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Tag: Ian Truscott

New Paper: Taking Online Engagement to the Cloud

I am pleased to say that my third paper for Outsell’s Gilbane Group was published yesterday, in which I return to thinking about cloud computing and the benefits it offers for deploying web experience and engagement technologies.

Titled Taking Online Engagement to the Cloud this short beacon paper looks to provide a guide to digital marketers, senior IT folks and business analysts faced with the decision to deploy these technologies outside the server room. In it we set out to answer the following questions:

  • What do we mean by the cloud? There is a great deal of hype, sales, and marketing messaging around “the cloud.” We explore what it really is and the opportunities it represents for digital marketers.
  • What are the deployment options when working with a cloud platform partner? The decision around deploying to the cloud is not always a binary choice to host in the server room or not. We look at possible solution architecture options and the benefits of each.
  • What do organizations need to look for in a WEM solution in the cloud? If deploying into the cloud is an attractive option for an organization, we consider the key attributes that organizations should build into their selection criteria when choosing a solution.

As with all of our papers, once you register you can download it for free from the Beacon area of our website. While you are there, I suggest taking a look at our Whitepapers section, scrolling down a little to the Engage Me! paper by Mary Laplante. I think it’s a great introduction to our research on the business practice of web engagement and web experience.

I hope you enjoy the paper and I’d very much like to hear your feedback – either here or you can find me on Twitter (@iantruscott)

The paper was sponsored by FatWire and we are looking forward to joining them on a webinar to explore this subject further – follow us on Twitter for an announcement on that. 

Website Governance in the Enterprise- A Chat With Ian Truscott

In case you missed it this week, I chatted with Ian this week regarding his latest beacon, Looking Outside the CMS Box for Enterprise Website Governance. It got broken down into 4 videos and promoted across our various video channels (Facebook, Youtube, and our main channel Gilbane.blip.tv). Also make sure you aren’t missing out on the popular posts over on the XML blog

I’ve embedded the videos below if you missed them:

New Paper – Looking at Website Governance

I am delighted that I’ve just completed my first solo paper here as an analyst: Looking Outside the CMS Box for Enterprise Website Governance. I say solo, but I ought to start by saying I’m grateful for having had a great deal of support from Mary Laplante as my reform from vendor to analyst continues.

This paper has allowed me to pick at a subject that I’ve long had in the back of my mind, both in terms of CMS product strategy and of what we, as content management professionals, need to be cognizant of as we get swept up in engaging web experiences – that of corporate content governance.

When I write and talk about web engagement or the web experience, I often refer to the first impression – that your website meets all of your audience, prospects, customers or citizens. They don’t all see your shiny headquarters building, meet the friendly receptionist or see that you have todays copy of The Times on the coffee table – but they do see your website.

Mistakes such as a misspelling, an outdated page or a brand inconsistency all reflect badly on your attention to detail. This tarnishes the professionalism of your services, the reliability of your products, and attention you will pay to meeting consumer needs.

Of course, when those lapses are related to compliance issues (such as regulatory requirements and accessibility standards), they can be even more damaging, often resulting in financial penalties and a serious impact on your reputation.

I see this governance as the foundation for any content driven business application, but in this paper we focus on website governance and aim to answer the following questions:

  • What are the critical content governance risks and issues facing the organization? 
  • Is your CMS implementation meeting these challenges? 
  • What solutions are available to address governance needs that are not addressed by CMS? 

The paper is  now available for download from our Beacon library page and from Magus, who sponsored it.

Magus are also presenting business seminars on website governance and compliance  on October 12 in Washington, DC, and October 14 in New York. My colleague Scott Liewehr will be presenting at those events, drawing on the analysis in the Beacon as part of that seminar program. You can learn more about those events and register on the Magus website.

 

Into the Engagement Tier…

Recently I wrote an article for my blog – Taking the W out of CMS – exploring content management and content delivery as separate disciplines and this is a follow up to that article.

To summarize that article – firstly, to know me professionally, is to know that when it comes to the tribes of CMS folks, I am firmly in the WCM tepee.

Secondly, I disagreed the first time this discussion rolled around, as the millennium clicked over – we were all going to use portal platforms and content management functionality would be in our application server infrastructure (we don’t and it didn’t).

Thirdly, the difference between the systems we are building for tomorrow and then – our digital engagement activities were single threaded following a website groove and the end was very much the driver for the means.

For the mainstream CMS industry it was a web site centric world and in most projects and applications the term ‘CMS’ was interchangeable with ‘WCM’. Today we have a fragmented communication channel; it’s the age of the ‘splinternet’ (in this context, a term coined by Josh Bierhoff), delivering relevant content consistently to multiple places.

This not just devices – our websites are less the single and only web destination, folks consume information about our products and services from other web destinations like Facebook and Twitter (to name two). Plus, of course the needs of customer, consumer and citizen engagement means that we can chuck in multiple touch points, in e-mail, call centres and real life.

We used to get ourselves worked up about ‘baking’ or ‘frying’ content management/delivery applications, about decoupled systems that produce pages and dynamic content – but (as I said in response to a comment on my original blog post) today’s consumer wants super dynamic content fresh caught that day, prepared their way, hot off the griddle – Teppanyaki served to share – family style.

So, we have a new level of complexity and requirements for our systems to support our digital marketers and communicators. A level of complexity of requirements that sits between our content repository and our consumer, which used to be the section of the RFP that simply said “must produce compliant HTML”.

When talking about delivery of content, this is typically where our requirement starts to gain some uniqueness between projects.

The question is, so you have your well-ordered, neatly filed, approved content – but what are you going to use it for?

A requirement for an approval process supported by workflow is fairly ubiquitous – but if you are a membership organisation that engages its audience over email or a consumer packaged goods company with fifty products and a YouTube channel – your Engagement Tier requirements are going to be quite diverse.

This diversity in requirements means two things to me.

1. As an industry we are very good at understanding, defining and capturing CMS requirements – but how are we at identifying, understanding and communicating an organisations engagement needs?

2. If there are diverse requirements, then there are different solutions – and right now it’s is a blend of dynamic web content delivery, marketing automation, campaign management, email, web analytics (etc. etc.) – There is no silver vendor bullet – no leader, no wave, no magic quadrant – its different strokes for different folks.

It’s this that I want to explore, how do we define those needs and how do we compare tools?

So, into the Engagement Tier – my colleagues here at Gilbane challenged me to draw it. Hmm.. right now it’s a box of content, a big arrow and then the consumer.

I am going to need to work on that…

 

Engage with a Persuasive Web Experience

Hi, I’m Ian Truscott and as you may have seen I’ve recently joined our WCM practice (you can get a bit of introduction to me here) – I am pleased to say this is my first blog post (hopefully of many) for Gilbane.

It’s an exciting time for this segment of the CMS industry and to be joining Gilbane and I am looking forward to sharing my passion for web engagement – hence the unashamedly buzz word laden title.

Depending on the commentator; we are either in a social media age, or we are post the social media revolution – in either case the Internet is no longer an extension of the traditional passive consumption media channels, it is a place where information and brand consumers get involved.

In fact, folks are now arguing that it’s no longer ‘social’ it’s just ‘media’ – the way we create, consume and socialize content has changed forever and for everyone. And of course, there is so much of it – how do you make your message stick?

This has mean’t a shift in focus for our industry, we’ve seen the age of the IT developers platform, been through the focus on ‘easy to use’ for content contributors to now – where being audience centric has become mainstream thinking (and a business imperative).

This has spawned a number of descriptions for this extension of WCM and the tools and practices we need to apply to become audience centric, including Persuasive Content, Web Experience Management, Customer Engagement or Web Engagement.

All of these have something in common; a cycle of listening to the audience, understanding their needs and behaviour, using that to create and optimize content and some form of relevance based delivery.

At it’s simplest, from a tools perspective – it’s the intersection of WCM, web analytics and personalized delivery. But it gets more complex,  with the inclusion of social media, CRM, marketing automation, e-mail, mobile delivery, auto-categorization, search – this list can go on.

Yes, you can throw the kitchen sink at this one – but software and industry best practices are being aligned, for sound business reasons and they are aligning behind the audience, the citizen, the consumer.. you in fact.

I’m going to finish on a couple of quotes from Frank Gilbane – from the foreword to ‘Web Engagement’ by Bill Zoellick (a book I’ve enjoyed for a while):

The most unique characteristic of the web is in the way that it changes the relationship between your business and it’s customers.

You will not be able to take advantage … and know your customers without engaging them in a way that encourages them to share information with you. 

Engaging your customers requires understanding the new tools and data that are available and applying them in a way that nurtures a new level of trust. 

Not just saying that to be nice to the boss (although it can’t do any harm!), or to point out that the book was authored by a Gilbane alumnus – I think the most relevant part of the quote is the date that Frank wrote that foreword – it was February 2000.

Hence my excitement in joining Gilbane, a firm that has a great, long standing pedigree as an authority on web engagement, which is, as I say, my passion and I look forward to the privilegeof contributing to that.

Interested in reading more on Web Engagement? – I suggest reading this White Paper by Mary Laplante or check out our guide for marketers at Gilbane San Francisco – where our speakers will be discussing a lot of the subjects I touch on here.  

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