Introducing Drupal Commons 3.0: Driving the Convergence of Content and Community on the Open Web
Introducing Drupal Commons 3.0 Driving the Convergence of Content and Community on the Open Web"Bryan House"Vice President Marketing"@bryanhouse"Ezra Gildesgame"Drupal Distributions Team"@ezrabg"October 30th, 2012"
Upcoming Webinars"• Introducing Drupal Commons 3.0"• Forrester Research: Is it Time to Reconsider Using Open Source WCM for Digital Experiences?"• The Hub, Bub: How Drupal Acts as the Digital Media Hub for the Grammy’s"• Implementing Continuous Integration Best Practices with Drupal"• Visualizing and Solving Drupal Performance Issues"• Using Drupal Commons to Accelerate Collaboration"• How Humana is using Drupal to Drive Repeat Visitors with Personalized, Multi- channel Campaigns" http://acquia.com/resources/webinars"
Inside Many Large Organizations,the Web Is Broken Microsite Microsite Intranet Landing PageWeb Content SocialManagement Community Blog Business platform Software Corp-com site Microsite Extranet Event site Media gallery Main website Wiki Product eCommerce site site Promotion Microsite eCommerce
Inside Many Large Organizations,the Web Is Broken Microsite Intranet MicrositeWeb Content Landing Page Blog Microsite SocialManagement Event site Business Main website Extranet Software Corp-com Wiki site Community platform Media gallery Product site Promotion Microsite Ecommerce site eCommerce
Solutions are required to bridge the GapBetween Marketing and IT Marketing IT Challenges Challenges (CMO) (CIO) Mobile optimized experiences Mobile app development Harness social media Big data / web scale Mass personalization / testing Increase return from analytics Translation Localization costs / quality Managing digital assets Content availabilityMarketing dashboards / reporting Platform integration / ecosystem
Solutions are required to bridge the GapBetween Marketing and IT Marketing IT Challenges Challenges (CMO) exchanging ideas (CIO) Mobile optimized experiences Mobile app development Harness social media Big data / web scale Mass personalization / testing Increase return from analytics Translation Localization costs / quality Managing digital assets Content availabilityMarketing dashboards / reporting Platform integration / ecosystem
How is OpenWEM Different from ProprietaryWEM approaches?Are you are experiencing any of thesesymptoms? • Stifled innovation with closed-loop development • Reduced time-to-market with heavy dev needs • Unmanageable, siloed islands of excellence across core marketing competencies • Lock-in from one set of infrastructure and tools • Budgetary pressure from large upfront capex payments or ongoing maintenance fees • Immature cloud models disrupting operations
Offering Digital Marketing Freedom and Flexibility… Simpliﬁed Digital No Lock-in! Experiences! Open SaaS model offers Lowest solution TCO freedom to move your and the fastest learning curvecustomers digital experiences amongst developers to any " and Digital Marketers." Unmatched Mature Cloud Innovation! Model!Accelerate innovation from Leverage mature, optimized idea to experience at web cloud deployment modelsspeed across any channel or and offers operational models device." to map spending plans to successes. Uniﬁed Platform! Best of Breed! Create unforgettable customer Empower the business to mix and experiences by leveraging a match sales and marketing tools in a uniﬁed platform for content, "string of pearls" approach for community, and commerce." maximum business impact"
Unified Experiences for the Digital Consumer Deliver targeted promotions to refined customer segments Deliver campaigns across channels Leverage rich media to deliver immersive experiences and campaigns Drive conversion rates through personalized content Leverage user generated content including comments or ratings about products
Unified Experiences for the Digital Consumer Foster self-organizing Deliver targeted promotions to collaboration across customer refined customer segments segments / groups Deliver campaigns Create community across channels websites and media Leverage rich media to deliver immersive Connect and create experiences and loyal brand advocates campaigns on mobile apps and owned media Drive conversion rates through personalized content Leverage user generated content including comments or ratings about products
Unified Experiences for the Digital Consumer Foster self-organizing Deliver targeted promotions to collaboration across customer refined customer segments segments / groups Deliver campaigns Create community across channels websites and media Leverage rich media to deliver immersive Connect and create experiences and loyal brand advocates campaigns on mobile apps and owned media Drive conversion rates through personalized content Leverage user generated Optimize online shopping content including comments across channels and devices or ratings about products Engage in the selection/ Embrace digital Offer clear guidance shopping conversation across engagement in store about products channels (forums) environments and services
Optimize Content Marketing Search Optimization Customers need to find the content on your site 1. Lead Generation 2. Content needs to drive leads and calls to action Social Media 3. Content needs to be sharable to expand your messaging reach 4. Email + Lead Nurturing Get the content in the hands of your contact database and execute lead nurturing campaigns 5. Measurement Using analytics measure the effectiveness of your content and iterate
Optimize Community Marketing Social Marketing Build strong brand advocates that do your selling for you. 1. Social Intranet 2. Take employee collaboration and communications to the next level with deep social connections Social CRM 3. Improve support, self-service and loyalty by tracking customers across social communities 4. Communities for Innovation Maximize engagement with external stakeholders, including customer partner and 5. dev communities to drive innovation from expert to expert interaction
OpenWEM: Social isn’t a new stack, it’s the stack Stage 1 Stage 2 Stage 3 Stage 4 Stage 5 Collaborate across Collaborate on Collaborate in Groups Collaborate across Enterprise Social Documents, Groups Documents Internally Documents & Groups Services and the Open Web Internal Internal Internal & External Internal & External Internal & ExternalSimple Social Social Social Web SocialIntranets Intranets Communities Experiences EnterpriseTeams collaborate Social There is social Social is a infusedon documents and Collaboration gains conversion into the Social becomesinteract in acceptance between content organization as embedded as acollaboration internally across and community connected services enterprise sharedspaces. people, process, experiences. for content, service across and technology communities and applications and as within internal web experiences. a cultural way of teams and groups. working. Past +0-1 yrs +1-2 yrs +2-3 yrs +3-4 yrs
What Makes Drupal Commons Unique?Built by a global community, for communities• Update campaigns and content seamlessly within one toolset• Deliver the next generation social intranet that joins content with collaboration for accelerated knowledge sharing and marketing campaigns• Build high performance project teams that accelerate idea to experience and maximize team success• Maximize engagement with customer, partner, and developer communities by connecting experts with experts
Follow Content and Get Notified Fast• Trending relevant content reduces noise and improves usability
Group Information Exchange• Follow or post content into an open group.• Create content in a group and get listed and become subscribed automatically.• Group homepages feature a handy browsing widget that makes it easy to drill down into different types of content within a group - Post new content and see the newly posted content all as part of one integrated workflow.
Mobile Collaboration: Anytime, Anywhere • Out of the Box Responsive Design Templates for Smartphone, Tablet, and Desktop
Members Can Create PersonalizedExperiences• Personal & group dashboards• Social bookmarking• Curated content• Subscriptions to content & discussions Users work the way they want with dashboards
Content plus Community• No need for separate CMS & integration• Preset, and configurable content types• Self-organizing or managed groups• Pre-defined content views• Free tagging and pre- defined vocabularies
Community Managers Track& Analyze Results• Participation & engagement metrics - New Users - Content - Comments - Group joins - Variable date ranges• Complements Google Analytics
Developers Have Freedom to Innovate • Extend Commons with 9k+ modules • Open standards support: - Document management - Application integration - User access & authentication
Case Study: Daimler Social Research! Results: Challenges: • Allowed users to score their advertisingDaimler creates an award-winning • Needed to be able to better understand an easy and cost-effective way to recognize new • trends with their target group for their campaigns, resulting in over 2,000CASE STUDY user rating Now have the whole toolbox of quantitativemarket research site with Commons Mercedes-Benz brand of compact cars • market research at their fingertips. Generated over 7,000 comments on 300 topicscquia Commons speeds launch, while Acquia Cloud keeps it running Drupal Solution: • Received the “Best Study 2011” award from • In house Developers built the system on the Federal Association of German Market and time and on schedule without huge PS Social Researchersaimler broke new ground to gain valuable engagement. • Hosted on Acquia Managed Cloud,sights into the needs and desires of one of its • R optimized to enhance Commons’ reliability ost important customer target groups, 20- to and speed. -year-old compact car drivers.including Computer • Group participation With little ecedent to relyAidedDaimler decided that the on, Web Interviewing (CAWI) questionnaires, hosted chats, an interactiveest way to understand their target group was a forum, and creativity contests. cial community Drupal: Why website. • Commons had so many community features “Commons has proven itself as a reliable platform that made it easyars Insight (stars-insight.com) offers featuresthere already implemented out of the box, for us to quickly and ﬂexibly realize our ideas.” — Ullrich Neiss, Lead Project Manager, crowd-creation entice the target group anything left to add was hardly to participate,cluding Computer Aided Web InterviewingAWI) questionnaires, hosted chats, an Daimler’s “Stars Insight” site gathers opinions about its popularteractive forum, and creativity contests. Acquia Mercedes-Benz brand, allowing fans to contribute ideas forommons turned out to be the perfect solution for
Content-Rich Community Experiences"• Built on Drupal 7"• Modular architecture speeds innovation"• Open, standards-based platform gives unparalleled ﬂexibility"• Facilitate structured and ad hoc collaboration"• Complete control over brand experience "
Questions"• For more information visit: http://www.acquia.com"• Follow us: @acquia and @drupalcommons"• Contact us: firstname.lastname@example.org or 888.9.ACQUIA" Today’s slides & webinar recording will be posted to:" http://acquia.com/resources/recorded_webinars"