the practical guide to selecting a web cms for media and entertainment firms
DESCRIPTION
TRANSCRIPT
The Practical Guide to Selecting a New Web CMS
For Media, Entertainment, and Publishing companies
Presenters
Tom Wentworth, CMO- 13 Year CMS veteran at vendors Interwoven and
Ektron.
- @twentworth12 on Twitter
Chuck Fishman, Media, Entertainment and Publishing Director
- Drives Acquia’s Media, Entertainment, and Publishing Strategy
- @chuckdafonk on Twitter
What You’ll Learn in this Webinar
• Trends in the MEP World
• Why Now is the Right Time to Select a New CMS- Mobile, Social, Open
• Running a CMS Selection Process- Defining requirements
- Selecting vendors
- Vendor demonstrations and presentations
- Selecting an implementation partner
• Media, Entertainment, and Publishing Case Studies
Media and Entertainment Digital Trends• Barrier to creating digital content entry is lower than
ever = fractures audience
• Fast growing hits from the most unlikely places
• Mobile and apps
• Social streams and connected content
• Everyone wants content: Branded entertainment microsites are prevalent
• Content needs a unique URL
• Metadata is key to content discovery but is becoming extremely complex
• New digital content formats are emerging
= Media + Entertainment CMS must be highly adaptable
Video Content in 2013• Authentication Services
• Subscription Services
• Rise of YouTube Networks
• Branded Content
39 Billion Online Video Views in March - Comscore
Music Content in 2013
• Social streams do NOT replace artist sites
• 360 Artist Deals = Labels need site factories
• Labels want to know about the consumer across multiple artist sites
• New formats and subscription models – 68 billion streams vs 1.8 billion units sold in 2012
• Downloads are dead: Fans buy experiences: Google Hangouts, Kickstarter, PledgeMusic, BandPage
• New Record Labels are Brands: Scion A/V, Mountain Dew, Red Bull, Intel
• Digital Distribution and meta data is extremely complex
Publisher Content 2013
• Platform Promiscuous – tablet ownership to surpass PCs by 2017
• Publishers are increasingly video focused
• Paywalls aren’t going away – more going up
• Community + UGC does well with niche publishing content
• Digital only magazines have failed: The Daily
• New ways to access magazine content: Next Issue Media, Flipboard
• News sites still trump other site categories in terms of traffic
2003-2010
2010 +
First Generation CMS
• Brochureware websites• Vendor pioneers Interwoven,
Vignette• CMS part of Enterprise Content
Management Suites
Second Generation CMS
• Dynamic Websites• Marketing-driven
• Business results focused
Third Generation CMS
• Mobile, Social, Personal, Cloud
History of CMS
1994-2003
Putting it in Perspective
2000-2004•** This is probably when your CMS was built **
2006•Facebook opens to the world
2007•IPhone Launches
•Twitter Hits the mainstream
2010•iPad Launches•HTML 5
2011•Ethan Marcotte coins “Responsive Web Design”
2013•1.5 Billion People Watch Psy - Gangham Style
Legacy CMS Challenges
• Mobile sites are an afterthought, or impossible
• They are expensive to own- High maintenance costs
- Difficult to find experienced development resources
• Plagued by Usability issues- Products were designed before the advent of modern
user interface best practices
- Return of the “Webmaster Bottleneck”
• Require multiple point solutions- Social communities
- Video
Web CMS isn’t about Web Publishingit’s about Customer Experiences
The New Web Content Management MandateManage, Measure, Engage
Vendors are Taking Two Approaches:Monolithic Suites
User Generated
Content
Integrated Digital Experiences
CONTENT
COMMUNITY
Analytics
Marketing automation
Personalization
COMMERCE
DAM
CRM
Be wary of vendors that
promise a big-bang solution; they are more interested in selling you all the components of
their suites than they are in helping you leverage what you
already own.
Source: Harnessing the Convergence of Customer Experience Management Solutions
Running a CMS Evaluation
Identify Requirements +
Stakeholders
Define Vendor Shortlist
RFPVendor
Evaluations
Selections + Contracts
* Allocate 3-6 Months for Evaluation
Simplified Content Management Lifecycle
Create
• In-Line Editing
• Structured Content Authoring
• Drag and Drop Page Creation
Manage
• Workflow• Taxonomies• Metadata• Permissions
Publish
• Content Reuse
• Multi-format• Multi-
language• Multi-site
Key RequirementsContent Authoring
• Inline Editing- Edit content in-place
• Structured Content Authoring- Forms-based
• Drag + Drop Page Creation- Assemble pages
without developers
• Media Management- Resizing, Cropping,
Transcoding
Key RequirementsWorkflow
• Approval Process for Publishing- Draft, In-Review,
Published
• Version History- Quickly compare
versions
• Audit Trails- Capture feedback on
changes
• Reporting- Bottlenecks
Key RequirementsMulti-lingual + Content Re-Use
• Separation of Content from Presentation- Create content once, re-use in
multiple locations
- Categorize content using taxonomies for automated placement
• Manage content in multiple languages- Manual or automation
translation support
- Define relationship between languages
Key FeaturesSecurity + Permissions
• Users- Authorized CMS users
• Groups- Collections of users
and other groups.
• Permissions- Define access levels
to folders and content
• Roles- Define access
privileges to users and groups
Key FeaturesSocial Communities & Collaboration
• Blogs
• Networking, Friending, and Following
• Ratings + Reviews
• Collaboration
• Content Moderation
There are Lots of Vendors…
Defining a Vendor Shortlist
• Pick a Development Platform(s)- .NET, Java, PHP
• Pick a Deployment Model- Cloud, On-Premise
• Select Vendors to Evaluation- Work with Analysts
• Forrester, Gartner, Digital Clarity Group, Real Story Group, others
- Evaluate Products• Downloads, Trials
- Engage Partners
Picking a Development PlatformAnd Does it Matter?
• .NET Framework- Microsoft-only
- Mature development environment
• Java- Cross-platform
- Popular among larger enterprises and specific verticals like financial services
• PHP- Cross-platform
- Fastest growing CMS development platform
PHP Content Management Systems Growing Fastest
Open Source vs. Proprietary CMSTop Five Myths About Open Source WCM
1. Open Source is just for blogs and simple sites
2. Open Source isn’t secure
3. Open Source won’t scale to handle the world’s largest sites
4. Open Source requires tribal knowledge
5. Open Source won’t work well with my marketing tools
Building a good RFP
• Project overview- Provide a detailed written description of the problems you
are trying to solve.
• Process- Clearly describe your end-to-end evaluation process w/
timeframes
• Requirements- Articulate your requirements. Avoid “Yes/No” questions in
favor of open ended
• Scenarios- Frame your requirements into actual real-world usage
scenarios but don’t prescribe the solution
Evaluate Scenarios
Okay Example
• The Video Player module is one of the most heavily used features of our current CMS. Demonstrate how to add video to a site..
Great Example
• One of the major weaknesses of the current CMS is not having the ability to create a new website. Demonstrate how to create a new website including:
• Creating a homepage
• Developing templates and style sheets for the underlying pages. Templates will carry the same footer across all pages of the website.
• Creating a subsite with a different homepage but with design elements that tie it to the overall website.
• Show how subsites work with a different domain (e.g., xyz.city.gov)
Vendor Presentations… or the Dog & Pony Show
• Allocate enough time to cover your scenarios and requirements
- Typically 90-120 minutes
• Ask the vendor to bring the right resources- The Sales Engineer is your friend
• Ask the vendor to minimize the “About Us” pitch
- Important, but should have already been covered during initial diligence
• Segment the presentation by audience
- Developers/Designers vs. Business Users
Evaluate Usability not Curb Appeal
Typical License and Deployment Models• Deployment Model
- On-Premise: Software is deployed on owned servers.
- Cloud: Software is deployed in the cloud.
- Hybrid: Authoring servers on-premise, delivery servers in the cloud
• License Types- Perpetual: You buy the software up-front, and pay
the vendor a yearly fee for access to upgrades and support.
- Subscription: You rent the software, services, and support typically on an annual basis.
- Open Source: No software license fee. Vendors like Acquia provide support.
Selecting an Implementation Partner
• Working with Vendor Professional Services vs. an Implementation Partner
• Types of Partners- Global, Regional, etc.
• What is their implementation methodology?
• Do they understand your key drivers?
• What is their comfort level with the technologies?- You’d be surprised…
Don’t Forget about Training!
• For Developers- Learn the fundamental concepts and techniques for
developing CMS applications, including page design, APIs, content models, and more.
• For Administrators- Lean server administration concepts and best practices,
from installation and configuration through ongoing health, performance, and availability.
• For End Users- Teach users the basics of content management
including authoring, workflow, and publishing.
Case Studies
The GrammysNBC Universal
@theGRAMMYs and Drupal
@theGRAMMYs and Drupal
NBC Universal and Drupal• Uses Drupal as a centralized
publishing system – 30 to 40 properties
• Enterprise platforms were content specific
• Drupal community = quicker deployment times
• Scales with editorial staff – some brands have up to 30 editors with different roles
Dream It. Drupal It.