retooling you cms- charting a successful course
DESCRIPTION
Presentation at J Boye 13 in Aarhus, Denmark on defining business requirements and goals before starting your RFP process for a web CMS selection.TRANSCRIPT
Retooling your CMSCharting the right course
Patricia Eagan @ coastalcandy
The Jackson Laboratory
Who are we:
We are an independent, nonprofit organization focusing on mammalian genetics research to advance human health.
Along with our research we provide scientific resources, techniques, software and data to scientists around the world. We breed and manage colonies of mice to supply other research institutions and laboratories.
Dream destination
So- if you could imagine the perfect CMS retooling project
….what would it look like ?
Experiences I can share
Successful and unsuccessful implementations
Navigating without goals or requirements
No business owner of authority
No alignment with IT technical direction
Inexperienced implementation partner
Charting your course
Why are you retooling?
Redesign of site dictates broader functionality
CMS replacement due to IT infrastructure
changes
Address mobile/responsive needs
Marketing goals for targeted content
Questions to ask
Is it a replacement of outdated product?
Is it to meet marketing needs?
Do you need to be responsive?
Does it fit your IT infrastructure?
Do you have in-house web development or outsource
Centralized vs decentralized authoring model
Mobile/Responsive
Social
Marketing
Content authoring
Governance
Does it fit overall strategy
CMS Considerations
No longer just a back end support system – not just for publishing but engagement
Business needs drive CMS as part of the overall web experience in today’s content marketing approach.
Your implementation partner needs to be aligned with your strategy and be audience focused
Buy what you need now – don’t get caught up in all the bells and whistles if not part of your strategy
Remember its about the content
Content everywhere
No longer just a CMS for web but tablets, phones etc
Adaptable content
Structured content
Author experience
Staying on course
What is the right course
Executive level champion
Define business owner
Clarify role of IT
Value in-house expertise
Utilize industry analysts for validation
Strategy influences CMS decisions
Digital Strategy
Content Strategy
CMS
Charting the course
Define digital and content strategy
Select CMS based on well-defined requirements
Define project charter and scope
Clearly define roles and responsibilities
Develop measures of success
Who is navigating
When should you have analysts/consultants involved?
Strategy
Technology
Who should own the project?
Marketing
IT
How do you account for changes?
Shifts in senior management
Shifts in strategy/goals
CMS Selection
Who decides?
IT
Marketing
Industry consultants
Digital Agency
It’s a little tight in here
Design agency
Implementation partner
CMS vendor
Industry consultants
IT
Value of partners
• Make sure you are aligned internally first
• Agency as well as technology must be a fit
• Do they understand you and
your needs?
• Have they similar partners?
• Are you ready to be a good
partner?
Reaching your destination
Do you know where you are going?
Do you have the right people piloting the course?
Do you have the right navigational aids?
Is there governance to keep it moored
