Talk from WordCamp LA 2011. Premium MultiSite networks built for niche markets represent a fundamentally different way of building & maintaining a business using WordPress.

1. Monday, September 12, 2011

2. T HE
TH IRD SS
DP RE
W OR ork s for
etw
ulti Site N
emiu mM
Pr rkets
Niche Ma
Monday, September 12, 2011

3. .com .org
@photoblogsites
Monday, September 12, 2011

4. .com .org
@photoblogsites
Monday, September 12, 2011

5. .com .org
hosted
easy
free
@photoblogsites
Monday, September 12, 2011

6. .com .org
hosted self-hosted
easy technical skill needed
free costs
@photoblogsites
Monday, September 12, 2011

7. .com .org
hosted self-hosted
easy technical skill needed
free costs
limited themes
limited plugins
no ftp
@photoblogsites
Monday, September 12, 2011

8. .com .org
hosted self-hosted
easy technical skill needed
free costs
limited themes install themes
limited plugins install plugins
no ftp ftp/shell/etc.
@photoblogsites
Monday, September 12, 2011

9. .com .org
hosted self-hosted
easy technical skill needed
free costs
limited themes install themes
limited plugins install plugins
no ftp ftp/shell/etc.
never custom
@photoblogsites
Monday, September 12, 2011

10. .com .org
hosted self-hosted
easy technical skill needed
free costs
limited themes install themes
limited plugins install plugins
no ftp ftp/shell/etc.
never custom unlimited custom
@photoblogsites
Monday, September 12, 2011

11. }
.com
hosted easy to use
easy +
free limited
programming
limited themes access
limited plugins =
no ftp not much
opportunity
never custom
@photoblogsites
Monday, September 12, 2011

12. }
.org
self-hosted unlimited
technical skill needed possibilities
costs +
hard to
install themes master
install plugins =
ftp/shell/etc. opportunity
unlimited custom
@photoblogsites
Monday, September 12, 2011

13. @photoblogsites
Monday, September 12, 2011

14. Developers/Designers
Custom Websites
Premium Themes
Premium Plugins
Theme Shops
Training/Consulting
Maintenance
@photoblogsites
Monday, September 12, 2011

15. installation
build
training
support
@photoblogsites
Monday, September 12, 2011

16. installation is hosting compatible?
build
training
support
@photoblogsites
Monday, September 12, 2011

17. installation is hosting compatible?
build contracts, design, programming
training
support
@photoblogsites
Monday, September 12, 2011

18. installation is hosting compatible?
build contracts, design, programming
training WP is a lot for new users
support
@photoblogsites
Monday, September 12, 2011

19. installation is hosting compatible?
build contracts, design, programming
training WP is a lot for new users
support upgrades, hacked sites, backups
@photoblogsites
Monday, September 12, 2011

20. install build
support train
Monday, September 12, 2011

21. upgrade
install build
backup test
support train
re-train
Monday, September 12, 2011

22. upgrade upgrade
install build install build
backup test backup test
support train support train
re-train upgrade re-train
install build
backup test
support train
upgrade re-train upgrade
install build install build
backup test backup test
support train support train
re-train re-train
Monday, September 12, 2011

23. @photoblogsites
Monday, September 12, 2011

24. Have you
heard about
MultiSite?
@photoblogsites
Monday, September 12, 2011

25. Monday, September 12, 2011
1 @photoblogsites

26. 1
server
set of core files
set of plugins
set of themes
backup system
upgrade
@photoblogsites
Monday, September 12, 2011

27. @photoblogsites
Monday, September 12, 2011

28. server
core
plugins
themes
@photoblogsites
Monday, September 12, 2011

29. @photoblogsites
Monday, September 12, 2011

30. server
core
plugins
themes
@photoblogsites
Monday, September 12, 2011

31. server
core
plugins
themes
@photoblogsites
Monday, September 12, 2011

32. server
core
plugins
themes
@photoblogsites
Monday, September 12, 2011

33. centralized
streamlined
known environment
faster development
instant release
built in signups
@photoblogsites
Monday, September 12, 2011

34. @photoblogsites
Monday, September 12, 2011

35. @photoblogsites
Monday, September 12, 2011

36. @photoblogsites
Monday, September 12, 2011

37. @photoblogsites
Monday, September 12, 2011

38. Not so fast...
@photoblogsites
Monday, September 12, 2011

39. s ign up
s low
p roc ess
@photoblogsites
Monday, September 12, 2011

40. th em es
No
@photoblogsites
Monday, September 12, 2011

41. lugins
N oP
@photoblogsites
Monday, September 12, 2011

42. No problem.
@photoblogsites
Monday, September 12, 2011

43. hem es
ium T
P rem
@photoblogsites
Monday, September 12, 2011

44. The me
works
Fra me
@photoblogsites
Monday, September 12, 2011

45. P lug ins
@photoblogsites
Monday, September 12, 2011

46. P lug ins
@photoblogsites
Monday, September 12, 2011

47. P lug ins
@photoblogsites
Monday, September 12, 2011

48. Millions of Options
@photoblogsites
Monday, September 12, 2011

49. Introducing
The User
@photoblogsites
Monday, September 12, 2011

50. @photoblogsites
Monday, September 12, 2011

51. Can I use any
theme I want?
Can I use any
plugin I want?
@photoblogsites
Monday, September 12, 2011

52. Can I use any
theme I want?
Can I use any
plugin I want?
How do I
make a post?
@photoblogsites
Monday, September 12, 2011

53. Can I use any
theme I want?
Can I use any
plugin I want?
How do I
make a post?
What is
WordPress?
Do you do
Flash sites?
@photoblogsites
Monday, September 12, 2011

54. Give me
a site
made for me!
@photoblogsites
Monday, September 12, 2011

55. How We Did It
Monday, September 12, 2011

56. in nin g... custom websites
the beg
in
@photoblogsites
Monday, September 12, 2011

57. in nin g... custom websites
the beg
in
@photoblogsites
Monday, September 12, 2011

58. in nin g... custom websites
the beg
in
@photoblogsites
Monday, September 12, 2011

59. in nin g... custom websites
the beg
in
@photoblogsites
Monday, September 12, 2011

60. in nin g...
the beg
in
similar
features
@photoblogsites
Monday, September 12, 2011

61. in nin g...
the beg
in
similar
features
@photoblogsites
Monday, September 12, 2011

62. in nin g...
the beg
in
similar
features
@photoblogsites
Monday, September 12, 2011

63. in nin g...
the beg
in
and of course blogs...
@photoblogsites
Monday, September 12, 2011

64. upgrade upgrade
install build install build
backup test backup test
support train support train
re-train upgrade re-train
install build
backup test
support train
upgrade re-train upgrade
install build install build
backup test backup test
support train support train
re-train re-train
Monday, September 12, 2011

65. server
core
plugins
themes
@photoblogsites
Monday, September 12, 2011

66. Most plugins / themes
Uploads work differently
not MultiSite compatible
Backing up large sites No clear way to charge
becomes very difficult per blog
@photoblogsites
Monday, September 12, 2011

67. em es
Th
a nd
P lugins
Build a parent theme / framework
Build child themes
Select best plugins
Test (modify) plugins for MultiSite
Custom Plugins when needed
@photoblogsites
Monday, September 12, 2011

68. ogSite framework / parent theme
Bl
@photoblogsites
Monday, September 12, 2011

69. ogSite framework / parent theme
Bl
@photoblogsites
Monday, September 12, 2011

70. em es
h ild Th
C
@photoblogsites
Monday, September 12, 2011

71. m iza ble
Cu sto
@photoblogsites
Monday, September 12, 2011

72. m iza ble
Cu sto
@photoblogsites
Monday, September 12, 2011

73. Plugins:
Define the Path
SEO
XML Sitemaps
Contact Forms
Pagination
Non-Flash Image Galleries
Twitter / Facebook / Sharing
Monday, September 12, 2011

74. rov ing
I mp
S ignup
P roc ess
Customize the look
Choose a Password
No Email Verification
Make them accept TOS
Add helpful info
Add support links
http://premium.wpmudev.org/
@photoblogsites
Monday, September 12, 2011

75. ing the
I mp rov ess
up Pr oc
S ign
Choose a
Password
@photoblogsites
Monday, September 12, 2011

76. ing the
I mp rov ess
up Pr oc
S ign
Terms of
Service
@photoblogsites
Monday, September 12, 2011

77. ing the
I mp rov ess
up Pr oc
S ign
@photoblogsites
Monday, September 12, 2011

78. ing the
I mp rov ess
up Pr oc
S ign
Added Info
and
Support Links
@photoblogsites
Monday, September 12, 2011

79. ing the
I mp rov ess
up Pr oc
S ign
Instant Login!
@photoblogsites
Monday, September 12, 2011

80. rov ing
I mp
Su pp ort
P roc ess
Getting Started Guide
Documentation
Videos
Forum
Support Tickets
@photoblogsites
Monday, September 12, 2011

81. ing the
I mp rov ess
rt P roc
S up po
Download link
added to signup
sent in welcome email
available everywhere
@photoblogsites
Monday, September 12, 2011

82. ing the
I mp rov ess
rt P roc
S up po
Video Tutorials
VideoUserManuals.com
Videos right in Admin
White labeled
Every version of WP
Use on all sites
@photoblogsites
Monday, September 12, 2011

83. ing the
I mp rov ess
rt P roc
S up po
Documentation
We tried a WP theme
Ended up with Zendesk
@photoblogsites
Monday, September 12, 2011

84. ing the
I mp rov ess
rt P roc
S up po
User Forums
Tried several WP plugins
Ended up with Zendesk
@photoblogsites
Monday, September 12, 2011

85. ing the
I mp rov ess
rt P roc
S up po
Support Tickets
Tried several WP plugins
Ended up with Zendesk
@photoblogsites
Monday, September 12, 2011

86. Zend esk
W hy
is co ol
@photoblogsites
Monday, September 12, 2011

87. Zend esk
W hy
is co ol
Fully
Brandable
@photoblogsites
Monday, September 12, 2011

88. Zend esk
W hy
is co ol
@photoblogsites
Monday, September 12, 2011

89. Zend esk
W hy
is co ol
@photoblogsites
Monday, September 12, 2011

90. Zend esk
W hy
is co ol
Start
with
Search
@photoblogsites
Monday, September 12, 2011

91. Zend esk
W hy
is co ol
@photoblogsites
Monday, September 12, 2011

92. Zend esk
W hy
is co ol
@photoblogsites
Monday, September 12, 2011

93. Zend esk
W hy
is co ol
Docs
@photoblogsites
Monday, September 12, 2011

94. Zend esk
W hy
is co ol
@photoblogsites
Monday, September 12, 2011

95. Zend esk
W hy
is co ol
@photoblogsites
Monday, September 12, 2011

96. Zend esk
W hy
is co ol
Forums
@photoblogsites
Monday, September 12, 2011

97. Zend esk
W hy
is co ol
@photoblogsites
Monday, September 12, 2011

98. Zend esk
W hy
is co ol
@photoblogsites
Monday, September 12, 2011

99. Zend esk
W hy
is co ol
Support
Tickets
@photoblogsites
Monday, September 12, 2011

100. The Backup Plan
Monday, September 12, 2011

101. The lan
acku pP
B
Server Backed up daily
But what do we do with that?
@photoblogsites
Monday, September 12, 2011

102. The lan
acku pP
B
Version Control:
Mercurial repository for Core
Mercurial repository for /wp-content/
Shell scripts via cron:
Blogs.dir to server and Amazon S3
Database to server and Amazon S3
New Plugin - Blog Status Manager
@photoblogsites
Monday, September 12, 2011

103. Monday, September 12, 2011

104. Takeaways
@photoblogsites
Monday, September 12, 2011

105. Focus on a Niche Market
Respect the User
Expect the User
Be ready to say No! to the User
@photoblogsites
Monday, September 12, 2011

106. Foc us
o na ark et
N ich eM
Similar Users
Similar Features
Similar Plugins
Theme Framework
@photoblogsites
Monday, September 12, 2011

107. E xp ect
eU ser
th
Enable Customization
Improve the Signup Process
Improve the Support Process
@photoblogsites
Monday, September 12, 2011

108. Re sp ect
eU ser
th
Listen
Amazing support
They have great ideas
@photoblogsites
Monday, September 12, 2011

109. No !”
Sa y“
eU ser
to th
Position yourself
as an expert
Just because they ask
does not mean they NEED it
@photoblogsites
Monday, September 12, 2011

110. No !”
Sa y“
eU ser
to th
bad practices:
splash pages
flash
bad SEO ideas
disable right-click
@photoblogsites
Monday, September 12, 2011

111. it atio ns
Lim
o nU ser
no ftp
no direct access to files
not a full hosting account
@photoblogsites
Monday, September 12, 2011

112. Why would they want this?
Why would they NOT want this?
@photoblogsites
Monday, September 12, 2011

113. There
is
a
learning
curve
@photoblogsites
Monday, September 12, 2011

114. The
user
needs
your
help
@photoblogsites
Monday, September 12, 2011

115. WordPress as a Service
For Photographers
For RealEstate
For Restaurants
For ______________
@photoblogsites
Monday, September 12, 2011

116. T HE
TH IRD
PR ESS
W O RD s for
et work
ulti Site N
remi um M
P
Mar kets
N iche
Monday, September 12, 2011

117. WPMU DEV
Marty Thornley premium MultiSite Plugins
@martythornley http://premium.wpmudev.org
marty@photographyblogsites.com
http://martythornley.com Mercurial
http://photographyblogsites.com
http://mercurial.selenic.com/
Mercurial GUI for Mac
Blog Status Manager (and more) http://www.sourcetreeapp.com/
http://bitbucket.org/martythornley
Mercurial GUI for PC
http://tortoisehg.bitbucket.org/
All Film Stills from
“The Third Man” (1949)
Directed by Carol Reed Zendesk
Written by Graham Green http://www.zendesk.com/
http://www.imdb.com/title/tt0041959/
@martythornley @photoblogsites
Monday, September 12, 2011