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 Byrne
tbyrne@realstorygroup.com
iguseva@realstorygroup.com
Twitter: @TonyByrne President, Real Story Group

2. Real Story Group: What We Do
Analyze
01234
weaknesses and
strengths of the
01234
tools....and
vendors
01234
Advise on successful
technology selection
Copyright © 2010 Real Story Group www.realstorygroup.com

3. Three Part Agenda
1. Overlapping domains (WCM/ECM & Social)
2. WCM and Social Are Different
3. When You Need a Separate Social Tool
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4. Finding Your Way...
Copyright © 2010 Real Story Group
Copyright © 2010 Real Story Group www.realstorygroup.com
www.realstorygroup.com

5. Overlapping Scenarios?
Source: www.realstorygroup.com
Copyright © 2010 Real Story Group www.realstorygroup.com

6. What a WCM System Does
Copyright © 2010 Real Story Group www.realstorygroup.com

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 management
Copyright © 2010 Real Story Group www.realstorygroup.com

8. Divergence…
Web CMS Web CMS
Intranet
Public
Collab’n / Social Social / Collab’n
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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. Agenda Part Two
WCM and Social Are
Not the Same Thing
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11. Your Web CMS Does Need to be Social
: "What are you doing?”
: ” “Checking in to see how it's going in Bosnia."
"Bosnia? They don't have roads, but they have
Facebook.”
The Social Network
Copyright © 2010 Real Story Group www.realstorygroup.com

12. There’s a Wide Range of Social Software Services
}
Activity
Streams
} “UGC”
Copyright © 2010 Real Story Group www.realstorygroup.com

13. Using Your WCM Tool as a Social Software Platform
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14. What about Public Social Media Integration?
Three Use-Cases
Publish to Social Networks
Aggregate public feeds
Personalize based on
social graph
But is this “engagement”?
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15. Doing Social Differently
Copyright © 2010 Real Story Group www.realstorygroup.com

16. Architectural Issues Around UGC
Public / Customer Consumers
Content and Website Managers
Web CMS
?
DMZ
Content
Employee Consumers
Copyright © 2010 Real Story Group www.realstorygroup.com

17. Agenda Pt 3
When WCM (and ECM)
Won’t Suffice for Social
Keyword = Community
Start with Public then turn to Intranet...
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18. Different Types of Public Engagement
Web CMS
Branded Communities Reader Interaction
Engagement
Partner Collaboration Professional Networking
Copyright © 2010 Real Story Group www.realstorygroup.com

19. Scenario: Branded Communities for Peer Support
Copyright © 2010 Real Story Group www.realstorygroup.com

20. Scenario: Branded Communities for R&D
Copyright © 2010 Real Story Group www.realstorygroup.com

21. What About Your Intranet?
Copyright © 2010 Real Story Group 21 www.realstorygroup.com

22. Humanizing through Social
Lessons from public
networks:
– Actively promote
– Recognition: foster
communities, but
reward individuals
– “Laddering”
– Push “top” lists Image sourced from Nielsen Norman Group
(content, communities,
indivs) to home page
– Explicit Q & A Forums
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www.realstorygroup.com

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. Contact is King?
“Half-way to the Experience Economy”
“Contact is King”
http://www.peterhinssen.com/books/the-new-normal
Copyright © 2010 Real Story Group www.realstorygroup.com

25. Content is still King
“
http://www.killerfilm.com/articles/read/the-croods-get-two-more-26575
Without content, we're reduced
to cavemen going "uuuurgh" at
each other.
A lot of social media is about
pointing to interesting content. Strip
a Twitter feed of its 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, we're reduced to
http://www.realstorygroup.com/Blog/2021
liking, or retweeting, grunts.
”
( NOT A CAVEMAN )
Copyright © 2010 Real Story Group www.realstorygroup.com

26. Letʼs Continue the Conversation...
(...and Contact Us for Sample Evaluations)
@TonyByrne
tbyrne@realstorygroup.com
@irina_guseva
iguseva@realstorygroup.com
Tony Byrne
President, Real Story Group