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Core capabilities of wcm - magnolia

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Scott Liewehr, Analyst of WCM at Digital Clarity Group, takes a fresh look at the core aspects of Web Content Management and explains why, in a market filled with software which claim to do it all, …

Scott Liewehr, Analyst of WCM at Digital Clarity Group, takes a fresh look at the core aspects of Web Content Management and explains why, in a market filled with software which claim to do it all, mastery of the fundamentals is critical.

- Complexities in today’s WCM environment
- Understanding the core processes to support an organization's online presence
- Core capabilities for WCM to be prepared for the needs of tomorrow
- How to sidestep the never-ending 'features battle' and bring the WCM conversation back to basics within your organization

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  • 6 minutesI think it’s obvious to all of us that the web has changed. So, as content mgrs, we have to really be conscious about some of those changes, as well as their implications on managing our organizations’ content.I’ve listed what I believe to be some of the most impactful complexities, but I certainly don’t intend to imply that these represent ALL of the complexities of our environment, but they’re certainly relevant to the topic at hand.First and foremost, I believe we all intuitively know that this is the Age of the Splinternet. The number of channels and the types of channels has just exploded. The way that we access information over our phones, tablets, social applications, rss feeds, our televisions…all of these are channels. Consumers are accessing information from all of these points and many more. So as content managers, we have to be prepared for our content to be consumed on any of those channels.A second point is the ubiquity of the web. The web is everywhere. It’s accessible on all the channels we just discussed, but it’s also available any time from nearly any location. In the past, we may have looked at our website’s traffic patterns and saw peak times of the day where visitors came to our site, such as during business hours
  • 3 min setup, 2.5 min on 1st[So what are some of the implications for content manager? What do they need to consider?]At DCG, we think there are 5 capabilities of WCM that our audience needs to be mindful of. Again, by no means do I mean to say there are only 5, but there are some core capabilities that we need to have down pat in order to enable some of the more contemporary features that everyone’s talking about these days. So one example of those contemporary ideas is the notion of engaging consumers, or Web Engagement Management (others say Web Experience Management). Generally, WEM implies the creation of a personalized experience for visitors, whether they be prospective buyers, prospective donors or prospective voters, and essentially creating a 1:1 relationship with them from their first visit to our site, all the way through to the point of loyalty and then advocacy. This is what it’s all about now, as we’ve said in the past that attention and advocacy are the currencies of the web these days, and this premise is what contemporary systems are attempting to fulfill. But the point we want to make here is that there are some fundamental tenets of WCM which one must master in order to capitalize on some of those contemporary capabilities we’re all seeking. So I don’t mean at all to focus solely on the elementary capabilities of WCM as if they’re all that’s important, however they ARE the staples and we do need to be mindful of them. Even if we once had mastered them, the point we’d like to make today is that the capabilities contemporary WCM systems have not only changed with regards to the flash and pizazz of web engagement and the newer functionality, but they have also made substantive changes to the core features of WCM as well. So they have matured in many ways, all of which aren’t quite so obvious. We thought it would be important to review the maturation of some of these tenets of WCM on todays webinar since they’re not often discussed, yet none of the new capabilities are possible without organizations having a good grasp of these fundamentals. Also, when looking for a new system, our audience should be sure to review these staple capabilities as well and how they’re managed by the prospective systems since a good 80% of users time will be spent on them.
  • 3 min setup, 2.5 min on 1stSeparation of Content from PresentationTheFoundational for contemporary capabilitiesContent Re-UseMobilization and cross-channel publishing is not possible without itCross-application content sharing required for Web Engagement ManagementFacilitates brand management
  • 2. Content CategorizationMuch like fTaxonomies simplify the decentralization of management responsibilitiesSimplifies brand consistencyEnables dynamic contentImproves findability / searchabilityMetadata has always been challengingContemporary systems are making this easier
  • 3. Facilitated EditingEnables ownership shift back to the businessEasier to find / navigate to the contentSimplifies content update process WYSIWYG, desktop integration, digital assets…Saves time and publishing cycles by allowing content to be viewed in-context Speeds time to market by facilitating content approval
  • 4. WorkflowMany struggle to find the right balanceOften misunderstoodEither underutilized  Wild West resultsOvercomplicated  Workflow leads to “Work Slow”NOT intended for complex process automationContemporary systems facilitate the process via email / device integration
  • 5. Version Control / VersioningVersion control allows for many users to work simultaneouslyFacilitates collaboration among authorsVersioning enables rollback - editionsCritical for legal / compliance
  • Transcript

    • 1. presents:Why Core Capabilities areKey to Successful WCM Implementations A conversation with Join the conversation on Twitter: #CMSCore 1
    • 2. WCM Discussion PanelCathy McKnight, Scott Liewehr, Boris Kraft,Principal Analyst Principal Analyst Co-Founder, CTODigital Clarity Group Digital Clarity Group Magnolia CMS@cathymcknight @sliewehr @bkraft#CMSCore 2
    • 3. • Privately owned Swiss-based company founded 1997 • Headquarter in Switzerland, Subsidiaries in USA, Czech Republic, Spain • Launched Magnolia CMS in 2003#CMSCore 3
    • 4. about DCGResearch and advisory firm focused on navigatingorganizations through the digital transformationprocess. Content Digital Marketing Enterprise #CMSCore 4
    • 5. Today’s environment is complex #CMSCore 5
    • 6. complexities◦ channels explosion◦ ubiquity of the web◦ global audience◦ content proliferation◦ social web◦ consumer expectations◦ speed-to-market pressure #CMSCore 6
    • 7. 5 core capabilities of WCM #CMSCore 7
    • 8. core capabilities of WCM◦ separation of content from presentation◦ content categorization◦ facilitated editing◦ workflow◦ version control / versioning #CMSCore 8
    • 9. core capabilities of WCM◦ separation of content from presentation◦ content categorization◦ facilitated editing◦ workflow◦ version control / versioning #CMSCore 9
    • 10. core capabilities of WCM◦ separation of content from presentation◦ content categorization◦ facilitated editing◦ workflow◦ version control / versioning #CMSCore 10
    • 11. core capabilities of WCM◦ separation of content from presentation◦ content categorization◦ facilitated editing◦ workflow◦ version control / versioning #CMSCore 11
    • 12. core capabilities of WCM◦ separation of content from presentation◦ content categorization◦ facilitated editing◦ workflow◦ version control / versioning #CMSCore 12
    • 13. WCM Discussion PanelCathy McKnight, Scott Liewehr, Boris Kraft,Principal Analyst Principal Analyst Co-Founder, CTODigital Clarity Group Digital Clarity Group Magnolia CMS@cathymcknight @sliewehr @bkraft#CMSCore 13

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