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1 © Copyright 2011 EMC Corporation and SDL, Inc. All rights reserved.
Optimizing EMC Documentum for Web Content and Customer Experience Management
Svante Nilsson
Product Marketing Director, SDL
2 © Copyright 2011 EMC Corporation and SDL, Inc. All rights reserved.
Customer Experience Management Business Transformation
From presence to experience
From isolated to integrated
From information to purpose
3 © Copyright 2011 EMC Corporation and SDL, Inc. All rights reserved.
RELEVANCY INTERACTION CHANNEL
CONTENT
Optimizing Customer Engagement
ECM
SECURITY AND COMPLIANCE
DIGITAL ASSET MANAGEMENT
COLLABORATION AND SEARCH
PROCESS ORCHESTRATION CAPTURE
SDL’s Expertise
4 © Copyright 2011 EMC Corporation and SDL, Inc. All rights reserved.
RELEVANCY INTERACTION CHANNEL
CONTENT
Optimizing Customer Engagement
ECM
SECURITY AND COMPLIANCE
DIGITAL ASSET MANAGEMENT
COLLABORATION AND SEARCH
PROCESS ORCHESTRATION CAPTURE
EMC +
SDL
Two Global Enterprise Platforms
Come Together
5 © Copyright 2011 EMC Corporation and SDL, Inc. All rights reserved.
“SDL leads thanks in part to its
globalization and localization
functionality’’.
‘’SDL offers a broad set of
functionality for persuasive content
initiatives…’’
Forrester Wave Report
2011
“SDL's globalization and localization functionality remains a differentiator ”
6 © Copyright 2011 EMC Corporation and SDL, Inc. All rights reserved.
SDL Empower Global Brands
7 © Copyright 2011 EMC Corporation and SDL, Inc. All rights reserved.
SDL Knows
Engagement Requires Connections
Drive, Engage & Convince Target Audience
Relevant Journey
Targeting Automation
Open Data Points
Industrial Strength Predictive Targeting
Targeting, Profiling & Personalization
Compelling Cross-Channel Experiences
Multi-Channel Management
Channel Syndication
Cross-Channel Integration
Channel Optimization
Integrated Multi-Channel
Global Experience Local Relevance
Multi-Site Management
End-To-End Translation
Central Control, Local Flexibility
Accelerated Global Rollouts
Global Web Content Management
From Brand Control To Brand Leverage
Brand Consistency
Multi-Brand Management
One-Click Rebranding
Brand Localization
Extreme Brand Management
Your Engagement & Operational Objectives
Enterprise Readiness & Operational Efficiency
Maximized Conversion New Sale, Cross-Sell, Up-Sell
Anywhere, Anytime, via Any-Channel
Consistency, Control & Flexibility Brand Identity, Customer Experience and Engagement
Anywhere, Anytime, via Any-Channel + © Copyright 2011 SDL
8 © Copyright 2011 EMC Corporation and SDL, Inc. All rights reserved.
Extending the Content Model Web Content Optimization
RELEVANCY INTERACTION CHANNEL
CONTENT
ECM
9 © Copyright 2011 EMC Corporation and SDL, Inc. All rights reserved.
Single Point of Truth
All global marketing assets Localizations & translations Versioning, audit trails & archiving Channel agnostic format
Global Content Repository
10 © Copyright 2011 EMC Corporation and SDL, Inc. All rights reserved.
BluePrinting
Content lifecycle optimization Relationship over time Impact analysis Parallel inherited workflows
Synchronization of Content Mastering complexity
Parent Website
Content Layout
Segment Apps
French Website
Content Layout
Segment Apps
Content Content
German Website
Content Layout
Segment Apps
Content Content
Swedish Website
Content Layout
Segment Apps
Content Content
11 © Copyright 2011 EMC Corporation and SDL, Inc. All rights reserved.
“The Unilever brand is vital to the organization. The timescale for our project was extremely tight and there’s no way that this could have been achieved without the SDL Tridion team”
12 © Copyright 2011 EMC Corporation and SDL, Inc. All rights reserved.
• Provides an OOTB, supported integration between DCTM and SDL Tridion
• Documentum “web-ready” content flagged for sharing made accessible directly in the SDL Tridion 2011 UI for use online
• Link to asset object only reinforcing single source of truth (thumbnails, low res image, select metadata)
12
EMC & SDL Integration
OOTB business
process to approve
“web ready” content
15 © Copyright 2011 EMC Corporation and SDL, Inc. All rights reserved.
Web Ready Asset Usage
• SDL sends DCTM information about assets
– Asset is published/unpublished to/from a target
– Asset is modified/enriched
– Asset is deleted
– Asset is linked into another asset
16 © Copyright 2011 EMC Corporation and SDL, Inc. All rights reserved.
Beyond Content Customer Experience Optimization
RELEVANCY INTERACTION CHANNEL
CONTENT
ECM
17 © Copyright 2011 EMC Corporation and SDL, Inc. All rights reserved.
Meet Gloria . . . Your Customer
© Copyright 2011 SDL
18 © Copyright 2011 EMC Corporation and SDL, Inc. All rights reserved.
Retail POP
WOM
Television
OOH Billboards
Radio Mail
Traditional “Old School” Marketing
Newspapers
© Copyright 2011 SDL
19 © Copyright 2011 EMC Corporation and SDL, Inc. All rights reserved.
Browser
Retail POP
WOM
Computers
Search News sites
Blogs
YouTube
Television
OOH Billboards
Radio Mail
New Ways to Communicate
Newspapers
© Copyright 2011 SDL
20 © Copyright 2011 EMC Corporation and SDL, Inc. All rights reserved.
Browser
Retail POP
WOM
Computers
Search News sites
Blogs
Online Apps
Geo-Location Marketing
POP Kiosks
YouTube
Blackberry
Television
OOH Billboards
Radio Mail
Communication Explosion
Newspapers
© Copyright 2011 SDL
21 © Copyright 2011 EMC Corporation and SDL, Inc. All rights reserved.
Browser
Retail POP
WOM
Computers
Search News sites
Blogs
iPhone
Online Apps
Geo-Location Marketing
POP Kiosks iPads
YouTube
Blackberry
Energy Control
Android
Television
Automobiles
OOH Billboards
In-Game
Radio
Game Consoles
Slates, Tablets & eReaders
Anywhere, Anytime
Newspapers
© Copyright 2011 SDL
22 © Copyright 2011 EMC Corporation and SDL, Inc. All rights reserved.
HP Unleashing SDL Tridion BluePrinting
1,430 Sites 65 mobile 40 languages 58 countries 73 locales
Within less than 1 year!
Stats 140 billion hits per year
Delivery 80% dynamic / 20% static
4 million content assets
100,000 products
2,000 new products per month
Maximizing global reach through scalable initiatives that deliver outstanding organizational efficiencies while harmonizing content consistency, engagement and processes
23 © Copyright 2011 EMC Corporation and SDL, Inc. All rights reserved.
Channel Aligned Content Model Building Blocks
Website
Layout
View Demo
electridion New 30 Mega Pixel DSLR available with advanced CMOS v2.1 and images are incredible-see gallery.
See For Yourself why PhotoMag call this Camera Revolutionary!
Global Marketer
Content Apps User Profiles
Local Marketer
Developers
Publishers
Authors
The SDL Engagement Advantage
24 © Copyright 2011 EMC Corporation and SDL, Inc. All rights reserved.
Layout
The SDL Engagement Advantage
View Demo
electridion New 30 Mega Pixel DSLR available with advanced CMOS v2.1 and images are incredible-see gallery.
See For Yourself why PhotoMag call this Camera Revolutionary!
Global Marketer
Content Apps User Profiles
Local Marketer
Developers
Publishers
Authors
Website E-Mails
Micro-site Landing Page
Social Media
Kiosks and Beyond
Targeting, Profiling and Personalization Actionable Intelligence Seamless Localization
Mobile Web Mobile App
Unify Cross-Channel Platform Delivery Timely, Always Up To Date Design, Execute and Reuse
Channel Aligned Content Model BluePrinting
25 © Copyright 2011 EMC Corporation and SDL, Inc. All rights reserved.
Cross Channel Orchestration Engaging experience
26 © Copyright 2011 EMC Corporation and SDL, Inc. All rights reserved.
Christoph Oberli VP eCommerce & Interactive Mandarin Oriental Hotel Group
“The number of bookings we received through the mobile site surpassed our expectations. The investment we made was returned within two months.”
27 © Copyright 2011 EMC Corporation and SDL, Inc. All rights reserved.
Q&A
