How much content would your content management system manage if your content management system could manage content?

John EckmanISITE Design / CMS Mythhttp://www.isitedesign.com/http://www.cmsmyth.com/http://www.openparenthesis.org/

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a.k.a. “The Woodchuck Talk”http://www.flickr.com/photos/ndomer73/2164720025/

What’s a CMS?

“A system that lets you apply management principles to web content.” (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 following:• 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)

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How is that scope being stretched?

1. Social

2. Mobile

3. Transactional

4. Web Experience Management

CMS

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1. Social

Is the content users create still content?

http://special.lib.gla.ac.uk/exhibns/month/oct2000.html

User Generated Content circa 1765

1. SocialShould your CMS manage the content you publish into external social channels?

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1. SocialGovernance Models

http://www.slideshare.net/jeremiah_owyang/keynote-social-business-forecast-2011-the-year-of-integration

2. Mobile

http://dilbert.com/strips/comic/2011-08-03/

2. Mobile

• Mobile First • Responsive Design• Mobile Web / Mobile Application• Targeting which platforms?

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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?

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3. Transactional

“We’d love to change that, but that page isn’t managed by the CMS – it’s in the _____ application”

http://bokardo.com/archives/writing-microcopy/

4. Web Experience Management• Analytics• A/B & Multivariate

Testing• Inbound Marketing• Engagement• Content Targeting

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4. Web Experience Management

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Is WEM/CXM (finally) CMS Nirvana?

The promise:• Get the right (tailored,

targeted) content (including transactions) to the right user on the right device through the right site (or application) at the right time, consistently and measurably, and improve over time.

The cynical view:• Take existing CMS

platforms and add:– Analytics– A/B & Multivariate Testing– Personalization / Targeting– Richer authentication &

user profiles

• Mile-wide, inch-deep• Platform vs Best of Breed

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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

• Remember:– Just because you can doesn’t mean you should– People and process before technology– Walk before you run

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