Web content management_wcm_social_computing_rivals_or_partners

Tony Byrne President, Real Story Group

Web Content Management & Social Computing: Rivals or Partners?

Exposing the real weaknesses and strengths of web and enterprise technology products

Twitter: @TonyByrne

@TonyByrne @irina_guseva [email protected] [email protected]

Copyright © 2010 Real Story Group www.realstorygroup.com

Real Story Group: What We Do

Analyze weaknesses and strengths of the tools....and vendors

Advise on successful technology selection

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Three Part Agenda

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1. Overlapping domains (WCM/ECM & Social)

2. WCM and Social Are Different

3. When You Need a Separate Social Tool

Copyright © 2010 Real Story Group www.realstorygroup.com Copyright © 2010 Real Story Group www.realstorygroup.com

Finding Your Way...


Overlapping Scenarios?

Source: www.realstorygroup.com


What a WCM System Does


Web Content Site Management Systems

•  Critical backbone for intranet publishing

•  Now really web site management systems

•  Obviated need for portals on some intranets

•  Starting to incorporate “social” tools and simple document management


Divergence…

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Intranet Public

Web CMS Web CMS

Collab’n / Social Social / Collab’n


“Social Software” vs. Enterprise 2.0

Mash-ups SaaS / Cloud Ajax / RIA

Social Software

Enterprise 2.0

“Collaboration and Networking within and beyond the

Enterprise”


Agenda Part Two

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WCM and Social Are Not the Same Thing


Your Web CMS Does Need to be Social

: "What are you doing?”

: ” “Checking in to see how it's going in Bosnia."

"Bosnia? They don't have roads, but they have Facebook.”

The Social Network


There’s a Wide Range of Social Software Services

}Activity Streams } “UGC”


Using Your WCM Tool as a Social Software Platform


What about Public Social Media Integration?

Three Use-Cases Publish to Social Networks Aggregate public feeds Personalize based on

social graph

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But is this “engagement”?


Doing Social Differently


Architectural Issues Around UGC

Web CMS

Content

DMZ

Public / Customer Consumers

Content and Website Managers

Employee Consumers

?


Agenda Pt 3

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When WCM (and ECM) Won’t Suffice for Social

Keyword = Community

Start with Public then turn to Intranet...


Different Types of Public Engagement

Branded Communities Reader Interaction

Partner Collaboration Professional Networking

Engagement

Web CMS


Scenario: Branded Communities for Peer Support


Scenario: Branded Communities for R&D


What About Your Intranet?

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Copyright © 2010 Real Story Group www.realstorygroup.com www.realstorygroup.com 8

Humanizing through Social

Lessons from public networks:

–  Actively promote –  Recognition: foster

communities, but reward individuals

–  “Laddering” –  Push “top” lists

(content, communities, indivs) to home page

–  Explicit Q & A Forums

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Platforms ECM/WCM “Suites” Community

Wikis Blogs Niche Public

Source: http://www.realstorygroup.com/Research/Channel/Collaboration/Vendors


Contact is King?

http://www.peterhinssen.com/books/the-new-normal

“Half-way to the Experience Economy”

“Contact is King”


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Content is still King

Without content, we're reduced to cavemen going "uuuurgh" at each other.

A lot of social media is about pointing to interesting content. Strip a Twitter feed of its links, or take the shared pictures, videos, and blog posts out of Facebook statuses -- and "uuuurgh" is pretty much what you end up with.

Without content, we're reduced to liking, or retweeting, grunts.

http://www.realstorygroup.com/Blog/2021 ”

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( NOT A CAVEMAN )

Tony Byrne President, Real Story Group

@TonyByrne [email protected]

@irina_guseva [email protected]

Letʼs Continue the Conversation...(...and Contact Us for Sample Evaluations)

Web content management_wcm_social_computing_rivals_or_partners

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