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

1. Building Online Leaders
with Drupal

2. Why do you Drupal?

3. social classes of websites
competing
& winning
leaders
results
oriented
basic
websites

4. beating the odds
competing
& winning
results
oriented
basic
websites
leaders

5. defining online leader
Maximize success on the web
In a niche
Maximize 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

6. cornerstones of online leadership
audience
engagement
brand
conversion
retention

7. Audience
Traffic & Eyeballs
Targeted

8. Defining online presence

9. Defining online presence

10. audience – seo magic formula
great
architecture
great
backlinks
great
content
great
rankings

11. 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

12. flickr.com/photos/dougbelshaw/4016886839/

13. 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
facebook
•Twitter module
•Tweet button
twitter
•Embedded media field (Flickr, YouTube)
•Podcast
media - photos, video, audio

14. Defining Web 2.0

15. engagement steps
Aesthetics
Usability
Content
Functionality
Human

16. 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

17. Defining Brand

18. How memory works

19. impression quadrant
good
start
maybe
yes
next
time
maybe
bought
the
farm
positivenegative
short-term long-term
passive active
rational
emotional

20. 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

21. conversion
latent
need
interaction
future
interaction
contact
permission
active
need
lead
sales
step
sold

22. 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

23. he who has the biggest database wins
niche +
- mass
widenarrow
shallow deep
breath(fields)
depth (records)

24. 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

25. the ultimate goal
recommended
champions
preferred
loyalty & goodwill
finding
sem & directories
awareness
social & ads

26. process
business
processes
improvement
web
presence
improvement

27. business process improvement
• knowledge bases
• peer help (forums, wiki)
• extranets
customer service automation
• intranets
• groupware
• app portal (services)
collaboration
• prototyping
rapid application development

28. inspect & adapt

29. the Pareto principle Drupalized
80%
20%
work results
prototype
&
elaborate

30. five disciplines of web leaders
user focused
best
practices
driven
learning
organization
experiment
systems
thinking

31. the ultimate process goal
sustainable
continuous
innovation

32. thank you!
Tom McCracken
LevelTen Interactive
Director
Phone: 214.887.8586
Email: tom@leveltendesign.com
Twitter: @levelten_tom
Blog: leveltendesign.com/blog/tom
LinkedIn: linkedin.com/in/tommccracken
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