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Using	
  Content	
  Management	
  
     Systems	
  for	
  Increased	
  Sales	
  
     and	
  New	
  Products	
  


www.astekweb.com	
                     ©	
  2012	
  Astek	
  Consul6ng	
  LLC	
  
Types	
  of	
  CMS	
  
                       !    Proprietary	
  vs.	
  Open	
  Source	
  
                       !    Cloud	
  vs.	
  Self-­‐Hosted	
  
                       !    Key	
  features	
  for	
  publishers	
  
                                 Mobile	
  compa6bility	
  
                                 Custom	
  design	
  
                                 Editorial	
  Workflow	
  
                                 SEO	
  compa6bility	
  
                                 Integra6ons	
  (Print,	
  Email,	
  Social,	
  App)	
  
                                 Repor6ng	
  


www.astekweb.com	
                                                                          ©	
  2012	
  Astek	
  Consul6ng	
  LLC	
  
This	
  is	
  not	
  your	
  product	
  




www.astekweb.com	
                          ©	
  2012	
  Astek	
  Consul6ng	
  LLC	
  
This	
  is	
  your	
  product	
  




www.astekweb.com	
                   ©	
  2012	
  Astek	
  Consul6ng	
  LLC	
  
Your	
  product	
  is	
  changing	
  
                       !    One-­‐size-­‐fits-­‐all	
  won't	
  cut	
  it	
  anymore	
  
                       !    Your	
  readers	
  will	
  expect	
  you	
  to	
  provide:	
  
                                 What	
  they	
  want	
  
                                 When	
  they	
  want	
  it	
  
                                 How	
  they	
  want	
  it	
  
                                 Where	
  they	
  want	
  it	
  




www.astekweb.com	
                                                                 ©	
  2012	
  Astek	
  Consul6ng	
  LLC	
  
Reverse	
  Your	
  Workflow	
  
                       !    Start	
  with	
  digital	
  
                       !    Build	
  content	
  directly	
  into	
  CMS	
  
                       !    Bundle	
  content	
  for	
  publishing	
  to	
  
                            mul6ple	
  channels:	
  
                                 Print	
  
                                 Mobile	
  
                                 Email	
  
                                 Social	
  
                                 Whatever’s	
  next	
  


www.astekweb.com	
                                                             ©	
  2012	
  Astek	
  Consul6ng	
  LLC	
  
Reverse	
  Your	
  Workflow	
  
                       !    Go	
  from	
  this:	
  

     Content	
  Crea6on	
  -­‐>	
  Layout	
  -­‐>	
  Mul6ple	
  Formats	
  

                       !    To	
  this:	
  

     Content	
  Crea6on	
  -­‐>	
  CMS	
  -­‐>	
  Mul6ple	
  Formats/Layout	
  




www.astekweb.com	
                                                 ©	
  2012	
  Astek	
  Consul6ng	
  LLC	
  
Make	
  New	
  Products	
  
                       !    Centralized	
  content	
  model	
  
                       !    Mix	
  and	
  match	
  exis6ng	
  content	
  to	
  
                            create	
  new	
  products	
  




www.astekweb.com	
                                                                ©	
  2012	
  Astek	
  Consul6ng	
  LLC	
  
Marke6ng	
  &	
  Editorial	
  &	
  Produc6on	
  
                       !    Must	
  work	
  together	
  
                       !    Who	
  makes	
  content	
  decisions?	
  
                       !    Who	
  buys	
  technology?	
  
                       !    Who	
  pushes	
  the	
  final	
  bu`on?	
  




www.astekweb.com	
                                                       ©	
  2012	
  Astek	
  Consul6ng	
  LLC	
  
Astek	
  Built	
  Webany	
  CMS	
  
                       !    Webany	
  lives	
  in	
  the	
  cloud	
  
                       !    Mul6-­‐channel	
  publishing	
  
                                 Export	
  to	
  Adobe	
  InDesign	
  
                       !    Sophis6cated	
  editorial	
  workflow	
  
                            management	
  
                       !    SEO	
  Built-­‐in	
  
                       !    Completely	
  customizable	
  content	
  
                            structure	
  &	
  design	
  
                       !    State-­‐of-­‐the-­‐art	
  hos6ng	
  

www.astekweb.com	
                                                        ©	
  2012	
  Astek	
  Consul6ng	
  LLC	
  
Wiley’s	
  Experience	
  –	
  Pain	
  Points	
  
                       !    27	
  Professional	
  Trade	
  Journals	
  
                       !    Received	
  an	
  angry	
  email	
  from	
  customer	
  




www.astekweb.com	
                                                           ©	
  2012	
  Astek	
  Consul6ng	
  LLC	
  
Wiley’s	
  Experience	
  
                       !    Federal	
  Grants	
  &	
  
                            Contracts	
  
                                 Why	
  this	
  pub	
  first?	
  




www.astekweb.com	
                                                  ©	
  2012	
  Astek	
  Consul6ng	
  LLC	
  
Wiley’s	
  Experience	
  –	
  Pain	
  Points	
  
                       !    Customers	
  had	
  no	
  6mely	
  access	
  to	
  paid	
  
                            content	
  
                       !    Not	
  enough	
  space	
  in	
  print	
  
                       !    Marke6ng	
  needed	
  the	
  SEO	
  rich	
  content	
  
                       !    Produc6on	
  team	
  needed	
  ability	
  to	
  
                            publish	
  content	
  to	
  print	
  &	
  electronic	
  
                            formats	
  from	
  single,	
  well-­‐edited	
  source	
  




www.astekweb.com	
                                                              ©	
  2012	
  Astek	
  Consul6ng	
  LLC	
  
Wiley’s	
  Experience	
  
                       !    How	
  do	
  we	
  improve	
  the	
  customer	
  
                            experience?	
  
                       !    In	
  2010,	
  27	
  micro-­‐sites	
  were	
  created	
  on	
  
                            Webany	
  CMS	
  for	
  marke6ng	
  




www.astekweb.com	
                                                                  ©	
  2012	
  Astek	
  Consul6ng	
  LLC	
  
Wiley’s	
  Experience	
  
                       !    In	
  2011,	
  we	
  began	
  conver6ng	
  those	
  
                            sites	
  into	
  digital-­‐first	
  publica6ons	
  
                                 Improved	
  editorial	
  workflow	
  
                                 Digital	
  Rights	
  Management	
  (DRM)	
  
                                   •  Integrates	
  with	
  jCore	
  
                                   •  Paid	
  subscribers	
  get	
  ALL	
  content,	
  even	
  content	
  
                                      they	
  can’t	
  get	
  in	
  print	
  or	
  Wiley	
  Library.	
  
                                   •  Go	
  from	
  20	
  sample	
  ar6cles	
  to	
  hundreds	
  of	
  
                                      ar6cles	
  and	
  alerts	
  and	
  growing	
  
                                   •  Free	
  ar6cles	
  for	
  SEO	
  &	
  to	
  en6ce	
  new	
  subscribers	
  




www.astekweb.com	
                                                                                    ©	
  2012	
  Astek	
  Consul6ng	
  LLC	
  
Wiley	
  Uses	
  Webany	
  CMS	
  
                       !    Customizable	
  interface	
  for	
  each	
  ar6cle	
  
                            type	
  
                       !    Styles	
  can	
  be	
  applied	
  directly	
  from	
  
                            Webany	
  interface	
  
                       !    Approved	
  content	
  published	
  
                            immediately.	
  No	
  24-­‐hour	
  wait	
  period	
  




www.astekweb.com	
                                                           ©	
  2012	
  Astek	
  Consul6ng	
  LLC	
  
Wiley	
  Uses	
  Webany	
  CMS	
  
                       !    Search	
  Engine	
  Op6miza6on	
  (SEO)	
  
                                 On-­‐the-­‐fly	
  by	
  editors	
  




www.astekweb.com	
                                                        ©	
  2012	
  Astek	
  Consul6ng	
  LLC	
  
Wiley	
  Workflow	
  –	
  Communica6on	
  
                       !    Authors	
  &	
  editors	
  communicate	
  from	
  
                            ar6cle	
  interface	
  




www.astekweb.com	
                                                         ©	
  2012	
  Astek	
  Consul6ng	
  LLC	
  
Wiley	
  Workflow	
  –	
  Users	
  
                       !    Custom	
  permission	
  types	
  	
  




www.astekweb.com	
                                                  ©	
  2012	
  Astek	
  Consul6ng	
  LLC	
  
Wiley	
  Workflow	
  –	
  Tasks	
  




www.astekweb.com	
                    ©	
  2012	
  Astek	
  Consul6ng	
  LLC	
  
Wiley	
  Workflow	
  –	
  Bundling	
  
                       !    Bundling	
  interface	
  
                                 Shows	
  cri6cal	
  info	
  like	
  word	
  count	
  &	
  grant	
  
                                  due	
  dates	
  
                                 Easily	
  group	
  together	
  print	
  issue	
  content	
  
                                  from	
  Web	
  content	
  




www.astekweb.com	
                                                                            ©	
  2012	
  Astek	
  Consul6ng	
  LLC	
  
Wiley	
  Workflow	
  –	
  Bundling	
  




www.astekweb.com	
                       ©	
  2012	
  Astek	
  Consul6ng	
  LLC	
  
Wiley	
  Workflow	
  –	
  Mul6-­‐channel	
  
                       !    Mul6-­‐Channel	
  Publishing	
  
                                Export	
  to	
  Adobe	
  InDesign	
  




www.astekweb.com	
                                                       ©	
  2012	
  Astek	
  Consul6ng	
  LLC	
  
Wiley	
  Web	
  to	
  Print	
  &	
  E-­‐reader	
  




www.astekweb.com	
                               ©	
  2012	
  Astek	
  Consul6ng	
  LLC	
  
Wiley’s	
  Experience	
  –	
  Results	
  
                       !    Happier	
  Customers	
  
                       !    Publish	
  faster	
  
                                 InDesign	
  Print	
  Composi6on	
  
                                  2	
  hours	
  -­‐>	
  45	
  min.	
  
                                 ePub	
  Conversion	
  
                                  45	
  min.	
  -­‐>	
  16	
  min.	
  
                       !    Include	
  more	
  grants	
  




www.astekweb.com	
                                                       ©	
  2012	
  Astek	
  Consul6ng	
  LLC	
  
Wiley’s	
  Experience	
  –	
  Web	
  Stats	
  




www.astekweb.com	
                          ©	
  2012	
  Astek	
  Consul6ng	
  LLC	
  
Wiley’s	
  Experience	
  –	
  Results	
  
                       !    Summary	
  of	
  Awesome	
  
                                Quicker	
  contact	
  with	
  customers	
  
                                More	
  contact	
  and	
  more	
  content	
  
                                Top	
  of	
  mind	
  
                                Leads	
  towards	
  All	
  Wiley,	
  All	
  the	
  Time	
  goal	
  




www.astekweb.com	
                                                                            ©	
  2012	
  Astek	
  Consul6ng	
  LLC	
  
Wiley’s	
  Experience	
  –	
  Results	
  
                       !    The	
  Future	
  
                                 People	
  will	
  come	
  to	
  us	
  for	
  all	
  the	
  news	
  for	
  
                                  their	
  niche	
  
                                 The	
  site’s	
  archives,	
  over	
  6me,	
  become	
  deep	
  
                                  and	
  wide	
  specialized	
  databases	
  
                                 More	
  subscribers!	
  




www.astekweb.com	
                                                                                ©	
  2012	
  Astek	
  Consul6ng	
  LLC	
  
Wordpress	
  CMS	
  
                       !    Open	
  Source	
  
                                 Thousands	
  of	
  developers	
  &	
  plugins	
  
                       !    Used	
  by	
  55.2%	
  of	
  all	
  the	
  websites	
  
                            whose	
  CMS	
  we	
  know	
  
                                 This	
  is	
  17.5%	
  of	
  all	
  websites.	
  (W3Tech)	
  
                       !    Originally	
  for	
  blogging	
  
                                 Somewhat	
  limited	
  content	
  structure	
  
                       !    Integrates	
  with	
  several	
  other	
  systems	
  



www.astekweb.com	
                                                                                ©	
  2012	
  Astek	
  Consul6ng	
  LLC	
  
Wordpress	
  CMS	
  to	
  Email	
  
                       !    MailChimp	
  Integra6on	
  
                                Mul6ple	
  plugin	
  op6ons	
  available	
  
                                Rela6vely	
  easy	
  configura6on	
  
                                Good	
  support	
  




           More	
  info:	
  h`p://fourblogger.com/wordpress-­‐mailchimp-­‐integra6on-­‐plugin/	
  
www.astekweb.com	
                                                                    ©	
  2012	
  Astek	
  Consul6ng	
  LLC	
  
Wordpress	
  CMS	
  to	
  Social	
  Media	
  
                       !    Twi`er	
  Plugins	
  
                                 WP	
  to	
  Twi`er	
  
                                 Tweet	
  Old	
  Post	
  
                                 WP	
  About	
  Author	
  
                       !    Facebook	
  for	
  Wordpress	
  Plugin	
  




www.astekweb.com	
                                                       ©	
  2012	
  Astek	
  Consul6ng	
  LLC	
  
Wordpress	
  CMS	
  to	
  Mobile	
  
                       !    Many	
  great	
  responsive	
  themes	
  available	
  
                       !    Plugins	
  for	
  addi6onal	
  features	
  




www.astekweb.com	
                                                         ©	
  2012	
  Astek	
  Consul6ng	
  LLC	
  
Wordpress	
  CMS	
  Communi6es	
  
                       !    BuddyPress	
  is	
  a	
  powerful	
  plugin	
  
                       !    Custom	
  private	
  communi6es	
  




www.astekweb.com	
                                                            ©	
  2012	
  Astek	
  Consul6ng	
  LLC	
  
Thank	
  You!	
  

      Andy	
  Swindler,	
  Astek	
      Peter	
  Sanderson,	
  Wiley	
  
      andy@astekweb.com	
                psanders@wiley.com	
  
     Twi`er.com/aswindler	
  
     Twi`er.com/AstekWeb	
              Lora	
  Templeton,	
  Wiley	
  
 LinkedIn.com/in/AndySwindler	
          ltemplet@wiley.com	
  
                                       Twi`er.com/leetempleton	
  




www.astekweb.com	
                                        ©	
  2012	
  Astek	
  Consul6ng	
  LLC	
  

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Content Management Systems: Webany for Increased Sales

  • 1. Using  Content  Management   Systems  for  Increased  Sales   and  New  Products   www.astekweb.com   ©  2012  Astek  Consul6ng  LLC  
  • 2. Types  of  CMS   !  Proprietary  vs.  Open  Source   !  Cloud  vs.  Self-­‐Hosted   !  Key  features  for  publishers     Mobile  compa6bility     Custom  design     Editorial  Workflow     SEO  compa6bility     Integra6ons  (Print,  Email,  Social,  App)     Repor6ng   www.astekweb.com   ©  2012  Astek  Consul6ng  LLC  
  • 3. This  is  not  your  product   www.astekweb.com   ©  2012  Astek  Consul6ng  LLC  
  • 4. This  is  your  product   www.astekweb.com   ©  2012  Astek  Consul6ng  LLC  
  • 5. Your  product  is  changing   !  One-­‐size-­‐fits-­‐all  won't  cut  it  anymore   !  Your  readers  will  expect  you  to  provide:     What  they  want     When  they  want  it     How  they  want  it     Where  they  want  it   www.astekweb.com   ©  2012  Astek  Consul6ng  LLC  
  • 6. Reverse  Your  Workflow   !  Start  with  digital   !  Build  content  directly  into  CMS   !  Bundle  content  for  publishing  to   mul6ple  channels:     Print     Mobile     Email     Social     Whatever’s  next   www.astekweb.com   ©  2012  Astek  Consul6ng  LLC  
  • 7. Reverse  Your  Workflow   !  Go  from  this:   Content  Crea6on  -­‐>  Layout  -­‐>  Mul6ple  Formats   !  To  this:   Content  Crea6on  -­‐>  CMS  -­‐>  Mul6ple  Formats/Layout   www.astekweb.com   ©  2012  Astek  Consul6ng  LLC  
  • 8. Make  New  Products   !  Centralized  content  model   !  Mix  and  match  exis6ng  content  to   create  new  products   www.astekweb.com   ©  2012  Astek  Consul6ng  LLC  
  • 9. Marke6ng  &  Editorial  &  Produc6on   !  Must  work  together   !  Who  makes  content  decisions?   !  Who  buys  technology?   !  Who  pushes  the  final  bu`on?   www.astekweb.com   ©  2012  Astek  Consul6ng  LLC  
  • 10. Astek  Built  Webany  CMS   !  Webany  lives  in  the  cloud   !  Mul6-­‐channel  publishing     Export  to  Adobe  InDesign   !  Sophis6cated  editorial  workflow   management   !  SEO  Built-­‐in   !  Completely  customizable  content   structure  &  design   !  State-­‐of-­‐the-­‐art  hos6ng   www.astekweb.com   ©  2012  Astek  Consul6ng  LLC  
  • 11. Wiley’s  Experience  –  Pain  Points   !  27  Professional  Trade  Journals   !  Received  an  angry  email  from  customer   www.astekweb.com   ©  2012  Astek  Consul6ng  LLC  
  • 12. Wiley’s  Experience   !  Federal  Grants  &   Contracts     Why  this  pub  first?   www.astekweb.com   ©  2012  Astek  Consul6ng  LLC  
  • 13. Wiley’s  Experience  –  Pain  Points   !  Customers  had  no  6mely  access  to  paid   content   !  Not  enough  space  in  print   !  Marke6ng  needed  the  SEO  rich  content   !  Produc6on  team  needed  ability  to   publish  content  to  print  &  electronic   formats  from  single,  well-­‐edited  source   www.astekweb.com   ©  2012  Astek  Consul6ng  LLC  
  • 14. Wiley’s  Experience   !  How  do  we  improve  the  customer   experience?   !  In  2010,  27  micro-­‐sites  were  created  on   Webany  CMS  for  marke6ng   www.astekweb.com   ©  2012  Astek  Consul6ng  LLC  
  • 15. Wiley’s  Experience   !  In  2011,  we  began  conver6ng  those   sites  into  digital-­‐first  publica6ons     Improved  editorial  workflow     Digital  Rights  Management  (DRM)   •  Integrates  with  jCore   •  Paid  subscribers  get  ALL  content,  even  content   they  can’t  get  in  print  or  Wiley  Library.   •  Go  from  20  sample  ar6cles  to  hundreds  of   ar6cles  and  alerts  and  growing   •  Free  ar6cles  for  SEO  &  to  en6ce  new  subscribers   www.astekweb.com   ©  2012  Astek  Consul6ng  LLC  
  • 16. Wiley  Uses  Webany  CMS   !  Customizable  interface  for  each  ar6cle   type   !  Styles  can  be  applied  directly  from   Webany  interface   !  Approved  content  published   immediately.  No  24-­‐hour  wait  period   www.astekweb.com   ©  2012  Astek  Consul6ng  LLC  
  • 17. Wiley  Uses  Webany  CMS   !  Search  Engine  Op6miza6on  (SEO)     On-­‐the-­‐fly  by  editors   www.astekweb.com   ©  2012  Astek  Consul6ng  LLC  
  • 18. Wiley  Workflow  –  Communica6on   !  Authors  &  editors  communicate  from   ar6cle  interface   www.astekweb.com   ©  2012  Astek  Consul6ng  LLC  
  • 19. Wiley  Workflow  –  Users   !  Custom  permission  types     www.astekweb.com   ©  2012  Astek  Consul6ng  LLC  
  • 20. Wiley  Workflow  –  Tasks   www.astekweb.com   ©  2012  Astek  Consul6ng  LLC  
  • 21. Wiley  Workflow  –  Bundling   !  Bundling  interface     Shows  cri6cal  info  like  word  count  &  grant   due  dates     Easily  group  together  print  issue  content   from  Web  content   www.astekweb.com   ©  2012  Astek  Consul6ng  LLC  
  • 22. Wiley  Workflow  –  Bundling   www.astekweb.com   ©  2012  Astek  Consul6ng  LLC  
  • 23. Wiley  Workflow  –  Mul6-­‐channel   !  Mul6-­‐Channel  Publishing     Export  to  Adobe  InDesign   www.astekweb.com   ©  2012  Astek  Consul6ng  LLC  
  • 24. Wiley  Web  to  Print  &  E-­‐reader   www.astekweb.com   ©  2012  Astek  Consul6ng  LLC  
  • 25. Wiley’s  Experience  –  Results   !  Happier  Customers   !  Publish  faster     InDesign  Print  Composi6on   2  hours  -­‐>  45  min.     ePub  Conversion   45  min.  -­‐>  16  min.   !  Include  more  grants   www.astekweb.com   ©  2012  Astek  Consul6ng  LLC  
  • 26. Wiley’s  Experience  –  Web  Stats   www.astekweb.com   ©  2012  Astek  Consul6ng  LLC  
  • 27. Wiley’s  Experience  –  Results   !  Summary  of  Awesome     Quicker  contact  with  customers     More  contact  and  more  content     Top  of  mind     Leads  towards  All  Wiley,  All  the  Time  goal   www.astekweb.com   ©  2012  Astek  Consul6ng  LLC  
  • 28. Wiley’s  Experience  –  Results   !  The  Future     People  will  come  to  us  for  all  the  news  for   their  niche     The  site’s  archives,  over  6me,  become  deep   and  wide  specialized  databases     More  subscribers!   www.astekweb.com   ©  2012  Astek  Consul6ng  LLC  
  • 29. Wordpress  CMS   !  Open  Source     Thousands  of  developers  &  plugins   !  Used  by  55.2%  of  all  the  websites   whose  CMS  we  know     This  is  17.5%  of  all  websites.  (W3Tech)   !  Originally  for  blogging     Somewhat  limited  content  structure   !  Integrates  with  several  other  systems   www.astekweb.com   ©  2012  Astek  Consul6ng  LLC  
  • 30. Wordpress  CMS  to  Email   !  MailChimp  Integra6on     Mul6ple  plugin  op6ons  available     Rela6vely  easy  configura6on     Good  support   More  info:  h`p://fourblogger.com/wordpress-­‐mailchimp-­‐integra6on-­‐plugin/   www.astekweb.com   ©  2012  Astek  Consul6ng  LLC  
  • 31. Wordpress  CMS  to  Social  Media   !  Twi`er  Plugins     WP  to  Twi`er     Tweet  Old  Post     WP  About  Author   !  Facebook  for  Wordpress  Plugin   www.astekweb.com   ©  2012  Astek  Consul6ng  LLC  
  • 32. Wordpress  CMS  to  Mobile   !  Many  great  responsive  themes  available   !  Plugins  for  addi6onal  features   www.astekweb.com   ©  2012  Astek  Consul6ng  LLC  
  • 33. Wordpress  CMS  Communi6es   !  BuddyPress  is  a  powerful  plugin   !  Custom  private  communi6es   www.astekweb.com   ©  2012  Astek  Consul6ng  LLC  
  • 34. Thank  You!   Andy  Swindler,  Astek   Peter  Sanderson,  Wiley   andy@astekweb.com   psanders@wiley.com   Twi`er.com/aswindler   Twi`er.com/AstekWeb   Lora  Templeton,  Wiley   LinkedIn.com/in/AndySwindler   ltemplet@wiley.com   Twi`er.com/leetempleton   www.astekweb.com   ©  2012  Astek  Consul6ng  LLC