To know me professionally, is to know that when it comes to the tribes of CMS folks, I am firmly in the WCM teepee.

I disagreed the first time this discussion rolled around, as the millennium clicked over – we were all going to use portal platforms and content management functionality would be in our application server infrastructure (we don’t and it didn’t).

The difference between the systems we are building for tomorrow and then – is that it was a web site centric world and in most applications the term CMS was interchangeable with WCM. Our digital engagement activities were single threaded in a website groove and the end was very much the driver for the means.

Also, mainstream requirement trends like dynamic delivery with the content editorial usability requirement for in-context editing mean’t a preference for management and delivery to be tightly coupled.

I am summarizing wildly – but the supposedly ‘niche’ WCM vendors then went on to rule the school.

Is it now time to unpick that? I think so, but why?

I think there are two pressures and they are content and delivery.

Starting with delivery, even if we are only concerned with web engagement, we are in the age of the ‘splinternet’ (in this context, a term coined by Josh Bierhoff)

Now with iPhones, Androids, Kindles, Tablets, and TVs connecting to the Web [..] our site may not work right on these devices, especially if it includes flash or assumes mouse-based navigation. Apps that work on the iPhone don’t work on the Android. Widgets for FiOS TV don’t work anywhere else.

But it’s not just devices, our websites are less the single and only web destination, folks consume information about our products and services from various places – Facebook and Twitter to name two.

Plus, of course the needs of customer, consumer and citizen engagement means that we can chuck in multiple touch points, in e-mail, call centres and real life.

So, we have a fragmented communication channel and across these we need to be consistent and if and when these folks do get to our websites, they are expecting a compelling, relevant web experience. Your brochure is not welcome here.

You quickly start to build a set of complex delivery requirements, that appear (I stress appear) to dwarf those of your content production.

Could we call this the engagement tier? Where we pull this stuff together, of understanding the context of the user, the device – finding the right content and delivering it. (No, no, not a portal, this could be an e-mail, a tweet or an iPad application)

So, that’s delivery – I talked about two pressures – what about content?

Content no longer forms an orderly queue out of our marketing and communication organisations to be fed to our cradled audience through a teat.

Content production is being equally fractured, with content to be marshalled from more internal sources as we find the voices that can respond across these channels and an ever increasing volume of external content being produced about our products and services.

To deliver these relevant, engagement experiences, we need to make it easy for our contributors, we need to know our content, where is it, what is it about and whether it’s fit for purpose? Sounds like getting back to some down home, good, honest content management?

If we are going to start talking about this tier, this could also make our ECM and CMIS discussions more interesting, if we start to figure out how we surface our enterprise (small e) content into that engagement tier.

I’m not sure we’ll buy these from different vendors, I’m confident we already have. I am also fairly sure an engagement tier is about as heterogeneous as they come, with specialist vendors both large and small playing a role.

I think we are going to have to start to watch this space, what do you think?

From a content publishing perspective (rather than a marketing trend) this isn’t really a big deal is it? Surely these guys have merely changed platform – moving to platforms that have greater focus on community tools. Should we now consider YouTube and Facebook as web content management systems or at least web publishing platforms?

Well.. I think.. yes.. and errr.. no.

The core functionality of any content management system, whether its digital assets, structured text content or documents – are the principles of not just authoring/uploading and publishing content – but of governance, permissions models, brand protection and approval processes – stuff these social media platforms simply don’t have.

Does this move suggest that perhaps Coke has surrendered all that back end control for some community features? I think, probably not.

The key I think is the quote from the New Media Age article where Prinz Pinakatt, Coke’s interactive marketing manager for Europe says:

“We would like to place our activities and brands where people are, rather than dragging them to our platform.”

They want to publish content to where their audience is – and their community hangs out on Facebook and YouTube. Of course it’s the community that these platforms have attracted that is their value to these brands, rather than their functional and technical capabilities.

Build it and they will come. That’s the normal mantra of community building on the web, build a fantastic destination, invest in attracting visitors and encourage them to interact, engage and form your tribe.

But, hey with these social media networks – someone else has already built it and the people have already arrived.

As I referred to in my last post, there is a lot of talk about the redefinition of WCM, of separating the management bit from web delivery - publishing to social media networks could be a strong use case of that. That organisations are increasingly going to think of these sites as part of their multi-channel publishing strategy.

Of course the nice thing about the “build it and they will come” philosophy is that you exclusively own that community, you can listen to their interactions through web analytics and personalize or adapt your content and delivery in response.

A social media publishing strategy therefore needs a social media listening strategy to build that insight – but more of that in future posts.

But for now, as web publishers, looking to engage our visitors we need to rethink our idea of what the ‘destination’ is.

Coke Triumphant image courtesy of Oliver Scott reproduced under Creative Commons License.

So, I thought I’d better jot down a few thought on this – what does Social Media Monitoring mean for Web Content Management?

Well, we are in the business of publishing  persuasive content – content that achieves your objectives as a communicator or marketer. Content that engages and persuades your audience into completing your engagement objectives, whether that is to answer your call to action, buy your product, be educated, and become a brand advocate – whatever it is.

As I’ve discussed before, engagement, or persuasion, is a conversation, and how can you enter a conversation by just speaking? Social Media Monitoring (SMM) gives you the opportunity to listen to what your audience needs. It gives you the insight to react to audience feedback, to plan and develop content that fits your audience as you create new campaigns, launch new products or grow your site.

This makes your content more relevant, persuasive and engaging. If your content is written for an audience you know and understand, they are now your community.

The stakes are rising for our websites as they become the front line for customer service, studies show that customers now prefer to try to self serve their enquiry through online FAQ’s and forums - rather than call the call center. I can understand that, I know that even in-store I would prefer to use an iPhone to look up technical specs than talk to some kid in PC World (or Best Buy).

It’s not about what people did, but what they thought or wanted to do

SMM is the missing piece of the puzzle that traditional web analytics can’t solve; an insight into the reaction of your audience. It’s not about counting clicks, downloads or how often they visited – but what they thought of you, your service and your website. What people are saying across the social web is the undiluted, unsolicited voice of your audience rather than the result of you asking for them to fill in a questionnaire or give feedback.

It’s not just about finding these conversations, there could be hundreds, thousand, even hundreds of thousands of mentions of your brand, product or service on the web. Searching for stuff isn’t that hard on the Internet – finding what’s relevant is – and it’s no different when monitoring Social Media.

Techrigy SM2 allows you to understand the sentiment of these conversations by applying language analysis to prioritise, to focus your social marketing efforts and to give you something you can measure.

Actionable Insights.

The value of gaining visibility of the sentiment of your audience grows ten fold if you also have the power to make that insight actionable, for a business user, for example, to be able to quickly change the website to react to ‘the buzz’. Being able to do this with an easy to use WCM tool (like Alterian Content Manager)  has a clear business value in demonstrating that you are agile and in tune with your community.

People’s connectivity through social media means feedback travels quickly and you need to be empowered to be relevant in the moment . For example, you read a question about your product on Twitter, people are tweeting that they don’t know if your product connects to their toaster – that this is a killer feature. You are now enabled to engage with those folks directly, but also to promote your toaster connectivity on your website and in your marketing campaigns.

Optimise the message

Where your audience are hanging out online could be just as important to understand as what they are saying.

People often put the social web or social media (Twitter, blogs, Facebook etc ) into a box, separate from the serious business of corporate websites. But the majority of Tweets contain a link to some content and that content is increasingly corporate even within the realm of social media. Opinion-driven websites such as blogs are adopting a corporate agenda, bloggers are becoming sponsored, Facebook fan pages are being set up as organisations who are keen to engage through real people, and hearts and minds are being won and lost as the lines are becoming blurred.

Do you need to tweak your content promotion to make it more prominent in these places? Do you need to consider having a voice in that community, or changing the tone of voice to fit in better with your community or the context of the place they are? Perhaps you have the wrong people writing your content – if you have a community of engineers on a developers’ discussion group, having marketing shout at them in ‘business speak’ isn’t going to start a conversation.

So – what does SMM do for WCM? Well, the phrase “people buy from people” – never seemed more relevant in these connected times. I’ve discussed on this blog about your brand being ‘you’ and this insight helps you know which ‘you’ you need to be and where that ‘you’ needs to hang out.

Picture of ear trumpets, courtesy of make money not art.

Is that right? Is that Engagement?

I think to a certain extent it is. Social media is just one pillar of an organisation’s audience, citizen or customer engagement strategy, and to implement this we do need tools. Having access to social media tools on your website also says something about you as an organisation and if you can motivate your community to comment, then even better. We all love the opinion of someone else like me that bought this product.

As well as the tools that we tack onto our own websites, there are of course also tools to reach out to other folks such as Twitter, LinkedIn, Facebook and WordPress, which is perhaps a more essential focus for a social media strategy. What people say on these sites will hold more weight for your audience – it’s independent and it’s discussed with a community of folks that have self-selected and could potentially be your audience.

How frequently do people engage with you when they have some thoughts on your products and services, compared with how often they engage with each other, with their friends, with other people in your potential audience and community?

I know from my own browsing habits if I don’t like a website, its brand, its products or its prices, I’ll not hang around to leave a comment – 99.99% of the time I’ll vote with my mouse and go elsewhere.

I am not saying 99.99% to be sensational, think about how many site visits you make, visits that made you think about something or that you had a reaction to – how many times did you leave a comment? It’s a fraction of a percentage.

I have a burning desire to get something done or find something out – my time (and that of your visitors) is precious. And, of course, only a tiny fraction of these experiences will get me sufficiently engaged and emotional to bother Tweeting about it.

So, what can you learn from what people are doing and saying when they interact with us – the other 99.99% of those conversations, when people don’t comment?

People will engage with us through behaviour, through coming to our website, clicking on our content, linking to us, buying our products, downloading our whitepapers or reacting to our call to action.

It’s that kind of non-verbal communication (alright, so typing a comment isn’t ‘verbal’ but hopefully you see what I mean) that we need to analyze because it is at the crux of our engagement conversation. Even the simple metrics of how long people stay, how many pages they view and how deep they go will give you some insight.

What we’ve established here is that those that comment are the minority – an important minority, but still a minority. Putting too much focus in your engagement strategy on this noisy minority might mean you are missing something that good analytics would indentify. Engagement is about understanding and listening, and not just to the people that are shouting.