how razorfish lights up brand with microsoft sharepoint
DESCRIPTION
Hear about SharePoint sites first hand from Razorfish, the agency behind SharePoint sites at Kroger, Dell Financial, and many more. Also learn how Web agencies use SharePoint to light up the brand for their customers.TRANSCRIPT
How Razorfish Lights Up Brand with Microsoft SharePointTony JonesTechnology DirectorRazorfish
AgendaInteractive Landscape OverviewMicrosoft SharePoint WCM OverviewReal World SharePoint WCM Case StudiesProject Lifecycle of a MOSS WCM EngagementBuilding a MOSS WCM SolutionBest PracticesQ&A Session
Interactive LandscapeWhat is an Interactive Agency?
Interactive Agency skill sets and focus
Interactive Agencies and SharePoint
How Microsoft Partners, Platform Integration Specialist and Agencies Engage
Interactive LandscapeChallenges (Key Drivers) in the Interactive landscape
Enforcing brand and corporate messaging
Embrace simple and efficient site design
Searchable, relevant and easy to find content
Delivering a Rich User Experience
Integration of ROI driven analytics and measurement
Interactive Landscape How SharePoint addresses Interactive challenges
Brand and current design patterns/focus
Web 2.0 and 3.0 initiativesSocial Community integrationStandards complianceSimple, secure and dynamic navigation model
SharePoint FeaturesIntegrated Community Kit and featuresASP.NET master page and layout foundationsAccessibility Kit for SharePointSecurity trimmed UI
Interactive Landscape How SharePoint addresses Interactive challenges
Rich Internet Application integration (RIA)
Silverlight + Flash usage to supplement brand and user experiencesJQuery support for client side interactivity and integration
SharePoint FeaturesSilverlight Blueprint for SharePointVS 2010 inclusion of JQuery SupportASP.NET AJAX support
Interactive Landscape How SharePoint addresses Interactive challenges
User Personalization and SSOExisting system membership/profile integrationTargeted and situational content
Ad and Media placementMedia buy/spend and impressions
SharePoint FeaturesOOTB support for ASP.NET provider models that can be used for custom integrationBuilt-In Audience support for the targeting of web parts and content
Interactive Landscape How SharePoint addresses Interactive challenges
SEO and Site Optimization (Advanced Analytics and Metrics)
Implementation of SEO best/common practicesOrganic + Paid search placementConversion goals and metrics trackingAnalytics package integration
SharePoint FeaturesEdit-Mode template features for the inclusion of User-contributed METADATA and taggingAnonymous mode support for hiding/presentation of SEO friendly and user content
Microsoft SharePoint WCM Overview
Microsoft SharePoint 2007Platform WCM Features and Overview
Simplified End-User Page AuthoringControlled / Regulated PublishingSite Management ToolsPresentation / Content SeparationAbility to brand content differentlyEnterprise scalability, contextual relevance, rich personalizationBusiness data and system integration (SSO, BDC)
Microsoft SharePoint 2007Common Misconceptions
Portals and Intranets are the platform focus
The concerns are not the same for each situation and requirements have different priorities
For project planning purposes, it is essential to understand these differences if you are moving from an Intranet MOSS project to an Internet or Extranet project
Microsoft SharePoint 2007Common Misconceptions
Branding and RIA integration can be complexSharePoint requires a complex infrastructure to support large scale sitesMOSS lacks capabilities to support complex sitesMOSS lacks the capabilities to support complex E-Commerce scenarios
Kroger, Dell and FordImplementing SharePoint WCM
Case Studies
Microsoft SharePoint 2007Why SharePoint?
Strong alignment with business needs around personalization, branding and content contribution
Strong integration with back-end systems and existing applications
Client had strong .NET background and history with the SharePoint platform
Microsoft SharePoint 2007 Why Sharepoint?
Client projects and MOSS roadmap aligned with other MSFT initiatives and platforms
Strong OOTB capabilities that aligned with the client needs and requirements
Vendor support, consulting services and roadmap
Kroger.comSharePoint and the Worlds #1 Grocer
Case Study
Case Study – Kroger.comChallenge
Completely redesign and rebrand the corporate web site
Leverage web 2.0 experiences
Drive users back to their local Kroger stores
Personalize content for the end user based on store and division
Case Study – Kroger.comLimitations
Work with a customer with no prior ASP.NET development experience and limited resourcesFixed timeline and budget for Razorfish/Partner resourcesLimited to OOTB features and functionality within SharePoint and Commerce ServerAllocating hardware and software in a timely fashion
Case Study – Kroger.comSolution
Custom Flash Video, Flash Content and Content Query Web PartsIntegration with Commerce Server and the MapQuest SiteAdvantage APISSO across multiple Kroger sites and domains using the OOTB .NET Membership ProviderPersonalized server controls and web partsCross browser friendly design and UIBrand friendly design to allow repurposing of layouts and master pages to other brand sites
Case Study – Kroger.comBrand Transformation - Before
Case Study – Kroger.comBrand Transformation
Dell Financial Services
Case Study
Case Study – Dell FinancialOverview
Beyond stepping up its web presence, Dell Financial Services (DFS) was looking to redefine its brand identity. This meant better aligning itself with the Dell brand, along with offering its customers a more user-friendly, reliable online account experience
Case Study – Dell FinancialChallenge
Redesigning the corporate site and using a new Content Management System platform (MOSS) to facilitate content creation and relevance
Implementing a completely new online self-servicing experience by leveraging RIA concepts and modern Microsoft technologies
Case Study – Dell FinancialSolution
Coordinated Razorfish and Dell requirements gathering and information architecture discovery for public and secured portions of the siteCustomized SharePoint content types and page layouts to provide content authors with a more flexible content framework without compromising layout and look-and-feel consistencyCreated a completely new UI tier for the secured self-service site, based on ASP.NET, and integrated this with the SharePoint site for a consistent user experienceWorked with client IT to ensure proper CMS operation during testing, authoring and production environments
Ford GO!
Case Study
Case Study – Ford GO!Challenge
Create a way for Ford Marketing Organization to share best practices quickly and easilyLeverage web 2.0 technologies within the organization including blogs and videoEncourage corporate ‘networking’ across Ford Motor Company brandsProvide a RIA experience leveraging AJAX technology
Case Study – Ford GO!Limitations
Work within strict Ford guidelines around technology versions and browser support behind the firewallEnsure all video content is available in a common format
Allocating hardware and software in a timely fashion
Case Study – Ford GO!Solution
Integration of ASP.NET AJAX 1.0 toolkit and Microsoft SharePoint (WSS 3.0)
Integration of Moyea/K-lite video conversion software to enable streaming in a common format
Customized blog and rss web parts for a unique RIA experience
Case Study – Ford GO!Solution
Significant emphasis on user pages to encourage ‘corporate networking’’
Leveraged open source smartparts
Used Raccoon for RSS feed integration
Lessons LearnedTakeaways from real world case studies
Put on your strategy hat and understand your organizations concerns and goals
Understand the business user needs and processes
Respect the power of content and personalization
Lessons Learned Takeaways from real world case studies
Don’t just study the platform – Study and understand the vendor!
Allow the User Experience to Drive the Platform – Not vice versa…
Understand your platform limitations and features before you begin design!
SharePoint Project Lifecyle
SharePoint Project LifecycleDiscovery
Stakeholder Interviews
Vendor Discovery and existing platform/system assessment
High Level Technical Requirements
Platform/System Roadmap and Vision
SharePoint Project LifecycleDiscovery – MOSS Activities and Initiatives
Technology AssessmentCurrent Microsoft Infrastructure and SystemsLicensing and Support
Training and Readiness AssessmentTeam and Support Model
UX and Creative “reality checks” Risk and Platform capabilities validation
Validate platform capabilities against HL business requirementsAddress know platform limitations
SharePoint Project Lifecycle Design
Detailed Business Requirements
Features and Functionality Matrix
User Experience Wireframes and Models
Creative Design direction and Style Guide
SharePoint Project Lifecycle Design – MOSS Activities and Initiatives
Branding activities (master pages, layout)Governance and TaxonomyDevelopment Plan and Model
Web Parts/U customization (OOTB) and buildUser controls customization (OOTB) and buildCustom application integration
Features and Solution DevelopmentContent Deployment TasksWorkflow customization and designPlatform extension and integration (BDC, SAK)
SharePoint Project Lifecycle Design – MOSS Activities and Initiatives
Infrastructure Design and ImplementationStage, Test and QA environmentsHigh availability design and implementation
Development Environment Setup and Configuration
Virtual machine and Hyper-V developmentDeployment models, build and Source Control
Third Party integration and planningMOSS 3rd Party tools and softwareExisting applications and systems
Building a MOSS WCM Solution
Building a MOSS WCM SolutionImplementing the Desired User ExperienceMOSS out of the box
Site templatesCSS and themesMaster PagesWeb partsOut of the box web part catalogStandard navigationSharePoint Designer/VS 2008
Advanced Techniques
Consistent branding across multiple sites with CSSMaking the site compatible with multiple platforms (IE, Firefox, Safari, Chrome, .. On XP, Vista, and Mac OS)Meeting ADA compliance rulesIntegrating RIA into MOSSCreating and packaging reusable componentsCreating large, distributed and multi-site applicationsEnabling a nimble application development process
Building a MOSS WCM SolutionImplementing the Desired User Experience
MOSS Web In-terface
Cus-tomiza-
tion65%
Share-Point
Designer5%
Visual Studio Devel-opment
30%
Relative MOSS Customization Capacity
MOSS Web Interface CustomizationSharePoint DesignerVisual Studio De-velopment
Building a MOSS WCM Solution HTML Prototype and DesignDefinition of a Presentation Layer
DeveloperCreating the HTML Build - “How functional should the prototype be?”
Include interactive (JavaScript/JQuery) featuresSilverlight/Flash creative assets in placePrint/Browser/Device styles defined
Common Mistakes in HTML BuildDevelopment as an afterthoughtAJAX interface creation (JSON, LightBoxes)
Building a MOSS WCM Solution Branding and StyleBase Master Page and Layout Creation
Don’t forget the non-browser layoutsCSS Hierarchy and Themes
CSS ordering and precedenceJavaScript design patterns
Is it content, a Feature or Solution?Decide early on how to develop and deploy layouts, assets and artifacts
Building a MOSS WCM Solution RIA IntegrationPlatform configuration and
customizationIs Configuration support necessary for RIA technology?
Dynamic applications need dataWhat’s your data storage model for your RIA application?
Cross-platform friendliness and SEOBandwidth and user considerationsSEO and indexability
Building a MOSS WCM Solution Standard Web Interface CustomizationSEO and Keyword Optimization
Use separate fields for Titles and Page Names
Analytics IntegrationInclude analytics provider code and tags within edit mode
Edit-Mode and Anonymous ViewsDesign for the WYSIWG editor views of non-page content
Standards CompliancyUse CSS compliant controls
Best Practices
Best PracticesCommon Mistakes in Content Management
Allowing software vendors to tell you what you need – “Putting the cart before the horse”
“Silver Bullet” software and sales folks…Pay now or pay later – Assess and Evaluate
Permitting platform capabilities or limitations limit design and user experience
Re-Platform or Redesign? Beware of the “Channel 9” technologist!Get UX out of “SharePoint Syndrome”
Best Practices Common Mistakes in Content Management
Not embracing a broad-based selection team – “Empower the user that owns the content”
Long term accountability and end user support
Not understanding Total Cost of Ownership (TCO)
A la carte software offeringsCommunity and Partner supportGot MOSS? Think in-house reusability!
Best Practices Common Mistakes in Content Management
Not having a strategic roadmap for your CMS platform and stack
Understand what it costs to rip and replaceLarge scale WCM is not just about the CMS platform and toolset
Not understanding the many facets of CMS selection
Vendor viability and vast CMS offeringsDevice, Language, Syndication and Social platform support
Questions?
Q&A
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