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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

Tony Byrne & 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 WCM Technology

Instructors: 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: 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 our unique needs? Even if it’s going to be our internal technology team, enterprise business managers, need to make sure that the team that’s about to implement WCMS, Social, Marketing Automation, Analytics and Search tools are ready to facilitate the new world of constant change in strategic content and web engagement. Let’s explore a new, proven methodology for examining the team that will help us make our new enterprise technology a success:

  • What do we need to be prepared for?
  • How do we evaluate our most optimal solutions?
  • What are best practices for matching the team and the tool?
  • What responsibilities do WE have for making sure this team is successful?

Let’s explore this in an entertaining, informative and ultimately actionable workshop. Led by Digital Clarity Group’s Scott Liewehr and Robert Rose – attendees will walk out of this workshop much better equipped to make strategic decisions about the team that will implement new technologies.

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. When utilized effectively, social media marketing enhances your brand's voice and personality, making you more approachable and transparent to your target audience. But, how can your company devise a social media strategy that entices audiences and encourages interaction? Which platforms make sense for your brand? How can you monitor the effectiveness of a social media campaign?

In this interactive session, 451 Marketing founding Partner and Social Media Strategist, AJ Gerritson, will outline the major social media platforms, strategic approaches, best practices, time commitment, and measurement tools and techniques necessary as part of an effective social media strategy. Using industry statistics and case studies, AJ will teach attendees how to structure a successful social media strategy that can be easily integrated into your brand's existing communications campaigns.

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 – 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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