introducing drupal commons 3.0: driving the convergence of content and community on the open web
DESCRIPTION
TRANSCRIPT
Introducing Drupal Commons 3.0 Driving the Convergence of Content and Community on the Open Web"
Bryan House"Vice President Marketing"@bryanhouse"
Ezra Gildesgame"Drupal Distributions Team"@ezrabg"
October 30th, 2012"
Upcoming Webinars"
• Introducing Drupal Commons 3.0"• Forrester Research: Is it Time to Reconsider Using Open Source WCM for
Digital Experiences?"• The Hub, Bub: How Drupal Acts as the Digital Media Hub for the Grammy’s"• Implementing Continuous Integration Best Practices with Drupal"• Visualizing and Solving Drupal Performance Issues"• Using Drupal Commons to Accelerate Collaboration"• How Humana is using Drupal to Drive Repeat Visitors with Personalized, Multi-
channel Campaigns"
http://acquia.com/resources/webinars"
State of the Market
Inside Many Large Organizations, the Web Is Broken
Web Content Management
Social Business Software
eCommerce
Microsite Microsite
Promotion Microsite
Microsite
Event site
Blog
Product site
Corp-com site
Extranet
Wiki
Media gallery
Community platform
Intranet
eCommerce site
Landing Page
Main website
Inside Many Large Organizations, the Web Is Broken
Web Content Management
Social Business Software
eCommerce
Microsite
Microsite
Promotion
Microsite
Microsite
Event site
Blog
Product site
Corp-com site
Extranet
Wiki
Media gallery
Community platform
Intranet
Ecommerce site
Landing Page
Main website
Solutions are required to bridge the Gap Between Marketing and IT
Marketing Challenges (CMO)
IT Challenges (CIO)
Mobile optimized experiences Harness social media
Mass personalization / testing Translation
Managing digital assets Marketing dashboards / reporting
Mobile app development Big data / web scale
Increase return from analytics Localization costs / quality
Content availability Platform integration / ecosystem
Solutions are required to bridge the Gap Between Marketing and IT
Marketing Challenges (CMO)
IT Challenges (CIO)
Mobile optimized experiences Harness social media
Mass personalization / testing Translation
Managing digital assets Marketing dashboards / reporting
Mobile app development Big data / web scale
Increase return from analytics Localization costs / quality
Content availability Platform integration / ecosystem
exchanging ideas
How is OpenWEM Different from Proprietary WEM approaches?
Are you are experiencing any of these symptoms?
• Stifled innovation with closed-loop development
• Reduced time-to-market with heavy dev needs
• Unmanageable, siloed islands of excellence across core marketing competencies
• Lock-in from one set of infrastructure and tools
• Budgetary pressure from large upfront capex payments or ongoing maintenance fees
• Immature cloud models disrupting operations
Offering Digital Marketing Freedom and Flexibility…
No Lock-in!Open SaaS model offers
freedom to move your customers digital experiences
to any "
Unmatched Innovation!
Accelerate innovation from idea to experience at web
speed across any channel or device."
Best of Breed!Empower the business to mix and
match sales and marketing tools in a "string of pearls" approach for
maximum business impact"
Unified Platform!Create unforgettable customer
experiences by leveraging a unified platform for content, community, and commerce."
Mature Cloud Model!
Leverage mature, optimized cloud deployment models
and offers operational models to map spending plans to
successes.
Simplified Digital Experiences!Lowest solution TCO
and the fastest learning curve amongst developers
and Digital Marketers."
Unified Experiences for the Digital Consumer
Deliver targeted promotions to refined customer segments
Deliver campaigns across channels
Leverage rich media to deliver immersive
experiences and campaigns
Drive conversion rates through personalized content
Leverage user generated content including comments
or ratings about products
Foster self-organizing collaboration across customer
segments / groups
Create community websites and media
Connect and create loyal brand advocates on mobile apps and
owned media
Unified Experiences for the Digital Consumer
Deliver targeted promotions to refined customer segments
Deliver campaigns across channels
Leverage rich media to deliver immersive
experiences and campaigns
Drive conversion rates through personalized content
Leverage user generated content including comments
or ratings about products
Foster self-organizing collaboration across customer
segments / groups
Create community websites and media
Connect and create loyal brand advocates on mobile apps and
owned media
Unified Experiences for the Digital Consumer
Deliver targeted promotions to refined customer segments
Deliver campaigns across channels
Leverage rich media to deliver immersive
experiences and campaigns
Drive conversion rates through personalized content
Leverage user generated content including comments
or ratings about products
Optimize online shopping across channels and devices
Engage in the selection/shopping conversation across
channels (forums) Offer clear guidance
about products and services
Embrace digital engagement in store
environments
Optimize Content Marketing Search Optimization Customers need to find the content on your site
Social Media Content needs to be sharable to expand your messaging reach
Lead Generation Content needs to drive leads and calls to action
Email + Lead Nurturing Get the content in the hands of your contact database and execute lead nurturing campaigns
Measurement Using analytics measure the effectiveness of your content and iterate
1.
3.
5.
4.
2.
Optimize Community Marketing Social Marketing
Build strong brand advocates that do your selling for you.
Social CRM Improve support, self-service and loyalty by tracking customers across social communities
Social Intranet Take employee collaboration and communications to the next level with deep social connections
Communities for Innovation Maximize engagement with external stakeholders, including customer partner and dev communities to drive innovation from expert to expert interaction
1.
3.
5.
4.
2.
OpenWEM: Social isn’t a new stack, it’s the stack
Stage 1 Stage 2 Stage 3 Stage 4 Stage 5
Collaborate on Documents
Collaborate in Groups Internally
Collaborate across Documents & Groups
Collaborate across Documents, Groups and the Open Web
Enterprise Social Services
Internal Internal Internal & External Internal & External Internal & External
Simple Intranets Teams collaborate on documents and interact in collaboration spaces.
Social Intranets Social Collaboration gains acceptance internally across people, process, and technology within internal teams and groups.
Social Communities There is social conversion between content and community experiences.
Social Web Experiences Social is a infused into the organization as connected services for content, communities and web experiences.
Social Enterprise
Social becomes embedded as a enterprise shared service across applications and as a cultural way of working.
Past +0-1 yrs +1-2 yrs +2-3 yrs +3-4 yrs
Drupal Commons 3.0
Drupal Commons 3.0
What Makes Drupal Commons Unique?
Built by a global community, for communities • Update campaigns and content seamlessly within
one toolset
• Deliver the next generation social intranet that joins content with collaboration for accelerated knowledge sharing and marketing campaigns
• Build high performance project teams that accelerate idea to experience and maximize team success
• Maximize engagement with customer, partner, and developer communities by connecting experts with experts
Follow Content and Get Notified Fast
• Trending relevant content reduces noise and improves usability
Group Information Exchange
• Follow or post content into an open group.
• Create content in a group and get listed and become subscribed automatically.
• Group homepages feature a handy browsing widget that makes it easy to drill down into different types of content within a group
- Post new content and see the newly posted content all as part of one integrated workflow.
Mobile Collaboration: Anytime, Anywhere
• Out of the Box Responsive Design Templates for Smartphone, Tablet, and Desktop
Members Can Create Personalized Experiences
Users work the way they want with dashboards
• Personal & group dashboards
• Social bookmarking
• Curated content
• Subscriptions to content & discussions
Content plus Community
• No need for separate CMS & integration
• Preset, and configurable content types
• Self-organizing or managed groups
• Pre-defined content views
• Free tagging and pre-defined vocabularies
Community Managers Track & Analyze Results • Participation &
engagement metrics - New Users - Content - Comments - Group joins - Variable date ranges
• Complements Google Analytics
Developers Have Freedom to Innovate • Extend Commons with 9k+ modules • Open standards support: - Document management - Application integration - User access & authentication
Case Study: Daimler
Challenges: • Needed to be able to better understand an
easy and cost-effective way to recognize new trends with their target group for their Mercedes-Benz brand of compact cars
Drupal Solution: • In house Developers built the system on
time and on schedule without huge PS engagement.
• Hosted on Acquia Managed Cloud, optimized to enhance Commons’ reliability and speed.
• Group participation including Computer Aided Web Interviewing (CAWI) questionnaires, hosted chats, an interactive forum, and creativity contests.
Why Drupal: • Commons had so many community features
already implemented out of the box, there was hardly anything left to add
Social Research!Results: • Allowed users to score their advertising
campaigns, resulting in over 2,000 user rating
• Now have the whole toolbox of quantitative market research at their fingertips.
• Generated over 7,000 comments on 300 topics
• Received the “Best Study 2011” award from the Federal Association of German Market and Social Researchers
• R
CASE STUDY
Acquia.com | 888.922.7842 | 1.781.238.8600 | 25 Corporate Drive, Burlington, MA 01803
Daimler broke new ground to gain valuable
insights into the needs and desires of one of its
most important customer target groups, 20- to
45-year-old compact car drivers. With little
precedent to rely on, Daimler decided that the
best way to understand their target group was a
social community website.
Stars Insight (stars-insight.com) o!ers features
to entice the target group to participate,
including Computer Aided Web Interviewing
(CAWI) questionnaires, hosted chats, an
interactive forum, and creativity contests. Acquia
Commons turned out to be the perfect solution for
this challenging project.
Daimler teamed up with Acquia partner TNS Infratest to produce a website
that would meet their high standards. They decided that Commons
would give them a head start: With so many community features already
implemented out of the box, there was hardly anything left to add.
Commons allowed TNS Infratest to develop the layout and functionality of
a complex website within tight time and budget constraints. The company
also chose to host the site on Acquia Managed Cloud, optimized to
enhance Commons’ innate reliability and speed.
“Commons has proven itself as a reliable platform that made it easy for us to quickly and flexibly realize our ideas.”
— Ullrich Neiss, Lead Project Manager, crowd-creation
How they did it.
Stars Insight originally ran on a Pringo platform. But after a year of
repeated problems with stability and scalability, Daimler and TNS Infratest
decided it was time to migrate to Commons.
Daimler creates an award-winning market research site with CommonsAcquia Commons speeds launch, while Acquia Cloud keeps it running
COMPANY INFORMATION
�� Daimler AG
�� stars-insight.com
�� Maker of luxury vehicles
�� On Acquia Cloud since 2011
THE NUMBERS
�� 260,000 employees
�� ! 97.8 billion revenue in 2010 (approx. $130 billion)
�� 494 community members
�� 2000 user ratings generated per year
SUCCESS ENABLED WITH.. .
�� Acquia Commons, Acquia Cloud, Acquia Network, Professional Services
read more. . .
SKU 0080-110916
Daimler’s “Stars Insight” site gathers opinions about its popular
Mercedes-Benz brand, allowing fans to contribute ideas for
future designs.
“Commons has proven itself as a reliable platform that made it easy for us to quickly and flexibly realize our ideas.” — Ullrich Neiss, Lead Project Manager, crowd-creation
Demo
Content-Rich Community Experiences"• Built on Drupal 7"
• Modular architecture speeds innovation"
• Open, standards-based platform gives unparalleled flexibility"
• Facilitate structured and ad hoc collaboration"
• Complete control over brand experience "
Questions"
• For more information visit: http://www.acquia.com"
• Follow us: @acquia and @drupalcommons"
• Contact us: [email protected] or 888.9.ACQUIA"
Today’s slides & webinar recording will be posted to:"http://acquia.com/resources/recorded_webinars"