How Razorfish Lights U p Brand with Microsoft SharePoint

2. How Razorfish Lights Up Brand with Microsoft SharePoint Tony Jones Technology Director Razorfish

3. Agenda • Interactive Landscape Overview • Microsoft SharePoint WCM Overview • Real World SharePoint WCM Case Studies • Project Lifecycle of a MOSS WCM Engagement • Building a MOSS WCM Solution • Best Practices • Q&A Session

4. Interactive Landscape • What is an Interactive Agency? • Interactive Agency skill sets and focus • Interactive Agencies and SharePoint • How Microsoft Partners, Platform Integration Specialist and Agencies Engage

5. Interactive LandscapeChallenges (Key Drivers) in the Interactive landscape • Enforcing brand and corporate messaging • Embrace simple and efficient site design • Searchable, relevant and easy to find content • Delivering a Rich User Experience • Integration of ROI driven analytics and measurement

6. Interactive LandscapeHow SharePoint addresses Interactive challenges • Brand and current design patterns/focus • Web 2.0 and 3.0 initiatives • Social Community integration • Standards compliance • Simple, secure and dynamic navigation model • SharePoint Features • Integrated Community Kit and features • ASP.NET master page and layout foundations • Accessibility Kit for SharePoint • Security trimmed UI

7. Interactive LandscapeHow SharePoint addresses Interactive challenges • Rich Internet Application integration (RIA) • Silverlight + Flash usage to supplement brand and user experiences • JQuery support for client side interactivity and integration • SharePoint Features • Silverlight Blueprint for SharePoint • VS 2010 inclusion of JQuery Support • ASP.NET AJAX support

8. Interactive LandscapeHow SharePoint addresses Interactive challenges • User Personalization and SSO • Existing system membership/profile integration • Targeted and situational content • Ad and Media placement • Media buy/spend and impressions • SharePoint Features • OOTB support for ASP.NET provider models that can be used for custom integration • Built-In Audience support for the targeting of web parts and content

9. Interactive LandscapeHow SharePoint addresses Interactive challenges • SEO and Site Optimization (Advanced Analytics and Metrics) • Implementation of SEO best/common practices • Organic + Paid search placement • Conversion goals and metrics tracking • Analytics package integration • SharePoint Features • Edit-Mode template features for the inclusion of User-contributed METADATA and tagging • Anonymous mode support for hiding/presentation of SEO friendly and user content

10. Microsoft SharePoint WCM Overview

11. Microsoft SharePoint 2007Platform WCM Features and Overview • Simplified End-User Page Authoring • Controlled / Regulated Publishing • Site Management Tools • Presentation / Content Separation • Ability to brand content differently • Enterprise scalability, contextual relevance, rich personalization • Business data and system integration (SSO, BDC)

12. Microsoft SharePoint 2007Common Misconceptions • Portals and Intranets are the platform focus • The concerns are not the same for each situation and requirements have different priorities • For project planning purposes, it is essential to understand these differences if you are moving from an Intranet MOSS project to an Internet or Extranet project

13. Microsoft SharePoint 2007Common Misconceptions • Branding and RIA integration can be complex • SharePoint requires a complex infrastructure to support large scale sites • MOSS lacks capabilities to support complex sites • MOSS lacks the capabilities to support complex E-Commerce scenarios

14. Case Studies Kroger, Dell and Ford Implementing SharePoint WCM

15. Microsoft SharePoint 2007Why SharePoint? • Strong alignment with business needs around personalization, branding and content contribution • Strong integration with back-end systems and existing applications • Client had strong .NET background and history with the SharePoint platform

16. Microsoft SharePoint 2007 Why Sharepoint? • Client projects and MOSS roadmap aligned with other MSFT initiatives and platforms • Strong OOTB capabilities that aligned with the client needs and requirements • Vendor support, consulting services and roadmap

17. Case Study Kroger.com SharePoint and the Worlds #1 Grocer

18. Case Study – Kroger.comChallenge • Completely redesign and rebrand the corporate web site • Leverage web 2.0 experiences • Drive users back to their local Kroger stores • Personalize content for the end user based on store and division

19. Case Study – Kroger.comLimitations • Work with a customer with no prior ASP.NET development experience and limited resources • Fixed timeline and budget for Razorfish/Partner resources • Limited to OOTB features and functionality within SharePoint and Commerce Server • Allocating hardware and software in a timely fashion

20. Case Study – Kroger.comSolution • Custom Flash Video, Flash Content and Content Query Web Parts • Integration with Commerce Server and the MapQuest SiteAdvantage API • SSO across multiple Kroger sites and domains using the OOTB .NET Membership Provider • Personalized server controls and web parts • Cross browser friendly design and UI • Brand friendly design to allow repurposing of layouts and master pages to other brand sites

21. Case Study – Kroger.comBrand Transformation - Before

22. Case Study – Kroger.comBrand Transformation

23. Case Study Dell Financial Services

24. Case Study – Dell FinancialOverview Beyond stepping up its web presence, Dell Financial Services (DFS) was looking to redefine its brand identity. This meant better aligning itself with the Dell brand, along with offering its customers a more user-friendly, reliable online account experience

25. Case Study – Dell FinancialChallenge • Redesigning the corporate site and using a new Content Management System platform (MOSS) to facilitate content creation and relevance • Implementing a completely new online self-servicing experience by leveraging RIA concepts and modern Microsoft technologies

26. Case Study – Dell FinancialSolution • Coordinated Razorfish and Dell requirements gathering and information architecture discovery for public and secured portions of the site • Customized SharePoint content types and page layouts to provide content authors with a more flexible content framework without compromising layout and look-and-feel consistency • Created a completely new UI tier for the secured self-service site, based on ASP.NET, and integrated this with the SharePoint site for a consistent user experience • Worked with client IT to ensure proper CMS operation during testing, authoring and production environments

27. Case Study Ford GO!

28. Case Study – Ford GO!Challenge • Create a way for Ford Marketing Organization to share best practices quickly and easily • Leverage web 2.0 technologies within the organization including blogs and video • Encourage corporate ‘networking’ across Ford Motor Company brands • Provide a RIA experience leveraging AJAX technology

29. Case Study – Ford GO!Limitations • Work within strict Ford guidelines around technology versions and browser support behind the firewall • Ensure all video content is available in a common format • Allocating hardware and software in a timely fashion

30. Case Study – Ford GO!Solution • Integration of ASP.NET AJAX 1.0 toolkit and Microsoft SharePoint (WSS 3.0) • Integration of Moyea/K-lite video conversion software to enable streaming in a common format • Customized blog and rss web parts for a unique RIA experience

31. Case Study – Ford GO!Solution • Significant emphasis on user pages to encourage ‘corporate networking’ • ’ • Leveraged open source smartparts • Used Raccoon for RSS feed integration

32. Lessons LearnedTakeaways from real world case studies • Put on your strategy hat and understand your organizations concerns and goals • Understand the business user needs and processes • Respect the power of content and personalization

33. Lessons Learned Takeaways from real world case studies • Don’t just study the platform – Study and understand the vendor! • Allow the User Experience to Drive the Platform – Not vice versa… • Understand your platform limitations and features before you begin design!

34. SharePoint Project Lifecyle

35. SharePoint Project LifecycleDiscovery • Stakeholder Interviews • Vendor Discovery and existing platform/system assessment • High Level Technical Requirements • Platform/System Roadmap and Vision

36. SharePoint Project LifecycleDiscovery – MOSS Activities and Initiatives • Technology Assessment • Current Microsoft Infrastructure and Systems • Licensing and Support • Training and Readiness Assessment • Team and Support Model • UX and Creative “reality checks”  • Risk and Platform capabilities validation • Validate platform capabilities against HL business requirements • Address know platform limitations

37. SharePoint Project Lifecycle Design • Detailed Business Requirements • Features and Functionality Matrix • User Experience Wireframes and Models • Creative Design direction and Style Guide

38. SharePoint Project Lifecycle Design – MOSS Activities and Initiatives • Branding activities (master pages, layout) • Governance and Taxonomy • Development Plan and Model • Web Parts/U customization (OOTB) and build • User controls customization (OOTB) and build • Custom application integration • Features and Solution Development • Content Deployment Tasks • Workflow customization and design • Platform extension and integration (BDC, SAK)

39. SharePoint Project Lifecycle Design – MOSS Activities and Initiatives • Infrastructure Design and Implementation • Stage, Test and QA environments • High availability design and implementation • Development Environment Setup and Configuration • Virtual machine and Hyper-V development • Deployment models, build and Source Control • Third Party integration and planning • MOSS 3rd Party tools and software • Existing applications and systems

40. Building a MOSS WCM Solution

41. Building a MOSS WCM SolutionImplementing the Desired User Experience MOSS out of the box Advanced Techniques Consistent branding across multiple sites with CSS Making the site compatible with multiple platforms (IE, Firefox, Safari, Chrome, .. On XP, Vista, and Mac OS) Meeting ADA compliance rules Integrating RIA into MOSS Creating and packaging reusable components Creating large, distributed and multi-site applications Enabling a nimble application development process • Site templates • CSS and themes • Master Pages • Web parts • Out of the box web part catalog • Standard navigation • SharePoint Designer/VS 2008

42. Building a MOSS WCM SolutionImplementing the Desired User Experience

43. Building a MOSS WCM Solution HTML Prototype and Design • Definition of a Presentation Layer Developer • Creating the HTML Build - “How functional should the prototype be?” • Include interactive (JavaScript/JQuery) features • Silverlight/Flash creative assets in place • Print/Browser/Device styles defined • Common Mistakes in HTML Build • Development as an afterthought • AJAX interface creation (JSON, LightBoxes)

44. Building a MOSS WCM Solution Branding and Style • Base Master Page and Layout Creation • Don’t forget the non-browser layouts • CSS Hierarchy and Themes • CSS ordering and precedence • JavaScript design patterns • Is it content, a Feature or Solution? • Decide early on how to develop and deploy layouts, assets and artifacts

45. Building a MOSS WCM Solution RIA Integration • Platform configuration and customization • Is Configuration support necessary for RIA technology? • Dynamic applications need data • What’s your data storage model for your RIA application? • Cross-platform friendliness and SEO • Bandwidth and user considerations • SEO and indexability

46. Building a MOSS WCM Solution Standard Web Interface Customization • SEO and Keyword Optimization • Use separate fields for Titles and Page Names • Analytics Integration • Include analytics provider code and tags within edit mode • Edit-Mode and Anonymous Views • Design for the WYSIWG editor views of non-page content • Standards Compliancy • Use CSS compliant controls

47. Best Practices

48. Best PracticesCommon Mistakes in Content Management • Allowing software vendors to tell you what you need – “Putting the cart before the horse” • “Silver Bullet” software and sales folks… • Pay now or pay later – Assess and Evaluate • Permitting platform capabilities or limitations limit design and user experience • Re-Platform or Redesign? • Beware of the “Channel 9” technologist! • Get UX out of “SharePoint Syndrome”

49. Best Practices Common Mistakes in Content Management • Not embracing a broad-based selection team – “Empower the user that owns the content” • Long term accountability and end user support • Not understanding Total Cost of Ownership (TCO) • A la carte software offerings • Community and Partner support • Got MOSS? Think in-house reusability!

50. Best Practices Common Mistakes in Content Management • Not having a strategic roadmap for your CMS platform and stack • Understand what it costs to rip and replace • Large scale WCM is not just about the CMS platform and toolset • Not understanding the many facets of CMS selection • Vendor viability and vast CMS offerings • Device, Language, Syndication and Social platform support