Ensuring success with your component content management system

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Ensuring Success with Your Component Content Management System

February 12, 2013

Speaker today

2

Chip Gettinger

VP, XML Solutions

@cgettinger

cgettinger@sdl.com

• Share a few best practices and trends

• Suggest some new methodologies and approaches

• What has worked and what has not?

• What should you be thinking about next?

• Q&A at the end

Agenda

3

• What is your experience level with a Component Content Management

System?

– Use every day for my work

– In the process of deploying into production use

– Just learning

– Interested

– No experience

Polling question #1

4

• Monitor fundamental shifts

– US Public Company, read your 10K report

– Global market opportunities

• Evolve your strategic planning ahead of curve

• Keep yourself visible within your company

• Watch to expand into other groups

– Training and learning

– Product management

– Field service

– Others?

1. Know your business drivers – they will shift

5

• Does your new content model follow previous publishing process?

– Content was print centric

– Evolve to a customer centric

– Create time to re-examine

– We have a new set of tools and possibilities

• It must continue to evolve as your business changes

– Customer Experience (CXM)

– Be proactive, not reactive

– Continue to innovate

• Don’t lock yourself in; future brings new possibilities

2. Continue to adapt your content model

6

Product Content Maturity model

• Start small, expand as content levels increase

1. Front and back matter, glossary, copyright

2. Topic reuse in maps for common tasks

3. Library for notices, cautions and warnings

4. Conditional reuse, variables, Conref range

• Authoring consistency critical for strong reuse growth

– Authors can search for reuse

– Coordination and planning key to increasing

• Where Used capability to determine impacts

• Translation – the more reuse, better at controlling costs

3. Grow your content reuse strategy over time

8

• What level of content reuse has your company achieved to date?

– Over 40 percent

– 30 to 39 percent

– 20 to 29 percent

– 10 to 19 percent

– Less than 9 percent or none

Polling question #2

9

• Are you using agile or expected to be?

– Faster release cycles

– Iterative and incremental development

• Component Content Management is perfect

– Concurrent development and authoring

– Product variations, patches and differences

– Conditional content

– Version and revision management

– Mix and match to meet product delivery

• Universal content design

4. Complex and continuous product releases

10

• Collaboration as a team is a key for acceptance

– Several authors and reviewers supporting a deliverable

– Many different sources, need to trust is critical

– Large change management challange

• Status of individual components

– Topics, maps and graphics all have their own lifespan

– How does that roll-up into a deliverable?

– Coordination and tracking to meet deadlines

• Metadata tracks these processes, provide status reports

5. Workflow supports processing, but not the magic wand

11

Publication status

12

• How much do you know about your customers?

– How they use your content?

– What is good, bad or frustrating

– What is their point of view?

• Creating and delivery of compelling content

• Work with your marketing group

– Have statistics, or can collect for you

– Attend your company’s user conference, or join a forum

• Measurable, incremental content improvements get noticed

• Search Engine Optimization (SEO)

• Provide context, personalize content

6. Customer experience really does matter

13

Continuing the Engagement

Source: Frederick Reichheld – “Business marketing strategies”

VALUE OF AN

EXISTING CUSTOMER

IMPORTANCE OF

CUSTOMER RETENTION

“Retention is a lot more cost

effective than acquisition” Carrie Johnson – Forrester

Research

Multi-channel

The Customer Journey

Get a quick overview of customer engagement

Measuring customer engagement

• Impact of social networks broad and deep

• Multiple devices are now expected by a majority of your customers

• Web convergence is here

• Wikis, community-based authoring

• Partnerships and alliances are the norm in business

• Video gaining in importance

• Rich, personalized customer deliveries just in time

• Customer Experience Management (CXM)

8. Trends and predictions

18

How do you deliver compelling content?

SOCIAL

SHARING

PERSONALIZED

CONTENT

RICH MEDIA

INTEGRATION

MEASURING

ENGAGEMENT

Q & A

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