A Guide To Evaluating Web Content Management Systems (CMS)

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    20-Aug-2015

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  1. 1. A Guide To EvaluatingWeb Content Management SystemsBen Adams Director of Digital MarketingLuke Michel Content Strategist
  2. 2. Our SpeakersBen AdamsDirector of Digital Marketingbadams@pixelmedia.comLuke MichelContent Strategistlmichel@pixelmedia.com 2014 PixelMEDIA. Confidential & Proprietary
  3. 3. Our Outline Do you need a Web CMS? 5 Key Strategic CMS Considerations The CMS Marketplace Q & A 2014 PixelMEDIA. Confidential & Proprietary
  4. 4. Discussion:Do you need a Web CMS? 2014 PixelMEDIA. Confidential & Proprietary
  5. 5. Thinking that a CMS will solve yourcontent problems is like thinkingthat a fully equipped kitchen willcook for you. 2014 PixelMEDIA. Confidential & Proprietary
  6. 6. What a Web CMS can help you do Create and manage online content (i.e., articles, blogs, news, events, etc.) Align marketing and communication teams Deliver consistent, branded messaging Manage content across regions and languages Conform to regulatory and compliance guidelines Leverage intellectual property Deliver personalized experiences 2014 PixelMEDIA. Confidential & Proprietary
  7. 7. Your choice is more likely to bedetermined and validated by yourorganization than by your content. 2014 PixelMEDIA. Confidential & Proprietary
  8. 8. Organizational FactorsYin YangAuthor-readyOpen Source.NET 2014 PixelMEDIA. Confidential & ProprietaryDeveloper-friendlyProprietaryPHPMenagerieHierarchy
  9. 9. Hierarchy or Menagerie?Content Everywhere: Strategy and Structure for Future-Ready ContentSara Wachter-BoettcherRosenfeld Media 2014 PixelMEDIA. Confidential & Proprietary
  10. 10. Discussion:5 Key Strategic Capabilities 2014 PixelMEDIA. Confidential & Proprietary
  11. 11. Ease of Customization Extensibility: Third-party plug-ins or programmatic development Time to launch: Design first vs. design-as-you-go Resources: design and development Internal experience and expertise External resources: vendors and partners 2014 PixelMEDIA. Confidential & Proprietary
  12. 12. Personalization & Conversion Optimization Serve up specific content to specific audiences Ability to create, segment, and rank user profiles in the CMS Up-front user research, user stories, customer journeys, personadevelopment, etc. Garbage in/garbage out CMS should serve up content based on the right Time Place Device Need Engagement and refinement A/B and multivariate testing Conversion rate optimization 2014 PixelMEDIA. Confidential & Proprietary
  13. 13. Accountability and Support Governance and workflow capabilities Roles, responsibilities, relationships, rules, review Essential for public companies and heavily regulated companies Reliability and currency of CMS updates and plug-ins Accountability and responsiveness One throat to choke or amorphous community Proprietary systems have vibrant communities, too Open-source solution providers (e.g., Acquia) Training and documentation 2014 PixelMEDIA. Confidential & Proprietary
  14. 14. Third-Party IntegrationFinancial/IR 2014 PixelMEDIA. Confidential & ProprietaryCRMCMSERPE-commMarketingAutomationAnalyticsTranslationServicesBlogHR/CareersNews/Wire Content and presentationmanaged in CMS External sources/sites Content Data Services What to keep/what tomigrate to CMS
  15. 15. Translation and LocalizationCorporate 2014 PixelMEDIA. Confidential & ProprietaryNorthAmericaU.S. CanadaEMEAUK France Spain GermanyAPACChina JapanAmericanEnglishCanadianEnglishCanadianFrenchUKEnglishFrench CastilianCatalanGermanPolishMandarin JapaneseGlobalContentRegionalContentLocalizedContent
  16. 16. Discussion:The CMS Marketplace 2014 PixelMEDIA. Confidential & Proprietary
  17. 17. 2014 PixelMEDIA. Confidential & Proprietary
  18. 18. CMS Options: SMB Instant gratification; set up and go Most widely-used CMS Not ideal for enterprise-levellocalization or heavily regulatedorganizations 2014 PixelMEDIA. Confidential & Proprietary
  19. 19. CMS Options: SMB, some enterprise Popular in the education space Community of developers support it, socapabilities are extensive Emerging partner support options (e.g.,Acquia) 2014 PixelMEDIA. Confidential & Proprietary
  20. 20. CMS Options: 2014 PixelMEDIA. Confidential & Proprietary SMB, some enterprise 18,000 websites use them Extensible via modules Author-ready solution
  21. 21. CMS Options: 2014 PixelMEDIA. Confidential & Proprietary Mid-size to enterprise Core e-commerce component Listed as Visionary in GartnerMagic Quadrant for five straightyears
  22. 22. CMS Options: Mid-size to enterprise Developer-friendly Extensible at a global scale Extensive digital marketing suite High level of integration capabilities 2014 PixelMEDIA. Confidential & Proprietary
  23. 23. Recommended ReadingContent Everywhere: Strategy and Structurefor Future-Ready ContentSara Wachter-BoettcherRosenfeld Media 2014 PixelMEDIA. Confidential & Proprietary
  24. 24. Discussion: 2014 PixelMEDIA. Confidential & ProprietaryQ & A
  25. 25. 2014 PixelMEDIA. Confidential & ProprietaryThanks For Attending! Our new CMS guide Deeper insight into ourtopics today More topics and talkingpoints Emailed to you whenreleased