Multichannel Content Management

 

C1. Track Keynote: What it Takes to Build a Modern Customer Experience

Tuesday, December, 2: 1:30 p.m. - 2:30 p.m.

Everyone pays lip service to the power of today’s customers and the need to more fully and meaningfully engage with them, but not every organization follows through. The first step is to make sure you are truly listening to your customers, and not assuming you know what they want and need. AIA’s Kevin Novak takes a critical look at what it means to actively listen to your customers, why some organizations fail to do so, and why it is so important to crafting and maintaining a successful digital experience.

Moderator:
, President, Anderson Digital 2020
Speakers:
, Senior Director, Digital Data Strategy & Distribution, Marriott International
Update: Rethinking Content Delivery: Moving beyond a Traditional Web Content Management Approach
, CEO and Founder, 2040 Digital
The Age of the Customer
 

E1. Track Keynote: Implementing Large Scale Intranets

Tuesday, December, 2: 1:30 p.m. - 2:30 p.m.

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.

Moderator:
, Principal Consultant Digital Workplace & Community Manager, Step Two
Speakers:
, Director - Global Knowledge Platforms, EY Knowledge, EY
Social with a strategy: how EY uses Yammer to drive its global business agenda
, Sr. Director & Editor-in-Chief on Marriott Global Source, Marriott International, Inc
How Marriott International Delivers Great Customer Experiences: The Secret Power of a Content Driven Global Extranet
, President & CEO, Rivet Logic
How Marriott International Delivers Great Customer Experiences: The Secret Power of a Content Driven Global Extranet
 

T1. Track Keynote Panel: Marketing Technologists Discuss Multichannel and Enterprise Integration Challenges

Tuesday, December, 2: 1:30 p.m. - 2:30 p.m.

Marketing technologists are no longer rare birds, though they are often found in unfamiliar environments with less than obvious plumage. There are marketing technologists in many of our sessions this year, but we have selected a few to look at the two toughest challenges they, and their organizations, face in building modern digital strategies: support for consistent current and future multichannel experiences, and the necessary integration of data from multiple enterprise systems.

Moderator:
, Founder, chiefmartec.com & Co-founder & CTO, ion interactive
Speakers:
, CTO/Co Founder, DataXu
, Director of Marketing & Marketing Technologist, ICF Interactive
, Director and North America Customer Platform Lead, SapientNitro
 

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

Tuesday, December, 2: 1:30 p.m. - 2:30 p.m.

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.

Moderator:
, Principal, Agile Business Logic and Principal, Agile Business Logic
Speakers:
, Director of Technology, Harvard Business Publishing
Rebranding and Rebuilding Harvard Business Review
, Managing Partner, CRM Services, WGBH Educational Foundation
Big Data & Customer Engagement Lessons from a U.S. Media Powerhouse
, CTO, RedPoint Global Inc.
Big Data & Customer Engagement Lessons from a U.S. Media Powerhouse
 

C3. Panel - Stump the Web Content Management Consultant

Tuesday, December, 2: 4:00 p.m. - 5:00 p.m.

For those of you unfamiliar with this format, the concept is simple: Bring your toughest, thorniest, most intractable Web Content Management conundrum or challenge and a team of experienced Web Content Management consultants will compete to offer you the best advice in 2 minutes or less. But there’s a twist… we’ll use noise-canceling headphones to make sure the gurus can’t hear the answers that the other panelists give. Come and get insightful, likely controversial, and sometimes entertaining answers to your most pressing questions. The person deemed to have stumped the consultants the most will go home with their own noise-canceling headphones!

Moderator:
, Managing Director & Analyst, Real Story Group
Panelists:
, President and Founder, Ayantek
, Director Content Strategy, SapientNitro
, Partner, Blend Interactive
 

E3. Digital Workplace Strategies for Knowledge Sharing

Tuesday, December, 2: 4:00 p.m. - 5:00 p.m.

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.

Moderator:
, Principal, LWM Technology Services
Speakers:
, Managing Principal, OutsideView Market Strategy
The Digital Workplace and the Intranet of Everywhere
, AVP,Head of Knowledge and Innovation Practices, MassMutual Financial Services
Proactive Knowledge Management – Driving Content to Point of Need
, VP, Search & Findability Solutions, Earley Information Science
Proactive Knowledge Management – Driving Content to Point of Need
 

T3. Marketing Automation, Data, and Multichannel Marketing

Tuesday, December, 2: 4:00 p.m. - 5:00 p.m.

The term “marketing automation” has grown from referring to simple workflow tools to help companies and their partners manage campaigns to being used to cover a much broader and more amorphous set of capabilities. Both of the presentations in this session cover the use of data in marketing automation, one from an analytical perspective, and one from a case study.

Moderator:
, Director of Marketing, Connective DX
Speakers:
, Independent Consultant, O'Kelly Associates
Marketing Automation and Big Data: From Lotus Marketplace to Acxiom's Aboutthedata.com and Beyond
, AVP, Marketing, Hartville Pet Insurance Group
Pet Insurer Breaks Out of the Pack with Omnichannel Marketing
, CTO, RedPoint Global Inc.
Pet Insurer Breaks Out of the Pack with Omnichannel Marketing
 

P3. Update on Multichannel Publishing Technologies

Tuesday, December, 2: 4:00 p.m. - 5:00 p.m.

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.

Moderator:
, Principal, Agile Business Logic and Principal, Agile Business Logic
Speakers:
, President, DPCI
Next Generation Multichannel Publishing Technologies
, Chief Technology Officer, Quark Software Inc.
Automating Publishing with Smart Content
 

C4. How to Manage Multichannel Content Marketing

Wednesday, December, 3: 8:30 a.m. - 9:30 a.m.

Content is certainly the unifying element of a brands’ marketing across physical as well as digital channels. Once you have created your killer content how do you maximize its reach? How do you push out your content beyond your own channels in ways that are manageable? This session includes presentations by two organizations that have built marketing strategies based on the centrality of content and the power of effective distribution.

Moderator:
, Executive Editor, ChiefDigitalOfficer.net and East Coast Catalyst
Speakers:
, Head of Global Digital Brand Marketing, New Balance
The Content-Powered Organization
, Creative Director, Almighty
The Content-Powered Organization
, VP of Marketing & Communication, Builder Homesite
Pitch Perfect: How a Content Hub Can Harmonize Your Marketing
 

T4. Personalization, CMSs, and Content Strategy

Wednesday, December, 3: 8:30 a.m. - 9:30 a.m.

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.

Moderator:
, Chief Strategy Officer and Co-founder, Connective DX
Speakers:
, CEO, TBG (The Berndt Group)
Personalization Mechanics: Highly Targeted Content Within Your Web Operation
, CTO, VML
How to Deliver Contextual Content to an Audience of One
 

T5. Multichannel Content Management - How do you do it?

Wednesday, December, 3: 9:40 a.m. - 10:40 a.m.

Multichannel content management is hard. It used to be a requirement mainly for complex enterprise content management applications that couldn’t avoid it. Nowadays, it is necessary for almost every business and consumer application aiming to achieve market penetration potential. In this session four experts will help you understand what’s involved, what content reuse, adaptive content, semantic content are, and how to get started. If you’ve already started they can provide some tips based on their extensive experience.

Moderator:
, Director of Marketing, Connective DX
Speakers:
, Content Architect
, Partner, Blend Interactive
, Consultant and Founder, Urbina Consulting
 

P5. The Future of Advertising Panel

Wednesday, December, 3: 9:40 a.m. - 10:40 a.m.

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.

Moderator:
, SVP Marketing, Newscycle Solutions
Panelists:
, Senior Director, Digital Marketing, Activision
, Principal, User Experience Design, ICF NEXT
, Founder and CEO, PK4 Media, Inc.
 

C8. Responsive Design Practices and Options

Wednesday, December, 3: 3:30 p.m. - 4:30 p.m.

Responsive design is trickier than you might think. Evolving web standards, multiple mobile operating systems and development frameworks, and rapidly proliferating types of devices with unpredictable display characteristics, processing capabilities, and features all conspire to force tradeoffs, and mean ongoing development and maintenance. This session looks at a number of the constraints, including performance issues, reliability of user agent detection, and utility of available device information.

Moderator:
, President, Anderson Digital 2020
Speakers:
, Development Director, Fresh Tilled Soil and Pearson Publishing, Refresh Boston, AIGA Boston, Global Accessibility Awareness Day
How To Deliver Fast, Engaging Responsive Web Design Sites
, Principal Consultant Technologist, Avalon Consulting, LLC.
Multi-Channel Distribution and Customer Engagement
 

C13. Content Strategy Panel

Wednesday, December, 3: 3:30 p.m. - 4:30 p.m.

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.

Moderator:
, Executive Director, Experience, AvenueCX and Global Content Strategist
Panelists:
, Content Strategist, User Experience Group, PixelMEDIA and Content Strategy New England, Content Strategy Alliance
, Community Manager, Content Insight
, President, ComBlu
, President, Scriptorium Publishing