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Building Your Drupal Brand for Fun & Profit

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Building Your Drupal Brand for Fun & Profit

  1. 1. Have a Happier Drupal Life Building Your Drupal Brand for Fun & Profit Ben Finklea | (512) 632-4222 © 2012 Volacci Corporation
  2. 2. Marketing
  3. 3. MarketingOLD WAY: Figure out what you’ve got.Brand it. Scream about it. Force it.
  4. 4. MarketingOLD WAY: Figure out what you’ve got.Brand it. Scream about it. Force it.NEW WAY: Figure out what they want.Build it. Share it.
  5. 5. © 2012 Volacci Corporation
  6. 6. What is aBrand ? © 2012 Volacci Corporation
  7. 7. © 2012 Volacci Corporation
  8. 8. © 2012 Volacci Corporation
  9. 9. © 2012 Volacci Corporation
  10. 10. BrandAll company outputs that contribute to customer perception © 2012 Volacci Corporation
  11. 11. Drupal Brand Ecosystem
  12. 12. Drupal Brand Ecosystem• Drupal enables our brand with customers, partners, and technologies
  13. 13. Drupal Brand Ecosystem• Drupal enables our brand with customers, partners, and technologies• The way we each do business makes us happy
  14. 14. Drupal Brand Ecosystem• Drupal enables our brand with customers, partners, and technologies• The way we each do business makes us happy• We each fit naturally with some parts of Drupal
  15. 15. Drupal Brand Ecosystem• Drupal enables our brand with customers, partners, and technologies• The way we each do business makes us happy• We each fit naturally with some parts of Drupal• It’s a system
  16. 16. The Virtuous Cycle of Marketing © 2012 Volacci Corporation
  17. 17. The Virtuous Cycle of Marketing Brand Promise © 2012 Volacci Corporation
  18. 18. The Virtuous Cycle of Marketing Brand Promise © 2012 Volacci Corporation
  19. 19. The Virtuous Cycle of Marketing Brand Promise Fulfillment © 2012 Volacci Corporation
  20. 20. The Virtuous Cycle of Marketing Brand Promise Fulfillment © 2012 Volacci Corporation
  21. 21. How Branding Works Drupalcon Social MediaYourWebsite.com Deliverables Drupalcamps People Current Clients Community Collateral Logo Colors Sounds Support Competitors Finances Geography © 2012 Volacci Corporation
  22. 22. How Branding Works Drupalcon Social MediaYourWebsite.com Deliverables Drupalcamps People Current Clients Community Collateral Logo Colors Sounds Support Competitors Finances Geography CUSTOMERS © 2012 Volacci Corporation
  23. 23. How Branding Works Drupalcon Social MediaYourWebsite.com Deliverables Drupalcamps People Current Clients Community Collateral Logo Colors Sounds Support BUSINESS RESULTS Competitors Finances Geography CUSTOMERS © 2012 Volacci Corporation
  24. 24. How Branding Works Drupalcon Social MediaYourWebsite.com Deliverables Drupalcamps Profit People Current Clients Community Collateral Logo Colors Sounds Support BUSINESS RESULTS Competitors Finances Geography CUSTOMERS © 2012 Volacci Corporation
  25. 25. How Branding Works Drupalcon Social MediaYourWebsite.com Deliverables Expenses Revenue Drupalcamps Profit People Current Clients Community Collateral Logo Colors Sounds Support BUSINESS RESULTS Competitors Finances Geography CUSTOMERS © 2012 Volacci Corporation
  26. 26. How Branding Works Drupalcon Social MediaYourWebsite.com Deliverables Expenses Revenue Drupalcamps Profit People Current Clients Community Collateral Logo Colors Sounds Support BUSINESS RESULTS Competitors Finances Geography BRAND CUSTOMERS © 2012 Volacci Corporation
  27. 27. How Branding Works Drupalcon Social MediaYourWebsite.com Deliverables Expenses Revenue Drupalcamps Profit People Current Clients Community Collateral Logo Colors Sounds Support BUSINESS RESULTS Competitors Finances Geography BRAND MARKETING CUSTOMERS ACTIVITIES © 2012 Volacci Corporation
  28. 28. How Branding Works Drupalcon Social MediaYourWebsite.com Deliverables Expenses Revenue Drupalcamps Profit People Current Clients Community Collateral Logo Colors Sounds Support BUSINESS RESULTS Competitors Finances Geography BRAND MARKETING CUSTOMERS ACTIVITIES © 2012 Volacci Corporation
  29. 29. How Branding Works Drupalcon Social MediaYourWebsite.com Deliverables Expenses Revenue Drupalcamps Profit People Current Clients Community Collateral Logo Colors Sounds Support BUSINESS RESULTS Competitors Finances Geography BRAND MARKETING CUSTOMERS ACTIVITIES © 2012 Volacci Corporation
  30. 30. What you’regreat at How Branding Works Drupalcon Social Media YourWebsite.com Deliverables Expenses Revenue Drupalcamps Profit People Current Clients Community Collateral Logo Colors Sounds Support BUSINESS RESULTS Competitors Finances Geography BRAND MARKETING CUSTOMERS ACTIVITIES © 2012 Volacci Corporation
  31. 31. What you’re How Branding Works Strategicgreat at Promise Drupalcon Social Media YourWebsite.com Deliverables Expenses Revenue Drupalcamps Profit People Current Clients Community Collateral Logo Colors Sounds Support BUSINESS RESULTS Competitors Finances Geography BRAND MARKETING CUSTOMERS ACTIVITIES © 2012 Volacci Corporation
  32. 32. What you’re How Branding Works Messaging Strategicgreat at Promise Drupalcon Social Media YourWebsite.com Deliverables Expenses Revenue Drupalcamps Profit People Current Clients Community Collateral Logo Colors Sounds Support BUSINESS RESULTS Competitors Finances Geography BRAND MARKETING CUSTOMERS ACTIVITIES © 2012 Volacci Corporation
  33. 33. What you’re How Branding Works Messaging Strategic Outputsgreat at Promise Drupalcon Social Media YourWebsite.com Deliverables Expenses Revenue Drupalcamps Profit People Current Clients Community Collateral Logo Colors Sounds Support BUSINESS RESULTS Competitors Finances Geography BRAND MARKETING CUSTOMERS ACTIVITIES © 2012 Volacci Corporation
  34. 34. What you’re How Marketing Works Messaging Strategic Outputsgreat at Promise Drupalcon Social Media YourWebsite.com Deliverables Expenses Revenue Drupalcamps Profit People Current Clients Community Collateral Logo Colors Sounds Support BUSINESS RESULTS Competitors Finances Geography BRAND MARKETING CUSTOMERS ACTIVITIES © 2012 Volacci Corporation
  35. 35. What you’re How Marketing Works Messaging Strategic Outputsgreat at Promise Drupalcon Social Media YourWebsite.com Deliverables Expenses Revenue Drupalcamps Profit People Current Clients Community Collateral Logo Colors Sounds Support BUSINESS RESULTS Competitors Finances Geography BRAND MARKETING CUSTOMERS ACTIVITIES © 2012 Volacci Corporation
  36. 36. What you’re How Marketing Works Messaging Strategic Outputsgreat at Promise Drupalcon Social Media YourWebsite.com Deliverables Expenses Revenue Drupalcamps Profit People Current Clients Community Collateral Logo Colors Sounds Support BUSINESS RESULTS Competitors Finances Geography BRAND MARKETING CUSTOMERS ACTIVITIES © 2012 Volacci Corporation
  37. 37. What you’re How Marketing Works Messaging Strategic Outputsgreat at Promise Drupalcon Social Media YourWebsite.com Deliverables Expenses Revenue Drupalcamps Profit People Current Clients Community Collateral Logo Colors Sounds Support BUSINESS RESULTS Competitors Finances Geography BRAND MARKETING CUSTOMERS ACTIVITIES © 2012 Volacci Corporation
  38. 38. What you’re How Marketing Works Messaging Strategic Outputsgreat at Promise Drupalcon Social Media YourWebsite.com Deliverables Expenses Revenue Drupalcamps Profit People Current Clients Community Collateral Logo Colors Sounds Support BUSINESS RESULTS Competitors Finances Geography BRAND MARKETING CUSTOMERS ACTIVITIES © 2012 Volacci Corporation
  39. 39. What you’re How Marketing Works Messaging Strategic Outputsgreat at Promise Drupalcon Social Media YourWebsite.com Deliverables Expenses Revenue Drupalcamps Profit People Current Clients Community Collateral Logo Colors Sounds Support BUSINESS RESULTS Competitors Finances Geography BRAND MARKETING CUSTOMERS ACTIVITIES © 2012 Volacci Corporation
  40. 40. What you’re How Marketing Works Messaging Strategic Outputsgreat at Promise Drupalcon Social Media YourWebsite.com Deliverables Expenses Revenue Drupalcamps Profit People Current Clients Community Collateral Logo Colors Sounds Support BUSINESS RESULTS Competitors Finances Geography BRAND MARKETING CUSTOMERS ACTIVITIES © 2012 Volacci Corporation
  41. 41. What you’re How Marketing Works Messaging Strategic Outputsgreat at Promise Drupalcon Social Media YourWebsite.com Deliverables Expenses Revenue Drupalcamps Profit People Current Clients Community Collateral Logo Colors Sounds Support BUSINESS RESULTS Competitors Finances Geography BRAND MARKETING CUSTOMERS ACTIVITIES © 2012 Volacci Corporation
  42. 42. What you’re How Marketing Works Messaging Strategic Outputsgreat at Promise Drupalcon Social Media YourWebsite.com Deliverables Expenses Revenue Drupalcamps Profit People Current Clients Community Collateral Logo Colors Sounds Support BUSINESS RESULTS Competitors Finances Geography BRAND MARKETING CUSTOMERS ACTIVITIES © 2012 Volacci Corporation
  43. 43. What you’re How Marketing Works Messaging Strategic Outputsgreat at Promise Drupalcon Social Media YourWebsite.com Deliverables Expenses Revenue Drupalcamps Profit People Current Clients Community Collateral Logo Colors Sounds Support BUSINESS RESULTS Competitors Finances Geography BRAND MARKETING CUSTOMERS ACTIVITIES © 2012 Volacci Corporation
  44. 44. What you’re How Marketing Works Messaging Strategic Outputsgreat at Promise Drupalcon Social Media YourWebsite.com Deliverables Expenses Revenue Drupalcamps Profit People Current Clients Community Collateral Logo Colors Sounds Support BUSINESS RESULTS Competitors Finances Geography BRAND MARKETING CUSTOMERS ACTIVITIES © 2012 Volacci Corporation
  45. 45. What you’re How Marketing Works Messaging Strategic Outputsgreat at Promise Drupalcon Social Media YourWebsite.com Deliverables Expenses Revenue Drupalcamps Profit People Current Clients Community Collateral Logo Colors Sounds Support BUSINESS RESULTS Competitors Finances Geography BRAND MARKETING CUSTOMERS ACTIVITIES © 2012 Volacci Corporation
  46. 46. What you’re How Marketing Works Messaging Strategic Outputsgreat at Promise Drupalcon Social Media YourWebsite.com Deliverables Expenses Revenue Drupalcamps Profit People Current Clients Community Collateral Logo Colors Sounds Support BUSINESS RESULTS Competitors Finances Geography BRAND MARKETING CUSTOMERS ACTIVITIES © 2012 Volacci Corporation
  47. 47. What you’re The Problem Messaging Strategic Outputsgreat at Promise Drupalcon Twitter d.o Software Expenses Revenue Drupalcamps Profit Modules Current Clients DA Collateral Editor Experience Performance Support White Papers BUSINESS RESULTS Comparison Costs Shops BRAND MARKETING CUSTOMERS ACTIVITIES © 2012 Volacci Corporation
  48. 48. What you’re The Problem Messaging Strategic Outputsgreat at Promise Drupalcon Twitter d.o Software Expenses Revenue Drupalcamps Profit Modules Current Clients HIGHER ED DA Collateral Editor Experience Performance Support White Papers BUSINESS RESULTS Comparison Costs Shops BRAND MARKETING CUSTOMERS ACTIVITIES © 2012 Volacci Corporation
  49. 49. What you’re The Problem Messaging Strategic Outputsgreat at Promise Drupalcon K-12 WEBSITES Twitter d.o Software Expenses Revenue Drupalcamps Profit Modules Current Clients HIGHER ED DA Collateral Editor Experience Performance Support White Papers BUSINESS RESULTS Comparison Costs Shops BRAND MARKETING CUSTOMERS ACTIVITIES © 2012 Volacci Corporation
  50. 50. What you’re The Problem Messaging Strategic Outputsgreat at Promise Drupalcon K-12 WEBSITES Twitter d.o Software Expenses Revenue Drupalcamps Profit Modules Current Clients HIGHER ED DA Collateral Editor Experience Performance VOCATIONAL Support SCHOOLS White Papers BUSINESS RESULTS Comparison Costs Shops BRAND MARKETING CUSTOMERS ACTIVITIES © 2012 Volacci Corporation
  51. 51. What you’re The Problem Messaging Strategic Outputsgreat at Promise Drupalcon K-12 WEBSITES Twitter d.o Software Expenses Revenue Drupalcamps Profit ! Modules !! Current Clients g! HIGHER ED DArin CollateralBo Editor Experience Performance VOCATIONAL Support SCHOOLS White Papers BUSINESS RESULTS Comparison Costs Shops BRAND MARKETING CUSTOMERS ACTIVITIES © 2012 Volacci Corporation
  52. 52. What you’re The Problem Messaging Strategic Happy-Fun! Outputsgreat at Promise Drupalcon K-12 WEBSITES Twitter d.o Software Expenses Revenue Drupalcamps Profit ! Modules !! Current Clients g! HIGHER ED DArin CollateralBo Editor Experience Performance VOCATIONAL Support SCHOOLS White Papers BUSINESS RESULTS Comparison Costs Shops BRAND MARKETING CUSTOMERS ACTIVITIES © 2012 Volacci Corporation
  53. 53. What you’re The Competition Messaging Strategic Outputsgreat at Promise Drupalcon K-12 WEBSITES Twitter d.o Software Expenses Revenue Drupalcamps Profit Modules Current Clients HIGHER ED DA Collateral Editor Experience Performance VOCATIONAL Support SCHOOLS White Papers BUSINESS RESULTS Comparison Costs Shops BRAND MARKETING CUSTOMERS ACTIVITIES © 2012 Volacci Corporation
  54. 54. What you’re The Competition Messaging Strategic Outputsgreat at Promise Drupalcon K-12 WEBSITES Twitter d.o Software Expenses Revenue Drupalcamps Profit Modules Current Clients HIGHER ED DA Collateral Editor Experience Performance VOCATIONAL Support SCHOOLS White Papers BUSINESS RESULTS Comparison Costs Shops BRAND MARKETING CUSTOMERS ACTIVITIES © 2012 Volacci Corporation
  55. 55. What you’re The Competition Messaging Strategic Outputsgreat at Promise Drupalcon K-12 WEBSITES Twitter d.o Software Expenses Revenue Drupalcamps Profit Modules Current Clients HIGHER ED DA Collateral Editor Experience Performance VOCATIONAL Support SCHOOLS White Papers BUSINESS RESULTS Comparison Costs Shops BRAND MARKETING CUSTOMERS ACTIVITIES © 2012 Volacci Corporation
  56. 56. How? If you want to have the brand youcan in the easiest way possible then: © 2012 Volacci Corporation
  57. 57. How? If you want to have the brand youcan in the easiest way possible then:1. Do business with people who already like you. © 2012 Volacci Corporation
  58. 58. How? If you want to have the brand youcan in the easiest way possible then:1. Do business with people who already like you.2. Figure out what they want most that you can deliver. © 2012 Volacci Corporation
  59. 59. How? If you want to have the brand youcan in the easiest way possible then:1. Do business with people who already like you.2. Figure out what they want most that you can deliver.3. Change anything you’re doing that doesn’t help them get there. © 2012 Volacci Corporation
  60. 60. Figure Out Who Likes Us © 2012 Volacci Corporation
  61. 61. Volacci Ideal Customers1.Have a Sales Team2.Work with Marketer3.High Sales Cost, High Profit4.Heavily Invested in Their Website5.Trusted Us Before They Knew Us © 2012 Volacci Corporation
  62. 62. Figure Out Motivations © 2012 Volacci Corporation
  63. 63. Figure Out Motivations Individuals Fears & Aspirations &Aversions Desires © 2012 Volacci Corporation
  64. 64. Figure Out Motivations Individuals Fears & Aspirations & Aversions Desires OrganizationsDangers & Goals & Concerns Objectives © 2012 Volacci Corporation
  65. 65. Most Powerful Motivations © 2012 Volacci Corporation
  66. 66. Most Powerful Motivations © 2012 Volacci Corporation
  67. 67. Organizational Change1.Explain it often2.Set milestones3.Gatekeeper © 2012 Volacci Corporation
  68. 68. Questions?
  69. 69. Apps Resources • Drupal Owners’ Network• Priority Matrix • Me: ben@volacci.com &• Basecamp 512-632-4222• PipeDrive (CRM) • Net Promotor Score• SaneBox (gMail tool) • DISC or Myers-Briggs• Rapportive Books • Brand RelevanceServices • The Goal & Critical Chain• Zirtual • The E-myth Revisited• GetAbstract • Mastering the Rockefeller Habits • Who and/or TopGrading
  70. 70. Attribution: None of these ideas are completely original. I put my own spin on all of them.As best as I remember, these ideas came from some of the following people:Seth Godin, David Aaker, Ravi Arapurakal, Verne Harnish, Michael Gerber, Jeffrey Stukuls, & Al & Laura Ries A special thanks to the Volacci Team & Our Customers Ben Finklea | (512) 632-4222

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