Web Content Management Is Dead Long Live Web Content Management

WCM IS DEAD
LONG LIVE WCM
Gilbane Conference On
Content Management

December 2, 2010

Wednesday, December 1, 2010

LET’S
CONNECT
@Robert_Rose

Robert@bigbluemoose.net

www.bigbluemoose.net

www.adaptivemarketer.com


Web Content
Management Is
Dead
Long Live
WCM


Part 1
Whatcha’ See Is Whatcha’ Get

Part II
WCM & The Road To WTF

Part III
Are 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...


WYSIWYG
1974
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


DPAAS !


Desktop Publishing Transformed


What Experience Are You
Creating?


Part II
WCM
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 Back
5 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?


Marketing Now Drives The
Acquisition

2005

2006

2007

2008

2009

2010
80
60
20 40
0

Top Features Have Expanded

2005 2010
Ease Of Use/Intuitive Interface Customizable Interface
WYSIWYG SEO Capabilities
Workﬂow Capabilities Ecommerce
Collaboration Personalization
Reporting Social Media
Search A/B Multivariate Testing
Integration Capabilities


RFP’s Getting Longer
2005

2006

2007

2008

2009

2010

0 7.5 15 22.5 30


Let’s Compare
Web Site
Messages

2001 vs. 2010


2001/2002 2010

A
CMS
separates
content
from
Deliver
robust
Web

the
design...
pushing
applica:ons
in
context
to

responsibility
away
from
the
your
site
visitor...
build

team
that
administers
dynamic
applica<ons
and
Web

technology
and
gives
it
to
the
services
and
ensure

knowledge
workers
who
personalized
delivery...
create
content...


2001/2002 2010

Ektron
solu<ons

simplify
and
Web
Content
Management,

streamline
the
process
of
Social
SoAware
and

upda:ng
your
web
site
marke:ng
op:miza:on...
informa:on
by
oﬀering
easy

to
use,
browser
based
Web
Deliver
dynamic
Web

authoring
and
content
experiences,
increase

management... marke:ng
agility....


2001/2002 2010

Rythmyx

enables
the
line
of
a
singular
focus
-‐
driving

business
to
control
content
results
(revenue,
leads,

without
requiring
costly
re-‐ memberships)
through

implementa:on...
mul:ple
online

strategically
evolve
the
system
channels...including
websites

on
your
terms
not
ours... intranets,
blogs,
mobile

devices
and
wikis....


2001/2002 2010

! !

UpdateEngine

is
a
content
a
Web
Experience

management
system
that
Management
Suite...
help
you

gives
you
control
of
the
use
the
Web
to
achieve
our

informa:on
on
your
goals
for
growth,
cost
savings

organiza:on’s
intranet
or
and
customer
loyalty....
web
site.

eﬃciently
manages

the
edit-‐approve-‐publish

cycle....


2001/2002 2010

! !

technologies
that...

enables
Engage
Visitors.
Target

non-‐technical
staﬀ
to
create
Content.
Quality
Leads.

text
based
content,
manage
Website
marke:ng

related
media
and
publish
to
accelera:on
for
B2B
sales

any
online
format
instantly
pipelines...
and
eﬃciently...


2001/2002 2010

!
!
Online
marke<ng
revolves

around
the
Web
and
the
Web

revolves
around
online

manage
content
not

content...
online
marke:ng

technology...

content

suite
empowers
you
to

specialists
don’t
have
to
be

create,
manage....
and

technical
authori:es
just
to

personally
target,
test

update
your
site.

measure
and
automa:cally

improve
your
results...


2001/2002 2010

Drupal.org
!

leading
edge
open-‐source
CMS
Open
source
plaSorm
licensed

that
implements
the
latest
under
the
GPL...
Equipped

thinking
in
community
with
a
powerful
blend
of

publishing,
knowledge
features,
Drupal
can
support

management,
and
soAware
a
variety
of
Web
sites
ranging

design....
from
personal
blogs,

corporate
brochures
and

large
community
web
sites...


2001/2002 2010

!
!

[translated] helps
you
keep
up-‐to-‐date

...stands
in
sharp
contrast
to
dynamic
full
featured
web

proprietary
solu<ons...
For
the
sites
of
all
types...Our

customer
it
means
that
they
customers’
web
sites

can
edit
directly
into
their
generate
experiences
that

website,
without
installing
compel
visitors
to
ac:on...
new
soAware....


Web Content
Web Content
MAKE IT EASIER TO PUBLISH
Collaboration
Governance
Marketing
CONTENT TO THE WEB


What
Kind
of
Experience
Are
We
Crea<ng?


What’s Next?

What will WCM Become?


But....
Has it changed why we buy?
2005/2006 2009/2010
Easier for non-tech people Remove IT Bottleneck
Remove IT Bottleneck Empower non-technical people
CM Process is disparate - need CM Process is disparate - need
to centralize to centralize
Site re-design CMS can’t handle Replace CMS - New functions
needed


What should we
be purchasing?

Web Engagement Management?

Web Conversation
Management?

Web Experience Management?

Web Marketing Management?


Web Content
Marketing


III
Are You Experienced?

3 Ideas To Change What
We’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
Not
The 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
Not
ROI Driven


CMS Tools Don’t Provide ROI!

Put a welding torch in my hands...

ROI is different than accountability

Stop buying based on a ﬁctitious
number - and start buying based on
Value.

Which tools will facilitate MY process
so 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 should
enable 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 Content
Web Content
MAKE IT EASIER TO PUBLISH
Governance
Marketing
CONTENT TO THE WEB
Collaboration


Now...
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...


THANK
YOU
@Robert_Rose

Robert@bigbluemoose.net

www.bigbluemoose.net

www.adaptivemarketer.com


Web Content Management Is Dead Long Live Web Content Management

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