Retooling you CMS- Charting a Successful Course

Contact info:

patricia.eagan@jax.org

Twitter:@coastalcandy

LinkedIn: Linkedin.com/in/patriciaeagan

Retooling your CMSCharting the right course

Patricia Eagan @ coastalcandy

The Jackson Laboratory

Who are we:

We are an independent, nonprofit organization focusing on mammalian genetics research to advance human health.

Along with our research we provide scientific resources, techniques, software and data to scientists around the world. We breed and manage colonies of mice to supply other research institutions and laboratories.

Dream destination

So- if you could imagine the perfect CMS retooling project

….what would it look like ?

Experiences I can share

Successful and unsuccessful implementations

Navigating without goals or requirements

No business owner of authority

No alignment with IT technical direction

Inexperienced implementation partner

Charting your course

Why are you retooling?

Redesign of site dictates broader functionality

CMS replacement due to IT infrastructure

changes

Address mobile/responsive needs

Marketing goals for targeted content

Questions to ask

Is it a replacement of outdated product?

Is it to meet marketing needs?

Do you need to be responsive?

Does it fit your IT infrastructure?

Do you have in-house web development or outsource

Centralized vs decentralized authoring model

Mobile/Responsive

Social

Marketing

Content authoring

Governance

Does it fit overall strategy

CMS Considerations

No longer just a back end support system – not just for publishing but engagement

Business needs drive CMS as part of the overall web experience in today’s content marketing approach.

Your implementation partner needs to be aligned with your strategy and be audience focused

Buy what you need now – don’t get caught up in all the bells and whistles if not part of your strategy

Remember its about the content

Content everywhere

No longer just a CMS for web but tablets, phones etc

Adaptable content

Structured content

Author experience

Staying on course

What is the right course

Executive level champion

Define business owner

Clarify role of IT

Value in-house expertise

Utilize industry analysts for validation

Strategy influences CMS decisions

Digital Strategy

Content Strategy

CMS

Charting the course

Define digital and content strategy

Select CMS based on well-defined requirements

Define project charter and scope

Clearly define roles and responsibilities

Develop measures of success

Who is navigating

When should you have analysts/consultants involved?

Strategy

Technology

Who should own the project?

Marketing

IT

How do you account for changes?

Shifts in senior management

Shifts in strategy/goals

CMS Selection

Who decides?

IT

Marketing

Industry consultants

Digital Agency

It’s a little tight in here

Design agency

Implementation partner

CMS vendor

Industry consultants

IT

Value of partners

• Make sure you are aligned internally first

• Agency as well as technology must be a fit

• Do they understand you and

your needs?

• Have they similar partners?

• Are you ready to be a good

partner?

Reaching your destination

Do you know where you are going?

Do you have the right people piloting the course?

Do you have the right navigational aids?

Is there governance to keep it moored