CMS Lessons Learned & Best Practices - SAS Case Study
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Gilbane Boston (Dec 2, 2010) - Web Content Management System lessons learned & best practices - a case study based on experiences at SAS.
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CMS Lessons Learned & Best Practices - SAS Case Study
- 1. SAS - CMS Lessons LearnedGilbane Boston Dec 02, 2010 Mark KoreyOnline Strategy & Services www.sas.com @markkorey
- 2. Touch points SAS Our web site Our CMS & “Lessons Learned” Challenges How We Did It
- 3. Company Highlights World’s largest privately held software company Business analytics software and services Revenue: $2.3 billon (2009) Customers: 45,000 in 123 countries Employees: 11,000 in 50 countries #1 on FORTUNE “2010 100 Best Companies to Work For” HQ: Cary, NC
- 4. www.sas.com B2B Focus: Marketing content & Lead generation Product & Solutions Customer Stories, Press Releases, Newsletters Supporting Assets – White papers, Webcasts, Fact Sheets, etc. Campaigns – Emails & Events Global footprint 50 country sites >20,000 pages >2,000,000 pg views/month 10 Great B-to-B sites
- 5. CMS Lesson Learned / Best Practices 5 Areas Corp Culture & Resources Project Scope & Details Balance Communication Strategy
- 6. #1 Culture & Resources Leverage corporate culture Leverage available resources Leverage existing skills
- 8. Unix, Java, MySQL, XML
- 11. Started w/ 5
- 15. User
- 16. Supervisor
- 22. Leadership mtg every other week
- 23. PMs submit development requests online
- 24. Users log problems in ticket system
- 25. Leverage IM, desktop sharing, webcams, etc.
- 27. 300 users: Non-technical to Very-technical
- 29. Release Notes
- 30. Planned & Unplanned Outages
- 31. System Messages
- 33. User Survey
- 35. #5 Digital Marketing Strategy Business needs change Technology advances User expectations rise Online marketing techniques expand Strategy: Evolves over time Is your CMS a cost-savingsor value-add tool?
- 36. #5 Digital Mkt’g Strategy – How We Did It Strategy evolution Consolidate CMS tools & establish CMS “platform” Roll out to countries Optimize site visitor’sexperience In Practice Involve visionaries Involve users
- 37. Recap Takeaways #1 Culture & Resources Leverage what you have #2 Scope & Details Start small, don’t underestimate complexity #3 Balance & Prioritize Establish prioritization process #4 Communicate Build trust b/w IT, Marketing, Users, Mgmt #5 Strategy Align CMS decisions with your digital strategy
- 38. Thank you! Mark Korey Online Strategy & Services mark.korey@sas.com @markkorey CMS Lessons Learned2010 Gilbane Boston
- 40. Java
- 41. Apache/Tomcat
- 42. MySQL
- 43. XML
- 44. XLST
- 46. Metadata
- 47. Templates & CSS
Hinweis der Redaktion
- Data Mining, Forecasting – everything from Fraud Prevention to optimizing marketing campaigns to tracking footprints of endangered species.Reference:http://www.sas.com/company/about/statistics.html
- Reference: http://www.btobonline.com/apps/pbcs.dll/article?AID=/20100913/FREE/309139988
- “Work with what you got.”Culture will influence CMS requirements (e.g. high-trust & empowerment at SAS – little need for rigid work-flow in CMS)
- Build Culture: 2004/2005 set out build CMS (Consolidate misc content tools).No clear 3rd party product that met our needs + internal “build” mentality.
- “Deceptively simple, very complicated” Todd MedlinCMS is complicated – it encompasseswriting, editing, design, publishing, archiving, taxonomies, work flow, user admin, search.Details – such as versioningWhat constitutes a version?Are templates versions or just content?How is metadata versioned?
- Start Small – Phase in new features & functionality (a necessity while building CMS)Users don’t come to work to use CMS – it’s just another tool.
- Breadth & Depth – Country rolloutBreadth & Depth - Pulled in 3 directionsNew & Improved FunctionalityNew Content TypesCountry Site RolloutCountry site rollout/adoption – slow processLimited resources in most country officesCompeting demandsNew functionality & Content types, require a lot:Business & System AnalysisDetailed requirementsMockupsTime-consumingUser expectations - only increase over time.~ 25% support of core teamDigital Marketing Strategy will evolve over time – be flexible.e.g. Social Media was not a topic 3 years ago.
- Project/Feature/Maintenance – Project: Lots of Planning, Docs, Mgmt involvement; Feature/Maintenance: Lightweight approachIf Benefit HIGH, Effort LOW & staff AVAILABLE – get it done ASAPUser needs vs. User wants: Ask them to prioritize list – identify top 3Multiple LOBs? – share the loveStandardize – Design for change/maintenance – far better for IT to invest a little extra time to make a feature easier to maintain “now”, then go back to the well later.IT leaders actively participate in prioritization. * Agile approach
- CMS & Website work is a collision of your technical & creative personalities.Both need to work in harmony if you want to present a solid web site.Inbound: Feedback/suggestions/requirements – foster an environment that encourages inbound ideas.Outbound (Proactive):Planned changes/additionsOutbound (Reactive): ProblemsChange is adopted much faster/smoother when proactively communicated & explained.
- Close relationship b/w IT & Marketing established.Requires some Time, Patience & Trust.Be transparent.Share common goal.Prioritize work – for IT – top 2 or 3 - update regularly (weekly)
- Use screenshots!Quick Reference Guide for each Content Collection Form & How-To-Guides.Solicit feedback from power users locally and globally – factor into prioritization.Echo culture at SAS.
- Not limited to CMS, scales across all WWW activities.Provide regional hubs extra training – “Train the trainer”
- Is your CMS going to be a cost-savings OR value-add tool?