The Practical Guide to Selecting a Web CMS for Higher Education


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  • Resources:Harlem Shake Wikipedia: Twitter blog on The Grammys:
  • Security.
  • All the proprietary vendors taking the same approach – buy up a bunch of companies, call It a suite, promise integration between offerings and give their sales teams more licensed software products to put in their bags.In practice, integration takes years – if it ever happens. A decade ago, when integrating systems was difficult & complex – customers thought they wanted one throat to choke, that this would mitigate the risk of all the disparate, unconnected systems the vendor brought them.And guess what, there was no pot of gold at the end of that rainbow.
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  • The Practical Guide to Selecting a Web CMS for Higher Education

    1. 1. The Practical Guide to Selectinga New Web CMSFor Higher Education
    2. 2. PresentersTom Wentworth, AcquiaCMO- 13 Year CMS veteran at vendors Interwoven and Ektron.- @twentworth12 on TwitterBarbara Solomon, AcquiaSenior Vertical Marketing Manager- Leads Acquia’s Vertical Marketing Strategies- @bdsolomon on TwitterChris Hartigan, AcquiaGeneral Manager, Higher Education- Drives Acquia’s Higher Education strategy
    3. 3. What You’ll Learn in this Webinar• Higher Education Digital Trends• Why Now is the Right Time to Select a New CMS- Mobile, Social, Open• Running a CMS Selection Process- Defining requirements- Selecting vendors- Vendor demonstrations and presentations- Selecting an implementation partner• Higher Education CMS Case Studies
    4. 4. Democratization ofContentResponsive /MobileTechnologicalUnbundling /InteroperabilityHigher Education Digital TrendsDigital platformsare not an“appendage” ofthe institution –they are a criticalasset for runningthe business ofhigher education
    5. 5. Admissions /EnrollmentHow do weattract and enrollthe beststudents for ourschool?MarketingHow do weeffectivelycommunicatewith all ourvariousconstituentgroups?Faculty /InstructionHow do weengage withstudents anddrive academicobjectives?StudentServicesHow do wecreate acohesivecampuscommunity inthe digital age?Alumni /DevelopmentHow do wefoster ongoingrelationshipsand buildaffinity?Marketing(again)How do wemake sure thebrand isconsistent andeveryone isworking in aunified way?Running the Business of Higher EducationThe business of higher education has moved online, andeffectively managing the unified digital experience iscentral to the institution’s success
    6. 6. 2003-20102010 +First Generation CMS• Brochureware websites• Vendor pioneers Interwoven, Vignette• CMS part of Enterprise ContentManagement SuitesSecond Generation CMS• Dynamic Websites• Marketing-driven• Business results focusedThird Generation CMS• Mobile, Social, Personal, CloudHistory of CMS1994-2003
    7. 7. Putting it in Perspective2000-2004•** This isprobably whenyour CMS wasbuilt **2006•Facebookopens to theworld2007•IPhoneLaunches•Twitter Hits themainstream2010•iPad Launches•HTML 52011•Ethan Marcottecoins“ResponsiveWeb Design”2013•1.5 BillionPeople WatchPsy - GanghamStyle
    8. 8. Legacy CMS Challenges• Mobile sites are an afterthought, or impossible• They are expensive to own- High maintenance costs- Difficult to find experienced development resources• Plagued by Usability issues- Products were designed before the advent of modern userinterface best practices- Return of the “Webmaster Bottleneck”• Require multiple point solutions- Social communities- Video
    9. 9. Web CMS isn’t about Web Publishingit’s about Customer Experiences
    10. 10. The New Web Content Management MandateManage, Measure, Engage
    11. 11. Vendors are Taking Two Approaches:Monolithic Suites
    12. 12. UserGeneratedContentIntegrated Digital ExperiencesCONTENTCOMMUNITYEmailAnalyticsMarketingautomationPersonalizationCOMMERCEDAMCRM
    13. 13. Be wary of vendors that promise abig-bang solution; they aremore interested in selling you all thecomponents of their suites than theyare in helping you leverage what youalready own.Source: Harnessing the Convergence of Customer ExperienceManagement Solutions
    14. 14. Running a CMS EvaluationIdentifyRequirements +StakeholdersDefineVendorShortlistRFPVendorEvaluationsSelections+ Contracts* Allocate 3-6 Months for Evaluation
    15. 15. Simplified Content Management LifecycleCreate• In-LineEditing• StructuredContentAuthoring• Drag andDrop PageCreationManage• Workflow• Taxonomies• Metadata• PermissionsPublish• ContentReuse• Multi-format• Multi-language• Multi-site
    16. 16. Key RequirementsContent Authoring• Inline Editing- Edit content in-place• Structured ContentAuthoring- Forms-based• Drag + Drop PageCreation- Assemble pages withoutdevelopers• Media Management- Resizing, Cropping,Transcoding
    17. 17. Key RequirementsWorkflow• Approval Process forPublishing- Draft, In-Review, Published• Version History- Quickly compare versions• Audit Trails- Capture feedback onchanges• Reporting- Bottlenecks
    18. 18. Key RequirementsMulti-lingual + Content Re-Use• Separation of Content fromPresentation- Create content once, re-use inmultiple locations- Categorize content usingtaxonomies for automatedplacement• Manage content in multiplelanguages- Manual or automation translationsupport- Define relationship betweenlanguages
    19. 19. Key FeaturesSecurity + Permissions• Users- Authorized CMS users• Groups- Collections of users andother groups.• Permissions- Define access levels tofolders and content• Roles- Define access privilegesto users and groups
    20. 20. Key FeaturesSocial Communities &Collaboration• Blogs• Networking,Friending, andFollowing• Ratings + Reviews• Collaboration• ContentModeration
    21. 21. There are Lots of Vendors…
    22. 22. Defining a Vendor Shortlist• Pick a Development Platform(s)- .NET, Java, PHP• Pick a Deployment Model- Cloud, On-Premise• Select Vendors to Evaluation- Work with Analysts• Forrester, Gartner, Digital Clarity Group, Real Story Group, others- Evaluate Products• Downloads, Trials- Engage Partners
    23. 23. Picking a Development PlatformAnd Does it Matter?• .NET Framework- Microsoft-only- Mature development environment• Java- Cross-platform- Popular among larger enterprises and specific verticals likefinancial services• PHP- Cross-platform- Fastest growing CMS development platform
    24. 24. PHP Content Management SystemsGrowing Fastest
    25. 25. Open Source vs. Proprietary CMSTop Five Myths About Open Source WCM1. Open Source is just for blogs and simple sites2. Open Source isn’t secure3. Open Source won’t scale to handle the world’s largestsites4. Open Source requires tribal knowledge5. Open Source won’t work well with my marketingtools
    26. 26. Building a good RFP• Project overview- Provide a detailed written description of the problems you are tryingto solve.• Process- Clearly describe your end-to-end evaluation process w/ timeframes• Requirements- Articulate your requirements. Avoid “Yes/No” questions in favor ofopen ended• Scenarios- Frame your requirements into actual real-world usage scenarios butdon’t prescribe the solution
    27. 27. Evaluate ScenariosOkay Example• The Video Player module is one of the most heavily used features ofour current CMS. Demonstrate how to add video to a site..Great Example• One of the major weaknesses of the current CMS is not having theability to create a new website. Demonstrate how to create a newwebsite including:• Creating a homepage• Developing templates and style sheets for the underlying pages. Templates will carry the samefooter across all pages of the website.• Creating a subsite with a different homepage but with design elements that tie it to the overallwebsite.• Show how subsites work with a different domain (e.g.,
    28. 28. Vendor Presentations… or the Dog & Pony Show• Allocate enough time to cover yourscenarios and requirements- Typically 90-120 minutes• Ask the vendor to bring the rightresources- The Sales Engineer is your friend• Ask the vendor to minimize the“About Us” pitch- Important, but should have already beencovered during initial diligence• Segment the presentation byaudience- Developers/Designers vs. Business Users
    29. 29. Evaluate Usability not Curb Appeal
    30. 30. Typical License and Deployment Models• Deployment Model- On-Premise: Software is deployed on owned servers.- Cloud: Software is deployed in the cloud.- Hybrid: Authoring servers on-premise, delivery servers inthe cloud• License Types- Perpetual: You buy the software up-front, and pay thevendor a yearly fee for access to upgrades and support.- Subscription: You rent the software, services, and supporttypically on an annual basis.- Open Source: No software license fee. Vendors likeAcquia provide support.
    31. 31. Selecting an Implementation Partner• Working with VendorProfessional Services vs. anImplementation Partner• Types of Partners- Global, Regional, etc.• What is their implementationmethodology?• Do they understand your keydrivers?• What is their comfort level withthe technologies?- You’d be surprised…
    32. 32. Don’t Forget about Training!• For Developers- Learn the fundamental concepts and techniques for developingCMS applications, including page design, APIs, content models,and more.• For Administrators- Lean server administration concepts and best practices, frominstallation and configuration through ongoing health,performance, and availability.• For End Users- Teach users the basics of content management includingauthoring, workflow, and publishing.
    33. 33. Case StudiesBentley UniversityUniversity of Oxford
    34. 34. Bentley University• The challenge- Effectively telling the Bentley story- Brand differentiation in a competitive marketplace- Appealing to mobile and tech-savvy prospective students (mobile visitors doubling every14 months)• The solution- Rebranding and re-platforming on Drupal 7 with a “mobile first” strategy- Investing in the right infrastructure to insure performance and uptime• The result- Mobile bounce rate declined 14%- Mobile page views increased 3.5x for some high value programs and applicants to atech-oriented grad program up 65%- Site uptime exceeding
    35. 35. University of Oxford – Said Business• The challenge- Evolving a young school (17 years) within an 800 year-old institution- Integrating management teaching throughout the university- Connect university scholars and Said students and alums together to address “big”problems• The solution- Conceived, built and launched Global Opportunities and Threats, Oxford (GOTO - in January, 2013- Use community and innovation to address the world’s problems• The result- Entire Said community has access to GOTO to view and consume data, information andrich media around a major global challenge: global population growth- GOTO is the hub of Said’s online community collaboration
    36. 36. Dream It.Drupal It.