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CMS Mythbuster and ISITE Design co-founder Jeff Cram's Eduweb 2012 presentation on CMS Survival inside Higher Education. Web content management is the achilles heel of most University web teams. It's a mission critical part of a successful digital strategy, yet almost impossible to get right and satisfy the organization. What is promised as the silver bullet for web publishing across a highly decentralized environment ends up being a political nightmare as end users revolt, IT and Communications fight and web teams struggle to support the growing demands of external groups.
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CMS
Confab 2011
Jeff Cram
CMS Myth & ISITE Design
@jeffcram
#cmslove
#confabJeff Cram, ISITE Design
@jeffcram
CMS Survival in
Higher Education
Jeff Cram, ISITE Design
@jeffcram #eduweb12
CMS Survival in Higher Education #eduweb12 @jeffcram
Let’s play a game
CMS Survival in Higher Education #eduweb12 @jeffcram
CMS Survival in Higher Education #eduweb12 @jeffcram
CMS Survival in Higher Education #eduweb12 @jeffcram
http://research.isitedesign.com/cms-wisdom-report/
CMS Survival in Higher Education #eduweb12 @jeffcram
www.cmsmyth.com
CMS Survival in Higher Education #eduweb12 @jeffcram
“I’m a CMS Survivor”
(True story)
CMS Survival in Higher Education #eduweb12 @jeffcram
“I inherited a CMS
project gone
horribly wrong”
CMS Survival in Higher Education #eduweb12 @jeffcram
“I have been attempting to
maneuver around our
institution's bureaucracy”
“I inherited a CMS
project gone
horribly wrong”
CMS Survival in Higher Education #eduweb12 @jeffcram
“I have been attempting to
maneuver around our
institution's bureaucracy”
“I inherited a CMS
project gone
horribly wrong”“We have no in-
house expertise
with CMS”
CMS Survival in Higher Education #eduweb12 @jeffcram
“I have been attempting to
maneuver around our
institution's bureaucracy”
“I inherited a CMS
project gone
horribly wrong”
“Our CMS contract was enormous.
We set out to redesign the site,
strategize the content, implement the
CMS, and build new large-scale
features into the CMS”
“We have no in-
house expertise
with CMS”
CMS Survival in Higher Education #eduweb12 @jeffcram
“I have been attempting to
maneuver around our
institution's bureaucracy”
“I inherited a CMS
project gone
horribly wrong”
“Our CMS contract was enormous.
We set out to redesign the site,
strategize the content, implement the
CMS, and build new large-scale
features into the CMS”
“We eventually came out
the other end, but
battered and bruised”
“We have no in-
house expertise
with CMS”
CMS Survival in Higher Education #eduweb12 @jeffcram
“I have been attempting to
maneuver around our
institution's bureaucracy”
“I inherited a CMS
project gone
horribly wrong”
“I've always thought
of myself as a
CMS survivor”
“Our CMS contract was enormous.
We set out to redesign the site,
strategize the content, implement the
CMS, and build new large-scale
features into the CMS”
“We eventually came out
the other end, but
battered and bruised”
“We have no in-
house expertise
with CMS”
CMS Survival in Higher Education #eduweb12 @jeffcram
When it comes to
content management
in higher education…
survival tip #1
CMS Survival in Higher Education #eduweb12 @jeffcram
http://www.uncg.edu/mat/sermon/2007/campusmap.jpg
SIZE MATTERS
CMS Survival in Higher Education #eduweb12 @jeffcram
survival tip #12
How to deal with
a cheapskate
boss and get the
funding you need
CMS Survival in Higher Education #eduweb12 @jeffcram
Source: gapingvoid.com
CMS Survival in Higher Education #eduweb12 @jeffcram Source: http://www.flickr.com/photos/georgehoffman/168099742/sizes/l/in/photostream/
The digital goal
posts have moved...
CMS Survival in Higher Education #eduweb12 @jeffcram
We’re moving the digital goal
post
…beyond the university website
CMS Survival in Higher Education #eduweb12 @jeffcram
University
Marketing/
Comm.IT
Web
University
Digital
Strategy
Past Present
The role of digital has changed.
Most universities have not.
CMS Survival in Higher Education #eduweb12 @jeffcram
Competitive benchmarking gets attention
CMS Survival in Higher Education #eduweb12 @jeffcram
Find a revenue generating line of
business (and don’t let go)
Source: Noel Levitz 2012 E-Expectations Report
CMS Survival in Higher Education #eduweb12 @jeffcram
There’s always
plan C
CMS Survival in Higher Education #eduweb12 @jeffcram
survival tip #21
How to stop
obsessing over
selecting the
perfect CMS
CMS Survival in Higher Education #eduweb12 @jeffcram
CMS Survival in Higher Education #eduweb12 @jeffcram
CMS Survival in Higher Education #eduweb12 @jeffcram
Obsessing over CMS
product selection is an
unhealthy distraction from
the real work that’s
needed
CMS Survival in Higher Education #eduweb12 @jeffcram
from CMS selection to CMS readiness
CMS Survival in Higher Education #eduweb12 @jeffcram
survival tip #71
How to stop
redesigning the
same [expletive]
site every five
years
CMS Survival in Higher Education #eduweb12 @jeffcram
“Insanity is doing the
same thing over and over
again but expecting
different results”
CMS Survival in Higher Education #eduweb12 @jeffcram
“Insanity is doing the CMS
over and over again but
expecting different
results”
CMS Survival in Higher Education #eduweb12 @jeffcram
The average EDU has had their CMS 3.3 years
Higher Education CMS Usage Survey (Dec 2011)
http://doteduguru.com/id7800-results-higher-ed-cms-usage-survey-2011.html
CMS Survival in Higher Education #eduweb12 @jeffcram
File under: Not sustainable
CMS Survival in Higher Education #eduweb12 @jeffcram
“Content needs to be the central focus to a CMS strategy.
Without content, and a coordinated strategy, the most powerful
CMS will do nothing for you.”
Source: CMS Wisdom Report
CMS Survival in Higher Education #eduweb12 @jeffcram
Beyond wireframes
Templates. Important, but overrated.
CMS Survival in Higher Education #eduweb12 @jeffcram
Is 2012 (finally) the year of the content model?
“Unstructured content is
stupid and old-fashioned.
It’s costly, complex and
does not generate a
competitive advantage.”
Ann Mulhay, ex-CEO of Xerox
CMS Survival in Higher Education #eduweb12 @jeffcram
The case for content architecture
Source: Cleve Gibbon, CTO at Cognifidehttp://www.clevegibbon.com/content-architecture/
CMS Survival in Higher Education #eduweb12 @jeffcram
46% of institutions lack a strategy for content
reuse
Higher Education CMS Usage Survey (Dec 2011)
http://doteduguru.com/id7800-results-higher-ed-cms-usage-survey-2011.html
CMS Survival in Higher Education #eduweb12 @jeffcram
Mapping content to a student journey
Source: http://wagner.nyu.edu/students/journey/guide.php
CMS Survival in Higher Education #eduweb12 @jeffcram
The end game: An integrated content strategy
Source: Jboye Philadelphia 2012 Presentation
Storytelling and real experience
Exceptionally clear and simple wayfinding
Shared, single-source content
Highly flexible, integrated content types
Incorporate the web to facilitate business
processes
Five guiding principles from
Phillip Gravely of the
University of Richmond
CMS Survival in Higher Education #eduweb12 @jeffcram
survival tip #92
How to keep users
out of your CMS
CMS Survival in Higher Education #eduweb12 @jeffcram
CMS Survival in Higher Education #eduweb12 @jeffcram
CMS Survival in Higher Education #eduweb12 @jeffcram
CMS Survival in Higher Education #eduweb12 @jeffcram
CMS Survival in Higher Education #eduweb12 @jeffcram
Beware of the infrequent CMS user
CMS Survival in Higher Education #eduweb12 @jeffcram
Should faculty be your expert CMS users?
CMS Survival in Higher Education #eduweb12 @jeffcram
Who REALLY needs to be in the CMS?
CMS Survival in Higher Education #eduweb12 @jeffcram
survival tip #134
How to keep afloat
and also focus on
what matters
CMS Survival in Higher Education #eduweb12 @jeffcram
Survival is not
enough
CMS Survival in Higher Education #eduweb12 @jeffcram
Web operations
Managing the day to day
Strategic projects
Investing in the future
Universities need the people, processes
and resources to do both
Technical support
Analytics reporting & dashboards
Political brushfires
Designing new templates
Internal presentations
Social monitoring and engagement
End user training
Campaigns
Blogging
Software upgrades
Content development
Mobile and responsive web
Multivariate testing & optimization
Content strategy
Personalization
Web governance
Community
Journey mapping
Social strategy
Staffing and team development
Strategic planning & vision
Video and rich media engagement
CMS Survival in Higher Education #eduweb12 @jeffcram
The future of CMS is bright…
Thank you
Jeff Cram
ISITE Design
617-401-2295
jcram@isitedesign.com
www.isitedesign.com
On Twitter: @jeffcram
Blogging at: www.cmsmyth.com
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