Using Web 2.0 to Turn Legacy Content into a   Revenue-Generating Corporate Asset               Pam Noreault           pamn...
About Pam•   20 years experience in communications, content management, and technical    writing•   Specializes in content...
Session Results•   Discuss research surrounding implementations•   Partner with your service and support organization•   G...
Web 2.0 Definition• Platform for information sharing, interoperability, user-  centered design, and collaboration on the w...
Legacy Content Definition• Static content in the form of PDFs, Word documents, etc.• Content that is not interactive• Cont...
Web 2.0 with Legacy Content• Do a mind shift – You have the legacy content• As a consumer, how do you prefer to consume co...
Why Do This?                                                  The key enabler                                             ...
Current Implementations• Different Web 2.0 delivery models are out there:  • Software Industry – Content married to servic...
Software Industry Research/Info• David Kay and Tim Hinds Making Service and Support Your  Revenue Engine  (www.crm.consona...
Generating Ideas• Research what others are doing in your industry• Socialize the ideas with others in your company• Engage...
Create a Strategic Plan1. Complete audience analysis and research to determine    audience needs (know your customers)2. W...
Audience AnalysisDetermine customer talking points   Talk with customers in person and on the   phone                     ...
Research•   Data mine the support organization’s data•   Research what other companies are doing and have done•   Determin...
OptionsOptions based on business requirements, audience, audience needs,and research • Tiered levels of support based on n...
Software            Integrate with the systems your             company already has in place           Publish content dir...
Software Options•   Open Source – WordPress site, Drupal site, or Joomla site•   Salesforce•   MindTouch•   SDL Live Conte...
Rollout Solution in Phases                                                      (Permission Required for Reuse)           ...
Phase 1 Pilot                  Pilot with customer partners                        Seek feedback                          ...
Phase 2 Initial Rollout                  Roll out to customers           Gather feedback and review results               ...
Phase 3 and Forward      Add the next tier of features                                      (Permission Required for Reuse...
Determine the Revenue ModelTiered support - First level is free and the other levelsare notFree model - Measure savings in...
Keys to Success• Solid business objectives and requirements• Company support and executive sponsorship• Results that can b...
Measuring Success• Revenue model – customized content, tiered eLearning,  virtual classroom,• Reduced support calls• Incre...
Session Results•   Discuss research surrounding implementations•   Partner with your service and support organization•   G...
Thank You•   Pam Noreault•   pamnoreault@gmail.com•   Twitter – pnoreault•   LinkedIN – Pamela Noreault                   ...
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Using Web 2.0 to Turn Legacy Content into a Revenue-Generating Corporate Asset

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Technical content creators and documentation teams are usually company cost centers. Web 2.0 changes this landscape. With research, strategic planning, and customer analysis, you can take your legacy content and turn it into a revenue-generating corporate asset. This session will provide research and details surrounding one or two such implementations. Additionally, the session will provide implementation ideas, ideas for generating revenue with your content, and typical cost savings.

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Using Web 2.0 to Turn Legacy Content into a Revenue-Generating Corporate Asset

  1. 1. Using Web 2.0 to Turn Legacy Content into a Revenue-Generating Corporate Asset Pam Noreault pamnoreault@gmail.com Twitter pnoreault
  2. 2. About Pam• 20 years experience in communications, content management, and technical writing• Specializes in content reuse, topic-based content creation, DITA conversions, and trends in user assistance• Researches and implements new ways to involve customers in user assistance• BS in English/Spanish Education from The Ohio State University• MA in English/Professional Writing from Wright State University• SR STC Member• UXPA Member• Sr. User Experience Content Specialist (aka – Information Architect) at ACI Worldwide
  3. 3. Session Results• Discuss research surrounding implementations• Partner with your service and support organization• Generate ideas for how your content can generate revenue• Create a strategic plan (Permission Required for Reuse) Copyright Pam Noreault 2012• Complete customer analysis• Complete research• Understand available options and tools• Implement in phases• Measure success
  4. 4. Web 2.0 Definition• Platform for information sharing, interoperability, user- centered design, and collaboration on the web. A Web 2.0 site enables users to interact and collaborate with each other in a dialog as creators (prosumers) of user-generated content in a virtual community, in contrast to websites where users are (Permission Required for Reuse) Copyright Pam Noreault 2012 limited to the passive viewing of content that was created for them. (wikipedia)• Examples include social networking sites, blogs, wikis, video sharing sites, hosted services, web applications, mashups and folksonomies (tagging, such as photo tagging).
  5. 5. Legacy Content Definition• Static content in the form of PDFs, Word documents, etc.• Content that is not interactive• Content that requires customers to download it before they can read it (Permission Required for Reuse) Copyright Pam Noreault 2012• Passive viewing of content
  6. 6. Web 2.0 with Legacy Content• Do a mind shift – You have the legacy content• As a consumer, how do you prefer to consume content? Do you use Web 2.0-enabled sites? • Google search (Search Engine Optimization – SEO) (Permission Required for Reuse) Copyright Pam Noreault 2012 • Social media (LinkedIN, FaceBook, Google+, Twitter, YouTube) • Forums and groups • Favorites • Trending issues • Wikis • Knowledgebase
  7. 7. Why Do This? The key enabler is knowledge, (Permission Required for Reuse) Copyright Pam Noreault 2012 gathered, applied, Enable Reduce the maintained,Drive customer customer self- number of integrated with Content is key success support support calls business processes, and improved with every customer interaction
  8. 8. Current Implementations• Different Web 2.0 delivery models are out there: • Software Industry – Content married to services and support • Marketing/Advertising Industry – Content married to sales, marketing, and advertisements • Mass Media Industry – Content streamed as digital media (Permission Required for Reuse) Copyright Pam Noreault 2012• Session Focus: Software industry and marrying content to services and support
  9. 9. Software Industry Research/Info• David Kay and Tim Hinds Making Service and Support Your Revenue Engine (www.crm.consona.com/content/whitepapers/consonarevenu eenginewhitepaper.pdf)• B-A-M! Bust a Myth: Delivering Customer Service in a Self (Permission Required for Reuse) Copyright Pam Noreault 2012 Service World by Barry J Moltz and Mary Jane Grinstead• MindTouch Software (www.mindtouch.com/resources) - White papers, webinars, statistics
  10. 10. Generating Ideas• Research what others are doing in your industry• Socialize the ideas with others in your company• Engage the masses in your company for ideas, feedback, and company metrics (Permission Required for Reuse) Copyright Pam Noreault 2012• Seek out and secure an executive sponsor• Create a team that spans multiple sites and business groups (create partnerships)• Avoid working in a silo
  11. 11. Create a Strategic Plan1. Complete audience analysis and research to determine audience needs (know your customers)2. Write business objectives that are results based and measurable3. Complete project requirements (Permission Required for Reuse) Copyright Pam Noreault 20124. Document the customer and employee communication timelines5. Determine the implementation phases6. Determine the revenue/profit model7. Research and evaluate tools and technology8. Pilot prior to the first phase and complete UX testing9. Iterate and roll out to customers10. Document how you will measure success
  12. 12. Audience AnalysisDetermine customer talking points Talk with customers in person and on the phone (Permission Required for Reuse) Copyright Pam Noreault 2012 Sit with customers as they use your products or do a webex Create personas from those customers Involve the same set of customers during your implementation (customer partners)
  13. 13. Research• Data mine the support organization’s data• Research what other companies are doing and have done• Determine one or two model companies• Aggregate your research results (Permission Required for Reuse) Copyright Pam Noreault 2012• Complete a report• Define the pilot project and the report out• Share the report with your customer partners
  14. 14. OptionsOptions based on business requirements, audience, audience needs,and research • Tiered levels of support based on need • Integrated case management, content and knowledgebase • On-demand publishing of content (Permission Required for Reuse) Copyright Pam Noreault 2012 • Promotion of self-help with enabled chat • Trending of issue resolutions • Integrated eLearning • Active community forums • Customer feedback mechanisms • Customer subscriptions – subscribe to content and share it • Content reputation and ratings tracking • Availability on multiple platforms and multiple languages – mobile
  15. 15. Software Integrate with the systems your company already has in place Publish content directly to systems (Permission Required for Reuse) Copyright Pam Noreault 2012 wherever possible Provide content reuse wherever possible Tie into existing analytics and System Usability Scale (SUS) scores Know your budget and explore the options
  16. 16. Software Options• Open Source – WordPress site, Drupal site, or Joomla site• Salesforce• MindTouch• SDL Live Content (Permission Required for Reuse) Copyright Pam Noreault 2012
  17. 17. Rollout Solution in Phases (Permission Required for Reuse) Copyright Pam Noreault 2012 Prioritize the Deliver results by implementation from establishing realistic audience analysis, phases and milestonesresearch, and data mining
  18. 18. Phase 1 Pilot Pilot with customer partners Seek feedback (Permission Required for Reuse) Copyright Pam Noreault 2012 Complete user experience testing Iterate until satisfied Measure success and complete a report Share report with your company and your customer partners
  19. 19. Phase 2 Initial Rollout Roll out to customers Gather feedback and review results (Permission Required for Reuse) Copyright Pam Noreault 2012 Iterate as needed, but keep changes focused Measure success Complete the report Share the report
  20. 20. Phase 3 and Forward Add the next tier of features (Permission Required for Reuse) Copyright Pam Noreault 2012 Measure success Complete the report Share the report
  21. 21. Determine the Revenue ModelTiered support - First level is free and the other levelsare notFree model - Measure savings in other ways (Permission Required for Reuse) Copyright Pam Noreault 2012• Reduced support calls• Increased number of customers using self-support• Increased chatter on social media about your company’s content and support• Increased sales that can be attributed to your implementation• Increased customer involvement with content• Decreased customer requests for content that they want to customized themselves
  22. 22. Keys to Success• Solid business objectives and requirements• Company support and executive sponsorship• Results that can be measured and tracked• Revenue model that is supported by your company (Permission Required for Reuse) Copyright Pam Noreault 2012• Customer involvement and feedback during your implementation – they are your advocates• Reporting and sharing the results• Telling the success story at every turn
  23. 23. Measuring Success• Revenue model – customized content, tiered eLearning, virtual classroom,• Reduced support calls• Increased number of customers using self-help• Decreased time from when a customer enters the site and (Permission Required for Reuse) Copyright Pam Noreault 2012 then finds an answer• Increased customer satisfaction on third-party surveys and content feedback• Increased revenue from support contracts• Increased number of customers who are repeat customers signing support contracts• Increased chatter on social networking sites about customer satisfaction
  24. 24. Session Results• Discuss research surrounding implementations• Partner with your service and support organization• Generate ideas for how your content can generate revenue• Create a strategic plan (Permission Required for Reuse) Copyright Pam Noreault 2012• Complete customer analysis• Complete research• Understand available options and tools• Implement in phases• Measure success
  25. 25. Thank You• Pam Noreault• pamnoreault@gmail.com• Twitter – pnoreault• LinkedIN – Pamela Noreault (Permission Required for Reuse) Copyright Pam Noreault 2012• Please share your successes and your frustrations with me

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