Galileo's Dilemma - Satisfying The Information Consumer in the Post-PC Era - Andrew Thomas, SDL @ Lavacon 2012

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n 1632, Galileo was tried for heresy in Rome for suggesting that the Sun was the center of our universe. Even though his belief was later widely accepted, he spent the remainder of his life under …

n 1632, Galileo was tried for heresy in Rome for suggesting that the Sun was the center of our universe. Even though his belief was later widely accepted, he spent the remainder of his life under house arrest simply because he rejected geocentrism. Many people in today’s companies are facing a similar dilemma, battling geocentrism and old world thinking. The importance of print is waning and yet many companies still focus heavily on final publications rather than the content itself. Arbitrary constraints are placed on information based on outdated concepts like the page. And most important, they treat their customers like satellites orbiting around their corporate body when the exact opposite is true. This keynote will cover how old paradigms have shifted and how you can champion a new way to deliver information to your customers.

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  • RH 10/03 This has multiple stats and layouts – see selection pane for additional. The quote remains the same the backdrop and pictures change (pictures are placeholder).RH 10/04 – still feels a little off. Reach if time…

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  • 1. Galileo’s Dilemma:Satisfying Information Consumersin the Post-PC EraAndrew ThomasProduct Marketing Director at SDL10/08/2012 SDL Proprietary and Confidential
  • 2. Agenda• A Brief History Lesson• Post-PC?• Heresy, Heresy, Heresy• Content Requirements for The Revolution• Pulling The Plug
  • 3. A BRIEF HISTORY LESSON3
  • 4. The Story We Know4
  • 5. The Real StoryHe was conflictedGalileo Galilei was a devoted Catholic and merely wanted topromote better scientific ideas within the church. His hereticalwork, Dialogue Concerning the Two Chief World Systems,was published in 1632 which led to his trial and house arrestby the Inquisition. He wasn’t the first Nicolaus Copernicus was actually the first to theorize that the Earth rotated around the sun in 1543. Galileo was merely defending the theory.5
  • 6. POST-PC?6
  • 7. Channel Explosion Engineering Support Specs FAQ Tech docs Sales Price Marketing7
  • 8. Now Add Language and Locale Your Message
  • 9. My Son, Age 13 A Quick Overview • Has never known a world without the internet • Got his first cellphone when he was 11 • Texts more than he talks • Owns an iPod Touch, a Mac laptop, and has access to several other screens How does he find product information? • Searches YouTube first • Goes directly to the manufacturer’s website • Searches Google • Asks me9
  • 10. My Mom, Age 61 A Quick Overview • Prefers paper and real world objects to digital • Still uses a dumb phone • Only texts occasionally (since it’s often the only way to reach her grandkids) • Got an iPad for her 60th birthday, owns an old PC How does she find product information? • Asks someone at the store • Reads the printed manual • Goes directly to the manufacturer’s website • Asks friends and family10
  • 11. HERESY, HERESY, HERESY11
  • 12. Heresy #1: No One Cares About Your Company or Product The Universe The Universe according to your according to your company customers12
  • 13. Heresy #1: Revolve Around The Customer Not The Product
  • 14. The Customer Journey Continuing the Engagement Purchase 1st Out-of-the- Decision Box Experience Investigating Getting Options Started Determining In-depth Needs TutorialsInitial AdvancedInterest Learning
  • 15. Good Content Makes an Impression “Having media-rich, meaningful and contextually-targeted product information:” improves my impression of the product and brand. Source: Golan Harris -SDL Structured Content Product Information Survey
  • 16. Heresy #2: Existing Customers are Better Than New Customers “Retention is a lot more cost effective than acquisition” Carrie Johnson – Forrester Research Source: Frederick Reichheld – “Business marketing strategies”
  • 17. Good Content Leads to Brand Advocacy “Having media-rich, meaningful and contextually-targeted product information:” makes it more likely that I will recommend a brand or product to my friends/colleagues/social network. Source: Golan Harris -SDL Structured Content Product Information Survey
  • 18. The Customer Journey Keeping Customers SatisfiedBrand InitialAdvocate Problem Recognized Searching Fan Resources Consistent Determining Praise Solution Initial Resolution Endorsement
  • 19. Bad Experiences are Expensive “If you do build a great experience, customers tell each other about that. Word of mouth is very powerful.” Jeff Bezos, CEO Amazon.com Number of positive customer interactions required to overcome a bad one Source: “From the November 2011 issue of Inc. magazine.”
  • 20. Bad News Travels Fast “After a poor customer experience, more than one-quarter of consumers (26 percent) posted negative complaints on a social networking site such as Facebook or Twitter” Harris Interactive, 2011 Customer Experience Impact Report Source: “From the November 2011 issue of Inc. magazine.”
  • 21. Heresy #3: Good Content Provides Better Support Than People “Having media-rich, meaningful and contextually-targeted product information:” makes it easier to solve a problem on my own. Source: Golan Harris -SDL Structured Content Product Information Survey
  • 22. Self-Service is Growing Preferred Channel for Product Support Speak to a customer service agent Chat online with a customer service agent Look at product manual Search engines Search on company website Source: Golan Harris -SDL Structured Content Product Information Survey22
  • 23. Self-Service is Cheap “It is not the strongest of Customer service channel the species that survive, nor the most intelligent, but the one most responsive to change.” Charles Darwin Call center Web technical support self-service (Approximate cost per contact) Source: “From the November 2011 issue of Inc. magazine.”
  • 24. Heresy #4: Content is More Important Than Departments
  • 25. Heresy #4: Revolve Around The Content, Not The Department Sales & Marketing Research & Development Customer Support Training & Learning Modular Stored Accessible to Formatted to Content Centrally All Departments Customer’s Need25
  • 26. Ubiquitous Presence Requires Channel-Specific Format
  • 27. Flattened Channels Don’t Scale
  • 28. How do you deliver?
  • 29. Heresy #4: Revolve Around The Content, Not The Format
  • 30. Content Reuse Enables Efficiency, Consistency, & Quality
  • 31. Future Proof Your Channels
  • 32. Other Miscellaneous Heresies • Digital before print • “Pretty” is not as important as functional • Multimedia is mightier than the written word • Findability is more important than searchability • If your content sharing model involves copy and paste, you have failed • Self-service publishing is better than trickle-down publishing • Control is an illusion32
  • 33. CONTENT REQUIREMENTS33
  • 34. Content Is Still King Content
  • 35. Content Requirements for The Revolution!35
  • 36. What makes content compelling?
  • 37. How do you deliver compelling content?
  • 38. What makes content useful?
  • 39. How do you deliver useful content?
  • 40. What makes structured content easy to create?40
  • 41. PULLING THE PLUG Email: athomas@sdl.com Phone: (415) 894-9414 Twitter: @work_ajt41
  • 42. Upcoming Events Happening RIGHT NOW! Happening October 23rd in the SF Bay Area42
  • 43. Copyright © 2008-2012 SDL plc. All rights reserved.. All company names, brand names, trademarks,service marks, images and logos are the property of their respective owners.This presentation and its content are SDL confidential unless otherwise specified, and may not becopied, used or distributed except as authorised by SDL.