Category Archives: Workshop

Workshop A: Building a Business Case for a Modern Intranet

Post-Conference Workshops – Thursday 1 December 
09:00 – 12:00

The intranet is often the only business application that touches all employees in an organization but getting the funds for improvements or upgrades is difficult. There are several different reasons for this ranging from unclear ownership and differing views on what an intranet is, to very different levels of understanding of what the digital workplace can and should be. In addition, it is an internal system so improvements can wait unless there is a truly burning platform. Even then it is usually hard to get budget beyond the shoestring. 

The work you need to do to change this needs to address a set of universal intranet challenges and make sure that you document them in a format that can travel well.

You will probably (or hopefully) not encounter all the challenges that this workshop explores but with the examples from the session under your belt you will be better equipped for the ones you do: 

  • Your stakeholders have limited knowledge of what a successful project will entail and very different views of what a digital workplace should be.
  • The users most important to ensure that the project is successful are difficult to get to.
  • The technological aspects of the project have become so work intensive that there are no resources to create the necessary content and make the right investments in user experience.
  • The necessary changes in design, information architecture and content reveals organizational challenges and the project becomes a political battlefield.
  • There are resources for a project, but no organization to own and manage the application after launch.

Sara will provide examples and inspiration from working with intranet business cases in other organizations and together we will discuss the challenges of the participants and make sure everyone can leave one step closer to a successful and meaningful digital workplace project. 

Target audience:Intranet/digital workplace teams looking to fund a new digital workplace platform or an upgrade of their existing one. 

Sara has extensive experience helping teams doing the necessary research and building business case material to enable technical investments as well as organizational. The key is to locate the right data, user insights, benchmarks and visions to support the business case.

Presented by: Sara Redin

Workshop B: An Anatomy of a Digital Audit

Post-Conference Workshops – Thursday 1 December 
09:00 – 12:00

Marketing management has never been so exciting — or daunting. The proliferation of digital tactics and lightweight technology has cleared the path for us to take genuine ownership of our operations, and be less reliant on other areas of the organization to do our jobs. 

While this new reality is empowering, it also comes with challenges. Indeed, today’s senior marketing manager is not only tasked with traditional responsibilities such as brand shepherding and lead generation, but also line items such as data analysis, technology portfolio optimization, and vendor relations. 

To survive and thrive in this environment, it’s become increasingly important for us to measure performance using a systems-oriented approach. In this workshop, attendees will learn how to assess their digital marketing operations in entirety, and identify opportunities for improvement and costs savings. 

The session will explain a comprehensive 30-point methodology for conducting an assessment, with specific focus on the following four areas of the marketing operation: 

  • Advertising & Promotion: digital media (search, display / banners, classified, mobile, digital video, lead generation, sponsorships), organic search marketing, content marketing, social media, email marketing
  • Websites:copy, images, video / animation, landing pages, microsites, search, live chat, blogs
  • Technology: marketing automation, content management, analytics, and data management
  • Vendors:even mid-sized digital marketing operations often have 10+ vendors involved in maintenance and optimization 

While the core of this workshop will rely on referencing an actual case study, it will also be interactive, with attendee company assessments worked into the session. 

Presented by: Tim Bourgeois

Workshop C: The Right Way to Select Digital Content Technology

Post-Conference Workshops – Thursday 1 December 
09:00 – 12:00

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 Real Story Group 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, cant-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?

Presented by: Tony Byrne

Workshop D: Mapping Customer Journeys and Managing Content: How to Align Practices for Great Customer Experience

Post-Conference Workshops – Thursday 1 December 
13:00 – 16:00

Journey-driven engagement and content management go hand-in-hand. Once you understand the journey that your customer wants to take, you need to deliver the content that will advance him or her along the path. Many organizations are investing in developing journey maps – but they have yet to connect their maps to their content in ways that enable those journeys to be really effective and satisfying for customers, yet manageable and efficient for marketers and content managers. 

Instructor Cathy McKnight leads this practical workshop that will show you how to overlay your journey maps onto your content management infrastructure and evolve your CMS as a true hub of engagement. Cathy starts the workshop with a brief journey mapping exercise, using a scenario developed in real time by attendees. After a brief review of the technology landscape for experience management solutions, attendees will learn the how to leverage their CMS and other marketing technology solutions to support the customer on his or her journey. 

As a result of attending this workshop, you will understand the basics of the customer journey mapping process, and you’ll be in a position to speak knowledgeably with colleagues, managers, technology partners, and service providers about your organization’s infrastructure requirements for executing journey mapping strategies and tactics.

Presented by: Cathy McKnight

Workshop E: Designing Taxonomies and Metadata for CMS Implementation

Post-Conference Workshops – Thursday 1 December 
13:00 – 16:00

A content management system (including WCM, ECM, and DAM systems) supports the categorizing or classification of content through the use of taxonomies or metadata, which can greatly enhance the ease of content retrieval. But simply importing an off-the-shelf taxonomy or metadata schema is not sufficient. Taxonomies and metadata need to be designed to best represent the unique content set and the particular users.

The workshop will begin with an introduction on basic principles and best practices in taxonomy design for hierarchical and faceted taxonomies, including term wording, hierarchical relationship rules, and the creation of synonyms/alternate labels, using real life examples. The workshop will then also cover these issues:

  • Building vs. buying a taxonomy
  • Engaging stakeholders
  • Developing taxonomy vs. metadata
  • Representing categories as folders vs. as tags
  • Designing shared vs. separate metadata for different purposes
  • Testing the taxonomy
  • Developing tagging policies and governance plans 

A recent blog post by the instructor introduces some of these issues:

Presented by: Heather Hedden

Workshop F: Taking The Fast Track of Digital Globalization to Deliver Digital Experiences Globally

Post-Conference Workshops – Thursday 1 December 
13:00 – 16:00

Digital content and platforms are global in nature as they allow you to reach out to any audience in any part of the world. However this does not mean that they enable you to create a global experience by default. As competition is never far away in this digital age you need to engage with customers quickly and deliver on local expectations effectively. In other words globalizing organizations must initiate or accelerate their digital evolution to delight ever more demanding and diverse customers across geographies.

Setting the stage is therefore critical to make the right moves at the right time. With international customers and cost leadership in mind you can leverage a number of globalization enablers to pave the way towards excellence and growth and articulate them around digital pillars including simplicity, automation and customer centricity. This session will take you on a journey to:

  • Shareable globalization dos and donts and how to incorporate them in an actionable roadmap
  • A global content value chain based on internationalization, translation, localization and international customer experience
  • How to position digital globalization in your organization to increase its value, make it sustainable and use the most appropriate resources internally and externally
  • Technology enablers to help you create and manage a multilingual and multicultural content supply chain
  • Performance indicators to capture and measure content effectiveness globally

Presented by: Bruno Herrmann