This is a story of disruption! Digital technologies are causing disruption. Trying to define "how much" or whether this inflection point is the "biggest" or "most" disruption they (business) world has ever seen is beside the point. Things *are* changing a lot. Digital disruption - Omnidirectional communication at every level - is happening now, changing, shifting, growing now. These are the details I started with to make this presentation, but its overall focus has shifted: - Everything is a conversation now. Your doors are never closed. - How your CMS can be part of and support your efforts: omnichannel // eCommerce - "Mobile-first" is no longer optional - "Proprietary or open source doesn't matter" I cover these along the way, but they are details of the larger whole and consequences of disruption.

1. The road to *-X-M
(“star-ex-em”)
@acquia
Jeffrey A. “jam” McGuire
Acquia Manager of Community Affairs
jam@acquia.com
@horncologne
Tuesday, 11 June 13

2. This is an ugly preso ...
•And a work in progress.
Tuesday, 11 June 13

3. Static Web Pages
to Content Management
to Experience Management
to ... ?
The road to *-X-M
(“star-ex-em”)
@acquia
Tuesday, 11 June 13

4. Static Web Pages
to Content Management
to Experience Management
to ... ?
The road to *-X-M
(“star-ex-em”)
@acquia
Disruption
Tuesday, 11 June 13

5. Double-click to edit
Tuesday, 11 June 13

6. Who are you?
Why are you here?
Tuesday, 11 June 13

7. Everything is a conversation.
CMS, Omnichannel, Context, eCommerce.
Mobile-First.
"Proprietary or open source doesn't matter."
The road to *-X-M
(“star-ex-em”)
Tuesday, 11 June 13

8. Everything is a conversation.
CMS, Omnichannel, Context, eCommerce.
Mobile-First.
"Proprietary or open source doesn't matter."
The road to *-X-M
(“star-ex-em”)Disruption
Tuesday, 11 June 13

9. The road to *-X-M
(“star-ex-em”)Disruption
All of this is happening right now!
Tuesday, 11 June 13

10. Disruption
Tuesday, 11 June 13

11. Disruption
Tuesday, 11 June 13

12. Primary Disruption
Cheap
Communication Cheap Devices
The Internet
Tuesday, 11 June 13

13. Secondary Disruption
Enablers:
“Web 2.0”
Social media / social web
Personalisation:
- tracking
- analytics
- targeting
Tuesday, 11 June 13

14. Digital Disruption
== “Omnidirectional communication
at every level.”
Tuesday, 11 June 13

15. Digital Disruption
== “Omnidirectional communication
at every level.”
Disruption
Tuesday, 11 June 13

16. The old way
One way:
The “broadcast model”
Captive audiences
TV, newspapers
Manufacturers and users
“Publishing Content”
The new way
Any way:
Anyone to anyone
Communities
Omnichannel & Context
Users as manufacturers
(Open Source as a response
to disruption)
Moving the core of your
business to the web
... to digital.
Tuesday, 11 June 13

17. The old way
One way:
The “broadcast model”
Captive audiences
TV, newspapers
Manufacturers and users
“Publishing Content”
The new way
Any way:
Anyone to anyone
Communities
Omnichannel & Context
Users as manufacturers
(Open Source as a response
to disruption)
Moving the core of your
business to the web
... to digital.
Tuesday, 11 June 13

18. Omnichannel & Context
Tuesday, 11 June 13

19. eCommerce examples
Tuesday, 11 June 13

20. eCommerce today should be:
Content-Driven, Personalized,
Mobile, Context-Aware ...
Tuesday, 11 June 13

21. The challenges of e-commerce:
Tuesday, 11 June 13

22. You need to attract and help
many kinds of customers:
Tuesday, 11 June 13

23. different ages,
genders, locations,
Tuesday, 11 June 13

24. different purchasing powers,
preferences, and more.
Tuesday, 11 June 13

25. Tuesday, 11 June 13

26. You’re up against
Tuesday, 11 June 13

27. many places to shop
Tuesday, 11 June 13

28. Multiples Sources of Information
Multiple Places to Buy
on many devices
Tuesday, 11 June 13

29. Multiple Devices
Multiple Places to Buy
with many sources of
information.
Tuesday, 11 June 13

30. Tuesday, 11 June 13

31. Right content
Tuesday, 11 June 13

32. Right place
Tuesday, 11 June 13

33. Right time
Tuesday, 11 June 13

34. CONTEXT
Tuesday, 11 June 13

35. context =
engagement
Tuesday, 11 June 13

36. context =
experience
Tuesday, 11 June 13

37. context =
experience
Context depends on:
- Geography
- Past behavior
- Intent
- Device
- Time of day
- Temperature
...ANDMORE
Tuesday, 11 June 13

38. CONTEXT IN ACTION
example: flights to London
Tuesday, 11 June 13

39. CONTEXT IN ACTION
example: flights to London
Tuesday, 11 June 13

40. Tuesday, 11 June 13

41. PRE-SELECTED DESTINATION
Tuesday, 11 June 13

42. PRE-SELECTED DESTINATION
HERE, TOO!
AND HERE!
Tuesday, 11 June 13

43. RELEVANT IMAGE
Tuesday, 11 June 13

44. PRE-SELECTED BOSTON ORIGIN
Tuesday, 11 June 13

45. CONTEXT IN ACTION
example: flights to London
Tuesday, 11 June 13

46. CONTEXT IN ACTION
example: flights to London
Tuesday, 11 June 13

47. Tuesday, 11 June 13

48. WHERE’S BOSTON?
Tuesday, 11 June 13

49. WHERE’S BOSTON?
WHERE’S LONDON?
Tuesday, 11 June 13

50. IRRELEVANT PROMOTION
Tuesday, 11 June 13

51. IRRELEVANT PROMOTION
ANOTHER ONE!
Tuesday, 11 June 13

52. Tuesday, 11 June 13

53. Tuesday, 11 June 13

54. Can you handle it so far?
Tuesday, 11 June 13

55. Can you handle it so far?
It gets better ...
Tuesday, 11 June 13

56. Awareness Interest Evaluation
Commitment
(purchase)
Loyalty
How things used to work:
Tuesday, 11 June 13

57. Search Read blogs See print ad
Shop on
website
Watch video
on mobile
Like on
Facebook
Comparison
shopping
online
Product demo
in store
Buy item
Read
reviews
Watch
tutorial
View online
ad
Evangelize to
friends
Write a blog
post
Contact
customer
service
How it works now:
Tuesday, 11 June 13

58. Search
Read blogs
?
Shop on
website
Watch video
Comparison
shopping
online
Product demo
in store
Buy item
Read
reviews
Watch
tutorial
View online
ad
Evangelize to
friends
Write review
on product
site
Contact
customer
service
Tweet, Like,
+1, Pin
Write a
blog post
Awareness Interest Evaluation
Commitment
(purchase)
Loyalty
?
See ad
(web, print,
TV)
Read reviews
online
Pay with
mobile
3rd party
packages"Try mine"
Tuesday, 11 June 13

59. How do you address
the new reality?
Tuesday, 11 June 13

60. Option 1: Play the game
Go omnichannel
Tuesday, 11 June 13

61. Option 2: Beat the game
Content-driven conversion
& customer visitor experience
Tuesday, 11 June 13

62. Drupal Commerce
is getting traction
because does all of this
and more.
Tuesday, 11 June 13

63. Tuesday, 11 June 13

64. PRODUCT SEARCH
E-COMMERCE EXTENSIONS
CONTENT MANAGEMENT
PRODUCT MANAGEMENT
CUSTOMER MANAGEMENT
PAYMENT PROCESSING
ORDER MANAGEMENT
CHANNEL MANAGEMENT
PERSONALIZATION
SECURITY AND SCALABILITY
INTEGRATION
Tuesday, 11 June 13

65. PRODUCT SEARCH
E-COMMERCE EXTENSIONS
CONTENT MANAGEMENT
PRODUCT MANAGEMENT
CUSTOMER MANAGEMENT
PAYMENT PROCESSING
ORDER MANAGEMENT
CHANNEL MANAGEMENT
PERSONALIZATION
SECURITY AND SCALABILITY
INTEGRATION
Tuesday, 11 June 13

66. Tuesday, 11 June 13

67. SOCIAL WEB
INTEGRATION
OPINION
VIDEO
BLOGS
FORUMS
OPINION
PERSONALIZATION
ARTICLES
Content-Driven Conversion:
Tuesday, 11 June 13

68. Erik M. Hartman
•Erik M. Hartman
- Analyst
- Erik Hartman Communicatie
- Utrecht (Netherlands)
•“Step into the feet of your audience”
•All channels, platforms, and devices must be full-value
and equal experiences
•Make your tools work for you
- Don’t work for your tools.
- In FOSS we say: Make tools that work for you
- Chris Hartjes (the grumpy programmer): “Don’t fight your tools, find
ones that work with you.”
Tuesday, 11 June 13

69. Omnichannel
Tuesday, 11 June 13

70. 35%
25%
24%
23%
19%
25%
23%
19% Digital
asset
management
None;
we
prefer
best
of
breed
Customer
rela7onship
management
(CRM)
Site
search
Mobile
applica7on
development
pla@orm
E-­‐mail
campaign
soCware
Analy7cs
Social
networking
pla@orms
WHICH OF THE FOLLOWING WOULD YOU LIKE
INCluded in the same stack as your CMS?
Source:
Forrester
Consul7ng
Tuesday, 11 June 13

71. 35%
25%
24%
23%
19%
25%
23%
19% Digital
asset
management
None;
we
prefer
best
of
breed
Customer
rela7onship
management
(CRM)
Site
search
Mobile
applica7on
development
pla@orm
E-­‐mail
campaign
soCware
Analy7cs
Social
networking
pla@orms
WHICH OF THE FOLLOWING WOULD YOU LIKE
INCluded in the same stack as your CMS?
Best-of-breed
preferred to Suite
Source:
Forrester
Consul7ng
Tuesday, 11 June 13

72. 35%
25%
24%
23%
19%
25%
23%
19% Digital
asset
management
None;
we
prefer
best
of
breed
Customer
rela7onship
management
(CRM)
Site
search
Mobile
applica7on
development
pla@orm
E-­‐mail
campaign
soCware
Analy7cs
Social
networking
pla@orms
http://www.cmswire.com/cms/customer-experience/report-moving-from-
content-management-to-experience-management-infographic-020892.php?
pageNum=2
Source:
Forrester
Consul7ng
Tuesday, 11 June 13

73. 35%
25%
24%
23%
19%
25%
23%
19% Digital
asset
management
None;
we
prefer
best
of
breed
Customer
rela7onship
management
(CRM)
Site
search
Mobile
applica7on
development
pla@orm
E-­‐mail
campaign
soCware
Analy7cs
Social
networking
pla@orms
http://www.cmswire.com/cms/customer-experience/report-moving-from-
content-management-to-experience-management-infographic-020892.php?
pageNum=2
Best-of-breed
preferred to Suite
Source:
Forrester
Consul7ng
Tuesday, 11 June 13

74. Integration with Best-of-Breed Tools
Drupal
Measurement and reporting
Social
FB/Twitter
Primary
site
Email campaign
Video
portal
Mobile application Community site
Rich media assets
User generated
content
Marketing automation
CRM Feeds
Tuesday, 11 June 13

75. Marketing Technology Landscape
another universe of
integration
order management
fulfilment/logistics
customer service
Tuesday, 11 June 13

76. “Mobile”
Tuesday, 11 June 13

77. Mobile == The new normal
Tuesday, 11 June 13

78. Mobile == The new normal
Gartner Says Declining Worldwide PC
Shipments in Fourth Quarter of 2012 Signal
Structural Shift of PC Market - Global PC
Shipments Declined 4.9 Percent in Fourth
Quarter
http://www.gartner.com/newsroom/id/2301715
Predicts further 7.6% decrease
in PC sales in 2013
Tuesday, 11 June 13

79. Mobile == The new normal
Worldwide PC Shipments Fell 6.4% In Q4;
2012 Down 3.2% According to IDC
http://www.forbes.com/sites/ericsavitz/
2013/01/11/worldwide-pc-shipments-fell-6-4-
in-q4-2012-down-3-2/
Tuesday, 11 June 13

80. Mobile == The new normal
Smartphone sales outstripped PC sales in 2011
According to dotMobi, roughly 6,500 different
web-capable devices on the market in 2011
MobiThinking statistics from 2010/2011:
25% of US web users mobile-only
Tuesday, 11 June 13

81. Mobile first == Focus
?*!
Tuesday, 11 June 13

82. Double-click to edit
Tuesday, 11 June 13

83. The old way
One way:
The “broadcast model”
Captive audiences
TV, newspapers
Manufacturers and users
“Publishing Content”
The new way
Any way:
Anyone to anyone
Communities
Omnichannel & Context
Users as manufacturers
(Open Source as a
response to disruption)
Moving the core of your
business to the web
... to digital.
Tuesday, 11 June 13

84. Users as manufacturers
Disruption leads to open source
Tuesday, 11 June 13

85. “Users generally have a much more
accurate and detailed model of their
needs than manufacturers have ...”
Eric von Hipple,
Democratizing Innovation
Innovation
Tuesday, 11 June 13

86. "In the world of computer software, open source
communities develop and improve ideas
organically, based on concepts and practices that
work. Driven by innovation contributed by
individuals, open source simply means that a
system is available to any who wish to contribute.
It provides the fastest possible rate of
improvement for ideas."
One Way Forward: The Outsider's Guide to Fixing the Republic.
- Lawrence Lessig, 2012
Tuesday, 11 June 13

87. “Proprietary or open source
doesn’t matter.”
Tuesday, 11 June 13

88. Like **** it doesn’t.
Tuesday, 11 June 13

89. Meet Vincenzo Rubano
Tuesday, 11 June 13

90. Meet Vincenzo Rubano
•http://www.indiegogo.com/projects/allow-me-to-attend-
drupalcon-portland-2013
aka: http://tinyurl.com/vincenzogoestoportland
•http://www.titengodocchio.it/
•http://acquia.com/podcasts
“In accessibility there is usability”
http://titengodocchio.it
Tuesday, 11 June 13

91. Tuesday, 11 June 13

92. Can open source businesses
succeed?
Tuesday, 11 June 13

93. Can open source businesses
succeed?
Tuesday, 11 June 13

94. $1.100.000.000
Tuesday, 11 June 13

95. Tuesday, 11 June 13

96. One Billion
Dollars
Tuesday, 11 June 13

97. We’re Hiring!
Refer a friend! Know someone
who would be perfect for one of our
open positions? $2500 is yours if
your referral is hired
jam@acquia.com
Tuesday, 11 June 13

98. The old way
One way:
The “broadcast model”
Captive audiences
TV, newspapers
Manufacturers and users
“Publishing Content”
The new way
Any way:
Anyone to anyone
Communities
Omnichannel & Context
Users as manufacturers
(Open Source as a response
to disruption)
Moving the core of your
business to the web
... to digital.
Tuesday, 11 June 13

99. “Content Management Systems
now becoming Content Management Strategy”
Home page > Web pages > CMS > Quo vadis?
Tuesday, 11 June 13

100. “Content Management Systems
now becoming Content Management Strategy”
Disruption
Home page > Web pages > CMS > Quo vadis?
Tuesday, 11 June 13

101. It’s Not Just ABOUT
PUBLISHING CONTENT
ANYMORE.
Tuesday, 11 June 13

102. It’s Not Just ABOUT
PUBLISHING CONTENT
ANYMORE.
Tuesday, 11 June 13

103. WHAT ARE ORGANIZATIONS TRYING TO DO?
Tuesday, 11 June 13

104. WHAT ARE ORGANIZATIONS TRYING TO DO?
Engage with
citizens
Tuesday, 11 June 13

105. WHAT ARE ORGANIZATIONS TRYING TO DO?
raise
donations
Tuesday, 11 June 13

106. WHAT ARE ORGANIZATIONS TRYING TO DO?
educate
students
Tuesday, 11 June 13

107. WHAT ARE ORGANIZATIONS TRYING TO DO?
build
communities
Tuesday, 11 June 13

108. WHAT ARE ORGANIZATIONS TRYING TO DO?
INCREASE
ONLINE SALES
Tuesday, 11 June 13

109. at the heart of
EVERY BUSINESS
DIGITAL
Tuesday, 11 June 13

110. “Web experience
Management”- Oracle
Tuesday, 11 June 13

111. “Web experience
Management”
“Web experience
Management”- Oracle
"WeM"
Tuesday, 11 June 13

112. “ONLINE CHANNEL
OPTIMIZATION”- Gartner
Tuesday, 11 June 13

113. “CUSTOMER
EXPERIENCE
MANAGEMENT”- Adobe
Tuesday, 11 June 13

114. “DIGITAL
EXPERIENCE
MANAGEMENT”- Forrester
Tuesday, 11 June 13

115. - jam
“*-X-M”
Like “*nix”
Tuesday, 11 June 13

116. - jam
OR JUST...
“*-X-M”
Like “*nix”
Tuesday, 11 June 13

117. DIGITAL :)
Tuesday, 11 June 13

118. - jam
“star-EX-EM”
Tuesday, 11 June 13

119. - jam
“star-EX-EM”
Disruption
Tuesday, 11 June 13

120. Why *XM? The big picture. Examples.
Tuesday, 11 June 13

121. Why *XM?
•Every experience should be a success:
- With you.
- For you.
- For your company.
- For your employees, colleagues.
- For your customers.
- For your partners.
Tuesday, 11 June 13

122. *XM is a conversation (not a product).
Tuesday, 11 June 13

123. *XM is a conversation.
Everything is a conversation.
Tuesday, 11 June 13

124. You’re never closed anymore
•Make money while you sleep
•Lose money while you sleep!
•Employees as ambassadors
•Customers as ambassadors
•“Osmotic”, omnidirectional teams
- Customer to customer
- Inside to outside
- Outside to inside
Tuesday, 11 June 13

125. Reputation
•Responsive
•open to criticism
•answer openly
•fix things
•try hard
Tuesday, 11 June 13

126. Florida Hospital Patient Engagement
Tuesday, 11 June 13

127. Symantec Social CRM
Tuesday, 11 June 13

128. Humana Healthy Behaviors
Tuesday, 11 June 13

129. Ride the wave
*-X-M is your chance to remain
relevant, successful, and agile
Don’t broadcast.
Omnichannel: engaging with
anyone any time ... on any device!
Context: doing it right.
Tuesday, 11 June 13

130. Ride the wave
*-X-M is your chance to remain
relevant, successful, and agile
Don’t broadcast.
Omnichannel: engaging with
anyone any time ... on any device!
Context: doing it right.
Disruption
Tuesday, 11 June 13

131. Thank you!
Jeffrey A. “jam” McGuire
Acquia Manager of Community Affairs
jam@acquia.com
@horncologne
Tuesday, 11 June 13