The document discusses considerations for law firms selecting a content management system (CMS). It notes that websites are often static repositories of information that do not drive conversion. An effective CMS needs to support cross-channel engagement across web, email, and mobile using personalized, consistent messaging. Choosing a CMS requires considering its ability to integrate with other digital platforms and enable cross-channel personalization. The selection process should involve stakeholders to understand needs and establish requirements, then follow a process of evaluating vendors against those requirements to identify the best-fit platform.

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eDynamic, Wednesday, April 30, 2014
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CMS Platform
Selection for
Law Firms

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eDynamic, Wednesday, April 30, 2014
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Our POV: Law
Firm Websites

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eDynamic, Wednesday, April 30, 2014
Most prospects are finding you through your Web
site, which leaves them in control of the conversation.
Web Sites are not driving
conversion like they should
• Legal Web sites are static
information repositories;
• It is hard to find information on
legal websites - prospect searches
your site until they either find the
information they want/need, or they
leave;
• Websites tend to be everything to
everyone
• There is little use of intelligence

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eDynamic, Wednesday, April 30, 2014
Email, Web and Mobile channels
don’t work together to engage
prospects
 Messaging that is not consistent
across channels that confuse the
prospect
 Technologies don’t work together
 Data is siloed for channels and
don’t work together to drive
conversion

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Future of Legal Websites

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CMS is the
lynchpin to your
Digital Strategy

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Digital Platform Selection
Choosing the right CMS for your
digital marketing efforts
is not as simple as it appears…

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…there is more than
meets the eye once you
get started.

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Quite often CMS is the only product
that decision makers consider when
selecting technology for their digital
platform…

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Digital
Asset
Management
CRM
Search
Mobile
Devices
eCommerce
Marketing
Automation
Web Content
Management
Systems
Product
Information
Management
Social
Networks
Communities
…but your digital platform is
an ecosystem of solutions…

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…that leads you to
look at a basket of
platform options.

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QUITE OFTEN COMPANIES
THINK OF CMS AS JUST A
CONTENT EDITING TOOL.
CMS IS THE HUB FOR ALL
DIGITAL MKTG. TACTICS–
SEO, SOCIAL,
PERSONALIZATION, EMAIL
CAMPAIGNS, ANALYTICS…
LAW FIRMS NEED A CMS
THAT DRIVES ENGAGEMENT

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5%
OF THE MARKETERS
INTERVIEWED, ONLY 5
PERCENT SAID THEY WERE
―VERY PREPARED‖ TO
EXECUTE A CROSS CHANNEL
ENGAGEMENT STRATEGY.
Forrester, 2012

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10%
―WE BELIEVE THAT FEWER THAN 10
PERCENT OF BRANDS ARE
EXECUTING TRUE CROSS-CHANNEL
ENGAGEMENTS INFORMED BY ONE
VIEW OF THE CUSTOMER, BUT THAT
MOST MARKETERS RECOGNIZE THE
NEED TO GET THERE.‖Experian, 2013

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THE MARKETER’S PERSPECTIVE
WEB MOBILE EMAIL SOCIAL
Cross-channel Engagement
YOUR FIRM:
WEB
EXPERIENCE
YOUR FIRM:
MOBILE
EXPERIENCE
YOUR FIRM:
EMAIL
EXPERIENCE
YOUR FIRM:
SOCIAL
EXPERIENCE

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YOUR FIRM: ONE BRAND AND CONTENT EXPERIENCE
THE CLIENT’S PERSPECTIVE
COMMUTING IN MEETINGS AT LUNCH AT THEIR
DESK
AT HOME
Device: Tablet
Device:
Desktop
Device: PhoneDevice: TabletDevice: Tablet
Channel: Web
Channel:
Email
Channel:
Twitter
Channel: Web
Channel:
Email

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RIGHT
MESSAGE
RIGHT TIME
RIGHT
DEVICE
YOUR
CMS
SHOULD
ENABLE
=

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GETTING MORE SOPHISTICATED
CONTEMPORARY CMS CAN
DELIVER WHAT YOU NEED
1. Rules based
personalization—the visitors
behavior triggers
personalization
2. Persona based
personalization—the visitor
―looks like a…‖ can inform
personalization
3. Cross-channel
personalization
(contextualization)—broad
analytics from web, email,
social and other channels
inform personalization

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SIMPLE EXAMPLES
LOCATION BASED
PERSONALIZATION THAT
MAKES SENSE
CLIENT-DRIVEN PRACTICE
PAGES—SPECIFIC TO LOCATION
AND INDUSTRY

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Trends to watch
 Solutions are providing unified
search across platforms
 Semantic search will quickly
become common place
 Faceted search is now available
in most search solutions
Site Search
Site search has typically been included as part of many CMS
platforms, but search must now work across digital platforms
Considerations
 Will the CMS-integrated search
work across platforms
 Structure bias of your content
 Control over the search results
 Sophistication of visitors
 Out-of-the-box connectors
Platforms
 FAST, Coveo, Autonomy,
Endeca, Lucene

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Industry Trends
 Vendors focus on driving
actions, not just reports
 Support of integrated marketing
across channels is common
 Social media listening tools are
gaining notice and value
 Measurement of visitor
engagement across sessions
 Mobile analytics become an
integrated part of the picture
Analytics
Analytics is becoming more common within CMS platforms, but
cross-platform analytics may warrant an external solution
Considerations
 Will pre-integrated CMS
Analytics work across platforms
 Using platform-specific Analytics
platforms
 Out-of-the-box connectors
 Fewer options
Platforms
 Omniture, Unica, Coremetrics,
Webtrends, Nedstat

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CMS
SELECTION

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‖People don’t want a drill
machine,
they want a hole in the wall‖
- Philip Kotler

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Where do you start?
IDENTIFYING A PROJECT
TEAM
NEED RECOGNITION
(FUNCTIONAL & ITILITIES)
GETTING BUDGETS
ESTABLISHING DECISION
MAKING PROCESS
CONTENT MODELING
(PARTICULARLY IMPORTANT FOR
LEGAL WEBSITES)
….MORE

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YourCMScannotbe
theonlyonethat
carriesaload
Many CMS
selection
initiatives spiral
out of control, as
they realize the a
single platform
cannot deliver all
capabilities well.

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eDynamic, Wednesday, April 30, 2014
Increasedmarketing
sophisticationrequires
productsto deliver more
capabilities
CMS does not cater to all
digital needs
Commoditization, Proliferatio
n and Overlap
Emerging technology
vendors are unproven
Things are changing quickly;
hard to keep track
Gap between marketing and
ITleads to selection process
Why is the Selection Process Complex?

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eDynamic, Wednesday, April 30, 2014
Marketers (You) drive
Platforms
The sophistication and
expectation of Marketing
drive the need for
broader, yet integrated
capabilities—a single
platform no longer
supports Marketing’s
needs.

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eDynamic, Wednesday, April 30, 2014
• Commoditization
 As platforms become more
commoditized, there are
more to choose from.
• Proliferation
 A single ecosystem can
contain
WCMS, DAM, technologies,
Search, Analytics, Intranet
s, Portals, Marketing
Automation and CRM.
• Overlap
 Multiple platforms provide
seemingly the same
capabilities

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eDynamic, Wednesday, April 30, 2014
The road to
success
 Geteducated
 Needsnotfeatures
 Solutionnotproducts
 Set-upateamto
succeed
 Followaprocesstothe
rightsolution
 Definearoadmap
 Vendorstability

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Analysts provide plenty of context
Gartner, Forrester, blogs, CMSWire.com
Learn from your colleagues
Educate yourself

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 Notatechnologyproject
 Marketingshouldbeakeydecisionmakerintheinitiative
 Drivestakeholderparticipation
 Drivehardtogetinternalsign-offofrequirements
 Consultantscanbringvalue
 Broadexpertise
 Strongunderstandingofproductsandgaps
 Beyondtheory
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

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eDynamic, Wednesday, April 30, 2014
Proven 4-step process
 Discovery—understandthe vision and objectivesfor
the project
 Analysis—captureand prioritize requirements
 Investigation—identifyvendors with align with
requirements
 Selection—provevendor recommendations to a final
selection
Holistic approach to incorporating stakeholder
input
Follow a process
Use a proven process the to make sure the proper
approach and techniques are used to make best-fit platform
decisions

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eDynamic, Wednesday, April 30, 2014
Selection Process
Stakeholders are involved along the entire
process, providing confirmation that enables confidence in
the next step

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eDynamic, Wednesday, April 30, 2014
Discovery
Stakeholder interviews capture key objectives, challenges
and requirements, along with user stories, creating a
foundation

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Analysis
The requirements are documented, refined and prioritized
before becoming the selection criteria to distinguish a
CMS

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Investigation
The initial list of vendors are identified and filtered, while
preparing the tools to further filter vendors from the list

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eDynamic, Wednesday, April 30, 2014
Selection
The RFI, demonstrations and proof-of-concept applications
narrow the vendors to that align with key criteria

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eDynamic, Wednesday, April 30, 2014
Selection Funnel
Pre-defined gates in the process quickly reduce the number
of vendors to a relevant set that are left for the final
evaluation

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eDynamic, Wednesday, April 30, 2014
Starting withAppropriate Vendors
Upper-range products
• Expensive: > $500K in licensing
• Long implementation: > 12-month
• Over-featured: More than can used
Mid-to-upper range products
•Within budget: $100K - $300K in licensing
•Reasonable implementation: 6 – 12 months
•Well-aligned: Supports key recommendations
Low-mid range products
• Limited capabilities: Do not support WH
• Limited integration: Do not support
integration into the WH eco-system
With over 1000 web content management (WCMS)
vendors, eDynamic focuses on customer requirements and aligns
them to meet firm’s requirement.
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eDynamic, Wednesday, April 30, 2014
Approach to Narrow the Vendors
Vendor Universe (1000+)
• Filter: Budget, vendor history &
longevity, analyst recommendations
Mid-to-upper Vendors (20+)
• Filter: Capabilities that align with DSR goals and
recommendations
Capabilities alignment (12+)
• Filter: Technical and functional criteria within the RFI
response
Request for Information
(RFI) (8)
• Filter: Capabilities and ease-of-use observations; Vendor
background, services and relationship discussions; Overall
impressions of the vendor
Demos (3)
• Filter: Hands-on use of applications by SMEs to understand “real”
functionality and ease-of-use; Technical evaluation by the IT team to
vet software
Proof-of-
Concept (POC)
Amulti-step approach is taken to narrow the field of vendors.
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eDynamic, Wednesday, April 30, 2014
Web Content Management Universe
Enterpriseplatforms
 Autonomy
 Documentum(EMC)
 IBM
 OpenText
 Oracle(Stellant)
Upperrangeplatforms
 Adobe(Day)CQ5
 Sitecore
 CoreMedia
 FatWire(NowOracle)
 Percussion
 SDLTridion
We have segregated the various vendors based on costs as shown
below.
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Mid-range platforms
 Alterian
 Drupal
 EPiServerAB
 Microsoft(Sharepoint)
 PaperThin
 Clickability
 CrownPeak
Technology
 Ektron
 HannonHill
 Ingeniux

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eDynamic, Wednesday, April 30, 2014
Lastly…don’t just think website…think
parameters
CMS
Personalized
Engagement
Support
Configuration
Customization
User Scenarios
Channel
Integration
Hosting
Architecture
Multi Device
Reporting

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Our CMS accelerator for Law Firm
websites

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eDynamic, Wednesday, April 30, 2014
Connect with us
1-877-339-6264
www.edynamic.net
contact@edynamic.net
twitter.com/edynamic
youtube.com/1999dynamic
facebook.com/edynamic.net