This document provides an overview of using SharePoint as a digital marketing platform. It discusses digital marketing and how it has evolved from traditional media. SharePoint is presented as a tool that can be used for digital marketing by providing insights, collaboration, business processes, content management, and enterprise search capabilities. The document also discusses large scale SharePoint implementations at various organizations and provides case studies of SharePoint implementations at specific companies. It concludes with information about INDUSA Technical Corp., the organization providing the presentation.

1. SharePoint as your Digital Marketing Platform
December 14, 2011, 11:00 AM CT
INDUSA Technical Corp.
Innovative, Intelligent, Inspired Solutions!

2. • Introduction of the Panel
• Digital marketing
• Poll
• SharePoint as a Digital Marketing tool
• Large scale SharePoint Implementations
• INDUSA’s Case Studies & Methodology
• About Us
• Summary
• Q&A
© 2011 INDUSA Technical Corp. 2

3. Introduction of the Panel/ Speaker

4. • Katelynn Ballinger – Marketing Coordinator
• Sanjay Savkur – Director, Business Development
• Dan FioRito – Director, Business Development
© 2011 INDUSA Technical Corp. 4

5. Digital Marketing

6. “Digital Marketing is
the promoting of
brands using all
forms of digital
advertising
channels to reach
consumers.”
--Wikipedia
WordPress “The operational
definition of digital
marketing includes
addressable
branding/advertising,
YouTube contextual, marketing,
social marketing and
transactional
marketing.”
Facebook “Marketing in the digital decade means
„adapting to the core‟–or transforming the --Gartner
marketing organization and becoming
adaptive.”
--Forrester
Digital marketing is about every single interaction a company has
with its customers online.
© 2011 INDUSA Technical Corp. 6

7. Web Banner
Advertising Social & Web
Traditional Media
Web 2.0 Content
Internet Site User
Brochure-ware Analytics Search
Solutions Experience
Static Content
Digital
Commerce
“Web 1.0” Assets
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8. • A cultural shift…
FROM TO
PUSH Broadcasts PULL Content
Monolog Conversation
Individual Consumption Group Participation
Sales & Marketing Pitch Hi-Fidelity
Attracting Publicity Pursuing Interaction
© 2011 INDUSA Technical Corp. 8

9. Clients Marketing IT
• Usability • “100m sprint” • “Silo” effect
• Fresh content everyday • Content Islands
• Too much content • Stale content • Inconsistent
branding
• I belong… • Slow moving • Tech platform
• I connect… ships soup
• Back-office App
• Stay engaged • Quantifying ROI
Integration
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10. Consumers Marketing
more DIGITAL more
complicated
Source: SmartInsights.com
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13. SharePoint as a Digital Marketing tool

14. Insights Collaboration
• Server-based Excel, Data • Documents, Tasks, Blogs, Wikis,
Visualization, KPI, Collaborati Lists, Calendars, Email, Projects,
Dashboards,… on …
Insights Portal
Business Processes Portals
Share Point
• Web-based forms, LOB 2010 • Enterprise Portal, Site Directory,
Actions, workflows, SSO, … “My Sites”, Social Networking,
Privacy Control, …
Business Enterprise
Processes Search
Content
Content Management Mgmt Enterprise Search
• Integrated Documents, • Scalability, Context sensitive,
Records, Workflows, web Rich people and business data
content, … search, …
• Managed • Audience Object Model • Visio Services
Meta-data • Reusable Workflows • Web Analytics
© 2011 INDUSA Technical Corp. 14

15. FAST ESP 5.3
Web Content
Mgmt FAST ESP FAST Search
Designer
Web Content (Adapted for
Mgmt Workflow SharePoint) Interaction
Collaboration Management
Workflow SharePoint Services (IMS)
Front-Ends
Social
Collaboration Computing Content
System Center Transformation
Social Support Services (CTS)
Business
Computing Intelligence Languages (all) Languages (all)
Site Search Forms Services Connectors (all) Connectors (all)
Single-domain Multi-domain server for top-tier
websites
© 2011 INDUSA Technical Corp. 15

16. Authoring made Simplified Compelling Build rich web Manage a unified
simple publishing online experience apps infrastructure
SharePoint Multistage Integrated Sandboxed Metadata
ribbon disposition Search solutions management
rich media & Streamlined
Multilingual Workflow
social Familiar tools central
interface templates
computing administration
Content
Web standards Online Rich media Content
management
support communities management scalability
policies
Partner
extranets
© 2011 INDUSA Technical Corp. 16

17. • Pre-Built Web Controls
Build Adaptive Interactions • Web Control Extensibility
• Cross-Platform Support
• Personalized Results
Orchestrate query and results • Query and Results Processing
• Federated Search
• Search-Driven Topic Pages
Optimize Business Rules and
• Rules-Driven Search
Results
• A/B Testing
• Search Connectors
Enrich and Transform Content • Content Processing Pipeline
• Content Fusion
• Familiar Environment
Design Dynamic Information
• Visual Design
Flows
• Business Control
© 2011 INDUSA Technical Corp. 17

18. Online revenue Enterprise Interactive search with Enterprise
(Ads/Transactions) Multiple brands, micro- social experiences Surfaces LOB data,
Top-tier traffic sites, or countries Access to business data, forms-based workflows
UX (User Experience) Interactive search forms & online services High content volume
differentiation
Large services budget
© 2011 INDUSA Technical Corp. 18

19. Connect
Federated Search-generated Interactive Product Blended User-
Off-site Content Topic Pages Experiences generated Content
Adapt
Recommendations Dynamic, Visual Location-based & Social Ranking
& Personalization Navigation Mobile Search, Content & Tagging
Guide
Promotions and Targeted One-stop Interactive
Cross-sell Lead2011 INDUSA Technical Corp.
© Generation Account Servicing Customer Support 19

20. Large scale SharePoint Implementations

21. • Big brand e-commerce site • Top3 news media company
• 100K hits / day • Efficient, real time content for
• Social network integration 30 MM visitors / month
• Intense online collaboration • “Mass customization” needs
• Multi-device rendering
• Ultra luxury car manufacturer • Fortune 50 Retailer
• High-traffic • Global e-commerce branding
• Rich personalized content • Active, interactive content
• Dedicated, active fans • Full “radar” digital marketing
© 2011 INDUSA Technical Corp. 21

22. Case Studies

23. Organization:
• One of the largest Office Furniture Manufacturer in the World
Business Challenge:
• Redesign of website and re-platform to increase revenue
• Lack of customized web-parts to implement master templates based on wireframes
Solution: Benefits:
• master templates using Customized web • Reusable web parts for templates
parts • Great UI for better interactivity
• Rich interactive experience tailored for • Centralized data repository along with easy
demanding users access to data from third party applications
• Integration with FAST, Omniture, Scene7 and portal
and the clients’ own Search and Dealer • High usability and ease of manageability
portal • 50% increase in speed of search results
• Comprehensive testing
• Develop key analytics and content
© 2011 INDUSA Technical Corp. 23

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25. Organization:
• A not-for-profit integrated healthcare provider
Business Challenge:
• Absence of user controls and need for specific web parts
• Need for modifications in the user interface for seamless browsing
Solution: Benefits:
• Modified components in client site master • Better browsing capability and seamless
page for MOSS 2007 and SharePoint 2010 navigation
• Add Master page Webparts and customize • Design akin to the client’s image for brand
search Functionality recognition
• Inner page UI Customization • Organized repository of information
• Unit testing of different components with • Instant search of healthcare records of the
different users having various access rights. patient and diagnosis
• Development of User Controls for MOSS
2007 and SharePoint 2010
© 2011 INDUSA Technical Corp. 25

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27. Organization:
• A well-known international cosmetics and skincare firm
Business Challenge:
• Communication and collaboration problems between the company and its subsidiaries
• Unappealing user interface
• Unorganized event scheduling & management
Solution: Benefits:
• Developed master group site as well as • 40% faster communication: Seamless
individual work stream sites communication & collaboration between
• Developed & customized different web- the company & its subsidiaries
parts such as, scrolling image and video • User friendly and appealing look & feel
gallery, announcements, document library, • Event scheduling
calendar/events/survey, discussions, • 37% Faster site creation: One step creation
video/image gallery etc. of a site using the template that will
• Security options handled by system admin provide the same look and feel as required,
with content control options in charge of allowing data to be easily edited.
work stream admin
© 2011 INDUSA Technical Corp. 27

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29. Organization:
• A University that offers distance learning services
Business Challenge:
• Unable to facilitate exams for distance learning students
• Absence of a system to communicate with exam conducting centers
• Absence of a portal for internal communication between students, faculties and mentors
• Need for common platform between geographical locations
Solution: Benefits:
• Portal for facilitating exams for distance • Highly secured and integrated SharePoint
learning students portal for facilitating exams for distance
• Built the portal using Microsoft SharePoint learning
2010 with several user groups including • Systematic user access management
admin, student, exam conducting center system with permissions & restrictions
and faculty • Integration of miscellaneous features like
• Modules integrated: login page Google maps, chat functionalities between
functionalities, Google Map integration, students, admin, faculty & mentors
and user management • Sinking of data from their existing SQL
• Integration with existing SQL Server Server Database
Database
© 2011 Indusa Technical Corp. 29

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31. Methodology

32. Strategy Development/ Test
• Business case • Agile • New implementation
• ROI/TCO analysis • Standard • Customization
• Project charter • Interactive • Integration
Maintenance and Support Roll Out
• SLA based • Upgrades • Training
• 24 X 7 support • Migration • Knowledge transfer
• On-demand support • Enhancements • Go live
© 2011 INDUSA Technical Corp. 32

33. Template User
Creative Web design Branding
creation Experience
Design Architectural
RIA design Analytics SEO
design
Development Workflows /
Customization Business rules Integration
web parts
Browser /
Agile
Mobile
Methodology
compatibility
© 2011 INDUSA Technical Corp. 33

34. Summary

35. Adaptive
Experience
Intelligence-
Web Experience Integrated Portal
Build insight
• Behavioral
• Business Profiling
Interactive Intelligence • Dynamic
Community Platforms-
• Customer self- Content Drive
Basic Site
service • Multi-screen engagement
• Rich media • Advanced Publishing
• Fresh content management
• Workflows
analytics • Targeting
• CRM • Cross-Media Media-
• Consistent • Search-driven Create
Integration Dashboard
brand Navigation demand
• E-Commerce
Wikis & Blogs
SharePoint for Internet Sites and FAST Search
- Scalable and Supported
Address the Basics Innovate and Grow
© 2011 INDUSA Technical Corp. 35

36. About Us

37. • A US Corporation headquartered in Chicago, IL
• Offshore Development Center based in Ahmedabad,
India
• In business since 1989 – 22 years
• Employees: ~150
• SEI CMM 4
• ISO 9001:2008
• ISO 27001:2005
• Executed projects in more than 12 countries
© 2011 INDUSA Technical Corp. 37

38. • Services:
• Strategy • Implementation
• Migration • Customization
• Application Integration • UI Design
• ROI and TCO driven services approach
• Approved SharePoint Deployment Planning Services (SDPS) Partner
• 93% of employees are Microsoft-certified
• Microsoft NSAT (Net Customer Satisfaction) Index of 96% since 2009
• Microsoft Partner with 4 Gold Competencies
• Cost savings beyond labor arbitrage
• Web part Add-ons, Automation, Reusable components, etc.
• Active Citizen in SP community
© 2011 INDUSA Technical Corp. 38

39. © 2011 Indusa Technical Corp.

40. Q&A

41. Thank You!
Corporate Headquarters:
INDUSA Technical Corp.
1 Trans Am Plaza Drive, Suite 350,
Oakbrook Terrace, IL 60181
Tel: +1 (630) 424-1800
Web: www.indusa.com
Email: sales@indusa.com
© 2011 INDUSA Technical Corp. 41