1. IBM Software Cross-IndustryDelivering exceptionalweb experiencesIBM Web Content Manager
2. Delivering exceptional web experiences1 2 3 4 5Create and Target andIntroduction 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 withblogs and wikis, includ- analytics integrationing industry-speciﬁc support and reportingtemplates. capabilities.
3. 31 Introduction 2 Create & Design 3 Collaborate 4 Target & Optimize 5 ResourcesIntroductionDay 1: the task at handTrina Washburn is new to AcmeCorporation and she has been given whatseems like an impossible job.Two weeks. That’s all she has. The board ofAcme Corporation has approved a partner-ship deal with Bronson Corporation.Bronson and Acme will be joining forceswith a combined product offering thatcould mean millions in revenue for bothcompanies—and the ball is in her court.Trina is on point to deliver the web experi-ence that is key to the success of thepartnership—the experience has to driverevenue, increase brand loyalty, improvesatisfaction—and she isn’t sure whereto start.There are dozens of things that have to getdone before her CEO and the CEO ofBronson announce the deal in two weeks—graphics, content, images, copywriting,social media integration. And it has to begreat.Figure 1: Back of the napkin wireframe.Delivering exceptional web experiences
4. 4Business requirementsFirst, Trina receives the business require-ments from her product management team.They need a new microsite for the newproducts. The microsite must work seam-lessly with back-end office services and beaccessible from the Acme corporate siteand from the Bronson site. The contentneeds to be branded as Bronson Productswhen users come from Bronson’s site andas Acme Products when they arrive fromAcme’s site. Content must be tailored forall the key players—manufacturers, themedia, distributors and others. And it mustbe optimized for search to establish Acme’sposition with their selected keywordsbefore competitors get a chance torespond. And, naturally, she has a limitedbudget.Trina gathers her team and they translatethe business requirements into a list of keyweb objectives:● Create a highly functional and effectivewebsite that wows its users● Tailor product messages for each of ourtarget audiences● Launch concurrently in all marketplaces● Establish top search engine rankings forour chosen keywords● Convey consistency in our messagingand brand values through all channels1 Introduction 2 Create & Design 3 Collaborate 4 Target & Optimize 5 ResourcesDelivering exceptional web experiences● Build a buzz—get users engaged incommenting/blogging/rating/networking● Understand user behavior on the site sowe can adjust quickly as necessary● Launch the site—FAST!Trina turns to her team: “Now how can wemake this happen?”A seasoned veteran on the Acme IT teamspeaks ﬁrst, “No problem. We just updatedour web content management solution withIBM Web Content Manager software. It’spart of the IBM Customer Experience Suite.We can do this.”
5. 5What is IBM Web Content Managersoftware?IBM Web Content Manager software canhelp 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® Flashsoftware.Comprehensive and agile, IBM WebContent Manager software helps organiza-tions quickly and easily create rich anddynamic websites, respond to ever-changing customer demands and expecta-tions, and boost customer satisfaction.Figure 2: IBM Web Content Manager home page.1 Introduction 2 Create & Design 3 Collaborate 4 Target & Optimize 5 ResourcesDelivering exceptional web experiences
6. 6IBM Web Content Manager software canhelp you create an engaging and rewardingweb experience that spans multiple chan-nels—smart phones, websites and socialsites. The software’s robust features andfunctionality also help you do more withyour website content to help increase brandawareness and proﬁtability.IBM Web Content Manager software deliv-ers powerful capabilities:● An easy-to-use creation and editing inter-face to help increase productivity● Enhanced authoring forms to supporteasy content creation1 Introduction 2 Create & Design 3 Collaborate 4 Target & Optimize 5 ResourcesDelivering exceptional web experiences● Optimized publishing and change man-agement for projects● Enhanced analytics integration supportto help you understand user behavior andimprove conversion rates● Tags, ratings, and improved blogs andwikis to harness the expertise of usercommunities● Enhanced website templates to helpspeed time to value● Simpliﬁed roundtrip content editingthrough integration with IBM LotusSymphony™ software● Virtualization support for platformoptimization● Serviceability enhancements to helplower cost of ownershipWith a comprehensive set of authoring,editing, sharing, designing, managementand delivery features, along with powerfulanalytics integration support that enablesyou to better understand visitor behavior,you can transform your website’s mostimportant component—its content.
7. 7CreateWeb content management, anintroductionAt Trina’s last company, content creationwas highly dependent on IT. IT had to gointo each individual HTML page on thecompany’s website to make changes. So asimple edit might have to be repeated on20 different pages, leading to increasedchances of error. The process left contentowners frustrated by their inability to deploychanges in a timely manner. Without theresources to deploy changes quickly andwith business requirements that were notalways clearly communicated, IT was oftenput in a precarious position.With these things in mind, Trina is worriedthat the operational costs of implementingthe content according to the businessrequirements could drive the project overbudget. Content owners need to beempowered to manage the delivery ofdynamic content and rich media throughmultiple channels without spending an inor-dinate amount of time on content entry. AtAcme, the process of web content man-agement (WCM) is already ingrained in allits processes, so Trina has nothing to worryabout.At its most basic level, WCM separates theprocess of creating content—the writing,editing, revising and approval processesaround content—from the presentation ofthe content. Content authors create, editand deploy content through an intuitive userinterface that enables the information to bereused across the website in different con-texts and for different purposes. IT createsdesign components and templates that areused by the content authors. IT becomesresponsible for administering the applica-tion, managing the environments, and occa-sionally creating new design components ortemplates.1 Introduction 2 Create & Design 3 Collaborate 4 Target & Optimize 5 ResourcesDelivering exceptional web experiences
8. 8Create (continued)Reusable fragmentsWeb content is made up of many frag-ments. From a user perspective, contentowners can manage content from oneplace, 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 onthe form, and speciﬁes default values. Thetemplates use drop-down selection boxes, radio buttons and check boxes to make it easyfor authors to create custom content. And you can include help text in the template so usersdon’t need extensive training to choose the correct options. Prebuilt templates for manytypes of content can be downloaded and used as is or modiﬁed to suit your needs.Figure 3: IBM Content Templates Catalog.1 Introduction 2 Create & Design 3 Collaborate 4 Target & Optimize 5 ResourcesDelivering exceptional web experiences
9. 9Create (continued)Design components like authoring andpresentation templates, menus, andcomponents can be organized in folders.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.This focus on simplifying the user experience helps remove unnecessary and tedious stepsand page reloads. It weaves Web 2.0 techniques into authoring to accelerate content cre-ation and management.Figure 4: Folders help organize.1 Introduction 2 Create & Design 3 Collaborate 4 Target & Optimize 5 ResourcesDelivering exceptional web experiences
10. 10DesignPicture framesBecause this is a new microsite, Trina ischallenged with making the site design dis-tinctive while also managing the additionalcomplication of cobranding. Depending onwhere users originate from, the micrositewill also need to switch from an Acme-branded page to a Bronson-brandedpage. Within IBM Web Content Managersoftware, Acme will be able to create thosestandard design templates and customizethe branded sections based on the origin ofthe site visitor.If authoring templates enable users to painta picture, presentation templates build thepicture frame. Presentation templates con-tain the code that determines the layoutand placement of content. The templatesdetermine the overall presentation of thesite—that is, fonts, color palette and textstyles as well as the layout of content on apage. The presentation template also con-tains all the header, footer, image and per-sistent navigational elements—like sign-onor help—that appear on every page.The content author chooses which tem-plate is appropriate for the content. Whenthe content is published, IBM Web ContentManager software is designed to automati-cally present the content with the desiredstyling, with the placement of images in theright place, and with the right spacing andlayout. It also enables new functionality liketagging and rating tools to allow users toprovide feedback on website content.1 Introduction 2 Create & Design 3 Collaborate 4 Target & Optimize 5 ResourcesDelivering exceptional web experiences
11. 11Figure 5: The customizable design of the Acme site.1 Introduction 2 Create & Design 3 Collaborate 4 Target & Optimize 5 ResourcesDelivering 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.
12. 12Design (continued)Dynamic navigationWhen a person visits a website and clickson a link to a page in the browser, the pageis delivered to the user as a single web-page. Behind the scenes, IBM Web ContentManager has assembled the page byselecting the appropriate content frag-ments, applying styles to the content fromthe appropriate style sheet, organizing thecontent and images in the layout speciﬁedin the associated presentation template,and applying the site navigation speciﬁedby the navigators.IBM Web Content Manager uses two typesof components to build dynamic navigationfor the site when a user requests a page.Navigator components display the structureof the site and automatically create all thelinks from the site navigation. Menu compo-nents create lists of links that are shown ona page and that are related to the contentdisplayed on a page. The links shown innavigators and menus can change basedon the context the user is in—that is, thecontent displayed on the page. The naviga-tors and menus create the linked structurebetween pages in the site, and the softwareassembles all the pieces upon request bythe website visitor.1 Introduction 2 Create & Design 3 Collaborate 4 Target & Optimize 5 ResourcesDelivering exceptional web experiences
13. 13Design (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.1 Introduction 2 Create & Design 3 Collaborate 4 Target & Optimize 5 ResourcesDelivering exceptional web experiences
14. 14CollaborateWorking togetherAcme’s new website needs input fromcross-functional stakeholders across theinternal value chain. Marketing communica-tions, human resources, product manage-ment, ﬁnance and legal—all need to weighin at various times as either content authorsor approvers. Site developers and design-ers have independent workﬂows that areinterdependent with the launch process.Effective collaboration among all of thesegroups is essential to launching contentin a timely manner. Serial and parallelworkﬂows, audit trails, and track changesfeatures help boost mission-criticalcollaboration during the content creationprocess.IBM Web Content Manager software uses asecurity model that allows you to keep thework of site developers separate from thework of the site designers. The work of thedevelopers and designers is also separatedfrom that of the content authors andapprovers. The software includes separatelibraries so each department can completeits work independently and collaboratewhen necessary.Customized viewsWhen content authors or approvers sign onto the system, they only see the content,templates and components they areallowed to see and need to do their job.The user interface is clean and simple sousers can accomplish tasks quickly. Oncecontent is created, a review workﬂow istriggered automatically. Reviewers, editorsor approvers in the workﬂow receive anemail notifying them that they need to takeaction on new content. They simply click alink in the email and sign on, and then theyare taken directly to the piece of contentthey need to review.They can review new content online, just asit will appear on the website, and make anychanges or approve it. After all theapprovals are done, the new contentappears on the website. Or if the content issupposed to coincide with an event, suchas a product launch, then you can schedulethe content to appear on the site at a spe-ciﬁc date and time. And you can have thecontent disappear from the site at a speciﬁcdate and time.1 Introduction 2 Create & Design 3 Collaborate 4 Target & Optimize 5 ResourcesDelivering exceptional web experiences
15. 15Collaborate (continued)Competing prioritiesWhile important to Acme, the Bronsonproject is only one of the website prioritiesin the pipeline. Within the company work-ﬂow, there are several projects in variousstages of development. IBM Web ContentManager software enables Acme to choosewhich content and design components arelaunched at which time. Project drafts canbe created at any time, regardless of thestatus of other items. Workﬂow can allowmultiple drafts or enforce exclusive drafts.In other words, all the new images, contentand components for the Bronson projectcan travel through the content life cycletogether without disrupting any other devel-opment project.One of the signiﬁcant advantages ofIBM Web Content Manager software is theability to create a project. A project takescontent, code components, images, andboth authoring and presentation templatesand bundles them together into a logicalsite update package. The items in the proj-ect do not have to be in the same libraryand they can span across many libraries. Aproject can include changes in the organi-zation of existing content. And even thoughreorganized content may be live on the site,you can preview all items in a projecttogether. Content live on one part of the sitewill appear in its new location when youpreview the project contents. On the go-livedate for the new project, all items in theproject move together from one environ-ment to another.For instance, if code components are cre-ated in the development environment, theycan be moved to the testing environmentwithout disturbing any other items that mayexist in the development environment.Similarly, users can bundle all the contentand images created in the authoring envi-ronment and syndicate them to productionas a single bundle.1 Introduction 2 Create & Design 3 Collaborate 4 Target & Optimize 5 ResourcesDelivering exceptional web experiences
16. 16TargetPersonal experienceAcme wants to create a web experiencethat feels personalized to each userwhether that person is a customer, partner,supplier or employee. It needs to dynami-cally adapt content and product offersbased upon the user’s behavior, prefer-ences and relationships. Ultimately, Acmewants to design and launch targeted cam-paigns across multiple channels. Providingusers with relevant information based onthose channels will help increase revenue,market share and brand loyalty.To help ensure that search engines indexthe new content to attract more site visitors,IBM Web Content Manager software con-tains several options within its authoringtemplates. For example, the “Name” ﬁeld inthe template is the page name for the URL,the “Description” ﬁeld is what will be dis-played as the page description in a searchresult, and the “Keyword” ﬁeld populatesthe keyword metatag. Content authors justneed to know the appropriate keywords toget their content noticed.From a web experience perspective,Acme plans to take advantage of reusablecontent to target site visitors, personalizesites with role-based content and mapsite-visitor preferences. The personalizationcomponent of IBM Web Content Managersoftware can select content for usersbased on information in their proﬁles andbased on business rules. Using the author-ing template, content can be categorized byaudience using metadata. Then contentowners can select their desired audiencefrom a drop-down list or check box.1 Introduction 2 Create & Design 3 Collaborate 4 Target & Optimize 5 ResourcesDelivering exceptional web experiences
17. 171 Introduction 2 Create & Design 3 Collaborate 4 Target & Optimize 5 ResourcesDelivering exceptional web experiencesTarget (continued)Creating commerceIn addition to IBM Web ContentManager software, Acme also usesIBM WebSphere® Commerce software todrive its cross-channel and online com-merce. WebSphere Commerce softwareuses the concept of e-spots and contentspots to deliver static and dynamic contentthroughout a site: e-spots are connected tocampaign rules and allow for dynamic tar-geting and personalization; content spotsare used for static content targeting allcustomers. Spots can contain images,Flash ﬁles or text.The IBM Web Content Manager softwareintegration with WebSphere Commercesoftware focuses on associating web con-tent with product pages in a commercestore. For example, Acme can include linksto its product catalog in articles about itsnew products.IBM Business Partner AscendantTechnology has created the Catalyst forCommerce solution to enable WebSphereCommerce to consume content feeds fromother applications. The third-party contentis stored in the WebSphere Commerceauthoring server and can be assigned toe-spots, products and categories throughthe WebSphere Commerce Accelerator,helping to achieve real time to value foryour commerce channel. The integrationof IBM Web Content Manager software andCatalyst for Commerce provides a verycompelling value proposition, enablingcontent owners to manage and approvecontent in a single tool and to deliver thatcontent to portals, commerce sites, mobilesites and social networking sites.
18. 18OptimizeWake-up callTrina’s cell phone alarm rings at 4:50 a.m.on Monday. The last of her weekenddreams fade, and the mix of anticipationand fear makes her adrenaline rush. Sheruns to her computer, where she hits refreshover and over, waiting to see if the sitelaunched on time.The home page for the new site appears.A smile creeps over her face. Growingmore excited, she clicks through eachscreen and sees that each page and con-tent item appears as expected. The projectwith all its content, templates and compo-nents has launched as expected. The site islive. They’ve made their schedule.As she starts composing a congratulatoryemail to her team, she is looking forward tothe rest of this Monday. She knows herwork isn’t done. Acme still needs to be ableto measure the success of the launch andthe microsite. But she knows that websitespowered by IBM Web Content Manageralready include an easy way to incorporateweb analytics and reporting from majorweb analytic solutions that were going tohelp her understand what was working welland what might need to be tweaked toimprove conversion rates. Over time, theywill ﬁne-tune the online experience by ana-lyzing customer behavior, helping toincrease conversion rates and deepen cus-tomer engagement. With the IBM CustomerExperience Suite, Acme can intelligentlymanage sites, campaigns and offers bytracking them via integration with supportedanalytics solutions.All in all, it is a good Monday.1 Introduction 2 Create & Design 3 Collaborate 4 Target & Optimize 5 ResourcesDelivering exceptional web experiences
19. 19ResourcesMore capabilities with theIBM Customer Experience SuiteIBM Customer Experience Suite bringstogether capabilities that enable you todeliver highly engaging, personalized anddifferentiated web experiences that meetthe evolving needs of today’s customer. Keycapabilities include business user contentmanagement, a highly scalable and ﬂexibleweb presentation framework, built-in socialand real-time communications, marketingtools, personalization, enterprise search,integration capabilities—including analyticsand commerce integration—plus mobiledevice support. The comprehensiveIBM Customer Experience Suite solutiondelivers the capabilities you need torespond to individual expectations, reachmore customers and deliver exceptionalexperiences.● Create: Help reduce operational costsand increase responsiveness by enablingbusiness owners to manage the deliveryof dynamic content and rich mediathrough multiple channels● Target: Increase brand loyalty by creatingexperiences that feel personalized toeach customer; and dynamically adaptcontent and offers based on customeractions, preferences and relationships● Socialize: Improve customer loyalty andhelp resolve problems by enabling cus-tomers to share ideas and opinions; anddrive higher value customer interactionsvia lower cost channels● Optimize: Fine-tune the online experi-ence by analyzing customer interactions,helping to improve conversion rates andengagement; and intelligently managesites, campaigns and offers by trackingthem via integration with supported ana-lytics solutions● Realize: Help improve proﬁts by maximiz-ing cross-sell and up-sell opportunities;and capture new leads by easily publish-ing dynamic, compelling offers andcontent● Reach: Connect with existing customersand new prospects across multiple chan-nels: mobile, web, social sites, kiosks andemail● Integrate: Deliver more personalized,relevant web experiences by linking intoback-office applications, cloud-basedservices and social sites; and aggregatedisparate systems into a seamless, cohe-sive customer experience1 Introduction 2 Create & Design 3 Collaborate 4 Target & Optimize 5 ResourcesDelivering exceptional web experiences
20. Please RecycleFor more informationTo learn more about IBM Web Content Manager software and otherIBM solutions, contact your IBM representative or IBM Business Partner,or visit: ibm.com/lotus/webcontentmanagementTo learn more about IBM Customer Experience Suite software, contactyour IBM representative or IBM Business Partner, or visit:ibm.com/software/info/customerexperienceThe preceding ebook was developed based on an original white paperauthored by Ascendant Technology employees Ann-Marie Sheppard,Brian Newell, and Rik Frost. To learn more about Ascendant Technologyand its Catalyst for Commerce asset, please visit: http://www.atech.comAdditionally, ﬁnancing solutions from IBM Global Financing can enableeffective cash management, protection from technology obsolescence,improved total cost of ownership and return on investment. Also, ourGlobal Asset Recovery Services help address environmental concernswith new, more energy-efficient solutions. For more information onIBM Global Financing, visit: ibm.com/ﬁnancing© Copyright IBM Corporation 2011IBM CorporationSoftware GroupRoute 100Somers, NY 10589U.S.A.Produced in the United States of AmericaFebruary 2011All Rights ReservedIBM, the IBM logo, ibm.com, Lotus and WebSphere are trademarks of International BusinessMachines Corp., registered in many jurisdictions worldwide. Other product and service namesmight be trademarks of IBM or other companies. A current list of IBM trademarks is availableon the web at “Copyright and trademark information” at ibm.com/legal/copytrade.shtmlAdobe is a registered trademark of Adobe Systems Incorporated in the United States, and/orother countries.References in this publication to IBM products or services do not imply that IBM intends tomake them available in all countries in which IBM operates.The information contained in this documentation is provided for informational purposes only.While efforts were made to verify the completeness and accuracy of the information containedin this documentation, it is provided “as is” without warranty of any kind, express or implied. Inaddition, this information is based on IBM’s current product plans and strategy, which aresubject to change by IBM without notice. IBM shall not be responsible for any damages arisingout of the use of, or otherwise related to, this documentation or any other documentation.Nothing contained in this documentation is intended to, nor shall have the effect of, creatingany warranties or representations from IBM (or its suppliers or licensors), or altering the termsand 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 theidentiﬁcation and interpretation of any relevant laws and regulatory requirements that mayaffect the customer’s business and any actions the customer may need to take to comply withsuch laws. IBM does not provide legal advice or represent or warrant that its services orproducts will ensure that the customer is in compliance with any law.All customer examples described are presented as illustrations of how those customers haveused IBM products and the results they may have achieved. Actual environmental costs andperformance characteristics may vary by customer.LOO14002-USEN-01