'How to make your CMS Support your Content Strategy', a presentation by Erik M. Hartman for #ConfabEU, 2014 in Barcelona
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1. Erik Hartman Communica/e (c) 2014 the specialist in
informa/on management CMS & Your Content Strategy 30 September
2014 Confab Europe Barelona (ES) Erik M. Hartman MA
[email protected] @erikmhartman +31 (0)30 877 35 60 1
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2. Erik Hartman Communica/e (c) 2014 the specialist in
informa/on management 22
3. the specialist in informa/on management Erik M. Hartman Erik
Hartman Communica/e (c) 2014 3 Erik M. Hartman MA content
management specialist ! erik@erikhartmancommunica/e.nl
@erikmhartman +31 (0)6 1446 5585 Communica4ons and Informa4on (MA)
- Utrecht University Independent consultant since 1993 Informa4on
management, strategy, architecture, governance
4. Erik Hartman Communica/e (c) 2014 the specialist in
informa/on management 4 CMS Content Strategy Content
Management
5. Erik Hartman Communica/e (c) 2014 the specialist in
informa/on management 5 Erik. Were in a hurry, because we have to
launch 3 months from now. Just tell us which CMS to choose. You are
the expert, right? Then just send us the CMS requirements. You have
them already, right? No, we wont invite the content editors. The
only thing they do is complain. And then we have a whole week to
migrate the content Of course SharePoint has to be on the short
list. But if we demand too much, we will never find a tool! With
seman/c wikis in the cloud CMSs are totally has been. We comply
with the latest W3C standard! A preview? Thats not necessary thanks
to our WYSIWYG editor. WYSIWIG? Do you really need that kind of
advanced stuff? We didnt make the deadline, so theres no more
pressure.
6. Erik Hartman Communica/e (c) 2014 the specialist in
informa/on management 6
7. Erik Hartman Communica/e (c) 2014 the specialist in
informa/on management 7 7 I work with a CMS My CMS helps me doing
my work I am happy with my CMS I was involved in the selec4on of my
CMS Next 4me I should be more involved in selec4ng my CMS
8. Erik Hartman Communica/e (c) 2014 the specialist in
informa/on management 8 hYp://bloglawblog.com/blog/?cat=67
9. Erik Hartman Communica/e (c) 2014 the specialist in
informa/on management 9
10. Erik Hartman Communica/e (c) 2014 the specialist in
informa/on management 10
11. Erik Hartman Communica/e (c) 2014 the specialist in
informa/on management hYp://bloglawblog.com/blog/?cat=67 11
12. Erik Hartman Communica/e (c) 2014 the specialist in
informa/on management 12
13. Erik Hartman Communica/e (c) 2014 the specialist in
informa/on management hYp://www.firebox.com 13
14. Erik Hartman Communica/e (c) 2014 the specialist in
informa/on management 14 hYp://americanpreppersnetwork.com
15. Erik Hartman Communica/e (c) 2014 the specialist in
informa/on management
hYp://scenesfromphiladelphia.files.wordpress.com 15
16. Erik Hartman Communica/e (c) 2014 the specialist in
informa/on management 16
17. Erik Hartman Communica/e (c) 2014 the specialist in
informa/on management 17
18. the specialist in informa/on management Erik Hartman
Communica/e (c) 2014 WCM market 2012: 1,2 billion USD (7% increase)
2013: 1,4 billion USD (12% increase) tot 2017: annual 10% increase
per year 18 Gartner, 2013
19. Erik Hartman Communica/e (c) 2014 the specialist in
informa/on management 19
20. Predic4ve Analy4cs Mobile app Erik Hartman Communica/e (c)
2014 the specialist in informa/on management 20 Customer Experience
Management Content Marke4ng Big Data Cloud Personaliza4on Omni
Channel Governance Responsive Top Tasks and more to come
21. Erik Hartman Communica/e (c) 2014 the specialist in
informa/on management 21
22. Erik Hartman Communica/e (c) 2014 the specialist in
informa/on management 22 Gartner Hype Cycle
23. Erik Hartman Communica/e (c) 2014 the specialist in
informa/on management 23 The Standish Group
24. Erik Hartman Communica/e (c) 2014 the specialist in
informa/on management 24 The Standish Group
25. business + users: 59% tools: 1% Erik Hartman Communica/e
(c) 2014 the specialist in informa/on management 25 The Standish
Group
26. Erik Hartman Communica/e (c) 2014 the specialist in
informa/on management 26
27. the specialist in informa/on management Erik Hartman
Communica/e (c) 2014 CMS problems CMS doesnt help with the (new)
ambi4on Bad usability Only one professional knows how to maintain
the CMS No money/ 4me/ sponsor to make improvements Only a small
team to do content management Bad search results Content use (and
quality) is not monitored Unhappy with CMS / vendor / system
integrator 27
28. Erik Hartman Communica/e (c) 2014 the specialist in
informa/on management A fool with a tool is s/ll a fool! Grady
Booch 28
29. Erik Hartman Communica/e (c) 2014 the specialist in
informa/on management 29 How the customer explained it What the
customer really needed hYp://www.projectcartoon.com
30. Erik Hartman Communica/e (c) 2014 the specialist in
informa/on management With the right informa/on for the right
person at the right /me. 30 Through the right channel and in the
right format. We reach our goals.
31. Erik Hartman Communica/e (c) 2014 the specialist in
informa/on management 31 Strategy Architecture Governance
hYp://commons.wikimedia.org/wiki/File:Fridolin_Leiber_-_Holy_Trinity.jpg
32. Erik Hartman Communica/e (c) 2014 the specialist in
informa/on management 3232 Content is all the common forms of
communica4on we are interested in consuming. Bob Boiko
33. the systema4c planning, development, organiza4on,
distribu4on, evalua4on, and preserva4on of all informa4on within an
organiza4on. Erik Hartman Communica/e (c) 2014 the specialist in
informa/on management Content management is 33 33
34. the specialist in informa/on management Informa4on
management lifecycle Erik Hartman Communica/e (c) 2014 34 34
35. Erik Hartman Communica/e (c) 2014 the specialist in
informa/on management 35
36. Erik Hartman Communica/e (c) 2014 the specialist in
informa/on management 36 In PLAN you translate the goals of your
organisa4on and the needs of your audiences into an informa:on
strategy. In this phase you also develop an informa:on architecture
and you define the informa:on governance.
37. the specialist in informa/on management Erik Hartman
Communica/e (c) 2014 Why Plan? Helps you focus on achieving your
business goals Provides indicators to measure your success Defines
the architecture to make things happen Describes the standards,
guidelines and roles Generates requirements for your systems
37
38. Erik Hartman Communica/e (c) 2014 the specialist in
informa/on management 38 A content strategy helps you to define
which content you can use for which audience to achieve your
goals.
39. Erik Hartman Communica/e (c) 2014 the specialist in
informa/on management 39
40. Erik Hartman Communica/e (c) 2014 the specialist in
informa/on management
41. Erik Hartman Communica/e (c) 2014 the specialist in
informa/on management This is your content strategy! 41
42. Content strategy We reach [ goal or business driver ]
because [ personal mo/va/on target audience ]. Erik Hartman
Communica/e (c) 2014 the specialist in informa/on management 42 by
exchanging [ informa/on ] with [ target audience ]. We make this
happen by [ tac/cs ] We do this by [ means ]. We are successful
when [ kpis ] We measure this with [ instruments ]. To achieve
this, we need to cooperate with [ stakeholders ].
43. Erik Hartman Communica/e (c) 2014 the specialist in
informa/on management 43 CMS content management system
44. the specialist in informa/on management Help Erik Hartman
Communica/e (c) 2014 me achieve our company goals Help me use
context and structure to filter informa4on Help me execute our
governance policy and guidelines 44
45. Erik Hartman Communica/e (c) 2014 the specialist in
informa/on management 45 Circumstances are never ideal. ! Means are
oeen insufficient.
46. Erik Hartman Communica/e (c) 2014 the specialist in
informa/on management 46 Help my editors to easily create content
Help my editors to add beYer content and metadata Help me improve
the findability of our informa4on
47. Erik Hartman Communica/e (c) 2014 the specialist in
informa/on management 47 Help me prevent from informa4on redundancy
Prevent me from privacy issues and security breaches Help me with
informa4on re-use
48. Erik Hartman Communica/e (c) 2014 the specialist in
informa/on management 48 Help me communicate consistently through
all channels Help me personalize the dialogue with my audiences
Help me provide relevant informa4e for my audiences
49. Erik Hartman Communica/e (c) 2014 the specialist in
informa/on management 49 informationover informationover
information informationoverload informationover informationover
informationover informationover informationoverload informationover
informationover informationover informationover informationoverload
informationoverload informationoverload
50. Erik Hartman Communica/e (c) 2014 the specialist in
informa/on management 50 Help me measure which content is valuable
and which is not Help me understand the needs of my audience Help
me improve our content strategy
51. Erik Hartman Communica/e (c) 2014 the specialist in
informa/on management 51
52. Erik Hartman Communica/e (c) 2014 the specialist in
informa/on management 52 Help me get rid of outdated content Help
me guarantee informa4on access over 4me Help me protect informa4on
against disasters
53. Erik Hartman Communica/e (c) 2014 the specialist in
informa/on management 5533
54. the specialist in informa/on management Erik Hartman
Communica/e (c) 2014 Remember Theres no such thing as a perfect
tool System integrators can make it or break it Do you really want
One tool to rule them all? The tool should works for you. Not the
other way around. User friendly is not a requirement, its a
necessity The usability has to be proven, not promised Your todays
cool tool can be tomorrows pain in the bY 54
55. EVALUATION Erik Hartman Communica/e (c) 2014 the specialist
in informa/on management 55 ANALYSIS MARKET SCAN REQUEST FOR INFO
DEMONSTRATION SANDBOX REQ. FOR PROPOSAL EVALUATION ADVICE
56. the specialist in informa/on management Erik Hartman
Communica/e (c) 2014 Guns n Ammo Make sure the CMS helps you with
your CM lifecycle Dont ask WHAT, but HOW that works in the CMS Make
scenarios for each lifecycle phase and role Invite editors to do an
online sandbox, independently Visit other CMS users, without the
vendor Shoot un4l only one CMS is s4ll standing Keep track of
promised vs. realized at all 4mes (scenarios!) 56
57. Erik Hartman Communica/e (c) 2014 the specialist in
informa/on management 57 ! Give us the tools. And we will finish
the Job ! ! ! ! ! ! ! Winston Churchill
58. Erik Hartman Communica/e (c) 2014 the specialist in
informa/on management 58
hYp://www.amusingplanet.com/2010/09/bear-who-prac4ces-yoga.html
59. the specialist in informa/on management Erik Hartman
Communica/e (c) 2014 Summarized Start with your strategy,
architecture, and governance Translate them into useful
requirements Focus on the people who actually use the CMS Stop
making requirement spreadsheets! Focus on the HOW of the CMS Make
scenarios of what you want the CMS to do Involve ALL stakeholders
Do an online sandbox, without vendor instruc4on 59
60. Erik Hartman Communica/e (c) 2014 the specialist in
informa/on management 60 Download
61. the IM
62. lifecycle
63. and
64. strategy
65. posters at
66. www.timaf.org
67.
68.
69.
70. the specialist in informa/on management Good luck with your
CMS! Good luck with your Strategy! Erik Hartman Communica/e (c)
2014 the specialist in informa/on management 2013 D specialist in
content management ! ! @erikmhartman [email protected]
+ 31 30 877 35 60 VERTROUWELIJK 61
71. Erik Hartman Communica/e (c) 2014 the specialist in
informa/on management 62 Erik Hartman Communica4e !
www.erikhartmancommunica4e.nl [email protected] +31 30
877 35 60