Building Your Case for Using Acrolinx

Building Your Case for Using Acrolinx



f you think you may need to convince your colleagues and management to deploy Acrolinx, we have developed the “Acrolinx Advocate’s Kit” to help. In this presentation, you’ll learn how to use ...

f you think you may need to convince your colleagues and management to deploy Acrolinx, we have developed the “Acrolinx Advocate’s Kit” to help. In this presentation, you’ll learn how to use the kit to:

*Prepare yourself for the steps involved
*Gather data to strengthen your proposal
*Build support within related departments
*Prepare your proposal
*Present to the decision makers

The Kit includes slides that you can use to build most of your own presentation, which makes it a great starting point. It also includes spreadsheets for building your ROI story, and for showing why Acrolinx is the best fit for your needs.



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Building Your Case for Using Acrolinx Building Your Case for Using Acrolinx Presentation Transcript

  • Advocate Content How to Present Acrolinx to Your Colleagues Version 1.2, 10 December 2013 1
  • Advocate Content To the Acrolinx Advocate: We prepared the Advocate’s Kit to guide you through the process of gaining internal support and approval for implementing Acrolinx. If you would like help, please contact your Acrolinx account manager or The Advocate’s Kit consists of: • These slides • Two spreadsheets • Video instructions 2
  • Advocate Content Instructions This slide deck is divided into sections: 1. Aligning with executive goals • Think about their concerns, not yours 2. Aligning with other departments • Which departments should be involved • How you should work with them 3. Slides for your presentation • You can copy into your own slide layout • And then adjust for your own business case 3
  • Advocate ContentAdvocate Content Aligning with Executives 4
  • Advocate Content What You Care About • Improving compliance to style guide • Eliminating unattractive language (e.g., passive voice) • Ensuring consistency: “speak with one voice” • Using correct terminology • Improving translatability: reduce time & costs • Reducing effort: for authors & editors • Improving findability: reduce support costs • Improving comprehension: simplify words & sentences • Supporting Content Strategy: align with your organization’s overall goals for content 5
  • Advocate Content What Your Executives Care About • Increasing revenue • Improving customer experience • Consistent high-quality interactions at every touchpoint • Increasing customer satisfaction • Expanding to new markets • Accelerating time-to-market • Reducing exposure to liability • Faster integration of acquired companies • Cutting costs Tip: look at your company’s annual report to learn what your executives are promising. 6
  • Advocate Content Speak to Executives in Their Terms, Not Yours You should offer: • Better customer experience • Better customer support • Greater customer satisfaction • Geographical expansion • Accelerating time-to-market • Lower exposure to liability • Lower costs/higher productivity You can back it up with: • More consistent touchpoints • Improved findability & comprehension • Higher content quality: more understandable & consistent • Lower translation costs • Faster editing & translation • Greater content accuracy • Less work for SMEs, editors, reviewers & translators 7
  • Advocate Content Cutting Costs is Not Enough • Almost every internal request for investment promises to cut costs • More important is your proposal’s contribution to your company’s high-level goals 8
  • Advocate Content Business Cases Have Two Foundations • Strategic Fit • How will your proposal support your company’s goals? • Quantifiable Value • How will your proposal pay for itself? 9
  • Advocate Content Deliver Relevant Metrics Driven by Facts, Interviews & Surveys Not this: • How many words we write • How many pages we publish • How many rewrites we endure • How many releases we support • How much more work we’re doing than before This: • Customer satisfaction • Customer surveys • Customer engagement (e.g., page views, time on site) • Comparisons to industry benchmarks • How we could serve company’s goals even better 10
  • Advocate Content How to Deliver Relevant Metrics You can easily follow IBM’s lead to capture relevant metrics (slide 42). 11
  • Advocate Content 12
  • Advocate Content Consider Your Identity • Has “techdocs” / “techpubs” / “techcomm” become obsolete? • Consider: • “Information Experience (iX)” – Juniper • “User Assistance” – Microsoft • “Knowledge Products” – Cisco 13
  • Advocate Content What Works • Connect with your audience (your executives) • Understand your company’s goals • Omit jargon & irrelevant details • Remember: less is more • Offer innovation • Show maturity • Come with solutions, not problems • Adhere to your budget • Be prepared with metrics • Connect to your business • Build relationships • Make sure stakeholders are aligned • You may even want to “dress the part” and dress like your execs 14
  • Advocate ContentAdvocate Content Aligning with Other Departments 15
  • Advocate Content Know Your Decision-Making Process Objectives Feasibility Plan Proposal Approval Implement Maintenance • Specific aspects of content & language you want to improve • How Acrolinx helps you meet objectives (Support, Marketing, Finance, Development) • How Acrolinx fits your IT infrastructure, authoring tools, workflows • Schedule & milestones (analysis, installation, configuration, training, reporting) • Human & technology resource requirements (project roles, servers) • Work with Acrolinx Professional Services to develop statement of work (SOW) • Overview • Alignment with business strategy • Implementation plan • Costs • Risks • Presentation & signoff • Establish communication plan • Prepare content for analysis • Development & testing • Manage scope creep • Training • Acceptance • Training of new hires • Applying software updates 16
  • Advocate Content Get Help with the Process Objectives Feasibility Plan Proposal Approval Implement Maintenance • Ask Finance for help with ROI • Ask IT for guidance on technical resources, project scheduling, and project management • Find a good project manager • Work with Acrolinx Professional Services • Get your users on board • Keep in touch with IT • Work with an Acrolinx account manager on pricing • Get an executive sponsor 17
  • Advocate Content Know Who Can Affect Your Chances • Who influences? (Who can stop you?) • IT • Finance • Who pays? • VP Marketing • VP Customer Support • VP Engineering • VP Legal/Compliance • VP Operations • Who approves? • Capital expenses committee • Cross-functional budget committee • Finance committee • Who’s affected? • Writers • Editors • Translators • Trainers 18
  • Advocate Content Research & Evangelize Before Proposing • Gather metrics in advance • Consider developing the metrics listed on right side of slide 10 • Evangelize your metrics • Let influencers, payers & approvers know what you’ve learned • Warm them up for your proposal 19
  • Advocate ContentAdvocate Content Adjust Your Slides for Your Audience Following slides contain suggestions for specific audiences 20
  • Advocate Content Influencer: IT • Stick to the facts, focus on technology, but explain the strategy • Suggested messages: • Acrolinx architecture • Modern: Java, SOAP, REST • Secure • Client-Server-based • Server may be externally or internally hosted • Readily deployed across one or more servers 21
  • Advocate Content Influencer: Finance • Wants to see quantitative analysis, but needs to understand big picture too • Suggested messages: • Designed to pay for itself in: • Localization savings • Productivity improvements for authors, editors & reviewers 22
  • Advocate Content Payer: Marketing • Lead with big picture, focus on customer impact • Suggested messages: • Ensure consistency in tone of voice and terminology across all customer experience touchpoints • Content Marketing success depends on high-quality content – and high-quality content depends on high-quality language • Language that gets attention, keeps attention, and drives action • Control product names and other important branding terms • Even details like capitalization and hyphenation 23
  • Advocate Content Payer: Support • Focus on customer impact, especially after they purchase • Suggested messages: • Consider how often customers contact support because they cannot find the answer through search – or because the answer is written in a way that’s too complicated or technical • One Acrolinx customer tested impact of improving findability; the articles they optimized for search doubled in number of hits, and support calls related to those topics dropped by one-third 24
  • Advocate Content Payer: Engineering • Focus on facts & figures; explain process 25
  • Advocate Content Payer: Legal/Compliance • Focus on improvements in accuracy (especially terminology and translated text) and reductions in confusing sentence construction 26
  • Advocate Content Payer: Operations • Focus on improvements in efficiency and effectiveness through automation of low-value copy editing tasks 27
  • Advocate Content Who’s Affected: Users • Encourage them to try before judging • Using Acrolinx challenges every writer’s pride of authorship – but even the best authors can’t remember the entire style guide and all terminology all the time • Help them see that automation frees them to add more value to the organization 28
  • Advocate ContentAdvocate Content Slides for Presentation 29
  • Advocate Content Instructions • Slides in this “decorated” format contain instructions • You should copy undecorated slides to your own template • These slides are 4:3 format; please let us know if you need 16:9 • Adapt for your situation • Remove irrelevant slides • Modify remaining slides as needed • Replace square brackets with your own content • Decorate with appropriate graphics & use animation • Adapt for different audiences • Executives / Approvers • Payers (Marketing, Support, Engineering, Legal/Compliance, Operations) • Influencers (IT, Finance) • Users 30
  • Introduction to [Project Name] [Don’t name your project “Acrolinx”; choose a name from mythology or create an acronym] 31
  • Overview • We have an opportunity to reinforce our [strategy] through automated optimization of our product documentation • This presentation describes: – Why we need to change – Alternatives available – Our recommendation – Next steps 32
  • Our Technical Documentation Today • In last 5 years, documentation cost (as percentage of development cost) has dropped from x% to y% • During same period, expectations have gone up: – Faster development cycles – Shorter delivery times – Greater personalization – Availability on multiple types of media 33
  • Advocate Content How else is your world changing? • Is content creation moving upstream to engineers, support people, or your help desk? • Is content creation increasingly performed by non-native speakers (perhaps created offshore or outsourced)? • Is content required in more languages? • Is content increasingly consumed by non-native speakers? • Are you on tighter schedules? • Have you adopted lean/agile development processes? • Do you (or should you) participate in social media? How recent are these changes? How much impact is felt today? How much more impact is still to come? How can you get ready now? Your answers should affect the previous slide (and you should delete this slide from your final presentation). 34
  • We Have Responded • We have already accomplished: – [Accomplishment #1] – [Accomplishment #2] – [Accomplishment #3] • But we can do more 35
  • Documentation is Vital to Our Products • Revenue – We cannot ship products without documentation – Customers increasingly refer to documentation before they buy • Customer retention – Customers need to find accurate answers quickly • Operational efficiency – Dissatisfied customers contact support & return products at higher rates 36
  • Revenue • 32% typically look at product instructions before they buy • But it’s likely higher for: – Expensive products – Technical products – Risky purchases Sharon Burton’s 2013 survey: link to eBook on Amazon 37
  • Revenue “70% of the buying process in a complex sale is already complete before prospects are willing to engage with a live salesperson.”* “Documentation, once siloed in the realm of how-to guides, is actually feeding top-of-the-funnel activity… “Some companies are reporting that documentation is bringing in over 50% of their qualified leads.”† * Sirius Decisions † Aaron Fulkerson, “The Evolution of User Manuals,” Forbes, August 9, 2010 38
  • Customer Retention • 94% use product instructions • But 66% said product instructions only “sometimes” make sense • Only 22% think techdoc quality is unrelated to price they paid; over half worry bad documentation = bad product • Only 11% feel confident about product if techdocs are “incomplete” – and only 5% would “probably” or “certainly” buy from company again Sharon Burton’s 2013 survey: link to eBook on Amazon 39
  • Operational Efficiency • 78% of people first go to company’s website when they run into problems • 8% give up entirely • 29% return it, buy from another company Sharon Burton’s 2013 survey: link to eBook on Amazon 40
  • How Customers Value Techdocs Customers at Cisco & Microsoft said product documentation is worth 10% to 20% of product cost* * 2012 Best Practices Conference, Ben Jackson & Paul Perotta, Juniper Networks 41
  • How Customers Value Techdocs 42
  • How Customers Value Techdocs SDL’s August 2012 survey revealed high-quality product information: – Is essential to good customer service (82%) – Makes it easier to solve service problems on their own (87%) – Improves their impression of a product and brand (79%) – Makes it more likely that they’ll recommend a product and brand to others (72%) – Makes it more likely they’ll purchase additional products from the same manufacturer (79%) 43
  • Winning Customers Relies on High- Quality Content • Findable • Readable • Understandable • Engaging • Spurs action “Consumers no longer respond to anything but the most compelling content.” – Gartner 44
  • Let’s Avoid Language Afterthought Syndrome (LAS) • LAS is “a pattern of treating language requirements as secondary considerations within content strategies and solutions.” • “Companies leak money and opportunity by failing to address language issues as integral to end-to-end solutions rather than ancillary post-processes.” 45
  • LAS Symptoms • “Painful time-to-market delays” • “Pesky inefficiencies due to redundant translations” • “Content that should be reusable, but isn’t” • “High customer support costs due to mediocre quality of translated content” • “Time and money to retrofit translated content to meet compliance requirements” • “Maxed-out language capacity, constrained by unscalable globalization infrastructures” • “Multichannel customer communications that are inconsistent and out of synch” • “Mysterious localization and translation costs” 46
  • We Can Make Our Product Information Even Better • Warmer, simpler, more engaging language • “One voice”: more consistent • More translatable • More accurate terminology & branding • More findable 47
  • Advocate Content What’s Your Business Strategy? • Choose one (or more) of the following “Great Information Will Help Our [Strategy]” slides • Adjust text to fit your specific situation and expectations • Consider expanding a single slide to multiple slides 48 You should delete this slide from your final presentation.
  • Great Information Will Help our Revenue Growth Strategy • Prospects more likely to buy if they can: – More easily find out product information – More easily read & understand it – Even enjoy it • Impact on multi-product sales – Great information can create a “halo effect” on our other products – Greater consistency will reinforce our branding 49
  • Great Information Will Help Our Customer Experience Strategy • Greater consistency across touch points • Better experience when: – Preparing – Installing – Operating – Maintaining – Servicing 50
  • Great Information Will Help Our Customer Support Strategy • Better experience when: – Preparing – Installing – Operating – Maintaining – Servicing • Translates to: – Fewer requests for support – Fewer callbacks to support – Higher first-time fix rates 51
  • Great Information Will Help Our Customer Satisfaction Strategy • Greater consistency across touch points • Improves our ability to keep the promise of our products • Better experience when: – Preparing – Installing – Operating – Maintaining – Servicing • Translates to: – Fewer requests for support – Fewer callbacks to support – Higher first-time fix rates 52
  • Great Information Will Help Our Geographical Expansion Strategy • Higher-quality source content means: – Lower translation costs – Faster translation cycles – Enables increased use of machine translation • And where we cannot translate ourselves: – Helps customers get higher-quality translations from Google Translate 53
  • Great Information Will Help Our Faster Time-to-Market Strategy • Eliminating “copy editing” from review cycles means editors & reviewers can focus on accuracy & completeness • Review cycles will happen faster, with higher quality • Building language checking into our development process will reduce last-minute rework & errors 54
  • Great Information Will Help Our Liability Reduction Strategy • Automated checking of terminology & language errors will reduce instances of inaccurate content slipping through 55
  • Automation of Language Optimization Will Help Our Cost Reduction Strategy • Reduces costly editorial and technical review processes • Helps authors find more of their own errors; cheaper than catching errors anywhere downstream • Reduces content rework late in the development cycle • Eases burden on subject matter expert who review content • Reduces translation costs • Reduces back-and-forth between authors and editors • Reduces back-and-forth between authors and translators 56
  • 0% 500% 1000% 1500% 2000% 2500% Year 1 Year 2 Year 3 Year 4 ROI Projection - Total Savings -60% -40% -20% 0% 20% 40% 60% 80% 100% 120% 140% Year 1 Year 2 Year 3 Year 4 ROI Projection - Cost Savings Only Sample Data Sample Data 57
  • $708,417 $2,385,451 $4,062,485 $5,739,519 $0 $1,000,000 $2,000,000 $3,000,000 $4,000,000 $5,000,000 $6,000,000 $7,000,000 Year 1 Year 2 Year 3 Year 4 Cumulative Cash Impact Sample Data 58
  • Increase Editing Team Advantages • Expanding editing & review capacity will help us improve our language Disadvantages • Higher costs • Difficult positions to fill • Under-utilizes skills (when they focus on copy editing) • Subject to individual variation 60
  • Automate Language Checking (with Content Optimization Software) Advantages • Consistently & uniformly applies style rules • Never gets tired of low-level copy editing work • Helps reduce other costs in process (authoring, editing, reviewing, translating) • Helps align content produced in various silos Disadvantages • Requires investment in purchase & implementation • May require agreement on standards when used across multiple silos 61
  • Acrolinx ??? ??? Company experience 3 1 1 Customer references 3 1 1 Product features: Spelling 3 1 1 Grammar 3 1 1 Terminology 3 1 1 Style 3 1 1 Tone of voice 3 1 1 Findability (SEO) 3 1 1 Large number of standard rules 3 1 1 Centralized control of rules 3 1 1 Centralized control of terminology 3 1 1 Centralized control of users 3 1 1 Browser-based terminology contribution 3 1 1 Batch checking 3 1 1 Reporting & analytics 3 1 1 Breadth of languages supported 3 1 1 SDK 3 1 1 Architecture 3 1 1 Cost 2 1 1 Weighted Score 141 48 48 (Score: 1 = low, 2 = medium, 3 = high) Content Optimization Software Analysis Double-click on table to open in Excel. 62
  • We Recommend Acrolinx • Most capable software • Largest provider • Biggest customer list • Strong references • Broadest language support • Longest experience • Greatest depth of expertise 64
  • Other Departments Support Our Recommendation • Marketing • Localization • Engineering • Support • Legal/Compliance • IT 65
  • Acrolinx Overview • Developed by Acrolinx team at German Research Center for Artificial Intelligence • Spun off in 2002 to develop software that helps write better content • U.S. headquarters in Silicon Valley; European headquarters in Berlin Top 100 Companies in Digital Content Industry 2013 66
  • How Does Acrolinx Work? Acrolinx Sends Text to Server Server sends results back to author to view & make corrections Acrolinx linguistic engine analyzes text against dictionary, terminology, rules Acrolinx plugs into our authoring tools: Author Presses “Check” Button Check 67
  • Acrolinx Analytics View aggregate results & recommendations 68
  • Acrolinx Checks Content For: • Terminology & branding • Tone of voice • Spelling & grammar • Translatability • SEO Interactively guides authors to improve their language 69
  • Some Acrolinx Customers Aerospace High Tech Industrial Med. Devices Software Boeing Agilent ABB Dräger Adobe British Aerospace Blackberry Bosch Eppendorf Autodesk Embraer Cisco Claas GE Healthcare CA Goodrich Cisco Danfoss Illumina DateV Jeppesen Dell Grohe Medtronic EMC Liebherr Dell Leica Philips Fiducia Saab Ericsson MAN Siemens Google Huawei Scania IBM IBM Schneider Electric Microsoft Intel SEW Eurodrive Oracle Konica Minolta Siemens PayPal Lenovo Stiebel Eltron SAP Netgear Terex SAS Institute Philips Viessmann Symantec Xerox Yokogawa 70
  • Acrolinx Reference: Dell “Acrolinx is about helping companies improve the consistency and quality of their content and strengthen their brand. We are using it to drive accountability for and ensure our customers get the best user experience.” Wayne Bourland Director, Global Localization Team 71
  • Acrolinx Reference: Adobe “Acrolinx software has helped Adobe to dramatically increase the productivity of our editing operations, provide better control of our terminology, and improve the overall quality of our documentation. These changes have had a significant effect on trimming translation costs and reducing our time-to-market. We see intelligent re-use and pre-editing for a global audience as essential aspects of our localization strategy.” Francis Tsang Director of Localization 72
  • Acrolinx Reference: PayPal “Our time to market with new product launches was often slow and behind schedule, primarily because the content constantly had to be reviewed and amended for each market. Acrolinx has ensured our content is grammatically correct, at the same time it checks that key messages and preferred terms are incorporated too. The icing on the cake is the time and cost of translation for our overseas markets have been considerably reduced. ” David Hershfield Sr. Director, Global Product and Experience 73
  • Steps After Your Approval • Issue paperwork to Acrolinx • Establish acceptance criteria & communication plan • Prepare content for analysis • Work with Acrolinx on development & testing • Migrate terminology to Acrolinx • Train authors, reviewers, editors • Establish usage & performance goals • Sign off when acceptance criteria met 75
  • Advocate ContentAdvocate Content Thank You! Advocate’s Kit will be posted to soon. 76