Andrew Thomas shows you a fast-paced look at how to leverage content to cultivate a loyal customer base. Andrew Thomas is a Director of Product Marketing for Content Management Technologies at SDL, focusing on structured content technologies. Andrew has worked with XML for a wide variety of content, from marketing materials, to printed manuals and web applications. He's witnessed firsthand, the diversity of structured content and how it can empower businesses and customer engagement. Before joining SDL, Andrew was a language intelligence solutions manager for Adobe Systems and oversaw the translation process for their DITA content. This session was part of The Content Wrangler Virtual Summit on Advanced Technical Communication Practices, December 4-5, 2014. Hosted by BrightTALK. Sponsored by SDL, Astoria Software, Acrolinx, oXygen XML Editor, Logos, Scriptorium, and Oberon Technologies.

1. SDL Proprietary and Confidential

5. SDL Proprietary and Confidential
Fandom Isn’t Random
The Secret Behind a Great
Cult Following
Andrew Thomas, Director of Product Marketing
for SDL Documentation

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Allow me to introduce myself
○ Born and raised in Alabama
○ Love poetry, politics, and
parenting
○ Spend way too much time
consuming media
○ Product Marketing Director for
SDL LiveContent
○ HUGE NERD
○ Let’s connect: @work_ajt

7. Here are some of my fandoms

8. Dynamic Leaders

9. Images by Mike Mitchell
Highlight your personality

10. Inspire with vision

11. Educate your base

12. Engaged Audience

13. Be quotable

14. Image by Kyle Cassidy
Talk directly to your fans

15. Invite participation

16. Inclusive Exclusivity

17. Start a club

18. Develop unique visuals
Images by Willtron

19. Speak a secret language
Image by Hack The Menu

20. Meme Mashups

21. Listen and Learn

22. Image by dnbpanda
Know your FanVenn™

23. Leverage compatible fandoms

24. Leverage compatible fandoms

25. Leverage compatible fandoms

26. Leverage compatible fandoms

27. Engage other fandoms

28. Engage other fandoms

29. Engage other fandoms

30. Engage other fandoms

31. Engage other fandoms

32. Engage other fandoms

33. Engage other fandoms

34. Content is Queen

35. What makes a Queen?

36. Powerful
What makes a Queen?

37. What makes a Queen?

38. Versatile
What makes a Queen?

39. What makes a Queen?
Image by Saint Hoax

40. What makes a Queen?
Image by Saint Hoax

41. What kind of Queen is your content?

42. What kind of Queen is your content?

43. What kind of Queen is your content?

44. What kind of Queen is your content?

45. What kind of Queen is your content?

46. Royal Requirements

47. Image by IMadeThisVinyl
Embrace Structure

48. Make it Modular

49. Commercial by Volkswagen
Multi, Multi, Multi
Media

50. Image by Chris Jordan
Multi, Multi, Multi
Channel

51. Commercial by Coca-Cola
Multi, Multi, Multi
Language

52. Share Everywhere!

53. Image by Graffiti Life
Tag it!

54. 54
SDL Brings Your
Brand to the
World…
and the World to
Your Brand

55. http://www.sdl.com
blogs.sdl.com/company
facebook.com/sdlplc
google.com/+sdlonline
twitter.com/sdl
youtube.com/sdl
blogs.sdl.com/digital-experience
linkedin.com/company/sdl-plc
slideshare.net/sdlonline

58. SDL Proprietary and Confidential