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CMS Platform Selection For Law Firms

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Find out which CMS is best suited for your law firm websites.

Find out which CMS is best suited for your law firm websites.

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  • Picture to be changed…
  • Rolfs slide
  • Rolfs slide
  • Logos of garnter, Forrester, CMSwire, etc.
  • Rk – image thats shows someone trying to build something complicated or building something wrong..http://www.istockphoto.com/stock-photo-13678249-engineers.php?st=ce06f5a http://www.shutterstock.com/cat.mhtml?lang=en&search_source=search_form&version=llv1&anyorall=all&safesearch=1&searchterm=ARCHITECT&search_group=&orient=&search_cat=&searchtermx=&photographer_name=&people_gender=&people_age=&people_ethnicity=&people_number=&commercial_ok=&color=&show_color_wheel=1#id=66032278http://www.shutterstock.com/cat.mhtml?lang=en&search_source=search_form&version=llv1&anyorall=all&safesearch=1&searchterm=ARCHITECT+BULIDING&search_group=&orient=&search_cat=&searchtermx=&photographer_name=&people_gender=&people_age=&people_ethnicity=&people_number=&commercial_ok=&color=&show_color_wheel=1#id=4511689http://www.istockphoto.com/stock-photo-14418048-claustrofobia.php?st=3cb0842
  • Rk –please show the selection process here...
  • Add – options…
  • Transcript

    • 1. 1 eDynamic, Wednesday, April 30, 2014 1 CMS Platform Selection for Law Firms
    • 2. 2 eDynamic, Wednesday, April 30, 2014 2 Our POV: Law Firm Websites
    • 3. 3 eDynamic, Wednesday, April 30, 2014 Most prospects are finding you through your Web site, which leaves them in control of the conversation. Web Sites are not driving conversion like they should • Legal Web sites are static information repositories; • It is hard to find information on legal websites - prospect searches your site until they either find the information they want/need, or they leave; • Websites tend to be everything to everyone • There is little use of intelligence
    • 4. 4 eDynamic, Wednesday, April 30, 2014 Email, Web and Mobile channels don’t work together to engage prospects  Messaging that is not consistent across channels that confuse the prospect  Technologies don’t work together  Data is siloed for channels and don’t work together to drive conversion
    • 5. 5 Future of Legal Websites
    • 6. 66 CMS is the lynchpin to your Digital Strategy
    • 7. 7 Digital Platform Selection Choosing the right CMS for your digital marketing efforts is not as simple as it appears…
    • 8. 88 …there is more than meets the eye once you get started.
    • 9. 99 Quite often CMS is the only product that decision makers consider when selecting technology for their digital platform…
    • 10. 10 Digital Asset Management CRM Search Mobile Devices eCommerce Marketing Automation Web Content Management Systems Product Information Management Social Networks Communities …but your digital platform is an ecosystem of solutions…
    • 11. 1111 …that leads you to look at a basket of platform options.
    • 12. 12 QUITE OFTEN COMPANIES THINK OF CMS AS JUST A CONTENT EDITING TOOL. CMS IS THE HUB FOR ALL DIGITAL MKTG. TACTICS– SEO, SOCIAL, PERSONALIZATION, EMAIL CAMPAIGNS, ANALYTICS… LAW FIRMS NEED A CMS THAT DRIVES ENGAGEMENT
    • 13. 13 5% OF THE MARKETERS INTERVIEWED, ONLY 5 PERCENT SAID THEY WERE ―VERY PREPARED‖ TO EXECUTE A CROSS CHANNEL ENGAGEMENT STRATEGY. Forrester, 2012
    • 14. 14 10% ―WE BELIEVE THAT FEWER THAN 10 PERCENT OF BRANDS ARE EXECUTING TRUE CROSS-CHANNEL ENGAGEMENTS INFORMED BY ONE VIEW OF THE CUSTOMER, BUT THAT MOST MARKETERS RECOGNIZE THE NEED TO GET THERE.‖Experian, 2013
    • 15. 15 THE MARKETER’S PERSPECTIVE WEB MOBILE EMAIL SOCIAL Cross-channel Engagement YOUR FIRM: WEB EXPERIENCE YOUR FIRM: MOBILE EXPERIENCE YOUR FIRM: EMAIL EXPERIENCE YOUR FIRM: SOCIAL EXPERIENCE
    • 16. 16 YOUR FIRM: ONE BRAND AND CONTENT EXPERIENCE THE CLIENT’S PERSPECTIVE COMMUTING IN MEETINGS AT LUNCH AT THEIR DESK AT HOME Device: Tablet Device: Desktop Device: PhoneDevice: TabletDevice: Tablet Channel: Web Channel: Email Channel: Twitter Channel: Web Channel: Email
    • 17. 17 RIGHT MESSAGE RIGHT TIME RIGHT DEVICE YOUR CMS SHOULD ENABLE =
    • 18. 18 GETTING MORE SOPHISTICATED CONTEMPORARY CMS CAN DELIVER WHAT YOU NEED 1. Rules based personalization—the visitors behavior triggers personalization 2. Persona based personalization—the visitor ―looks like a…‖ can inform personalization 3. Cross-channel personalization (contextualization)—broad analytics from web, email, social and other channels inform personalization
    • 19. 19 SIMPLE EXAMPLES LOCATION BASED PERSONALIZATION THAT MAKES SENSE CLIENT-DRIVEN PRACTICE PAGES—SPECIFIC TO LOCATION AND INDUSTRY
    • 20. 20 Trends to watch  Solutions are providing unified search across platforms  Semantic search will quickly become common place  Faceted search is now available in most search solutions Site Search Site search has typically been included as part of many CMS platforms, but search must now work across digital platforms Considerations  Will the CMS-integrated search work across platforms  Structure bias of your content  Control over the search results  Sophistication of visitors  Out-of-the-box connectors Platforms  FAST, Coveo, Autonomy, Endeca, Lucene
    • 21. 21 Industry Trends  Vendors focus on driving actions, not just reports  Support of integrated marketing across channels is common  Social media listening tools are gaining notice and value  Measurement of visitor engagement across sessions  Mobile analytics become an integrated part of the picture Analytics Analytics is becoming more common within CMS platforms, but cross-platform analytics may warrant an external solution Considerations  Will pre-integrated CMS Analytics work across platforms  Using platform-specific Analytics platforms  Out-of-the-box connectors  Fewer options Platforms  Omniture, Unica, Coremetrics, Webtrends, Nedstat
    • 22. 2222 CMS SELECTION
    • 23. 23 ‖People don’t want a drill machine, they want a hole in the wall‖ - Philip Kotler
    • 24. 24 Where do you start? IDENTIFYING A PROJECT TEAM NEED RECOGNITION (FUNCTIONAL & ITILITIES) GETTING BUDGETS ESTABLISHING DECISION MAKING PROCESS CONTENT MODELING (PARTICULARLY IMPORTANT FOR LEGAL WEBSITES) ….MORE
    • 25. 25 YourCMScannotbe theonlyonethat carriesaload Many CMS selection initiatives spiral out of control, as they realize the a single platform cannot deliver all capabilities well.
    • 26. 26 eDynamic, Wednesday, April 30, 2014 Increasedmarketing sophisticationrequires productsto deliver more capabilities CMS does not cater to all digital needs Commoditization, Proliferatio n and Overlap Emerging technology vendors are unproven Things are changing quickly; hard to keep track Gap between marketing and ITleads to selection process Why is the Selection Process Complex?
    • 27. 27 eDynamic, Wednesday, April 30, 2014 Marketers (You) drive Platforms The sophistication and expectation of Marketing drive the need for broader, yet integrated capabilities—a single platform no longer supports Marketing’s needs.
    • 28. 28 eDynamic, Wednesday, April 30, 2014 • Commoditization  As platforms become more commoditized, there are more to choose from. • Proliferation  A single ecosystem can contain WCMS, DAM, technologies, Search, Analytics, Intranet s, Portals, Marketing Automation and CRM. • Overlap  Multiple platforms provide seemingly the same capabilities
    • 29. 29 eDynamic, Wednesday, April 30, 2014 The road to success  Geteducated  Needsnotfeatures  Solutionnotproducts  Set-upateamto succeed  Followaprocesstothe rightsolution  Definearoadmap  Vendorstability
    • 30. 30 eDynamic, Wednesday, April 30, 2014 Analysts provide plenty of context Gartner, Forrester, blogs, CMSWire.com Learn from your colleagues Educate yourself
    • 31. 31 eDynamic, Wednesday, April 30, 2014  Notatechnologyproject  Marketingshouldbeakeydecisionmakerintheinitiative  Drivestakeholderparticipation  Drivehardtogetinternalsign-offofrequirements  Consultantscanbringvalue  Broadexpertise  Strongunderstandingofproductsandgaps  Beyondtheory Set up a team that will win Involving a broad stakeholder team lays the foundation for later success; Marketing should lead the effort with goals in mind
    • 32. 32 eDynamic, Wednesday, April 30, 2014 Proven 4-step process  Discovery—understandthe vision and objectivesfor the project  Analysis—captureand prioritize requirements  Investigation—identifyvendors with align with requirements  Selection—provevendor recommendations to a final selection Holistic approach to incorporating stakeholder input Follow a process Use a proven process the to make sure the proper approach and techniques are used to make best-fit platform decisions
    • 33. 33 eDynamic, Wednesday, April 30, 2014 Selection Process Stakeholders are involved along the entire process, providing confirmation that enables confidence in the next step
    • 34. 34 eDynamic, Wednesday, April 30, 2014 Discovery Stakeholder interviews capture key objectives, challenges and requirements, along with user stories, creating a foundation
    • 35. 35 eDynamic, Wednesday, April 30, 2014 Analysis The requirements are documented, refined and prioritized before becoming the selection criteria to distinguish a CMS
    • 36. 36 eDynamic, Wednesday, April 30, 2014 Investigation The initial list of vendors are identified and filtered, while preparing the tools to further filter vendors from the list
    • 37. 37 eDynamic, Wednesday, April 30, 2014 Selection The RFI, demonstrations and proof-of-concept applications narrow the vendors to that align with key criteria
    • 38. 38 eDynamic, Wednesday, April 30, 2014 Selection Funnel Pre-defined gates in the process quickly reduce the number of vendors to a relevant set that are left for the final evaluation
    • 39. 39 eDynamic, Wednesday, April 30, 2014 Starting withAppropriate Vendors Upper-range products • Expensive: > $500K in licensing • Long implementation: > 12-month • Over-featured: More than can used Mid-to-upper range products •Within budget: $100K - $300K in licensing •Reasonable implementation: 6 – 12 months •Well-aligned: Supports key recommendations Low-mid range products • Limited capabilities: Do not support WH • Limited integration: Do not support integration into the WH eco-system With over 1000 web content management (WCMS) vendors, eDynamic focuses on customer requirements and aligns them to meet firm’s requirement. 39
    • 40. 40 eDynamic, Wednesday, April 30, 2014 Approach to Narrow the Vendors Vendor Universe (1000+) • Filter: Budget, vendor history & longevity, analyst recommendations Mid-to-upper Vendors (20+) • Filter: Capabilities that align with DSR goals and recommendations Capabilities alignment (12+) • Filter: Technical and functional criteria within the RFI response Request for Information (RFI) (8) • Filter: Capabilities and ease-of-use observations; Vendor background, services and relationship discussions; Overall impressions of the vendor Demos (3) • Filter: Hands-on use of applications by SMEs to understand “real” functionality and ease-of-use; Technical evaluation by the IT team to vet software Proof-of- Concept (POC) Amulti-step approach is taken to narrow the field of vendors. 40
    • 41. 41 eDynamic, Wednesday, April 30, 2014 Web Content Management Universe Enterpriseplatforms  Autonomy  Documentum(EMC)  IBM  OpenText  Oracle(Stellant) Upperrangeplatforms  Adobe(Day)CQ5  Sitecore  CoreMedia  FatWire(NowOracle)  Percussion  SDLTridion We have segregated the various vendors based on costs as shown below. 41 Mid-range platforms  Alterian  Drupal  EPiServerAB  Microsoft(Sharepoint)  PaperThin  Clickability  CrownPeak Technology  Ektron  HannonHill  Ingeniux
    • 42. 42 eDynamic, Wednesday, April 30, 2014 Lastly…don’t just think website…think parameters CMS Personalized Engagement Support Configuration Customization User Scenarios Channel Integration Hosting Architecture Multi Device Reporting
    • 43. 43 eDynamic, Wednesday, April 30, 2014 Our CMS accelerator for Law Firm websites
    • 44. 44 eDynamic, Wednesday, April 30, 2014 Connect with us 1-877-339-6264 www.edynamic.net contact@edynamic.net twitter.com/edynamic youtube.com/1999dynamic facebook.com/edynamic.net