Speak with one voice Speak with one voice Connected Customer Communication The Content Optimization Loop Andrew Bredenkamp CEO, acrolinx
Speak with one voiceSpeak with one voice
Connected Customer Communication
The Content Optimization Loop
Andrew BredenkampCEO, acrolinx
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About acrolinx IQ
• Global leader in Information Quality Management
• Grammar, Spelling, Style
• Terminology
• Reuse
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Customers
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Yes, it’s really a revolution!
Information Revolution?
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• … a cohesive multi-channel communication strategy
Your mission…
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Information Ecosystem
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Moving from Information Paralysis to Information Intelligence
Big Picture Goal
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Corporate information is just a seed
Third Party
content
User Generat
ed content
Enterprise
content
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A World without Words
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• Content is produced across the organization - is it search ready? Is it consistent?
• Customers are around the world - can they find you? Can they understand? What are they saying about you?
• Information changes - are you engaging in a conversation?
The Power of Words
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How do people find information about your products?
• Typing the exact URL into the browser window
• Going to a website and then trying to navigate to their content
• Using a website’s internal search feature
• Following a link or book mark
• Asking a friend
• Using a search engine - where will this take them?
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25% of product searches lead to user-generated content
25% of product searches lead to user-generated content
Moving Search to the Next Level
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Symantec Enterprise Support Explosive Growth of Community Interactions
Symantec Enterprise Support Explosive Growth of Community Interactions
17
2%
93%
5%
Community activitySelf-service activityAssisted – new case activity
2,895,302Customer
interactions
Jul-Sep 07
60%
37%
3%
6,609,817Customer interactions
Jul-Sep 08
71%
27%2%
8,002,883Customer interactions
Apr-Jun 09
Introduction
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Information is too parochial
50% of revenues are coming from “RoW”
Why is everything in English?
Global Revenue Distribution
North America
ROW
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This is not about translation
The key to global information delivery is not translation, but
search
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The Information Lifecycle
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Real Text Analytics
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Keyword Management
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Discover - Validate - Deploy
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Keyword Visualization
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Global SEO
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Define, Deploy, Measure
• Define
• Branding and Differentiators
• Technical Precision
• Tone of Voice
• Search Optimization
• Global-readiness
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Define, Deploy, Measure
• Deploy
• Wherever content gets created
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• Measure
• Metrics & Reporting Dashboards
Define, Deploy, Measure
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High Quality Content
Key to getting attention is high quality content
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Why does it matter?
• Drive revenue through:
• Better customer engagement
• Better product focus through clear understanding of customer voice
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Reported customer benefits
Source: Jive Software: http://bit.ly/eIm6nl
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What does it deliver?• Enable real Enterprise Content
Strategy:
• Coordinate global messaging / branding
• Ensure messaging across content creation teams
• Provide actionable analytics
• Empower deployment of SEO strategy
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Summary
• Connect Marketing, Engineering, Technical Publications and Support in one user experience
• Engage with your customers and tailor your content to them