Web Content Management Is Dead Long Live Web Content Management

WCM IS DEADLONG LIVE WCM

Gilbane Conference On Content Management

December 2, 2010

Wednesday, December 1, 2010

LET’S CONNECT

@Robert_Rose

[email protected]

www.bigbluemoose.net

www.adaptivemarketer.com


mailto:[email protected]






http://www.adaptivemarketer.com


Web Content Management Is

DeadLong Live

WCM


Part 1Whatcha’ See Is Whatcha’ Get

Part IIWCM & The Road To WTF

Part IIIAre You Experienced? Changing The CMS Buying Experience For Marketers


1970’s Flip Wilson Show

Geraldine - “what you see is what you get”

Phrase went viral(well - 1970’s equivalent)


1971 The Dramatics had the hit single...


!

WYSIWYG1974

Charles Simonyi &Butler Lampson

Alto Computer - Bravo Software(Led to MSWord)

“WYSIWYG” Source?Industry Newsletter

or Chuck Thacker’s wife?

Kicked Off New Revolution In Software


!

1985 - Mac Publisher

Articles - Whopping 32K of storage

Ready-‐Set-‐Go, Aldus Pagemaker, Office

Publisher, GEM Desktop Publisher, Byline 1.0


“Beware the features war..... as vendors struggle to maintain visibility in the market, they have entered into a features compe<<on – at the expense of other aspects of the applica<on such as performance or ease of use.”

Infoworld -‐ December, 1987


!DPAASWednesday, December 1, 2010

Desktop Publishing Transformed


What Experience Are You Creating?


Part IIWCM

And The Road To WTF?


Vignette’s Acquisition of CNET’s PRISM(Storybuilder and Storyserver)

Vermeer Technologies(Microsoft FrontPage)

Interwoven Teamsite

Documentum Rightsite

FutureTense

Typo3


Make it easier for non-technical people to publish content to the web


Looking Back5 Questions

Why A New CMS?

Who has been driving the acquisition of WCMS

How have the top 5 desired functions changed over time?

Average length of the RFP?

How have vendors product and messaging responded?


0 20 40 6080

2005

2006

2007

2008

2009

2010

Marketing Now Drives The Acquisition


2005Ease Of Use/Intuitive Interface

WYSIWYGWorkflow Capabilities

CollaborationReporting

Search

2010Customizable Interface

SEO CapabilitiesEcommerce

PersonalizationSocial Media

A/B Multivariate TestingIntegration Capabilities

Top Features Have Expanded


0 7.5 15 22.5 30

2005

2006

2007

2008

2009

2010

RFP’s Getting Longer


Let’s Compare Web Site Messages

2001 vs. 2010


A CMS separates content from the design... pushing responsibility away from the team that administers technology and gives it to the knowledge workers who create content...

Deliver robust Web applica:ons in context to your site visitor... build dynamic applica<ons and Web services and ensure personalized delivery...

2001/2002 2010


Ektron solu<ons simplify and streamline the process of upda:ng your web site informa:on by offering easy to use, browser based Web authoring and content management...

Web Content Management, Social SoAware and marke:ng op:miza:on...

Deliver dynamic Web experiences, increase marke:ng agility....

2001/2002 2010


Rythmyx enables the line of business to control content without requiring costly re-‐implementa:on... strategically evolve the system on your terms not ours...

a singular focus -‐ driving results (revenue, leads, memberships) through mul:ple online channels...including websites intranets, blogs, mobile devices and wikis....

2001/2002 2010


UpdateEngine is a content management system that gives you control of the informa:on on your organiza:on’s intranet or web site. efficiently manages the edit-‐approve-‐publish cycle....

a Web Experience Management Suite... help you use the Web to achieve our goals for growth, cost savings and customer loyalty....

2001/2002 2010

! !


technologies that... enables non-‐technical staff to create text based content, manage related media and publish to any online format instantly and efficiently...

Engage Visitors. Target Content. Quality Leads. Website marke:ng accelera:on for B2B sales pipelines...

2001/2002 2010

! !


manage content not technology... content specialists don’t have to be technical authori:es just to update your site.

Online marke<ng revolves around the Web and the Web revolves around online content... online marke:ng suite empowers you to create, manage.... and personally target, test measure and automa:cally improve your results...

2001/2002 2010

!!


leading edge open-‐source CMS that implements the latest thinking in community publishing, knowledge management, and soAware design....

Open source plaSorm licensed under the GPL... Equipped with a powerful blend of features, Drupal can support a variety of Web sites ranging from personal blogs, corporate brochures and large community web sites...

2001/2002 2010

Drupal.org!


[translated]

...stands in sharp contrast to proprietary solu<ons... For the customer it means that they can edit directly into their website, without installing new soAware....

helps you keep up-‐to-‐date dynamic full featured web sites of all types...Our customers’ web sites generate experiences that compel visitors to ac:on...

2001/2002 2010

! !


Web ContentCollaborationWeb ContentGovernanceWeb Content

MarketingMAKE IT EASIER TO PUBLISH

CONTENT TO THE WEB


What Kind of Experience Are We Crea<ng?


What’s Next?

What will WCM Become?


2005/2006Easier for non-tech people

Remove IT BottleneckCM Process is disparate - need

to centralizeSite re-design CMS can’t handle

2009/2010Remove IT Bottleneck

Empower non-technical peopleCM Process is disparate - need

to centralizeReplace CMS - New functions

needed

But....Has it changed why we buy?


What should we be purchasing?

Web Engagement Management?

Web Conversation Management?

Web Experience Management?

Web Marketing Management?


Web ContentMarketing


IIIAre You Experienced?

3 Ideas To Change WhatWe’re Buying


“Sometimes you just have to say WTF...”

“I deal in human fulfillment”

A well implemented marketing content

management process is the power to do both.


1.Invest In The Process

NotThe Product


IT owned the web presence

Strategy born out of the .com boom

The Web site was all about the E -Business -Commerce

Little, if any, attention paid to web site as online marketing engine.


What Is Your Process?

1. Separate the IT governance processes for online marketing... It’s okay if it’s different from IT...

2. Realize that no one *really* wants to use a CMS. Process around your core users.

3. Build a process around change - and then job one is to make sure that tool can change too.


2.Value Driven

NotROI Driven


CMS Tools Don’t Provide ROI!

Put a welding torch in my hands...

ROI is different than accountability

Stop buying based on a fictitiousnumber - and start buying based onValue.

Which tools will facilitate MY processso that I can be: Faster Better More successful...


3.Web Content

Is Now a Conversation

And it lives beyond your Web Site


Technology enables – that’s it.

Marketing CM process shouldenable you to manage content anywhere, anytime in any format

Marketing CM tools should listen as well as they speak

User Generated Analytics data External Sites, syndication

Form data / submissions“Likes”


The New WCMS

Web Conversation Management System?


What experience(s) are we creating?

How do we use content to deliver that experience?

What is the process by which we’ll deliver and respond to that content


Web ContentCollaborationWeb ContentGovernanceWeb Content

MarketingMAKE IT EASIER TO PUBLISH

CONTENT TO THE WEB


1. Adapting To The New World Lisa Welchman... Governance

2. Next Thing You Know... Your Global... Andrew Lawless and Debra lewis - Govenance overlaps Collaboration

3. Gathering Customer Intelligence Shannon Ryan - Content Marketing, and how engagement and analytics user experience

Now...


4. How To Build A Content Strategy With Colleen Jones and Margot Bloomstein Explore the top of that building process.. What kind of experience are we creating.. And how do we build a content strategy to support that...

5. Research Insights MultiLingual Marketing With Mary LaPlante - Where Marketing overlaps governance and setting a strategy into improving global content...

Now...


6. Putting It Into Action... Molding The Customer Experience - With Melissa Casburn and Darren Guarnaccia... Pure Marketing... And probably blow up everything I’ve said here..

7. Metrics... Measuring The Results of Digital Marketing.. Jeff Cram and Brett Zucker... Where content and data meet...

Now...


THANK YOU

@Robert_Rose

[email protected]

www.bigbluemoose.net

www.adaptivemarketer.com










Web Content Management Is Dead Long Live Web Content Management

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