Perttu TolvanenWeb & CMS Expert, Partner

North Patrol Oy, 20121

Why CMS is all about the backendJ. Boye Aarhus 2012, Web & Intranet Conference, Web Content Management Track

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Main points

1. ”Web management” today2. Choosing your battles: a) area of ”traditional Web CMS”, b) the new stuff (WEM

and friends), c) social media channels3. Should you care? Factors that determine whether you need the new stuff or not

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“Web channel management” in 2012

Campaign sites

Organisation’s website (including

possible sales channel or customer service tools or departmental websites)

Blogs

Discussion forums

Partnership sites

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Fundamentals of Web CMS

Publishing of contentCollection of content

Management of content

= CMS is a “machine” that makes things work more efficiently.

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Publishing of content

Fundamentals of Web CMS

Collection of contentManagement

of content

“Publishing” has changed quite a bit – and probably will continue to do so.

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“Web CMS 2012”

Enrichment of content that is pulled from other backend systems

Easy to use editing

interface for all textual content in the

system

Content publishing to

different channels and formats with

separate designs

Quality control features to

maintain website integrity and

usability

User rights management for all content Capability to

handle sites with multiple

languages

Do you have all of those? Are you

happy?

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“Web CMS 2012”

Enrichment of content that is pulled from other backend systems

Easy to use editing

interface for all textual content in the

system

Content publishing to

different channels and formats with

separate designs

Quality control features to

maintain website integrity and

usability

User rights management for all content Capability to

handle sites with multiple

languages

Targeting content based on location, keyword, browsing history or other preferences

Social media publishing

directly from CMS

Analytics inside the CMS for personalization

and content optimization

Advanced content

optimization features like A/B

testing

Point and edit interfaces for making really fast

changes

Mobile experience management

Capture leads and create targeted

promotions

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Publishing of content

Choose your battles

Collection of contentManagement

of content

a) area of ”traditional Web CMS”, b) the new stuff (WEM and friends), c) social media channels

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Should you care?

Level of resources for optimization &

content editing

Level of business complexity and

volume related to web channel

Maybe. It depends from two things.

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Should you care?

Level of business complexity and volume with the web.

1. One point: You have a web presence that is very important to your business and supports actively your sales process or customer service processes.

2. One point: You have hundreds of different products or other similar items which you can cross-promote and build ”suggestion profiles”.

3. One point: You have an international business and you are selling the same items in different markets.

Level of business complexity and

volume related to web channel

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Should you care?

Level of resources for web channel management.

4. One point: You have a dedicated web team that has three (3) or more web producers / analysts / SEO specialists who use the CMS for their daily work.

5. One point: Your web team members are looking at your analytics and other key metrics daily - and thinking about your ”next move”.

6. One point: Your budget for technical implementation in your web renewal project is over 300 000 euros.

Level of resources for optimization &

content editing

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Should you care?

• If you scored five or more points from the previous areas you should seriously look into what Sitecore and other ”frontend experience management” vendors are offering.

• If you scored three or four points you might have good reasons and capabilities to look into their offering and benefit from implementing the tools.

• If you scored two or less points you benefit more for investing your money elsewhere than implementation of high-end CMS.

5+

3/4

1/2

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Conclusions

1. Pushing the frontend management capabilities is natural development direction for CMS vendors, but it isin’t equally natural direction for customers. It can be even argued that maybe CMSs should be simpler platforms that just enable 3rd party apps.

2. Right now many fundamental building blocks of the Web are moving to new directions and this makes the ”one system to rule them all” ideology extremely difficult to implement.

3. Powerful tools require skilled users and dedicated teams that are paid to monitor and optimize the web channel.

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BUYER´S GUIDE TO WEB PROJECTSwww.northpatrol.com/blog