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Webtrends for SharePoint World Tour UK
 

Webtrends for SharePoint World Tour UK

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  • SharePoint PenetrationSharePoint’s been around since 2001 (10 year anniversary this year).The number of SharePoint user seats out there is in the order of 200 million(CAL’s)The number of SharePoint Servers out there is in the order of 200,000A report by Global360.com estimates that 97 percent of organizations will ultimately use SharePoint.SharePoint 2010 financial results: $2billionSharePoint has had 10%+ revenue growth for each of the last four quarters.
  • When we think of our web presence we have to be considerate of a number of elements,LocationDevicesPeople want access to content, but on their terms
  • When thinking about how people are different and how we want access to content on our terms its important to remember the website is at the centre.All these different channels can be put into these three media ringsWhen we consider SharePoint in these types of scenarios or solutions its important to notice that there is no other WCM vendor that understands these different areas better than MS. Phone business, advertising, analytics, etc
  • Images hyperlink to videos on youtube.These are examples of connected devices that can help create a truly immersive experience. As these types of devices become more pervasive it is important to have a Digital Marketing platform that is open and extensible so you can surface content in creative ways.These are also examples of consumer facing products that re being developed by Microsoft.
  • People still want your content, but on their terms
  • Image will link to websiteNice example of a website designed to keep a consistent brand across a number of businesses. Talk about the ease of authoring and how you can predesign templates.
  • Image will link to website.Example of a site that doesn’t look like SharePoint, interactive panels of information
  • Image will link to websiteGreat use of images and video to connect with the target audience and create an immersive experience
  • Great example of the use of social by united airlines
  • Image will link to video - http://www.youtube.com/watch?feature=player_detailpage&v=SigISJeJvys
  • Image will link to - http://lusp.mandogroup.com/
  • 450 SharePoint partners in the UKA wealth of ISV’sA rich and vibrant developer community
  • 47% of those using SharePoint are planning on deploying external facing sites
  • Features are just a part of itWe’re going to get there. You already have usNo one can afford the big sitesTop site features available to more then just top sites Move your companies web experience in the right direction You need a proven platform
  • It doesn’t have to be that way It doesn’t have to stay that way. In fact it can’t for businesses to survive. If retailers don’t deliver, the store is reduced to serving as a showroom for the brand website, rather than a venue for an experience that deepens brand loyalty. We can re-personalize shopping again in order to bring the consumer back in and deliver relevant, immersive experiences.
  • It doesn’t have to be that way It doesn’t have to stay that way. In fact it can’t for businesses to survive. If retailers don’t deliver, the store is reduced to serving as a showroom for the brand website, rather than a venue for an experience that deepens brand loyalty. We can re-personalize shopping again in order to bring the consumer back in and deliver relevant, immersive experiences.
  • Need to combine best of both these screen shots- Remove ebay- Keep two sharepoint icons- Keep youtube, twitter- Use “what do you want to measure?” (not what do you want to track)
  • Webtrends provides very complete and comprehensive reporting for SharePoint, including powerful custom reports.
  • Webtrends provides very complete and comprehensive reporting for SharePoint, including powerful custom reports.
  • Webtrends provides very complete and comprehensive reporting for SharePoint, including powerful custom reports.
  • Webtrends provides very complete and comprehensive reporting for SharePoint, including powerful custom reports.
  • Welcome to everyone.Firstly I wanted to thank everyone for attending today, it is great to see so many people here from both a Marketing and technical background, and also thank you to Web Trends for inviting us to speak.So our brief presentation is titled SharePoint 2010 Websites – we are going to look at the chosen topic from both a end user perspective and also a marketers perspective
  • This will include ‘typical challenges faced with a website’, how SharePoint should be considered as a option and why it should be considered, and of course how BrightStarr can support your digital strategies.
  • Introduce myself and FionaOffices in Godalming, New Jersey & DubaiBrightStarr is unique in what we do and how we do it – interestingly Adrian introduced us as a Digital Agency…..however we also deliver some very technical solutions on the SharePoint platform as well– we take a Hybrid Approach. Therefore we approach projects both as a Digital Agency as well as a Technical Systems Integrator – why – well we do not believe people should be restricted by technology…therefore by putting the USER at the center of each solution we build, allows us to push the boundaries that other partners would not be able to achieve.BrightStarr were the first partner to achieve the prestigious Digital Marketing Competency Award from Microsoft – in recognition to the work we have done with SharePoint - making it relevant to both Marketing and IT teams and building User Friendly solutions that drive marketing messages and actions.Our Site – we are really proud of our site, it was the first commercial (non-microsoft) site that adheres to website best practice (such as SEO, Accessibility & Usability), built on the SharePoint 2010 Platform – Our site really drives home what is achievable with the SP2010 platform, both visually as well as from a usability aspect.We work with some of the largest organisations in the worlds, such as Domestic & General (Insurance), Laing O’Rourke (Construction), Everything Everywhere (Telecoms), Investec (Investment Banking), Oxford University & Cambridge University – we work cross vertical, cross functional teams – be that Marketing or IT.The Microsoft/BrightStarr alliance – Let me show you a little insight to our relationship together.
  • Showcased on the Microsoft.SharePoint website as the leading agency for SharePoint websites and a video to match…..
  • There are Four Really simple Reasons;Infrastructure consolidation – (Kraft) Consolidated 200 web sites, saving over $2MMulti-language deployment – (Volvo)Deployed for 70 markets and 36 languagesPlatform standardization – (Jones LangLaSalle) Standardized their intranet, internet & extranetBrand differ-en-tiation and brand consistency – (Ferrari) Grew unique user traffic by 150% and time spent onthe site by 26%
  • This slide is great – as it just hits home how many MNE’s are moving towards the single WCM mentality – which plays perfectly into the ‘Sweet Spot of SharePoint’
  • 1 – SEO performance – Usability Standards – Is it User Intuative – Business Performance (ROI)?2 – Is it driving revenue? Raising Brand Awareness? Disseminating the Core Message properly?3 – If the above is not clear – then the question arises ‘What is the purpose of your site’? A site with no purpose if like a house built on sand….a waste of money4 – So lets define this in a more strategic way – Who is coming to your site….why….where are they coming from…what do they want? (understand your audience5 – Lets capture the information, benchmark it…share it with the business and adapt to the market needs6 –Always alwaysalways be aware of your competition – you saw earlier the ROI using online channels far exceeds traditional channels….These questions arise within many organisations, irrelevant of your chosen technology or platform – However what we would like to do is start to focus on how SharePoint maybe the right choice for you and how BrightStarr can support you.
  • 80/20 Rule – Out of the Box Just Wont do – Content is King80/20 rule - websites should be about generating revenue, raising product and service awareness, connecting with customers and elevating brands, never about how you can fit a website around SharePoint. Not suggesting you completely disregard the technology, however there should be a healthy balance between delivering a digital experience that meets business objectives. At the requirements stage, think about business requirements and value 80% of the time, and technology 20% of the time. At BrightStarr we focus on business and strategy consulting, rather than technology consulting.  -  Out of the box just wont do - SharePoint can be deployed out of the box in many scenarios - document management, light project management or a basic intranet. But for your public website you will require customisation. Out of the box webparts were originally designed and developed for behind the firewall applications, and generally not optimised for front-end performance and do not give control over look, feel and interaction that is required for public facing websites. SharePoint does provide great core platform services including publishing infrastructure and the core features that an enterprise content management platform required - version control, content approval, page templates, WYSIWYG editors and reusable content.- Content is King - a poor editing and content management experience will lead to low user adoption and lack of new content being published. Its important to consider the content managers requirements as early on as possible and keep them involved throughout the entire project. This will build a sense of ownership from the outset, and typically result in higher user adoption. At BrightStarr, we encorage the content managers to be involved from the outset and request they are included in discovery workshops etc.  
  • - SharePoint 2010 as a public facing application delivery platform - as websites become more focused around providing end users with tools, software and interactivity, SharePoint's out of the box features prove more and more sense (not what we say above?). SharePoint's ability to delivery social features, including user profiles, blogs, wikis, and discussion boards means organisations can quickly build their online community and provide end users with richness that strengthens both customer relationships and their brand.  - Search driven, web experiences - The quicker people can find what they are looking for on a website, the more likely to engage and take an interest one step further. Using search technology that is baked into SharePoint, as well as FAST search, it is possible to provide end users with powerful search based experiences.  - If you are a Microsoft centric organisation - If you already have Microsoft technology embedded, then SharePoint provides a stronger argument for your website. The IT department has a single platform to support and maintain, end users only have one set of authoring tools to get to grips with, and the familiary design and development tools aid a quicker time to manage the site. All equal an overall lower cost of ownership which has a huge economic impact on organisations digital initiatives  - Development heavy business requirements - our online expectations and demands are increasing, meaning more reliance on custom development features and functionality - Development is inevitable. So its important to carry out development in a structured environment using best practice methodology to minimise risk. SharePoint is a very open and flexible platform, and its feature framework means that development can be carried out in a very structured and organised way, minimising project risk and on-going maintenance, virtually eradicating downtime for upgrades.
  • SharePoint as a strategic platform - Increasingly we are looking at converging technologies and how  to reduce the number of applications we need to support our business. So, if you use SharePoint internally and have a SP team that maintains the site – it makes sense to give end users one set of tools to manage your whole estate. Consolodate experiences - With the introduction of SharePoint 2010 (and especially through the ribbon interface), Microsoft is consolodating its user experience across its Office and Web based products. Users only have to learn one set of tools and do not have to dive in and out of different services and applications.  Reducing integration points - SharePoint has a fluid and malleable nature, meaning integration is easier and less costly than other point WCM solutions - you can easily integrate your website with other systems and applications.  Bring totally honest - if you are looking for a solution in isolation then SharePoint is probably not theplatform for you, but if you consider the wider, more holistic picture and take into consideration the points below, SharePoint makes much more sense for WCM:
  • The LOR example is an interesting one, as their main website is already on a SharePoint Platform (as is their intranet) – so the InfoWork magazine is an extention of its current platform. Created by the comm’s team and maintained by it, this is a great example of multi-brand management via the one platform.
  • So the business challenge related to taking a well known and respected print magazine, which previously had been distributed via post and digitalise it. It was costing LOR a significant amount of money to print and distribute month on month and there was also an environmental impact to consider.The solution – working with LOR’s brand agency, BrightStarr developed a web solution based on a SharePoint platform that has empowered the comm’s team to deliver real time information to a much wider subscription base. This has led to an almost 100% reduction in print, a content managed solution that is simple to use and extends the SharePoint infrastructure that already exists within LOR.
  • LOR’s main site – different branding and look and feel….and now…InfoWorks
  • Fresh – cutting edge – accessible- content managed – subscriptions have increased a 100% within 3 months – additional features being added all the time – future proofed.
  • Well…lets have a look
  • A dated website…where it literally looks like a 2 year old has taken some crayons and just gone stir crazy!The Business ChallengeCurrent site – difficult to manage1 Content ManagerSlow – clunky – not accessible – lacks social integrationPoorly designedIs not generating any actions
  • SolutionNow 30 content adminsNew design – Look & FeelAccessible (Section 508)SEO optimisedUsable and SocialThe Benefits – The US Army Reserves expects to see an increase in number of recuits across a range of ethnic backgrounds. Attract younger people to sign up and also interact with people outside of its circle.Now I am going to hand over to Fiona, who will give you an overview of Managing a SharePoint site from a Marketing Managers Point of View
  • SolutionNow 30 content admins – We have trained each business unit to manage their contentNew design – Look & FeelPerformanceAccessible (Section 508 + WCAG 2.0 AA)SEO optimisedUsable and SocialThe Benefits – The US Army Reserves expects to see an increase in number of recuits across a range of ethnic backgrounds. Attract younger people to sign up and also interact with people outside of its circle.Now I am going to hand over to Fiona, who will give you an overview of Managing a SharePoint site from a Marketing Managers Point of View
  • I’m aware that there are a number of marketing professionals here today, so I wanted to summarise the message from a content author and marketing perspective.  At BrightStarr we encourage content authors to be involved in the website from the outset, as they’ll feel a sense of ownership and feel empowered to adopt the platform.  The things that SharePoint does to make my life easier are… ---Authoring made easy --Time to create/edit content- reduces time taken to add/edit content-EXAMPLE - new BS website, 30 mins to create 70 web pages --No direct HTML coding required-don’t have to be technical to manage content-Intuitive user interface makes this simple and familiar with the office ribbon -This means less reliance on web developers-Also means a huge reduction in training costs-EXAMPLE - I recently employed a new marketing assistant, new to SharePoint. Took hours rather than days to train, she was familiar with Office applications. Training can also be done online. --Rich media support-supports rich media formats such as Silverlight - allowing you to embed/stream video content. This is key with the growing importance of digital media content    ---Centralised Content --Centralised SharePoint lists-manage common content areas across the site (content for multiple pages contained in a centralised list, re-use across multiple locations) i.e. contact details, news items -integration with internal systems i.e. Intranet  - i.e. user profiles, contact info, contact forms, event booking – reduces the need for administrative tasks-EXAMPLE – we have integration set up for our contact forms, which save into a SharePoint list and we have a workflow set up to email the relevant sales teams (can also integrate that into CRM) --Language variation -a way to regionalise content -EXAMPLE - BrightStarr UK/US site --Content approval workflow-Ability to have workflows set up for content approval-saving time and immediate resource required-EXAMPLE – it cuts down the time needed for me to approve draft content, allowing me to focus on other areas of the business.  ---Digital Marketing --Social networking integration -(needs some customisation) integrate social networking channels (vital from a digital marketing perspective)  --SEO-aids SEO by making it easy to add new, refreshed content (and URL names, ALT tags etc) – rather than direct into the HTML-EXAMPLE – at BrightStarr we have customised SEO fields in an edit panel on each page -EXAMPLE – This helps optimise the site for natural / organic listings, and means you can reduce spend on paid advertising  --SharePoint Blog -Digital content and thought leadership are SO important to any marketer, SharePoint provides a stable blog platform-providing a channel to communicate with your customers-Aids SEO -Thought leader – important in this day and age  ---Empowered Marketing Team -Excited with the ability to easily edit and manage website content really empowers my marketing team -they have a greater sense of responsibility
  • And most importantly…..and in many cases a fundamental error made my many people is not producing relevant and regular content.CONTENT IS KING…LONG LIVE THE KING.
  • And lets never forget mobile….we are involved with a number of clients who are requesting mobile access and applications. The mobile platform is increasingly important and SharePoint is easy to optimise for mobile sites.
  • We understand that this session is a very brief overview of the ‘art of the possible’ however, BrightStarr offers Digital Marketing workshops to discuss your digital roadmap and how we can strategically develop you marketing plans to focus on one strategic platform. From each session we will provide a mini Digital Marketing strategy report for you to take away and review.In addition,we are in the process of re-launching our website and we would be very happy to come along and demonstrate the process we have followed and the new and unique features that the new site will have.We are breaking new grounds on almost a weekly basis with what is possible with the technology and coupled with our focus on usability and user centricity, we can bring a lot of benefits to your web strategy.So let’s get together and discuss how our deep web experience and our understanding of Customer Xperience Management (CXM) can benefit your organisation and how this is achievable via a single unified platform.We have never been about Technology – Only how people use technology
  • I would like to open up to the floor to questions – however due to time restrictions we may be able to take one or two (I must stress both Fiona and I are non technical, however we can take your questions away and provide a response by the end of the day), please do come and see us at the stand just outside of the room
  • Hi, thanks for having us today. First, a few introductions:
  • Ascentium is a Digital Marketing Agency that delivers digital commerce and marketing solutions that create engaging and interactive brand experiences.  Since 1995 we have delivered over 200 B2C and B2B e-commerce solutions.We are experienced in delivering projects for customers around the world.Vertically focused in Retail, CPG and Manufacturing.Trusted by global brands and thought leaders.
  • What do we do? It’s a mix of marketing, technology, strategy – and today’s business requires all of these things to cater to its customers. But it’s much beyond simple cause and effect pairs. The environment in which we work today is getting more and more complex.
  • For example - People don’t need to ‘go’ to the internet any more – they have it with them all the time.
  • And while they are still, for the most part, using it for the same kinds of things, they are doing so from as broad & diverse a set of contexts as connectivity will allow.For marketers, this might not feel like a new thing – we’ve always tried to be saavy about delivering the right message, at the right time, to the right person. But what is new here is that the message can be (and, we argue, should be) far more aware of the ‘time’ or ‘place’ it is received, and – even more importantly – the person receiving this message is more in control than ever.
  • And as if things could’t get any more interesting, that person could be a VERY DIFFERENT PERSONA depending on what space they are in. In the picture we just looked at, that woman on the bike might have been receptive to that offer had she not been on her bike, or had she just pedaled by the place where the offer was relevant.At the same time, the explosion in offering & appetite for social-powered offerings make’s it a marketer’s nightmare (highly fragmented audience) and delight (once you find out where your targets are, you also know what they are caring about). But even when you find your audience, they might not be receptive to – or, worse – resent your reaching out to them.Why? Because you are a marketer. And when on their mobile phone, your audience wants what they want when they want it. And if that thing is interacting with friends, watch out.
  • So here is the challenge – for dh and, indeed, for all of us out here in the digital space.
  • We’ve got four rules-of-thumb that we work from.
  • Number one and most important of all: it’s about people.And this is important from two perspectives:First, as humans, we are doing what we’ve always been doing – making tools that allow us to satisfy our basic human drives (for love, shelter, food, power, etc.) more easily. This is why we center all of our work on a laser-like focus on the user: who are they? What do they love? What do they need?Second, customer experience is EVERYTHING. It doesn’t matter what your advertising campaign says, or how good your offer is – if the sum of a customer’s experience of you (on their phone, on Facebook, in the mail, on the phone, on your site) isn’t good – well, you’re dead in the water.
  • Context is king. KING. Even if you don’t want to get all hyperlocal, be aware that Facebook might be the WRONG place to give an offer but the RIGHT place to do something else.And this can be a hard thing to suss out, which is why it is also critical to…
  • Contrary to the more traditional way of working, which involves BIG insights and BIG strategies and BIG productions, we’ve found that nimbleness wins. Try stuff. Watch & learn. Try more stuff based on what you learned. If this sounds like a kind of ‘direct marketing’, that’s because it is – the most direct kind that there is.
  • You need a platform that is agile and reliable to support all of those rules.
  • Does such a platform actually exist? Yes! And it is powered by Commerce Server.
  • CommerceLive is a complete customer engagement solution giving business users the ability to easily manage and personalize content, commerce and community across channels. CommerceLive provides merchandizing, marketing and personalization tools that allow marketers and merchandisers to own the online experience and create unique user experiences for customers.
  • CommerceLive is a complete customer engagement solution giving business users the ability to easily manage and personalize content, commerce and community across channels. CommerceLive provides merchandizing, marketing and personalization tools that allow marketers and merchandisers to own the online experience and create unique user experiences for customers.
  • Is anyone in the audience familiar with MS Commerce Server? Chances are it is not on your radar. Even though it is powering more than 1,500 e-commerce sites, it’s really just an engine that requires a “car” to be built around it. Having been built by MS for over a decade, it has become a tool that brings scalability and reliability, but requires a lot of other parts to become a solution. The rumours of its death have been greatly exaggerated!Transition to Ascentium
  • Is anyone in the audience familiar with MS Commerce Server? Chances are it is not on your radar. Even though it is powering more than 1,500 e-commerce sites, it’s really just an engine that requires a “car” to be built around it. Having been built by MS for over a decade, it has become a tool that brings scalability and reliability, but requires a lot of other parts to become a solution. The rumours of its death have been greatly exaggerated!Transition to Ascentium
  • Is anyone in the audience familiar with MS Commerce Server? Chances are it is not on your radar. Even though it is powering more than 1,500 e-commerce sites, it’s really just an engine that requires a “car” to be built around it. Having been built by MS for over a decade, it has become a tool that brings scalability and reliability, but requires a lot of other parts to become a solution. The rumours of its death have been greatly exaggerated!Transition to Ascentium
  • Our goal is to be the commerce platform of choice in the CXM scenarios on the .NET platform.
  • This dashboard was created to show comparative data between the legacy site running for Ingram Micro in Belgium and their new site launch. Obviously data will build up over time.
  • This is John Batelle: John Batelle is the author of a book called “The Search” He says : It all about understanding the INTENT of the user (and by that: More than the actual question) and to match the intent with relevant information. Search should be called Find…Search takes words or content of any kind and understands it, it matches the content with the intent of the user and turns this into a conversation
  • Refer to Best Buy: Click to cash (intent to purchase)Now show our internal Microsoft Web (MSW)
  • Refer to Best Buy: Click to cash (intent to purchase)Now show our internal Microsoft Web (MSW)
  • Contextual Insight = A dramatic increase in search precision!Contextual Insight is about finding the meaningful, contextual relationship between a search term and specific entities (names, places, dates, projects, terms..) within the content as a wholeIt increases the accuracy of search results proving only contextually meaningful resultsIt enables the searchers to ask the WHO-, WHAT-, WHEN-, WHERE- questions towards the content It dramatically simplifies the task of identifying true contextual valuesLooking at sentences and paragraphs vs whole documentsIncreased efficiency – The search engine has “pre-read” the documents
  • Behavioural analysis & targeting – wisdom of crowdBrowsing history – collection of demographics, adverts clicked on, frequently viewed content and sitesLeveraging a site visitor’s segment and demographic profile to provide truly unique online experiences by providing targeted content and branding themes to end users, returning behavioral analytics.Visitors are anonymousOptimization is difficultAds drive traffic, not resultsSilo’ed data and tools….It’s really complex.Adapt website content based on:User HistoryLocationDemographic Data (Age/Gender)CRM Information
  • Features are just a part of itWe’re going to get there. You already have usNo one can afford the big sitesTop site features available to more then just top sites Move your companies web experience in the right direction You need a proven platform
  • Grocery, bank, mobile phone, online shopping and moreSecond largest employer in UK after NHSBased in UK operate in 14 countriesSecond largest retailer by profits in the world50,000 head office staff
  • Working togetherSharing informationChanging the ways we work togetherCollaborateShare experiencesHelp do their jobs betterFeel connected to wider Tesco community
  • Important as these set the bar of user expectationsFacebook being used to share design imagesWordPress for bloggingTwitter for social updatesLinkedIn for professional networking based on expertiseFlickr for photos
  • Explain each ‘traditional way’ what it givesAfter the big XExplain why each wasn’t right for TescoThe old way of thinking about an intranet as an electronic version of the company hierarchy was discardedThe corporate news focused homepage suffered from lack of change and gave the impression of wasted information.SharePoint 2007 had many of the required functions but were commonly used to build the traditional intranetSharePoint 2010 brings even more toys to the party and we can use them to drive the change in intranet designWhy not a traditional intranet?This slide needs to sell the idea of person centricGives ownership and customisation to a userThey get the context they want to work inConnecting peopleBloggingTwo people connecting that read about each others workThe smokers/beer club ideaWhat are you working on? Oh really so and so is working on something like that, why not talk to him