1. Building a BUSINESS CASEfor C ONTENT I NITIATIVES by Jack MOLISANI
2. President, ProSpring Technical StaffingExec Dir, The LavaCon Conference@JackMolisani
3. Recorded Beforea LiveStudio Audience Ground Rules and other Warnings
4. To build a business casefor content initiatives,including optimization formobile devices
5. Let’s start with some BUSINESS CONCEPTS
6. COMPANIES exist to Make PROFITS
7. To make aPROFIT a company must…Make MONEY (revenue generation)Spend LESS (cost avoidance)
8. Two types of COSTS DIRECT costs INDIRECT costs
9. The more you generate REVENUEand reduceCOSTSthe more PROFIT you make
10. So how do we apply that to CONTENT projects?
11. What is the FASTEST GROWING platform inCONTENT consumption?
12. STATS Globally, mobile data traffic grew 2.3-fold over 2011, more than DOUBLING for the fourth year in a row
13. STATS In 2011, mobile data traffic was 8 TIMES the size of the entire global Internet in 2000
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. 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. So you can’tASSUMEmanagement willjust “get it”and fund your project
17. REMEMBER:Management only cares about two things…
18. COST AVOIDANCE ALIVE- AGENT customer service interaction costs $12 compared to PENNIES for an online interaction
19. A 30% deflection of calls to self-service channels is seen as successful. It could be closerto 80% to maximize cost-savings
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. 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. LOST REVENUE While you ABSOLUTELY should chase cost reduction potential revenueDWARFS simple cost savings
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. …but that (IMHO) indicates those internet offerings must have been CURRENT GERMANE and USABLE
27. New Product ADOPTION and S ALESROBOHELP StoryINVITROGEN Story
28. How canyou sellYOURcontentinitiativesto Management?