The world is undergoing the most profound shift of basic premises in the last several hundred years, if not the last thousand or so years… Sitting on the sidelines is not an option.
-Tom Peters, World renowned author and business strategist
The web is redefining human interaction, markets and brands. Powerful new hubs of influence are continually emerging. The opportunities for David to topple Goliath has never been greater – and may never be again. While everyone has a website, those on the winning side think differently. They have a different game plan and excel at executing it.
The day of the open enterprise is here. Open Enterprise is a philosophy first and foremost – but to implement correctly, you’ll need the right technology. Drupal is your secret weapons in the new age of trust economies. In this session we will explore the strategies used by web leaders and how Drupal fits as the ultimate Open Enterprise engine.
We will peer into the minds of web leaders to reveal:
* The five disciplines of web leaders
* The blueprint for next generation websites
* Top strategies for integrated online marketing
* Emergent processes for maximizing Enterprise efficiency and innovation
5. defining online leader
Maximize success on the web
In a niche
Maximize Returns (short term ROI)
Maximize Goodwill (long term ROI)
Process of social influence in which one person can
enlist the aid and support of others in the
accomplishment of a common task
20. making a good impression
• Clean
• Emotional branding
Aesthetics
• Don’t make me think - be taken for granted
Usability
• Transform corporate communications into genuine conversations
Content
• Kano Analysis
• have must haves
• more, more is betters
• surprise with delighters
Functionality
• Look human, sound human, be human
• Connect peers
Human
23. he who has the biggest database wins
niche +
- mass
widenarrow
shallow deep
breath(fields)
depth (records)
24. it’s your data, do what you want to do
• archive newsletters w/ rss feed
• special offers
• surveys
• personalized landing pages
email & smail
• eyeball strategies
• engagement strategies
• community
• extranet
keeping coming back
Ask people why they are interested in Drupal.
“Many people come to Drupal because they love the technology. We came to Drupal for a different reason, we were looking to build a particular type of website. There are particular strategies that online leaders follow. We wanted a platform that would help execute those strategies. Drupal is the most capable platform for executing those strategies by far.”
Photo: http://www.flickr.com/photos/dcsf2010/4561985806
There are millions of dollars of returns being generated by the web every day. Items being sold, sales leads generated, sales cycle being accelerated, processes being streamlined, customers helping them selves and loving doing it, brands being built, customer champions unleashing a wool win of free marketing. But only for a few special websites. Only a few reap the lions share of the benefits from the unbelievable force that is the online world.
“How do you know what to buy. What are the best things to do”
In ancient times we went to the bazar and we talked with people.
Then the industrial revolution happened, and the world got much more complex. Things got much more complex. People became more removed from each other.
Luckily there were ad agencies that help companies tell you want you needed to buy, what you should believe. But they worn’t always trueful. And kept getting increasingly anoing.
Luckily the internet came and allow us in our modern world to connect with one another.
It used to be that you held your products up on high and told people what to think. Now ever talks about your products to each other. Whether you would like them to or not. You need to bring your products down of their high peditial and put them in the community square and discuss. You can’t just tell any more, you need to engage.
Photo: http://www.flickr.com/photos/tinou/2065322341
Aesthetics – you have 8 seconds to make an impression
Usability – people need to find what they are looking for fast – and they don’t want to read to do it
Content – the do want to read, to assimilate information
Functionality – Now that I have the info I need, what else can I do
Human – We seek out voices that sound familiar, can I find it, can I connect with those voices.
Photo: http://www.flickr.com/photos/svenwerk/858381180
What is brand?
Brand is not a logo
Brand is not a tagline – even if it tells you to think differently
It is about the way you think – about thinking differently
Photo: http://www.flickr.com/photos/nilson/255662963
TODO: engagement and brand are very closely related. Engagement = working memory, brand = long term memory. Talk about how the brain works.
Vocab
Working memory / short term memory – only 18 seconds
Becomes long term memory by process of rehearsal & meaningful association
Working = frontal lobe, moves back and forth through hipocampus, then is distributed to cortex
Photo: http://www.flickr.com/photos/genista/3432987963