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Kirchner + Robrecht GmbH management consultants | [email protected] | 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
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
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“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 [email protected]
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.
