Archive for engagement

Gilbane Advisor 3-30-16 — Hierarchy of Engagement, Medium, Open Web, Blendle..

The Hierarchy of Engagement

Greylock’s Sarah Tavel has a framework for evaluating customer engagement potential in non-transactional consumer companies that is must read for startups, but equally valuable for all marketers. “What matters most is not growth of users. It’s growth of users completing the core action.” Read More

Talking about Medium and the Open Web with Evan Williams

MIT’s Joi Ito in a friendly interrogation draws out Williams’ thoughts on the open web. Also see MIT’s PubPub which Ito references for additional context.

We’ve been talking a lot about the importance of the Open Web and where Medium fits into the ecosystem of walled gardens and this Open Web. Evan Williams, founder and CEO of Medium, was nice enough to chat on Skype and allow me to post it. … while Medium has and is focused on creating a great authoring platform, it sounds like Ev is much more open to supporting the Open Web than some might have feared. Look forward to seeing support for more interoperability and working with them on it. Read More

Journalism needs a Spotify, a Netflix, an iTunes — whatever you want to call it…

One website that houses the best newspapers and magazines in the country, that allows people to browse through everything and only pay for the stories they like, where you can see what your friends recommended. And where it’s really easy to just get the 8 or 10 best stories published every day, and discover those really great pieces. … Nobody built it, so we did it ourselves

Dutch company Blendle seems to be doing well with a micropayment model in Holland, and is now in beta in the U.S. with major publisher support. This post by Co-founder Alexander Klöpping explains what and why. Why might this work now? Not to take anything away from Blendle’s technology or user experience, but the publishing industry had to be willing and ready. Fingers crossed. Read More

Social’s Fight Over Brand Dollars

The Information’s Tom Dolan compares the competing approaches of Snapchat vs Facebook. Aside from the details this is also reminder to look closely for subtle but important differences between all the platforms.

Facebook and Snapchat have roughly competitive full screen ad products. While both are designed to entice brands to move more TV budgets to mobile, some marketers say Snapchat’s is better for immediate reactions while Facebook is better for brand awareness. Read More

Format Free Content and Format Agility

A good read from Michael Andrews for thinking content strategists. (I made the quote meet my formatting needs by deleting the extra sentence spacing.)

I want to bring the user perspective into the discussion of formats. Rather than only think about the desirability of format neutrality, I believe we should broaden the objective to consider the concept of format readiness. Instead of just trying to transcend formats, content engineers should also consider how to enable customized formats to support different scenarios of use. Users need content to have format flexibility, a quality that doesn’t happen automatically. Not all content is equally ready for different format needs. Read More

Slack, I’m Breaking Up with You

Samuel Hulick’s love / hate relationship is one example of a bit of a Slack backlash going on. Hard to know how widespread it is, but it is easy to see how Slack would encourage what Linda Stone calls “continuous partial attention”. Slack is a tool and may just need to be used judicially as some of the comments suggest. The post and associated debate around Slack and productivity are helpful to anyone considering using it.

You’re turning my workdays into one long Franken-meeting … those with the least on their plates can maintain the most Slack presence, which leads to the most gregariously unengaged representing the majority of the discussion base while penalizing those who are fully engaged in their “real” work. Read More

Gilbane Digital Content Conference

Call for speakers is now open!

Main conference: November 29 – 30 2016 ● Workshops: December 1
Fairmont Copley Plaza, Boston, MA

Short takes

Scary but useful!… Scott Brinker’s latest Marketing Technology Landscape Supergraphic (2016) via

It’s not just Slack… Is group chat making you sweat? Group chat is like being in an all-day meeting with random participants and no agendavia Signal v. Noise – Medium   

On chat as interface …WTF does that mean? via Medium

No change at the top… The RedMonk Programming Language Rankings: January 2016via RedMonk

High praise with why… The New York Times reinvents Page One — and it’s better than print ever was via NiemanLab

All help is sure to be appreciated… Marketing technology is a mess, so MyStacks launches to make sense of it via VentureBeat

Gorilla guerrilla tactics – Apple vs. Google… The War for Mobile Search via The Startup – Medium

Sounds right… Rise of The Docker Pattern via RedMonk

Demandbase, Integrate… Marketing Automation Round-up, March 2016 via Digital Clarity Group

What Would It Take to Disrupt a Platform Like Facebook? …Wouldn’t you like to know. via HBR

CMS, etc., corner

A few tips on how to negotiate the right price for CEM technology via Digital Clarity Group

2016 Web Content and Experience Management Logo Landscape via Real Story Group


The Gilbane Advisor curates content for our conference community of content, computing, and digital experience professionals throughout the year. Subscribe to our email newsletter, or our feed.

The Gilbane Conference on Content Management, Marketing, and Digital Experience helps marketers, IT, and business managers integrate content strategies and computing technologies to produce superior digital experiences for all stakeholders.

The Gilbane Conference is growing!

Gilbane Conference 2013, Banner, Content and the Digital Experience





Some of you may have heard there is some exciting news with regard to The Gilbane Conference.

We have entered into a partnership with Information Today, Inc. to organize and manage future conferences in this 12-year-old series. As you may know, Information Today is the publisher of KMWorld and EContent magazines along with a host of other publications and websites. Information Today also organizes the KMWorld and Enterprise Search Summit conferences, so they are on familiar ground with respect to web content management, content marketing, social media, and many other related technologies.

Information Today also publishes CRM magazine and produces the CRM Evolution conference and exhibition, which will enable us to reach out to marketers and other customer-focused professionals.

We believe the synergies between The Gilbane Conference and Information Today will assist us in producing even better and more innovative conferences in the years to come.

The resources of a larger enterprise and the personal care and attention you’ve come to know at The Gilbane Conference are what you can expect this fall.

The next Gilbane Conference will be at the Westin Boston Waterfront, December 3 – 5, 2013. We will be announcing the Boston venue and dates in the next week or two and See the new Gilbane Conference website for more information where we will be posting additional details very soon. If you are not already on our mailing list for advance information you can signup using the quick form below.

Our theme this year is Content and the Digital Experience: Manage, Measure, Mobilize, Monetize, and we’ll be continuing our vendor and analyst neutral coverage of content, marketing, and digital experience technologies for enhancing both customer and employee engagement and collaboration.

We look forward to seeing you in Boston this fall.

We would love to hear more about your interests. You can tell us more by using our more complete form. Or send us a message.

Customer experiences, communications, and analytics

three epicenters of innovation in modern marketing
I recently discovered Scott Brinker’s Chief Marketing Technologist blog and recommend it as a useful resource for marketers. The Venn diagram above is from a recent post, 3 epicenters of innovation in modern marketing. It was the Venn diagram that first grabbed my attention because I love Venn diagrams as a communication tool, it reminded me of another Venn diagram well-received at the recent Gilbane Conference, and most of the conference discussions map to someplace in the illustration.

As good as the graphic is on its own, you should read Scott’s post and see what he has to say about the customer experience “revolution”.

Lest you think Scott is a little too blithe in his acceptance of the role of big data, see his The big data bubble in marketing — but a bigger future, where the first half of the (fairly long) post talks about all the hype around big data. But you should read the full post because he is right on target in describing the role of big data in marketing innovation, and in his conclusion that data-driven organizations will need to make use of big data though these data-driven and data-savvy organizations will take some time to build.

So don’t let current real or perceived hype about the role of big data in marketing lead you to discount its importance – it’s a matter of when, not if. “When” is not easy to predict, but will certainly be different depending on an organizations’ resources and ability to deal with complexity, and organizational and infrastructure changes.

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

Gilbane Conference Workshop: 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
November 27th, 2012, 1:00pm – 4:00pm, at the InterContinental Boston Waterfront

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.

See the full pre-conference workshop schedule at Gilbane Boston, then [button link=”” variation=”red”]Register[/button].

Submitting speaking proposals after the deadline

For all of you who missed the deadline for speaking proposals for Gilbane Boston, our policy is that we always accept proposals – in fact we accept them all year long – however, proposals received after the deadline for each conference miss the first review by the program committee and some of the early decisions. If we have two good proposals on the same topic the on-time proposal gets preference. Also, decisions are largely made on a rolling basis once the deadline passes, so if you have missed the deadline it is still a good idea to submit as soon as possible.

If there is a particular topic we need more proposals for we will post about it here, so stay tuned.

And don’t forget to use the submission form!

Call for Papers for Gilbane Boston 2012 now open

Proposal deadline is May 14th!

This year’s conference takes place November 27-29, 2012, at The InterContinental Boston Waterfront in Fort Point Channel & Boston’s Innovation and Seaport District.

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.

To submit a proposal for a presentation or panel please see the topics below listed for the four tracks, then read the guidelines and submit your proposal using our proposal submission form. Please feel free to suggest additional topics on the proposal form.

You can also learn more by visiting the conference website at http://gilbaneboston.comwhere you can see information from our 2011 conference.


Customers & Engagement 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:

  • 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


Colleagues & Collaboration 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:

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


Content Technologies 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


Web & Mobile Publishing 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, developement managers. Topics:

  • Mobile development frameworks
  • App development strategies
  • HTML5
  • Multi-channel publishing
  • Ebook readers vs tablets
  • Tablets vs smartphones
  • Mobile publishing workflows
  • Matching content to platform

Speaker guidelines • Speaker submission form • Questions?

Mark your calendar for Gilbane Boston 2012!

Gilbane Boston content management and technologies conference bannerIt is time to mark your calendar for Gilbane Boston 2012. We will be back on Boston’s waterfront adjacent to the new “innovation district“, at the Intercontinental Boston Waterfront. The dates are November 27-29, 2012.

Up-to-Speed Reading for Gilbane Boston: Recent Publications

Looking to make the most of your experience at Gilbane Boston 2011? Want to be current on the latest content trends and technologies? Download our recent papers, some of which you may have missed.

Smart Approaches to Managing Mobile Learning Content. Just published! Why a content strategy rather than a project mentality is the only way to take full advantage of the business performance benefits and productivity gains that are possible with mobile learning. Listen to the webinar.

Magazines at a Digital Crossroads: eCommerce and New Models for the Future. Makes the case for a growing need for contemporary eCommerce platforms to support publishers as they experiment, win, iterate, and drive their businesses into the future. Listen to the webinar.

Content, Audience, and Targeted Messaging: The Virtuous Circle of Customer Engagement. Presenting marketing messages and advertisements that are relevant at the right moment to create the tipping point from engagement to conversion.

A Fresh Look at Web Content Management: Mastering the Core Capabilities of Contemporary Platforms. The core aspects of today’s WCM systems for anyone evaluating, or reevaluating, the WCM needs of their organizations. Listen to the webinar.

Addressing Digital Product Development Risks: Best Practics for Creating Strategic Outsourcing Relationships. Digital products fail for all kinds of reasons. Poor development does not have to be one of them.

Understanding Best Practices for Profiling, Personalizing, and Targeting Next-Generation Engagment. Develop a new appreciation for the power and value of contemporary personalization, and gain an understanding of how to realize its benefits within your organization.

Global Digital Engagement: Leveragng Opportunities to Increase Impact and Reduce Complexity. How to remove the mystery and anxiety of delivering high-value interactions that lead to engagement by improving the dynamics of each.