll Probably Do it for Free Just
So They Can List it on Their Resumé. Thank You Very Much. \[ Applause \]

Thank You, Jeff. Sorry to Cut You So Short. In Addition Broadcast Media
Has Been Using the Web in New and Innovative Ways. To Tell Us about
That, We Have with Us Today Jason Baer, Manager Of Interactive Services
for Az Family.com, the Internet Division Of the Phoenix Based Media
Company Mac America Communications. He Oversees the Company\'s Flagship
Www.az Family.com Web Site Visited by Nearly 400,000 People a ‑‑ Nearly
400,000 Times Monthly. He Works with the Internet Design Clients on
Strategic Content And Navigation Issues a Phi Beta Kappa Graduate of the
University of Arizona, He\'s Assisted over 500 Companies with Web Site
Development and Was 1987 Flynn Foundation Scholar. He Began His Career
Working in Public Affairs and Political Campaigns Consulting for Nelson
Rawleston and Robb in Phoenix And Public Information Officer for the
Arizona Department of Juvenile Corrections. Jason Is National President
of Ad Two, the Young Professional Division of the Advertising
Federation. Pleased to Present to You Jason Baer.

Jason Baer
\*\*\*\*\*\*\*\*\*\*\*\*\*\*\*\*\*\*\*\*\*\*\*\*\*\*\*\*\*\*\*\*\*\*\*\*\*\*\*\*\*\*\*\*\*\*\*\*\*\*\*\*\*\*\*\*\*\*\*\*\*

Baer: Thanks Very Much. I\'m Delighted to Have the Coveted Right Before
Lunch Spot. I\'m Sure Everybody Is Really Interested to Hear Me. I
Follow the Standup Comic and the Guy Who Runs Our Primary Competitor Who
Has Ten Times Our Traffic. I\'ll Be Sure to Pick up My Complimentary
Shirt on the Way out. I Do Appreciate Your Having Me Today. I Appreciate
Your Picking up My Travel Budget. I\'ll Be Sending You the Invoice for
\$1.03 for Gas Mileage Later On. Azfamily.com as Charna Mentioned Is the
Web Version of Mac America Communications. Our Parent Company Owns
Channel 3 Which Is the Number One Independent Station in the United
States and a Wb Affiliate and Also Phoenix Magazine. The Site Has Been
up about a Year and a Half. And it Is Interesting. What We Do On‑line
Versus What a Newspaper Does On‑line Is Theoretically the Same. We\'re
All Trying to Communicate Information but Also by Necessity it Is
Different. The Amount of Content That We Have at Our Disposal in the
Broadcast Arena Versus What Newspaper Folks Have at Their Disposal Are
Quite Different and Because of That, We Try to Slant Our Stuff Slightly
Different. One of the Things That Broadcast Media Does Well On‑line Is
Immediacy. That\'s What Television Does Is Immediacy. We Don\'t Publish
Every Day. We Have, I Think, 10 Hours of News in a Day on Our Station.
Many of You Have Probably Worked with Television Reporters or Have Come
Across Them. They Have the Attention Span of a Gnat. So Putting up
Stories on the Internet Very Frequently Is Not a Problem for Them
Because They Deal in Very, Very Short Segments Of Life. So That\'s One
Advantage That We Have. The Other Thing That We Do Because of the Nature
of Broadcast Is We Do a Lot of Things in Info Bytes. Here Is Our Front
Page. 3tv Top Story. Click on That. You Can See That the Story Itself
Won\'t Be a Heck of a Lot Longer than the Version There on the Front
Page. They Call it Web Surfing for a Reason. They Don\'t Call it Web
Reading. And Studies Show That People Are Skimming Primarily on Line
Until They Get to Something They\'re Interested in Reading the Whole
Article Which Doesn\'t Happen All That Often So We Try to Keep Things
Very Sound Bytey. More Similar to Broadcast News. Here\'s Our Main News
Page. The Story Itself Is Two Paragraphs. All of Our Stories Are Very,
Very Short. Very Easy to Get Through and You ‑‑ and You Run Right
Through Them. The Other Thing That Broadcasts Does Well Is Multimedia.
Given the Fact That We\'re Two Television Stations, We Have a Lot Of
Video Material at Our Disposal. Every Day We Do Have a Couple of Video
Clips Similar to What Az Central Does. We Do Daily News on the Web Site.
We Found That People Are Interest the on Our Site in Interviews,
Celebrity Interviews, Also Anything That Involves Pestilence, War,
Violence, Car Crashes. That\'s What People Want to Look at on the
Internet. So We Try to Give Them to Them When We Can. See the Third One
Here, the Car Chase. Anything That Comes from the Helicopter. If You
Have Helicopters out There, Bring a Camera up There, Helicopters Are
Gold. That\'s My Tip for the Day. The Question Though When You\'re
Talking about Multimedia, One of Things We Considered When We Went to
this Format Which Was a Few Months Ago, Why Don\'t We Just Put All of
Our News On‑line? Why Don\'t We Just Turn on the Computer and All News,
Cnn Through Your Computer. We Thought Does Anybody Really Care about
That? Yeah, There\'s Some Folks in the Office but When You Really Think
About It, What Is Easier? Turning on Your Tv or Sitting down at Your
Computer, Clicking Down a Few Pages Then Watching the Max Head Room Tv
Version on The Computer. One of the Big Questions for Broadcast
Companies and to Some Extent All Companies Is How Much Will the Internet
End up Being Like Tv. We Don\'t Know the Answer to That. Clearly the
Technology to Make the Internet More like Tv, More Video Is Coming. High
Speed Access Is Developing Very Quickly. More and More People Sign on to
High Speed Access. But the Question That Remains Unanswered Is Does
Anybody Care. And You\'ve Got Companies Who Are Literally Spending
Hundreds of Millions Upgrading Fiber Infrastructure to Carry High
Bandwidth Internet Application but If All Anybody Wants to Do Is E‑mail
Each Other, I\'m Not Sure That\'s a Great Investment. So it Remains to
Be Seen. One of the Other Things That We Do on Our Site and a Lot of
Television Stations Who Have Web Sites Do Is We Try to Make the Site
Personality Driven. One of the Things That Tv Does Well Is it Creates
Personalities. You Feel like You Know the Person Who\'s Giving You the
News. You Watch Them Every Day. Little Bit Different than a Print
Version Where Somebody\'s Got a Byline and a Picture You Don\'t Feel the
Personal Connection with Those Folks. We Try and ‑‑ this Left‑handed
Mouse Thing Is Not My Forte. This Is the Subsection for Good Morning,
Arizona Which Is Our Very Popular Morning Show. You Can See Here on the
Right, it Is All of the Personalities. Different People on the Show.
Their Columns with Named by the Personality. People Are Looking for
Them. They\'re Not Looking for an Article. They\'re Look for Them So
It\'s Tara Hitchcock, Dan Davis, Terri Ouellet, We Have a Couple of
Stars We\'ve Created. For Example, the Now Famous Queen of Clean, Her
Highness. It Is a Heloise Kind of Thing. She Does an on Air Thing Every
Monday and People Say I\'m Bleeding All over My House and She Says Get
Baking Soda or Paint Thinner or Whatever. It Is Amazing So She Has
Become Very, Very Popular. Her Part Here on the Web Site Is Enormously
Trafficked. In Fact, So Much So That She\'s Got a Book Coming out in the
next Couple of Weeks We\'ll Be Working on the Site. So the Cross
Promotion Ability Between Broadcast and the Internet in Terms of
Developing Personalities and Carrying Them Through to the Web Site Is
Very Strong. How Do You Do That? Instead of Having a Column, a Weekly
Column by Somebody from the BLM, Put Their Face on There. Put Their Name
on There. Give Them a Kookie Nickname. Develop Personalities. People
Respond to Personalities. When it Comes to Web Sites, Especially Large
Web Sites, Web Sites Run by Government, Schools or Extraordinarily Large
Companies, You Usually Have One or the Other of Situations. You Either
Have a Site That\'s Updated Too Much or a Site That\'s Updated Not
Enough. Take the Too Much Example First. You End up with a Lot of Kind
of like a Digital Nobility. The Duchess of this Section, the Prince of
this Section, Ma Lady, Html, Everybody Ends up Having Their Own Section
on the Site. This Is My Piece of this Web Site. And What Happens Is the
Web Site Doesn\'t Look Anything like Itself. You Know, Especially
Universities Are Chronic Examples of this Where Every Department, Every
Professor Has its Own Little Few Pages They\'ve Put Together, Completely
Different Graphically, Navigation and it Becomes a Real Mess. Opposite
Problem Is What Paul Was Talking about Where People Never Update the
Site. My Favorite Example Is When People Don\'t Update the Web Site and
They Have the Last Updated Thing on There. October of \'96. Way to Point
out Your Ineffectiveness. I Appreciate That. So, How Do You Update Your
Web Site but Also Keep it Consistent? And Let Me Show You How We Do
That. Not Only for Ourselves but in Addition to Our Own Web Site, We
Also Design Sites for Companies All over the Country. In Fact We Were
Recently Named One of America\'s Best Web Site Design Firms and We Do
Stuff for Large Corporations All over the Place. Let Me Pull up this
Address Here. I\'ll Show You How this Works. We Pulled this off Your
Existing Site. We Did this in 20 Minutes. Let Me Put in a Header.
Submit. We Develop this System When We Originally Put up Our Own Web
Site Because the Thought Was Well, Do We Want to Teach All of Reporters
How to Write Html or Develop Back in Systems That Allow Them to Type and
Press a Button. If You\'ve Worked with Reporters, the First Option Was
Not Terribly Appealing. You Type That In. Headline, Story. And There it
Is. It Is That Easy to Build a Back End Interface Update That Will Allow
Different People in Organizations to Update Parts of the Web Site but
Keeps the Navigation Aesthetically Consistent. You Can Delete Stories
out of Here. You Can Click Here to Remove Articles. This Is How We Do
All of Our News on Our Site. Let\'s Say You Want to Delete I Want Some
Lunch and down Here Move this. And It\'s Gone. Probably Should Be a
Little Bit Concerned We Did it in 20 Minutes and Made it Look Exactly
like Your Web Site since this Is a U.s. Government Computer System
Please Read the Disclaimer. We May Be Asked to Leave. Another Thing We
Do on Our Site Going Back to the Immediacy of Broadcast Is We Have a
Little Thing Called Newsies on Our Web Site Using E‑mail Technology and
Somewhere in Here Is the Newsy Signup. Right There, the Little
Newspaper. What You Do ‑‑ Click on There. You Sign up to Be a Newsy and
Anytime There Is a Breaking Story And What We Identify as a Breaking
Story Is Anything We\'re Going To Interrupt Television Programming for
and You Get a Breaking Story. You Don\'t Even Have to Come to Our Web
Site. You Could Do the Same Kind of Thing for People Within the
Organization. You Have Immediacy, Important News. It Is Not Always
Necessary to Convey the News Only on the Web Site. You Can Use the Whole
Internet Which Includes E‑mail to Communicate Your Message. You\'ll See
over the Coming Years We Believe a Lot More E‑mail Driven Communication
Because It\'s Faster and Easier. You Can Get it to Your Pager. We Set up
a Web Site for a Guy Here Locally Who ‑‑ Car Salesman. He\'s One of
Those Guys Who Can Get You Any Car. Whatever You Want. And We Set up an
Ad for Him on Our Web Site. He Clicked to the Ad, You Put Your Name and
I Want a \'72 Rambler. Who Doesn\'t. So You Press the Button and it
E‑mails His Pager with That Information Right Then. So He\'s Got an
Alphanumeric Pager. He\'s Calling You Back Before You\'re Ever Offline.
You Think He\'s the Greatest Sales Rep in the History of America.
That\'s Using Technology Effectively, I Believe. There\'s a Lot of Ways
to Build Web Sites. There Are a Lot of People That Do a Pretty Good Job
as Well. I Wanted to Point out a Couple of Things That We\'ve Built for
Other Clients to Maybe Illustrate Points That May Be Helpful to You. We
Really Believe There\'s Two Types of Web Sites. Especially as it Relates
to the Entry Point. Paul Talked a Little Bit about the Entry Point. You
Have the Information Driven. You Go to this Page and There\'s
Information There. Clearly Information Driven. Then You Have What a
Brand Driven Web Site. The First Thing You Want to Do Is Communicate
Your Brain. This Is a Site We Built for Phoenix Children\'s Hospital
That Is Branding First, Information Second. We\'ll Come Back to That
Because That\'s Obviously Very Slow. Another Example Is Subnavigation.
We\'ll Go Back to the Branding Point N Terms of Subnavigation. Obviously
We Have Our Top Navigation Here at the Top of the Page. On the Right
Side, Is Where We Have All of Our Subnavigation. It\'s Similar to What
Az Central Does but Almost the Reverse. On Our Site, We Have the ‑‑
Ah‑ha. Now He\'s Back. For a Lot of Corporate Sites What We\'ll Do for
Large Sites That Have a Lot of Information like You Guys Do, Is We\'ll
Set up a System Where the Subnavigation Breaks out of the Main
Navigation. We Find That to Be Easier for People to Get Around When They
Know Instantaneously Where Am I Within the Framework of the Entire Site.
Sort of the Digital Bread Crumb Popcorn Trail Philosophy. So, in this
Example, We\'ve Got the Top Navigation at the Top. The Subnavigation at
the Right. Let Me Show You What I Mean by Break the Navigation out.
Instead of Doing it in Only Text, There Would Be a List of Text Links
and That Text Is Always There and You Can Go Back and Forth That Way,
this Is a Site We Built for Rural Metro Corporation, the Large Emergency
Services Provider Guys Who Have Got Divisions All over the World Really.
So They\'ve Got a Lot to Say. They Have a Lot Going On. So You Go in
Here to about Rural Metro. Let\'s Just Go into Ambulance and Medical
Services. So All the Navigation for this Section Is on the Left. All in
Blue. Except for the One Na We\'re in Which Is a Different Color. Then
You Can See Underneath it How it Breaks out into Smaller Categories, the
Subnavigation. You Go into 11 Ambulance, and Now That\'s Brown So the
Theme Continues Itself All the Way Through. We Oftentimes Use Color to
Show People Where They Are Throughout The Site. Changing the Color
Depending on What the Navigation Is. The Other Thing That\'s Really
Important and We Haven\'t Touched On it Too Much Today Is Interactivity.
The Internet Is a Terribly Exciting Place to Be on Occasion but Too
Often it Reads like a Brochure. And If it Reads like a Brochure, You\'re
Not Using the Medium to Its Full Advantage. As Jeff Was Saying with
Quote.com and Look up Your Stocks, That\'s Fabulous. We Love to See More
of That On‑line, Call and Response. You Put this In, Something Else
Happens. For Example, Right Here on the Very Front of Our Page, Almost
Above the Fold We Have a Daily Poll. Do You Support Building More
Juvenile Detention Facilities. Since I Was Actually the Pio for the
Department of Corrections, I Will Vote Yes. It Is Not Hard or
Complicated but it Gets People to Participate. It Gets Them to Play
Around with Your Web Site More than Just I\'m Reading Web Site and If
You\'re Just Reading the Web Site You Could Be Reading a Brochure or
Newspaper and What\'s the Advantage of the Internet If There\'s Not Give
or Take There. Other Thing We Do That We Think Is Pretty Fun. We\'ve
Done this for a Lot of Clients Is Relatively Complicated Calendar
Functions. What\'s Going On. Clearly on Your Site You\'ve Got What\'s
New. A What\'s New, What\'s Going On, What Are the Events Coming Up. One
of the Things ‑‑ this Will Take a Little While to Load. A Fake Slot
Machine. This Is the List of All of the Things That Are Happening in
Phoenix Today. We Have a Lot of Staff Dedicated to this Functionality.
Financial Exploitation. This Sounds Intriguing. Let\'s See. A Pumpkin
and Chili Party. That Sounds Disgusting. Hopi Kachina Dolls. Oh Cuban
Art, Can\'t You Go Wrong with Cuban Art. You Click on Those Three, Go
down to the Bottom, Press Make My Day. And What Will Happen Here Is it
Prints out a Little History of All of the ‑‑ a Little List of All of the
Things You Selected. Print it out and Take it with You. This Is an
Application We Built That\'s Popular with the Concierge Guys in
Scottsdale. They\'ll Take a Look at the List and Say Thank You Very
Much. It Is a Nice Feature. Ok, One of the Other Things That Broadcast
People Are Doing On‑line Is Again, Because We Don\'t Have as Much
Content as Newspapers or Other Sources, Is They\'re Aggregating Their
Content with Other Folks, with Other Providers. This Is a Site Called
Austin 360.com Which Is an Offshoot of the Cox Interactive Media
Organization and They Own Several Media Outlets in the Austin Area.
They\'ve Got the Austin American but They Also Have a Tv Station, Radio
Station. They\'re Combining the Brands to Have More Stuff. That\'s
Especially Applicable for Tv Guys. You\'re Going to See That Rollup.
Already You\'re Seeing the Major Networks Aggregating Their Content. For
Example, Disney Which Has Abc and Espn Are Combining All of Those Sites
into One Site and Nbc Recently Bought Snap Which Is An On‑line Sort of a
Yahoo Kind of Thing. Cbs Has Cbs Sportsline Which Is Probably the Second
Most Popular Sports Site on the Web and Cbs Market Watch Which Is a
Terrific Financial Services Site. So Media Television Type Guys Are
Going Around and Either Rolling Their Brands into a Larger Content
Organization like in This Local Example or in the National Level,
They\'re Acquiring Other Content Pieces. You Know, People Say That in
the next Few Years What You\'re Going to End up with Is Two Types of Web
Sites from a Public News Gathering Perspective. You\'re Going to Have a
Handful of Gigantic Web Sites like Yahoo And Excite and People Who, Free
E‑mail and Find Your Friends and This Crazy Stuff Then You\'re Going to
Have Very Targeted Niche Type Things That Are Either Lifestyle Type
Driven or Geographically Driven. Jeff\'s Site Serves Arizona. We Serve
Arizona but Not Really the Southern Part of State Because Our Tv Signal
Doesn\'t Get down There but it Wasn\'t Surprise Me at All to See More
Tightly Targeted Geographic Web Sites Develop. A Web Site Just for
Scottsdale. A Web Site Just for Mesa. A Web Site Just for the Suburbs of
Tucson, That Kind of Thing. Because People Inherently Want Stuff That Is
Either Vastly National or Very Local. And Being in the Middle I Foresee
Is Not Going to Be a Terrific Place to Be. That\'s Something That When
You\'re Organizing Your Site and Organizing Your Content, You Ought to
Think about. Are We Giving People Information That\'s Too Broad for Them
or Too Narrow for Them. If It\'s Too Broad, Can We Subcategorize These
Things to Make it More Appoint Because There\'s So Much Stuff out There.
Five Million Web Sites, the Signal to Noise Is Deafening. It Is like
Finding a Need until a Stack of Needles to Get What You Want. You Want
to Give People Targeted Information as Much as Possible. Regarding Local
Media Companies On‑line, There Is a Terrific Site Called the
Antenna.com. This Is the Web Site for Tv Station Web Sites. And it Has
All Kinds of Information about What Broadcast Media Guys Are Doing
On‑line. Has Links to All of the Best Sites. Think We Were Named Third
in the Country this Month. Something like That. And They Review
Different Television Station Web Sites and All Of the Major Markets and
All Kinds of Tips and How ‑‑ on How News Is Handled. Think We\'ve Got
Time for Questions. We Want to Leave Time for Questions So I Appreciate
the Time. Thank You. \[ Applause \]

Hamilton: Ok. We\'ve Got Our Rovers in the Audience Ready for Questions
So Raise Your Hand and We\'ll Get to You. Gentleman Right Here. While
She\'s Getting to You. If You Want to Direct Your Question to a Specific
Individual or If You Want the Whole Panel to Answer, Please Indicate
That as Well.

I\'ll Leave it to Whoever Wants to Answer this or Maybe a Couple of You.
I\'m Chris Long from the Idaho State Office. And the Reality in this
Room Is That We Have People from All Walks of Life Who Work in All
Segments of the Organization. Some Are Graphic Designers. Some Are
Writers. Some Have Secretarial Backgrounds. What Happened Yesterday Is
We Had a Review of Our Different Sites. Some People Got Hurt by That and
Other People Are Walking Around Today Proud as Peacocks but I Know for a
Fact That the People That Got Hurt Were Working Just as Hard on Their
Sites and Put Just as Much Heart into Their Sites as the Ones That Have
Larger Staff with Graphic Designers. Now, There\'s Different Kinds of
Ways to Think about this. One Is That We like Our Individuality from
State to State. We Have Some Basic Graphic Design Guidelines That We
Have. But the Quality in a Large Organization like this from State to
State Is Tremendously Different. Those People in That Camp like to Keep
Their Individuality. Now, There\'s Another Camp and They\'re Saying Why
Don\'t We Do a Good Contract with a Good Designer and Build a Bureauwide
Template That Everybody Follows ‑‑ Falls Underneath Then We Spend Our
Time on Creativeness in Our Content and Providing Our Products and
Services to Our Customer. So My Question Is to You Folks, from a
Strategy Standpoint, How Would You Go about Getting Some Continuity
Throughout this Agency? What Is Your Perspective on When You Open Those
Different Pages From State to State, Do You See Something That Looks
like Very Different Agency and Maybe Competitive Minded Between the Two
or Is There Some Real Value in That. Just Pros and Cons and Maybe
Strategies about How We May Approach this.

If it Was Me and I Had All of the Money in the World I Would Start with
a National Site and Use the Template Thing That You Suggested. However,
When I Got down to the State Level, the Farther down And Farther Deeper
in You Got, the More Individualized it Would Become. So, He Was Talking
Specifics. Then There Might Be Some Stuff That the Local Person Did.
There Would Be Local Text. So I Would Go from Template to Local as it
Got More Narrow. One Thing I Wanted to Say ‑‑ What I Said Earlier about
Staying Away from Audio and Big Gifts and Everything Else, I Meant So
It\'s Automatic. When You Hit the Page the Stuff Automatically Loads.
You\'ll See What Both of Those Guys If There Was Real Audio, There Was
Button for It. It Is this Big and it Will Take this Much Time to
Download. If You Don\'t Want It, You Can Still Use the Rest of the Page.
I Would Do Both.

Unger: it Is Jarring for Somebody to Go from Site to Site. You Feel like
You\'ve Completely Left it and Gone Somewhere Else. The Idea of
Continuity from One Place to Another Is Great Because People Feel like
They\'re Involved and in the Same Place And They Know How to Get Around
but Bottom Line Is Your Content Is Going to Be Your King. You\'re Good
at What You Do in Idaho and Nobody\'s Going to Do it Better than You. If
You Have a Framework, Perfect. That\'s the Way I Would Go.

it Doesn\'t Need to Be Difficult.

Baer: it Doesn\'t Need to Be a Terribly Laborious Process. We Work on a
Lot of Design Issues with Uswest and Also with a Large Bank and They
Have the Same Issue of We\'ve Got All of These Different Products, How
Do We Keep Them Consistent. What They\'ve Come up with Is There\'s
Navigation, There\'s Top Navigation That Has to Be on Every Single Page
of Every Single Site at Least People Can Find Their Way in and out. All
You Do Is Every Web Master in the Organization Has the Code For That
Navigation Bar and in Both of Those Cases it Happens to Be Top
Navigation Because it Gives You More Vertical Flexibility. They Slap it
on All of the Pages Which Is Not Truly a Templated Situation but It\'s a
Middle Ground That Isn\'t Going to Cost You A Year and \$100,000. If You
Would like to Spend \$100,000, I Have Business Cards.

Hamilton: We\'ve Got Some Time Here. This Is a Great Opportunity to Tap
into These Three Individual\'s Experiences.

One of the Things I\'ll Bring up Real Quick. There Are Certain Things
You\'ll Have Available All of the Time. News That\'s Coming out of the
Organization. Campgrounds, Wilderness Areas, Whatever but What I Would
Focus On, Too, Is Maybe Think of Either Monthly or Seasonal Projects
That You Could Work On. Colorado, You Know, a Skiing Project, Arizona,
Something in the Summertime Where You Can Focus on Campgrounds. Beat the
Heat, You Can Come Here. A Lot of People Are Looking to Your Areas
Certain Times of the Year for Information. That\'s Another Thing You Can
Use to Take Advantage of in the Press, Too. If You Do Something
Completely Different from What Your Site Normally Is You Can Then It\'s
Going to Become Newsworthy. Then When You Call a Newspaper, They\'re
More Likely to Follow Up.

When You Get to the Level, it Will Have to Be General Ra ‑‑ Generated
Locally. Because the Template\'s Not Going to Have That in It.

Hamilton: We Have Another Question Right Here.

My Name\'s Gus from the California State Office. I\'m Adopted. I
Wondered If You Use Web Editing Software or You Write Raw Html. And If
There\'s Anything You Recommend.

I Started with Html and with Web Editors, I Was Happy to Use Them. I\'ll
Still Make Small Changes. But If You Have an Editor, It\'s Easier.

We Use Bb Edit Which Is a Macintosh‑based Web Editing Tool That Starts
out with ‑‑ it Has a Lot of Wizards. Time Savers but I Think You\'ll
Find That Most High‑end Design Organizations Tend to Use More Raw Code
than at Least Drag and Drop Wysiwyg Editors Because of the Extra Control
You Have. There Is a Lot of Tremendous Easier to Use Html Editor
Programs And More on the Way All the Time. The Goal of the Software
Companies Is to Allow Everybody out There to Design Great Web Sites
Which Makes Us Nervous.

Use the Web Editor, If There\'s a Little Twitch, Then You Write the Raw
Code but it Is a Mass Production Thing.

Unger: We Do Most Everything by Hand but We\'re Looking Closely into a
Publishing System That Makes, at Least the Wrote Stuff Easy and it Makes
Editing Better. If You Do Use an out of the Box Editor Though, That You
Spend Some Time Really Learning How to Go in and Debug That Stuff
Because There\'s Nothing More Frustrating Then You\'re Working and You
Leave a Bracket off or Something and You Call You Are Your Page and
Nothing\'s There. So, Learn at Least the Basics. So You Can Go Ahead and
Troubleshoot When You Need To.

Meaning Someone Will Need to Know Html.

Keep a Textbook Close By.

Hamilton: We Have a Question up Here.

West: My Name Is Mary Lou and I\'m from California. We Have Posted on
Our Web Site All of Our Press Releases and I Wanted to Know How Useful
That Was for You. Do You Go in and Browse Around and Take a Look or Do
You Still Wait to Hear from Us via Fax or E‑mail or Some Other Means?

Unger: it Is Great to Have Them There Because like I Mentioned Earlier,
If You Call a Reporter or If a Reporter Calls You and One of the Two of
You Is Busy and You Can\'t Get Back to Each Other, Very, Very Least You
Have the Material on the Web Site. There Is Still Nothing Better. I Mean
in My Point of View, There\'s Nothing Better than a Telephone to Let
People Know That There\'s Information There. You Get it at Your
Convenience and this Is Where It\'s At.

Baer: Leaf Will Back this Up. Reporters Are Lazy. That\'s Part of the
Job Description for a Lot of Them. I Don\'t Think My Key\'s Going to
Work When I Get Back. \[ Laughter \] But Reporters Will Go to Web Sites
for Background Information And Looking for Supporting Materials on a
Story If It\'s a Story They\'re Working On. I Don\'t Find a Lot of
People Surfing Around and Saying Hey, There\'s a Press Release. One of
the Things That ‑‑ \[ Laughter \] Stop the Presses. One of the Things
That We\'ve Had a Lot of Our Clients Do on the Web Design Front Who Have
a Lot of Press Related Information Like Rural/metro Is They Have an Area
That\'s Available Just for Media on the Web Site and You Go in and Type
in Your E‑mail Address Similar to the Newsies System I Was Talking about
and Anytime There Is a Press Release it Automatically Gets E‑mailed To
the Reporter Who Is of Special Interest in the Subject Matter.

I\'m Beth with the Arizona State Office. I\'m a Graphic Designer. My
Question Is I\'ve Gone to School for a Number of Years to Hone My Skills
and I See That There Are a Lot of People out There That Do Have Pages up
There and It\'s Not That I Have a Problem With the Inconsistency of the
Pages. It\'s That a Lot of People Think That Their Design Is Good Design
And You Know, Not All of it Is. I Wondered How You Individuals Handled
That. Is That a Problem Within Your Companies and How You Handle That.

Unger: Yes.

Hamilton: next Question.

Unger: That\'s Not a Bad Thing Because There\'s Nothing Worse Than
Hating Your Job. And If Everything You Do You\'re Told Isn\'t Right
People Are Going to Leave Even If They\'re Great Writers, a Great Writer
Might Knob the Best Designer a Great Designer Probably Can\'t Write. I
Tend to Give People a Little Bit of Leeway. Part of the Leeway Is You
Let Them Start Something and Then You Point Things out. Lead Them
Through to the Point You Want it to Be. Make Sure You Stress That this
Is a Public Thing. You\'ve Got the Potential of Millions of People
Seeing What You\'re Doing. Let\'s Work on it Together. Try to Set down
Boundaries. I Know It\'s Hard When You\'re the Only Person in Your
Office Working on a Web Site. You\'re the One Who Has to Find the
Graphics, Write the Copy and Do the Coding. Sometimes What You Do Isn\'t
Going to Be Great but If the Information\'s Good, Then That\'s What
Counts and Then Work with Somebody to Get Some Help. I Say Collaborate a
Lot. It Tends to Spread the Hurt Feelings out.

Hamilton: I Think Trudy Had a Question in the Back of the Room.

Trudy Olson, Montana. Two Questions Really. All Three of You Guys Talked
about Dealing with Bosses That Have Bad Ideas. And I\'ve Never ‑‑ My
Boss Has Never Had a Bad Idea.

Hamilton: Right On!

but You All Obviously Still Have Jobs, Too.

Hamilton: So, Do You.

So Far, Keep Talking. My next Question Is ‑‑

You\'re Still Employed at this Point.

Actually I Just Got a Kick out of That Because in the Agency That We
Work for and in Another Agency That I Work for Previously, at Least in
Public Affairs, We Have Struggled with That a Lot. But I Just Want to
Tell You My Boss Never Has Had a Bad Idea. My Real Question Is You Guys
Talked a Lot about Getting Feedback From Your Customers and Modifying
Your Pages to Be More Specific To What Your Audiences Wanted and One of
Our Presenters Yesterday Said You Know, Having an Effective Page, 10% of
Your Time Is Getting it Up. 90% Is Keeping it Up. And We Struggle a Lot
with How to Keep Our Pages Current. How to Make Them Meet Our
Customer\'s Needs Without Really Having The Resources to Devote to That.
You Guys Are More Commercial than We Are. Maybe You\'ve Done Some Sort
of Cost Benefit Analyses on the Return on the Investment for the Time
You Put into Targeting Those Audiences. Can You Help Us with That?

I Think So Far on the Internet, the Best Investment Has Been Not to Do
it at All, Am I Right? As Far as the Internet Being Profitable, Very Few
Companies Actually Make Money from the Internet. You Guys Are in a
Different Line of Business. You Have Stuff That\'s Mandated That\'s
Supposed to Be Up. There Are Other Things You Would like to Put Up. Do
What You Can. Around If You Have like the Update Problem Where You
Haven\'t Got The Staff, Time or Resources to Keep Updating Don\'t Get in
a Situation Where Something Needs to Be Updated All the Time. It Is a
Matter of Do What You Got. If You Were Putting out a Brochure of Some
Kind, You Would like To Do Four Colors, You Have the Budget for Black
and White, it Has to Go out in Black and White. There Is No Short
Answer. You Got What You Got.

Baer: It\'s Easier to Change a Web Site than a Four Color Brochure. If
You a Typo on the Brochure That\'s Been Printed, You Have a Problem. If
You Have a Typo on the Internet, That\'s Not as Big of a Problem. In
Terms of Finding out What People Want, That Doesn\'t Have to Be a Huge
Laborious Process. Grab a Few People, Some Relatives of Staffers, Sit
Them down and Say Play with this Web Site and Watch Where They Go. It\'s
Almost like a Focus Group. Stand Behind Them and Say What Do You Think
and Watch Where They Click. Watch Where Their Eye Goes. Watch Where They
Click First, Second, Third. See If They Get It. If Not, Reconfigure It.
There\'s a Lot of Informal Focus Group Navigation Testing Things You Can
Do Without Spending Any Money at All, Really.

Unger: Watch What Other People Do. Talk to People Who Have Seen Your
Site. Forest People. Say Hey, See What We\'ve Got Here. Other Thing I
Would Suggest Is Realizing You Can\'t Get an Unlimited Amount of
Content. If You Have 12 Campgrounds, You Could Theoretically Update
Those ‑‑ Your Home Page Once a Month. Something as Simple as Changing a
Picture on the Main Page. Today It\'s a Big Horned Sheep. Tomorrow it Is
a Look over the Grand Canyon. When Somebody Comes Back, They\'ve Noticed
Something\'s Different. That\'s All it Takes Sometimes.

Hamilton: We\'ve Got Time for One More Question.

Why Do Daily Newspapers Invest in On‑line Editions. The Advertisement
Wouldn\'t Seem to Generate the Investment.

Unger: That\'s a Really Good Question. One We Struggle with. We Have
People on Staff Say Why Are You Trying to Steal this and Give it Away
for Free. What We Find Is That If We Offer Information on Our Web Site
That Sometimes Is the Same That\'s in the Paper. We Had One Guy in a
Focus Group. We Bring People in and Sit Them down. This Guy Says Why Are
You Giving this Stuff Away for Free? But Then There\'s the Stocks That
We Can Offer, the Interactive Stock Tables. All of These Other Extra
Things and What We Saw in the Long‑term Eventually Is More and More
People Will Want to Read Things on The Internet. We Have Found in the
Valley, 7 5% ‑‑ 45% of the People in the Valley Subscribe to a Daily
Newspaper. Of the 45%, 7 5% Subscribe to Our Paper So the Percentages
Keep Getting Smaller. But We Realize Computer Sales and Internet Use
Continues to Grow. This Is Just Another Way to Get Our Product out
There. It\'s Trying to Beat the Competition the Other Way. Jason\'s
Group Is Doing the Same Thing. You Kind of Want to Watch Your Turf. We
Have Classifieds on Line. People Buy the Newspaper, Pay 50 Cents a Day
to Get the Newspaper, Read the Classifieds. They Can Come to Our Site
for Free and Go Through the Exact Same Amount of Things plus They Can
Find like 15,000 to 16,000 Houses Up There Every Day.

Baer: People in this Market Think That My Web Site Competes With Jeff\'s
Web Site and Vice Versa. I Suppose in a Broad Examination That\'s True
but He\'s Still Competing Against His Newspaper Set and We\'re Competing
Against The Television Set. And the Fact That We Both Have Web Sites Is,
You Know, it Is but Our Main Competition Remains Our Main Competition
and this Is Just Another Way to Flank Those Other Guys in Our
Competitive Set.

Hamilton: I Would like to Thank Jeff and Jason and Paul. Paul, I Have a
Suggestion for You. You Could Put Maybe a Little More Enthusiasm and
Energy into Your Presentation. You Might Be Able to Hold the Audience\'s
Attention. And Maybe this Isn\'t Going to Make a Lot of Sense to You but
It\'s Something That Will Probably to the Rest of the Audience. This
Little Voice in My Head Let Me Know Right after You Spoke That the
Margarita Sales at Margaritaville in Sausalito, California, Went up 25%.
So, You Are Having an Impact on the Economy. With That, I Would like to
Give the Panel a Really Nice Hand. They Did a Great Job. For Those of
You Who Have Stuck with Us in the Field, We\'re Going to Go to Lunch
Here in Phoenix, Arizona. So Now I Want to Leave with You One Thought
and That Is Even If You\'re on the Right Track, You\'ll Get Run over If
You Just Sit There. So Back to Tony and Tina. Have a Wonderful Lunch. Be
Back Here at 1:29. Thank You.

Announcer: You\'re Watching the National Training Center\'s Live
Coverage of the Bureau of Land Management\'s National Web Conference in
Phoenix, Arizona. Now, Your Program Hosts, Tony Garrett and Tina Gromo.

Gromo: Hello Again. We\'ve Certainly Had a Full and Interesting Morning.
I\'ve Gotta Say as a Public Affairs Specialist it Was Fun to Hear From
Jason and Paul and Jeff Talk about Communications and the Internet,
Tony.

Garrett: it Was for Me as Well. We\'ll Be Continuing Our Live Coverage
of Today\'s Conference Session after the Lunch Break. We Have Another
Full Afternoon. Tom Patterson and Our Studio Guests Earlier this Morning
Will Have a More Complete Demonstration of the High Flying Fire Fighting
Ideas He\'s Pioneered out at Joshua Tree National Park. This Afternoon a
Session on Management Policy Will Be Available By Video Streaming at
web.tc.blm.gov/webconference.

Gromo: Our Telecast Will Resume with a Test Signal at 1:15. We\'ll Be
Here on Galaxy 6, Transponder 24 Vertical. So Stay Tuned. There\'s a Lot
More Coming Up!