Gilbane Conference Boston 2011

2011 Main Conference Program

Gilbane Boston 2011 is all about helping organizations apply content, web and mobile technologies to communicate with their ecosystem of customers, employees, suppliers, partners, and the rest of the world 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, and how to plan for changes in market and technology evolution. We bring together a diverse audience of technologists, marketers, strategists, business managers and analysts to learn, share, and debate best practices and strategies. Our conference is organized into four tracks so attendees in marketing, technology, a business unit, or an internal function will be able to plan a customized agenda.

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)
Customers & Engagement (E)
Colleagues & Collaboration (C)
Content Technologies (T)
Cross Media Publishing (P)
Pre-conference Workshops

Keynotes (K)

K1. Opening Keynotes: Big Ideas – Bold Statements
Wednesday, November 30, 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. 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

Christos M. Cotsakos, Ph.D.
Founding Chairman, CEO & President, EndPlay
Christer Johnson
Partner, North American BAO Advanced Analytics Leader, IBM Global Business Services
Maureen Chew
Chief Applications Officer, Information Technology Division, Commonwealth of MA
Georgiana Cohen
Manager, Web Content and Strategy, Tufts University & Co-founder, Meet Content
Stephen Powers
Principal Analyst & Research Director, Forrester Research
Tony Byrne
Founder, Real Story Group & CMS Watch
Scott Liewehr
Lead Analyst, Web Content Management, Outsell/Gilbane & President, Content Management Professionals Association

Customers & Engagement Track (E)

Corporate websites are now the most important public face of an organization, and 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, and 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 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.

Customers & Engagement Track Sessions

E1. Track Keynote – Managing the Customer Experience from Prospect to Advocate. How Do We Get There From Here?
Wednesday, November 30, 1:30 – 2:30

Today’s successful digital marketers recognize the need to deliver value in every interaction. They expect to learn more about their brand and its target audience(s) than they preach, and they value these newfound understandings, seeking to leverage them to forge new consumer relationships and deepen existing ones. The practices of Web Engagement have taught you to find ways to listen to your audience more closely and to respond with relevant, tailored content in order to move them along the engagement journey from mere awareness to intimate loyalty. But just as you are beginning to understand these concepts, the tide shifts even further toward Customer Experience Management, or the proactive management of all the customer interactions with the company from awareness and attraction to ordering, fulfillment, billing and support. Niche technologies are coming together and promising to deliver on these promises, but are they ready? Are you ready?

Speaker: Scott Liewehr, Lead Consultant, Web Content Management, Outsell’s Gilbane Services

E2. The “New New” in Usability: B2B is Going Consumer
Wednesday, November30, 2:40 – 4:00

The recent explosion of mobile devices and apps, combined with the evolution of Web 2.0 and a younger work demographic have quickly raised the bar on usability expectations within the Enterprise. Corporate users of web sites and apps today compare their experiences to the likes of “consumer” products and services such as iPhone/iPad, Kayak, Google, Mint.com and a host of others. Today’s B2B (and B2C) marketers – burdened with stacks of other priorities – are now scrambling to meet these growing user expectations.

Moderator: Elizabeth Rosenzweig, Founder and Director of World Usability Day & Principal Consultant at the Bentley University Design and Usability Center

Charles Pendleton
Senior Director or Product Management, Digital Marketing, Epsilon
Jason Smith
Founder/Chief Creative Officer, OHO Interactive
Jon Michaeli
Vice President of Marketing, Sermo
Adam Zais
Vice President of Marketing, Wistia, Inc.

E3. Building an Integrated Marketing Campaign for the Digital World
Wednesday, November 30, 4:00 – 5:00

Many businesses practice traditional public relations, are aware of social media, and want to increase their presence using search marketing. But, most don’t understand the importance of integrating all three to create successful marketing campaigns and do so without wasting time and money. They tend to take tactical approaches to managing their websites, social community spaces and multi-channel platforms by using niche tools and loose business practices to augment their tried and tested web content strategies. But as the requirement to socialize becomes a mainstream business imperative, is it time to evolve traditional practices? This session will teach attendees how to successfully unite PR, Social, and Search Marketing campaigns to create successful integrated marketing plans. It will also make the case for evolving from traditional web content management into social content management. The presenters will cite recent industry trends and successful B2B and B2C case studies.

Moderator: Scott Camp, VP Business Development North America, GX Software

Ian Truscott
Vice President Products, SDL’s WCM Division
AJ Gerritson
Founder, 451 Marketing

E4. Day 2 Track Keynote: Content Strategy for Marketing
Thursday, December 1, 8:30 – 9:30

Everyone is a publisher today. The challenge for brand marketers in both B2B and B2C is that the brand story is “owned” by multiple players in the organization and that brands need great content for effectively almost all online communications. Can you drive social media without content? No. Can you drive SEO without great content? No. Content marketing strategist Joe Pulizzi will share the latest research from the Content Marketing Institute on how brand marketers are using and allocating resources to content marketing, as well as share case studies from small and large brands about how they are developing content marketing strategies that generate passionate fans and subscribers to grow their businesses. Attendees will be able to take away a number of tactics that can be executed immediately to integrate into their content plans.

Moderator: Scott Liewehr, Senior Consultant, Web Content Management, Outsell’s Gilbane Services

Joe Pulizzi
Founder of Junta42, the Content Marketing Institute, and SocialTract, and co-author of Get Content Get Customers, and Managing Content Marketing: The Real-World Guide for Creating Passionate Subscribers to Your Brand

E5. Thinking Beyond the Website – Mobile and Other Channels Deserve Your Attention Too
Thursday, December 1, 9:40 – 10:40

As phones and other mobile devices get “smarter”, so must marketers get smarter about their multi-channel strategies. It used to be acceptable for brands to focus on their desktop browser experience, and then, at some point, dumb them down by removing flash, videos, and all the other extras so that prospective customers could view the website on their phones. But this strategy is no longer viable. The Splinternet Age brings not only smart phones, but also tablets, mobile applications, social sites, and wifi-ready televisions just to name a few. As more and more consumers seek to experience your brand through these mediums, having a strong multi-channel strategy is essential.

Moderator: Scott Liewehr, Senior Consultant, Web Content Management, Outsell’s Gilbane Services

Arje Cahn
CTO, Hippo
Tom Wentworth
CMO, Ektron
New Reality – Mobile First
Michael Assad
Co-founder & CEO, Agility
Content Management for Digital Marketing: Thinking Beyond the Website

E6/C7. Social Matters
Thursday, December 1, 11:40 – 12:40

With the maturation of social media, we are surrounded by calls to link our real-life activities to their online complements. In your role as a web communicator, how can you do this in a way that serves both your needs and the needs of your audiences? How can you activate the ambient intimacy and latent connectivity around you to engage your audiences with relevant content? How can you bridge online community with off-line community? Also, how can the role of a Community Manager further your engagement with visitors, and help turn content into valuable conversations? How can they help to engage, promote and monitor your communities so that you are building valuable and meaningful relationships that benefit both your company and your customers.

Moderator: Margot Bloomstein, Principle, Appropriate, Inc.

Georgiana Cohen
Manager, Web Content and Strategy, Tufts University & Co-founder, Meet Content
Bridging the Real and Virtual Worlds: The Next Evolution of Social and Mobile Marketing
Marisa Peacock
Social Media Strategist & Marketing Consultant, & Senior Reporter CMSWire.com
Role of the Community Manager – Engagement

E7/T11. One Project, Three Strategies: What Teams Need to Know About Design, Development and Content Strategies for Content-driven Initiatives
Thursday, December 1, 2:00 – 3:20

The tensions of the quality triangle have shifted from Quality, Cost and Speed to Content, Technology, and User Experience. Getting these strategies to mesh well on a project gets tricky, particularly when layered over the usual constraints. There will be no fist fights, but definitely lively debate as three seasoned practitioners, one from each discipline, come together to elucidate the strategy of their disciplines, advocate for the important aspects on a project, and figure out how to make them play well together in the project sandbox.

Moderator: Seth Gottlieb, Founder and Principal, Content Here

Rahel Bailie
Content Strategist, Intentional Design
Content Strategy Perspective
Seth Gottlieb
Founder and Principal, Content Here
Development Perspective
Jeff Cram
Chief Strategy Officer & Co-founder, ISITE Design
Design Perspective

E8. Measuring the Results of Customer Engagement
Thursday, December 1, 3:30 – 4:30

Who is visiting your website? How relevant is our marketing to our visitors’ needs? Were and how we can improve marketing for greater bottom line impact? How can we hold social media accountable for return on investment? In this presentation, attendees will learn how to use engagement analytics to identify campaigns, landing pages, and website areas that create the greatest bottom line impact. (And just as importantly, which aren’t living up to their potential.) We will also identify some critical Key Performance Indicators for social media campaigns. Real world examples will be used to bring context to the discussion in this ultra-informative session.

Moderator: Scott Liewehr, Senior Consultant, Web Content Management, Outsell’s Gilbane Services

Avery Cohen
Principal, Metrist Partners
Return on Engagement: Web Engagement and Social ROI
Ron Person
Director, Analytics, Sitecore
Driving Bottom Line Impact with Engagement Analytics

E9. SEO & Site Search
Thursday, December 1, 2:00 – 3:20

Digital marketers are keenly aware that more and more of their web traffic is coming from search engines, and that the behaviors of the visitors once they reach their sites are increasingly focused on search. To address the former, brands are spending a lot of time and money identifying and optimizing keywords for SEO, and they are getting mixed results. As for the latter, observant organizations understand that visitors are 2 to 3 times more likely to convert from a site search page than any other page, and they strive to incorporate recent innovations in search and navigation to address the evolving expectations of visitors. In this session, attendees will learn about recent innovations in each of these fields as well as how to address these challenges moving forward.

Moderator: Elise Segar, Specialist, Sales Strategies, ifridge & Company

Ed Hoffman
Vice President, Global Business and Corporate Development, SLI Systems
Web Search Enhancements Drive Site Search and Navigation Innovations
Andrew Bredenkamp
CEO, Acrolinx
Authoring for SEO

E10. Reaching a Global Audience
Thursday, December 1, 3:30 – 4:30

Translation and localization of a brand’s web presence is often treated as an afterthought. Outsell Gilbane refers to this as Language Afterthought Syndrome, and it is a phenomenon that is plaguing even the largest global brands on the planet. But effective digital marketers have learned to engage their global audience by including localization and user experience requirements in the core of their strategic planning, and they are rewarded with some significant advantages and benefits. This session focuses on addressing the key challenges of managing the global content supply chain and delivering an international user experience.

Moderator: Mary Laplante, Vice President & Lead Analyst, Outsell’s Gilbane Services

Bruno Herrmann
Globalization & Localization Director, The Nielsen Company
The Rest of the World vs Most of the World: Addressing Globalization Challenges
Soumya Das
CMO, CrownPeak
Globalization of Web is the Key to Winning New Markets

E11/T12. How Does an Organization Manage Hundreds of Sites?
Thursday, December 1, 9:40 – 10:40

Traditionally, organizations of all sizes have managed their Web properties in a largely ad-hoc manner. However, as the sophistication and impact of the organizational Web presence broadens, it is necessary to adopt a more mature approach to both Web Operations and web content management. This session will discuss the important aspects of web operations, from strategy to governance and execution. It will also take an in-depth look at a case study of the largest multi-tenant implementation of public-facing websites in the healthcare industry.

Moderator: Cynthia Siemens, ContentManagement.com

John Scudder
Director, Communication & Design Services, Hospital Corporation of America (HCA)
Managing Hundreds of Web Sites on ONE CMS – a Corporation’s Multi-tenant Strategy and Best Practices
Lisa Welchman
Founding Partner, WelchmanPierpoint
Web Governance

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.).

Colleagues & Collaboration Track Sessions

C1. Track Keynote – Is Enterprise Social Networking and Collaboration a Game Changer or Time Waster?
Wednesday, November 30, 1:30 – 2:30

The advent of the social enterprise has sparked heated debates about whether social tools are a boon to enterprise collaboration and innovation, or a time suck for employees. At the same time, vendors have quickly launched a variety of specialized tools spawning further debate about whether such tools are even necessary. This session has a panel of social tool experts making the case for social tools to a diehard skeptical moderator. First, they will attempt to make the case for social tools in the enterprise, and second, why enterprises need to adopt new tools, not recycle existing ones to gain maximum benefit.

Moderator: Marc Strohlein, Principal, Agile Business Logic

Christer Johnson
Partner, North American BAO Advanced Analytics Leader, IBM Global Business Services
Irina Guseva
Analyst, Real Story Group
Rachel Happe
Co-founder, Community Roundtable

C2/T10. Evaluating Social and Collaboration Tools for Your Intranet
Wednesday, November 30, 2:40 – 4:00

Enterprises seeking to implement social software find that competing vendors frequently differ markedly in functionality, maturity, approach, and support. This session will share customer research from noted evaluation firm Real Story Group on leading collaboration and social software platforms, and provide a framework for customers to assess technology choices based on their particular needs. Specifically, the session will provide a roadmap for evaluating social software vendors.

Tony Byrne
Founder, RealStoryGroup (CMSWatch)

C3. Liberating Collaboration and Social Software for Knowledge Management
Wednesday, November 30, 4:00 – 5:00

Knowledge management and social software often occupy different niches or spaces in an enterprise, but in truth, they are, or at least should be joined at the hip. In this session, participants will learn how to modernize current approaches to strengthening the quality and effectiveness of knowledge management capabilities through the application of social software. Participants will learn better approaches to uncovering knowledge assets; how to apply social software and collaborative frameworks to improve knowledge capture; and how to improve the quality of knowledge assets.

Moderator: Irina Guseva, Analyst, Real Story Group

Lynda Moulton
Analyst & Consultant, Outsell Gilbane
Jill Finger Gibson
Director & Lead Analyst, Outsell, Inc

C4. From Collaboration to Business Transformation: Expanding the role of Enterprise Social Networks
Thursday, December 1, 8:30 – 9:30

Effective collaboration initiatives often focus on process, information and technology. However the advent of enterprise social networking has expanded the scope of what’s possible, and it goes far beyond mere collaboration. This session will examine architectural building blocks that enable social networking, common practices to help overcome adoption hurdles, and governance and change management approaches. It will also contain a presentation of the work of an AIIM task force that has been building use cases and best practices relative to social transformation for 3 key value chains in any organization: 1) sales and marketing; 2) product design and innovation; and 3) knowledge worker creativity and productivity. This session will demonstrate why the time has come to move discussions of social business from the abstract benefits of “collaboration” to a richer focus on process and value chain transformation.

Moderator: Marc Strohlein, Principal, Agile Business Logic

John Mancini
President, AIIM
Social in the Flow – Moving Social from “Nice to Have” to Process Transformation
Mike Gotta
Senior Technology Manager, Cisco
Enterprise Social Networking: Identity, Graphs & Social Objects

C5. Making the Case for Tweets, Friends, Likes, and Pokes in the Enterprise
Thursday, December 1, 9:40 – 10:40

Social networks and tools have arrived in a big way, but many business leaders are skeptical and as a result, social initiatives are often too limited in scope. This session provides the tools to frame a business case for enterprise social tools, measure impacts, and ensure not only adoption, but also real impact on business performance. Participants will gain insight into how to transform ambitions to improved collaboration innovation into hard, fact-based business cases that resonate with corporate managers and convert skeptics to converts.

Moderator: Marc Strohlein, Principal, Agile Business Logic

Craig Hays
Senior Director & BI and Collaboration Consultant, Avanade
Making the Case for a Social Network
Joern Bodemann
CEO, e-Spirit AG
What are the Benefits of Enterprise Microbloging?

C6. What are the Three Things You Must Get Right to Succeed at the Social Enterprise?
Thursday, December 1, 11:40 – 12:40

Social enterprise initiatives are complex and involve multifaceted challenges. It can be difficult for implementers to know what they should focus on and what they can safely ignore or downplay, often bogging down or even dooming initiatives. A panel of social enterprise experts and practitioners will reveal their lists of critical, “must-get-right” factors in implementing social enterprise tools. If you are implementing social networking and collaboration in your enterprise, failure is not an option and this panel can help ensure your success in social initiatives.

Moderator: Marc Strohlein, Principal, Agile Business Logic

Allen Bonde
CMO, Pulse Network
Philip Rogers
Partner Client, Revenue Architects
Harish Ramachandran
Co-Founder and Executive VP, CIGNEX Datamatics

C7/E6. Social Matters
Thursday, December 1, 11:40 – 12:40

Moderator: Scott Liewehr, Senior Consultant, Web Content Management, Outsell’s Gilbane Services

C8/T8. Successful SharePoint Adoption Strategies
Thursday, December 1, 11:40 – 12:40

SharePoint has become an industry unto itself, but in many enterprises, it plays only a “bit player” role, supporting basic collaboration and content management, and leaving money on the table with respect to its true potential. This session is about turning SharePoint into a powerful tool that is integrated into the business workflow fabric of enterprises, driving adoption, value, and business impact. It contains practical advice for ensuring adoption and use as well as maximum value in structuring and managing content, metadata, and taxonomies.

Moderator: Marc D. Anderson, Co-founder and President, Sympraxis Consulting

Dan Antion
Vice President, Information Services, American Nuclear Insurers
Tales from the Trenches – Successful SharePoint Adoption Strategies
Chris McNulty
Managing Practice Lead, KMA
Playing Tag – Managed Metadata and Taxonomies in SharePoint 2010

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.

Content Technology Track Sessions

T1: Mobile Development: App, Mobile Web, or Hybrid?
Wednesday, November 30, 1:30 – 2:30

You know mobile is becoming the dominant channel, but of course it is actually multiple channels – multiple devices with multiple APIs, form factors, interfaces and capabilities. Do you optimize for each device? Do you try and build a mobile web application? Do you mix it up with a little bit of both? This session will help you understand the pros and cons of different approaches.

Moderator: Jon Marks, Co-founder, Kaldor Product Development Group

Jon Marks
Co-founder, Kaldor Product Development Group
Introdution
Ashley Streb
Vice President, Technology, Brightcove
Hybrid Position
Stefan Andreasen
CTO Kapow
Browser Position
Philip Ramsey
Manager, Technical Design, BNA
App Position

T2. Get Ready for Big Data
Wednesday, November 30, 2:40 – 4:00

Big data has a lot of buzz these days, and while the term is sometimes thrown around a little too readily, there is something big and important going on that is already starting to fundamentally change the way we manage information. One characteristic of big data that everyone seems to agree on, is that big data is too much for traditional data management systems to manage, at least on their own. Big data technologies were largely developed by Google, Amazon, Yahoo, and Facebook because nothing existed that could manage the scale and speed their applications required, but all organizations face data scale challenges. There are now a number of open source and commercial “NoSQL” systems based on big data technologies such as Hadoop. IT and marketing need to understand how big data affects their strategies.

Moderator: Kathleen Reidy, Senior Analyst, 451 Group

Hadley Reynolds
Managing Director, Next Era Research
Peter O’ Kelly
Principal Analyst, O’Kelly Associates
Effectively Exploiting New Realties in Information Management

T3. Is HTML5 the Future – If so, When?
Wednesday, November 30, 4:00 – 5:00

HTML5 enjoys widespread partial support. That is, the major browsers support some HTML5 functionality, and Mozilla, Google, Microsoft, and Apple support it politically. HTML5 promises lots of important new capabilities, but it is an ongoing development is scheduled to become a W3C recommendation in 2014. Many organizations are already using HTML5 for app development, but should they? Is it too soon?

Moderator: Richard Rubin, Principal Consultant, Professional Services, Innodata Isogen

Lubor Ptacek
VP, Strategic Marketing & GM, Microsoft Solutions Group, Open Text
Phillip Hyun
CTO, EndPlay

T4. Marketing & IT – How to Work Together
Thursday, December 1, 8:30 – 9:30

One of the most striking shifts in the market for web and content technologies is the growing influence, and sometimes dominance, of marketing organizations technology selection and strategy. No surprise since the corporate website is the front door to the world. IT and Marketing need to be partners, and this means change. This session will help you think about how to have a successful partnership, especially for large-scale web initiatives.

Moderator: Nancy Clarke, Senior Consultant, Outsell’s Gilbane Services

Chris Summers
Founder, UrbanCherry LLC
Bridging the Divide Between Marketing and IT with a CMS
Dan Strauss
Chief Product Officer, EndPlay
What Marketing and IT Need to Learn from Each Other

T5. Managing New Kinds of Content Mashups
Thursday, December 1, 9:40 – 10:40

Social and mobile content are going to continue to infiltrate and enhance many kinds of enterprise content applications. There are different types of social and mobile content and some of it needs to be managed and integrated. This session looks at this new challenge from both the content and the CMS perspective.

Moderator: Richard Rubin, Principal Consultant, Professional Services, Innodata Isogen

Joan Lasselle
President, Lasselle-Ramsay
Product Content Meets Social Networking
Stefan Schinkel
VP Global Business Development
Managing The Mashup of Mobile and Social Content

T6/P5. Don’t be Scared of Content Migration – But be Very Prepared!
Thursday, December 1, 11:40 – 12:40

Migrating content from one system to another, or converting content from one format to another for publishing are often the gotchas that throw a project off schedule or budget. It just doesn’t pay to ignore these issues until your shiny new system is ready to be switched on. Unfortunately, this happens too often, either because it is put off as an unpleasant detail, or is just plain intimidating. Best to learn what you are in for in advance form our two speakers in this session.

Moderator: Nancy Clarke, Senior Consultant, Outsell’s Gilbane Services

Deane Barker
Content Management Practice Director, Blend Interactive
Mark Gross
President, Data Conversion Laboratory
Content Migration: What to Expect from an Automated Conversion to eBook

T7. What is the Proper Scope of a CMS?
Thursday, December 1, 2:00 – 3:20

It used to be that content management systems were mainly the glue that connected authoring and web publishing in a disciplned way. Today’s CMSs are often platforms that include multiple digital marketing applications, complex data integration, and social media functionality. There is nothing inherently good or bad about this evolution, but it does make life more difficult for all parties. What should enterprises expect to get as part of a CMS? How do analysts decide what category a CMS belongs in? How do vendors describe themselves when basic CMS functions are outnumbered by the marketing features of their system?

Moderator: Bertrand Gillet, CTO, TBSCG

John Eckman
Digital Strategist, iSite Design
CMSs as Platforms
Serge Huber
CTO, Jahia
Content Technologies Convergence: From Portlets to Composite Apps
Kian T. Gould
Founder & Managing Director, AOE Media

T8/C8. Successful SharePoint Adoption Strategies
Thursday, December 1, 11:40 – 12:40

Moderator: Marc D. Anderson, Co-founder and President, Sympraxis Consulting

Dan Antion
Vice President, Information Services, American Nuclear Insurers
Tales from the Trenches – Successful SharePoint Adoption Strategie
Chris McNulty
Managing Practice Lead, KMA
Playing Tag – Managed Metadata and Taxonomies in SharePoint 2010

T9. Creating Multi-lingual Taxonomies
Thursday, December 1, 2:00 – 3:20

Multilingual content dramatically expands the potential market for your products, and multilingual taxonomies often need to be part of your multilingual strategy. Taxonomies can make for a significantly better user experience but can be difficult to get right even in one language. Our experts in this session will tell you how to get started on multilingual taxonomies.

Moderator: Hadley Reynolds Managing Director, Next Era Research

Heather Hedden
Senior Taxonomy Analyst, Project Performance Corporation
Creating Multilingual Taxonomies
Ross Leher
CEO & Chairman, WAND, Inc.
Creating Multi-Lingual Taxonomies — The Process

T10/C2. Evaluating Social and Collaboration Tools for Your Intranet
Wednesday, November 30, 2:40 – 4:00

Tony Byrne
Founder, RealStoryGroup (CMSWatch)

T11/E7. One Project, Three Strategies: What Teams Need to Know About Design, Development and Content Strategies for Content-driven Initiatives
Thursday, December 1, 2:00 – 3:20

Moderator: Seth Gottlieb, Founder and Principal, Content Here

T12/E11. How Does an Organization Manage Hundreds of Sites?
Thursday, December 1, 9:40 – 10:40

Moderator: Scott Liewehr, Senior Consultant, Web Content Management, Outsell’s Gilbane Services

Cross-channel Publishing Track (P)

Cross-channel publishing has been a goal of many organizations for years, but it is no longer an option – and not just about Web, print and the occasional additional digital channel as an afterthought or experiment. Smartphones, the iPad and other tablets, e-book readers, other devices, and even “in-product” displays 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, IT and others that need to learn about publishing technology because of new mobile and multi-channel demands, including corporate or commercial publishers, content managers, digital asset managers, documentation managers, and information architects.

Cross-channel Publishing Track Sessions

P1. The New Normal of Extreme Cross-media Publishing
Wednesday, November 30, 1:30 – 2:30

Today’s real-time, multi-media, cross-media publishing requirements are a far cry from just a few years ago when it was a struggle just to publish to a website in addition to print. What we sometimes call “extreme cross-media publishing” is not easy, but the demand for it is the new normal. This session will help you calibrate expectations on what can be done and what it takes.

Moderator: Bill Trippe, Vice President & Lead Analyst, Outsell Gilbane

Joseph Bachana
President & CEO, DPCI
Convergence of Content: Is Technology Bringing us to the Holy Grail of Cross Media Publishing?
PG Bartlett
Senior Vice President of Product Management, Quark
How Digital Publishing Has Changed the Rules of Publishing

P2. iPad Publishing and UI Design
Wednesday, November 30, 2:40 – 4:00

With smartphones and tablets exploding in usage, publishers are racing to deliver content to new types of users who are expecting rich, interactive experiences. Yet publishers are often dependent on third parties who can create these apps for them. This session delves into how some of the standard publishing apps work, and how developers create some of the more advanced features that users are demanding.

Moderator: Ned May, Vice President & Lead Analyst, Outsell

Jim Nasr
CEO, Armedia
Best Practices for Developing Content Rich Applications for the iPad
Jon Marks
Co-founder, Kaldor Product Development Group

P3. Why Credible Content is Key to Monetization
Wednesday, November 30, 4:00 – 5:00

While digital channels expand both the opportunities and ease of reaching new customers, the volume and sometimes questionable quality of digital content can make it difficult to get the desired return on digital advertising. Personalization alone does not address the credibility challenge. High quality contextual content is critical to convincing potential customers to click. Marketers will benefit from the techniques shared in this session.

Moderator: Ned May, Vice President & Lead Analyst, Outsell

Pete Marsh
EVP, Global Product Management, Atex
Content and Advertising Monetization

P4. Managing Digital Assets in the New Multi-channel World
Thursday, December 1, 8:30 – 9:30

Digital Asset Management has always been much more complicated than it sounds. The proliferation of publishing channels adds more complexity, and more cost. This session will provide perspective on what is involved and how to benchmark your efforts against other organizations with similar challenges.

Moderator: David Lipsey, SVP, Business Development & Digital Media Services EVNN Digital Media Services

Faith Robinson
Director ECM & DAM, Hasbro Inc.
Melissa Webster
Program Vice President, Content & Digital Media Technologies, IDC
Philippe Coulon
Head of Business Development, Adam Software

P5/T6. Don’t be Scared of Content Migration – But be Very Prepared!
Thursday, December 1, 11:40 – 12:40

Moderator: Nancy Clarke, Senior Consultant, Outsell’s Gilbane Services

Deane Barker
Content Management Practice Director, Blend Interactive
Mark Gross
President, Data Conversion Laboratory
Content Migration: What to Expect from an Automated Conversion to eBook

Pre-Conference Workshops

Workshop A: Insider’s Guide to Selecting WCM Technology

Instructor: Tony Byrne, Founder & Irina Guseva, Analyst, RealStoryGroup (CMSWatch)

If you are a website or intranet manager or architect, this year may well find you looking to implement new 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 CMS Watch founder Tony Byrne will help you understand the broad but converging marketplaces for Web CMS technologies. Tony 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 120 major toolsets across these marketplaces?
How are changes in the open source landscape impacting your options today and going forward?
Where does Web Publishing intersect with emergent technologies?
What should you expect to pay for these tools?
What are the critical, can’t-ignore architectural distinctions 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 insure that your selection process meets your original business objectives?
Which should you pick first: Agency, Integrator, Vendor, or…?
What are some major pitfalls others have made that you can readily avoid?
How are these marketplaces likely to evolve in the coming years, and how can you best align your firm to take advantage of future innovation?

Are there other questions you want answered? Feel free to send them to Tony at tbyrne@cmswatch.com, so that he can weave them into the workshop. Or, simply bring them that day. Hope to see you there.

Workshop B: Integrating Website and Mobile Strategy for Consistent Customer Engagement

Instructors: Scott Liewehr, Lead Analyst WCM, Outsell Gilbane, and Rob Rose, Chief Troublemaker, Big Blue Moose

You’ve heard all the talk about web engagement management. You’ve read about web and content optimization for contextual consumption. You may even have preached to others about the rise of mobile-, social-, and personal-ization. We suppose you could even be doing some of these successfully, but we doubt it. These are just a few a few of the sexiest, most contemporary practices that everyone likes to talk about but no one is really doing… but they should.

In this workshop, renowned author and digital marketing expert Robert Rose teams up with industry analyst and web content management expert Scott Liewehr to teach you how to realize true web engagement across web and mobile channels for your organization. Robert and Scott will teach attendees how to integrate content optimization into the marketing process by pragmatically focusing on three of the primary aspects of web engagement: testing, targeting and contextual design. The workshop walk attendees through a step-by-step approach to each practice, focusing on both the marketing process implications as well as the implementation and operationalization aspects. Web engagement management is more process than technology, so while you may not be able to buy it in a box, you can learn an awful lot about how to implement it in three entertaining, fun-filled and educational hours.

Attendees will also receive Robert’s brand new book, co-authored with Joe Pulizzi: Managing Content Marketing: The Real-World Guide for Creating Passionate Subscribers to Your Brand.

Workshop C: Justifying Enterprise Search: Mitigating Risk and Getting the Right Fit

Instructor: Lynda Moulton, Senior Analyst, Outsell Gilbane

While enterprise search has been debated, maligned, and challenged as a high value infrastructure application over the past decade, it has a place in every enterprise with valuable content. This presentation highlights how to make the right decisions about enterprise search applications. From embedded search to high-end semantic applications, the options are numerous and the technologies solid. However, the right choice is imperative and basing selection on business priorities requires artful analysis and justification. Illustrating the risks of continuing to operate with a faulty search solution is a good way to focus thinking about the search environment in any organization. The workshop will cover:

Identifying target content
Establishing required technology and human resources
Mapping mission-critical applications that feed search
Reviewing the current search landscape
Establishing and measuring the risks of poor retrieval and findability
Creating scenarios of where search must work
Strategizing how and where to begin planning
Sound bites for establishing why enterprise search is mission critical

Workshop D: Getting to Yes on Enterprise 2.0 in Your Company

Instructor: Marc Strohlein, Principal Consultant, Agile Business Logic

This workshop provides attendees with the tools to construct a business case for collaborative and social tools in their companies, sell the proposal to senior management, and ensure buy-in and use by company employees. The workshop is a practical blend of presentations and hands-on working sessions where participants will begin to construct their own program for selling and introducing Enterprise 2.0 tools and strategies to their own companies. Topics include:

Use cases for key Enterprise 2.0 tools
Barriers and objections from senior management and how to counter
Elements of a business case for Enterprise 2.0
Success factors in introducing Enterprise 2.0 and how to drive utilization,
Metrics for measuring the success of Enterprise 2.0 initiatives.

Workshop E: Content Strategy for Marketing: Influencing + Evaluating Results (without Breaking Your Budget)

Instructor: Colleen Jones, Principal, Content Science, and Author, Clout: The Art + Science of Influential Web Content

Digital marketing is quickly becoming THE marketing. What drives digital marketing? Content. If you’re not ready, you’re not alone. This intermediate workshop will help you form a strategy and then act on it. You’ll apply lessons learned with exercises inspired by Colleen’s years in the trenches and her best-selling book, Clout. By the end of the 3-hour session, you will

Understand the role of content in attracting, converting, supporting, and engaging customers.
Know eight principles of influence based on psychology and rhetoric.
Learn techniques for applying each principle to web content.
Ask the right evaluation questions and answer them with the right evaluation methods.
Learn tips and tricks for getting the most value out of your content.

You’ll also receive a hard copy of Clout: The Art and Science of Influential Web Content.

Workshop F: Creating a Globalization Framework to Ensure Global Content Operations and international User Experience

Instructor: Bruno Herrmann, Globalization And Localization Director, The Nielsen Company

This workshop will discuss how to build a solid foundation and develop a scalable framework to create, manage and deliver content globally. It will also address why international user experience matters and how it can be enhanced. Participants will get an overview of contributing factors to be considered for globalization from both strategic and tactical perspectives as well as a roadmap to consider them for effective execution. Topics will include:

Diving in major drivers of global content management from the trenches, including standards, processes, services, governance and technology
Identifying key components for a content management solution and aligning them with business objectives
Leveraging international user experience drivers to optimize content and considering a practical approach to define and manage it
Positioning globalization management across a global and complex organization
Highlighting some of the most business critical aspects of global content management and linking them to globalization cost leadership
Reviewing typical pitfalls and challenges of global content deployment

Gilbane Conference Boston 2011 – Program

2011 Main Conference Program

Keynotes (K)

Customers & Engagement Track (E)

Customers & Engagement Track Sessions

Colleagues & Collaboration Track (C)

Colleagues & Collaboration Track Sessions

Content Technology Track (T)

Content Technology Track Sessions

Cross-channel Publishing Track (P)

Cross-channel Publishing Track Sessions

Pre-Conference Workshops

Workshop A: Insider’s Guide to Selecting WCM Technology

Workshop B: Integrating Website and Mobile Strategy for Consistent Customer Engagement

Workshop C: Justifying Enterprise Search: Mitigating Risk and Getting the Right Fit

Workshop D: Getting to Yes on Enterprise 2.0 in Your Company

Workshop E: Content Strategy for Marketing: Influencing + Evaluating Results (without Breaking Your Budget)

Workshop F: Creating a Globalization Framework to Ensure Global Content Operations and international User Experience

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