cms as a marketing tool - drupal
DESCRIPTION
Although they are supposed to manage content, CMSs evolved to a degree where they give us so much freedom and power to influence our products to the degree that they become powerful marketing tools. Drupal is used as example to demonstrate this.TRANSCRIPT
Your CMS is one of Your Best Marketing Tools
Elias DabbasApril 28, 2010
Web Analytics Wednesday - Dubai
“Product” is still one of the central themes of any marketing effort
Image: soopertutorials.com
What Kind of Product?
• Features• Flexibility• Speed • Adaptability
Traditional Cycle
Marketing (requirements)
Design(Layout/ Themes)
Development(features,
functionality, etc)
How About…
Marketing (requirements)
Marketing(Layout/ Themes)
Marketing(features,
functionality, etc)
A good CMS allows you to:
• Tweak the layout / design• Add, edit, and delete business rules• Add / remove functionality • Gives you insights on users
All within certain limits
How Drupal Does It
Layout: Blocks System
Zones
Layout: Block System
• Control where to place each block (on which zone, and in which order)
• Control which users have access to this block (logged in, not logged in, administrator, etc)
• Decide on which pages this block appears
Views: display content the way you want
Examples: • Most recent comments, sorted by date• User’s latest articles, sorted by view count• Articles with a certain tag(s), coming from a certain
group of users, sorted by comment count, placed in a block, visible only to logged in users
Example
10 minutes
=
SELECT twitter.twitter_id AS twitter_id, twitter.text AS twitter_text, twitter.created_time AS twitter_created_time FROM drup_twitter twitter LEFT JOIN drup_twitter_account twitter_account ON twitter.screen_name = twitter_account.screen_name LEFT JOIN drup_twitter_user twitter_user ON twitter_account.screen_name = twitter_user.screen_name LEFT JOIN drup_users users ON twitter_user.uid = users.uid WHERE (users.uid in ('1')) AND ((twitter.screen_name) = ('eliasdabbas')) ORDER BY twitter_created_time DESC
Long time
User Roles & Permissions
Control which type of user can perform which actionCreate new types of users and define them by the actions they are allowed
to perform
SEO: Path, Pathauto, Titles
• Determine what the URL/Title of each post is as you create it
• Pathauto allows you to make a general automated template for URLs for examplemysite.com/[user-name]/[article-title]
Reporting
• Different statistics and reports on key events on the site
• What people search for• Error pages
Special Behavior With Rules• Creates specific rules and
behaviors based on your business needs.
Examples: - When someone saves a
comment, send an email notification
- When someone registers, display a certain message on the page
- When a user of type “editor” logs in display a list of latest articles
Flexible Menu System
• Add, edit, remove menu links
• Change the order any time
• Make them expanded
Thousands of modules that extend and improve functionality
• Tagging systems• Views enhancements• Social networking• Content display• Mail and communication• Search
Conclusion
• Take immediate control of the “little” things that you want to change and test.
• Invest developers’ and designers’ time into strategic more important project
• Have fun in the process!
Thank you