CMS Lessons Learned & Best Practices - SAS Case Study

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Gilbane Boston (Dec 2, 2010) - Web Content Management System lessons learned & best practices - a case study based on experiences at SAS.

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  • Data Mining, Forecasting – everything from Fraud Prevention to optimizing marketing campaigns to tracking footprints of endangered species.Reference:http://www.sas.com/company/about/statistics.html 
  • Reference: http://www.btobonline.com/apps/pbcs.dll/article?AID=/20100913/FREE/309139988
  • “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

    1. 1. SAS - CMS Lessons LearnedGilbane Boston<br />Dec 02, 2010<br />Mark KoreyOnline Strategy & Services<br />www.sas.com<br /> @markkorey<br />
    2. 2. Touch points<br />SAS<br />Our web site<br />Our CMS & “Lessons Learned”<br />Challenges<br />How We Did It<br />
    3. 3. 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 />
    4. 4. www.sas.com<br />B2B Focus: Marketing content & Lead generation<br />Product & Solutions<br />Customer Stories, Press Releases, Newsletters<br />Supporting Assets – White papers, Webcasts, Fact Sheets, etc.<br />Campaigns – Emails & Events<br />Global footprint<br />50 country sites<br />>20,000 pages<br />>2,000,000 pg views/month<br />10 Great B-to-B sites<br />
    5. 5. CMS Lesson Learned / Best Practices<br />5 Areas<br />Corp Culture & Resources<br />Project Scope & Details<br />Balance<br />Communication<br />Strategy<br />
    6. 6. #1 Culture & Resources<br />Leverage corporate culture<br />Leverage available resources<br />Leverage existing skills<br />
    7. 7. #1 Culture & Resources – How We Did It<br />“Build” culture at SAS<br />IT shop<br /><ul><li>Open source
    8. 8. Unix, Java, MySQL, XML
    9. 9. Ektron’s eWebEditPro WYSIWYG</li></ul>Dedicated project mgr.<br /><ul><li>Started w/ 1
    10. 10. Expanded to 4</li></ul>Small dev team<br /><ul><li>Focused & Agile
    11. 11. Started w/ 5
    12. 12. 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
    13. 13. Test environment(s)
    14. 14. 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:
    15. 15. User
    16. 16. Supervisor
    17. 17. Admin</li></li></ul><li>#3 Balance & Prioritization<br />Core Functionality<br />Feature Requests<br />User Support<br /> More users + More features= More support<br />Have a support plan!<br />Big Picture<br /><ul><li>Digital Marketing Strategy</li></li></ul><li>#3 Balance & Prioritization – How We Did It<br />Project, Feature or Maintenance?<br />Prioritize with 4 factors:<br />External Benefit<br />Internal Benefit<br />IT Effort<br />Marketing Effort<br />Re-assess Quarterly (w/ IT)<br />Standardize<br /><ul><li>User Support & Documentation
    18. 18. Requirements for IT
    19. 19. Design for change</li></li></ul><li>#4 Communication<br />IT & Marketing<br /><ul><li>Get (and stay!) on same page</li></ul>Users<br /><ul><li>Inbound & Outbound info
    20. 20. Proactive & Reactive scenarios</li></li></ul><li>#4 Communication – How We Did It (w/ IT)<br />Challenges<br /><ul><li>IT doesn’t like meetings!
    21. 21. 1/3 on West coast</li></ul>Solutions<br /><ul><li>1 team mtg/week
    22. 22. Leadership mtg every other week
    23. 23. PMs submit development requests online
    24. 24. Users log problems in ticket system
    25. 25. Leverage IM, desktop sharing, webcams, etc.
    26. 26. Identify top priority for each developer</li></li></ul><li>#4 Communication – How We Did It (w/ Users)<br />Challenges<br /><ul><li>De-centralized content entry
    27. 27. 300 users: Non-technical to Very-technical
    28. 28. Across the hall - Across the world</li></ul>Solutions<br /><ul><li>Email:
    29. 29. Release Notes
    30. 30. Planned & Unplanned Outages
    31. 31. System Messages
    32. 32. User Documentation (SharePoint)
    33. 33. User Survey
    34. 34. 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 />
    35. 35. #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 />
    36. 36. #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 />
    37. 37. 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 />
    38. 38. Thank you!<br />Mark Korey<br />Online Strategy & Services<br />mark.korey@sas.com<br />@markkorey<br />CMS Lessons Learned2010 Gilbane Boston<br />
    39. 39. How we did it: With Technology<br />“Metaverse” built with / runs on:<br /><ul><li>Unix
    40. 40. Java
    41. 41. Apache/Tomcat
    42. 42. MySQL
    43. 43. XML
    44. 44. XLST
    45. 45. Ektron’s eWebEditPro+xml</li></ul>Paired with<br /><ul><li>Content Collection Forms
    46. 46. Metadata
    47. 47. Templates & CSS</li>

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