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Content Management System Selection Best Practices
1. A Digital Solutions Firm delivering
Marketing and Technology Solutions
New York . Toronto . Phoenix . Los Angeles . London. Dubai . New Delhi
CMS Selection
Select the best CMS for your business
4. 3
• Web Content Management –
The term needs a rethink
Not just about content
management!
Experience management
Multi-device, multi-channel
Marketing automation
10. 9
Don’t get feature happy
Understand Product Strategy First
Does Roadmap align with your needs
How often is the product revised?
Target Audience
Development focused or usability focused?
SAS or Standalone
Pros and Cons of SAS?
Product Strategy and Roadmap
15. 14
Rarely a single technology
addresses the entire spectrum of
visitor engagement expectations
Value is delivered more quickly
with a pre-integrated ecosystem
of complementary platforms
Contemporary interfaces enable
platforms to communicate
seamlessly to provide complete
engagement solution
Understanding the Ecosystem
Value is delivered from an integrated CMS Ecosystem more
effectively than from siloed platforms working independently
CMS
Digital Asset
Management
(DAM)
Marketing
Automation
Community
Search
Customer
Relationship
Management
(CRM)
Mobile
17. 16
Enterprise? Mid Market?
Focus on Particular Industry, Business Scenarios
Social Media Strategy
All in one may not be the best
Market Strategy
18. 17
The Product will depend on your need
Corporate Website
Multi-channel publishing
Ecommerce
Intranet
Internal marketing sites
Multi sites
Community
20. 19
To go open source or not?
Do you want to be a strong technology shop?
Support
Total cost of ownership
Lot of features ready to go, and they just keep coming
Roadmap concerns
End user adoption
Pick a product that will stay around, and won't go out of favour quickly
Community
Technology
.Net, Java or Open Source?
21. 20
Technology
Delivery Architecture
Simple instance – renders in real time
Separate instance – pushes content on to the web server
Ability to Integrate and develop
Integration with CRM, ecommerce, Social Media, etc
Products with proprietary languages can be tricky
Page Rendering
Security
Ease of Upgrade
Performance Considerations
WCM Architecture
Integrated or isolated
23. 22
Content Production
Content Production Content Management Content Delivery
Content Creation and Development
Type of Content - audio, content, multimedia
User friendly editing features
In-line vs In-context editor
RIA driven
Workflow
Flexibility is the key
Deployment
Support for multistage deployment and publishing
Centralized management at all stages of deployment
24. 23
Content Management
Content Production Content Management Content Delivery
Content Classification and taxonomy
Creation and management of templates
Page rendering
Rich Media Management, DAM
Access Control
Indexing
Archiving
Version Control
25. 24
Content Delivery
Content Production Content Management Content Delivery
Publication of dynamic content
Multichannel and syndication
Delivery model – RIA, 3rd party app server, portal & mobile
Social computing
Internationalization
Analytics and testing tools
WCM capabilities – AB, MV testing
Integration with third party tools – Omniture, Web Trends
29. 28
Banana skin of implementations
Typically, an afterthought
Have a well defined migration strategy
Manual Vs. Automated – could have impact on
cost, effort and timeline
Content Migration
31. 30
Not only licensing cost… consider the total cost of ownership
Licensing: CPU, Server, year on year
Design
Build
Hardware
Training
Maintenance and Support
Cost of Launching a Site
35. 34
Not a technology project
Marketing should be a key decision maker in the initiative
Drive stakeholder participation
Drive hard to get internal sign-off of requirements
Consultants can bring value
Broad expertise
Strong understanding of products and gaps
Beyond theory
Set up a team that will win
Involving a broad stakeholder team lays the foundation for later
success; Marketing should lead the effort with goals in mind
36. 35
We follow a 4-step process
Discovery: Understand the vision and objectives for the project
Analysis: Capture and prioritize requirements
Investigation: Identify vendors with align with requirements
Selection: Prove vendor recommendations to a final selection
Holistic approach to incorporating stakeholder input
Designed to incorporate and balance key corporate objectives
Engage all stakeholders equally, while prioritizing requirements
Enable open discussions of requirements with software aspects
Proven process
Use a proven process to make sure the proper approach and
techniques are used to make best-fit platform decisions
43. 42
Objective
Replace aging digital platform supporting the corporate website and
partner portal
Platform selection for CMS, analytics and search
Background
Project duration: 12 weeks
Number of stakeholders: 30+
Number of departments: 6
Number of countries: 5+
Case Study: Consumer Electronics
Large, international consumer electronics manufacturer was
looking to replace their decade-old digital platform
44. 43
Group education and elicitation
Kick-off, Best-practices review and team elicitation session
1-2 hour long sessions that were performed in person and on the
phone with groups
Individual discussions
1-2 hours with key stakeholders—particularly department
management
Special attention
The EMEA and APAC regions
Case Study: Research overview
Key requirements stakeholder groups: IT, Marketing, Product
management, Customer support, EMEA and APAC
45. 44
Must have characteristics: Formed the basis and direction for the
vendor selection process
Proven longevity—Gartner and Forrester vetted participants
Multi-language support—clear support of regional stakeholders
Open architecture—clear path for integration with systems
RFI responses: Revealed commonality and differences
RFIs—for Web CMS,
Vendor demonstrations: Provided insight into product subtleties
and the potential vendor relationship
Selection of product
Case Study: Key decision points
Key decision points: Must-have characteristics, requirements-
driven RFI responses and vendor demonstrations
46. 45
Key take aways
- Focus on value not features - focus on roadmap and
fit rather than only features
- More than just product – Consider the digital eco-
system and what features will be necessary
- Marketing should lead the project; do not consider
this to only be an IT project
- Have a solid process that drives success
Conclusion