Ensuring success with your component content management system


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Component content management systems (CCMS) have dramatically changed the way organizations manage and deliver content. A CCMS, when paired with DITA content, provides return-on-investment benefits to many successful deployments. What are the key ingredients that make up a successful deployment? How do teams identify successful adoption criteria while matching the constant changes within their organizations? How do they gain buy-in to support such a change?

Join Chip Gettinger from SDL for his insights from eight years of working with users of successful CCM deployments using DITA as a content model. He’ll present his findings, trends and tips for a solid adoption.

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Ensuring success with your component content management system

  1. 1. Ensuring Success withYour Component ContentManagement System February 12, 2013 SDL Proprietary and Confidential
  2. 2. Speaker today Chip Gettinger VP, XML Solutions @cgettinger cgettinger@sdl.com2
  3. 3. Agenda• Share a few best practices and trends• Suggest some new methodologies and approaches• What has worked and what has not?• What should you be thinking about next?• Q&A at the end3
  4. 4. Polling question #1• What is your experience level with a Component Content Management System? – Use every day for my work – In the process of deploying into production use – Just learning – Interested – No experience4
  5. 5. 1. Know your business drivers – they will shift• Monitor fundamental shifts – US Public Company, read your 10K report – Global market opportunities• Evolve your strategic planning ahead of curve• Keep yourself visible within your company• Watch to expand into other groups – Training and learning – Product management – Field service – Others?5
  6. 6. 2. Continue to adapt your content model• Does your new content model follow previous publishing process? – Content was print centric – Evolve to a customer centric – Create time to re-examine – We have a new set of tools and possibilities• It must continue to evolve as your business changes – Customer Experience (CXM) – Be proactive, not reactive – Continue to innovate• Don’t lock yourself in; future brings new possibilities6
  7. 7. Product Content Maturity model
  8. 8. 3. Grow your content reuse strategy over time• Start small, expand as content levels increase 1. Front and back matter, glossary, copyright 2. Topic reuse in maps for common tasks 3. Library for notices, cautions and warnings 4. Conditional reuse, variables, Conref range• Authoring consistency critical for strong reuse growth – Authors can search for reuse – Coordination and planning key to increasing• Where Used capability to determine impacts• Translation – the more reuse, better at controlling costs8
  9. 9. Polling question #2• What level of content reuse has your company achieved to date? – Over 40 percent – 30 to 39 percent – 20 to 29 percent – 10 to 19 percent – Less than 9 percent or none9
  10. 10. 4. Complex and continuous product releases • Are you using agile or expected to be? – Faster release cycles – Iterative and incremental development • Component Content Management is perfect – Concurrent development and authoring – Product variations, patches and differences – Conditional content – Version and revision management – Mix and match to meet product delivery • Universal content design10
  11. 11. 5. Workflow supports processing, but not the magic wand • Collaboration as a team is a key for acceptance – Several authors and reviewers supporting a deliverable – Many different sources, need to trust is critical – Large change management challange • Status of individual components – Topics, maps and graphics all have their own lifespan – How does that roll-up into a deliverable? – Coordination and tracking to meet deadlines • Metadata tracks these processes, provide status reports11
  12. 12. Publication status12
  13. 13. 6. Customer experience really does matter • How much do you know about your customers? – How they use your content? – What is good, bad or frustrating – What is their point of view? • Creating and delivery of compelling content • Work with your marketing group – Have statistics, or can collect for you – Attend your company’s user conference, or join a forum • Measurable, incremental content improvements get noticed • Search Engine Optimization (SEO) • Provide context, personalize content13
  14. 14. Continuing the EngagementVALUE OF AN “Retention is a lot more cost effective than acquisition”EXISTING CUSTOMER Carrie Johnson – Forrester Research IMPORTANCE OF CUSTOMER RETENTION Source: Frederick Reichheld – “Business marketing strategies”
  15. 15. Multi-channel
  16. 16. The Customer Journey
  17. 17. Measuring customer engagement Get a quick overview of customer engagement
  18. 18. 8. Trends and predictions • Impact of social networks broad and deep • Multiple devices are now expected by a majority of your customers • Web convergence is here • Wikis, community-based authoring • Partnerships and alliances are the norm in business • Video gaining in importance • Rich, personalized customer deliveries just in time • Customer Experience Management (CXM)18
  20. 20. Q&AUpcoming Events 2013CMS/DITA North America SDL InnovateApril 15-17 June 13-14Providence, RI San Jose, CAwww.cm-strategies.com/2013 www.sdl.com/innovate
  21. 21. 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.