introducing drupal commons 3.0: driving the convergence of content and community on the open web

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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 30 th , 2012

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Page 1: Introducing Drupal Commons 3.0: Driving the Convergence of Content and Community on the Open Web

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"

Page 2: Introducing Drupal Commons 3.0: Driving the Convergence of Content and Community on the Open Web

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"

Page 3: Introducing Drupal Commons 3.0: Driving the Convergence of Content and Community on the Open Web

State of the Market

Page 4: Introducing Drupal Commons 3.0: Driving the Convergence of Content and Community on the Open Web

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

Page 5: Introducing Drupal Commons 3.0: Driving the Convergence of Content and Community on the Open Web

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

Page 6: Introducing Drupal Commons 3.0: Driving the Convergence of Content and Community on the Open Web

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

Page 7: Introducing Drupal Commons 3.0: Driving the Convergence of Content and Community on the Open Web

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

Page 8: Introducing Drupal Commons 3.0: Driving the Convergence of Content and Community on the Open Web

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

Page 9: Introducing Drupal Commons 3.0: Driving the Convergence of Content and Community on the Open Web

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."

Page 10: Introducing Drupal Commons 3.0: Driving the Convergence of Content and Community on the Open Web

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

Page 11: Introducing Drupal Commons 3.0: Driving the Convergence of Content and Community on the Open Web

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

Page 12: Introducing Drupal Commons 3.0: Driving the Convergence of Content and Community on the Open Web

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

Page 13: Introducing Drupal Commons 3.0: Driving the Convergence of Content and Community on the Open Web

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.

Page 14: Introducing Drupal Commons 3.0: Driving the Convergence of Content and Community on the Open Web

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.

Page 15: Introducing Drupal Commons 3.0: Driving the Convergence of Content and Community on the Open Web

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

Page 16: Introducing Drupal Commons 3.0: Driving the Convergence of Content and Community on the Open Web

Drupal Commons 3.0

Page 17: Introducing Drupal Commons 3.0: Driving the Convergence of Content and Community on the Open Web

Drupal Commons 3.0

Page 18: Introducing Drupal Commons 3.0: Driving the Convergence of Content and Community on the Open Web

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

Page 19: Introducing Drupal Commons 3.0: Driving the Convergence of Content and Community on the Open Web

Follow Content and Get Notified Fast

• Trending relevant content reduces noise and improves usability

Page 20: Introducing Drupal Commons 3.0: Driving the Convergence of Content and Community on the Open Web

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.

Page 21: Introducing Drupal Commons 3.0: Driving the Convergence of Content and Community on the Open Web

Mobile Collaboration: Anytime, Anywhere

• Out of the Box Responsive Design Templates for Smartphone, Tablet, and Desktop

Page 22: Introducing Drupal Commons 3.0: Driving the Convergence of Content and Community on the Open Web

Members Can Create Personalized Experiences

Users work the way they want with dashboards

• Personal & group dashboards

• Social bookmarking

• Curated content

• Subscriptions to content & discussions

Page 23: Introducing Drupal Commons 3.0: Driving the Convergence of Content and Community on the Open Web

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

Page 24: Introducing Drupal Commons 3.0: Driving the Convergence of Content and Community on the Open Web

Community Managers Track & Analyze Results • Participation &

engagement metrics - New Users - Content - Comments - Group joins - Variable date ranges

• Complements Google Analytics

Page 25: Introducing Drupal Commons 3.0: Driving the Convergence of Content and Community on the Open Web

Developers Have Freedom to Innovate •  Extend Commons with 9k+ modules •  Open standards support: - Document management - Application integration - User access & authentication

Page 26: Introducing Drupal Commons 3.0: Driving the Convergence of Content and Community on the Open Web

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

Page 27: Introducing Drupal Commons 3.0: Driving the Convergence of Content and Community on the Open Web

Demo

Page 28: Introducing Drupal Commons 3.0: Driving the Convergence of Content and Community on the Open Web

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 "

Page 29: Introducing Drupal Commons 3.0: Driving the Convergence of Content and Community on the Open Web

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"