What is the proper scope of a CMS platform in 2011? What role does social, mobile, and transactional data play in a CMS?

1. How much content would your
content management system
manage if your content
management system could
manage content?
John Eckman
ISITE Design / CMS Myth
http://www.isitedesign.com/
http://www.cmsmyth.com/ http://www.flickr.com/photos/katerha/5492379479/
http://www.openparenthesis.org/

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

3. 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)
http://www.flickr.com/photos/quinnanya/5403098626/

4. How is 1. Social
that scope
being
stretched?
CMS
2. Mobile
4. Web Experience
Management http://www.flickr.com/
photos/shadowviking/2
3. Transactional 688484963/

5. 1. Social
Is the content users create still content?
User Generated Content circa 1765
http://special.lib.gla.ac.uk/exhibns/month/oct2000.html

6. 1. Social
Should your CMS
manage the content
you publish into
external social
channels?
http://www.flickr.com/photos/48830217@N04
/4714559195/

7. 1. Social
Governance Models
http://www.slideshare.net/jeremiah_owyang/keynote-social-business-forecast-2011-the-year-of-
integration

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

9. 2. Mobile
• Mobile First
• Responsive Design
• Mobile Web / Mobile Application
• Targeting which platforms?
http://www.flickr.com/photos/andrewl04/3163980834/

10. 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?
http://www.flickr.com/photos/docsearls/5500714140/in/photostream/

11. 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/

12. 4. Web Experience Management
• Analytics
• A/B & Multivariate
Testing
• Inbound Marketing
• Engagement
• Content Targeting
http://www.flickr.com/photos/eschipul/4160817135

13. 4. Web Experience Management
http://www.flickr.com/photos/daviderickson/5791638876/

14. Is WEM/CXM (finally) CMS Nirvana?
The promise: The cynical view:
• Get the right (tailored, • Take existing CMS
targeted) content platforms and add:
(including transactions) to – Analytics
the right user on the right – A/B & Multivariate Testing
device through the right – Personalization / Targeting
site (or application) at the – Richer authentication &
right time, consistently user profiles
and measurably, and • Mile-wide, inch-deep
improve over time. • Platform vs Best of Breed
http://www.flickr.com/photos/virgomerry/439260099/

15. 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
http://www.flickr.com/photos/getoutandrun/2337000304/