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.

Beverley Brown Digital Transformation

362 views

Published on

Content Strategy Applied 2017 Conference, London

Published in: Internet
  • Be the first to comment

  • Be the first to like this

Beverley Brown Digital Transformation

  1. 1. Document title / Client info | BEVERLEY BROWN – INTERIM DIRECTOR VASILIKI PRESTIDGE – TRANSLATION CONSULTANT THE CONTENT EXPERIENCE DIGITAL TRANSFORMATION: @GlobalWordsmith @Greek_to_me
  2. 2. Document title / Client info | How content sits within a digital transformation programme in the context of a case study for OPP
  3. 3. Document title / Client info | 3 Introducing OPP
  4. 4. Document title / Client info | 4 Activity
  5. 5. Document title / Client info | 5 Website
  6. 6. Document title / Client info | Learning.opp.com
  7. 7. Document title / Client info | 7 OPP Assessment
  8. 8. Document title / Client info | Case Study 5 Key Learnings Value & Benefits The Handover Creating Content Assets The Brief Stakeholders Interactions with Customers Research & Analysis
  9. 9. Document title / Client info | 9 Companies that lead a digital transformation of their business are 26% more profitable than their industry average George Westerman, Didier Bonnet and Andrew McAfee. “Leading Digital, Turning Technology into Business Transformation”. Harvard Business Review Press, 2014
  10. 10. Document title / Client info | 1. The Brief Content-focused digital change Maximising the impact of OPP’s presence in the UK & Europe Improving the customer journey Increasing online customer engagement Managing & accelerating digital projects
  11. 11. Document title / Client info | 11 By 2020 customer experience will overtake price as the key brand differentiator in B2B Walker Information Inc, Customers 2020
  12. 12. Document title / Client info | 2. Stakeholders Work with stakeholders to hammer out the business case Assess how content can help them meet their business needs Agree objectives up front Select realistic defined criteria Share core outcomes Core to successful delivery
  13. 13. Document title / Client info | Example Project Timeline
  14. 14. Document title / Client info | 3. Interactions With Customers We (think we) know…Who our customers are What they want How they behave The devices they use How they want to interact with us When they want to interact with us ?
  15. 15. Document title / Client info | The Website
  16. 16. Document title / Client info | Research & Analysis Interviews with customer service Competitor analysis Personas Customer interviews SEO & social media best practice Customer journeys (including data analysis) Content audit
  17. 17. Document title / Client info | Content Audit
  18. 18. Document title / Client info | SEO Best Practice: Google Webmaster Tools
  19. 19. Document title / Client info | The Customer Journey
  20. 20. Document title / Client info | What Customers Expect Customers want to interact via a variety of devices from desktop to mobile They expect information to be organised so that it makes sense to them They want to consume information quickly and easily: understand why and how
  21. 21. Document title / Client info | 5. Creating Content Assets OPP Words (key terms database) Term extraction interface Style and brand guidelines Localisation/language support Bilingual Term bases Addressing the feature and benefits Identifying content types
  22. 22. Document title / Client info | Content Types
  23. 23. Document title / Client info | Content Types
  24. 24. Document title / Client info | OPP Words (Key Term Database)
  25. 25. Document title / Client info | Term Extraction Functionality
  26. 26. Document title / Client info | Term Extraction Interface
  27. 27. Document title / Client info | The Outcome
  28. 28. Document title / Client info | Exporting Into Spreadsheet
  29. 29. Document title / Client info | Style & Brand Guidelines PART ONEExpress key messages consistently PART ONE PART ONE PART ONE PART ONE Writing English that can be translated quickly and easily Write clearly Outline tone and voice consistent with brand Guidelines applicable to all types of content (blogging, product descriptions, news stories etc.)
  30. 30. Document title / Client info | Language Support
  31. 31. Document title / Client info | 31 72% consumers said they are more likely to buy a product with information in their own language Nataly Kelly, VP of Marketing (Localization) at Hubspot, “Speak to Global Customers in Their Own Language”, Harvard Business Review, 2012.
  32. 32. Document title / Client info | Translation Memory (TM)
  33. 33. Document title / Client info | Reduced Time & Cost To Market
  34. 34. Document title / Client info | Elevating The Message How Why
  35. 35. Document title / Client info | Recommendation
  36. 36. Document title / Client info | Content Structure
  37. 37. Document title / Client info | 6. The Handover RACI Ongoing testing Documentation (guidelines & governance)
  38. 38. Document title / Client info | The Handover Evolve personas & customer journeys Along with a recommendation for: SEO technical audit Continuous curiosity
  39. 39. Document title / Client info |
  40. 40. Document title / Client info | 7. Value & Benefits User journeys are tailored Customers are able to make an informed decision Specific tasks are easier to complete Content design is intuitive Consistent global messaging Reduced time and cost for localisation The result? Improved customer acquisition, engagement and retention, as:
  41. 41. Document title / Client info | 8. Five Learnings Determine that content is central, not peripheral to a digital transformation Take stakeholders with you on the journey Deliver customer-centric content rather than business driven content Put the foundations in place The project never ends 1 2 3 4 5
  42. 42. Document title / Client info | Sources & Resources MemoQ (term extraction, translation memories, term bases, web content processing) https://www.memoq.com/en/ Customer 2020 - http://www.walkerinfo.com/customers2020/ Treejack - https://www.optimalworkshop.com/treejack Technical SEO - https://econsultancy.com/blog/68738-what-is- technical-seo-and-why-is-it-important Ranking factors - http://www.searchmetrics.com/knowledge- base/ranking-factors/ English writing guidelines - http://www.plainenglish.co.uk/how-to- write-in-plain-english.html Olifant Okapi Tools (converts Translation Memories into spreadsheets, if you don’t have a CAT tool) http://okapi.sourceforge.net/downloads.html
  43. 43. Document title / Client info | Beverley Brown – Interim Director Vasiliki Prestidge – Translation Consultant @GlobalWordsmith @Greek_to_me Digital Transformation: The Content Experience

×