Delivering exceptional web experiences


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Delivering exceptional web experiences

  1. 1. IBM Software Cross-IndustryDelivering exceptionalweb experiencesIBM Web Content Manager
  2. 2. Delivering exceptional web experiences1 2 Create and 3 4 Target and 5Introduction design Collaborate optimize ResourcesCreate exceptional web Improve productivity Get more from your Help increase revenue, Learn more aboutexperiences that are per- with enhanced func- team with serial and market share and brand IBM Customersonalized and that drive tionality that helps you parallel workflows, audit awareness by designing Experience Suite andrevenue, increase loyalty, create and publish trails, and other features and implementing how you can leverageimprove satisfaction and multilingual content that boost collaboration targeted campaigns IBM Web Contentreduce costs. Manage all and engaging social during the content cre- across multiple chan- Manager.of these moving parts to websites. Speed time to ation process. nels. Maximize invest-keep on budget and value with prebuilt tem- ments and improvelaunch on schedule. plates for microsites, conversion rates with blogs and wikis, includ- analytics integration ing industry-specific support and reporting templates. capabilities.
  3. 3. Delivering exceptional web experiencesIntroductionDay 1: the task at hand partnership—the experience has to driveTrina Washburn is new to Acme revenue, increase brand loyalty, improveCorporation and she has been given what satisfaction—and she isn’t sure whereseems like an impossible job. to start.Two weeks. That’s all she has. The board of There are dozens of things that have to getAcme Corporation has approved a partner- done before her CEO and the CEO ofship deal with Bronson Corporation. Bronson announce the deal in two weeks—Bronson and Acme will be joining forces graphics, content, images, copywriting,with a combined product offering that social media integration. And it has to becould mean millions in revenue for both great.companies—and the ball is in her court.Trina is on point to deliver the web experi-ence that is key to the success of the Figure 1: Back of the napkin wireframe. 31 Introduction 2 Create & Design 3 Collaborate 4 Target & Optimize 5 Resources
  4. 4. Delivering exceptional web experiencesBusiness requirements position with their selected keywords ● Build a buzz—get users engaged inFirst, Trina receives the business require- before competitors get a chance to commenting/blogging/rating/networkingments from her product management team. respond. And, naturally, she has a limited ● Understand user behavior on the site soThey need a new microsite for the new budget. we can adjust quickly as necessaryproducts. The microsite must work seam- ● Launch the site—FAST!lessly with back-end office services and be Trina gathers her team and they translateaccessible from the Acme corporate site the business requirements into a list of key Trina turns to her team: “Now how can weand from the Bronson site. The content web objectives: make this happen?”needs to be branded as Bronson Productswhen users come from Bronson’s site and ● Create a highly functional and effective A seasoned veteran on the Acme IT teamas Acme Products when they arrive from website that wows its users speaks first, “No problem. We just updatedAcme’s site. Content must be tailored for ● Tailor product messages for each of our our web content management solution withall the key players—manufacturers, the target audiences IBM Web Content Manager software. It’smedia, distributors and others. And it must ● Launch concurrently in all marketplaces part of the IBM Customer Experience optimized for search to establish Acme’s ● Establish top search engine rankings for We can do this.” our chosen keywords ● Convey consistency in our messaging and brand values through all channels 41 Introduction 2 Create & Design 3 Collaborate 4 Target & Optimize 5 Resources
  5. 5. Delivering exceptional web experiencesWhat is IBM Web Content Manager Comprehensive and agile, IBM Web dynamic websites, respond to ever-software? Content Manager software helps organiza- changing customer demands and expecta-IBM Web Content Manager software can tions quickly and easily create rich and tions, and boost customer you more easily create content, targetindividuals with relevant content and opti-mize content delivery on your website—plusso much more. IBM Web Content Managersoftware enhances the web experience bybringing together the key capabilities andfunctionality people expect, including newand improved social features, enhancedcontent support, improved search andsearch engine optimization capabilities,simplified editing and publishing of digitalmedia, and integration with rich internetapplications such as Adobe® Flash Figure 2: IBM Web Content Manager home 51 Introduction 2 Create & Design 3 Collaborate 4 Target & Optimize 5 Resources
  6. 6. Delivering exceptional web experiencesIBM Web Content Manager software can ● Optimized publishing and change man- ● Virtualization support for platformhelp you create an engaging and rewarding agement for projects optimizationweb experience that spans multiple chan- ● Enhanced analytics integration support ● Serviceability enhancements to helpnels—smart phones, websites and social to help you understand user behavior and lower cost of ownershipsites. The software’s robust features and improve conversion ratesfunctionality also help you do more with ● Tags, ratings, and improved blogs and With a comprehensive set of authoring,your website content to help increase brand wikis to harness the expertise of user editing, sharing, designing, managementawareness and profitability. communities and delivery features, along with powerful ● Enhanced website templates to help analytics integration support that enablesIBM Web Content Manager software deliv- speed time to value you to better understand visitor behavior,ers powerful capabilities: ● Simplified roundtrip content editing you can transform your website’s most through integration with IBM Lotus important component—its content.● An easy-to-use creation and editing inter- Symphony™ software face to help increase productivity● Enhanced authoring forms to support easy content creation 61 Introduction 2 Create & Design 3 Collaborate 4 Target & Optimize 5 Resources
  7. 7. Delivering exceptional web experiencesCreateWeb content management, an With these things in mind, Trina is worried At its most basic level, WCM separates theintroduction that the operational costs of implementing process of creating content—the writing,At Trina’s last company, content creation the content according to the business editing, revising and approval processeswas highly dependent on IT. IT had to go requirements could drive the project over around content—from the presentation ofinto each individual HTML page on the budget. Content owners need to be the content. Content authors create, editcompany’s website to make changes. So a empowered to manage the delivery of and deploy content through an intuitive usersimple edit might have to be repeated on dynamic content and rich media through interface that enables the information to be20 different pages, leading to increased multiple channels without spending an inor- reused across the website in different con-chances of error. The process left content dinate amount of time on content entry. At texts and for different purposes. IT createsowners frustrated by their inability to deploy Acme, the process of web content man- design components and templates that arechanges in a timely manner. Without the agement (WCM) is already ingrained in all used by the content authors. IT becomesresources to deploy changes quickly and its processes, so Trina has nothing to worry responsible for administering the applica-with business requirements that were not about. tion, managing the environments, and occa-always clearly communicated, IT was often sionally creating new design components orput in a precarious position. templates. 71 Introduction 2 Create & Design 3 Collaborate 4 Target & Optimize 5 Resources
  8. 8. Delivering exceptional web experiencesCreate (continued)Reusable fragments templates use drop-down selection boxes, radio buttons and check boxes to make it easyWeb content is made up of many frag- for authors to create custom content. And you can include help text in the template so usersments. From a user perspective, content don’t need extensive training to choose the correct options. Prebuilt templates for manyowners can manage content from one types of content can be downloaded and used as is or modified to suit your, but the content itself can appear inmultiple places, on multiple sites and viamultiple channels. When users make achange to the content, the change appearson every page and in every website wherethat piece of content appears helping toenforce consistent branding.How it worksWith IBM Web Content Manager software,the entry process for content creators isstandardized based on type of contentusing authoring templates. The templatedetermines the design of a content form,defines what fields and elements appear on Figure 3: IBM Content Templates Catalog.the form, and specifies default values. The 81 Introduction 2 Create & Design 3 Collaborate 4 Target & Optimize 5 Resources
  9. 9. Delivering exceptional web experiencesCreate (continued)Design components like authoring and This focus on simplifying the user experience helps remove unnecessary and tedious stepspresentation templates, menus, and and page reloads. It weaves Web 2.0 techniques into authoring to accelerate content cre-components can be organized in folders. ation and management.IBM Web Content Manager softwareprovides authors with personalized viewsof information relevant to them, enablingfaster, more intuitive content creation.Content approvers can see a list of itemswaiting for their approval. Content authorscan quickly find pending and historicalitems that they’ve created. If they use thesame items regularly, such as a particulartemplate, they can mark that item as afavorite and return to it quickly by accessinga favorites list. Figure 4: Folders help organize. 91 Introduction 2 Create & Design 3 Collaborate 4 Target & Optimize 5 Resources
  10. 10. Delivering exceptional web experiencesDesignPicture frames If authoring templates enable users to paint The content author chooses which tem-Because this is a new microsite, Trina is a picture, presentation templates build the plate is appropriate for the content. Whenchallenged with making the site design dis- picture frame. Presentation templates con- the content is published, IBM Web Contenttinctive while also managing the additional tain the code that determines the layout Manager software is designed to automati-complication of cobranding. Depending on and placement of content. The templates cally present the content with the desiredwhere users originate from, the microsite determine the overall presentation of the styling, with the placement of images in thewill also need to switch from an Acme- site—that is, fonts, color palette and text right place, and with the right spacing andbranded page to a Bronson-branded styles as well as the layout of content on a layout. It also enables new functionality likepage. Within IBM Web Content Manager page. The presentation template also con- tagging and rating tools to allow users tosoftware, Acme will be able to create those tains all the header, footer, image and per- provide feedback on website content.standard design templates and customize sistent navigational elements—like sign-onthe branded sections based on the origin of or help—that appear on every page.the site visitor. 101 Introduction 2 Create & Design 3 Collaborate 4 Target & Optimize 5 Resources
  11. 11. Delivering exceptional web experiencesDesign (continued)ConsistencyIBM Web Content Manager software takesthe most common types of web contentdisplay and creates presentation templates.The software includes prebuilt templates formicrosites, blogs and wikis as well asindustry-specific templates. It also givesyou the ability to customize templatesaround themes and make wholesalechanges to the global design templateof your site. Figure 5: The customizable design of the Acme site. 111 Introduction 2 Create & Design 3 Collaborate 4 Target & Optimize 5 Resources
  12. 12. Delivering exceptional web experiencesDesign (continued)Dynamic navigation in the associated presentation template, a page and that are related to the contentWhen a person visits a website and clicks and applying the site navigation specified displayed on a page. The links shown inon a link to a page in the browser, the page by the navigators. navigators and menus can change basedis delivered to the user as a single web- on the context the user is in—that is, thepage. Behind the scenes, IBM Web Content IBM Web Content Manager uses two types content displayed on the page. The naviga-Manager has assembled the page by of components to build dynamic navigation tors and menus create the linked structureselecting the appropriate content frag- for the site when a user requests a page. between pages in the site, and the softwarements, applying styles to the content from Navigator components display the structure assembles all the pieces upon request bythe appropriate style sheet, organizing the of the site and automatically create all the the website visitor.content and images in the layout specified links from the site navigation. Menu compo- nents create lists of links that are shown on 121 Introduction 2 Create & Design 3 Collaborate 4 Target & Optimize 5 Resources
  13. 13. Delivering exceptional web experiencesDesign (continued)Simplified developer toolsIBM Web Content Manager softwareincludes features that simplify certain tasksfor the developer. For example, tags withinthe HTML in a presentation template areidentifiable by brackets. To insert a new tag,link or image, developers can simply clickthe appropriate button and specify theproperties for the item using the drop-downboxes. There’s no coding required for thesecommon elements. Figure 6: Presentation template coding. 131 Introduction 2 Create & Design 3 Collaborate 4 Target & Optimize 5 Resources
  14. 14. Delivering exceptional web experiencesCollaborateWorking together IBM Web Content Manager software uses a triggered automatically. Reviewers, editorsAcme’s new website needs input from security model that allows you to keep the or approvers in the workflow receive ancross-functional stakeholders across the work of site developers separate from the email notifying them that they need to takeinternal value chain. Marketing communica- work of the site designers. The work of the action on new content. They simply click ations, human resources, product manage- developers and designers is also separated link in the email and sign on, and then theyment, finance and legal—all need to weigh from that of the content authors and are taken directly to the piece of contentin at various times as either content authors approvers. The software includes separate they need to review.or approvers. Site developers and design- libraries so each department can completeers have independent workflows that are its work independently and collaborate They can review new content online, just asinterdependent with the launch process. when necessary. it will appear on the website, and make anyEffective collaboration among all of these changes or approve it. After all thegroups is essential to launching content Customized views approvals are done, the new contentin a timely manner. Serial and parallel When content authors or approvers sign on appears on the website. Or if the content isworkflows, audit trails, and track changes to the system, they only see the content, supposed to coincide with an event, suchfeatures help boost mission-critical templates and components they are as a product launch, then you can schedulecollaboration during the content creation allowed to see and need to do their job. the content to appear on the site at a spe-process. The user interface is clean and simple so cific date and time. And you can have the users can accomplish tasks quickly. Once content disappear from the site at a specific content is created, a review workflow is date and time. 141 Introduction 2 Create & Design 3 Collaborate 4 Target & Optimize 5 Resources
  15. 15. Delivering exceptional web experiencesCollaborate (continued)Competing priorities One of the significant advantages of will appear in its new location when youWhile important to Acme, the Bronson IBM Web Content Manager software is the preview the project contents. On the go-liveproject is only one of the website priorities ability to create a project. A project takes date for the new project, all items in thein the pipeline. Within the company work- content, code components, images, and project move together from one environ-flow, there are several projects in various both authoring and presentation templates ment to another.stages of development. IBM Web Content and bundles them together into a logicalManager software enables Acme to choose site update package. The items in the proj- For instance, if code components are cre-which content and design components are ect do not have to be in the same library ated in the development environment, theylaunched at which time. Project drafts can and they can span across many libraries. A can be moved to the testing environmentbe created at any time, regardless of the project can include changes in the organi- without disturbing any other items that maystatus of other items. Workflow can allow zation of existing content. And even though exist in the development environment.multiple drafts or enforce exclusive drafts. reorganized content may be live on the site, Similarly, users can bundle all the contentIn other words, all the new images, content you can preview all items in a project and images created in the authoring envi-and components for the Bronson project together. Content live on one part of the site ronment and syndicate them to productioncan travel through the content life cycle as a single bundle.together without disrupting any other devel-opment project. 151 Introduction 2 Create & Design 3 Collaborate 4 Target & Optimize 5 Resources
  16. 16. Delivering exceptional web experiencesTargetPersonal experience To help ensure that search engines index From a web experience perspective,Acme wants to create a web experience the new content to attract more site visitors, Acme plans to take advantage of reusablethat feels personalized to each user IBM Web Content Manager software con- content to target site visitors, personalizewhether that person is a customer, partner, tains several options within its authoring sites with role-based content and mapsupplier or employee. It needs to dynami- templates. For example, the “Name” field in site-visitor preferences. The personalizationcally adapt content and product offers the template is the page name for the URL, component of IBM Web Content Managerbased upon the user’s behavior, prefer- the “Description” field is what will be dis- software can select content for usersences and relationships. Ultimately, Acme played as the page description in a search based on information in their profiles andwants to design and launch targeted cam- result, and the “Keyword” field populates based on business rules. Using the author-paigns across multiple channels. Providing the keyword metatag. Content authors just ing template, content can be categorized byusers with relevant information based on need to know the appropriate keywords to audience using metadata. Then contentthose channels will help increase revenue, get their content noticed. owners can select their desired audiencemarket share and brand loyalty. from a drop-down list or check box. 161 Introduction 2 Create & Design 3 Collaborate 4 Target & Optimize 5 Resources
  17. 17. Delivering exceptional web experiencesTarget (continued)Creating commerce The IBM Web Content Manager software authoring server and can be assigned toIn addition to IBM Web Content integration with WebSphere Commerce e-spots, products and categories throughManager software, Acme also uses software focuses on associating web con- the WebSphere Commerce Accelerator,IBM WebSphere® Commerce software to tent with product pages in a commerce helping to achieve real time to value fordrive its cross-channel and online com- store. For example, Acme can include links your commerce channel. The integrationmerce. WebSphere Commerce software to its product catalog in articles about its of IBM Web Content Manager software anduses the concept of e-spots and content new products. Catalyst for Commerce provides a veryspots to deliver static and dynamic content compelling value proposition, enablingthroughout a site: e-spots are connected to IBM Business Partner Ascendant content owners to manage and approvecampaign rules and allow for dynamic tar- Technology has created the Catalyst for content in a single tool and to deliver thatgeting and personalization; content spots Commerce solution to enable WebSphere content to portals, commerce sites, mobileare used for static content targeting all Commerce to consume content feeds from sites and social networking sites.customers. Spots can contain images, other applications. The third-party contentFlash files or text. is stored in the WebSphere Commerce 171 Introduction 2 Create & Design 3 Collaborate 4 Target & Optimize 5 Resources
  18. 18. Delivering exceptional web experiencesOptimizeWake-up call with all its content, templates and compo- web analytics and reporting from majorTrina’s cell phone alarm rings at 4:50 a.m. nents has launched as expected. The site is web analytic solutions that were going toon Monday. The last of her weekend live. They’ve made their schedule. help her understand what was working welldreams fade, and the mix of anticipation and what might need to be tweaked toand fear makes her adrenaline rush. She As she starts composing a congratulatory improve conversion rates. Over time, theyruns to her computer, where she hits refresh email to her team, she is looking forward to will fine-tune the online experience by ana-over and over, waiting to see if the site the rest of this Monday. She knows her lyzing customer behavior, helping tolaunched on time. work isn’t done. Acme still needs to be able increase conversion rates and deepen cus- to measure the success of the launch and tomer engagement. With the IBM CustomerThe home page for the new site appears. the microsite. But she knows that websites Experience Suite, Acme can intelligentlyA smile creeps over her face. Growing powered by IBM Web Content Manager manage sites, campaigns and offers bymore excited, she clicks through each already include an easy way to incorporate tracking them via integration with supportedscreen and sees that each page and con- analytics solutions.tent item appears as expected. The project All in all, it is a good Monday. 181 Introduction 2 Create & Design 3 Collaborate 4 Target & Optimize 5 Resources
  19. 19. Delivering exceptional web experiencesResourcesMore capabilities with the ● Create: Help reduce operational costs sites, campaigns and offers by trackingIBM Customer Experience Suite and increase responsiveness by enabling them via integration with supported ana-IBM Customer Experience Suite brings business owners to manage the delivery lytics solutionstogether capabilities that enable you to of dynamic content and rich media ● Realize: Help improve profits by maximiz-deliver highly engaging, personalized and through multiple channels ing cross-sell and up-sell opportunities;differentiated web experiences that meet ● Target: Increase brand loyalty by creating and capture new leads by easily publish-the evolving needs of today’s customer. Key experiences that feel personalized to ing dynamic, compelling offers andcapabilities include business user content each customer; and dynamically adapt contentmanagement, a highly scalable and flexible content and offers based on customer ● Reach: Connect with existing customersweb presentation framework, built-in social actions, preferences and relationships and new prospects across multiple chan-and real-time communications, marketing ● Socialize: Improve customer loyalty and nels: mobile, web, social sites, kiosks andtools, personalization, enterprise search, help resolve problems by enabling cus- emailintegration capabilities—including analytics tomers to share ideas and opinions; and ● Integrate: Deliver more personalized,and commerce integration—plus mobile drive higher value customer interactions relevant web experiences by linking intodevice support. The comprehensive via lower cost channels back-office applications, cloud-basedIBM Customer Experience Suite solution ● Optimize: Fine-tune the online experi- services and social sites; and aggregatedelivers the capabilities you need to ence by analyzing customer interactions, disparate systems into a seamless, cohe-respond to individual expectations, reach helping to improve conversion rates and sive customer experiencemore customers and deliver exceptional engagement; and intelligently manageexperiences. 191 Introduction 2 Create & Design 3 Collaborate 4 Target & Optimize 5 Resources
  20. 20. For more informationTo learn more about IBM Web Content Manager software and other © Copyright IBM Corporation 2011IBM solutions, contact your IBM representative or IBM Business Partner, IBM Corporation Software Groupor visit: Route 100 Somers, NY 10589 U.S.A.To learn more about IBM Customer Experience Suite software, contact Produced in the United States of Americayour IBM representative or IBM Business Partner, or visit: February All Rights Reserved IBM, the IBM logo,, Lotus and WebSphere are trademarks of International Business Machines Corp., registered in many jurisdictions worldwide. Other product and service namesThe preceding ebook was developed based on an original white paper might be trademarks of IBM or other companies. A current list of IBM trademarks is availableauthored by Ascendant Technology employees Ann-Marie Sheppard, on the web at “Copyright and trademark information” at Newell, and Rik Frost. To learn more about Ascendant Technology Adobe is a registered trademark of Adobe Systems Incorporated in the United States, and/or other countries.and its Catalyst for Commerce asset, please visit: References in this publication to IBM products or services do not imply that IBM intends to make them available in all countries in which IBM operates.Additionally, financing solutions from IBM Global Financing can enable The information contained in this documentation is provided for informational purposes only.effective cash management, protection from technology obsolescence, While efforts were made to verify the completeness and accuracy of the information contained in this documentation, it is provided “as is” without warranty of any kind, express or implied. Inimproved total cost of ownership and return on investment. Also, our addition, this information is based on IBM’s current product plans and strategy, which are subject to change by IBM without notice. IBM shall not be responsible for any damages arisingGlobal Asset Recovery Services help address environmental concerns out of the use of, or otherwise related to, this documentation or any other documentation.with new, more energy-efficient solutions. For more information on Nothing contained in this documentation is intended to, nor shall have the effect of, creating any warranties or representations from IBM (or its suppliers or licensors), or altering the termsIBM Global Financing, visit: and conditions of the applicable license agreement governing the use of IBM software. Each IBM customer is responsible for ensuring its own compliance with legal requirements. It is the customer’s sole responsibility to obtain advice of competent legal counsel as to the identification and interpretation of any relevant laws and regulatory requirements that may affect the customer’s business and any actions the customer may need to take to comply with such laws. IBM does not provide legal advice or represent or warrant that its services or products will ensure that the customer is in compliance with any law. All customer examples described are presented as illustrations of how those customers have used IBM products and the results they may have achieved. Actual environmental costs and performance characteristics may vary by customer. Please Recycle LOO14002-USEN-01