Web content management_wcm_social_computing_rivals_or_partners

Web Content Management & Social
Computing: Rivals or Partners?

Exposing the real weaknesses and strengths of web
and enterprise technology products

@TonyByrne

@irina_guseva
Tony Byrne
tbyrne@realstorygroup.com

iguseva@realstorygroup.com
Twitter: @TonyByrne President, Real Story Group

Real Story Group: What We Do

Analyze
01234
weaknesses and
strengths of the
01234
tools....and
vendors
01234
Advise on successful
technology selection

Copyright © 2010 Real Story Group www.realstorygroup.com

Three Part Agenda

1.  Overlapping domains (WCM/ECM & Social)

2.  WCM and Social Are Different

3.  When You Need a Separate Social Tool

Copyright © 2010 Real Story Group 3 www.realstorygroup.com

Finding Your Way...

Copyright © 2010 Real Story Group
www.realstorygroup.com

Overlapping Scenarios?

Source: www.realstorygroup.com


What a WCM System Does


Web Content Site Management Systems

•  Critical backbone for
intranet publishing
•  Now really web site
management systems
•  Obviated need for portals
on some intranets
•  Starting to incorporate
“social” tools and simple
document management


Divergence…

Web CMS Web CMS

Intranet
Public

Collab’n / Social Social / Collab’n


“Social Software” vs. Enterprise 2.0

Enterprise 2.0

Social Software Mash-ups
SaaS / Cloud
“Collaboration and
Networking within Ajax / RIA
and beyond the
Enterprise”


Agenda Part Two

WCM and Social Are
Not the Same Thing


Your Web CMS Does Need to be Social

: "What are you doing?”

: ” “Checking in to see how it's going in Bosnia."

"Bosnia? They don't have roads, but they have
Facebook.”

The Social Network

There’s a Wide Range of Social Software Services

}
Activity
Streams
} “UGC”


Using Your WCM Tool as a Social Software Platform


What about Public Social Media Integration?

Three Use-Cases
Publish to Social Networks
Aggregate public feeds
Personalize based on
social graph

But is this “engagement”?


Doing Social Differently


Architectural Issues Around UGC
Public / Customer Consumers

Content and Website Managers

Web CMS
?

DMZ

Content
Employee Consumers


Agenda Pt 3

When WCM (and ECM)
Won’t Suffice for Social

Keyword = Community
Start with Public then turn to Intranet...

Different Types of Public Engagement

Web CMS
Branded Communities Reader Interaction

Engagement

Partner Collaboration Professional Networking


Scenario: Branded Communities for Peer Support


Scenario: Branded Communities for R&D


What About Your Intranet?


Humanizing through Social

Lessons from public
networks:
–  Actively promote
–  Recognition: foster
communities, but
reward individuals
–  “Laddering”
–  Push “top” lists Image sourced from Nielsen Norman Group

(content, communities,
indivs) to home page
–  Explicit Q & A Forums

www.realstorygroup.com

Platforms
ECM/WCM “Suites” Community

Wikis
Blogs
Niche
Public

Source: http://www.realstorygroup.com/Research/Channel/Collaboration/Vendors


Contact is King?

“Half-way to the Experience Economy”

“Contact is King”

http://www.peterhinssen.com/books/the-new-normal


Content is still King

“

http://www.killerfilm.com/articles/read/the-croods-get-two-more-26575
Without content, we're reduced
to cavemen going "uuuurgh" at
each other.

A lot of social media is about
pointing to interesting content. Strip
a Twitter feed of its links, or take
the shared pictures, videos, and
blog posts out of Facebook
statuses -- and "uuuurgh" is pretty
much what you end up with.

Without content, we're reduced to

http://www.realstorygroup.com/Blog/2021
liking, or retweeting, grunts.
”
( NOT A CAVEMAN )

Letʼs Continue the Conversation... 
(...and Contact Us for Sample Evaluations)
@TonyByrne
tbyrne@realstorygroup.com

@irina_guseva
iguseva@realstorygroup.com
Tony Byrne
President, Real Story Group

Web content management_wcm_social_computing_rivals_or_partners

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