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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.
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#cmsexpo #wemmyths
@jeckman
Web Experience Management Myths
and Realities
Web Experience Management Myths
and Realities John
Eckman@jeckman
#cmsexpo #wemmyths
@jeckman
CMS MythbustingCMS Mythbusting
“If you center your planning efforts around the CMS selection process, your project is probably already off track.”
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http://www.cmsmyth.com/
#cmsexpo #wemmyths
@jeckman3
•What is WEM?•Top 5 Myths of WEM•WEM Realities•Getting Started
WEM Myths & RealitiesWEM Myths & Realities
#cmsexpo #wemmyths
@jeckman
WHAT IS WEM?WHAT IS WEM?
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http://dilbert.com/strips/comic/1999-12-03/
#cmsexpo #wemmyths
@jeckman
What is WEM?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)
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#cmsexpo #wemmyths
@jeckman
What is WEM?What is WEM?
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“Unambiguous advertising or promotion”
“Unambiguous advertising or promotion”
http://en.wikipedia.org/wiki/Web_Experience_Management
#cmsexpo #wemmyths
@jeckman
OASIS WEMI TCOASIS 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
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#cmsexpo #wemmyths
@jeckman
WEM extends WCMWEM 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
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#cmsexpo #wemmyths
@jeckman
Reception in CommunicationReception 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. 359
#cmsexpo #wemmyths
@jeckman
Transmitter OrientationTransmitter 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
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#cmsexpo #wemmyths
@jeckman
WEM, WXM, CEM, CXM, WTF?WEM, WXM, CEM, CXM, WTF?
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“Web” or “Customer”•Channel•Scope of Integration
Engagement versus Experience•Breadth•Outcome or Goal?•Is “E” or “X” more sexy?
#cmsexpo #wemmyths
@jeckman
What is WEM? What is WEM?
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#cmsexpo #wemmyths
@jeckman
MYTHS OF WEB EXPERIENCE MANAGEMENT
MYTHS OF WEB EXPERIENCE MANAGEMENT
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#cmsexpo #wemmyths
@jeckman
WEM Myth #5WEM Myth #5#5: WEM is a technology problem
14 http://thoughtblender.blogspot.com/2011/08/age-of-customer.html
#cmsexpo #wemmyths
@jeckman
WEM RealityWEM 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, Forrester15
#cmsexpo #wemmyths
@jeckman
WEM Myth #4WEM Myth #4#4: You need an “all in one” WEM platform
16http://www.flickr.com/photos/jesse_sneed/2383953694/
#cmsexpo #wemmyths
@jeckman
WEM RealityWEM 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
17http://bit.ly/engage_me_wem
#cmsexpo #wemmyths
@jeckman
Myths of WEMMyths of WEM#3: CMS platform makers understand your business
18http://cheezburger.com/2922044416
#cmsexpo #wemmyths
@jeckman
WEM RealityWEM Reality
19
http://en.wikipedia.org/wiki/Gnomes_(South_Park)
#cmsexpo #wemmyths
@jeckman
WEM RealityWEM Reality
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#cmsexpo #wemmyths
@jeckman
WEM RealityWEM Reality
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Save up to 70% on top brandMountain bikes
On stock in theselocationsIn Cambridge
#cmsexpo #wemmyths
@jeckman
WEM Myth #2WEM Myth #2#2: Site visitors have simple interests easily inferred from a small number of actions
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#cmsexpo #wemmyths
@jeckman
WEM RealityWEM Reality
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http://www.galactanet.com/comic/view.php?strip=599
#cmsexpo #wemmyths
@jeckman
WEM RealityWEM Reality
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#cmsexpo #wemmyths
@jeckman
WEM Myth #1WEM Myth #1#1: Your business is ready and willing to listen to the voice of the customer
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http://dilbert.com/strips/comic/2002-09-07/
#cmsexpo #wemmyths
@jeckman
WEM RealityWEM 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”
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#cmsexpo #wemmyths
@jeckman
Customer Centric vs DrivenCustomer 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/
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#cmsexpo #wemmyths
@jeckman
GETTING STARTEDGETTING STARTED
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http://www.flickr.com/photos/51035774131@N01/8028209/
#cmsexpo #wemmyths
@jeckman
Getting Started (Features)Getting Started (Features)
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#cmsexpo #wemmyths
@jeckman
Getting Started (Plan)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
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#cmsexpo #wemmyths
@jeckman
Content TargetingContent 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
• Content Targeting / Landing Pages• Explicitly directing content at specific users31
Com
ple
xit
y
#cmsexpo #wemmyths
@jeckman
PARTING THOUGHTSPARTING THOUGHTS
32http://www.flickr.com/photos/thomashawk/71755800/
#cmsexpo #wemmyths
@jeckman
Truly Responsive DesignTruly 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/
#cmsexpo #wemmyths
@jeckman
The New CMSThe 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
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Strategy
#cmsexpo #wemmyths
@jeckman35
Thank you.Thank you.
John EckmanCMS Myth / ISITE [email protected]@jeckmanhttp://www.cmsmyth.com/
John EckmanCMS Myth / ISITE [email protected]@jeckmanhttp://www.cmsmyth.com/