• Understanding the ideal project lifecycle of a successful CMS implementation • How to create truly exceptional, results-driven Web experiences • Early considerations for building traffic through your website i.e. how to architect your website for maximum traffic, engagement and repeat visits and the feature sets you should look for in a CMS to make these happen • Strategies for bridging social technologies into your CMS for maximum visibility, audience engagement and business benefit • Current business and technology trends in Web Content Management • The most common Web CMS pitfalls, and Best Practices for avoiding them.

1. non-linear creations inc. Choosing the Right Web Content Management Solution

2. Agenda | Toronto | Calgary | Ottawa | Regina | New York 2

3. Agenda Very quick introductions CMS deployment life cycle Steps to selecting a CMS Key marketing criteria powering CMS selection Trends and best practices in CMS deployment Demonstration of Sitecore CMS Questions and Answers TORONTO | OTTAWA | NEW YORK | CALGARY | REGINA 3

4. Introductions | Toronto | Calgary | Ottawa | Regina | New York 4

5. Who We Are Randy Woods, EVP Co-founder of non-linear creations Lead the NLC Business Performance Group Glen McInnis, Practice Lead, ECM TORONTO | OTTAWA | NEW YORK | CALGARY | REGINA 5

6. Our executive summary Founded in 1995 55+ full-time specialists Offices Toronto, Ottawa, Regina, Calgary, NYC with global client base Privately held, profitable & stable Capable of providing service in multiple languages (English, French, Spanish, Mandarin, Cantonese, Russian….) Our Goal: client success, full stop. Our Approach: leverage the potential of internet technologies to deliver business value Our Result: extensive list of reference-able clients in private and public sector | www.nonlinear.ca ottawa 613.241.2067 toronto 416.203.2997 6 Technology Partnerships

7. NLC Solutions Groups TORONTO | OTTAWA | NEW YORK | CALGARY | REGINA 7 DIGITAL STRATEGY CUSTOMER & EMPLOYEE SOLTIONS TECHNOLOGY SERVICES DIGITAL MARKETING & ANALYTICS BUSINESS PERFORMANCE FRAMEWORK CONTENT MANAGEMENT EMAIL MARKETING ENTERPRISE SEARCH INFORMATION ARCHITECTURE & UX DESIGN SEARCH ENGINE MARKETING SOCIAL COMPUTING SOCIAL MEDIA MARKETING ANALYTICS AND CONVERSION OPTMIZATION CUSTOM APPLICATION DEVELOPMENT AND INTEGRATIONG MICROSITES & MULTIMEDIA

8. A few of our clients | www.nonlinear.ca ottawa 613.241.2067 toronto 416.203.2997 8

9. Thought Leadership Nonlinear.ca/whitepaper Choosing a Web Content Management System Effective Visual Design Strategy for CMS Six Tips for Delivering Faceted Navigation within a CMS-Driven Website Best Practices for Building Your CMS Architecture SEO and CMS: Implementing Best Practices Planning for Success: Best Practices in CMS Governance Nonlinear.ca/blog Persuasion and Information Architecture: 5 tips Demystifying Dynamic Content Management SEO, CMS and the Gilbane Boston Show Drive Business Results from your CMS Deployment Content Management, Internet Marketing and the Law Can you really calculate the ROI of web content management? TORONTO | OTTAWA | NEW YORK | CALGARY | REGINA 9

10. Follow Us www.twitter.com/nonlinear_tweet www.twitter.com/RandyWoods www.twitter.com/GlenMcInnis | www.nonlinear.ca ottawa 613.241.2067 toronto 416.203.2997 10

11. CMS Deployment LifeCycle TORONTO | OTTAWA | NEW YORK | CALGARY | REGINA 11

12. CMS Deployment Lifecycle | www.nonlinear.ca ottawa 613.241.2067 toronto 416.203.2997 12

13. Set Objectives Define success in advance and map to metrics Examples: | www.nonlinear.ca ottawa 613.241.2067 toronto 416.203.2997 13

14. Set Objectives NLC Performance Framework: An approach to setting objectives Identify corporate priorities Broad stakeholder interviews Map online tactics to corporate objectives Define measurable outcomes | www.nonlinear.ca ottawa 613.241.2067 toronto 416.203.2997 14

15. Set Objectives www.nonlinear.ca/whitepaper | www.nonlinear.ca ottawa 613.241.2067 toronto 416.203.2997 15

16. Governance & Tech Planning Governance Authorship Model Translation Approvals Archiving Responsibilities for Outcomes Tech Planning Template Inventory Integration Plan Custom Functionality Content Migration Plan Infrastructure Plan | www.nonlinear.ca ottawa 613.241.2067 toronto 416.203.2997 16

17. Implementation & Integration Intranet Extranet Portal Records management CRM Digital Rights Management Knowledge Management Learning management system Business Intelligence Product catalogue Document management Custom database content Employee directory Collaboration system Survey engine Forums/chat HR job application forms External workflow or business process management system Back-office systems | www.nonlinear.ca ottawa 613.241.2067 toronto 416.203.2997 17

18. Training View CMS Deployment as an opportunity to drive business improvements Too often a CMS simply allows organizations to publish low quality, low value content more efficiently Consider an integrated training package that extends beyond just CMS end user instruction | www.nonlinear.ca ottawa 613.241.2067 toronto 416.203.2997 18

19. Training | www.nonlinear.ca ottawa 613.241.2067 toronto 416.203.2997 19

20. Content Migration Takes longer and costs more Automate if: Consistently structured Identical information architecture Manual if: New information architecture Substantially new content | www.nonlinear.ca ottawa 613.241.2067 toronto 416.203.2997 20

21. Quality Assurance Traditional QA approach is inappropriate Test cases should map to governance plan & technical plan Tests to be passed: John is supposed to be the only one who can edit this content - is he? Legal needs to review all content in this area – is this enforced? | www.nonlinear.ca ottawa 613.241.2067 toronto 416.203.2997 21

22. Common Steps I Left Out Information Architecture Graphic Design Content Creation Content Translation Search Engine Optimization Social Media Integration Go Live | www.nonlinear.ca ottawa 613.241.2067 toronto 416.203.2997 22

23. Selecting a CMS TORONTO | OTTAWA | NEW YORK | CALGARY | REGINA 23

24. A Model for CMS Selection | www.nonlinear.ca ottawa 613.241.2067 toronto 416.203.2997 24

25. Technical Environment Implementation Assistance Required Content Migration Assistance Required Training & Support Requirements | www.nonlinear.ca ottawa 613.241.2067 toronto 416.203.2997 25

26. Contractual hoops based on $$ thresholds? Can you procure both software and services simultaneously? What service model are you equipped to manage? Fixed cost Staged fixed cost Time and materials | www.nonlinear.ca ottawa 613.241.2067 toronto 416.203.2997 26

27. Drive scenarios from business objectives Ensure each actor is represented Define what is to happen, but not how Rank importance of each scenario Include integration points in scenarios | www.nonlinear.ca ottawa 613.241.2067 toronto 416.203.2997 27

28. Decide how you will evaluate potential integration partners Key criteria: Proven and sensible methodology for deployment Skill sets that map to your project requirement (IA, IT Infrastructure, Design, Training, etc.) Strong track record with the product Credible case studies detailing comparable deployments | www.nonlinear.ca ottawa 613.241.2067 toronto 416.203.2997 28

29. | www.nonlinear.ca ottawa 613.241.2067 toronto 416.203.2997 29 Ektron CoreMedia Magnolia Opentext/Reddot Day Software Sitecore Oracle Stellent Clickability Alfesco Vignette Percussion OpenCMS SDL Tridion Crown Peak FatWire Typo3 Dot Net Nuke Paper Thin Drupal Omni-Update

30. Closing the Deal Score each vendor demo against scenarios Solicit pricing from at least two so that you have price power Check references for top vendor Consider proof of concepts if deeply complicated requirements | www.nonlinear.ca ottawa 613.241.2067 toronto 416.203.2997 30

31. Recap | www.nonlinear.ca ottawa 613.241.2067 toronto 416.203.2997 31

32. Project pitfalls and trends to watch Glen McInnis Practice Area Lead, Enterprise Content Management

33. Agenda 4 project pitfalls 3 trends to watch and what they mean for web content management Sitecore Demo | www.nonlinear.ca ottawa 613.241.2067 toronto 416.203.2997 calgary 403.444.5964 33

34. Project pitfalls you can avoid | www.nonlinear.ca ottawa 613.241.2067 toronto 416.203.2997 34

35. Project pitfalls Poor content author usability Implementation team lacks understanding of the chosen product Unmanageable (complex) workflows Not enough time to write or migrate content | www.nonlinear.ca ottawa 613.241.2067 toronto 416.203.2997 calgary 403.444.5964 35

36. Content author usability Not everyone is the same, design templates to account for varied tasks and level of skill Templates should guide the authors and restrict obvious mistakes: prototype early Content samples or snippets should be readily available Train with scenarios and retrain periodically Search is a must for large repositories | www.nonlinear.ca ottawa 613.241.2067 toronto 416.203.2997 calgary 403.444.5964 36

37. Implementation team does not know the product Have someone on your staff trained by the vendor If hiring, know a web developer is not a CMS developer Find an experienced partner to help you with the implementation When testing the solution be sure to include content author interface, workflows and performance | www.nonlinear.ca ottawa 613.241.2067 toronto 416.203.2997 calgary 403.444.5964 37

38. Workflows A CMS is not a collaboration platform Workflows are meant to provide an approval chain not help you write good content Keep workflows as simple as possible Someone always needs to have the “panic” button in the case of emergency | www.nonlinear.ca ottawa 613.241.2067 toronto 416.203.2997 calgary 403.444.5964 38

39. Allow time to migrate Most people can load 20 – 25 pages of content per day A 1,000 pages takes at least 40 person days Automated migration is an option to consider; you may make some implementation decisions to make it possible Start preparing content early, as soon as the IA and design is set you can begin | www.nonlinear.ca ottawa 613.241.2067 toronto 416.203.2997 calgary 403.444.5964 39

40. Final thoughts A clear vision is needed; what is the expected gain from the project? Execution of the vision requires planning and ongoing executive sponsorship Break the project into smaller phases, you get some quick returns and make the whole more manageable | www.nonlinear.ca ottawa 613.241.2067 toronto 416.203.2997 calgary 403.444.5964 40

41. | www.nonlinear.ca ottawa 613.241.2067 toronto 416.203.2997 calgary 403.444.5964 41 Trends

42. Predictions By 201220% of companies will have no ownership of IT assets; moved to the cloud and virtualization >> INTEGRATION By 2013Mobile phones will replace PC’s as the most common device for Web access >> MOBILITY By 2015Online marketing will reach $250 billion >>QUICK RESPONSE BASED ON ACTIONABLE METRICS | www.nonlinear.ca ottawa 613.241.2067 toronto 416.203.2997 calgary 403.444.5964 42

43. | www.nonlinear.ca ottawa 613.241.2067 toronto 416.203.2997 43 Future proofing your WCMS

44. Cloud, virtualization, social sites | www.nonlinear.ca ottawa 613.241.2067 toronto 416.203.2997 calgary 403.444.5964 44 #1 Integrate

45. Integrate: Products | www.nonlinear.ca ottawa 613.241.2067 toronto 416.203.2997 calgary 403.444.5964 45

46. Integrate: People & process | www.nonlinear.ca ottawa 613.241.2067 toronto 416.203.2997 calgary 403.444.5964 46

47. Integrate: The next big thing | www.nonlinear.ca ottawa 613.241.2067 toronto 416.203.2997 calgary 403.444.5964 47 ?

48. In a CMS this translates to: A vendor with clear direction for the product, both in the technical architecture and market needs A product with a complete set of API’s and an eye towards security A vendor with a successful partner channel | www.nonlinear.ca ottawa 613.241.2067 toronto 416.203.2997 calgary 403.444.5964 48

49. | www.nonlinear.ca ottawa 613.241.2067 toronto 416.203.2997 49 #2 Mobility

50. Disjointed set of devices | www.nonlinear.ca ottawa 613.241.2067 toronto 416.203.2997 50

51. | www.nonlinear.ca ottawa 613.241.2067 toronto 416.203.2997 51

52. | www.nonlinear.ca ottawa 613.241.2067 toronto 416.203.2997 52

53. In a CMS this translates to: Repurpose content by separating the display mechanism from the content Detection of alternative devices Awareness of location (future) | www.nonlinear.ca ottawa 613.241.2067 toronto 416.203.2997 calgary 403.444.5964 53

54. | www.nonlinear.ca ottawa 613.241.2067 toronto 416.203.2997 54 #3 Quick Response

55. | www.nonlinear.ca ottawa 613.241.2067 toronto 416.203.2997 calgary 403.444.5964 55 Measure site effectiveness

56. | www.nonlinear.ca ottawa 613.241.2067 toronto 416.203.2997 calgary 403.444.5964 56 Coming up short?

57. Test alternatives | www.nonlinear.ca ottawa 613.241.2067 toronto 416.203.2997 calgary 403.444.5964 57

58. Surprising where you end up | www.nonlinear.ca ottawa 613.241.2067 toronto 416.203.2997 calgary 403.444.5964 58

59. A/B and MVT Testing Decide what it is you are monitoring and what trend requires further action. Test a few specific things. Take a risk. Make a bold change to a page or button title. Then tweak based on results. Remember that you are the best judge of what works. | www.nonlinear.ca ottawa 613.241.2067 toronto 416.203.2997 calgary 403.444.5964 59

60. In a CMS this translates to: Integrated analytics A/B and multivariate testing Empowered content authors who do not require IT to use the above | www.nonlinear.ca ottawa 613.241.2067 toronto 416.203.2997 calgary 403.444.5964 60

61. | www.nonlinear.ca ottawa 613.241.2067 toronto 416.203.2997 calgary 403.444.5964 61 Questions

62. Back Up Slides TORONTO | OTTAWA | NEW YORK | CALGARY | REGINA 62

63. Thursday, February 11, 2010 Monthly visits up 700%