Web Content Management Eurotel case study

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Web Content Management Eurotel case study

• Britcham Business Breakfast
• Ondrej Vích, Interactive Media Manager
• 06/08/2004

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Contents

• Content handling requirements
• Organisation of the Content Department(workflow
  publication)
• Different devices, but same content
• Marketing activities online
• Benefit of web content management

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A little history

• Corporate websites have been around for over 10
  years!

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Why do we invest in WCM?

• A majority of the services we provide today can
  be delivered or facilitated online
• The web must be more than an information
  repository it must be a 24x7x365
  service-delivery engine
• Our websites must deliver services to our
  customers
• This is not just about the website it is about
  automating, simplifying, and enhancing service
  delivery
• The key to success is delivery of
  services(including content services)

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Why do we invest in WCM?

• Customers want support 24x7x365
• Customers are concerned FOREMOST with service
• Customers are loyal only as long as we provide
  what they need
• The mobile communications industry is constantly
  and rapidly transforming this leads to frequent
  changes of services, technology, devices, etc
• Our customers need to get desired information
  reliably, accurately, and on time.

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Goals of WCM implementation

• Increase flexibility of site
• Reduce duplication of information
• Streamline information updates
• Support website growth
• Improve business responsiveness
• Reduce publishing costs
• Reduce website maintenance costs

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Major requirements

• Regular and frequent content updates
• Content handled by the internal web content team
• Fast delivery of new online applications
  websites to support marketing activities
• Get content stored in internal systems to
  Internet visitors
• High reliability and availability

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Web content team organisation
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What we do

• We create and launch new online applications and
  develop strongly branded customer experiences on
  the web.
• We develop and maintain all Eurotel websites and
  keep them up-to-date (including portions of
  mobile content)
• We write, edit, proofread, and translate texts
  for the web.
• This means managing 40,000 pages (each has on
  average 3 versions) in two different languages

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Content delivery process

• Content update request
• Content authoring
• Content approval
• Translation
• Verification
• Publishing delivery to external sites
• Planned marketing action
• Create project (set of content application
  updates)
• Request graphic design
• Request actual content from internal/external
  sources
• Request application development
• Whole project preview approval
• Publishing

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Content delivery process
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Create once reuse many times

• Content is strictly structured and independent of
  its design or device
• This hard-to-follow guideline enables us to
• Use the same document on websites as well as on
  mobile phone
• Present the same documents on different websites,
  tweaked to follow their particular marketing
  purposes
• Keep information in one place prevent
  duplicated work on updates
• Different types of content are stored once and
  used for different purposes
• RTI deliver OTA to your mobile, preview on
  Eurotel Live!, or download via WAP
• Java Games download the game or preview on
  javagames.eurotel.cz

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History

• 1999 2000 2001 2002 2003 2004

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The result of WCM implementation

• Greater consistency - coherent brand presentation
  across different online activities
• Increased site flexibility - faster turnaround
  time for new websites, new pages, and changes
• Greater capacity for growth - broad foundation
  for creating new applications websites
• Cost of digital content handling has been lowered
  (publishing costs, maintenance costs)
• Websites are transactional - transactions with
  internal systems
• Added value for clients and partners