World Publishing Expo & Digital Content ExpoGlobal Entertainment and Media Outlook: 2016 -2020 I...

Kirchner + Robrecht GmbH management consultants | info@kirchner-robrecht.de | www.kirchner-robrecht.de Office Berlin: Martin-Buber-Str. 18 | 14163 Berlin | Tel. +49. 30. 88 03 39 4-0Office Rhein-Main: Burgstraße 3 | 63755 Alzenau | Tel. +49. 6023. 94 35 3-0Office Munich: Oettingenstr. 25 | 80538 München | Tel. + 49. 89. 72 63 12 5-60

World Publishing Expo & Digital Content Expo

» Trends in Content Management Systems «

Berlin, October 11th, 2017

2

Agenda

1. Introduction

2. Explanations and case studies

3. System selection with K+R: How to find the system that fits you perfectly

4. Questions and contact

Trends in Content Management Systems

Trends in Content Management Systems 3

1. Introduction

• A wide range of outputplatforms, formats, devices, assets

• A growing number of assets

• Diversity in systems and tools, technologies and use cases

• Declining traditional revenue sources

• Strong digital competitors

• Need for new business models

Initial situation: a challenging business situation meets a complex content management ecosystem

Trends in Content Management Systems 4

Big picture

…a challenging business…and a complex content management ecosystem

• Most subjects are not new; however, they´re become more urgent• Business and content management evaluations have to be matched

167 164 161 158 154

2012 2013 2014 2015 2016

Publishers (in the western hemisphere) mostly face declining classical businesses and strong digital competitors

Trends in Content Management Systems 5Source: 1WAN-IFRA World Press Trends 2017, based on a WPT analysis, ZenitOptimedia and PwCGlobal Entertainment and Media Outlook: 2016-2020 I 2WAN-IFRA World Press Trends 2017

Big picture

Traditional revenues (Print + Digital Ads and Circulation) [billion US$; current prices]1

Google and Facebook audienceand ad shares2

CAGR – 2%

64%89%

36%11%

Combinedaudience share

Share in new adspend

Successful organisations consider the following to be high priorities over the next 5 years:

Booming firms (who report overall revenues up of more than 10%) are more likely to invest in:

Thus, there is a strong need for new content based products and business models with high efficiency

Trends in Content Management Systems 6Source: World News Media Outlook 2017 I Successful organisations: those who report financial growth and are seen innovative by there executives

Big picture

Events &Conferences

Podcasting

Web TV & Video

SpecialReports Paid for

websitesPaid for

mobile services

E-Commerce

From a technological and process point of view that means: the complexity in content management is on the rise

Trends in Content Management Systems 7Source: IDC/Seatate: Data Age 2025

Big picture

Many systems, tools,technologies and use-cases

Many formats

Many channels and platforms

Many devices

Print

Portal

E-paper

Time2016

16 Zetabytes Worldwide data volume

2020

Many operating systems

2025

163 Zetabytes

Trends in Content Management Systems 8

2. Explanations and case studies

Let’s try to sum it up to five major trends in content management

Trends in Content Management Systems 9

Trends

Efficient Content-Lifecycles

Planning, production and reuse of content and all other assets in a user-friendly way become crucial

Integration and multiplatform output

Integration of different tools and services as wells as content distribution on various output platforms and formats will become even more relevant

Business Model support

Content management systems are supporting publishers in their need to develop successful business models

Homebrew solutions

Many publisher want to be fast and flexible with a tech player’s mindset and skills, some of them rely on own developer resources

Artificial intelligence

Major tech trend artificial intelligence has close ties to asset and content management and will have a relevant impact in the future

First of all, one should differentiate between various content manage-ment modules and systems – an editorial system model is helpful

Trends in Content Management Systems 10

Content management system model

All-in-one vs. all best-of-breed?

Efficient workflows and integration of

powerful tools!

Make-or-Buy?

Innovativeness, time-to-market,

tech-driven thinking!

Concerning asset management as well as planning and collaboration, automation and comprehensive use cases are key success factors

Trends in Content Management Systems 11

Content management system model

DAM & archive• Wide spec-

trum of asset search and filtering use cases

• Performant search for large data volume

• Automation via picture recognition

Planning & collaboration• New colla-

borationtools

• New plan-ning use cases incor-poratingexternal search volume and internal content

UX and efficiency of workflows become crucial, decoupling assets from presentation, flexible paid models and AI-approaches are relevant

Trends in Content Management Systems 12

Content management trends

Workflows & UX

• Intuitive workflows, close look at efficiency and multi-channel output

• UX-friendly frontends, also mobile

• Process analytics

Digital & Web Publishing, API Management• Decoupling

assets from presentation

• Flexible Paid Content Modules

• First steps: Robot-Journalism & Virtual assistants

The Washington Post has built and implemented a toolsuite for publishing – the tools are marketed as well

13

“Verlagsgruppe Ebner Ulm” has developed a planning tool designed to their requirements for the “transaction editing model”

Trends in Content Management Systems 14Source: PAGE // Ebner Verlag GmbH & Co. KG: Das macht ein Transaction Editor beim MM-Musik-Verlag

Practice Case

What content (elements) can I use?4

What are my target group’s interests?3

What is my content goal?2

What is my target group?1

Where do I want to distribute my content?5

ID 1090Topic: Guitar-Play

Headline: Guitar Heroes

Editor: Michael Write

Goal: ReachAudience: Guitar/BassPersona: John GuitarKeywords Guitar, Amplifiers

Print Article 18/11/17

Web List 20/11/17

FB Video 21/11/17Pu

blis

hin

g

Sch

edu

le

--- Planning tool’s input mask ---

Trends in Content Management Systems 15

3. System selection with K+R: How to find the system that fits you perfectly

System selecion 1.0: “If you’re only tool is a hammer, any problem is a nail”…

Trends in Content Management Systems 16

Introduction

„If you’re only tool is a hammer, any problem is a nail”

Paul Watzlawick

System Selection 1.0:

• Looking for a certain system, scope well defined• Costs relevant, project goals and business model overrated• Requirements elaborated, waterfall project (or agile – let’s do scrum)

In a complex system world, you should use the right tools for your system selection case

Trends in Content Management Systems 17

Possible tools and methods in system selection

Supplier profiles

Reference calls, webmeetings &

visits

Supplier workshops

Key requirement catalogues

Proof-of-Concept

Specification by example

Impact Mapping

Use Cases

User stories Strategic big picture

And there are more success factors, for instance objectives, stakeholder inclusion and a holistic view - K+R covers this with Technology Fit

Trends in Content Management Systems 18

K+R Technology Fit

All relevant stakeholders (like IT department, editorial and production staff, product development, management team) work together:

✓ Specific and aligned project goals

✓ An overview on potential risks and conflicts

✓ An overview on project members, roles & responsibilities

✓ A clear project organization and structure

✓ methodical set for the whole project up to operating phase

together, cross-linked, iterative, haptical ...and with some fun!

The method incorporates three planning sheets (“canvas“) which cover all relevant steps of setting up a system selection process

Trends in Content Management Systems 19

K+R Technology Fit

Tech Mission Canvas

Defining the project goals, scope, risks and potential areas of conflict

Tech Team Canvas

Integration and roles of stakeholders in the project

1

2

3

Tech Select Canvas

Defining the right methods in all phases of system selection, implementation and development

Trends in Content Management Systems 20

4. Questions and contact

Any questions? Let‘s talk about it now or later on

Trends in Content Management Systems 21

Questions, Guided Tour and contact details

David BestConsultantPhone +49 (0) 6023 / 94 35 3 14david.best@kirchner-robrecht.dewww.kirchner-robrecht.de

Any questions? Let’s discuss them!

Guided Tour

Interest in content management systems right now? Guided Tour (2) CMS Publishing Systems at 11 a.m.