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Lessons Learned Building BassMaster.com with OpenPublish and Acquia Cloud
Bryan House!VP, Marketing"Acquia"
August 18th, 2011"
Ned Desmond!President & Founder"Go Sportn Inc."
Joel Sackett!Senior Technical Project & Creative Manager"Phase2 Technology"
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Introductions"
• Ned Desmond "− Founder of GoFISHn and GoHUNTn"
• Joel Sackett"− Phase2 Technology"
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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 ESPNʼs infrastructure"
• ESPN technical staff were assigned to help"
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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:"− ESPNʼs proprietary templating and CMS not usable"− ESPNʼs url naming convention not usable"− 20,000+ articles/photo galleries, plus 1000s videos"− Critical to preserve siteʼs Google PageRank of 7"− Complex, real time tournament results databases"− Launching at height of tournament season"− Tight budget!!"
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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"
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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"
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The Outcome"
• Engineering and CMS"− Chose Drupal and Phase2 Technology in Alexandria, VA"• Migration"− Persuaded ESPNʼs 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 "
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BassMaster.com Demonstration"
Joel Sackett, Phase2 Techology"
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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"
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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"
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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"
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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!"
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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"
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Lessons Learned"
• Keep transition goals specific and realistic – remind client that traffic usually goes down!"
• Frequent, written updates to extended team"• Build clientʼs “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"
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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"
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Questions"• For more information, visit:"− http://acquia.com"− http://phase2technology.com"− http://openpublishapp.com"− http://twitter.com/phase2tech"− http://twitter.com/acquia"
• Contact us:"− [email protected]"− 888.9.ACQUIA"− [email protected]"− 703.548.6050"− [email protected]"
• Download OpenPublish today:"− http://acquia.com/downloads"
Todayʼs webinar recording "will be posted at:"
http://acquia.com/resources/recorded_webinars"