How Much Content Would Your Content Management System Manage If Your Content Management System Could Manage Content
1. How much content would your
content management system
manage if your content
management system could
ISITE Design / CMS Myth
3. What’s a CMS?
“A system that lets you apply management principles to web
(real story group)
A content management system (CMS) is a system providing a
collection of procedures used to manage work flow in a
collaborative environment. These procedures can be manual
or computer-based. The procedures are designed to do the
• Allow for a large number of people to contribute to and
share stored data
• Control access to data, based on user roles (defining
which information users or user groups can
view, edit, publish, etc.)
• Aid in easy storage and retrieval of data
• Reduce repetitive duplicate input
• Improve the ease of report writing
• Improve communication between users
(wikipedia on CMS)
4. How is 1. Social
4. Web Experience
3. Transactional 688484963/
5. 1. Social
Is the content users create still content?
User Generated Content circa 1765
6. 1. Social
Should your CMS
manage the content
you publish into
8. 2. Mobile
9. 2. Mobile
• Mobile First
• Responsive Design
• Mobile Web / Mobile Application
• Targeting which platforms?
10. 3. Transactional
Break down Silos between applications
– How should your CMS alter content presentation
based on a user’s purchase history?
– What about their post-purchase loyalty?
– Their customer service interactions?
– How will the CMS know about such activity?
11. 3. Transactional
“We’d love to
change that, but
that page isn’t
managed by the
CMS – it’s in the
14. Is WEM/CXM (finally) CMS Nirvana?
The promise: The cynical view:
• Get the right (tailored, • Take existing CMS
targeted) content platforms and add:
(including transactions) to – Analytics
the right user on the right – A/B & Multivariate Testing
device through the right – Personalization / Targeting
site (or application) at the – Richer authentication &
right time, consistently user profiles
and measurably, and • Mile-wide, inch-deep
improve over time. • Platform vs Best of Breed
15. The “S” in CMS is Strategy
• You need a strategy for the broad new scope
of a CMS
– Focus on areas of highest business impact
– Silo-busting is hard work
– CXM requires deep integration and planning
– Iterate and learn – you won’t get it right at first
– Just because you can doesn’t mean you should
– People and process before technology
– Walk before you run
Is the Content users create still content?Are Facebook “likes” content? Google +1s? Comments on a Facebook Fan page?Comments on your corporate blog?Should your CMS manage the content you publish into external social channels?The Pros and Cons of Automated Cross-Posting Integrating with a moving target (APIs, Platforms)
The Pros and Cons of Automated Cross-Posting Integrating with a moving target
How should your CMS alter content presentation based on a user’s purchase history?What about their post-purchase loyalty?Their customer service interactions?
Should be WTF – Web Transaction Framework?
Personalization Fail – because content isn’t really available to meet the user’s desire