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Company Confidential - For Internal Use OnlyCopyright © 2010, SAS Institute Inc. All rights reserved.
SAS - CMS Lessons LearnedGilbane BostonDec 02, 2010Mark KoreyOnline Strategy & Serviceswww.sas.com
@markkorey
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Company Confidential - For Internal Use OnlyCopyright © 2010, SAS Institute Inc. All rights reserved.
Touch points
SAS
Our web site
Our CMS & “Lessons Learned” Challenges How We Did It
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Company Confidential - For Internal Use OnlyCopyright © 2010, SAS Institute Inc. All rights reserved.
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
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Company Confidential - For Internal Use OnlyCopyright © 2010, SAS Institute Inc. All rights reserved.
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
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Company Confidential - For Internal Use OnlyCopyright © 2010, SAS Institute Inc. All rights reserved.
CMS Lesson Learned / Best Practices
5 Areas
1. Corp Culture & Resources
2. Project Scope & Details
3. Balance
4. Communication
5. Strategy
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Company Confidential - For Internal Use OnlyCopyright © 2010, SAS Institute Inc. All rights reserved.
#1 Culture & Resources
Leverage corporate culture
Leverage available resources
Leverage existing skills
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Company Confidential - For Internal Use OnlyCopyright © 2010, SAS Institute Inc. All rights reserved.
#1 Culture & Resources – How We Did It
“Build” culture at SAS
IT shop• Open source
• Unix, Java, MySQL, XML
• Ektron’s eWebEditPro WYSIWYG
Dedicated project mgr.• Started w/ 1
• Expanded to 4
Small dev team• Focused & Agile
• Started w/ 5
• Never enough!
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Company Confidential - For Internal Use OnlyCopyright © 2010, SAS Institute Inc. All rights reserved.
#2 Scope & Details
Devils in the Details• Magnified with home-grown CMS
Home-grown: Pros & Cons+ 100% customizable, tailor to your needs
– Must figure everything out
+ Not tied to vendor schedule
– Time consuming
Must haves:• Resource commitments – for the long haul
• Test environment(s)
• Prioritize “details”
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Company Confidential - For Internal Use OnlyCopyright © 2010, SAS Institute Inc. All rights reserved.
#2 Scope & Details – How We Did It
Start Small
Use development partners
and international early adopters• Refine localization
Standardize Content Entry Forms
Limit extraneous features Role based access:
– User
– Supervisor
– Admin
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Copyright © 2010, SAS Institute Inc. All rights reserved.
#3 Balance & Prioritization
Core Functionality
Feature Requests
User Support More users + More features= More supportHave a support plan!
Big Picture Digital Marketing Strategy
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Copyright © 2010, SAS Institute Inc. All rights reserved.
#3 Balance & Prioritization – How We Did It
Project, Feature or Maintenance?
Prioritize with 4 factors:1. External Benefit2. Internal Benefit3. IT Effort4. Marketing Effort
Re-assess Quarterly (w/ IT)
Standardize• User Support & Documentation
• Requirements for IT
• Design for change
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Copyright © 2010, SAS Institute Inc. All rights reserved.
#4 Communication
IT & Marketing• Get (and stay!) on same page
Users• Inbound & Outbound info
• Proactive & Reactive scenarios
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Copyright © 2010, SAS Institute Inc. All rights reserved.
#4 Communication – How We Did It (w/ IT)
Challenges• IT doesn’t like meetings!
• 1/3 on West coast
Solutions• 1 team mtg/week
• Leadership mtg every other week
• PMs submit development requests online
• Users log problems in ticket system
• Leverage IM, desktop sharing, webcams, etc.
• Identify top priority for each developer
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Copyright © 2010, SAS Institute Inc. All rights reserved.
#4 Communication – How We Did It (w/ Users)
Challenges• De-centralized content entry
• 300 users: Non-technical to Very-technical
• Across the hall - Across the world
Solutions• Email:
Release Notes Planned & Unplanned Outages
• System Messages
• User Documentation (SharePoint)
• User Survey
• Power User Conf Call
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Copyright © 2010, SAS Institute Inc. All rights reserved.
#4 Communication – How We Did It (w/ Users)
Regional Hub Model Latin America Eastern Europe Nordic Region Asia Pacific
Train the trainer!
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Copyright © 2010, SAS Institute Inc. All rights reserved.
#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?
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Copyright © 2010, SAS Institute Inc. All rights reserved.
#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
Consolidation
Globalization
Optimization
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Company Confidential - For Internal Use OnlyCopyright © 2010, SAS Institute Inc. All rights reserved.
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
Company Confidential - For Internal Use OnlyCopyright © 2010, SAS Institute Inc. All rights reserved.
CMS Lessons Learned2010 Gilbane Boston
Mark KoreyOnline Strategy & Services
[email protected]@markkorey
Thank you!