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Lessons Learned Building BassMaster.com with OpenPublish and Acquia Cloud

Bryan HouseVP, MarketingAcquia

August 18th, 2011

Ned DesmondPresident & FounderGo Sportn Inc.

Joel SackettSenior Technical Project & Creative ManagerPhase2 Technology

Webinar Audio Options

• Listen to streaming audio via your computer’s audio

− WebEx Audio Broadcast pop-up

• Trouble listening via your computer’s audio? Please request phone access

• Technical support− US & Canada 866-229-3239

− International support 408-435-7088

• International phone access numbers: − http://support.webex.com/support/phone-

numbers.html

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• Today’s webinar is being recorded. Slides and recording will be posted in next few days at:

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Upcoming Webinars

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Challenges

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Upcoming Training Events – Aug & Sept 2011http://training.acquia.com/events

• @ Drupalcon London

• Mississauga, ON

• Vancouver, BC

• Geneve, Switzerland

• Sydney & Melbourne, Australia

• Koln, Germany

• Nashville, TN

• Chicago, IL

• Boise, ID

• San Diego, CA

• Courses include:− Drupal in a Day

− Site Building with Drupal

− Drupal Module Development

− Drupal Theming

− The Views & CCK Modules

− Panels for Site Builders

− Development Best Practices

Register for Drupal Training in your area

Introductions

• Ned Desmond − Founder of GoFISHn and GoHUNTn

• Joel Sackett− Phase2 Technology

The Background

• Last fall, new owners acquired Bassmaster from ESPN.

− #1 fishing site on web

− 70M page views in 2010

− Growing 30% per year

• Six months to move the website off ESPN’s infrastructure

• ESPN technical staff were assigned to help

The Assignment

• Launch new Bassmaster.com by May 1, 2011

• Replicate the ESPN site; improve if possible

• Minimize traffic loss; Preserve ad revenue

• Facts of Life:− ESPN’s proprietary templating and CMS not usable

− ESPN’s url naming convention not usable

− 20,000+ articles/photo galleries, plus 1000s videos

− Critical to preserve site’s Google PageRank of 7

− Complex, real time tournament results databases

− Launching at height of tournament season

− Tight budget!!

Opportunities & Issues• Opportunities

− Admin interface for editors

− Site search

− SEO attributes friendly urls, tagging

− Performance

− Site navigation

− Tournament presentation

− Tournament angler stats

• Issues− Bassmaster staff limited experience; no pm

− Distracted by transitions

− Distributed team – Orlando, Birmingham, Little Rock

Pulling the Solution Together

• The easy part− Brightcove for video

− DoubleClick for Ad serving

− Omniture for analytics

• The tougher bit− CMS, engineering/design partner, hosting

− Content migration

• Process− NYC CMS consensus: Open Source (Drupal or WP)

− RFPs to six engineering firms

The Outcome

• Engineering and CMS− Chose Drupal and Phase2 Technology in Alexandria, VA

• Migration− Persuaded ESPN’s content management engineers to provide a

mass content export and iterated with Phase2 engineers to tweak data outputs

− Phase2 imported content

− Temp team + Bassmaster editors published content

BassMaster.com Demonstration

Joel Sackett, Phase2 Techology

Why Drupal? Why Phase2?

• Drupal− Content organization (nodes +

taxonomy, views)

− Publishing admin

− Proven scaling

• Acquia and Phase2− Full range of services to support a

small publisher

− Good answers to the hard questions

Phase2 and OpenPublish

• Phase2 understands publisher limitations− OpenPublish anticipates what publishers need

− Provide project management, design, full-scope engineering services

− The team at Phase2 understands scaling, performance, SEO, and training

− Most realistic response to RFP• Flat rate portion + time & materials portion

− Agile development

Acquia Managed Cloud

• Acquia and Phase2: Mutual recommendation

• Why Acquia Managed Cloud?− Affordable cloud hosting

− Drupal ”awareness” – security updates etc.

− 24/7 ops at reasonable cost

− Drupal “optimized” infrastructure and staffing• Vanish, MySQL

− Apache SOLR faceted search

− Variable infrastructure scaling, short notice

The Results• May 1 launch

• Under budget

• Much improved− SEO

− Edit admin

− Navigation / No dead ends

− Tournaments

− Angler stats

− Migration under budget

• PageRank maintained

• Traffic accelerated!

The Hiccups

• Original environment sizing was not adequate

• Client management -- bias for manage by ticket

• P2/Acquia overlaps – who looks after what?

• Small crises – quickly resolved− Cache setting error knocked out publishing

− Drush upgrade caused partial site outage

Lessons Learned

• Keep transition goals specific and realistic – remind client that traffic usually goes down!

• Frequent, written updates to extended team

• Build client’s “reality” into choices for vendors and technology

• Make sure hosting firm understands all details of high-use scenarios – authenticated users, publishing, and unauthenticated traffic

• Intensive, face-to-face training for client producers and editors is a must

Acquia & Phase2 Are Hiring

• Do you love working with Drupal?

• If so, we are hiring in North America & Europe:− Engineering & design

− Client advisors and consulting

− Inside sales

• Check out openings at − http://acquia.com/careers

− http://www.phase2technology.com/careers

Questions• For more information, visit:

− http://acquia.com

− http://phase2technology.com

− http://openpublishapp.com

− http://twitter.com/phase2tech

− http://twitter.com/acquia

• Contact us:− sales@acquia.com

− 888.9.ACQUIA

− sales@phase2technology.com

− 703.548.6050

− ned@gosportn.com

• Download OpenPublish today:− http://acquia.com/downloads

Today’s webinar recording will be posted at:

http://acquia.com/resources/recorded_webinars