Selling UmbracoTheo Paraskevopoulos Umbraco UK Festival 2014

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Theo Paraskevopoulos

Technical Director, GrowCreate Meeting-room ninja

growcreate.co.uk @theotron

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Umbraco market share

WordPress 69%Drupal 18%Joomla! 6%DNN 3%Umbraco 1% Others 3%

Open-source CMS market share, Top 10,000 sites http://trends.builtwith.com/cms/open-source

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Umbraco market share

WordPress 38%DNN 22%Joomla! 14%Umbraco 13%Orchard 7% .NET CMS 6%

Microsoft Web Platform Installer Downloads

We can do better!

More developers, more sharing

More clients, more work

We know it inside out

We believe in it!

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Coming up

Present Umbraco

Fight your corner

Understand the audience

Shift attitudes

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Present Umbraco

Uncle Aristotle’s Modes of persuasion

Ethos Appeal to the presenter’s authority E.g. history, clients

Logos Appeal to the audience’s logic E.g. features, statistics

Pathos Appeal to the audience’s emotions E.g. quotes, case studies

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Umbraco creds

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Features

Open-source .NET CMS

No license!

Enterprise backbone

Widely supported

Mature and stable

Flexible architecture

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Story of BeerBods

Our favourite start-up

Online beer club

Simultaneous consumption

Community + Commerce

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Build my dream

Build a business

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Fight your corner

Umbraco + .NET

MS integration and support

Enterprise backbone

Great value for money

More popular than you think

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Apache 38.6%

IIS 31.10%

NGINX 15.56%

Google web server 2.28%

Web server market share, NetCraft April 2014

WordPress

Blogging

Consumer focus

Easy to setup

Convention

Umbraco V WordPress

Umbraco

Business CMS

Developer focus

Easy to change

Configuration

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Umbraco V Drupal

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Umbraco

All-round CMS

.NET stack

Build first

Easier to upgrade

Drupal

All-round CMS

LAMP stack

Plugins first

Dependencies

Umbraco V SiteCore

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Umbraco

.NET stack

All-round CMS

Open-source

Wide client base

SiteCore

.NET stack

Marketing suite

Licensed

Big websites

Ticking all boxes

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Business CMS

Open-source

.NET stack

Developer focus

Future-friendly

Understand the audience

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Roles and personalities

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CEO

CTO

Marketing Director

Project Manager

Content Editor

Marketer Designer

Developer

Motivations

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Is this going to give me a headache?

Can I measure and

control everything?

Will be able to connect with

people?

Compatible with our systems?

Will it constrain my

creativity?

Will it minimise conflict?

Will I be able to do my job

easily?

Can I learn awesome

things?

CEO

CTO

Marketing Director

Project Manager

Content Editor

Marketer Designer

Developer

Default attitude

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:-| :-( :-(

:-)

:-(

:-| :-) :-)

CEO

CTO

Marketing Director

Project Manager

Content Editor

Marketer Designer

Developer

Responds to…

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CEO

CTO

Marketing Director

Project Manager

Content Editor

Marketer Designer

Developer

growOpponent Champion

Juni

or

Seni

or

CEO

CTOMarketing Director

Project Manager

Content Editor

DeveloperMarketer Designer

Power V Attitude

Easy sell

growOpponent Champion

Juni

or

Seni

or

Hard sell

growOpponent Champion

Juni

or

Seni

or

Fight club

growOpponent Champion

Juni

or

Seni

or

Bad news

growOpponent Champion

Juni

or

Seni

or

Shift attitudes

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CEO

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Leverage

CEO

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CEO

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CEO

Coach

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CEO

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CEO

Cajole

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CEO

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CEO

Befriend

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Deflect

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Neutralise

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In closing

Homework

Breakdown marketing messages

Check your website content

Plan your next meeting / email

Close one deal next month!

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Remember

Credibility + features + stories

Know the competition

Beware of personalities

Shift attitudes to close the deal

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Go get them.

growcreate.co.uk @theotron

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