CMS as a Marketing Tool - Drupal


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Although they are supposed to manage content, CMSs evolved to a degree where they give us so much freedom and power to influence our products to the degree that they become powerful marketing tools. Drupal is used as example to demonstrate this.

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CMS as a Marketing Tool - Drupal

  1. 1. Your CMS is one of Your Best Marketing Tools<br />Elias Dabbas<br />April 28, 2010<br />Web Analytics Wednesday - Dubai<br />
  2. 2. “Product” is still one of the central themes of any marketing effort<br />Image:<br />
  3. 3. What Kind of Product?<br />Features<br />Flexibility<br />Speed <br />Adaptability<br />
  4. 4. Traditional Cycle<br />
  5. 5. How About…<br />
  6. 6. A good CMS allows you to:<br />Tweak the layout / design<br />Add, edit, and delete business rules<br />Add / remove functionality <br />Gives you insights on users<br /> All within certain limits<br />
  7. 7. How Drupal Does It<br />
  8. 8. Layout: Blocks System<br />Zones<br />
  9. 9. Layout: Block System<br />Control where to place each block (on which zone, and in which order) <br />Control which users have access to this block (logged in, not logged in, administrator, etc) <br />Decide on which pages this block appears<br />
  10. 10. Views: display content the way you want<br />Examples: <br />Most recent comments, sorted by date<br />User’s latest articles, sorted by view count<br />Articles with a certain tag(s), coming from a certain group of users, sorted by comment count, placed in a block, visible only to logged in users<br />
  11. 11. Example<br />SELECT twitter.twitter_id AS twitter_id, twitter.text AS twitter_text, twitter.created_time AS twitter_created_time FROM drup_twitter twitter LEFT JOIN drup_twitter_accounttwitter_account ON twitter.screen_name = twitter_account.screen_name LEFT JOIN drup_twitter_usertwitter_user ON twitter_account.screen_name = twitter_user.screen_name LEFT JOIN drup_users users ON twitter_user.uid = users.uid WHERE (users.uid in ('1')) AND ((twitter.screen_name) = ('eliasdabbas')) ORDER BY twitter_created_time DESC<br />=<br />10 minutes<br />Long time<br />
  12. 12. User Roles & Permissions<br />Control which type of user can perform which action<br />Create new types of users and define them by the actions they are allowed to perform<br />
  13. 13. SEO: Path, Pathauto, Titles<br />Determine what the URL/Title of each post is as you create it<br />Pathauto allows you to make a general automated template for URLs for example<br />[user-name]/[article-title]<br />
  14. 14. Reporting<br />Different statistics and reports on key events on the site<br />What people search for<br />Error pages<br />
  15. 15. Special Behavior With Rules<br />Creates specific rules and behaviors based on your business needs. <br />Examples: <br /><ul><li>When someone saves a comment, send an email notification
  16. 16. When someone registers, display a certain message on the page
  17. 17. When a user of type “editor” logs in display a list of latest articles</li></li></ul><li>Flexible Menu System<br />Add, edit, remove menu links<br />Change the order any time<br />Make them expanded<br />
  18. 18. Thousands of modules that extend and improve functionality<br />Tagging systems<br />Views enhancements<br />Social networking<br />Content display<br />Mail and communication<br />Search <br />
  19. 19. Conclusion<br />Take immediate control of the “little” things that you want to change and test.<br />Invest developers’ and designers’ time into strategic more important project<br />Have fun in the process! <br />
  20. 20. Thank you<br />