“Work with what you got.”Culture will influence CMS requirements (e.g. high-trust & empowerment at SAS – little need for rigid work-flow in CMS)
Build Culture: 2004/2005 set out build CMS (Consolidate misc content tools).No clear 3rd party product that met our needs + internal “build” mentality.
“Deceptively simple, very complicated” Todd MedlinCMS is complicated – it encompasseswriting, editing, design, publishing, archiving, taxonomies, work flow, user admin, search.Details – such as versioningWhat constitutes a version?Are templates versions or just content?How is metadata versioned?
Start Small – Phase in new features & functionality (a necessity while building CMS)Users don’t come to work to use CMS – it’s just another tool.
Breadth & Depth – Country rolloutBreadth & Depth - Pulled in 3 directionsNew & Improved FunctionalityNew Content TypesCountry Site RolloutCountry site rollout/adoption – slow processLimited resources in most country officesCompeting demandsNew functionality & Content types, require a lot:Business & System AnalysisDetailed requirementsMockupsTime-consumingUser expectations - only increase over time.~ 25% support of core teamDigital Marketing Strategy will evolve over time – be flexible.e.g. Social Media was not a topic 3 years ago.
Project/Feature/Maintenance – Project: Lots of Planning, Docs, Mgmt involvement; Feature/Maintenance: Lightweight approachIf Benefit HIGH, Effort LOW & staff AVAILABLE – get it done ASAPUser needs vs. User wants: Ask them to prioritize list – identify top 3Multiple LOBs? – share the loveStandardize – Design for change/maintenance – far better for IT to invest a little extra time to make a feature easier to maintain “now”, then go back to the well later.IT leaders actively participate in prioritization. * Agile approach
CMS & Website work is a collision of your technical & creative personalities.Both need to work in harmony if you want to present a solid web site.Inbound: Feedback/suggestions/requirements – foster an environment that encourages inbound ideas.Outbound (Proactive):Planned changes/additionsOutbound (Reactive): ProblemsChange is adopted much faster/smoother when proactively communicated & explained.
Close relationship b/w IT & Marketing established.Requires some Time, Patience & Trust.Be transparent.Share common goal.Prioritize work – for IT – top 2 or 3 - update regularly (weekly)
Use screenshots!Quick Reference Guide for each Content Collection Form & How-To-Guides.Solicit feedback from power users locally and globally – factor into prioritization.Echo culture at SAS.
Not limited to CMS, scales across all WWW activities.Provide regional hubs extra training – “Train the trainer”
Is your CMS going to be a cost-savings OR value-add tool?
CMS Lessons Learned & Best Practices - SAS Case Study
Touch points<br />SAS<br />Our web site<br />Our CMS & “Lessons Learned”<br />Challenges<br />How We Did It<br />
Company Highlights<br />World’s largest privately held software company<br />Business analytics software and services<br />Revenue: $2.3 billon (2009)<br />Customers: 45,000 in 123 countries<br />Employees: 11,000 in 50 countries<br />#1 on FORTUNE “2010 100 Best Companies to Work For” <br />HQ: Cary, NC<br />
Never enough!</li></li></ul><li>#2 Scope & Details<br />Devils in the Details<br /><ul><li>Magnified with home-grown CMS</li></ul>Home-grown: Pros & Cons<br />+100% customizable, tailor to your needs<br />–Must figure everything out<br />+ Not tied to vendor schedule<br />–Time consuming<br />Must haves:<br /><ul><li>Resource commitments – for the long haul
Prioritize “details”</li></li></ul><li>#2 Scope & Details – How We Did It<br />Start Small<br />Use development partners<br />and international early adopters<br /><ul><li>Refine localization</li></ul>Standardize Content Entry Forms<br />Limit extraneous features<br /><ul><li>Role based access:
Power User Conf Call</li></li></ul><li>#4 Communication – How We Did It (w/ Users)<br />Regional Hub Model<br />Latin America<br />Eastern Europe<br />Nordic Region<br />Asia Pacific<br />Train the trainer!<br />
#5 Digital Marketing Strategy<br />Business needs change<br />Technology advances<br />User expectations rise<br />Online marketing techniques expand<br />Strategy: Evolves over time<br />Is your CMS a cost-savingsor value-add tool?<br />
#5 Digital Mkt’g Strategy – How We Did It<br />Strategy evolution<br />Consolidate CMS tools<br />& establish CMS “platform”<br />Roll out to countries<br />Optimize site visitor’sexperience<br />In Practice<br />Involve visionaries<br />Involve users<br />
Recap Takeaways<br />#1 Culture & Resources<br />Leverage what you have<br />#2 Scope & Details<br />Start small, don’t underestimate complexity<br />#3 Balance & Prioritize<br />Establish prioritization process<br />#4 Communicate<br />Build trust b/w IT, Marketing, Users, Mgmt<br />#5 Strategy<br />Align CMS decisions with your digital strategy<br />