"Next Generation Websites: How Meaning is Transforming the Web" as presented by Shiva Vannavada, Vice President, Rich Media Technology, iCrossing, at the Autonomy Interwoven - Executive Luncheon in Los Angeles, California, on Thursday, March 18, 2010.

1. Next Generation Websites:
How meaning is transforming the web
iCrossing – Customer Presentation
Shiva Vannavada
Vice President, Rich Media Technology
March 18, 2010

2. Agenda
• The trend to redesign
• The importance of content portability
• Client implementation examples: Toyota, Hyundai
– Creating a rich user interface
– Database integration
– Mobile site generation
– Social media integration
– Enterprise search integration
• The release management process
• Questions to ask before a redesign
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3. About iCrossing

4. One of the largest independent digital agencies
12 550 40+
OFFICES EMPLOYEES FORTUNE 500
New York, NY WORLDWIDE CLIENTS SERVED
Chicago, IL
Scottsdale, AZ
San Francisco, CA
Los Angeles, CA
Dallas, TX
Reston, VA
Irvine, CA
Salt Lake City, UT
Brighton U.K.
London U.K.
Munich, Germany
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5. Automotive
Travel & Hospitality
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Retail and CPG
Financial Services
Across key vertical industries
Tech and Telecom
Other
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6. Recognized as best in class for Web dev and Search
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7. Our service offerings
SOLUTIONS
BRANDING/ RETENTION DIGITAL MEDIA
ACQUISITION
AWARENESS PROGRAMS PR MANAGEMENT
RELATIONSHIP LEAD LOYALTY GLOBAL MARKETING
MARKETING GENERATION PROGRAMS CAMPAIGNS INTELLIGENCE
TECHNOLOGY
BID MGMT FEED MGMT SEO MGMT SOCIAL MEDIA ANALYTICS
APPLICATION APPLICATION APPLICATION APPLICATIONS DASHBOARDS
+ SEO DISPLAY
WEB DESIGN & SOCIAL MEDIA
KIOSKS
MOBILE SITES
DEVELOPMENT OUTREACH & APPS
SERVICES
COMMUNITY DIGITAL SMS/
SEM EMAIL MEDIA PLANNING
DEVELOPMENT OUT OF HOME MOBILE ADS
SKILLS
CREATIVE CONTENT TECH QUALITY
STRATEGY PLANNING
& IA DEVELOPMENT DEVELOPMENT ASSURANCE
RICH MEDIA / MOBILE OFFSHORING
RESEARCH ANALYTICS MEDIA
VIDEO SITES/APPS SOLUTIONS
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8. Our partnership with Autonomy
PARTNER OF THE YEAR - 2007
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9. Trend to redesign

10. Trend to redesign
• Why Redesign - because your business has real reasons to do it
• Your business has evolved and the site does not represent you and/or
your customers
• Site does not meet business objectives and/or customer objectives
(not usable, wrong information, doesn’t sell product, can’t keep
content fresh)
• Site is not visible and/or accessible (architectural barriers and it’s
better to start over)
• Site is not part of an integrated, multi channel, online experience
• Site does not support improvements to business processes (it’s
holding your business back)
• You apologize for your site to new prospects - the site is old, clunky,
perhaps unstable, and creates more overhead than it’s worth (too
expensive to maintain)
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11. Trend to redesign
• iCrossing creates a connected brand experience across all online
marketing channels to bring the right experience, at the right time, to
the right audience
• iCrossing combines its breadth of hands-on experience, proprietary
technology, and relationships to function as your trusted advisor to set
and meet the desired redesign objectives
• iCrossing is a full service agency that has strategy, creative, and
technical talent to deliver world class solutions
• iCrossing uses its industry expertise, as well as technology and
creative, to help increase the lower funnel activity and, ultimately,
traffic to your online marketing channels
• iCrossing delivers visible websites
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12. Content portability

13. What is content portability?
DHTML / JavaScript - - AJAX
- FLEX
HTML / CSS -
Website - Brand Sites
Flash -
- Micro Sites
Backend Applications - - Rich Internet Applications (RIA)
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14. What is content portability?
- Social Networking Services
Micro Sites RSS -
Brand Sites - - Geo Services
News -
AJAX / JavaScript - Atom -
API’s/ - SOAP/REST/XML
Feeds - Financial Services
XHTML / CSS - Events -
Website - Computing Services
Flash/Flex - Blogs -
Microsoft Silverlight -
Rich Internet -
Applications (RIA)
Content / Assets
Defined as information & format - Microsoft Silverlight
Kiosk- No inherent functionality
- OCC Apps
Print Ads -
Desktop - Google Gears
Online Ads- Advertising CONTENT HUB
- Adobe Air
Brochures -
Application Services - Branded Desktop
Live Events - Defined as data, functionality & form Applications
A controlled experience
XHTML Mobile - - Communications
Embeddable Widgets & Plug-ins -
Twitter, Blogger, Pownce
Microsoft Silverlight - Yahoo!, Google, Wordpress
Adobe Flash Lite - - Discovery
Mobile Content - Social Digg, Del.icio.us,
JavaFX/JavaME - YouTube, Flickr, Slashdot Media StumbleUpon
Applications -
Messaging - API’s & Applications - - Interactions
Facebook Apps, OpenSocial, Facebook, MySpace,
Netvibes, Twitter, Flickr Bebo
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15. Client examples
Toyota
Hyundai

16. CMS selection process
Creative / Technical
Business / User Requirements
Requirements
Create Scorecard
Evaluation Criteria
Select 3 CMS Vendors
Complete Scorecard for Vendor Demos /
each Vendor POCs
Select CMS Vendor
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17. CMS selection criteria
• Cross platform support
– Simple installation process and footprint
– Works with any technical infrastructure/ application architecture
• Usability / intuitive user interface
– Ease of use for a content editor to login / publish / administer content
– Granularity of integration with complex Rich Media components, page designs and ability to produce
semantic markup
• Publishing mechanism
– Relative ease of publishing content to various environments, maturity of workflow, email notifications
– Strength of multi-site, multi-channel content syndication
• Aggregation of external content & systems
– Ability to aggregate external data, images, and social media services
– Low level of effort to integrate with external authentication
• Product extensibility
– Native personalization integration with personalization systems
– Built-in features for supporting SEO, inherent analytics features
– Digital Asset Management (DAM) integration
• Licensing / implementation / Support
– Commercial support and maintenance, quality technical support
– Clear upgrade path and roadmap
– Online developer community
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18. Remember portability? - Social Networking Services
RSS -
Micro Sites - Geo Services
Brand Sites - News -
API’s/ - SOAP/REST/XML
Atom -
AJAX / JavaScript - Feeds
Events - - Financial Services
XHTML / CSS -
Website Blogs - - Computing Services
Flash/Flex -
Microsoft Silverlight -
Rich Internet -
Applications (RIA)
Content / Assets
Defined as information & format
No inherent functionality - Microsoft Silverlight
Kiosk- - OCC Apps
Print Ads -
Online Ads-
CONTENT HUB
TEAMSITE Desktop - Google Gears
Advertising - Adobe Air
Brochures -
- Branded Desktop
Live Events - Application Services Applications
Defined as data, functionality & form
A controlled experience
XHTML Mobile - - Communications
Embeddable Widgets & Plug-ins -
Twitter, Blogger, Pownce
Microsoft Silverlight - Yahoo!, Google, Wordpress
Adobe Flash Lite - Social - Discovery
Content - Digg, Del.icio.us,
JavaFX/JavaME - Mobile YouTube, Flickr, Slashdot Media StumbleUpon
Applications -
Messaging - API’s & Applications - - Interactions
Facebook Apps, OpenSocial, Facebook, MySpace,
Netvibes, Twitter, Flickr Bebo
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19. Autonomy products utilized
• TeamSite
• OpenDeploy
• MediaBin
• Autonomy Enterprise Search
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20. CMS implementation architecture
INTERWOVEN TEAMSITE
BRANCHING STRATEGY
MICROSOFT
INFRASTRUCTURE
OPEN DEPLOY
MASTER-SLAVE DCT
GENERATION PROCESS
MASTER-SLAVE TPL
GENERATION PROCESS
SUN / IBM
INFRASTRUCTURE
PUBLISH / GENERATE
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21. Rich user interface

22. Toyota.com
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23. Toyota.com
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24. Toyota.com
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25. Toyota.com
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26. Toyota.com
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27. Toyota.com
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28. Rich media components – Flash/AJAX
XML FLASH
TEAMSITE
DCT -> DCR -> TPL
JSON AJAX
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29. Database integration

30. Toyota.com
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31. Toyota.com
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32. Toyota.com
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33. Toyota.com
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34. Toyota.com
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35. Toyota.com
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36. Toyota.com
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37. Database integration
TEAMSITE
DCR -> DCT -> TPL
XML
DATA LOAD SCRIPT
LOCAL SPECIALS CONFIGURATOR
DB SERVER
CRM LMS
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38. Mobile site generation

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40. Mobile integration
CSS / JavaScript
XHTML WEBSITE
TEAMSITE
DCT -> DCR -> TPL
XHTML MP MOBILE SITE
CSS / JavaScript
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41. Social media integration

42. Toyota.com
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43. Social media integration
TEAMSITE
XML FEEDS FACEBOOK
DCT -> DCR -> TPL
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44. Enterprise search integration

45. Toyota.com
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46. Enterprise search integration
AUTONOMY
TEAMSITE
ENTERPRISE SEARCH RESULTS
DCR
SEARCH
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47. Release management process

48. Release management
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49. Questions to ask before a redesign

50. General questions to ask yourself before a redesign
• Do your homework
– Do your research (audience, competitive best practices, industry trends)
– Know your current site’s metrics to know what flows and content work and or don’t work
(perpetuate the good, drop the bad)
– Reminder: don’t lose those critical URLs in the redesign
• Know where you want to go
– Define and prioritize your business objectives for the web, social media ties and mobile
experience (interactive strategy roadmap)
– Keep focus on defining an experience that drives the primary behaviors you want to achieve
– Make sure technology selection is extensible to the future vision
• Understand organizational impacts
– Understand what staff and infrastructure are needed to provide the desired experience for
all aspects of your online program (today and in the future)
– Understand what business processes will change and what’s required to support those
changes
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51. General questions to ask yourself before a redesign
• Who is managing this project (roles and responsibilities)
– What roles will your organization play and are you really prepared to take on those roles
– Who has the authority to make decisions and how will they be engaged
– How many partner agencies will be engaged and who is responsible to ensure proper
integration of work
• Know your budget
– Know where the content will come from – photography, videos, and site content can be
time consuming and expensive to create
– Who and how is content going to be maintained and kept fresh - blogs, Facebook posting,
tweets, site content
– Allow enough internal time to stay properly engaged during the project
– Consider conducting early stage user testing to validate your assumptions are accurate
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52. thank you.
SHIVA VANNAVADA
Vice President, Technology Services
Company: iCrossing Inc.
Phone: 310 302 6030
Email: shiva.vannavada@icrossing.com