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The Practical Guide to Selecting a New Web CMS For Technology Companies
About Me
Tom Wentworth, Acquia CMO - 13 Year CMS veteran at vendors Interwoven and Ektron. - @twentworth12 on Twitter
What You’ll Learn in this Webinar
• Why Now is the Right Time to Select a New CMS - Mobile, Social, Open
• Running a CMS Selection Process - Defining requirements - Selecting vendors - Vendor demonstrations and presentations - Selecting an implementation partner
• High Tech CMS Case Studies
2003-2010
2010 +
First Generation CMS
• Brochureware websites • Vendor pioneers Interwoven, Vignette • CMS part of Enterprise Content
Management Suites
Second Generation CMS • Dynamic Websites
• Marketing-driven • Business results focused
Third Generation CMS • Mobile, Social, Personal, Cloud
History of CMS
1994-2003
Putting it in Perspective
2000-2004 • ** This is probably when your CMS was built **
2006 • Facebook opens to the world
2007 • IPhone Launches
• Twitter Hits the mainstream
2010 • iPad Launches • HTML 5
2011 • Ethan Marcotte coins “Responsive Web Design”
2013 • Google Glass • Big Data • …
Legacy CMS Challenges • Mobile sites are an afterthought, or impossible • They are expensive to own - High maintenance costs - Difficult to find experienced development resources
• Plagued by Usability issues - Products were designed before the advent of modern user
interface best practices - Return of the “Webmaster Bottleneck”
• Require multiple point solutions to deliver integrated experiences - Content, Community, Commerce
Web CMS isn’t about Web Publishingit’s about Customer Experiences
Flexibility and Integration Drive Digital Competitive Advantage
What are the main drivers for a new digital experience platform?
1. Limited flexibility
2. Total cost of ownership
3. Poor, inadequate functionality
4. Inability to quickly innovate
8 Source: A commissioned study conducted by Forrester Consulting on behalf of Acquia, July 2012
The New Web Content Management MandateManage, Measure, Engage
Vendors are Taking Two Approaches:Monolithic Suites
User Generated
Content
Integrated Digital Experiences
CONTENT COMMUNITY Email
Analytics
Marketing automation
Personalization
COMMERCE
DAM
CRM
Be wary of vendors that promise a
big-bang solution; they are more interested in selling you all the components of their suites than they are in helping you leverage what you
already own.
Source: Harnessing the Convergence of Customer Experience Management Solutions
Running a CMS Evaluation
Identify Requirements +
Stakeholders
Define Vendor Shortlist
RFP Vendor Evaluations
Selections + Contracts
* Allocate 3-6 Months for Evaluation
Simplified Content Management Lifecycle
Create
• In-Line Editing
• Structured Content Authoring
• Drag and Drop Page Creation
Manage
• Workflow • Taxonomies • Metadata • Permissions
Publish
• Content Reuse
• Multi-format • Multi-
language • Multi-site
Key RequirementsContent Authoring • Inline Editing - Edit content in-place
• Structured Content Authoring - Forms-based
• Drag + Drop Page Creation - Assemble pages without
developers
• Media Management - Resizing, Cropping,
Transcoding
Key RequirementsWorkflow • Approval Process for
Publishing - Draft, In-Review, Published
• Version History - Quickly compare versions
• Audit Trails - Capture feedback on
changes • Reporting - Bottlenecks
Key RequirementsMulti-lingual + Content Re-Use
• Separation of Content from Presentation - Create content once, re-use in
multiple locations - Categorize content using
taxonomies for automated placement
• Manage content in multiple languages - Manual or automation translation
support - Define relationship between
languages
Key FeaturesSecurity + Permissions
• Users - Authorized CMS users
• Groups - Collections of users and
other groups. • Permissions - Define access levels to
folders and content • Roles - Define access privileges
to users and groups
Key FeaturesSocial Communities & Collaboration
• Blogs • Networking,
Friending, and Following
• Ratings + Reviews • Collaboration • Content
Moderation
There are Lots of Vendors…
Defining a Vendor Shortlist
• Pick a Development Platform(s) - .NET, Java, PHP
• Pick a Deployment Model - Cloud, On-Premise
• Select Vendors to Evaluation - Work with Analysts
• Forrester, Gartner, Digital Clarity Group, Real Story Group, others
- Evaluate Products • Downloads, Trials
- Engage Partners
Picking a Development PlatformAnd Does it Matter?
• .NET Framework - Microsoft-only - Mature development environment
• Java - Cross-platform - Popular among larger enterprises and specific verticals like
financial services • PHP - Cross-platform - Fastest growing CMS development platform
PHP Content Management Systems Growing Fastest
Open Source vs. Proprietary CMSTop Five Myths About Open Source WCM
1. Open Source is just for blogs and simple sites 2. Open Source isn’t secure 3. Open Source won’t scale to handle the world’s largest
sites 4. Open Source requires tribal knowledge 5. Open Source won’t work well with my marketing
tools
Building a good RFP
• Project overview - Provide a detailed written description of the problems you are trying
to solve.
• Process - Clearly describe your end-to-end evaluation process w/ timeframes
• Requirements - Articulate your requirements. Avoid “Yes/No” questions in favor of
open ended
• Scenarios - Frame your requirements into actual real-world usage scenarios but
don’t prescribe the solution
Evaluate Scenarios Okay Example • The Video Player module is one of the most heavily used features of
our current CMS. Demonstrate how to add video to a site..
Great Example • One of the major weaknesses of the current CMS is not having the
ability to create a new website. Demonstrate how to create a new website including:
• Creating a homepage
• Developing templates and style sheets for the underlying pages. Templates will carry the same footer across all pages of the website.
• Creating a subsite with a different homepage but with design elements that tie it to the overall website.
• Show how subsites work with a different domain (e.g., xyz.city.gov)
Vendor Presentations… or the Dog & Pony Show
• Allocate enough time to cover your scenarios and requirements - Typically 90-120 minutes
• Ask the vendor to bring the right resources - The Sales Engineer is your friend
• Ask the vendor to minimize the “About Us” pitch - Important, but should have already been
covered during initial diligence • Segment the presentation by
audience - Developers/Designers vs. Business Users
Evaluate Usability not Curb Appeal
Typical License and Deployment Models
• Deployment Model - On-Premise: Software is deployed on owned servers. - Cloud: Software is deployed in the cloud. - Hybrid: Authoring servers on-premise, delivery servers in
the cloud
• License Types - Perpetual: You buy the software up-front, and pay the
vendor a yearly fee for access to upgrades and support. - Subscription: You rent the software, services, and support
typically on an annual basis. - Open Source: No software license fee. Vendors like
Acquia provide support.
Selecting an Implementation Partner • Working with Vendor
Professional Services vs. an Implementation Partner
• Types of Partners - Global, Regional, etc.
• What is their implementation methodology?
• Do they understand your key drivers?
• What is their comfort level with the technologies? - You’d be surprised…
Don’t Forget about Training!
• For Developers - Learn the fundamental concepts and techniques for developing
CMS applications, including page design, APIs, content models, and more.
• For Administrators - Lean server administration concepts and best practices, from
installation and configuration through ongoing health, performance, and availability.
• For End Users - Teach users the basics of content management including
authoring, workflow, and publishing.
Case Studies
Market Presence 1,500,000+ sites Global Adoption 228 countries Extensive Capabilities 22,000+ modules Broad Community 800,000+ members Active Development 26,000+ developers
Drupal is the Largest Open Source Platform in the World
Open source, web phenomenon
2X the size of Linux developer community
Bentley University
www.acquia.com/resources/casestudies
Active Developers 250,000
• Improved Customer Experience • Increased Brand Engagement • Faster Innovation
Dream It. Drupal It.