The document discusses transforming the global content lifecycle. It covers topics like digital transformation, design thinking, customer journeys, engaging content, strategic thinking, creating value, connecting content, governance, disruptive innovation, machine learning, cognitive computing, and bringing it all together with a global content strategy. The goal is to provide the right content to users through a combination of human and machine efforts.

1. © 2017 SDL
Transforming the Global
Content Lifecycle
​Bringing it all together
​Andrew Thomas
​May 17, 2017

3. © 2017 SDL© 2017 SDL
​Digital
Transformation

4. @cathymcknight | #IDW2017
Analogue
Digital
Connected
/Internet
Social
Mobile &
Cloud
AI
Automation
1400
1968
1989
2001
1997
2005
???
It is about
change.

5. @cathymcknight | #IDW2017

6. Typical Cycle of Failure
High
Low
Top-down
planning
Focus and
energy
Big buy-in
campaign
Operational
realities
Time
Last-ditch effort
Launch the
“next new thing”
Results
Chart courtesy: Michael T. Kanazawa, & Robert H. Miles, Big Ideas to Big Results
Effort

7. © 2017 SDL© 2017 SDL
​Design
Thinking

8. http://thinkspace.csu.edu.au

9. THE INGREDIENTS
§ 5 days
§ 6 team members
§ 5 stakeholder interviews
§ 2 product managers
§ 1 user
§ 1 engineer
§ 1 product support rep
§ 1 problem
§ 2 prototypes
= 49 ACTIONABLE INSIGHTS

10. Design Thinking and Doing
Three fundamental factors that shaped IDEO

11. © 2017 SDL
Customer
Journey

12. 12
Customer Journeys are not linear.
Customer-controlled No set path to
the same destination
No set entry point

13. Key takeaways
Customer centricity drives journey decisions
13
• Customer journeys reflect the needs within a
customer lifecycle for a persona or user
segment
• Needs are broken into tasks and steps to fulfill
the need
• Every step can be met with content

14. End User
Role: I’m an IT technician at a data center
Goal: How do I configure the Scan Engine
Context: using the virtualization console in Linux?
User Details
o Preferences
o Ownership
o Role
o Geolocation
o Actions
Relevant
Information
Hidden
Information
Non-useful
Information
Info
Delivering the Relevant Content

15. © 2017 SDL© 2017 SDL
​Engaging
Content

16. © 2017 SDL
Organize Nurture Invite Incentivize Repurpose

17. © 2017 SDL
DISPOSITIONAL SITUATIONAL
Bored because of
personality traits
Bored because someone
or something is making
them bored
§ Peers
§ Setting
§ Materials
What leads
to boredom?

18. Takeaway
You can create fun-gaging technical content
that helps your customers love you.

19. Stories have been shared for centuries.
Stories are often personal in nature and have an intent to entertain, educate, instill values, change behaviors,
preserve culture, etc.
Good stories are: honest, contain some learning (or "ah-ha" moment), and when done well, transform lives and
communities.
Capturing a moment Leaving a legacy Changing a belief
We are all storytellers

20. © 2017 SDL© 2017 SDL
​Strategic
Thinking

21. @ContentRulesInc #IDW2017
A content strategy is a
well-thought out plan
for your content.

22. @arockley | #IDW2017 | rockley@rockley.com

23. Copyright © 2017 ADP, LLC. Proprietary and Confidential.
Let go of organizational bias, personal
ego, the status quo, & content ownership.1
Focus on user experience and
client/business value.2
Strategy enables agility and adds
meaning and value to innovation.3

24. © 2017 SDL
Creating Value

25. Empathy:
The Special Ingredient for
Compelling Content

26. Building Insanely Great Products
SPICES
What Products Must Have to Succeed
•Strategy
•Process
•Information
•Customers
•Employees
•Systems
26

27. @ctippie • #IDW2017simplea.com
M&A - UNLOCKING HIDDEN VALUE
Truth: Any content
company that does not
value its content as assets
is undervalued
Sometimes drastically

28. © 2017 SDL© 2017 SDL
​Connecting Content

29. IT’S TIME TO TRANSFORM CONTENT DELIVERY.
29
“By 2018, companies fully invested in online personalization
WILL OUTSELL COMPANIES THAT HAVE NOT BY 30+%”
Gartner
CONTENT
STRATEGY
CONTENT
INTELLIGENCE
DYNAMIC +
PERSONALIZED
DELIVERY

30. @Cooper_42 | #IDW2017 | cooper@rockley.com

32. Haptics – Print & Neuromarketing

33. © 2017 SDL© 2017 SDL
​Governance

34. Information Governance is the specification of
decision rights and an accountability framework
to ensure appropriate behavior in the valuation,
creation, storage, use, archiving, and deletion of
information. It includes the processes, roles and
policies, standards, and metrics to ensure the
effective and efficient use of information in
enabling an organization to achieve its goals.
Gartner IT Glossary states …

35. 35
Managing Change
§ Managing change is a life skill
(not just a professional skill).
§ There is a big overlap in
managing change and
managing innovation.
§ Primary elements of success
center on communication
and execution based on the
context of your corporate
culture and organizational
culture.
Communication
Execution
Solid Positive
Culture

36. CONTENT PEOPLE

37. © 2017 SDL© 2017 SDL
​Disruptive
Innovation

39. @DBLEVY DON@SMITHBROOKFARM.COM

40. In Conclusion: Be Proactive…
◦ Inclusive of diverse groups in system delevopment
◦ Localized focus groups
◦ Broad spectrum of content reviewers
◦ Testing of the “content”

41. © 2017 SDL
​Machine Learning

42. @mrcruce • #IDW2017simplea.com
What is Machine Learning?
Machine learning is a type of
artificial intelligence that
provides computers with the
ability to learn without being
explicitly programmed.

43. The Insides of a Documentation Bot
User Profile
Content
Repository

45. © 2017 SDL© 2017 SDL
​Cognitive Computing

46. #IDW2017 SCOTT@THECONTENTWRANGLER.COM @SCOTTABEL THECONTENTWRANGLER.COM
@SCOTTABEL #IDW2017
COGNITIVE
COMPUTING
SIMULATION OF HUMAN THOUGHT PROCESSES
MADE POSSIBLE BY SELF-LEARNING SYSTEMS
WEAPON
SECRET

47. Approaches To Adopting NLP
1. Use OpenSource Technology
2. Leverage Property APIs
3. Work with an Expert

48. Guiding Principles for CUI Content
1. Provide a warm welcome
2. Guide the conversation
3. Use natural language
4. Humanize your brand
5. Mind your manners
6. Prioritize personalization
7. Plan for misunderstanding
8. Continuously evolve

49. © 2017 SDL
​Bringing
​It All
​Together

50. © 2017 SDL
The Content Fabric Helps Internal NetApp Organizations
© 2016 NetApp, Inc. All rights reserved. NetApp Confidential – Limited Use 50
Content
Fabric
Shortens time
to market
Reduces cost of content
development
Improves quality of
content development
Increases effectiveness of
content

51. © 2017 SDL© 2017 SDL
Digital transformation is a
requirement, not a choice

52. © 2017 SDL© 2017 SDL
The right global content
strategy is everything

53. © 2017 SDL© 2017 SDL
Humans need machines…

54. © 2017 SDL© 2017 SDL
e = argmax p(e/f)~

55. © 2017 SDL© 2017 SDL
…but machines
need humans
as well

56. © 2017 SDL© 2017 SDL
​Digital World
© 2017 SDL56
​Humanizing the