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Why Marketing Driven Organizations like Dell are Building WEM Solutions on DrupalJohn Carione, Senior Director of Solution Marketing, Acquia
June 5th, 2012
•Duplication of content
•Disparate sources
•Disconnected reporting
•Islands of excellence
Inside Many Large Organizations, the Web Is Broken
Inside Many Large Organizations, the Web Is Broken
Customers expect Customers expect integrated integrated
experiencesexperiences
Marketing Driving Re-Platform efforts
Convert more prospects
With personalized, optimized experiences speak to your audience
Create captivating experiences
Across new segments, channels, and devices
Connect more deeply
through compelling global targeted, multi channel campaigns
Capture rich customer info
that displays the history and context
of all your customer interactions
Generate Demand
Across new mobile, social, and web channels and reinvigorate offline
Expand Digital Footprint
to reach a wider audience
Build Brand Loyalty
to create loyal brand advocates that
buy more and recommend
Measure and Refine
future programs, campaigns, and customer segments
Market Presence 1,500,000+ sites
Global Adoption 228 countries
Extensive Capabilities 16,000+ modules
Broad Community 800,000+ members
Active Development 17,000+
developers
The Platform is Drupal
Open source, web phenomenon
2X the size of Linux developer community
PROPRIETARY AND CONFIDENTIAL - do not redistribute
Truly Agile Marketing
February 2012 March 2012 April 2012
Pinterest hits 10M unique visitors
New Drupal module created for website
Users “pinned” images
15 Drupal sites go live with
Pinterest integration
Flexible, Open, Best of Breed
Integrated content store (local + aggregation)
SocialFB/Twitter
Primary site
Email campaign
Videoportal
Mobile application
Community site
Measurement and reporting
Rich media assets
User generated
content
Marketing automation
CRM Feeds
Easily Tailored for Various Devices
A.Comments
B.Ratings
C.Video Player
D.Personalized
Content
E.Related Links
F.Advertising
G.Share
H.Tags
I.Download
J.Learn More
K.RSS Feed
Content “components”..that can be arrangedfor varying contexts ..
.. for all form factors.
Drupal: Grounded in Open Source Continuous Innovation
TestingTesting
CodingCoding
DesignDesign
SpecificationsSpecifications
RequirementsRequirements
Ex. 1: Traditional Product Development Cycle
Ex. 2: Continuous Innovation
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Project A
Project C
Project B
Project D
Project E
Project A
Community Commerce
Acquia Product Offerings
Content
Managed DeploymentsAcquia Cloud
Drupal Management &SaaS Feature Services
Acquia Network
Enterprise Site FactoryDrupal Gardens
Software Distributions
Fastest time to market for web projects:• Built at the speed of the web• Rapid development and deployment• Rapid cycle content and page creation
Open SaaS drives the most compelling ROI:• Drives cost and complexity out of IT.• Scale IT investments with marketing success• Avoid vendor lockin
Best of breed ecosystem:• Thriving partner ecosystem• Pre-built integrations with ALL investments.
Our Community. Your Platform. Purpose built for engagement:
• Built by web experience experts for experts.• Single Platform: Content, Collaboration, Commerce• Rapid Innovation
June 5, 2012
VML | Acquia: Why marketing driven organization, like Dell, are building WEM solutions on
Drupal
Rebecca Harpole & Nathaniel Norgren
AGENDA
• About VML
• VML| Acquia Partnership
• Dell Overview
• Challenges and Goals
• Current Implementation
• Roadmap
Creative solutions at the intersection of marketing
and technology.
INNOVATION
KNOWLEDGE
CREATIVITY S
TRATEGY
Kansas City
BostonWhite SalmonChicago
New York
Bogotá
MilanGeneva
Atlanta
São Paulo
Prague
Sydney
Office Locations Office Locations
Seattle:VML/Iconmobile Ingolstadt & Berlin
Los AngelesBeijing
London: VML/Iconmobile
Mumbai
Office Locations
Singapore
DigitalCapabilities
Research
Analytics
Mobile
SEO
BrandedContent &Production
eCRM
UserExperience
Media
Account &Project
Management
Insights &Strategy
CreativeChannel
Activation
Technology
VML | Acquia Partnership
“VML is a key strategic partner for Acquia due to its ability to consistently push the boundaries of how Drupal can be used both creatively and technically for enterprise organizations. This technical understanding combined with the ability to consistently deliver solutions for its clients has made VML Acquia’s preferred agency implementation partner. Acquia trusts VML with the implementations for some of our largest and most valuable clients, including the World Economic Forum, PayPal and Red Hat.”
- Dries Buytaert, Acquia CTO and the original creator of Drupal and current Project Lead
How VML and Acquia Work Together
VML is an Enterprise Select Acquia partner recognized as a leading Drupal implementer worldwide.
Our partnership with Acquia provides us with access to a wealth of resources and support for our client partners. These resources, coupled with our deep experience with Drupal, differentiate VML from other development agencies.
Drupal Expertise
History - We've been building Drupal sites since 2007 and a partner since
Community - We have a formal Drupal Practice and Center of Excellence at VML
Organizational - We regularly contribute our work back to the Drupal community
Numbers - Over 37 Drupal developers plus BSA, QA, TD, AM and PM, all with a deep familiarity with Drupal.
Dell Cloud Business Applications Project
www.dellcloudapplications.com
• Dell provides cloud applications with turnkey services designed for the needs and budgets of small and medium size businesses.
• They offer both the implementation and support
Dell Cloud Business Applications Overview
Why Drupal?• Cost Effective• Code Stability• Flexibility• Ease of Implementation
Site Structure and Functionality
• Early Goals• Information Dispersal• Vision Realization
Challenges & Goals
Dell approached VML to provide them with direction and a plan to move DCBA to a WEM-based solution.
Current Implementation
User Experience
ResourceOrganizatio
n
Initial WEM
User ExperienceAdjusting site layout and design to drive the goals of the client.
Resource OrganizationDeveloping a content engagement strategy to better serve users and their needs.