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.

Evolution of a knowledge broker. How to deliver to a mobile audience (MOB12)

840 views

Published on

Technical Documentation can increase profitability no matter what strategy the company decides on, with the proper workflow and the mindset of a Knowledge Broker.

= What is the Mindset of a Knowledge Broker?
= Align procedures with business strategies
= The Consumer Decision Making Process
= Example of a Revenue Strategy
= Delivering Content to Mobile Devices

Stuttgart, Nov 13th 2014: tekom14, tcworld14

  • Be the first to comment

Evolution of a knowledge broker. How to deliver to a mobile audience (MOB12)

  1. 1. © 2014 – Quadralay Corporation© 2013 – Quadralay Corporation PDF WebHelp Reverb HTML5 File Sync and Share with Collaboration Evolution of a Knowledge Broker: How to deliver to a mobile audience Christopher Ward, Webworks
  2. 2. © 2014 – Quadralay Corporation© 2013 – Quadralay Corporation 2 Content Creation becomes the most pivotal department for a company’s continued success.
  3. 3. © 2014 – Quadralay Corporation© 2013 – Quadralay Corporation© 2013 – Quadralay Corporation 3 So, why listen to this guy? Christopher Ward – Director of Sales, Webworks  Webworks – A company dedicated to helping our clients maximize the potential of documentation through custom outputs which help content to foster customer loyalty and promote product value.  German Partner – SQUIDDS – 4 years of military service in Army Intelligence  Taught to separate procedure from strategy and to look at both differently – 3 Years with Dell Computers service in Business Intelligence  Applied analysis experience to business world
  4. 4. © 2014 – Quadralay Corporation© 2013 – Quadralay Corporation© 2013 – Quadralay Corporation 4 Technical Communicators must become Knowledge Brokers According to Professor Clay Spinuzzi: – “Knowledge is now, and will be the basic economic resource” – “Value is created via productivity and innovation” – “Leading social groups will be knowledge workers who know how to allocate knowledge to productive use” Spinuzzi is a professor at University of Texas at Austin and an authority on rhetoric, technology, research, and where we’re headed next. .http://spinuzzi.blogspot.com/search?q=knowledge+workers
  5. 5. © 2014 – Quadralay Corporation© 2013 – Quadralay Corporation 5 What are we going to cover What is the Mindset of a Knowledge Broker? The Consumer Decision Making Process Align procedures with business strategies Example of a Revenue Strategy Delivering Content to Mobile Devices
  6. 6. © 2014 – Quadralay Corporation© 2013 – Quadralay Corporation 6 What is the mindset of a Knowledge Broker? Realize now that poor documentation effects revenue, and not just productivity.
  7. 7. © 2014 – Quadralay Corporation© 2013 – Quadralay Corporation© 2013 – Quadralay Corporation 7 What is the Mindset Consider this…  “According to The Gartner Group, poor data quality negatively impacts a company’s bottom line by an average of $8.2 million annually in operational inefficiencies, lost sales and unrealized new opportunities.  In addition, a Forrester research study reveals that only 12 percent of companies actually use customer intelligence to drive key business functions and corporate strategy. That means that 88 percent are putting up with the waste, inefficiencies and lost opportunities that dirty data creates. Companies that commit to data quality use their knowledge of customers and prospects to maximize top-line and bottom-line results.” The integrity of the content you provide as well as the accessibility and searchability of that content sits at the core value of your business model. These three factors positively impact a company’s profitability. – White paper "Gaining the Data Edge: How ongoing data maintenance spurs growth" August 2012
  8. 8. © 2014 – Quadralay Corporation© 2013 – Quadralay Corporation 8 Align procedures with business strategies As you design your information solutions, ensure you align documentation procedures with current business strategy.
  9. 9. © 2014 – Quadralay Corporation© 2013 – Quadralay Corporation 9 Align procedures with business strategies Why procedures must align with strategy
  10. 10. © 2014 – Quadralay Corporation© 2013 – Quadralay Corporation 10 Align procedures with business strategies Why procedures must align with strategy
  11. 11. © 2014 – Quadralay Corporation @WebWorksChris #LavaCon Michael Porter’s general business strategies  #BusinessStrategy: Gives a competitive advantage in the chosen market
  12. 12. © 2014 – Quadralay Corporation© 2013 – Quadralay Corporation 12 Documentation can increase profitability no matter what strategy a company decides on! Align procedures with business strategies
  13. 13. © 2014 – Quadralay Corporation© 2013 – Quadralay Corporation 13 The Consumer Decision Making Process Understand how documentation and other output will effect the Consumer Decision-Making process.
  14. 14. © 2014 – Quadralay Corporation© 2013 – Quadralay Corporation© 2013 – Quadralay Corporation 14 The Consumer Decision Making Process Everyone goes through 5 stages This standard process involves: 1. Needs recognition 2. Information search – The Informed Consumer 3. Product evaluation, choice, and purchase 4. Purchase – buying decision 5. Post purchase evaluation
  15. 15. © 2014 – Quadralay Corporation© 2013 – Quadralay Corporation© 2013 – Quadralay Corporation 15 Information Search The Informed Consumer Professor Eric K. Clemons How Information Changes Consumer Behavior and How Consumer Behavior Determines Corporate Strategy The Consumer Decision Making Process
  16. 16. © 2014 – Quadralay Corporation© 2013 – Quadralay Corporation© 2013 – Quadralay Corporation 16 Post purchase evaluation  Marketing – Addresses a specific audience, but not a specific problem. Just flashy enough to get someone’s attention and get out in front of someone. Total Customer Experience.  Sales – Drill down to needs specific to the customer’s environment and provide a solution to those needs.  Usage – 90% of the customer’s experience and responsible for promoting product value and customer loyalty to increase repeat business. Documentation is the most profitable way a business will have to influence the customer and try to increase loyalty, product value and cut down on Customer Defection. The Consumer Decision Making Process
  17. 17. © 2014 – Quadralay Corporation© 2013 – Quadralay Corporation 17 Write to a loyal customer Develop a workflow to generate revenue through customer retention. Example of a revenue strategy
  18. 18. © 2014 – Quadralay Corporation© 2013 – Quadralay Corporation© 2013 – Quadralay Corporation 18 What kind of problem is customer defection?  The Harvard Business Review stated that the average business loses 50% of their customers every five years.  61% of consumers take their business to a competitor when they end a business relationship.  RightNow Technologies says 73% of customers leave because they are dissatisfied with customer service, but the company losing the customer thinks only 21% leave because of customer service. Example of a revenue strategy
  19. 19. © 2014 – Quadralay Corporation© 2013 – Quadralay Corporation 19 Example of a revenue strategy Your customers What kind of problem is customer defection? Your competitors’ customers Other businesses50% loss every 5 years
  20. 20. © 2014 – Quadralay Corporation© 2013 – Quadralay Corporation 20 Your customers What kind of problem is customer defection? Your competitors’ customers Other businesses50% loss every 5 years Example of a revenue strategy
  21. 21. © 2014 – Quadralay Corporation© 2013 – Quadralay Corporation 21 COST TO ACQUIRE NEW CUSTOMERS: 5X MORE Your customers Your competitors’ customers Other businesses5% less defection = 25-125% more profit Example of a revenue strategy What are the benefits of retaining customers?
  22. 22. © 2014 – Quadralay Corporation© 2013 – Quadralay Corporation 22 Cost to retain current customers Cost to acquire new customers: 5x more What are the benefits of retaining customers? Example of a revenue strategy
  23. 23. © 2014 – Quadralay Corporation© 2013 – Quadralay Corporation 23 Delivering content to mobile devices What is the preferred method of my audience?
  24. 24. © 2014 – Quadralay Corporation© 2013 – Quadralay Corporation© 2013 – Quadralay Corporation 24 Delivering content to mobile devices  I am a Knowledge Broker and I want to increase revenue by delivering content to the customer in a way to increase customer experience and product value.  Why is it important to deliver to mobile devices  What is the proper way to deliver to mobile devices  What is the proper workflow to deliver to mobile devices and increase revenue Delivering content to mobile devices
  25. 25. © 2014 – Quadralay Corporation© 2013 – Quadralay Corporation© 2013 – Quadralay Corporation 25 Why is mobile delivery important: phones  Top Mobile Markets (total/3G or 4G) – 1. China with 1,246.3 / 448.3 million – 3. United States 345.2 / 287.4 million – 11. Germany 113.6 / 46 million * Global mobile statistics 2014 Part A: Mobile subscribers; handset market share; mobile operators - http://mobiforge.com/research-analysis/global-mobile-statistics-2014-part-a-mobile-subscribers-handset-market-share- mobile-operators#topmobilemarkets Delivering content to mobile devices
  26. 26. © 2014 – Quadralay Corporation© 2013 – Quadralay Corporation© 2013 – Quadralay Corporation 26 Why is mobile delivery important: tablets  By the end of 2013, global smartphone penetration will have exploded from 5% of the global population in 2009, to 22%. That's an increase of nearly 1.3 billion smartphones in four years.  Tablets are showing faster adoption rates than smartphones. It took smartphones nearly four years to reach 6% penetration from when the devices first started to register on a global level. Tablets accomplished this in just two years.  PCs have only gained 6 percentage points in per-capita penetration the last 6 years. * One In Every 5 People In The World Own A Smartphone, One In Every 17 Own A Tablet - http://www.businessinsider.com/smartphone-and-tablet-penetration-2013-10
  27. 27. © 2014 – Quadralay Corporation© 2013 – Quadralay Corporation 27 Mobile delivery three methods. 1. Two sites, one for mobile and one for desktop 1. Doubles your management efforts. 2. Doubles your content work 3. Lowers SEO results 4. Causes a bad customer experience. 2. Mobile first 1. Wasted screen real estate on larger displays 2. Does not handle graphics and tables well 3. HTML5 with Responsive Design 1. Best solution 2. Output manages different layouts 3. Supports future devices 4. One file set for easy maintenance What is the proper mobile technology Delivering content to mobile devices
  28. 28. © 2014 – Quadralay Corporation© 2013 – Quadralay Corporation© 2013 – Quadralay Corporation 28 Know where you are today. Device Category Visits 2011 Visits 2012 Visits 2013 Visits 2014 Desktop 98.78% 96.99% 95.61% 93.58% Mobile 1.22% 2.01% 2.82% 4.30% Tablet 0.0% 1.00% 1.57% 2.12% Google Analytics Break Down: Mobile>Overview Google Glass 0.0% 0.0% 0.0% 100.00% Delivering content to mobile devices
  29. 29. © 2014 – Quadralay Corporation© 2013 – Quadralay Corporation© 2013 – Quadralay Corporation 29 How to look in to the crystal Google ball. Device Category Visits % New Visits Bounce Rate Pages/Visit Desktop 94.14% 80.56% 34.24% 2.25 Mobile 4.30% 83.10% 74.19% 1.52 Tablet 1.56% 86.31% 43.95% 2.24 Google Analytics Break Down: Mobile>Overview Delivering content to mobile devices
  30. 30. © 2014 – Quadralay Corporation© 2013 – Quadralay Corporation© 2013 – Quadralay Corporation 30 How to look in to the crystal Google ball. Device Category Visits % New Visits Bounce Rate Pages/Visit Apple iPhone 28.69% 87.72% 77.84% 1.43 Apple iPad 21.22% 85.83% 42.91% 2.26 (not set) 10.31% 94.17% 60.83% 1.78 HTC M7 One 4.73% 14.55% 89.09% 1.13 Samsung GT-I9300 Galaxy S III 3.26% 68.42% 76.32% 1.58 Google Nexus 7 0.69% 100.00% 25.00% 2.75 Google Analytics Break Down: Mobile>Devices Delivering content to mobile devices
  31. 31. © 2014 – Quadralay Corporation© 2013 – Quadralay Corporation 31 Delivering content to mobile devices
  32. 32. © 2014 – Quadralay Corporation© 2013 – Quadralay Corporation 32 Case Study - Bihler About Bihler  Bihler – the world’s leading company for stamping and forming machines with the most advanced software.  Founded 1953 from Otto Bihler  2014: Over 900 employee Headquarter in Halblech (Germany)  Bihler of America, Inc., Phillipsburg, NJ  Bihler of China, Dongguan City, China  More information: www.bihler.de
  33. 33. © 2014 – Quadralay Corporation© 2013 – Quadralay Corporation 33 The Problem Technicians were having difficulty with the documentation • Machines had several parts • Same screen to calibrate the the parts was used to deliver documentation • As parts were exchanged, manuals had to be updated
  34. 34. © 2014 – Quadralay Corporation© 2013 – Quadralay Corporation 34 The Solution Workflow Solution: TechComm Responsive Publishing Suite - 2014 STEP 1: CREATE your content with RichMedia integration STEP 2: MANAGE your source for review STEP 3: GENERATE HTML5 responsive and MANAGE your content, create a QR code, STEP 4: TechCommToGo: Get your private and public TechComm on your MOBILE DEVICE to go!
  35. 35. © 2014 – Quadralay Corporation© 2013 – Quadralay Corporation 35 Review What is the Mindset of a Knowledge Broker? The Consumer Decision Making Process Align procedures with business strategies Example of a Revenue Strategy Delivering Content to Mobile Devices
  36. 36. © 2014 – Quadralay Corporation© 2013 – Quadralay Corporation© 2013 – Quadralay Corporation 36 In Closing  Content Creation becomes the most pivotal department for a company’s continued success  Technical Documentation can increase profitability no matter what strategy the company decides on, with the proper workflow and the mindset of a Knowledge Broker.  Align your procedures with your business strategy.
  37. 37. © 2014 – Quadralay Corporation© 2013 – Quadralay Corporation© 2013 – Quadralay Corporation 37 Follow Me Christopher Ward – Email address: christopher@webworks.com – Twitter: @WebWorksChris – Facebook: https://www.facebook.com/WebWorksChris – Company Facebook: www.facebook.com/WebWorksePublisher – My Blog: http://blogs.webworks.com/christopher/
  38. 38. © 2014 – Quadralay Corporation© 2013 – Quadralay Corporation© 2013 – Quadralay Corporation 38 References
  39. 39. © 2014 – Quadralay Corporation© 2013 – Quadralay Corporation 39 Reference page: [http://www.apple.com/pr/library/2007/06/28iPhone-Premieres-This-Friday-Night-at-Apple-Retail-Stores.html http://www.apple.com/pr/library/2010/04/05Apple-Sells-Over-300-000-iPads-First-Day.html http://www.pewinternet.org/Static-Pages/Trend-Data-%28Adults%29/Online-Activites-Total.aspx http://www.forbes.com/sites/markfidelman/2012/05/02/the-latest-infographics-mobile-business-statistics-for- 2012/2/ http://www.checkpoint.com/downloads/products/check-point-mobile-security-survey-report.pdf http://www.webworks.com/Info/CABB/1/The_Evolution_of_Online_Help/#page/Topics/1.1_.html http://blogs.webworks.com/guest/2011/10/05/whitepaper-series-completed-let-us-know-what-you-think/ https://noppa.aalto.fi/noppa/kurssi/t-128.5540/luennot/T- 128_5540_how_information_changes_consumer_behavior_and_how_consumer_behavior_determines_corporate_stra tegy.pdf www.mycorporation.com MyCorporation, MyCorporation Focuses on Encouraging Small Businesses to Grow Businesses With Great Customer Service in 2013 Daniel Alcorn, “Improving Customer Retention during a Slowdown” Harvard Business Review, Frederick F. Reichheld and W. Earl Sasser, Jr. “Zero Defections: Quality Comes to Services”

×