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Next Generation Websites:
How meaning is transforming the web
iCrossing – Customer Presentation
Shiva Vannavada
Vice Presi...
Agenda

            •       The trend to redesign
            •       The importance of content portability
            • ...
About iCrossing
One of the largest independent digital agencies




    12 550 40+
          OFFICES                                    EM...
Automotive




                                                     Travel & Hospitality




COPYRIGHT ICROSSING / PROPRIE...
Recognized as best in class for Web dev and Search




COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL    6
Our service offerings
SOLUTIONS




                               BRANDING/                                      RETENTIO...
Our partnership with Autonomy




                                       PARTNER OF THE YEAR - 2007




COPYRIGHT ICROSSIN...
Trend to redesign
Trend to redesign
         •      Why Redesign - because your business has real reasons to do it
         •      Your busi...
Trend to redesign
         •      iCrossing creates a connected brand experience across all online
                marketi...
Content portability
What is content portability?



              DHTML / JavaScript -                              - AJAX

                  ...
What is content portability?
                                                                                             ...
Client examples
            Toyota
           Hyundai
CMS selection process

                                                                       Creative / Technical
       ...
CMS selection criteria
         •      Cross platform support
                   – Simple installation process and footpri...
Remember portability?                                                                                               - Soci...
Autonomy products utilized

            •       TeamSite
            •       OpenDeploy
            •       MediaBin
     ...
CMS implementation architecture

       INTERWOVEN TEAMSITE


        BRANCHING STRATEGY
                                 ...
Rich user interface
Toyota.com




COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL   22
Toyota.com




COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL   23
Toyota.com




COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL   24
Toyota.com




COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL   25
Toyota.com




COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL   26
Toyota.com




COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL   27
Rich media components – Flash/AJAX




                                                     XML    FLASH

        TEAMSITE...
Database integration
Toyota.com




COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL   30
Toyota.com




COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL   31
Toyota.com




COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL   32
Toyota.com




COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL   33
Toyota.com




COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL   34
Toyota.com




COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL   35
Toyota.com




COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL   36
Database integration
                                                        TEAMSITE
                                    ...
Mobile site generation
COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL   39
Mobile integration
                                                     CSS / JavaScript




                             ...
Social media integration
Toyota.com




COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL   42
Social media integration




        TEAMSITE
                                                     XML FEEDS   FACEBOOK
  ...
Enterprise search integration
Toyota.com




COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL   45
Enterprise search integration




                                                     AUTONOMY
            TEAMSITE
     ...
Release management process
Release management




COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL   48
Questions to ask before a redesign
General questions to ask yourself before a redesign
         •      Do your homework
                   – Do your research...
General questions to ask yourself before a redesign
         •      Who is managing this project (roles and responsibiliti...
thank you.
             SHIVA VANNAVADA
             Vice President, Technology Services
             Company: iCrossing I...
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Next Generation Websites - Autonomy Interwoven - iCrossing

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"Next Generation Websites: How Meaning is Transforming the Web" as presented by Shiva Vannavada, Vice President, Rich Media Technology, iCrossing, at the Autonomy Interwoven - Executive Luncheon in Los Angeles, California, on Thursday, March 18, 2010.

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Transcript of "Next Generation Websites - Autonomy Interwoven - iCrossing"

  1. 1. Next Generation Websites: How meaning is transforming the web iCrossing – Customer Presentation Shiva Vannavada Vice President, Rich Media Technology March 18, 2010
  2. 2. Agenda • The trend to redesign • The importance of content portability • Client implementation examples: Toyota, Hyundai – Creating a rich user interface – Database integration – Mobile site generation – Social media integration – Enterprise search integration • The release management process • Questions to ask before a redesign COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 2
  3. 3. About iCrossing
  4. 4. One of the largest independent digital agencies 12 550 40+ OFFICES EMPLOYEES FORTUNE 500 New York, NY WORLDWIDE CLIENTS SERVED Chicago, IL Scottsdale, AZ San Francisco, CA Los Angeles, CA Dallas, TX Reston, VA Irvine, CA Salt Lake City, UT Brighton U.K. London U.K. Munich, Germany COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 4
  5. 5. Automotive Travel & Hospitality COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL Retail and CPG Financial Services Across key vertical industries Tech and Telecom Other 5
  6. 6. Recognized as best in class for Web dev and Search COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 6
  7. 7. Our service offerings SOLUTIONS BRANDING/ RETENTION DIGITAL MEDIA ACQUISITION AWARENESS PROGRAMS PR MANAGEMENT RELATIONSHIP LEAD LOYALTY GLOBAL MARKETING MARKETING GENERATION PROGRAMS CAMPAIGNS INTELLIGENCE TECHNOLOGY BID MGMT FEED MGMT SEO MGMT SOCIAL MEDIA ANALYTICS APPLICATION APPLICATION APPLICATION APPLICATIONS DASHBOARDS + SEO DISPLAY WEB DESIGN & SOCIAL MEDIA KIOSKS MOBILE SITES DEVELOPMENT OUTREACH & APPS SERVICES COMMUNITY DIGITAL SMS/ SEM EMAIL MEDIA PLANNING DEVELOPMENT OUT OF HOME MOBILE ADS SKILLS CREATIVE CONTENT TECH QUALITY STRATEGY PLANNING & IA DEVELOPMENT DEVELOPMENT ASSURANCE RICH MEDIA / MOBILE OFFSHORING RESEARCH ANALYTICS MEDIA VIDEO SITES/APPS SOLUTIONS COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 7
  8. 8. Our partnership with Autonomy PARTNER OF THE YEAR - 2007 COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 8
  9. 9. Trend to redesign
  10. 10. Trend to redesign • Why Redesign - because your business has real reasons to do it • Your business has evolved and the site does not represent you and/or your customers • Site does not meet business objectives and/or customer objectives (not usable, wrong information, doesn’t sell product, can’t keep content fresh) • Site is not visible and/or accessible (architectural barriers and it’s better to start over) • Site is not part of an integrated, multi channel, online experience • Site does not support improvements to business processes (it’s holding your business back) • You apologize for your site to new prospects - the site is old, clunky, perhaps unstable, and creates more overhead than it’s worth (too expensive to maintain) COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 10
  11. 11. Trend to redesign • iCrossing creates a connected brand experience across all online marketing channels to bring the right experience, at the right time, to the right audience • iCrossing combines its breadth of hands-on experience, proprietary technology, and relationships to function as your trusted advisor to set and meet the desired redesign objectives • iCrossing is a full service agency that has strategy, creative, and technical talent to deliver world class solutions • iCrossing uses its industry expertise, as well as technology and creative, to help increase the lower funnel activity and, ultimately, traffic to your online marketing channels • iCrossing delivers visible websites COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 11
  12. 12. Content portability
  13. 13. What is content portability? DHTML / JavaScript - - AJAX - FLEX HTML / CSS - Website - Brand Sites Flash - - Micro Sites Backend Applications - - Rich Internet Applications (RIA) COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 13
  14. 14. What is content portability? - Social Networking Services Micro Sites RSS - Brand Sites - - Geo Services News - AJAX / JavaScript - Atom - API’s/ - SOAP/REST/XML Feeds - Financial Services XHTML / CSS - Events - Website - Computing Services Flash/Flex - Blogs - Microsoft Silverlight - Rich Internet - Applications (RIA) Content / Assets Defined as information & format - Microsoft Silverlight Kiosk- No inherent functionality - OCC Apps Print Ads - Desktop - Google Gears Online Ads- Advertising CONTENT HUB - Adobe Air Brochures - Application Services - Branded Desktop Live Events - Defined as data, functionality & form Applications A controlled experience XHTML Mobile - - Communications Embeddable Widgets & Plug-ins - Twitter, Blogger, Pownce Microsoft Silverlight - Yahoo!, Google, Wordpress Adobe Flash Lite - - Discovery Mobile Content - Social Digg, Del.icio.us, JavaFX/JavaME - YouTube, Flickr, Slashdot Media StumbleUpon Applications - Messaging - API’s & Applications - - Interactions Facebook Apps, OpenSocial, Facebook, MySpace, Netvibes, Twitter, Flickr Bebo COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 14
  15. 15. Client examples Toyota Hyundai
  16. 16. CMS selection process Creative / Technical Business / User Requirements Requirements Create Scorecard Evaluation Criteria Select 3 CMS Vendors Complete Scorecard for Vendor Demos / each Vendor POCs Select CMS Vendor COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 16
  17. 17. CMS selection criteria • Cross platform support – Simple installation process and footprint – Works with any technical infrastructure/ application architecture • Usability / intuitive user interface – Ease of use for a content editor to login / publish / administer content – Granularity of integration with complex Rich Media components, page designs and ability to produce semantic markup • Publishing mechanism – Relative ease of publishing content to various environments, maturity of workflow, email notifications – Strength of multi-site, multi-channel content syndication • Aggregation of external content & systems – Ability to aggregate external data, images, and social media services – Low level of effort to integrate with external authentication • Product extensibility – Native personalization integration with personalization systems – Built-in features for supporting SEO, inherent analytics features – Digital Asset Management (DAM) integration • Licensing / implementation / Support – Commercial support and maintenance, quality technical support – Clear upgrade path and roadmap – Online developer community COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 17
  18. 18. Remember portability? - Social Networking Services RSS - Micro Sites - Geo Services Brand Sites - News - API’s/ - SOAP/REST/XML Atom - AJAX / JavaScript - Feeds Events - - Financial Services XHTML / CSS - Website Blogs - - Computing Services Flash/Flex - Microsoft Silverlight - Rich Internet - Applications (RIA) Content / Assets Defined as information & format No inherent functionality - Microsoft Silverlight Kiosk- - OCC Apps Print Ads - Online Ads- CONTENT HUB TEAMSITE Desktop - Google Gears Advertising - Adobe Air Brochures - - Branded Desktop Live Events - Application Services Applications Defined as data, functionality & form A controlled experience XHTML Mobile - - Communications Embeddable Widgets & Plug-ins - Twitter, Blogger, Pownce Microsoft Silverlight - Yahoo!, Google, Wordpress Adobe Flash Lite - Social - Discovery Content - Digg, Del.icio.us, JavaFX/JavaME - Mobile YouTube, Flickr, Slashdot Media StumbleUpon Applications - Messaging - API’s & Applications - - Interactions Facebook Apps, OpenSocial, Facebook, MySpace, Netvibes, Twitter, Flickr Bebo COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 18
  19. 19. Autonomy products utilized • TeamSite • OpenDeploy • MediaBin • Autonomy Enterprise Search COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 19
  20. 20. CMS implementation architecture INTERWOVEN TEAMSITE BRANCHING STRATEGY MICROSOFT INFRASTRUCTURE OPEN DEPLOY MASTER-SLAVE DCT GENERATION PROCESS MASTER-SLAVE TPL GENERATION PROCESS SUN / IBM INFRASTRUCTURE PUBLISH / GENERATE COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 20
  21. 21. Rich user interface
  22. 22. Toyota.com COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 22
  23. 23. Toyota.com COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 23
  24. 24. Toyota.com COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 24
  25. 25. Toyota.com COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 25
  26. 26. Toyota.com COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 26
  27. 27. Toyota.com COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 27
  28. 28. Rich media components – Flash/AJAX XML FLASH TEAMSITE DCT -> DCR -> TPL JSON AJAX COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 28
  29. 29. Database integration
  30. 30. Toyota.com COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 30
  31. 31. Toyota.com COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 31
  32. 32. Toyota.com COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 32
  33. 33. Toyota.com COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 33
  34. 34. Toyota.com COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 34
  35. 35. Toyota.com COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 35
  36. 36. Toyota.com COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 36
  37. 37. Database integration TEAMSITE DCR -> DCT -> TPL XML DATA LOAD SCRIPT LOCAL SPECIALS CONFIGURATOR DB SERVER CRM LMS COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 37
  38. 38. Mobile site generation
  39. 39. COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 39
  40. 40. Mobile integration CSS / JavaScript XHTML WEBSITE TEAMSITE DCT -> DCR -> TPL XHTML MP MOBILE SITE CSS / JavaScript COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 40
  41. 41. Social media integration
  42. 42. Toyota.com COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 42
  43. 43. Social media integration TEAMSITE XML FEEDS FACEBOOK DCT -> DCR -> TPL COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 43
  44. 44. Enterprise search integration
  45. 45. Toyota.com COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 45
  46. 46. Enterprise search integration AUTONOMY TEAMSITE ENTERPRISE SEARCH RESULTS DCR SEARCH COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 46
  47. 47. Release management process
  48. 48. Release management COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 48
  49. 49. Questions to ask before a redesign
  50. 50. General questions to ask yourself before a redesign • Do your homework – Do your research (audience, competitive best practices, industry trends) – Know your current site’s metrics to know what flows and content work and or don’t work (perpetuate the good, drop the bad) – Reminder: don’t lose those critical URLs in the redesign • Know where you want to go – Define and prioritize your business objectives for the web, social media ties and mobile experience (interactive strategy roadmap) – Keep focus on defining an experience that drives the primary behaviors you want to achieve – Make sure technology selection is extensible to the future vision • Understand organizational impacts – Understand what staff and infrastructure are needed to provide the desired experience for all aspects of your online program (today and in the future) – Understand what business processes will change and what’s required to support those changes COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 50
  51. 51. General questions to ask yourself before a redesign • Who is managing this project (roles and responsibilities) – What roles will your organization play and are you really prepared to take on those roles – Who has the authority to make decisions and how will they be engaged – How many partner agencies will be engaged and who is responsible to ensure proper integration of work • Know your budget – Know where the content will come from – photography, videos, and site content can be time consuming and expensive to create – Who and how is content going to be maintained and kept fresh - blogs, Facebook posting, tweets, site content – Allow enough internal time to stay properly engaged during the project – Consider conducting early stage user testing to validate your assumptions are accurate COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 51
  52. 52. thank you. SHIVA VANNAVADA Vice President, Technology Services Company: iCrossing Inc. Phone: 310 302 6030 Email: shiva.vannavada@icrossing.com
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