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The Future of Illusions: TC Camp 2019 Keynote


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At most companies, marketing and technical communications rarely unite even though both professions create content. Also, rumors abound that new technologies, such as chatbots and artificial intelligence (AI) might reduce the necessity of both roles or increase internal struggles for their funding. Learn how content created by Salesforce is displacing the future of these illusions.

Published in: Technology
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The Future of Illusions: TC Camp 2019 Keynote

  1. 1. The Future of Illusions Gavin Austin Principal Technical Writer @GavinAustinSays TC Camp Keynote, 2019
  2. 2. Forward-Looking Statements Statement under the Private Securities Litigation Reform Act of 1995: This presentation may contain forward-looking statements that involve risks, uncertainties, and assumptions. If any such uncertainties materialize or if any of the assumptions proves incorrect, the results of, inc. could differ materially from the results expressed or implied by the forward-looking statements we make. All statements other than statements of historical fact could be deemed forward-looking, including any projections of product or service availability, subscriber growth, earnings, revenues, or other financial items and any statements regarding strategies or plans of management for future operations, statements of belief, any statements concerning new, planned, or upgraded services or technology developments and customer contracts or use of our services. The risks and uncertainties referred to above include – but are not limited to – risks associated with developing and delivering new functionality for our service, new products and services, our new business model, our past operating losses, possible fluctuations in our operating results and rate of growth, interruptions or delays in our Web hosting, breach of our security measures, the outcome of any litigation, risks associated with completed and any possible mergers and acquisitions, the immature market in which we operate, our relatively limited operating history, our ability to expand, retain, and motivate our employees and manage our growth, new releases of our service and successful customer deployment, our limited history reselling products, and utilization and selling to larger enterprise customers. Further information on potential factors that could affect the financial results of, inc. is included in our annual report on Form 10-K for the most recent fiscal year and in our quarterly report on Form 10-Q for the most recent fiscal quarter. These documents and others containing important disclosures are available on the SEC Filings section of the Investor Information section of our Web site. Any unreleased services or features referenced in this or other presentations, press releases or public statements are not currently available and may not be delivered on time or at all. Customers who purchase our services should make the purchase decisions based upon features that are currently available., inc. assumes no obligation and does not intend to update these forward-looking statements. @GavinAustinSays #tccamp19
  3. 3. The Illusions • Our jobs will be replaced • Marketing doesn’t like us • Techcomm gets no respect @GavinAustinSays #tccamp19
  4. 4. 1. Illusion: Our Jobs Will Be Replaced @GavinAustinSays #tccamp19
  5. 5. By 2018, a full 30% of interactions with technology will be through conversations with smart machines. Gartner Prediction 1 Source: Cited: Venture Beat / What we learned from bots, before they were cool / 06.25.16 @GavinAustinSays #tccamp19
  6. 6. Chatbots will power 85% of all customer service interactions by 2020. Gartner Prediction 2 Source: conversation-with-this-than-with-your-spouse.html / 04.2.18 @GavinAustinSays #tccamp19
  7. 7. 40% of new app development projects will include AI co-developers by 2022. Gartner Prediction 3 Source: technology-trends-for-2019/#687bb20f1423 @GavinAustinSays #tccamp19
  8. 8. WHAT’S WITH MARKETING? Most Tech Writers @GavinAustinSays #tccamp19
  9. 9. The Problem with Marcomm… • Content is inaccurate! • Changes terms on a whim! • Doesn’t understand the product! • Doesn’t care about customer service! • Gets all the praise, resources, and visibility! @GavinAustinSays #tccamp19
  10. 10. IN CONTENT MARKETING… THE ASSET IS THE AUDIENCE —NOT THE CONTENT Robert Rose Author & Marketer @GavinAustinSays #tccamp19
  11. 11. The Problem with Techcomm… • Content is boring! • Avoids risk and changes! • Doesn’t understand the business! • Doesn’t care about sales or prospects! • Whines too much, complains a lot, and is never happy! @GavinAustinSays #tccamp19
  12. 12. THE GOAL OF TECH COMM IS TO ENABLE CORRECT ACTION Mark Baker Author & Tech Writer @GavinAustinSays #tccamp19
  13. 13. Complete Content Confusion for Customers Marcom m E-books Techcomm @GavinAustinSays #tccamp19 Online Help Whitepapers API Guides Social Media User Assistance UI Text Graphics & Videos Websites Quick Start Guides “WTF!?” Customers
  14. 14. THE PURPOSE OF BUSINESS IS TO CREATE A CUSTOMER Peter Drucker Author & Management Guru @GavinAustinSays #tccamp19
  15. 15. 2. Illusion: Marketing Doesn’t Like Us @GavinAustinSays #tccamp19
  16. 16. WHAT IF WE MAKE TECHNICAL CONTENT WEIRD & “FUN-GAGING”? @GavinAustinSays #tccamp19
  17. 17. Welcome Customers with Mascots & Characters @GavinAustinSays #tccamp19
  18. 18. Customers Choose What & When to Learn @GavinAustinSays #tccamp19
  19. 19. Creative Projects to Encourage Learning @GavinAustinSays #tccamp19
  20. 20. Earn Badges & Skills to Share & Show Off @GavinAustinSays #tccamp19
  22. 22. Stats on the Salesforce Economy • 3.3 million new jobs by 2022 • $859 billion new business revenue 2022 • Currently 1 million learners on Trailhead • Currently 10 million badges earned on Trailhead • 1 out of 4 Trailblazers has a new high-paying job • 25% of learners got a raise or promotion with Trailhead @GavinAustinSays #tccamp19
  23. 23. Economics & Story-Helping Created Community @GavinAustinSays #tccamp19
  24. 24. 3. Illusion: Techcomm Gets No Respect @GavinAustinSays #tccamp19
  25. 25. AVOID THE DOC-O-SAUR MENTALITY @GavinAustinSays #tccamp19
  26. 26. WHAT MATTERS MOST IS HOW WELL YOU WALK THROUGH THE FIRE Charles Bukowski Poet & Novelist @GavinAustinSays #tccamp19
  27. 27. Are You Defining Your Role? • Do you do more than write? • Do you build relationships beyond doc? • Do you contribute to customer advocacy? • Do you share your knowledge across your org? • Do you continually learn the language of business? • Do you volunteer solutions and creativity to stakeholders? @GavinAustinSays #tccamp19
  28. 28. THE OBSTACLE IS THE WAY Ryan Holiday Author & Marketer @GavinAustinSays #tccamp19
  29. 29. A Career Vision @GavinAustinSays #tccamp19 Parker Harris, Co-founder Andrea Leszek, Executive Vice President
  30. 30. Takeaways • Content creators and creativity are invaluable • Marketing needs techcomm to thrive • Refurbish your role to get respect @GavinAustinSays #tccamp19
  31. 31. Q&A Thank you! @GavinAustinSays