AIG Corporate eBusiness Strategic Solutions

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© 2005 American International Group, Inc. All rights reserved.

AIG Corporate eBusiness Strategic
Solutions


April 2007





Growing The Web Capabilities At AIG
Businesses Worldwide

AIG Corporate eBusiness’ Consolidated Web Strategy is a plan for
growth that:


Eliminates Redundant Investment



Provides Business Oriented Tools For Web Utilization



Ensures Best Practices in terms of Design, Search Optimization,
Navigation and Compliance are tools for business, not obstacles



Allows for rapid time to market and flexibility to meet changing and
growing demand





Three Keys to Success

Findability

Usability

Manageability





Findability, Usability, Manageability

Findability

Usability

Manageability

Easy to discover, easy to
locate, easy to retrieve


Content elements and
options should be intuitive
and easily understood


Content organization must
reflect user expectation


Sites, products and services
must be “optimized” for
Search engines in each
country / language






Findability, Usability, Manageability

Findability

Usability

Manageability

Easy to use, easy to learn,
easy to understand



Navigation to product and
service information must be
simple and intuitive


User goals should be easily
achieved


Language, culture and
technology should not be
barriers to doing business

with AIG online





Manageability

Findability, Usability, Manageability

Findability

Usability

Easy to control, easy to
maintain, easy to re
-
use


Product information must be
controlled locally


Corporate / company
information should be stored
centrally and re
-
used as
needed


Workflow and metrics
support business and
compliance objectives


Content / site maintenance
expenses should be
minimized





AIG’s Digital footprint

AIG’s Websites

Defining findability

The right product

The Internet

Findability

1.
On your site, the user
being able to find the right
product (and/or content)
for their needs. Ease of
navigation, internal
search, outward facing
taxonomy, educational
and support content.

2.
Being able to find your site
from multiple sources,
search, community,
partners, channel and
media

Search Engines

Competitors

Media / press

Channel

/ producers

Blogs /

community

Review /

comparison

sites

Off
-
line





testing

8

Findability


Via Search Engines





Strategic Objectives
-

Findability


Navigation must make sense to users who are learning our products
and services.


Sites, products and services must be “optimized” for Search engines
in each country / language where we expect to do business online.


Brand is a key element to engaging and retaining users online.





Benefits (ROI) of usability

Metric

Average Improvement

Sales / conversion rate

100%

Traffic / visitor count

150%

User performance / productivity

161%

Use of specific (desired) features

202%

Usability issues tend to fit into two main areas


“Broken”


where a user can’t navigate to an area, can’t complete
a task etc


“Hard work”


non intuitive, non contextual navigation and task
functionality, making the user ‘work’ to reach their goal





Strategic Objectives
-

Usability


Navigation To Product and Service Information must simple and
intuitive.


Once a user is on an AIG site, they should be able to find anything
AIG offers.


Language, culture and technology should not be barriers to doing
business with AIG online.





Manageability: Report Card

OBJECTIVE:


Product information must be
controlled locally



Corporate / company information
should be stored centrally and re
-
used as needed



Workflow and metrics support
business and compliance
objectives



Content / site maintenance
expenses should be minimized


REALITY


Site updates are technology
intensive, expensive and therefore
often not made


There is no central web strategy or
corporate content repository; Re
-
use means copied for each
deployment


Workflow for business or
compliance is not currently part of
the website maintenance process;
Metrics sparsely deployed


Over 490 internet websites, over
2,500 URLs are maintained
independently in terms of strategy,
technical support and compliance







Current State Summary

Currently the internet is underperforming for AIG.


Users and Businesses are not getting the results desired.


Our competitors are more likely to generate business from the
internet if our sites continue to fall short in attracting users.

…and it’s getting worse.



In order to meet our objectives for the internet channel, we
must address the Usability, Findability and Manageability of the
AIG web presence as a whole.





Proposed Solution


eBusiness
Platform


Corporate eBusiness Recommends a model that realizes these
principles called the AIG eBusiness Platform.


The model allows for individual product owners to maintain their
information and local, Country, Divisional or Corporate Marketers to
re
-
use their content to meet their specific needs.


The platform can be deployed over time so that as more products
are added, the opportunity for additional cross sell or upsell
marketing increases.


Use of a single platform will reduce the expense associated
redundant local deployments, similarly the re
-
use of the content will
reduce the resource expenditure on the business side in creating
marketing oriented sites.





Future State


The Vision

Findability

Usability

Manageability

Find the Product
Enable the Buy

Brand Insistence

Global Reach
Efficiency


The

eBusiness

Platform





The eBusiness Platform

Findability

Usability

Manageability

The eBusiness

Platform


The Platform


Business Unit Control


& Compliance


Marketing & Visibility efforts


Organizational Structure


Translation Management


Metrics





Building Findability, Usability and
Manageability into the Platform

AIG.com




Gateway

Content



Divisional

Content


LOB

Landing

Page

#1


#2


#3


#5


#6


Lead generation / online application / contacts layer




Functional /

Service





Functional /

Service




Local

Application


AIG

Product

Manageability


Manage once


Optimize content / site
for Search


Associated info (forms,
marketing, FAQs, etc.)


Metrics


Efficient Support


Compliance

Findability


Broad terms (AIG.com)


Needs based terms

(LOB / Specific URL)


Product specific

(Search engine, etc.)


Accessibility

Usability


Optimal navigation path


Relevant content in local
language


Localized user experience



Local

Application






Building The Platform
-

Roles

AIG.com




Gateway

Content



Divisional

Content


LOB

Landing

Page

#1


#2


#3


#5


#6


Lead generation / online application / contacts layer




Functional /

Service





Functional /

Service




Local

Application


AIG

Product



Local

Application


eBusiness Platform will provide
:


Content management


Workflow


Navigation


Branding


Search Engine


Optimization


Metrics


Translation

Local Business Team:


Content Creation


Content Management


Marketing and Distribution

Divisional Technology


Teams:


Rating engines


Functional Applications


Application Development


Application Integration





Creating Web Sites On The Platform

AIG.com




Gateway

Content



Divisional

Content


LOB

Landing

Page

#1


#2


#3


#5


#6


Lead generation / online application / contacts layer




Functional /

Service





Functional /

Service




Local

Application


AIG

Product



Local

Application


Product Information
is added and
managed locally by
product owners.
The platform will
enforce workflow,
audit and
translation
processes.

Marketing, Branding
and Local Channel
specific information
can be added to
customize AIG’s web
presentation at any
level of the pyramid.

A user looking for an
AIG Product would see
it presented on a
website containing the
central product
information and the
appropriate marketing
“wrapper”.





Managing Web Sites In the Tridion
Content Management Solution

Publication
DELIVER
DISTRIBUTE
MANAGE
Building Blocks
Application
Server
Assembly
Delivery to
:
·
Websites
&
Portals
·
Print Publications
(
Manuals
,
...)
·
Content Centric Applications
Content
Lay
-
Out
Metadata
Application
CREATE
Content
Metadata
Lay
-
Out
Appli
-
cations
Authors
&
Translators
Librarians
Content
Manager
Designers
Software
Engineers




Managing Web Sites In Tridion


Blueprinting Allows AIG to set the
model for Site Management and
Re
-
use to allow for maximum
flexibility and control.


Sites are broken down in to
components, each of which can be
managed separately within the
system.


Content, Creative, Structure and
display are all independent
components allowing for maximum
flexibility in delegation of rights and
responsibilities without placing
unintended risk on the organization.





Leveraging Information Re
-
use


Blueprint Model for AIG Globally as
deployed into the Tridion Platform.


Examples to support AIG.com,
AIGCommercialInsurance.com and
Manchester United are included as
the examples of the re
-
use model.


Sites, Pages, Structure, Content and
Translation can all be inherited,
localized or created new depending
on permissions of the user.






Leveraging Re
-
use Across AIG
Divisions

Basic Content
Management

Corporate Deployment

Re
-
used by AIU
-

UK

Re
-
used by DBG

Re
-
used by Sun

DBG Adds Security

Sun Adds Syndication

AIU


UK Adds Lead Generation

Incremental

Investment

Leverage

Prior

Development

Across

AIG

Capability





Progress To Date


Strategic Roadmap Created


Business Driven Model Created


New Web Content Management Tool based on Global Requirements
Selected.


Corporate Web Taxonomy has been extended to accommodate global and
local needs.


New AIG.com has been designed (wireframes).


Usability testing of corporate platform currently underway.


Business Unit Engagement Model Created:


Strategic Assessment


Gap Analysis against Current eBusiness Platform


Local effort to develop against identified unique needs.


Corporate Funding for eBusiness Platform approved 9/06.


Strategic Assessments Completed for DBG, AIU, and AIGVALIC.






Getting On Board

Overview of the Engagement Process

1.
Strategic Assessment


yields a vision statement, gap analysis and
plan to close the gap between the vision and the eBusiness
Platform current capabilities.

2.
Close the functional gap with an incremental project.

3.
Design your site(s) with IA and Creative Support.

4.
Choose to participate on the corporate deployment or deploy a
synchronized local version of the platform.

5.
Integrate Transactional Applications.

6.
Leverage the web against your business goals.







Key Benefits


Expense Reduction


Re
-
using approved product information
instead of re
-
creating; re
-
reviewing or re
-
inventing it will save time
and resources. Centralizing infrastructure expenses into fewer
locations will also generate long term savings.


Top Line Growth


Incorporation of the web as a distribution tool
under the direct control of local marketing teams will allow for more
rapid localized business response to dynamic market conditions.
Tools like Content Management; Search Engine Marketing and
Business oriented metrics will all be available to local business
users.


Reduced Risk


Management of the information AIG presents to the
online marketplace is built in to the platform via auditing of changes,
ownership of individual content items, approval workflows, planned
expiry of information and the ability for information owners to update
once, and have it deployed wherever the information is used.