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Exove Business Driven Websites, seminar Apr 14, 2011
Welcome!
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
How to make business
  driven web sites?
Know what you / your
business / your customers
          want.
Serve the users.
Base design on facts, but
 make it affect feelings.
Always select a proper
tool for the task at hand.
Design.   Implement.   Analyse.   Fix.
Design.   Implement.   Analyse.   Fix.
Design.   Implement.   Analyse.   Fix.
Design.   Implement.   Analyse.   Fix.
Design.   Implement.   Analyse.   Fix.
Design.   Implement.   Analyse.   Fix.
When in doubt, ask
professionals for help.
About us
Exove enables companies to conduct
  better business on the Internet
by delivering innovative, reliable and
    business-driven web services
We base our work on the strategy
    and needs of our clients
We help them to execute through
    top-notch web systems
We deliver sites, community
 platforms, and Web 2.0
       applications.
43 people, over 90 customers,
 over 3 MEUR revenue 2011,
         profitable
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
“One size does not fit all”
                            Custom Content in all Channels




Wednesday, April 13, 2011
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
#1 in Media




    Presenter: Bertrand Maugain

Wednesday, April 13, 2011
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
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
Experience from these Customers
    Multi Channel Content Management




                                       01/11/11   2

Wednesday, April 13, 2011
Centralized Content Creation
                            “Web First”




Wednesday, April 13, 2011
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
Web First: Differentiated Content Types and Sources
    Easy adaptable CMS




                            01/11/11                      2

Wednesday, April 13, 2011
Web First: Differentiated Delivery
    Easy adaptable CMS



                             Channel Neutral Content
                            Lorem ipsum dolor sit amet                                       Lorem ipsum dolor sit amet

                            Lorem ipsum dolor sit amet,
                            c o n s e c te tu r a d i p i s c i n g e l i t.
                            Curabitur non nulla felis. Morbi at
                            mi eget odio ornare imperdiet non
                            sed enim.




                                                                                                        Print PDF

                                                                                              Lorem ipsum dolor sit amet

                                                                                          Lorem ipsum dolor sit amet,
                                                                                          c o n s e c te tu r a d i p i s c i n g e l i t.
                                                                                          Curabitur non nulla felis. Morbi at
                                                                                          mi eget odio ornare imperdiet non
                                                                                          sed enim.




                                                                               01/11/11                                                      2

Wednesday, April 13, 2011
Web First: Differentiated Delivery
    Easy adaptable CMS



                             Channel Neutral Content

                            Lorem ipsum dolor sit amet                                       Lorem ipsum dolor sit amet

                            Lorem ipsum dolor sit amet,
                            c o n s e c te tu r a d i p i s c i n g e l i t.
                            Curabitur non nulla felis. Morbi at
                            mi eget odio ornare imperdiet non
                            sed enim.




                                                                                                        Print PDF

                                                                                              Lorem ipsum dolor sit amet

                                                                                          Lorem ipsum dolor sit amet,
                                                                                          c o n s e c te tu r a d i p i s c i n g e l i t.
                                                                                          Curabitur non nulla felis. Morbi at
                                                                                          mi eget odio ornare imperdiet non
                                                                                          sed enim.




                                                                               01/11/11                                                      2

Wednesday, April 13, 2011
Linking Print to Web: QR Codes
    Easy adaptable CMS




                            01/11/11   2

Wednesday, April 13, 2011
Web First Strategy: CS Monitor
    Easy adaptable CMS




                            01/11/11   2

Wednesday, April 13, 2011
Monetization Across Channels
                            Optimize Channel Revenue




Wednesday, April 13, 2011
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
Consumers and Payed Content
    Easy adaptable CMS




                            01/11/11   2

Wednesday, April 13, 2011
Consumers and Payed Content
    Easy adaptable CMS




                            01/11/11   2

Wednesday, April 13, 2011
The Financial Times Group
    Easy adaptable CMS




                            01/11/11   2

Wednesday, April 13, 2011
The Financial Times
    Easy adaptable CMS




                            01/11/11   2

Wednesday, April 13, 2011
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
Freemium
    Easy adaptable CMS




                            01/11/11   2

Wednesday, April 13, 2011
Down Jones: The Wall Street Journal
    Easy adaptable CMS




                            01/11/11      2

Wednesday, April 13, 2011
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
Tico Times
    Easy adaptable CMS




                            01/11/11   2

Wednesday, April 13, 2011
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
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
Mazars: Web first example
                            From the financial Industry




Wednesday, April 13, 2011
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
Mazars: 40 Websites + Intranet
    Brand consistency and centralized content management




                                           01/11/11        2

Wednesday, April 13, 2011
Mazars: Powerpoint Export
    Updated Sales Collateral on the fly




                                          01/11/11   2

Wednesday, April 13, 2011
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
Short demo?




Wednesday, April 13, 2011
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
The process

    1.  Environment definition

    2.  Concept

    3.  Content design

    4. Form

    5. Experience
1. Environment definition
Business strategy and processes related to business
Brand definition
Analysis
   Trends
   Competitors
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
2. Concept
Crystallising the first phase
Defining the targets
Target groups
Positioning
Defining and crystallising the vision
2. Concept

Customer stages


 Dreaming            Evaluation          Realization


Target groups
•  Young couples – both taking part in the descision making
   process
•  Emotional aspects
2. Concept

Site layout

              House
   Living              Construction
              models
3. Content design
Target definition
Users’ targets
Content development resourcing
Defining the functionalities
3. Content design
•  Visual
•  Informative
•  Easy to use
•  Never get lost
•  Interior design
   magazine layout
4. Form
Content structures
User interfaces
Usage scenarios
Defining content production processes
4. Form
•  House models and
   collections the
   most important
   thing
•  Filter and browse
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
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
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
New	
  Tecnotree	
  web	
  &	
  
brand	
  renewal	
  
Timo	
  Laaksonen	
  
VP	
  Strategy	
  &	
  Business	
  Development	
  
	
  
April	
  14th	
  2011	
  
32	
     13.4.2011	
     Powepoint	
  example	
  080409	
  
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
[	
  
                                                       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	
  
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
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
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
38	
     13.4.2011	
     Powepoint	
  example	
  080409	
  
39	
     13.4.2011	
     Powepoint	
  example	
  080409	
  
40	
     13.4.2011	
     Powepoint	
  example	
  080409	
  
41	
     13.4.2011	
     Powepoint	
  example	
  080409	
  
42	
     13.4.2011	
     Powepoint	
  example	
  080409	
  
Exove Business Driven Websites, seminar Apr 14, 2011
44   13.4.2011   Presentation name / Author
45   13.4.2011   Presentation name / Author
46   13.4.2011   Presentation name / Author
47   13.4.2011   Presentation name / Author
48   13.4.2011   Presentation name / Author
49   13.4.2011   Presentation name / Author
50   13.4.2011   Presentation name / Author
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
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
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
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
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?
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
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
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
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
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
Integrating local and global perspectives

Case Finnlines
Finnlines websites


Structure and target groups




Language versions




Localised areas on the sites




62
Finnlines websites



Why do users come back?




63
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
Download slides at
http://www.exove.fi/yritys/seminaarimateriaali/

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Exove Business Driven Websites, seminar Apr 14, 2011

  • 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
  • 4. How to make business driven web sites?
  • 5. Know what you / your business / your customers want.
  • 7. Base design on facts, but make it affect feelings.
  • 8. Always select a proper tool for the task at hand.
  • 9. Design. Implement. Analyse. Fix. Design. Implement. Analyse. Fix. Design. Implement. Analyse. Fix. Design. Implement. Analyse. Fix. Design. Implement. Analyse. Fix. Design. Implement. Analyse. Fix.
  • 10. When in doubt, ask professionals for help.
  • 12. Exove enables companies to conduct better business on the Internet by delivering innovative, reliable and business-driven web services
  • 13. We base our work on the strategy and needs of our clients We help them to execute through top-notch web systems
  • 14. We deliver sites, community platforms, and Web 2.0 applications.
  • 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
  • 23. Centralized Content Creation “Web First” 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 Wednesday, April 13, 2011
  • 26. Web First: Differentiated Delivery Easy adaptable CMS Channel Neutral Content Lorem ipsum dolor sit amet Lorem ipsum dolor sit amet Lorem ipsum dolor sit amet, c o n s e c te tu r a d i p i s c i n g e l i t. Curabitur non nulla felis. Morbi at mi eget odio ornare imperdiet non sed enim. Print PDF Lorem ipsum dolor sit amet Lorem ipsum dolor sit amet, c o n s e c te tu r a d i p i s c i n g e l i t. Curabitur non nulla felis. Morbi at mi eget odio ornare imperdiet non sed enim. 01/11/11 2 Wednesday, April 13, 2011
  • 27. Web First: Differentiated Delivery Easy adaptable CMS Channel Neutral Content Lorem ipsum dolor sit amet Lorem ipsum dolor sit amet Lorem ipsum dolor sit amet, c o n s e c te tu r a d i p i s c i n g e l i t. Curabitur non nulla felis. Morbi at mi eget odio ornare imperdiet non sed enim. Print PDF Lorem ipsum dolor sit amet Lorem ipsum dolor sit amet, c o n s e c te tu r a d i p i s c i n g e l i t. Curabitur non nulla felis. Morbi at mi eget odio ornare imperdiet non sed enim. 01/11/11 2 Wednesday, April 13, 2011
  • 28. Linking Print to Web: QR Codes Easy adaptable CMS 01/11/11 2 Wednesday, April 13, 2011
  • 29. Web First Strategy: CS Monitor Easy adaptable CMS 01/11/11 2 Wednesday, April 13, 2011
  • 30. Monetization Across Channels Optimize Channel Revenue 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 Wednesday, April 13, 2011
  • 33. Consumers and Payed Content Easy adaptable CMS 01/11/11 2 Wednesday, April 13, 2011
  • 34. The Financial Times Group Easy adaptable CMS 01/11/11 2 Wednesday, April 13, 2011
  • 35. The Financial Times Easy adaptable CMS 01/11/11 2 Wednesday, April 13, 2011
  • 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
  • 37. Freemium Easy adaptable CMS 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 Wednesday, April 13, 2011
  • 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 Wednesday, April 13, 2011
  • 46. Mazars: Powerpoint Export Updated Sales Collateral on the fly 01/11/11 2 Wednesday, April 13, 2011
  • 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
  • 51. 1. Environment definition Business strategy and processes related to business Brand definition Analysis   Trends   Competitors
  • 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
  • 55. 2. Concept Site layout House Living Construction models
  • 56. 3. Content design Target definition Users’ targets Content development resourcing Defining the functionalities
  • 57. 3. Content design •  Visual •  Informative •  Easy to use •  Never get lost •  Interior design magazine layout
  • 58. 4. Form Content structures User interfaces Usage scenarios Defining content production processes
  • 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  
  • 64. 32   13.4.2011   Powepoint  example  080409  
  • 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
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  • 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
  • 93. Integrating local and global perspectives Case Finnlines
  • 94. Finnlines websites Structure and target groups Language versions Localised areas on the sites 62
  • 95. Finnlines websites Why do users come back? 63
  • 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