CASE STUDY: MANUFACTURING
www.coremedia.com
CONTINENTAL. Strong Brand Value
with Unified Content Infrastructure
With revenues of about 26 billion euros in 2010, Continental is one of the world’s leading
automotive industry suppliers. As a provider of brake systems, components for drives and
chassis, instrumentation, infotainment solutions, vehicle electronics, tires and technical
elastomer products, Continental is shaping the key trends in the automotive industry while also
contributing to safe and intelligent mobility as well as global climate protection. Continental is
also a experienced partner in the field of networked automotive communications, and currently
employs nearly 160,000 people in 45 countries.
STUDY:
MANUFACTURING
CASECASE
STUDY:
HEALTHCARE
THE CHALLENGE: Efficient management of
the global Web presence
AT A GLANCE
The Project
Strategic Content Management within
an international corporation
Unified, worldwide Web presence
covering Internet, intranet and
extranet
www.continental-corporation.com
The Details
Personalized portals for employees
and customers
Multi-brand management in a single
system
Centralized administration of digital
assets for online and print media
Integrated translation management,
thanks to SDL Trados integration
Content internationalization and
unification
Low-cost, time-saving content creation
and management processes
Facts and Figures
Core Internet websites attract
6.5 million page impressions/month
Intranet with 80,000 users and 8.6
million page impressions/month
Partners
w/Center Consulting GmbH
For a global brand like Continental, a Web presence that is uniform but reflects
regional variation is part of its brand value. However, that value is endangered
by content that is outdated or inconsistent.
With its existing Web infrastructure, Continental was unable to maintain its
desired level of website consistency, and staff found the maintenance process
very time-consuming. Content could not be maintained in-house, nor was it
really possible to utilize the content more than once, or in different layouts.
The contracting-out of content management and structural changes to thirdparty service providers caused long delays between updates, and kept external
costs high.
Another problem was that the presentation of Continental’s different brands
could only be achieved with great difficulty: it was almost impossible to ensure
adherence to corporate design guidelines across all of the various countryspecific websites. A new system needed to fulfill a number of requirements,
including: the introduction of new content models based not just on pages but
on objects; connectivity to third-party systems (ensuring future expansion);
parallel output of a variety of formats from a single data store; and usability
improvements for staff members. A new solution also needed to provide
support for localizing core content for international markets.
THE SOLUTION: Unified Web presence and
easy upkeep with CoreMedia
In order to realize a unified, global Web presence, the Continental websites
went online using CoreMedia. After the successful go-live of the Internet project
in Germany, the worldwide rollout of the Conti-Online portal and the brand
micro-sites could begin — all managed by CoreMedia Partner, w//center
Consulting. The next phase upgraded the Continental intranet, extranet and
media asset management systems onto the CoreMedia platform.
Today, some 220 divisional and departmental websites use CoreMedia to
ensure they are consistent and up-to-date. By using CoreMedia, significant
synergies can be achieved, since the layout templates re-use structures already
in place on the central website.
Expert users generally require not only an object overview but also an
overview of the presentation details. Subject specialists based at a number
of Continental’s offices edit the various websites and individual content items
directly in layout preview mode, without needing any in-depth technical
training. This enables them to see how content is represented in the various
contexts directly from the editing process. The job of localizing core content
for other markets is supported efficiently by the CoreMedia translation
workflow and integration with SDL Trados.
The new CoreMedia system also sources content automatically from existing
product databases, integrates with a number of existing Web applications
and has full connectivity with the in-house ERP system. Page content on
both the extranet and intranet can be personalized to suit user needs. These
innovations mean that editorial staff at Continental are now much more
productive in their work.
When Continental acquired Siemens VDO Automotive AG, the company’s
17 websites ran on top of a SharePoint infrastructure. Continental decided
to migrate these to CoreMedia, and thus establish a unified system. The
task was to review the different CMS installations in place at the two
major companies and identify the optimum solution in terms of flexibility,
integration options and costs for the corporation. To achieve this, the IT
unit successfully migrated the content, the layout and the features from the
internet/intranet pages at the former Siemens VDO company into a new
CoreMedia infrastructure.
“With the CoreMedia
Content Management System
we achieved our objectives: to
consistently map content from
all of the divisions under
Continental AG to the Web —
and to enable quick access to
relevant information.”
Monika Andrae, Head of Online Relations
Continental AG
CASE STUDY: MANUFACTURING
THE RESULT: Increased customer satisfaction
with CoreMedia
By introducing CoreMedia, the goal of unifying the Internet presence for all
of Continental AG’s divisions has been achieved. In addition, many different
target audiences can now enjoy rapid access to the information that they need.
Continental has relied on CoreMedia since 2001. The website has since developed into a multimedia-rich, global corporate portal with broad audience appeal
— one example of this being the re-launch of the company-owned B2B platform
in 2008. The next project planned with CoreMedia will see the fusion of the
areas of real-time, document management, email (messaging), information
publishing and online collaboration into a unified Collaboration Platform.
ABOUT COREMEDIA
CoreMedia is a leading provider of Web
Content Management (WCM) software
to organizations demanding engaging,
context-driven online experiences for
their customers regardless of channel
or touchpoint.
The company’s WCM suite offers unique
business value by seamlessly integrating
digital and social media assets, increasing
editorial productivity and accelerating
time to market in complex environments.
As a result, businesses can more effectively execute their online strategies to
engage users, build customer loyalty
and ultimately drive greater revenue
and profitability.
Established in 1996, CoreMedia is
headquartered in Hamburg, Germany,
with offices in San Francisco, London, and
Singapore. CoreMedia’s clients include
global brands, such as the American
Association of Medical Colleges (AAMC),
Australian Broadcasting Corporation
(ABC), Bertelsmann, BILD, CLAAS,
Continental, EPCOS, Deutsche Telekom,
Internet Broadcasting, O2, SEAT, and
Singapore Press Holdings.
For more information, please visit our website: www.coremedia.com
Email: [email protected]
Phone: In North America: +1 .415 .371 .0400 | In Europe: +49 .40 .32 55 87 .0
Copyright 2011. CoreMedia Corporation. All rights reserved.
(1211-CS-EN-CON001)