IndustryConsumer Electronics.

ObjectiveProvide a more personalized and inspiring experience for consumers seeking photography-specific educational and instructional content.

ApproachRedesign and rebuild a technology platform and user interface that would allow educational and inspirational branded content to be efficiently created, managed, repurposed, optimized, and published.

“We are very excited by what we have been able to achieve with our TeamSite and LiveSite implementation. The combination of a scalable and flexible technology platform coupled with an expert software development partner have allowed us to increase revenue through investment in content and experience optimization.”

– David Dentry, Sr. General Manager, Customer Experience, Nikon Inc.

Founded in 1917, Nikon Corporation is a world-leading provider of optics and imaging technology with over 28,000 employees worldwide. With a corporate philosophy of trustworthiness and creativity, Nikon is committed to the continual development of the brand and exceeding the expectations of their customers. They do this by not only continuing to push the boundaries of optical technology, but by offering best-in-breed marketing technology to connect with their consumer base.

Case study

Nikon partners with HP Autonomy and Kanban Solutions to improve their online customer experience HP TeamSite, LiveSite, MediaBin, and OpenDeploy

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IT matters• HP TeamSite

• HP LiveSite

• HP MediaBin

• HP Open Deploy

Business matters• Leveraged TeamSite features and

functionality to allow for intuitive editorial process.

• Fostered creative design flexibility without compromising brand consistency and user experience best practices.

• Optimized content delivery method resulting in search engine optimization best practices.

• Localized content to appeal to and engage global consumers.

• Delivered flexible content and meta-data models to address a variety of content types and delivery channels.

• Improved customer experience with targeted, dynamic online educational and inspirational content.

– 58% increase in average time spent on site after the redesign and rebuild

– 43% increase in article views per visit after redesign and rebuild

• Increased propensity to purchase as a result of branded content.

– 101% increase in visits that included an Add-to-Cart click after the redesign and rebuild.

• Decreased time to market with more intuitive and efficient editorial and publishing process.

• Increased findability of content, both off and on-page.

The NeedWith the proliferation of digital photography, consumers of all backgrounds and skill levels search for articles, tips, and other content to educate and inspire them to be better photographers. If Nikon could provide this education and inspiration through a rich, immersive experience with content specifically written and curated for this audience, they could improve brand awareness and preference during the purchase process, and build brand loyalty. This effort is designed to drive commerce through content, and focused on the redesign and rebuild of an outdated website experience. The website lacked an effective interface, utilized inefficient workflow, and was not flexible enough to meet the needs of the market and content creation process.

The SolutionNikon chose HP Autonomy’s meaning-based web content management platform, which combines the powerful features of HP TeamSite and HP LiveSite to deliver dynamic, targeted and interactive content to site visitors. The HP Autonomy solutions provide the foundation and ease of use that Nikon was looking for to create an educational and inspirational experience, referred to as Learn & Explore.

Case study | Nikon

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The content engineers and front-end development team at Kanban, the partner services organization, collaborated with HP Autonomy and Nikon to reimagine and rebuild this very important aspect of Nikon’s web presence. These efforts resulted in a range of advantages, including:

• Findability, shareability, and SEO: To create a rich and engaging user experience, the URL and page titles were updated to allow search engines to direct users to a pre-filtered list of results based on their search term.

• Editorial-inspired content authoring: To allow content contributors and editors to make the most of the visual interface for customers, significant attention was applied to creating an editorial interface that allowed for content reuse, tagging, and layout while not stifling the creative process. The resulting combination allows for a unique presentation of content without compromising the brand experience and usability.

• Content delivery: Dealing with rich, image-based navigation of content can be difficult and there was a great emphasis on better content delivery for a faster website. In order to optimize performance, Nikon’s website only loads those images that are viewable by users. This capability speeds up page load time and reduces bandwidth, which is very important for mobile users and provides an overall better user experience.

• Caching: To improve application responsiveness, Kanban implemented a specialized cache framework to handle situations around retrieving content. For example, if several users requested the same content, while the request might be handled by different servers, the clustered or shared caching implementation allows for significant performance improvements and reduces the overall load across the server cluster.

• Navigation: The navigation of the Learn & Explore experience can be entirely controlled by the marketing user via customized Data Capture Templates in the TeamSite interface. The pre-built navigational elements allow Nikon’s content authors to define specific topics based on business objectives. These topics are automatically built using meta-data and actual content within the articles, and can be tuned by the author to return the best results by keyword.

• Media Integration: HP’s MediaBin asset repository is tightly integrated with the TeamSite platform and allows intuitive search and retrieval of media files for specific application within the content marketing platform. A Content Distribution Network and Video Platform, Brightcove, was integrated to allow for secure and seamless distribution of video content.

Case study | Nikon

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© Copyright 2013 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice. The only warranties for HP products and services are set forth in the express warranty statements accompanying such products and services. Nothing herein should be construed as constituting an additional warranty. HP shall not be liable for technical or editorial errors or omissions contained herein.

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Benefits• Seamless creation of targeted webpage

content and management of the individual workflows.

• There is no limitation in the type of content you can publish.

• Ability to manually tag content and create rules for suggesting content tags.

• Navigational “Pills” are programmatically created and optimized for ease of use and consumer engagement.

• A media and content syndication plan was designed and deployed to drive exposure and traffic from external media outlets.

• Rich media assets are stored in HP MediaBin and seamlessly integrated within the TeamSite workflow.

• Integration with HP TeamSite allows content authors to upload videos directly to the online video platform.

About NikonNikon Inc. is the world leader in digital imaging, precision optics and photo imaging technology and is globally recognized for setting new standards in product design and performance for its award-winning consumer and professional photographic equipment.

For more information, visit http://www.nikonusa.com.

About Kanban SolutionsKanban Solutions provides software and content engineering, systems integration, and product development services to global brands across a number of industries; including consumer electronics, retail, financial services, publishing, manufacturing, and media. Based in New York City, Kanban has developed solutions for such notable brands as Nikon, NBC Universal, Straight Talk Mobile, and New York University. Kanban specializes in complex web applications that connect customer experience, content, and commerce technologies and systems, rely on rich interfaces, and deliver business results.

More information about Kanban is available at http://www.kanbansolutions.com.

About HP AutonomyHP Autonomy is a global leader in software that processes unstructured human information, including social media, email, video, audio, text, web pages, and more. Using HP Autonomy’s information management and analytics technologies, organizations can extract meaning in real time from data in virtually any format or language, including structured data. A range of purpose-built market offerings help organizations drive greater value through information analytics, unified information access, archiving, eDiscovery, enterprise content management, data protection, and marketing optimization.

Please visit autonomy.com to learn more.

Case study | Nikon