Building a         BUSINESS CASEfor C ONTENT I NITIATIVES                         by          Jack   MOLISANI
President, ProSpring Technical StaffingExec Dir, The LavaCon Conference@JackMolisani
Recorded Beforea   LiveStudio Audience                  Ground Rules and other                           Warnings
To build a business casefor content initiatives,including optimization formobile devices
Let’s start with some                        BUSINESS                        CONCEPTS
COMPANIES exist to                     Make   PROFITS
To make aPROFIT                        a company must…Make   MONEY (revenue generation)Spend   LESS (cost avoidance)
Two types of   COSTS     DIRECT costs     INDIRECT costs
The more you generate   REVENUEand reduceCOSTSthe more PROFIT you make
So how do we apply that to               CONTENT                 projects?
What is the   FASTEST GROWING platform inCONTENT consumption?
STATS        Globally, mobile data traffic           grew 2.3-fold over 2011,             more than  DOUBLING        for t...
STATS              In 2011, mobile data traffic               was  8 TIMES     the size of        the entire global Intern...
STATS      The number of mobile-connected     devices will exceed the number of    people on earth by the end of 2012     ...
BUT…       According to Price Waterhouse      Coopers’ latest Digital IQ survey,  66% of organizations are investing in   ...
So you can’tASSUMEmanagement willjust “get it”and fund your project
REMEMBER:Management only cares   about two things…
COST AVOIDANCE                      ALIVE- AGENT                     customer service                 interaction costs $1...
A  30%     deflection of calls to     self-service channels is seen as                           successful.              ...
CMS                                   Implementation:Reducing the amount of timespent on formatting shouldtranslate into a...
Another              CMS                                        Implementation:GMAC used the Microsoft CM Server tosupport...
LOST REVENUE            While you ABSOLUTELY          should chase cost reduction         potential revenueDWARFS         ...
LOST REVENUE               Air   CARGO                      Story
Forget CostSAVINGSThinkContent-GeneratedREVENUE
New Product             ADOPTION                                        and S ALESA Canadian University study of morethan ...
…but that (IMHO) indicates those    internet offerings must have                been CURRENT                    GERMANE   ...
New Product   ADOPTION                          and S ALESROBOHELP StoryINVITROGEN Story
How canyou sellYOURcontentinitiativesto Management?
The   NUMBERS are       OUT THERE
Q&A
Jack@LavaCon.org@JackMolisani@LavaCon@CulinaryTermDay
LAVACONBrowse the LavaConexhibit hall October 8–9, 2012www.lavacon.org
Building a business case for content initatives
Building a business case for content initatives
Building a business case for content initatives
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Building a Business Case for Content Development Initiatives - Content Strategy

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Building a business case for content initatives

  1. 1. Building a BUSINESS CASEfor C ONTENT I NITIATIVES by Jack MOLISANI
  2. 2. President, ProSpring Technical StaffingExec Dir, The LavaCon Conference@JackMolisani
  3. 3. Recorded Beforea LiveStudio Audience Ground Rules and other Warnings
  4. 4. To build a business casefor content initiatives,including optimization formobile devices
  5. 5. Let’s start with some BUSINESS CONCEPTS
  6. 6. COMPANIES exist to Make PROFITS
  7. 7. To make aPROFIT a company must…Make MONEY (revenue generation)Spend LESS (cost avoidance)
  8. 8. Two types of COSTS DIRECT costs INDIRECT costs
  9. 9. The more you generate REVENUEand reduceCOSTSthe more PROFIT you make
  10. 10. So how do we apply that to CONTENT projects?
  11. 11. What is the FASTEST GROWING platform inCONTENT consumption?
  12. 12. STATS Globally, mobile data traffic grew 2.3-fold over 2011, more than DOUBLING for the fourth year in a row
  13. 13. STATS In 2011, mobile data traffic was 8 TIMES the size of the entire global Internet in 2000
  14. 14. STATS The number of mobile-connected devices will exceed the number of people on earth by the end of 2012 Cisco’s “Visual Networking Index (VNI) Global Mobile Data Traffic Forecast Update”
  15. 15. BUT… According to Price Waterhouse Coopers’ latest Digital IQ survey, 66% of organizations are investing in mobile technologies for their employees. But most of these same businesses are reacting to the Bring Your Own Device (BYOD) phenomenon, are not preparing for it.
  16. 16. So you can’tASSUMEmanagement willjust “get it”and fund your project
  17. 17. REMEMBER:Management only cares about two things…
  18. 18. COST AVOIDANCE ALIVE- AGENT customer service interaction costs $12 compared to PENNIES for an online interaction
  19. 19. A 30% deflection of calls to self-service channels is seen as successful. It could be closerto 80% to maximize cost-savings
  20. 20. CMS Implementation:Reducing the amount of timespent on formatting shouldtranslate into an increase inproduction, of course, but the200% increase in our outputsurpassed all of our expectations. Keith Schengili-Roberts, Documentation & Localization Manager AMD http://www.ixiasoft.com/casestudy/case_study_AMD.pdf
  21. 21. Another CMS Implementation:GMAC used the Microsoft CM Server tosupport two key initiatives: transferring thecontent publishing function to contentauthors and freeing up formerly burdened ITresources to support more dynamic andpersonalized customer-facing Web portals.ROI: 87% Payback: 1.2 years Nucleus Research, Inc. ROI ANALYSIS YOU CAN TRUST ™ http://nucleusresearch.com/library/microsoft-roi/d96.pdf
  22. 22. LOST REVENUE While you ABSOLUTELY should chase cost reduction potential revenueDWARFS simple cost savings
  23. 23. LOST REVENUE Air CARGO Story
  24. 24. Forget CostSAVINGSThinkContent-GeneratedREVENUE
  25. 25. New Product ADOPTION and S ALESA Canadian University study of morethan 34,000 customers showed thatcustomers who utilize a company’sInternet-related service innovationswere over twice as likely to adopt thecompany’s new product offering duringthe first year of introduction Canadian Journal of Administrative Sciences, 2010
  26. 26. …but that (IMHO) indicates those internet offerings must have been CURRENT GERMANE and USABLE
  27. 27. New Product ADOPTION and S ALESROBOHELP StoryINVITROGEN Story
  28. 28. How canyou sellYOURcontentinitiativesto Management?
  29. 29. The NUMBERS are OUT THERE
  30. 30. Q&A
  31. 31. Jack@LavaCon.org@JackMolisani@LavaCon@CulinaryTermDay
  32. 32. LAVACONBrowse the LavaConexhibit hall October 8–9, 2012www.lavacon.org
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