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Gilbane Boston 2011
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Gilbane Boston Pre-Conference Events


Tuesday November 29, 2011
9:00 - 12:00 Workshop A
Insider's Guide to Selecting WCM Technology
Tony Byrne & Irina Guseva, Real Story Group
Workshop B
Integrating Website and Mobile Strategy for Consistent Customer Engagement
Scott Liewehr, Outsell/Gilbane & Rob Rose, Big Blue Moose
Workshop C
Justifying Enterprise Search: Mitigating Risk and Getting the Right Fit
Lynda Moulton, Outsell/Gilbane
1:00 - 4:00 Workshop D
Getting to Yes on Enterprise 2.0 in Your Company
Marc Strohlein, Agile Business Logic
Workshop E
Content Strategy for Marketing: Influencing + Evaluating Results (without Breaking Your Budget)
Colleen Jones, Content Science
Workshop F
Creating a Globalization Framework to Ensure Global Content Operations and International User Experience
Bruno Herrmann, The Nielsen Company

Workshop A: Insider's Guide to Selecting WCM Technology

Instructor: Tony Byrne, Founder & Irina Guseva, Analyst, RealStoryGroup (CMSWatch)

If you are a website or intranet manager or architect, this year may well find you looking to implement new tools or refresh dated platforms. However, you face a wide and growing array of vendors willing to address your problems. Which ones offer the best fit for your particular circumstances?

This fast-paced workshop led by CMS Watch founder Tony Byrne will help you understand the broad but converging marketplaces for Web CMS technologies. Tony will sort out the key players and business models, and offer you a roadmap for deciding which types of technologies and vendors provide the best long-term fit for your needs.

The workshop will answer several key questions:

  • How can you quickly distinguish among the 120 major toolsets across these marketplaces?
  • How are changes in the open source landscape impacting your options today and going forward?
  • Where does Web Publishing intersect with emergent technologies?
  • What should you expect to pay for these tools?
  • What are the critical, can't-ignore architectural distinctions you need to make?
  • How mature are the vendors?
  • What are the strengths and weaknesses of some key players, including Microsoft, IBM, and Oracle
  • How can you insure that your selection process meets your original business objectives?
  • Which should you pick first: Agency, Integrator, Vendor, or...?
  • What are some major pitfalls others have made that you can readily avoid?
  • How are these marketplaces likely to evolve in the coming years, and how can you best align your firm to take advantage of future innovation?

Are there other questions you want answered? Feel free to send them to Tony at, so that he can weave them into the workshop. Or, simply bring them that day. Hope to see you there.

Workshop B: Integrating Website and Mobile Strategy for Consistent Customer Engagement

Instructors: Scott Liewehr, Lead Analyst WCM, Outsell Gilbane, and Rob Rose, Chief Troublemaker, Big Blue Moose

You’ve heard all the talk about web engagement management. You’ve read about web and content optimization for contextual consumption. You may even have preached to others about the rise of mobile-, social-, and personal-ization. We suppose you could even be doing some of these successfully, but we doubt it. These are just a few a few of the sexiest, most contemporary practices that everyone likes to talk about but no one is really doing… but they should.

In this workshop, renowned author and digital marketing expert Robert Rose teams up with industry analyst and web content management expert Scott Liewehr to teach you how to realize true web engagement across web and mobile channels for your organization. Robert and Scott will teach attendees how to integrate content optimization into the marketing process by pragmatically focusing on three of the primary aspects of web engagement: testing, targeting and contextual design. The workshop walk attendees through a step-by-step approach to each practice, focusing on both the marketing process implications as well as the implementation and operationalization aspects. Web engagement management is more process than technology, so while you may not be able to buy it in a box, you can learn an awful lot about how to implement it in three entertaining, fun-filled and educational hours.

Attendees will also receive Robert's brand new book, co-authored with Joe Pulizzi: Managing Content Marketing: The Real-World Guide for Creating Passionate Subscribers to Your Brand.

Workshop C: Justifying Enterprise Search: Mitigating Risk and Getting the Right Fit

Instructor: Lynda Moulton, Senior Analyst, Outsell Gilbane

While enterprise search has been debated, maligned, and challenged as a high value infrastructure application over the past decade, it has a place in every enterprise with valuable content. This presentation highlights how to make the right decisions about enterprise search applications. From embedded search to high-end semantic applications, the options are numerous and the technologies solid. However, the right choice is imperative and basing selection on business priorities requires artful analysis and justification. Illustrating the risks of continuing to operate with a faulty search solution is a good way to focus thinking about the search environment in any organization. The workshop will cover:

  • Identifying target content
  • Establishing required technology and human resources
  • Mapping mission-critical applications that feed search
  • Reviewing the current search landscape
  • Establishing and measuring the risks of poor retrieval and findability
  • Creating scenarios of where search must work
  • Strategizing how and where to begin planning
  • Sound bites for establishing why enterprise search is mission critical

Workshop D: Getting to Yes on Enterprise 2.0 in Your Company

Instructor: Marc Strohlein, Principal Consultant, Agile Business Logic

This workshop provides attendees with the tools to construct a business case for collaborative and social tools in their companies, sell the proposal to senior management, and ensure buy-in and use by company employees. The workshop is a practical blend of presentations and hands-on working sessions where participants will begin to construct their own program for selling and introducing Enterprise 2.0 tools and strategies to their own companies. Topics include:

  • Use cases for key Enterprise 2.0 tools
  • Barriers and objections from senior management and how to counter
  • Elements of a business case for Enterprise 2.0
  • Success factors in introducing Enterprise 2.0 and how to drive utilization,
  • Metrics for measuring the success of Enterprise 2.0 initiatives.

Workshop E: Content Strategy for Marketing: Influencing + Evaluating Results (without Breaking Your Budget)

Instructor: Colleen Jones, Principal, Content Science, and Author, Clout: The Art + Science of Influential Web Content

Digital marketing is quickly becoming THE marketing. What drives digital marketing? Content. If you're not ready, you're not alone. This intermediate workshop will help you form a strategy and then act on it. You'll apply lessons learned with exercises inspired by Colleen's years in the trenches and her best-selling book, Clout. By the end of the 3-hour session, you will

  • Understand the role of content in attracting, converting, supporting, and engaging customers.
  • Know eight principles of influence based on psychology and rhetoric.
  • Learn techniques for applying each principle to web content.
  • Ask the right evaluation questions and answer them with the right evaluation methods.
  • Learn tips and tricks for getting the most value out of your content.

You'll also receive a hard copy of Clout: The Art and Science of Influential Web Content.

Workshop F: Creating a Globalization Framework to Ensure Global Content Operations and international User Experience

Instructor: Bruno Herrmann, Globalization And Localization Director, The Nielsen Company

This workshop will discuss how to build a solid foundation and develop a scalable framework to create, manage and deliver content globally. It will also address why international user experience matters and how it can be enhanced. Participants will get an overview of contributing factors to be considered for globalization from both strategic and tactical perspectives as well as a roadmap to consider them for effective execution. Topics will include:

  • Diving in major drivers of global content management from the trenches, including standards, processes, services, governance and technology
  • Identifying key components for a content management solution and aligning them with business objectives
  • Leveraging international user experience drivers to optimize content and considering a practical approach to define and manage it
  • Positioning globalization management across a global and complex organization
  • Highlighting some of the most business critical aspects of global content management and linking them to globalization cost leadership
  • Reviewing typical pitfalls and challenges of global content deployment

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