Users, Content, and Update Overload: Solving the Korjaamo Case Slave+Xio

DRUPAL
Users, content, and update overload DAYS

Solving the Korjaamo Culture Factory Case

© Slave Ltd
Monday, May 30, 2011

Table of Contents

SOLVING THE KORJAAMO CASE

• What is Korjaamo?
• The site refresh
• Details: visitor activity in Korjaamo.fi?
• How does Drupal Fit In?
• What is in the Drupal box and what is not?
• Hosting
• Questions and Answers

© SLAVE LTD. CONFIDENTIAL SLAVE FOR DRUPAL DAYS 2


KORJAAMO CULTURE FACTORY

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What is Korjaamo?
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Presentation details
KORJAAMO CULTURE FACTORY IS:
• A cultural center located near the center of Helsinki in the Töölö area
• Interesting mix of private and public funding
• Hybrid mixed use space which includes gallery spaces, restaurants, cafe, office space,
theater and concert venues in two old tram warehouse buildings

• Korjaamo has quickly grown in size to be one of Finland’s largest culture centers



Gallery space

• In 2010, 300 individual cultural events open to the public and
20-25 gallery art exhibitions. Korjaamo works with over 1500
artists on various projects yearly



Korjaamo artists

• Korjaamo has established
partnerships with a stable of
artists, working with
marketing efforts as well as
exhibitions and sales



Music Events Djs Concerts Bands

• Musical events
make up the
majority of
performances
• These are divided
into: Clubs,
Concerts, DJs,
and the Swedish
“Folks” club



Corporate hosted events space

• In 2009 over 150 private events were
organized. These are typically corporate
seminars, customer events and annual parties.
• Korjaamo works with customers to create and
design event experiences.
• The idea is to create a memorable experience
and environment for content. Korjaamo brings
corporate content to a cultural context, where
the experience helps participants to retain
knowledge.



Theater space and Stage theater festival
• The Stage experimental theater festival is
organized yearly around the time of Helsinki
Culture week
• Theater production companies are performing
in Korjaamo regularly, making use of several
performance spaces



Office space

• Korjaamo contains a small company
“office hotel” which hosts many smaller
cultural, design, and marketing related
firms



Eat, drink, and be...

• The Korjaamo spaces include a
lunch restaurant and café, bar, and
adaptable catering services for
events.



KORJAAMO OPERATIONS SUMMARUM

Spaces:
Activities:
Ofﬁces
Tram museum
Vaunuhalli
» MUSIC
»EVENTS
Bar nights
Korjaamohalli
Terrace
URBAN-
» Literature
Café
» and CORE: » Theater
Shop
Garden
» spoken » + Stage
» Tram museum
» word
» Tram halls
Concerts
Bar
CULTURE Private events
»Gallery





Quick overview of site refresh
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The Korjaamo Case
BACKGROUND

• Korjaamo Culture Factory asked Slave Ltd. in Helsinki to update their web presence in
Fall 2010
• The work was started in October 2010 and carried on through to a launch date in
January 2011
• Key reasons for Korjaamo wanting refresh:
• Customers were not finding events at the Korjaamo website due to difficult
navigation
• Around 300 events yearly seemed impossible for updates in previous CMS.
Challenges with managing site updates and their cost
• Site page templates did not meet content needs and customization was heavy
process
• Not enough places to leverage visual material from artists on site
• Little community elements or potential for connecting to social media



Presentation details
TARGETS FOR METRICS

• At the beginning of the project Korjaamo Culture Factory had about 2000 member
fans on facebook.
• Visitors to the venue in 2009 numbered 110 k, 2010 targets have been set at 130 k
• Goals for the site renewal were
• Stimulate culture business activity through site visits
• Raise site visitor frequency and session length
• Get website visitors to engage with other visitors, and leverage the community
building potential of the physical space. Korjaamo is a social venue and the
website should reflect this.
• The more efficient registration of Korjaamo members for future communication
• Build thought leadership position that is more in line with the amount of activity
happening at Korjaamo. Get visitors coming to site to “see what is happening”
• Boost ticket sales



The old site
FRONT PAGE ELEMENTS



The old site
SAMPLE SECTION LAYOUT



CREATING THE SITE
ITERATION ROUNDS

• The design was reworked several times in fall 2010

© SLAVE LTD. CONFIDENTIAL SLAVE FOR DRUPAL DAYS


The new site
MODULAR DESIGN - SAMPLE SECTIONS LAYOUT



SITE VISITOR TYPES
ABOUT VISITOR USER TYPES AND RELEVANCE TO SITE BUSINESS TYPES

Type 1 • Type 1 - The quick hitters

• Interested in Korjaamo and Urban Culture, but uses web service for quick and targeted activities

• Quick seek out of event information, opening times, dates

• Often arrives via Google

• Almost half of visitors and quarter of business

Type 2 • Type 2 - Action seekers

• Surfing for activities, clubs, things to do

• More likely to end up in bar or cafe in addition to performances and art

• Half of site visitors and half of business from day to day events and happenings

Type 3 • Type 3 - The corporate planners

• Checks facilities and company services, professional buyers and event planners

• Under 10% site visitors

• Almost quarter of business

• Type 4 - Urban Culturist
Type 4
• Early adopters and trendsetters - immersed in pop and art culture

• Looking for articles and communication possibilities around culture themes

• Most likely to participate in social media and do networking around “own tribe”

• Group behaviour mixes with type 1, but has learned to engage with site, in different frame of media mind



Traffic details
RESULTS OF TRAFFIC SO FAR

• New site launched on 10.12.2010 Overall user amount has
boosted significantly after launch, even up to 30%-40% more
traffic
• SEO friendly Drupal implementation with more event details
major reason behind push
• Conversions:
• Over 10% increase in registration for communications and
Korjaamo membership
• Facebook group growth of 25%
• Significant business leads delivered via forms SITE
LAUNCH
Dec 2008 - today 18 month scope





Details: visitor activity in

Korjaamo.ﬁ?
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Functions of SITE in driving BUSINESS
CUSTOMER BUSINESS TYPES Target groups and Korjaamo activities in relation to website

Music Events Theater Events Gallery
• B2C • B2C also includes groups • Gallery rental
• Event information • Event information • Art sales
• Ticket sales • Ticket sales • Artist promotion
• Artist promotion • Theater group promotion
• Sales contact and venue info

Business of Art Markets & happenings Corporate & Private Events
• Seminar business • Driving leads sales contact forms • Sales contact
• Extending gallery reach • Event information • Venue marketing and presentation
• Contacts for marketing artists • Ticket sales

Bar and Restaurant Media Cultural Discourse
• Driving leads • Promoting events • Thought leadership
• Event and menu information • PR: Promoting cultural center concept • Leading
• Discourse in Kitchen • Driving web traffic and marketing



Music Events
CALENDAR ACCESS AND EVENT UPLOAD DETAILS

• Key challenge handling large amount of events
• Event uploads
• Taxonomy and event comments
• Different Genres
• Concerts
• DJs
• Clubs
• Folks



Music Events
SCREENSHOTS



Theater Events
STAGE AND THEATER EVENTS

• Explanation and screenshots
• Ticket sales
• Stage -annual festival
promotion. Important for
Korjaamo profile



Gallery

ACTIVITIES WITH ART +
INDIVIDUAL ARTIST +
EXHIBITION PROMOTION



Business of Art
CONCEPT PHASES

• A special section for BOA St Petersburg seminar sales
• Similar template and forms used for signup as in sections



Business of Art
Business of Art section created in intermediate phase, before site was lanched. Drupal helped
with transfer to final site look and feel



Event Services
FACILITATING EVENT SERVICES

•Forms on pages send messages
to sales about
• Corporate event
• Bar and Restaurant events
for hosting parties,
weddings, etc



Music, performance and theater events
FACILITATING REAL SOCIAL SPACES

• Commenting on events drives
registration



Media and Cultural Dialogue
KITCHEN

• Promoting cultural thought leadership in
Korjaamo
• Membership drives traffic drives business
• Technical membership management
• Social media and challenges
• Challenges in first 5 months, long tail





Where does Drupal ﬁt in?
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www.ibm.com


Where does Drupal fit in?
• Theming
• Color codes using Drupal taxonomy = power of Drupal



Color codes using Drupal taxonomy = power of Drupal



• Usability
• for Korjaamo
• Events
• Artists
• Frontpage blocks
• Nodes as block
• linking blocks, events, artists : node reference
• for Visitors
• Facebook connect
• Forms in overlay
• event calendar (genres / per month / using taxonomy & ajax
magic)
• Search = Google Custom Search (autocomplete)



• Usability
screenshots



• Usability screenshots:
taxonomy and front page
blocks



• Multilanguage
• for content: internationalization interface
• interface texts (titles, labels, messages) = translate interface
(advanced)
• XIO creates excel document listing all non-translated elements
• Customer translates these elements
• XIO or Customer enters translations using the translate interface



User interaction
• Kitchen blog
• Comments
• Facebook like



What’s in the Drupal box and what’s not?
• Extra modules
• Ajax
• FBconnect
• breadcrumbs
• taxonomy image
• Custom development
• slideshow



Caution: Don't take hosting lightly

• Drupal is a demanding CMS:
• CPU power
• Memory (2 GB is not rare)
• Caching mechanisms

• Consider a specialized Drupal hosting partner





Thanks!

Questions comments
Write he

www.ibm.com


XIO Company Information

XIO
• Based in Ghent, Belgium
• Staff: 10 people
• Drupal architecture & development since 2007
• Portfolio: 30 Drupal projects
http://www.xio.be/portfolio
• Member of Drupal Association
sponsor of Drupal Developer Days Brussels 2011
attending DrupalCon Paris 2009, London 2011

• Contact info
Pascal Noppe
pascal.noppe@xio.be

www.xio.be
http://london2011.drupal.org/users/tafkas



What is Slave?
SINCE
2007

Slave is a digital
boutique agency.
l
° Action & conversion driven digita

marketing Campaigns Web sites
vices Email marketin
g
Web ser
n
Global lead & demand generatio
es SEO SEM Brand
and
programm
ident it y Marketing strategy
© SLAVE LTD. CONFIDENTAL SLAVE FOR DRUPAL BUSINESS DAYS 48


What is Slave?
SINCE
2007

Slave is a digital
boutique agency.
° Established 2007 12
profess ionals Extended network
Helsinki/ Gent/Düsseldorf
t
Helsinki Design Distric



Boutique agency
SLAVE

A digital boutique
agency.
° Hand s-on approach
Problem-solving skills
Long term
commitm ent Tailored customer
experience Proactive



Method
SLAVE

Action & conversion
driven design
° Focus Me asurement Goals
Co nversio n Optimation Marketing
e fﬁency Users ﬁrst



Korjaamo - Site concept & Drupal development case

DRUPAL development

MAIN SALES CHANNEL focus

CONTENT complexity



Kekkilä - Digital marketing partnership

DIGITAL marketing strategy, planning, site
renewal, campaigns, email marketing,
support for Scandinavian markets

MAIN MARKETING AND SALES SUPPORT
CHANNEL

OPERATING BOTH B2C AND B2B MARKETS



Basware - Strategy, lead & demand generation programme

Strategy and planning for global marketing
programs.
Design and execution of marketing campaigns
to 12 markets.



SAFA - VISUAL IDENTITY

SAFA, Finnish Association of Architects
Suomen Arkkitehtiliitto: Complete brand and
digital assets renewal
Color, typography, print, online, logo



Contact
Find us

VILLE MARTIN
• ville@slavefor.com
• +358 40 861 9275

KIMMO VANHAKANGAS
• kimmo@slavefor.com
• +358 40 505 8002

MAARTEN PATTEEUW
•maarten@slavefor.com
• +358 40 750 1567

www.slavefor.com

• Tehtaankatu 27-29, 00150 Helsinki, Finland
Phone +358 20 719 9910, email: info@slavefor.com



Users, Content, and Update Overload: Solving the Korjaamo Case Slave+Xio

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Users, Content, and Update Overload: Solving the Korjaamo Case Slave+Xio