1. Company Confidential - For Internal Use Only Copyright © 2010, SAS Institute Inc. All rights reserved. SAS - CMS Lessons Learned Gilbane Boston Dec 02, 2010 Mark Korey, Online Strategy & Services www.sas.com @markkorey

2. 2 Company Confidential - For Internal Use Only Copyright © 2010, SAS Institute Inc. All rights reserved. Touch points  SAS  Our web site  Our CMS & 5 “Lessons Learned”  Challenges  How We Did It

3. 3 Company Confidential - For Internal Use Only Copyright © 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

4. 4 Company Confidential - For Internal Use Only Copyright © 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

5. 5 Company Confidential - For Internal Use Only Copyright © 2010, SAS Institute Inc. All rights reserved. CMS Lesson Learned 5 Areas 1.Corp Culture & Resources 2.Scope & Details 3.Balance 4.Communication 5.Strategy

6. 6 Company Confidential - For Internal Use Only Copyright © 2010, SAS Institute Inc. All rights reserved. #1 Culture & Resources  Leverage corporate culture  Leverage available resources  Leverage existing skills

7. 7 Company Confidential - For Internal Use Only Copyright © 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!

8. 8 Company Confidential - For Internal Use Only Copyright © 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) Prioritization Plan

9. 9 Company Confidential - For Internal Use Only Copyright © 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

10. 10 Copyright © 2010, SAS Institute Inc. All rights reserved. #3 Balance & Prioritization  Core Functionality  Feature Requests  User Support More users + More features = More support Have a support plan!  Big Picture  Digital Marketing Strategy

11. 11 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 Benefit 2.Internal Benefit 3.IT Effort 4.Marketing Effort  Re-assess Quarterly  Standardize User Support & Documentation Requirements for IT Design for change

12. 12 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

13. 13 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

14. 14 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

15. 15 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!

16. 16 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

17. 17 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’s experience In Practice  Involve visionaries  Involve users Consolidation Globalization Optimization

18. 18 Company Confidential - For Internal Use Only Copyright © 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

19. Company Confidential - For Internal Use Only Copyright © 2010, SAS Institute Inc. All rights reserved. CMS Lessons Learned 2010 Gilbane Boston Mark Korey Online Strategy & Services mark.korey@sas.com

20. 20 Company Confidential - For Internal Use Only Copyright © 2010, SAS Institute Inc. All rights reserved. How we did it: With Technology “Metaverse” built with / runs on: Unix Java Apache/Tomcat MySQL XML XLST Ektron’s eWebEditPro+xml Paired with Content Collection Forms Metadata Templates & CSS