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Gilbane 2011 - All the cool web kids are social, is your CMS ready to hang with them?
All the cool web kids are social, is yourCMS ready to hang with them? Ian Truscott – SDL Tridion Inc. @iantruscott
Nice title – so? The ‘social web’ is now just ‘the web’, many websites today and all of our websites tomorrow will be social community spaces. Our platform for marketing, PR and engagement will not be limited to a fixed URL, but a broader social media, multi- channel experience. Today organizations are taking a tactical approach to these challenges, with niche tools and loose business practices to augment their tried and tested web content strategies. As the requirement to socialize becomes a mainstream business imperative, is it time to evolve from WCM to a Social CMS? 2
The ‘social web’ is now just ‘theweb’, many websites today and all ofour websites tomorrow will besocial community spaces 3
When does the website end and social start Marketers no longer own their entire web presence Communities/tribes built around you, your service and products People want to move seamlessly between their social spaces and the service, products and brands they like Not just providing community spaces provide social enabled content People don’t want to talk to you The web experience is the social media experience Gamification providing marketing data 5
Evolve?Our platform for marketing, PR and engagement will notbe limited to a fixed URL, but a broader social media,multi-channel experience. 6
The Business Imperative to be Social Enabled People are viewing the web through the social media keyhole How much of the content you consume now comes from twitter or Facebook? Web users are becoming consumers of farmed content not hunter gatherers - American internet users spent 53.5 billion minutes on Facebook during May 2011 – Neilsen Curated content based on recommendations versus rules based personalization There are new influencers in town – advocates, sneezers. There are no new web hours – folks are saturated Social is not just “the mainstream” – but time poor professionals slotting in a slither of their day to share something with their friends. 7
Today organizations are taking a tacticalapproach to these challenges, with nichetools and loose business practices toaugment their tried and tested web contentstrategies 8
New Channels, New silos? Remember that Flash animation that your digital agency created in 2004? New channel does not mean ignore governance - Is not a pass to avoid litigation, accessibility or just looking bad. Being social means their language Standard best practice applies: Single content strategy, single governance model But.. Engaged employees and freedom are important – you need to appear human “Mobile Social first” is not a strategy (Scott Liewehr) 9
As the requirement to socialize becomes amainstream business imperative, is it time toevolve from Web Content Management (WCM) to aSocial CMS? 10
The Social CMS? Oooh a vendor with a buzzword? WCM is dead? We’ve heard about WEM/CXM… Needs to be fed MORE content Attributes of a social CMS strategy: Publish to multiple channels Manage content components and variants Seamless integration of visitor generated content Understanding of the visitors Understanding content Etc.. Simply good CMS practice.. Our time has come.. 11
Social CMS Solution Architecture Content Community Personas PublishBlogging user Social media Community Multi-account experience account admin publish managementMicro-blog user Community self Throttling / experience serve scheduling Community content Calendar /scheduling? Social media channels Social CMS Publish Social Blog style website Content Community personas Measure & ReactSocial media Individual Customer Lead Syndication monitoring “klout” service react generation Back office 12
Images Silos – Wikipedia: http://upload.wikimedia.org/wikipedia/commons/7/70/Grain_Silos_Ralls_Texas_2010.jpg The Evolution of White Collar Man - http://listicles.com/media/10-illustrated-versions-of-evolution/ Social - Cristiano Betta - http://www.flickr.com/photos/cristiano_betta/2460627241/ 14