Observations
Adding Pervasive to the Engagement Lexicon (a new Russian doll)
As you know I have recently joined SDL and I have been delighted to find a new twist on the business of engagement that I write about on this blog, something we call Pervasive Engagement.
Ah hah! I can already hear the cynics pursing their lips and maybe clicking on the back button as you suspect that I've either over done it on a new brand of Kool Aid, my transformation to the dark side is complete or perhaps here is another vendor trying to carve a new segment – but please hear me out.
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Back Up to the Plate
March 5th, 2011 - 4:59 pm § in Observations | | 9 Comments
So… around a year ago I was merrily blogging that I had left the vendor tribes and become a real boy as I became an affiliate analyst for Outsell’s Gilbane Group and looked forward to a change of life and a future of evangelizing and commentating on our business.
Slightly shy of a year, I am again blogging about a change of life, as this week I re-joined the vendor community to become VP Products, North America for SDL Tridion.
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Localization – Do You Know the Dutch?
Late last year, I was on a business trip to do a keynote speech Amsterdam. Over dinner the night before I was asked a really interesting question - 'Do you know the Dutch?'
Notice the 'the' in the question, I was not being asked if I knew the language, but if I knew the people, the culture and what to expect of my audience the next day. I've been meaning to blog about this since.
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Throwing The Vendor Baby Out With The Implementation Bath Water?
February 4th, 2011 - 8:11 pm § in Observations | | 6 Comments
This is a post that I've been meaning to write for a while. having seen plenty of examples over the years of web content management replacement projects and a common perception that any problem is a tools problem.
Also, I confess having been in sales situations as a vendor that have preyed on the fact that an organization perceived that their incumbent product couldn't do x, y or z when, in truth you can be fairly sure something has gone wrong along the way.
Yes, we are in an industry that is driven by change, of the next best thing, but.. I just want to take a moment and think about the merits of sticking with what we have...
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The Answer to Every Web Content Publishing Problem Is a Bicycle?
A couple of things have inspired this post, firstly Quora’s insistence that the answer to every CMS question is Drupal, (actually more correctly the communities answer to every question) and a chance encounter of a fellow simultaneously riding a bicycle, carrying a suitcase dicing with death in the Oxford traffic.
Which kind of encapsulated a few thoughts I’ve had recently about all this big community generated hype. Now, calm down drupalists I am not suggesting that Drupal is as limited in purpose as a bicycle, I'm using it to represent popularity, ubiquity and availability.
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Who Will Buy This Web Engagement?
December 23rd, 2010 - 3:18 pm § in Content Management, Gilbane, Observations, The Engagement Tier | | 11 Comments
As the holidays approach, my SKY+ hard disk (PVR/Tivo thing) is brimming with movies ready for the onset of quality time with my young family. Perhaps our viewing pleasure as I recuperated from what I anticipate to be a fine lunch could be an old movie that I think will entertain the girls - the musical Oliver!. In it they sing “Who will buy”, something I have been hearing on blogs and twitter about Web Engagement.
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Content vs Conversation – no.. email is not a CMS…
November 9th, 2010 - 11:04 pm § in Observations | | 1 Comment
I've just had a great conversation with a new Gilbane client (a really switched on bunch of folks) and one of the guys used the expression "content vs conversation" when talking about the way content is shared in their organization.
How, like an awful lot of our organizations there is an awful lot of content residing in e-mail - and this has inspired me to reach for Wordpress.
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You say tomato, I say tomato, you say WEM, I say WEM..
When you say WEM, do you say Web Experience Management or Web Engagement Management? What does it mean and does it matter and what about CEM? Well, in this post I want to explore that, in direct response to a couple of things - firstly I promised in my latest post over at the Gilbane blog to tackle it and secondly Irina Guseva asked the question over Twitter and I needed more than 140 characters...
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Your Website – Your Customer Service Agent
I'm doing some work for a new client, who look at optimizing customer service across multiple channels using, rather interestingly - artificial intelligence. In my research on this I find myself observing an interesting convergence with the Web Engagement / Web Experience mantra that I’ve been peddling here and that there is perhaps something here that we often overlook.
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Engaging Clouds
I was delighted to recently be asked to comment on a paper by Robert Rose over at Big Blue Moose as he dives into the waters of analysis and research with his first paper - Marketing From The Cloud – How Digital Marketers Are Using Software As A Service. It’s a subject I’ve been thinking about, as I continue to research the Engagement Tier and it’s constituent components.
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About Me
Hi, I'm Ian Truscott, VP Products, North America - SDL Tridion - passionate about web content management and how we engage with folks on-line.
Yes, my work defines me - or does it? Read more about me here or get in touch.
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