Main Conference Program

The Gilbane conference is all about helping organizations apply content, web, and mobile technologies to increase communication and engagement with their ecosystem of customers, employees, suppliers, and partners in the most effective and efficient way possible.

This means understanding what technologies can and can’t do, what practices in applying them succeed or fail, how to effectively analyze data and apply results, and how to plan for rapid changes in market and technology evolution. Companies need to be agile and able to incorporate multiple mobile platforms with different form factors and capabilities, and also need to combine engaging content and interfaces with small devices and big data. Our program will be designed to help.

Conference sessions are organized by track. Session titles are linked to the schedule, and speakers are linked to their biographies, which include their blog links and twitter handles if they have supplied them. (This page will be updated daily with any additions or changes from now through the conference.) Track links:

Keynotes (K)

K1. Opening Keynotes: Big Ideas – Bold Statements
Wednesday, November 28, 8:30 – 10:00 & 11:00 – 12:00

Our keynotes are designed to inspire, provoke, and provide perspective on the big issues, trends, and shifting foundation of technologies, digital strategies, and channels for communication and engagement and information leverage. Our keynote sessions this year will use a rapid-fire format. Each speaker will focus on describing a single big idea or making a bold statement that will help us think a little differently about our use or expectations of content and content technologies. Presentations are limited to 10-15 minutes with 5 minutes for Q&A. Use of slides will be minimal.

Moderator: Frank Gilbane

Part One
Wednesday, November 28, 8:30 – 10:00

Brent VerWeyst
Senior Product Manager, Enterprise Search, Google
Back to the Future: Google’s Vision for Enterprise Search
Mary Lee Kennedy
Senior Associate Provost for the Harvard Library
Creating Information Environments that Generate New Knowledge: Is it Science Fiction or Time to Suspend Disbelief?
Jonny Kaldor
Managing Director, Kaldor Group (Pugpig)
From Pages to Pads (I’m Sorry Print, it’s Terminal)
Bill Simmons
CTO, DataXu
Why Marketing Needs Big Data

Part Two – The Analysts
Wednesday, November 28, 11:00 – 12:00

Gerry Murray
Research Manager, CMO Advisory, IDC
Stephen Powers
Vice President & Research Director, Forrester Research
Tony Byrne
Founder, Real Story Group & CMS Watch
Scott Liewehr
President & Principal Analyst, Digital Clarity Group, and President, Content Management Professionals Association

Customers & Engagement Track (E)

Corporate websites are the most important public face of an organization with mobile poised to take over as the best way to grow, and communicate with a broader customer base. Successful sales and marketing now requires Web sites that can reach a global audience, a mobile audience, an audience familiar with social media and used to richer media. Websites also need to be findable, accessible, engaging, real-time & responsive, and have accurate and timely information that is synchronized with other channels. This is a tall order, but it is what your customers expect, and what companies are building.

Track Designed for:
anyone responsible for content, marketing, business, or technical aspects of public facing websites, including, sales & marketing, digital marketing, brand managers, business units with P&L, Web strategists, IT, Web managers, business managers, digital media, e-commerce managers, content managers & strategists. Topics include:

  • Web content management
  • Digital marketing
  • Web and mobile analytics
  • User experience
  • Responsive design
  • Localization
  • Social marketing
  • Content strategies
  • Cross-channel marketing
  • e-commerce integration
  • Search engine strategies

Customers & Engagement Track Sessions

E1. Customers and Engagement Track Keynote
Wednesday, November 28, 1:30 – 2:30

Moderator: Scott Liewehr, President & Principal Analyst, Digital Clarity Group

 

E2. Content Marketing: Keeping Customers Engaged with Storytelling and Social Content
Wednesday, November28, 2:40 – 4:00

The central role of content in marketing has been getting renewed recognition and respect, and rightly so. Most organizations could use a complete review of the content they have on their sites, social network pages, and mobile apps. All too often the content is an un-engaging combination of descriptions and lists with a little rich media to spice things up. Compelling marketing content tells a story customers can relate to, and marketing strategies need a plan to keep customers engaged with ongoing dialog. This session is a must attend for modern marketers.

Moderator: Elise Segar, Partner & Director of Client Services, Digital Clarity Group

Georgy Cohen
Principal, Crosstown Digital Communications
Where Strategy Meets Serendipity: A Framework for the Thoughtful Creation and Maintenance of Social Media Content
Robert Rose
Founder & Chief Troublemaker, Big Blue Moose, Contributing Senior Consultant, Digital Clarity Group
Content Marketing as Story Telling

 

E3. Mapping Content and Engagement Strategies to the Buyers Journey
Wednesday, November 28, 4:00 – 5:00

Another under-utilized strategy for effective content marketing is mapping content to the various stages a buyer goes through. There are tons of mistakes to avoid that seem obvious in hind site, like leading with too much complex detail for a simple product, or hard sales pitches after the customer has already decided to buy. There are also plenty of more subtle mistakes, and different approaches for types of products.

Moderator: Robert Rose, Contributing Senior Consultant, Digital Clarity Group

Marc Strohlein
Principal, Agile Business Logic
Content Marketing and the Buyers Journey
Randy Woods
President, Non Linear Creations
WEM B2B – Sales, Marketing and the Buyer’s Cycle

 

E4. Why Do You Need to Mobile Now & How do You Justify It?
Thursday, November 29, 8:30 – 9:30

While some companies are sceptical of the value of social software, nobody doubts the importance of the mobile channel. But businesses do have different mobile needs and degrees of urgency, and many are reluctant to dive in head first because of costs, skills, and uncertainty over the timing of the return on investment. This session will provide pointers and getting started and measuring results.

Moderator: Tim Walters, Partner & Principal Analyst, Digital Clarity Group

Avery Cohen
Principal, Metrist Partners
Mobile Analytics – How to Measure Your APP ROI
Ian Truscott
VP Product Marketing, SDL Content Management Technologies Division
Taming the Mobile Customer Experience

 

E5. How to Improve Customers Experiences with Personalization
Thursday, November 29, 9:40 – 10:40

Personalization is hard. Too much can be counter-productive, too little may be useless, and mistakes are at best an embarrassment and potentially a disaster. But there are obvious and significant benefits. Get some practical advice implementors in this session.

Moderator: Tim Walters, Partner & Principal Analyst, Digital Clarity Group

Ron Person
Director of Analytics, Sitecore
Using Profiling and Predictive Personalization for Customer Engagement
Sean Rusinko
SVP, Digital Strategy, Verndale
Interactive Experience, Obtaining Engagement Data, Executing Personalization

 

E6. Blueprint for World-Class Content Globalization Practices
Thursday, November 29, 11:40 – 12:40

Is your company making up localization practices on the fly? Are you addressing multilingual content and workflow challenges one at a time? Have your ad hoc and informal processes reached the breaking point? If you answer yes to any of these questions, then this is a can’t miss session for you. Speakers are seasoned globalization managers who have built sustainable content globalization operations that deliver quantifiable business value. They will share their experiences and secrets to success, particularly in the area of aligning practices with business strategy.

Moderator: Mary Laplante, Vice President and Solutions Architect, Outsell Inc

Bruno Herrmann
Director of Globalization and Localization, The Nielsen Company
Addressing the World in the WWW: Reaching Out to Local Audiences Within Global Corporate Environments
Dilo Kruyswijk
Managing Director, IST@ease
Should You Centralize or Decentralize Worldwide Content Management within Multinational Corporations?

 

E7. Vendor Soapbox Panel: WEM, Mobile, Social, Marketing Tools
Thursday, November 29, 2:00 – 3:20

This lively panel provides vendor’s perspectives on the hot topics analysts and consultants like to talk about. Vendor’s role in the industry ecosystem forces them to be at least conversant, if not ahead of the curve, with technologies and trends. But vendor’s also have a foot in the realities of their customer’s need to solve some basic business problems. This provides for some refreshing insights. This panel will ask the vendors to speak not as competitors or individual companies, but as anonymous undercover operatives ready to shed some light on where the industry is actually going and how fast. Panelists may or may not agree with analysts so disguises are allowed.

Moderator: Scott Liewehr, President & Principal Analyst, Digital Clarity Group

Robert Bredlau
COO, e-Spirit
Glenn Conradt
Vice President, Global Marketing and North America, CoreMedia
Jim Howard
CEO, CrownPeak
Shawn Moore
Founder and CTO, Solodev

 

E8. Global Intelligent Content – How Do We Make Content Reactive, Reflective and Personal?
Thursday, November 29, 2:00 – 3:20

The World Wide Web represents a globally unifying force in human communication. There is no precedent in history for a single channel to provide such rich, diverse content from a flat, fully democratic community of peers. The barriers to creating rich, interactive multimedia experiences are rapidly approaching zero — but this trend has created users who are victims of the system‚’s success: the best content is hard to find, and worse the right content for the user might not yet exist. To address this challenge CNGL is pioneering a new paradigm called Global Intelligent Content. The CNGL vision of Global Intelligent Content focuses on six main areas: Curation, Translation, Search, Personalisation, Interaction and Analytics. These areas of research directly integrate into the global content value-chain to enable the delivery of transformative user experiences. Making content intelligent can mean taking something simple like a twitter conversation about environmental policy and giving it global impact by interlinking relevant statistical information from the web of data, translating it into the languages of a global audience, explaining technical terms and background to the general public, delivering the conversation by voice, mobile or text and tracking user attention by population segments.

The panel will be structured to look at how the Global Intelligent Content paradigm, as a natural evolution of the big data movement, will impact key content value-chain stakeholders including research & development centres, content creation and tools vendors as well as corporate customers. CNGL brings together a unique combination of global industry and academic experts to make Global intelligent content a reality; we will highlight the best of our research and research in the academic community as well as industry best practice to give insight into where the world of content has to go to survive.

Moderator: Steve Gotz, Director, CNGL

Dr. Alex O’Connor
Researcher, CNGL/TCD
Francis Tsang
Senior Director Globalisation, Adobe
Dr. Fred Hollowood
Director, Research SES, Symantec
Dr. Andrew Bredenkamp
Founder, Acrolinx

E9/T12. Managing Big Web Projects – Lessons Learned
Thursday, November 29, 3:30 – 4:30

Seth Gottlieb
Solutions Manager for Global Marketing Operations, Lionbridge

Sally Kleinfeldt
Director of Consulting, Jazkarta, Inc.
Managing Agile CMS Projects
David Oakley
Director, Web Engagement & Development, Florida Hospital
The Digital Check up: Florida Hospital Updates its Digital Presence

 

E10/T8. Digital Asset Management 101 & Very Fun Case Study
Thursday, November 29, 9:40 – 10:30

Digital Asset Management (DAM) is sometimes viewed as a simple subset of content management, but for many applications, especially involving rich media, DAM is a world unto its own with unique, demanding, and complex requirements. If you are a big media company you know this – if you are a smaller company or from other industries you might not be as aware of how these systems can help you manage digital assets. This session complements an introduction to DAM systems with a “very fun” (entertaining) DAM case study.

Moderator: David H. Lipsey, Principal, Media & Entertainment, Optimity Advisors

Irina Guseva
Analyst, Real Story Group
DAM 101
John Petersen
Founder, CEO, Sutro Software
The World’s Best DAM Implementation

 

E11/T11. Structuring Content on the Web
Thursday, November 29, 3:30 – 4:30

In e-Commerce, competitors rely on gaining the eyeballs of the most likely buyers. This demands presenting products and services in a way that matches inquiry seeking behaviors. Structuring and naming content for the best opportunity audience takes technique, artful management of topics, and discipline. The experts in this session will highlight practices that are used to build successful web sites.

Moderator: Lynda Moulton, Analyst & Consultant, LWM Technology Services

Ole Gulbrandsen
CTO, Webnodes
The Value of Structured Data in Content Management Systems
Heather Hedden
Taxonomy Consultant, Hedden Information Management
Taxonomies for E-commerce

 

E12/T4. Digital Marketing: Technology & Operations
Thursday, November 29, 8:30 – 9:30

Whether you are in IT or Marketing you need to be thinking about web, mobile, and marketing strategies together, and that includes a range of technologies that used to be purchased and implemented separately such as web content management, campaign management, analytics, digital asset management, and others. This mean learning about new tools, and how to organize resources to accommodate new workflows and practices. In this session you’ll hear about the capabilities of current tools for digital marketing, and pick up some pointers on what this broader approach means operationally.

Moderator: Tony Byrne, Founder, Real Story Group

Tony Byrne
Founder, The Real Story Group
Seth Gottlieb
Solutions Manager for Global Marketing Operations, Lionbridge
Executing a Content Strategy with Marketing Operations

 

Colleagues & Collaboration Track (C)

Well-designed internal websites for collaboration on projects or operational activities, whether in the form of intranets, portals, blogs, or wikis are critical for supporting modern corporate missions. Social software has reignited interest in enhancing employee collaboration and knowledge sharing, and the right use of social software, alone or combined with an intranet or portal, is a competitive requirement. Employees already use it, and expect it, and can be much more productive with it. While some business use-cases are obvious, companies are a long way from having enough experience to know how best to integrate and deploy different types of social software to best support business requirements.

Track Designed for:
anyone responsible for internal websites, portals, collaboration & knowledge sharing, including, knowledge managers, product managers, project managers, IT, departments (R&D, support, mfg, financial, legal, authoring, etc.). Topics include:

  • Collaboration tools
  • Social software platforms
  • Adoption strategies
  • Social media metrics
  • Knowledge sharing
  • Community building
  • Federated search

Colleagues & Collaboration Track Sessions

 

C1. Collaboration from the Inside Out and the Outside In
Wednesday, November 28, 1:30 – 2:30

Many enterprise collaboration initiatives focus either externally on customers or internally on employees. This session looks at both, and more importantly the collaboration sweet spot where the two meet.

Moderator: Marc Strohlein, Principal, Agile Business Logic

Rachel Happe
Co-founder, Community Roundtable
The Challenges in Building Community
Jerry Silver
Sr Product Marketing Manager, Information Intelligence Group, EMC
Structuring Online Communities for Value

C2. Enterprise Collaboration and the Changing Nature of Work
Wednesday, November 28, 2:40 – 4:00

The very nature of work in the enterprise is changing radically and collaborative tools and practices are an important part of that change. This presentation and panel session will identify changing work practices and how enterprise collaboration will both drive and support those changes.

Moderator: Rob Felton, Senior Associate, ifridge & Company

Deane Barker
Founding Partner, Blend Interactive
Seth Burke
Founding Partner, Project Evoution Design & Development
Larry Hawes
Principal, Dow Brook Advisory Services
Cathy McKnight
Partner and Principal Analyst, Digital Clarity Group

C3. You Can’t Win if They Don’t Play: Ensuring Adoption
Wednesday, November 28, 4:00 – 5:00

Lack of adoption by users is a major reason for failure or under performance of enterprise collaboration initiatives. This session provides solid advice and actionable recommendations on how to drive and ensure that your collaboration tools and practices are used effectively.

Moderator: Larry Hawes, Principal, Dow Brook Advisory Services

Joe Boughner & Amanda Holtstrom
Strategy Consultants, Non Linear Creations
Social Intranets: Ten Ways to Drive Adoption
TBA

 

C4/T13. How to Address Two Key Management Concerns About Social Media: ROI and Reputation Management
Thursday, November 29, 8:30 – 9:30

Convincing yourself and others in your company of the importance of social media for internal or external communication and collaboration is a good first step, but making a case for the investment usually requires having answers about costs and return, and risks, both brand and legal. The speakers in this session will help you think through two apparently vexing issues.

Moderator: Cathy McKnight, Partner & Principal Analyst, Digital Clarity Group

Russ Edelman
President & CEO, Corridor Company
Establishing The True Value Proposition For Your Initiative
Toby Bell
Executive Vice President, Litera Corp.
Managing Reputation in the Social Media, Mobile, and Regulatory Chaos

 

C5. Technology Connectors for Knowledge Sharing
Thursday, November 29, 9:40 – 10:40

Sharing the “practical KM” model, presenters will describe the logic behind it, research on “knowledge leverage,” and relevant lessons about how technology factors into knowledge initiatives. Many of the insights we will share come from the Boston KM Forum community of over a thousand participants in 250+ meetings held in the last ten years. How technologies are deployed in knowledge landscapes and initiatives are illustrated with examples and lessons learned from a diverse community of knowledge leaders and vertical industries.

Moderator: Lynda Moulton, Analyst & Consultant, LWM Technology Services

Lynda Moulton
Analyst & Consultant, LWM Technology Services; Adjunct Faculty, Columbia University, Information and Knowledge Strategy program
Landscape of Knowledge Focused Technology Applications
Larry Chait
Managing Director, Chait and Associates
When Knowledge Meets Technology: What Works and What Doesn’t

 

C6. Content Strategy as Change Management
Thursday, November 29, 11:40 – 12:40

In this session, we will talk about content strategy as a framework for change management on the web —asking the right questions and arriving at the right answers to shape our organizations around goal-driven web content. This includes:

  • How to make the case for content to decision-makers and practitioners alike
  • How to create relationships, structures and processes on campus that bridge silos and encourage content collaboration and information sharing
  • How to support standards and consistency for content in a decentralized web culture

Moderator: Marc Strohlein, Principal, Agile Business Logic

Georgy Cohen
Principal, Crosstown Digital Communications
Rick Allen
Principal / Content Strategist, ePublish Media

 

Web & Mobile Publishing Track (P)

Cross-channel publishing has been a goal of many organizations for years, but it is no longer an option, and mobile and web channels are now at the top of the list for most organizations. Smartphones, the iPad and other tablets, e-book readers, other devices, and even “in-product” displays all need to be considered. In addition to more channels, there are more media types and content formats to manage. Not to mention whether/when to build a mobile app vs. a browser-based application. Dynamic publishing is a key business requirement for all organizations, whether commercial business or consumer publisher, or enterprise marketer or information manager.

Track Designed for:
those responsible for content creation, management, and multi-channel/multi-lingual publishing, product managers, IT and others that need to learn about new mobile and multi-channel demands, including corporate or commercial publishers, content managers, development managers. Topics include:

  • Mobile development frameworks
  • App development strategies
  • HTML5
  • Multi-channel publishing
  • Ebook readers vs tablets
  • Tablets vs smartphones
  • Mobile publishing workflows
  • Matching content to platform
  • Designing a UI for multiple form factors

Web & Mobile Publishing Track Sessions

P1. Key Topics for Digital Publishers
Wednesday, November 28, 1:30 – 2:30

The technical and business landscape for digital publishing is changing rapidly with evolving tools, devices, platforms, standards and business models. What authoring and production systems are required to produce digital content? What are best practices for reusing assets and what are the key output formats? What technologies are available to create compelling user experiences on digital devices? What bottlenecks in planning, production, metadata management and distribution are publishers experiencing? What opportunities exist and in which sectors is digital publishing expanding? In this session, technical experts who are wrestling with these issues every day will answer questions and share their opinions in an open discussion format.

Moderator: Demian Hess
Architect, Avalon Consulting

Jonny Kaldor
Managing Director, Kaldor Ltd (creator of Pugpig)
Matt Turner
Worldwide Director, Media Solutions, MarkLogic Corporation
Andrew Savikas
CEO, Safari Books Online
Marc Segers
Publishing Account Manager, iFactory

P2. Responsive Design for Mobile and Web Publishing: Art or Science?
Wednesday, November 28, 2:40 – 4:00

The challenge of designing for multiple form factors is not at all new, but it sure is more complicated. It is not just about squeezing or expanding content to fit various screen sizes, resolutions, aspect ratios, and user interfaces. Presenting a portion of the content on a smaller screen means some loss of context and effectiveness – trying to fit too much inhibits understanding. “Responsive Design” has become popular as an approach to solve some of these problems. What subset of problems can you expect Responsive Design to solve, and what are its limitations?

Moderator: Mary Laplante, Vice President and Solutions Architect, Outsell Inc

Peter Marsh
Global Vice President, Product Management, Atex
Tablets, Smartphones and Mobile Media
Phillip Hyun
Chief Technology Officer, EndPlay, Inc.
Responsive Design

 

P3. Two contemporary Publishing Case Studies
Wednesday, November 28, 4:00 – 5:00

Publishers face lots of challenges these days, and keeping up with the competition’s adoption of new technology, addition of new channels, and real-time delivery of rich media – all of which customers expect – are three of them. This session provides insights into these and related issues through recent case studies from Elsevier Business Intelligence and Wolters Kluwer Health.

Moderator: Mary Laplante, Vice President and Solutions Architect, Outsell Inc

Adam Ribaudo
Director of Analysis and User Experience, Velir
Case study: Elsevier Business Intelligence Modernizing Multichannel Publishing
Demian Hess
Architect, Avalon Consulting
Rebecca Goldthwaite
Vice President, Print and Digital Production & Content Management at Wolters Kluwer Health
Implementing DAM in Cloud

 

P4. Mobile Publishing Decisions: Apps, HTML5, Hybrid
Thursday, November 28, 8:30 – 9:30

Mobile is becoming the dominant channel, but of course it is actually multiple channels – multiple devices with multiple APIs, form factors, interfaces and capabilities. This means different content design and strategy approaches, but also new development approaches. Do you optimize for each device? Do you build a mobile web application? Do you mix it up with a little bit of both? Do you adopt a mobile development framework? This session will help you understand the pros and cons of different approaches.

Moderator: Luke Barton, Technical Director, Siteworx

Arje Cahn
CTO, Hippo
Jonny Kaldor
Managing Director, Kaldor Group (Pugpig)

 

Content Technology Track (T)

There are many different technologies involved in building web and enterprise content applications. Some of them are simple and some complex, some are open source and some are commercial, some are available via license, some as a service, some are ready for prime time, some aren’t, and some might be ready, but are controversial.

Track Designed for:
those who are either responsible for technology decisions, or those who need to keep up-to-speed with the latest technology for enterprise content applications of all types, including, central IT, departmental IT, strategists, and managers who need to know what’s possible and what’s coming. Topics:

  • Multilingual technologies
  • Big data
  • Big analytics
  • HTML5
  • Search
  • Semantic technologies
  • Visualization
  • Touch interfaces
  • Content migration
  • Digital asset management
  • Choosing the right technologies
  • Choosing a system integrator

Track Sessions

T1: Are You Prepared for Future Technology Choices?
Wednesday, November 28, 1:30 – 2:30

One of the joys (or not!) of being involved in your organization’s technology decisions is that there is a never-ending need to evaluate new technologies. This can be a lot of fun, but can also be overwhelming. The rate and volume of new technologies are a challenge and they are compounded by product consolidation, overlapping and emerging market landscapes, and hype that can infect even seasoned veterans. Having some guiding principles and a long view of technology’s evolution role and can help guide provide guidance. The speakers in this session will share perspectives on how to organize your thoughts and ideas on what’s coming and how to keep having fun.

Moderator: Hadley Reynolds, Managing Director, Next Era Research

Tim Walters
Partner & Principal Analyst, Digital Clarity Group
What Technologies Should You be Looking at Now?
Lubor Ptacek
VP, Strategic Marketing & GM, OpenText
Are You Ready for the Future?

 

T2. What People Want in Search (Managers, Customers, Employees); and How Findability Models and Strategies Do It
Wednesday, November 28, 2:40 – 4:00

In March 2012 Findwise released a survey revealing insights into how enterprise search is being used and managed. Results illustrate a startling contrast between findability needs and value placed on good search outcomes, with implementation commitment and effort. Following a presentation of the survey results, guidance from the field will highlight where more engagement is required to re-mediate and enhance broken search systems.

Moderator: Lynda Moulton, Analyst & Consultant, LWM Technology Services

Mattias Ellison
Findability Business Consultant, Findwise AB
Enterprise Search in Practice: A Presentation of Survey Results and Areas for Expert Guidance
Joseph Busch
Founder and Principal Consultant, Taxonomy Strategies
Value of Taxonomy Management: Research Results
Tom Reamy
Owner, KAPS Group and Information Services Consultant
Semantic Infrastructure: Integration of Search, SM and SharePoint for Intranets.

T3. Applying Semantics to Unstructured Data (Big and Getting Bigger)
Wednesday, November 28, 4:00 – 5:00

“Big Data” gets big play in current technology articles and industry news. Scaling content solutions to work well with expanding platform architectures and hardware options has long been an IT challenge. Now enterprises look to content experts and software applications to organize and find high-value content in massive quantities of unstructured and structured content. Two experts from the field will share their view of the challenges and opportunities for getting a better return from enterprise information repositories.

Moderator: Lynda Moulton, Analyst & Consultant, LWM Technology Services

Peter O’Kelly
Principal Analyst, O’Kelly Associates
“Big Data” 101 for Business
Bryan Bell
Vice President, Enterprise Solutions, Expert System
Semantics and the Big Data Opportunity

T4/E12. Digital Marketing: Technology & Operations
Thursday, November 29, 8:30 – 9:30

Whether you are in IT or Marketing you need to be thinking about web, mobile, and marketing strategies together, and that includes a range of technologies that used to be purchased and implemented separately such as web content management, campaign management, analytics, digital asset management, and others. This mean learning about new tools, and how to organize resources to accommodate new workflows and practices. In this session you’ll hear about the capabilities of current tools for digital marketing, and pick up some pointers on what this broader approach means operationally.

Moderator: Tony Byrne, Founder, Real Story Group

Tony Byrne
Founder, The Real Story Group
Seth Gottlieb
Solutions Manager for Global Marketing Operations, Lionbridge
Executing a Content Strategy with Marketing Operations

T5. Content Curation & Universal Libraries
Thursday, November 29, 9:40 – 10:40

As much as we all complain about information overload, it just keeps getting worse. Technologies for finding, categorizing, curating, and organizing are slowly getting better but – even paired with human processing – can’t keep up. Our first speaker in this session examines what can be accomplished today, and our second speaker looks ahead to the characteristics necessary for the next breakthrough in getting our hands around the out-of-control growth of good and bad information.

Moderator: Peter O’Kelly, Principal Analyst, O’Kelly Associates

Brad Kain
CTO, PublicRelay; President, Quoin
Man Versus Machine: Human Analysts and Automated Tools for Curated Content
Rolly Rouse
Co-founder & CEO, ClipFile
The Future of Content: Renaissance of Knowledge, or Death by a Thousand Cuts?

 

T6. Content Delivery Decisions for Technology Strategists
Thursday, November 29, 11:40 – 12:40

Delivering content is in many ways vastly easier than it used to be, largely because of the openness of information standards, but also because of the proliferation of tools and our often bruising learning experiences utilizing both. This session includes two thought provoking presentations, one looking at decisions around standards and one on open source content technology consolidation.

Moderator: Leonor Ciarlone, Principal, LMC Communications

Peter O’Kelly
Principal Analyst, O’Kelly Associates
Not Dead Yet: The Significant and Sustainable Synergy of XML and SQL
Joseph Bachana
President/Founder, DPCI
Convergence of Content Technologies in Open Source World

 

T7. Big Data for Enterprise & Marketing Applications – Three Views
Thursday, November 29, 2:00 – 3:20

Big Data is a big topic because it has lots of application. While much of the press coverage focuses on analyzing social data, the effect on research, operational, and computing are even more fundamental and far reaching. This session includes three presentations on big data that provide important insights for marketing, IT, and business strategists.

Moderator: Leonor Ciarlone, Principal, LMC Communications

Brian Courtney
General Manager, Industrial Data Intelligence, GE
Leveraging Big Data Analytics
Ron Person
Director of Analytics, Sitecore
Big Data: What’s the Promise and Reality for Marketers?
Stefan Andreasen
Founder and Chief Technology Officer, Kapow Software
Big Data: Black Hole or Strategic Value?

T8/E10. Digital Asset Management 101 & Fun Case Study
Thursday, November 29, 9:40 – 10:30

Digital Asset Management (DAM) is sometimes viewed as a simple subset of content management, but for many applications, especially involving rich media, DAM is a world unto its own with unique, demanding, and complex requirements. If you are a big media company you know this – if you are a smaller company or from other industries you might not be as aware of how these systems can help you manage digital assets. This session complements an introduction to DAM systems with a “very fun” (entertaining) DAM case study.

Moderator: David H. Lipsey, Principal, Media & Entertainment, Optimity Advisors

Irina Guseva
Analyst, Real Story Group
DAM 101
John Petersen
Founder, CEO, Sutro Software
The World’s Best DAM Implementation

 

T9. Managing Enterprise Mobile – Devices, Apps, Content, and Processes
Thursday, November 29, 11:40 – 12:40

Moderator: Dan Keldsen, Chief Innovation Officer, Information Architected and Co-founder, Level 50 Software

Cimarron Buser
VP, Business Development, Apperian
Managing the Enterprise Mobile App Lifecycle: How to Empower Users and Keep IT Happy
Vern Imrich
CTO, Percussion

 

T10. One Project, Three Views: Vendor, Integrator, and Client Perspectives on Implementing a CMS
Thursday, November 29, 2:30 – 3:20

Far too often, a CMS implementation deteriorates into a mass of schedule delays, change requests, and organizational frustration. In this panel discussion, presented as a 3-act play, a panelist representing each view – the CMS vendor with an established product, the integrator with a strong reputation, and the client who has expectations around process and deliverables – will contrast the interactions that don’t work with a model that does work. Co-panelists will be Jeff Cram and Seth Gottlieb. We presented last year, and we hope to create an even more compelling experience this year.

Moderator: Rahel Anne Bailie, Founder, Intentional Design

Seth Gottlieb
Solutions Manager for Global Marketing Operations, Lionbridge
Jeff Cram
Chief Strategy Officer and Co-founder, ISITE Design

T11/E11. Structuring Content on the Web
Thursday, November 29, 3:30 – 4:30

In e-Commerce, competitors rely on gaining the eyeballs of the most likely buyers. This demands presenting products and services in a way that matches inquiry seeking behaviors. Structuring and naming content for the best opportunity audience takes technique, artful management of topics, and discipline. The experts in this session will highlight practices that are used to build successful web sites.

Moderator: Lynda Moulton, Analyst & Consultant, LWM Technology Services

Ole Gulbrandsen
CTO, Webnodes
The Value of Structured Data in Content Management Systems
Heather Hedden
Taxonomy Consultant, Hedden Information Management
Taxonomies for e-commerce

 

T12/E9. Managing Big Web Projects – Lessons Learned
Thursday, November 29, 3:30 – 4:30

Seth Gottlieb
Solutions Manager for Global Marketing Operations, Lionbridge

Sally Kleinfeldt
Director of Consulting, Jazkarta, Inc.
Managing Agile CMS Projects
David Oakley
Director, Web Engagement & Development, Florida Hospital
The Digital Check up: Florida Hospital Updates its Digital Presence

 

T13/C4. How to Address Two Key Management Concerns About Social Media: ROI and Reputation Management
Thursday, November 29, 8:30 – 9:30

Convincing yourself and others in your company of the importance of social media for internal or external communication and collaboration is a good first step, but making a case for the investment usually requires having answers about costs and return, and risks, both brand and legal. The speakers in this session will help you think through two apparently vexing issues.

Moderator: Cathy McKnight, Partner & Principal Analyst, Digital Clarity Group

Russ Edelman
President & CEO, Corridor Consulting
Establishing The True Value Proposition For Your Initiative
Toby Bell
Executive Vice President, Litera Corp.
Managing Reputation in the Social Media, Mobile, and Regulatory Chaos

Workshop A: Insider’s Guide to Selecting WCXM Technology

Instructor: Irina Guseva, Senior Analyst, RealStoryGroup (CMSWatch)

If you are a web content manager, developer, or architect, this year may well find you looking to implement new Web CMS tools or refresh dated platforms. However, you face a wide and growing array of vendors willing to address your problems. Which ones offer the best fit for your particular circumstances?

This fast-paced workshop led by Irina Guseva, senior analyst with Real Story Group, will help you understand the broad but converging marketplaces for Web Content and Experience Management (WCXM) technologies. Irina will sort out the key players and business models, and offer you a roadmap for deciding which types of technologies and vendors provide the best long-term fit for your needs

The workshop will answer several key questions:

  • How can you quickly distinguish among the major WCXM toolsets across these marketplaces?
  • How are changes in the open source landscape impacting your options today and going forward?
  • What should you expect to pay for these tools?
  • What are the critical, can’t-ignore architectural decisions you need to make?
  • How mature are the vendors?
  • What are the strengths and weaknesses of some key players, including Microsoft, IBM, and Oracle How can you ensure that your selection process meets your business objectives?
  • Which should you pick first: Agency, Integrator, Vendor, or…?
  • What are some major pitfalls others have made in selecting Web CMSs that you can readily avoid?
  • What is Web Content and Experience Management and how the marketplace is evolving?

Are there other questions you want answered? Feel free to send them to Irina at irina@realstorygroup.com, so that she can weave them into the workshop. Or, simply bring them that day. Hope to see you there.

Workshop B: Successful Deployment of Systems of Engagement: Making it Work with the Team That Will Make it Work

Instructors: Scott Liewehr, President and Principal Analyst & Rob Rose, Senior Analyst, Digital Clarity Group

We’ve all heard that enterprise marketing technology tools are really only as good as they are well-implemented. So why is it that enterprises often place much more effort into selecting the tool than they do the team that will make it work for their unique needs? Even if the deployment will be performed by the internal technology team, enterprise business managers need to make sure that the team that is going to help them realize their objectives by implementing the Web Content Management (WCM), Social, Marketing Automation, Search, and Analytics systems is ready to facilitate the new world of constant change in strategic content and web engagement. This workshop will explore proven methodologies for translating business strategies into selection criteria for both technologies and the agencies and integrators that implement them. It will prepare participants to answer critical questions that will help them ensure their enterprise technologies are successful:

  • What does my organization need to be prepared for?
  • How should I determine the optimal solutions given the many options?
  • What are the best practices for finding the best team to carry out my strategy and implement my chosen technology(ies)?
  • What responsibilities do I have for making sure the team is successful, and how can I stack the deck in my favor?

We will explore all of this and more in an entertaining, informative and actionable workshop. Led by Digital Clarity Group’s Scott Liewehr and Robert Rose, attendees will leave this workshop much better equipped to make strategic decisions about how to select and work with the team that help fulfill their vision.

Workshop C: So You Want to Build a Mobile Content App?

Instructor: Jonny Kaldor, Managing Director, Kaldor Group (creators of Pugpig)

With the continuing and massive adoption of tablet devices, content owners have a dizzying myriad of ways to disseminate content to employees and customers alike in a way that is faster, broader, more engaging and more actionable than ever before. Business models for content owners are being revolutionised, and tablets are now offering a truly viable alternative to print. But it doesn’t stop there – whether you’re pushing content to consumers or disseminating information across your enterprise, you can reap tangible benefits from publishing on tablet devices. This session will dive into the key aspects of conceiving, designing, building and launching your mobile content app, whether you’re targeting your employees, clients or consumers. We’ll cover both the opportunities and the many pitfalls that you will encounter (and nimbly jump over) as you set off of your content app journey…

Key topics:

  • Where to start?
  • Translating print or web to mobile – it’s not so easy
  • Designing an engaging and really useful user experience
  • Avoiding building a whole new team to manage the mobile channel
  • Aligning your web and mobile strategy and operations
  • Webapp vs native vs hybrid – which should I go for?
  • Adaptive design / responsive design”
  • Business models that work
  • Making sense of multiple devices and marketplaces
  • Using the big players to your advantage (Apple, Google, MS, Amazon)
  • Keeping your users happy

Workshop D: Content Migrations: A Field Guide

Instructors: Deane Barker, Partner, Blend Interactive & David Hobbs, Website Transformation Consultant, David Hobbs Consulting

Content migrations are a continuing problem for many content management clients. Too many times, content projects stall at the migration stage when it becomes obvious that the client hasn’t accounted for a migration in their budget or schedule. These phases of a project are continually underestimated at best, and overlooked at worst.

In this workshop, David Hobbs and Deane Barker, two veterans of extensive content migrations, will walk participants through all the steps of a successfully migration.

David will concentrate on the organizational and process challenges. How do you inventory your content? How do you decide what is migrating and what isn’t? How do you manage quality?

Deane will concentrate of the more technical challenges. How do you actually move content from System A to System B? What are the challenges of reconfiguring or restructuring your content? What technical systems can you implement to make your QA process more manageable?

The session will aim to give participants a broad base of experience and preparation for a content migration, enabling them to more effectively plan and execute their own.

Workshop E: Social Media: Creating a Voice & Personality for Your Brand

Instructor: AJ Gerritson, Founding Partner & Social Media Strategist, 451 Marketing

For consumers, brand interaction on social media platforms is no longer the exception, it’s the expectation. In order to stay relevant, companies must develop digital tactics that boost the brand’s overall communications strategies and marketing campaigns. But, how can you be sure your social presence is consistent with overall goals for your brand? What voice should your employees use to communicate your brand’s value proposition across social media channels?

451 Marketing Founding Partner and Social Media Strategist, AJ Gerritson, will teach attendees how to define their social media brand voice in this interactive workshop. This will include discussion on maintaining brand consistency, message, and voice across channels as well as using social outlets to foster connections, increase customer satisfaction, and drive business.

Workshop F: Text Analytics for Semantic Applications

Instructor: Tom Reamy, Chief Knowledge Architect, KAPS Group

A workshop on text analytics development that covers how to develop advanced categorization capabilities, how to add a level of sophistication to extraction of entities from unstructured text, and how to develop the right kind of taxonomy for a text analytics project. Text Analytics combined with taxonomies has a lot to offer to enhance semantic applications of all kinds from enterprise search to social media Voice of the Customer applications. However, combining taxonomies and text analytics has implications for the design and development of both elements from favoring smaller, more modular taxonomies to fulfilling the promise of taxonomies by automating the application of taxonomies to documents.

This workshop covers all you need to know to add text analytics to semantic applications:

  • The basic analytic techniques from machine learning to sophisticated rule building.
  • A survey of the vendor space of text analytics
  • An evaluation process of the right text analytics software for your organization
  • The role of taxonomies in text analytics development and the implications for the structure of taxonomies
  • An iterative development process and issues and how to overcome them
  • The range of types of applications that can be built with text analytics, both by itself and, more importantly, in conjunction with semantic technologies.