next generation websites - autonomy interwoven - icrossing
DESCRIPTION
"Next Generation Websites: How Meaning is Transforming the Web" as presented by Shiva Vannavada, Vice President, Rich Media Technology, iCrossing, at the Autonomy Interwoven - Executive Luncheon in Los Angeles, California, on Thursday, March 18, 2010.TRANSCRIPT
Next Generation Websites:
How meaning is transforming the web
iCrossing – Customer Presentation
Shiva Vannavada
Vice President, Rich Media Technology
March 18, 2010
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Agenda
• The trend to redesign
• The importance of content portability
• Client implementation examples: Toyota, Hyundai
– Creating a rich user interface
– Database integration
– Mobile site generation
– Social media integration
– Enterprise search integration
• The release management process
• Questions to ask before a redesign
About iCrossing
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One of the largest independent digital agencies
12 40+550EMPLOYEES
WORLDWIDE
FORTUNE 500
CLIENTS SERVED
OFFICESNew York, NY
Chicago, IL
Scottsdale, AZ
San Francisco, CA
Los Angeles, CA
Dallas, TX
Reston, VA
Irvine, CA
Salt Lake City, UT
Brighton U.K.
London U.K.
Munich, Germany
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Across key vertical industries
Re
tail
an
d C
PG
Fin
an
cia
l S
erv
ices
Te
ch
an
d T
ele
co
m
Au
tom
oti
ve
Oth
er
Tra
ve
l &
Ho
sp
ita
lity
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Recognized as best in class for Web dev and Search
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Our service offerings
SEO
SEM
DISPLAY
MEDIA PLANNING
SOCIAL MEDIA
OUTREACH
KIOSKS
DIGITAL
OUT OF HOME
COMMUNITY
DEVELOPMENT
MOBILE SITES
& APPS
WEB DESIGN &
DEVELOPMENT
SMS/
MOBILE ADS
BRANDING/
AWARENESSACQUISITION
LOYALTY
PROGRAMS
RETENTION
PROGRAMS
RELATIONSHIP
MARKETING
DIGITAL
PR
GLOBAL
CAMPAIGNS
LEAD
GENERATION
STRATEGY
RESEARCH
PLANNING
ANALYTICS
CREATIVE
& IA
MEDIA
QUALITY
ASSURANCE
RICH MEDIA /
VIDEO
TECH
DEVELOPMENT
MOBILE
SITES/APPS
CONTENT
DEVELOPMENT
OFFSHORING
SOLUTIONS
MEDIA
MANAGEMENT
MARKETING
INTELLIGENCE
SOCIAL MEDIA
APPLICATIONS
BID MGMT
APPLICATION
ANALYTICS
DASHBOARDS
SEO MGMT
APPLICATION
FEED MGMT
APPLICATION
SK
ILL
SS
ER
VIC
ES
SO
LU
TIO
NS
TE
CH
NO
LO
GY
+
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Our partnership with Autonomy
PARTNER OF THE YEAR - 2007
Trend to redesign
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Trend to redesign
• Why Redesign - because your business has real reasons to do it
• Your business has evolved and the site does not represent you and/or
your customers
• Site does not meet business objectives and/or customer objectives
(not usable, wrong information, doesn’t sell product, can’t keep
content fresh)
• Site is not visible and/or accessible (architectural barriers and it’s
better to start over)
• Site is not part of an integrated, multi channel, online experience
• Site does not support improvements to business processes (it’s
holding your business back)
• You apologize for your site to new prospects - the site is old, clunky,
perhaps unstable, and creates more overhead than it’s worth (too
expensive to maintain)
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Trend to redesign
• iCrossing creates a connected brand experience across all online
marketing channels to bring the right experience, at the right time, to
the right audience
• iCrossing combines its breadth of hands-on experience, proprietary
technology, and relationships to function as your trusted advisor to set
and meet the desired redesign objectives
• iCrossing is a full service agency that has strategy, creative, and
technical talent to deliver world class solutions
• iCrossing uses its industry expertise, as well as technology and
creative, to help increase the lower funnel activity and, ultimately,
traffic to your online marketing channels
• iCrossing delivers visible websites
Content portability
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What is content portability?
Website
DHTML / JavaScript -
HTML / CSS -
Flash -
Backend Applications -
- AJAX
- FLEX
- Brand Sites
- Micro Sites
- Rich Internet Applications (RIA)
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What is content portability?
Website
AJAX / JavaScript -
XHTML / CSS -
Flash/Flex -
Microsoft Silverlight -
Micro Sites
Brand Sites -
Rich Internet -
Applications (RIA)
Mobile
XHTML Mobile -
Microsoft Silverlight -
Adobe Flash Lite -
JavaFX/JavaME -
Applications -
Messaging -
Advertising
Kiosk-
Print Ads -
Online Ads-
Brochures -
Live Events -
Desktop - Google Gears
- OCC Apps
- Adobe Air
- Microsoft Silverlight
- Branded Desktop
Applications
Social
Media
- Communications
Twitter, Blogger, Pownce
- Interactions
Facebook, MySpace,
Bebo
- Discovery
Digg, Del.icio.us,
StumbleUpon
API’s & Applications -
Facebook Apps, OpenSocial,
Netvibes, Twitter, Flickr
Embeddable Widgets & Plug-ins -
Yahoo!, Google, Wordpress
Content -
YouTube, Flickr, Slashdot
API’s/
Feeds- SOAP/REST/XML
- Geo Services
- Financial Services
- Social Networking Services
- Computing Services
RSS -
News -
Atom -
Events -
Blogs -
Content / AssetsDefined as information & format
No inherent functionality
Application ServicesDefined as data, functionality & form
A controlled experience
CONTENT HUB
Client examples
Toyota
Hyundai
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CMS selection process
Business / User RequirementsCreative / Technical
Requirements
Create Scorecard
Evaluation Criteria
Select 3 CMS Vendors
Select CMS Vendor
Complete Scorecard for
each Vendor
Vendor Demos /
POCs
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CMS selection criteria
• Cross platform support– Simple installation process and footprint
– Works with any technical infrastructure/ application architecture
• Usability / intuitive user interface– Ease of use for a content editor to login / publish / administer content
– Granularity of integration with complex Rich Media components, page designs and ability to produce
semantic markup
• Publishing mechanism– Relative ease of publishing content to various environments, maturity of workflow, email notifications
– Strength of multi-site, multi-channel content syndication
• Aggregation of external content & systems– Ability to aggregate external data, images, and social media services
– Low level of effort to integrate with external authentication
• Product extensibility– Native personalization integration with personalization systems
– Built-in features for supporting SEO, inherent analytics features
– Digital Asset Management (DAM) integration
• Licensing / implementation / Support– Commercial support and maintenance, quality technical support
– Clear upgrade path and roadmap
– Online developer community
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Remember portability?
Website
AJAX / JavaScript -
XHTML / CSS -
Flash/Flex -
Microsoft Silverlight -
Micro Sites
Brand Sites -
Rich Internet -
Applications (RIA)
Mobile
XHTML Mobile -
Microsoft Silverlight -
Adobe Flash Lite -
JavaFX/JavaME -
Applications -
Messaging -
Advertising
Kiosk-
Print Ads -
Online Ads-
Brochures -
Live Events -
Desktop - Google Gears
- OCC Apps
- Adobe Air
- Microsoft Silverlight
- Branded Desktop
Applications
Social
Media
- Communications
Twitter, Blogger, Pownce
- Interactions
Facebook, MySpace,
Bebo
- Discovery
Digg, Del.icio.us,
StumbleUpon
API’s & Applications -
Facebook Apps, OpenSocial,
Netvibes, Twitter, Flickr
Embeddable Widgets & Plug-ins -
Yahoo!, Google, Wordpress
Content -
YouTube, Flickr, Slashdot
API’s/
Feeds- SOAP/REST/XML
- Geo Services
- Financial Services
- Social Networking Services
- Computing Services
RSS -
News -
Atom -
Events -
Blogs -
Content / AssetsDefined as information & format
No inherent functionality
Application ServicesDefined as data, functionality & form
A controlled experience
CONTENT HUBTEAMSITE
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Autonomy products utilized
• TeamSite
• OpenDeploy
• MediaBin
• Autonomy Enterprise Search
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CMS implementation architecture
INTERWOVEN TEAMSITE
BRANCHING STRATEGY
MASTER-SLAVE DCT
GENERATION PROCESS
MASTER-SLAVE TPL
GENERATION PROCESS
PUBLISH / GENERATE
OP
EN
DE
PL
OY
MICROSOFT
INFRASTRUCTURE
SUN / IBM
INFRASTRUCTURE
Rich user interface
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Toyota.com
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Toyota.com
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Toyota.com
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Toyota.com
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Toyota.com
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Toyota.com
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Rich media components – Flash/AJAX
XML
JSON
FLASH
AJAX
TEAMSITE
DCT -> DCR -> TPL
Database integration
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Toyota.com
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Toyota.com
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Toyota.com
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Toyota.com
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Toyota.com
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Toyota.com
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Toyota.com
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Database integration
TEAMSITE
DCR -> DCT -> TPL
XML
DATA LOAD SCRIPT
DB SERVER
CONFIGURATORLOCAL SPECIALS
LMSCRM
Mobile site generation
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Mobile integration
TEAMSITE
DCT -> DCR -> TPL
XHTML
XHTML MP
WEBSITE
MOBILE SITE
CSS / JavaScript
CSS / JavaScript
Social media integration
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Toyota.com
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Social media integration
XML FEEDS FACEBOOKTEAMSITE
DCT -> DCR -> TPL
Enterprise search integration
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Toyota.com
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Enterprise search integration
TEAMSITE
DCR
AUTONOMY
ENTERPRISE
SEARCH
SEARCH RESULTS
Release management process
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Release management
Questions to ask before a redesign
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General questions to ask yourself before a redesign
• Do your homework– Do your research (audience, competitive best practices, industry trends)
– Know your current site’s metrics to know what flows and content work and or don’t work
(perpetuate the good, drop the bad)
– Reminder: don’t lose those critical URLs in the redesign
• Know where you want to go– Define and prioritize your business objectives for the web, social media ties and mobile
experience (interactive strategy roadmap)
– Keep focus on defining an experience that drives the primary behaviors you want to achieve
– Make sure technology selection is extensible to the future vision
• Understand organizational impacts– Understand what staff and infrastructure are needed to provide the desired experience for
all aspects of your online program (today and in the future)
– Understand what business processes will change and what’s required to support those
changes
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General questions to ask yourself before a redesign
• Who is managing this project (roles and responsibilities)– What roles will your organization play and are you really prepared to take on those roles
– Who has the authority to make decisions and how will they be engaged
– How many partner agencies will be engaged and who is responsible to ensure proper
integration of work
• Know your budget– Know where the content will come from – photography, videos, and site content can be
time consuming and expensive to create
– Who and how is content going to be maintained and kept fresh - blogs, Facebook posting,
tweets, site content
– Allow enough internal time to stay properly engaged during the project
– Consider conducting early stage user testing to validate your assumptions are accurate
SHIVA VANNAVADAVice President, Technology Services
Company: iCrossing Inc.
Phone: 310 302 6030
Email: [email protected]
thank you.