Why CMS is all about the backend

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Presentation at J. Boye Aarhus 2012, Web & Intranet Conference, Web Content Management Track, 7th of November 2012. Tolvanen Perttu.

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Why CMS is all about the backend

  1. 1. Why CMS is all about the backend J. Boye Aarhus 2012, Web & Intranet Conference, Web Content Management TrackPerttu TolvanenWeb & CMS Expert, Partner1 North Patrol Oy, 2012
  2. 2. Main points1. ”Web management” today2. Choosing your battles: a) area of ”traditional Web CMS”, b) the new stuff (WEM and friends), c) social media channels3. Should you care? Factors that determine whether you need the new stuff or not2 North Patrol Oy
  3. 3. “Web channel management” in 2012 Discussion forums Blogs Campaign sites Organisation’s website (including possible sales channel or customer service tools or departmental websites) Partnership sites3 North Patrol Oy
  4. 4. Fundamentals of Web CMS Collection of content Management Publishing of content of content = CMS is a “machine” that makes things work more efficiently.4 North Patrol Oy
  5. 5. Fundamentals of Web CMS Collection of content Management Publishing of content of content “Publishing” has changed quite a bit – and probably will continue to do so.5 North Patrol Oy
  6. 6. “Web CMS 2012” Content publishing to different channels and Easy to use formats with editing separate designs interface for all textual content in the system  Do you have all of those? Are you Quality control features to happy? maintain website Enrichment of integrity and usability content that is pulled from other User rights backend systems management for all content Capability to handle sites with multiple languages6 North Patrol Oy
  7. 7. Point and edit“Web CMS 2012” interfaces for Social media making really fast changes publishing Content directly from CMS publishing to different Mobile channels and Analytics experience Easy to use formats with management editing inside the CMS separate designs for personalization Advanced interface for all textual content in the and content content optimization system optimization features like A/B Quality control testing features to maintain website Enrichment of integrity and Targeting usability content that is content based on Capture leads pulled from other location, keyword, User rights and create targeted backend systems browsing history or promotions management other preferences for all content Capability to handle sites with multiple languages7 North Patrol Oy
  8. 8. Choose your battles Collection of content Management Publishing of content of contenta) area of ”traditional Web CMS”,b) the new stuff (WEM and friends),c) social media channels 8 North Patrol Oy
  9. 9. Should you care?Maybe. It depends from two things. Level of business Level of resources complexity and for optimization & volume related to content editing web channel9 North Patrol Oy
  10. 10. Level of business complexity andShould you care? volume related to web channelLevel of business complexity and volume with the web.1. One point: You have a web presence that is very important to your business and supports actively your sales process or customer service processes.2. One point: You have hundreds of different products or other similar items which you can cross-promote and build ”suggestion profiles”.3. One point: You have an international business and you are selling the same items in different markets.10 North Patrol Oy
  11. 11. Level of resourcesShould you care? for optimization & content editingLevel of resources for web channel management.4. One point: You have a dedicated web team that has three (3) or more web producers / analysts / SEO specialists who use the CMS for their daily work.5. One point: Your web team members are looking at your analytics and other key metrics daily - and thinking about your ”next move”.6. One point: Your budget for technical implementation in your web renewal project is over 300 000 euros.11 North Patrol Oy
  12. 12. Should you care?• If you scored five or more points from the previous areas you should seriously look into what Sitecore and other ”frontend experience 5+ management” vendors are offering.• If you scored three or four points you might have good reasons and capabilities to look into their 3/4 offering and benefit from implementing the tools.• If you scored two or less points you benefit more for investing your money elsewhere than 1/2 implementation of high-end CMS.12 North Patrol Oy
  13. 13. Conclusions1. Pushing the frontend management capabilities is natural development direction for CMS vendors, but it isin’t equally natural direction for customers. It can be even argued that maybe CMSs should be simpler platforms that just enable 3rd party apps.2. Right now many fundamental building blocks of the Web are moving to new directions and this makes the ”one system to rule them all” ideology extremely difficult to implement.3. Powerful tools require skilled users and dedicated teams that are paid to monitor and optimize the web channel.13 North Patrol Oy
  14. 14. BUYER´S GUIDE TO WEB PROJECTS www.northpatrol.com/blog14 North Patrol Oy

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