Next Generation Websites - Autonomy Interwoven - iCrossing

Next Generation Websites:

How meaning is transforming the web

iCrossing – Customer Presentation

Shiva Vannavada

Vice President, Rich Media Technology

March 18, 2010

COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 2

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


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


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

http://www.syn-world.com/images/epson_logo.jpg

http://www.embarq.com/

http://www.novonordisk.com/default.asp

http://www.cvscaremark.com/


Recognized as best in class for Web dev and Search


Our service offerings

SEO

SEM

DISPLAY

MEDIA PLANNING

SOCIAL MEDIA

OUTREACH

EMAIL

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

+


Our partnership with Autonomy

PARTNER OF THE YEAR - 2007

Trend to redesign


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)


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


What is content portability?

Website

DHTML / JavaScript -

HTML / CSS -

Flash -

Backend Applications -

- AJAX

- FLEX

- Brand Sites

- Micro Sites

- Rich Internet Applications (RIA)


What is content portability?

Website

AJAX / JavaScript -

XHTML / CSS -

Flash/Flex -

Microsoft Silverlight -

Micro Sites

Brand Sites -

Rich Internet -

Applications (RIA)

Mobile

XHTML Mobile -


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


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


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


Remember portability?

Website

AJAX / JavaScript -

XHTML / CSS -

Flash/Flex -


Micro Sites

Brand Sites -

Rich Internet -

Applications (RIA)

Mobile

XHTML Mobile -


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


Autonomy products utilized

• TeamSite

• OpenDeploy

• MediaBin

• Autonomy Enterprise Search


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


Toyota.com


Toyota.com


Toyota.com


Toyota.com


Toyota.com


Toyota.com


Rich media components – Flash/AJAX

XML

JSON

FLASH

AJAX

TEAMSITE

DCT -> DCR -> TPL

Database integration


Toyota.com


Toyota.com


Toyota.com


Toyota.com


Toyota.com


Toyota.com


Toyota.com


Database integration

TEAMSITE

DCR -> DCT -> TPL

XML

DATA LOAD SCRIPT

DB SERVER

CONFIGURATORLOCAL SPECIALS

LMSCRM

Mobile site generation



Mobile integration

TEAMSITE

DCT -> DCR -> TPL

XHTML

XHTML MP

WEBSITE

MOBILE SITE

CSS / JavaScript

CSS / JavaScript

Social media integration


Toyota.com


Social media integration

XML FEEDS FACEBOOKTEAMSITE

DCT -> DCR -> TPL

Enterprise search integration


Toyota.com


Enterprise search integration

TEAMSITE

DCR

AUTONOMY

ENTERPRISE

SEARCH

SEARCH RESULTS

Release management process


Release management

Questions to ask before a redesign


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


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.