Date post: | 21-Oct-2014 |
Category: |
Marketing |
View: | 397 times |
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Optimizing eCommerce through Enterprise Architecture and Content Strategy
Dustin Collis // NavigationArts
(how Sitecore saves lives)
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IntroductionDustin Collis, CIONavigationArts#sitecoresaves
Twitter: @collisindc
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STOP ME IF YOU’VE HEARD THIS ONE BEFORE
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Introduction to Reality
Thousands of web sitesanalytics not standardized
elaborate content workflowsno editorial calendar
multiple content repositoriesIT makes content edits
no CRM or Marketing Automation
global company
silo based decision making
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Meet Angela the Marketer
Mary’s Bio
• Sell more product
• Drive customer engagement
• Attract more resellers
• Increase brand awareness
Angela’s Goals
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Content Strategy – Digital Content
Print Content != Digital Content
• Color Forever sales are 95% web
• Content should be created for both print and digital simultaneously
• Reduce redundancies to improve time-to-market
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Content Strategy – Brand and Voice Consistency
Silo based content production
• Creates opportunities for brand erosion
• Causes rework and redundancy
• Weakens the user experience by confusing the consumer
• Means there isn’t an enterprise content strategy in place
New Product Campaign
Content is created in standard Formats
Business Need
Instances of content are customized based on market
needs
Creating new content in a Standardized Framework
Content Creation
Content Customization
Content Displayed based on User
Independent Beauty Consultants
Consumers Business Users
Ideate
Create
Publish
Measure
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Content – Target Content
Who are you speaking to?
• Know your audiences
• Know your product
• Know your KPIs
• Measure it appropriately
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Content Strategy – Governance & Staffing
What is the right team?
• Delegated Content Management Model
• Provide oversight and leadership for enterprise-wide web initiatives and policies
• Manage overall look and feel, information architecture, and vision for online experience.
• Continual interaction to identify new content and features
Digital Directors
Content Owners (branding, marketing, product owners)
Digital Advisory Council
Digital Services Team(creative teams, content teams, features)
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John’s Goals
• Enable marketing goals
• Global deployment and support
• Lower infrastructure costs
• Increase flexibility and buy-in of the architecture
John the Enterprise Architect
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Enterprise Architecture – Global Team
Group Hug Time
• The global team needs to include IT, Marketing, Product, and Regional representatives
• Re-platforming is a singular opportunity for positive change management
• Without this, the silos and org chart warfare will continue anew
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Enterprise Architecture – No More Ostrich(ing)
Align with the organization
• Evaluate enterprise needs
• Implement governance model and enterprise evaluation process
• Service Oriented Architecture, a must for a global organization
• Consolidate systems where possible
Ideate
Create
Publish
Measure
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Enterprise Architecture – Leverage Best of Breed Tools
Why are you building software?
• You should be leveraging it
• Put together a best of breed tool-kit
• Strategic alliances with product companies can pay big dividends
• Plug-and-play mentality fits a regional focus better
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Enterprise Architecture – Fixed and Flexible
Architecture Model
• Fixed/Flex method for global management
• Utilize SOA for scalability and a global feature set
• Flex capabilities for regional or market focus
• Market capabilities remove the “go rogue” tendency
Fixed
Flex
Market
Locked down code base that provides global services, base features, and regional infrastructure.
Flexible configuration, plug-and-play tool sets for market specific requirements.
Editable content, layouts, and marketing capabilities
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Wrap Up
Enterprise Architecture
• Silo busting and change management
• Align with the organization
• Leverage best of breed tools
• Fix/Flex model for global scalability
Content Strategy
• Print Content != Digital Content
• Consistent Brand and Voice
• Target Your Content
• Governance and Staffing
Outcomes
• Governance Model
• Enterprise deployment road map
• Realistic 3 year architecture costs and planning capabilities
• Global deployment and setup capabilities
• Standard brand consumption by market place
• Marketing and content management by audience
• Standardized analytics and trend analysis capabilities
• Flexible feature evolution configuration
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Where Do I Start?
Be courageous and form a new habit
• Does your company have a digital strategy
• Understand and document existing initiatives
• Work with (or create) a digital steering committee
• Evaluate your own group’s silo(s)
• Recommend best practices to your peers
• Be a leader by example
• Attend future Sitecore conferences
Build Business CaseDefine Strategy
Process Alignment
Staffing
Key Executive Support
Execution
Test, Measure, Ideate
Technology Selection
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Q & A