WEM Market: WCM + Ricotta

No ricotta pictured, but there’s La Tur and manchego

The WEM Marketplace: Blueberries and Ricotta

As Web CMS products reached maturity, a standard set of features became core for most vendors (i.e. templating, workflows, in-context content preview, integration APIs, scalable architectures, delivery and caching, etc.) Things are different with Web Engagement Management. The industry is still trying to figure out what this WEM thing is all about.

In the WEM sector, we’re in a market that sells oranges, apples and blueberries from the same bin as ricotta cheese. Spaghetti is positioned on the same shelf as the Russian Caravan loose leaf tea, right next to heavy-duty laundry detergents. But this is slowly changing, as the WEM evolution is happening right before our eyes.

Who Plays in the WEM/WCM Space

WEM capabilities of varying degrees are offered by most mature Web CMS vendors (but not by as many Enterprise CMS vendors). However, comparing those capabilities one to one would be rather difficult in this stage of WEM evolution.

Just take a look at how some WCM vendors position themselves and draw your own picture based on the messaging we hear from them:

Alterian has email marketing, web behavior analytics, social media marketing, social media engagement, social media monitoring and sentiment analysis capabilities to offer with its Alterian SM2 product.

Autonomy Interwoven is focusing on Meaning Based Marketing. Using Autonomy’s IDOL server, their products are able to extract meaning from various content types to help marketers improve customer experience. Web CMS comes with integrated multi-variate testing (MVT), email management, analytics and a multichanel optimization module.

CoreMedia proclaims itself as a “Complete Communications Suite” that allows for a combination of Web CMS, social software and CoreMedia Adaptive Products offering adaptive personalization and delivery, mobile optimization, cross-channel interactions.

Day Software’s CQ 5.3 Web CMS comes armed with personalized content delivery, campaign targeting, customer targeting and segmentation, campaign measurement, content optimization capabilities, and support for A/B and MVT testing.

Ektron provides social media management, integrated web analytics with Google Analytics, MVT in the PageBuilder, content optimization, etc. — as part of the latest release of CMS400.NET v8 Web CMS.

EPiServer’s Marketing Arena came out in 2009, focusing on the “new era of the engaged web,” with WEM features like landing page management, digital visibility management, campaign monitoring and optimization, SEO support, personalization and prospecting.

FatWire’s WEM proposition — Web Experience Management Framework — is based on modules for UGC and interaction (Community Server), content targeting (Engage) and content optimization (Analytics) connected to FatWire Content Server (the CMS part).

Open Text Web Solutions is a combination of Vignette and RedDot and has a number of WEM-related products and features. The Vignette Community Applications is now part of Open Text’s Social Media offering (note that OTEX also has its own Social Media product) with community management, social interaction and collaborative communication features. There’s also Vignette Experience Optimization that includes a recommendation engine, analytics, and delivery of personalized and multi-channel content.

SDL Tridion’s WEM proposition comes under the umbrella of the Unified Online Marketing Suite that includes audience management, email and multi-channel, multi-lingual campaign management, personalization and profiling, and E-commerce with the recent acquisition of Fredhopper.

Sitecore has a product called Sitecore Online Marketing Suite that claims to provide WEM functionalities like visitor experience analytics, real-time personalization, landing page optimization, campaign management, etc..

WEM Needs WCM (And Vice Versa)

If your Web CMS doesn’t have WEM capabilities, it’s stuck in the Netscape era. With that said, you don’t necessarily have to buy WCM and WEM functionalities from the same place. Some vendors offer both, some — only Web CMS. But there are third-party tools that can be (or should be able to be) integrated with your Web Content Management System.

It may be difficult to find a Web CMS that offers a complete set of WEM functionalities that you need to achieve your goals, but a sound engagement strategy comes first. What are your goals? What are the objectives? What are you trying to achieve? Most number of likes? Selling more products? Increased customer loyalty? Word-of-mouth marketing opps?

Mere mention of such WEM buzzwords as online marketing, social analytics, web engagement and eCommerce in a marketing brochure authored by a CMS vendor you’re considering may not guarantee it’s a fit for your goals.

When looking at particular features of a WEM-friendly Web CMS, ask vendors to show you how their features will help you get where you want to be. Knowing your goals and being familiar with your WEM strategy will help you help the vendors on your short list – in the end though, benefiting you with the closest match of technologies for your strategy.

has a product called Sitecore Online Marketing Suite that claims to provide WEM functionalities like visitor experience analytics, real-time personalization, landing page optimization, campaign management, etc.

Top 10 CMS Stories in 2009

No year-end predictions, no resolutions. Not even debating the acronyms. Just simple numbers: the top 10 most trafficked posts in 2009 on this blog:

• Review: SDL Tridion R5 Web CMS

The post was inspired by several years of being an SDL Tridion customer, when the company was Tridion and the product was R5.x.

• Things We Hate About Content Management

The Motley Crew’s collaborative Google Wave post, a riot, really, about all things CMS we collectively umm.. dislike. Ah, the power of putting several great minds into one wave 😉

• Clickability Viciously Attacks Vignette

Step-by-step guide on how to develop (and advertise) bad taste in writing CMS marketing materials, including white papers. ‘Nuf said.

• Interwoven Layoffs Are Imminent

Long before Interwoven’s fate moved from acquisition intent to the ranks of a done deal, there were indications of changes and “cost savings” coming.

• You’ve Been Tagged in CMS Vendor Meme

Still giggle every time I think of that morning.

• What Will Happen to Interwoven Post Automy

The first big acquisition of 2009 set some folks, including me, into the pondering mode about Interwoven’s future. Since then the dust settled, some people left, products were Autonomy-zed to some degree, but it’s still fun to look at initial reactions and crystal ball gazings.

• Review: Day Software’s CQ5 WCM

CQ5 marked the end of a 3-year-long silence from Basel and Day not Communiqué-ting much aside from a couple of point releases. The world was agonizing in anticipation of what the R&D-focused vendor came up with. I got a chance to install the product and poke around.

• Implementing a CMS Costs More Than Buying a CMS

Just like in marriage, the expense doesn’t stop at a Vera Wang dress. Or, even earlier, at a short-list.

• Vignette Marks 2008 Year-End With Layoff

About this time last year, Vignette let some of its people go (was it à la Moses act of freeing?) in preps for prettifying itself for the Open Text acquisition.

• 10 Things About Me

This one is only vaguely CMS-related, infectious as all memes, yet curable. The real #1 of this top 10 list was actually the about me page. Go figure.

CMS Going-Ons That (Almost) Didn’t Make it Here

Recently, I got an e-mail newsletter (from: company name redacted) – one of those that goes almost immediately to trash following a quick scan. What made me ROFL was this line:

Blogging is easy, usually free, and most importantly, fun!

Now, I am not perfect (well, am nearly 😉 ) and could use more self-blogging discipline, but whoever wrote that statement must’ve never blogged a single line in his/her life. It sure is ain’t that easy (Oh, yeah, after all, I live in the South).

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After working very hard (yet, effortlessly 😉 ) on diligently neglecting this dear child of a blog, let me recap the past 68 days. Yes, it’s been that long – LinkedIn is very good at rubbing it in with their WordPress widget day counter. So, here are the CMSWire stories and happenings that have been on my radar in those 2+ months:

ECM

• Open Text unveiled its 2010 product roadmap at Open Text Content World in Orlando, highlighting many rebranding changes that are to come, including those for RedDot/Web Solutions and Vignette. The community still doesn’t appear to be appeased. But business is business. In the meantime, I am revisiting Shakespeare’s Hamlet in preparation for my next piece on Open Text planned for early January 2010.
• Open Text appeared in the news again with the announcement on expanding its ECM solutions portfolio for Oracle.
• IBM continued to focus on analytics as a way of better management of unstructured and structured content.

WCM

• Crownpeak integrated its SaaS CMS with the Website Optimizer Experiment Management API, which is based on Google Website Optimizer, alleviating the pains of tedious cut and pastes of those pesky JavaScript snippets into your content or templates.
• OmniUpdate continued to work the hi-ed crowd with new version 8.10 featuring multi-lingual and multi-output previews.
• Sitecore v6.2 saw the light of day (I, personally, wasn’t much impressed) and took a bite of online engagement and social communities through Telligent Community integration.
• Ektron’s “big guns,” including the newest addition to the team Tom Wentworth, previously of Interwoven, showed off the new version 8 of CMS400.NET (yes, the one that was inelegantly leaked some time before the official release).
• Nstein walked me through their “New Kind of Site Search” with 3S (Semantic Site Search), interesting ideas there with multi-index federated search, embedded Text Mining Engine, semantic widgets and a more flexible presentation layer.
• CMS Watch sliced and diced the market in its Web CMS Report 2010.
• EPiServer entered into a partnership with Mediachase in order to add eCommerce capabilities to its Web CMS and Relate+ community platform offerings.
• Web publishing vendor WoodWing turned to celum for a DAM integration.

J. Boye ’09 in Aarhus

While in the handsome town of Aarhus (aka the City of Smiles), heaps of content management fun were on the menu (topped off with duh! delish herring), including:

• Jarrod Gingras and Peter Sejersen’s look into the pitfalls and best practices of selecting a CMS.
• McBoof, Janus Boye, et al’s attempt to #fixwcm, while heatedly debating some of the inconvenient truths and challenges of the content management industry.
• David Nuesheler’s of Day Software session on top 8 trends in web content management architecture and standards (CMIS, JCR 2.0, JSR-283).
• BJ Fogg’s preso on “hot triggers,” “cold triggers,” persuasive technology and why Twitter and Facebook are winning.
• A myriad of fantastic, thought-provoking, brain-activity-inducing conversations in hallways, at dining tables, at social events, while braving the rain and the cold – you know who you are.

PS: I miss Århus. Thanks, Janus!

Gilbane Boston 2009

The who is who of content management came to Boston for the Gilbane conference. I was fortunate to moderate a Content Management in Practice session, and attended a few others:

• Content migration, the dirty little secret of content management, where content migration challenges, stumbling blocks and techniques to avoid them were discussed. One of the simplest, yet most often overlooked takeaways: Know your content.
• One of the hottest topics of the event – open source and its rise in content management. One little tidbit of info signaling a broader acceptance of open source even just looking at Gilbane — there were virtually no OSS vendors here 4 years ago. This year, there were 6.

PS: Great fun seeing/meeting the usual CMS crowd suspects IRL and chatting about royal matters of the content management kingdom 🙂 Thanks, Frank!

Open Source CMS

• Hippo held its ForgeFriday as planned (read event recap here from Tjeerd Brenninkmeijer) and released Hippo CMS 7.2 aiming to deliver more TLC to end-users with several Hippo Site Toolkit (HST) treats.
• Bill Beardslee called to say he moved to Miami and left Percussion for dotCMS.
• And soon after, dotCMS announced its intent to embrace CMIS.
• Nuxeo now has their very own DAM system in addition to the existing ECM and DM products — all tightly knit together. Another first is their international user conference planned for March 2010 – NuxeoWorld.
• Magnolia CMS concentrated on hierarchical content modeling and interoperability (still based on the JSR-170 standard) in version 4.2.
• Alfresco started offering an option for fault-tolerant, load-balanced, complex configuration deployments of its ECM product in the cloud with help from RightScale.

Social Media

• The CIA continued its investment in open source and technology and got more visibility into social media (=open source = data in public domain) after giving some $$$ to the social media monitoring firm Visible Technologies. Any social content (open or hidden) can be scraped, scored and displayed in a nice dashboard.

Former Open Text-er Takes Nuxeo CMO Job

She is well-versed in matters of Enterprise CMS, Enterprise 2.0, collaboration and social media; specializes in VQA wines, weaves in candy and aspirin into one sentence and posts some of the yummiest foodie tweets out there.

Soon after her resignation, the former Open Text-er was asking on Twitter whether 6 pairs of shoes would be enough for one week in Paris, there was a chance that French bistros, Père Lachaise and walks down Canal Saint-Martin were not the sole purpose of the trip.

Meet Cheryl McKinnon, who, as of today, is the new Chief Marketing Officer of the Paris-headquartered open source ECM vendor Nuxeo.

As the new CMO, McKinnon plans, first of all, to put the right team in place (Will we see former Open Text-ers there?) “to make a big bang in the U.S.” and work on Nuxeo’s messaging across the web, print and other channels to deliver “what business and technical buyers need to hear about.” We should expect to see at least 15 more hires in sales, product development and engineering in both Boston and Paris, according to Nuxeo.

After learning the ropes of Nuxeo Enterprise CMS product (including Nuxeo EP and Nuxeo DM), McKinnon admitted she was “pleasantly surprised by the usability factor and a clean, intuitive UI.” “This is not a product you would struggle to use.”

With virtually non-existent experience, exposure or previously declared affection for open source, McKinnon sure did learn some lessons from the proprietary enterprise content management space that should translate well into both French and doing business the open source way. “There’s only so much you can learn in one place. The more that you wait, the more time that you waste.”

Why Nuxeo?

Quite a few of you are probably puzzled as to why someone would leave a position on the growth track at one of the ECM giants. McKinnon has the answer; she is a “big believer in leaving at the top of the personal game.” The last year of her career at OTEX “was the most fun and fulfilling,” due to being able to learn new products, explore social media and start writing again. But it was time to “take all lessons learned and apply [them] to a company on the brink of making a jump to the next level.”

In addition to that, Eric Barroca, Nuxeo’s CEO, “reached out and painted a picture.” No, he didn’t exactly DM her on Twitter, but this level of personal recruitment made McKinnon feeling “obliged to return the call,” even though she returned none of head hunters’ calls.

More on CMSWire: Former Open Text-er Takes CMO Job at Open Source Nuxeo

Open Text Web CMS Saga With Vignette and RedDot Continues

Personally, I cannot wait for October to arrive. Open Text Content World will be in the lovely Orlando, and we all should expect to be enlightened on OTEX’s product map and strategy for its two web content management arms: Web Solutions (aka RedDot) and the recently acquired Vignette.

Commenting on my previous post on the Open Text WCM saga, Markus Giesen et al. — representatives of an unofficial RedDot blog — raised several worthwhile questions. Not with publicity in mind, but in an effort to get some real, transparent answers I reached out for comments to Open Text.

Disappointingly, we did not succeed in squeezing a ton of clarity from Open Text’s Marci Maddox — their Director Global Product Marketing for Web Solutions.

The official party line is that no product migrations, discontinuations and code mergers will happen for Vignette and RedDot. RedDot is not dead, and Vignette will continue to get R&D money. A “singular solution” — whatever that means — is still on the roadmap for the next 2 years.

The response from the community is still “Yeah, we’ve heard that before…” as many are thinking of Gauss and Obtree.

Without more answers, the Vignette acquisition looks to be more of an impulse buy. And hey, most of us do impulsive things every now and then (more often than we’d like to admit), only to find ourselves stricken by a profound “Oh, my…” moment, then scrambling to put the puzzle back together again.

Granted, decisions of this magnitude are unlikely to have been made impulsively. They are also not easy to pin down in a relatively short period of time.

However, reflecting on the recent communications strategy, opinions like “The botched messaging around RedDot speaks unbelievably poorly of OTEX leadership, IMHO” are nothing but expected.

Open Text (Somewhat) Starts Vocalizing Vignette Plans

Open Text has finally revealed a bit more information about what the giant plans to do with its multiple WCM offsprings. More specifically, where the recently adopted Vignette child may be placed in Open Text’s Enterprise CMS and Web CMS families.

“Our plan is not to eliminate products, but to offer solutions that help our customers effectively fulfill their unique, organizational needs,” said John Shackleton, president and CEO of Open Text.

The product architectures and technologies are quite different. And it is still not clear yet how this WCM/ECM quilting exercise (Open Text should really patent this phrase) will go on. At this time, however, there are no planned migrations of customers from one platform to another. Open Text is “not going to force anyone in either customer base,” according to Scott Bowen, Sr. VP at Open Text.

Saying that Vignette adds the right technologies to the portfolio at the right time, Open Text plans to leverage Vignette Content Management (VCM) as the foundation of Open Text’s Web business solutions, aiming to cover all possible content management implementation use cases from basic to sophisticated deployments, while utilizing both RedDot’s and Vignette’s “historic strengths,” adds Bowen.

Within the next 24 months, Open Text is looking to launch a “singular WCM product offering” that will combine key strengths of Web Solutions and Vignette.

Other plans:

• The release of the long-anticipated Vignette Content Management version 8.0 (VCM v8) is still on track for H2 2009.
• The recently released Web Solutions 10.0 will be followed by Web Solutions 10.1 in H1 2010.
• Vignette Social Media Solutions (Community Applications and Community Services) will be the basis of a new Social Marketplace offering as part of Open Text Social Media.
• Vignette Collaboration will continue to be enhanced as part of the underlying Vignette Social Media technology stack.
• Vignette’s Transactional Content Management product line (think SAP and Oracle integrations, B2B and eCommerce) should see the light of day at some point.

More on CMWire.com