Andrew information revolution

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  • Web analytics is becoming more content aware

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  • 1. Are you ready for the new information revolution?
  • 2. Connected Customer CommunicationThe Content Optimization Loop
    Andrew BredenkampCEO, acrolinx
    Speak with one voice
  • 3. About acrolinx IQ
    Global leader in Information Quality Management
    Grammar, Spelling, Style
    Terminology
    Reuse
  • 4. Customers
  • 5. Yes, it’s really a revolution!
    © 2010 acrolinx
    Speak with one voice
    Information Revolution?
  • 6. … a cohesive multi-channel communication strategy
    © 2010 acrolinx
    Speak with one voice
    Your mission…
  • 7. Information Ecosystem
    © 2010 acrolinx
    Speak with one voice
  • 8. Moving from Information Paralysis to Information Intelligence
    © 2010 acrolinx
    Speak with one voice
    Big Picture Goal
  • 9. Corporate information is just a seed
  • 10. Do you listen to your customers?
    We all know it is important, but…
    Can you integrate it with data?
    Can you act on your findings?
  • 11. What is information intelligence?
    The management and implementation
    of a cohesive multi-channel information
    strategy
  • 12. It’s all about the words…. be proactive, not reactive!
    Engage your customer
    Make Content Findable
    Nurture Community Content
    © 2010 acrolinx
    Speak with one voice
    How do you get it?
  • 13. © 2010 acrolinx
    Speak with one voice
    A World without Words
  • 14.
    • Content is produced across the organization - is it search ready? Is it consistent?
    • 15. Customers are around the world - can they find you? Can they understand? What are they saying about you?
    • 16. Information changes - are you engaging in a conversation?
    © 2010 acrolinx
    Speak with one voice
    The Power of Words
  • 17. How do people find information about your products?
    Typing the exact URL into the browser window
    Going to a website and then trying to navigate to their content
    Using a website’s internal search feature
    Following a link or book mark
    Asking a friend
    Using a search engine - where will this take them?
  • 18. Moving Search to the Next Level
    25% of product searches lead to user-generated content
    © 2010 acrolinx
    Speak with one voice
  • 19. Symantec Enterprise Support Explosive Growth of Community Interactions
    5%
    3%
    2%
    2%
    27%
    Jul-Sep 08
    Apr-Jun 09
    37%
    93%
    60%
    71%
    6,609,817
    Customer interactions
    8,002,883
    Customer interactions
    Jul-Sep 07
    2,895,302
    Customer interactions
    Community activity
    Self-service activity
    © 2010 acrolinx
    Assisted – new case activity
    Speak with one voice
    17
    Introduction
  • 20. © 2010 acrolinx
    Speak with one voice
    Virtuous cycle of benefits
  • 21. Information is too parochial
    Global Revenue Distribution
    50% of revenues are coming from “RoW”
    Why is everything in English?
    North America
    ROW
    © 2010 acrolinx
    Speak with one voice
  • 22. This is not about translation
    The key to global information delivery is not translation, but search
    © 2010 acrolinx
    Speak with one voice
  • 23. The Information Lifecycle
    © 2010 acrolinx
    Speak with one voice
  • 24. SEO is reactive
    © 2010 acrolinx
    Speak with one voice
  • 25. Real Text Analytics
  • 26. Keyword Management
    © 2010 acrolinx
    Speak with one voice
  • 27. Discover - Validate - Deploy
    © 2010 acrolinx
    Speak with one voice
  • 28. © 2010 acrolinx
    Speak with one voice
    Keyword Visualization
  • 29. © 2010 acrolinx
    Speak with one voice
    Keyword Visualization II
  • 30. © 2010 acrolinx
    Speak with one voice
    Global SEO example
  • 31. Global SEO
    © 2010 acrolinx
    Speak with one voice
  • 32. Towards Semantic Search
    © 2010 acrolinx
    Speak with one voice
  • 33. Keyword context is important [sentiment analysis]
    © 2010 acrolinx
    Speak with one voice
    Overview
  • 34. The New CSAT Dashboard
    NB: This is a simulation!
  • 35. Define, Deploy, Measure
    Define
    Branding and Differentiators
    Technical Precision
    Tone of Voice
    Search Optimization
    Global-readiness
  • 36. Define, Deploy, Measure
    Deploy
    Wherever content gets created
  • 37. Measure
    Metrics & Reporting Dashboards
    Define, Deploy, Measure
  • 38. High Quality Content
    Key to getting attention is high quality content
  • 39. Create
    Search-Ready Writing
    Enable writers to create search-optimized content
    Connect and leverage user-generated content
  • 40. Analyze
    Content-Aware Web Analytics
    BI on customer conversations / competitive intelligence
    Sentiment Analysis
  • 41. Deliver globally
    Cross-language Search Optimization
  • 42. Why does it matter?
    Drive revenue through:
    Better customer engagement
    Better product focus through clear understanding of customer voice
  • 43. Reported customer benefits
    Source: Jive Software: http://bit.ly/eIm6nl
  • 44. What does it deliver?
    Enable real Enterprise Content Strategy:
    Coordinate global messaging / branding
    Ensure messaging across content creation teams
    Provide actionable analytics
    Empower deployment of SEO strategy
  • 45. Summary
    Connect Marketing, Engineering, Technical Publications and Support in one user experience
    Engage with your customers and tailor your content to them