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2012 Gilbane Boston Pre-Conference Workshops

Tuesday November 27, 2012
9:00 - 12:00 Workshop A
Insider's Guide to Selecting WCM Technology

Irina Guseva, Real Story Group
Workshop C
So you want to build a mobile content app?

Jonny Kaldor, Kaldor Group (creators of Pugpig)
Workshop E
Social Media: Creating a Voice & Personality for Your Brand

AJ Gerritson, 451 Marketing
1:00 - 4:00 Workshop B
Successful Deployment of Systems of Engagement: Making it Work with the Team That Will Make it Work

Scott Liewehr & Rob Rose, Digital Clarity Group
Workshop D
Content Migrations: A Field Guide

Deane Barker, Blend Interactive & David Hobbs, David Hobbs Consulting
Workshop F
Text Analytics for Semantic Applications

Tom Reamy, KAPS Group

Workshop A: Insider's Guide to Selecting WCXM Technology

Instructor: Irina Guseva, Senior Analyst, RealStoryGroup (CMSWatch)

If you are a web content manager, developer, or architect, this year may well find you looking to implement new Web CMS 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 Irina Guseva, senior analyst with Real Story Group, will help you understand the broad but converging marketplaces for Web Content and Experience Management (WCXM) technologies. Irina 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 major WCXM toolsets across these marketplaces?
  • How are changes in the open source landscape impacting your options today and going forward?
  • What should you expect to pay for these tools?
  • What are the critical, can't-ignore architectural decisions 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 ensure that your selection process meets your business objectives?
  • Which should you pick first: Agency, Integrator, Vendor, or...?
  • What are some major pitfalls others have made in selecting Web CMSs that you can readily avoid?
  • What is Web Content and Experience Management and how the marketplace is evolving?

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

Workshop B: Successful Deployment of Systems of Engagement: Making it Work with the Team That Will Make it Work

Instructors: Scott Liewehr, President and Principal Analyst & Rob Rose, Senior Analyst, Digital Clarity Group

We’ve all heard that enterprise marketing technology tools are really only as good as they are well-implemented. So why is it that enterprises often place much more effort into selecting the tool than they do the team that will make it work for their unique needs? Even if the deployment will be performed by the internal technology team, enterprise business managers need to make sure that the team that is going to help them realize their objectives by implementing the Web Content Management (WCM), Social, Marketing Automation, Search, and Analytics systems is ready to facilitate the new world of constant change in strategic content and web engagement. This workshop will explore proven methodologies for translating business strategies into selection criteria for both technologies and the agencies and integrators that implement them. It will prepare participants to answer critical questions that will help them ensure their enterprise technologies are successful:

  • What does my organization need to be prepared for?
  • How should I determine the optimal solutions given the many options?
  • What are the best practices for finding the best team to carry out my strategy and implement my chosen technology(ies)?
  • What responsibilities do I have for making sure the team is successful, and how can I stack the deck in my favor?

We will explore all of this and more in an entertaining, informative and actionable workshop. Led by Digital Clarity Group's Scott Liewehr and Robert Rose, attendees will leave this workshop much better equipped to make strategic decisions about how to select and work with the team that help fulfill their vision.

Workshop C: So You Want to Build a Mobile Content App?

Instructor: Jonny Kaldor, Managing Director, Kaldor Group (creators of Pugpig)

With the continuing and massive adoption of tablet devices, content owners have a dizzying myriad of ways to disseminate content to employees and customers alike in a way that is faster, broader, more engaging and more actionable than ever before. Business models for content owners are being revolutionised, and tablets are now offering a truly viable alternative to print. But it doesn't stop there - whether you're pushing content to consumers or disseminating information across your enterprise, you can reap tangible benefits from publishing on tablet devices. This session will dive into the key aspects of conceiving, designing, building and launching your mobile content app, whether you're targeting your employees, clients or consumers. We'll cover both the opportunities and the many pitfalls that you will encounter (and nimbly jump over) as you set off of your content app journey...

Key topics:

  • Where to start?
  • Translating print or web to mobile - it's not so easy
  • Designing an engaging and really useful user experience
  • Avoiding building a whole new team to manage the mobile channel
  • Aligning your web and mobile strategy and operations
  • Webapp vs native vs hybrid - which should I go for?
  • Adaptive design / responsive design"
  • Business models that work
  • Making sense of multiple devices and marketplaces
  • Using the big players to your advantage (Apple, Google, MS, Amazon)
  • Keeping your users happy

Workshop D: Content Migrations: A Field Guide

Instructors: Deane Barker, Partner, Blend Interactive & David Hobbs, Website Transformation Consultant, David Hobbs Consulting

Content migrations are a continuing problem for many content management clients. Too many times, content projects stall at the migration stage when it becomes obvious that the client hasn't accounted for a migration in their budget or schedule. These phases of a project are continually underestimated at best, and overlooked at worst.

In this workshop, David Hobbs and Deane Barker, two veterans of extensive content migrations, will walk participants through all the steps of a successfully migration.

David will concentrate on the organizational and process challenges. How do you inventory your content? How do you decide what is migrating and what isn't? How do you manage quality?

Deane will concentrate of the more technical challenges. How do you actually move content from System A to System B? What are the challenges of reconfiguring or restructuring your content? What technical systems can you implement to make your QA process more manageable?

The session will aim to give participants a broad base of experience and preparation for a content migration, enabling them to more effectively plan and execute their own.



Workshop E: Social Media: Creating a Voice & Personality for Your Brand

Instructor: AJ Gerritson, Founding Partner & Social Media Strategist, 451 Marketing

For consumers, brand interaction on social media platforms is no longer the exception, it's the expectation. In order to stay relevant, companies must develop digital tactics that boost the brand's overall communications strategies and marketing campaigns. But, how can you be sure your social presence is consistent with overall goals for your brand? What voice should your employees use to communicate your brand’s value proposition across social media channels?

451 Marketing Founding Partner and Social Media Strategist, AJ Gerritson, will teach attendees how to define their social media brand voice in this interactive workshop. This will include discussion on maintaining brand consistency, message, and voice across channels as well as using social outlets to foster connections, increase customer satisfaction, and drive business.

Workshop F: Text Analytics for Semantic Applications

Instructor: Tom Reamy, Chief Knowledge Architect, KAPS Group

A workshop on text analytics development that covers how to develop advanced categorization capabilities, how to add a level of sophistication to extraction of entities from unstructured text, and how to develop the right kind of taxonomy for a text analytics project. Text Analytics combined with taxonomies has a lot to offer to enhance semantic applications of all kinds from enterprise search to social media Voice of the Customer applications. However, combining taxonomies and text analytics has implications for the design and development of both elements from favoring smaller, more modular taxonomies to fulfilling the promise of taxonomies by automating the application of taxonomies to documents.

This workshop covers all you need to know to add text analytics to semantic applications:

  • The basic analytic techniques from machine learning to sophisticated rule building.
  • A survey of the vendor space of text analytics
  • An evaluation process of the right text analytics software for your organization
  • The role of taxonomies in text analytics development and the implications for the structure of taxonomies
  • An iterative development process and issues and how to overcome them
  • The range of types of applications that can be built with text analytics, both by itself and, more importantly, in conjunction with semantic technologies.


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