Transcript Beth Franssen - Gilbane San Francisco

Strategy for ECM in a
Decentralized
Organization
Beth Franssen, Electronic Corporate Marketing
Consultant to Hines
[email protected]
[email protected]
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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.
Gilbane Conference San Francisco
June 19, 2008
Beth Franssen
Challenges
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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
Gilbane Conference San Francisco
June 19, 2008
Beth Franssen
Why ECM?
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To create an accessible platform for crossregional sharing of marketing assets
(productivity and efficiency)
To reduce time and money spent on business
development (content production and delivery)
To better communicate to specific market
segments using consistent information and
messaging (content access and collaboration)
To strengthen overall brand equity (brand
awareness)
Gilbane Conference San Francisco
June 19, 2008
Beth Franssen
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
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Gilbane Conference San Francisco
June 19, 2008
Beth Franssen
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
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Gilbane Conference San Francisco
June 19, 2008
Beth Franssen
Solution
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Choose your implementation partner
well
Customizations to simplify and brand
interface, maintain upgradability
 Organized content around business
logic
 Additional metadata to make search
and retrieval easier for the end-user
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Gilbane Conference San Francisco
June 19, 2008
Beth Franssen
Hines Marketing Toolkit
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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
Gilbane Conference San Francisco
June 19, 2008
Beth Franssen
Hines Marketing Toolkit –
Phase I
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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
Gilbane Conference San Francisco
June 19, 2008
Beth Franssen
Hines Marketing Toolkit –
Phase II
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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
Gilbane Conference San Francisco
June 19, 2008
Beth Franssen
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
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Gilbane Conference San Francisco
June 19, 2008
Beth Franssen
How to Measure Success?
A
successful implementation comes with
positive risks too
Count on new forms of electronic
marketing to shape the way business
developers work
Continually Evaluating Needs
A
successful implementation comes with
positive risks too
Count on new forms of electronic
marketing to shape the way business
developers work
Continually Evaluating Needs
Marketing
content is complex
Processes will continue to be ill-defined and in-flux
as the internet continues to fuel global
competitiveness
Balance 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 mind
Continue to network within the ECM community
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