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Exove Business Driven Websites, seminar Apr 14, 2011 Presentation Transcript

  • 1. Welcome!
  • 2. Agenda9.00 Opening words Janne Kalliola, Exove Oy9.10 One Size Does Not Fit All. Bertrand Maugain, eZ Systems Ltd Web First & Multichannel Content9.30 eZ Publish Showcase Bertrand Maugain, eZ Systems Ltd9.40 Designing Sites with Business Saku Sairanen, Exove Design Ltd Objectives10.00 Case: Tecnotree Timo Laaksonen, Tecnotree Plc10.10 Break10.20 Implementing Global and Jani Tarvainen, Exove Ltd Local Sites10.40 Case: Finnlines Hanna-Leena Lahti, Finnlines Plc10.50 Discussion
  • 3. How to make business driven web sites?
  • 4. Know what you / yourbusiness / your customers want.
  • 5. Serve the users.
  • 6. Base design on facts, but make it affect feelings.
  • 7. Always select a propertool for the task at hand.
  • 8. Design. Implement. Analyse. Fix.Design. Implement. Analyse. Fix.Design. Implement. Analyse. Fix.Design. Implement. Analyse. Fix.Design. Implement. Analyse. Fix.Design. Implement. Analyse. Fix.
  • 9. When in doubt, askprofessionals for help.
  • 10. About us
  • 11. Exove enables companies to conduct better business on the Internetby delivering innovative, reliable and business-driven web services
  • 12. We base our work on the strategy and needs of our clientsWe help them to execute through top-notch web systems
  • 13. We deliver sites, community platforms, and Web 2.0 applications.
  • 14. 43 people, over 90 customers, over 3 MEUR revenue 2011, profitable
  • 15. Agenda9.00 Opening words Janne Kalliola, Exove Oy9.10 One Size Does Not Fit All. Bertrand Maugain, eZ Systems Ltd Web First & Multichannel Content9.30 eZ Publish Showcase Bertrand Maugain, eZ Systems Ltd9.40 Designing Sites with Business Saku Sairanen, Exove Design Ltd Objectives10.00 Case: Tecnotree Timo Laaksonen, Tecnotree Plc10.10 Break10.20 Implementing Global and Jani Tarvainen, Exove Ltd Local Sites10.40 Case: Finnlines Hanna-Leena Lahti, Finnlines Plc10.50 Discussion
  • 16. “One size does not fit all” Custom Content in all ChannelsWednesday, April 13, 2011
  • 17. eZ Systems Facts  HQ in Norway; offices in Oslo, Skien, Chicago, Tokyo Copenhagen, Stockholm, Dortmund, Paris and Lyon  3 million downloads of eZ Publish  6 000 paying customers in 120 countries  230 official partners on all continents  Proven Commercial Open Source business model Presenter: Bertrand MaugainWednesday, April 13, 2011
  • 18. #1 in Media Presenter: Bertrand MaugainWednesday, April 13, 2011
  • 19. Positioning in the CMS Space Single Source Multichannel Organiza(ons (one-­‐to-­‐many) Marke6ng eCommerce Communica6on eZ  Publish Demandware EPI Mul6channel Sitecore Mul6site Hybris Mul6lingual Mul6user Magento Mul6media Day Structured Unstructured Joomla Alfresco Drupal Sharepoint Wordpress Knowledge   Community Management Individuals (many-­‐to-­‐many) PAAL BERG / CHRISTOF ZAHNEISSEN 04/12/11 4Wednesday, April 13, 2011
  • 20. Challenges Easy adaptable CMS Media groups world wide face the same challenges New channels introduced Costly to maintain efficient content production for all channels Little or no content re-use between channels Low monetization in some channels Similar challenges are also present in other verticals Is the Media Industry leading the way? 01/11/11 2Wednesday, April 13, 2011
  • 21. Experience from these Customers Multi Channel Content Management 01/11/11 2Wednesday, April 13, 2011
  • 22. Centralized Content Creation “Web First”Wednesday, April 13, 2011
  • 23. Web First: A Strategy and a Trend Easy adaptable CMS Centralized content production for all channels with Web as the hub. 01/11/11 2Wednesday, April 13, 2011
  • 24. Web First: Differentiated Content Types and Sources Easy adaptable CMS 01/11/11 2Wednesday, April 13, 2011
  • 25. Web First: Differentiated Delivery Easy adaptable CMS Channel Neutral Content Lorem ipsum dolor sit amet Lorem ipsum dolor sit amet Lorem ipsum dolor sit amet, c o n s e c te tu r a d i p i s c i n g e l i t. Curabitur non nulla felis. Morbi at mi eget odio ornare imperdiet non sed enim. Print PDF Lorem ipsum dolor sit amet Lorem ipsum dolor sit amet, c o n s e c te tu r a d i p i s c i n g e l i t. Curabitur non nulla felis. Morbi at mi eget odio ornare imperdiet non sed enim. 01/11/11 2Wednesday, April 13, 2011
  • 26. Web First: Differentiated Delivery Easy adaptable CMS Channel Neutral Content Lorem ipsum dolor sit amet Lorem ipsum dolor sit amet Lorem ipsum dolor sit amet, c o n s e c te tu r a d i p i s c i n g e l i t. Curabitur non nulla felis. Morbi at mi eget odio ornare imperdiet non sed enim. Print PDF Lorem ipsum dolor sit amet Lorem ipsum dolor sit amet, c o n s e c te tu r a d i p i s c i n g e l i t. Curabitur non nulla felis. Morbi at mi eget odio ornare imperdiet non sed enim. 01/11/11 2Wednesday, April 13, 2011
  • 27. Linking Print to Web: QR Codes Easy adaptable CMS 01/11/11 2Wednesday, April 13, 2011
  • 28. Web First Strategy: CS Monitor Easy adaptable CMS 01/11/11 2Wednesday, April 13, 2011
  • 29. Monetization Across Channels Optimize Channel RevenueWednesday, April 13, 2011
  • 30. Some Payed Content Models Easy adaptable CMS Lock Down Only payed content Freemium Some free, mostly payed content Time-limited Daily, monthly, yearly access Site Licensing Typically B2B access (E.g. Access to Gartner analysis) Micropayments Pay for actual usage 01/11/11 2Wednesday, April 13, 2011
  • 31. Consumers and Payed Content Easy adaptable CMS 01/11/11 2Wednesday, April 13, 2011
  • 32. Consumers and Payed Content Easy adaptable CMS 01/11/11 2Wednesday, April 13, 2011
  • 33. The Financial Times Group Easy adaptable CMS 01/11/11 2Wednesday, April 13, 2011
  • 34. The Financial Times Easy adaptable CMS 01/11/11 2Wednesday, April 13, 2011
  • 35. The Financial Times Easy adaptable CMS Freemium model Teasers available for all Some content available for free (if you register, 5 articles/month) Payed access to all content 01/11/11 2Wednesday, April 13, 2011
  • 36. Freemium Easy adaptable CMS 01/11/11 2Wednesday, April 13, 2011
  • 37. Down Jones: The Wall Street Journal Easy adaptable CMS 01/11/11 2Wednesday, April 13, 2011
  • 38. Down Jones: The Wall Street Journal Easy adaptable CMS Freemium model Paywall for premium content Differentiated pricing (standard, corporate and student) 01/11/11 2Wednesday, April 13, 2011
  • 39. Tico Times Easy adaptable CMS 01/11/11 2Wednesday, April 13, 2011
  • 40. Tico Times: Mixed model Easy adaptable CMS Print Premium Subscription Printed Newspaper Access to PDF and Web version of paper edition Online Subscriptions Access to all content online Access to PDF download of print edition Access to forum and discussions Optional access to back-issues Micro Payments Pay for selected articles (pay per view with pre-payed credits) Access to forum and discussions 01/11/11 2Wednesday, April 13, 2011
  • 41. What about other verticals? Easy adaptable CMS Freemium Software Downloads Brochure or catalogues Lead generation where your audience is consuming content Access to self service (support information) Subscription Management (service management) Access to Premium content (knowledge base) E-commerce Brand Consistency 01/11/11 2Wednesday, April 13, 2011
  • 42. Mazars: Web first example From the financial IndustryWednesday, April 13, 2011
  • 43. About Mazars Easy adaptable CMS An international group 50+ countries 10 500 employees 767 million Euro turnover Specializing in Audit Accounting Tax Advisory services 01/11/11 2Wednesday, April 13, 2011
  • 44. Mazars: 40 Websites + Intranet Brand consistency and centralized content management 01/11/11 2Wednesday, April 13, 2011
  • 45. Mazars: Powerpoint Export Updated Sales Collateral on the fly 01/11/11 2Wednesday, April 13, 2011
  • 46. Conclusion Easy adaptable CMS Since 2000, Media is driving Web Content Management... “All industries have or will have a need to efficiently repurpose their content across a growing number of channels” 01/11/11 2Wednesday, April 13, 2011
  • 47. Short demo?Wednesday, April 13, 2011
  • 48. Agenda9.00 Opening words Janne Kalliola, Exove Oy9.10 One Size Does Not Fit All. Bertrand Maugain, eZ Systems Ltd Web First & Multichannel Content9.30 eZ Publish Showcase Bertrand Maugain, eZ Systems Ltd9.40 Designing Sites with Business Saku Sairanen, Exove Design Ltd Objectives10.00 Case: Tecnotree Timo Laaksonen, Tecnotree Plc10.10 Break10.20 Implementing Global and Jani Tarvainen, Exove Ltd Local Sites10.40 Case: Finnlines Hanna-Leena Lahti, Finnlines Plc10.50 Discussion
  • 49. The process 1.  Environment definition 2.  Concept 3.  Content design 4. Form 5. Experience
  • 50. 1. Environment definitionBusiness strategy and processes related to businessBrand definitionAnalysis   Trends   Competitors
  • 51. 1. Environment definition – FinndomoKoti•  Selling ready-made- houses•  Brand – oriented also towards interior decoration, not just building houses•  Reseller model•  Later: property Logo usage instructions development - new housing
  • 52. 2. ConceptCrystallising the first phaseDefining the targetsTarget groupsPositioningDefining and crystallising the vision
  • 53. 2. ConceptCustomer stages Dreaming Evaluation RealizationTarget groups•  Young couples – both taking part in the descision making process•  Emotional aspects
  • 54. 2. ConceptSite layout House Living Construction models
  • 55. 3. Content designTarget definitionUsers’ targetsContent development resourcingDefining the functionalities
  • 56. 3. Content design•  Visual•  Informative•  Easy to use•  Never get lost•  Interior design magazine layout
  • 57. 4. FormContent structuresUser interfacesUsage scenariosDefining content production processes
  • 58. 4. Form•  House models and collections the most important thing•  Filter and browse
  • 59. 5. ExperienceCrystallising steps 1-4; the base of designUser experience and personalityUser interactionVisual identity and brand definitionVisual design of the user interface
  • 60. 5. Experience - Finndomokoti•  Brand image combines construction and interior decoration•  Follows the customer’s stages•  Elegant and simple design•  Emotion, not just price•  Intuitive GUI for model collections
  • 61. Agenda9.00 Opening words Janne Kalliola, Exove Oy9.10 One Size Does Not Fit All. Bertrand Maugain, eZ Systems Ltd Web First & Multichannel Content9.30 eZ Publish Showcase Bertrand Maugain, eZ Systems Ltd9.40 Designing Sites with Business Saku Sairanen, Exove Design Ltd Objectives10.00 Case: Tecnotree Timo Laaksonen, Tecnotree Plc10.10 Break10.20 Implementing Global and Jani Tarvainen, Exove Ltd Local Sites10.40 Case: Finnlines Hanna-Leena Lahti, Finnlines Plc10.50 Discussion
  • 62. New  Tecnotree  web  &  brand  renewal  Timo  Laaksonen  VP  Strategy  &  Business  Development    April  14th  2011  
  • 63. 32   13.4.2011   Powepoint  example  080409  
  • 64. Site  concept  •  The  key  challenge  of  the  site  renewal  is  to  simplify   the  structure  and  messaging  without  losing/blurring   the  dimensions  of  the  offering.  •  Since  the  site  needs  to  talk  to  mulMple  target  groups   -­‐  both  business  and  tech  –  there  needs  to  be   mulMple  ways  of  browsing,  connecMng  and  bundling   content  on  the  site  •  Key  pages  are  kept  light  and  short  content-­‐wise,  but   links  to  more  in-­‐depth  and  related  informaMon  are   provided.  This  needs  to  be  taken  into  account  in  the   layout  design.  33 22/11/2010 Tecnotree / Timo Laaksonen
  • 65. [   HOME      COMPANY      SOLUTIONS      PRODUCTS      PRESS      INVESTORS      CONTACT   [This  area  AMBER  colour]   [This  area  GREY  colour]   TAGLINE  HERE   FEATURED  PRODUCT:    Bundling  Services  for  Every  Taste   Unified  Product     BoosMng  Customer  Lifecycle   Catalogue   Value     Building  Digital  Marketplaces   [This  area  LIME  GREEN  colour]   [This  area    MAGENTA  colour]   FEATURED  WHITE  PAPER:   Tecnotree  is  a  broad  telecom  IT  soluMons  provider…   XXXXXX  YYYY  ZZZZZZZZ   [ABOUT  US  BOILERPLATE]   READ  MORE>COMPANY   FEATURED  EVENT:   Meet  Us  at  the  Mobile  World   Congress  in  Barcelona    LOGO   BOOK  MEETING   [This  area  GREY  colour]   CUSTOMER  LOGOS  
  • 66. Products:  Structure  &  naming  •  We  speak  to  two  disMnct  target  audiences   –  Business    SoluMons  &  business  case   –  IT  experts    Products  &  technology   –  Different  target  audiences  use  different  search  terms  on  Google  •  Focus  on  promoMng  one  single  brand  -­‐  Tecnotree   –  Cost  efficiency,  limited  markeMng  budget  -­‐  stronger  effect  •  Current  product  grouping  and  naming  revisited   –  Synchronize  and  align  naming  pracMce  across  whole  poriolio   –  Lacking  concept  of  ”one  company”,  ”one  soluMon/product  family”   •  Over  Mme:  Unified  User  Experience  across  soluMons/products     –  Simple,  resonates  with  the  target  audience  and  is  in  synch  with  our   strategy  35 22/11/2010 Tecnotree / Timo Laaksonen
  • 67. Tone-­‐of-­‐voice  &  visuals  •  Tecnotree  is  posiMoned  on  the  market  as  a  challenger  •  Tone-­‐of-­‐voice  needs  to  reflect  this.  This  needs  to  be   done  in  a  posiMve  way,  not  by  bashing  compeMMon   –  Flexibility,  agility,  altude,  tech  savvy,  colorful,  dynamic,  listens   –  Fresh,  no  hype,  staMng  things  as  they  are  yet  with  posiMve  energy,   strong  common  sense,  trustworthiness  as  a  partner  •  Avoid  using  any  hype  or  over-­‐used,  bland  terms  or   sayings    36 22/11/2010 Tecnotree / Timo Laaksonen
  • 68. Project  =meline  &  milestones  •  29.12.  1st  dram  of  site  structure  and  wireframes  from   Exove  •  3.1.  brief  to  AD/FranMc  by  Exove  •  11.1.  1st  layout  drams  from  FranMc  •  19.1.  final  layouts  from  FranMc  •  17.1.  web  producMon  starts  by  Exove  +  7  days  •  24.1.  copy  needs  to  be  done,  from  Tecnotree  +  10  days  •  1.2.  Site  ready  for  som  launch  +  10  days  •  1.-­‐4.2.  Final  tesMng  and  tweaking  +  10  days  •  7.2.  Site  finalized  +  7  days  37 22/11/2010 Tecnotree / Timo Laaksonen
  • 69. 38   13.4.2011   Powepoint  example  080409  
  • 70. 39   13.4.2011   Powepoint  example  080409  
  • 71. 40   13.4.2011   Powepoint  example  080409  
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  • 81. Agenda9.00 Opening words Janne Kalliola, Exove Oy9.10 One Size Does Not Fit All. Bertrand Maugain, eZ Systems Ltd Web First & Multichannel Content9.30 eZ Publish Showcase Bertrand Maugain, eZ Systems Ltd9.40 Designing Sites with Business Saku Sairanen, Exove Design Ltd Objectives10.00 Case: Tecnotree Timo Laaksonen, Tecnotree Plc10.10 Break10.20 Implementing Global and Jani Tarvainen, Exove Ltd Local Sites10.40 Case: Finnlines Hanna-Leena Lahti, Finnlines Plc10.50 Discussion
  • 82. Agenda9.00 Opening words Janne Kalliola, Exove Oy9.10 One Size Does Not Fit All. Bertrand Maugain, eZ Systems Ltd Web First & Multichannel Content9.30 eZ Publish Showcase Bertrand Maugain, eZ Systems Ltd9.40 Designing Sites with Business Saku Sairanen, Exove Design Ltd Objectives10.00 Case: Tecnotree Timo Laaksonen, Tecnotree Plc10.10 Break10.20 Implementing Global and Jani Tarvainen, Exove Ltd Local Sites10.40 Case: Finnlines Hanna-Leena Lahti, Finnlines Plc10.50 Discussion
  • 83. Implementing Global and Local SitesThe internet is a global tool •  Keep this in mind from the very beginningA single content management solution can hostmultiple websites (or a group of websites) •  They do not come off the assembly lineCommon components can be utilized •  Differences in the same product across regions
  • 84. OpportunitiesSave time and moneyKeep a consistent feelEfficient reuse of technical elements, ideas,campaigns, content…Developing internal competenceImproving Search Engine visibility through cross linking
  • 85. ChallengesDesign by committeeCommunication   Avoid wasted efforts   Ongoing developmentOne size does not fit all   Needs to be modular and maintainable   For some functionalities (e.g. forums) use a separate productWho is in control internally?
  • 86. Pre-project phaseSufficient planning before the RFQ   Reduces surprises   Use consultants if you need toDefine and communicate the project goal internally   “We are making a public site”   “Bulgaria has this password protected section where…”Map legacy features   Use your local resources to map the current featuresPrioritize language versions and features
  • 87. Design phaseDefining the content structure   Less is more   Which data is common to all languages?Features   Which features do we have and which sites will use them?   What are the priorities?Domain strategy   How will the sites be structured?   Prepare early for country domains
  • 88. Implementation phaseTechnical development   Make features independent   Assume everything should be translatableContent production & entry   Prioritize the main languageTranslations   Sourcing this internally or externally?   Provide “worst cases” early onPrepare for life after initial deployment
  • 89. Maintenance phaseOnce the project is complete, the work begins   Minor changes   SubprojectsKeeping things under control and everyone happy   Change management is key   Deploying updatesWho is responsible?   Who can order changes?   Surprising costs
  • 90. Agenda9.00 Opening words Janne Kalliola, Exove Oy9.10 One Size Does Not Fit All. Bertrand Maugain, eZ Systems Ltd Web First & Multichannel Content9.30 eZ Publish Showcase Bertrand Maugain, eZ Systems Ltd9.40 Designing Sites with Business Saku Sairanen, Exove Design Ltd Objectives10.00 Case: Tecnotree Timo Laaksonen, Tecnotree Plc10.10 Break10.20 Implementing Global and Jani Tarvainen, Exove Ltd Local Sites10.40 Case: Finnlines Hanna-Leena Lahti, Finnlines Plc10.50 Discussion
  • 91. Integrating local and global perspectivesCase Finnlines
  • 92. Finnlines websitesStructure and target groupsLanguage versionsLocalised areas on the sites62
  • 93. Finnlines websitesWhy do users come back?63
  • 94. Agenda9.00 Opening words Janne Kalliola, Exove Oy9.10 One Size Does Not Fit All. Bertrand Maugain, eZ Systems Ltd Web First & Multichannel Content9.30 eZ Publish Showcase Bertrand Maugain, eZ Systems Ltd9.40 Designing Sites with Business Saku Sairanen, Exove Design Ltd Objectives10.00 Case: Tecnotree Timo Laaksonen, Tecnotree Plc10.10 Break10.20 Implementing Global and Jani Tarvainen, Exove Ltd Local Sites10.40 Case: Finnlines Hanna-Leena Lahti, Finnlines Plc10.50 Discussion
  • 95. Download slides athttp://www.exove.fi/yritys/seminaarimateriaali/