Revamping Your Global Site Strategy

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The document discusses revamping Air Products' global site strategy by moving 29 country sites to a single Sitecore platform. It outlines 5 keys to getting a global CMS right: 1) preventing CMS sprawl with a global content strategy, 2) navigating unified vs decentralized models, 3) wrestling the translation process, 4) creating a relatively unified global experience, and 5) connecting content to business data. The presentation concludes by thanking the audience and inviting questions.

Technologie

Revamping Your Global Site
Strategy with Sitecore
By Jeff Cram and Wendy Derstine
ISITE Design

Starring Air Products

#SitecoreSYM @jeffcram @wendyderstine

Our Flight Plan Today

1.  Setting the Stage
2.  The Air Products Story
3.  5 Keys to Getting Global CMS Right
4.  Questions

#SitecoreSYM @jeffcram @wendyderstine

CMS
MYTHBUSTING

#SitecoreSYM @jeffcram @wendyderstine

Trend: Unifying on a Global CMS
34% of companies are in the midst of a global WCM
platform decision or deployment over the next year plus"

Source: Lionbridge Top 5 Trends in Global "
Web Operations Management "

#SitecoreSYM @jeffcram @wendyderstine

Trend: Growing Complexity of
Global vs. Local

Source: Lionbridge Top 5 Trends in Global Web Operations Management "

#SitecoreSYM @jeffcram @wendyderstine

About ISITE Design

#SitecoreSYM @jeffcram @wendyderstine

About ISITE Design
Digital
Agency
&
Long2me
Sitecore
Partner

Boston,
MA
and
Portland
Oregon

Experience-‐led
consul2ng

Large-‐scale
Sitecore

and
marke2ng
focused
implementa2ons
&
custom

approach

development

Dedicated
CMS
prac2ce

&
authors
of
the
popular

CMS
Myth
blog

#SitecoreSYM @jeffcram @wendyderstine

Revamping Air Products’ global site strategy and moving 29
country sites to a single, centrally managed Sitecore platform

#SitecoreSYM @jeffcram @wendyderstine

2013 29 22
Global Footprint Country Sites Languages
Migrated Translated

#SitecoreSYM @jeffcram @wendyderstine

ONE
Unified Experience and
Centrally Managed Platform

#SitecoreSYM @jeffcram @wendyderstine

FIVE
KEYS TO GETTING
GLOBAL CMS RIGHT

#SitecoreSYM @jeffcram @wendyderstine

1
PREVENTING CMS SPRAWL WITH
A GLOBAL CONTENT STRATEGY

#SitecoreSYM @jeffcram @wendyderstine

29
One-off Country Sites

#SitecoreSYM @jeffcram @wendyderstine

29
One-off Marketing Messages

#SitecoreSYM @jeffcram @wendyderstine

250,000+
Items in Sitecore

#SitecoreSYM @jeffcram @wendyderstine

“We had the governance model in
place, but we didn’t have the
technology.”

#SitecoreSYM @jeffcram @wendyderstine

Source: GapingVoid"

#SitecoreSYM @jeffcram @wendyderstine

Finding Alignment

How are your people How is your CMS
organized? organized?

vs.

#SitecoreSYM @jeffcram @wendyderstine

The Case for Content Architecture

Source: Cleve Gibbon, CTO at Cogniﬁde"

#SitecoreSYM @jeffcram @wendyderstine

Content with Context

#SitecoreSYM @jeffcram @wendyderstine

The Killer App (still)

#SitecoreSYM @jeffcram @wendyderstine

2
NAVIGATING UNIFIED VS.
DECENTRALIZED MODELS

#SitecoreSYM @jeffcram @wendyderstine

Answering Some Key Questions

•  How much content will be shared across locales?
•  How much content will be translated?
•  What is the approach to language fallback?
•  How unique is content at the local level?
•  Are you using a translation company?
•  What ongoing translation needs will you have?

#SitecoreSYM @jeffcram @wendyderstine

Making Decisions on Architecture

Uniﬁed
Separate

Shared
content
Mul2-‐site
or

tree
across
separate
Sitecore

languages
instances

#SitecoreSYM @jeffcram @wendyderstine

Making Decisions on Architecture

Uniﬁed
Separate

Shared
content
Mul2-‐site
or

tree
across
separate
Sitecore

languages
instances

Hybrid

#SitecoreSYM @jeffcram @wendyderstine

3
WRESTLING THE TRANSLATION
PROCESS TO THE GROUND

#SitecoreSYM @jeffcram @wendyderstine

3,000,000+
Translated Words

#SitecoreSYM @jeffcram @wendyderstine

Sites, Languages and Locales

#SitecoreSYM @jeffcram @wendyderstine

Translating the Content

#SitecoreSYM @jeffcram @wendyderstine

The Role of Clay Tablet

Clay Tablet is connectivity software that connects Sitecore CMS to
translation systems and technologies"

#SitecoreSYM @jeffcram @wendyderstine

Integration with Sitecore

#SitecoreSYM @jeffcram @wendyderstine

E-mail Notifications

#SitecoreSYM @jeffcram @wendyderstine

Complex Content

#SitecoreSYM @jeffcram @wendyderstine

4
CREATING A (RELATIVELY)
UNIFIED GLOBAL EXPERIENCE

#SitecoreSYM @jeffcram @wendyderstine

User Interface Blocking and Tackling

Oops

#SitecoreSYM @jeffcram @wendyderstine

Layout and Presentation

#SitecoreSYM @jeffcram @wendyderstine

Managing Language Fallback

#SitecoreSYM @jeffcram @wendyderstine

5
CONNECTING CONTENT TO
THE BUSINESS WITH DATA

#SitecoreSYM @jeffcram @wendyderstine

Connecting Marketing Technology

The
opportunity

Connec2ng
Sitecore
to
the

larger
customer
experience

management
ecosystem.

Image
source:

Forrester:
The
Emergence
of
Customer

Experience
Management
Solu2ons

#SitecoreSYM @jeffcram @wendyderstine

Enabling Sales with DMS

#SitecoreSYM @jeffcram @wendyderstine

Google Analytics for the Enterprise

#SitecoreSYM @jeffcram @wendyderstine

Key Takeaways

•  Content strategy & governance should guide the
approach to technology
•  Translation middleware can help large-scale
implementations
•  Avoid the big bang approach with large-scale
global implementations
•  A unified CMS should be accompanied by a
unified analytics strategy

#SitecoreSYM @jeffcram @wendyderstine

Thanks + Questions
ISITE Design
www.isitedesign.com
617-401-2295

Read our Sitecore blog at:
www.isitedesign.com/sitecore

Read the CMS Myth at:
www.cmsmyth.com
Drop me an e-mail for a copy of our
whitepaper jcram@isitedesign.com
Feedback: www.sitecore.net/SymNA
#SitecoreSYM @jeffcram @wendyderstine

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Revamping Your Global Site Strategy

1. Revamping Your Global Site Strategy with Sitecore By Jeff Cram and Wendy Derstine ISITE Design Starring Air Products #SitecoreSYM @jeffcram @wendyderstine

2. Our Flight Plan Today 1.  Setting the Stage 2.  The Air Products Story 3.  5 Keys to Getting Global CMS Right 4.  Questions #SitecoreSYM @jeffcram @wendyderstine

3. CMS MYTHBUSTING #SitecoreSYM @jeffcram @wendyderstine

4. CMS MYTHBUSTING #SitecoreSYM @jeffcram @wendyderstine

5. Trend: Unifying on a Global CMS 34% of companies are in the midst of a global WCM platform decision or deployment over the next year plus" Source: Lionbridge Top 5 Trends in Global " Web Operations Management " #SitecoreSYM @jeffcram @wendyderstine

6. Trend: Growing Complexity of Global vs. Local Source: Lionbridge Top 5 Trends in Global Web Operations Management " #SitecoreSYM @jeffcram @wendyderstine

7. About ISITE Design #SitecoreSYM @jeffcram @wendyderstine

8. About ISITE Design Digital Agency & Long2me Sitecore Partner Boston, MA and Portland Oregon Experience-‐led consul2ng Large-‐scale Sitecore and marke2ng focused implementa2ons & custom approach development Dedicated CMS prac2ce & authors of the popular CMS Myth blog #SitecoreSYM @jeffcram @wendyderstine

9. Revamping Air Products’ global site strategy and moving 29 country sites to a single, centrally managed Sitecore platform #SitecoreSYM @jeffcram @wendyderstine

10. #SitecoreSYM @jeffcram @wendyderstine

11. 2013 29 22 Global Footprint Country Sites Languages Migrated Translated #SitecoreSYM @jeffcram @wendyderstine

12. ONE Unified Experience and Centrally Managed Platform #SitecoreSYM @jeffcram @wendyderstine

13. FIVE KEYS TO GETTING GLOBAL CMS RIGHT #SitecoreSYM @jeffcram @wendyderstine

14. 1 PREVENTING CMS SPRAWL WITH A GLOBAL CONTENT STRATEGY #SitecoreSYM @jeffcram @wendyderstine

15. #SitecoreSYM @jeffcram @wendyderstine

16. 29 One-off Country Sites #SitecoreSYM @jeffcram @wendyderstine

17. 29 One-off Marketing Messages #SitecoreSYM @jeffcram @wendyderstine

18. 250,000+ Items in Sitecore #SitecoreSYM @jeffcram @wendyderstine

19. “We had the governance model in place, but we didn’t have the technology.” #SitecoreSYM @jeffcram @wendyderstine

20. Source: GapingVoid" #SitecoreSYM @jeffcram @wendyderstine

21. Finding Alignment How are your people How is your CMS organized? organized? vs. #SitecoreSYM @jeffcram @wendyderstine

22. The Case for Content Architecture Source: Cleve Gibbon, CTO at Cogniﬁde" #SitecoreSYM @jeffcram @wendyderstine

23. Content with Context #SitecoreSYM @jeffcram @wendyderstine

24. The Killer App (still) #SitecoreSYM @jeffcram @wendyderstine

25. #SitecoreSYM @jeffcram @wendyderstine

26. 2 NAVIGATING UNIFIED VS. DECENTRALIZED MODELS #SitecoreSYM @jeffcram @wendyderstine

27. Answering Some Key Questions •  How much content will be shared across locales? •  How much content will be translated? •  What is the approach to language fallback? •  How unique is content at the local level? •  Are you using a translation company? •  What ongoing translation needs will you have? #SitecoreSYM @jeffcram @wendyderstine

28. Making Decisions on Architecture Uniﬁed Separate Shared content Mul2-‐site or tree across separate Sitecore languages instances #SitecoreSYM @jeffcram @wendyderstine

29. Making Decisions on Architecture Uniﬁed Separate Shared content Mul2-‐site or tree across separate Sitecore languages instances Hybrid #SitecoreSYM @jeffcram @wendyderstine

30. 3 WRESTLING THE TRANSLATION PROCESS TO THE GROUND #SitecoreSYM @jeffcram @wendyderstine

31. 3,000,000+ Translated Words #SitecoreSYM @jeffcram @wendyderstine

32. Sites, Languages and Locales #SitecoreSYM @jeffcram @wendyderstine

33. Sites, Languages and Locales #SitecoreSYM @jeffcram @wendyderstine

34. Translating the Content #SitecoreSYM @jeffcram @wendyderstine

35. The Role of Clay Tablet Clay Tablet is connectivity software that connects Sitecore CMS to translation systems and technologies" #SitecoreSYM @jeffcram @wendyderstine

36. Integration with Sitecore #SitecoreSYM @jeffcram @wendyderstine

37. Integration with Sitecore #SitecoreSYM @jeffcram @wendyderstine

38. Integration with Sitecore #SitecoreSYM @jeffcram @wendyderstine

39. Integration with Sitecore #SitecoreSYM @jeffcram @wendyderstine

40. Integration with Sitecore #SitecoreSYM @jeffcram @wendyderstine

41. Integration with Sitecore #SitecoreSYM @jeffcram @wendyderstine

42. E-mail Notifications #SitecoreSYM @jeffcram @wendyderstine

43. Complex Content #SitecoreSYM @jeffcram @wendyderstine

44. Complex Content #SitecoreSYM @jeffcram @wendyderstine

45. 4 CREATING A (RELATIVELY) UNIFIED GLOBAL EXPERIENCE #SitecoreSYM @jeffcram @wendyderstine

46. User Interface Blocking and Tackling Oops #SitecoreSYM @jeffcram @wendyderstine

47. Layout and Presentation #SitecoreSYM @jeffcram @wendyderstine

48. Managing Language Fallback #SitecoreSYM @jeffcram @wendyderstine

49. 5 CONNECTING CONTENT TO THE BUSINESS WITH DATA #SitecoreSYM @jeffcram @wendyderstine

50. Connecting Marketing Technology The opportunity Connec2ng Sitecore to the larger customer experience management ecosystem. Image source: Forrester: The Emergence of Customer Experience Management Solu2ons #SitecoreSYM @jeffcram @wendyderstine

51. Enabling Sales with DMS #SitecoreSYM @jeffcram @wendyderstine

52. Google Analytics for the Enterprise #SitecoreSYM @jeffcram @wendyderstine

53. Key Takeaways •  Content strategy & governance should guide the approach to technology •  Translation middleware can help large-scale implementations •  Avoid the big bang approach with large-scale global implementations •  A unified CMS should be accompanied by a unified analytics strategy #SitecoreSYM @jeffcram @wendyderstine

54. Thanks + Questions ISITE Design www.isitedesign.com 617-401-2295 Read our Sitecore blog at: www.isitedesign.com/sitecore Read the CMS Myth at: www.cmsmyth.com Drop me an e-mail for a copy of our whitepaper jcram@isitedesign.com Feedback: www.sitecore.net/SymNA #SitecoreSYM @jeffcram @wendyderstine

Revamping Your Global Site Strategy

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