How Much Content Would Your Content Management System Manage If Your Content Management System Could Manage Content

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What is the proper scope of a CMS platform in 2011? …

What is the proper scope of a CMS platform in 2011?

What role does social, mobile, and transactional data play in a CMS?

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  • http://www.flickr.com/photos/katerha/5492379479/in/photostream/ - cc-by
  • http://www.flickr.com/photos/shadowviking/2688484963/sizes/l/in/photostream/ cc-by-sa
  • Is the Content users create still content?Are Facebook “likes” content? Google +1s? Comments on a Facebook Fan page?Comments on your corporate blog?Should your CMS manage the content you publish into external social channels?The Pros and Cons of Automated Cross-Posting Integrating with a moving target (APIs, Platforms)
  • The Pros and Cons of Automated Cross-Posting Integrating with a moving target
  • How should your CMS alter content presentation based on a user’s purchase history?What about their post-purchase loyalty?Their customer service interactions?
  • Should be WTF – Web Transaction Framework?
  • Personalization Fail – because content isn’t really available to meet the user’s desire

Transcript

  • 1. How much content would yourcontent management systemmanage if your contentmanagement system couldmanage content?John EckmanISITE Design / CMS Mythhttp://www.isitedesign.com/http://www.cmsmyth.com/ http://www.flickr.com/photos/katerha/5492379479/http://www.openparenthesis.org/
  • 2. a.k.a. “The Woodchuck Talk” http://www.flickr.com/photos/ndomer73/2164720025/
  • 3. What’s a CMS?“A system that lets you apply management principles to webcontent.”(real story group)A content management system (CMS) is a system providing acollection of procedures used to manage work flow in acollaborative environment. These procedures can be manualor computer-based. The procedures are designed to do thefollowing:• Allow for a large number of people to contribute to and share stored data• Control access to data, based on user roles (defining which information users or user groups can view, edit, publish, etc.)• Aid in easy storage and retrieval of data• Reduce repetitive duplicate input• Improve the ease of report writing• Improve communication between users(wikipedia on CMS) http://www.flickr.com/photos/quinnanya/5403098626/
  • 4. How is 1. Socialthat scopebeingstretched? CMS 2. Mobile4. Web ExperienceManagement http://www.flickr.com/ photos/shadowviking/2 3. Transactional 688484963/
  • 5. 1. SocialIs the content users create still content? User Generated Content circa 1765 http://special.lib.gla.ac.uk/exhibns/month/oct2000.html
  • 6. 1. Social Should your CMS manage the content you publish into external social channels?http://www.flickr.com/photos/48830217@N04/4714559195/
  • 7. 1. SocialGovernance Modelshttp://www.slideshare.net/jeremiah_owyang/keynote-social-business-forecast-2011-the-year-of-integration
  • 8. 2. Mobile http://dilbert.com/strips/comic/2011-08-03/
  • 9. 2. Mobile• Mobile First• Responsive Design• Mobile Web / Mobile Application• Targeting which platforms? http://www.flickr.com/photos/andrewl04/3163980834/
  • 10. 3. TransactionalBreak down Silos between applications – How should your CMS alter content presentation based on a user’s purchase history? – What about their post-purchase loyalty? – Their customer service interactions? – How will the CMS know about such activity? http://www.flickr.com/photos/docsearls/5500714140/in/photostream/
  • 11. 3. Transactional“We’d love tochange that, butthat page isn’tmanaged by theCMS – it’s in the_____ application” http://bokardo.com/archives/writing-microcopy/
  • 12. 4. Web Experience Management• Analytics• A/B & Multivariate Testing• Inbound Marketing• Engagement• Content Targeting http://www.flickr.com/photos/eschipul/4160817135
  • 13. 4. Web Experience Management http://www.flickr.com/photos/daviderickson/5791638876/
  • 14. Is WEM/CXM (finally) CMS Nirvana?The promise: The cynical view:• Get the right (tailored, • Take existing CMS targeted) content platforms and add: (including transactions) to – Analytics the right user on the right – A/B & Multivariate Testing device through the right – Personalization / Targeting site (or application) at the – Richer authentication & right time, consistently user profiles and measurably, and • Mile-wide, inch-deep improve over time. • Platform vs Best of Breed http://www.flickr.com/photos/virgomerry/439260099/
  • 15. The “S” in CMS is Strategy• You need a strategy for the broad new scope of a CMS – Focus on areas of highest business impact – Silo-busting is hard work – CXM requires deep integration and planning – Iterate and learn – you won’t get it right at first• Remember: – Just because you can doesn’t mean you should – People and process before technology – Walk before you run http://www.flickr.com/photos/getoutandrun/2337000304/