neos and the future of content management
TRANSCRIPT
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THE FUTURE OF CONTENT
MANAGEMENT
(ACCORDING TO NEOS)
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Daniel Hinderink
Brand and strategy consulting @dpoolmuc
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Rasmus Skjoldan
Content Strategy and UX consulting @rasmusskjoldan
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FEATURING:
TIM WALTERS / DIGITAL CLARITY GROUP J. BOYE CMS EXPERTS EUROPETHE WEMI STANDARD COMMITTEE AT OASIS LEISA REICHELT KAREN MCGRANE SARA REDIN RELLY ANNETT-BAKER CHRISTOPH LÜSCHER FROM IA …AND MANY MORE
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THE PLOT1. THE STATE OF THE CMS MARKET
2. STRATEGIC OPTIONS
3. TWO MAJOR TRENDS
4. VISION FOR NEOS
5. NEXT STEPS
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THE STATE OF THE CMS MARKET
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STRATEGIC OPTIONS
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ME-TOO PRODUCT
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CREATE A NICHE PRODUCT
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PIGGYBACK TO MARKET
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PIGGYBACK TO MARKET
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PIGGYBACK TO MARKET
MOBILE
PERSONALIZATION
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HOW TO PRIORITIZE?
me-too niche product piggyback product
piggyback trend
Constraints cost/time niche 404 dependency cost/time
Differentiation fail groovy meh meh
Growth Potential meh limited by design limited by design depends on the trend’s scope
Risk very high very high medium low
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TWOMAJOR
TRENDS
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PERSONALIZATION &
COPE
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COPE
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CREATE ONCE, PUBLISH
EVERYWHERE
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WHAT IF YOUR FRIDGE NEEDS YOUR
CONTENT?
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WHAT IF CONTENT NEEDS
TO WORK BEYOND YOUR CONTROL?
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THE RACE TO KEEP ALL
CHANNELS UP-TO-DATE
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$
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PERSONALIZATION
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CONTENT FOR THE INDIVIDUAL
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PERSONALIZATION IS NOT:
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DIFFERENTIATED CONTENT FOR
PERSONAS
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THAT’S WHY:
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CURATED BY THE COMPUTER
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WHAT’S NEEDED FOR PERSONALIZATION?
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THE DATA—THROUGH PROFILING OR LOGGED-IN USERS
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THE RULES
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THE CONTENT VARIATIONS
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MORE RELEVANT EXPERIENCES
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COPE VS. PERSONALIZATION
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FOCUS ON PERSONALIZATION
SITECORE
ACQUIA LIFT
ADOBE WEM
HIPPO CMS
FOCUS ON COPE
CONTENTFUL
PRISMIC.IO
GATHERCONTENT
WOODWING CONTENT STATION
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DO WE WANT TO FOCUS ON AUTOMATION
OR CONTENT?
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IT’S ALL ABOUT PRIORITIES
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TARGETING GETS BETTER THROUGH
PERSONALIZATION…
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BUT
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…VALUE IS CREATED BY HUMANS
—THROUGH CONTENT
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COPE OVER PERSONALIZATION
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SINGLE SOURCE PUBLISHING, S1000D, DATABASE PUBLISHING, MULTI-CHANNEL PUBLISHING, CONTENT REUSE, TRANSCLUSION, DITA, SINGLE-SOURCE AUTHORING, CAPE, WOPE, DRY, OMNI CHANNEL, PANGALACTIC GARGLEBLASTER...
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WHAT MAKES COPE MORE RELEVANT TODAY THAN IT’S PREDECESSORS?
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DIGITAL MARKETING HAS JUST STARTED TO THINK ABOUT AUTOMATION
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CONTENT AND COMMUNICATION HAS ALREADY CENTERED ON THE WEB
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CHANNELS ARE PROLIFERATING FURTHER, DRIVING THE NEED FOR SYNCHRONICITY AND CONTROL
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VISION FOR NEOS
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COPE AND NEOS AS THE CONTENT
MIXDECK
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THE NEOS VERSION OF COPE
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THE CONTENT MIXDECK
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THE MIXDECK
INPUT OUTPUT
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VIDEOTEXT
AUDIORECIPES
STRUCTURED FORM-BASED
CONTENT
IMAGES
INTERNET OF THINGS
WEB
APPS
IN-CAR SYSTEMINTRANETS
LOUD SPEAKERS
RSS
PRODUCT DATA
DOCUMENTATION
SOCIAL MEDIAEMAIL
PRESS RELEASESREVIEWS
FREE-FORM UNSTRUCTURED CONTENT
NEWS
NOTIFICATIONS
WATCHES
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THE MIXDECK FOR ALL TYPES OF CONTENT, STRUCTURED OR NOT, TO BE PUBLISHEDEVERYWHERE
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CONSIDER 3 THINGS…
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1. WHERE DOES YOUR CONTENT
COME FROM?
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2. WHERE DOES YOUR CONTENT GO?
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3. WHAT VARIANTS DO YOU NEED?
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A COPE CMS IS…
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…BOTH CREATION AND CURATION
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CONTENT CREATION
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CONTENT CURATION
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NEXT STEPS
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DEVELOP A COPE-ORIENTED BACKLOG
WITH THE CORE TEAM
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MAKE PRODUCT STRATEGY AN INTEGRAL
PART OF THE SPRINTS
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WHERE SHOULD NEOS BE IN ONE YEAR?
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CONTENT API CONTENT MODELLING STRUCTURED EDITING
CURATION TOOLS
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PUBLIC BETA
COPEMANIFESTO.ORG