The document discusses considerations for law firms selecting a content management system (CMS). It notes that websites are often static repositories of information that do not drive conversion. An effective CMS needs to support cross-channel engagement across web, email, and mobile using personalized, consistent messaging. Choosing a CMS requires considering its ability to integrate with other digital platforms and enable cross-channel personalization. The selection process should involve stakeholders to understand needs and establish requirements, then follow a process of evaluating vendors against those requirements to identify the best-fit platform.
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Most prospects are finding you through your Web
site, which leaves them in control of the conversation.
Web Sites are not driving
conversion like they should
• Legal Web sites are static
information repositories;
• It is hard to find information on
legal websites - prospect searches
your site until they either find the
information they want/need, or they
leave;
• Websites tend to be everything to
everyone
• There is little use of intelligence
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Email, Web and Mobile channels
don’t work together to engage
prospects
Messaging that is not consistent
across channels that confuse the
prospect
Technologies don’t work together
Data is siloed for channels and
don’t work together to drive
conversion
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QUITE OFTEN COMPANIES
THINK OF CMS AS JUST A
CONTENT EDITING TOOL.
CMS IS THE HUB FOR ALL
DIGITAL MKTG. TACTICS–
SEO, SOCIAL,
PERSONALIZATION, EMAIL
CAMPAIGNS, ANALYTICS…
LAW FIRMS NEED A CMS
THAT DRIVES ENGAGEMENT
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5%
OF THE MARKETERS
INTERVIEWED, ONLY 5
PERCENT SAID THEY WERE
―VERY PREPARED‖ TO
EXECUTE A CROSS CHANNEL
ENGAGEMENT STRATEGY.
Forrester, 2012
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10%
―WE BELIEVE THAT FEWER THAN 10
PERCENT OF BRANDS ARE
EXECUTING TRUE CROSS-CHANNEL
ENGAGEMENTS INFORMED BY ONE
VIEW OF THE CUSTOMER, BUT THAT
MOST MARKETERS RECOGNIZE THE
NEED TO GET THERE.‖Experian, 2013
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THE MARKETER’S PERSPECTIVE
WEB MOBILE EMAIL SOCIAL
Cross-channel Engagement
YOUR FIRM:
WEB
EXPERIENCE
YOUR FIRM:
MOBILE
EXPERIENCE
YOUR FIRM:
EMAIL
EXPERIENCE
YOUR FIRM:
SOCIAL
EXPERIENCE
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YOUR FIRM: ONE BRAND AND CONTENT EXPERIENCE
THE CLIENT’S PERSPECTIVE
COMMUTING IN MEETINGS AT LUNCH AT THEIR
DESK
AT HOME
Device: Tablet
Device:
Desktop
Device: PhoneDevice: TabletDevice: Tablet
Channel: Web
Channel:
Email
Channel:
Twitter
Channel: Web
Channel:
Email
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GETTING MORE SOPHISTICATED
CONTEMPORARY CMS CAN
DELIVER WHAT YOU NEED
1. Rules based
personalization—the visitors
behavior triggers
personalization
2. Persona based
personalization—the visitor
―looks like a…‖ can inform
personalization
3. Cross-channel
personalization
(contextualization)—broad
analytics from web, email,
social and other channels
inform personalization
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Trends to watch
Solutions are providing unified
search across platforms
Semantic search will quickly
become common place
Faceted search is now available
in most search solutions
Site Search
Site search has typically been included as part of many CMS
platforms, but search must now work across digital platforms
Considerations
Will the CMS-integrated search
work across platforms
Structure bias of your content
Control over the search results
Sophistication of visitors
Out-of-the-box connectors
Platforms
FAST, Coveo, Autonomy,
Endeca, Lucene
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Industry Trends
Vendors focus on driving
actions, not just reports
Support of integrated marketing
across channels is common
Social media listening tools are
gaining notice and value
Measurement of visitor
engagement across sessions
Mobile analytics become an
integrated part of the picture
Analytics
Analytics is becoming more common within CMS platforms, but
cross-platform analytics may warrant an external solution
Considerations
Will pre-integrated CMS
Analytics work across platforms
Using platform-specific Analytics
platforms
Out-of-the-box connectors
Fewer options
Platforms
Omniture, Unica, Coremetrics,
Webtrends, Nedstat
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‖People don’t want a drill
machine,
they want a hole in the wall‖
- Philip Kotler
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Where do you start?
IDENTIFYING A PROJECT
TEAM
NEED RECOGNITION
(FUNCTIONAL & ITILITIES)
GETTING BUDGETS
ESTABLISHING DECISION
MAKING PROCESS
CONTENT MODELING
(PARTICULARLY IMPORTANT FOR
LEGAL WEBSITES)
….MORE
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eDynamic, Wednesday, April 30, 2014
Increasedmarketing
sophisticationrequires
productsto deliver more
capabilities
CMS does not cater to all
digital needs
Commoditization, Proliferatio
n and Overlap
Emerging technology
vendors are unproven
Things are changing quickly;
hard to keep track
Gap between marketing and
ITleads to selection process
Why is the Selection Process Complex?
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eDynamic, Wednesday, April 30, 2014
Marketers (You) drive
Platforms
The sophistication and
expectation of Marketing
drive the need for
broader, yet integrated
capabilities—a single
platform no longer
supports Marketing’s
needs.
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• Commoditization
As platforms become more
commoditized, there are
more to choose from.
• Proliferation
A single ecosystem can
contain
WCMS, DAM, technologies,
Search, Analytics, Intranet
s, Portals, Marketing
Automation and CRM.
• Overlap
Multiple platforms provide
seemingly the same
capabilities
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eDynamic, Wednesday, April 30, 2014
The road to
success
Geteducated
Needsnotfeatures
Solutionnotproducts
Set-upateamto
succeed
Followaprocesstothe
rightsolution
Definearoadmap
Vendorstability
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Analysts provide plenty of context
Gartner, Forrester, blogs, CMSWire.com
Learn from your colleagues
Educate yourself
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eDynamic, Wednesday, April 30, 2014
Notatechnologyproject
Marketingshouldbeakeydecisionmakerintheinitiative
Drivestakeholderparticipation
Drivehardtogetinternalsign-offofrequirements
Consultantscanbringvalue
Broadexpertise
Strongunderstandingofproductsandgaps
Beyondtheory
Set up a team that will win
Involving a broad stakeholder team lays the foundation for
later success; Marketing should lead the effort with goals in
mind
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Proven 4-step process
Discovery—understandthe vision and objectivesfor
the project
Analysis—captureand prioritize requirements
Investigation—identifyvendors with align with
requirements
Selection—provevendor recommendations to a final
selection
Holistic approach to incorporating stakeholder
input
Follow a process
Use a proven process the to make sure the proper
approach and techniques are used to make best-fit platform
decisions
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eDynamic, Wednesday, April 30, 2014
Selection Process
Stakeholders are involved along the entire
process, providing confirmation that enables confidence in
the next step
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eDynamic, Wednesday, April 30, 2014
Discovery
Stakeholder interviews capture key objectives, challenges
and requirements, along with user stories, creating a
foundation
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Analysis
The requirements are documented, refined and prioritized
before becoming the selection criteria to distinguish a
CMS
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Investigation
The initial list of vendors are identified and filtered, while
preparing the tools to further filter vendors from the list
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Selection
The RFI, demonstrations and proof-of-concept applications
narrow the vendors to that align with key criteria
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Selection Funnel
Pre-defined gates in the process quickly reduce the number
of vendors to a relevant set that are left for the final
evaluation
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eDynamic, Wednesday, April 30, 2014
Starting withAppropriate Vendors
Upper-range products
• Expensive: > $500K in licensing
• Long implementation: > 12-month
• Over-featured: More than can used
Mid-to-upper range products
•Within budget: $100K - $300K in licensing
•Reasonable implementation: 6 – 12 months
•Well-aligned: Supports key recommendations
Low-mid range products
• Limited capabilities: Do not support WH
• Limited integration: Do not support
integration into the WH eco-system
With over 1000 web content management (WCMS)
vendors, eDynamic focuses on customer requirements and aligns
them to meet firm’s requirement.
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eDynamic, Wednesday, April 30, 2014
Approach to Narrow the Vendors
Vendor Universe (1000+)
• Filter: Budget, vendor history &
longevity, analyst recommendations
Mid-to-upper Vendors (20+)
• Filter: Capabilities that align with DSR goals and
recommendations
Capabilities alignment (12+)
• Filter: Technical and functional criteria within the RFI
response
Request for Information
(RFI) (8)
• Filter: Capabilities and ease-of-use observations; Vendor
background, services and relationship discussions; Overall
impressions of the vendor
Demos (3)
• Filter: Hands-on use of applications by SMEs to understand “real”
functionality and ease-of-use; Technical evaluation by the IT team to
vet software
Proof-of-
Concept (POC)
Amulti-step approach is taken to narrow the field of vendors.
40
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eDynamic, Wednesday, April 30, 2014
Web Content Management Universe
Enterpriseplatforms
Autonomy
Documentum(EMC)
IBM
OpenText
Oracle(Stellant)
Upperrangeplatforms
Adobe(Day)CQ5
Sitecore
CoreMedia
FatWire(NowOracle)
Percussion
SDLTridion
We have segregated the various vendors based on costs as shown
below.
41
Mid-range platforms
Alterian
Drupal
EPiServerAB
Microsoft(Sharepoint)
PaperThin
Clickability
CrownPeak
Technology
Ektron
HannonHill
Ingeniux
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eDynamic, Wednesday, April 30, 2014
Lastly…don’t just think website…think
parameters
CMS
Personalized
Engagement
Support
Configuration
Customization
User Scenarios
Channel
Integration
Hosting
Architecture
Multi Device
Reporting