The business case for better tech comm

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Sarah O'Keefe discusses how you can improve business results with better technical communication.

Sarah O'Keefe discusses how you can improve business results with better technical communication.

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The business case for better tech comm The business case for better tech comm Presentation Transcript

  • background image flickr: spierzchalaThe business case for better tech comm Sarah O’Keefe (@sarahokeefe) Scriptorium Publishing (@scriptorium)
  • Sarah O’Keefe @sarahokeefe❖ Founder and president, Scriptorium Publishing, www.scriptorium.com❖ Based in North Carolina❖ Coauthor with Alan Pringle of Content Strategy 101 (September 2012!)❖ Interested in collision of content, publishing, and technology
  • Before we begin…❖ Everyone is muted except for the presenter❖ Please ask your questions through the Questions area in the webcast interface❖ The presentation is being recorded; attendees do not appear in the recording
  • Agenda❖ Business case components❖ Typical tech comm business cases ❖ Address legal and regulatory issues ❖ Control cost of tech comm ❖ Improve marketing and product visibility
  • “They’ll never pay for that.” flickr: johnloo
  • They don’t see the value. flickr: jamescronin
  • Justify your approach. flickr: bagsup
  • Business case components❖ Current situation❖ Recommendation❖ Costs❖ Benefits❖ Risk assessment
  • Business case patterns❖ Address legal and regulatory issues❖ Control cost of tech comm❖ Improve marketing and product visibility
  • Legal and regulatory flickr: jdickert
  • Legal and regulatory❖ More efficient compliance❖ Avoid legal complications
  • Control the cost of tech comm❖ Efficient content development❖ Reduce the cost of technical support❖ Content collaboration
  • Myth: Cheap documentation flickr: mjryall
  • Typical problems❖ Content is available only in a single output format (usually PDF)❖ Content is useless: ❖ “In the Name field, type the person’s name.”❖ Content is hard to understand, not available in right languages
  • Cost of bad content❖ High call volume to technical support❖ Product returns; lost sales❖ Regulatory submission delayed or rejected❖ Contradicts marketing❖ Huge globalization costs❖ Content duplication
  • Efficient content development❖ Reuse❖ Formatting and production❖ Localization
  • Reuse flickr: mikecogh
  • Formatting and production flickr: a_cooper
  • Localization flickr: ezioman
  • Scaling your content workflow
  • Reducing the cost of technical support flickr: vitorcastillo
  • Call deflection flickr: billrice
  • Some statistics on technical support❖ 6–20% of revenue (higher number for smaller companies)❖ $6–36 per transaction (lower number if outsourced) Source: Softletter and the Association of Support Professionals, www.asponline.com/tscr.pdf
  • $150,000 $112,500Cost savings (per year) 1% call deflection 2% call deflection $75,000 $37,500 $0 under $5M $5–$10M $10M+ $100M+ Company revenues
  • Obstacles to efficient phone support
  • A troubling pattern flickr: pasukaru76
  • Conflict between tech comm and tech support flickr: jdhancock
  • Content collaboration flickr: smemon
  • Tech comm plus…❖ Technical support❖ Product design and development❖ Training and education❖ Software❖ Online help❖ Product interface labels
  • Collaboration workflow
  • Marketing and product visibility❖ Supporting marketing with technical content❖ Increasing product visibility❖ Building user community
  • flickr: shoppeolinaReinforce the marketing message
  • flickr: bokchoi-snowpea
  • http://www.tipsandtricks-hq.com/wordpress-estore-plugin-complete-solution-to- sell-digital-products-from-your-wordpress-blog-securely-1059
  • Increase product visibility flickr: frikitiki
  • Content requirements for product visibility❖ Searchable❖ Findable❖ Discoverable
  • Building user community flickr: roberto8080
  • flickr: tadsonbussey
  • Align tech comm with business flickr: mulmatsherm
  • Business cases❖ The organization’s business goal is A.❖ Tech comm needs to do B to support/ accomplish/improve A.❖ Doing B will cost X and increase revenue/save Y over n years.❖ Y > X.
  • Sample business cases❖ http://www.contentstrategy101.com/❖ 8 case studies❖ Sample cost calculations
  • Content Strategy 101 Transform Technical Content into a Business Asset ❖ Available September 2012 ❖ Currently in final proofreading/production/ panic stages Sarah S. O’Keefe and Alan S. Pringle Foreword by Ann Rockley ❖ Print, EPUB, and Kindle ❖ Or FREE on www.contentstrategy101.com
  • Upcoming events❖ Content strategy for tech comm webcast with Alan Pringle❖ To DITA or not to DITA webcast with Alyssa Fox and Toni Mantych❖ Lavacon conference (Portland, OR)❖ tekom/tcworld (Germany)❖ Register/more information at www.scriptorium.com/events
  • Questions?