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LavaCon 2017 - Future-proof Your Content: Beyond Traditional Publishing for Scalability
- 1. Version 1.2 Chip Gettinger VPGlobal Solutions Consulting, SDL @cgettinger Future-proof Your Content: Beyond Traditional Publishing
- 2. Across all industries, disruptivetechnologies are introducing new players and evolving consumer expectations
- 3. Image placeholder Click onimage icon Browse to image you want to add to slide Strategic Shift in Value of Content • Develop product content from the perspective of outside in, not inside out • Develop understanding of what customers need, at all stages of engagement process • Shift organization from product centric content to a customer centric • Proactive, and not reactive
- 4. SINGLE SOURCE OF TRUTH DIGITAL DOCUMENTATION CUSTOMER LOYALTY 94%of over 2600 surveyed prefer one single place to find all their product information 81% of US respondents prefer self- service information 94% 81% 77% of US respondents product information makes it easier to purchase additional products from the same manufacturer 77% Source: The Impact of Product Content on Customer Satisfaction Survey, October 2017 Product content impacts customer satisfaction
- 5. Product content touchesseveral parts of customer journey • Important at all stages • Key with loyalty and decision making • Customer needs changes over time PRE- PURCHASE Consider Research Evaluate PURCHASE POST- PURCHASE Engage Advocate
- 6. Content supply chain ConsumersBusiness createtranslate deliver
- 7. Customers want Relevant productcontent • Guide me quickly • In my language • Know my preferences and device • Personalized content • Easy search and navigation (i.e. taxonomy) • Digital self-service • Read my feedback
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- 9. Locked in Silos LOCKED Product contentchallenges today Flat & Static Documents UNSHARED Not available on all devices INCOMPATIBLE Confusing to Customers INCONSISTENT
- 10. Adopting a component-basedsolution 10 Modular Content AUTHORING Stored Centrally SHARED COLLABORATION Accessible to All Departments Sales & Marketing Research & Development Customer Support Training & Learning ASSEMBLY Formatted to Customer’s Need
- 11. Centralize and reusecontent User Guides Reference Manuals Customer Support Training and Learning
- 12. Linear documentation doesn’tscale AUTHOR CONTENT CHANNEL ? ? ?
- 13. Single source –author once, publish many times AUTHOR CONTENT CHANNEL ?
- 14. Contracting product lifecycles Research& Development Market Life Project Start Global ReleaseEnglish Release Shelf Life Traditional Authoring Research & Development Global Revenue, Automation & Market Capture Component Authoring TranslationAuthor Review Publish Author Review Publish Translate Key: DTP DTP
- 15. Reuse Potential Hard toreuse content, challenge for more than 70% the companies all over the world. Global Users work around the globe, how to manage various content types? Content Silos Document-based files with no shared or structured content in authoring Collaboration How to move away from PDF comments, but instead of using a WIKI style collaborative platform, tracking the review in an easy way. Complexity How to support large authoring team collaboration with each other? Easy to use, and easy to search Challenges: summarized
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- 17. Marketing Customer BehaviorBrand Assets Campaigns OrchestratedThroughout the Organization
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- 20. Targeted benefits: lifecyclemanagement Create a ‘virtuous’ loop and add intelligence to customer experience Author Review Publish Consume Feedback Analytics • More relevant content • Better customer experience • Crowd-sourced solutions • Faster searches • More efficient content management Create a mechanism to capture customer feedback and community discussions and use it to improve future content relevance and experience
- 21. Taxonomy in userexperience Content tagged with centrally published taxonomy has a rich publishing experience on delivery • Search – Indexing Preferred Terms – Type ahead (classification driven recommendations) – Non-Preferred Terms • Navigation – Customer intuitive product classifications • Indirect implied tagging & late binding – Tagging Content with features that represent large sets of products • Contextual filtering – Customer Context is modeled and captured by the Ontology Semantics – Content Conditional Publishing using same Taxonomy values/ID’s – Content Rendered to the Customer’s specific product context and profile Feature=Win10 Product a Product b Product c
- 22. Global Content Strategy Defineshow an organization will use content to achieve its objectives and meet its user needs Substance • What kinds of content is needed (topics, types, sources, etc.) • What messages does content need to communicate to audience Structure • How is content prioritized, organized, reused and displayed (can include information architecture, metadata, content modeling, link strategies,etc)? Workflow • What processes, tools, and human to launch successfully and maintain ongoing quality on a global basis? Governance • How are key decisions about content and content strategy made? • How are changes initiated and communicated? Informs how people, specifically content owners and overseers, will help drive the content lifecycle (begin with outlining current state and then add efficiencies) Informs what the content will be and how it will be structured (begin with English content)
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- 24. Use Enterprise Taxonomies to tagcontent Make content findable by applying consistent metadata across the organization Global Use a mix of machine translation and human translation Write components rather than books Difficult to reuse books, so there is a need to write reusable components Content Strategy Support entire content lifecycle management and customer needs Adaptive Personalization Use analytics and machine learning techniques to ensure that content is finding people rather than other way around Intelligent content: summarized
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- 26. The ACI experience Thebeginning • Feature/functionality content • Multiple authoring tools • 78,000 pages of content (growing) • 0% reuse Moved to topic authoring and collaborative review with SDL Knowledge Center in 2013
- 27. Topic Authoring Team Create KnowledgeBase Search for Content Real Time Collaboration Reduce Customer Tickets Business Improve Consistency Enhance Usability Increase Efficiency Offer Translation Customers Reduce Complexity Integrate Experience Log Fewer Incidents Content in First Language
- 28. ○ Team – 23%increased productivity – 92% cases closed ○ Business – 22% increased consistency – 13% increased usability – 19% increased efficiency ○ Customer – Cases decreased by 17% – Content in 12 languages Topic authoring results
- 29. • Business Savings –20-25% in 2016 – Multiple formats: 32 hours per release • Customer Impacts – Consistency throughout – Targeted content based on role – Faster time to market Content reuse achievements
- 30. Collaborative Review results ReviewCycle Reduced by 12 DAYS per Release Reconciliation effort - 4 days Publishing - 2.5 days Preparation for review - .5 days SME Review - 5 days
- 31. Policies and procedures:reaping the rewards • Internal Help Desk (4 people) reallocated to other positions • Authoring team content reuse • Search works and simple organization – 2015 – Navigated 19% improvement – 2016 – Navigated 57% improvement
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- 33. Copyright © 2008-2017SDL plc. All rights reserved. All company names, brand names, trademarks, service marks, images and logos are the property of their respective owners. This presentation and its content are SDL confidential unless otherwise specified, and may not be copied, used or distributed except as authorised by SDL. Software and Services for Human Understanding