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Andrew information revolution

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  • Web analytics is becoming more content aware
  • Transcript

    • 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