Web Content Management & Social Computing: Rivals or Partners?

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Web Content Management & Social Computing: Rivals or Partners? AIIM 2011

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Web Content Management & Social Computing: Rivals or Partners?

  1. 1. Web Content Management & Social Computing: Rivals or Partners?! Exposing the real weaknesses and strengths of web and enterprise technology products@TonyByrne ! ! ! ! !@irina_guseva! Tony Byrnetbyrne@realstorygroup.com ! !iguseva@realstorygroup.com! Twitter: @TonyByrne President, Real Story Group!
  2. 2. Real Story Group: What We DoAnalyze 01234weaknesses andstrengths of the 01234tools....andvendors 01234Advise on successfultechnology selectionCopyright © 2010 Real Story Group www.realstorygroup.com
  3. 3. Finding Your Way...Copyright © 2010 Real Story Group Copyright © 2010 Real Story Group www.realstorygroup.com www.realstorygroup.com
  4. 4. Agenda•  Intranet - Internet divergence•  WCM is not a replacement for social•  What is social services•  How WCM vendors do social services Public = UGC and SM integration Intranet = some micro apps•  Do you need community services? Public (white label) Intranet (focus on collab and activity streams) Copyright © 2010 Real Story Group 4 www.realstorygroup.com
  5. 5. Overlapping Scenarios? Source: www.realstorygroup.comCopyright © 2010 Real Story Group www.realstorygroup.com
  6. 6. What a WCM System DoesCopyright © 2010 Real Story Group www.realstorygroup.com
  7. 7. Web Content Site Management Systems•  Critical backbone for intranet publishing•  Now really web site management systems•  Obviated need for portals on some intranets•  Starting to incorporate “social” tools and simple document managementCopyright © 2010 Real Story Group www.realstorygroup.com
  8. 8. Divergence… Web CMS Web CMS Intranet Public Collab’n / Social Collab’n / SocialCopyright © 2010 Real Story Group 8 www.realstorygroup.com
  9. 9. “Social Software” vs. Enterprise 2.0 Enterprise 2.0 Social Software Mash-ups SaaS / Cloud “Collaboration and Networking within Ajax / RIA and beyond the Enterprise”Copyright © 2010 Real Story Group www.realstorygroup.com
  10. 10. Agenda•  WCM is not a replacement for social Copyright © 2010 Real Story Group 10 www.realstorygroup.com
  11. 11. Your Web CMS Needs to be Social : : "What are you doing?” : ” : “Checking in to see how its going in Bosnia." : "Bosnia? They dont have roads, but they have Facebook.” The Social NetworkCopyright © 2010 Real Story Group www.realstorygroup.com
  12. 12. Typical Social Software ServicesCopyright © 2010 Real Story Group www.realstorygroup.com
  13. 13. Using Your WCM Tool as a Social Software Platform Copyright © 2010 Real Story Group www.realstorygroup.com
  14. 14. Agenda•  What is social services•  How WCM vendors do social services Public = UGC and SM integration Intranet = some micro apps Copyright © 2010 Real Story Group 14 www.realstorygroup.com
  15. 15. What about Public Social Media Integration? Publish to Social Networks Aggregate public feeds Personalize based on social graph But is this “engagement”?Copyright © 2010 Real Story Group 15 www.realstorygroup.com
  16. 16. Doing Social DifferentlyCopyright © 2010 Real Story Group www.realstorygroup.com
  17. 17. Architectural Issues Around UGC Public / Customer Consumers Web CMS DMZ Content Producers Employee Consumers ContentCopyright © 2010 Real Story Group www.realstorygroup.com
  18. 18. Agenda•  Do you need community services? Public (white label) Intranet (focus on collab and activity streams) Copyright © 2010 Real Story Group 18 www.realstorygroup.com
  19. 19. Different Types of Public Engagement Web CMS Branded Communities Reader Interaction Engagement Partner Collaboration Professional NetworkingCopyright © 2010 Real Story Group www.realstorygroup.com
  20. 20. Scenario: Branded Communities for Peer SupportCopyright © 2010 Real Story Group www.realstorygroup.com
  21. 21. Scenario: Branded Communities for R&DCopyright © 2010 Real Story Group www.realstorygroup.com
  22. 22. Humanizing through Social Lessons from public networks: –  Actively promote –  Recognition: foster communities, but reward individuals –  “Laddering” –  Push “top” lists (content, communities, indivs) to home Image sourced from Nielsen Norman Group page –  Explicit Q & A ForumsCopyright © 2010 Real Story Group 8 www.realstorygroup.com www.realstorygroup.com
  23. 23. Platforms! ECM/WCM “Suites” Community ! ! ! Wikis! Blogs! Niche! Public!Source: http://www.realstorygroup.com/Research/Channel/Collaboration/Vendors! Copyright © 2010 Real Story Group www.realstorygroup.com
  24. 24. Contact is King? “Half-way to the Experience Economy” “Contact is King” http://www.peterhinssen.com/books/the-new-normalCopyright © 2010 Real Story Group www.realstorygroup.com
  25. 25. Content is still King “ http://www.killerfilm.com/articles/read/the-croods-get-two-more-26575 Without content, were reduced to cavemen going "uuuurgh" at each other. A lot of social media is about pointing each other to interesting content. In fact, strip a Twitter feed of its shortened links, or take the shared pictures, videos, and blog posts out of Facebook statuses -- and "uuuurgh" is pretty much what you end up with. Without content, were reduced to http://www.realstorygroup.com/Blog/2021-Content:-the-King-is-dead---Long-live-the-King! liking, or retweeting, grunts. ”Copyright © 2010 Real Story Group ( NOT A CAVEMAN ) www.realstorygroup.com
  26. 26. Let’s Continue the Conversation...
(...and Contact Me for Sample Evaluations)! @TonyByrne! tbyrne@realstorygroup.com ! ! @irina_guseva! iguseva@realstorygroup.com ! Tony Byrne ! President, Real Story Group

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