Web Content & Social: Rivals or Partners

Web Content Management & Social
Computing: Rivals or Partners?!

Exposing the real weaknesses and strengths of web
and enterprise technology products

@TonyByrne ! ! ! ! !@irina_guseva!
Tony Byrne
tbyrne@realstorygroup.com ! !iguseva@realstorygroup.com!
Twitter: @TonyByrne President, Real Story Group
!

Real Story Group: What We Do

Analyze
01234
weaknesses and
strengths of the
01234
tools....and
vendors
01234
Advise on successful
technology selection

Copyright © 2010 Real Story Group www.realstorygroup.com

Finding Your Way...

Copyright © 2010 Real Story Group
www.realstorygroup.com

Agenda

•  Intranet - Internet divergence
•  WCM is not a replacement for social
•  What is social services
•  How WCM vendors do social services
Public = UGC and SM integration
Intranet = some micro apps
•  Do you need community services?
Public (white label)
Intranet (focus on collab and activity streams)

Copyright © 2010 Real Story Group 4 www.realstorygroup.com

Overlapping Scenarios?

Source: www.realstorygroup.com


What a WCM System Does


Web Content Site Management Systems

•  Critical backbone for
intranet publishing
•  Now really web site
management systems
•  Obviated need for portals
on some intranets
•  Starting to incorporate
“social” tools and simple
document management


Divergence…

Web CMS Web CMS

Intranet
Public

Collab’n / Social Collab’n / Social


“Social Software” vs. Enterprise 2.0

Enterprise 2.0

Social Software Mash-ups
SaaS / Cloud
“Collaboration and
Networking within Ajax / RIA
and beyond the
Enterprise”


Agenda

•  WCM is not a replacement for social


Your Web CMS Needs to be Social

: : "What are you doing?”

: ” : “Checking in to see how it's going in Bosnia."

: "Bosnia? They don't have roads, but they have
Facebook.”

The Social Network


Typical Social Software Services


Using Your WCM Tool as a Social Software Platform


Agenda

•  What is social services
•  How WCM vendors do social services
Public = UGC and SM integration
Intranet = some micro apps


What about Public Social Media Integration?

Publish to Social Networks
Aggregate public feeds
Personalize based on
social graph

But is this “engagement”?


Doing Social Differently


Architectural Issues Around UGC
Public / Customer Consumers

Web CMS

DMZ
Content Producers

Employee Consumers
Content


Agenda

•  Do you need community services?
Public (white label)
Intranet (focus on collab and activity streams)


Different Types of Public Engagement

Web CMS
Branded Communities Reader Interaction

Engagement

Partner Collaboration Professional Networking


Scenario: Branded Communities for Peer Support


Scenario: Branded Communities for R&D


Humanizing through Social

Lessons from public
networks:
–  Actively promote
–  Recognition: foster
communities, but reward
individuals
–  “Laddering”
–  Push “top” lists (content,
communities, indivs) to home

Image sourced from Nielsen Norman Group
page
–  Explicit Q & A Forums


Platforms! ECM/WCM “Suites” Community
! ! !

Wikis! Blogs! Niche! Public!

Source: http://www.realstorygroup.com/Research/Channel/Collaboration/Vendors!


Contact is King?

“Half-way to the Experience Economy”

“Contact is King”

http://www.peterhinssen.com/books/the-new-normal


Content is still King

“

http://www.killerfilm.com/articles/read/the-croods-get-two-more-26575
Without content, we're
reduced to cavemen going
"uuuurgh" at each other.

A lot of social media is about
pointing each other to interesting
content. In fact, strip a Twitter
feed of its shortened links, or take
the shared pictures, videos, and
blog posts out of Facebook
statuses -- and "uuuurgh" is pretty
much what you end up with.

Without content, we're reduced to

http://www.realstorygroup.com/Blog/2021-Content:-the-King-is-dead---Long-live-the-King!
liking, or retweeting, grunts.
”
Copyright © 2010 Real Story Group
( NOT A CAVEMAN )

Let’s Continue the Conversation... 
(...and Contact Me for Sample Evaluations)!
@TonyByrne!
tbyrne@realstorygroup.com !
!
@irina_guseva!
iguseva@realstorygroup.com !
Tony Byrne !
President, Real Story Group

Web Content & Social: Rivals or Partners

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