Selecting a content management system

non-linear creations inc.Choosing the Right Web Content Management Solution

| Toronto | Calgary | Ottawa | Regina | New York 2

Agenda

TORONTO | OTTAWA | NEW YORK | CALGARY | REGINA 3

Agenda• Very quick introductions• CMS deployment life cycle• Steps to selecting a CMS• Key marketing criteria powering CMS selection• Trends and best practices in CMS deployment• Demonstration of Sitecore CMS• Questions and Answers

| Toronto | Calgary | Ottawa | Regina | New York 4

Introductions


Who We Are• Randy Woods, EVP

• Co-founder of non-linear creations

• Lead the NLC Business Performance Group

• Glen McInnis, Practice Lead, ECM

| www.nonlinear.ca ottawa 613.241.2067 toronto 416.203.2997

Our executive summaryFounded in 1995

55+ full-time specialists

Offices Toronto, Ottawa, Regina, Calgary, NYC with global client base

Privately held, profitable & stable

Capable of providing service in multiple languages (English, French, Spanish, Mandarin, Cantonese, Russian….)

Our Goal: client success, full stop.

Our Approach: leverage the potential of internet technologies to deliver business value

Our Result: extensive list of reference-able clients in private and public sector

6

Technology Partnership

s

http://www.sitecore.com/

http://www.k2.com/

http://www.opencms.org/opencms/en/


NLC Solutions Groups

DIGITAL STRATEGY

BUSINESS PERFORMANCE FRAMEWORK

INFORMATION ARCHITECTURE & UX

DESIGN

ANALYTICS AND CONVERSION OPTMIZATION

TECHNOLOGY SERVICES

CONTENT MANAGEMENT

ENTERPRISE SEARCH

SOCIAL COMPUTING

CUSTOM APPLICATION DEVELOPMENT AND

INTEGRATIONG

CUSTOMER & EMPLOYEE SOLTIONS

DIGITAL MARKETING & ANALYTICS

EMAIL MARKETING

SEARCH ENGINE MARKETING

SOCIAL MEDIA MARKETING

MICROSITES & MULTIMEDIA

A few of our clients

| www.nonlinear.ca ottawa 613.241.2067 toronto 416.203.2997 8


Thought LeadershipNonlinear.ca/

whitepaper• Choosing a Web Content

Management System

• Effective Visual Design Strategy for CMS

• Six Tips for Delivering Faceted Navigation within a CMS-Driven Website

• Best Practices for Building Your CMS Architecture

• SEO and CMS: Implementing Best Practices

• Planning for Success: Best Practices in CMS Governance

Nonlinear.ca/blog• Persuasion and Information

Architecture: 5 tips

• Demystifying Dynamic Content Management

• SEO, CMS and the Gilbane Boston Show

• Drive Business Results from your CMS Deployment

• Content Management, Internet Marketing and the Law

• Can you really calculate the ROI of web content management?


Follow Us

• www.twitter.com/nonlinear_tweet• www.twitter.com/RandyWoods• www.twitter.com/GlenMcInnis

http://www.twitter.com/

http://www.twitter.com/

http://twitter.com/GlenMcInnis


CMS Deployment LifeCycle

CMS Deployment Lifecycle

Set Objective

s

Select CMS

Governance & Tech Planning

Implementation &

Integration

Training Content Migration

Quality Assuranc

e


Set Objectives

• Define success in advance and map to metrics• Examples:


Objectives CMS Selection Governance & Tech Planning

Implementation &

IntegrationTraining Content

MigrationQuality

Assurance

Business Objective Metrics

Free up IT resources by decentralizing content publication

CMS Adoption Rate - 75 of all trained users will use CMS once per quarter

Provide marketing with flexibility to publish quickly in response to changing market conditions

Content publication lifecycle – avg. time required from initial item creation to item go live per quarter

Drive more organic traffic from Google, Yahoo and Bing; Reduce reliance on PPC

Volume of search traffic – No. of visits to site originating from target search engines

Improve the effectiveness of the web site at driving leads

Conversion rate per monthAverage lead quality

Set Objectives

• NLC Performance Framework: An approach to setting objectives• Identify corporate priorities

• Broad stakeholder interviews

• Map online tactics to corporate objectives

• Define measurable outcomes



Implementation &


MigrationQuality

Assurance

Information Architecture & Branding

Infrastructure

Content, Culture & Capabilities

Digital Marketing

Social Media

Set Objectives

www.nonlinear.ca/whitepaper



Implementation &


MigrationQuality

Assurance


Implementation &


MigrationQuality

Assurance

Governance & Tech Planning

• Governance• Authorship Model

• Translation

• Approvals

• Archiving

• Responsibilities for Outcomes

• Tech Planning• Template Inventory

• Integration Plan

• Custom Functionality

• Content Migration Plan

• Infrastructure Plan



Implementation &


MigrationQuality

Assurance

Implementation & Integration

• Intranet

• Extranet

• Portal

• Records management

• CRM

• Digital Rights Management

• Knowledge Management

• Learning management system

• Business Intelligence

• Product catalogue

• Document management

• Custom database content

• Employee directory

• Collaboration system

• Survey engine

• Forums/chat

• HR job application forms

• External workflow or business process management system

• Back-office systems



Implementation &


MigrationQuality

Assurance

Training

• View CMS Deployment as an opportunity to drive business improvements

• Too often a CMS simply allows organizations to publish low quality, low value content more efficiently

• Consider an integrated training package that extends beyond just CMS end user instruction



Implementation &


MigrationQuality

Assurance

Training



Implementation &


MigrationQuality

Assurance

Social Media Opportunities SEO Principles

UnderstandingWeb Analytics

Writing for the Web CMS End User Training

Content Migration

• Takes longer and costs more

• Automate if:• Consistently structured

• Identical information architecture

• Manual if:• New information architecture

• Substantially new content| www.nonlinear.ca ottawa 613.241.2067 toronto 416.203.2997 20


Implementation &


MigrationQuality

Assurance

Quality Assurance

• Traditional QA approach is inappropriate

• Test cases should map to governance plan & technical plan

• Tests to be passed:• John is supposed to be the only one who can edit this

content - is he?

• Legal needs to review all content in this area – is this enforced?| www.nonlinear.ca ottawa 613.241.2067 toronto 416.203.2997 21


Implementation &


MigrationQuality

Assurance

Common Steps I Left Out• Information Architecture• Graphic Design• Content Creation• Content Translation• Search Engine Optimization• Social Media Integration• Go Live



Selecting a CMS

A Model for CMS Selection

Threshold Questions

Contractual Context

Scenario Development

Implementation Expertise Required

Short-List & Demos


• Technical Environment

• Implementation Assistance Required

• Content Migration Assistance Required

• Training & Support Requirements


Threshold Questions

Contractual Context

Scenario Developmen

t

Implementation Expertise

Required

Short-List & Demos

• Contractual hoops based on $$ thresholds?

• Can you procure both software and services simultaneously?

• What service model are you equipped to manage?• Fixed cost

• Staged fixed cost

• Time and materials


Threshold Questions

Contractual Context

Scenario Developmen

t


Required

Short-List & Demos

• Drive scenarios from business objectives

• Ensure each actor is represented

• Define what is to happen, but not how

• Rank importance of each scenario

• Include integration points in scenarios


Threshold Questions

Contractual Context

Scenario Developmen

t


Required

Short-List & Demos

• Decide how you will evaluate potential integration partners

• Key criteria:• Proven and sensible methodology for deployment

• Skill sets that map to your project requirement (IA, IT Infrastructure, Design, Training, etc.)

• Strong track record with the product

• Credible case studies detailing comparable deployments


Threshold Questions

Contractual Context

Scenario Developmen

t


Required

Short-List & Demos


Threshold Questions

Contractual Context

Scenario Developmen

t


Required

Short-List & Demos

Ektron

Day Software

Alfesco

SDL Tridion

Dot Net Nuke

CoreMedia

Sitecore

Vignette

Crown Peak

Paper Thin

Magnolia

Oracle Stellent

Percussion

FatWire

Drupal

Opentext/ Reddot

Clickability

OpenCMS

Typo3

Omni-Update

Closing the Deal• Score each vendor demo against scenarios

• Solicit pricing from at least two so that you have price power

• Check references for top vendor

• Consider proof of concepts if deeply complicated requirements


Recap


Threshold Questions

Contractual Context

Scenario Development

Implementation Expertise Required

Short-List & Demos

Set Objective

s

Select CMS

Governance & Tech

Planning

Implement&

Integration

Training Content Migration

Quality Assuranc

e

Project pitfalls and trends to watchGlen McInnis

Practice Area Lead, Enterprise Content Management

| www.nonlinear.ca ottawa 613.241.2067 toronto 416.203.2997 calgary 403.444.5964 33

Agenda• 4 project pitfalls

• 3 trends to watch and what they mean for web content management

• Sitecore Demo


Project pitfalls you can avoid


Project pitfalls• Poor content author usability

• Implementation team lacks understanding of the chosen product

• Unmanageable (complex) workflows

• Not enough time to write or migrate content


Content author usability• Not everyone is the same, design templates to account

for varied tasks and level of skill

• Templates should guide the authors and restrict obvious mistakes: prototype early

• Content samples or snippets should be readily available

• Train with scenarios and retrain periodically

• Search is a must for large repositories


Implementation team does not know the product• Have someone on your staff trained by the

vendor

• If hiring, know a web developer is not a CMS developer

• Find an experienced partner to help you with the implementation

• When testing the solution be sure to include content author interface, workflows and performance


Workflows• A CMS is not a collaboration platform

• Workflows are meant to provide an approval chain not help you write good content

• Keep workflows as simple as possible

• Someone always needs to have the “panic” button in the case of emergency


Allow time to migrate• Most people can load 20 – 25 pages of content

per day

• A 1,000 pages takes at least 40 person days

• Automated migration is an option to consider; you may make some implementation decisions to make it possible

• Start preparing content early, as soon as the IA and design is set you can begin


Final thoughts• A clear vision is needed; what is the expected

gain from the project?

• Execution of the vision requires planning and ongoing executive sponsorship

• Break the project into smaller phases, you get some quick returns and make the whole more manageable


Trends


Predictions• By 2012

20% of companies will have no ownership of IT assets; moved to the cloud and virtualization >> INTEGRATION

• By 2013Mobile phones will replace PC’s as the most common device for Web access >> MOBILITY

• By 2015Online marketing will reach $250 billion >>QUICK RESPONSE BASED ON ACTIONABLE METRICS


Future proofing your WCMS


Cloud, virtualization, social sites#1 Integrate


Integrate: Products


Integrate: People & process

You

IntegratorVendor


Integrate: The next big thing

?


In a CMS this translates to:• A vendor with clear direction for the product,

both in the technical architecture and market needs

• A product with a complete set of API’s and an eye towards security

• A vendor with a successful partner channel


#2 Mobility


Disjointed set of devices




In a CMS this translates to:• Repurpose content by separating the display

mechanism from the content

• Detection of alternative devices

• Awareness of location (future)


#3 Quick Response


Measure siteeffectiveness


Coming up short?


Test alternatives


Surprising where you end up


A/B and MVT Testing• Decide what it is you are monitoring and what

trend requires further action.

• Test a few specific things.

• Take a risk. Make a bold change to a page or button title. Then tweak based on results.

• Remember that you are the best judge of what works.


In a CMS this translates to:• Integrated analytics

• A/B and multivariate testing

• Empowered content authors who do not require IT to use the above


Questions


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