Adapting content for the US market
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In this presentation from tcworld 2014, Sarah O'Keefe and Alan Pringle describe the adjustments needed to deliver content developed in Europe into the US market.
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Adapting content for the US market
- 1. @sarahokeefe @alanpringle Adapting Content for the US Market flickr:hubertyu Sarah O’Keefe Alan Pringle
- 2. About the presenters @sarahokeefe Sarah O’Keefe International affairs/German, Duke University Principal @ Scriptorium (1997) Content strategy analysis @sarahokeefe @alanpringle Alan Pringle English/journalism, Wake Forest University Principal @ Scriptorium (1997) Content strategy implementation
- 3. Sarah O’Keefe @sarahokeefe@sarahokeefe @alanpringle flickr: johnloo, alicehenneman booleansplit Likes Dislikes
- 4. Factors to consider @sarahokeefe @alanpringle flickr:jul
- 5. Factors to consider @sarahokeefe ❖ Language ❖ Culture references ❖ Regulatory requirements and legal issues ❖ Audience level: literacy/education/training level ❖ Content distribution methods ❖ Customer experience ❖ Customer support @sarahokeefe @alanpringle
- 7. US population: 292M @sarahokeefe ❖ 61M speak a language other than English at home ❖ Spanish: 38M ❖ Chinese: 2.9M ❖ French: 1.3M ❖ German: 1.1M ❖ Korean: 1.1M ❖ Vietnamese: 1.4M ❖ Tagalog: 1.6M @sarahokeefe @alanpringle
- 10. Language strategy @sarahokeefe ❖ Business-to-business ❖ Business-to-consumer ❖ Translation issues @sarahokeefe @alanpringle
- 12. Focus: Culture @sarahokeefe ❖ Culture differences ❖ Need deep understanding of target market ❖ “Popular” culture is relative @sarahokeefe @alanpringle
- 13. Batali versus Batalli @sarahokeefe@sarahokeefe @alanpringle Mario Batali Mario Batalli
- 14. Do I know you? @sarahokeefe@sarahokeefe @alanpringle ITV
- 15. Friendly, cute, or annoying? @sarahokeefe@sarahokeefe @alanpringle ITV http://event.asus.com/networks/ezui/step3.html
- 16. “plugged”? “Dr Surf”?? @sarahokeefe@sarahokeefe @alanpringle
- 17. Mostly just annoying @sarahokeefe@sarahokeefe @alanpringle
- 18. @sarahokeefe
- 20. Regulatory requirements @sarahokeefe ❖ What are the regulatory requirements for your content? ❖ What industries are regulated? @sarahokeefe @alanpringle
- 21. U.S. regulatory requirements @sarahokeefe ❖ Medical devices ❖ Pharmaceuticals ❖ Nuclear ❖ Aerospace ❖ And a few others ❖ Only a tiny percentage of technical content is regulated. @sarahokeefe @alanpringle
- 23. EU regulations @sarahokeefe@sarahokeefe @alanpringle ❖ Product machinery directive ❖ Product documentation directive
- 25. Legal requirements @sarahokeefe ❖ What are the legal requirements for your content? @sarahokeefe @alanpringle
- 26. US legal requirements @sarahokeefe ❖ Minimal requirements/regulations ❖ Reality: Legal issues drive a LOT of content @sarahokeefe @alanpringle
- 28. Content standards @sarahokeefe ❖ What are content standards do you use or are you familiar with? @sarahokeefe @alanpringle
- 29. Content standards @sarahokeefe ❖ Information Mapping ❖ PI-MOD ❖ Funktionsdesign ❖ ISO ❖ S1000D ❖ DVI ❖ and more… @sarahokeefe @alanpringle
- 30. Common US content standards @sarahokeefe ❖ DITA ❖ DITA ❖ DITA ❖ DITA ❖ DITA ❖ DITA ❖ DITA @sarahokeefe @alanpringle
- 31. Other US standards @sarahokeefe ❖ DocBook ❖ Information Mapping ❖ S1000D or ATA ❖ Six Sigma ❖ Lean ❖ Agile @sarahokeefe @alanpringle
- 33. Audience demographics @sarahokeefe ❖ What do you know about your current audience? ❖ How is the US audience different? @sarahokeefe @alanpringle
- 34. Audience demographics @sarahokeefe ❖ Literacy levels ❖ Apprenticeship programs ❖ Expectations ❖ Diversity ❖ Culture ❖ Experience levels @sarahokeefe @alanpringle
- 36. Content distribution @sarahokeefe ❖ How do you distribute content? @sarahokeefe @alanpringle
- 37. Content distribution @sarahokeefe ❖ Print ❖ PDF ❖ Wiki ❖ HTML ❖ Online help ❖ In the product box ❖ On the device ❖ Downloadable ❖ Mobile ❖ Tablets @sarahokeefe @alanpringle
- 38. What day is it and where am I? @sarahokeefe@sarahokeefe @alanpringle
- 40. Customer experience @sarahokeefe ❖ What are your customer experience priorities? @sarahokeefe @alanpringle
- 41. Customer experience @sarahokeefe ❖ Tech comm (“post-sales”) content can drive sales. ❖ Repeat business is contingent on customer satisfaction. ❖ Marketing and tech comm integration @sarahokeefe @alanpringle
- 42. What do customers care about? @sarahokeefe @alanpringle
- 43. Minimum viable content @sarahokeefe @alanpringle
- 44. Customer experience is not just visual… @sarahokeefe@sarahokeefe @alanpringle
- 45. Customer experience is not just visual… @sarahokeefe@sarahokeefe @alanpringle
- 46. Sounds are powerful… @sarahokeefe ❖ Example 1 @sarahokeefe @alanpringle
- 47. Sounds are powerful… @sarahokeefe ❖ Example 1 @sarahokeefe @alanpringle
- 48. Sounds are powerful… @sarahokeefe ❖ Example 2 @sarahokeefe @alanpringle
- 49. Sounds are powerful… @sarahokeefe ❖ Example 2 @sarahokeefe @alanpringle
- 50. Sounds are powerful… @sarahokeefe ❖ Example 3 @sarahokeefe @alanpringle
- 51. Sounds are powerful… @sarahokeefe ❖ Example 3 @sarahokeefe @alanpringle
- 52. Sounds are powerful… @sarahokeefe ❖ Example 4 @sarahokeefe @alanpringle
- 53. Sounds are powerful… @sarahokeefe ❖ Example 4 @sarahokeefe @alanpringle
- 54. Sounds are powerful… @sarahokeefe ❖ Example 5 @sarahokeefe @alanpringle
- 55. Sounds are powerful… @sarahokeefe ❖ Example 5 @sarahokeefe @alanpringle
- 56. Customer support @sarahokeefe ❖ How do you handle customer support? ❖ What role does content play? @sarahokeefe @alanpringle
- 57. Customer support @sarahokeefe ❖ Phone ❖ Email ❖ Internet/web ❖ Intranet ❖ On-site visits (field service) ❖ others? @sarahokeefe @alanpringle
- 58. Lots of work to do @sarahokeefe ❖ Language ❖ Culture references ❖ Regulatory requirements and legal issues ❖ Audience level: literacy/education/training level ❖ Content distribution methods ❖ Customer experience ❖ Customer support @sarahokeefe @alanpringle
- 59. Workshop evaluation @sarahokeefe@sarahokeefe @alanpringle 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://IM14.honestly.de or scan the QR code The feedback tool will be available even after the conference.