BLUEPRINTING MODELS - EM360...13 Examples of Existing BluePrinting™ Models 17 Conclusion. Managing...

BLUEPRINTING MODELS

PARENT

GLOBAL FUNCTIONS GLOBAL DESIGN

KELLY THOMPSON - ThoughtMatrix

TONY REMS - ThoughtMatrix

Lou Casal - SDL

GLOBAL CONTENTMARKETING

MARKETING MARKETING

INTRANET

MICROSITE.COM

a whitepaper by:

Managing Multiple Websites with SDL TridionSDL Tridion BluePrinting™ Whitepaper

This whitepaper covers why we, at ThoughtMatrix, believe SDL Tridion’s

BluePrinting module is uniquely suited for implementing complex multi-

site, multi-channel, multi-local operational and personalization challenges

organizations face today.

415-217-0009 [email protected] www.thought-matrix.com

Managing Multiple Websites with SDL Tridion SDL Tridion BluePrinting™ Whitepaper

2

Table of Contents

3 MultipleWebsiteswithSDLTridionWCMS4 Don’t All WCMS Platforms Support Multi-site Deployments?

5 What Is BluePrinting™?

6 Why Does Inheritance Matter?

6 How Does BluePrinting™ Work?

8 HowtoLeverageBluePrinting™8 Taxonomy for Personalization

10 Social Media

11 Mobile

11 Workflow

12 Information Architecture Design

13 Examples of Existing BluePrinting™ Models

17 Conclusion


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ThoughtMatrix is an interactive firm with a deep specialization in

content management. We have worked with some of the largest

brands in the world on their content management initiatives—

ranging from platform selections to large implementations and deep

integration with enterprise systems. While working with all the major

web content management systems (WCMS) and numerous open

source platforms, we have discovered most WCMS solutions do not

effectively address multi-site management.

This challenge is intensified when multiple site requirements cross

paths with multiple languages, for multiple sub-brand sites, in

multiple channels and so on. While all the leading vendors provide

support for localization, translation and multi-language sites, as well

as for deploying multiple web properties from a single instance,

ThoughtMatrix has found that only SDL Tridion offers the capability

to unify the management of multiple websites and to manage multi-

directional relationships at a macro level.

MultipleWebsiteswithSDLTridionWCMS

The proliferation of web properties for businesses, ranging from small

companies to large enterprises, creates a great deal of difficulty with

regard to content management. While the number of options available for

managing a single site now exceeds 600 different products, there are very

few options available for managing multiple sites, and the choices shrink

even further when the numbers of sites, channels and languages grow

exponentially.

Large global brands and publishers—such as Unilever and Hanley Wood

respectively—manage hundreds of sites that often have key commonalities,

including shared taxonomy and assets. However, with most web content

management platforms, there is no inherent way to manage a large volume

of different sites without a great deal of customization. This whitepaper will

describe the out-of-the-box functionalities of the BluePrinting™ model and

its uses.


4

SDL enables leading enterprises to rapidly turn prospects into lifetime customers by

optimizing personalized and pervasive online engagements with target audiences—

anywhere, anytime, via any channel—regardless of language, locality, format, method or

electronic device. SDL recognizes that in order to engage your audience you must connect,

and to do so requires a holistic approach that includes cross-channel synergies and

localization.

While other major WCMS platforms provide localization support, SDL’s BluePrinting™

technology enables a unique, multi-faceted level of engagement. Its out-of-the-box

capabilities provide a unique solution for multi-site management, especially when

compounded with multi-faceted deployment requirements that inlclude localization,

taxonomy, workflows and geographic locales.

This whitepaper covers why we believe SDL Tridion is uniquely suited to this type of solution,

and provides examples of how it works and details of how customers are using it to address

their specific multi-site, multi-channel and multi-locale operational and personalization

challenges.

Don’t All WCMS Platforms Support Multi-site Deployments? Yes, most enterprise-level WCMS solutions support the deployment of multiple sites. If

your enterprise deploys a small set of distinct sites—such as a corporate site, a customer

portal and support site plus the occasional microsite—then a WCMS with a unified content

repository may be a suitable fit for your needs. However, if your organization manages

complex taxonomies and workflows across 20, or even 200 sites, and you employ, or need

to employ, taxonomists or librarians to manage the cross-site taxonomy and workflow

relationships, BluePrinting™ is designed for this type of complexity.

When your multiple sites need to reuse navigational concepts, structures, functionalities,

designs and other elements, your needs may exceed the capability of the WCMS you are

using or are considering. BluePrinting™ within SDL Tridion maintains relationships across

multiple sites, allowing for one-click updating, with site owners notified of the changes while

the content update is automatically propagated.


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What Is BluePrinting™? BluePrinting™ is used by Fortune 500 companies primarily to leverage the use of global

and local content within multiple websites, and is an out-of-the box solution that allows

organizations to manage their multi-channel, multi-dimensional communication from within

a single solution.

The foundation of BluePrinting™ is that each publication (the highest-level directory

structure) within SDL Tridion can be configured as its own unique site or as a parent/child

structure that can hide, inherit, localize and publish data. This architecture enables your

business communication professionals to effortlessly use shared resources across multiple

websites, while retaining control over content that makes each site unique.

When designed and implemented properly, BluePrinting™ can leverage and empower brand

management, multi-channel microsites, information architecture (IA) designs, taxonomy,

SEO/search, campaigns and editorial workflows. SDL Tridion’s BluePrinting™ technology

addresses multiple needs of current organizations that use a variety of platforms to publish

content for the web, mobile, social media and tablets.

SDL Tridion has focused their

BluePrinting™ model around

six main communication

requirements.

1. Multi-site management

2. Brand consistency

3. Brand relevancy & localization

4. Target audience marketing

5. Multi-channel management

6. Microsite rollout and

management

Organizations have the ability

to develop their own BluePrint™

model, with control over six

main communication facets.

This flexibility provides business

stakeholders the option to define

their own requirements around

communications.


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Why Does Inheritance Matter? There are many buzzwords in content management, and it is often difficult to determine

what they mean and why they matter to you. In this case, the definition is rather simple.

When you are managing a large number of sites, there are typically elements, ranging from

content to navigation to functionality that you want to leverage across different sites and

platforms. However, with most content management systems, while you can often create a

unified content repository that enables you to reuse content across sites, broader elements

such as taxonomy, workflows and functionality are difficult, or impossible, to reuse.

When dealing with the challenge of keeping large numbers of channels up-to-date

consistently and cost-effectively, the inheritance model that SDL Tridion’s BluePrinting™

provides offers a mechanism unique in the market.

The model is flexible and can be adjusted over time to meet your new business requirements

using out-of-the box personalization tags, permissions, roles and architecture-based

functions. This enables global organizations to take ownership of their BluePrinting™ model,

make changes and adjustments without having to redevelop the entire site strategy or

templates, and in the end cuts down significantly on development effort and timelines.

How Does BluePrinting™ Work?BluePrinting™ is based on business and technical requirements. Every customers’ BluePrint™

model is unique. In the past, these models were viewed as a hierarchal tree, however with

the release of SDL Tridion 2011, models can take on a semantic model, allowing for intuitive

models to be created. The diagrams below show the difference between a hierarchal and a

semantic model. In each example, the BluePrinting™ rules are maintained.

Hierarchal Model:

Global content can be shared amongst

product and microsites. Displaying

a parent-child-parent relationship.

Everything created in Global will be

inherited down to all child publications.

.COM will receive all content created

in the structure with any duplicates or

conflicts filtered out.


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Semantic Model:

Each rectangle in the diagram represents a

publication. A publication within SDL Tridion is

a folder that contains all or part of a website—

including content, templates, functionalities,

keywords, metadata and workflows.

Publications can have parent/child

relationships with other publications within the system. A publication can be both a

parent and a child, which allows sharing both from and to other publications. A child

publication can have multiple parents, and when this occurs a prioritization must be set in

order to determine which parent has first priority for sharing. Changes made in the parent

publication will affect all child publications. However, changes made at the child level will not

affect the parent publication(s).

BluePrint Hierarchy

In the BluePrint Hierarchy image, the

marketing content has been localized in

.COM (dotted line). Because marketing

content was created at Level 2 in the

global content publication, it has also been

shared with the microsite publication,

however it is not localized but directly

inherited with the microsite. This image

demonstrates how content can be

inherited, localized and shared within

BluePrinting™. This view is available for all

users who have permission to view the

marketing content, allowing for a quick

view of where content is coming from,

where it has been inherited and localized,

and who is the content author.

A global publication containing content and

templates can live in the center of other

publications. This allows for businesses to

design and assemble content/pages based

on their global taxonomies, content and

process structures.


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HowtoLeverageBluePrinting™Ten years ago, web content management facilitated the publishing of content to an

Enterprise’s public facing websites and portals. The focus was on managing the content

and process in an attempt to streamline the often manual and time-consuming effort.

Today, large organizations have to face an explosion of channels, accelerated localization

requirements and exponential growth of the number of sites that they need to publish. All

of this has resulted in the creation and management of tremendous quantities of new and

varied content with the sole purpose of engagement. As a result, web teams are now faced

with an ever-expanding set of content management requirements. This section guides you

through several of the most common areas that BluePrinting™ can help address.

Taxonomy for PersonalizationUsing a combination of taxonomy and BluePrinting™, you can publish “smart” content

for your customers. Categories and keywords within the taxonomy model follow the

BluePrinting™ model rules, giving business organizations flexibility when defining tagging

guidelines based on the needs of their clients—whether it is cultural, language and/or

product availability.

Defining a global taxonomy model across publications was once used for enhancing

external search. Today, these same taxonomy models can be used to enhance personalized

content within the site or client portals and can greatly improve the customer experience.

Example of a Taxonomy Strategy

Planning & Strategy

Review & Requirements

Gathering

Deliverables:

» Detailed milestone project plan

» Comprehensive strategy for the overall use of the global taxonomy

Key Activities:

» Kick-off meeting for scope planning, goal setting and arranging the requirements gathering workshops with key stakeholders

» Strategy development

Key Activities:

» Work closely with client teams in defining and setting requirement priorities

» Crawl sites to capture and review current IA and keywords used across all sites

Deliverables:

» Digital property findings

» Overview of current content structures and usage (i.e, HTML <TITLE>, <H1>,)


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Taxonomy Model

SDL Tridion’s taxonomy model allows organizations to maintain modular keyword/

metadata relationships within the WCMS. Updates to the BluePrint™ model and/or the

taxonomy model can co-exist without implications to one another. SDL Tridion has one of

the most advanced out-of-the-box taxonomy models we have seen.

Identify Attributes within the Taxonomy

Application of Taxonomy

Deliverables:

» Content matrix—detailed content mapping

» Taxonomy model—identifies the distinct content elements or types on the site

» Metadata definition—identifies a high-level of categories/keyword relations that can be leveraged in publications, templates and pages

Key Activities:

» Examine how content is structured, where it lives and how it could look in the future

» Identify reusable content patterns that may be used in the overall global taxonomy

Key Activities:

» Develop and create categories, keywords, publications, templates and schemas within SDL Tridion

» Define a governance model—including handling the change control process—reviewing, approving and implementing changesand review current IA and keywords used across all sites

Deliverables:

» Governance model—a model used for process and development around taxonomy guidelines

» Copywriting guide—a guide for developing content with consistent use of language and terms

“A solid taxonomy model is critical for our web presence. Compared

to other WCMS vendors, we found that SDL Tridion’s taxonomy

and blueprinting capabilities met our businesses needs. Using the

BluePrinting™ model allows us to share content across a dozen

websites, while maintaining content management best practices.”

-Jeffrey Rule, Hanley Wood


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Below is an example of a content matrix that is used to organize content, page and content

management details, allowing business owners to view and approve a content overview

before tagging and content creation begins.

Social MediaToday, social media is heavily discussed and analyzed. BluePrinting™ provides the guarantee

of centralized control for brand, content and primary messages, while offering the flexibility

to contain local content and adaptations for social media messaging. Content used for

social media takes on a different form than content published on the .COM site or client

portals.

Content for social media should be:

» Personalized to specific target groups

» Short and simple – the length for tweets is 140 characters including spaces

» Scheduled and frequently updated

» Promoted – interlinking with other microsites and/or blogs

» Reviewed and evaluated – more followers and/or likes

Different types of content can be created and maintained within the BluePrinting™ model,

allowing you to bring content into the site from the multiple social networking tools.

The BluePrinting™ model allows for social media experts to localize specific content within

the structure without creating new content types or structures.


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MobilePublishing to multiple platforms can be managed within the publication’s deployment

targets in a BluePrinting™ structure, giving you the ability to meet mobile requirements.

While the mobile channel has different requirements in strategy, design (look and feel) and

delivery technology, it is essential to ensure the overall customer experience of the brand is

consistent with other channels.

1. Activity based homepage and landing pages

2. Multiple coding requirements (i.e., JavaMobile version must run for BlackBerry)

3. Working back button

4. Share - Facebook/Twitter/mail push notifications

BluePrinting™ enables designers and marketers to create a mobile experience without having

to redesign the .COM and microsites. This flexibility gives organizations the best solution

in meeting communication needs for their target audiences, including new publishing

requirements for apps and/or tablets.

WorkflowWorkflow allows content to follow a consistent process—from creation, review and

publication. Each process follows an approach that can be automated or manual.

Defining workflow requirements and reviewing all of the business rules and current

processes allows for optimal usage of workflow and BluePrinting™. Most businesses use

multiple media when it comes to workflow, such as SharePoint, Word, e-mail and other

applications. BluePrinting™ enables you to set up different workflows across publications

and external media. WCMS contributors, editors, authors, translators, developers and

approvers can be a part of multiple workflows managed in disparate locations and overseen

by different WCMS users.

For example, headquarters publishes a press release, which is relevant for one of the three

microsites. The contributor is able to choose which of the editors can receive the press

release for their site. The contributor may want to send it first to the translator, then to the

microsite editor. Both options are possible, giving the contributor a choice at the beginning

of the workflow process.

In another example, the global editors would like to notify a local author that content is

ready to be localized. Authors then can tag local content by using localized keywords, which

will still maintain the global taxonomy model relationship.


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The following diagram shows a sample of a workflow process that begins with creation of

content and finishes with publishing content on a page to the live site.

For example, this workflow can be implemented in multiple different publications within the

BluePrint™ model, allowing for different, or linked workflows at a global level and a local level.

The flexibility within SDL Tridion allows for multiple workflows to happen concurrently for

both complex and simple workflow processes.

Information Architecture DesignThe BluePrint™ design should take into account the entire web presence, starting with

information architecture (IA) design.

Information architects provide prototype models that include site maps and interactive

wireframes. Once the IA is defined, the BluePrint™ design can begin by reviewing prototypes

to determine where functionalities and data will live within the website.

For example, developing an advanced location finder tool might be in scope for the .COM

release. Other business departments launching in the future will want to use this technology,

however will not want to be direct descendants of the .COM. Placing this functionality into

the right publication within the BluePrint™ allows for reuse, without having to be direct

descendants of. COM.


13

Unilever Corporation owns many of the world’s consumer product

brands in food, beverages, cleaning supplies and personal care.

Unilever uses SDL Tridion’s BluePrinting™ to present local products

to consumers around the world. Local brands are displayed on the

homepage and can be managed at a global or local level, depending

on the business requirements.

Examples of Existing BluePrinting™ ModelsThe following examples show how organizations use BluePrinting™ to manage their

global sites and different country sites.

Unilever

Global/parent site: http://www.unilever.com/


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UnileverUSsite: http://www.unileverusa.com/BluePrinting™ provides

many benefits to targeted

websites and web content.

BluePrinting™ also allows

for targeted communication

with brand consistency.

Therefore, regardless of

site, local language and so

on, Unilever can effortlessly

rollout and maintain very

consistent brand identities

and experiences.

Unilever also uses this by

calling out brands that are

specific for each country.

In addition, organizations

can connect with their

most critical audiences by

ensuring core messages

are consistent, while also

providing audience-specific

messages. For example, on

the UK website, share prices

to investors are not displayed

on the homepage.


15

Emirates Group uses SDL Tridion for almost all of their sites, which

represent more than 15 different brands, 30 different languages

and 30 different regional multilingual sites. Emirates leverages

BluePrinting™ not only for language and locale, but also to manage

their sites from a cultural aspect. Emirates serves multiple markets

that are very varied in their cultural sensibilities, ranging from the

direction of how the text is read to the fact that in specific markets

photos of their female flight attendants must present a face that

is covered. In addition, Emirates manages several different brands

including emirates-holidays.com, skywards.com and arabian-

adventures.com. Emirates Group currently manages and publishes

70-80 websites from within SDL Tridion.

The rollover navigation displays an overview of country and locale sites available.

Emiratesglobalsite: http://www.emirates.com


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This ability to combine internet, extranet and intranet management from

within one centralized system, and reuse both content and layout elements

substantially, reduces cost and maintenance.

Emirates - Airline members website: https://www.skywards.com/


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ConclusionIn today’s anywhere, anytime world, the need to address the complexities and vast scale

found in leading enterprise organizations with regard to web content and communications

can be daunting. Together, ThoughtMatrix and SDL provide considerable experience,

expertise and solutions that empower large enterprises to address multiple business

challenges while optimizing their ability to engage with their audience—anywhere, anytime,

in any channel on any device.

When defined and developed properly, BluePrinting™ can empower enterprise organizations

to effectively manage and optimize content use across multiple web properties via different

channels, in different languages, on numerous devices and in rich media.

Combining ThoughtMatrix’s expertise in the area of marketing strategy, social media, IA,

design and systems architecture with SDL Tridion’s Global Engagement platform powered

through BluePrinting™ enables clients to rethink and re-energize their web content

management model. As a result, they will optimize engagement and operational efficiencies

by fully embedding business requirements ranging from culture, taxonomy and design to

social media and branding into their engagement platform.

ThoughtMatrix

We’re eager to share our years of professional excellence and

understanding of business to deliver the highest quality of digital

solutions to you.

Contactustoday.

415-217-0009

www.thought-matrix.com

[email protected]

facebook.com/thoughtmatrix

twitter.com/thoughtmatrix

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