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Building Web Leaders with Drupal


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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

Published in: Technology
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Building Web Leaders with Drupal

  1. 1. Building Online Leaders with Drupal
  2. 2. Why do you Drupal?
  3. 3. social classes of websites competing & winning leaders results oriented basic websites
  4. 4. beating the odds competing & winning results oriented basic websites leaders
  5. 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
  6. 6. cornerstones of online leadership audience engagement brand conversion retention
  7. 7. Audience Traffic & Eyeballs Targeted
  8. 8. Defining online presence
  9. 9. Defining online presence
  10. 10. audience – seo magic formula great architecture great backlinks great content great rankings
  11. 11. audience – search engine optimization • Page Title • Nodewords / Meta Tags • Path & Pathauto • XML Sitemap • SEO Checklist great architecture • Content Analysis • Content Optimizer • Readability • Keyword Research • Link Intelligence great content
  12. 12.
  13. 13. audience – social media •Feeds / FeedAPI •RSS •FeedBurner •Services feeds & apis •Blog module •Trackback •Pingback blogs •Addthis, Sharethis, ServicesLinks social bookmarking & syndication •Facebook social plugins integration facebook •Twitter module •Tweet button twitter •Embedded media field (Flickr, YouTube) •Podcast media - photos, video, audio
  14. 14. Defining Web 2.0
  15. 15. engagement steps Aesthetics Usability Content Functionality Human
  16. 16. drupal = engagement steroids • Total theming control Aesthetics • UI Widgets • UI Patterns Usability • Transforms subject mater experts into publishers • Management Content • 6,000+ modules Functionality • Ahem, “Community Plumbing” Human
  17. 17. Defining Brand
  18. 18. How memory works
  19. 19. impression quadrant good start maybe yes next time maybe bought the farm positivenegative short-term long-term passive active rational emotional
  20. 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
  21. 21. conversion latent need interaction future interaction contact permission active need lead sales step sold
  22. 22. conversion machine • oh, yeah 6000+ modules interaction • webform • email service integration • crm integration contact submission • event registration • register/submit/buy a node sales step • Ubercart • registration sold
  23. 23. he who has the biggest database wins niche + - mass widenarrow shallow deep breath(fields) depth (records)
  24. 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
  25. 25. the ultimate goal recommended champions preferred loyalty & goodwill finding sem & directories awareness social & ads
  26. 26. process business processes improvement web presence improvement
  27. 27. business process improvement • knowledge bases • peer help (forums, wiki) • extranets customer service automation • intranets • groupware • app portal (services) collaboration • prototyping rapid application development
  28. 28. inspect & adapt
  29. 29. the Pareto principle Drupalized 80% 20% work results prototype & elaborate
  30. 30. five disciplines of web leaders user focused best practices driven learning organization experiment systems thinking
  31. 31. the ultimate process goal sustainable continuous innovation
  32. 32. thank you! Tom McCracken LevelTen Interactive Director Phone: 214.887.8586 Email: Twitter: @levelten_tom Blog: LinkedIn: