Bombardier is a multinational corporation that operates four business segments: Business Aircraft, Commercial Aircraft, Aerostructures and Engineering Services, and Transportation. It has revenues of $18.2 billion, a backlog of $59.2 billion in orders, 70,900 employees across 75 sites in 28 countries. The document discusses Bombardier's implementation of a multi-site manager (MSM) in Adobe Experience Manager (AEM) to manage country-specific websites. The MSM solution was implemented to address the challenges of maintaining consistent branding and content across multiple sites with different stakeholders, while balancing global and local needs. It established a global blueprint site and country-specific live copies to enable local

1. Bombardier Country
Sites
Ken Knitter, Bombardier Inc., @KenKnitter
Alberto Vazquez, Valtech Canada, @javomzt
March 2016

2. Agenda
01 - Bombardier
02 - Business case & context
03 - Solution and MSM implementation
04 - Lessons learned

3. ⧁ Revenues: $18.2 billion
⧁ Backlog of $59.2 billion
⧁ Market Capitalization: Cdn $3.1 billion
⧁ 70,900 employees
⧁ 75 production and engineering sites in 28 countries and a worldwide network of service centres
Bombardier: One Company – Four business segments
⧁ Revenue $7.0 billion
⧁ Backlog $17.2 billion
⧁ Employees 10,400
⧁ Revenue $2.4 billion
⧁ Backlog $11.5 billion
⧁ Employees 5,050
⧁ Revenue $1.8 billion
⧁ Backlog $80 million
⧁ Employees 12,100
Revenue $8.3 billion
Backlog $30.4 billion
Employees 39,400
Bombardier
Business Aircraft (BBA)
(Fiscal Year ended Dec. 31, 2015)
Bombardier
Commercial Aircraft (BCA)
(Fiscal Year ended Dec. 31, 2015)
Bombardier Aerostructures and
Engineering Services (BAES)
(Fiscal Year ended Dec. 31, 2015)
Bombardier
Transportation (BT)
(Fiscal Year ended Dec. 31, 2015)
Bombardier Inc.
(Fiscal Year ended Dec. 31,
2015)
Note: Market Capitalization, backlog and numbers of employees as at December 31 2015
1. Includes contractual and inactive employees. Subsequent to the end of the fiscal year, we decided to take steps to optimize our workforce with
a combination of manpower reduction and strategic hiring. These figures do not reflect the planned changes.
2. Revenues exclude Corporate and eliminations of $(1.3) billion for the fiscal year ended December 31, 2015
3. Includes only external backlog

4. Business case and
context

5. AEM as the new
Website Platform
The Beginning of our Story
⧁ It is 2011…
⧁ Bombardier has multiple sites in multiple systems
⧁ Technological and decision debt is growing exponentially in
CMS space
⧁ No efficient way to collaborate launch global
communications
⧁ High costs to support and maintain many different sites

6. AEM (CQ5) was selected
First site, www.Bombardier.com
goes live in 2013

7. Country sites
Business Case
Context
⧁ Cost, effort, and time to launch each site dependent on
many factors
⧁ Bombardier has a presence in 46 countries
⧁ Over 15 countries already had local websites
⧁ Maintaining branding and governance across divisional and
regional network was exceedingly difficult
Possible Solutions
⧁ Do we localize the primary web site?
⧁ Do we create smaller one-off country-based websites?
⧁ Do we leverage other channels (e.g., Social Media) to
represent in-country activities?

8. Country sites
Business Case
Objectives
⧁ Ensure governance
⧁ Achieve content syndication
⧁ Deliver Multilingual sites
⧁ Promote local enablement
⧁ Ability to scale
⧁ Control costs

9. Country sites
Business Case
Challenges
⧁ Difficult to maintain consistent branding and content
across all sites
⧁ Many stakeholders at the table. Each with their own budget
and team:
• 6 Business segments
• Shared business
• Different organization structure
⧁ Balancing global and local needs
Country
Site
B Inc.
Business
Aircraft
Commercial
Aircraft
Aero
Structures
Product
Dev. Eng.
Transpor-
tation
HR
Gov.
relations

10. Solution and
implementation

11. Types of multi-sites in AEM
⧁ Independent sites
• Built as different applications
• Components built to be shared and
customized, or extended
⧁ Multi-site Manager
• Create a website that is used as a template
for multiple sites
⧁ But… Why?
• Automatically update one or more sites based
on a source site
• Enforce a common base structure and use
common content across multiple sites
• Maximize the use of available resources
• Maintain a common look and feel
• Focus efforts on managing the content that
differs between the sites
CASE STUDY: BOMBARDIER COUNTRY SITES

12. Global + Local
⧁ Global Blueprint
• Leverage previous AEM project
• Only accessible to the global team
• Rollout global changes as needed
• New language branches as needed
⧁ Country Live-copy
• Country team access only to country site
• Local team manages content identified as local
• No access to edit pages with global content
• No rights to break inheritance of selected
components
• No rights to change the structure of the site
CASE STUDY: BOMBARDIER COUNTRY SITES

13. Content Syndication
⧁ Separate structure for shareable content
• News
• Events
• Biographies
• Media galleries
• FAQs
• Contacts
• Country information
• Physical sites information
• Projects information
⧁ Website specific folders to separate groups
⧁ Templates and components in websites consume based on
folder location and tags

14. User management
⧁ Multiple user groups
⧁ Global authors
• Permissions to create and edit, content in the global
blueprint and country sites
• Allowed to roll-out changes to the country sites
⧁ Local authors
• Able to edit content on the allowed sections of the
local site
• Not allowed to publish content
⧁ Local publishers
• Able to edit and publish content on the allowed
sections of the local sites
CASE STUDY: BOMBARDIER COUNTRY SITES

15. CASE STUDY: BOMBARDIER COUNTRY SITES
Language management
⧁ Blueprint
• Manage language masters
⧁ Country-site
• Each country has at least 2 languages
• Each language is a live-copy of the
master

16. Results
Objectives
⧁ Ensure governance
⧁ Achieve content syndication
⧁ Deliver Multilingual sites
⧁ Promote local enablement
⧁ Ability to scale
⧁ Control costs

17. Lessons learned

18. Before
CMS
Promise of
CMS
CMS
Reality
Curse of the CMS

19. Let me wave my content
magic wand
⧁ 9 times out of 10 technology identified as the issue.
⧁ However once the technology is delivered the content rarely
follows.
⧁ Content production is hard. Most communication teams are
not structured for full and regular production.
• “Creating content for a brand is like running a
news room” (Tara Hunt 2013)
• “the newsroom-like style in which we now
manage our social media activities” (David
Edelman & Marc Singer 2012)
⧁ Remember content is currency of the web, not the
underlying technology.

20. Do you really know your
requirements?
⧁ Resist the urge to solve the problem on the first
development attempt
⧁ Use minimal viable product (MVP) model to launch and
understand real requirements

21. Graphs to Grok Agile

22. Betting the farm

23. Hedging your bets

24. Counting Cards

25. thank you
@KenKnitter
@javomzt

26. Inheritance

27. ⧁ It signifies a relationship from one content source to a
receiving content (component level)
• Inheritance paragraph System (iparsys)
• MSM
• Inheritance paragraph System (iparsys)
• Independent from MSM
• Component that allows to be used as a “source” for other
iparsys components used in the hierarchy of the page
structure
• Content on the component of the parent page is “inherited”
by the children (per level)
• Cumulative content as we progress down the structure
• Disabling inheritance vs cancelling inheritance
• If cancelled, the components in selected paragraph
system are not passed down to the child pages.
• If disabled, components of selected paragraph system
on this page are not inherited from the parent page.
What is “inheritance”?
MSM CONCEPTS
1.0 Parent
1.1
1.1.1
1.1.1.1
1.2
1.2.1
1.2.1.1
Page template example:

28. ⧁ In the MSM
• In a live-copy, all of the content is “inherited” from the
blueprint.
• A one-way relationship with the blueprint:
• If the blueprint changes, the live-copy changes
• Local content must cancel inheritance
• Components with cancelled inheritance do not receive
any updates from blueprint
• Re-instating inheritance will link back to the source
component
What is “inheritance” in MSM context
MSM CONCEPTS

29. Permissions and user
management

30. ⧁ AEM recommends to manage permission with user groups
• Access to specific sites/sections
• Different rights per site/sections
• Each site has their own group of users
⧁ For MSM implementations, we’ve adopted a simple approach per website and per access level
• 2 user groups per country site, authors (no activation rights) and approvers (no editing rights)
• 1+ site admin with both levels
Permissions and user management
MSM CONCEPTS

31. ⧁ Workflows in AEM should be kept simple
⧁ Create workflows for repetitive actions that can be automated
• Creation of renditions
• Translations
• Approvals
⧁ Multi-step workflows for approvals and collaboration were improved on AEM 6.1
Users and workflows
MSM CONCEPTS

32. Component re-use

33. ⧁ Blueprint and live-copies
• Technically using the same set of templates and components
• No custom components for specific live-copies
⧁ Stand-alone sites
• Component for reuse must be planned and follow basic best-practices
• Design for extension with minimal markup
• Reduced dependencies
• “Pattern library” of shared components should be separate from site-specific components
• “Master” components should be inherited and modified per site, not duplicated and modified
• Its best to ‘componentize’ the components, rather than modify
Component reuse
MSM CONCEPTS