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Update: Gilbane’s Digital Experience Conference in Washington DC

You may have heard about our Digital Experience conference taking place in Washington DC, April 29 – 30, followed by workshops on May 1, 2019. And if you’ve been a regular attendee at our Boston conference and are wondering why we are returning to DC, There is a reason, aside from the fact that late April is a great time to visit DC.

Since our first conference on content management in 2002, we have covered requirements and strategies for integrating content management with other front and back end enterprise systems. The technology and practical experiences in deployment have allowed organizations to make tremendous progress over the years. But the demand for new channels, new audiences, improved digital experiences, the explosion of marketing technology software, all combined with emerging technologies, make earlier integration challenges seem tame. Technology and process integration remain the most difficult and costly implementation issues for digital experience and digital transformation initiatives.

Moving to DC allows us to expand our ability to help organizations with some of the most common integration challenges by co-locating with three other events that focus on key components of digital experience strategies: CRM Evolution, Smart Customer Service, and SpeechTek. There are passes available for our Digital Experience conference attendees to also attend sessions in each of the other events, and there is a combined technology showcase.

Gilbane’s Digital Experience conference continues to provide the same highly-curated vendor-neutral program focused on content and digital experience strategies, technologies, and practices for marketing and the workplace, that we have in the past. Please see our new Digital Experience Conference site for information about the program tracks, schedule, venue, and partner events.

And if you have an idea for a presentation, our call for speakers is open until October 12th.

Gilbane’s Digital Experience Conference call for speakers is now open

We love Boston, but it’s been awhile since we’ve had an event in DC and we miss it. We’ll be at the Renaissance Washington DC hotel with three especially relevant special events to partner with. The conference is April 29 – 30, 2019, followed by workshops on May 1. It may seem a long way away, but it’s never too early submit your proposal!

Gilbane Digital Experience Conference 2019To submit a speaking proposal, please review the track descriptions below and submit your proposal. Additionally, answers to the most common questions about speaking at the Digital Experience Conference can be found in the Speaker Guidelines. If you have questions not answered in the guidelines email us at speaking@gilbane.com.

We are especially interested in hearing from organizations that have implemented or are planning on adopting, new technologies or practices in support of digital experience strategies or digital transformation initiatives.

Main Conference Tracks

The conference tracks are organized primarily by role/function as described below. We encourage proposals on all relevant topics.

Digital Experience Technologies for Customers and the Workplace

Focused on what you need to know about evolving, and potentially disrupting, content and digital experience technologies for marketing and the workplace. We’ll be looking at what web and data analysis technologies are effective today. We’ll also examine what is practical and should be considered today or in the near future regarding deep learning, AR, and blockchain applications.

Designed for technology strategists and executives focused on near-term and future software for creating, analyzing, managing, and delivering compelling digital experiences across platforms, channels, and form factors. 

Digital Experience Practices for Customers and the Workplace

Focused on how to overcome challenges and implement successful digital experience strategies and practices to reach, engage, and retain customers, employees, and partners. We’ll be looking at strategies for inter- and intra- departmental collaboration that support customer-facing and internal operations that are a necessary part of the foundation for a consistently high quality digital experience.

Designed for digital transformation leaders, marketing, business, and workplace executives, information managers, content strategists, and UX professionals.

Submit your speaking proposal

The deadline for proposals is October 12 22, 2018.

*Note that we do except late proposals, but the number of speaking slots and topics starts to dwindle after the deadline. If the program is full we will keep your proposal in case of speaker cancellations. Fill out the proposal form.

 

Gilbane Advisor 3-28-17 – customer experience, millenials, ad agencies, software complexity

Next-generation customer experience

How do you link customer experience operationally and improve CX beyond individual touchpoints to succeed throughout the customer journey? Read More

McKinsey-Customer-Journey-Experience

 

Three millennial tech myths busted

Ben Bajarin shares findings from a recent study of mostly 18-24 year olds. Many of you are likely to be surprised by at least one of the “busted myths”, that: “Millenials are Done with Facebook”, “The PC is Dead to Millenials”, and “Face to Face Meetings are not Desirable”. Read More

Complexity and strategy

and cost and return in building software products. This is both fascinating as an inside look at Microsoft Office development and competitive strategy, and important for software development and product managers new to large complex products.

I struggled with how to think about complexity through much of my career, especially during the ten years I spent leading Office development. Modeling complexity impacted how we planned major releases, our technical strategy as we moved to new platforms, how we thought about the impact of new technologies, how we competed with Google Apps, how we thought about open source and throughout “frank and open” discussions with Bill Gates on our long term technical strategy for building the Office applications. Read More

Ad agencies and accountability

…if Google and Facebook have all of the responsibility, then shouldn’t they also be getting all of the money? What exactly is WPP’s 15% being used for? … If ad agencies want to be relevant in digital advertising, then they need to generate value independent of managing creative and ad placement: policing their clients’ ads would be an excellent place to start. Read More

How AI can solve 3 pain points in marketing

Lots of hype around AI technologies solving everything (before taking over that is). Time to focus on use cases. Three in marketing are: “lack of reliable, centralized data”, “talent bottleneck”, (or cognitive overload), and the “inability to calculate ROI”.  Read More

Also…

Think of all the helpful apps for aging boomers… DeepMind Finds Way to Overcome AI’s Forgetfulness Problem via Bloomberg

Handy, one each for B2B and B2C… The Startup Idea Matrix via Medium 

Yes, JavaScript is still #1 but where do all the others stand?… The RedMonk Programming Language Rankings: January 2017 via RedMonk

Ever hopeful… Publishers see long-term potential, short-term hurdles in messaging platforms via Digiday

You’d think they would have tested first… WhatsApp brings back text Status it replaced with Stories via Techcrunch

Gilbane Advisor logo

Gilbane Digital Content Conference

Mark your calendar! Call for papers coming soon.

Conference: November 28–29, 2017
Workshops: November 30
Renaissance Boston Waterfront Hotel, Boston, MA

 

Frank Gilbane’s Gilbane Advisor curates content for content, computing, and digital experience professionals. See previous issuesSubscribe to email or feedContact.

Gilbane post-conference workshops


Gilbane Boston 2016

ConferenceNovember 29 – 30 and WorkshopsDecember 1
Boston Fairmont Copley Plaza

Join our highly-respected international experts for a deep dive following our two-day conference. Register and save your seat today!

Thursday, December 1: 9:00 – 12:00

Sara Redin | Gilbane Conference

Building a Business Case for a Modern Intranet – learn more

Sara Redin, Founder, Redin Consult


Tim Bourgeois | Gilbane Conference

An Anatomy of a Digital Audit learn more

Tim Bourgeois, Executive Editor, ChiefDigitalOfficer.net and East Coast Catalyst


Tony Byrne | Gilbane Conference

The Right Way to Select Digital Content Technology – learn more

Tony Byrne, Founder, Real Story Group

Thursday, December, 1: 1:00 – 4:00

Cathy McKnight | Gilbane Conference

Mapping Customer Journeys and Managing Content: How to Align Practices for Great Customer Experience – learn more

Cathy McKnight, Vice President, Consulting, Digital Clarity Group


Heather Hedden | Gilbane Conference

Designing Taxonomies and Metadata for CMS Implementation – learn more

Heather Hedden, Senior Vocabulary Editor, Cengage Learning


Bruno Hermann | Gilbane Conference

Taking the Fast Track of Digital Globalization to Deliver Digital Experiences Globally – learn more

Bruno Herrmann, Director of Globalization and Localization, The Nielsen Company

Register today to save your seat!

Multichannel or omnichannel, you’ve got multi-challenges

Whether you prefer to focus your customer experience strategy on the “all” of “omnichannel” or the “more-than-one” of “multichannel”, you have a lot digital, physical, organizational, and operational decisions to deal with. Whatever your terminology preference, below are four relevant sessions with ten presentations at the upcoming Gilbane Conference that will provide you with plenty to think about.

C2. Making Omni-channel Work

“Omni-channel” is a succinct way to refer to the core problem of marketing transformation since it is typically used to include digital and non-digital channels as well as all their related support systems. Used in this way the term represents an ideal that may not often be attainable, but that is no reason it should not be a target to strive for. What does this mean in the real world? In this session our three presenters will look at: what is being done at an organization on the path to omni-channel, some common early mistakes organizations make when planning for omni-channel, and some ideas and strategies for dealing with the growing impact of connected devices.

Wednesday, December, 2: 2:40 p.m. – 3:50 p.m.
Moderator: Melissa Webster, Program VP, Content & Digital Media Technologies, IDC
Speakers:
Kevin Novak, CEO and Founder, 2040 Digital
Moving to Customer Centricity in the Omni-Channel
Jake DiMare, Digital Strategist, Agency Oasis
Successfully planning for Digital Transformation
Loni Stark, Senior Director of Strategy and Product Marketing, Digital Marketing Business, Adobe
Connected Experiences: From websites to wearables to wherever

C3. Holistic Customer Experiences Require Fundamental Change

As we say in this year’s conference description, “A modern customer experience must be holistic and seamless. Holistic in that customer communications be consistent within the company and across all touch points and channels, and seamless so that transitions between customer interactions are smooth and frictionless. This is a continuous process that requires an unprecedented amount of collaboration and integration between internal and external facing organizations and systems.” In this session two industry analysts look deeper into the fundamental changes required in the supply chain and internal business systems.

Wednesday, December, 2: 4:00 p.m. – 5:00 p.m.
Moderator: Jeff Cram, Chief Strategy Officer and Co-founder, Connective DX
Speakers:
Matt Mullen, Senior Analyst, Social Business, 451 Research
Beyond Engagement and Experience; The Converged Enterprise and the Dynamic Supply Chain
Connie Moore, Senior Vice President Research, Digital Clarity Group
The New Customer Experience Imperative: Moving From Digital Transformation to Business Transformation

T7. Modern Multichannel Strategies

Implementing COPE (Create Once Publish Everywhere) is not easy, but for years organizations have built systems to accomplish or approximate multichannel publishing. Is this still the best approach? Or is there a newer model needed to support the more interactive web and mobile experiences? This session includes lessons-learned from COPE implementations as well as a proposal for an enhanced model of COPE for a modern customer experience.

Thursday, December, 3: 11:40 a.m. – 12:40 p.m.
Moderator: Jake DiMare, Digital Strategist, Agency Oasis
Speakers:
Chris Schagen, CMO, Contentful GmbH
Multi-channel content modeling: Learnings from 3 COPE projects
Andrew Blackmore, Solution Principal, National Customer Engagement, Slalom Consulting
CDSE – An Evolution of COPE for Maturing Brands

T8. How to Plan for Complex Multichannel Projects

Multichannel projects that aren’t complex are already rare, and the complexity is increasing. When planning for such projects it is helpful to look at successful results for repeatable patterns. This is not easy to do if you only have experience with one or two similar projects. All three presentations in this session provide some level of pattern analysis on relevant projects that will allow you to consider a much broader range of scenarios in your own complex project planning.

Thursday, December, 3: 2:00 p.m. – 3:20 p.m.
Moderator: Barb Mosher Zinck, Content & Product Marketer, MarTech Analyst, Publisher, BMZ Content Strategies / Digital Tech Diary
Speakers:
Martin Coady, Managing Director, Technology, VML
Reusability – the Myth and the Reality
In Koo Kim, Senior Vice President, NorthPoint Digital
Patterns of Successful Digital Projects
Jeff Hansen, Content Solutions Lead, SingleStone
Designing a Flexible Content Architecture to Enhance both Customer Experience and Author Experience

The convergence of web and mobile design

The actual title of the article I am referring to above is 7 future web design trends, by Jowita Ziobro. The trends are on target and the examples are clear. Worth a read.

But what struck me is that the post is a reminder that the way to look at planning and development of web and mobile applications is to focus on the ‘and’. Too much of the discussion is about the limitations of web or mobile or which should come first – a sometimes necessary short term choice but not a strategy. Jowita’s larger point is that from a design point of view web and mobile are converging. The post also suggests functional convergence.

Design convergence

Jowita’s first trend, “Gestures are the new clicks”, provides one example:

We forget how hard scrolling webpages used to be. Most users would painstakingly move their mouse to the right edge of the screen, to use something ancient called a ‘scrollbar’…

In 2015 it’s far easier to scroll than it is to click. On mobile, you can scroll wildly with your thumb. To click on a precise target is actually more difficult — the complete opposite of what we’re used to on the desktop.

As a result, we should expect more and more websites to be built around scrolling first, and clicking second. And of course, that’s exactly what we’ve seen everywhere…

There’s every reason to expect this trend to continue as mobile takes over more of the market. Modern sites have fewer things to click, and much more scrolling. We’ll see fewer links, more buttons, bigger ‘clickable’ areas, and taller pages that expect to be scrolled.

So mobile is changing web design for the better, and not only because of the consistency of the UX but because it is offers improvements.

Functional convergence

Mobile is also learning from the web. Mobile apps are either constrained by limited access to their own data and content, need custom deep linking to code to access other apps data, or need to exit to the web via a web browser. Whether the app uses a lightweight custom browser built for the app or one of the mainstream browsers the UX often suffers. The limited linking of mobile apps is a significant functional constraint, especially for enterprise apps.

Apple and Google are each interested in the health of both the web and their own mobile ecosystems and are both advancing deep linking to address data and content access. This will be a little wild-westy for awhile but the direction is clear.

Jowita’s sixth trend, “Components are the new frameworks” is relevant to design and function:

Web technology continues to get more complicated, and less semantic. Designers must embed messy code onto their pages for simple tasks, like including Google Analytics or a Facebook Like button. It would be a lot easier if we could just write something like this instead:

<google-analytics key=”UA-12345–678″>

And we can with Web Components, which aren’t quite ready to be used by most designers yet. 2015 is looking like their year.

Google’s Material design is here, and it may just be what gets this movement started. Powered by Polymer, and supported by all modern browsers, it provides the rich animation and interaction components from Android apps, with simple tags…

Apple’s newly announced Safari View Controller for iOS 9 ups the ante for mobile browsers by providing developers access to Safari code making it much easier to access the web from mobile apps. Developers can still build their own for specific design or functional reasons if they need to. See iOS 9 and Safari View Controller: The Future of Web Views.

Jowita ends with:

Right now you see the best of mobile app design appearing in web design. With enough time, the difference between an app and a website might almost entirely disappear.

Optimistic perhaps, but there is a trend to root for here. And a perspective to be embraced for a superior UX.

First three Gilbane Conference workshops posted

Gilbane conference lightbulb logo
We’ll be posting the complete program for this years’ Gilbane Conference over the next 4-5 weeks on the main conference website. The first three of the six planned workshops are below.

Workshop A. Insiders Guide to Building Digital Marketing Technology Toolkit

Speaker: Theresa Regli, Principal Analyst and Managing Partner, Real Story Group

Thursday, December, 4: 9:00 a.m. – 12:00 p.m.

Marketing practitioners multitask just about every minute of every day. There are ongoing email, web, mobile, and marketing strategies to organize, plan and execute. Each of these areas used to include a range of technologies that was purchased and implemented separately such as web content management, campaign management, analytics, digital asset management, and others. Now, there are new suites of tools that can manage all of these processes. But how do you select the right one that will help you to accomplish your marketing objectives?

Specifically, the session will provide a methodology for mapping business needs to technology alternatives, as well as a road map for evaluating digital marketing technology vendors.  We will provide critical and hard-hitting reviews of the available digital marketing technologies. Don’t be surprised after-the-fact. Find out the real strengths and weaknesses of these tools before you purchase them.

Key Takeaways:

  • Digital marketing trends and emerging architectures
  • Hints and tips on selecting a digital marketing product for your organization
  • Overcoming the daunting prospect of selection – how to narrow down your list of vendors to evaluate.
  • A critical, high-level overview of digital marketing solution providers

Workshop B. Foundations for Best-Fit WCM Service Provider Selections

Speaker: Cathy McKnight, Partner and Principal Analyst, Digital Clarity Group

Thursday, December, 4: 9:00 a.m. – 12:00 p.m.

Evaluating and selecting technology and service partners is intimidating. And without proper guidance, it’s easy to take the wrong path. This workshop focuses on selection readiness. It is designed to point your organization in the right direction before you even start the journey to new solutions for web content and experience management. You will learn how to create a plan of action for getting your organization ready for a successful selection program – one that results in real business benefits as the direct result of implementing the right solutions with the right technology and service partners. We explore the fundamentals of selection preparation, covering four key areas of readiness:

  • Articulating the business case,
  • Identifying the stakeholder landscape,
  • Managing requirements gatherings, and
  • Developing realistic budgets.

We provide a step-by-step overview of an efficient, results-driven selection program, and we show you how to build a messaging and communications plan that will help you shape internal conversations about it. With this approach, you can set expectations, educate reluctant stakeholders, and get your company thinking about change management, which is often an afterthought but shouldn’t be. The selection process is all about aligning business goals with the “best-fit” solution for your organization’s needs. And finding that fit is about way more than just matching features to requirements. Armed with the outcomes of this workshop, you will be ready to move forward with confidence.

Workshop C. Successful Social Intranets

Speaker: Rebecca Rodgers, Senior Consultant, Step Two Designs

Thursday, December, 4: 9:00 a.m. – 12:00 p.m.

Modern intranets are steadily becoming more “social” and “collaborative”, but this can mean many things. Some recent intranets put social at the heart of everything (including the homepage), while others supplement existing sites with simpler features, such as commenting. While this is still a rapidly evolving space, intranet teams in the real world need to make concrete decisions with confidence.

This interactive workshop will cover four key steps for social intranets:

  • Explore the opportunities. Looking at social intranet examples around the globe, we will explore the reasons, benefits and business cases for social.
  • Understand your organisational landscape. Every organisation is different, and this has a big impact on the what, where, when and how of social intranets.
  • Choose what to launch. Where to start, what to launch and for who: there are multiple options to choose from, depending on your strategy and organisational context.
  • Make social a success. There are a growing list of best practices to draw on, relating to design, launch, adoption and governance.

This inspirational and practical workshop will mix plenty of screenshots and examples with discussions and workshop activities. While not every question will be answered, participants will walk away with a greater sense of confidence and knowledge about social intranets.

A New Brand of Marketing – a must read for executives

A New Brand of Marketing
Those of you who appreciated Scott Brinker’s Gilbane Conference keynote What is a Marketing Technologist?, and even more importantly those who missed it, should check out Scott’s short new book, A New Brand of Marketing – The 7 Meta-Trends of Modern Marketing as a Technology-Powered DisciplineThe book is free to download and share and doesn’t require registration.

A New Brand of Marketing “… frames the epic collaboration underway between marketers and technologists…” – note the use of ‘collaboration’ rather than ‘battle’. Scott is not only a supreme example of a marketing technologist who knows the details, but may be the most facile communicator (and diplomat, in the most positive sense) of the marketing technology big picture.

A New Brand of Marketing is a must read for CMOs and CIOs, but all senior executives should read it to understand the dramatic changes underway in marketing or to get some pointers on how to communicate the changes to colleagues.

Just a few of my favorite quotes from the book:

Fact: everything digital is powered by software.

Companies don’t just compete for who can provide the most helpful content. They compete for who can provide the most helpful services.

When you’re skydiving, you should know how to pull your parachute.

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