Mais conteúdo relacionado Users, Content, and Update Overload: Solving the Korjaamo Case Slave+Xio1. DRUPAL
Users, content, and update overload DAYS
Solving the Korjaamo Culture Factory Case
© Slave Ltd
Monday, May 30, 2011
2. Table of Contents
SOLVING THE KORJAAMO CASE
• What is Korjaamo?
• The site refresh
• Details: visitor activity in Korjaamo.fi?
• How does Drupal Fit In?
• What is in the Drupal box and what is not?
• Hosting
• Questions and Answers
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3. KORJAAMO CULTURE FACTORY
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What is Korjaamo?
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4. Presentation details
KORJAAMO CULTURE FACTORY IS:
• A cultural center located near the center of Helsinki in the Töölö area
• Interesting mix of private and public funding
• Hybrid mixed use space which includes gallery spaces, restaurants, cafe, office space,
theater and concert venues in two old tram warehouse buildings
• Korjaamo has quickly grown in size to be one of Finland’s largest culture centers
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5. Gallery space
• In 2010, 300 individual cultural events open to the public and
20-25 gallery art exhibitions. Korjaamo works with over 1500
artists on various projects yearly
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6. Korjaamo artists
• Korjaamo has established
partnerships with a stable of
artists, working with
marketing efforts as well as
exhibitions and sales
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7. Music Events Djs Concerts Bands
• Musical events
make up the
majority of
performances
• These are divided
into: Clubs,
Concerts, DJs,
and the Swedish
“Folks” club
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8. Corporate hosted events space
• In 2009 over 150 private events were
organized. These are typically corporate
seminars, customer events and annual parties.
• Korjaamo works with customers to create and
design event experiences.
• The idea is to create a memorable experience
and environment for content. Korjaamo brings
corporate content to a cultural context, where
the experience helps participants to retain
knowledge.
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9. Theater space and Stage theater festival
• The Stage experimental theater festival is
organized yearly around the time of Helsinki
Culture week
• Theater production companies are performing
in Korjaamo regularly, making use of several
performance spaces
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10. Office space
• Korjaamo contains a small company
“office hotel” which hosts many smaller
cultural, design, and marketing related
firms
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11. Eat, drink, and be...
• The Korjaamo spaces include a
lunch restaurant and café, bar, and
adaptable catering services for
events.
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12. KORJAAMO OPERATIONS SUMMARUM
Spaces:
Activities:
Offices
Tram museum
Vaunuhalli
» MUSIC
»EVENTS
Bar nights
Korjaamohalli
Terrace
URBAN-
» Literature
Café
» and CORE: » Theater
Shop
Garden
» spoken » + Stage
» Tram museum
» word
» Tram halls
Concerts
Bar
CULTURE Private events
»Gallery
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13. KORJAAMO CULTURE FACTORY
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Quick overview of site refresh
-
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14. The Korjaamo Case
BACKGROUND
• Korjaamo Culture Factory asked Slave Ltd. in Helsinki to update their web presence in
Fall 2010
• The work was started in October 2010 and carried on through to a launch date in
January 2011
• Key reasons for Korjaamo wanting refresh:
• Customers were not finding events at the Korjaamo website due to difficult
navigation
• Around 300 events yearly seemed impossible for updates in previous CMS.
Challenges with managing site updates and their cost
• Site page templates did not meet content needs and customization was heavy
process
• Not enough places to leverage visual material from artists on site
• Little community elements or potential for connecting to social media
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15. Presentation details
TARGETS FOR METRICS
• At the beginning of the project Korjaamo Culture Factory had about 2000 member
fans on facebook.
• Visitors to the venue in 2009 numbered 110 k, 2010 targets have been set at 130 k
• Goals for the site renewal were
• Stimulate culture business activity through site visits
• Raise site visitor frequency and session length
• Get website visitors to engage with other visitors, and leverage the community
building potential of the physical space. Korjaamo is a social venue and the
website should reflect this.
• The more efficient registration of Korjaamo members for future communication
• Build thought leadership position that is more in line with the amount of activity
happening at Korjaamo. Get visitors coming to site to “see what is happening”
• Boost ticket sales
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16. The old site
FRONT PAGE ELEMENTS
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17. The old site
SAMPLE SECTION LAYOUT
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18. CREATING THE SITE
ITERATION ROUNDS
• The design was reworked several times in fall 2010
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19. The new site
MODULAR DESIGN - SAMPLE SECTIONS LAYOUT
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20. SITE VISITOR TYPES
ABOUT VISITOR USER TYPES AND RELEVANCE TO SITE BUSINESS TYPES
Type 1 • Type 1 - The quick hitters
• Interested in Korjaamo and Urban Culture, but uses web service for quick and targeted activities
• Quick seek out of event information, opening times, dates
• Often arrives via Google
• Almost half of visitors and quarter of business
Type 2 • Type 2 - Action seekers
• Surfing for activities, clubs, things to do
• More likely to end up in bar or cafe in addition to performances and art
• Half of site visitors and half of business from day to day events and happenings
Type 3 • Type 3 - The corporate planners
• Checks facilities and company services, professional buyers and event planners
• Under 10% site visitors
• Almost quarter of business
• Type 4 - Urban Culturist
Type 4
• Early adopters and trendsetters - immersed in pop and art culture
• Looking for articles and communication possibilities around culture themes
• Most likely to participate in social media and do networking around “own tribe”
• Group behaviour mixes with type 1, but has learned to engage with site, in different frame of media mind
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21. Traffic details
RESULTS OF TRAFFIC SO FAR
• New site launched on 10.12.2010 Overall user amount has
boosted significantly after launch, even up to 30%-40% more
traffic
• SEO friendly Drupal implementation with more event details
major reason behind push
• Conversions:
• Over 10% increase in registration for communications and
Korjaamo membership
• Facebook group growth of 25%
• Significant business leads delivered via forms SITE
LAUNCH
Dec 2008 - today 18 month scope
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22. KORJAAMO CULTURE FACTORY
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Details: visitor activity in
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Korjaamo.fi?
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23. Functions of SITE in driving BUSINESS
CUSTOMER BUSINESS TYPES Target groups and Korjaamo activities in relation to website
Music Events Theater Events Gallery
• B2C • B2C also includes groups • Gallery rental
• Event information • Event information • Art sales
• Ticket sales • Ticket sales • Artist promotion
• Artist promotion • Theater group promotion
• Sales contact and venue info
Business of Art Markets & happenings Corporate & Private Events
• Seminar business • Driving leads sales contact forms • Sales contact
• Extending gallery reach • Event information • Venue marketing and presentation
• Contacts for marketing artists • Ticket sales
Bar and Restaurant Media Cultural Discourse
• Driving leads • Promoting events • Thought leadership
• Event and menu information • PR: Promoting cultural center concept • Leading
• Discourse in Kitchen • Driving web traffic and marketing
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24. Music Events
CALENDAR ACCESS AND EVENT UPLOAD DETAILS
• Key challenge handling large amount of events
• Event uploads
• Taxonomy and event comments
• Different Genres
• Concerts
• DJs
• Clubs
• Folks
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25. Music Events
SCREENSHOTS
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26. Theater Events
STAGE AND THEATER EVENTS
• Explanation and screenshots
• Ticket sales
• Stage -annual festival
promotion. Important for
Korjaamo profile
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27. Gallery
ACTIVITIES WITH ART +
INDIVIDUAL ARTIST +
EXHIBITION PROMOTION
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28. Business of Art
CONCEPT PHASES
• A special section for BOA St Petersburg seminar sales
• Similar template and forms used for signup as in sections
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29. Business of Art
Business of Art section created in intermediate phase, before site was lanched. Drupal helped
with transfer to final site look and feel
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30. Event Services
FACILITATING EVENT SERVICES
•Forms on pages send messages
to sales about
• Corporate event
• Bar and Restaurant events
for hosting parties,
weddings, etc
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31. Music, performance and theater events
FACILITATING REAL SOCIAL SPACES
• Commenting on events drives
registration
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32. Media and Cultural Dialogue
KITCHEN
• Promoting cultural thought leadership in
Korjaamo
• Membership drives traffic drives business
• Technical membership management
• Social media and challenges
• Challenges in first 5 months, long tail
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33. KORJAAMO CULTURE FACTORY
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Where does Drupal fit in?
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34. Where does Drupal fit in?
• Theming
• Color codes using Drupal taxonomy = power of Drupal
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Monday, May 30, 2011
35. Where does Drupal fit in?
Color codes using Drupal taxonomy = power of Drupal
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36. Where does Drupal fit in?
• Usability
• for Korjaamo
• Events
• Artists
• Frontpage blocks
• Nodes as block
• linking blocks, events, artists : node reference
• for Visitors
• Facebook connect
• Forms in overlay
• event calendar (genres / per month / using taxonomy & ajax
magic)
• Search = Google Custom Search (autocomplete)
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Monday, May 30, 2011
37. Where does Drupal fit in?
• Usability
screenshots
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Monday, May 30, 2011
38. Where does Drupal fit in?
• Usability screenshots:
taxonomy and front page
blocks
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Monday, May 30, 2011
39. Where does Drupal fit in?
• Multilanguage
• for content: internationalization interface
• interface texts (titles, labels, messages) = translate interface
(advanced)
• XIO creates excel document listing all non-translated elements
• Customer translates these elements
• XIO or Customer enters translations using the translate interface
© SLAVE LTD. CONFIDENTIAL SLAVE FOR DRUPAL DAYS
Monday, May 30, 2011
40. Where does Drupal fit in?
• Multilanguage
• for content: internationalization interface
• interface texts (titles, labels, messages) = translate interface
(advanced)
• XIO creates excel document listing all non-translated elements
• Customer translates these elements
• XIO or Customer enters translations using the translate interface
© SLAVE LTD. CONFIDENTIAL SLAVE FOR DRUPAL DAYS
Monday, May 30, 2011
41. Where does Drupal fit in?
• Multilanguage
• for content: internationalization interface
• interface texts (titles, labels, messages) = translate interface
(advanced)
• XIO creates excel document listing all non-translated elements
• Customer translates these elements
• XIO or Customer enters translations using the translate interface
© SLAVE LTD. CONFIDENTIAL SLAVE FOR DRUPAL DAYS
Monday, May 30, 2011
42. Where does Drupal fit in?
User interaction
• Kitchen blog
• Comments
• Facebook like
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Monday, May 30, 2011
43. What’s in the Drupal box and what’s not?
• Extra modules
• Ajax
• FBconnect
• breadcrumbs
• taxonomy image
• Custom development
• slideshow
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Monday, May 30, 2011
44. Caution: Don't take hosting lightly
• Drupal is a demanding CMS:
• CPU power
• Memory (2 GB is not rare)
• Caching mechanisms
• Consider a specialized Drupal hosting partner
© SLAVE LTD. CONFIDENTIAL SLAVE FOR DRUPAL DAYS
Monday, May 30, 2011
45. KORJAAMO CULTURE FACTORY
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Questions comments
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46. XIO Company Information
XIO
• Based in Ghent, Belgium
• Staff: 10 people
• Drupal architecture & development since 2007
• Portfolio: 30 Drupal projects
http://www.xio.be/portfolio
• Member of Drupal Association
sponsor of Drupal Developer Days Brussels 2011
attending DrupalCon Paris 2009, London 2011
• Contact info
Pascal Noppe
pascal.noppe@xio.be
www.xio.be
http://london2011.drupal.org/users/tafkas
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47. A DIGITAL
Company presentation
BOUTIQUE
AGENCY
Drupal Business Days 2011
© Slave Ltd
Monday, May 30, 2011
48. What is Slave?
SINCE
2007
Slave is a digital
boutique agency.
l
° Action & conversion driven digita
marketing Campaigns Web sites
vices Email marketin
g
Web ser
n
Global lead & demand generatio
es SEO SEM Brand
and
programm
ident it y Marketing strategy
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49. What is Slave?
SINCE
2007
Slave is a digital
boutique agency.
° Established 2007 12
profess ionals Extended network
Helsinki/ Gent/Düsseldorf
t
Helsinki Design Distric
© SLAVE LTD. CONFIDENTAL SLAVE FOR DRUPAL BUSINESS DAYS 49
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50. Boutique agency
SLAVE
A digital boutique
agency.
° Hand s-on approach
Problem-solving skills
Long term
commitm ent Tailored customer
experience Proactive
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51. Method
SLAVE
Action & conversion
driven design
° Focus Me asurement Goals
Co nversio n Optimation Marketing
e ffiency Users first
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52. Korjaamo - Site concept & Drupal development case
DRUPAL development
MAIN SALES CHANNEL focus
CONTENT complexity
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53. Kekkilä - Digital marketing partnership
DIGITAL marketing strategy, planning, site
renewal, campaigns, email marketing,
support for Scandinavian markets
MAIN MARKETING AND SALES SUPPORT
CHANNEL
OPERATING BOTH B2C AND B2B MARKETS
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54. Basware - Strategy, lead & demand generation programme
Strategy and planning for global marketing
programs.
Design and execution of marketing campaigns
to 12 markets.
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55. SAFA - VISUAL IDENTITY
SAFA, Finnish Association of Architects
Suomen Arkkitehtiliitto: Complete brand and
digital assets renewal
Color, typography, print, online, logo
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56. Contact
Find us
VILLE MARTIN
• ville@slavefor.com
• +358 40 861 9275
KIMMO VANHAKANGAS
• kimmo@slavefor.com
• +358 40 505 8002
MAARTEN PATTEEUW
•maarten@slavefor.com
• +358 40 750 1567
www.slavefor.com
• Tehtaankatu 27-29, 00150 Helsinki, Finland
Phone +358 20 719 9910, email: info@slavefor.com
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