Building a business case for content initatives
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Building a business case for content initatives

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Building a Business Case for Content Development Initiatives - Content Strategy

Building a Business Case for Content Development Initiatives - Content Strategy

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Building a business case for content initatives Building a business case for content initatives Presentation Transcript

  • 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 the fourth year in a row
  • STATS In 2011, mobile data traffic was 8 TIMES the size of the entire global Internet in 2000
  • 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”
  • 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.
  • 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 $12 compared to PENNIES for an online interaction
  • A 30% deflection of calls to self-service channels is seen as successful. It could be closerto 80% to maximize cost-savings
  • 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
  • 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
  • LOST REVENUE While you ABSOLUTELY should chase cost reduction potential revenueDWARFS simple cost savings
  • LOST REVENUE Air CARGO Story
  • Forget CostSAVINGSThinkContent-GeneratedREVENUE
  • 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
  • …but that (IMHO) indicates those internet offerings must have been CURRENT GERMANE and USABLE
  • 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