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Case Studies in Social Commerce: Waste Management's Greenopolis &

11:00 AM - 12:00 PM
309 Microsoft

Presented by

Rohit Anabheri (drupal_841)
Leveraging Drupal for your businessLeveraging Drupal for your business
Use Drupal to power your business: Hear case studies and learn about adapting to open-source technology.

This session will unveil how the Waste Management (WM) Information Technology organization adopted Drupal as a key technology for web site development. Waste Management, a fortune 200 company, is the U.S., Canada and Puerto Rico leading provider of comprehensive waste and environmental services, collecting approximately 66 million tons of solid waste annually from nearly 20 million residential, municipal, commercial and industrial customers. is a digital platform for uniting people’s offline recycling activities with online information and rewards, creating a green community that develops online relations between everyday people, communities, organizations, schools and businesses. As an environmentally focused social networking site, Greenopolis was created to engage users on green issues so that they might learn, explore and participate in an open dialogue about the present and future of our environment. Think Green Rewards is part of Waste Management’s publicly stated commitment to triple the amount of recyclable materials collected throughout North America by 2020.

The WM IT organization has gradually overcome fear, uncertainty and doubt, and has come to embrace Drupal starting with its Greenopolis and Think Green Rewards sites. It has since reorganized and realigned support systems accordingly to leverage the power of this technology in response to challenging business opportunities in even other areas. This case study will focus on how Drupal enabled the realization of two main initiatives at Waste Management: Recycling ( and Rewarding (

The learning objectives, the skills and knowledge the attendee can expect to gain from our presentation.

Learning Objective 1:
Open Source is Flexible: has recently undergone a major redesign, which included an upgrade to Drupal 6.0. As an environmentally focused site, Greenopolis’s main new theme is to "Track Waste to Resources". The purpose of the redesign was to align the site to the new theme and to position as the digital platform for uniting people’s offline recycling activities with online information and rewards. We will discuss how open source made this easier, which Drupal modules were leveraged to accomplish this effort.

Learning Objective 2:
Open Source is Popular: This case study will give you an insight on how it helped satisfy it's core business goals of recycling and rewarding it's users and unique way to use Drupal. Time to market for both initiatives was extremely aggressive and this session will highlight the role Drupal played in empowering the IT team with the right tool to succeed - making Drupal an hero! We will also touch on how to sell open source to the enterprise-level business owners and mitigate red tape challenges.

Learning Objective 3:
Open Source is Powerful: is an online "Point Bank" that enables users to manage and redeem rewards earned from their recycling and sustainable efforts. The application is a robust, scalable and integrated system which Waste Management can leverage with other reward programs! This will focus on the way Drupal helped Waste Management to scale upwards and integrate different initiatives on a single platform to help communities to meet long-term sustainability and recycling goals by offering residents an extra incentive to recycle.

Co-Presented by Tyler Walters

Presenters: Jeff Fulton (Mattel - Manager Business Analysis) & Andrew Brown (Work @ Play, VP Business Development)

In this case study, Mattel will present on their decision to use Drupal and how Drupal's flexible and powerful delivery platform help support the site's 6 million monthly visitors. With Drupal, Mattel was able to branch into digital product areas and turn the site into a destination for kids, parents, and collectors to discover Mattel products, enjoy Mattel games and videos, and provide a unique shopping experience at their store, Also presenting will be Work @ Play, Mattel's chosen partner to design, develop and deploy their site using Drupal.

Mattel, Inc., is the worldwide leader in the design, manufacture and marketing of toys and family products. The Mattel family is comprised of such best-selling brands as Barbie®, the most popular fashion doll ever introduced, Hot Wheels®, Matchbox®, American Girl®, Radica® and Tyco R/C®, as well as Fisher-Price® brands, including Little People®, Power Wheels® and a wide array of entertainment-inspired toy lines. In 2010, Mattel was named as one of FORTUNE Magazine's "100 Best Companies to Work For" for the third year in a row, and was ranked among Corporate Responsibility Magazine's "100 Best Corporate Citizens." Mattel also is recognized among the "World's Most Ethical Companies." With headquarters in El Segundo, Calif., Mattel employs approximately 27,000 people in 43 countries and territories and sells products in more than 150 nations. Mattel's vision is to be the world's premier toy brands-today and tomorrow.

Experience: Beginner
Industry: Toys, Games, Entertainment, and more

Experience: Beginner
Industry: entertainment, marketing

How much time (time X people) did it take to do the Greenopolis upgrade from D5 to D6 plus the facelift?

It was a rough three month effort with a whole lot of priliminary work and planning :)