strategy for ecm in a decentralized organization beth franssen, electronic corporate marketing...

Strategy for ECM in a Decentralized Organization

Beth Franssen, Electronic Corporate Marketing

Consultant to [email protected]

[email protected]

Gilbane Conference San Francisco June 19, 2008Beth Franssen

Hines is a privately owned international global investment, development and property management firm.

Portfolio at the time included over 915 properties representing 360 million square feet of office, residential, mixed-use, industrial, hotel, medical, retail and sports facilities.

Offices in over 60 US cities and 15 countries, and controlled assets valued at approximately $13 billion, Hines is one of the largest real estate organizations in the world.


Challenges

Maintaining brand consistency and leveraging the breadth and depth of Hines experience to remain competitive in the global marketplace

Allowing business developers and marketing staff to be strategic

To improve the quality and effectiveness of materials used to solicit new business

Speedier, more efficient without sacrificing quality


Why ECM?

o To create an accessible platform for cross-regional sharing of marketing assets (productivity and efficiency)

o To reduce time and money spent on business development (content production and delivery)

o To better communicate to specific market segments using consistent information and messaging (content access and collaboration)

o To strengthen overall brand equity (brand awareness)


Conceptualization

Keeps higher objective of integration and business needs rather than on the tools and application

Project value is not in traditional triple constraints of on time, budget and schedule but on the business value and end user experience


Solution Simplified visual web interface Access to information in 3-clicks or

less Rapid deployment Easy to use tools for administrators

and content managers Flexible phased development Process Improvement vs. Tool

Improvement


Solution

Choose your implementation partner wellCustomizations to simplify and brand

interface, maintain upgradabilityOrganized content around business

logicAdditional metadata to make search

and retrieval easier for the end-user


Hines Marketing Toolkit

What is the Toolkit? A repository of information to

communicate and archive Hines’ experience, core competencies and competitive advantages in order to more quickly and efficiently solicit, retain and expand new and current business


Hines Marketing Toolkit – Phase I

Must be a visual Simplify the interface, 3 clicks or less! Remove unused or advanced functionality Easy to use, files prepped for ready use Remove technical obstacles All assets associated with Hines meta data


Hines Marketing Toolkit – Phase II

Make People Love It Even More Simplify Navigation & Bolster Search No cognitive friction Advanced search feature Filter options within cabinet Personal workspace to work with content Collect, sort and analyze files Save time downloading Reinforce Toolkit is not independent from similar

resources Not administratively overbearing


Hines Marketing Toolkit Phase III

Make People Own It! Add visual interest to home page with

What’s New Web Content Management and

Publishing Transparent to Marketing Toolkit

population

A successful implementation comes with positive risks tooCount on new forms of electronic marketing to shape the way business developers work

How to Measure Success?

A successful implementation comes with positive risks tooCount on new forms of electronic marketing to shape the way business developers work

Continually Evaluating Needs

Continually Evaluating Needs

Marketing content is complexProcesses will continue to be ill-defined and in-flux as the internet continues to fuel global competitivenessBalance between the tools and application vs. the objective

Lessons Learned

Engage stakeholders early and with continuous communication Be adaptable while focusing on long term goals and business value Address technical hurdles immediately Plan ahead for inclusion of webinars, email newsletters, hands-on training, technical support, professional training Keep the end-user perspective and experience in mindContinue to network within the ECM community

strategy for ecm in a decentralized organization beth franssen, electronic corporate marketing...

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