Better INSTALL.md and Makefile rules

Summary: We have a lot of problems with gflags. However, when compiling rocksdb static library, we don't need gflags dependency. Reorganize INSTALL.md such that first-time customers don't need any dependency installed to actually build rocksdb static library.

Test Plan: none

Reviewers: dhruba, haobo

Reviewed By: dhruba

CC: leveldb

Differential Revision: https://reviews.facebook.net/D18501