If you, as an IT professional. have a hard time talking to your Marketing team, you're not alone. KMA and SharePoint can help you bridge the gap between the needs of your Marketing team and technologies you can use to help make them successful.

1. Webinar Series
January 19th, 2011
Marketing Problems, SharePoint Solutions
Presented by:

2. Housekeeping Items
• Experiencing Issues?
• Change color of your seat to RED
• Questions for Speakers?
• Submit questions during webinar
• Twitter Discussion
• #kmasp
• Feedback
• Webinar Feedback
• Next Steps/Moving Forward
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Twitterhashtag: #kmasp2010

3. ABOUT KMA
o Founded in 1995, focused on New England
o 25 employees, technical DNA
o Industries: Professional Services, Life
Sciences & Financial Services
o Technologies:
• SharePoint, SQL Server, Office, and Visual
Studio.NET
• Specialties:
• Collaboration: Portals, Websites,
Communities and Content Management
• Insight: Enterprise Search and Business
Intelligence
• Productivity: Forms, Workflow, Office Client
Customization
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4. About the Speakers – Derek Cash-Peterson
• SharePoint Associate at KMA
• Specializing in Public Facing Internet sites
and custom branded solutions
• Over 10 years industry experience building
internet sites for large non-profits and
higher education.
• Extensive experience building public facing
web sites based on the SharePoint and
Microsoft Content Management Server
platforms
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5. About the Speakers – Tamsen McMahon
• Director of Digital and Strategic Initiatives at
Sametz Blackstone Associates
• 15-plus years in strategy, development, and
marketing roles with such organizations as:
– Peabody Essex Museum
– Harvard Medical School
– Boston Conservatory
• Active writer and speaker on branding,
strategy, management and social media
• Blog: http://www.brasstackthinking.com
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6. Agenda
• Overview of IT Challenges working with Marketing
– Translating Marketing-speak into IT, and IT-speak into marketing
• SharePoint as the Marketing Solution for :
– Partner Extranets
– Collateral Libraries
– Rich Media Management
– External Websites
• Questions & Answers
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7. Ah, the marketing department.
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8. Your view:
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9. Theirs.
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10. And when you talk to them?
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11. This != Kansas.
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12. Users, to them.
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13. Users, to you.
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14. Implementation, to them.
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15. SO PRETTY!
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16. Implementation, to you.
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17. That difference in worldview can be a
right pain when you’re trying to work
together.
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18. What they want…
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19. What they want…
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20. What they want…
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21. What they want…
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22. You’ve got it.
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23. SO PRETTY!
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24. Your view:
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25. Theirs.
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26. (26)
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27. What can you do?
How do you make the case?
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28. Understand the Marketer’s mind.
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29. (Yes, they have one.)
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30. Think “big concept”
• What’s next
• What’s new
• What works
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31. They care about:
• End result
• Ease of use
• Time
• Money
• How close to “next” it is
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32. Interesting…
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33. You care about:
• Functionality
• Maintenance requirements
• Scope
• Security
• Stability
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34. Their view:
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35. Does it have a heart?
(Does it support the brand?)
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36. Yours.
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37. Does it have a brain?
(Does it make sense?)
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38. So your job?
(And our job today?)
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39. Have courage.
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40. Tell your story…
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41. In their words.
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42. How?
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43. Your view:
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44. Theirs.
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45. Marketing Says…
• “I need to communicate with my agency and channel
partners.”
• “I need to share content with them.”
• “I need it to be branded.”
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46. Translation
• I need an Extranet or Partner Portal.
• I need to create documents in Office and put them
on the portal.
• I want to upload content once and push it out to
different audiences.
• And by the way it needs to look pretty.
(46)
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47. How SharePoint can help
• Built-in portal and collaboration tools
• Integration with Microsoft Office
• Mixed authentication modes
• Configurable style sheets, themes, and page layouts,
and master pages.
• Robust workflow engine
(47)
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48. Case Study
• Custom forms based authentication
– Let’s channel partners only see the content they have rights to
see
• Branded solution
– Fits within the look and feel of the corporate brand standards
• Robust content approval process
– Authors submit content for partner portal sites and sets
metadata.
– “Queen” reviews document and metadata and pushes content
to various partner portals.
– Channel managers have approval over if the content is
appropriate for their portal.
(48)
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49. Marketing Says…
• “I need a place to store all my photos,”
• “and can I use it for audio and video,”
• “and can I search for things,”
• “and it needs to be as easy as YouTube.”
(49)
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50. Translation
• I need a Digital Asset Management System
• I need a searchable rich media library
• It needs to be easy to put data in
• It needs to be easy to use the data after I find it.
(50)
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51. How SharePoint can help
• Drop-off Library
• Managed Metadata Service
• Silverlight media player
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52. Case Study
• SharePoint Drop-Off Library
• Files are moved to correct location based on
metadata
• Managed Metadata Service
• Silverlight media player
(52)
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53. Marketing Says…
• “I need a kickass website”
(53)
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54. Translation
• I need a kickass website
• It needs to incorporate all the latest web based
features.
• It needs to be dynamic
• It needs to use social media
• It needs to be easy to use
• It needs to be really pretty
(54)
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Twitter hashtag: Copyright 2011 © Knowledge Management Associates, LLC. All rights reserved.

55. How SharePoint can help
• Web content management functionality
• Robust search engine
• All the functionality of SharePoint
• Diffused content management
• Templates based layout locks down design makes it
easy for non-technical users to manage content.
(55)
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56. Case Study
• http://wwwdemo.com/livepivot/
• http://www.daemen.edu
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57. 3 Handy Rules
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58. 1. Translate
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59. 2. Educate
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60. 3. Fascinate
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61. Questions and Answers
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62. Resources: To Learn More
• Regarding today’s topics:
– Translating, Educating, Fascinating:
• You, Them, and KMA: Half-Day Assessments
– SharePoint for Internet sites:
• http://www.wssdemo.com/livepivot
– SharePoint extranets:
• KMA Solutions Brief: How We Did It -- Partner Portals
– Managing rich media with SharePoint:
• TechNet “Managing Digital Assets Overview”:
http://technet.microsoft.com/en-us/library/ee414276.aspx
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63. Resources: How KMA Can Help
• Content:
• Online content, blogs, articles available through www.kma-llc.net/insights
• Monthly live seminars/webinars, recent topics at www.slideshare.net/kmallc
• One-to-one discussions with you about your unique business problem
• Upcoming Events:
• SharePoint Saturday Hartford, 29 January: www.sharepointsaturday.org/hartford
“Content is King: ECM in SharePoint 2010”
• SPTechCon San Francisco, 9 February: www.sptechcon.com “See Beyond the Numbers:
Data Visualization in SharePoint 2010”
• Offerings
• SharePoint Health Check, Readiness Assessments - short-term, fixed price engagements
• Deployment Planning Services – co-funded by Microsoft and with SA benefits
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Twitter hashtag: Copyright 2011 © Knowledge Management Associates, LLC. All rights reserved.

64. In Closing…
• How to get (and share) a copy of today’s slides
• How to continue the conversation:
Name Twitter E-mail Phone
Derek Cash-Peterson dcash-peterson@kma-llc.net 781.693.6822
Tamsen McMahon @tamadear Tamsen[at]sametz[dot]com 617.266.8577
Mike Gilronan @mikegil Mgilronan [at]kma-llc[dot]net 781.693.6823
• How to provide feedback
• Next KMA Insights Webinar February 16th – watch for invitation:
– Finance Solutions with SharePoint 2010
• Thank you to our speakers and attendees!!!
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65. Acknowledgements/Credits
• Images from “The Wizard of Oz” property of Turner
Classic Movies:
http://www.tcm.com/tcmdb/title.jsp?stid=852
• Dilbert cartoon property of United Feature Syndicate,
used with permission:
http://thedilbertstore.com/comic_strips/1992/4/6/
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