Supporting the Business Plan : at LavaCon 2012

450 views
373 views

Published on

Published in: Technology
1 Comment
0 Likes
Statistics
Notes
  • A presentation from the 'Supporting the Business Plan' chapter of the book DITA Metrics 101. See DITAMetrics101.com
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
  • Be the first to like this

No Downloads
Views
Total views
450
On SlideShare
0
From Embeds
0
Number of Embeds
49
Actions
Shares
0
Downloads
17
Comments
1
Likes
0
Embeds 0
No embeds

No notes for slide
  • Poll: How many of you have a strategy?
  • CEO story. Know thy audience
  • Goals established by myself and the other authors at quark
  • Here I was able to show money effort saved by going to xml and eliminating formatting
  • TMS, database of already translated sentences. Reuse content, reuse already translated sentences
  • Family of similar products.Prove reduced time to market
  • You can create a model that shows how you can create a product doc in a certain amount of time without reuse but if you bring in tech that allows content reuse, the a shorter dev cycle. That’s reduced time to market. That’s proving that you support a business plan that is trying to hit a marketing window.
  • Thinking and Implementing, then you can create predictive models. If you are Doing, then reporting feature…actuals. Either one can be used to communicate
  • Supporting the Business Plan : at LavaCon 2012

    1. 1. LavaCon 2012 Mark Lewis Quark
    2. 2. Content Strategist, DITA Educator at QuarkSTC Summit 2012 – 2013 Track Manager – Content Strategy and DesignPast Co-Chair: Oasis DITA for the Web SCManager: DITA Metrics group on Linked In
    3. 3. DITA 101 2nd edition“Fundamentals of DITA for Authors and Managers”By the Rockley Group with Mark Lewis For sale at LuLu.com
    4. 4. Managing Enterprise Content: A Unified Content Strategy 2nd editionBy Ann Rockley & Charles Cooper For sale at Amazon.com
    5. 5. DITA Metrics 101Published by The Rockley Group DITAMetrics101.com
    6. 6. Do you have a strategy?LavaCon 2012 Mark Lewis Quark
    7. 7. Details
    8. 8. Agenda Emphasis on XML  Reasons to move to XML  Quark’s content goals content  Brief definition of content strategy reuse  Prove support corporate goals Aligning CS & CG
    9. 9. Reasons for moving to XML  Translate  No formatting  Multiple formats  No proprietary word proc or page layout  Duplicate content
    10. 10. Quark – In.vision Research –Quark Xpress XML Author  Reduce cost  Reduce cost  Formatting  Reuse content  Translation  Increase quality  Increase quality  Showcase / Dogfood / Kool-Aid  Streamline the process Different content goals , but same corp goal reduce cost
    11. 11. Kristina Halvorson and Melissa RachContent Strategy for the Web 2edContent strategy "Defines how you’re going touse content to meet your business (or project)goals and satisfy your users’ needs.“"In summary: Content strategy guides your plansfor the creation, delivery, and governance ofcontent.“"This defines how an organization (or project)will use content to achieve its objectives andmeet its user needs." Halvorson, Kristina; Rach, Melissa (2012-02-10). Content Strategy for the Web, 2nd Edition (Kindle Locations 524- 525). Pearson Education (US). Kindle Edition.
    12. 12. HandoutMain categories: Increase revenue Reduce costs Process improvement and automation Risk mitigation
    13. 13. Reduce costs Reduce development cost Shown CS to Reduce translation cost Exec Reduce call center cost Reduce product returnsProcess improvement and automation Reuse of honed processes Did you know corpRisk mitigation goals? Increase quality Improve governance Stories? Minimize branding damage Resistance?
    14. 14. Increase revenueSales team Improve prospect engagement More accurate information Faster and easier access to information Reduce learning time Shorten sales cycles Smartphone catchupReduce time to market For local products For translated products AllImprove branding
    15. 15. Increase revenueProduct enhancement Product line expansion Reuse processesIncrease customer satisfaction Reuse existing content Increase quality More languages and cultures Better access to content Call center improvement Improved resources Reduced response time Reduced volume Increase customer retention More up-to-date information Prospects read content when: buying, learning, installing, using
    16. 16. Do “user needs” map to corporategoals?Make sure you and the executive agreewhat “user’s needs” mean.
    17. 17. Kristina HalvorsonContent Strategy for the Web 2edContent strategy "Defines how you’re going touse content to meet your business (or project)goals and satisfy your users’ needs.“"In summary: Content strategy guides your plansfor the creation, delivery, and governance ofcontent.“"This defines how an organization (or project)will use content to achieve its objectives andmeet its user needs." Halvorson, Kristina; Rach, Melissa (2012-02-10). Content Strategy for the Web, 2nd Edition (Kindle Locations 524- 525). Pearson Education (US). Kindle Edition.
    18. 18. Increase revenueProduct enhancement Product line expansion Reuse processesIncrease customer satisfaction Reuse existing content Increase quality More languages and cultures Better access to content Emphasis on More up-to-date information Call center improvement Mobile, Improved resources My Content Reduced response time Reduced volume Increase customer retention User Needs Prospects read content when: maps, but buying, learning, installing, using show exec which u satisfy
    19. 19. Message to Exec was not in terms ofexecutive goals, which resulted in…“Why would I want to spend a bunch ofmoney, just to make my tech writers’lives easier?”
    20. 20.  Does exec know what you are doing? Does exec know you are supporting corporate goals? You must speak the executive language Know the exec’s goals so you can present the right metrics Quote: Run your projects/department like a business
    21. 21. My savings trends and ROI data that I could use tocommunicate with an executive and prove that Iam supporting corporate goals.
    22. 22. Quark – In.vision Research –Quark Xpress XML Author  Reduce cost  Reduce cost  Formatting  Reuse content  Translation  Increase quality  Increase quality  Showcase / Dogfood / Kool-Aid  Streamline the process
    23. 23. Corporate Goal Supporting Metricreduce development cost reuse content eliminate formatting costs eliminate desktop publishing costsreduced translation cost reuse (already translated) contentreduced time to market topic level project levelreduced time to market for translated products project level
    24. 24. Reduce development cost Reuse content
    25. 25. Reduce development costEliminate formatting costs
    26. 26. Reduce development costEliminate desktop publishing costs
    27. 27. Reduce development costReduced translation costs TMS Already XLAT sentences
    28. 28. Reduce development costReduced time to market – topic level Family of similar products
    29. 29. Project-level Reduced time to marketWithoutReuseWithReuse
    30. 30. Translated Products Reduced time to marketWithoutReuseWithReuse
    31. 31. Where are you in the content lifecycle? Thinking about XML? Implementing XML? Doing XML?
    32. 32. Prediction Actual DevelopmentRequirements Maintenance Design Implementation Time
    33. 33. Sailing the Wine-Dark Sea: TheTransformation from Technical Publications to Information Experience by Paul Perrotta Ben Jackson Juniper Networks
    34. 34. Summary “Run your business like a business” What are the corporate goals What content metrics prove your support of those corporate goals Synthesize the metrics you need to prove your support of the business plan Summarize: Of your executive list, here’s what we CAN do with current resources
    35. 35. Thank You Mark Lewis mlewis@quark.com

    ×