Avoiding a CMS misfit
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Avoiding a CMS misfit - going beyond technology fit and looking at cultural fit. Presentation in CMS Expert Group Europe in Copenhagen.

Avoiding a CMS misfit - going beyond technology fit and looking at cultural fit. Presentation in CMS Expert Group Europe in Copenhagen.

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Avoiding a CMS misfit Avoiding a CMS misfit Presentation Transcript

  • Avoiding a CMS misfit - going beyond technology fit and looking at cultural fit Perttu Tolvanen, Web & CMS Expert, @perttutolvanen 1 North Patrol Oy 2014 / 2014-02-04 / CMS Expert Group / Copenhagen
  • - - Advisor for large web projects 2 © 2014 North Patrol Oy - Vendor-neutral CMS consultants Helsinki-based, but most clients operate in Northern Europe / Scandinavia / Russia CMS selections and partner selections for large projects Founded 2012, growing
  • Agenda Requirements & technology fit we know – what else needs to considered? 3 North Patrol Oy 2014 Cultural fit as an idea and as approach to selecting products that live “with you” Elements of cultural fit, eg. community fit, partner fit, roadmap fit, ecosystem fit …
  • Elements of CMS selection - 1) Concept requirements & technology fit 2) Cultural fit getting along the following five years getting along the first year or so 3) The random stuff: politics, existing partnerships, who likes who, the money North Patrol Oy 2014 - - Background for this model is in ”current situation analysis” projects where clients have asked North Patrol to evaluate the current state of CMS and give recommendation of development efforts (eg. continue with the old or buy something new) Typically this model is used to give structure to interviews of key stakeholders, editors, web team members, marketing people… Sometimes the client has already done concept designing, sometimes they are just beginning…
  • Overview of cultural fit The Client • Current state analysis as a starting point: – How does the client operate their Websites currently? How many people, what roles and competences? What kind of software development has been done to the current platform? – What kind of existing partnerships? What kind of improvement expectations? – What kind of future ambitions? What kind of ambitions does marketing have? Business divisions? IT? – What kind of integrations and add-ons is required in the future? 2. Style of inhouse software development 1. Current agency relationships 3. Web team competences 4. Content producer network 5. Partner competences and availability 6. Roadmap ambitions The Client CMS 7. Add-on / integration expectations and availability The Client 8. Ecosystem expectations and availability
  • 1. Current agency relationships • How does the client operate right now with agencies? • Eg. Does their marketing work tightly together with the web team / agency or do they just ”order stuff” from them? 1. Current agency relationships a) Creative partner agency In-house team (eg. media companies) c) Strong technical partner b) Ad agency + technical partner
  • 1. Current agency relationships • How does the client operate right now with agencies? • Eg. Does their marketing work tightly together with the web team / agency or do they just ”order stuff” from them? 1. Current agency relationships a) Creative partner agency In-house team (eg. media companies) c) Strong technical partner b) Ad agency + technical partner
  • 2. Style of in-house software dev • Is the CMS seen as a platform or as a tool? • How much custom development the client has done to the current platform? Is it businessspecific tailoring or general add-ons? 2. Style of inhouse software development a) ”Build everything on top of CMS” b) Integrate to other systems c) CMS as a tool, Website as a standalone service, minimum integration
  • 2. Style of in-house software dev • Is the CMS seen as a platform or as a tool? • How much custom development the client has done to the current platform? Is it businessspecific tailoring or general add-ons? 2. Style of inhouse software development a) ”Build everything on top of CMS” b) Integrate to other systems c) CMS as a tool, Website as a standalone service, minimum integration
  • 3. Web team competences • What kind of competences does the ”core web team” have? Search engine optimization? Marketing optimization? • Eg. What kind of future plans there is to expand the web team? 3. Web team competences a) ”Web marketing team”, 5+ people b) Web team has inhouse developer / front-end skills c) Communication team is responsible for the web, 2-3 persons
  • 3. Web team competences • What kind of competences does the ”core web team” have? Search engine optimization? Marketing optimization? • Eg. What kind of future plans there is to expand the web team? 3. Web team competences a) ”Web marketing team”, 5+ people b) Web team has inhouse developer / front-end skills c) Communication team is responsible for the web, 2-3 persons
  • 4. Content producer network 4. Content producer network • How many content producers there are? • What is a typical task for a normal content producer? • How often different tasks are done? b) Large network of content producers that have specific tasks (think global brands) a) Large network, decentralized, independent authors (think universities) c) Centralized content editor team
  • 4. Content producer network 4. Content producer network • How many content producers there are? • What is a typical task for a normal content producer? • How often different tasks are done? b) Large network of content producers that have specific tasks (think global brands) a) Large network, decentralized, independent authors (think universities) c) Centralized content editor team
  • 5. Partner competences • What is expected from the partner? User-experience skills? Concept design skills? Training support for content authors? Integration skills? • What kind of project manager would be ideal? • Do we want specialized partners or a ”fat cat” partner? • Are we skilled in partner management? 5. Partner competences and availability a) Creative CMS partner b) Technical CMS partner c) Technical development partner
  • 5. Partner competences • What is expected from the partner? User-experience skills? Concept design skills? Training support for content authors? Integration skills? • What kind of project manager would be ideal? • Do we want specialized partners or a ”fat cat” partner? • Are we skilled in partner management? 5. Partner competences and availability a) Creative CMS partner b) Technical CMS partner c) Technical development partner
  • 6. Roadmap ambitions 6. Roadmap ambitions a) eCommerce ambitions • Where is the company’s web presence going? Towards ecommerce? Deeply integrated order tracking? Automatic content suggestions? Automated email marketing? e) Multilanguage ambitions b) E-service ambitions (think government) c) Development platform ambitions d) Marketing optimization ambitions
  • 6. Roadmap ambitions 6. Roadmap ambitions a) eCommerce ambitions • Where is the company’s web presence going? Towards ecommerce? Deeply integrated order tracking? Automatic content suggestions? Automated email marketing? e) Multilanguage ambitions b) E-service ambitions (think government) c) Development platform ambitions d) Marketing optimization ambitions
  • 7. Add-on expectations • Does the web team expect that new things can be experimented fast and cheap? (”WordPress-style”) • Is the web team trying out every new social media platform when it comes out? 7. Add-on / integration expectations and availability a) ”We know what we are doing” – just give me a basic system that works b) ”We want to develop lot of new stuff fast and cheap” c) ”We want to try new stuff all the time”
  • 7. Add-on expectations • Does the web team expect that new things can be experimented fast and cheap? (”WordPress-style”) • Is the web team trying out every new social media platform when it comes out? 7. Add-on / integration expectations and availability a) ”We know what we are doing” – just give me a basic system that works b) ”We want to develop lot of new stuff fast and cheap” c) ”We want to try new stuff all the time”
  • 8. Ecosystem expectations • What kind of training and manuals does the web team expect? • Are there expectations of code sharing with partners or with other userorganisations? • (Does the web team expect that knowledge of this CMS will be good ”careermove”?) a) ”We roll our own, just give me a support forum” c) Professional manuals, training possibilities, reference clients nearby 8. Ecosystem expectations and availability b) ”We want new friends, career-boost and free beer”
  • 8. Ecosystem expectations • What kind of training and manuals does the web team expect? • Are there expectations of code sharing with partners or with other userorganisations? • (Does the web team expect that knowledge of this CMS will be good ”careermove”?) a) ”We roll our own, just give me a support forum” c) Professional manuals, training possibilities, reference clients nearby 8. Ecosystem expectations and availability b) ”We want new friends, career-boost and free beer”
  • Analysis: Cultural fit The Client • Example results: – Drupal has strong agency support, especially from creative agencies. – Drupal has an extensive add-on ecosystem and there are available expertise and training possibilities in the area. – EPiServer is feature-rich for the centralized web team and user-friendly for the expanding content producer network. – EPiServer also has a roadmap that fits with the ambitions of the marketing department. • And like in technology fit… there rarely is a perfect cultural fit. You just have to get the expectations right! 2. Style of inhouse software development 1. Current agency relationships 3. Web team competences 4. Content producer network 5. Partner competences and availability 6. Roadmap ambitions The Client CMS 7. Add-on / integration expectations and availability The Client 8. Ecosystem expectations and availability
  • Examples of cultural CMS misfits personal favorites 1. Going Drupal without in-house development team or without development-focused attitude… 2. Going EPiServer or SharePoint and expecting lots of free add-ons and widgets… 3. Going Drupal and expecting the partner to ”know the product”… 4. Going EPiServer and expecting the partner to be skilled in designing impressive websites and consulting in web marketing… 5. Going Drupal and expecting the community to develop all the modules that the organisation needs in the future… 6. Going Drupal and expecting that it somehow supports a strong web team to do a lot of stuff without buying expensive development time… Note: Examples are true-life stories from Finland
  • Thank you. 24 North Patrol Oy 2014 / www.northpatrol.com