Goals, analysis and online strategy based on a Drupal 8 platform
Our main goal was to adapt to our client’s needs. In order to do this we carried out a personalised consultation working with all the stakeholders (e-commerce, communication, marketing, content, etc.) to fully understand how they work and be able to provide the best online solution.
We also decided to use a new technical architecture based on Drupal 8. This allowed us to have a multilingual technological platform which improved third party integrations and offered a more accessible interface for editing, publishing and sharing user content.
A multilingual platform based on Drupal 8
With these requirements we decided to use Drupal 8. We had previously invested time, money and effort in learning the technology and therefore we knew how to get the most out of it. Without a doubt it was the best decision we could have made for a project of this kind taking into account: goals, size, budget, sustainability, scalability and delivery time.
Drupal 8 is a platform adapted to multi-site architecture.
We found a main website and several satellite sites, all of which shared content. Our main challenge was to create a sole entry point for administrators and editors from where they could easily choose the site they needed to publish content on.
We decided the main site would be the one used to manage all other sites through APIs and content categories. Besides, most of these services could be reused for other platforms such as native mobile applications.
Content Management for Mobile Apps
The club offers mobile applications to its users which can be downloaded on Android or iOS. Drupal 8 allowed us to edit and publish most of the app content from a sole entry point and we centralised the content management (mobile, web, third parties system).
One of the most important features which made us use Drupal 8 was its multilingual capability, i.e. being able to show content in different languages depending on the operating system or language selected. Due to Drupal 8’s multilingual system we were easily able to manage all the translations into 14 languages. These idiomatic versions will be launched as soon as the club’s international communication team create the content.
One of the reasons we chose Drupal 8 was because it is the most secure Open Source CMS in the market. Drupal 8 was stable and scalable enough for this critical website to be launched.
Software of the new platform has greatly improved performance, user experience, maintenance costs and hardware consumption. However, we had to make decisions related to the infrastructure which supports the new platform with critical requirements. Finally, we decided to use a simple, economic and optimised infrastructure which was implemented with EC2 the Amazon Web Services.
To be able to cope with periods of high traffic, we implemented the CloudFront Web Services by Amazon. This measure and a good policy of caching/refresh of CloudFront has meant that concurrent access to the website could be improved tenfold.
To implement the system we have built a module which helps to efficiently manage the cache refresh in Amazon Cloud Front Service. In this post we can find more information related to the integration about our module and Drupal 8.
Strategic Consulting of market, contents, management and organization of the Digital Marketing environment and procedures.
Below we set out the different phases of the digital project.
A comprehensive strategic analysis was conducted onto the social environments of Seville FC and its direct and indirect competitors and they were also put into perspective with market data from Facebook and Twitter and other segments of football audiences.
Design and Branded Content
With the aim of aligning ideas and strategies with the client's team and also unifying the graphic line of Sevilla FC towards the Digital Media, content workbooks and style guides were created and a Branded Content strategy was created. This process -was carried by always involving the client, whose perspective helped both achieving the objectives and understanding the users of the different channels and also to being able to offer those users what they demanded into a very segmented and differentiated way.
From Communication to Content Marketing
Starting from the analysis of the structure and typology of publications, the evolution of channels from mere Communication to Digital Marketing and Digital Content Marketing was established as a starting point for strategical improvement and standardization. We gave the client, therefore, keys in terms of structure of publications and configuration of messages and publications in order for him to be capable of moving from communication to persuasion.
Web Analytics, Content Curation and Inbound Marketing
An in-depth study of audiences and traffic acquisition according to the different countries and target languages in Google Analytics was carried out to examine general trends in order to determine at which exact points of analysis it was necessary to influence in order to achieve the client’s goals.
Once the parameters of the starting point were analyzed and established, customized reports and dashboards were generated that allowed an approximation to the understanding of the behavior of the audiences according to the numerous variables that needed to be weighed. These panels would also allow the possibility of carrying a contrasted analysis and to put data entry into perspective at any time.
On these basis, we proceeded to give keys to approaching Inbound Marketing and Content Curation through the understanding of user preferences regarding content consumption.
SMO and SEO
In order to keep improving both the traffic acquisition strategies and audience growth objectives, an analysis and proposal for the writing of content focused on SEO and search engines marketing applicable to the social channels of the main search engine worldwide -Google + and Youtube- were made.
La Drupalera understood our needs extremely well, applying their deep digital knowledge to the football and sports industry. Engaging with fans, increasing our database and designing new digital assets are critical for a club like us. La Drupalera's team has more than met our expectations.