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Content Strategy at Symantec (STC 2009)

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Symantec’s Tristan Bishop (@KnowledgeBishop) describes the process the CTO Unified Content Strategy team put in place to to optimize Technical Communication. Through topic-based XML publishing, Symantec reduced L10n costs and increased knowledge access for customers. The unified content strategy is also proving to successfully increase self-service support.

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Content Strategy at Symantec (STC 2009)

  1. 1. Structure 2.0 Knowledge Delivery at Symantec Tristan David Bishop, Sr. Principal Business Analyst Originally presented to STC Summit - Atlanta, May 4, 2009
  2. 2. Introduction
  3. 3. Symantec • Operates in more than 40 countries • FY 2009 revenue = $6.2 billion (Enterprise=$4.4b, Consumer=$1.8b) • Over 17,500 Team Members • Revenue by Geography: – Americas. . . . . . . . . . . . 55% – EMEA. . . . . . . . . . . . . . . 30% – APJ. . . . . . . . . . . . . . . . . 15% • Backs up half of the world’s data 3
  4. 4. Immediate access to data has become a cultural expectation Carolyn Lawson, Director of eServices, State of California 4
  5. 5. Knowledge 2.0 • Web 2.0 changed our customers • They expect immediate answers • They use browser search to get them • Our hidden answers had no value • We decided to restructure content into topics • We decided to remap our knowledge delivery paths 5
  6. 6. If they can’t find it, it doesn’t exist. Sarah O’Keefe, Scriptorium Publishing 6
  7. 7. Agenda 1 Objectives 2 Solutions 3 Results 4 Plans 7
  8. 8. Objectives 1. Reduce localization (L10n) costs 2. Facilitate simultaneous shipments 3. Improve customer access to knowledge 4. Increase self-service support 8
  9. 9. Solutions
  10. 10. Symantec - Knowledge Data Flow 10
  11. 11. XML Why XML? • Previous strategy required L10n DTP • XML eliminated need for L10n DTP • Page layout handled automatically • DTP charges = ($/page/language) • Massive l10n DTP savings realized, >$2,000,000 11
  12. 12. XML Authoring JustSystems XMetaL Author • Topic based writing • Concept, Task, Reference • Create English topics 12
  13. 13. Quality Assurance Acrolinx IQ Suite • Controlled Language • <25 words/sentence • Terminology Checking • Style Checking 13
  14. 14. Content Management Vasont • Create, manage and repurpose multilingual content • Integrated Unicode character sets • Advanced link management • Native workflow functionality • Built-in API 14
  15. 15. Globalization Management SDL Idiom WorldServer • Topic-based L10n • English XML section serves as master document 15
  16. 16. Globalization Management • Correlated XML in 20+ languages 16
  17. 17. Machine Translation Systran • MT support for 7 languages today • Reduces word-count routed to vendors • Symantec case study featured on Systran web site. http://www.systransoft.com/systran/corporate-profile/translation-case-studies/symantec 17
  18. 18. Reasons for G10n Management Traditional Translation Automated Translation •Labor-intensive •Tool-driven – TM and human cycles – Also uses CMS, GMS and MT •Book-based •Topic-based – Occurs at the manual or help level – Occurs at the topic level •Driven by Release Schedules •Driven by Availability – InfoDev drops content to L10n for – Completed topics route to L10n, translation within tight timeframe. balancing workload. •Delayed Global Release •Simultaneous GA across markets – Up to 30 days later – Sometimes within 24 hours
  19. 19. Data Transformation • XSL based automated process • Saxon for HTML • Saxon and Antenna House for PDF 19
  20. 20. Cloud-based Production • Internal Web-Based Scheduling Software • On-Demand or Recurring • InfoDev reported up to 50% time savings 20
  21. 21. Source Control and Packaging • Source repository integration • CVS, Perforce • Dev Builds • Shrink Wrap • Retail 21
  22. 22. Knowledge Management • Web Publishing • Topics and PDF • Search Tuning • Self Service 22
  23. 23. Web Delivery • Support Web Site • Knowledge Integration • Metadata • Browse access • Search access 23
  24. 24. Symantec - Knowledge Data Flow 24
  25. 25. Results
  26. 26. Results 1. Reduced L10n costs 2. Facilitated simultaneous shipments 3. Improved customer access to knowledge 4. Began increasing self-service support (more to come) 26
  27. 27. Results: L10n Costs Example Product Release – 450,000 English source words – Acrolinx enforcement of “controlled language” rules – MT for French, Italian, German and Spanish (FIGS) MT Project Scores by Language French: 73% Spanish: 68% Italian: 59% German:57% • MT accomplished over half of the work for FIGS • Fewer words left for translators to consider • Saved $125k for one release of one product
  28. 28. Symantec is one of a few companies doing a superior job paying attention to the global marketplace during the writing process. Val Swisher, CEO, Oak Hill Corporation 28
  29. 29. Results: Simultaneous Shipments Sample Product Release – MT handled high % of words – Human translators had less to do – Less overall time was required for L10n – New process reduced "Time to Market“ – French GA only one week after English – Timeliness facilitated global sale – InfoDev process efficiency created revenue for Symantec
  30. 30. Results: Knowledge Access InfoDev Web Publishing Metrics 1. Published initial 2k InfoDev web topics in Feb 6,000,000 2008 for pilot product 5,000,000 2. Pilot so successful, 58 other products followed 4,000,000 path 3,000,000 3. In the past two years, InfoDev Symantec InfoDev teams 2,000,000 Topic Web Hits have published >16k web 1,000,000 topics 4. InfoDev web topics 0 received >5 million hits in Feb 2010 alone!
  31. 31. Plans
  32. 32. Plans: Self-Service Support • InQuira Information Manager • Leads Gartner Magic Quadrant • Content organized by type • Search engine determines likely intent 32
  33. 33. Plans – Self Service Support • Topics tracked and scored by usefulness • Direct customer feedback • We will learn if there are missing topics 3333
  34. 34. Plans – Self Service Support • We already have translated XML topics stored in our CMS • We will deliver them to the web through the InQuira KMS • InfoDev will facilitate self-service support across global markets • We hope to drive down incoming support call volumes, saving money for the company 3434
  35. 35. Conclusion
  36. 36. In Summary Topic-based XML delivery: • Reduces L10n costs • Facilitates simultaneous shipments in multiple locales • Increases customer access to knowledge • Potentially reduces incoming call volumes 36
  37. 37. Thank You! Tristan David Bishop tristan_bishop@symantec.com Twitter: @KnowledgeBishop SYMANTEC PROPRIETARY/CONFIDENTIAL – INTERNAL USE ONLY Copyright © 2008 Symantec Corporation. All rights reserved.

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