Making Business Driven Websites: Learn Strategies from Experts

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.

Base design on facts, but
make it affect feelings.

Always select a proper
tool for the task at hand.

Design. Implement. Analyse. Fix.

When in doubt, ask
professionals for help.

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

“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


#1 in Media

Presenter: Bertrand Maugain


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


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


Experience from these Customers
Multi Channel Content Management

01/11/11 2


Centralized Content Creation
“Web First”


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


Web First: Differentiated Content Types and Sources
Easy adaptable CMS

01/11/11 2


Web First: Differentiated Delivery
Easy adaptable CMS

Channel Neutral Content
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01/11/11 2


Web First: Differentiated Delivery
Easy adaptable CMS

Channel Neutral Content

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Print PDF

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01/11/11 2


Linking Print to Web: QR Codes
Easy adaptable CMS

01/11/11 2


Web First Strategy: CS Monitor
Easy adaptable CMS

01/11/11 2


Monetization Across Channels
Optimize Channel Revenue


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


Consumers and Payed Content
Easy adaptable CMS

01/11/11 2


The Financial Times Group
Easy adaptable CMS

01/11/11 2


The Financial Times
Easy adaptable CMS

01/11/11 2


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


Freemium
Easy adaptable CMS

01/11/11 2


Down Jones: The Wall Street Journal
Easy adaptable CMS

01/11/11 2


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


Tico Times
Easy adaptable CMS

01/11/11 2


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


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


Mazars: Web first example
From the financial Industry


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


Mazars: 40 Websites + Intranet
Brand consistency and centralized content management

01/11/11 2


Mazars: Powerpoint Export
Updated Sales Collateral on the fly

01/11/11 2


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


Short demo?


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

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


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


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


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
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44 13.4.2011 Presentation name / Author

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

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

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

Making Business Driven Websites: Learn Strategies from Experts

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