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The Practical Guide to Selecting a Web CMS for Media and Entertainment Firms
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The Practical Guide to Selecting a Web CMS for Media and Entertainment Firms


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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.
  • Grammies
  • Transcript

    • 1. The Practical Guide to Selectinga New Web CMSFor Media, Entertainment, and Publishingcompanies
    • 2. PresentersTom Wentworth, CMO- 13 Year CMS veteran at vendors Interwoven and Ektron.- @twentworth12 on TwitterChuck Fishman, Media, Entertainment andPublishing Director- Drives Acquia’s Media, Entertainment, and PublishingStrategy- @chuckdafonk on Twitter
    • 3. What You’ll Learn in this Webinar• Trends in the MEP World• 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• Media, Entertainment, and Publishing Case Studies
    • 4. Media and Entertainment Digital Trends• Barrier to creating digital content entry is lower than ever =fractures audience• Fast growing hits from the most unlikely places• Mobile and apps• Social streams and connected content• Everyone wants content: Branded entertainment microsites areprevalent• Content needs a unique URL• Metadata is key to content discovery but is becoming extremelycomplex• New digital content formats are emerging= Media + Entertainment CMS must be highlyadaptable
    • 5. Video Content in 2013• Authentication Services• Subscription Services• Rise of YouTube Networks• Branded Content39 Billion Online Video Views inMarch - Comscore
    • 6. Music Content in 2013• Social streams do NOT replace artist sites• 360 Artist Deals = Labels need site factories• Labels want to know about the consumeracross multiple artist sites• New formats and subscription models – 68billion streams vs 1.8 billion units sold in2012• Downloads are dead: Fans buy experiences:Google Hangouts, Kickstarter, PledgeMusic,BandPage• New Record Labels are Brands: Scion A/V,Mountain Dew, Red Bull, Intel• Digital Distribution and meta data isextremely complex
    • 7. Publisher Content 2013• Platform Promiscuous – tablet ownership to surpass PCsby 2017• Publishers are increasingly video focused• Paywalls aren’t going away – more going up• Community + UGC does well with niche publishingcontent• Digital only magazines have failed: The Daily• New ways to access magazine content: Next IssueMedia, Flipboard• News sites still trump other site categories in terms oftraffic
    • 8. 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
    • 9. 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
    • 10. 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
    • 11. Web CMS isn’t about Web Publishingit’s about Customer Experiences
    • 12. The New Web Content Management MandateManage, Measure, Engage
    • 13. Vendors are Taking Two Approaches:Monolithic Suites
    • 14. UserGeneratedContentIntegrated Digital ExperiencesCONTENTCOMMUNITYEmailAnalyticsMarketingautomationPersonalizationCOMMERCEDAMCRM
    • 15. 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
    • 16. Running a CMS EvaluationIdentifyRequirements +StakeholdersDefineVendorShortlistRFPVendorEvaluationsSelections+ Contracts* Allocate 3-6 Months for Evaluation
    • 17. Simplified Content Management LifecycleCreate• In-LineEditing• StructuredContentAuthoring• Drag andDrop PageCreationManage• Workflow• Taxonomies• Metadata• PermissionsPublish• ContentReuse• Multi-format• Multi-language• Multi-site
    • 18. Key RequirementsContent Authoring• Inline Editing- Edit content in-place• Structured ContentAuthoring- Forms-based• Drag + Drop PageCreation- Assemble pages withoutdevelopers• Media Management- Resizing, Cropping,Transcoding
    • 19. Key RequirementsWorkflow• Approval Process forPublishing- Draft, In-Review, Published• Version History- Quickly compare versions• Audit Trails- Capture feedback onchanges• Reporting- Bottlenecks
    • 20. 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
    • 21. 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
    • 22. Key FeaturesSocial Communities &Collaboration• Blogs• Networking,Friending, andFollowing• Ratings + Reviews• Collaboration• ContentModeration
    • 23. There are Lots of Vendors…
    • 24. 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
    • 25. 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
    • 26. PHP Content Management SystemsGrowing Fastest
    • 27. 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
    • 28. 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
    • 29. 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.,
    • 30. 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
    • 31. Evaluate Usability not Curb Appeal
    • 32. 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.
    • 33. 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…
    • 34. 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.
    • 35. Case StudiesThe GrammysNBC Universal
    • 36. @theGRAMMYs and Drupal
    • 37. @theGRAMMYs and Drupal
    • 38. NBC Universal and Drupal• Uses Drupal as a centralizedpublishing system – 30 to 40properties• Enterprise platforms were contentspecific• Drupal community = quickerdeployment times• Scales with editorial staff – somebrands have up to 30 editors withdifferent roles
    • 39. Dream It.Drupal It.