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Why a CMS needs business adaptation: Case study by Boehringer Ingelheim
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Why a CMS needs business adaptation: Case study by Boehringer Ingelheim

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  • 1. CQ5- Our new Content Management System Why a system needs business adaptation - how to make the “car” run
  • 2. About Boehringer Ingelheim Pharmaceutical company, family-owned 138 companies worldwide 41,300 employees Main business areas: • Human Pharmaceuticals Prescription Medicine (PM) Consumer Health Care (CHC) • Animal Health • Industrial Customer Business 10/20/09 Manuela Pastore, Boehringer Ingelheim, Online Communications 2
  • 3. Long Term Goal NetVision Enterprise Content Management (ECM) NetVision: global project to harmonize Boehringer Ingelheim’s online world (business and technical). New CMS as part and technical basis of NetVision. The ECM project shall provide the basis for all content of: External websites ... COM DE CN NL •  Websites Operation Processing Units (OPU) JP Prescription Medicine FI COM AR FR ... DE •  Product / Brand Websites BR UK US CN NL COM ... DE Consumer JP Heath FI Internal websites CN NL Care JP Animal FI AR FR Health Intranets > Portal AR FR BR UK US BR US UK 10/20/09 Manuela Pastore, Boehringer Ingelheim, Online Communications 3
  • 4. A nice car in a garage is not enough Do not only set up a new system, … but “make it run”. Manuela Pastore, Boehringer Ingelheim, Online Communications
  • 5. CMS: Set up and roll out need guidance and communication Business Guidance and Communication – why? I. For set up: Business requirements management and stakeholder involvement -  RFP, POC, negotiation -  How should content modules/templates look like? Editing structure & features, roles, tagging system, Digital Asset management … 2. And after implementation: Business users need to accept and to know … -  What is the intention of the content model/modules? How does the system work (editing, publishing, DAM)? How to map existing websites to new content model? -  The best system does not guarantee automatically good websites. Content training, accessibility, monitoring, SEO … Offer more and show benefits! Teaching the system is a necessity but… Mainly it’s about explaining the ideas and concepts behind the content model and the websites components! 10/20/09 Manuela Pastore, Boehringer Ingelheim, Online Communications 5
  • 6. Step by step releases Handling a challenging project Various possible stakeholders and culture... Various different ways to structure content... Differing legal situation in different countries... ...lead to a vast range of business requirements. Project decision: “Think big – Start small – Grow big” 1.  Get overall picture – where do we want to be in 1,5 years with Internet/ Intranet/portal 2.  1st step: Implementation Internet/country websites following a release approach 3.  Template and module based approach. Defined pilots. Other country websites follow content model and feature set for pilots. 10/20/09 Manuela Pastore, Boehringer Ingelheim, Online Communications 6
  • 7. Templates and content modules What does this mean? I. Select templates/ page types II. Build content/ Combine modules as needed Separate content and design Manuela Pastore, Boehringer Ingelheim, Online Communications 7
  • 8. Accessibility and monitoring are technical and business tasks! Accessibility: Fixed as far as possible technically or by design   (Synchronized) text alternatives for all non-text content, keyboard interface   Keywords and description for each page mandatory   Readable formats/sizes Business task: Offer accessible, for online use optimised valuable content! Support users in navigating, finding content, make text content readable and understandable Monitoring: Deletion/archiving of old, not updated websites -  The content’s update frequency is monitored -  Just content which has not been updated/edited for the last 18 month is deleted/archived after notification -  The deletion and archiving process starts automatically if no update is done October 20, Business task: Deliver editor training how monitoring issues should be 2009 Manuela Pastore, Boehringer Ingelheim, Online Communications 8 handled!
  • 9. Monitoring of regular updates – When and how is the content deleted within CQ5? Deletion and archiving of old, not updated websites after xxx months/ years Content is updated by:   Any changes on the regarding page (e.g. text modification or new images) Workflows for deletion and archiving introduced which guarantee that:   The content’s update frequency is monitored   Just content which has not been updated/edited for the last 18 month is deleted/archived   The editor is informed before the deletion and archiving process starts   The editor is able to avoid archiving/deleting by updating the content   The deletion and archiving process starts automatically But a technical solution is only a technical solution: Deliver editor training how monitoring issues should be handled! October 20, 2009 Manuela Pastore, Boehringer Ingelheim, Online Communications 9
  • 10. Digital Asset Management (DAM) How can it support the online business? The Digital Asset Management (DAM) provides an easy and comfortable way to manage multiple digital assets used on Boehringer websites.   Asset upload and editing (e.g. image cropping)   Each Boehringer website manages its own assets   Global assets from Corporate Communications are available for all websites   Metadata are defined once and usable on several areas of the website   Assets can be marked as copyrighted and a corresponding notice appears when the asset is downloaded by the users   Set of unified standard tags to be complemented by local/language October 20, 2009 Manuela Pastore, Boehringer Ingelheim, Online Communications 10
  • 11. Templates and Modules Functional Specification Define templates, modules, components and atoms based on business requirements Manuela Pastore, Boehringer Ingelheim, Online Communications
  • 12. Training material for “power” editors Workshop for power editors Online module biblioteca Start directly – based on Dummy website Manuela Pastore, Boehringer Ingelheim, Online Communications
  • 13. Training material for “higher level editors” Picture Book Content Guidelines 0. Contact 1. Introduction 2. Reading on the web is different 3. General guidelines 4. Standardised page structure 4.1. Abstract 4.2. First paragraph 4.3. Additional paragraph(s) 4.4. Concluding paragraph Handouts, use online + offline channels Manuela Pastore, Boehringer Ingelheim, Online Communications
  • 14. Training material for basic editors Create Basic e-learning for all editors worldwide : e.g. What is a CMS, how to get access, Icon explanation; How to edit, activate/ de-activate/ delete a page; Change a word/image & add paragraph … Offer editor material for non-technical usage, e.g. DAM tagging Manuela Pastore, Boehringer Ingelheim, Online Communications
  • 15. CQ5- Our new Content Management System How to make the “car” run - lessons learned during business adaptation
  • 16. Project situation at start of implementation Task: Selection of a new Content Management System (CMS) product finished, planning implementation of CMS Challenges: Who is first? •  Over 150 user requirements from different stakeholders •  User requirements for portal, non-portal integrated, internal and external websites •  Multiple, conflicting timelines Conclusion: Implementation starts with external, non-portal integrated websites •  Most pressing timeline •  Limited number of requirements •  Limited number of stakeholders •  Early deliverables feasible Thomas Giersberg – IS project lead 16
  • 17. Lessons learned – XML and XSLT approach Strict separation of layout and content via XML and XSLT, application logic in its own layer (Spring framework). Data model (XML) is stored inside the CMS, Rendering is done via XSLT. •  WCMS produces only XML (Data model) •  Maximum reusability of components •  XSLT (View) is editable content •  XML from multiple sources (e.g. Search and CMS) may be combined and rendered as one page •  Non-content centric application logic (e.g. login via 3rd party service) runs in its own layer Thomas Giersberg – IS project lead 17
  • 18. Lessons learned – Enterprise Search Enterprise Search approach (using FAST) is business relevant for a research driven pharmaceutical company like Boehringer Ingelheim. •  Underestimated Enterprise search approach implementation efforts •  Multiple new technologies (CQ5, FAST, XML and XSLT) implemented in parallel •  Feeding to multiple locations •  Clustering of FAST2JCR adapter •  Where to put features (e.g. paging – View [XSLT], application logic [Search Result Servlet] or FAST)? •  FAST XML machine2machine communication – never meant to be rendered as HTML search result page via XSLT Thomas Giersberg – IS project lead 18
  • 19. Lessons learned – Worldwide usage and availability As a worldwide operating company Boehringer Ingelheim delivers CMS products and services to all Business units around the globe. •  Latency for edit environment (US and Asia) •  Latency for delivery environment (US and Asia) •  Access for external agencies •  WAN clustering •  Active Directory connection •  Centralized hosting of CMS •  One IT organization Thomas Giersberg – IS project lead 19
  • 20. Lessons learned – Worldwide rollouts Right from the beginning “blueprints” approach was used to enable fast worldwide rollouts. Country websites took the lead in defining components and functionality. •  Centralized client configuration (e.g. language, date/time format, currency, webstatistics parameter, …) •  Generic component creation •  Multiple used content (e.g. Global Assets, Contacts, News, Events) •  Standard website structure •  No html nor iframe component •  Integration of Boehringer Ingelheim’s guidelines and SOPs (e.g. Records Retention – websites are moved to archive if not updated) Thomas Giersberg – IS project lead 20
  • 21. Lessons learned – Product definition Country websites as a product encapsulate different services. •  One price for the product •  Easy localisation •  “Quick start” with translation-ready texts and multimedia elements •  Webstatistics •  Search •  Global news pool •  Content Delivery Network usage •  1st level Support Thomas Giersberg – IS project lead 21
  • 22. Contact in Case of Questions ECM Team Manuela Pastore manuela.pastore@boehringer-ingelheim.com Thomas Giersberg thomas.giersberg@boehringer-ingelheim.com 10/20/09 22
  • 23. Backup – Country website product description • template based (no costs for design, layout) • enrich your website withe the global news pool • site search • Versioning of content • web statistics • human readable urls (SEO friendly) • easy editing • compliant with BI accessibility guidelines • fast, worldwide delivery to consumers (usage of CDN • support of common browsers and operation systems provider) • facilitate agency communication with the service catalogue • easy editing for external agencies • bread crumbing • reliable service • claim, header band, etc rendered in house font • "quick start" - existing text and images; translate and publish that's it • automatic link management • superior support • image maps • RSS Feeds • in-site image manipulation features (cropping, rotation, ...) • Restricted areas • easy event publishing • different login services (e.g. explcit consent, doccheck) • editable disclaimers • easy localisation • urgent communication feature (lightbox or redirection) • low training effort (basic online training available) • automatic sitemap and navigation creation • Multimedia teaser • delyed publication • global Giersberg – IS project lead • easy publishing workflow (no qa step necessary) Thomas multimedia content pool 23
  • 24. Backup – Portal integration Portal enables personalized access to multiple systems. Furthermore it serves as “single point of access” for applications and processes. •  Form based editing vs. Content editing via CQ5 •  Portal2JCR connection vs. Portal2Rendered Output •  Navigation: rendered in portal? Rendered in CQ5? •  Caching: where to cache, how to invalidate? •  URLs: linking between sites? How aware are CQ5 of the portal domain? •  Discussion still ongoing Thomas Giersberg – IS project lead 24
  • 25. Contact in Case of Questions ECM Team Manuela Pastore manuela.pastore@boehringer-ingelheim.com Thomas Giersberg thomas.giersberg@boehringer-ingelheim.com 10/20/09 25