Presentation on selecting and implementing a web CMS/CEM and best practices to follow for a successful project.

1. Retooling
your
CMS
Charting
the
right
course
Patricia
Eagan
@
coastalcandy

3. Dream
destination
So-­‐
if
you
could
imagine
the
perfect
CMS
retooling
project
….what
would
it
look
like
?

4. Experiences
I
can
share
Ê Successful
and
unsuccessful
implementations
Ê Navigating
without
goals
or
requirements
Ê No
business
owner
of
authority
Ê No
alignment
with
IT
technical
direction
Ê Inexperienced
implementation
partner

5. Charting
your
course

6. Why
are
you
retooling?
Ê Redesign
of
site
dictates
broader
functionality
Ê CMS
replacement
due
to
IT
infrastructure
changes
Ê Address
mobile/responsive
needs
Ê Marketing
goals
for
targeted
content

7. Questions
to
ask
Ê Is
it
a
replacement
of
outdated
product?
Ê Is
it
to
meet
marketing
needs?
Ê Do
you
need
to
be
responsive?
Ê Does
it
fit
your
IT
infrastructure?
Ê Do
you
have
in-­‐house
web
development
or
outsource
Ê Centralized
vs
decentralized
authoring
model

8. Ê Mobile/Responsive
Ê Social
Ê Marketing
Ê Content
authoring
Ê Governance
Does
it
fit
overall
strategy

9. CMS
Considerations
Ê No
longer
just
a
back
end
support
system
–
not
just
for
publishing
but
engagement
Ê Business
needs
drive
CMS
as
part
of
the
overall
web
experience
in
today’s
content
marketing
approach.
Ê Your
implementation
partner
needs
to
be
aligned
with
your
strategy
and
be
audience
focused
Ê Buy
what
you
need
now
–
don’t
get
caught
up
in
all
the
bells
and
whistles
if
not
part
of
your
strategy

10. Remember
its
about
the
content
Ê Content
everywhere
Ê No
longer
just
a
CMS
for
web
but
tablets,
phones
etc
Ê Adaptable
content
Ê Structured
content
Ê Author
experience

11. Staying
on
course

12. What
is
the
right
course
Ê Executive
level
champion
Ê Define
business
owner
Ê Clarify
role
of
IT
Ê Value
in-­‐house
expertise
Ê Utilize
industry
analysts
for
validation

13. Strategy
influences
CMS
decisions
Digital
Strategy
Content
Strategy
CMS

14. Charting
the
course
Ê Define
digital
and
content
strategy
Ê Select
CMS
based
on
well-­‐defined
requirements
Ê Define
project
charter
and
scope
Ê Clearly
define
roles
and
responsibilities
Ê Develop
measures
of
success

15. Who
is
navigating
Ê When
should
you
have
analysts/consultants
involved?
Ê Strategy
Ê Technology
Ê Who
should
own
the
project?
Ê Marketing
Ê IT
Ê How
do
you
account
for
changes?
Ê Shifts
in
senior
management
Ê Shifts
in
strategy/goals

16. CMS
Selection
Who
decides?
IT
Marketing
Industry
consultants
Digital
Agency

17. It’s
a
little
tight
in
here
Ê Design
agency
Ê Implementation
partner
Ê CMS
vendor
Ê Industry
consultants
Ê IT

18. Value
of
partners
• Make
sure
you
are
aligned
internally
first
• Agency
as
well
as
technology
must
be
a
fit
• Do
they
understand
you
and
your
needs?
• Have
they
similar
partners?
• Are
you
ready
to
be
a
good
partner?

20. Reaching
your
destination
Ê Do
you
know
where
you
are
going?
Ê Do
you
have
the
right
people
piloting
the
course?
Ê Do
you
have
the
right
navigational
aids?
Ê Is
there
governance
to
keep
it
moored?