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CM Strategies for a Multi-Channel World

Online Information, London Nov. 2013!
Real Story Group provides market research, ...
Real Story Group: What We Do
Provide in-depth research
analysing weaknesses and
strengths of technology....
and vendors
Ad...
Selection of our customers

Copyright © 2013 Real Story Group

@theresaregli

@realstorygroup
The promise: Right media to the right device
at the right time

Copyright © 2013 Real Story Group

@theresaregli

@realsto...
Designing an immersive, trans-media experience

Copyright © 2013 Real Story Group

@theresaregli

@realstorygroup
DAM in 2013: Trans-media immersion

Copyright © 2013 Real Story Group

@theresaregli

@realstorygroup
DAM in 2013: Trans-media immersion

Copyright © 2013 Real Story Group

@theresaregli

@realstorygroup
Designing an immersive, trans-media experience

With incentives!!
Copyright © 2013 Real Story Group

@theresaregli

@reals...
Digital Marketing Toolkit
Marketing Automation

Social Monitoring

Media Asset Management

Digital Asset Management

Web C...
Digital Workplace Toolkit
Enterprise Collaboration

Document Management

Enterprise
Search

Cloud File-Sharing

Web Conten...
Ensure the
technology you have
is designed,
engineered, and fit for
the purpose

Copyright © 2013 Real Story Group

@there...
MA and CMS: Where Do They Connect?

Landing Page
Management

Profile Management
Analytics

Lead Scoring

MVT, A/B Testing
...
Mobilizing it all: Key Considerations

1.  Which Devices to target?
2.  How should we develop apps? - Mobile web vs.
apps,...
Which Devices to Target?

•  “Bring your own
device” or BYOD
•  Enterprise Apps
require
–  Security
–  Provisioning
–  Man...
Variations even within a single device type

http://mobile.smashingmagazine.com/2012/07/26/android-design-tips/
Copyright ...
Which Approach: Mobile Web vs. Apps vs..…?
Browser based

SharePoint 2013
Copyright © 2013 Real Story Group

@theresaregli...
Which Approach: Mobile Web vs. Apps vs..…?

Support wider user base
Less admin overheads
Easier to develop and maintain
Le...
How to Mobilize Existing Websites and Apps?
Cost / Time-to-Deploy / Richness

Follow Web
Standards

Mobile
Templates /
Sty...
Duplicate media?
Very real danger of creating multiple versions of media
Per device:
•  iPhone, iPad, BlackBerry, Nokia, S...
DAM / MAM systems enable transcoding

•  push this format to the web
•  detect device and media player, push this format

...
Adapting Your Media Assets

Same images & content but:
•  Different sizes
•  Different formats
•  Different, more granular...
Video Example | Browser based

Copyright © 2013 Real Story Group

@theresaregli

@realstorygroup
Which Approach: Mobile Web
vs. Apps vs. …?
Hybrid - Web technologies but
wrapped
•  Downloadable apps but
the core uses st...
Which Approach: Mobile Web
vs. Apps vs. …?

•  Support wider user base
•  Less admin overheads
•  Easier to develop and
ma...
Summary

•  Identify and prioritize needs.
•  One size does not fit all. Select best approach for
each scenario.
•  Incumb...
2013 Vendor Map

Copyright © 2013 Real Story Group

@theresaregli

@realstorygroup
Thanks! Let’s stay in touch……
Questions: tregli@realstorygroup.com"
"
Get a free excerpt of RSG research:"
http://realstor...
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Theresa Regli Content Management Strategies for a multi-platform world

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Theresa Regli Content Management Strategies for a multi-platform world

  1. 1. CM Strategies for a Multi-Channel World
 Online Information, London Nov. 2013! Real Story Group provides market research, technology evaluations, and strategic advisory services to customers in 60+ countries around the world." Theresa Regli Principal Analyst & Managing Director tregli@realstorygroup.com Twitter: @theresaregli @realstorygroup
  2. 2. Real Story Group: What We Do Provide in-depth research analysing weaknesses and strengths of technology.... and vendors Advise on successful technology selection and implementation best practices •  Over 3,000 customers in 60+ countries •  We consult only to end-users, never advising the vendors we evaluate Copyright © 2013 Real Story Group @theresaregli @realstorygroup
  3. 3. Selection of our customers Copyright © 2013 Real Story Group @theresaregli @realstorygroup
  4. 4. The promise: Right media to the right device at the right time Copyright © 2013 Real Story Group @theresaregli @realstorygroup
  5. 5. Designing an immersive, trans-media experience Copyright © 2013 Real Story Group @theresaregli @realstorygroup
  6. 6. DAM in 2013: Trans-media immersion Copyright © 2013 Real Story Group @theresaregli @realstorygroup
  7. 7. DAM in 2013: Trans-media immersion Copyright © 2013 Real Story Group @theresaregli @realstorygroup
  8. 8. Designing an immersive, trans-media experience With incentives!! Copyright © 2013 Real Story Group @theresaregli @realstorygroup
  9. 9. Digital Marketing Toolkit Marketing Automation Social Monitoring Media Asset Management Digital Asset Management Web Content & Experience Management Copyright © 2013 Real Story Group @theresaregli @realstorygroup
  10. 10. Digital Workplace Toolkit Enterprise Collaboration Document Management Enterprise Search Cloud File-Sharing Web Content & Experience Management Enterprise Portals & Content Integration Copyright © 2013 Real Story Group @theresaregli @realstorygroup
  11. 11. Ensure the technology you have is designed, engineered, and fit for the purpose Copyright © 2013 Real Story Group @theresaregli @realstorygroup
  12. 12. MA and CMS: Where Do They Connect? Landing Page Management Profile Management Analytics Lead Scoring MVT, A/B Testing Lead Management MA Data Management Campaign Management: Email Mobile Social Copyright © 2013 Real Story Group Marketing Nurturing Engagement Segmentation CMS Template Management Forms Management Personalization Targeted Content Delivery @theresaregli @realstorygroup
  13. 13. Mobilizing it all: Key Considerations 1.  Which Devices to target? 2.  How should we develop apps? - Mobile web vs. apps, vs.… 3.  Should we just use Apps provided by Incumbent tools? 4.  How do we align with overall (non-mobile) architecture and experience? 5.  What about existing applications? 6.  Are there specific Security and Administration implications? Copyright © 2013 Real Story Group @theresaregli @realstorygroup
  14. 14. Which Devices to Target? •  “Bring your own device” or BYOD •  Enterprise Apps require –  Security –  Provisioning –  Management –  Integration Copyright © 2013 Real Story Group EMC Documentum, iOS only @theresaregli @realstorygroup
  15. 15. Variations even within a single device type http://mobile.smashingmagazine.com/2012/07/26/android-design-tips/ Copyright © 2013 Real Story Group @theresaregli 15 @realstorygroup
  16. 16. Which Approach: Mobile Web vs. Apps vs..…? Browser based SharePoint 2013 Copyright © 2013 Real Story Group @theresaregli @realstorygroup
  17. 17. Which Approach: Mobile Web vs. Apps vs..…? Support wider user base Less admin overheads Easier to develop and maintain Less cost Better user experience Device capabilities Performance Hybrid Wrapper Completely Native Browser Cross compiled Select a combination of development approaches. In many cases, what works is a combination of mobile web combined with specific apps for specific use cases Copyright © 2013 Real Story Group @theresaregli @realstorygroup
  18. 18. How to Mobilize Existing Websites and Apps? Cost / Time-to-Deploy / Richness Follow Web Standards Mobile Templates / Stylesheets Scrape and Transcode 1 2 3 USE WHEN: Copyright © 2013 Real Story Group Existing sites at lower fidelity Predominance of read-only @theresaregli Framework / Middleware Bespoke Native Apps 4 5 New or high-value applications Predominance of interactivity @realstorygroup
  19. 19. Duplicate media? Very real danger of creating multiple versions of media Per device: •  iPhone, iPad, BlackBerry, Nokia, Samsung, etc. versions? •  Touchscreen vs. keyboard devices Per viewing context: •  Browsers •  Applications Per location: •  Bandwidth Per content type: •  Large files need smaller versions? Copyright © 2013 Real Story Group @theresaregli @realstorygroup
  20. 20. DAM / MAM systems enable transcoding •  push this format to the web •  detect device and media player, push this format .swf Copyright © 2013 Real Story Group .mov @theresaregli @realstorygroup
  21. 21. Adapting Your Media Assets Same images & content but: •  Different sizes •  Different formats •  Different, more granular content components •  Remember: don’t duplicate! Transform & transcode Copyright © 2013 Real Story Group @theresaregli @realstorygroup
  22. 22. Video Example | Browser based Copyright © 2013 Real Story Group @theresaregli @realstorygroup
  23. 23. Which Approach: Mobile Web vs. Apps vs. …? Hybrid - Web technologies but wrapped •  Downloadable apps but the core uses standard web technologies •  Why wrap? –  You can take advantage of some native capabilities like Camera Copyright © 2013 Real Story Group @theresaregli @realstorygroup
  24. 24. Which Approach: Mobile Web vs. Apps vs. …? •  Support wider user base •  Less admin overheads •  Easier to develop and maintain •  Less cost •  Better user experience •  Device capabilities •  Performance Hybrid Wrapper Completely Native Browser Cross compiled Select a combination of development approaches. In many cases, what works is a combination of mobile web combined with specific apps for specific use cases Copyright © 2013 Real Story Group @theresaregli @realstorygroup
  25. 25. Summary •  Identify and prioritize needs. •  One size does not fit all. Select best approach for each scenario. •  Incumbent tools suitable for very simple scenarios. •  Mobile is not stand-alone. •  Don’t neglect existing ad production and consumption methods. •  In complex enterprises, security and admin issues can add lot of overhead. Copyright © 2013 Real Story Group @theresaregli @realstorygroup
  26. 26. 2013 Vendor Map Copyright © 2013 Real Story Group @theresaregli @realstorygroup
  27. 27. Thanks! Let’s stay in touch…… Questions: tregli@realstorygroup.com" " Get a free excerpt of RSG research:" http://realstorygroup.com/Sample/ Purchase a report now: http://www.realstorygroup.com/Purchase/ Learn about our Premium Subscription options: http://www.realstorygroup.com/Subscribe/ Contact us for more information: –  –  –  –  info@realstorygroup.com Twitter: @realstorygroup + 44 (0) 20 3318 1911 (UK) + 1 800 325 6190 (USA) + 1 617 340 6464 (Int'l) Copyright © 2013 Real Story Group @theresaregli Contact us today to get a free tour of our subscription offerings. @realstorygroup

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