Multichannel Content Management

E1. Track Keynote: Implementing Large Scale Intranets

Delivering a great customer experience depends on employees having the tools, information, and motivation to provide it. This means ensuring employees are engaged, collaborative, and also having a rewarding experience. In this session Ernst & Young and Marriott International share their strategies and experiences building large-scale intranets that create engaging digital experiences for employees.

P1. Track Keynote: Hear how Harvard Business Review and WGBH have Transformed Digital Engagement

Engaging customers and online audiences requires the right mix of technology, content, and tools, orchestrated in a way that leverages deep customer knowledge to deliver the right content at the right time in the right fashion. That’s a tall order, yet it is a “do or die” imperative for organizations that use content to make a living. In this session, you’ll learn how to transform and optimize customer digital engagement from presentations by two leading-edge organizations that are paving the way to the future using a blend of customer-centric design, dynamic and targeted content, big data and analytics, agile technologies and processes, and a vision for the future. These presentations will inspire you to kick-start your own digital engagement transformation initiatives!

You'll also meet the HBR.org development team: Daigo Fujiwara, Kevin Davis, Matt Wagner, Fred Lalande, and Ismail Ozyigit.

E3. Digital Workplace Strategies for Knowledge Sharing

It has been seven years since David Weinberger shared his insights about “digital disorder” in Everything is Miscellaneous. He championed user control of information, methods of discovery, organization and application. The value of information is enhanced when the user is driving how they will find it, where they will seek it and for what it will be used. This session will further the notion that internal, narrowly bounded intranets do not meet Weinberger’s standard of information management to meet user needs. On the other hand, role-based applications, when modeled for specific user needs can deliver high value, when monitored and governed to adapt to changing business needs. Our two speakers will offer their perspectives on how an initiative involving content management technologies must first be human need-based in its focus.

P3. Update on Multichannel Publishing Technologies

The phrase “multi-channel publishing” sounds innocuous, but for those charged will delivering content over a plethora of digital channels while continuing to support print publishing, it is anything but. If you are responsible for delivering digital content to many different channels, devices, and audiences, you are faced with a large and growing number of complex, risky decisions. This session will help you craft a “content and media neutral” publishing strategy and also get you up to date on HTML5, responsive design, emerging frameworks, and other developments in multichannel publishing—in short, the one stop shop for what you need to know about multi-channel publishing.

T4. Personalization, CMSs, and Content Strategy

Personalization is on everyone’s checklist – organizations “require” it, consultants recommend it, and vendors “provide” it. Even with a lot of technology available, it is hard, and even harder to do it right. In this session we have two “how to” presentations. One speaker covers what to expect from CMS systems as well as strategic and operational issues organizations need to work through. The other presenter describes a content strategy and technique for a managed implementation of personalization.

P5. The Future of Advertising Panel

Advertising used to be simple - well you could always make bad choices - but keeping up with all the ways advertising technology and channels are changing is enough to make some marketers yearn for early retirement options. Last year we looked at Ad Exchanges, Data Exchanges, Real Time Bidding (RTB), Demand Side Platforms, and Supply Side Platforms. Our panel this year will look at a number of topics including the use of ethnography and digital anthropology to craft relationship-building ads, multiple ways to manage cross-platform advertising, and how content strategists can help create user-centric, not marketer-centric experiences.

C13. Content Strategy Panel

Content strategy is about architecting information so that it facilitates whatever processes and applications need to use it – content marketing is but one example. In particular, content marketing programs that need to be multichannel (virtually all of them) will only be efficient and effective if they have a content strategy that supports multichannel delivery. How you accomplish this is one topic this experienced panel will cover. Others include the roles and skills necessary for content strategists, what practices have proven useful, and what techniques, e.g., minimum viable content, can help.