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The Road to Star-Ex-Em - Keynote presentation from CMS Congres Netherlands 2013
 

The Road to Star-Ex-Em - Keynote presentation from CMS Congres Netherlands 2013

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This is a story of disruption! ...

This is a story of disruption!

Digital technologies are causing disruption. Trying to define "how much" or whether this inflection point is the "biggest" or "most" disruption they (business) world has ever seen is beside the point.

Things *are* changing a lot.

Digital disruption - Omnidirectional communication at every level - is happening now, changing, shifting, growing now.

These are the details I started with to make this presentation, but its overall focus has shifted:

- Everything is a conversation now. Your doors are never closed.
- How your CMS can be part of and support your efforts: omnichannel // eCommerce
- "Mobile-first" is no longer optional
- "Proprietary or open source doesn't matter"

I cover these along the way, but they are details of the larger whole and consequences of disruption.

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    The Road to Star-Ex-Em - Keynote presentation from CMS Congres Netherlands 2013 The Road to Star-Ex-Em - Keynote presentation from CMS Congres Netherlands 2013 Presentation Transcript

    • The road to *-X-M(“star-ex-em”)@acquiaJeffrey A. “jam” McGuireAcquia Manager of Community Affairsjam@acquia.com@horncologneTuesday, 11 June 13
    • This is an ugly preso ...•And a work in progress.Tuesday, 11 June 13
    • Static Web Pagesto Content Managementto Experience Managementto ... ?The road to *-X-M(“star-ex-em”)@acquiaTuesday, 11 June 13
    • Static Web Pagesto Content Managementto Experience Managementto ... ?The road to *-X-M(“star-ex-em”)@acquiaDisruptionTuesday, 11 June 13
    • Double-click to editTuesday, 11 June 13
    • Who are you?Why are you here?Tuesday, 11 June 13
    • Everything is a conversation.CMS, Omnichannel, Context, eCommerce.Mobile-First."Proprietary or open source doesnt matter."The road to *-X-M(“star-ex-em”)Tuesday, 11 June 13
    • Everything is a conversation.CMS, Omnichannel, Context, eCommerce.Mobile-First."Proprietary or open source doesnt matter."The road to *-X-M(“star-ex-em”)DisruptionTuesday, 11 June 13
    • The road to *-X-M(“star-ex-em”)DisruptionAll of this is happening right now!Tuesday, 11 June 13
    • DisruptionTuesday, 11 June 13
    • DisruptionTuesday, 11 June 13
    • Primary DisruptionCheapCommunication Cheap DevicesThe InternetTuesday, 11 June 13
    • Secondary DisruptionEnablers:“Web 2.0”Social media / social webPersonalisation:- tracking- analytics- targetingTuesday, 11 June 13
    • Digital Disruption== “Omnidirectional communicationat every level.”Tuesday, 11 June 13
    • Digital Disruption== “Omnidirectional communicationat every level.”DisruptionTuesday, 11 June 13
    • The old wayOne way:The “broadcast model”Captive audiencesTV, newspapersManufacturers and users“Publishing Content”The new wayAny way:Anyone to anyoneCommunitiesOmnichannel & ContextUsers as manufacturers(Open Source as a responseto disruption)Moving the core of yourbusiness to the web... to digital.Tuesday, 11 June 13
    • The old wayOne way:The “broadcast model”Captive audiencesTV, newspapersManufacturers and users“Publishing Content”The new wayAny way:Anyone to anyoneCommunitiesOmnichannel & ContextUsers as manufacturers(Open Source as a responseto disruption)Moving the core of yourbusiness to the web... to digital.Tuesday, 11 June 13
    • Omnichannel & ContextTuesday, 11 June 13
    • eCommerce examplesTuesday, 11 June 13
    • eCommerce today should be:Content-Driven, Personalized,Mobile, Context-Aware ...Tuesday, 11 June 13
    • The challenges of e-commerce:Tuesday, 11 June 13
    • You need to attract and helpmany kinds of customers:Tuesday, 11 June 13
    • different ages,genders, locations,Tuesday, 11 June 13
    • different purchasing powers,preferences, and more.Tuesday, 11 June 13
    • Tuesday, 11 June 13
    • You’re up againstTuesday, 11 June 13
    • many places to shopTuesday, 11 June 13
    • Multiples Sources of InformationMultiple Places to Buyon many devicesTuesday, 11 June 13
    • Multiple DevicesMultiple Places to Buywith many sources ofinformation.Tuesday, 11 June 13
    • Tuesday, 11 June 13
    • Right contentTuesday, 11 June 13
    • Right placeTuesday, 11 June 13
    • Right timeTuesday, 11 June 13
    • CONTEXTTuesday, 11 June 13
    • context =engagementTuesday, 11 June 13
    • context =experienceTuesday, 11 June 13
    • context =experienceContext depends on:- Geography- Past behavior- Intent- Device- Time of day- Temperature...ANDMORETuesday, 11 June 13
    • CONTEXT IN ACTIONexample: flights to LondonTuesday, 11 June 13
    • CONTEXT IN ACTIONexample: flights to LondonTuesday, 11 June 13
    • Tuesday, 11 June 13
    • PRE-SELECTED DESTINATIONTuesday, 11 June 13
    • PRE-SELECTED DESTINATIONHERE, TOO!AND HERE!Tuesday, 11 June 13
    • RELEVANT IMAGETuesday, 11 June 13
    • PRE-SELECTED BOSTON ORIGINTuesday, 11 June 13
    • CONTEXT IN ACTIONexample: flights to LondonTuesday, 11 June 13
    • CONTEXT IN ACTIONexample: flights to LondonTuesday, 11 June 13
    • Tuesday, 11 June 13
    • WHERE’S BOSTON?Tuesday, 11 June 13
    • WHERE’S BOSTON?WHERE’S LONDON?Tuesday, 11 June 13
    • IRRELEVANT PROMOTIONTuesday, 11 June 13
    • IRRELEVANT PROMOTIONANOTHER ONE!Tuesday, 11 June 13
    • Tuesday, 11 June 13
    • Tuesday, 11 June 13
    • Can you handle it so far?Tuesday, 11 June 13
    • Can you handle it so far?It gets better ...Tuesday, 11 June 13
    • Awareness Interest EvaluationCommitment(purchase)LoyaltyHow things used to work:Tuesday, 11 June 13
    • Search Read blogs See print adShop onwebsiteWatch videoon mobileLike onFacebookComparisonshoppingonlineProduct demoin storeBuy itemReadreviewsWatchtutorialView onlineadEvangelize tofriendsWrite a blogpostContactcustomerserviceHow it works now:Tuesday, 11 June 13
    • SearchRead blogs?Shop onwebsiteWatch videoComparisonshoppingonlineProduct demoin storeBuy itemReadreviewsWatchtutorialView onlineadEvangelize tofriendsWrite reviewon productsiteContactcustomerserviceTweet, Like,+1, PinWrite ablog postAwareness Interest EvaluationCommitment(purchase)Loyalty?See ad(web, print,TV)Read reviewsonlinePay withmobile3rd partypackages"Try mine"Tuesday, 11 June 13
    • How do you addressthe new reality?Tuesday, 11 June 13
    • Option 1: Play the gameGo omnichannelTuesday, 11 June 13
    • Option 2: Beat the gameContent-driven conversion& customer visitor experienceTuesday, 11 June 13
    • Drupal Commerceis getting tractionbecause does all of thisand more.Tuesday, 11 June 13
    • Tuesday, 11 June 13
    • PRODUCT SEARCHE-COMMERCE EXTENSIONSCONTENT MANAGEMENTPRODUCT MANAGEMENTCUSTOMER MANAGEMENTPAYMENT PROCESSINGORDER MANAGEMENTCHANNEL MANAGEMENTPERSONALIZATIONSECURITY AND SCALABILITYINTEGRATIONTuesday, 11 June 13
    • PRODUCT SEARCHE-COMMERCE EXTENSIONSCONTENT MANAGEMENTPRODUCT MANAGEMENTCUSTOMER MANAGEMENTPAYMENT PROCESSINGORDER MANAGEMENTCHANNEL MANAGEMENTPERSONALIZATIONSECURITY AND SCALABILITYINTEGRATIONTuesday, 11 June 13
    • Tuesday, 11 June 13
    • SOCIAL WEBINTEGRATIONOPINIONVIDEOBLOGSFORUMSOPINIONPERSONALIZATIONARTICLESContent-Driven Conversion:Tuesday, 11 June 13
    • Erik M. Hartman•Erik M. Hartman- Analyst- Erik Hartman Communicatie- Utrecht (Netherlands)•“Step into the feet of your audience”•All channels, platforms, and devices must be full-valueand equal experiences•Make your tools work for you- Don’t work for your tools.- In FOSS we say: Make tools that work for you- Chris Hartjes (the grumpy programmer): “Don’t fight your tools, findones that work with you.”Tuesday, 11 June 13
    • OmnichannelTuesday, 11 June 13
    • 35%25%24%23%19%25%23%19% Digital  asset  managementNone;  we  prefer  best  of  breedCustomer  rela7onship  management  (CRM)Site  searchMobile  applica7on  development  pla@ormE-­‐mail  campaign  soCwareAnaly7csSocial  networking  pla@ormsWHICH OF THE FOLLOWING WOULD YOU LIKEINCluded in the same stack as your CMS?Source:  Forrester  Consul7ngTuesday, 11 June 13
    • 35%25%24%23%19%25%23%19% Digital  asset  managementNone;  we  prefer  best  of  breedCustomer  rela7onship  management  (CRM)Site  searchMobile  applica7on  development  pla@ormE-­‐mail  campaign  soCwareAnaly7csSocial  networking  pla@ormsWHICH OF THE FOLLOWING WOULD YOU LIKEINCluded in the same stack as your CMS?Best-of-breedpreferred to SuiteSource:  Forrester  Consul7ngTuesday, 11 June 13
    • 35%25%24%23%19%25%23%19% Digital  asset  managementNone;  we  prefer  best  of  breedCustomer  rela7onship  management  (CRM)Site  searchMobile  applica7on  development  pla@ormE-­‐mail  campaign  soCwareAnaly7csSocial  networking  pla@ormshttp://www.cmswire.com/cms/customer-experience/report-moving-from-content-management-to-experience-management-infographic-020892.php?pageNum=2Source:  Forrester  Consul7ngTuesday, 11 June 13
    • 35%25%24%23%19%25%23%19% Digital  asset  managementNone;  we  prefer  best  of  breedCustomer  rela7onship  management  (CRM)Site  searchMobile  applica7on  development  pla@ormE-­‐mail  campaign  soCwareAnaly7csSocial  networking  pla@ormshttp://www.cmswire.com/cms/customer-experience/report-moving-from-content-management-to-experience-management-infographic-020892.php?pageNum=2Best-of-breedpreferred to SuiteSource:  Forrester  Consul7ngTuesday, 11 June 13
    • Integration with Best-of-Breed ToolsDrupalMeasurement and reportingSocialFB/TwitterPrimarysiteEmail campaignVideoportalMobile application Community siteRich media assetsUser generatedcontentMarketing automationCRM FeedsTuesday, 11 June 13
    • Marketing Technology Landscapeanother universe ofintegrationorder managementfulfilment/logisticscustomer serviceTuesday, 11 June 13
    • “Mobile”Tuesday, 11 June 13
    • Mobile == The new normalTuesday, 11 June 13
    • Mobile == The new normalGartner Says Declining Worldwide PCShipments in Fourth Quarter of 2012 SignalStructural Shift of PC Market - Global PCShipments Declined 4.9 Percent in FourthQuarterhttp://www.gartner.com/newsroom/id/2301715Predicts further 7.6% decreasein PC sales in 2013Tuesday, 11 June 13
    • Mobile == The new normalWorldwide PC Shipments Fell 6.4% In Q4;2012 Down 3.2% According to IDChttp://www.forbes.com/sites/ericsavitz/2013/01/11/worldwide-pc-shipments-fell-6-4-in-q4-2012-down-3-2/Tuesday, 11 June 13
    • Mobile == The new normalSmartphone sales outstripped PC sales in 2011According to dotMobi, roughly 6,500 differentweb-capable devices on the market in 2011MobiThinking statistics from 2010/2011:25% of US web users mobile-onlyTuesday, 11 June 13
    • Mobile first == Focus?*!Tuesday, 11 June 13
    • Double-click to editTuesday, 11 June 13
    • The old wayOne way:The “broadcast model”Captive audiencesTV, newspapersManufacturers and users“Publishing Content”The new wayAny way:Anyone to anyoneCommunitiesOmnichannel & ContextUsers as manufacturers(Open Source as aresponse to disruption)Moving the core of yourbusiness to the web... to digital.Tuesday, 11 June 13
    • Users as manufacturersDisruption leads to open sourceTuesday, 11 June 13
    • “Users generally have a much moreaccurate and detailed model of theirneeds than manufacturers have ...”Eric von Hipple,Democratizing InnovationInnovationTuesday, 11 June 13
    • "In the world of computer software, open sourcecommunities develop and improve ideasorganically, based on concepts and practices thatwork. Driven by innovation contributed byindividuals, open source simply means that asystem is available to any who wish to contribute.It provides the fastest possible rate ofimprovement for ideas."One Way Forward: The Outsiders Guide to Fixing the Republic.- Lawrence Lessig, 2012Tuesday, 11 June 13
    • “Proprietary or open sourcedoesn’t matter.”Tuesday, 11 June 13
    • Like **** it doesn’t.Tuesday, 11 June 13
    • Meet Vincenzo RubanoTuesday, 11 June 13
    • Meet Vincenzo Rubano•http://www.indiegogo.com/projects/allow-me-to-attend-drupalcon-portland-2013aka: http://tinyurl.com/vincenzogoestoportland•http://www.titengodocchio.it/•http://acquia.com/podcasts“In accessibility there is usability”http://titengodocchio.itTuesday, 11 June 13
    • Tuesday, 11 June 13
    • Can open source businessessucceed?Tuesday, 11 June 13
    • Can open source businessessucceed?Tuesday, 11 June 13
    • $1.100.000.000Tuesday, 11 June 13
    • Tuesday, 11 June 13
    • One BillionDollarsTuesday, 11 June 13
    • We’re Hiring!Refer a friend! Know someone 
who would be perfect for one of ouropen positions? $2500 is yours ifyour referral is hiredjam@acquia.comTuesday, 11 June 13
    • The old wayOne way:The “broadcast model”Captive audiencesTV, newspapersManufacturers and users“Publishing Content”The new wayAny way:Anyone to anyoneCommunitiesOmnichannel & ContextUsers as manufacturers(Open Source as a responseto disruption)Moving the core of yourbusiness to the web... to digital.Tuesday, 11 June 13
    • “Content Management Systemsnow becoming Content Management Strategy”Home page > Web pages > CMS > Quo vadis?Tuesday, 11 June 13
    • “Content Management Systemsnow becoming Content Management Strategy”DisruptionHome page > Web pages > CMS > Quo vadis?Tuesday, 11 June 13
    • It’s Not Just ABOUTPUBLISHING CONTENTANYMORE.Tuesday, 11 June 13
    • It’s Not Just ABOUTPUBLISHING CONTENTANYMORE.Tuesday, 11 June 13
    • WHAT ARE ORGANIZATIONS TRYING TO DO?Tuesday, 11 June 13
    • WHAT ARE ORGANIZATIONS TRYING TO DO?Engage withcitizensTuesday, 11 June 13
    • WHAT ARE ORGANIZATIONS TRYING TO DO?raisedonationsTuesday, 11 June 13
    • WHAT ARE ORGANIZATIONS TRYING TO DO?educatestudentsTuesday, 11 June 13
    • WHAT ARE ORGANIZATIONS TRYING TO DO?buildcommunitiesTuesday, 11 June 13
    • WHAT ARE ORGANIZATIONS TRYING TO DO?INCREASEONLINE SALESTuesday, 11 June 13
    • at the heart ofEVERY BUSINESSDIGITALTuesday, 11 June 13
    • “Web experienceManagement”- OracleTuesday, 11 June 13
    • “Web experienceManagement”“Web experienceManagement”- Oracle"WeM"Tuesday, 11 June 13
    • “ONLINE CHANNELOPTIMIZATION”- GartnerTuesday, 11 June 13
    • “CUSTOMEREXPERIENCEMANAGEMENT”- AdobeTuesday, 11 June 13
    • “DIGITALEXPERIENCEMANAGEMENT”- ForresterTuesday, 11 June 13
    • - jam“*-X-M”Like “*nix”Tuesday, 11 June 13
    • - jamOR JUST...“*-X-M”Like “*nix”Tuesday, 11 June 13
    • DIGITAL :)Tuesday, 11 June 13
    • - jam“star-EX-EM”Tuesday, 11 June 13
    • - jam“star-EX-EM”DisruptionTuesday, 11 June 13
    • Why *XM? The big picture. Examples.Tuesday, 11 June 13
    • Why *XM?•Every experience should be a success:- With you.- For you.- For your company.- For your employees, colleagues.- For your customers.- For your partners.Tuesday, 11 June 13
    • *XM is a conversation (not a product).Tuesday, 11 June 13
    • *XM is a conversation.Everything is a conversation.Tuesday, 11 June 13
    • You’re never closed anymore•Make money while you sleep•Lose money while you sleep!•Employees as ambassadors•Customers as ambassadors•“Osmotic”, omnidirectional teams- Customer to customer- Inside to outside- Outside to insideTuesday, 11 June 13
    • Reputation•Responsive•open to criticism•answer openly•fix things•try hardTuesday, 11 June 13
    • Florida Hospital Patient EngagementTuesday, 11 June 13
    • Symantec Social CRMTuesday, 11 June 13
    • Humana Healthy BehaviorsTuesday, 11 June 13
    • Ride the wave*-X-M is your chance to remainrelevant, successful, and agileDon’t broadcast.Omnichannel: engaging withanyone any time ... on any device!Context: doing it right.Tuesday, 11 June 13
    • Ride the wave*-X-M is your chance to remainrelevant, successful, and agileDon’t broadcast.Omnichannel: engaging withanyone any time ... on any device!Context: doing it right.DisruptionTuesday, 11 June 13
    • Thank you!Jeffrey A. “jam” McGuireAcquia Manager of Community Affairsjam@acquia.com@horncologneTuesday, 11 June 13