Perttu Tolvanen, www.projekti55.fi

Perttu TolvanenWeb Consultant & CMS Expert

Projekti55 Oywww.projekti55.fi

Social media features in CMS platforms... Web site & intranet perspectives.

27.2.2012 @perttutolvanen

Presentation held for J. Boye Digital Media Europe group.

Perttu Tolvanen, www.projekti55.fi

Different views about ”CMS”

Perttu Tolvanen, www.projekti55.fi

Three categories for Website projects

You choose the team. They choose

the tools.

”Platforms”

CMS ”products”

You are doing something really special.

You are not doing anything really special, but you want to do it in a style that is somehow special. Maybe you really want community feeling, maybe you want open source, maybe you want stability, maybe you are really building a ”monster”.

You are not doing anything really special. You just want to get it live, look good and start focusing to easy content production.

Perttu Tolvanen, www.projekti55.fi

Main websiteMain website

The year of the CMS: ”2005”.

Main website

Campaign site

Typical web presence of a large organisation in 2005.

Campaign site

Campaign site

Campaign site

Campaign site

+ Language / country versions

Perttu Tolvanen, www.projekti55.fi

Main websiteMain website

Year 2012.

Main website

Campaign site

Example of web presence in 2012.

Self-service channel

(extranet, forms etc.)

Campaign site

Campaign site

Blog

Blog

Partner site

Partner site

Perttu Tolvanen, www.projekti55.fi

”Social Web CMS”

1. Social media is moving really fast. Website concepts are not moving really fast (to be honest). Expecting

Web CMS products to keep up with social media is not really realistic.

2. There are things you can get from a good Web CMS, like moderation capabilities, profile pages, different

authentication methods and maybe even integrated analytics. Some systems also provide functions similar

to dedicated social media dashboards (eg. HootSuite).

3. Bottom line: If you really need integrated analytics across all channels, then you need to evaluate this area

closely. In most other cases you can build your ”web content management system” from pieces.

Multisite managemen

t

Moderation for UGC

SPAM preventio

n capabilitie

s

Publishing to multiple channels

Analytics

Profile & identity

management

Integrations (eg.

Facebook Connect)

Blogs, forums,

idea manageme

nt etc.

Perttu Tolvanen, www.projekti55.fi

”Social Web CMS” core

• Components of ”social web CMS”. Prepare to buy these

separately (atleast during period of 2012-2014).

Multi-channel publishing & monitoring capabilities

Analytics capabilities

(social media & own site)

Content management

capabilities (own site), traditional

CMS role

Perttu Tolvanen, www.projekti55.fi

Community / theme

sites

”Social intranet CMS”

1. In short: ”Social intranet” concept doesn’t really exist yet.

2. For many organisations today ”the social intranet” is either ”email” or ”Yammer”.

3. Best tools are still expensive 3rd party add-ons and very much ”black boxes”.

4. Identity ownership and ”the profile page” are often key issues.

5. First steps: Build one profile page. Do not worry about integrating everything. Just be strict about

what kind of roles the systems are allowed to have.

6. Advanced steps: ”Who owns the feed?” or ”Can the feed be separate service (think Facebook)?”

Team work sites & doc manageme

nt

Discussions over

content (wiki style).

People having discussions also in other digital places

than email. Eg. Lync, CRM.

Intranet comment

s

Social people profiles

Questions &

Answers (eg.

Yammer)

Social ”business tools” like CRM

Idea managemen

t systems

Social intranet features. These features can be owned by CMS, at least in some point.

Social features in Enterprise. These are not ”traditional” CMS features, and are more related to development where other business tools are getting more social features.

Perttu Tolvanen, www.projekti55.fi

”Social intranet CMS” core

• Components of ”social intranet CMS”. Intranet + profile

page + ”the feed” (that collects activity streams from

different content & business systems).

”The feed”. Possibly

the new heart of the enterprise. Not always the intranet front page.

Profile page (one

profile page to rule them all)

Intranet (clear ownership

of certain information & functionalities,

eg. people search, news)

Perttu Tolvanen, www.projekti55.fi

Build your own ”social CMS”.

1. ”Social CMS” is usually a combination of different tools, and traditional CMS is just one component in

that abstract ”content management system”.

2. Web CMS advice: Currently market is going through a rough phase, and buyers should not expect that

CMS products have integrated concepts inside. Better to buy CMS for CMS purposes, and focus

resources into pilot projects and 3rd party tools.

3. Intranet advice: If you have a clear role for your intranet then you might want to build a stand-alone

”feed” for social activities around the organisation. If not, then follow the roadmaps of CMS platforms.

Multisite managemen

t

Moderation

Commenting

Publishing to multiple channels

Analytics

Profile & identity

management

Integrations to other systems

Blogs, forums,

ideas etc.

Thank you.

Web Consultant & CMS Expert

Perttu Tolvanen, Projekti55 Oy

050-3685199

perttu@projekti55.fi

www.projekti55.fi

Follow me in Twitter. Get free CMS advice.

twitter.com/perttutolvanen

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