 Okay well thanks for showing up in big numbers. My name is Jeroen van de Berg. I'm a board member of the Dutch Troop Association and what I would like to show you today is quickly an overview of what we do as an association to help our partners and our agencies in the Netherlands to promote Troopel and hopefully I'm not sure if there's people from any other association here but you can take something away today. So a quick overview about us. We are a board of seven currently. I'm in the bottom right actually our chair sitting right there, Imre. And what I want to highlight here is what makes us a bit special compared to other local associations is that we actually have two freelance marketing employees or employees maybe not the right word but people that help us with do marketing. Mara on the top she's working for four hours a week for us. She does that paid and at the bottom it's Matthijs. He is a freelance journalist and marketer and he is currently working for about the same amount of hours for us a week but actually doing it as a contribution. And that's actually one of the first things I would like to highlight. We achieved that he signed up to Drupal.org to create a profile and actually contributed to the Drupal ecosystem by delivering qualitative content for us as a journalist. So that's really cool. The next thing for us as an association is to define what we stand for what we would like to accomplish. So we looked at the why how what so model which defines the why why do we do what we do the how what our tactics to do so and the what what our operational actions to achieve that and this is basically our tagline there. We are a group of passionate people in service of Drupal to promote Drupal to potential developers partner agencies and users which can be either existing or new ones and that kind of relates quite a bit to what trees has been presenting and promoting in the past few years as well. This slide is from the dream note of last year and it's not for nothing that the left track the golden track on that mountain is actually a marketing track as he has been advocating. It's very important that we do marketing and promote Drupal as we are constantly competing against other more commercial flashy shiny marketing machines from other systems. So that aligns pretty nicely. We define some target audiences as an association because at first we were just doing what we thought was good and we tried to put a little bit more of a strategy behind it. So the three target audiences already were part of our mission but there's the Drupal devs or the professionals their agencies and finally there are our users and clients and diving a little bit further into that we we specified their needs and how we could help them in achieving those needs or in accommodating for those needs. So a professional he or she would like to connect to be part of a community. Knowledge is an important part she would like to learn and know more about the system but also some confirmation and the confirmation that I made the right choice to do this job I made the right choice in this technology. I did the right thing to join this company. So assurance is an important part of that target audience for us and that's what we're trying to facilitate. How do we do that mainly currently with organizing events. We have a large triple camp called Triple Jam in the Netherlands that's about 450 people every year. It was a two day event last year consisting of a business day and a community day and we also have the splash awards that we organized internationally actually two days ago. But it's a very big event there too which gives them the confirmation mainly we're doing the right thing together. Next up agencies. So what agencies what we can bring to agencies what I need is knowledge sharing not just knowledge about Drupal itself but actually about doing business getting more clients growing. How do I grow what are threats for an agency if I don't grow or what are threats if people develops are leaving or threats with hiring so knowledge sharing is an important part of that new business. I mean of course every agency wants business so we're checking how we can facilitate that. And finally hiring new people mainly developers is a challenge I think for everybody in the Netherlands but also worldwide I guess for agencies. How we do and facilitate that we have a partner program basically all agencies can become a member for a certain fee. And for the partner program we organize business meetups. For example we had the business track in our Drupal camp and we are actually investing in 2020 next year more to connect those agencies have them learn from each other. We do quite a bit of content marketing. All those agencies promote themselves individually pretty well. They are mainly doing content marketing showing their cases case studies. And that's also what we take. So we assemble we combine all those cases we have from the Splash Awards that we actually that our two freelance marketeers get from them do interviews with clients and actually write up case studies and publish them in the media. And finally we help the agencies with the events as said. Third target audience users and clients. They are looking for knowledge. They need to know what's Drupal. What is it about. Can it help me. They are looking for some assurance. Is it safe. Is it secure. Is it really the right the right tool for me. And finally existing clients are also looking for confirmation. Did I make the right choice. Is this still the community and the product that I want to belong to. And the things we do to help that is again the content marketing part to show all those cases and all those cool solutions that our agencies have built in our country. That gives you assurance and that shows actually the ability and we do PR press releases mainly. Just to zoom in quickly on the partner program. We have three tiers and basically the agency pays twelve hundred fifty or fifty five hundred euros. And that's why how we can fund all this. So that's an important part of everything I'm showing after. This is the main backbone of how we do what we do in return. As said we have a business meetup twice a year. They get discounts for events for their developers. We do advertising we do press releases and content marketing. And I just copy and paste that this slide from our yearly business meetup a few weeks back. Which shows you the funds. So we have roughly seven K more to go this year to actually do some more promotion. But our budget is twenty five on a yearly basis which is pretty good for an association. The strategy behind everything we do is hung up on the Google hero hero hop hygiene model. So basically you try to do once or twice a year something really big and make a big big impact there. Then on the next level there's hop content which is really quality engaging content that you produce and you generate spreads awareness and trust. And finally there's some hygiene some stuff just that just needs to be there. It's like an FAQ or an how to or what is Drupal content or maybe a short press release. And if I translate that to what we do the heroes for us are our camp and the special words. It's presence at other events that I will show you after the hop content is content marketing and the hygiene in our press releases and regular advertising. So how do we do that. We basically created a content calendar for a year. I'm not sure it's pretty readable. And actually we define for every week of the year what we are going to produce and promote. And this really helps the two freelance marketers that we have to actually plan ahead and make sure we have enough content enough stuff going on every year. I mean throughout the year. So finally some examples. So when it's all in place when we have people and we have the funds what have we done. For example we do PR. There's always press releases and there's always messages in the news about Drupal and we pick up on that and if needed we respond to it. We really try to position ourselves as the Drupal authority in the country. And for example this was in 2018 when the security issue with Drupal came across there was a lot of bad press also in the Netherlands. And pretty quickly the Drupal security team responded to that with press release in English. And stuff we do is actually take that and respond to it. This is a Dutch article but when you translate it it's basically saying that the Dutch association responds to the recent media coverage about security issues in Drupal. And there we explain actually what the threat was, how it was solved, how bad it was or not actually. And we try to give a different voice to press in the media. We've been present at events and we actually started business events there. So the E-Day is an event in the Netherlands that attracts 1500 plus CTOs and digital managers. And actually we try to be visible there to make sure that they see us side by side with all those other big platforms and that they actually get to know us and remember us whenever they are in need of a product. We are partnering up. RTL is one of the biggest news broadcasters in the Netherlands. And RTL specifically is a television station targeted to businesses and business owners. And the cool thing about them is they run their online platforms actually on Drupal. So they were really willing to step in and do something as well. So they are contributing with content. And we are actually getting a podium there to publish our content, our cases, our messages on their platform which attracts 2 million unique visitors per day. So if there's something like this in your local organization, in your local country, if there's media running on Drupal, those are probably the first ones you want to target because they are using the platform and probably also willing to contribute back to us. Messing content marketing quite a lot. This is an example of a case. 24 Kitchen which is a television station from Fox. Basically we do an interview with them and write up a big case study and publish it in regular mainstream media and magazines. We do interviews. Trees was passing by Amsterdam Airport last year. So we did a big interview and actually as you all said, the platform I mentioned earlier, they are willing to, they have published it on their platforms and sponsored the production of it. Something else to take out. We do our branding quite seriously. So all our chemistry is the Drupal Jam branding. We try to be consistent year after year after year in the only way in all our communication, in all our brands to make sure that we gain recognizability which is the same for the special awards that was fully rebranded this year and we are rolling out as an open source concept now to other countries. So in short, for local associations what we found working and what I would like to give to you today is first of all, strategy first. Define your goals and values, define who you're talking to, define how you would like to do that. And then secondly, build your brand. Be consistent with it, make sure it's always clear, it's always the same and repeat it because that's in the end what it is. If you repeat the same message, the same visuals, the same logo, everything again and again, it will stick. Plan, make sure you plan your activities far ahead. As you've seen, we work with yearly plans and that helps us to easily divide tasks and actually get more things done. Fourth one, it's okay to invest. It's funny, we got the feedback from our partners the first year we did the partner program and we did a financial report that we had quite a few funds on our banking account and the first feedback we got is, why is it still there? We're paying you to do stuff. So if you have some funds, use them and make sure that you use them well. Spend it, learn from it and improve it. And finally, engage through your new channels, build your own PR list. That's actually a very important one that we have found. Make sure you know which media runs on Drupal. Make sure you know which people work at which outlets and connect with them directly. Build it up, send them regular messages, give them scoops, give them messages on the embargo but make sure you have your list ready whenever you need to publish something because otherwise you're creating all this content for nothing. That's it. That's what we do. And if there's questions or... Sure. I think you're supposed to... You need to speak to the microphone. Yeah, I can repeat. So different agencies are part of the Drupal association? Yes. But you expose a unified front when you are present at a conference? Yes. So how do you manage those different agencies not to compete with each other with the potential clients that will be there? That's a good question. We currently have approximately 30 agencies that are a partner and then there's also a few individual members and as you say correctly we present all of them. So we have a few different rules. For example, when we publish case studies we always make sure we rotate through our agency of partner lists so we make sure we don't take just the fancy and shiny cases only from one big agency but we make sure we get the highlights from multiple ones. We never mention the agency name. We actually always try to interview the customer because that's what a potential customer would like to hear how their success was built upon Drupal how their business was helped with their online platform and not so much why agency X or Y made a technical choice. It's not about the technology per se. It's actually about the business case. That's how we write those case studies and when we are actually present at the events it's always under the Drupal logo. So Drupal now we have our own branding as well and then it's the neutral Drupal branding and if we present cases we make sure everybody can contribute to it so we always present give a clear overview of different agencies that are part of us. Anything else? Very cool. That's it. Thanks.