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The Common Wisdom:
Reality-Based Notes from the DITA Underground
Andrew Thomas
Product Marketing Director
SDL LiveContent
...
Who Am I?
•
•
•
•
•

Father of two teenage boys
Recently adopted a rescue dog
Consumes all forms of media
Writes bad poetr...
First, Apologies…

CENSORED

Source: Toothpaste For Dinner.com
Why Am I Here?
• Common Sense vs. The
Common Wisdom
• Why CXM?
• Why DITA?
• What’s Next?
The Common Wisdom
But It’s Often Wrong
“In the early years of space flight, both Russians and
Americans used pencils in space. Unfortunately...
Why CXM?

7
Because Executives Say So!

46% customer satisfaction

33% customer loyalty

28% customer retention
Source: SDL CXM Survey...
Because Forrester Says So!

Age of
Information
Age of
Distribution
Age of
Manufacturing

Source: June 6, 2011, “Competitiv...
And so does Aberdeen…
Industry Leaders in Customer Experience
30% tailor technical communications
for customers
13.4% year...
And so does Aberdeen…
Industry Leaders in Customer Experience
3 times more likely to align content to
customer segments

6...
But Really, Because Your Customers Say So
• Consumer experiences are
driving business experiences
– Limited attention time...
The Three Pillars of CXM

Insights

Contextual
Experiences

Orchestration

13
Insights

Your understanding
of your audiences’
interests and
motivations
14
Orchestration

YOU
ARE
HERE

Your ability to align
your organization
across channels,
markets, languages
15
and teams
Contextual Experiences

Creating relevant
experiences for your
customers regardless
16
of channel
Why DITA?

DIRECT VS
FLATTENED

CONTENT
REUSE

FUTURE
PROOF
Content Creators are here…
Research &
Development

Sales &
Marketing

Customer
Support
PRODUCT CONTENT

Training &
Learnin...
But need to get here

Marketing

Engineering

Training
& Learning

Partners
PRODUCT CONTENT

Field Service
Personnel

Supp...
The Problem

Flat & Static
Content

20

Locked in
Silos

Not available
on all devices

Confusing to
Customers
The Solution

Sales &
Marketing
Research &
Development
Customer
Support
Training &
Learning

Modular
Content

21

Stored
C...
Recap from Last Year’s Survey
82% Essential to good customer service

79% Improves impression of product & brand

72% More...
What’s Next?
The Common Wisdom

Common Sense

• SME reviewers

• SME contributors

• Webpage analytics

• Content analytic...
Optimization & Collaboration
• Automated quality checks
– Style Guides & Terminology
– Integrated with creation tools

• E...
Rich Data
• Content is both larger and
smaller than the page
– Publication sets
– Multimedia & sub-topic
components (e.g. ...
Rich Media
• YouTube is not enough
– Unbranded & uncontrolled
– Negative feedback & competitor
ads

• More than video
– In...
Be Mobile
• Ubiquitous access
– No such thing as one channel
– PDFs are not acceptable!
– Responsive design is not enough
...
Be Global
• Strategize
– Translate 100% of your content

– Manage reusable content
– Integrate machine translation

• Prio...
Be Social
• Listen first
– Find customer conversations
– Gain insights from content
analytics

• Conversations are two-way...
Content Discovery
• Learn SEO
– No search results = wasted effort
– Structure helps

• SEO is only the beginning
– Faceted...
Thank You!
Copyright © 2008-2013 SDL plc. All rights reserved. All company names, brand names,
trademarks, service marks, images and ...
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LavaCon 2013 Keynote: The Common Wisdom

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The Common Wisdom drives business but often is at odds with common sense. CXM is driving many companies to change business practices, particularly with the creation and delivery of technical content. This presentation talks about some common sense that challenges some of the common wisdom.

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  • To provide customers with a compelling user experience you need to understand the best journey for them to meet that needPeople stay on a web site for an average of <2mins, most URLs have a 90% bounce for new visitors from search engine or linkEvery person has a voice and can make or break a company or person or government very fasttwitter, likes, reviews – the selling part of the journey is intrinsically linked with the post purchaseWe divide customer experience into three pillars – insights, orchestration and contextual experience
  • http://www.wordstream.com/images/facebook-vs-google-advertising.png
  • To provide customers with a compelling user experience you need to understand the best journey for them to meet that needPeople stay on a web site for an average of <2mins, most URLs have a 90% bounce for new visitors from search engine or linkEvery person has a voice and can make or break a company or person or government very fasttwitter, likes, reviews – the selling part of the journey is intrinsically linked with the post purchaseWe divide customer experience into three pillars – insights, orchestration and contextual experience
  • When we are in shops we can open up reviews of that product, do a price compare, look at alternativesSocial is really a very misleading term, it is about all conversations – linked in, reviews, blogs, user groups, facebook represents a large but very narrow part of the populationJG NOTES:Understanding the context of the information received, feedback channelFeedback is already provided today by field staff and other content consumersCollaborative review and feedback can be from SMEs or content consumersS1000D SMEs are engineers, logisticiansS1000D consumers are service technicians, maintainers, pilots
  • This is the really tricky bit – because of human limitations and the need to perform multiple functions in an organisation, this creates silos and silos create disfunctional communication and mixed messagesHowever because of the very joined up nature of CXM from a customer standpoint, the customer wants one message, not severalJG Notes:Business units (in commercial = mktg, R&D, training, support) are silos todayCollaborate, share, reuse!Resonates with A&D business units: logistics, maintenance, training, support
  • And probably most imporatn of all the customer wants a message that is relevant to them at the timeEmails about buying a car after you have brought one are not helpfulHowever a message about a sleeping bag and rubber matt after you have brought a tent is more relevantOne home page simply can not address all the users, so targeting and a personalized experience is crucialJG Notes:IETM/IETP (dynamic, interactive, electronic delivery) is just that!Started in the A&D community and are a requirement of the S1000D specification itselfS1000D applicability provides context, electronic delivery (and print/PDF), multi-mediaLanguage, consistency (including STE) and nativeInternet / Cloud increasingly is the enabler for the content delivery
  • Transcript of "LavaCon 2013 Keynote: The Common Wisdom"

    1. 1. The Common Wisdom: Reality-Based Notes from the DITA Underground Andrew Thomas Product Marketing Director SDL LiveContent @work_ajt Hashtag @LavaCon
    2. 2. Who Am I? • • • • • Father of two teenage boys Recently adopted a rescue dog Consumes all forms of media Writes bad poetry Implemented DITA at Adobe for all product documentation • Was Product Manager for SDL WorldServer • Is Product Marketer for SDL LiveContent • HUGE NERD (HUGE) Email: athomas@sdl.com | Twitter: @work_ajt | LinkedIn: andrewjthomas
    3. 3. First, Apologies… CENSORED Source: Toothpaste For Dinner.com
    4. 4. Why Am I Here? • Common Sense vs. The Common Wisdom • Why CXM? • Why DITA? • What’s Next?
    5. 5. The Common Wisdom
    6. 6. But It’s Often Wrong “In the early years of space flight, both Russians and Americans used pencils in space. Unfortunately, pencil lead is made of graphite, a highly conductive material. Snapped graphite leads and particles in zero gravity are hugely problematic, as they will get sucked into the air ventilation or electronic equipment, easily causing shorts or fires in the pure oxygen environment of a capsule. After the fire in Apollo 1 which killed all the astronauts on board, NASA required a writing instrument that wasn’t a fire hazard. Fisher spent over a million dollars (of his own money) creating a pressurized ball point pen, which NASA bought at $2.95 each. The Russian space program also switched over from pencils shortly after. 40 years later snide morons on the internet still snigger about it, because snide morons on the internet never know what they are talking about.” Source: basilton.tumblr.com
    7. 7. Why CXM? 7
    8. 8. Because Executives Say So! 46% customer satisfaction 33% customer loyalty 28% customer retention Source: SDL CXM Survey of 700 respondents, 6 regions and languages, conducted in Q2 2013
    9. 9. Because Forrester Says So! Age of Information Age of Distribution Age of Manufacturing Source: June 6, 2011, “Competitive Strategy In The Age Of The Customer” Forrester report Age of the Customer
    10. 10. And so does Aberdeen… Industry Leaders in Customer Experience 30% tailor technical communications for customers 13.4% year-over-year increase in revenue 82% automate content delivery through component-based methodology Source: AberdeenGroup Analyst Insight Paper, June 2013 4 times more likely to deliver “live” content (e.g. dynamic, contextual)
    11. 11. And so does Aberdeen… Industry Leaders in Customer Experience 3 times more likely to align content to customer segments 67% are measuring content’s impact on CXM 68% year-over-year increase in customer satisfaction 64% greater customer profit margin Source: AberdeenGroup Analyst Insight Paper, June 2013
    12. 12. But Really, Because Your Customers Say So • Consumer experiences are driving business experiences – Limited attention time – Socially driven – Omnichannel expectations – Ubiquitous voice expectations
    13. 13. The Three Pillars of CXM Insights Contextual Experiences Orchestration 13
    14. 14. Insights Your understanding of your audiences’ interests and motivations 14
    15. 15. Orchestration YOU ARE HERE Your ability to align your organization across channels, markets, languages 15 and teams
    16. 16. Contextual Experiences Creating relevant experiences for your customers regardless 16 of channel
    17. 17. Why DITA? DIRECT VS FLATTENED CONTENT REUSE FUTURE PROOF
    18. 18. Content Creators are here… Research & Development Sales & Marketing Customer Support PRODUCT CONTENT Training & Learning
    19. 19. But need to get here Marketing Engineering Training & Learning Partners PRODUCT CONTENT Field Service Personnel Support
    20. 20. The Problem Flat & Static Content 20 Locked in Silos Not available on all devices Confusing to Customers
    21. 21. The Solution Sales & Marketing Research & Development Customer Support Training & Learning Modular Content 21 Stored Centrally Accessible to All Departments Formatted to Customer’s Need
    22. 22. Recap from Last Year’s Survey 82% Essential to good customer service 79% Improves impression of product & brand 72% More likely to recommend a brand 79% More likely to purchase another product Source: Golan Harris - Product Information Survey
    23. 23. What’s Next? The Common Wisdom Common Sense • SME reviewers • SME contributors • Webpage analytics • Content analytics • Multimedia • Rich media • Responsive design • Adaptive design • Critical translation • Complete localization • Broadcast • Listen and respond • SEO • Content Discovery
    24. 24. Optimization & Collaboration • Automated quality checks – Style Guides & Terminology – Integrated with creation tools • Empower SMEs – WYSIWYG Interface – Familiar UX • Streamline Review – Integrated with creation tools – Centralized feedback loops
    25. 25. Rich Data • Content is both larger and smaller than the page – Publication sets – Multimedia & sub-topic components (e.g. steps) • Analyze breadcrumbs – How do your customers traverse your content? – Where are they getting lost? • Search history is crucial – Zero-result searches – Unused results – Terminology mining
    26. 26. Rich Media • YouTube is not enough – Unbranded & uncontrolled – Negative feedback & competitor ads • More than video – Infused with metadata – Integrated with other content – Modular & reusable • Context matters – Omnichannel – Segmented & personalized
    27. 27. Be Mobile • Ubiquitous access – No such thing as one channel – PDFs are not acceptable! – Responsive design is not enough • Adaptive design is the future – Pages & screen sizes are irrelevant – Focus on the experience • Best opportunity to impress – Integrate support – Take advantage of mobile contexts (GPS, camera)
    28. 28. Be Global • Strategize – Translate 100% of your content – Manage reusable content – Integrate machine translation • Prioritize – Let content analytics drive decisions – Quality metrics determine human involvement • Localize – Determine best channels by region – Use dynamic multimedia for greater cultural relevance
    29. 29. Be Social • Listen first – Find customer conversations – Gain insights from content analytics • Conversations are two-way – Direct feedback loops – Channel and language agnostic • Enable sharing – Build into your content – Social channels are regional – Work with Marketing!
    30. 30. Content Discovery • Learn SEO – No search results = wasted effort – Structure helps • SEO is only the beginning – Faceted search – Incorporate results from other repositories (e.g. support knowledgebase, marketing) • Automate recommendations – Retail has revolutionized this – “See also” based on similar customer behavior
    31. 31. Thank You!
    32. 32. Copyright © 2008-2013 SDL plc. All rights reserved. All company names, brand names, trademarks, service marks, images and logos are the property of their respective owners. This presentation and its content are SDL confidential unless otherwise specified, and may not be copied, used or distributed except as authorised by SDL.
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