Company Confidential - For Internal Use OnlyCopyright © 2010, SAS Institute Inc. All rights reserved.

SAS - CMS Lessons LearnedGilbane BostonDec 02, 2010Mark KoreyOnline Strategy & Serviceswww.sas.com

@markkorey

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Company Confidential - For Internal Use OnlyCopyright © 2010, SAS Institute Inc. All rights reserved.

Touch points

SAS

Our web site

Our CMS & “Lessons Learned” Challenges How We Did It

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Company Confidential - For Internal Use OnlyCopyright © 2010, SAS Institute Inc. All rights reserved.

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

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Company Confidential - For Internal Use OnlyCopyright © 2010, SAS Institute Inc. All rights reserved.

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

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Company Confidential - For Internal Use OnlyCopyright © 2010, SAS Institute Inc. All rights reserved.

CMS Lesson Learned / Best Practices

5 Areas

1. Corp Culture & Resources

2. Project Scope & Details

3. Balance

4. Communication

5. Strategy

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Company Confidential - For Internal Use OnlyCopyright © 2010, SAS Institute Inc. All rights reserved.

#1 Culture & Resources

Leverage corporate culture

Leverage available resources

Leverage existing skills

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Company Confidential - For Internal Use OnlyCopyright © 2010, SAS Institute Inc. All rights reserved.

#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!

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Company Confidential - For Internal Use OnlyCopyright © 2010, SAS Institute Inc. All rights reserved.

#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)

• Prioritize “details”

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Company Confidential - For Internal Use OnlyCopyright © 2010, SAS Institute Inc. All rights reserved.

#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

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Copyright © 2010, SAS Institute Inc. All rights reserved.

#3 Balance & Prioritization

Core Functionality

Feature Requests

User Support More users + More features= More supportHave a support plan!

Big Picture Digital Marketing Strategy

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Copyright © 2010, SAS Institute Inc. All rights reserved.

#3 Balance & Prioritization – How We Did It

Project, Feature or Maintenance?

Prioritize with 4 factors:1. External Benefit2. Internal Benefit3. IT Effort4. Marketing Effort

Re-assess Quarterly (w/ IT)

Standardize• User Support & Documentation

• Requirements for IT

• Design for change

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Copyright © 2010, SAS Institute Inc. All rights reserved.

#4 Communication

IT & Marketing• Get (and stay!) on same page

Users• Inbound & Outbound info

• Proactive & Reactive scenarios

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Copyright © 2010, SAS Institute Inc. All rights reserved.

#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

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Copyright © 2010, SAS Institute Inc. All rights reserved.

#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

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Copyright © 2010, SAS Institute Inc. All rights reserved.

#4 Communication – How We Did It (w/ Users)

Regional Hub Model Latin America Eastern Europe Nordic Region Asia Pacific

Train the trainer!

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Copyright © 2010, SAS Institute Inc. All rights reserved.

#5 Digital Marketing Strategy

Business needs change

Technology advances

User expectations rise

Online marketing techniques expand

Strategy: Evolves over time

Is your CMS a cost-savingsor value-add tool?

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Copyright © 2010, SAS Institute Inc. All rights reserved.

#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

Consolidation

Globalization

Optimization

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Company Confidential - For Internal Use OnlyCopyright © 2010, SAS Institute Inc. All rights reserved.

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

Company Confidential - For Internal Use OnlyCopyright © 2010, SAS Institute Inc. All rights reserved.

CMS Lessons Learned2010 Gilbane Boston

Mark KoreyOnline Strategy & Services

mark.korey@sas.com@markkorey

Thank you!