2. Agenda
1.
About the Institute of Chartered Accountants in Australia
2.
The digital blueprint
3.
The Institute website project
4.
The Institute & Sitecore
5.
Lessons learnt & future directions

3. About the Institute
> Since 1928 the professional body representing
Chartered Accountants in Australia
55,000 members
> Members work in diverse roles across public practice,
commerce, government & academia
> Leads the profession by engaging with local and
international bodies on public policy, legislation
and regulatory issues
13,000 candidates
– Tax, audit, superannuation, reporting & financial advisory services

4. About the Institute
1
Career foundation: the Chartered Accountants Program
2
Member services: knowledge resources and practical
tools
3
Member training: continuing professional development
4
Advocacy and leadership: promote prudent financial
management and sustainable economy

5. About the Institute
Many audiences
Govt (state
and federal)
Candidates
Academics

6. Digital blueprint: vision

7. Digital blueprint: channels
Online advertising
Micro-sites
- Marketing campaigns
- Conferences
Sitecore OMS
Sitecore CMS
- Distributed
content publishing
Brand
comms
www.chartered
accountants.com.au
myCommunity
- ‘pull’ not ‘push’ info
- networking
Mobile devices /
Content-rich apps
- User behaviour/
profiles/testing
Events &
Training

8. Digital blueprint: website business goals
> Leadership positioning
> Achieved
> Better access to business tools and
learning resources
> Achieved
> Rapid content publishing by multifunctional, multi-location teams
> Achieved
> Increase online payments of member
subscriptions and member events
> Achieved
> Increase visits to Training content
> Achieved

9. Digital blueprint: part of major IT restructure
Website
Learning/event
management
system
Finance
software
CRM
> New website part of a 3 year initiative termed the ‘Renewal
Programme’
– Rejuvenate our internal processing systems and business-critical
services so we can continue to lead the profession
> Deliverables included middleware integration, single sign-on, new
infrastructure (s/w and h/w), in-house hosting, content migration

10. Digital blueprint : website project stages
June-Sep 2009
• IA workshops
• BR for POC
• Content plan
approved
1
2
April 2010
• Bluearc appointed
• BA producer
joins project team
3
May-June 2010
• Site design
completed
(in-house team)
4
5
7
Dec 2010May 2011
• Useability
research
• Publishing survey
• Enhance
8 functionality
Nov 2010
•‘Soft’ launch
• Feedback
• Publishing
Jan 2010
• Project team formed
with ICT & Digital
• Finalise BR &
FS docs
Oct -Dec 2009
• Business case
submitted to Board
• Budget approved
• Sitecore POC
6
July-Oct 2010
• Built 27 page
templates/25 page
controls/implemented
infrastructure
• Staff CMS training
• Content migration
June 2011
• Launch!
• DM campaign
• myCommunity
• Sitecore OMS
9

11. Old home page
Home page sets the tone

12. New home page

13. Home page: key content entry points
Tools & Resources
Training & Education
Advocacy
Community

14. myAccount: customisation

15. Pods with
targeted
content are
locked
Pods can
be added /
deleted /
moved

16. myCommunity: user generated content
> Dedicated Institute social networking platform
• contribute opinions across a diverse set of relevant topics
• feel more ‘connected’ to the Institute
• share ideas, post questions and network with others.
Blogs
Forums
Groups
> 6 blogs
> Open for all to read;
login to comment
> Future plans: add
pics/audio/video
> Started with carbon tax
forum
> Open for anyone to
read; login to reply or
post new comment/
question
> Open / closed / private
> Share via wall updates /
forums / article, photo
and video sharing
> All groups moderated

17. The Institute and Sitecore
Publishing
Marketing
Growing
> Digital team in S&M
responsible for all
website publishing
> Authors and
approvers have
been trained in HO
and all states
> Intranet and
Yammer used to
deliver training, tips,
FAQ
> Content served based
on user profile
> Developed microsites
with flexibility and
functionality beyond
main site
> 3rd party advertising
on our site
> Web forms help
collect data and
intelligence
> Mobile optimise the
website
> Enhance search,
extend to external
partner sites
> Connect with other
systems (eg. email,
CRM)
> More user-generated
content

18. The Institute and Sitecore
> Digital team supports all
website publishers
> Responsible for useability,
design, content, functionality,
connectivity, improvements,
performance
> ICT supports Digital with
project managers, developers,
infrastructure, help desk, road
map planning.

19. Lessons learnt…Institute perspective
> Engage as early as possible
> Multi-disciplinary project team
– include business owners with customer/user focus
> Migrating content success depends on publishers
understanding their role
– And given plenty of notice to take on extra workload
> Perform useability testing on prototypes
> Timing plans are essential...but it will not go live on
time…build ‘fat’ into your plan

20. Lessons learnt…BlueArc perspective
> Project governance structure
> Process - define, stick to it, review
> Architect site for long term goals
> Strong project management (on both sides)
> Benefits of blended teams
> Useability testing

21. …and future directions
> Mobile
– Optimise for devices, apps, interaction
> Useability
– Search, site/event registration, myAccount
> Custom content
– Drive event registration/e-newsletter sign ups/viewing high value content
> User generated content
– It’s not your website anymore
> Implementation of OMS
–
Site traffic analysis,
> Sitecore upgrade path

22. Thank you.
tim.nicholas@charteredaccountants.com.au
@Chartered_Accts / @TimOnTwtr