DITA rock star: DITA Day Tokyo 2013
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DITA rock star: DITA Day Tokyo 2013

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How do you become a DITA rock star? This presentation from DITA Day Tokyo 2013 shows you how. ...

How do you become a DITA rock star? This presentation from DITA Day Tokyo 2013 shows you how.


Summary
1. DITA: the silent rock star of CXM…until now!
2. What’s banging the drum in our world today?
3. What’s banging the drum in our world today?
4. “The way we think about the car is that it’s just a big smartphone on wheels” Randall Stephenson, CEO, AT&T
5. OK, glass…how do I fix my air conditioning?
6. "The connected health era is giving us this completely new opportunity to get data”
7. Yet, only 1/3 of world population has internet access
8. What do customers expect?
9. Where does the strain come from?
10. Why are we singing about CXM?
11. CXM is a strategy and practice for managing customer experiences online and offline to acquire, retain, and turn customers into satisfied, loyal
brand ‘fans’ and ambassadors
12. Customer experience is a collective discipline
13. CXM is not about breaking down silos, but working in harmony
14. Forrester sings it, too
15. 6-year stock performance of CXM Leaders
16. What are the lyrics to CXM?
17. Insights
18. Orchestration
19. Contextual Experiences
20. What’s DITA and tech docs got to do with it?
21. ...without this....We can’t play this...
22. Let’s think about the customer journey again
23. 3500 worldwide executives’ goals for CXM are…
24. 1000 consumers believe that ‘high quality product information’ is…
25. Why DITA and not what we’ve already got?
26. DITA is the ‘real deal’ rock star of product content
27. Problem?
28. The Solution: DITA
29. What makes DITA so powerful?
30. Direct vs. Flattened
31. Content Reuse Enables Efficiency, Consistency, & Quality
32. Channel-specific Formatting Doesn’t Scale
33. Separate Content from Format
34. DITA Adoption Hurdles
35. How technical documentation typically gets reviewed
36. OK, but what about the ROI?
37. A Customer’s Business Case
38. Meet the DITA Rock Stars…
39. DITA to help keep your kids safe online
40. DITA to help bring clean water to the world
41. DITA to help deliver technology to your life
42. DITA to help empower technical innovators worldwide
43. DITA to help drive quality trucking
44. We’ve made many DITA rock stars…
45. We’ve made many DITA rock stars…
46. Are you ready to be one, too?

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  • To give you a visual of what is possible in a similar time frame, here are 2 photos of Vatican City on the day of the pope announcement, just 8 years apart.
  • http://satelliteradioplayground.com/wp-content/uploads/2013/02/Connected-Car.jpghttp://www.nissanusa.com/connect
  • http://www.bmw.com/com/en/owners/service/_shared/img/augmented_reality_workshop.jpghttp://cdn3.sbnation.com/entry_photo_images/7614815/googleglassbrin_large_verge_medium_landscape.jpg
  • The digital potential started 13 years ago, has really only just now are we just starting to become a truly globally connected worldinfrastructure, UX and global access has not kicked in yet it is just starting, we are only just starting to create user experiences such as Amazon, eBay, Google – the IT pioneers are breathtakingly successful.This success however can be realised by all if the digital world is embraced – The opportunity now is to go global and create a compelling user experience for your customers who have changed from how they were - Life is different now and it has not began yet – it is coming soon when the children of the web take control - Aliens
  • http://www.alancross.ca/storage/tumblr_lhvogdN8KI1qb0wtio1_400.jpg?__SQUARESPACE_CACHEVERSION=1328731196266
  • http://photos1.blogger.com/x/blogger/2248/3102/320/689029/OasisFans.jpg
  • http://www.billboard.com/files/styles/promo_650/public/stylus/100590-beatles10_617_409.jpg
  • http://www.chartattack.com/wp-content/uploads/2013/01/fleetwood-mac-rumours-album-cover.jpg
  • When we are n 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 population
  • 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 several
  • 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 crucial
  • http://drsaraheaton.files.wordpress.com/2012/02/music-sheet-music-piano.jpg
  • http://www.wordstream.com/images/facebook-vs-google-advertising.png
  • http://www.eventim.co.uk/obj/media/UK-eventim/galery/222x222/b/bootleg-beatles-tickets.jpg
  • http://blog.psprint.com/wp-content/uploads/2010/07/woodstock-69-ticket.jpg
  • MCAFEE (industry: hi tech/software)SDL’s structured content technologies help keep your kids safe online. McAfee solutions offer a protected, kid-friendly online experience.
  • HACHSDL’s structured content technologies help bring clean water to the world. With complex testing and analysis done out in the field, Hach’s engineers rely on accurate and mobile technical information to help them get the job done right.
  • DELL (alternate image – couldn’t decide which one I liked better)SDL’s structured content technologies help deliver technology to your life. Dell computers are delivered with all of the information a user needs to get up and running no matter who or where they are.
  • TEKTRONIXSDL’s structured content technologies help empower technical innovators worldwide. With advanced testing and measurement equipment, Tektronix puts the power of the next generation’s devices in their users hands.
  • DAFSDL’s structured content technologies help drive quality trucking. DAF relies on consistent, accurate information across all phases of manufacturing, sales and repair to deliver quality to their customers.
  • http://www.iainandjane.com/images/work/kissmynauman/ian.jpg

Transcript

  • 1. DITA: the silent rock star of CXM…until now! Tom Smith, Product Marketing, SDL @thomas_smithy Picture courtesy of: http://www.birminghammail.co.uk/news/uk-news/glastonbury-2013-rolling-stones-perform-4751694
  • 2. What’s banging the drum in our world today? Omnichannel Multi device Socially driven Knowledge through visuals Information Silos Customer power Consumer experiences driving business experiences The internet of everything
  • 3. Luca Bruno / AP Vatican City, Pope announcement 3 2005 2013 Michael Sohn / AP
  • 4. “The way we think about the car is that it’s just a big smartphone on wheels” Randall Stephenson, CEO, AT&T
  • 5. OK, glass…how do I fix my air conditioning?
  • 6. "The connected health era is giving us this completely new opportunity to get data”
  • 7. Yet, only 1/3 of world population has internet access 7
  • 8. What do customers expect? What I need When I need it Even when I don’t know I need it In my language With a consistent experience across channels And a seamless transition from pre to post-sale
  • 9. Where does the strain come from? 1 More Products and Brands 2 How to create relevant & targeted content 3 Need to support multiple versions of your product 4 Many markets with own languages & requirements 5 Many different silos in the organization 6 ... And we just have the same team as before
  • 10. Why are we singing about CXM?
  • 11. CXM is a strategy and practice for managing customer experiences online and offline to acquire, retain, and turn customers into satisfied, loyal brand ‘fans’ and ambassadors
  • 12. Customer experience is a collective discipline
  • 13. CXM is not about breaking down silos, but working in harmony
  • 14. Forrester sings it, too 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
  • 15. 50% 40% CXi Leaders 43.0% 6-year stock performance of CXM Leaders Cumulative total return 30% 20% S&P 500 Index 14.5% 10% 0% -10% -20% -30% -40% Source: Watermark Consulting CXi Laggards -33.9%
  • 16. What are the lyrics to CXM? Insights Contextual Experiences Orchestration
  • 17. Insights Your understanding of your audiences’ interests and motivations
  • 18. Orchestration Your ability to align your organization across channels, markets, languages and teams
  • 19. Contextual Experiences Creating relevant experiences for your customers regardless of channel
  • 20. What’s DITA and tech docs got to do with it?
  • 21. ...without this We can’t play this...
  • 22. Let’s think about the customer journey again
  • 23. 3500 worldwide executives’ goals for CXM are… 46% customer satisfaction 33% customer loyalty 28% customer retention * * SDL CXM Survey: 3500 respondents, 6 regions and languages, Research conducted in Q2 2013
  • 24. 1000 consumers believe that ‘high quality product information’ is… 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
  • 25. Why DITA and not what we’ve already got?
  • 26. DITA is the ‘real deal’ rock star of product content
  • 27. Problem? Flat & Static Content Locked in Silos Not available on all devices Confusing to Customers
  • 28. The Solution: DITA Sales & Marketing Research & Development Customer Support Training & Learning Modular Content Stored Centrally Accessible to All Departments Formatted to Customer’s Need
  • 29. What makes DITA so powerful? DIRECT VS FLATTENED CONTENT REUSE FUTURE PROOF
  • 30. Direct vs. Flattened DIRECT & DYNAMIC Re-use Shared Relevant Ubiquitous Personalized Locked Siloed Inconsistent Formatted Generic FLATTENED
  • 31. Content Reuse Enables Efficiency, Consistency, & Quality Sales and Marketing Product Development Customer Support Training and Learning
  • 32. Channel-specific Formatting Doesn’t Scale AUTHOR CONTENT CHANNEL
  • 33. Separate Content from Format AUTHOR CONTENT CHANNEL
  • 34. DITA Adoption Hurdles CHALLENGES TO XML ADOPTION IN THE PAST
  • 35. How technical documentation typically gets reviewed
  • 36. OK, but what about the ROI? 100% reduction in DTP costs 50% increase in efficiency 20% reduction in translation costs
  • 37. A Customer’s Business Case If approx 2,000 contributing engineers save just 1 hour per week on documentation tasks, that represents an annual productivity gain of more than 500 man months. By involving engineering in the documentation process, it would contribute to a reduction in defect levels by making key engineering documentation more accurate and up to date - potentially saving us 50 man months a year in direct defect fixing costs
  • 38. Meet the DITA Rock Stars…
  • 39. DITA to help keep your kids safe online
  • 40. DITA to help bring clean water to the world
  • 41. DITA to help deliver technology to your life
  • 42. DITA to help empower technical innovators worldwide
  • 43. DITA to help drive quality trucking
  • 44. We’ve made many DITA rock stars…
  • 45. Are you ready to be one, too?