SitePoint播客＃68：WordPress和营销

Episode 68 of The SitePoint Podcast is now available! This week, Patrick (@ifroggy), Brad (@williamsba) and Stephan (@ssegraves) interview book authors Aaron Brazell, Lisa Sabin-Wilson, and Brandon Eley at WordCamp Raleigh. The team discusses WordPress — the recent release of version 3.0, and the role of WordPress in online marketing.

SitePoint Podcast的第68集现已发布！ 本周，Patrick(@ifroggy)，Brad(@williamsba)和Stephan(@ssegraves)在WordCamp Raleigh采访了本书的作者Aaron Brazell，Lisa Sabin-Wilson和Brandon Eley。 团队讨论了WordPress(3.0版的最新版本)以及WordPress在在线营销中的作用。

下载此剧集 (Download this Episode)

You can also download this episode as a standalone MP3 file. Here’s the link:

您也可以将本集下载为独立的MP3文件。 这是链接：

• SitePoint Podcast #68: WordPress and Marketing (MP3, 27:52, 25.6MB)

  SitePoint播客＃68：WordPress和营销 (MP3，27:52，25.6MB)

面试成绩单 (Interview Transcript)

July 2, 2010.

2010年7月2日。

Patrick: The authors or co-authors of WordPress Bible, WordPress for Dummies, BuddyPress for Dummies and Online Marketing Inside Out, stop by the show. This is the SitePoint Podcast #68: WordPress and Marketing with Aaron Brazell, Lisa Sabin-Wilson, and Brandon Eley.

帕特里克(Patrick)： WordPress圣经，傻瓜WordPress，傻瓜BuddyPress和Inside Out的在线营销的作者或合著者都在现场停留。 这是SitePoint播客＃68：WordPress和营销与Aaron Brazell，Lisa Sabin-Wilson和Brandon Eley。

Hello and welcome to another addition of the SitePoint podcast. I’m Patrick O’Keefe, and this is the second in our five interview series from our live show down at WordCamp Raleigh. Today I’ll be joined by Brad Williams and Stephan Seagraves as we interview book authors Aaron Brazell, Lisa Sabin-Wilson, and Brandon Eley. Aaron Brazell is the owner of Immense Technologies and the author of WordPress Bible. Lisa Sabin-Wilson is the owner of Webscapes Design Studio and the author of both WordPress for Dummies and BuddyPress for Dummies. Finally, Brandon Eley is the interactive director for Kelsey Advertising and Design, the owner of ecommerce retailer 2bigfeet.com, and the co-author of SitePoint book Online Marketing Inside Out with Shane Tilley. Interestingly, both Aaron Brazell and Brandon Eley are former SitePoint Forum staff members just like myself and Brad, and Stephan is currently a staff member as well. Let’s get started.

您好，欢迎加入SitePoint播客的其他功能。 我是Patrick O'Keefe，这是我们在WordCamp Raleigh现场直播的五个采访系列中的第二个。 今天，我将与布拉德·威廉姆斯(Brad Williams)和斯蒂芬·海格雷夫斯(Stephan Seagraves)一起参加访谈书作家亚伦·布拉泽尔(Aaron Brazell)，丽莎·萨宾·威尔森(Lisa Sabin-Wilson)和布兰登·埃利(Brandon Eley)。 Aaron Brazell是Immense Technologies的所有者，也是WordPress Bible的作者。 丽莎·萨宾·威尔森(Lisa Sabin-Wilson)是Webscapes Design Studio的所有者，还是WordPress for Dummies和BuddyPress for Dummies的作者 。 最后，布兰登·埃利(Brandon Eley)是凯尔西广告和设计公司(Kelsey Advertising and Design)的互动总监，是电子商务零售商2bigfeet.com的所有者，也是SitePoint与Shane Tilley共同撰写的在线营销《由内而外》的合著者。 有趣的是，亚伦·布拉泽尔(Aaron Brazell)和布兰登·埃利(Brandon Eley)都像我和布拉德一样都是SitePoint论坛的前工作人员，而斯蒂芬(Stephan)目前也是工作人员。 让我们开始吧。

So our next guest is Aaron Brazell. Aaron is the owner of Emmense Technologies and the author of WordPress Bible which we’re going to be giving away in a moment. And the first question I have for you, Aaron, and sorry to step over you there Stephan.

所以我们的下一位客人是亚伦·布拉泽尔 。 Aaron是Emmense Technologies的所有者， 也是 WordPress圣经的作者，我们稍后会赠予它。 还有我要问的第一个问题，亚伦，很抱歉在斯蒂芬那边向您走。

Stephan: That’s okay.

史蒂芬：没关系。

Patrick: The first question I have is you know obviously at this table right now all four of us we’re all current or former SitePoint Forum staff members. And looking back at your time on the forums which was at least a few years, right, four or five years?

帕特里克(Patrick)：我要问的第一个问题是，您显然已经知道在这张桌子上，我们四个人都是现任或以前的SitePoint论坛工作人员。 回想一下您在论坛上的时间，至少是几年，是四五年还是五年？

Aaron: I left in 2003.

亚伦：我于2003年离开。

Patrick: So you were there from 2000 —

帕特里克：所以你从2000年开始在这里-

Aaron: 2000-2003, so about three and a half, four years.

亚伦： 2000年至2003年，大约三年半，四年。

Patrick: Less than I thought, but it seems like three or four or five years, I’ll tell you that.

帕特里克：比我想象的要少，但是好像要三四年或五年，我会告诉你的。

Aaron: My account is still active if that counts.

亚伦：如果算在内，我的帐户仍然有效。

Patrick: So looking back at your time on the forums, what do you think about that time, that period of your life, and how did your involvement with SitePoint in the forums help you to where you are today?

帕特里克(Patrick)：那么，回顾一下您在论坛上的时间，您如何看待这段时间，人生的那段时间，以及您对SitePoint的参与如何帮助您发展到今天？

Aaron: Well, actually my experience at SitePoint was right at the very beginning of me doing anything really on the Web. And as most of us I believe probably were in those days we were all sort of learning and learning a lot. I learned everything I know about PHP, well, I got fairly decent, let’s call it that, via SitePoint; the forums there, the people that were helping out and already knew PHP. I was a total newbie, so I learned everything. By the time I left in ’03 I was really comfortable with it and I was able to kind of start launching out, getting toward launching out on my own.

Aaron：嗯，实际上，我在SitePoint上的经历是刚开始做任何真正在Web上的事情时就已经正确的。 作为我们大多数人，我相信可能是在那些日子里，我们都在学习和学习很多东西。 我学到了关于PHP的一切知识，我相当体面，可以通过SitePoint称其为PHP。 那里的论坛，正在帮助并且已经了解PHP的人们。 我是一个新手，所以我学到了一切。 当我在03年离开时，我已经非常适应它了，并且能够开始发射，自己开始发射。

Patrick: And you met people on SitePoint in the forums I know that you ended up working for.

帕特里克(Patrick)：您在论坛上的SitePoint上认识了一些人，我知道您最终为此工作。

Aaron: Jeremy Wright.

亚伦：杰里米·赖特。

Patrick: Or founding, starting businesses with.

帕特里克(Patrick)：还是开创企业的先河。

Aaron: Right.

亚伦：对。

Patrick: Or from hosting barefooting, I think, if I recall.

帕特里克：我想，还是从赤脚主持起。

Aaron: Barefooting.com.

亚伦： Barefooting.com。

Patrick: That’s a long time ago.

帕特里克：很久以前。

Brad: So we should go back and probably pull up your first post and check it out on the big screen.

布拉德：所以我们应该回过头来，大概拉起您的第一篇文章并在大屏幕上查看一下。

Aaron: On SitePoint? I have no idea if anyone has posted (laughter).

亚伦：在SitePoint上吗？ 我不知道是否有人张贴(笑)。

Brad: It’s always funny to look at everyone’s first post. Yeah, so if you had to buy one other WordPress book, other than the one you wrote, which one would that be and why?

布拉德：看看每个人的第一篇文章总是很有趣的。 是的，因此，如果您不得不购买另一本WordPress书籍，而不是您写的那本书，那将是哪一本，为什么？

Aaron: Is Lisa in the room?

亚伦：丽莎在房间里吗？

Patrick: She’s next so it could be soon.Aaron: Well, before she gets in the room I’ll have to say Professional WordPress.

帕特里克：她是下一个，所以很快就会来。 亚伦：好吧，在她进入房间之前，我不得不说专业WordPress。

Brad: Good answer; I’ve heard good things about that book.

布拉德：好的答案； 我听说过那本书的好东西。

Aaron: (laughs)

亚伦：(笑)

Patrick: Oh, and look, speak of the devil.

帕特里克：哦，瞧，说到魔鬼。

Brad: Hi Lisa.

布拉德：嗨，丽莎。

Aaron: I said WordPress for Dummies, right?

亚伦：我说过WordPress傻瓜吧？

Stephan: Yeah, that’s right. So, what are the few things, talking about WordPress 3.0, what are the few things that you’re really excited about coming out in the new release?

斯蒂芬：是的，是的。 那么，谈论WordPress 3.0的几件事是什么，您真正为新版本中的发布感到兴奋的几件事是什么？

Aaron: Yeah, and I actually am using 3.0 in production on several sites. Obviously I’m very excited about the custom taxonomies and post types, and I’m in the middle of doing a project right now for a client that involves custom post types. If I could show it I would. But even more than that I think the merge is huge, and I think it’s still not as easy as it needs to be to flip the switch and go into multi-site mode, but it’s still sort of a pain the butt to do that just like in the old MU days. I mean it was a pain to set up MU, it’s still a pain to set up multi-site, but what it’s going to do is all the innovation that goes into WordPress, all of a sudden is going to be focused on MU2, and that to this time has not yet happened. MU has always been sort of the red-headed stepchild of WordPress.

亚伦：是的，实际上我在多个站点的生产中都使用了3.0。 显然，我对自定义分类法和帖子类型感到非常兴奋，并且我现在正在为一个涉及自定义帖子类型的客户进行项目。 如果我能证明的话，我会的。 但是，不仅如此，我认为合并是巨大的，而且我认为合并还不如翻转开关并进入多站点模式要容易，但这样做仍然很痛苦。就像在过去的MU时代一样。 我的意思是，建立MU是一件痛苦的事，建立多站点仍然是一件痛苦的事，但是要做的是WordPress的所有创新，突然之间，我们将专注于MU2，并且到现在还没有发生。 MU一​​直是WordPress的红发继子。

Stephan: So it’s going to get more play now from the –?

斯蒂芬：那么它现在将在–方面发挥更多作用？

Aaron: I think so. And just because if you think just on the sheer numbers of it really you had Donica and Ron, WPMU Guru, who have been really working on MU. And now you’ve got what equates to roughly 10 committers plus the whole core team that contributes in some way to WordPress looking at what is MU2 now as it’s going to be part of the WordPress code base. And that only means good things for WordPress.

亚伦：我是这样认为的。 只是因为如果您仅从数量上考虑，您确实有真正从事MU工作的Donica和Ron，WPMU Guru。 现在您大约有10个提交者，加上整个核心团队以某种方式为WordPress做出了贡献，看看什么是MU2，因为它将成为WordPress代码库的一部分。 对于WordPress而言，这仅意味着好事。

Stephan: Definitely.

斯蒂芬：当然。

Aaron: I mean that means where MU has sort of become stagnant in terms of innovation, it’s all of a sudden going to have a whole lot of eyeballs on it, and a lot of people are going to be dreaming up some cool shit. I’m sorry, sir.

Aaron：我的意思是，这意味着MU在创新方面变得停滞不前，突然之间就会引起很多关注，很多人都在梦some以求。 对不起先生

Brad: And we’re live!

布拉德：我们还活着！

Stephan: It’s not the Internet, Dave, you can’t be saying that. (laughter) It’s not the Internet.

史蒂芬：戴夫，这不是互联网，你不能这么说。 (笑声)这不是互联网。

Patrick: So if you have a question about WordPress Bible, Aaron’s book, or WordPress MU, if you do you will receive a copy of his book WordPress Bible. Back there.

帕特里克(Patrick)：因此，如果您对WordPress圣经，亚伦的书或WordPress MU有疑问，那么您将收到他的书WordPress圣经的副本。 回到那里。

Audience Member: Yeah, I got a question. So, hello, right now WordPress MU and like WordPress plug-ins a lot of times don’t work with the MU platform. So I mean are we still going to be kind of having to use those plug-ins that don’t quite work with MU or is there a new method of creating plug-ins that is coming out with the –?

观众：是的，我有一个问题。 因此，您好，目前WordPress MU和WordPress插件一样，很多时候都无法在MU平台上使用。 所以，我的意思是我们还是要使用那些与MU不太兼容的插件，还是有一种新的创建插件的方法？

Aaron: Well, the API that’s involved in WordPress for creating plug-ins still exists and it’s still going to work, and in fact it’s even more integrated now with multi-site for 3.0. What you still have is you still have all the plug-in API that existed exclusively for MU, most of that has been rolled into the WordPress 3.0 core. So for — if you wanted to create a plug-in that was specifically multi-site you would have access to those API’s. If you want to create a plug-in that is for WordPress, as long as you’re using the plug-in API, the theory is that with the merge all kind of still works. I think that’s kind of yet to be seen if that’s fully baked; I think it probably is but we’ve probably overlooked some things in the course of development that will end up getting — having to get fixed via patches or something along the way, future releases.

Aaron：嗯，WordPress中涉及的用于创建插件的API仍然存在，并且仍然可以使用，实际上，它现在已经与3.0的多站点集成在一起。 您仍然拥有的是，您仍然拥有MU专用的所有插件API，其中大多数已集成到WordPress 3.0内核中。 因此，如果您想创建专门用于多站点的插件，则可以访问这些API。 如果您要创建适用于WordPress的插件，只要您使用的是插件API，理论上讲，通过合并，所有类型的插件仍然有效。 我认为这还没有完全成熟。 我认为可能是这样，但是我们可能忽略了开发过程中最终会遇到的某些问题-必须通过修补程序或其他方式(将来的发行版)进行修复。

Audience Member: Puts higher integrations with (inaudible).

受众成员：与(听不清)进行更高程度的集成。

Aaron: I’m sorry I can’t hear you.

亚伦：对不起，我听不到您的声音。

Patrick: Higher integration with the MU platform?

帕特里克：与MU平台的更高集成度？

Aaron: Uh, yeah, I mean it’s — right now the thing to keep in mind with multi-site is that what we tried to do is get everything into WordPress that was in MU. What we haven’t done necessarily is smoothed out all the wrinkles that will make it easier to use MU stuff, and I think that’s going to come in future releases. Now that we’ve got the merge done now we can start looking at really advancing that.

Aaron：嗯，是的，现在是多站点要记住的是，我们试图做的是将MU中的WordPress内容全部获取。 我们未必要做的事情是消除所有皱纹，使使用MU更加容易，我认为将来的发行版中都会出现这种情况。 现在我们已经完成了合并，现在我们可以开始真正地推进合并了。

Audience Member: Okay. Thank you.

观众：好的。 谢谢。

Patrick: Aaron where can we find you online?

帕特里克：亚伦，我们在哪里可以在线找到您？

Aaron: I’m Technosailor on Twitter, follow with caution, I’m not nearly as civil online as I am sitting up here on the SitePoint podcast.

亚伦：我是Twitter上的Technosailor，请谨慎行事，我在网上的兴趣不如坐在SitePoint播客上的平民。

Stephan: Will you be karaoke-ing tonight?

斯蒂芬：你今晚会唱歌吗？

Aaron: I really would like to karaoke if anybody wants to go.

亚伦：如果有人想去的话，我真的很想卡拉OK。

Stephan: Alright, cool, yeah we’re down. (laughter)

斯蒂芬：好，很酷，是的，我们很沮丧。 (笑声)

Aaron: Oh, technosailor.com.

亚伦：哦，technosailor.com。

Patrick: Excellent.

帕特里克：太好了。

Stephan: Thanks, Aaron.

史蒂芬：谢谢，亚伦。

Brad: Thanks.

布拉德：谢谢。

Patrick: So we’re going to stay with the authors at this point and bring up Lisa Sabin-Wilson, Lisa?

帕特里克(Patrick)：因此，在这一点上，我们将与作者呆在一起，抚养丽莎(Lisa Sabin-Wilson) ，丽莎(Lisa)？

Brad: Come on down!

布拉德：快下来！

Patrick: Brad, take it from there.

帕特里克：布拉德，从那里拿走。

Lisa: Now I get the hot seat.

丽莎：现在我坐热了。

Patrick: It’s only hot because people have been sitting there.

帕特里克：这很热，因为人们一直坐在那里。

Lisa: It’s hot; Aaron was sitting here.

丽莎：很热。 亚伦坐在这里。

Brad: Hi Lisa.

布拉德：嗨，丽莎。

Lisa: Hi Brad.

丽莎：嗨，布拉德。

Brad: So Lisa is the owner E. Webscapes Design Studio. She’s also the author of WordPress for Dummies and the newly released BuddyPress for Dummies.

布拉德：所以丽莎是所有者E. Webscapes Design Studio 。 她还是WordPress for Dummies和新发行的BuddyPress for Dummies的作者 。

Lisa: Yeah, that’s right.

丽莎：是的，是的。

Brad: Thank you for joining us.

布拉德：感谢您加入我们。

Lisa: Thank you for having me.

丽莎：谢谢你有我。

Brad: So BuddyPress for Dummies is recently released. How are sales doing?

布拉德：所以最近发布了BuddyPress for Dummies。 销售情况如何？

Lisa: Sales are doing good. As a matter of fact I just talked to my editor last week, they’re not doing as well as WordPress for Dummies, they were kind of hoping that BuddyPress for Dummies would sell as well, but they also understand that BuddyPress is brand new, and it’s a real kind of focused and targeted plug-in for people that want to do a very specific thing and run that social community on their website. And so you look at the audience for WordPress for Dummies that’s a pretty vast audience of brand new users and people just being introduced to WordPress. BuddyPress is more for people who are already familiar with WordPress and want to add that kind of social community layer on. And so it’s a different audience but it’s doing well.

丽莎：销售情况不错。 事实上，我上周刚与编辑交谈过，他们的表现不如WordPress的Dummies，他们希望BuddyPress for Dummies也能销售，但他们也了解BuddyPress是全新的，对于那些想做一件非常具体的事情并在其网站上运行该社交社区的人们来说，这是一种真正的针对性强，针对性强的插件。 因此，您可以看到WordPress for Dummies的受众群体，这是一个相当庞大的受众群体，其中包括刚接触WordPress的新用户和新用户。 BuddyPress更适合已经熟悉WordPress并想要添加此类社交社区层的人们。 因此，这是一个不同的受众群体，但表现不错。

Brad: Cool. So, yeah, correct me if I’m wrong, but your book is the only BuddyPress book on the market right now, is that right?

布拉德：酷。 所以，是的，如果我错了，请纠正我，但是您的书是目前市场上唯一的BuddyPress书，对吗？

Lisa: The only one right now, yeah. I say right now because who knows, these books come out like crazy.

丽莎：是的，是的。 我之所以说现在，是因为谁知道，这些书疯了。

Brad: What version of WordPress is it based on, is it 2.9 or –?

布拉德：它基于什么版本的WordPress，是2.9还是–？

Lisa: It’s based on 2.9.2 and BuddyPress 1.2.

丽莎：它基于2.9.2和BuddyPress 1.2。

Brad: BuddyPress 1.2.

布拉德： BuddyPress 1.2。

Lisa: Yeah.

丽莎：是的。

Brad: Have you noticed a major increase in BuddyPress requests through your company obviously since the book has come out now?

布拉德：自从这本书问世以来，您是否注意到您的公司对BuddyPress的请求明显增加了？

Lisa: Yeah, definitely since the book has come out. People read the book and then they come to me for BuddyPress development. Probably since I would say fall of 2009 we’re getting just a vast amount of BuddyPress requests and MU multi-site requests have been always ongoing, but now with the popularity and the emergence of BuddyPress people are real excited about it, so we are getting a lot of requests for that.

丽莎：是的，肯定是因为这本书问世了。 人们读了这本书，然后来找我进行BuddyPress开发。 大概自2009年秋天以来，我们收到的BuddyPress请求数量非常庞大，而MU多站点请求一直在进行，但是现在随着BuddyPress的普及和兴起，人们对此感到非常兴奋，所以我们对此有很多要求。

Brad: Yeah. And anyone that’s worked with BuddyPress probably knows that it is evolving very quickly because it’s a new product. So when you’re writing a book around software that evolves so quickly how do you stay up on it to make sure what you’re writing is in fact going to be correct a couple months from now?

布拉德：是的 与BuddyPress合作的任何人都可能知道它的发展非常Swift，因为它是一种新产品。 因此，当您写一本关于软件发展如此Swift的书时，您如何紧跟其后，以确保您所写的内容在几个月后实际上是正确的？

Lisa: You don’t sleep and you don’t eat, and no, actually I’ve got a real good relationship with Andy Peatling, he was my tech editor for BuddyPress for Dummies.

丽莎：你不睡觉，不吃饭，不，实际上，我与安迪·皮特林(Andy Peatling)有着很好的关系，他是我的BuddyPress for Dummies的技术编辑。

Brad: The lead developer for BuddyPress, right?

布拉德： BuddyPress的首席开发人员，对吗？

Lisa: Yeah, he’s the lead developer of BuddyPress software, and he was just really helpful for me in keeping up because when I first started writing BuddyPress for Dummies I was writing it on the 1.0 branch before the theming and changed and all these new upgrades came out. So keeping in touch with the people who are actually involved with the development of the project, and that is also the same for WordPress for Dummies, keeping in touch with the core devs and the people from Automatic and the folks that are responsible for putting out that software and developing good relationships with them so they’re communicating what’s new, what’s coming up.

丽莎：是的，他是BuddyPress软件的首席开发人员，他对我的跟进工作确实很有帮助，因为当我第一次开始编写BuddyPress for Dummies时，我是在主题，更改和所有这些新升级之前在1.0分支上编写它的。出来。 因此，与实际参与项目开发的人员保持联系，对于WordPress for Dummies来说也是如此，与核心开发人员以及Automatic和负责发布的人员保持联系该软件并与他们建立良好的关系，以便他们交流新内容，新内容。

Brad: Right.

布拉德：对。

Lisa: Having Andy as the tech editor of that book kind of served that double purpose. Tech editors are employed to kind of come behind the author and make sure that what you’re writing is technically correct, but Andy kind of served a double purpose because then he would write back and he’d go, okay, this is gone, this is gone, you need to add this in, and so it’s hard but it’s doable.

丽莎：让安迪担任该书的技术编辑有双重目的。 聘请技术编辑人员来落后于作者，并确保您所写的内容在技术上是正确的，但是Andy出于双重目的，因为他随后会写信回去，好吧，这已经消失了，这已经不存在了，您需要添加它，因此虽然很困难，但是可行。

Brad: Yeah, no that sounds great. And going back to WordPress for Dummies, so you had the second edition and now is a third edition in the works? Is that something we can expect soon or –?

布拉德：是的，听起来不妙。 回到WordPress的傻瓜版，那么您有了第二版，现在正在制作第三版？ 是我们可以期待的东西还是–？

Lisa: The third edition is pretty well done and written. It’s kind of on hold right now for me to give the editors the final okay you can print it now because we’re just waiting for 3.0 to drop.

丽莎：第三版写得很好。 现在让我给编辑们最后的确定权是可以保留的，您现在就可以打印它，因为我们只是在等待3.0的发布。

Brad: So it is based on 3.0.

布拉德：所以它基于3.0。

Lisa: It is based on 3.0, yeah; it’s got the merge in the menus and the custom post types and everything in there for you, hmm-mm.

丽莎：是的，基于3.0。 菜单，自定义帖子类型以及其中的所有内容都可以在这里进行合并，hmm-mm。

Brad: Awesome.

布拉德：太棒了。

Lisa: Yeah.

丽莎：是的。

Patrick: We’ll be giving away the second edition here today.

帕特里克：我们今天将在这里分发第二版。

Lisa: That’s okay, it’s the current.

丽莎：没关系，是最新的。

Patrick: It’s the current edition.

帕特里克：这是当前版本。

Lisa: It is the current edition.

丽莎：这是当前版本。

Patrick: So if you have a question about BuddyPress you’ll win a copy of BuddyPress for Dummies by Lisa Sabin-Wilson, so go ahead.

帕特里克：因此，如果您对BuddyPress存有疑问，您将获得Lisa Sabin-Wilson制作的BuddyPress for Dummies副本，所以继续吧。

Audience Member: (Inaudible)

观众：(听不清)

Brad: So just to repeat the question, the question is — is BuddyPress going to kind of stay in this niche or is it really going to break out and kind of be more mainstream I guess?

布拉德：所以只是重复这个问题，问题是– BuddyPress会留在这个小众市场还是真的会爆发，我猜它会变得更加主流吗？

Lisa: I see it becoming more mainstream. I think that before people integrate something like BuddyPress on their websites they really need to take a long hard look at the features that are available for it and decide if it’s something that fits into what their websites are focused towards. Some people, you know, have a real need for that social community and social networking, other sites maybe not so much. So, but it’s becoming a lot more accessible to people; this time last year you couldn’t install BuddyPress using the installer on the WordPress dashboard. Now you can, you can just search for it and install it just like any other plug-in. They’ve made a lot of improvements on the theming and customizing of BuddyPress now over the last year, so as it becomes more accessible for general users I do see it being used a lot more.

丽莎：我认为它已成为主流。 我认为，在人们将BuddyPress之类的东西集成到他们的网站上之前，他们真的需要认真研究其可用功能，并确定它是否适合他们的网站所关注的内容。 您知道，有些人确实对社交社区和社交网络有真正的需求，而其他网站可能没有那么多。 因此，它正变得越来越容易为人们所用。 去年的这个时候，您无法使用WordPress仪表板上的安装程序来安装BuddyPress。 现在，您可以像其他任何插件一样搜索并安装它。 去年，他们在BuddyPress的主题和自定义方面进行了很多改进，因此，随着普通用户对它的使用变得越来越容易，我的确看到了更多的使用。

Patrick: We have another question over here. No book, but you can ask the question.

帕特里克：我们还有另一个问题。 没有书，但是你可以问这个问题。

Audience Member: Can you give us some of your best examples of BuddyPress users?

受众成员：您能给我们一些BuddyPress用户的最佳例子吗？

Lisa: Probably one of the best examples of a site that I’ve done recently is at nourishnetwork.com; it is a foodie site, so it’s all about sharing recipes and sharing different ideas of kitchen tips and things like that. So a site like that really lends itself well to a social network because who doesn’t love food, and people can join up, create groups around different kinds of foods, barbeque food, Chinese food, share their recipes and share their techniques, things like that. So that site I launched about a year and a half ago actually on BuddyPress and just going through right now with them upgrading them through the whole 3.0 process and the new BuddyPress versions. But she’s done extremely well over there with her social network and making it work for her.

丽莎：也许我最近做的一个最好的例子就是在nourishnetwork.com上。 这是一个美食网站，所以所有内容都与分享食谱，分享不同的厨房技巧和类似的想法有关。 因此，像这样的网站确实很适合社交网络，因为谁不喜欢食物，人们就可以加入社区，围绕不同种类的食物，烧烤食物，中国菜创建小组，分享他们的食谱并分享他们的技术，事物像那样。 因此，大约一年半以前，我实际上是在BuddyPress上启动的那个站点，现在就通过它们，通过整个3.0流程和新的BuddyPress版本对其进行升级。 但是她在那里的社交网络做得非常好，并使其为她服务。

Stephan: Was there another question? I thought I saw a hand. In the back, yeah, we’ll take this one, the last one.

史蒂芬：还有其他问题吗？ 我以为我看见了一只手。 是的，在背面，我们将拿最后一个。

Audience Member: (Inaudible). One thing that I’m really kind of concerned about is scalability for both WordPress MU and BuddyPress. (Inaudible) but more specifically I was wondering about BuddyPress for Dummies and how scalable and stable is it?

观众：(听不清)。 我真正关心的一件事是WordPress MU和BuddyPress的可伸缩性。 (听不清)，但更具体地说，我想知道BuddyPress for Dummies，它的可扩展性和稳定性如何？

Brad: So the question is how scalable is the BuddyPress platform?

布拉德：那么问题是BuddyPress平台的可扩展性如何？

Lisa: Your mileage is going to vary on that depending on the requirements and the size of your community really. I mean if you’ve got sites like Mashable, for instance, or the New York Times using multi-site and BuddyPress, obviously their communities are going to be a lot larger and used a lot more than maybe a smaller site is going to be used. I can’t — I don’t really have much comment on scalability because I haven’t run into any problems with it, perhaps, I don’t know, Aaron, do you have any –?

丽莎：根据您的要求和社区的规模，您的里程将有所不同。 我的意思是，例如，如果您拥有像Mashable这样的网站，或者使用多站点和BuddyPress的《纽约时报》，显然他们的社区将会更大，并且使用的站点会比较小的站点更多。用过的。 我不能-我对可伸缩性没有太多评论，因为我没有遇到任何问题，也许，我不知道，亚伦，你有吗-？

Patrick: Your time’s up Aaron (laughs).

帕特里克：你的时间到了亚伦(笑)。

Aaron: It does have the same limitations that WordPress does and that is if PHP isn’t optimized you’re gonna have problems, if your server isn’t optimized you’re gonna have problems, your MySQL’s not optimized you’re gonna have problems (inaudible).

Aaron：它确实具有与WordPress相同的局限性，也就是说，如果未对PHP进行优化，则会遇到问题；如果未对服务器进行优化，则会遇到问题；而对MySQL进行优化时，就会遇到问题。问题(听不清)。

Lisa: So basically the server environment is going to make a difference, a big difference.

丽莎：所以基本上，服务器环境将有所作为，有很大的不同。

Audience Member: (Inaudible). What’s the ideal server environment as far as like –?

观众：(听不清)。 到目前为止，理想的服务器环境是什么？

Lisa: Go Daddy (laughs).

丽莎：去爸爸(笑)。

Brad: Is there a host sponsor? (laughs)

布拉德：有主持人吗？ (笑)

Lisa: Yeah, do we have a hosting sponsor? I can’t request a host over another, you know, you have to have a good amount of disk space, bandwidth, I usually recommend a dedicated server environment for a site that’s really going to be using a lot of the multi-site and BuddyPress features just simply because of the transfer and disk space. When you get a large community that are doing things like sharing photos, sharing videos, lots of traffic back and forth with your people communicating, building forums, things like that I would generally recommend going through our dedicated or virtual BPS type environment.

丽莎：是的，我们有主持人吗？ 我不能要求一个主机在另一个主机上，要知道，您必须有大量的磁盘空间和带宽，通常我会为一个站点专门使用专用的服务器环境，而该站点实际上将要使用很多多站点和BuddyPress的功能仅仅是因为传输和磁盘空间。 当您遇到一个大型社区，该社区正在执行诸如共享照片，共享视频，与您的人员进行来回交流，建立论坛之类的大量流量时，通常建议通过我们专用的或虚拟的BPS类型环境。

Audience Member: What about the (inaudible)? How stable is the database for users?

观众：那(听不清)呢？ 用户数据库的稳定性如何？

Lisa: There is a plug-in for that. Isn’t that an answer?

丽莎：有一个插件。 那不是答案吗？

Stephan: The question is how stable is the users, right, in the database?

斯蒂芬：问题是用户在数据库中的稳定性如何？

Lisa: How stable is the users in the database?

丽莎：数据库中用户的稳定性如何？

Stephan: How stable is the user database, yeah.

史蒂芬：用户数据库的稳定性如何。

Lisa: It’s stable, I mean it does tend to get rather large, and if your community does get large you can scale that across multiple databases to try and help control that issue for you a little bit, but I would say if you’re getting a large community like that definitely scale it across several different databases for more stability.

丽莎：它很稳定，我的意思是它确实会变得相当大，如果您的社区确实很大，则可以跨多个数据库扩展它，以尝试并帮助您稍微控制一下该问题，但是我要说的是，像这样的大型社区肯定会在多个不同的数据库之间进行扩展，以提高稳定性。

Patrick: Thanks Lisa.

帕特里克：谢谢丽莎。

Lisa: Sure.

丽莎：当然。

Patrick: Where can we find you online?

帕特里克：我们在哪里可以找到您？

Lisa: You can find me at lisasabinwilson.com, and my Twitter is @lisasabinwilson, so pretty easy to find.

丽莎：您可以在lisasabinwilson.com上找到我，而我的Twitter是@lisasabinwilson ，非常容易找到。

Patrick: Thank you.

帕特里克：谢谢。

Lisa: Sure. Thank you.

丽莎：当然。 谢谢。

Stephan: Thanks for coming.

斯蒂芬：谢谢你的光临。

Patrick: Our next guest is closing out the three author section, Brandon Eley. Brandon is the author of Online Marketing Inside Out co-authored with Shane Tilley. He’s also the interactive director at Kelsey Advertising & Design, and the owner of ecommerce retailer 2bigfeet.com. Brandon welcome to the show.

帕特里克(Patrick)：我们的下一位客人要结束三个作者部分，即Brandon Eley 。 Brandon是Shane Tilley合着的《 Online Inside Inside Out》的作者。 他还是Kelsey Advertising＆Design的互动总监，也是电子商务零售商2bigfeet.com的所有者。 布兰登欢迎莅临演出。

Brandon: Hello.

布兰登：您好。

Patrick: Straight forward. So, 2 Big Feet is an ecommerce retail site focused on selling large sized shoes, men’s shoes. Running 2 Big Feet obviously you have a niche market that you’re trying to reach, and that’s people with large feet. So, you know, not to make fun of that in any way, so please don’t laugh, but how do you —

帕特里克：直截了当。 因此，“ 2 Big Feet”是一家电子商务零售网站，专注于销售大码鞋，男鞋。 运行2个大脚显然，您有一个特定的市场，而您想要的就是那只脚大的人。 因此，您知道，不要以任何方式取笑，所以请不要笑，但是您如何—

Brandon: You know what they say. (laughter)

布兰登：你知道他们怎么说。 (笑声)

Patrick: You wear big shoes.

帕特里克：你穿大鞋子。

Brandon: Yeah, we have really big shoes.

布兰登：是的，我们的鞋子真大。

Patrick: And they have money to spend at 2bigfeet.com. So how do you market to a niche group like that, and what have you found to be the most successful in your marketing efforts?

帕特里克：而且他们有钱可以在2bigfeet.com上消费。 那么，您如何向像这样的小众市场进行营销，您发现在营销工作中最成功的是什么？

Brandon: Billboards. No, I’m kidding. We actually did try a lot of offline marketing and none of it worked. I mean obviously if you have a really niche audience that you need to find I mean the only way to get to them is online. And so the more niche you are the easier it is to target those. For instance, we thought about what somebody would do if they went their local shoe store and they couldn’t find a shoe; if you walk in your local shoe store and have a size 18 foot chances are, one, they’re going to laugh at you, and two, they’re not going to have anything in your size. If you’re a 14 or 15 you might find one pair of tennis shoes, but try finding a pair of flip flops or, you know, a pair of dress shoes to wear to church on Sunday and there’s just nothing out there. But we thought these people are going to go to the Internet and search for what they — I wear a size 18 shoe or I need large size shoes. So we do a primarily search engine marketing and we use pay-per-click and regular SEO for our site, and we find a lot of people that find us that way because they get frustrated going to local places. In other niches you might target a community that, you know, focuses on the type of people that you’re looking for. You kind of have to think about what the people you’re targeting, what your niche, what those people are doing and what they’re looking for.

布兰登：广告牌。 不，我在开玩笑。 实际上，我们确实尝试了很多离线营销，但都没有成功。 我的意思是，显然，如果您需要找到真正的小众受众，则意味着与他们互动的唯一途径是在线。 因此，您越利基，就越容易针对这些目标。 例如，我们考虑了如果有人去当地的鞋店而找不到鞋，该怎么办？ 如果您走到当地的鞋店，尺码为18英尺，一是他们会嘲笑您，二是他们不会有您尺码的东西。 如果您是14或15岁，您可能会发现一双网球鞋，但是尝试寻找一双拖鞋或周日穿上教堂的一双正装鞋，那里什么也没有。 但是我们认为这些人会去上网搜索他们的东西-我穿的是18号鞋，或者我需要大号鞋。 因此，我们主要进行搜索引擎营销，并为网站使用按点击数付费和常规SEO，我们发现很多人这样找到我们是因为他们沮丧地前往本地。 在其他细分市场中，您可能会针对某个社区，该社区专注于您所寻找的人员类型。 您需要考虑的对象是什么人，您的利基市场，这些人在做什么以及他们在寻找什么。

Patrick: You know with how Facebook allows you to target your ads at people and their interests are you salivating for the day when people enter their shoe size on Facebook?

帕特里克(Patrick)：您知道Facebook如何使您可以将广告定位于人群，而当人们在Facebook上输入鞋码的那一天，您是否垂涎？

Brandon: Yes. No, but that brings up our —

布兰登：是的。 不，但是这带来了我们的-

Patrick: (Inaudible), pay attention.

帕特里克：(听不清)，注意。

Brandon: That brings up a really good point because one of our designers does wedding invitations and those kinds of things on the site. And it’s kind of a niche market because she’s very localized, she can’t sit down and meet with people to design an invitation for people all over, but the only way you can really market that business years ago was to do print advertising or take out some kind of ad with the newspaper. And what she’s found and what we recommended that she do is take out a Facebook ad where she can market herself very tight demographic location based marketing, she can target people who change their status to recently engaged, she can market to only women because you know men, like we care about wedding invitations. So that’s a really good point that you can market on Facebook to certain types of audiences and very, very specifically target it to the people who want to see those ads and the timing is right.

布兰登：这提出了一个很好的观点，因为我们的一位设计师在网站上做结婚请柬和类似的事情。 这是一个利基市场，因为她非常本地化，不能坐下来与其他人见面，以向所有人群设计邀请函，但真正可以推销该公司几年前业务的唯一方法是做平面广告或在报纸上发布一些广告。 她的发现以及我们建议她做的是拿出一个Facebook广告，在该广告中，她可以根据人口统计特点非常严格地进行市场营销，可以定位将自己的身份更改为最近从事工作的人，并且可以仅面向女性进行营销，因为您知道男人，就像我们关心结婚请柬一样。 因此，这是一个非常不错的一点，您可以在Facebook上针对特定类型的受众群体进行营销，并且非常明确地将其定位于想要查看这些广告的人群，并且时机正确。

Patrick: So Brandon wrote the book Online Marketing Inside Out, and we’re going to give a copy away to — don’t raise your hand until I say the question — to the first person who can ask a question about online marketing. And who are we going to give it to between — I’m going to go to you because you waited until after I asked the question, sorry, go ahead.

帕特里克(Patrick)：因此，布兰登(Brandon)撰写了《在线营销由内而外》一书，我们将把该书赠送给第一位提出在线营销问题的人，直到我提出问题为止。 我们之间该给谁呢？我要去找您，因为您等到我问了问题之后，对不起，继续。

Audience Member: If you were going to do one thing or make one recommendation, the first thing that everyone should do online as far as marketing, what would it be?

受众成员：如果您要做一件事或提出一个建议，那么就行销而言，每个人都应该在网上做的第一件事是什么？

Brandon: What do you sell? What do you do? (laughter).

布兰登：你卖什么？ 你是做什么？ (笑声)。

Patrick: The answer is it depends.

帕特里克：答案是取决于。

Brandon: It always depends. I mean you want a site that’s naturally organically search engine optimized, and I mean that takes so long that’s probably the first thing I would do is make sure I had done the keyword research, and I had built the — you know, WordPress is great because it’s so well optimized, but get the WordPress SEO plug-in and make sure you optimize all your post titles and that kind of thing, because going back after you’ve got a thousand posts or a hundred posts or three hundred posts is kind of impossible. And once you start that it takes a really long time to start building up that traffic. That’s actually about 65 or 70 percent of our sales in our ecommerce business, and a lot of our clients over time it builds up from 10 to 20 percent initially to be 70/80 percent of their overall traffic in the long term. So definitely start with the SEO.

布兰登：总是取决于。 我的意思是，您想要一个自然地对搜索引擎进行自然优化的网站，我的意思是花了这么长时间，这可能是我要做的第一件事，就是要确保我已经完成了关键字研究，并且我建立了－ WordPress很棒因为它已经过很好的优化，但是可以使用WordPress SEO插件，并确保您优化了所有帖子标题和类似的东西，因为在获得一千个帖子，一百个帖子或三百个帖子之后再回头不可能的。 一旦开始，建立流量就需要很长时间。 实际上，这大约占我们电子商务业务销售额的65％或70％，随着时间的流逝，许多客户最初从10％增长到20％，从长远来看将占他们总体流量的70/80％。 所以绝对从SEO开始。

Patrick: So this is a question I’m curious about just balancing entrepreneurial lifestyle in general, let’s say, I know we probably have a bunch of entrepreneurs in this room; raise your hand if you’re an entrepreneur. Yeah, that’s a lot of people, like 60 percent of the room raised their hand, and that doesn’t include the people that are looking at their laptops and wouldn’t have heard what I said. (laughs).

帕特里克(Patrick)：因此，这是我很好奇的一个问题，我只是想平衡企业家的生活方式，比如说，我知道我们这个房间里可能有很多企业家。 如果您是企业家，请举手。 是的，很多人，例如60％的房间举起了手，而这还不包括正在看笔记本电脑并且不会听我说的人。 (笑)。

Stephan: So you have a day job, full time job at an agency, you have your own company, and you speak at events like this, you wrote a book, etcetera. How do you find balance also having a family and all these things pulling at your time? How do you find balance to get all those things done well and right?

史蒂芬(Stephan)：因此，您有一份临时工作，在一家代理机构中的全职工作，有自己的公司，并且在诸如此类的活动上讲话，写书等等。 您如何在家庭中保持平衡，并在您的生活中找到所有这些东西呢？ 您如何找到平衡点，以便正确地完成所有这些工作？

Brandon: You just don’t sleep. That pretty much covers it.

布兰登：你就是不睡觉。 这几乎涵盖了它。

Patrick: Is that because you’re out late or is that because you’re working?

帕特里克：是因为您迟到还是因为工作？

Brandon: Well, that’s the networking part of it. You have to actually meet people to get these speaking gigs and stuff. No, I mean it is, it’s a hard balance and fortunately my wife runs our business full time so I get to do all the marketing and fun stuff, and unfortunately she gets to do all the packing of orders and managing the employees and, you know, I guess it’s not really fair but it works. But you have to be real careful and optimize your time, try to prioritize and not get caught up doing stuff that doesn’t matter.

布兰登：嗯，这就是其中的网络部分。 您必须与人见面才能获得这些演讲和其他东西。 不，我的意思是，这是一个艰难的平衡，所幸我的妻子全职经营我们的业务，所以我可以做所有的营销和有趣的事情，但是不幸的是，她可以做所有的订单包装和员工管理，您知道，我猜这不是很公平，但是可以。 但是您必须非常小心并优化时间，尝试确定优先级，不要被无关紧要的事情困扰。

Brad: We actually have a question from the UStream chat room, and they’d like to know what’s better for advertising web design services, Facebook or Google?

布拉德：实际上，我们在UStream聊天室提出了一个问题，他们想知道什么对广告网页设计服务，Facebook或Google更好？

Brandon: Well, I would probably say neither. If I was to try to advertise web design services right now I would really start trying to build a personal network. So maybe Facebook would be good, but I wouldn’t want to market to those people but rather build a page on Facebook and start inviting people and communicating with them and maybe start educating them. I’d really start a blog to be honest.

布兰登：好吧，我可能不会说。 如果我现在想做广告网页设计服务，我真的会开始尝试建立个人网络。 因此，也许Facebook会很好，但我不想向这些人推销产品，而是在Facebook上建立一个页面，开始邀请人们并与他们交流，并可能开始教育他们。 老实说，我真的会开一个博客。

Brad: I like the sound of that.

布拉德：我喜欢这样的声音。

Patrick: A WordPress powered blog.

帕特里克： WordPress驱动的博客。

Brandon: Google is so expensive now for so many of the — Google’s so expensive with the pay-per-click for so many of the really big industries like web posting, web design, that it’s very difficult to be cost effective and actually get any value out of it.

布兰登： Google对于许多行业来说是如此昂贵-Google对于许多真正的大型行业(例如网络发布，网页设计)的每次点击付费都非常昂贵，以至于很难实现成本效益并实际上获得任何从中获得价值。

Patrick: So, just like with Aaron Brazell, again, the four of us up here are current or former SitePoint Forum staff members, so I want to basically pose the same question to you. I know between the five of us we have four books in print, and how do you view SitePoint as a part of your development in helping you to reach this point?

帕特里克(Patrick)：因此，就像和亚伦·布拉泽尔(Aaron Brazell)一样，我们中的四个人都是SitePoint论坛的现任或前任，所以我想向您提出相同的问题。 我知道我们五本书中有四本书正在印刷中，您如何将SitePoint视为开发中帮助您达到这一点的一部分？

Brandon: Well, it definitely helped. I was advisor there for eight years; I’ve been there for about ten years overall, and it definitely helped getting the book deal with SitePoint considering that I had been a member so long and contributed. I also write the SitePoint Tribune Newsletter that goes out to about 200,000 people a week. I co-author it with Miles Burke who also is a SitePoint author and wrote a book. But I mean it’s opened up endless doors to writing, speaking, consulting, anything.

布兰登：嗯，肯定有帮助。 我在那里担任顾问八年； 总体而言，我已经呆了十年，考虑到我已经成为会员并为此做出了贡献，这无疑有助于与SitePoint达成交易。 我还写了SitePoint论坛新闻通讯，每周向200,000人发布。 我与SitePoint的作者Miles Burke共同撰写并撰写了书。 但是我的意思是，它为写作，演讲，咨询等任何事物打开了无尽的大门。

Patrick: Everything.

帕特里克：一切。

Brandon: Yeah.

布兰登：是的。

Patrick: Great Brandon. Where can we find you online?

帕特里克：伟大的布兰登。 我们在哪里可以在线找到您？

Brandon: My website’s brandoneley.com, the book’s website is onlinemarketinginsideout.com, and I’m @beley, B-E-L-E-Y, on Twitter.

布兰登：我的网站是brandoneley.com，这本书的网站是onlinemarketinginsideout.com，我是Twitter上的@ beley，BELEY。

Patrick: Thanks Brandon.

帕特里克：谢谢布兰登。

Stephan: Thanks a lot.

斯蒂芬：非常感谢。

Brad: Thank You.

布拉德：谢谢。

Brandon: Thank you.

布兰登：谢谢。

Patrick: Well, it was great to have them on. And now let’s go around the table and close out this episode of the SitePoint podcast.

帕特里克(Patrick)：好的，很高兴能参加。 现在，我们围着桌子转悠，结束本期SitePoint播客。

Brad: Brad Williams from webdevstudios.com and you can find me on Twitter: @williamsba.

布拉德：来自webdevstudios.com的布拉德 ·威廉姆斯，您可以在Twitter： @williamsba上找到我。

Stephan: I’m Stephan Seagraves; you can find me on Twitter: @ssegraves, and my blog’s badice.com.

斯蒂芬：我是斯蒂芬·希格雷夫斯(Stephan Seagraves)； 您可以在Twitter： @ssegraves和我的博客的badice.com上找到我。

Patrick: And I am Patrick O’Keefe of the iFroggy Network, and I’m on Twitter @ifroggy. You can follow our usual co-host Kevin Yank @sentience and SitePoint @sitepointdotcom, that’s SitePoint d-o-t c-o-m. You can also visit us at sitepoint.com/podcast to leave comments on this show and to subscribe to receive every show automatically. Email podcast@sitepoint.com with your questions for us, we’d love to read them out on the show and give you our advice.

帕特里克(Patrick)：我是iFroggy Network的帕特里克·奥基夫(Patrick O'Keefe)，我在Twitter @ifroggy上 。 您可以关注我们通常的共同主持人Kevin Yank @sentience和SitePoint @sitepointdotcom ，这就是SitePoint点com。 您也可以在sitepoint.com/podcast上访问我们，以在此节目中发表评论并订阅以自动接收每个节目。 给我们发送您的问题的电子邮件至podcast@sitepoint.com，我们很乐意在节目中朗读它们并为您提供建议。

This episode of the SitePoint podcast was produced by Karn Broad.

SitePoint播客的这一集由Karn Broad制作。

Thank you for listening and we’ll see you next time.

感谢您的收听，我们下次再见。

Theme music by Mike Mella.

Mike Mella的主题音乐。

Thanks for listening! Feel free to let us know how we’re doing, or to continue the discussion, using the comments field below.

谢谢收听！ 欢迎使用下面的评论字段让我们知道我们的状况，或者继续讨论。

翻译自: https://www.sitepoint.com/podcast-68-wordpress-marketing/