A year in the life of a                                                  Global Build Project© 2012 NACCO Materials Handli...
A year in the                                                                   life of a Global                          ...
NACCO Materials                                                                    Handling Group© 2012 NACCO Materials Ha...
Agenda           • Background           • Snapshots in time                 - Research                 - Design           ...
The position in 2011© 2012 NACCO Materials Handling Group, Inc. All rights reserved.
Objectives           •   Internationalised site           •   Brand / messaging consistency           •   Marketing agilit...
A global project                                                                                         London           ...
Where to start?© 2012 NACCO Materials Handling Group, Inc. All rights reserved.
Research                                QUALITATIVE                          GLOBAL ONLINE SURVEY                         ...
User journeys           Cross-sector:           1. to find out details of a specific product           2. to get an overvi...
Surprise© 2012 NACCO Materials Handling Group, Inc. All rights reserved.
What we thought the competition was© 2012 NACCO Materials Handling Group, Inc. All rights reserved.
The actual competition© 2012 NACCO Materials Handling Group, Inc. All rights reserved.
The actual competition© 2012 NACCO Materials Handling Group, Inc. All rights reserved.
Important point                                                                   Relevant whatever industry you are in:  ...
Ektron© 2012 NACCO Materials Handling Group, Inc. All rights reserved.
Partner Search Criteria           • Ektron Elite or Platinum           • US- or UK-based           • Digital marketing    ...
Synergy 2011© 2012 NACCO Materials Handling Group, Inc. All rights reserved.
© 2012 NACCO Materials Handling Group, Inc. All rights reserved.
Introducing Realise       Edinburgh                                                                 London                ...
Realise Digital           • 100% Digital           • 11 certified Ektron developers           • 1 MVP                     ...
Lloyds Bank Wholesale© 2012 NACCO Materials Handling Group, Inc. All rights reserved.
APEX Hotels© 2012 NACCO Materials Handling Group, Inc. All rights reserved.
The price negotiations were quite ferocious© 2012 NACCO Materials Handling Group, Inc. All rights reserved.
Timeline                       2011                                                     2012                            Au...
Brands© 2012 NACCO Materials Handling Group, Inc. All rights reserved.
Getting the right                          web frameworks                           for the brands© 2012 NACCO Materials H...
What does a typical Ektron user look like?                                      A                            B   C       D...
Word: Bold              Word: Agile© 2012 NACCO Materials Handling Group, Inc. All rights reserved.
Happy New Year                       2011                                                     2012                        ...
Global Hierarchy© 2012 NACCO Materials Handling Group, Inc. All rights reserved.
Wireframes© 2012 NACCO Materials Handling Group, Inc. All rights reserved.
Benefits of wire framing at this stage:                                                                      Quick        ...
The Big Reveal                      The Big Reveal© 2012 NACCO Materials Handling Group, Inc. All rights reserved.
Hyster Home Page - Global© 2012 NACCO Materials Handling Group, Inc. All rights reserved.
Hyster Home Page - Regional© 2012 NACCO Materials Handling Group, Inc. All rights reserved.
Yale Home Page - Global© 2012 NACCO Materials Handling Group, Inc. All rights reserved.
Yale Home Page - Regional© 2012 NACCO Materials Handling Group, Inc. All rights reserved.
Things Heat Up                       2011                                                     2012                        ...
Get technical           • 8.5, upgraded to 8.6 mid-build           • Functional, infrastructure requirement             & ...
Pagebuilder© 2012 NACCO Materials Handling Group, Inc. All rights reserved.
Mega-menu© 2012 NACCO Materials Handling Group, Inc. All rights reserved.
Product Finder© 2012 NACCO Materials Handling Group, Inc. All rights reserved.
Product Finder / Taxonomy© 2012 NACCO Materials Handling Group, Inc. All rights reserved.
Dealer Finder© 2012 NACCO Materials Handling Group, Inc. All rights reserved.
Dealer Finder© 2012 NACCO Materials Handling Group, Inc. All rights reserved.
Regional and language switching© 2012 NACCO Materials Handling Group, Inc. All rights reserved.
Mobile© 2012 NACCO Materials Handling Group, Inc. All rights reserved.
Integration points© 2012 NACCO Materials Handling Group, Inc. All rights reserved.
Agile/ Waterfall© 2012 NACCO Materials Handling Group, Inc. All rights reserved.
Content           • Re-written to reflect brand positioning           • Multiple languages                - Navigation lab...
The Home Stretch                       2011                                                     2012                      ...
Testing, testing, testing© 2012 NACCO Materials Handling Group, Inc. All rights reserved.
Launch planning© 2012 NACCO Materials Handling Group, Inc. All rights reserved.
The big day           • Current goal: Countdown to site launch           • Just over a year from last year’s Synergy      ...
What have            we learned?© 2012 NACCO Materials Handling Group, Inc. All rights reserved.
The highs             • Building a global team             • Brand transformation             • Attention to details      ...
The lows?           • Global design consensus           • Server configuration needs           • Loading sites down the st...
Whats next?           • Go live promotions           • Regional site evolution           • Authoring and approval processe...
Questions?© 2012 NACCO Materials Handling Group, Inc. All rights reserved.
Thank you© 2012 NACCO Materials Handling Group, Inc. All rights reserved.
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A Year in the Life of a Global Build Project

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In late 2011, Ektron implementation partner Realise Digital began the process of design and building the global suite of Hyster and Yale sites on the Ektron platform for NACCO Materials Handling Group. Representatives from NMHG and Realise discuss the project, its challenges and its milestones, and will be sharing what they learned with you.

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A Year in the Life of a Global Build Project

  1. 1. A year in the life of a Global Build Project© 2012 NACCO Materials Handling Group, Inc. All rights reserved.
  2. 2. A year in the life of a Global Build Project Synergy 2012© 2012 NACCO Materials Handling Group, Inc. All rights reserved.
  3. 3. NACCO Materials Handling Group© 2012 NACCO Materials Handling Group, Inc. All rights reserved.
  4. 4. Agenda • Background • Snapshots in time - Research - Design - Programming - Loading • Q&A© 2012 NACCO Materials Handling Group, Inc. All rights reserved.
  5. 5. The position in 2011© 2012 NACCO Materials Handling Group, Inc. All rights reserved.
  6. 6. Objectives • Internationalised site • Brand / messaging consistency • Marketing agility • Better conversion • Improved SEO • Easier maintenance • Lower TCO© 2012 NACCO Materials Handling Group, Inc. All rights reserved.
  7. 7. A global project London Ohio North China Carolina Sao Paulo Sydney© 2012 NACCO Materials Handling Group, Inc. All rights reserved.
  8. 8. Where to start?© 2012 NACCO Materials Handling Group, Inc. All rights reserved.
  9. 9. Research QUALITATIVE GLOBAL ONLINE SURVEY INTERVIEWS 15,151 invitations sent (via email) (more than 1/3 of which were outside North America) phone-based + online survey to over + translated into 10 languages 90 key NMHG people 373 responses (2.46%RR) Dealers Internal Customers from across Stakeholders from across the world (14) the world (10) (24)© 2012 NACCO Materials Handling Group, Inc. All rights reserved. © 2012 NACCO Materials Handling Group, Inc. All rights reserved.
  10. 10. User journeys Cross-sector: 1. to find out details of a specific product 2. to get an overview of the trucks they produce 3. to find the right product 4. to find information on parts 5. to find a dealer 6. to find what products they have to meet my need 7. to access maintenance information 8. to find what solutions they have to meet my need 9. to find information on service 10. to find how to fix a problem with my fork-lift truck© 2012 NACCO Materials Handling Group, Inc. All rights reserved.
  11. 11. Surprise© 2012 NACCO Materials Handling Group, Inc. All rights reserved.
  12. 12. What we thought the competition was© 2012 NACCO Materials Handling Group, Inc. All rights reserved.
  13. 13. The actual competition© 2012 NACCO Materials Handling Group, Inc. All rights reserved.
  14. 14. The actual competition© 2012 NACCO Materials Handling Group, Inc. All rights reserved.
  15. 15. Important point Relevant whatever industry you are in: ! Expectations of customer experience raise continually, for everyone. Including B2B. Whatever you are selling or promoting you are competing for attention and consideration against the best online. © 2012 NACCO Materials Handling Group, Inc. All rights reserved.
  16. 16. Ektron© 2012 NACCO Materials Handling Group, Inc. All rights reserved.
  17. 17. Partner Search Criteria • Ektron Elite or Platinum • US- or UK-based • Digital marketing • Branding • B2B • Global project management • Good web design • Language translation experience • Value • Chemistry© 2012 NACCO Materials Handling Group, Inc. All rights reserved.
  18. 18. Synergy 2011© 2012 NACCO Materials Handling Group, Inc. All rights reserved.
  19. 19. © 2012 NACCO Materials Handling Group, Inc. All rights reserved.
  20. 20. Introducing Realise Edinburgh London 50+ Digital 10+ Growing© 2012 NACCO Materials Handling Group, Inc. All rights reserved.
  21. 21. Realise Digital • 100% Digital • 11 certified Ektron developers • 1 MVP right brain left brain harmony • 60+ UX, Creative, Web Development & Support • 5+ years experience with Ektron© 2012 NACCO Materials Handling Group, Inc. All rights reserved.
  22. 22. Lloyds Bank Wholesale© 2012 NACCO Materials Handling Group, Inc. All rights reserved.
  23. 23. APEX Hotels© 2012 NACCO Materials Handling Group, Inc. All rights reserved.
  24. 24. The price negotiations were quite ferocious© 2012 NACCO Materials Handling Group, Inc. All rights reserved.
  25. 25. Timeline 2011 2012 Aug Sep Oct Nov Dec Jan Feb Mar Apr May June July Aug Sep Oct Nov Dec Lift truck User research customers Requirements Website Specifications & RFP Branding & Brand Consensus Creative Information Creating Architecture Current Sites Sitemaps Initial Wireframes structure Graphic Design Design Technical Program & Test Build Content Organise & write content Catalogue Roll out Finalise site websites© 2012 NACCO Materials Handling Group, Inc. All rights reserved.
  26. 26. Brands© 2012 NACCO Materials Handling Group, Inc. All rights reserved.
  27. 27. Getting the right web frameworks for the brands© 2012 NACCO Materials Handling Group, Inc. All rights reserved.
  28. 28. What does a typical Ektron user look like? A B C D© 2012 NACCO Materials Handling Group, Inc. All rights reserved.
  29. 29. Word: Bold Word: Agile© 2012 NACCO Materials Handling Group, Inc. All rights reserved.
  30. 30. Happy New Year 2011 2012 Aug Sep Oct Nov Dec Jan Feb Mar Apr May June July Aug Sep Oct Nov Dec Lift truck User research customers Requirements Website Specifications & RFP Branding & Brand Consensus Creative Information Creating Architecture Current Sites Sitemaps Initial Wireframes structure Graphic Design Design Technical Program & Test Build Content Organise & write content Catalogue Roll out Finalise site websites© 2012 NACCO Materials Handling Group, Inc. All rights reserved.
  31. 31. Global Hierarchy© 2012 NACCO Materials Handling Group, Inc. All rights reserved.
  32. 32. Wireframes© 2012 NACCO Materials Handling Group, Inc. All rights reserved.
  33. 33. Benefits of wire framing at this stage: Quick Interactive Can be tested© 2012 NACCO Materials Handling Group, Inc. All rights reserved.
  34. 34. The Big Reveal The Big Reveal© 2012 NACCO Materials Handling Group, Inc. All rights reserved.
  35. 35. Hyster Home Page - Global© 2012 NACCO Materials Handling Group, Inc. All rights reserved.
  36. 36. Hyster Home Page - Regional© 2012 NACCO Materials Handling Group, Inc. All rights reserved.
  37. 37. Yale Home Page - Global© 2012 NACCO Materials Handling Group, Inc. All rights reserved.
  38. 38. Yale Home Page - Regional© 2012 NACCO Materials Handling Group, Inc. All rights reserved.
  39. 39. Things Heat Up 2011 2012 Aug Sep Oct Nov Dec Jan Feb Mar Apr May June July Aug Sep Oct Nov Dec Lift truck User research customers Requirements Website Specifications & RFP Branding & Brand Consensus Creative Information Creating Architecture Current Sites Sitemaps Initial Wireframes structure Graphic Design Design Technical Program & Test Build Content Organise & write content Catalogue Roll out Finalise site websites© 2012 NACCO Materials Handling Group, Inc. All rights reserved.
  40. 40. Get technical • 8.5, upgraded to 8.6 mid-build • Functional, infrastructure requirement & specification • Multi-site Vs separate domains • Load balanced, US-hosting & CDN© 2012 NACCO Materials Handling Group, Inc. All rights reserved.
  41. 41. Pagebuilder© 2012 NACCO Materials Handling Group, Inc. All rights reserved.
  42. 42. Mega-menu© 2012 NACCO Materials Handling Group, Inc. All rights reserved.
  43. 43. Product Finder© 2012 NACCO Materials Handling Group, Inc. All rights reserved.
  44. 44. Product Finder / Taxonomy© 2012 NACCO Materials Handling Group, Inc. All rights reserved.
  45. 45. Dealer Finder© 2012 NACCO Materials Handling Group, Inc. All rights reserved.
  46. 46. Dealer Finder© 2012 NACCO Materials Handling Group, Inc. All rights reserved.
  47. 47. Regional and language switching© 2012 NACCO Materials Handling Group, Inc. All rights reserved.
  48. 48. Mobile© 2012 NACCO Materials Handling Group, Inc. All rights reserved.
  49. 49. Integration points© 2012 NACCO Materials Handling Group, Inc. All rights reserved.
  50. 50. Agile/ Waterfall© 2012 NACCO Materials Handling Group, Inc. All rights reserved.
  51. 51. Content • Re-written to reflect brand positioning • Multiple languages - Navigation labels - Product data - Marketing copy - Image captions • Global review - Marketing management - Legal - Trademark - Risk management - Investor relations© 2012 NACCO Materials Handling Group, Inc. All rights reserved.
  52. 52. The Home Stretch 2011 2012 Aug Sep Oct Nov Dec Jan Feb Mar Apr May June July Aug Sep Oct Nov Dec Lift truck User research customers Requirements Website Specifications & RFP Branding & Brand Consensus Creative Information Creating Architecture Current Sites Sitemaps Initial Wireframes structure Graphic Design Design Technical Program & Test Build Content Organise & write content Catalogue Roll out Finalise site websites© 2012 NACCO Materials Handling Group, Inc. All rights reserved.
  53. 53. Testing, testing, testing© 2012 NACCO Materials Handling Group, Inc. All rights reserved.
  54. 54. Launch planning© 2012 NACCO Materials Handling Group, Inc. All rights reserved.
  55. 55. The big day • Current goal: Countdown to site launch • Just over a year from last year’s Synergy Conference • New global brand manuals • Now the real work starts© 2012 NACCO Materials Handling Group, Inc. All rights reserved.
  56. 56. What have we learned?© 2012 NACCO Materials Handling Group, Inc. All rights reserved.
  57. 57. The highs • Building a global team • Brand transformation • Attention to details • Great partners – importance of trust and chemistry© 2012 NACCO Materials Handling Group, Inc. All rights reserved.
  58. 58. The lows? • Global design consensus • Server configuration needs • Loading sites down the stretch • Later launch than we would like • “Perfect is the enemy of the good”© 2012 NACCO Materials Handling Group, Inc. All rights reserved.
  59. 59. Whats next? • Go live promotions • Regional site evolution • Authoring and approval processes • Tweaking and improving copy • Marketing optimization suite • Social module • Converting leads/relationships into sales© 2012 NACCO Materials Handling Group, Inc. All rights reserved.
  60. 60. Questions?© 2012 NACCO Materials Handling Group, Inc. All rights reserved.
  61. 61. Thank you© 2012 NACCO Materials Handling Group, Inc. All rights reserved.
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