how to make your cms support your content strategy #confabeu

Erik Hartman Communica/e (c) 2014

the specialist in informa/on management

Erik M. Hartman MA [email protected] @erikmhartman +31 (0)30 877 35 60

30 September 2014 Confab Europe Barelona (ES)CMS & Your Content Strategy

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Erik M. Hartman

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Erik M. Hartman MA content management specialist !erik@erikhartmancommunica/e.nl @erikmhartman +31 (0)6 1446 5585

Communica4ons and Informa4on (MA) - Utrecht University

Independent consultant since 1993

Informa4on management, strategy, architecture, governance



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CMSContent Strategy

Content Management



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Erik. Were in a hurry, because we have to launch 3 months from now. Just tell us which CMS to choose. You are the expert, right? Then just send us the CMS requirements. You have them already, right? No, we wont invite the content editors. The only thing they do is complain. And then we have a whole week to migrate the content Of course SharePoint has to be on the short list. But if we demand too much, we will never find a tool! With seman/c wikis in the cloud CMSs are totally has been. We comply with the latest W3C standard! A preview? Thats not necessary thanks to our WYSIWYG editor. WYSIWIG? Do you really need that kind of advanced stuff? We didnt make the deadline, so theres no more pressure.



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I work with a CMS

My CMS helps me doing my work

I am happy with my CMS

I was involved in the selec4on of my CMS

Next 4me I should be more involved in selec4ng my CMS



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hYp://bloglawblog.com/blog/?cat=67



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11hYp://bloglawblog.com/blog/?cat=67

http://bloglawblog.com/blog/?cat=67



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13hYp://www.firebox.com



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hYp://americanpreppersnetwork.com



15hYp://scenesfromphiladelphia.files.wordpress.com



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WCM market

2012: 1,2 billion USD (7% increase) 2013: 1,4 billion USD (12% increase) tot 2017: annual 10% increase per year

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Gartner, 2013



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Content Marke4ng

Personaliza4on

Customer Experience Management

Big DataCloud

Omni Channel

Predic4ve Analy4csGovernance

Responsive

Top Tasks

and more to come

Mobile app



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Gartner Hype Cycle



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The Standish Group



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The Standish Group



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The Standish Group

business + users: 59% tools: 1%



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CMS problemsCMS doesnt help with the (new) ambi4on Bad usability Only one professional knows how to maintain the CMS No money/ 4me/ sponsor to make improvements Only a small team to do content management Bad search results Content use (and quality) is not monitored Unhappy with CMS / vendor / system integrator

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A fool with a tool is s/ll a fool!

Grady Booch 28



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How the customer explained it What the customer really needed

hYp://www.projectcartoon.com



With the right informa/onfor the right personat the right /me.

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Through the right channeland in the right format.

We reach our goals.



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Strategy

GovernanceArchitecture

hYp://commons.wikimedia.org/wiki/File:Fridolin_Leiber_-_Holy_Trinity.jpg



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Content is

all the common forms of communica4on we are interested in consuming.

Bob Boiko



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Content management is

the systema4c planning, development, organiza4on, distribu4on, evalua4on, and preserva4on of all informa4on within an organiza4on.



Informa4on management lifecycle

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In PLAN you translate the goals of your organisa4on and the needs of your audiences into an informa:on strategy.

In this phase you also develop an informa:on architecture and you define the informa:on governance.



Why Plan?

Helps you focus on achieving your business goals Provides indicators to measure your success Defines the architecture to make things happen Describes the standards, guidelines and roles Generates requirements for your systems

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A content strategy helps you to define

which content you can use for which audience

to achieve your goals.



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This is your content strategy!

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by exchanging [ informa/on ]with [ target audience ].

We are successful when [ kpis ]We measure this with [ instruments ].

We make this happen by [ tac/cs ] because [ personal mo/va/on target audience ].

To achieve this, we need to cooperate with [ stakeholders ].

We do this by [ means ].

We reach [ goal or business driver ]

Content strategy



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CMScontent

management

system



Help me achieve our company goals Help me use context and structure to filter informa4on Help me execute our governance policy and guidelines

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Circumstances are never ideal. !

Means are oeen insufficient.



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Help my editors to easily create content Help my editors to add beYer content and metadata Help me improve the findability of our informa4on



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Help me prevent from informa4on redundancy Prevent me from privacy issues and security breaches Help me with informa4on re-use



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Help me communicate consistently through all channels Help me personalize the dialogue with my audiences Help me provide relevant informa4e for my audiences



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Help me measure which content is valuable and which is not Help me understand the needs of my audience Help me improve our content strategy



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Help me get rid of outdated content Help me guarantee informa4on access over 4me Help me protect informa4on against disasters



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Remember Theres no such thing as a perfect tool System integrators can make it or break it Do you really want One tool to rule them all? The tool should works for you. Not the other way around. User friendly is not a requirement, its a necessity The usability has to be proven, not promised Your todays cool tool can be tomorrows pain in the bY

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ANALYSIS

DEMONSTRATION SANDBOX

ADVICEEVALUATIONREQ. FOR PROPOSAL

REQUEST FOR INFOMARKET SCAN

EVALUATION



Guns n AmmoMake sure the CMS helps you with your CM lifecycle Dont ask WHAT, but HOW that works in the CMS Make scenarios for each lifecycle phase and role Invite editors to do an online sandbox, independently Visit other CMS users, without the vendor Shoot un4l only one CMS is s4ll standing Keep track of promised vs. realized at all 4mes (scenarios!)

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Give us the tools. And we will finish the Job

!! ! ! ! ! ! Winston Churchill



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hYp://www.amusingplanet.com/2010/09/bear-who-prac4ces-yoga.html

http://www.amusingplanet.com/2010/09/bear-who-practices-yoga.html



Summarized Start with your strategy, architecture, and governance Translate them into useful requirements Focus on the people who actually use the CMS Stop making requirement spreadsheets! Focus on the HOW of the CMS Make scenarios of what you want the CMS to do Involve ALL stakeholders Do an online sandbox, without vendor instruc4on

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Download the IM lifecycle and strategy postersat www.timaf.org

http://timaf.org/timaf-library/




D specialist in content management

VERTROUWELIJK 61

Good luck with your CMS! Good luck with your Strategy!

!

!@erikmhartman

[email protected] + 31 30 877 35 60


http://www.erikhartmancommunicatie.nlhttp://www.erikhartmancommunicatie.nlmailto:[email protected]



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Erik Hartman Communica4e !

www.erikhartmancommunica4e.nl [email protected]

+31 30 877 35 60

http://www.erikhartmancommunicatie.nl

how to make your cms support your content strategy #confabeu

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