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SAS - CMS Lessons Learned Gilbane Boston

SAS - CMS Lessons Learned Gilbane Boston. Dec 02, 2010 Mark Korey, Online Strategy & Services www.sas.com @ markkorey. Touch points. SAS Our web site Our CMS & 5 “Lessons Learned” Challenges How We Did It. Company Highlights World’s largest privately held software company

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SAS - CMS Lessons Learned Gilbane Boston

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  1. SAS - CMS Lessons LearnedGilbane Boston Dec 02, 2010 Mark Korey, Online Strategy & Services www.sas.com @markkorey

  2. Touch points • SAS • Our web site • Our CMS & 5 “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 5 Areas • Corp Culture & Resources • Scope & Details • Balance • Communication • Strategy

  6. #1 Culture & Resources • Leverage corporate culture • Leverage available resources • Leverage existing skills

  7. #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!

  8. #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

  9. #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

  10. #3 Balance & Prioritization • Core Functionality • Feature Requests • User Support More users + More features= More support Have a support plan! • Big Picture • Digital Marketing Strategy

  11. #3 Balance & Prioritization – How We Did It • Project, Feature or Maintenance? • Prioritize with 4 factors: • External Benefit • Internal Benefit • IT Effort • Marketing Effort • Re-assess Quarterly • Standardize • User Support & Documentation • Requirements for IT • Design for change

  12. #4 Communication • IT & Marketing • Get (and stay!) on same page • Users • Inbound & Outbound info • Proactive & Reactive scenarios

  13. #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

  14. #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

  15. #4 Communication – How We Did It (w/ Users) Regional Hub Model • Latin America • Eastern Europe • Nordic Region • Asia Pacific Train the trainer!

  16. #5 Digital Marketing Strategy • Business needs change • Technology advances • User expectations rise • Online marketing techniques expand Strategy: Evolves over time

  17. #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

  18. 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

  19. Mark Korey Online Strategy & Services mark.korey@sas.com CMS Lessons Learned2010 Gilbane Boston

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