The editors at Ziff Davis Enterprise invite you to join Geoffrey Bock, Senior Analyst for The Gilbane Group; Jason Hibbets, Project Manager in Brand Communications + Design for Red Hat; and Bryan House, Senior Director of Marketing for Acquia, in a conversation about how social publishing is disrupting the Web Content Management (WCM) and social software markets. More specifically, speakers at this eSeminar will tell you what platforms are required for IT and marketing to engage communities of contributors with managed content to deepen customer relationships and drive innovation on the Web while reducing their development and maintenance costs. You will learn: * What trends are driving the need for an enterprise open source framework for social publishing * Which features are mission-critical for the enterprise when creating a platform for building a brand with community engagement * How social publishing as a competitive advantage transforms business operations * Why Red Hat used Drupal and Acquia services to launch the new community site opensource.com

1. Open Source Frameworks for Social Publishing,
Eliminating WCM Shortfalls
Geoffrey Bock Jason Hibbets Bryan House
Senior Analyst Project Manager Sr. Director, Marketing
The Gilbane Group People & Brand, Red Hat Acquia
@jhibbets @bryanhouse

2. Introduction
Geoffrey Bock
– Senior Analyst, The Gilbane Group
Jason Hibbets
– Project Manager, People & Brand, Red Hat
Bryan House
– Senior Director, Marketing, Acquia

3. Objectives
• Trends driving the need for a social publishing
framework
• Essential features for building a brand
through community engagement
• How social publishing transforms business
operations
• Why Red Hat uses Drupal and Acquia services
to launch the new community site
opensource.com

4. Four Questions
• What is social publishing?
• What is the customer experience for social
publishing?
• What are key enabling technologies for
social publishing?
• What are the business benefits of relying on
an open source approach?

5. Imagine:
Social Publishing in 2012
• An innovative firm with a
global reach
• Create a compelling
presence
• Manage the flow of
information
• Promote conversa-
tions for the ‘wisdom
of crowds’
• Rely on communities
of contributors for
insights and innovations

6. The Social Publishing Process
• Building a useful end user experience
• Authoritative information
• Capture the wisdom of a community
• Blending groomed content with user
generated content, to achieve the business
goal
• Top down publishing with bottoms up
conversations
• Dynamically organized around common themes

7. The Social Publishing Process
• A premium on maintaining an editorial
presence
• Pruning and editing content
• Keep things organized and on target
• Ensuring the results are findable by search
engines and external services

9. opensource.com goals
 “There are opportunities to apply the open
source way broadly in business, in
government, in education, in the law, and
throughout our lives.” --Jim Whitehurst, Red
Hat CEO
 Creating connections
 Moving open source beyond technology

10. opensource.com branding
 Where open source multiplies
 A Red Hat community service
 Attributes:
- Optimistic
- Inviting
- Hopeful
- Positive

11. Social publishing values
 The open source way applied to social
publishing
- Collaboration
- Transparency
- Trust
- Meritocracy

13. Needed: A Framework
for Social Publishing
• Manages great
content
• Fosters a delightful
social experience
• Nurtures a smart
environment
• Harnesses
developers’ know-
how

14. Managing Great Content
• Exploit a familiar publishing process
• More than text, photos, and static images
• A networked repository with predefined categories
• Workflows and approvals
• Granular security and remote access
• Different roles for different content types
• Automated processes can query and extract content
with associated tag sets
• Dynamic rendering
• Multiple devices
• Content plus links
• Ensure transparency & trust
• Content provenance
• Tagged for easy browsing and discovery

15. A Delightful Social Experience
• Social media for conversational content
• Blogs, wikis, discussions, & rich media sharing
• Social tagging, ratings, etc.
• Nurturing and pruning through an editorial
presence
• Easy discovery
• Highlight and promote
• Insights about both content and contributors
• Support inbound and outbound venues
• Aggregate insights within a site
• Distribute contributions across the web to
popular external communities (Facebook,
business partners, etc.)

16. Embedded Semantics
for Smart Publishing
• A smart environment for content delivery
• Manages and exposes tag sets that describe
content and links
• Supports ad hoc mapping, taxonomies, and
ontologies
• Exploit a growing set of semantic web
services published by third parties and
under development
• Smart tagging to improve finability and
processing by external resources
• Authoritative tag sets such as Open Calais from
Thompsons Reuters
• Linked data sources such as Dbpedia
• Various research projects, such as MOAT,
FOAF, and SIOC

17. Harnessing
Developers’ Know-how
• Community-oriented development
• Nurture innovations for social publishing
• A loosely coupled platform with RESTful
application interfaces
• Developers innovate through discrete
modules that are easily incorporated into
the platform
• Problem solving lends itself to open source
development

18. Choosing the Right Technology
A Social Publishing Platform
Drupal “… is as much a Social Software platform
as it is a web content management system.”
content users
CMS Watch, The Web CMS Report 2009
blogs /
workflow wikis
forums /
taxonomy comments
Content Social
Mgmt Software
semantic Systems Tools social
ranking
web
social
RSS tagging
social
analytics
networks
© 2009 Acquia, Inc.

19. Harness Drupal’s Momentum

20. Drupal is a Framework for Social Publishing

22. Drupal at opensource.com
 Modules
- Apache Solr
- Organic groups
- Twitter
- OpenID
- Mollum

23. Why Acquia Drupal
 Open source platform
 Job trends for Drupal (indeed.com)‫‏‬
 Community components
 Hosting
 Administration

24. Business Implications
• Social publishing reinforces branded
experiences while engaging communities of
contributors
• Groomed content plus shared experiences
• Transparency, trust, and innovation
• Drupal is an attractive investment with
substantial business benefits
• An open source framework
• Stay abreast of technology changes when
building solutions for the digital age

25. Download the Whitepaper
Download The Gilbane
Gropu Whitepaper - Social
Publishing with Drupal
– http://acquia.com/gilbane

26. Questions
For more information, visit:
– http://acquia.com
– http://opensource.com
– http://twitter.com/acquia
– http://twitter.com/opensourceway
Contact us:
– sales@acquia.com Today’s webinar recording
– 888.9.ACQUIA will be posted at:
http://acquia.com/community/resources/
Contact The Gilbane Group: recorded_webinars
– geoff@gilbane.com
– http://www.gilbane.com
Download the Gilbane Whitepaper Social Publishing with Drupal
– http://acquia.com/gilbane