t3con14eu - the key to success - generating relevance for typo3 neos

T3CON14 - BERLIN - 08.10.2014THE KEY TO SUCCESS GENERATING RELEVANCE FOR TYPO3 NEOS

Digital Passion

THE KEY TO SUCCESS GENERATING RELEVANCE FOR TYPO3 NEOS

Digital Passion

Patrick Lobacher CEO +Pluswerk GmbH

Digital communications

agency

+[10] Locations+[130] Employees

TYPO3 PLATINUMMEMBER

Digital Passion

SouthparkSeason 2 / Episode 17„Gnomes“The boys from South Park are due to give a presentation to voters in which they explain why the town should prevent a giant corporation (“Harbucks”) from opening next to Tweek’s Coffee, a local establishment. They encounter a group of gnomes who have been stealing underpants as part of a big plan, broken down into three phases.When the gnomes are pressed on the question mark and asked how, exactly, they get from underpants to profits, they don’t have a good answer.

Develop Neos Relevance Profit

ECMEnterprise Content

Management

TYPO3TYPO3 Universum in total

TYPO3 Neos in special

TYPO3 NeosWeb Content Management

Content Management System Market Ratio

Ratio is NOT correct!

The relevance of web content management (WCM) has never been higher as businesses and brands leverage this technology to support their multichannel digital customer experiences.Forrester - Market Overview: Web Content Management Systems - Dec 2013

US IT research and advisorycompany Hype Cyclefive key phases of a technology’s life cycle

Innovation Trigger

Peak of InflatedExpectations

Plateau of Productivity

Trough ofDisillusionment

Slope of Enlightment

EXPECTATIONS

US IT research and advisorycompany Hype Cyclefive key phases of a technology’s life cycle

Innovation Trigger

EXPECTATIONS Source: http://en.wikipedia.org/wiki/Hype_cycle

9 +Innovation Trigger

EXPECTATIONS

TYPO3 CMS

TYPO3Neos

Hype Cyclefor TYPO3(not official!)

TYPO3 CMS

TYPO3 Neos

Magic Quadrantfor TYPO3(not official!)

Visionary

LeadersChallengers

Niche Players

Challengers are solid vendors today and can perform well for many enterprises. The important question is whether they have the vision to succeed tomorrow.

Visionaries are forward-thinking and technically focused. For example, their products may have unique multilingual capabilities or set the market's direction through their innovation and product development.

The top 10 strategies to achieve relevance forTYPO3 Neos

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INSPIRE PEOPLE TO SHARE 12 +

TYPO3 Neos Extension Repository (NER)

TYPO3 Neos NodeType Repository

A place for collecting* TYPO3 Neos project knowledge

TYPO3 Neos ViewHelper Repository

THE KEY TO SUCCESS GENERATING RELEVANCE FOR TYPO3 NEOS 1

TYPO3 CMS: 6.315 Extensions (1.195 uptodate)

TOP 10 Extensions for TYPO3 were downloaded 1.815.635 times

Wordpress: 33.731 Plugins

Joomla: 8.502 ExtensionsDrupal: 15.883 Modules

182.977.496 extension downloads in total8.452.413 downloads of TYPO3 CMS21,65 extensions per installation

GitHub is NO replacement for a NER

Documentation & PublicationsDocumentation is the main entrance to the technology and more important as the technology itself!User Developer Decision Maker Analysts Multiplier

Documentation & Publications 2neos.typo3.org

Documentation & Publications 2lobacher.de

> 330 pages (in DE and EN)Didactical approach for all target groups

Documentation & Publications 2learn-neos.com

Great place to learn Neos!

Documentation & Publications 2TypoScript 2.0Pocket Reference

bit.ly/ts2-pocket

Documentation & Publications 2• What is missing? • Much much much more documentation

• Different kinds (decider, business, user, …)

• Multilanguage content

• Multimedia (Videos, learn-neos.com)

• Books

Documentation & Publications 2TYPO3 CampusTYPO3 Education

Committee

Learning Units

Curriculum

Infrastructure

Gamification

Mentorship & Concierge

CertificationPreparation Events

Trainer Integration

A company behind TYPO3 Neos 3• Company „structure“ • Full time CTO / Product owner /

Product Manager • Full time CMO - Marketing is key • Full time Evangelist / Lobbyist • Full time Backoffice

A company behind TYPO3 Neos 3• Advantages • Visibility by consulting companies

like Forrester, Gartner, … • Venture capital • Development speed • Trust

A company behind TYPO3 Neos 3• Disadvantages • Passion? • Personal Itch? • Conflict area • Adminstration overhead • Costs

A company behind TYPO3 Neos 3THE KEY TO SUCCESS GENERATING RELEVANCE FOR TYPO3 NEOS

Lowest possible entry level

• People having problems with the technology will refuse to use it

• Perhaps for a long time • They loose trust for a even

longer time

• Make first contact to technologyas easy as possible

• Bullet proof installer • Test systems (hosted, VM) • Roadshows • Paid „getting started“ support

(chat/hangout for instance)

THE KEY TO SUCCESS GENERATING RELEVANCE FOR TYPO3 NEOS 4codecoon.com/en/boxes

Integrate everything - be integrative

No system is used by its ownCustomer have numerous systems running

So integration of them is key!

THE KEY TO SUCCESS GENERATING RELEVANCE FOR TYPO3 NEOS 5About 70 integrations

THE KEY TO SUCCESS GENERATING RELEVANCE FOR TYPO3 NEOS 5About 300 integrations

The same is for TYPO3 Neos itself

A strong API (REST?) should be offered for everyone who wants to integrate TYPO3 Neos

THE KEY TO SUCCESS GENERATING RELEVANCE FOR TYPO3 NEOS 5Content Management Interoperability ServicesCMIS defines a domain model plus bindings that can be used by applications to manipulate content stored in a repository

Get a vision & mission statement

• If you want to be relevant, show the people why it’s worth to engage

• We need to have a clear vision and a mission statement for TYPO3 Neos

• For this a roadmap is necessary

• Find a good Unique Selling Point (USP)

• Find the niche

• BE A GAME CHANGER

Get a vision & mission statement

THE KEY TO SUCCESS GENERATING RELEVANCE FOR TYPO3 NEOS 6Vision Mission

Core Values

Transparency

Leadership

Guidance

Orientation

Motivation

Show what you have 7• People are gregarious animals • So they look what other do • What system is used by my

competitor? • What system is used by most other

companies?

Show what you have 7• There are many references out there

• neos.typo3.org/demo/neos-references.html

• neos@typo3.org

Fulfill capabilities customer expects

Gartner defines Web content management (WCM) as the process of controlling the content to be consumed over one or more online channels through the use of specific management tools based on a core repository. These may be procured as commercial products, open-source tools or hosted service offerings.

Hype Cyclefor ContentManagement2014

Hype CyclePriority Matrix2014

Fulfill capabilities customer expects• Content creation/authoring functions, such as templating, workflow

and change management • WCM repositories that contain content and/or metadata about content • Library services, such as check-in/check-out, version control and security • Content deployment functions that deliver prepackaged or on-demand

content to Web servers • A high degree of interoperability with adjacent technologies, such as CRM (in

particular, with marketing resource management and multichannel campaign management), digital asset management (DAM) and Web analytics

• Real-time adaptation to visitor interactions through technologies such as delivery engines or enhanced frameworks for content delivery applications

• The ability to integrate well with delivery tiers such as e-commerce, social media and portalsoftware (not a requirement but a capability that appeals to many clients)

Fulfill capabilities customer expectsManage Enable people to create and manage digital experiences and/or associated content

Engage Contextually transform content across channels & manage trans-actions and social interactions

Measure Give insight into multichannel experience patterns and consumption

Multilingual Repositories WorkflowAuthoring

Content/Data

services

Campaignmgmt.

SocialID /

authen-tification

Presentationmgmt.

Adserving

TransactionsContent

targeting

A/Btesting

Multivariatetesting

Webanalytics

Socialanalytics

DashboardsSearch

analytics

Source: Forrester Research, Inc.

Censored!

Spread the word! Multilingual!

Spread the word! Multilingual!• Books are offered by publishers

• All publisher act local (because of the market)

• „Writing“ is a provisioning job

• about 4% of retail price for author

• „Translating“ is on quotation basis

• ~25 EUR per page

• Math:

• Author: 3000 EUR per Edition (2000pcs)

• Translator: 10000 EUR per Edition

• All basic information (Manual, API) have to be in english (of course)

• Every other material should be in as many languages as possible

• Website has to be multilingual (compare to *any* other system like Drupal, Joomla, Wordpress, Adobe…)

• Germany is the biggest market in the moment => so strengthen the other markets

Publishing just english will increase the audience in non-german countries but will decrease the audience in Germany

9Publishing just english will increase the audience in non-german countries but will decrease the audience in Germany

German can be the source

YOU? YOU!!

THE KEY TO SUCCESS GENERATING RELEVANCE FOR TYPO3 NEOS10• Are you interested in TYPO3 Neos?

• Are you • Developer? (independent of level)

• Designer?

• UX / UI Manager?

• Project Manager?

• Author? Blogger?

• Customer?

• Come to me / Robert / Karsten / … to start your TYPO3 Neos career now!

YOU? YOU!!

THE KEY TO SUCCESS GENERATING RELEVANCE FOR TYPO3 NEOS10• If you are fascinated by TYPO3 Neos…

• You have to be • courageous

• passionate

• curious

• flexible

• But you will be rewarded with

• THE BEST OPEN SOURCE CMS WITH THE MOST POTENTIAL OUT THERE

1 TYPO3 Neos Extension Repository 2 Documentation & Publications 3 A company behind TYPO3 Neos

4 Lowest possible entry level 5 Integrate everything-be integrative

6 Get a vision & mission statement 7 Show what you have 8 Fulfill capabilities customer expects

9 Spread the word! Multilingual! 10 YOU? YOU!!

The top 10 strategies to achieve relevance for TYPO3 Neos

• TYPO3 Neoshttp://neos.typo3.org

• Gartner Magic Quadrant WCM 2013http://www.awareweb.com/~/media/AwareWeb/Files/WhitePapers/Gartner_Magic_Quadrant_WCM_7-2013.ashx

• Forrester Market Overview: Web Content Management Systemshttp://www.onehippo.com/binaries/content/assets/whitepapers/forrester-market-overview-wcm-systems-dec-2013.pdf

THANK YOU! Questions?

Digital Passion

Portfolio - SolutionsStrategie &Consulting - Digital Strategy - E-Commerce Strategy- Cross Channel Management- Agile Consulting / Coaching- Project Management

PerformanceMarketing - Conversion Optimization - Search Engine Marketing (SEM) - Search Engine Optimization (SEO)- Social Media Marketing (SMM) - Web Analytics

Websites &Portale - Corporate Websites - Brand Sites- Micro Sites - Intranets & Extranets- Mobile Applications

Technologie &Systementwicklung - CMS Development - Enterprise Search- CRM Development - Systemintegration - Software Development

Operations - Content Management - Content Localization - Shop Management- Support - Hosting

E-Commerce - Online Shops - Mobile Commerce - B2C / B2B- Social Commerce- Commerce Search

Portfolio - Products

References

Contact detailsClassic:+Pluswerk GmbH Patrick LobacherSolmstr. 6A60486 Frankfurt am MainPhone: +49 89 130 145 20 Email: lobacher@plus-werk.com Web: www.plus-werk.com !

Twitter: www.twitter.com/PatrickLobacherFacebook: www.facebook.com/patrick.lobacherBlog: blog.lobacher.de Trainings: www.lobacher.deGoogle+:plus.google.com/105500420878314068694

XING: www.xing.com/profile/Patrick_LobacherLinkedInwww.linkedin.com/pub/patrick-lobacher/4/881/171Slideshare: www.slideshare.net/plobacherAmazon: www.amazon.de/Patrick-Lobacher/e/B0045AQVEA

Digital Passion

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