Andrew information revolution

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  • Web analytics is becoming more content aware
  • Andrew information revolution

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

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