Don’t Be a Tool - Content Management Strategy

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  • Projects have beginnings and endingsA CMS (even WordPress) is not a silver bulletContent Management platform selection is not the whole war, or even the most important batterGreat projects can succeed despite poor CMS technologyProjects can (and often do) fail despite excellent CMS technologyYou’ve got to be strategicYou’ve got to think long-term
  • Content Management Strategy incorporates business, technology, and content strategy – with which you’re likely familiar – with two newer areas of engagement strategy and optimization strategy.
  • Don’t Be a Tool - Content Management Strategy

    1. Don’t be a Tool: Content Management Strategy<br />July 24th, 2011<br />John Eckman<br />jeckman@isitedesign.com<br />@jeckman<br />http://www.openparenthesis.org/<br />
    2. Hemingway’s Typewriter<br />“I’ve said this a lot lately, so I wanted to blog it: No one ever asked Hemingway which pencils he used to write his books.<br />The tools aren’t the thing. The effort and the content and the promotion and the connection and the networking and the building value are the thing.”<br />- Chris Brogan<br />http://www.chrisbrogan.com/hemingways-pencils/<br />
    3. Hemingway’s Typewriter<br />This typewriter was the source of some of the greatest pieces in American literary history. The typewriter, a Halda, was made in Sweden and is in excellent condition with the ribbon and keys intact. It is fully functional, in its original leather case with somewhat tattered transportation stickers from both the American Export Line and the French Line. Both have crucial identification in another hand signed " Hemingway ", . . .<br />http://www.youtube.com/watch?v=7NVi0C4pHRM<br />
    4. WordPress is a Powerful Tool<br />http://www.flickr.com/photos/ajc1/4663140532/in/photostream/<br />
    5. Getting Even More Powerful<br />http://www.flickr.com/photos/jesse_sneed/2383953694/in/photostream/<br />
    6. But Tools are Not Strategy , and . . .<br />http://www.flickr.com/photos/ben_watson/5491287034/in/photostream/<br />
    7. Your Digital Presence is Not a Project<br />http://www.flickr.com/photos/mightyohm/2729474646/in/photostream/<br />
    8. The old CMS: Content Management System<br />http://www.isitedesign.com/insight-blog/10_11/cms-pain-assessment<br />
    9. The New CMS<br />Content Management<br />System<br />Strategy<br />http://www.flickr.com/photos/vissago/476068574/in/photostream/<br />
    10. What is Content Management Strategy?<br />
    11. Business Strategy<br />Mission Statement / Value Proposition<br />Audiences / Markets<br />User and business goals for each audience<br />Acquisition strategy<br />“What are we trying<br /> to make happen?” <br />http://www.flickr.com/photos/mightyohm/2729474646/in/photostream/<br />
    12. Business Strategy<br />http://en.wikipedia.org/wiki/Gnomes_(South_Park)<br />
    13. Technology Strategy<br />Open Source / Proprietary / Custom<br />In house / outsourced / mixed<br />Skillset, Budget, Cost<br />“Which tools will<br /> best serve our<br /> business strategy<br /> over the long run?”<br />http://just-thinkin.net/2010/07/i-need-a-flying-car/<br />
    14. “Free as in Puppies”<br />Free / Open Source Software is:<br />Free as in Beer<br />Free as in Speech (or Free as in Freedom)<br />Free as in Puppies<br />All of the above<br />The “free as in puppies” meme captures accurately that open source software still requires “care and feeding” – but so do proprietary platforms!<br />http://www.flickr.com/photos/96447062@N00/3802609079<br />
    15. Content Strategy<br />What is our brand promise, message hierarchy? What is our voice?<br />How will we create and/or curate content in a way that serves both our audience’s needs and our goals?<br />“How will <br /> content help<br /> us deliver on our<br /> mission?”<br />http://icanhascheezburger.com/2011/06/28/funny-pictures-you-realize-its-just-the-same/<br />
    16. Content Strategy<br />http://www.ted.com/<br />
    17. Engagement Strategy<br />How will we engage with our audiences?<br />What platforms will we invest time and money in? Where will we hold back?<br />“How do we acquire and maintain the interest of the audiences we want to engage with us?”<br />http://www.flickr.com/photos/findyoursearch/4838567687/in/photostream/<br />
    18. Engage!<br />http://iruntheinternet.com/0809<br />
    19. Optimization Strategy<br />How do we plan to continuously improve our digital platform?<br />What measurements / KPIs can we baseline and test against to ensure we’re making real progress? <br />http://www.flickr.com/photos/allspaw/2095439645/in/photostream/<br />
    20. Optimization<br />http://52weeksofux.com/post/694598769/the-local-maximum<br />
    21. What Generally Drives Platform Selection<br />Agency preference<br />Technology team experience<br />Random:<br />My cousin said WordPress is only good for blogs<br />My last company used Sharepoint and we liked it<br />This one is used by _____ and we like their site<br />I’ve always wanted to do a project in ___. <br />
    22. What Drives “Enterprise” Platform Selection<br />Long, complex RFP process<br />Feature Matrices<br />TCO/ ROI calculations<br />Multiple vendors<br />Selection committees representing all stakeholders<br />“Blind” submission of Q&A shared with all participants<br />Look, Squirrel!<br />http://www.flickr.com/photos/sompops/166288241/in/photostream/<br />
    23. What should drive platform selection?<br />Business strategy<br />Technology strategy<br />Content strategy<br />Engagement strategy<br />Optimization strategy<br />Content <br />Management<br />Strategy!<br />http://www.flickr.com/photos/senoranderson/5135232752/<br />
    24. Planning for the Long Haul<br />Governance model<br />Content creation & curation<br />Social media policies<br />Support model<br />Authors, editors<br />New page templates<br />New content types<br />Measurement<br />Goals & Metrics<br />Ongoing<br />http://www.flickr.com/photos/buro9/298998542/in/photostream/<br />
    25. Bad strategy trumps good execution, just aspoor execution can trump good strategy<br />
    26. Don’t be a tool!<br />http://www.ehow.com/how_6019260_use-boring-tool.html<br />
    27. Thanks<br />John Eckman<br />jeckman@isitedesign.com<br />http://www.openparenthesis.org/<br />http://www.cmsmyth.com/ <br />@jeckman<br />

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