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Content Management Systems: Webany for Increased Sales
 

Content Management Systems: Webany for Increased Sales

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Andy Swindler and Lora Templeton discuss how new Content Management Systems help increase productivity, efficiency, and increase sales. Learn about Webany, Wiley's choice for CMS and why they consider ...

Andy Swindler and Lora Templeton discuss how new Content Management Systems help increase productivity, efficiency, and increase sales. Learn about Webany, Wiley's choice for CMS and why they consider it an invaluable tool.

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    Content Management Systems: Webany for Increased Sales Content Management Systems: Webany for Increased Sales Presentation Transcript

    • Using  Content  Management   Systems  for  Increased  Sales   and  New  Products  www.astekweb.com   ©  2012  Astek  Consul6ng  LLC  
    • Types  of  CMS   !  Proprietary  vs.  Open  Source   !  Cloud  vs.  Self-­‐Hosted   !  Key  features  for  publishers     Mobile  compa6bility     Custom  design     Editorial  Workflow     SEO  compa6bility     Integra6ons  (Print,  Email,  Social,  App)     Repor6ng  www.astekweb.com   ©  2012  Astek  Consul6ng  LLC  
    • This  is  not  your  product  www.astekweb.com   ©  2012  Astek  Consul6ng  LLC  
    • This  is  your  product  www.astekweb.com   ©  2012  Astek  Consul6ng  LLC  
    • Your  product  is  changing   !  One-­‐size-­‐fits-­‐all  wont  cut  it  anymore   !  Your  readers  will  expect  you  to  provide:     What  they  want     When  they  want  it     How  they  want  it     Where  they  want  it  www.astekweb.com   ©  2012  Astek  Consul6ng  LLC  
    • Reverse  Your  Workflow   !  Start  with  digital   !  Build  content  directly  into  CMS   !  Bundle  content  for  publishing  to   mul6ple  channels:     Print     Mobile     Email     Social     Whatever’s  next  www.astekweb.com   ©  2012  Astek  Consul6ng  LLC  
    • Reverse  Your  Workflow   !  Go  from  this:   Content  Crea6on  -­‐>  Layout  -­‐>  Mul6ple  Formats   !  To  this:   Content  Crea6on  -­‐>  CMS  -­‐>  Mul6ple  Formats/Layout  www.astekweb.com   ©  2012  Astek  Consul6ng  LLC  
    • Make  New  Products   !  Centralized  content  model   !  Mix  and  match  exis6ng  content  to   create  new  products  www.astekweb.com   ©  2012  Astek  Consul6ng  LLC  
    • Marke6ng  &  Editorial  &  Produc6on   !  Must  work  together   !  Who  makes  content  decisions?   !  Who  buys  technology?   !  Who  pushes  the  final  bu`on?  www.astekweb.com   ©  2012  Astek  Consul6ng  LLC  
    • Astek  Built  Webany  CMS   !  Webany  lives  in  the  cloud   !  Mul6-­‐channel  publishing     Export  to  Adobe  InDesign   !  Sophis6cated  editorial  workflow   management   !  SEO  Built-­‐in   !  Completely  customizable  content   structure  &  design   !  State-­‐of-­‐the-­‐art  hos6ng  www.astekweb.com   ©  2012  Astek  Consul6ng  LLC  
    • Wiley’s  Experience  –  Pain  Points   !  27  Professional  Trade  Journals   !  Received  an  angry  email  from  customer  www.astekweb.com   ©  2012  Astek  Consul6ng  LLC  
    • Wiley’s  Experience   !  Federal  Grants  &   Contracts     Why  this  pub  first?  www.astekweb.com   ©  2012  Astek  Consul6ng  LLC  
    • Wiley’s  Experience  –  Pain  Points   !  Customers  had  no  6mely  access  to  paid   content   !  Not  enough  space  in  print   !  Marke6ng  needed  the  SEO  rich  content   !  Produc6on  team  needed  ability  to   publish  content  to  print  &  electronic   formats  from  single,  well-­‐edited  source  www.astekweb.com   ©  2012  Astek  Consul6ng  LLC  
    • Wiley’s  Experience   !  How  do  we  improve  the  customer   experience?   !  In  2010,  27  micro-­‐sites  were  created  on   Webany  CMS  for  marke6ng  www.astekweb.com   ©  2012  Astek  Consul6ng  LLC  
    • Wiley’s  Experience   !  In  2011,  we  began  conver6ng  those   sites  into  digital-­‐first  publica6ons     Improved  editorial  workflow     Digital  Rights  Management  (DRM)   •  Integrates  with  jCore   •  Paid  subscribers  get  ALL  content,  even  content   they  can’t  get  in  print  or  Wiley  Library.   •  Go  from  20  sample  ar6cles  to  hundreds  of   ar6cles  and  alerts  and  growing   •  Free  ar6cles  for  SEO  &  to  en6ce  new  subscribers  www.astekweb.com   ©  2012  Astek  Consul6ng  LLC  
    • Wiley  Uses  Webany  CMS   !  Customizable  interface  for  each  ar6cle   type   !  Styles  can  be  applied  directly  from   Webany  interface   !  Approved  content  published   immediately.  No  24-­‐hour  wait  period  www.astekweb.com   ©  2012  Astek  Consul6ng  LLC  
    • Wiley  Uses  Webany  CMS   !  Search  Engine  Op6miza6on  (SEO)     On-­‐the-­‐fly  by  editors  www.astekweb.com   ©  2012  Astek  Consul6ng  LLC  
    • Wiley  Workflow  –  Communica6on   !  Authors  &  editors  communicate  from   ar6cle  interface  www.astekweb.com   ©  2012  Astek  Consul6ng  LLC  
    • Wiley  Workflow  –  Users   !  Custom  permission  types    www.astekweb.com   ©  2012  Astek  Consul6ng  LLC  
    • Wiley  Workflow  –  Tasks  www.astekweb.com   ©  2012  Astek  Consul6ng  LLC  
    • Wiley  Workflow  –  Bundling   !  Bundling  interface     Shows  cri6cal  info  like  word  count  &  grant   due  dates     Easily  group  together  print  issue  content   from  Web  content  www.astekweb.com   ©  2012  Astek  Consul6ng  LLC  
    • Wiley  Workflow  –  Bundling  www.astekweb.com   ©  2012  Astek  Consul6ng  LLC  
    • Wiley  Workflow  –  Mul6-­‐channel   !  Mul6-­‐Channel  Publishing     Export  to  Adobe  InDesign  www.astekweb.com   ©  2012  Astek  Consul6ng  LLC  
    • Wiley  Web  to  Print  &  E-­‐reader  www.astekweb.com   ©  2012  Astek  Consul6ng  LLC  
    • Wiley’s  Experience  –  Results   !  Happier  Customers   !  Publish  faster     InDesign  Print  Composi6on   2  hours  -­‐>  45  min.     ePub  Conversion   45  min.  -­‐>  16  min.   !  Include  more  grants  www.astekweb.com   ©  2012  Astek  Consul6ng  LLC  
    • Wiley’s  Experience  –  Web  Stats  www.astekweb.com   ©  2012  Astek  Consul6ng  LLC  
    • Wiley’s  Experience  –  Results   !  Summary  of  Awesome     Quicker  contact  with  customers     More  contact  and  more  content     Top  of  mind     Leads  towards  All  Wiley,  All  the  Time  goal  www.astekweb.com   ©  2012  Astek  Consul6ng  LLC  
    • Wiley’s  Experience  –  Results   !  The  Future     People  will  come  to  us  for  all  the  news  for   their  niche     The  site’s  archives,  over  6me,  become  deep   and  wide  specialized  databases     More  subscribers!  www.astekweb.com   ©  2012  Astek  Consul6ng  LLC  
    • Wordpress  CMS   !  Open  Source     Thousands  of  developers  &  plugins   !  Used  by  55.2%  of  all  the  websites   whose  CMS  we  know     This  is  17.5%  of  all  websites.  (W3Tech)   !  Originally  for  blogging     Somewhat  limited  content  structure   !  Integrates  with  several  other  systems  www.astekweb.com   ©  2012  Astek  Consul6ng  LLC  
    • Wordpress  CMS  to  Email   !  MailChimp  Integra6on     Mul6ple  plugin  op6ons  available     Rela6vely  easy  configura6on     Good  support   More  info:  h`p://fourblogger.com/wordpress-­‐mailchimp-­‐integra6on-­‐plugin/  www.astekweb.com   ©  2012  Astek  Consul6ng  LLC  
    • Wordpress  CMS  to  Social  Media   !  Twi`er  Plugins     WP  to  Twi`er     Tweet  Old  Post     WP  About  Author   !  Facebook  for  Wordpress  Plugin  www.astekweb.com   ©  2012  Astek  Consul6ng  LLC  
    • Wordpress  CMS  to  Mobile   !  Many  great  responsive  themes  available   !  Plugins  for  addi6onal  features  www.astekweb.com   ©  2012  Astek  Consul6ng  LLC  
    • Wordpress  CMS  Communi6es   !  BuddyPress  is  a  powerful  plugin   !  Custom  private  communi6es  www.astekweb.com   ©  2012  Astek  Consul6ng  LLC  
    • Thank  You!   Andy  Swindler,  Astek   Peter  Sanderson,  Wiley   andy@astekweb.com   psanders@wiley.com   Twi`er.com/aswindler   Twi`er.com/AstekWeb   Lora  Templeton,  Wiley   LinkedIn.com/in/AndySwindler   ltemplet@wiley.com   Twi`er.com/leetempleton  www.astekweb.com   ©  2012  Astek  Consul6ng  LLC