Is Web Experience Management CMS 2.0, or is it just vendor hype? This presentation busts the top five myths of WEM and shows you the essence of truth underneath the marketing hype.

1. Web Experience
Management Myths and
Realities
John
Eckman
@jeckman
#cmsexpo #wemmyths @jeckman

2. CMS Mythbusting
http://www.cmsmyth.com/
“If you center your planning efforts
around the CMS selection process,
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your project is probably already off
track.”
#cmsexpo #wemmyths @jeckman

3. WEM Myths & Realities
• What is WEM?
• Top 5 Myths of WEM
• WEM Realities
• Getting Started
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4. http://dilbert.com/strips/comic/1999-12-03/
WHAT IS WEM?
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5. What is WEM?
“Experience management is really
just new marketing talk by
proprietary and expensive vendors
for a content management system.”
http://bit.ly/vendor_jargon (August 9, 2010)
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6. What is WEM?
“Unambiguous
advertising or
promotion”
http://en.wikipedia.org/wiki/Web_Experience_Management
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7. OASIS WEMI TC
“Web Experience Management (WEM)
is a redefinition or evolution of Web
Content Management (WCM). Where
WCM provides the foundation for
collaboration by offering users the
ability to manage content, WEM
emphasizes the importance of the
delivery of the aggregated content
into a total Web Experience.”
http://www.oasis-open.org/committees/wemi/charter.php
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8. WEM extends WCM
In addition to enabling content to be
sourced, edited, reviewed, published,
and archived, now we also need to
think about how it is received: what
impact it has on our customers and
therefore our business
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9. Reception in Communication
“He felt that his job in
communication ended
with self-expression.
Reception is someone
else’s problem. Geeks
don’t have an exclusive
right to this
misconception, but it’s
particularly embedded
in geek culture” p. 35
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10. Transmitter Orientation
“Western communication
has . . . a ‘transmitter
orientation’ . . . [it’s] the
responsibility of the
speaker to communicate
ideas clearly and
unambiguously. . . many
Asian countries [are]
receiver oriented. It is up
to the listener to make
sense of what is being
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said.” – p.216
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11. WEM, WXM, CEM, CXM, WTF?
“Web” or “Customer”
•Channel
•Scope of Integration
Engagement versus Experience
•Breadth
•Outcome or Goal?
•Is “E” or “X” more sexy?
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12. What is WEM?
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13. MYTHS OF WEB EXPERIENCE
MANAGEMENT
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14. WEM Myth #5
#5: WEM is a technology problem
14 http://thoughtblender.blogspot.com/2011/08/age-of-customer.html
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15. WEM Reality
“A customer obsessed company focuses
its strategy, its energy, and its budget
on processes that enhance knowledge
of an engagement with customers, and
prioritizes these over maintaining
traditional competitive barriers.”
- Josh Bernoff, Forrester
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16. WEM Myth #4
#4: You need an “all in one” WEM
platform
http://www.flickr.com/photos/jesse_sneed/2383953694/
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17. WEM Reality
“Web experience management is a
business practice that formalizes an
organization’s approach to relating to
its audiences . . . enabled by a range
of technologies, including web content
management, personalization, dynamic
content delivery, analytics and
optimization, and emerging tools for
social computing.” – Gilbane, 2008
http://bit.ly/engage_me_wem
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18. Myths of WEM
#3: CMS platform makers understand
your business
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http://cheezburger.com/2922044416
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19. WEM Reality
http://en.wikipedia.org/wiki/Gnomes_(South_Park)
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20. WEM Reality
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21. WEM Reality
Save up to 70% on top brand
Mountain bikes
On stock in these
locations
In Cambridge
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22. WEM Myth #2
#2: Site visitors have simple interests
easily inferred from a small number
of actions
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23. WEM Reality
http://www.galactanet.com/comic/view.php?strip=599
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24. WEM Reality
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25. WEM Myth #1
#1: Your business is ready and willing
to listen to the voice of the customer
http://dilbert.com/strips/comic/2002-09-07/
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26. WEM Reality
“The corporation does not
live in rapport with its
customers because the
customer doesn’t
experience a company
through its silos. The
customer experiences a
company horizontally, across
the silos”
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27. Customer Centric vs Driven
“When I first talked with Doc about
user-driven instead of user-centric,
Jim Carrey’s The Truman Show
immediately sprang to mind: from
birth, Truman is the protagonist in a
huge reality show revolving around
him… only he doesn’t know it. . . .
Clearly the Truman Show is Truman-
centric… but it is most definitely not
Truman-driven.” -
http://blog.joeandrieu.com/2008/07/1
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28. GETTING STARTED
http://www.flickr.com/photos/51035774131@N01/8028209/
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29. Getting Started (Features)
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30. Getting Started (Plan)
• Short-Term (Quick Wins):
– Analytics
– A/B and Multivariate Testing
– Focus on content editors and quick-
win opportunities for integration
• Long-Term (Planned Goals):
– Customer Experience Strategy &
Roadmap for Alignment
– Content Strategy
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– Integration Plan
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31. Content Targeting
• Behavioral Targeting
• System surfaces content based on actions
• Role based, in page targeting
• System presents based on user profile
• Editors assign content items to roles
Complexity
• Cross-referencing
• System surfaces content based on metadata
• Based on current page / content context
• Multiple Pathways
• Enabling / surfacing multiple routes
• Users choose pathways
• Content Targeting / Landing Pages
31 • Explicitly directing content at specific users
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32. PARTING THOUGHTS
http://www.flickr.com/photos/thomashawk/71755800/
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33. Truly Responsive Design
“an emergent discipline called
‘responsive architecture’ has begun
asking how physical spaces
can respond to the presence of
people passing through them. . . .
rather than creating immutable,
unchanging spaces that define a
particular experience, they suggest
inhabitant and structure can—and
should—mutually influence each
other”
33 http://www.alistapart.com/articles/responsive-web-design/
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34. The New CMS
Strategy
The problem is we’ve been focused on
the wrong ‘s’ – what most
organizations need is not a content
management system, but a content
management strategy
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35. Thank you.
John Eckman
CMS Myth / ISITE Design
jeckman@isitedesign.com
@jeckman
http://www.cmsmyth.com/
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