The document discusses the evolution of web content management systems (CMS) in 2012, highlighting the need to adapt to new technologies, including social media and mobile channels. It emphasizes the importance of evaluating business complexity and resource availability to determine whether to invest in modern CMS solutions. Furthermore, it suggests that while advancing frontend management capabilities is a natural progression for vendors, customers may prefer simpler platforms that enable third-party applications.

1. Why CMS is all about the backend
J. Boye Aarhus 2012, Web & Intranet Conference, Web Content Management Track
Perttu Tolvanen
Web & CMS Expert, Partner
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2. Main points
1. ”Web management” today
2. Choosing your battles: a) area of ”traditional Web CMS”, b) the new stuff (WEM
and friends), c) social media channels
3. Should you care? Factors that determine whether you need the new stuff or not
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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 sites
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4. Fundamentals of Web CMS
Collection of content
Management Publishing
of content of content
= CMS is a “machine” that makes
things work more efficiently.
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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.
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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
languages
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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
languages
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8. Choose your battles
Collection of content
Management Publishing
of content of content
a) area of ”traditional Web CMS”,
b) the new stuff (WEM and friends),
c) social media channels
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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 channel
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10. Level of business
complexity and
Should you care? volume related to
web channel
Level 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.
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11. Level of resources
Should you care? for optimization &
content editing
Level 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.
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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.
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13. Conclusions
1. 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.
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14. BUYER´S GUIDE TO WEB
PROJECTS
www.northpatrol.com/blog
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