WebCenter for Online Engagement

Take a strategic advantage by improving the User Experience

Speaker Name, Speaker Title
WEBCENTER FOR ON-LINE
ENGAGEMENT
 Websites Have Different Drivers

WebCenter ATG

Marketing-Driven Mixed Focus Sales-Driven

e.g., Media, Financial e.g. Consumer Brands, Telecoms e.g., Retail

WebCenter for Online use cases
Major Customer Scenarios

PRIMARY SECONDARY

Corporate. Online E-
com Media Commerce

Web Marketers Editorial Staff Merchandisers

 Sales Play: Corporate.com
Who buys it & what are they looking for?

• Drive consistent branding across multiple marketing

sites / depts / locations
• Deliver a targeted, interactive site experience on a large
scale – manage customer segmentation and drive
WEB MARKETERS automated optimization
• Manage multi-lingual / locale web presence to drive
product / promotion / pricing standards
• VP, WEB MARKETING • Add UGC to websites and moderate UGC
• VP, INTERACTIVE • Reduce time-to-market of web campaigns
• HEAD OF ONLINE
• Integration with CRM
• Manufacturing – Product Information Management
Primary Industries: • Healthcare/Tech/Pub. Sect. – Customer self-service;
Manufacturing
Financial Services access to information & social tools to speed issue
Technology resolution
Other industries with need
for corporate site
 Corporate.com
WebCenter Sites solution

Need WebCenter Sites Solution

Branding consistency across multiple sites • WCM
Multi-lingual content management • WCM
Targeting and optimization • Segmentation and Targeting; Analytics;
RTD integration for automated optimization
Social computing and interactivity for the • User-Generated Content; Gadgets for end-
website user personalization
Business user management of site content • WCM
and campaigns
Multi-channel communications • WCM; Mobility Server; Integration with
Siebel CRM
Manufacturing – Product information • Built-in PIM capabilities
management (PIM)
Integration with CRM • Integration with Siebel CRM
Integration with DAM and ECM • Integration with WebCenter Content
Self-service information & online support • WCM; User-Generated Content
 Leading Questions
• Head of Online / Web Marketing
• How many websites make up your external marketing web presence? Are these sites managed
centrally or by different departments / LOBs?
• How consistent is the branding across all of these sites? How easy it is to keep them looking like
one company?
• What tools are you using today to manage each of these Web properties? How long has each
been in place and are they working for you?
• How do you handle corporate marketing initiatives across multiple websites – is this a challenge?
• Does marketing manage their web content or is there heavy IT administrator and developer
support required?
• Are you planning any upcoming Web site redesign initiatives?
• How critical is the web to your lead generation and sales processes? Is it driving as much value
as it could?
• What is your mobile strategy?
• What is your social media strategy?
 Leading Questions
• IT & Enterprise Architects

• How many websites make up your external marketing web presence? Are these sites
managed centrally or by different departments / LOBs?
• How consistent is the branding across all of these sites? How easy it is to drive
efficiencies in managing these sites?
• What tools are you using today to manage each of these Web properties? How long has
each been in place and are they working for you?
• Are you spending the right amount of time supporting marketing’s daily tasks vs. working
on longer-term strategic projects?
• How are you handling the increasing demands from marketing for web-based programs
and sites?
• Are you planning any upcoming Web site redesign or platform standardization initiatives?
 Sales Play: Online Media
Who buys it & what are they looking for?

• Monetize content / premium content models

• Be first to market with content and information
EDITORIAL STAFF
• Drive site stickiness and customer loyalty with
interactivity and personalization (large and
• EDITOR, ONLINE fickle customer base)
• EDITOR, DIGITAL • Quickly find, repurpose and reuse large
quantities of content and rich media
Primary Industries: • Real-time optimization
Media
Publishing
• Mobile web
Entertainment
Online Communities
 Online Media
WebCenter Sites solution
Need Solution
Centralized management of multiple brand, newspaper, or interest • WebCenter Sites WCM
sites
Multi-lingual content management and delivery • WebCenter Sites WCM

Massive scalability of public websites with dynamic content • WebCenter Sites WCM

Many simultaneous content contributors, and instant content • WebCenter Sites WCM
publishing
Easily find, reuse and repurpose content for the web; heavy use of • WebCenter Sites WCM offers built in rich media
rich media management and strong content repurposing for
the web
• Integration with WebCenter Content DAM
Target content to drive site stickiness, loyalty and premium content • WebCenter Sites segmentation and targeting
models
Optimize content for relevance and customer engagement • WebCenter Sites analytics
• Real-Time Decisions for automated optimization

Social features and content to drive relevance and interactivity • WebCenter Sites UGC with moderation
• WebCenter Sites gadget server for end-user
personalization and content syndication

Integrate w/ social networking sites for targeting & content • WebCenter Sites integrates with social
dissemination networking sites
Mobile channel enablement is essential • WebCenter Sites mobility server manages the
mobile channel and the traditional web in an
integrated manner
 Leading Questions
Head of Online / Editorial Department

• What is your process for letting your editors quickly find, repurpose, and create
content and publish it to the online channel? How efficient is this process?
• How many editors do you have contributing content to the site on any given day? How
easy is this process for them? Are you getting content to market as rapidly as you
need to?
• How has your revenue model changed with the growth in the online business over the
last several years? What are your plans for using the website to generate new forms
of (or more) revenue?
• What do you do to create customer loyalty and to drive revenue online?
• What is your mobile strategy?
• What is your social media strategy?
 Sales Play: Online Commerce
Who buys it & what are they looking for?

• Targeting & optimization for cross/up-sell and

driving loyalty
• Offer strong Product Information Management for
MERCHANDISERS
large product catalogs
• Easy-to-use authoring environment for non-tech
users (merchandisers)
• VP, MARKETING
• VP, E-BUSINESS /
• Work with e-commerce systems like ATG
ONLINE • Work with transactional booking engines for travel
• ONLINE
MERCHANDISING
• User generated content for product reviews
MANAGER • Support regular, full site content refreshes
Primary Industries: • Work with digital assets
Retail
Travel
Other industries with
online purchasing
 Online Commerce
WebCenter Sites solution

Need Solution
Strong Product Information Management (PIM) for • WebCenter Sites WCM offers built in robust PIM capabilities
managing extensive, frequently changing product
catalogs
Easy-to-use site authoring environment for • WebCenter Sites WCM offers a WYSISYG business-user
merchandisers authoring envt
Targeting for cross-sell and up-sell • WebCenter Sites segmentation and targeting
• Real-Time Decisions automated recommendations

User generated content for product reviews • WebCenter Sites offers user-generated content capabilities
with enterprise moderation

Regular full-site content refreshes for catalog-based • WebCenter Sites WCM offers strong content management,
businesses workflow and publishing for enabling large-scale publishes with
dependency checks

Work with digital assets • WebCenter Sites WCM offers built-in rich media management
and strong content repurposing for the web
• Integration with WebCenter Content DAM

Mobile channel enablement • WebCenter Sites mobility solution

Integration with leading eCommerce solution • WebCenter sites WEM integration with ATG
 Leading Questions
Merchandising Department

• What are your major challenges with the online channel?

• How easy is it to manage your online product catalogs today? How frequent are the
changes? What systems/processes are you using?
• How easy is it for your merchandisers to manage online content?
• Do you have an offline catalog business? How do you keep this content in synch with
what you are offering online?
• How are you using social media to enable your business? What else would you like
to be doing?
• How are you doing cross-sell and up-sell on your website today – are you using any
targeting technologies?
• What eCommerce platform are you using today? How does it work with your web
content management system?
• What is your mobile strategy?
 Telmore – a TDC company
Satisfaction guaranteed with WebCenter Sites
COMPANY OVERVIEW RESULTS
• Mobile, Mobile broadband, Broadband 750.000+
customers (15% market share) • Personalize content based on
• Part of TDC - ambition to become the best performing customers contract, locale and
telecom player in Europe by 2012 measured on value phone type
creation, customer satisfaction, and employee pride • Improved customer satisfaction
CHALLENGES/OPPORTUNITIES to 84% (via TNS Gallup report)
• Contribute to overall TDC goals, particularly on customer • Currently have 22 visitor
satisfaction attributes to target 26 different
• Web site were managed by IT teams, requirement to move personae (segments)
to business owners
SOLUTION
• WEM user in all aspects
• Deploy Engage for targeting and A/B testing on their Screenshot (website or
website application)
• Engage is targeting content linked to Omniture Sitecatalyst

WebCenter Sites Content Server, Engage, Satellite Server,

 Red Bull
WebCenter gives you wings
COMPANY OVERVIEW RESULTS
• Explain industry, size, (empl+ revs), competitive edge
Joost • Operate their 100+ corporate
website, worldwide country
CHALLENGES/OPPORTUNITIES
websites and several other
• Red Bull were looking for system to manage theri strategic websites
disparate content & sites
• No brand management capabilities
• Multi brands managed:Red Bull
TV, World Series Airrace Cliff
• With all their brands, no real on-line equivalent Diving, X-Fighter, Crashed Ice
• No ability to serve the volumes experienced
• Up-to-date on all events and
SOLUTION links into its Social Networks
• Content Server manages and delivers multi channel and
multi-lingual sites
• Integration with a number of their systems Content Pool
their DAM system, Video Streaming , and their Infonet
intranet.

WebCenter Sites Content Server

 Epson Europe
Equipped for the future
COMPANY OVERVIEW RESULTS
• Part of the Seiko Epson group, founded in 1942, now
headquartered in Nagano, Japan. Global no. of empl. Is • Publishing time down from 2 days
74.5K, annual revenue is ¥973,600 million (March 2011) to 30 minutes
• Epson offers consumer and business technology products • Managing a dozen sites from a
and services single instance
CHALLENGES/OPPORTUNITIES • Implemented via SI partnership
with Sapient
• Manage the online product catalog and content for the
online store • Visit www.epson.co.uk
• Learning and customer engagement are central
components of the site experience
• Deliver multi-langual non-commercial sites for partner
communities
SOLUTION
• All content, products and collections managed via CS
• Integrate with ATG Commerce via XML and web services
• Parts of the product pages are rendered by ATG via an
AJAX control in the WebCenter-rendered page
• The ‘Explore Epson’ and ‘Support’ areas of the site are
delivered entirely by WebCenter Sites

WebCenter Sites Content Server

 Real Madrid
Score with Engaging Fans Across the Globe
COMPANY OVERVIEW
RESULTS
• Real Madrid is a winning European soccer franchise with a
website focused around fan engagement • Supports a growing base of 200K
• The web is the center of multichannel digital content registered fans
distribution strategy including radio, video, social, TV, and • Website offers 200,000 images
more and videos and supports peaks
close to1 million concurrent
CHALLENGES/OPPORTUNITIES
visitors
• The website is the critical hub for fan engagement – they
have one of the largest and most global fan bases of any
team in the world
• Media is their business; they offer both free and
subscription-based content online
• Selected over Vignette v7 and Microsoft MOSS
SOLUTION
• Runs the online presence for www.realmadrid.com
• The WebCenter deployment is the center of their multi-
channel digital content strategy for deployment to web,
radio, TV

WebCenter Sites Content Server, Analytics

 Grupo Santander
One Global Corporate Standard
COMPANY OVERVIEW
RESULTS
• The Santander Group is the fourth largest bank in the
world by profits and eighth by stock market capitalisation. • Launched 80+ sites in 12 months
It serves 91M customers and runs 13,600 branches • Rapidly get new sites up after
• Its presence is concentrated in 9 major markets: Spain, acquisitions (e.g. Abbey Bank)
Portugal, Germany, the UK, Brazil, Mexico, Chile, • WC Sites manages Santander’s
Argentina and the US, mainly for retail banking internet, intranet and extranet
CHALLENGES/OPPORTUNITIES sites
• Manage multiple sites in multiple languages
• Selected as worldwide WCM standard over upgrading to
Vignette v7
SOLUTION
• Global corporate intranet, Santander Today, is the main
internal communication vehicle for Santander’s 170,000
employees
• 130 intranet sites consist of corporate intranet, specific
sites for different banks in the Group, and role-based
personalized intranet sites for individuals

WebCenter Sites
 Hays Recruitment
Joining up Experts
COMPANY OVERVIEW
RESULTS
• Global recruitment group with 257 offices in 30 countries
worldwide. It is the market leader in the U.K. and Australia, • Time required to create and
and one of the leaders in Continental Europe publish recruitment information
• In total 2.8M jobs profiled. reduced from days to minutes
• Optimized search engine
CHALLENGES/OPPORTUNITIES rankings by enabling business
• Replacement required for a bespoke web platform which users to specify page titles, URLs
was out of date and out of touch and metadata for each new page
• Customer retention and acquisition were their key driving • Projected full ROI within 3 years
factors by being able to attract
• Improve marketing capabilities by capturing profile candidates with fresh web
information for the hundreds of thousands of job content
candidates that visit Hays websites each year
SOLUTION
• Use of UCM and WebCenter to build compelling and
contextual web site, based on visitors’ profiles, searches
and on-site behavior
• Delivered a richer experience to Website visitors by using
semantic relationships to display relevant job vacancies,
events information and useful content

WebCenter, UCM, Spatial, Semantics

CROSS PILLAR POSITIONING
 WebCenter Cross-Pillar Website Capabilities
How do I know which product(s) to sell?

What is the business

DAM & ECM WEM
WebCenter Content
Publishing WCM
Targeting objective?
Analytics
Static sites UGC
Who is the WebCenter Sites

?
Web apps Mobile Web
buyer? How do requirements map
Gadgets

to our offering &

Wikis

strategy?
Portals Portlets

WebCenter Portal Mash-ups

Composite Apps
Oracle’s Complete Online Platform

www.company.co
m
WebCenter Sites

shop.company.co my.company.co
m m
ATG WebCenter Portal

Content RTD SSO App Int. Search Social

WebLogic Server, ExaLogic, ExaData, Management Tools

 When to Position…
WebCenter Sites for external-facing, experience-driven websites

Buyers Primary Objectives Key Requirements

Line-of-Business Buyer: • Build customer engagement • Ease-of-use for business

• Marketing & interactivity users
• Online media • Drive site stickiness & • Customer segmenting &
• Merchandisers increase brand loyalty – content targeting
• Online/Digital (Marketing/IT) create fans • Website content analytics
• IT is still a key decision • Successfully shift more • User-generated content &
influencer marketing focus/strategy moderation
online • Rich media support
• Increase marketing control, • Extend web presence to
insight & agility over online social media channels
channels – less control for IT • Multi-lingual & micro-sites
Jordan, Head of Online • End-user personalization
• Mobile web enablement
• Scalability & high
WebCenter Sites has increased our web traffic
performance
and our customer loyalty by offering our • Integration w/commerce &
customers a fun, interactive & personalized CRM
experience that keeps them coming back.
 When to Position…
WebCenter Content for content-enabling web applications

Buyers Primary Objectives Key Requirements

IT Buyer: • Streamline procedures for • Basic content editing &

• CIO, VP/Director of IT publishing content to distribution in web formats
• VP/Director of Development existing Web applications from ECM infrastructure
• LOB may be a decision • Get more use / add flexibility • Content conversion & lifecycle
influencer to existing web applications management
• Leverage in-house developer • Scalability & high
resources to extend web performance
applications
• Integration with ECM features:
doc mgmt., capture & imaging
• Ease-of-use for business
users
Janice, VP Dev.

WebCenter Content has brought new life to our

web application by enabling business users to
easily add & edit content as they see fit.
 When to Position…
WebCenter Portal for enterprise portals & composite applications

Buyers Primary Objectives Key Requirements

IT Buyer: • Provide customer-centric, • Consolidate and present data

• CIO, VP/Director IT user-friendly access &
from multiple back-end
• VP/Director of Development management of information
sources via the web
• Enable self-service
• LOB may be a decision • Enable customer
• Increase the efficiency of
influencer transactions (enrollment,
business processes through registration, etc.) via the web
better system integration • Application integration
• Enable more personal & tooling for extending
contextual interactions application or back-office
around content & processes capabilities
• Social tools for contextual
access to content and
Joe, CIO dynamic personalization of
solutions
WebCenter Portal has increased our
customers’ satisfaction by enabling access to
their transactions through a simple, self-
service website.
 There Will Be Exceptions…

Global Intranet Customer Self-Service Transactional Site

• Objective: Provide personalized & • Objective: Provide a self-service

localized access to policies & transactional site for customers to
documents based upon region & job access and manage their accounts
function • Key Requirements: statement & bill
• Key Requirements: Explicit content presentment, integration with back-end
targeting, multilingual support, micro- apps for recent transactions
sites for regional HR depts, UGC for • WebCenter Lead Product: Portal
ratings and comments on benefit & • WebCenter Upsell Opp: Sites for
policy docs marketing-oriented corporate.com site
• WebCenter Lead Product: Sites
• WebCenter Upsell Opp: Portal for
integration w/Employee Self-Service
app