This document discusses strategies for increasing the relevance of TYPO3 Neos. It identifies 10 key strategies: 1) creating an extension repository, 2) improving documentation and publications, 3) establishing a dedicated company, 4) lowering barriers to entry, 5) integrating with other systems, 6) defining a clear vision and mission, 7) highlighting real-world uses, 8) fulfilling customer capabilities, 9) promoting multilingual support, and 10) encouraging community participation. The presentation provides details on each strategy and argues that successfully implementing these approaches could generate broader relevance for TYPO3 Neos.

1. Digital Passion
T3CON14 - BERLIN - 08.10.2014
THE KEY TO SUCCESS
GENERATING RELEVANCE FOR TYPO3 NEOS

2. Digital Passion
THE KEY TO SUCCESS
GENERATING RELEVANCE FOR TYPO3 NEOS

3. THE KEY TO SUCCESS GENERATING RELEVANCE FOR TYPO3 NEOS
3 +
Patrick Lobacher
CEO +Pluswerk GmbH
Digital
Digital Passion
communications
agency
+[10] Locations
+[130] Employees
TYPO3
PLATINUM
MEMBER

4. THE KEY TO SUCCESS GENERATING RELEVANCE FOR TYPO3 NEOS
4 +
Southpark
Season 2 / Episode 17
„Gnomes“
The boys from South Park are due to
give a presentation to voters in which
they explain why the town should
prevent a giant corporation
(“Harbucks”) from opening next to
Tweek’s Coffee, a local establishment.
They encounter a group of gnomes who
have been stealing underpants as part
of a big plan, broken down into three
phases.
When the gnomes are pressed on the
question mark and asked how, exactly,
they get from underpants to profits,
they don’t have a good answer.
Develop Neos Relevance Profit

5. THE KEY TO SUCCESS GENERATING RELEVANCE FOR TYPO3 NEOS
5 +
ECM
Enterprise Content
Management
TYPO3
TYPO3 Universum
in total
TYPO3 Neos
TYPO3 Neos
in special
WCM
Web Content
Management
Content Management System
Market Ratio
Ratio is NOT correct!

6. THE KEY TO SUCCESS GENERATING RELEVANCE FOR TYPO3 NEOS
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The relevance of web content management
(WCM) has never been higher as businesses
and brands leverage this technology to
support their multichannel digital
customer experiences.
Forrester - Market Overview: Web Content Management Systems - Dec 2013

7. THE KEY TO SUCCESS GENERATING RELEVANCE FOR TYPO3 NEOS
7 +
US IT research
and advisory
company
Hype Cycle
five key phases
of a technology’s
life cycle
Peak of Inflated
Expectations
Innovation
Trigger
Plateau of Productivity
TIME
Slope of
Enlightment
Trough of
Disillusionment
EXPECTATIONS

8. THE KEY TO SUCCESS GENERATING RELEVANCE FOR TYPO3 NEOS
8 +
US IT research
and advisory
company
Hype Cycle
five key phases
of a technology’s
life cycle
EXPECTATIONS Source: http://en.wikipedia.org/wiki/Hype_cycle
Peak of Inflated
Expectations
Innovation
Trigger
Plateau of Productivity
TIME
Slope of
Enlightment
Trough of
Disillusionment

9. THE KEY TO SUCCESS GENERATING RELEVANCE FOR TYPO3 NEOS
9 +
Peak of Inflated
Expectations
Innovation
Trigger
Plateau of Productivity
TIME
Slope of
Enlightment
Trough of
Disillusionment
EXPECTATIONS
TYPO3 CMS
TYPO3
Neos
Hype Cycle
for TYPO3
(not official!)

10. THE KEY TO SUCCESS GENERATING RELEVANCE FOR TYPO3 NEOS
10 +
Challengers Leaders
TYPO3 CMS
TYPO3 Neos
Magic Quadrant
for TYPO3
(not official!)
Visionary
Niche Players
Challengers are solid vendors today and can perform well
for many enterprises. The important question is whether
they have the vision to succeed tomorrow.
Visionaries are forward-thinking and technically focused.
For example, their products may have unique
multilingual capabilities or set the market's direction
through their innovation and product development.

11. 11 +
THE KEY TO SUCCESS GENERATING RELEVANCE FOR TYPO3 NEOS
The top 10 strategies to
achieve relevance for
TYPO3 Neos
12345678910

12. THE KEY TO SUCCESS GENERATING RELEVANCE FOR TYPO3 NEOS 1
TYPO3 Neos Extension Repository (NER)
TYPO3 Neos NodeType Repository
TYPO3 Neos ViewHelper Repository
A place for collecting*
TYPO3 Neos project knowledge
INSPIRE PEOPLE TO SHARE 12 +

13. THE KEY TO SUCCESS GENERATING RELEVANCE FOR TYPO3 NEOS 1
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TYPO3 CMS: 6.315 Extensions (1.195 uptodate)
Wordpress: 33.731 Plugins
Drupal: 15.883 Modules
Joomla: 8.502 Extensions
TOP 10 Extensions for TYPO3 were
downloaded 1.815.635 times

14. THE KEY TO SUCCESS GENERATING RELEVANCE FOR TYPO3 NEOS 1
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182.977.496 extension downloads in total
8.452.413 downloads of TYPO3 CMS
21,65 extensions per installation
GitHub is NO replacement for a NER

15. THE KEY TO SUCCESS GENERATING RELEVANCE FOR TYPO3 NEOS 2
15 +
Documentation & Publications
Documentation is the main entrance
to the technology and more
important as the technology itself!
User
Developer
Decision Maker
Analysts
Multiplier

16. Documentation & Publications 2 neos.typo3.org
16 +
THE KEY TO SUCCESS GENERATING RELEVANCE FOR TYPO3 NEOS

17. Documentation & Publications 2
17 +
> 330 pages (in DE and EN)
Didactical approach for
all target groups
lobacher.de
THE KEY TO SUCCESS GENERATING RELEVANCE FOR TYPO3 NEOS

18. Documentation & Publications 2
18 +
THE KEY TO SUCCESS GENERATING RELEVANCE FOR TYPO3 NEOS
Great place to learn Neos!
learn-neos.com

19. Documentation & Publications TypoScript 2.0 2
19 +
Pocket Reference
bit.ly/ts2-pocket
THE KEY TO SUCCESS GENERATING RELEVANCE FOR TYPO3 NEOS

20. Documentation & Publications • What is missing? 2
20 +
THE KEY TO SUCCESS GENERATING RELEVANCE FOR TYPO3 NEOS
• Much much much more documentation
• Different kinds (decider, business, user, …)
• Multilanguage content
• Multimedia (Videos, learn-neos.com)
• Books

21. Documentation & Publications 2 TYPO3 Campus
21 +
THE KEY TO SUCCESS GENERATING RELEVANCE FOR TYPO3 NEOS
TYPO3 Education
Committee
Learning Units
Curriculum
Infrastructure
Gamification
Mentorship &
Concierge
Certification
Preparation Events
Trainer Integration

22. A company behind TYPO3 Neos • Company „structure“ 3
22 +
THE KEY TO SUCCESS GENERATING RELEVANCE FOR TYPO3 NEOS
• Full time CTO / Product owner /
Product Manager
• Full time CMO - Marketing is key
• Full time Evangelist / Lobbyist
• Full time Backoffice

23. A company behind TYPO3 Neos • Advantages 3
23 +
THE KEY TO SUCCESS GENERATING RELEVANCE FOR TYPO3 NEOS
• Visibility by consulting companies
like Forrester, Gartner, …
• Venture capital
• Development speed
• Trust

24. A company behind TYPO3 Neos • Disadvantages 3
24 +
THE KEY TO SUCCESS GENERATING RELEVANCE FOR TYPO3 NEOS
• Passion?
• Personal Itch?
• Conflict area
• Adminstration overhead
• Costs

25. A company behind TYPO3 Neos 3 THE KEY TO SUCCESS GENERATING RELEVANCE FOR TYPO3 NEOS
25 +

26. THE KEY TO SUCCESS GENERATING RELEVANCE FOR TYPO3 NEOS 4
26 +
Lowest possible entry level
• People having problems with the
technology will refuse to use it
• Perhaps for a long time
• They loose trust for a even
longer time

27. THE KEY TO SUCCESS GENERATING RELEVANCE FOR TYPO3 NEOS 4
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Lowest possible entry level
• Make first contact to technology
as easy as possible • Bullet proof installer • Test systems (hosted, VM) • Roadshows • Paid „getting started“ support
(chat/hangout for instance)

28. THE KEY TO SUCCESS GENERATING RELEVANCE FOR TYPO3 NEOS 4 codecoon.com/en/boxes
28 +
Lowest possible entry level

29. THE KEY TO SUCCESS GENERATING RELEVANCE FOR TYPO3 NEOS 5
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Integrate everything - be integrative
No system is used by its own
Customer have numerous systems
running
So integration of them is key!

30. THE KEY TO SUCCESS GENERATING RELEVANCE FOR TYPO3 NEOS 5 About 70
30 +
Integrate everything - be integrative
integrations

31. THE KEY TO SUCCESS GENERATING RELEVANCE FOR TYPO3 NEOS 5 About 300
31 +
Integrate everything - be integrative
integrations

32. THE KEY TO SUCCESS GENERATING RELEVANCE FOR TYPO3 NEOS 5
32 +
Integrate everything - be integrative
The same is for TYPO3 Neos itself
A strong API (REST?) should be
offered for everyone who wants to
integrate TYPO3 Neos

33. THE KEY TO SUCCESS GENERATING RELEVANCE FOR TYPO3 NEOS 5 Content Management Interoperability Services
33 +
Integrate everything - be integrative
CMIS defines a domain model plus bindings that can be used by
applications to manipulate content stored in a repository

34. THE KEY TO SUCCESS GENERATING RELEVANCE FOR TYPO3 NEOS 6
34 +
Get a vision & mission statement
• If you want to be relevant, show the
people why it’s worth to engage
• We need to have a clear vision and a
mission statement for TYPO3 Neos
• For this a roadmap is necessary
• Find a good Unique Selling Point (USP)
• Find the niche
• BE A GAME CHANGER

35. THE KEY TO SUCCESS GENERATING RELEVANCE FOR TYPO3 NEOS 6 Vision Mission
35 +
Get a vision & mission statement
Core Values
Transparency
Leadership
Guidance
Orientation
Motivation
Trust

36. Show what you have • People are gregarious animals 7
36 +
THE KEY TO SUCCESS GENERATING RELEVANCE FOR TYPO3 NEOS
• So they look what other do
• What system is used by my
competitor?
• What system is used by most other
companies?

37. Show what you have • There are many 7
37 +
THE KEY TO SUCCESS GENERATING RELEVANCE FOR TYPO3 NEOS
references out
there
• neos.typo3.org/
demo/neos-references.
html
• neos@typo3.org

38. THE KEY TO SUCCESS GENERATING RELEVANCE FOR TYPO3 NEOS 8
38 +
Fulfill capabilities customer expects
Gartner defines Web content management (WCM) as the
process of controlling the content to be consumed over one
or more online channels through the use of specific
management tools based on a core repository.
These may be procured as commercial products,
open-source tools or hosted service offerings.

39. THE KEY TO SUCCESS GENERATING RELEVANCE FOR TYPO3 NEOS 8
Hype Cycle
for Content
Management
2014
39 +

40. THE KEY TO SUCCESS GENERATING RELEVANCE FOR TYPO3 NEOS 8
Hype Cycle
Priority Matrix
2014
40 +

41. THE KEY TO SUCCESS GENERATING RELEVANCE FOR TYPO3 NEOS 8
41 +
Fulfill capabilities customer expects
• Content creation/authoring functions, such as templating, workflow
and change management
• WCM repositories that contain content and/or metadata about content
• Library services, such as check-in/check-out, version control and security
• Content deployment functions that deliver prepackaged or on-demand
content to Web servers
• A high degree of interoperability with adjacent technologies, such as CRM (in
particular, with marketing resource management and multichannel campaign
management), digital asset management (DAM) and Web analytics
• Real-time adaptation to visitor interactions through technologies such as delivery
engines or enhanced frameworks for content delivery applications
• The ability to integrate well with delivery tiers such as e-commerce, social media and
portalsoftware (not a requirement but a capability that appeals to many clients)

42. 8
6 +
Fulfill capabilities customer expects
Manage
Enable people to
create and manage
digital experiences
and/or associated
content
Engage
Contextually
transform content
across channels &
manage trans-actions
and social
interactions
Measure
Give insight into
multichannel
experience
patterns and
consumption
Multilingual Repositories Workflow
Authoring
tools
Content/
Data
services
Campaign
mgmt.
Social
ID /
authen-tification
Presentation
mgmt.
Ad
serving
Transactions
Content
targeting
A/B
testing
Multivariate
testing
Web
analytics
Social
analytics
Dashboards
Search
analytics
Source: Forrester Research, Inc.
THE KEY TO SUCCESS GENERATING RELEVANCE FOR TYPO3 NEOS

43. THE KEY TO SUCCESS GENERATING RELEVANCE FOR TYPO3 NEOS 9
Censored!
43 +
Spread the word! Multilingual!

44. THE KEY TO SUCCESS GENERATING RELEVANCE FOR TYPO3 NEOS 9
44 +
Spread the word! Multilingual!
• Books are offered by publishers
• All publisher act local (because of the market)
• „Writing“ is a provisioning job
• about 4% of retail price for author
• „Translating“ is on quotation basis
• ~25 EUR per page
• Math:
• Author: 3000 EUR per Edition (2000pcs)
• Translator: 10000 EUR per Edition

45. THE KEY TO SUCCESS GENERATING RELEVANCE FOR TYPO3 NEOS 9
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Spread the word! Multilingual!
• All basic information (Manual, API) have to be
in english (of course)
• Every other material should be in as many
languages as possible
• Website has to be multilingual (compare to
*any* other system like Drupal, Joomla,
Wordpress, Adobe…)
• Germany is the biggest market in the moment
=> so strengthen the other markets

46. THE KEY TO SUCCESS GENERATING RELEVANCE FOR TYPO3 NEOS 9
46 +
Spread the word! Multilingual!
Publishing just english will increase the audience in non-german
countries but will decrease the audience in Germany

47. THE KEY TO SUCCESS GENERATING RELEVANCE FOR TYPO3 NEOS
Publishing just english will increase the audience in non-9
47 +
Spread the word! Multilingual!
german countries but will decrease the audience in Germany

48. THE KEY TO SUCCESS GENERATING RELEVANCE FOR TYPO3 NEOS 9
48 +
German can be
the source

49. THE KEY TO SUCCESS GENERATING RELEVANCE FOR TYPO3 NEOS • Are you interested in TYPO3 Neos? 10
49 +
YOU? YOU!!
• Are you
• Developer? (independent of level)
• Designer?
• UX / UI Manager?
• Project Manager?
• Author? Blogger?
• Customer?
• Come to me / Robert / Karsten / … to start
your TYPO3 Neos career now!

50. THE KEY TO SUCCESS GENERATING RELEVANCE FOR TYPO3 NEOS • If you are fascinated by TYPO3 Neos…1 0
50 +
YOU? YOU!!
• You have to be
• courageous
• passionate
• curious
• flexible
• But you will be rewarded with
• THE BEST OPEN SOURCE CMS WITH THE MOST
POTENTIAL OUT THERE

51. 51 +
THE KEY TO SUCCESS GENERATING RELEVANCE FOR TYPO3 NEOS
The top 10 strategies to achieve
relevance for TYPO3 Neos
1 TYPO3 Neos Extension Repository
2 Documentation & Publications
3 A company behind TYPO3 Neos
4 Lowest possible entry level
5 Integrate everything-be integrative
6 Get a vision & mission statement
7 Show what you have
8 Fulfill capabilities customer expects
9 Spread the word! Multilingual!
10 YOU? YOU!!

52. 52 +
THE KEY TO SUCCESS GENERATING RELEVANCE FOR TYPO3 NEOS
LINKS
• TYPO3 Neos
http://neos.typo3.org
• Gartner Magic Quadrant WCM 2013
http://www.awareweb.com/~/media/AwareWeb/Files/WhitePapers/
Gartner_Magic_Quadrant_WCM_7-2013.ashx
• Forrester Market Overview: Web Content Management Systems
http://www.onehippo.com/binaries/content/assets/whitepapers/forrester-market-overview-
wcm-systems-dec-2013.pdf

53. 53 +
THE KEY TO SUCCESS GENERATING RELEVANCE FOR TYPO3 NEOS
THANK YOU!
Questions?
Digital Passion

54. 53 +
THE KEY TO SUCCESS GENERATING RELEVANCE FOR TYPO3 NEOS
Portfolio - Solutions
Strategie &
Consulting
- Digital Strategy
- E-Commerce Strategy
- Cross Channel Management
- Agile Consulting / Coaching
- Project Management
Performance
Marketing
- Conversion Optimization
- Search Engine Marketing (SEM)
- Search Engine Optimization (SEO)
- Social Media Marketing (SMM)
- Web Analytics
Websites &
Portale
- Corporate Websites
- Brand Sites
- Micro Sites
- Intranets & Extranets
- Mobile Applications
Technologie &
Systementwicklung
- CMS Development
- Enterprise Search
- CRM Development
- Systemintegration
- Software Development
Operations
- Content Management
- Content Localization
- Shop Management
- Support
- Hosting
E-Commerce
- Online Shops
- Mobile Commerce
- B2C / B2B
- Social Commerce
- Commerce Search

55. 54 +
THE KEY TO SUCCESS GENERATING RELEVANCE FOR TYPO3 NEOS
Portfolio - Products

56. 55 +
THE KEY TO SUCCESS GENERATING RELEVANCE FOR TYPO3 NEOS
References

57. 56 +
THE KEY TO SUCCESS GENERATING RELEVANCE FOR TYPO3 NEOS
Contact details
Classic:
+Pluswerk GmbH
Patrick Lobacher
Solmstr. 6A
60486 Frankfurt am Main
Phone: +49 89 130 145 20
Email: lobacher@plus-werk.com
Web: www.plus-werk.com
!
Twitter:
www.twitter.com/PatrickLobacher
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blog.lobacher.de
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105500420878314068694
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58. Digital Passion