Comments for Persuasive Content

Comment on Engagement – the new CMS buzzword bus? by Ian

Ian — Thu, 18 Jun 2009 10:09:06 +0000

Thanks for your comment Zahoor - absolutely agree, Engagement is a focus on people not web page hits. My point is that traditional web analytics is a start, I want to explore that point more in future posts as I didn’t want to run on too long in this one - you are right, insight comes from a more holistic view of your audience.

Comment on Engagement – the new CMS buzzword bus? by Zahoor Hussain

Zahoor Hussain — Tue, 16 Jun 2009 13:35:42 +0000

I think engagement is about moving beyond web content management to a point where CMS, CRM and Social media meets Analytics. Buyers are looking for an integrated platform to better know the how’s and why’s of their target audiences. Fortunately this means we have moved beyond the point where website page views is an important statistic!

Engagement also requires a shift from an organisations editorial and publishing model to one where everyone could be a contributor irrespective of the platform (e.g. twitter, facebook), this requires addressing different technical and cultural issues, it’s dealing with the latter which is the most challenging!

Comment on Engagement – the new CMS buzzword bus? by Ian

Ian — Fri, 12 Jun 2009 09:19:34 +0000

Hi @Jeremiah Fellows - Thanks for your comment. I agree, no-one should start a blog or any kind of website without having even the sketchiest set of objectives. There was a good article in the New York Times about dying blogs - http://www.nytimes.com/2009/06/07/fashion/07blogs.html?_r=1&scp=4&sq=blogs&st=cse - which I think also speaks about peoples expectations and lack of realistic objectives for starting a blog.
Anyway, back to your point - I guess in a blog example, if your objective is be read - then yes - there is value in the silent majority. If your objective is to start a conversation and nobody else is joining in then converting that silent majority to engaged members of your community is your challenge. But just knowing you have a silent majority, having some sort of analysis in place is a good start.

Comment on Engagement – the new CMS buzzword bus? by Jeremiah Fellows

Jeremiah Fellows — Thu, 11 Jun 2009 21:24:47 +0000

If you do not have correlation between the number of times a blog is read or the number of twitter followers and some type of conversion or strategic objective being met, does that silent majority have value?

Comment on Engaging through Content or just Filing it? by James H

James H — Tue, 12 May 2009 08:19:50 +0000

Good post Ian – a great summary of ECM vs WCM history.

Vignette really got ‘web 1.0’ buzzing with the idea of engaging with customers via the web through content. The problem was that for large enterprises in particular ‘content’ equated mostly to traditional documents - and vast numbers of them too. It was really a wake up call for just what a mess these companies were in with electronic information management, hence the resurgence of organisations like Documentum that had been kicking around since the 80s and early 90s.

Unfortunately I think the WCM pioneers like Vignette and Interwoven got distracted by this as they saw the many millions of dollars big enterprises were prepared to shell out on heavyweight documents management and wanted a piece of that action – hence round upon round of acquisitions to shift from WCM to ECM which, as commentary shows, did not achieve those ambitions and no doubt meant they took their eye off the ball.

The problem now of course is that the Web 2.0 innovation wave and growth of Social Media has left those WCM pioneers looking like over-engineered dinosaurs, as enterprises look to shift from web broadcasting to engagement. I think the Open Text acquisition is an attempt to differentiate and gain more relevance in the WCM space but given the very wayward path Vignette has travelled in recent years whether it will deliver this is questionable. As CMS Watch rightly observe though – it’s a good move for shareholders.

Comment on Engaging through Content or just Filing it? by Jon Marks

Jon Marks — Mon, 11 May 2009 21:11:49 +0000

Very interesting. Do you think Open Text will make any attempt to harness the Vignette “ECM-centric” products? Or just leave them and their customers to live out their natural life?

And you can’t get away without saying something about the RedDot/Vignette -> Immediacy/Morello comparisons flying around ? My thoughts are here:

http://jonontech.com/2009/05/10/will-vignette-give-open-text-food-poisoning/

What do you think the main differences are? We’d love to hear from you.

Jon

Comment on OpenText to Buy Vignette by Contented Management » My CMS vendor just got acquired; should I panic?

Contented Management » My CMS vendor just got acquired; should I panic? — Thu, 07 May 2009 08:39:27 +0000

[...] Alterian’s Ian Truscott [...]

Comment on A Meme Challenge - 10 things about me by Ian

Ian — Sat, 18 Apr 2009 13:34:48 +0000

For anyone who’s wondering the answer to who’s running F1.com - the answer from Jon Marks (@mcboof) @julesdw We develop and host F1.com - the living timings rock. Also did Red Bull Racing. We can get free tickets. Oh no, wait. We can’t

Comment on A Meme Challenge - 10 things about me by Ian

Ian — Thu, 16 Apr 2009 16:58:07 +0000

@Jon Marks I think it’s because we see so many parallels with our own industry, the glamour, the travel, the international (meme driven) acclaim? Weren’t your colleagues Lost Boys a sponsor?

Alright I admit it, I don’t know which CMS f1 is running and I am bracing myself for the shame when you tell me…

Comment on A Meme Challenge - 10 things about me by Jon Marks

Jon Marks — Thu, 16 Apr 2009 16:12:24 +0000

Nice. What is it with F1 and CMS people, anyway. Guess what CMS F1.com is running on at the moment …

And I’m sticking in the MemeID 42a4263e9ae40c23da79bd43370fd814 so Google will find you when this thing gets huge.