Building Web Leaders with Drupal
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Building Online 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
Transcript of Building Web Leaders with Drupal
Building Online Leaders with Drupal
Why do you Drupal?
social classes of websites
competing& winning
leaders
results oriented
basicwebsites
beating the odds
competing& winning
results oriente
d
basicwebsites
leaders
defining online leader
Maximize success on the webIn a nicheMaximize 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
process
cornerstones of online leadership
audienceengagement
brandconversion
retention
Audience
Traffic & EyeballsTargeted
Defining online presence
Defining online presence
audience – seo magic formula
great architectur
e
great backlinks
great content
great rankin
gs
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
flickr.com/photos/dougbelshaw/4016886839/
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
•Twitter module•Tweet button
•Embedded media field (Flickr, YouTube)•Podcast
media - photos, video, audio
Defining Web 2.0
engagement steps
AestheticsUsability
ContentFunctionality
Human
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
Defining Brand
How memory works
impression quadrant
good start mayb
eyes
next time mayb
e
bought the farm
posi
tive
nega
tive
short-term long-term
passive active
ratio
nal
emot
iona
l
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
conversion
latent need
interaction
future interactio
ncontact
permission
active need
lead
salesstep
sold
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
he who has the biggest database wins
niche +
- mass
wid
ena
rrow
shallow deep
brea
th (fi
elds
)
depth (records)
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
the ultimate goal
recommendedchampions
preferredloyalty & goodwill
findingsem & directories
awarenesssocial & ads
process
businessprocesses
improvement
webpresence
improvement
business process improvement
• knowledge bases• peer help (forums, wiki)• extranets
customer service automation
• intranets• groupware• app portal (services)
collaboration
• prototyping
rapid application development
inspect & adapt
the Pareto principle Drupalized
80%
20%
work results
prototype&
elaborate
five disciplines of web leaders
user focused
best practices
driven
learning organizatio
nexperiment
systems thinking
the ultimate process goal
sustainable
continuous
innovation
thank you!
Tom McCrackenLevelTen InteractiveDirector
Phone: 214.887.8586Email: [email protected]: @levelten_tomBlog: leveltendesign.com/blog/tomLinkedIn: linkedin.com/in/tommccracken
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