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
flickr.com/photos/dcsf2010/4561985806flickr.com/photos/x-foto/4923221504flickr.com/photos/slack13/2683947718flickr.com/photos/23912576@N05/3902271512flickr.com/photos/acmace/441065062flickr.com/photos/jenaardell/4434366505flickr.com/photos/deciter_interactions/4052969929flickr.com/photos/svenwerk/858381180flickr.com/photos/fredcavazza/3428921418flickr.com/photos/tinou/2065322341flickr.com/photos/svenwerk/858381180flickr.com/photos/nilson/255662963flickr.com/photos/genista/3432987963flickr.com/photos/vernhart/1073265478flickr.com/photos/paullew/4304362073flickr.com/photos/soldiersmediacenter/397695157flickr.com/photos/28634332@N05/4054720616
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