Content Management System Selection Best Practices
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This document discusses key considerations for content management system (CMS) selection including product strategy, digital ecosystem, market strategy, technology, content production, marketing automation, costs, and implementation. It provides an overview of CMS selection best practices, including a four-step process of discovery, analysis, investigation, and selection. An example case study of a large consumer electronics company replacing their digital platform is also presented.
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
- 2. 1 Trends CMS Selection – Key Considerations • Product Strategy • Digital Ecosystem • Market Strategy • Technology • Content production • Marketing Automation • Content Migration • Costs • Implementation CMS Selection Best Practices Approach Agenda
- 3. 22 Trends
- 4. 3 • Web Content Management – The term needs a rethink Not just about content management! Experience management Multi-device, multi-channel Marketing automation
- 5. 4 Three emerging trends - All in one - Best-of-breed - Consolidation
- 6. 5 Marketing capabilities are now available in small to mid market CMSs - Testing (A/B) - Personalization - Analytics
- 7. 6 • Many options Thousands of CMS have available in the market place
- 9. 8 CMS Selection – PRODUCT STRATEGY AND ROADMAP
- 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
- 12. 1111 …there is more that meets the eye once you get started.
- 13. 12 Digital Asset Management CRM Search Mobile Devices eCommerce Marketing Automation Web Content Management Systems Product Information Management Social Networks Communities …your CMS platform is an ecosystem of solutions…
- 14. 1313 …that leads you to look at a basket of platform options.
- 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
- 19. 1818 TECHNOLOGY
- 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
- 27. 26 WCM Marketing Automation Personalization Lead Management Automation Web Analytics Marketing Automation and Analytics
- 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
- 30. 2929 COST OF LAUNCHING A SITE
- 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
- 33. 32 Implementation approach options In-house WCM Vendor PS Partner Implementation Considerations
- 34. 3333 CMS Selection Best Practice Approach
- 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
- 37. 36 Selection Process Stakeholders are involved along the entire process, providing confirmation that enables confidence in the next step
- 38. 37 Discovery Stakeholder interviews capture key objectives, challenges and requirements, along with user stories, creating a foundation
- 39. 38 Analysis The requirements are documented, refined and prioritized before becoming the selection criteria to distinguish a CMS
- 40. 39 Investigation The initial list of vendors are identified and filtered, while preparing the tools to further filter vendors from the list
- 41. 40 Selection The RFI, demonstrations and proof-of-concept applications narrow the vendors to that align with key criteria
- 42. 41 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
- 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