Dmf09 Krimson Drupal At Nebus Loyalty

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At first Dries will explain you what Loyalty marketing is, and which problems they faced implementing a new 2.0 Strategy. I will explain you how Krimson was able to step in and provide solutions to all there problems. And finally Dries will pick in again to show you some extra Quickwins

Welcome to the first of 4 workshops around Drupal. During the next 29 minutes, our client Dries Coucke and I (Roel De Meester) will explain you how we use Open Source tools to allow clients to to help them selves.

Our client is a European market leader in loyalty marketing. They specialize in loyalty programs (think of saving points in the supermarket to buy products) and loyalty promotions (think of short term collectible campaigns like Disney stickers). Loyalty marketing is moving from a traditional offline business – where people collect stamps and send them to a service provider – to an online business for two reasons. First of all, online shops replace the traditional way of redeeming points (

Who is Nebus Loyalty ?

First reason why we see a shift to online is to replace the traditional way of redeeming points .

The second reason is that the internet offers plenty of possibilities to further fuel loyalty promotions. Think of games, community, refer a friend functionality, facebook integration,… anything you can hear lots about here at DMF.

To help us implement our online strategy, a marketing and communications agency in Amsterdam was contacted. We received plenty of slides and plans, which resulted in an platform to build shops.

What are the problem(s) Nebus Loyalty was facing ?

All the problems encountered during the first part of the project, ie. Before we jumped into, came down to one single point. * Freedom of choice * Freedom of using Open Source * Freedom of choosing to outsource the work you can't do Freedom Alert: Whenever you see this image -> pay attention

A very high budget was spent (think 5 zeroes), not only in absolute terms, but also relative to what we got. So why was it expensive and what did we get precisely.

First of all, the technology was based on closed source software. As a result : High license costs, not only for the software, but also for the hosting were a result. Our technical partner calls this the 'License Avalanche'

Without informing us, the agency outsourced development to a company in Eastern Europe. And although we have nothing against outsourcing in general, this subcontracting became one of the main cost drivers. Especially the maintenance contract was substantial. Don’t loose sight of the fact that we weren’t doing rocket science: we were looking for a flexible way to develop webshops and community microsites for our clients.

For something this expensive, one hopes to get good quality. But the opposite was true and there was a serious lack of control : ** Very (and I mean very) limited Content Management functionality ** Absolutely no possibilities to do some development Building a new shop : only CSS/color changes allowed The service provider decided what should go on the site. We were their prisoner

Just as an example: our client requested to have a logo on a position that could not be served from the CMS. The lead time was six weeks… Even worse than the costs is the inflexibility that we had towards our clients. Going into the details doesn’t serve this presentation, but the main message is that we had no development possibilities and barely any control over content and design.

And another example: The search functionality, One of the most used features on a website, was not strong enough. Either you could search on price or on category. Searching for 'summer' articles of less than '5€'. NOT possible

As marketeers, you know the importance of using the buzzword web 2.0 in presentation. For our loyalty marketing, it was important that we could help our clients to implement their 2.0 strategy. With the MS Commerce platform, the second branch of our internet strategy could not be supported. We only could build shops. No Community possibilities * pixar kaartjes uitwisselen * integreren van campagnes

In general.. The solution we payed for was NOT flexible. To difficult to change the visuals on the site (adding CTA blocks, changing banner images,. ..) To difficult to change the functionality towards a web2.0 solution.

The solution is not only to be found in a better techincal solution. To get optimal results you'll also need to surround you with the best people

Dries was hired as an External PM to get Loyalty 2.0 project back on track. His competences in eBay and similar projects made him the perfect mix between marketing and technology The immediately saw the need for Open Source and Drupal to help Nebus build their web 2.0 platform.

Krimson: team of drupal experts in Antwerp We are active in Belgian Drupal community. Drupal.be redesign, training, usergroup meetings, sponsoring, organising drupalcon * Drupal experts * The engine behind the marketing. * open Communication - Knowledge sharing * We want solve the HARD problems * After rollout -> knowledge transfer to client + available for more difficult tasks :) Loose that client !

[Second slide] You will find the ambassadors in Belgium and at DMF 09 of this very active and rapidly growing community in the Drupal Village a community within the Drupal community 4 leading Drupal experts in Belgium, ready to help you with your Drupal project, from architecture and design, through to site customisation, multilingual content and optimisation. Their cutting-end expertise includes multi-site environments, new site launch with a click of a button, secure online payment with Bancontact / MisterCash and Integrated email marketing. By offering commercial grade support for Drupal, the Drupal Village helps organizations adopt and implement Drupal with confidence.

For the same budget as originally spend for building 1 webshop, we would be able to build and host 5 websites. Why : No license fees needed Some development is done in house Cheaper hosting

Open Source means that the source code (the engine behind the program) can be downloaded from the internet. Most of the time this also implies that there is no license fee to be paid. More important is that anyone can view the code, and make comments/suggestions for improvement. More eyes can see more bugs! Higher quality of code. Drupal is free and the engine behind 10 thousands of websites. Krimson takes the open source philosophy one step further and is also in sharing their knowledge to the client

Krimson is very open in it's communication to their clients. When we need the help of external professionals we will clearly communicate this, and explain why we need the extra hand. There are typically 2 cases in which we will subcontract drupal development * When we have a resource problem – not enough people. We hire freelance who work IN our office * When the external company has more knowledge about some part of the project

Drupal allows you to * change content * prices * add CTA blocks * translate text * change the menu's * Change the payment methods * .... Krimson is happy that client hired an internal developer. In future : 1 click installations -> developers starts from there

Aegir allows you to deploy new websites based on existing drupal platforms. Example platform would be * a loyalty 2.0 webshop * an intranet * a loyalty game in flash (flash game not included)

As a administrator you'll see a list of drupal sites under your control.

When creating a new site One has to supply at least the * domain name of the new site * the type of platform you'd like to create a site for

After succesfull installation You are than redirect to the configuration page of the new site, to finish the setup of the new site. In this case.. the client will need to define the 2.0 tools he'd like to use, and upload a flash game that directly interacts with those community tools.

Place a new logo. Do you have 5 seconds?

Changing requirements - Fixed releasedate Herorganisatie : JDEdwars integratie stopgezet - personeel herorganisatie Building a framework .. Not just 1 shop Hosting en Release Management ** OTAP omgeving -> ontwikkeling = T : Rollout naar A -> Hosting partij verantwoordelijk voor P

SEO capabilities tableless design clean human readable urls Metatags pagetitle XML sitema

* eigen online team * eerste shop live (100k) * Airmiles einde 09 (5.3Milj airmiles kaarten) * Aegir - one click Shop creation by sales en marketeers ** Want to demo a concept + press "Create site" button [image] ** No need for Krimson - ask them for more info at their booth

To conclude, we invite you to join us in the Drupal Village (booth F05) And obtain from Drupal experts free advice for your web project

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Dmf09 Krimson Drupal At Nebus Loyalty - Presentation Transcript

How to lose your clients
- … and make them feel good about it
- A loyalty marketing showcase
Showcase : Loyalty Marketing
- How to lose a guy client in 10 days months
- Krimson – Drupal architects
- Nebus Loyalty
Overview
- Background – loyalty marketing
- Problems w. current solution
- Solution : Drupal brings freedom
- Quickwins : Pick the low hanging fruits
- The Future?
Background
Loyalty marketing
Nebus Loyalty
Online shops to redeem points
Online campaigns to fuel promotions
Marketing and communication agency
Problems
It's all about Freedom
Considerable budget spent
Closed Source
External development
(Almost) no control
Six weeks to place a logo
No results found
It's just a shop
UnFlexible
The solution
The right team
The Pickwick Project
- Dries Coucke
What is Drupal?
Krimson
- Krimson
- Focused on
A community within
The right tools
Less budget spent
Open Source
Internal development
More control
Ægir features
- Define new platform(s)
- Create new site
- Manage/backup/restore/migrate sites
- Manage dns/ database / webserver
Ægir step by step (1/3)
Ægir step by step (2/3)
Ægir step by step (3/3)
Default drupal solutions Faceted Searching Powerful Content Management
Challenges
Quick Wins
Quick wins Google ecommerce (5 min) Mailchimp integration (1hr) SEO Technical SEO out of the box PayPal integration (15 min) Ogone integration (2 days, reusable) Multilanguage Faceted search Share RSS feeds …
Status and near future
Follow the Druplicon to find us at ... DrupalVillage.be