Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.
@sarahokeefe
Unified	
 Content	
 Development	
 
flickr: youngandwithit
Sarah O’Keefe
Scriptorium
Sarah	
 O’Keefe
@sarahokeefe
flickr: johnloo, alicehenneman booleansplit
Likes	
  Dislikes
Slides	
 are	
 available
@sarahokeefe
❖ http://www.slideshare.net/Scriptorium/unified-
content-development-integrating-tech...
The	
 stereotypes
@sarahokeefe
flickr: mollystevens
Marcom
@sarahokeefe
flickr: Piutus
Techcomm
@sarahokeefe
flickr: thoth-god
Tech	
 support
@sarahokeefe
http://www.gamefaqs.com/pc/606524-minecraft/answers/280618-how-do-you-get-the-when-pigs-fly-ach...
OK,	
 fine.
@sarahokeefe
❖ www.youtube.com/watch?v=-DbCB8freZs
Training
@sarahokeefe
flickr: ifindkarma
Nobody	
 tells	
 the	
 
complete	
 story.
@sarahokeefe
flickr: dullhunk
Reality:	
 They	
 complement	
 
each	
 other.
@sarahokeefe
❖ Marcomm goal:
Before	
 the	
 
sale	
 or	
 
after?
@sarahokeefe
Before	
 the	
 
sale	
 or	
 
after?
@sarahokeefe
@sarahokeefe
0%
25%
50%
75%
100%
Pre-sales Post-sales Return customer
Marcom Techcomm Training Tech support
@sarahokeefe
0% 25% 50% 75% 100%
The Customer Conversation report: https://econsultancy.com/reports/the-consumer-conversat...
@sarahokeefe
Brands	
 have	
 a	
 holistic	
 view	
 of	
 customers
0% 25% 50% 75% 100%
81%
The Customer Conversation report...
@sarahokeefe
Customers	
 who	
 say	
 their	
 retailer	
 understands	
 
them.
0% 25% 50% 75% 100%
37%
The Customer Conversa...
@sarahokeefe
Communications	
 are	
 usually	
 relevant.
0% 25% 50% 75% 100%
35%
The Customer Conversation report: https://...
@sarahokeefe
If	
 the	
 instructions	
 are	
 confusing	
 or	
 
incomplete,	
 how	
 does	
 that	
 make	
 
you	
 feel	
 abou...
@sarahokeefe
http://www.sharonburton.com/wp-content/uploads/2013/07/ConsumerPollResults2012-2013.pdf
@sarahokeefe
Source: http://www.bain.com/Images/BB_Closing_delivery_gap.pdf, 2005
@sarahokeefe
Source: http://www.bain.com/Images/BB_Closing_delivery_gap.pdf, 2005
Closing	
 the	
 delivery	
 gap
@sarahokeefe
❖ “They focus, above all else, on treating their
most profitable customers in w...
Comparing	
 marcom	
 
and	
 techcomm
@sarahokeefe
Your turn
@sarahokeefe
Marcom Techcomm
Details? Few Many
Impact	
 on	
 revenue? Lots None
Purpose Persuade Inform
Analytics Yes Rare...
@sarahokeefe
Marcom Techcomm
Details? Many Many
Impact	
 on	
 revenue? Lots Lots
Purpose Persuade/inform Persuade/inform
A...
@sarahokeefe
Techmarcom(m)
Details? Many
Impact	
 on	
 revenue? Lots
Purpose Persuade/inform
Analytics Yes
Affects	
 produ...
What	
 are	
 the	
 obstacles	
 
to	
 unified	
 content	
 
development?
@sarahokeefe
Your turn
Obstacles
@sarahokeefe
❖ Culture
❖ Staff background, focus, interests
❖ Silos
❖ Reporting structure
❖ Attitude
❖ Perspecti...
Obstacles
@sarahokeefe
❖ Culture
❖ Staff background, focus, interests
❖ Silos
❖ Reporting structure
❖ Attitude
❖ Perspecti...
How	
 do	
 we	
 address	
 the	
 
organizational	
 
problem?
@sarahokeefe
Your turn
@sarahokeefe
The	
 organizational	
 
problem
Marcom
CEO
CTOCOOCIOCMO
TechcommSupport Training
@sarahokeefe
The	
 organizational	
 
problem
Marcom
CEO
CTOCOOCIOCMO
TechcommSupport Training
CCO?
@sarahokeefe
@sarahokeefe
@sarahokeefe
@sarahokeefe
@sarahokeefe
Can	
 you	
 envision	
 a	
 
chief	
 content	
 officer?
@sarahokeefe
Your turn
Obstacles
@sarahokeefe
❖ Culture
❖ Staff background, focus, interests
❖ Silos
❖ Reporting structure
❖ Attitude
❖ Perspecti...
“An	
 information	
 
silo	
 is	
 an	
 insular	
 
management	
 
system	
 
incapable	
 of	
 
reciprocal	
 
operation	
 with	...
Your	
 silos	
 
are	
 of	
 no	
 
interest	
 to	
 
customers,	
 
except	
 when	
 
they	
 cause	
 
problems.
@sarahokeefe
@sarahokeefe
Credit:Victor de Schwanberg/Science Photo Library
@sarahokeefe
Credit:Victor de Schwanberg/Science Photo Library
PowerPoint
Why	
 do	
 silos	
 exist?
@sarahokeefe
Your turn
@sarahokeefe
1. Department
2. Channel
3. Discipline
4. Customer/user phase
5. Feature
http://review.content-science.com/20...
@sarahokeefe
Dear	
 Sarah,	
 

Should	
 user	
 docs	
 use	
 the	
 same	
 fonts	
 as	
 
marketing	
 collateral	
 or	
 inste...
@sarahokeefe
Dear	
 Sarah,	
 

Should	
 user	
 docs	
 use	
 the	
 same	
 fonts	
 as	
 
marketing	
 collateral	
 or	
 inste...
How	
 can	
 you	
 remove	
 
silos?
@sarahokeefe
Your turn
@sarahokeefe
Silo Silo
Silo Silo
@sarahokeefe
SiloSiloSiloSilo
@sarahokeefe
Silo Silo
Silo Silo
@sarahokeefe
Silo Silo
Silo Silo
Obstacles
@sarahokeefe
❖ Culture
❖ Staff background, focus, interests
❖ Silos
❖ Reporting structure
❖ Attitude
❖ Perspecti...
@sarahokeefe
@sarahokeefe
Design	
 is	
 the	
 process	
 of	
 
deciding	
 how	
 information	
 is	
 
presented	
 to	
 the	
 person	
 who	...
Automation	
 
applies	
 
design	
 to	
 
content	
 
without	
 
human	
 
intervention.
@sarahokeefe
flickr:spenceyc
Snowflakes	
 
are	
 a	
 
problem.
@sarahokeefe
Wikimedia Commons
@sarahokeefe
@sarahokeefe
@sarahokeefe
@sarahokeefe
@sarahokeefe
@sarahokeefe
@sarahokeefe
@sarahokeefe
@sarahokeefe
@sarahokeefe
https://commons.wikimedia.org/wiki/File:Disruptivetechnology.png
@sarahokeefe
How	
 can	
 we	
 move	
 
toward	
 unified	
 content	
 
development?
@sarahokeefe
Your turn
flickr: sv1ambo
Content	
 strategy	
 assessment
@sarahokeefe
❖ Content inventory/audit
❖ Business goals
❖ Gap analysis
❖ Re...
Content	
 inventory/audit
@sarahokeefe
How	
 bad	
 is	
 your	
 content?
@sarahokeefe
http://www.scriptorium.com/2015/10/content-strategy-triage
Minimum	
 viable	
 
content
@sarahokeefe
http://www.scriptorium.com/2013/12/minimum-viable-content/
Alignment	
 of	
 business	
 
objectives
@sarahokeefe
flickr: jsjgeology
Content	
 strategy	
 roadmap
@sarahokeefe
flickr: sv1ambo
Content	
 strategy	
 roadmap
@sarahokeefe
❖ Goals
❖ Constraints
❖ Budget
❖ Phase 1: Pilot
❖ Phase 2: Main effort
❖ Phase 3...
What	
 are	
 some	
 
examples	
 of	
 business	
 
goals?
@sarahokeefe
Your turn
Confronting	
 
external	
 
dependencies
@sarahokeefe
flickr: valeriebb
@sarahokeefe
@sarahokeefe
@sarahokeefe
@sarahokeefe
@sarahokeefe
Other	
 people’s	
 data
@sarahokeefe
❖ Extract
❖ Modify
❖ Connect
flickr: heipei
Other	
 people’s	
 platform
@sarahokeefe
❖ Publish your information to their platform?
flickr:Wellness GM
Other	
 people’s	
 content
@sarahokeefe
❖ Put in your repository?
❖ Create a connector to different repository?
❖ In which...
Not	
 dependency,	
 integration!
@sarahokeefe
flickr:Trevor Botting
@sarahokeefe
Do	
 you	
 need	
 better	
 systems?
flickr: jpgufffogg
Vendor	
 assessment
@sarahokeefe
flickr: jawsnap
What	
 are	
 the	
 risks	
 of	
 
integration?
@sarahokeefe
Your turn
@sarahokeefe
Content	
 convergence	
 is	
 
happening.	
 Slowly.
@sarahokeefe
Questions?
@sarahokeefe
@sarahokeefe
Your  opinion  is  important  to  us!  Please  tell  us  what  you  thought  of  the  lecture.  We  
look  fo...
Upcoming SlideShare
Loading in …5
×

Unified Content Development: Integrating Tech Comm, Marcom, and Technical Support

705 views

Published on

Sarah O'Keefe presentation, first delivered at tcworld 2015, November 2015, in Stuttgart, Germany. Discusses how to unify content development across technical communication, marketing, and technical support organizations.

Published in: Technology
  • Be the first to comment

Unified Content Development: Integrating Tech Comm, Marcom, and Technical Support

  1. 1. @sarahokeefe Unified Content Development flickr: youngandwithit Sarah O’Keefe Scriptorium
  2. 2. Sarah O’Keefe @sarahokeefe flickr: johnloo, alicehenneman booleansplit Likes Dislikes
  3. 3. Slides are available @sarahokeefe ❖ http://www.slideshare.net/Scriptorium/unified- content-development-integrating-tech-comm- marcom-and-technical-support ❖ or http://tiny.cc/integratingcontent
  4. 4. The stereotypes @sarahokeefe flickr: mollystevens
  5. 5. Marcom @sarahokeefe flickr: Piutus
  6. 6. Techcomm @sarahokeefe flickr: thoth-god
  7. 7. Tech support @sarahokeefe http://www.gamefaqs.com/pc/606524-minecraft/answers/280618-how-do-you-get-the-when-pigs-fly-achievement
  8. 8. OK, fine. @sarahokeefe ❖ www.youtube.com/watch?v=-DbCB8freZs
  9. 9. Training @sarahokeefe flickr: ifindkarma
  10. 10. Nobody tells the complete story. @sarahokeefe flickr: dullhunk
  11. 11. Reality: They complement each other. @sarahokeefe ❖ Marcomm goal:
  12. 12. Before the sale or after? @sarahokeefe
  13. 13. Before the sale or after? @sarahokeefe
  14. 14. @sarahokeefe 0% 25% 50% 75% 100% Pre-sales Post-sales Return customer Marcom Techcomm Training Tech support
  15. 15. @sarahokeefe 0% 25% 50% 75% 100% The Customer Conversation report: https://econsultancy.com/reports/the-consumer-conversation/
  16. 16. @sarahokeefe Brands have a holistic view of customers 0% 25% 50% 75% 100% 81% The Customer Conversation report: https://econsultancy.com/reports/the-consumer-conversation/
  17. 17. @sarahokeefe Customers who say their retailer understands them. 0% 25% 50% 75% 100% 37% The Customer Conversation report: https://econsultancy.com/reports/the-consumer-conversation/
  18. 18. @sarahokeefe Communications are usually relevant. 0% 25% 50% 75% 100% 35% The Customer Conversation report: https://econsultancy.com/reports/the-consumer-conversation/
  19. 19. @sarahokeefe If the instructions are confusing or incomplete, how does that make you feel about the products you buy? (Choose all that apply) http://www.sharonburton.com/wp-content/uploads/2013/07/ConsumerPollResults2012-2013.pdf
  20. 20. @sarahokeefe http://www.sharonburton.com/wp-content/uploads/2013/07/ConsumerPollResults2012-2013.pdf
  21. 21. @sarahokeefe Source: http://www.bain.com/Images/BB_Closing_delivery_gap.pdf, 2005
  22. 22. @sarahokeefe Source: http://www.bain.com/Images/BB_Closing_delivery_gap.pdf, 2005
  23. 23. Closing the delivery gap @sarahokeefe ❖ “They focus, above all else, on treating their most profitable customers in ways that ensure that they come back for more and recommend the company’s products and services to their friends.” Source: http://www.bain.com/Images/BB_Closing_delivery_gap.pdf, 2005
  24. 24. Comparing marcom and techcomm @sarahokeefe Your turn
  25. 25. @sarahokeefe Marcom Techcomm Details? Few Many Impact on revenue? Lots None Purpose Persuade Inform Analytics Yes Rarely Affects product positioning Yes Not on purpose When read? Before buy After buy
  26. 26. @sarahokeefe Marcom Techcomm Details? Many Many Impact on revenue? Lots Lots Purpose Persuade/inform Persuade/inform Analytics Yes Increasing Affects product positioning Yes Yes When read? Before buy Before & after
  27. 27. @sarahokeefe Techmarcom(m) Details? Many Impact on revenue? Lots Purpose Persuade/inform Analytics Yes Affects product positioning Yes When read? Before & after
  28. 28. What are the obstacles to unified content development? @sarahokeefe Your turn
  29. 29. Obstacles @sarahokeefe ❖ Culture ❖ Staff background, focus, interests ❖ Silos ❖ Reporting structure ❖ Attitude ❖ Perspective Photo: Ildar Sagdejev
  30. 30. Obstacles @sarahokeefe ❖ Culture ❖ Staff background, focus, interests ❖ Silos ❖ Reporting structure ❖ Attitude ❖ Perspective
  31. 31. How do we address the organizational problem? @sarahokeefe Your turn
  32. 32. @sarahokeefe The organizational problem Marcom CEO CTOCOOCIOCMO TechcommSupport Training
  33. 33. @sarahokeefe The organizational problem Marcom CEO CTOCOOCIOCMO TechcommSupport Training CCO?
  34. 34. @sarahokeefe
  35. 35. @sarahokeefe
  36. 36. @sarahokeefe
  37. 37. @sarahokeefe
  38. 38. @sarahokeefe
  39. 39. Can you envision a chief content officer? @sarahokeefe Your turn
  40. 40. Obstacles @sarahokeefe ❖ Culture ❖ Staff background, focus, interests ❖ Silos ❖ Reporting structure ❖ Attitude ❖ Perspective P
  41. 41. “An information silo is an insular management system incapable of reciprocal operation with other, related information systems.” @sarahokeefe https://en.wikipedia.org/wiki/Information_silo
  42. 42. Your silos are of no interest to customers, except when they cause problems. @sarahokeefe
  43. 43. @sarahokeefe Credit:Victor de Schwanberg/Science Photo Library
  44. 44. @sarahokeefe Credit:Victor de Schwanberg/Science Photo Library PowerPoint
  45. 45. Why do silos exist? @sarahokeefe Your turn
  46. 46. @sarahokeefe 1. Department 2. Channel 3. Discipline 4. Customer/user phase 5. Feature http://review.content-science.com/2014/02/5-types-of-content-silos-to-break-down/
  47. 47. @sarahokeefe Dear Sarah, 
 Should user docs use the same fonts as marketing collateral or instead use fonts that cater best to usability and platform (web, mobile, etc.) support? Signed, Anxious in Anonymity
  48. 48. @sarahokeefe Dear Sarah, 
 Should user docs use the same fonts as marketing collateral or instead use fonts that cater best to usability and platform (web, mobile, etc.) support? Signed, Anxious in Anonymity
  49. 49. How can you remove silos? @sarahokeefe Your turn
  50. 50. @sarahokeefe Silo Silo Silo Silo
  51. 51. @sarahokeefe SiloSiloSiloSilo
  52. 52. @sarahokeefe Silo Silo Silo Silo
  53. 53. @sarahokeefe Silo Silo Silo Silo
  54. 54. Obstacles @sarahokeefe ❖ Culture ❖ Staff background, focus, interests ❖ Silos ❖ Reporting structure ❖ Attitude ❖ Perspective Flickr: ricardo
  55. 55. @sarahokeefe
  56. 56. @sarahokeefe Design is the process of deciding how information is presented to the person who needs it. flickr:paulk
  57. 57. Automation applies design to content without human intervention. @sarahokeefe flickr:spenceyc
  58. 58. Snowflakes are a problem. @sarahokeefe Wikimedia Commons
  59. 59. @sarahokeefe
  60. 60. @sarahokeefe
  61. 61. @sarahokeefe
  62. 62. @sarahokeefe
  63. 63. @sarahokeefe
  64. 64. @sarahokeefe
  65. 65. @sarahokeefe
  66. 66. @sarahokeefe
  67. 67. @sarahokeefe
  68. 68. @sarahokeefe https://commons.wikimedia.org/wiki/File:Disruptivetechnology.png
  69. 69. @sarahokeefe
  70. 70. How can we move toward unified content development? @sarahokeefe Your turn
  71. 71. flickr: sv1ambo Content strategy assessment @sarahokeefe ❖ Content inventory/audit ❖ Business goals ❖ Gap analysis ❖ Recommendations ❖ Requirements ❖ Roadmap
  72. 72. Content inventory/audit @sarahokeefe
  73. 73. How bad is your content? @sarahokeefe http://www.scriptorium.com/2015/10/content-strategy-triage
  74. 74. Minimum viable content @sarahokeefe http://www.scriptorium.com/2013/12/minimum-viable-content/
  75. 75. Alignment of business objectives @sarahokeefe flickr: jsjgeology
  76. 76. Content strategy roadmap @sarahokeefe flickr: sv1ambo
  77. 77. Content strategy roadmap @sarahokeefe ❖ Goals ❖ Constraints ❖ Budget ❖ Phase 1: Pilot ❖ Phase 2: Main effort ❖ Phase 3: Advanced effort
  78. 78. What are some examples of business goals? @sarahokeefe Your turn
  79. 79. Confronting external dependencies @sarahokeefe flickr: valeriebb
  80. 80. @sarahokeefe
  81. 81. @sarahokeefe
  82. 82. @sarahokeefe
  83. 83. @sarahokeefe
  84. 84. @sarahokeefe
  85. 85. Other people’s data @sarahokeefe ❖ Extract ❖ Modify ❖ Connect flickr: heipei
  86. 86. Other people’s platform @sarahokeefe ❖ Publish your information to their platform? flickr:Wellness GM
  87. 87. Other people’s content @sarahokeefe ❖ Put in your repository? ❖ Create a connector to different repository? ❖ In which direction(s) does information flow? flickr: epsos.de
  88. 88. Not dependency, integration! @sarahokeefe flickr:Trevor Botting
  89. 89. @sarahokeefe Do you need better systems? flickr: jpgufffogg
  90. 90. Vendor assessment @sarahokeefe flickr: jawsnap
  91. 91. What are the risks of integration? @sarahokeefe Your turn
  92. 92. @sarahokeefe
  93. 93. Content convergence is happening. Slowly. @sarahokeefe
  94. 94. Questions? @sarahokeefe
  95. 95. @sarahokeefe Your  opinion  is  important  to  us!  Please  tell  us  what  you  thought  of  the  lecture.  We   look  forward  to  your  feedback  via  smartphone  or  tablet  under   http://IM09.honestly.de   or  scan  the  QR  code   The  feedback  tool  will  be  available  even  after  the  conference!

×