This presentation will discuss Navy.com project requirements, and how Magnolia CMS continues to successfully meet these requirements. In particular, the talk will focus on agency planning strategies for rolling out Magnolia CMS in the Enterprise, and advantages of using the Magnolia STK. In addition, the presentation will discuss C-E's experience integrating loosely-coupled application extensibility by leveraging Magnolia Blossom and RESTful Web Services.

1. TM
NAVY.COM MOVES TO OPEN SOURCE MAGNOLIA CMS
MAGNOLIA CONFERENCE, BUSINESS TRACK | BASEL, SWITZERLAND | 2010.09.16

2. CAMPBELL-EWALD
SOCIAL PROFILE Matt Dertinger
VP, User Interface Architect
CAMPBELL-EWALD
Family
Married into big, supportive Italian family, originally from Apricena, Italy. Now half live in Detroit, Michigan,
USA, and other half live in Toronto, Canada
Wife, son, and daughter
Profession
10 years and counting with C-E in Detroit, Michigan, USA
Worked on the Navy account from the beginning
Prior to C-E, worked for Computer Sciences Corporation (CSC) in San Diego, California, USA
Stuff I : Agile Development, Grails, Groovy, Magnolia CMS, Microformats, Web Services, Web
Standards, Smart people, Playing guitar, and Indie Rock
Favorite Quote:
Before I speak, I have something important to say.
— Groucho Marx
BASEL, SWITZERLAND
SEPTEMBER 16-17, 2010
2 CONFERENCE

3. CAMPBELL-EWALD
ABOUT C-E C-E now a Magnolia Partner
One of the largest advertising
and digital communications
agencies in the U.S.
HQ Detroit area, with offices in:
Los Angeles, California
San Antonio, Texas
Washington D.C.
BASEL, SWITZERLAND
SEPTEMBER 16-17, 2010
3 CONFERENCE

4. + TM
C-E + NAVY

5. CAMPBELL-EWALD C-E + NAVY
WHERE WE’VE BEEN
2000 – C-E awarded U.S. Navy account
2001 – Navy.com 1.0 – Established our
commitment to Web Standards
2003 – Navy.com 2.0 – First accessible
U.S. military website
2005 – Navy.com 3.0 – Cited as
example in Designing with Web
Standards 2nd and 3rd editions
80+ industry awards, including Ogilvy,
MOSAIC, ECHO, Cannes, and EFFIE
~99% Open Source
BASEL, SWITZERLAND
SEPTEMBER 16-17, 2010
5 CONFERENCE

6. CAMPBELL-EWALD C-E + NAVY
WHAT WE’VE DONE
Helped the Navy achieve a
record 110 straight months (and
counting) of meeting General
Enlistment recruitment goals
600,000+ leads processed in
2009
55,000+ new hires in 2009
BASEL, SWITZERLAND
SEPTEMBER 16-17, 2010
6 CONFERENCE

7. CAMPBELL-EWALD C-E + NAVY
WHERE WE NEEDED TO GO
Content is King – Need ability to
respond rapidly to users’ content
needs
Example: April 2009, Somali Pirates
incident – huge spike in site traffic
More Appy – Need to engage users
through interaction and sociability
BASEL, SWITZERLAND
SEPTEMBER 16-17, 2010
7 CONFERENCE

8. CAMPBELL-EWALD C-E + NAVY
WHAT WE NEEDED TO GET THERE
A CMS that met the following high-level criteria:
Easy to learn, easy to use
Easy to develop with – won’t get in the way of continuous integration /
feature development cycles
Web Standards compliant
Quick release – Short start-up / implementation time
BASEL, SWITZERLAND
SEPTEMBER 16-17, 2010
8 CONFERENCE

9. CAMPBELL-EWALD C-E + NAVY
CHARTING THE COURSE
~6 months researching and
evaluating open source content
management systems
Considered PHP, Python, and Java
based solutions Silva
Built functional prototypes
BASEL, SWITZERLAND
SEPTEMBER 16-17, 2010
9 CONFERENCE

10. CAMPBELL-EWALD
WHAT WE LEARNED
JCR based solutions offered more features, but also tended to
be more complicated
App Integration is lacking from many of the offerings
Alfresco Surf Framework was interesting, but took time
In context editing was an invaluable feature, we just could not
see living without
BASEL, SWITZERLAND
SEPTEMBER 16-17, 2010
10 CONFERENCE

11. CAMPBELL-EWALD C-E + NAVY
MAGNOLIA ABOARD
Reasons for choosing Magnolia:
Met all of our high-level criteria
Flexible Publishing Platform – Great
user interface for editing
Workflow included and extendable
Impressed by the quality of code
Standard Templating Kit (STK) was
exactly what we needed
App Integration with multiple
frameworks and services
BASEL, SWITZERLAND
SEPTEMBER 16-17, 2010
11 CONFERENCE

12. CAMPBELL-EWALD
MAGNOLIA ABOARD
Some intangible reasons for choosing Magnolia:
Community was well structured, focused, helpful and friendly
Design Simplification – Features based on solving real world problems
Impressed by Magnolia as a company
Business model built on openness and responsiveness
Developers sold the product they created
Demonstrated a commitment to Agile Development that aligned well with C-E
BASEL, SWITZERLAND
SEPTEMBER 16-17, 2010
12 CONFERENCE

13. +
C-E + MAGNOLIA

14. CAMPBELL-EWALD C-E + MAGNOLIA
MODELING
Modeling sessions started before selection of a CMS
Content Strategy
Competitive Analysis, Persona Development, Content Audit
Experience Planning
Usability Testing, Site Map, User Flows, Initial Wireframe Development
Application Architecture
Needed to create an overall model prior to CMS selection – model had to be interoperable
RESTful Web Services for business components
Grails Framework for Web Service App
Open Issue - How to integrate REST Client within the CMS?
BASEL, SWITZERLAND
SEPTEMBER 16-17, 2010
14 CONFERENCE

15. CAMPBELL-EWALD C-E + MAGNOLIA
PLANNING
Schedule allocated ~3 months to develop initial release
Focus on high priority client-valued features
Once Magnolia was selected
Decided to set-up new Continuous Integration environment modeled after Magnolia’s
Risk mitigation by leaving the STK alone, extended only when necessary
Created Magnolia STK Stencil Library for OmniGraffle to aid wireframe development
Created Guide to Magnolia Paragraphs for Content Authors
BASEL, SWITZERLAND
SEPTEMBER 16-17, 2010
15 CONFERENCE

16. CAMPBELL-EWALD C-E + MAGNOLIA
HOW I LEARNED TO STOP WORRYING AND LOVE THE POM
Migrated from Ant, Gant and Ivy based builds to
Apache Maven 2
Recommended reading:
Apache Maven 2 Effective Implementation
by Maria Odea Ching and Brett Porter
Selected Apache Archiva for Repository Manager
Selected Hudson CI for Continuous Integration
Server
Modeled Subversion Repository layout on
Magnolia’s (http://wiki.magnolia-cms.com/display/DEV/Svn+structure)
BASEL, SWITZERLAND
SEPTEMBER 16-17, 2010
16 CONFERENCE

17. CAMPBELL-EWALD C-E + MAGNOLIA
MAGNOLIA STK STENCIL LIBRARY FOR OMNIGRAFFLE
Created Stencil Library based on the Static
Prototype
Helped identify available use case options
Helped guide art directors during creative
theming and brand integration
Aligned well with actual execution
!
EW
Available on the Magnolia Wiki
N
http://wiki.magnolia-cms.com/x/CwHSAg
BASEL, SWITZERLAND
SEPTEMBER 16-17, 2010
17 CONFERENCE

18. CAMPBELL-EWALD C-E + MAGNOLIA
GUIDE TO MAGNOLIA PARAGRAPHS FOR CONTENT AUTHORS
Created to help writers know
what is available
Handed out during user training
sessions
Helped with populating content
– Paragraph names and
descriptions match those in the
paragraph selection dialogs
BASEL, SWITZERLAND
SEPTEMBER 16-17, 2010
18 CONFERENCE

19. CAMPBELL-EWALD
BUILDING NAVY.COM
BASEL, SWITZERLAND
SEPTEMBER 16-17, 2010
19 CONFERENCE

20. CAMPBELL-EWALD C-E + MAGNOLIA
STK APPROACH
Used static prototype site
bundled with STK for initial
theme development
Multi Module set-up
Theme Module – css, background
images, js
Navy Templating Kit Module – extends
STK
Navy Project Module – site definition
BASEL, SWITZERLAND
SEPTEMBER 16-17, 2010
20 CONFERENCE

21. CAMPBELL-EWALD C-E + MAGNOLIA
STK RISK MITIGATION
Writers, Art Directors, Developers, and
QA worked in parallel
Web Standards and Accessibility
Compliance
Usability
Conducted Usability Testing as the site was
being developed and after launch
STK Templates tested extremely well with
participants
SEO Friendly
BASEL, SWITZERLAND
SEPTEMBER 16-17, 2010
21 CONFERENCE

22. CAMPBELL-EWALD C-E + MAGNOLIA
STK EXTENSIBILITY
Example: Navy Life-Ops
Personality Profile Test to help potential
recruits plan their future
Make the test easier to take
Kept wizard type interface
Streamlined selection process
Completion rate increased from 63% to 89%
BASEL, SWITZERLAND
SEPTEMBER 16-17, 2010
22 CONFERENCE

23. CAMPBELL-EWALD C-E + MAGNOLIA
STK FINDINGS
Allowed concurrent development
Freemarker is your friend
Imaging module reduced asset
development time
Presentation issues were easy to fix
thanks to Inline Templating module
Flexibility and Extensibility
BASEL, SWITZERLAND
SEPTEMBER 16-17, 2010
23 CONFERENCE

24. CAMPBELL-EWALD C-E + MAGNOLIA
BLOSSOM
Straight forward App Integration
@version 0.5 – released just
as development was about to start
@annotations = paragraphs
and templates
@since 1.0 – support for
Freemarker
BASEL, SWITZERLAND
SEPTEMBER 16-17, 2010
24 CONFERENCE

25. CAMPBELL-EWALD C-E + MAGNOLIA
BLOSSOM + RESTEASY
Navy.com
Navy Custom Module
RESTEasy provided nice
Blossom JAX-RS client
Aligned with Magnolia CMS
roadmap
Navy Web Service Registry Allowed business
Business Component 1 Business Component 3 components to be loosely-
Business Component 2 Business Component n
coupled to CMS
BASEL, SWITZERLAND
SEPTEMBER 16-17, 2010
25 CONFERENCE

26. CAMPBELL-EWALD C-E + MAGNOLIA
C-E + MAGNOLIA = NAVY.COM
Start-up – Extremely fast to implement
Simple Open-Source Content Management
Agility – Great fit for Agile Development
Open-Source Gold – Classes were extremely Download
clean, easy to follow and extend Magnolia
Good Role Model – Provided an excellent CMS now
example we could model ourselves after
High-Speed Dev – STK sped up
development dramatically and reduced risk
Spring Breeze – Blossom for app integration
BASEL, SWITZERLAND
SEPTEMBER 16-17, 2010
26 CONFERENCE

27. CAMPBELL-EWALD C-E + MAGNOLIA
C-E + MAGNOLIA = NAVY.COM
Special Thanks to...
Felix Stern
As impressive as the Magnolia CMS product is on its
Boris Kraft own, its nothing compared to the service Magnolia as
a partner provides. Their outstanding customer
Zdenek Skodik support, collaboration, commitment to frequent
releases, and adherence to Agile development have
Jan Hadeka made Magnolia an invaluable partner.
— Me
Tobias Mattsson
BASEL, SWITZERLAND
SEPTEMBER 16-17, 2010
27 CONFERENCE

28. WHAT’S AHEAD?

29. CAMPBELL-EWALD
NAVYRESERVE.COM
Multi-site Support
Leverage STK extends to simplify configuration
Concurrent development with feature enhancements to
Navy.com
Shared business components
BASEL, SWITZERLAND
SEPTEMBER 16-17, 2010
29 CONFERENCE

30. CAMPBELL-EWALD
THANK YOU FOR YOUR INTEREST
My Contact Info... Blogs...
C-E Info...
Twitter: @mderting
the nextengine
CAMPBELL-EWALD’S THOUGHT LEADERSHIP BLOG
http://www.thenextengine.com/
30400 Van Dyke Avenue
garden
Warren, Michigan 48093
USA
Tel: +1 586 574 3400 the
ENVIRONMENTALLY MINDED. MARKET FOCUSED.™
Website: http://www.c-e.com/ http://garden.c-e.com/
BASEL, SWITZERLAND
SEPTEMBER 16-17, 2010
30 CONFERENCE

31. CONFERENCE
QUESTIONS
31
CAMPBELL-EWALD
SEPTEMBER 16-17, 2010
BASEL, SWITZERLAND