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Build the Deli, Not the Sandwich: Lessons from the Front Lines of Digital Platform Development

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Presented at Acquia Engage APAC by Luis Andrade, Director, Digital Experience - Global Marketing, UL.

To digitally empower a large organization, broaden your focus and build the necessary supports. You’re not just giving your marketers and technologists a sandwich: you’re providing the tools they need to make their own sandwich whenever they need one.

Creating a robust digital platform for building, deploying and maintaining online properties — it’s a lot like building a deli. Make sure you have all the right components to build the various sandwiches people want, over and over again. Bread, main filling, toppings, spreads: these are the items covered in your platform architecture and your digital style guide or pattern library plus your toolkit for rolling out new sites, including each and every component they can use. These components serve up your content types, your calls-to-action, landing page structures, translation workflows, personalization opportunities, and much more.

Solve for your large, diversified and distributed organization’s digital problems by delivering a unified brand identity and experience to a broad range of audiences the easier way. Empower your marketers through a single flexible platform, including digital guidelines and best practices — this is your deli, which allows consistent-quality sandwich-making on a scale that can’t be done without all those disparate pieces in place. This prevents your whole organization from starting from scratch every time.

This session will show how UL and development partner Genuine have used Acquia Cloud Site Factory and Acquia Lift (with Content Hub) to deliver a platform that reduces cost, time and effort to build and maintain online properties, freeing up staff and budget to focus on experiences that will result in an optimal user journey. Learn how we've leveraged each tool to deliver this platform, challenges we've overcome and lessons we've learned along the way. Learn how to build your own deli.

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Build the Deli, Not the Sandwich: Lessons from the Front Lines of Digital Platform Development

  1. 1. © Lessons from the front lines of digital platform development. not the Sandwich. Build the Deli, Luis Serpa Andrade - luis.andrade@ul.com
  2. 2. PLAIN TURKEY
  3. 3. COMPLEXITY HAPPENS Everything around you is a lot more complicated now
  4. 4. Brand presence and leadership UL MARKS APPEAR on more than 22 BILLION 3OUT OF 4 U.S. consumers are FAMILIAR with THE UL MARK of U.S. BUILT ENVIRONMENT AUTHORITIES trust and accept the UL Mark 88% GLOBAL CONSUMERS annually with safety messages 2 BILLION UL has supported a CENTURY OF INNOVATION from electricity to nanotechnology WORKING FOR A SAFER WORLD since 1894 products globally UL reaches more than UL WORKS TO PROTECT THE MARKET FROM COUNTERFEIT GOODS from life jackets to hoverboards, we assisted in seizures of more than 2.2 MILLION PRODUCTS bearing a counterfeit UL Mark
  5. 5. Science and global expertise UL operates in more than 143COUNTRIES 20 and across more than INDUSTRIES UL HAS ENHANCED TRANSACTION SECURITY FOR: 500+ banks 20+ payment schemes 60+ mobile network operators 50+ governments/ transport operators ORGANIZATIONS in OVER 10 INDUSTRIES UL software is used by 10,000+ 1,600 standards defining safety, security, quality and sustainability UL has helped to set MORE THAN UL’S SUSTAINABILITY CERTIFICATIONS are referenced in sustainable product specifications or purchasing guidelines around the globe900+ UL SERVES Fortune 500 companies OUT OF1 3
  6. 6. SUDDEN Over the GROWTH Last 15yrs NEW BUSINESSES ACQUIRED OVER FORTY FROM 7K TO over 14K employees >1 ACQUISITION A MONTH FROM 300 MILLION TO ALMOST 2 BILLION IN REVENUE
  7. 7. SUDDEN GROWTH Complexity Happens
  8. 8. CONFLICT OF INTERESTS Our divisions went ‘rogue'...
  9. 9. CLEANING THE MESS WEBSITES 275 SOCIAL CHANNELS 140 OVER 200K WEB PAGES ACROSS THE ENTIRE DIGITAL LANDSCAPE 300 SUB BRANDS over
  10. 10. WHAT ARE YOU HUNGRY FOR?
  11. 11. Find a common thread “Branded” (shared / public spaces) (individualized / private spaces) “things” THE NETWORKED KITCHEN
  12. 12. THE NETWORKED KITCHEN Governance ONE UL Content centers: News & Events Knowledge Offerings Resources Help & Support Enterprise view Purpose driven channels: Regional (country/location) Topic (industry/theme) Audience (community) Activity (event, campaign, program, project) Experience (goal, action, journey) Targeted view Satellite sites Shared technology Amplifying Networks
  13. 13. Offerings News Events Resources Knowledge Help Tools C.A.P.E. - Create (once) Anywhere, Publish Everywhere THE NETWORKED KITCHEN CAPE
  14. 14. THE RIGHT MIX OF INGREDIENTS X How to design a modern kitchen
  15. 15. HACKATHON HEAD TO HEAD A very simple proof of concept
  16. 16. Cloud Site Factory LOCATION A vision for the platform Lift Content Hub
  17. 17. QUALITY Regardless of the complexity our approach is the same CRC Commercial Resource Center
  18. 18. CONFIGURE AN EXPERIENCE You know that you’re visiting a UL-owned experience
  19. 19. TOPIC AUDIENCE REGIONAL CAMPAIGN THE MENU Customization Different businesses have different needs, goals and experiences
  20. 20. Lettuce Salad Garnish Wrap Garden Juice Ingredient
  21. 21. NEWS Card Home Page Press Release Social 3rd Party Sites Print
  22. 22. The Sandwich Deli is Ready!
  23. 23. WE ALSO STILL HAVE TURKEY SANDWICHES!!
  24. 24. © QUESTIONS?
  25. 25. © THANK YOU! Luis Serpa Andrade - luis.andrade@ul.com

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