Web Experience Management Myths

Is Web Experience Management CMS 2.0, or is it just vendor hype?

This presentation busts the top five myths of WEM and shows you the essence of truth underneath the marketing hype.

Transcript

1. #cmsx #wem @jeckman Web Experience Management Myths and Realities John Eckman @jeckman http://www.slideshare.net/jeckman/web-experience-management-myths
2. #cmsx #wem @jeckman CMS Mythbusting “If you center your planning efforts around the CMS selection process, your project is probably already off track.” 2 http://www.cmsmyth.com/
3. #cmsx #wem @jeckman 3 • What is WEM? • Top 5 Myths of WEM • WEM Realities • Getting Started WEM Myths & Realities
4. #cmsx #wem @jeckman WHAT IS WEM? 4 http://dilbert.com/strips/comic/1999-12-03/
5. #cmsx #wem @jeckman What is WEM? “Experience management is really just new marketing talk by proprietary and expensive vendors for a content management system.” http://bit.ly/vendor_jargon (August 9, 2010) 5
6. #cmsx #wem @jeckman What is WEM? 6 “Unambiguous advertising or promotion” http://en.wikipedia.org/wiki/Web_Experience_Management
7. #cmsx #wem @jeckman OASIS WEMI TC “Web Experience Management (WEM) is a redefinition or evolution of Web Content Management (WCM). Where WCM provides the foundation for collaboration by offering users the ability to manage content, WEM emphasizes the importance of the delivery of the aggregated content into a total Web Experience.” http://www.oasis-open.org/committees/wemi/charter.php 7
8. #cmsx #wem @jeckman WEM extends WCM In addition to enabling content to be sourced, edited, reviewed, published, and archived, now we also need to think about how it is received: what impact it has on our customers and therefore our business 8
9. #cmsx #wem @jeckman Reception in Communication “He felt that his job in communication ended with self-expression. Reception is someone else’s problem. Geeks don’t have an exclusive right to this misconception, but it’s particularly embedded in geek culture” p. 35 9
10. #cmsx #wem @jeckman Transmitter Orientation “Western communication has . . . a ‘transmitter orientation’ . . . [it’s] the responsibility of the speaker to communicate ideas clearly and unambiguously. . . many Asian countries [are] receiver oriented. It is up to the listener to make sense of what is being said.” – p.216 10
11. #cmsx #wem @jeckman WEM, WXM, CEM, CXM, WTF? 11 “Web” or “Customer” • Channel • Scope of Integration Engagement versus Experience • Breadth • Outcome or Goal? • Is “E” or “X” more sexy?
12. #cmsx #wem @jeckman What is WEM? Content Targeting • Anonymous users • Buying stage • Persona / Desires Effectiveness Measures • Analytics • Multivariate & A/B Testing • Lead Scoring Layout Flexibility • Mashups / Aggregations • Dynamic Templating • Media Handling • In-line Editing Multichannel Integration • Email & SEO/SEM Campaign Management • CRM/ERP Connections • Transactional History Web Experience Management 12
13. #cmsx #wem @jeckman MYTHS OF WEB EXPERIENCE MANAGEMENT 13
14. #cmsx #wem @jeckman WEM Myth #5 #5: WEM is a technology problem 14 http://thoughtblender.blogspot.com/2011/08/age-of-customer.html
15. #cmsx #wem @jeckman WEM Reality “A customer obsessed company focuses its strategy, its energy, and its budget on processes that enhance knowledge of an engagement with customers, and prioritizes these over maintaining traditional competitive barriers.” - Josh Bernoff, Forrester 15
16. #cmsx #wem @jeckman WEM Myth #4 #4: You need an “all in one” WEM platform 16 http://www.flickr.com/photos/jesse_sneed/2383953694/
17. #cmsx #wem @jeckman WEM Reality “Web experience management is a business practice that formalizes an organization’s approach to relating to its audiences . . . enabled by a range of technologies, including web content management, personalization, dynamic content delivery, analytics and optimization, and emerging tools for social computing.” – Gilbane, 2008 17 http://bit.ly/engage_me_wem
18. #cmsx #wem @jeckman Myths of WEM #3: CMS platform makers understand your business 18 http://cheezburger.com/2922044416
19. #cmsx #wem @jeckman WEM Reality 19 http://en.wikipedia.org/wiki/Gnomes_(South_Park)
20. #cmsx #wem @jeckman WEM Reality 20
21. #cmsx #wem @jeckman WEM Reality 21 Save up to 70% on top brand Mountain bikes On stock in these locations In Cambridge
22. #cmsx #wem @jeckman WEM Myth #2 #2: Site visitors have simple interests easily inferred from a small number of actions 22
23. #cmsx #wem @jeckman WEM Reality 23 http://www.galactanet.com/comic/view.php?strip=599
24. #cmsx #wem @jeckman WEM Reality 24
25. #cmsx #wem @jeckman WEM Myth #1 #1: Your business is ready and willing to listen to the voice of the customer 25 http://dilbert.com/strips/comic/2002-09-07/
26. #cmsx #wem @jeckman WEM Reality “The corporation does not live in rapport with its customers because the customer doesn’t experience a company through its silos. The customer experiences a company horizontally, across the silos” 26
27. #cmsx #wem @jeckman Customer Centric vs Driven “When I first talked with Doc about user-driven instead of user-centric, Jim Carrey’s The Truman Show immediately sprang to mind: from birth, Truman is the protagonist in a huge reality show revolving around him… only he doesn’t know it. . . . Clearly the Truman Show is Truman- centric… but it is most definitely not Truman-driven.” - http://blog.joeandrieu.com/ 2008/07/12/towards-user-driven- search/ 27
28. #cmsx #wem @jeckman GETTING STARTED 28 http://www.flickr.com/photos/51035774131@N01/8028209/
29. #cmsx #wem @jeckman Getting Started (Features) Content Targeting • Anonymous users • Buying stage • Persona / Desires Effectiveness Measures • Analytics • Multivariate & A/B Testing • Lead Scoring Layout Flexibility • Mashups / Aggregations • Dynamic Templating • Media Handling • In-line Editing Multichannel Integration • Email & SEO/SEM Campaign Management • CRM/ERP Connections • Transactional History Web Experience Management 29
30. #cmsx #wem @jeckman Getting Started (Plan) •  Short-Term (Quick Wins): –  Analytics –  A/B and Multivariate Testing –  Focus on content editors and quick- win opportunities for integration •  Long-Term (Planned Goals): –  Customer Experience Strategy & Roadmap for Alignment –  Content Strategy –  Integration Plan 30
31. #cmsx #wem @jeckman Content Targeting •  Behavioral Targeting •  System surfaces content based on actions •  Role based, in page targeting •  System presents based on user profile •  Editors assign content items to roles •  Cross-referencing •  System surfaces content based on metadata •  Based on current page / content context •  Multiple Pathways •  Enabling / surfacing multiple routes •  Users choose pathways •  Landing Pages •  Explicitly directing content at specific users 31 Complexity
32. #cmsx #wem @jeckman PARTING THOUGHTS 32 http://www.flickr.com/photos/thomashawk/71755800/
33. #cmsx #wem @jeckman Truly Responsive Design “an emergent discipline called ‘responsive architecture’ has begun asking how physical spaces can respond to the presence of people passing through them. . . . rather than creating immutable, unchanging spaces that define a particular experience, they suggest inhabitant and structure can—and should—mutually influence each other” 33 http://www.alistapart.com/articles/responsive-web-design/
34. #cmsx #wem @jeckman The New CMS The problem is we’ve been focused on the wrong ‘s’ – what most organizations need is not a content management system, but a content management strategy 34 Content Management System Strategy
35. #cmsx #wem @jeckman 35 Thank you. John Eckman CMS Myth / ISITE Design jeckman@isitedesign.com @jeckman http://www.cmsmyth.com/ http://www.slideshare.net/jeckman/web-experience-management-myths