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SDL LiveContent - Bringing Technology Together
 

SDL LiveContent - Bringing Technology Together

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Presentation delivered at DITA Fest 2012 on how product content drives the customer journey and customer experience. Also introduces the new SDL LiveContent

Presentation delivered at DITA Fest 2012 on how product content drives the customer journey and customer experience. Also introduces the new SDL LiveContent

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SDL LiveContent - Bringing Technology Together SDL LiveContent - Bringing Technology Together Presentation Transcript

  • Bringing TechnologyTogetherSDL LiveContentAndrew Thomas & Tom SmithContent Management Technologies SDL Proprietary and Confidential
  • The Customer Journey
  • Content Requirements COMPELLING EASY TO USEFUL CREATE3
  • SDL LiveContent Solution Delivering quality product content and user assistance anywhere in the world, in any language, on any device. • Reduce content development and localization costs by 30-50% • Drive down call center support costs by increasing customer self-service • Improve customer experience by delivering consistent, compelling and useful product content to customers • Empower employees by providing a collaboration platform for content development • Engage customers with dynamic and social content
  • SDL LiveContent Features Collaborative Social Product Simple XML Structured Wiki Content Content Creation Powerful DITA Multiple Channel Rich Media Management Delivery Integration Content Engagement Multilingual Content Analytics Management & Delivery
  • 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
  • Good Content Makes an Impression Quality Technical Product Content “improves my impression of the product and brand.” 78.7% Source: Golan Harris -SDL Structured Content Product Information Survey
  • Good Content Leads to Brand Advocacy Quality Technical Product Content “makes it more likely that I will recommend a brand or product 71.9% to my friends/colleagues/social network.” Source: Golan Harris -SDL Structured Content Product Information Survey
  • What makes content compelling?
  • How do you deliver compelling content?SOCIAL PERSONALIZED MULTIMEDIA MEASURINGSHARING CONTENT INTEGRATION ENGAGEMENT
  • Social Sharing SOCIAL SHARING • 75% of social shoppers have clicked on links in their friends’ Facebook posts, taking them to a retailer’s website. • 53% of those shoppers made a purchase. Source: Social Impact Study 2012: Social Sharing as Helpful as Google Search in Shopping – sociablelabs 03/04/2012
  • Personalized Content Mac User Advanced User Dynamic Content Beginning PC User User
  • Multimedia Integration
  • Demo 1 14
  • The Customer Journey Keeping Customers SatisfiedBrand InitialAdvocate Problem Recognized Searching Fan Resources Consistent Determining Praise Solution Initial Resolution Endorsement
  • Bad Experiences are Expensive Customer Satisfaction “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.”
  • 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 Average number of people a customer will tell about a bad experience Source: “From the November 2011 issue of Inc. magazine.”
  • Good Content = Better Support Quality Technical Product Content “makes it easier to solve a problem on my own.” 87.3% Source: Golan Harris -SDL Structured Content Product Information Survey
  • What makes content useful?
  • How do you deliver useful content? MULTI- INTELLIGENT FINDABILITY PUBLICATION CHANNEL SEARCH ANALYTICS
  • Multi-Channel & Multi-Lingual
  • Intelligent Search SEARCH SEARCH Beginning User Advanced User RESULTS RESULTS
  • Findability “My camera won’t work” <quote>My <b> camera </b> won’t work </quote> My camera won’t work
  • Demo 2 24
  • What makes content easy to create? FAMILIARITY REVIEWABLE FEEDBACK25
  • Familiarity VS26
  • Decentralized Collaboration is Linear… OWNER CREATOR REVIEWER CREATOR CUSTOMER
  • And Messy
  • Easy Centralized Collaboration OWNER CUSTOMER CREATOR REVIEWER
  • Demo 3 30
  • 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.