1. Erik Hartman Communica/e (c) 2014 the specialist in informa/on management CMS & Your Content Strategy 30 September 2014 Confab Europe Barelona (ES) Erik M. Hartman MA erik@erikhartmancommunica4e.nl @erikmhartman +31 (0)30 877 35 60 1 informationover informationover information informationoverload informationover informationover informationover informationover informationoverload informationover informationover informationover informationover informationoverload informationoverload informationoverload

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3. the specialist in informa/on management Erik M. Hartman Erik Hartman Communica/e (c) 2014 3 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

4. Erik Hartman Communica/e (c) 2014 the specialist in informa/on management 4 CMS Content Strategy Content Management

5. Erik Hartman Communica/e (c) 2014 the specialist in informa/on management 5 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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7. Erik Hartman Communica/e (c) 2014 the specialist in informa/on management 7 7 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

8. Erik Hartman Communica/e (c) 2014 the specialist in informa/on management 8 hYp://bloglawblog.com/blog/?cat=67

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11. Erik Hartman Communica/e (c) 2014 the specialist in informa/on management hYp://bloglawblog.com/blog/?cat=67 11

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13. Erik Hartman Communica/e (c) 2014 the specialist in informa/on management hYp://www.firebox.com 13

14. Erik Hartman Communica/e (c) 2014 the specialist in informa/on management 14 hYp://americanpreppersnetwork.com

15. Erik Hartman Communica/e (c) 2014 the specialist in informa/on management hYp://scenesfromphiladelphia.files.wordpress.com 15

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18. the specialist in informa/on management Erik Hartman Communica/e (c) 2014 WCM market 2012: 1,2 billion USD (7% increase) 2013: 1,4 billion USD (12% increase) tot 2017: annual 10% increase per year 18 Gartner, 2013

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20. Predic4ve Analy4cs Mobile app Erik Hartman Communica/e (c) 2014 the specialist in informa/on management 20 Customer Experience Management Content Marke4ng Big Data Cloud Personaliza4on Omni Channel Governance Responsive Top Tasks and more to come

21. Erik Hartman Communica/e (c) 2014 the specialist in informa/on management 21

22. Erik Hartman Communica/e (c) 2014 the specialist in informa/on management 22 Gartner Hype Cycle

23. Erik Hartman Communica/e (c) 2014 the specialist in informa/on management 23 The Standish Group

24. Erik Hartman Communica/e (c) 2014 the specialist in informa/on management 24 The Standish Group

25. business + users: 59% tools: 1% Erik Hartman Communica/e (c) 2014 the specialist in informa/on management 25 The Standish Group

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27. the specialist in informa/on management Erik Hartman Communica/e (c) 2014 CMS problems CMS 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 27

28. Erik Hartman Communica/e (c) 2014 the specialist in informa/on management A fool with a tool is s/ll a fool! Grady Booch 28

29. Erik Hartman Communica/e (c) 2014 the specialist in informa/on management 29 How the customer explained it What the customer really needed hYp://www.projectcartoon.com

30. Erik Hartman Communica/e (c) 2014 the specialist in informa/on management With the right informa/on for the right person at the right /me. 30 Through the right channel and in the right format. We reach our goals.

31. Erik Hartman Communica/e (c) 2014 the specialist in informa/on management 31 Strategy Architecture Governance hYp://commons.wikimedia.org/wiki/File:Fridolin_Leiber_-_Holy_Trinity.jpg

32. Erik Hartman Communica/e (c) 2014 the specialist in informa/on management 3232 Content is all the common forms of communica4on we are interested in consuming. Bob Boiko

33. the systema4c planning, development, organiza4on, distribu4on, evalua4on, and preserva4on of all informa4on within an organiza4on. Erik Hartman Communica/e (c) 2014 the specialist in informa/on management Content management is 33 33

34. the specialist in informa/on management Informa4on management lifecycle Erik Hartman Communica/e (c) 2014 34 34

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36. Erik Hartman Communica/e (c) 2014 the specialist in informa/on management 36 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.

37. the specialist in informa/on management Erik Hartman Communica/e (c) 2014 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 37

38. Erik Hartman Communica/e (c) 2014 the specialist in informa/on management 38 A content strategy helps you to define which content you can use for which audience to achieve your goals.

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41. Erik Hartman Communica/e (c) 2014 the specialist in informa/on management This is your content strategy! 41

42. Content strategy We reach [ goal or business driver ] because [ personal mo/va/on target audience ]. Erik Hartman Communica/e (c) 2014 the specialist in informa/on management 42 by exchanging [ informa/on ] with [ target audience ]. We make this happen by [ tac/cs ] We do this by [ means ]. We are successful when [ kpis ] We measure this with [ instruments ]. To achieve this, we need to cooperate with [ stakeholders ].

43. Erik Hartman Communica/e (c) 2014 the specialist in informa/on management 43 CMS content management system

44. the specialist in informa/on management Help Erik Hartman Communica/e (c) 2014 me achieve our company goals Help me use context and structure to filter informa4on Help me execute our governance policy and guidelines 44

45. Erik Hartman Communica/e (c) 2014 the specialist in informa/on management 45 Circumstances are never ideal. ! Means are oeen insufficient.

46. Erik Hartman Communica/e (c) 2014 the specialist in informa/on management 46 Help my editors to easily create content Help my editors to add beYer content and metadata Help me improve the findability of our informa4on

47. Erik Hartman Communica/e (c) 2014 the specialist in informa/on management 47 Help me prevent from informa4on redundancy Prevent me from privacy issues and security breaches Help me with informa4on re-use

48. Erik Hartman Communica/e (c) 2014 the specialist in informa/on management 48 Help me communicate consistently through all channels Help me personalize the dialogue with my audiences Help me provide relevant informa4e for my audiences

49. Erik Hartman Communica/e (c) 2014 the specialist in informa/on management 49 informationover informationover information informationoverload informationover informationover informationover informationover informationoverload informationover informationover informationover informationover informationoverload informationoverload informationoverload

50. Erik Hartman Communica/e (c) 2014 the specialist in informa/on management 50 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

51. Erik Hartman Communica/e (c) 2014 the specialist in informa/on management 51

52. Erik Hartman Communica/e (c) 2014 the specialist in informa/on management 52 Help me get rid of outdated content Help me guarantee informa4on access over 4me Help me protect informa4on against disasters

53. Erik Hartman Communica/e (c) 2014 the specialist in informa/on management 5533

54. the specialist in informa/on management Erik Hartman Communica/e (c) 2014 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 54

55. EVALUATION Erik Hartman Communica/e (c) 2014 the specialist in informa/on management 55 ANALYSIS MARKET SCAN REQUEST FOR INFO DEMONSTRATION SANDBOX REQ. FOR PROPOSAL EVALUATION ADVICE

56. the specialist in informa/on management Erik Hartman Communica/e (c) 2014 Guns n Ammo Make 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!) 56

57. Erik Hartman Communica/e (c) 2014 the specialist in informa/on management 57 ! Give us the tools. And we will finish the Job ! ! ! ! ! ! ! Winston Churchill

58. Erik Hartman Communica/e (c) 2014 the specialist in informa/on management 58 hYp://www.amusingplanet.com/2010/09/bear-who-prac4ces-yoga.html

59. the specialist in informa/on management Erik Hartman Communica/e (c) 2014 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 59

60. Erik Hartman Communica/e (c) 2014 the specialist in informa/on management 60 Download

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70. the specialist in informa/on management Good luck with your CMS! Good luck with your Strategy! Erik Hartman Communica/e (c) 2014 the specialist in informa/on management 2013 D specialist in content management ! ! @erikmhartman erik@erikhartmancommunica4e.nl + 31 30 877 35 60 VERTROUWELIJK 61

71. Erik Hartman Communica/e (c) 2014 the specialist in informa/on management 62 Erik Hartman Communica4e ! www.erikhartmancommunica4e.nl info@erikhartmancommunica4e.nl +31 30 877 35 60