Global content must haves final

Global Content Must-Haves
for Technologists, Marketers,
and Communicators
Presented by:
Steve Walker, Senior Director
Global Content Solutions Practice
February 28, 2012

Experis | Thursday, August 6, 2015 2
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Earning CPE Credit
• To receive 1 CPE credits
for this Webinar,
participants must:
– Attend the Webinar
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Introducing Steve Walker
– Senior Director in the Experis Global Content
Solutions practice
– Responsible for Enterprise Content Management
(ECM) Solution Design
– 17+ years experience in ECM industry
– Areas of expertise include enterprise content
management strategy and cross-platform
implementations, globalization strategy, web
content management

Goal
• Understand dynamics at play across Content Consumers so that
you are better informed on the unique challenges of each
• Understand how your organization fits into a Content Profile
• Review Global Content Delivery models
• “Must-haves” that cross our Content Consumer model
Take-Aways

Agenda
• Review the problem of “Content misalignment”
• Persona Review
– Marketing
– Communication
– Technology
• Global Content Defined
– Content Users
– Content Delivery models
• Content Alignment “Must Haves”

The Global Content “World” is …..
Mobile
Press Briefings
Web Content
Product Information
Technical Manuals
Internal Forums
Management Communication
… and More
Intranets
Extranets

The Global Content “World”
• The “World” has
– An Internal focus that
consists of our internal peers that are
producing and consuming content
– An External focus that
are Consumers and organizations
that will benefit from your effective
content management

Polling Question
Q: What is your biggest challenge with your Global Content
management?
A. We don’t know how to do it effectively.
B. It is costing too much.
C. We are segmented into various groups and see inefficiencies.

Factors that Impact the Global Content “World”
Personas
– Marketers
– Technologists
– Communicators
Technologies
– ECM systems
– Enterprise Search
Consumers
– Internal
– External

The Issue
Q: What can we do to minimize content
misalignment?
A: Understand and unify unique interests to
improve the effectiveness of our content
management decisions

Marketers
Technologists Others
Communicators

Individuals who are responsible for
successful selection, procurement,
implementation and support of your
ECM technologies.
Challenges:
• Technology selection
• Enterprise vs. Departmental
• ECM “Interoperability”
• Knowledge management and Collaboration
• Software/System Internationalization
• “Findability”
• Ongoing support and maintenance
(3- to 5-year lifecycle)
• Mobile access and security
Technologists

Individuals who are responsible
for selling and/or promoting
goods and services.
Challenges:
• Business agility
– Rapid implementation and deployment
• Market testing (L10N)
• Content consistency (L10N)
• Governance around branding (L10N)
• Legal compliance
• Creative content creation
• Mobile consumption
• Regional control
Marketers

Individuals who are responsible
for employee, consumer and/or other
business communication.
Challenges:
• Content re-use
• Findability
• Legal compliance
• Mobile consumption
• Authoring and editorial
Communicators

Polling Question
Q: Which persona do you most closely resemble?
A. Technologist
B. Communicator
C. Marketer

Your global content management
decisions are impacted by
your content users and your
content delivery models.

Content Users
• Content Producers
– Responsible for large volumes
of initial content creation
• Content Contributors
– Responsible for review,
editorial, and collaboration
• Content Consumers
– Will be using content in some
manner
– Can be internal or external
Producer
Contributor
Consumer

Content Delivery Models
• Local Producer/Contributor for Local Consumer
– Can have multilingual attributes
• Local Producer/Contributor for Global Consumer
• Global Producer for Global Consumer
– Many different internal producers with centralized governance

Why are These Users and Models Important?
• Our decisions on how to more effectively manage content will be
based on the user types and how our organization is producing
and consuming content.
• Example 1 – Knowledge Management
• Example 2 – Web Content Management
• Example 3 - Authoring

Content Alignment – Must-Haves

Defined
Content Alignment is the process of
incorporating our personas, content users
and content delivery into our organizational
content management decisions.

Must-Haves
1. Answers to your key questions
• Who are your main producers,
contributors, and consumers?
• Where are they located?
• Who owns the content and the
content delivery process?
2. Understanding of core challenges
across personas
• Findability
• Knowledge management will
be centralized

Must-Haves
3. Acceptance that one solution doesn’t fit all
- Authoring, digital asset management (DAM),
record management, and more
4. Internationalization and Localization
protocols and approaches established.
Can we change
this out for one
of the other
graphics, like
the exploding
computer?

Polling Question
Q: What is your organization’s goal for improving your global content
management?
A. Improve internal communication with a multi-lingual/multi-regional
workforce
B. Reach a broader audience
C. Ensure that all of internal capital (i.e. content) is properly leveraged by
our organization

Must-Haves
5. Core Global Content production governance
• Writing and style-guide adherence
6. Interoperability
• Enhances “findability”

Must-Haves
7. Integration of international talent
pools for internal and external
content production and management
8. Technical considerations
• Focus on search appliance technologies
with multilingual gisting
• Translation memory and
management processes
• Internationalization support of various technologies
Can we change this out for
another graphic, like the
compacted box of components?

Must-Haves per Persona
Technologists
Marketers
Communicators
Localization
Management
“Findability”
Interoperability
Internationalization Plan
Content
Consistency
Content Ownership
In Country/Region
Support
Global Brand and Style
Guide
Mobile Support

Goal
• Understand dynamics at play across content consumers so that you
are better informed on the unique challenges of each
• Understand how your organization fits into a content profile
• Review global content delivery models
• “Must-haves” that cross our content consumer model
Take-Aways

Questions?
For more information please contact:
Steve Walker
steve.walker@experis.com
(804) 521-5255
www.experis.us/gcs

More information
For more information,
please visit
www.experis.us/gcs

Global content must haves final

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