cms as a marketing tool - drupal

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Your CMS is one of Your Best Marketing Tools Elias Dabbas April 28, 2010 Web Analytics Wednesday - Dubai

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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.

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Page 1: CMS as a Marketing Tool - Drupal

Your CMS is one of Your Best Marketing Tools

Elias DabbasApril 28, 2010

Web Analytics Wednesday - Dubai

Page 2: CMS as a Marketing Tool - Drupal

“Product” is still one of the central themes of any marketing effort

Image: soopertutorials.com

Page 3: CMS as a Marketing Tool - Drupal

What Kind of Product?

• Features• Flexibility• Speed • Adaptability

Page 4: CMS as a Marketing Tool - Drupal

Traditional Cycle

Marketing (requirements)

Design(Layout/ Themes)

Development(features,

functionality, etc)

Page 5: CMS as a Marketing Tool - Drupal

How About…

Marketing (requirements)

Marketing(Layout/ Themes)

Marketing(features,

functionality, etc)

Page 6: CMS as a Marketing Tool - Drupal

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

Page 7: CMS as a Marketing Tool - Drupal

How Drupal Does It

Page 8: CMS as a Marketing Tool - Drupal

Layout: Blocks System

Zones

Page 9: CMS as a Marketing Tool - Drupal

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

Page 10: CMS as a Marketing Tool - Drupal

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

Page 11: CMS as a Marketing Tool - Drupal

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

Page 12: CMS as a Marketing Tool - Drupal

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

Page 13: CMS as a Marketing Tool - Drupal

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]

Page 14: CMS as a Marketing Tool - Drupal

Reporting

• Different statistics and reports on key events on the site

• What people search for• Error pages

Page 15: CMS as a Marketing Tool - Drupal

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

Page 16: CMS as a Marketing Tool - Drupal

Flexible Menu System

• Add, edit, remove menu links

• Change the order any time

• Make them expanded

Page 17: CMS as a Marketing Tool - Drupal

Thousands of modules that extend and improve functionality

• Tagging systems• Views enhancements• Social networking• Content display• Mail and communication• Search

Page 18: CMS as a Marketing Tool - Drupal

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!

Page 19: CMS as a Marketing Tool - Drupal

Thank you