Agenda

1. About the Institute of Chartered Accountants in Australia

2. The digital blueprint

3. The Institute website project

4. The Institute & Sitecore

5. Lessons learnt & future directions

About the Institute

> Since 1928 the professional body representing Chartered Accountants in Australia

> Members work in diverse roles across public practice, commerce, government & academia

> Leads the profession by engaging with local and international bodies on public policy, legislation and regulatory issues – Tax, audit, superannuation, reporting & financial advisory services

55,000 members

13,000 candidates

About the Institute

Career foundation: the Chartered Accountants Program

Member services: knowledge resources and practical tools

Member training: continuing professional development

Advocacy and leadership: promote prudent financial management and sustainable economy

1

2

3

4

About the Institute Many audiences

Partners

/

suppliers

Paren

ts

Members

Academics

Affiliates

High School

Students

Uni students

Govt (stateand federal)

Candidates

NFPs/NGOs

Industry &

commerce

Media

Digital blueprint: vision

To deliver high value content

where, when and how

our audiences require it.

Social Media

Email

Prin

ted

med

ia

SEO

/ SE

M

www.charteredaccountants.com.au

Events & Training

Brandcomms

Online advertising

Micro-sites- Marketing campaigns

- Conferences

Sitecore CMS- Distributed

content publishing

Sitecore OMS- User behaviour/

profiles/testing

Mobile devices /Content-rich apps

myCommunity- ‘pull’ not ‘push’ info

- networking

Digital blueprint: channels

Digital blueprint: website business goals

> Leadership positioning

> Better access to business tools and learning resources

> Rapid content publishing by multi-functional, multi-location teams

> Increase online payments of member subscriptions and member events

> Increase visits to Training content

> Achieved

> Achieved

> Achieved

> Achieved

> Achieved

Digital blueprint: part of major IT restructure

> New website part of a 3 year initiative termed the ‘Renewal Programme’

– Rejuvenate our internal processing systems and business-critical services so we can continue to lead the profession

> Deliverables included middleware integration, single sign-on, new infrastructure (s/w and h/w), in-house hosting, content migration

WebsiteLearning/event management

system

Finance software

CRM

Digital blueprint : website project stages

Oct -Dec 2009• Business case submitted to Board• Budget approved• Sitecore POC

Oct -Dec 2009• Business case submitted to Board• Budget approved• Sitecore POC

June-Sep 2009• IA workshops• BR for POC• Content plan

approved

June-Sep 2009• IA workshops• BR for POC• Content plan

approved

July-Oct 2010• Built 27 page templates/25 page

controls/implemented infrastructure

• Staff CMS training• Content migration

July-Oct 2010• Built 27 page templates/25 page

controls/implemented infrastructure

• Staff CMS training• Content migration

Nov 2010• ‘Soft’ launch• Feedback• Publishing

Nov 2010• ‘Soft’ launch• Feedback• Publishing

Dec 2010-May 2011

• Useability research

• Publishing survey

• Enhance functionality

Dec 2010-May 2011

• Useability research

• Publishing survey

• Enhance functionality

June 2011• Launch!

• DM campaign• myCommunity• Sitecore OMS

June 2011• Launch!

• DM campaign• myCommunity• Sitecore OMS

Jan 2010• Project team formed with ICT &

Digital• Finalise BR &

FS docs

Jan 2010• Project team formed with ICT &

Digital• Finalise BR &

FS docs

April 2010• Bluearc

appointed• BA producer

joins project team

April 2010• Bluearc

appointed• BA producer

joins project team

May-June 2010• Site design

completed (in-house team)

May-June 2010• Site design

completed (in-house team)

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654

32

7 8 9

Home page sets the tone

Old home page

New home page

Tools & Resources Training & Education Advocacy Community

Home page: key content entry points

myAccount: customisation

Pods can be added / deleted / moved

Pods with targeted

content are locked

myCommunity: user generated content> Dedicated Institute social networking platform

• contribute opinions across a diverse set of relevant topics• feel more ‘connected’ to the Institute• share ideas, post questions and network with others.

Blogs> 6 blogs > Open for all to read;

login to comment> Future plans: add

pics/audio/video

Forums> Started with carbon tax

forum> Open for anyone to

read; login to reply or post new comment/ question

> Open / closed / private> Share via wall updates /

forums / article, photo and video sharing

> All groups moderated

Groups

The Institute and Sitecore

Publishing

> Digital team in S&M responsible for all website publishing

> Authors and approvers have been trained in HO and all states

> Intranet and Yammer used to deliver training, tips, FAQ

Marketing

> Content served based on user profile

> Developed microsites with flexibility and functionality beyond main site

> 3rd party advertising on our site

> Web forms help collect data and intelligence

Growing

> Mobile optimise the website

> Enhance search, extend to external partner sites

> Connect with other systems (eg. email, CRM)

> More user-generated content

The Institute and Sitecore

> Digital team supports all website publishers

> Responsible for useability, design, content, functionality, connectivity, improvements, performance

> ICT supports Digital with project managers, developers, infrastructure, help desk, road map planning.

Digital

Member Mktg

Student Mktg

States

Executive

HR

Chartered Accountants

Program

Corp Comms

Lessons learnt…Institute perspective

> Engage as early as possible

> Multi-disciplinary project team

– include business owners with customer/user focus

> Migrating content success depends on publishers

understanding their role

– And given plenty of notice to take on extra workload

> Perform useability testing on prototypes

> Timing plans are essential...but it will not go live on

time…build ‘fat’ into your plan

Lessons learnt…BlueArc perspective

> Project governance structure

> Process - define, stick to it, review

> Architect site for long term goals

> Strong project management (on both sides)

> Benefits of blended teams

> Useability testing

…and future directions

> Mobile– Optimise for devices, apps, interaction

> Useability– Search, site/event registration, myAccount

> Custom content– Drive event registration/e-newsletter sign ups/viewing high value content

> User generated content– It’s not your website anymore

> Implementation of OMS– Site traffic analysis,

> Sitecore upgrade path

Thank you. tim.nicholas@charteredaccountants.com.au@Chartered_Accts / @TimOnTwtr