Drupal Presentation
- 1. Promoting Drupal By: Andrew J. Nelms, Electra Bals, Marc Brunelle, Rebecca Brackett, Tyler Howley, Matthew Lawlor and Tim Fratini
- 2. Stonehill Consulting Team Tyler Howley Finance Matthew Lawlor Finance Rebecca Brackett Marketing Andrew J. Nelms Finance Marc Brunelle Management Electra Bals Marketing Tim Fratini Accounting
- 3. Mission The Expansion and Improvement of the Drupal Community
- 4. Drupal A open-source content management system (CMS) used by many large organizations to create websites and applications Provide framework for over 2.3% of all websites worldwide More than 1,000,000 developers, designers, trainers, strategists, coordinators, editors, and sponsors working together to deliver websites using the platform
- 5. Why Drupal? Highly Customizable Secure Great Community •42,564 Current Modules •Cites range from social media to financial management • Whitehouse.gov • NASA • EU'S websites • Lowest security breaches to Market Share Ratio • Most Modules are Free • Difference versions are always being worked on i.e. Drupal 8
- 6. Parties Involved Makers • With 1 Million Developers (100k core Developers) • Marketing subgroup • Creates promotional material • Community Working subgroup • Maintians and advises on community standards • Event Subgroup • Organizes DrupalCon • Mentor subgroup • Helps Major adopters Big Users • Companies: JnJ/PwC • Governments: US/ EU • Universities: Princeton and most other top universities • Social Media: Pinterest
- 7. What is Drupal's Competitive Position?
- 8. Drupal's Competitors • WordPress • Originally created as a blog system but has now become the most-used open source CMS worldwide • 60% of the CMS Market • Joomla! • The second biggest company in the CMS industry with their software being aimed at intermediate designers • 6.7% of the CMS Market Source: www.opensourcecms.com
- 9. WordPress Strengths • Wide-ranging selection of themes, plugins, and widgets for Large users • Good for small and simply structured websites (Ex: Blogs) • Low effort for installation and setup • Simple integration of plugins and other extensions Weaknesses • Plugins often have security gaps (Popular target for hackers) *According to WebsiteSetup.org study • More frequent security updates lead to the company to be more aware of customer's security risk • Limited stability and performance capability with high traffic
- 10. Joomla! Strengths • User-friendly template creation • Simpler installations and configuration effort • Large collection of extensions and designs Weaknesses • Inadequate rights management (Ex: Larger Projects) • Extensions often require manual implementation • Advanced Extensions can be costly
- 11. Positive & Negative Takeaways for Drupal Positive Points • Most Scalable CMS • Best used to build large and customized enterprise level websites • Strong and Effective SEO • Fast page loading times, meta tags and several mobile responsive themes • Has Maintained Strong Security Reputation • "Should a vulnerability be discovered, you will hear about it on the official website. Patches will follow quickly." *According to WebsiteSetup.org Negative Points • Small Market Share • 5% of CMS Market • Steep learning curve for Beginner users • Customers would have to hire developers, ultimately leading to higher costs • Not ideal for blogs or small businesses with a lower budget
- 12. Our Task 1. Attract the next generation of developers to the aging Drupal community 2. Promote to the world the impact Drupal has made globally 3. Attract more decision makers in the adoption of technology platforms * $75,000 raised but we will recommend a reasonable funding target for Drupal Promotion
- 13. Attract the next generation of developers to the current Drupal community. Objective: One Make the Drupal platform relevant to Millennials & Generation Z'ers. Plan:
- 14. Who is the "Next Generation?"
- 15. Millennial's Background • Years Born: 1980 to 1994 • Current Ages: 24 to 38 • Generation Size: 95 Million • Media Consumption: This generation is extremely comfortable with mobile devices. They typically have multiple social media accounts. • Shaping Events: The Great Recession, the technological explosion of the internet and social media • Out of the Total Labor Force, Millennials make up:* • 38% of all Web Developers (Gen X and Baby Boomers: 54%) • 33% of all Software Developers * According to a SmartAsset survey conducted using 2016 Bureau of Labor Statistics
- 16. Millennials in the Labor Force
- 17. Generation Z'ers Background • Gen Z is the newest generation and were born between 1995 and 2015 • They are currently between 3-23 years old (nearly 74 million in U.S.) • Roughly 25% of the population • Media Consumption: The average Gen Z'er received their first mobile phone at age 10.3 years. They have grown up in a hyper-connected world, and the smartphone is their preferred method of communication • Gen Z'ers are starting to enter the workforce and college at simultaneously increasing rates
- 18. Increase Social Media presence & activity while promoting Drupal in Colleges, Universities & IT Departments Strategy
- 19. Targeting Millennials & Gen Z'ers - Social Media • 2018 Statista Data reported that internet reaches 97% of Gen Z & Millennials • As of 2018 monthly active users: • Instagram - 1 billion • Twitter - 300 million • Facebook – 2 billion
- 20. Current Social Media • Drupal • Facebook - 90k+ followers • Twitter - 70.8k followers • No Instagram Presence • No official YouTube channel • Training accounts talk about Drupal • WordPress • Facebook – 490+k • Twitter – 1.7m • Instagram – 68k • TV ads & Bundle Discount Offerings • Joomla • Facebook – 172k • Twitter – 63k • Instagram – 2k • Discount Offerings
- 21. Drupal's Overall Current Promotions • No standard or commercial promotion in any media • Google pay-per-clicks • Some promotions on Drupal's social media platforms • Job postings • “What our subscribers are saying”
- 22. Social Media Recommendations to Promote Drupal • Create an Instagram Page • Bizzabo Blog • Blog to educate on aspects of technology and company examples • Pay for target social media ads - all • $.20-$2 per click (depending on target size) • Use Hashtags – for searches • #TeamDrupal, #Drupal8, #DrupalDream, #DoingDrupal, #DrupalCon • Regularly post content • Increase to 4-5 posts/week • Post polls/question sessions on platforms to engage customers • Platform for conversations , forum for discussions
- 23. Current Targeting of Colleges & Universities • On Drupal site: 71% of the top 100 universities use Drupal • Testimonials/Examples of current clients • Articles written by: Mediacurrent, Drupal Geeks • Compliments and recommendations of Drupal for Colleges/Universities • Highlighted: Why they should choose to use Drupal • Community forum on the website explaining why Drupal is recommended to Colleges/Universities • Allows customers to comment and share their opinions on this topic
- 25. Recommendations for Targeting Colleges & Universities • Buy targeted social media ads • Targeted towards college social media accounts (targeted through platform filters) • Target emails to colleges/universities • Targeted towards IT department emails (service-desk@stonehill.edu, helpdesk@bentley.edu, OR tanderson@stonehill.edu Chief Information Officer) • Students should be using Drupal in the classroom as well • Get involved with Business Clubs and Org. around campuses – guest speakers • Exposes college students
- 26. Targeting of IT Departments • Drupal Con. Conferences • Bring together individuals who "develop, design, and support the Drupal platform." • Already know about Drupal
- 27. Recommendations for Targeting IT Departments • Work directly with IT departments within schools and businesses • Go into or call those departments and talk with someone directly • Put together and hand out a pamphlet that shows and explains Drupal software • Drupal employees go into companies and set up free trials to show the IT Departments what can be done with the Drupal software • Offer a special discount to Drupal software extensions while they are at the companies
- 28. Promote to the World the Impact Drupal has Made Globally Objective: Two Plan: New Ways to Promote Drupal on a Large Scale
- 29. Promoting Drupal to the World • Promote Drupal Campaign • Promote business materials targeted to the decision makers who choose Drupal • Distributing press releases • Redesigning case study submission process • Support industry event marketing • Current Strategies: • Brand standardized materials • Variety of volunteers and tasks • Every 4 weeks Tuesday and Thursday
- 30. Funding a Promote Drupal Marketing Team • Current Strategy: • Volunteers consisting of marketers, writers, designer, communicators from around the world • Our Recommendation: • Fund a paid marketing team dedicated specifically to Promote Drupal • Promote Drupal is very important for the success of the company • Volunteers come with many risks • Can walk away, other priorities, unpaid
- 31. Promote Drupal Marketing Team • Hire Senior Marketing Manager • 8+ years of experience • Preferably experience in the technology industry • $90,000+ salary included in budget • Hire Entry Level or Associate Level Marketing Assistant • 2-3 years relevant experience • 40,000+ salary included in budget
- 32. New Strategies: Promoting Drupal to the World and Targeting Decision Makers • Outreach & Events • Engaging with early adapters, develop industry-specific requirements • Open Source Summit – August 2019 • 52% of OSS 2017 attendees said they make purchasing decisions or influence decision makers according to their website • Events focused specifically on developers • Nationally: Scale, Open Source Leadership Summit, LibrePlanet • Globally: LCA, FOSDEM • Plan more conferences
- 33. Continued Strategies & Recommendations • Strong Public Relations Strategies • PR Campaign – Attract the target audience • Millennials & Gen Z • Social Media Strategies • LinkedIn, B2B • Search Engine Optimization (SEO) • Competitors are ahead • Word of Mouth
- 34. Current Strategy: DrupalCon • Convention hosted twice a year • Must purchase tickets ($695-$1,095) • DrupalCon NA averages 3,000 attendees (developers/business stakeholders) • DrupalCon Europe averages 1,700 attendees (developers) • Brings together developers, designers, and business partners for networking/promotion of Drupal
- 35. 3 Tracks of DrupalCon 1. Builder Track • For developers • Trainings, summits, and sessions 2. Content & Digital Marketing Track • For content editors/marketing teams • Industry expert speeches, case studies, and trainings 3. Agency Leadership Track • For businesses decision makers • Breakout sessions, workshops, and networking
- 36. How Is DrupalCon Advertised? • Drupal.org --> Advertised on Home Page & Resources/Events tab • Twitter --> DrupalCon Twitter page (22k followers) • YouTube --> Drupal Association - Posted videos from last year's conference
- 37. New Strategy: Increasing Attendance at DrupalCon Famous Developers to Speak • Well-known Drupal leaders and developers to speak at keynote speeches to draw interest • Conduct polls and surveys • Ex: JnJ CEO – Alex Gorsky Advertise on new Instagram page • Post frequently prior to event to attract GenZ • At DrupalCon, offer free Drupal merchandise (e.g. free bag) for following IG page Promoting next year's conventions • Invite CMOs of major companies • Pay for billboards in host cities • Offer discount on tickets for repeat attendees
- 38. Funding Recommendations for Proposed Strategies
- 39. Drupal's Funding Target • Part of the assignment Drupal gave us is to recommend a realistic funding target based on: • Flexible Budget • Prior year funding targets • They set an outside goal for the campaign of $100,000 and raised $75,000 to date which is designated for phases 1 and 2 • Still need to produce more for the latest phase 5
- 40. Drupal Financial Statement Analysis • Reported net income of $629,869 in 2018 • Drupal spent the least amount of money on marketing • Roughly $2,200 • With a sub-par social media & advertising presence they have room for improvements • With reaching goals to end the year with a 15% cash reserve there is room to increase budgetary spending • Room to increase the marketing budget
- 41. Associated Costs • Pay-per-clicks for target advertisements • cost about $.20-$2 per click • Run billboard advertisements in financial districts of cities • ~$10,000 - $20,000 for a 4-week advertisement • Fund a marketing team specifically for the "Promote Drupal Campaign" • ~$190,000 - $210,000
- 43. Conclusion Objectives • Attract the next generation of developers to the Drupal community • Promote to the world the impact Drupal has made globally • Attract more decision makers in the adoption of technology platforms Strategies • Target Gen Z'ers/Millennials through the social media platforms they use • Increase spending on Events & PR campaign • Increase DrupalCon Attendance • Show the added value as compared to the other major open source PHP site programs
- 44. Thank you and we're open for discussion.
Editor's Notes
- #6: AJN
- #7: AJN
- #8: AJN
- #9: AJN
- #10: Marc
- #11: Marc
- #12: Marc
- #19: Add a slide about marketing to other internal IT departments
- #20: Rebecca #12 Is no Instagram presence – good or bad? How many gen z people use a form of social media https://www.statista.com/statistics/266587/percentage-of-internet-users-by-age-groups-in-the-us/
- #21: Joomla – paid membership and subscription extensions
- #22: Rebecca - #11 * talk about my opinion on the ads
- #23: Instagram for WP – stories about customers companies who are powered by word press, some tips for using the products they offer. Insta for Joomla – announces updates to the services, reposts customers posts tagging Joomla, events that they will be hosting/attending * 1/28 - before that 12/13
- #24: Rebecca - #13 Needs one paragraph of what Drupal really does to market to colleges and universities right now Quote from articles – what they say about recom. for Drupal Look at the other 29% of 100 universities Promote Drupal within classrooms – use colleges as way to expose students to software
- #26: How much to buy ads? Targeted emails showing what other schools are able to do that use Wordpress – entice them to want to be able to do what the other colleges can. ** IT training, incooperated computer science or business curriculums * leadership position
- #27: https://events.drupal.org/losangeles2015/about
- #30: Electra (previously 16)
- #33: Electra (previously 18)
- #35: Tyler
- #36: Tyler
- #37: Tyler
- #38: Tyler
- #39: Add a slide about marketing to other internal IT departments
- #40: Go back through and make budget
- #41: Who's working for drupal Financial statement footnotes Form 990 tax document
- #45: Add a slide about marketing to other internal IT departments