Company Confidential - For Internal Use OnlyCopyright © 2010, SAS Institute Inc. All rights reserved.
SAS - CMS Lessons LearnedGilbane BostonDec 02, 2010Mark Korey, Online 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 & 5 “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
5 Areas1. Corp Culture & Resources2. Scope & Details3. Balance4. Communication5. 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)• Prioritization Plan
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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 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
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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’s
experience
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
