K2 Project Specification

follow the project @k2cms on twitter

Authors: EOM/5

Issued: 2011-06-29

Management Summary K2 project presents project of complete redesign of web CMS. CMS abbreviation stands for Content Management System, i.e. system that is used for administering content of website. For Skoda Auto web presentations, CMS build up on Microsoft SharePoint 2007 platform is used. CMS presents robust tool mainly for:  Managing overall website structure  Manage content, such as pictures or document  Creating and editing web pages based on page templates CMS in its actual state does not fully meet important needs of importers and editors. For less skilled editors it is really difficult to working with pages editing interface. CMS is full of already unused content what slows down systems performance. CMS is also filled with already non used components due to historical reasons. CMS was being developed on demand for a long time to meet various current partners’ requirements, now it is time to start unifying approaches and interfaces. It is often complicated to integrate various applications, especially applications from 3rd parties not aware of SharePoint technology. Moreover content is not aligned for SEO purposes and web pages generated from CMS are with HTML errors. Within K2 project answers to all these problems should be brought. New generation of CMS, which will be built on Microsoft SharePoint 2010, must present system that meets requirements for: 

Easy editing and managing of website

New features are planned to simplify editors’ work: o Content prepared once and easily shared across different webs o New WYSIWYG tool for pages editing o Pages Marketplace o Wizards for page creation or publishing, o Multimedia gallery for central storage of well organized content (pictures, documents, videos) o Advanced search in CMS and multimedia content gallery o Simplified publishing workflow o Lists of broken and external links 

High performance

To assure high performance, new CMS will solve: o Cloud storage of all multimedia content will highly increase system performance. o Fast Search technology

o In future own mobile intended solution for mobile platforms´ 

Available on any platforms

Within platforms support in new CMS we plan: o Dynamical specifying of platform support o Mobile intended solution 

Highly integrable with other applications

New CMS will allow: o Integration of various applications for web pages, own CMS will integrated inside with a lot of supportive applications, e.g.:  Test Drive  Dealers Locator  Stock Cars  Brochure ordering  Newsletter o Besides from various applications, CMS will provide also common interfaces for pushing/pulling data to/from importers solutions for integration purpose o Support for VW concern systems, in form of specialized interfaces for integration Skoda applications o Skoda widgets 

Valid and following standards

New CMS will assure: o HTML code validity of generated pages o Standard browsers support o Search Engine Optimization for pages  effective content,  friendly URLS  high images and videos ranks 

Enhanced help and support

New CMS will provide: o Welcome page o Contextual help o Multilanguage support o Central source of support materials

o Fresh monitoring results available anywhere and anytime 

Web 2.0

Several features will be included for these purposes: o Social networks plugins and feeds integration o Polls

Table of Content Management Summary

2

Table of Content

5

1 Introduction

7

1.1

What the document addresses?

7

1.2

What document does not address?

7

1.3

Contacts

7

2 K2 Project

8

2.1

Business Goals

8

2.2

Users and roles

8

2.2.1 2.2.2

Visitor Issuer

3 Business Requirements 3.1

Target platforms and devices

3.1.1 3.1.2

3.2

Features and Functionalities

3.2.1 3.2.2 3.2.3

3.3

Integration of external solutions in general Integration of internal solutions to microsites Input and Output Interface in general Applications integration and interfaces

Dealers integration

3.5.1 3.5.2 3.5.3 3.5.4

3.6

Facebook Twitter Other social networks

Integration, Interfaces

3.4.1 3.4.2 3.4.3 3.4.4

3.5

CMS Features Web Features Help and Support

Social networks online strategy

3.3.1 3.3.2 3.3.3

3.4

Web browsers Mobile devices

Centria presentations content and range Editing interface Content sharing Security

Design

3.6.1 3.6.2 3.6.3

Corporate Identity compliance Mobile devices support National specifics

8 9

10 10 10 10

12 12 22 26

30 30 30 31

32 32 33 33 34

38 38 38 38 38

38 38 39 39

3.6.4 3.6.5 3.6.6

3.7

SEO

3.7.1 3.7.2 3.7.3 3.7.4 3.7.5 3.7.6

3.8

SEO effective content SEO friendly URLs, Domain strategy Keeping actual page rankings Optimization for Google Images Optimization for Google Videos SEO and Javascript

Monitoring and Reporting

3.8.1 3.8.2 3.8.3

3.9

Support for users with disabilities rd Unified 3 party systems connectors Printable pages

Monitoring Dashboard Export

Security

3.9.1

Users access

3.10 Rules and Standards 3.10.1 3.10.2 3.10.3 3.10.4

Web content classification Rollout checklist SEO RSS

4 Technologies 4.1

Used Technologies

4.1.1 4.1.2 4.1.3 4.1.4 4.1.5 4.1.6 4.1.7 4.1.8

4.2

Sharepoint 2010 FastSearch Developer platforms Cloud storage Maps MMS server jQuery Google Analytics

Collaboration Platforms

4.2.1 4.2.2 4.2.3 4.2.4

Bug Tracking System Release Management Support Portal Remote desktop

39 39 39

40 40 40 40 40 41 41

43 43 43 43

44 44

45 45 45 45 45

46 46 46 46 46 46 46 46 46 46

47 47 47 47 47

5 Document history

48

6 Attachments

49

6.1

Project phases

49

1 Introduction This document presents structured output of operational workshops focused on specification, planning and gathering requirements for new project K2. Goal of this document is to provide basic overview and description of K2 project; all input requirements; and further project planning. Document will further serve as a base material for  Discussion and validation of input requirements with importers  Subsequent phase of project analysis.

1.1 What the document addresses? This document addresses  Description of K2 project  Business requirements on: o Supported platforms o New web and CMS features o Social networks integration o SEO o Security o Monitoring and reporting o Design o Rules and standards  Description of used technologies

1.2 What document does not address? Document does not address detailed analysis and technical specifications of solutions for collected requirements; these will be outputs of subsequent project phases.

1.3 Contacts In case you have any questions on content of this document, please use following contacts: Email address [email protected]

2 K2 Project K2 project in principle deals with migration of group of web solutions built on Microsoft SharePoint platform to new version of this platform - Microsoft SharePoint Server 2010. Within this migration a complete redesign of particular solutions, or selected modules of these solutions, is planned, where various requirements and change requests collected for a long time will finally take place. So within K2 project:  Upgrade to new version of platform will be performed  New versions of solutions, redesigned from functional point of view will be presented  Ongoing problems, such as low performance, complexity of web editing, or large amount of unstructured content will be solved

2.1 Business Goals   

Assuring of solution popularity with importers and dealers Balanced financial model Closer cooperation with globally significant partners

2.2 Users and roles 2.2.1 Visitor Visitor groups:  Škoda car owners  Possible customers  Fleet customers  Brand fans with Motorsport fans as special subgroup  Journalists Further segmentation is not necessary as far as other types of users aren’t significantly extensive. Most important requirements form visitors’ point of view:  Public web  Easily findable information of any relevant kind  Pages, images and videos at first places in search engines  Integrated with custom sections and supportive applications for various types of customers  Consistent and good looking solution  Integrated with plugins of social networks and 3rd party systems  Content published to social networks and 3rd party systems

2.2.2 Issuer Issuer groups:  Marketing (PM)  Corporate communication (GP)  Editor EOM  Editor Importer  Editor Dealer  Editor Škoda related (ŠA University and so on) Most important requirements form issuer point of view:     

Simple editing and managing System open for changes Content prepare for use Possibility to create own content System based on MS core app., without minimum work around on the system.

3 Business Requirements 3.1 Target platforms and devices 3.1.1 Web browsers In future versions of web solutions we will support displaying of presentations in all web browsers (on all OS), which have share of at least 5% on markets, where sales reach 1500 cars per year. The oldest supported version of the concrete browser is the one which in itself has more than 5% in absolute statistics, or at least 15% under concrete browser statistics. Statistics will be evaluated periodically once per quarter, we will use input statistics from own monitoring system used for web analytics of Skoda Auto web presentations. (see Monitoring). Web presentations will then be adapted to the statistics within two months at the latest.

Current status of supported browser versions (this and all newer versions will be supported): Internet Explorer Mozilla Firefox Google Chrome Opera Apple Safari

7.0 3.6.3 8.0.552.237 11.01 6533.18.5

Table is relevant to May 17, 2011, source: Google Analytics

(For evaluation of current status table we have used Google Analytics data for current importers presentations built on CMS. Supported browser versions were determined strictly according to above described approach.) For working with editing interface we will support Internet Explorer only.

3.1.2 Mobile devices In future versions of web solutions also mobile devices will be supported. Major part of requirements and conditions for trouble free displaying of web on mobile devices are in conflict with requirements for new web solutions described in this document, such as avoidance of slow loading of a web page versus high informational value of a page content and integration with other customer applications and systems.

Therefore for mobile devices whole new mobile-suitable version of national and importers web presentation will be designed and implemented (instead of optimizing own web solution for displaying on mobile devices). Visitor accessing website from supported type of mobile device will be then automatically redirected to website version intended for mobile devices. Operating of mobile suitable presentation will be optional for particular importers. Content of mobile suitable presentation may differ from original web presentation according to different demands on information contained (for example within mobile presentations we plan focusing on providing various helpful information while range of models presentation should be reduced, etc.). Mobile version will also provide space for adding arbitrary own content of importer or dealer. Range, content and structure of this mobile-suitable version will be subject of further analysis. Devices supported in this mobile website version will be smart phones with minimum of 320px screen width.

3.2 Features and Functionalities 3.2.1 CMS Features Particular features, which are described in following chapters, will be implemented within CMS in several phases: 





1st phase (within K2 rollout): o Central multimedia content gallery o Content shared across web solutions o Page workflow o Pages Marketplace o Publishing to 3rd party systems o Publishing to multiple end systems o Administration of 3rd party systems accounts o Working with pages through wizards nd 2 phase: o Code validity check o Intelligent template selection o New editing interface o SSO with OpenID and Facebook Connect support rd 3 phase: o Customized content o Search in CMS

3.2.1.1 Content shared across web solutions Sharing of content across web solution can be viewed from two levels: 

Master content in importers presentation

Master content will be always available for all importers and will be accessible through so called Pages Marketplace, where importer can choose any page and copy pages to his own presentation (see Pages Marketplace). Pages Marketplace can be used in initial selection of pages within rollout by importer, as well as any time later, when importer wants to extent his presentation with new page used in master presentation. If any significant change is performed on master presentation page, all importers that have shared this page will be notified of this fact by email and Welcome page in CMS (see Welcome page). 

Importers content in dealers presentation

In new web version, importer may decide to propagate some pages or even sections from his own web into webs of all his dealers in Centria system, such as model pages. Sections included this way into dealers’ presentation, must not be edited by dealer. Modifications of this shared content will be done exclusively by importer and changes will automatically take effect also within all dealers’ webs. For purposes of whole sections sharing (i.e. model sections with menu), web CMS will provide functionality of content propagating, where importer can any time choose set of dealers’ presentations and share complete section together with section menu to all chosen dealers presentation. For purposes of sharing of particular pages, a functionality of publishing page into multiple end systems is planned (see Working with pages through wizards, Publishing to multiple end systems).

3.2.1.2 Working with pages through wizards New CMS will provide two different interfaces for two levels of users’ skills. For less skilled users, wizards for selected tasks will be available: Two basic functions will be built as wizards: 

Page creation 1) Intelligent page template selection - see Intelligent template selection 2) Page title, description and URL definition - page title, description and URL are parts of standard page settings and will be specified by user in second wizard step.



Page publishing/approval 1) Publication date revision - publication date of published page is reviewed in first step 2) Which systems should page be published to - choice of destination systems and locations within structure (for example Centria) to publish given page (see Publishing to multiple end systems) - after confirming this step page will be published in order to continue in publishing notifications into 3rd party systems - when page is planned to be published in future, following three steps will be performed automatically 3) Tweet this page - see Publishing to 3rd party systems 4) Share this page on Facebook - see Publishing to 3rd party systems 5) Import content to Facebook pages

- see Publishing to 3rd party systems Usage of particular steps within both wizards will depend on configuration settings within each web presentation instance.

3.2.1.3 Intelligent template selection For providing simple way to select appropriate page template for actual editors needs, new web solution will offer tool for enhanced search within page templates. Tool will be offered as first step within page creation wizard (see Working with pages through wizards). For these purposes each page template will be classified into several categories according to various points of view on template usage. Each template should be classified according to:  Template usage o Informational o Presentational  Template content o Model pages o Gallery pages o Homepage o News pages o Questionnaires o Integration pages o Aid pages In addition, template will be searchable by its name, description and by any webpart it contains including free webpart zones. Each template will be presented by  template name and description  set of descriptive keywords  schematic wireframe and/or sample page screenshot  link to sample page based on this template in world presentation (assuming that world presentation page best present how page should look like), page must be opened into new browser window/tab

3.2.1.4 Publishing to multiple end systems Publishing of a page to multiple end system will present second step on publishing wizard (see Working with pages through wizards). Within this step editor will have possibility to choose end systems to copy page to and placement within pages structure in each selected end system. After choosing desired locations, page will simply be copied into these systems. Pages propagated to various systems this way will be automatically updated at all locations when new versions are created in original location.

3.2.1.5 Publishing to 3rd party systems New web solutions will offer several ways how to advertise or propagate Skoda Auto content to 3rd party systems under particular importers and dealers profiles: 

Import page content to Škoda Auto pages in Facebook

Importing of newly published page to Facebook presents 5 th step within wizard for page publication. Importers or dealers editor will have possibility to automatically export content of a newly published page for publication to importers or dealers Facebook pages. (see Administration of 3rd party system accounts). Feature will be available also for any other already published pages. 

Share page on Facebook

Sharing info about newly published page on Facebook presents 4th step within wizard for page publishing. Within this step importers or dealers editor can send a custom comment with link to new page under importers or dealers Facebook profile. (see Administration of 3rd party system accounts). Feature will be available also for any other already published pages. 

Tweet page

Tweeting newly published page presents 3th step within wizard for page publishing. Within this step importers or dealers editor can simply tweet info about new page on Twitter under importers or dealers Twitter profile. (see Administration of 3rd party system accounts). Feature will be available also for any other already published pages. 

Publish videos to Škoda Auto YouTube channel

New web solutions will provide feature for publishing videos to Skoda Auto YouTube channel. Function of video publishing will be integral part of video publishing functionality to videos storage (similarly to importing of page content to Facebook pages by publishing of page). Function for publishing into 3rd party systems will be optional for importers and dealers and it is planned to be activated on demand for every importer or dealer.

3.2.1.6 Administration of 3rd party systems accounts Every instance of web presentation will have possibility to simply administer own social network accounts in order to use enhanced publishing feature for propagating newly published page into social networks under own profile (see Publishing into 3rd party systems). Administration includes:

  

Storing Twitter profile name and password Storing Facebook profile name and password Storing of URL to Facebook presentation page/s

3.2.1.7 Pages Marketplace Pages Marketplace presents central catalog with pages of actual master presentation. Pages Marketplace will serve for building up content of a new national presentation, as well as for future comfort selection of newly created master presentation pages in case of importers interest. Using this catalog, desired pages can be easily previewed and simply copied into prepared space in one click.

3.2.1.8 Page workflow New web CMS will offer simpler publication workflow that is suitable for real usage by CMS contributors across the world. Following model depicts limited usage of actually available complex workflow as it is employed at most of importers. Some steps will be simply skipped from current workflow and following model will present simple approval process as it will be available in K2:

Even simpler version of existing workflow will be available for importers, especially if there’s only one person for website editing and approving:

Setting of editors rights for particular workflow action will naturally be possible also within new CMS workflows, where one user-editor can for example edit page while only userapprover can publish edited page.

3.2.1.9 Code validity check New web solutions will be HTML code free. Code validity check will be performed on page publishing. If code is not valid according to W3C standards, report on bugs with its descriptions will be automatically generated and sent to bug tracking system. (It will naturally be possible to edit HTML code manually, this mechanism will only serve for error checking not reparation.)

3.2.1.10

New editing interface

Web CMS in its future versions will provide new generation of pages editing interface. Editing interface will be quick, simple and usable providing unified wysiwig approach to editing of pages. Editing interface will be subject of detailed analysis.

3.2.1.11

Central multimedia content gallery

New CMS will store all multimedia content centrally at one place. Content will moved to Resource Bank application into newly implemented Multimedia Content Gallery while content itself will be moved to cloud storage to improve solution performance as much as possible. cmp Component Model

Website

«CloudStorage» Multimedia Gallery

«WebApplication» Resource Bank

Every importer or dealer will be provided with storage space of size relevant to level of support ordered. Besides own content, content items of central usage (managed centrally by EOM) will be available for usage for all importers, analogically selected content of importers may be available for dealers (i.e. content items that importer choose for sharing with his dealers). Content in Multimedia Content Gallery will be organized according to content types and further classified into categories, and further by keywords (metatags), e.g.:  Images o Top image pictures o Model pictures o Life style pictures o Gallery pictures  Documents  Catalogues  Pricelists  Newsletters  General documents

Gallery will support central management of pictures and documents SEO descriptions, which will be easily created by translation of centrally created texts for SEO relevant attributes. All attributes for SEO relevant files, such as pictures, will be localized into any language by importer before their usage. Multimedia gallery will offer automatic resizing functionality for pictures. Multimedia Content Gallery will offer enhanced search tool build on Microsoft Fast Search technology. It will be possible to search content items e.g. by:  Fulltext (filenames, titles, descriptions, alts, etc.)  Dynamic keywords (metatags), using so called tag cloud element  Images - text in filename/Title/Description - language plus alt - width - height - file type - category  Videos - text in filename/Title/Description - duration - file type  Documents, Files - text in Title/Description - text in own file - file type - category Each importer and dealer will naturally have own space in Multimedia Content Gallery.

3.2.1.12

Search in CMS

New CMS will provide robust searching tool for search pages and sites. Editor will be able to search according to wide scale of attributes, e.g.:  fulltext - Title/Description/URL  search scope  published/unpublished status  publication date  page template  used webpart  used picture  contact person  keywords Search results will be offered in highly usable form, e.g.:  Sites



o Title o Description o Text URL - will serve as link to sites content in Site Management Console Pages o Title o Description o Text URL - will serve as link to page o Status o Template o Contact Person o Page miniature thumbnail

Search results will naturally respect permissions of signed user to found pages as well as page status. For improving search performance a Microsoft Fast Search technology will be used.

3.2.1.13

Customized content

Content of web solution is in principle public and cannot be whole restricted by authentication. On the other side web solution will offer possibility for presenting content that is customized (personalized) for users. Such content can be present in form of web sections or applications. Since there may be different types of users accessing different content, customer may have to sign into web solution to get relevant content. Some examples are:  Fleet portal  My Skoda  Newsletter  Playful Skoda

 etc. Thus new CMS will facilitate simple integration of customized content. For purposes of controlling access to customized content, Single Sign On system with all newly planned features, like OpenID authentication or Facebook Connect support will be used (see SSO). Customized content will not be implemented particularly for each importer, but will be common for all partners. Integration of such content will be performed using newly implemented CMS tools for integration of applications (see Integration, Interfaces).

3.2.1.14

SSO with OpenID and Facebook Connect support

New version of Single Sign On service, implementation of which is also planned as part of K2 project, will provide more possibilities on web users 

Facebook Connect integration

In the terms of overall social networks strategy new version of Single Sign On service will present support for users’ authentication using their Facebook profiles. 

OpenID integration

OpenID is open standard, describing how users can authenticate in decentralized manner. OpenID support will be new feature of SSO functionality in new CMS. Both features are subject of detailed analysis. Sign in using 3rd party account:

Sign in: E-mail:

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Password: …

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Or directly submit yout OpenID: Register

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3.2.2 Web Features Particular features, which are described in following chapters, will be implemented within CMS in several phases: 





1st phase (within K2 rollout): o Car Configurator Features: 3D car model o Car Configurator Features: Car Configurator introductory page o Car Configurator Features: References to configurator o Page printing o Search in web presentation nd 2 phase: o Car Configurator Features: Models comparison o Car Configurator Features: Technical data o Lexicon o RSS Feeds rd 3 phase: o Web Features: Accessories o Web Features: Visitors survey

3.2.2.1 Search in web presentation Web presentations will offer enhanced search tools also for web visitors. New search page will offer more possibilities on how to search content, e.g.:  Dynamic keywords (metatags), using so called tag cloud element  Section choice Search will offer possibility to choose language or even more languages to search within web presentation in more languages if needed. For interactive and visually attractive implementation of search tools a hover technology elements will be used (see Hover technology). For improving search performance a Microsoft Fast Search technology will be used in future releases.

3.2.2.2 Visitors survey New web solutions will contain two different features for collecting visitors survey for importers and dealers presentations: 

Polls

New version of a web solution will provide poll functionality for collecting visitors’ opinion on various questions (in form of webpart). It will be possible to simply choose poll position on a page and placement within website structure according to given poll topic. Part of poll element will naturally be:  Question;  Answers in form of action links;



Visual presentation of current poll results with information about votes count under each answer action link; all in attractive design and highly usable form. After finishing of poll duration, complete poll results will be stored for future view, usage and export. Polls administration interface will be placed in Media Portal group in Resource Bank application, where each importers or dealers editor will have own space to manage own set of polls. Using Resource Bank will assure possibility of embedding polls into any web solution (Centria, Website presentation and also eventual other solutions e.g. Journalist Site). 

Questionnaires

New web will provide various types of questionnaires: displayed to user automatically after navigating to relevant page or even after taking some action (i.e. downloading pricelist) in layer floating above page; statically placed on dedicated page (in form of webpart). By different types of questionnaires (anonymous, personalized) a different result data policies will be stated. Questionnaires will support all possible types of question forms (answering, rating, voting, etc.). For questionnaires administration will serve newly designed tool, which will provide robust functionality, such as:  Definition of a new questionnaire, definition of questions and answer types/possibilities  Defining questionnaire first and last page (welcome informational text; acknowledgements to user and asking for registering to various interesting applications with references)  Defining layout for questionnaires with restriction on approved CI  Defining questionnaire placement in case of layer above page (Defining static placement should be done on given page through webpart, where editor choose questionnaire form prepared)  Planning duration of research for created questionnaire For creating static questionnaire a dedicated questionnaire page template will be developed and offered within intelligent template selection by creating page (see Intelligent template selection). Important master presentation questionnaires will be also available for translation in form of questionnaire copy in questionnaires administration tool. Complete questionnaires solution will be subject of further analysis.

3.2.2.3 Car Configurator Features Following features will be available in fully functional form for importers that use national instance of Car Configurator only. For importers that doesn’t take advantage of national Car Configurator instance we will offer “lightweight” versions of features with limited functionality build on globally defined data for illustrative purposes,

3.2.2.3.1 Car Configurator introductory page Part of a web solution will be introductory page to Car Configurator application. Page will present overview of basic and also predefined models offered in given country. Set of offered models for configuration can vary for particular importers, according to local offer of basic and action models. Choosing model from available offer will navigate visitor to relevant national instance of Car Configurator and to relevant step according to level of already chosen configuration steps by predefined model.

Web solution will communicate chosen predefined model to Car Configurator application in form of configuration code. 3.2.2.3.2 References to configurator Entries to Car Configurator application, i.e. references to relevant configuration steps, will be present also on model pages by models and their derivates. Navigating to Car Configurator from model pages will navigate visitor to relevant national instance of Car Configurator with preselected model according to user position within model pages.

Moreover, system will offer possibility to add valid reference to any Car Configurator step wherever needed. 3.2.2.3.3 3D car model Car Configurator application will offer interactive 3D model of a specified car on demand with functionality of rotating and deep zoom as a simple version of Car Configurator developed for embedding into arbitrary web page. 3D model will use country-relevant data of given national Car Configurator application, if no national instance of Car Configurator application is available, globally defined Car Configurator instance data can be used for illustrative models. Model will be offered through appropriate Car Configurator interface (see Integration, Interfaces). 3.2.2.3.4 Technical data Car technical data are part of Car Configurator application data. These data will be available for displaying within web solution on demand for triplet of filter:  specified car model  specified Car Configurator national instance (data are country-relevant, in case no national instance of Car Configurator is used, world instance will be used)  specified date in history Form of technical data can be simple list of text items, as far as their character is only informational. Data will be offered through appropriate Car Configurator interface (see Integration, Interfaces). 3.2.2.3.5 Models comparison Function of mutual comparison of Škoda Auto models is already described and analyzed within 3D Car Configurator analysis, should be solved in future versions of this application and further offered to website solution, insomuch as requirements for this functionality on both sides are in principle the same:  mutual comparison of two or three models;  car models to compare can be preconfigured models or actually finished car configuration (however second case is not relevant for website, only for Car Configurator);  comparison results will be implemented in form of list displaying particular values side by side ( high-level attributes for easy orientation of inexperienced users can and should be defined in future, such as car purpose (e.g. sport, country, city, family, ...), trunk dimensions, transmission, and so on) Function will be offered through appropriate Car Configurator interface (see Integration, Interfaces).

3.2.2.4 Accessories Website presentation will present overview of accessories products, if applicable in given country, catalogue will be integrated with accessories eShop to provide entry for eShop. Accessories catalogue is actually part only of a Czech website presentation, accessories are loaded from SAP system where all Škoda Auto accessories items are filed. In future versions, accessories catalog will be available also for other countries. Eventual integration of importers accessories that are not Skoda’s own will be subject of future analysis. Moreover selected accessories from catalogue will be displayed directly on model pages as ads for mentioned eShop.

3.2.2.5 Lexicon Lexicon presents dictionary for car and technical terms, which will be used for interactive displaying of terms explanations within websites text content as mouse pointer moving around highlighted Lexicon term.

3.2.2.6 RSS Feeds RSS technology allows users to subscribe to obtaining a news from given RSS channel. Škoda Auto Website presentation is planned to be extended with RSS channel in new version of web solution. Using RSS feeds on Website presentation will be used mainly for news and motorsport content, i.e. content that is often actualized on a website, but there will be no limits for RSS also for other pages.

3.2.2.7 Page printing Pages of new webs will be easily printable on as many as possible printers of common types. Printability of pages will be solved by appropriate CSS settings.

3.2.3 Help and Support Particular features, which are described in following chapters, will be implemented within CMS in several phases: 





1st phase (within K2 rollout): o Central source of support materials o Welcome page nd 2 phase: o Broken links list o External links list o Hints (Contextual help) o Multilanguage support rd 3 phase: o Progress bar

3.2.3.1 Welcome page After signing into CMS a personalized welcome page will be displayed to user. Welcome page will serve as guidance to most important information, features and systems for editors of web solutions. Complete support for partners will be solved in collaboration platform support.skoda-auto.com, it is not purpose of welcome page to duplicate this information, it just provides brief version of key information right after signing into CMS. Welcome page should in each case contain following information:  Reference to common collaboration platform (support.skoda-auto.com)  FAQ for working with administration consoles and editing interfaces  Help materials download  Page workflow task list displaying tasks for signed user  Newly published pages of master presentation with “Compare changes to ...” functionality  Statistics  Most important contacts (contacts to support team members)  Lastly edited pages  System maintenance information  Reference to broken links list  Reference to external links list  Release info (content of coming releases)  Deploy info (content of next deploys) Especially for importers more information can be displayed:  List of Centria webs of dealers related to signed importer with responsible person contact by each Centria web  Pages Marketplace link with information about new pages in marketplace.  Info about new microsites for translation with links to prepared translating forms  Info about new system features for localization (new templates, new webparts, new hints, etc.) with links to prepared translating forms Link to this welcome page as well as link directly to support portal must be always available in editing interface (ideally as a part of Site Actions menu) and also in content management system.

3.2.3.2 Broken links list For each web presentation build on CMS a regularly actualized list of broken links will be available. List will contain link for repairing together with list of all occurrences of given broken link, in form of clickable URL to occurrence page.

3.2.3.3 External links list For each CMS web presentation a regularly actualized list of external links will be available. List will contain external link with list of all pages where this link occurs, both in form of clickable URL.

3.2.3.4 Multilanguage support CMS interface, editing interface, help texts, tooltips and hints will be localized into at least most important world’s languages. However system will count with localization to all languages. Web CMS (Site Management Console) is localized by default; eventual localization is planned also for all custom webparts, their tooltips and contextual help texts (hints) (see Hints). Localization into language for any country will be assured by given country importer. Localizations will be optional (as far as partner will be comfortable with using one of world languages). As for multilanguage support, CMS will support all UTF-16 characters.

3.2.3.5 Hints (Contextual help) Contextual help will simplify website editing by providing guidance on how to work with editing interface directly in working space. Hints will be available particularly for each webpart. Hint link will be displayed as known intuitive icon (e.g. question mark) located at the same area within every webpart to be easily findable by editor. Web Part Name

How to edit Web Part Name: Integer tempor. Nam libero tempore, cum soluta nobis est eligendi optio cumque nihil impedit quo minus id quod maxime placeat facere possimus, omnis voluptas assumenda est, omnis dolor repellendus. 1. Nunc auctor. 2. Phasellus faucibus molestie nisl. 3. Mauris dictum facilisis augue. 4. Etiam commodo dui eget wisi. Etiam ligula pede, sagittis quis, interdum ultricies, scelerisque eu. Nullam justo enim, consectetuer nec, ullamcorper ac, vestibulum in, elit. Praesent dapibus: Donec ipsum massa, ullamcorper in, auctor et, scelerisque sed, est. Vestibulum fermentum tortor id mi.

Help texts localizations will be assured by importer. Alternative form of contextual help presents “how to” videos for particular webparts.

3.2.3.6 Central source of support materials All support materials for web contributors, suppliers and journalists will be stored at one location. Amongst support materials belong:  Rollout documentation  Users guides, help videos  Standards

 Styleguides  Statistics, reports Appropriate location for all these types of materials will be so called support portal (support.skoda-auto.com).

3.2.3.7 Progress bar To improve usability of new CMS a progress bar, indicating real time estimated to complete actually performed task, will be displayed for each performed action.

3.2.3.8 Troubleshoot support New CMS will offer functionality of sending screenshot of page, editing interface or administration console as a bug report with relevant comment directly to Bug Tracking System in one click.

3.3 Social networks online strategy 3.3.1 Facebook 3.3.1.1 Škoda Auto pages on Facebook CMS will provide functionality for importing of page content into Skoda Auto or importers presentation pages on Facebook. For these purposes all Facebook pages must be created as fan pages (not groups).

3.3.1.2 Facebook plugins on Škoda Auto pages For integration of chosen pages with Facebook functionality, new web solution will include webparts for selected Facebook elements, which can be easily added into desired page:  Facebook Recommend button  Facebook Like button and feed together with Comments button and feed These two elements can be ideally used on informational pages and pages that are visited by brand and motorsport fans, i.e.:  Model pages, especially model homepage with great image for model presentation  News pages  Motorsport pages (News, Events) It will be also possible to add Facebook plugins in form of webpart to dedicated areas on other pages if needed. Usage of plugins will be optional and can be disabled if needed. Implementation of other Facebook plugins is possible in future, and can be solved on demand; or as own importers solution in form of Sandbox webpart (see Sandbox webpart).

3.3.2 Twitter 3.3.2.1 Twitter plugins on Škoda Auto pages For embedding of Twitter functionality, new CMS will offer webpart integrating Tweet functionality for allow web users tweet comments to Twitter from Skoda Auto pages, such as:  Model pages, especially model homepage with great image for model presentation  News pages  Motorsport pages (News, Events) It will be also possible to add Twitter plugins in form of webpart to dedicated areas on other pages if needed. Usage of plugins will be optional and can be disabled if needed.

3.3.3 Other social networks Implementation of other social networks plugins is possible in future, and can be solved on demand; or as own importers solution in form of Sandbox webpart (see Sandbox webpart).

3.4 Integration, Interfaces 3.4.1 Integration of external solutions in general 3.4.1.1 IFrame IFrame presents currently used way to integrate various importers solutions into web pages. Using iFrame editor can integrate any form or application with own functionality and user interface. Further usage of iFrame in future versions is questionable and must be discussed, as far as using iFrame is not W3C compliant, what is in conflict with requirement for code validity.

3.4.1.2 XML integration XML integration can be used for integration of own data for webparts with already predefined functionality and user interface (such as Used cars webpart solution). In new CMS is XML integration with definition of XSLT transformation planned to be supported for integration of data in variable structures for various prepared webparts. Web Part Name XML

(WebPart in editing mode)

(WebPart in presentation mode)

Choose source of data: Web Service XML file File:

XSLT

Browse

TRANSFORMED DATA from XML file (displayed in predefined form)

Choose XSLT transformation: File:

Browse

WebPart uses/displays data in predefined structure. XLST will serve for transforming input data from XML file into this predefined structure, to be correctly displayed in given webpart.

Transformations of data into proper structures readable by webpart will be performed online, so data sources or transformations can be easily changed (loaded into webpart from dedicated CMS directory) through editing interface whenever needed. Webparts with support for this XML integration will be developed for commonly used solutions (such as Used Cars), but in future also other special solutions can be implemented on demand as webparts with XML integration support.

3.4.1.3 Sand Box webpart Each importer will have possibility to develop and integrate own custom webparts into web presentation. Webparts must be implemented as Sandbox solution for Microsoft Office SharePoint Server 2010. Webpart will be installed into Microsoft SharePoint at Škoda Auto and further simply used on desired website pages.

3.4.2 Integration of internal solutions to microsites 3.4.2.1 Skoda widgets Most used customer supportive applications that are often embedded into microsites, will be prepared in form of prepared components, so called Skoda widgets. Skoda widget will be downloadable in form of prepared code widget for direct inclusion into microsites HTML code Sample applications, that will be offered this way, are:  Dealers Locator  Test Drive  Brochure ordering  Financing

3.4.3 Input and Output Interface in general 3.4.3.1 Web services Within K2 project a common input and output interface will be implemented to allow simple pushing and pulling of data between Škoda Auto systems and partners solutions (such as Stock Cars or Test Drive). Web service interface will be implemented particularly for each application as part of Skoda Support Services. Each interface service will encapsulate specialized interface to related VW concern systems (e.g. Nadine), and also common interface for integrating importers own data for relevant solution. Web services for common input and ouptut interfaces for concrete applications will be designed according to common requirements of importers on these applications. Web services will be implemented as part of Skoda Support Services, thereby they will be available on demand also for external applications not only for CMS.

Interface will be subject of detailed analysis for each this way integrated application.

3.4.4 Applications integration and interfaces Besides from common integration possibilities, new CMS will be integrated inside with various prepared applications. Particular applications, which are described in following chapters, will be integrated into CMS in several phases:  1st phase (within K2 rollout): o Stock Cars o Dealer Locator o Test Drive o Catalogs and Print Orders o Lexicon o Car Configurator - selected features for model pages nd  2 phase: o Newsletter o Financing o Car Configurator - models comparison rd  3 phase: o Hyper Local o eCatalogue

3.4.4.1 Stock Cars New web solutions will offer functionality of listing of actually available stock cars. Stock cars data may be in various forms in various importers or dealers system, therefore for these purposes a common interface for stock cars data retrieval from various systems will be implemented. To support VW concern standards, interface also to concern systems (Nadine, Ovex) will be implemented (see schema in Input and Output Interface in general).

3.4.4.2 Dealer Locator Actual Dealer Locator is map based solution that provides support for dealers within Czech Republic. For using Dealer Locator also in other importers countries a unified interface to support various forms of original dealers’ data for usage with this Dealers Locator solution will be implemented. Dealer Locator interface will be build up according to common input and output interface principles (see schema in Input and Output Interface in general). On the other side, for purposes of simple embedding of Dealers Locator into arbitrary microsite, Dealers Locator will be prepared as downloadable component (see Skoda widgets).

3.4.4.3 Test Drive Actual Test Drive ordering solution is used only for dealers within Czech Republic. For using Test Drive also in other importers countries a unified interface to support various forms of original data for usage with this solution will be implemented. Test Drive interface will be build up according to common input and output interface principles (see schema in Input and Output Interface in general). Interface to Test Drive must be part of further analysis. For purposes of simple embedding of Test Drive ordering functionality into arbitrary microsite, Test Drive will be prepared as downloadable component (see Skoda widgets).

3.4.4.4 Catalogs and print orders New web will present application of ordering of catalogs or brochures. Application will be integrated according to common input and output interface principles (see schema in Input and Output Interface in general). For purposes of simple embedding of Catalogs and brochures ordering functionality into arbitrary microsite, solution will be prepared as downloadable component (see Skoda widgets).

3.4.4.5 Newsletter Newsletter application will be integrated in development second phase as functionality of signing up for sending newsletters to users email address. In this phase also Newsletter application will be disposed for partners.

Newsletter application will offer functionality of creating newsletters, functionality of sending created newsletters to users from specified group (i.e. Czech subscribers), tracking of mail statuses, and archiving of newsletters (whether was newsletter delivered).

3.4.4.6 Financing Current solution for financial calculator is built on VW concern IBA architecture and is sufficient for redesigned web solution. For purposes of simple embedding of Financing information into arbitrary microsite, solution will be prepared as downloadable component (see Skoda widgets).

3.4.4.7 Car Configurator Car Configurator data are loaded using web service Car Configurator WCF. Service provides all methods about brands and vehicles, buildability checking of vehicle configurations and technical data of vehicles. Also more functionality will be provided in future by Car Configurator interface:  Model comparison  3D model usage

3.4.4.8 Hyper Local Hyper Local present planned solution for central management of dealers’ data with GPS coordinates. Solution may be implemented into web solutions in future implementation phases, and will provide functionalities such as:  Offering dealers according to users actual position  Offering services near to planned route.

3.4.4.9 eCatalogue eCatalogue solution based on Virtual Zoom technology will be used for displaying of attractive form of interactive catalogues. Integration of this solution is planned in future implementation phases and will be webpart based.

3.4.4.10

My Skoda loyalty program

My Skoda project is standalone SA project that groups several customer support applications, such as:  Service portal  Self care portal  Recall actions Integration of these applications is planned in future development phases, and will be subject of further analysis.

3.4.4.11

Fleet portal

To meet special requirements of some importers central Fleet portal will be implemented to provide space for presenting importers’ or dealers’ fleet offers. Integration of Fleet portal is planned in future implementation phases. Fleet portal will be subject of other standalone SA project.

3.4.4.12

eShop Genuine Parts

eShop genuine parts should be at least advertised on Skoda Auto presentations. In this moment an implementation of Genuine Parts eShop is subject of other SA project and it is in progress. eShop integration is planned in future implementation phases.

3.5 Dealers integration 3.5.1 Centria presentations content and range Centria system as platform for dealers presentation is integral part of CMS solution used by dealers in Czech republic only. Goal is to provide all importers dealers with unified presentations. Dealers presentation is planned to include one easily edited page, tuned according to dealers demands at first phases of K2 operation, In future releases range can be potentially extended according to level of support for particular dealers.

3.5.2 Editing interface Dealer will have possibility to easily edit and publish content of his page(s) using same publication workflow as importers (see Page workflow). Dealers pages will be located directly in CMS, question of editing environment is still open, while alternatives are usage of native CMS environment and usage of specialized editing tool on the other side.

3.5.3 Content sharing Besides own dealers content, dealers presentations may also include automatically propagated content from „parental“ importers presentation. This way for example stock cars or used cars in relevant language can be automatically propagated to all dealers webs.

3.5.4 Security User accounts for one or even more dealers editors will be created directly by importers using B2B portal (assuming existence of dealers account in CDB). Accessing editing interface for these users will not require installation and usage of B2B certificate. Importer will have possibility to block published dealers presentation from displaying in case of need.

3.6 Design 3.6.1 Corporate Identity compliance Graphical design of all concerned web solutions must strictly follow new corporate identity (CI) of Škoda Auto company. Rules for implementation of CI into web solutions are included in specification:  Škoda Auto Online Styleguide

3.6.2 Mobile devices support Graphical design of web solutions intended for mobile devices must follow rules for designing mobile applications. These rules, already respecting Škoda Auto CI rules mentioned above, are included in specification:  Škoda Auto Mobile Styleguide Design and also content intended for mobile web must in addition follow several guidelines, such as:  Content centralized on page  Less content for quick page loading  Minimum of scrolling

3.6.3 National specifics New design must be fully suitable with all national versions of presentation, where two more issues are important to solve: 

Translated texts length



Right-To-Left (RTL) design

By creating graphical design concept, design samples must be elaborated also for such pages (i.e. “mirrored” version of page concept for RTL design and sample of page with long texts in other language). In extreme cases it is possible to create restrictive rules for length of specified labels and header texts.

3.6.4 Support for users with disabilities Content of web solutions should be well available for users with various types of vision disorders. It will be possible to arbitrarily zoom pages in and out all using standard tools of internet browsers. Pages will be available also when colors or styles are ignored, and with various color schemes of the operating system. Also use of standard assistive devices such as screen readers will be possible.

3.6.5 Unified 3rd party systems connectors New version of web solution must present visually unified 3rd party systems connectors, such as social networks elements (Facebook buttons, etc.) or elements of embedded YouTube video. Graphical design of such elements must adhere CI rules.

3.6.6 Printable pages Pages design must count with pages printability.

3.7 SEO 3.7.1 SEO effective content To make content of a webpage SEO effective editor must thoroughly align text content with page keywords to reach optimal keywords density (7-8%).

3.7.2 SEO friendly URLs, Domain strategy Web presentations build on new CMS will use SEO friendly URL. Basic URL patterns should be always strictly related to pages content, e.g.: http://www.skoda-auto.pl/modele/octavia/akcesoria/octavia-akcesoria.aspx http://www.skoda-auto.uk/contactus/faq/faq.apsx Respecting domain strategy, different applications will be referred by different 3rd level domain (centria.skoda-auto.com, cc-skoda-auto.com). Different instances within same application should be referred by different 1st level domain (centria.skodaauto.cz, centria.skoda-auto.sk) In addition several SEO supportive rules will be established, such as:  if using not related domains for campaigns (www.zivotniprilezitost.cz), pages will (after campaign is finished) use 301 redirect (stands for “permanently redirect”) to similar or related page permanently placed on main domain (to keep earned clicks)  same 301 redirect rule will be applied also in other cases, such as canceling of online application  automated rules for page title composition and case

3.7.3 Keeping actual page rankings If URLs of website pages will change by website migration, we will assure mapping of old to new pages using 301 redirect (stands for “permanently redirect”). In this case SE keeps rank score but only switch URL. Redirect module for these purposes is already offered and used in CMS system. Own configuration of redirection module is done directly in CMS system and is assured by importer.

3.7.4 Optimization for Google Images Goal of this requirement is to assure first places in search results for pictures from Škoda Auto company pages. This way will user be navigated directly to Škoda Auto website. Pictures with Škoda models are on first positions by searching relevant places also now, but not pictures from our sites. Our sites images do not appear amidst listed results at all. Listing of pictures is mostly a matter of appropriate fulfillment of important pictures metadata, especially:



Filename - very brief picture description  Alt text - more detailed picture description  Caption - full description of image content - plain text, aligned with image (img) tag together within one paragraph (p) tag - according to central content storage concept, this is not attribute of picture, more likely it is attribute of picture occurrence; can also be attribute of picture, but then will be the same for all picture occurrences All these three attributes should contain keywords of picture content, and to maximize overall SEO effect these keywords should be aligned with page title and page content. According to several sources, also other facts influence resulting rank of a picture:  File Format - most recommended picture formats are (respectively to introduced order): o JPEG o PNG o GIF  Dimensions - picture dimension about 250x300px are recommended at least (anyway this doesn’t depend on web editors will)  Anchor Text - if picture file is linked from somewhere, anchor text of such hyperlink should be relevant to picture filename and alt.

3.7.5 Optimization for Google Videos Goal of this requirement is to assure first places in search results also for videos published on Škoda Auto company pages. To optimize videos for Google Videos service, these guidelines for metadata fulfillment should be followed:  Title  Description  URL  To increase video rankings also other steps are recommended:Alligning page title and video title  Creating video sitemap aside from basic site map, map will contain all important video information, submitting of this sitemap with Google webmaster tools

3.7.6 SEO and Javascript Navigational links and content offered via JavaScript are often ignored by search engines, eventually some parts are passed. Thus main website navigation should not use Javascript at all.

Skoda auto web solutions will instead use jQuery navigation solution build on standard HTML unordered list, which is SEO supportive.

3.8 Monitoring and Reporting 3.8.1 Monitoring Actually used monitoring system for CMS web presentations is Google Analytics, which will be also used in K2 operation. In addition, in subsequent phases we plan to provide presentations with advanced dashboard tool offering:  Arbitrary number of profiles  Real statistical data  Usable detailed heat maps  Tracking of downloads  Advanced BI dashboard Monitoring dashboard must also give answers on performance and availability questions. Dashboard tool is subject of standalone BI Competence Center project SAP Business Objects. Usage of any other measuring codes (than Google Analytics) will be prohibited.

3.8.2 Dashboard Two different views for different dashboard users will be supported within new CMS dashboard: 1. Marketing dashboard - detailed data about visitors behavior 2. Technological dashboard - performance, availability, security - assured by EOI department

3.8.3 Export Export of reporting data to MS Excel/CSV file must be implemented or provided by used monitoring and reporting tool. Tool will also offer possibility to export into PDF format.

3.9 Security 3.9.1 Users access For secure users access a server-side certificates will be used within authentication mechanism.

3.10 Rules and Standards 3.10.1

Web content classification

Classification of websites pages:  Mandatory - part of master structure which must be also part of every national website instance - cannot be deleted from site, only editing of content is possible - will be preselected within pages marketplace - sending alerts with reminder for page fulfilling  Optional - part of master structure, which can be part of national website instance, in case of importers interest  Custom - own pages that are build by importer on his own (on supported templates) (Classification will be used in practice in website marketplace, see Pages Marketplace).

3.10.2

Rollout checklist

List of actions that defines what must be done for successful rollout of national website instance. 1) Definition of web range and estimation of number of visitor 2) Editors training 3) Selection of page in marketplace 4) Preparation of URL mappings in case of migration from original importer solution 5) Editing of a website a) Editing of website pages b) Interface test c) Usability test 6) Website publication

3.10.3

SEO

Document should define complete set of rules for SEO optimization of importers Website presentations.

3.10.4

RSS

Document should define rules for creation of RSS feeds.

4 Technologies 4.1 Used Technologies 4.1.1 Sharepoint 2010 Migration of Sharepoint from 2007 to 2010 version is a key part of K2 project.

4.1.2 FastSearch Microsoft’s FastSearch technology will be used to enhance web search from performance and also functionality point of view (managed keywords usage). FastSearch will be used for presentation side of a website as well as for administration side.

4.1.3 Developer platforms Following platforms and languages are planned to be used within K2 project:  .NET  Silverlight / Flash  XHTML/HTML5

4.1.4 Cloud storage Windows Azure cloud solution will be used to store multimedia content besides content database in order to increase CMS performance. Cloud storage space will also be available for partners needs at various levels by different financial condition.

4.1.5 Maps Solution will integrate Google Maps or Navteq Maps in form of standardized API with possibility to connect local maps.

4.1.6 MMS server Microsoft Media Streaming server will be used for hosting stream videos used on Website pages.

4.1.7 jQuery For javascript based web features a jQuery library will be used.

4.1.8 Google Analytics Google Analytics will be used as monitoring system at first phase of K2 CMS operation.

4.2 Collaboration Platforms 4.2.1 Bug Tracking System Team Foundation Server will be further used as bug tracking systems.

4.2.2 Release Management Team Foundation Server will be further used as bug tracking systems.

4.2.3 Support Portal Support portal is planned to be a central system providing support for work with Škoda Auto online presentations and portal. Information and materials directly offered by portal should be:  Guidance to online systems with descriptions  Guidance to most used functions across systems (create new website page, translate resx, store new images)  Basic information on signing into systems  Pages marketplace  Rollout materials  Styleguides, Standards  Help materials (guides, videos)  Dashboards references and guides  Contacts  FAQ Further functionality  Interface into Bug Tracking System for bugs evidence  Chat Support portal will serve for:  Editors (Importers, Dealers)  Journalists Support portal is planned under support.skoda-auto.com domain and should be subject of detailed analysis.

4.2.4 Remote desktop Timbuktu (using Skype tunnel)

5 Document history Date Author 29.04.2011 M. Gašparecová 04.05.2011 O. Motl, D. Sehnoutka, M. Gašparecová 13.05.2011 K2 workshop participants, M. Gašparecová

Version Description 0.7 Finalizing of document draft 0.8 Incorporating suggestions

17.05.2011 M. Dědek, M. Gašparecová

1.0

17.06.2011 M. Dědek, M Gašparecová 28.06.2011 M. Gašparecová

1.1

Incorporating related special departments suggestions from K2 workshop Incorporating PMK suggestions, Finalizing of draft for publication on MIM Incorporating PMK suggestions

1.2

Incorporating partners suggestions

0.9

6 Attachments 6.1 Project phases List in following attachment present detailed view on planned project phases with list of requirement planned for implementation within each phase:

ProjectPhases_2011 0628.xlsx