Transforming!Hootsuite:! Embracing!the!Symfony! Framework!with!the!eZ! Publish!Platform!

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1 TransformingHootsuite: EmbracingtheSymfony FrameworkwiththeeZ PublishPlatform >FindingaSolutionforHootsuite smarketingneeds >TheSearchfortheRightCMS >ACompleteSolutionUsingeZPublishPlatform5 >ez shighperformancecontentdelivery >EmbracingtheSymfonyFramework >MoreonHootsuiteandMugoWeb

2 FindingaSolutionforHootsuite smarketingneeds Hootsuite,themostrecognizedsocialmediamanagementsoftwarebrand,hasgrown rapidlysinceitwasfirstintroducedmorethanfiveyearsago.nowaglobalcompany withover500employeesand10millioncustomersworldwide,hootsuite swebsite neededtoreflectitsmature,enterprisefocus. LikemanySoftwareasaService(SaaS)companies,Hootsuiteinitiallybuilttheir customerrfacingwebsitealongsidetheirsoftwareasapartoftheirproductstack.to combatthis,hootsuitebuiltseveralmicrosites.thehootsuiteteamquicklyrealizedthis solutionwasn tsustainableandbegansearchingoutsidetheircompanyforasolution. WehadtoomanysitessittingontoomanyCMSs, sayshootsuite suserinterfaceand FrontRendDeveloperJeffWaterfall. WhatweneededwasanenterpriseRgradeCMS thatwecouldstartmigratingeverythinginto. That swhenwestartedtheprocessof vettingcmss. AllofHootsuite swebpagesthatsatonitsproductstackwerehardrcoded.therewas nocms,sayswaterfall. Tochangeanythingthemarketingteamhadtocreateaticket withourproductteamwhowouldthenhavetogoandmakethechanges. Thisslowed downthemarketingdepartment sinitiatives.minorchanges,suchasfixingtypos, endeduptakingweeks. HootsuiteneededaCMSplatformthatenableditsdeveloperswithpowerand flexibility,butmostimportantly,wouldenablethemarketingteamtohavefullcontrol ofonlinecontentcreationandcampaignmanagement.

3 TheSearchfortheRightCMS HootsuitehadseveralCMSrequirements: FullstackSymfony2Implementation Personalizationcapabilitiesfordynamiccontentgeneration Internationalizationandlocalizationofcontent Soliddevelopmentframeworkfordeepintegrationintotheirproductand systems Hightrafficscalability Hootsuitedeveloperswerelookingforacustomizabledevelopmentframeworkthat couldbeimplementedinthecloud.theyalsoneededasolutiontoenabledeep integrationwiththeircurrentinfrastructureandsolutions. Fromthestart,weknewwewantedanopenRsourceCMS, sayswaterfall.aftera twormonthevaluationprocess,hootsuitenarrowedtheirsearchdowntodrupal, SiteCoreandeZPublish. WestartedlookingateZPublishanditcheckedalltheboxes forus, sayswaterfall. ItwasanenterpriseRgradeCMS,itwasverysecure.Ithad everythingwewerelookingforbakedrightintoit. HootsuitethenescalatedtheeZPublishPlatform5totheirengineeringteamwho testedandapprovedit.afterspeakingwithmugoweb,anezsystemsimplementation partner,hootsuitechoseezpublishplatform5astheirenterprisecmsofchoice. AfeaturethatresonatedwithHootsuiteduringtheirselectionprocesswastheeZ PublishPlatform scapabilitiesforafullstacksymfony2implementation,theonlycms

4 tooffersuchservices.hootsuite sdevelopmentteam,whosecodeisbasedheavilyin PHP,sawthisasamajorbenefitalongwiththeplatform soutrofrtherboxfeatures. Anotherimportantfactorwasthatoursystemadministrationteamwouldneedtobe abletoprovidesupport.ifwehadgonewiththe.netsolution,wewouldn thavehad anyonenecessarilytosupportthecms, sayswaterfall. ACompleteSolutionUsingeZPublishPlatform5 HootsuitequicklybeganworkingwithMugoWeb,aVancouverbasedweb developmentfirmthathasextensiveexperiencedevelopingwiththeezpublish Platform.MugoWebwasbroughtonastheprincipalimplementersforHootsuite s websiteredesignproject. Hootsuitewantedtohavethefirstiterationoutwithinsixmonths. Ourfirstphasewas tomoveasmuchcontentaspossibleoffoftheproductstack.wehadtolookatthe pagesacrossallofourdifferentsitesandthenchoosewhichonesweregoingtobe movedtoezpublish, sayswaterfall. Aftersixmonthsofwork,thefirstphaseoftheprojectwasdeliveredonbudgetandon schedule.hootsuitecompletedarebrandjusttwomonthsafteritsinitialezpublish implementation. ezpublishhasgivenme,asafrontrenddeveloper,theabilitytoeasilygetcontentto ouruserswithoutalotofthebackendheavylifting, sayswaterfall.theezpublish TemplatingEnginewashugelybeneficialtoWaterfallandhisteamwhentheymigrated contentintothenewcms. IfyoulookatotherCMSsthetemplatingenginedoesn t exist.itcanmakecontentmigrationreallypainful. WiththepreviousWordpressimplementationsthatwehad,thereweren tany structuredcontenttypes.therewasn tanywaytochangeapageorhaveanytypeof structureandcontentrelationships. Themarketingteamneededto hackandslash HTMLinordertomakechangestopages,saysWaterfall. Thefactthatweareableto structurecontentclassesandtheeditorialexperienceinawaywherethemarketing teamcouldn tbreakmuchhasbeenreallyhelpfulforeveryone, sayswaterfall.with ezpublish,theturnaroundtimeoncontentdevelopmenthasbeensignificantly reduced. Creatingcontentsectionsusedtotakemonths,nowittakesonlyweeks, sometimesless. Becauseofitsglobalpresence,HootsuitebenefittedfromeZPublish sbuiltrin capabilitiestomanagemultirlingualcontent. WenowhavelocalizedcontentwitheZ,

5 whichjustdidn texistbefore, sayswaterfall.editorscantranslatecontent,submit draftsandeditthemeasily. Thatwholereviewworkflowwasmissingbeforeandnow wecandoitsimplywithezpublish, sayshootsuite sseniorwebdeveloperdenis Antipov. WitheZPublish,wewerequicklyabletoovercomeoneofHootsuite smainhurdles, saysmugoweb sclientengagementmanagerdougplant. Wewereabletohelp separatehootsuite scustomerrfacingsitefromtheirproductstack,whichenabledtheir marketingteamtogainsignificantlymorecontrolovertheircontent. Hootsuite sdevelopersnolongermanagethecontent. Wecannowspendourtime developingapplications.wedon thavetodotheboringstuffanymore,wegettodo thefunstuffagain, saysdenisantipov. Hootsuitehasseveralinitiativestheyarelookingforwardtorollingoutinthenear future.todayweareworkingongatheringinformationonhootsuite susersthrough theirwebsitevisitsandthroughthehootsuiteproducttodeliveradeeper personalizationexperience, saysmugoweb smanagingdirectorpeterkeung. Hootsuitewillalsobeexpandingitsinternationalizationwhilecontinuingtointegrate othercomponentsandmigrateseveralothermicrositesintoezpublish. ezhasgreat multisitefunctionality,soweareworkingtobringthesitestogetherinthesameez Publishinstallation, sayskeung. Hootsuite snewwebsiteiscurrentlytakingadvantageofthefollowingfeatures: Architectureautomationandhighperformance Aneditorialinterfacethatenablesfullcontrolofthewebsiteanditscontent Creatingcomplexgridsofcontentwithouttechnicalassistance FineRtuningSEOtags,richtextformatting,embeddingimagesandvideowith multirloadfunctionality ManagementofJavaScriptandcustomtagsintegrationwithanA/Btesting servicetofinertunelandingpages ez shighperformancecontentdelivery WitheZPublish,Hootsuiteiscapableofdeliveringcontentwithminimallatencyto scaletohightrafficloads.ezpublishachievesthisviaaverytightintegrationwith Varnish.VarnishbrokersrequestsmadetoeZPublish,andwheneverpossible,will servecontentfromitsowncache,insteadofputtingtherequestonezpublish.

6 Hootsuitecannowdelivercachedcontentmorefrequently,whichprovidesakey elementofsystemreliability.thisapproachenablesasimplerarchitecturetotackle trafficspikes,allowingautomaticcontentrefreshimmediatelyafterchangesaremade. HootsuitehasalsoseenabumpinitsSEOnumberssinceimplementingeZPublish. OurSEOnumbershavegoneupquiteabitbecausewe vebeenabletooptimize thingsforseo, sayswaterfall. OurcontentwritersareabletogointotheeZPublish interfacetochangecontentforseoandmodifywordsastheyseefit. Moreabouttheproject TheHootsuiteprojectfullyreliesonthenewcomponentsofeZPublishPlatform5 usingthesymfony2webframeworkandtwigtemplating.thisensuresaneasily upgradeablefuturerproofarchitecturethatiseasytolearnforhootsuite sphp developers,allowingthemtocontinuouslyrolloutupdatesandimprovementstotheir site.theteamatmugo,successfullydeliveredthefirstlaunchofthisezpublish5full stackproject.

7 MoreaboutMugoWeb MugoWeb ssevenrpersondeveloperteamisoneofthemostexperiencedand specializedinezpublish.mugowebhasworkedonsomeofthehighestprofileez PublishsitesinNorthAmericaandhasproventheirtechnicalabilitybydeveloping manyhighavailability,highperformanceandhightrafficwebsiteswithcomplex functionality. TolearnmoreaboutMugoWebandtheirpastprojectsclickhere. MoreaboutHootsuite Hootsuiteisasocialrelationshipmanagementplatformforbusinessesand organizationstocollaborativelyexecutesocialmediastrategiesacrossmultiplesocial networksfromonesecure,webrbaseddashboard.launchmarketingcampaigns, identifyandgrowaudience,anddistributetargetedmessagesusinghootsuite sunique socialmediadashboard.streamlineteamworkflowwithschedulingandassignment toolsandreachaudienceswithgeortargetingfunctionality.invitemultiple collaboratorstomanagesocialprofilessecurely,plusprovidecustomreportsusingthe comprehensivesocialanalyticstoolsformeasurement.keysocialnetworkintegrations includefacebook,twitter,linkedin,andgoogle+pages,plusasuiteofsocialcontent appsforyoutube,instagram,tumblrandmore.

8 AbouteZ ezsystemsisagloballyrecognizedcommercialopensourcesoftwareprovider.our leadingandinnovativeapproachtakesyourenterpriseplatformbeyondcontent Management(CMS)intocreatingatruedigitalexperiencewithsystematicoptimization capabilities. TheeZPublishPlatformpresentedheresetsnewstandardsfordigitallifecycle management,includingrecommendationsandsmartwebanalyticsfunctionality, coupledwithanapplicationmarketplaceofcertifiedextensions. ThousandsoforganizationsworldwidebenefitfromeZPublish soptimizedand intelligentmultirchannelcommunicationssolutions.ez sclientbaseincludessmall, mediumandlargeenterprisesacrossallindustriessuchasmedia,publishingand broadcasting,financialservices,telecoms,retail,government,manufacturing,logistics, andeducation. InBrief ezsystemswasfoundedin1999inoslo,norway. OperationalheadquartersisnowlocatedinSkien,Norway. ezhasbeencommittedtocommercialopensourceformorethan12years 100+employeesworldwide Continuedgrowth:Supportingover15,000customersin120countries Establishedecosystem:Morethan350Partners,astrongcommunityof43,000+ members Over5milliondownloadsand250,000installations OfficeLocations ezsystemshasaglobalpresencewithofficesinnorthamerica,europeandasia. Togetintouchwithoneofourglobalofficespleasevisit:http://ez.no/AboutReZ/ContactR Us InformativeLinks CorporateWebsite:http://www.ez.no Howtobecomeapartner:https://ez.no/Partners/BecomeRaRPartner HowtoFindaPartnertodevelopyourplatform:http://ez.no/Partners/FindRaRPartner

9 ReferencesandCaseStudies:http://ez.no/Resources/CaseRStudies CommunityPortal:http://share.ez.no

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