The document outlines the agenda for a conference on designing business-driven web sites. The agenda includes presentations on topics like designing sites with business objectives, implementing global and local sites, and case studies of Tecnotree and Finnlines. One presentation discusses how the size of a company does not dictate the type of content management system that should be used, advocating for a "web first" approach with centralized content production across channels. Another presentation provides an overview of eZ Systems and its content management platform eZ Publish.
3. Agenda
9.00 Opening words Janne Kalliola, Exove Oy
9.10 One Size Does Not Fit All. Bertrand Maugain, eZ Systems Ltd
Web First & Multichannel
Content
9.30 eZ Publish Showcase Bertrand Maugain, eZ Systems Ltd
9.40 Designing Sites with Business Saku Sairanen, Exove Design Ltd
Objectives
10.00 Case: Tecnotree Timo Laaksonen, Tecnotree Plc
10.10 Break
10.20 Implementing Global and Jani Tarvainen, Exove Ltd
Local Sites
10.40 Case: Finnlines Hanna-Leena Lahti, Finnlines Plc
10.50 Discussion
15. 43 people, over 90 customers,
over 3 MEUR revenue 2011,
profitable
16. Agenda
9.00 Opening words Janne Kalliola, Exove Oy
9.10 One Size Does Not Fit All. Bertrand Maugain, eZ Systems Ltd
Web First & Multichannel
Content
9.30 eZ Publish Showcase Bertrand Maugain, eZ Systems Ltd
9.40 Designing Sites with Business Saku Sairanen, Exove Design Ltd
Objectives
10.00 Case: Tecnotree Timo Laaksonen, Tecnotree Plc
10.10 Break
10.20 Implementing Global and Jani Tarvainen, Exove Ltd
Local Sites
10.40 Case: Finnlines Hanna-Leena Lahti, Finnlines Plc
10.50 Discussion
17. “One size does not fit all”
Custom Content in all Channels
Wednesday, April 13, 2011
18. eZ Systems Facts
HQ in Norway; offices in Oslo, Skien, Chicago, Tokyo
Copenhagen, Stockholm, Dortmund, Paris and Lyon
3 million downloads of eZ Publish
6 000 paying customers in 120 countries
230 official partners on all continents
Proven Commercial Open Source business model
Presenter: Bertrand Maugain
Wednesday, April 13, 2011
19. #1 in Media
Presenter: Bertrand Maugain
Wednesday, April 13, 2011
20. Positioning in the CMS Space
Single Source Multichannel
Organiza(ons
(one-‐to-‐many)
Marke6ng
eCommerce Communica6on
eZ
Publish
Demandware EPI Mul6channel
Sitecore Mul6site
Hybris Mul6lingual
Mul6user
Magento Mul6media
Day
Structured Unstructured
Joomla
Alfresco Drupal
Sharepoint
Wordpress
Knowledge
Community
Management
Individuals
(many-‐to-‐many)
PAAL BERG / CHRISTOF ZAHNEISSEN 04/12/11 4
Wednesday, April 13, 2011
21. Challenges
Easy adaptable CMS
Media groups world wide face the same challenges
New channels introduced
Costly to maintain efficient content production for all channels
Little or no content re-use between channels
Low monetization in some channels
Similar challenges are also present in other verticals
Is the Media Industry leading the way?
01/11/11 2
Wednesday, April 13, 2011
22. Experience from these Customers
Multi Channel Content Management
01/11/11 2
Wednesday, April 13, 2011
24. Web First: A Strategy and a Trend
Easy adaptable CMS
Centralized content production for all channels with Web as the hub.
01/11/11 2
Wednesday, April 13, 2011
25. Web First: Differentiated Content Types and Sources
Easy adaptable CMS
01/11/11 2
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26. Web First: Differentiated Delivery
Easy adaptable CMS
Channel Neutral Content
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27. Web First: Differentiated Delivery
Easy adaptable CMS
Channel Neutral Content
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sed enim.
01/11/11 2
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28. Linking Print to Web: QR Codes
Easy adaptable CMS
01/11/11 2
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29. Web First Strategy: CS Monitor
Easy adaptable CMS
01/11/11 2
Wednesday, April 13, 2011
31. Some Payed Content Models
Easy adaptable CMS
Lock Down
Only payed content
Freemium
Some free, mostly payed content
Time-limited
Daily, monthly, yearly access
Site Licensing
Typically B2B access (E.g. Access to Gartner analysis)
Micropayments
Pay for actual usage
01/11/11 2
Wednesday, April 13, 2011
32. Consumers and Payed Content
Easy adaptable CMS
01/11/11 2
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33. Consumers and Payed Content
Easy adaptable CMS
01/11/11 2
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34. The Financial Times Group
Easy adaptable CMS
01/11/11 2
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36. The Financial Times
Easy adaptable CMS
Freemium model
Teasers available for all
Some content available for free (if you register, 5 articles/month)
Payed access to all content
01/11/11 2
Wednesday, April 13, 2011
38. Down Jones: The Wall Street Journal
Easy adaptable CMS
01/11/11 2
Wednesday, April 13, 2011
39. Down Jones: The Wall Street Journal
Easy adaptable CMS
Freemium model
Paywall for premium content
Differentiated pricing (standard, corporate and student)
01/11/11 2
Wednesday, April 13, 2011
40. Tico Times
Easy adaptable CMS
01/11/11 2
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41. Tico Times: Mixed model
Easy adaptable CMS
Print Premium Subscription
Printed Newspaper
Access to PDF and Web version of paper edition
Online Subscriptions
Access to all content online
Access to PDF download of print edition
Access to forum and discussions
Optional access to back-issues
Micro Payments
Pay for selected articles (pay per view with pre-payed credits)
Access to forum and discussions
01/11/11 2
Wednesday, April 13, 2011
42. What about other verticals?
Easy adaptable CMS
Freemium
Software Downloads
Brochure or catalogues
Lead generation where your audience is consuming content
Access to self service (support information)
Subscription Management (service management)
Access to Premium content (knowledge base)
E-commerce
Brand Consistency
01/11/11 2
Wednesday, April 13, 2011
43. Mazars: Web first example
From the financial Industry
Wednesday, April 13, 2011
44. About Mazars
Easy adaptable CMS
An international group
50+ countries
10 500 employees
767 million Euro turnover
Specializing in
Audit
Accounting
Tax
Advisory services
01/11/11 2
Wednesday, April 13, 2011
45. Mazars: 40 Websites + Intranet
Brand consistency and centralized content management
01/11/11 2
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47. Conclusion
Easy adaptable CMS
Since 2000, Media is driving Web Content Management...
“All industries have or will have
a need to efficiently repurpose
their content across a growing
number of channels”
01/11/11 2
Wednesday, April 13, 2011
49. Agenda
9.00 Opening words Janne Kalliola, Exove Oy
9.10 One Size Does Not Fit All. Bertrand Maugain, eZ Systems Ltd
Web First & Multichannel
Content
9.30 eZ Publish Showcase Bertrand Maugain, eZ Systems Ltd
9.40 Designing Sites with Business Saku Sairanen, Exove Design Ltd
Objectives
10.00 Case: Tecnotree Timo Laaksonen, Tecnotree Plc
10.10 Break
10.20 Implementing Global and Jani Tarvainen, Exove Ltd
Local Sites
10.40 Case: Finnlines Hanna-Leena Lahti, Finnlines Plc
10.50 Discussion
50. The process
1. Environment definition
2. Concept
3. Content design
4. Form
5. Experience
52. 1. Environment definition – FinndomoKoti
• Selling ready-made-
houses
• Brand – oriented also
towards interior
decoration, not just
building houses
• Reseller model
• Later: property Logo usage instructions
development - new
housing
53. 2. Concept
Crystallising the first phase
Defining the targets
Target groups
Positioning
Defining and crystallising the vision
54. 2. Concept
Customer stages
Dreaming Evaluation Realization
Target groups
• Young couples – both taking part in the descision making
process
• Emotional aspects
59. 4. Form
• House models and
collections the
most important
thing
• Filter and browse
60. 5. Experience
Crystallising steps 1-4; the base of design
User experience and personality
User interaction
Visual identity and brand definition
Visual design of the user interface
61. 5. Experience - Finndomokoti
• Brand image combines construction and interior
decoration
• Follows the customer’s stages
• Elegant and simple design
• Emotion, not just price
• Intuitive GUI for model collections
62. Agenda
9.00 Opening words Janne Kalliola, Exove Oy
9.10 One Size Does Not Fit All. Bertrand Maugain, eZ Systems Ltd
Web First & Multichannel
Content
9.30 eZ Publish Showcase Bertrand Maugain, eZ Systems Ltd
9.40 Designing Sites with Business Saku Sairanen, Exove Design Ltd
Objectives
10.00 Case: Tecnotree Timo Laaksonen, Tecnotree Plc
10.10 Break
10.20 Implementing Global and Jani Tarvainen, Exove Ltd
Local Sites
10.40 Case: Finnlines Hanna-Leena Lahti, Finnlines Plc
10.50 Discussion
63. New
Tecnotree
web
&
brand
renewal
Timo
Laaksonen
VP
Strategy
&
Business
Development
April
14th
2011
65. Site
concept
• The
key
challenge
of
the
site
renewal
is
to
simplify
the
structure
and
messaging
without
losing/blurring
the
dimensions
of
the
offering.
• Since
the
site
needs
to
talk
to
mulMple
target
groups
-‐
both
business
and
tech
–
there
needs
to
be
mulMple
ways
of
browsing,
connecMng
and
bundling
content
on
the
site
• Key
pages
are
kept
light
and
short
content-‐wise,
but
links
to
more
in-‐depth
and
related
informaMon
are
provided.
This
needs
to
be
taken
into
account
in
the
layout
design.
33 22/11/2010 Tecnotree / Timo Laaksonen
66. [
HOME
COMPANY
SOLUTIONS
PRODUCTS
PRESS
INVESTORS
CONTACT
[This
area
AMBER
colour]
[This
area
GREY
colour]
TAGLINE
HERE
FEATURED
PRODUCT:
Bundling
Services
for
Every
Taste
Unified
Product
BoosMng
Customer
Lifecycle
Catalogue
Value
Building
Digital
Marketplaces
[This
area
LIME
GREEN
colour]
[This
area
MAGENTA
colour]
FEATURED
WHITE
PAPER:
Tecnotree
is
a
broad
telecom
IT
soluMons
provider…
XXXXXX
YYYY
ZZZZZZZZ
[ABOUT
US
BOILERPLATE]
READ
MORE>COMPANY
FEATURED
EVENT:
Meet
Us
at
the
Mobile
World
Congress
in
Barcelona
LOGO
BOOK
MEETING
[This
area
GREY
colour]
CUSTOMER
LOGOS
67. Products:
Structure
&
naming
• We
speak
to
two
disMnct
target
audiences
– Business
SoluMons
&
business
case
– IT
experts
Products
&
technology
– Different
target
audiences
use
different
search
terms
on
Google
• Focus
on
promoMng
one
single
brand
-‐
Tecnotree
– Cost
efficiency,
limited
markeMng
budget
-‐
stronger
effect
• Current
product
grouping
and
naming
revisited
– Synchronize
and
align
naming
pracMce
across
whole
poriolio
– Lacking
concept
of
”one
company”,
”one
soluMon/product
family”
• Over
Mme:
Unified
User
Experience
across
soluMons/products
– Simple,
resonates
with
the
target
audience
and
is
in
synch
with
our
strategy
35 22/11/2010 Tecnotree / Timo Laaksonen
68. Tone-‐of-‐voice
&
visuals
• Tecnotree
is
posiMoned
on
the
market
as
a
challenger
• Tone-‐of-‐voice
needs
to
reflect
this.
This
needs
to
be
done
in
a
posiMve
way,
not
by
bashing
compeMMon
– Flexibility,
agility,
altude,
tech
savvy,
colorful,
dynamic,
listens
– Fresh,
no
hype,
staMng
things
as
they
are
yet
with
posiMve
energy,
strong
common
sense,
trustworthiness
as
a
partner
• Avoid
using
any
hype
or
over-‐used,
bland
terms
or
sayings
36 22/11/2010 Tecnotree / Timo Laaksonen
69. Project
=meline
&
milestones
• 29.12.
1st
dram
of
site
structure
and
wireframes
from
Exove
• 3.1.
brief
to
AD/FranMc
by
Exove
• 11.1.
1st
layout
drams
from
FranMc
• 19.1.
final
layouts
from
FranMc
• 17.1.
web
producMon
starts
by
Exove
+
7
days
• 24.1.
copy
needs
to
be
done,
from
Tecnotree
+
10
days
• 1.2.
Site
ready
for
som
launch
+
10
days
• 1.-‐4.2.
Final
tesMng
and
tweaking
+
10
days
• 7.2.
Site
finalized
+
7
days
37 22/11/2010 Tecnotree / Timo Laaksonen
83. Agenda
9.00 Opening words Janne Kalliola, Exove Oy
9.10 One Size Does Not Fit All. Bertrand Maugain, eZ Systems Ltd
Web First & Multichannel
Content
9.30 eZ Publish Showcase Bertrand Maugain, eZ Systems Ltd
9.40 Designing Sites with Business Saku Sairanen, Exove Design Ltd
Objectives
10.00 Case: Tecnotree Timo Laaksonen, Tecnotree Plc
10.10 Break
10.20 Implementing Global and Jani Tarvainen, Exove Ltd
Local Sites
10.40 Case: Finnlines Hanna-Leena Lahti, Finnlines Plc
10.50 Discussion
84. Agenda
9.00 Opening words Janne Kalliola, Exove Oy
9.10 One Size Does Not Fit All. Bertrand Maugain, eZ Systems Ltd
Web First & Multichannel
Content
9.30 eZ Publish Showcase Bertrand Maugain, eZ Systems Ltd
9.40 Designing Sites with Business Saku Sairanen, Exove Design Ltd
Objectives
10.00 Case: Tecnotree Timo Laaksonen, Tecnotree Plc
10.10 Break
10.20 Implementing Global and Jani Tarvainen, Exove Ltd
Local Sites
10.40 Case: Finnlines Hanna-Leena Lahti, Finnlines Plc
10.50 Discussion
85. Implementing Global and Local Sites
The internet is a global tool
• Keep this in mind from the very beginning
A single content management solution can host
multiple websites (or a group of websites)
• They do not come off the assembly line
Common components can be utilized
• Differences in the same product across regions
86. Opportunities
Save time and money
Keep a consistent feel
Efficient reuse of technical elements, ideas,
campaigns, content…
Developing internal competence
Improving Search Engine visibility through cross linking
87. Challenges
Design by committee
Communication
Avoid wasted efforts
Ongoing development
One size does not fit all
Needs to be modular and maintainable
For some functionalities (e.g. forums) use a separate product
Who is in control internally?
88. Pre-project phase
Sufficient planning before the RFQ
Reduces surprises
Use consultants if you need to
Define and communicate the project goal internally
“We are making a public site”
“Bulgaria has this password protected section where…”
Map legacy features
Use your local resources to map the current features
Prioritize language versions and features
89. Design phase
Defining the content structure
Less is more
Which data is common to all languages?
Features
Which features do we have and which sites will use them?
What are the priorities?
Domain strategy
How will the sites be structured?
Prepare early for country domains
90. Implementation phase
Technical development
Make features independent
Assume everything should be translatable
Content production & entry
Prioritize the main language
Translations
Sourcing this internally or externally?
Provide “worst cases” early on
Prepare for life after initial deployment
91. Maintenance phase
Once the project is complete, the work begins
Minor changes
Subprojects
Keeping things under control and everyone happy
Change management is key
Deploying updates
Who is responsible?
Who can order changes?
Surprising costs
92. Agenda
9.00 Opening words Janne Kalliola, Exove Oy
9.10 One Size Does Not Fit All. Bertrand Maugain, eZ Systems Ltd
Web First & Multichannel
Content
9.30 eZ Publish Showcase Bertrand Maugain, eZ Systems Ltd
9.40 Designing Sites with Business Saku Sairanen, Exove Design Ltd
Objectives
10.00 Case: Tecnotree Timo Laaksonen, Tecnotree Plc
10.10 Break
10.20 Implementing Global and Jani Tarvainen, Exove Ltd
Local Sites
10.40 Case: Finnlines Hanna-Leena Lahti, Finnlines Plc
10.50 Discussion
96. Agenda
9.00 Opening words Janne Kalliola, Exove Oy
9.10 One Size Does Not Fit All. Bertrand Maugain, eZ Systems Ltd
Web First & Multichannel
Content
9.30 eZ Publish Showcase Bertrand Maugain, eZ Systems Ltd
9.40 Designing Sites with Business Saku Sairanen, Exove Design Ltd
Objectives
10.00 Case: Tecnotree Timo Laaksonen, Tecnotree Plc
10.10 Break
10.20 Implementing Global and Jani Tarvainen, Exove Ltd
Local Sites
10.40 Case: Finnlines Hanna-Leena Lahti, Finnlines Plc
10.50 Discussion