Jeff Litvak - The Microsoft.com Global Operating Model: A Home Page Case Study
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The document describes Microsoft's global operating model for its homepage. Key aspects include: - The homepage is managed centrally but customized for 98 markets in 65+ languages. - Content is 20% local and 80% centralized across configurable sections. - Updates are scheduled by tier or market rather than all at once. - Governance focuses on user experience alignment globally and centralized processes locally.
Jeff Litvak - The Microsoft.com Global Operating Model: A Home Page Case Study
- 1. #DXS16 The Microsoft.com Global Operating Model: Home Page Case Study Jeff Litvak Director, Site Operations, Microsoft.com
- 2. #DXS16 Agenda #DXS16 • Organizational context • Global operating model defined • Microsoft Home Page case study
- 4. #DXS16 Organization and Function CORPORATE MARKETING MSCOM TEAM TRAFFIC AND CONTENT STRATEGY BI/ANALYTICS DESIGN SERVICES SITE MANAGEMENTSITE OPERATIONS • SEO • Content strategy and consulting • Tagging specs • Site reporting • BI platform evangelism • Targeting segments • Experimentation • Design • Specialized dev • Accessibility • UX alignment • Pub, prod, dev • Loc/globalization • Targeting • BI tagging • Field engagement • Center of excellence • Business development • Stakeholder relations • Project planning/mgmt
- 5. MSCOM Vision Our mission is to engage and convert visitors to Microsoft.com, throughout the customer lifecycle, to heavier purchasing and usage across the Microsoft ecosystem of devices and services. most-visited site in the world Over 1 billion visits/month Referrals to Microsoft store 14th
- 6. #DXS16 Microsoft.com by the numbers (per month) All Microsoft.com (xxx.microsoft.com) Home Page (www.microsoft.com) 1.52Billion VISITS 32.34% CLICKTHROUGH RATE 1.09Billion VISITORS 3.23Billion PAGE VIEWS 26.57Million VISITS 21.24% CLICKTHROUGH RATE 21.06Million VISITORS 37.61Million PAGE VIEWS
- 7. Microsoft.com Site Operations Portfolio Flagship Events Corporate Stakeholder Special Projects #DXS16
- 8. #DXS16 Global Operating Model and Microsoft Home Page
- 9. Brazil Israel Home Page Overview • 98 markets spanning about 65 languages • 20 percent local content (one highlight panel) • Several content bands configurable by market, campaign or content • Content updates rarely go in lockstep; more likely to have scheduled updates by tier or market • Not all products are available in all markets #DXS16
- 10. United States France • 98 markets spanning about 65 languages • 20 percent local content (one highlight panel) • Several content bands configurable by market, campaign or content • Content updates rarely go in lockstep; more likely to have scheduled updates by tier or market • Not all products are available in all markets Home Page Overview #DXS16
- 11. Differing Subsidiary Operating Models *© 2016 SiriusDecisions. All Rights Reserved. *
- 12. #DXS16 Global Operating Model and Microsoft Home Page • Centralized cost structure: Corporate team has the budget to get the work done • Corporate may reject a subsidiary request to run a local campaign • Facilitate global adoption of services such as digital experience platform, BI, design, targeting. Stakeholders using MSCOM services necessarily use our platforms and processes • New campaigns are (usually) reviewed by local markets before publication Initially met with skepticism by subs – perceived lack of control. Now endorsed because they don’t have to deal with dev, localization and publishing logistics
- 13. #DXS16 Global Operating Model and Microsoft Home Page UX ALIGNMENT PROCESS GOVERNANCE Two guiding principles HOME PAGE DEV PRODUCTION PUBLISHING Central marketing 80% Content create/scheduled 100% Page dev, production, localization/globalization and publishing CORPORATE CENTRALLY
- 14. #DXS16 Principle One: UX Alignment 1. Alignment Experiences
- 15. #DXS16 Aligned Experiences Visitors to Microsoft.com should have a globally consistent, locally relevant experience
- 16. #DXS16 1. Alignment Experiences 2. Process Governance Principle Two: Process Governance
- 17. #DXS16 Process Governance Global directives • Standard URL structure • Brand and UX/UI guidelines • Geo-redirection and targeting rules • Content strategy and editorial calendars Alignment with local priorities • High quality content localization • Locally created offers, case studies, industry news, etc. • Ongoing optimization
- 18. #DXS16 Select the most effective imagery • Aligned with target audience • Choice between lifestyle or illustration • Culturally appropriate Process Governance
- 19. #DXS16 Process Governance Playbooks, training modules and ongoing reviews • Brand guidelines for Microsoft and its products • Style guide for colors, images and fonts • Length and integration of text into page design • Correlation between content and campaign goals • Legal requirements for co-branding
- 20. #DXS16 Process Governance Review content to prevent (unintentional) issues • References to inappropriate content (violence, drug, alcohol, etc.) • Graphics considered offensive in certain cultures • Cultural insensitivity
- 21. #DXS16 Summing Up • Unification of DX platform, governance, BI, localization/globalization, user experience, targeting segments and optimization made the effort worthwhile for the corporate team and subs • Simplifies budgeting but doesn’t necessary reduce costs • Subsidiaries will still try to go beyond parameters – and will often make a good case for doing so – but the rules need to remain firm • Need a single line of communication to the subs – everyone tries to game the system • At a company of our size with such strong businesses, cross-group adoption is difficult – but worth the effort