SDL Proprietary and Confidential SDL Proprietary and Confidential Ensuring Success with Your Component Content Management System February 12, 2013
Ensuring success with your component content management system
Jan 15, 2015
Component content management systems (CCMS) have dramatically changed the way organizations manage and deliver content. A CCMS, when paired with DITA content, provides return-on-investment benefits to many successful deployments. What are the key ingredients that make up a successful deployment? How do teams identify successful adoption criteria while matching the constant changes within their organizations? How do they gain buy-in to support such a change?
Join Chip Gettinger from SDL for his insights from eight years of working with users of successful CCM deployments using DITA as a content model. He’ll present his findings, trends and tips for a solid adoption.
Join Chip Gettinger from SDL for his insights from eight years of working with users of successful CCM deployments using DITA as a content model. He’ll present his findings, trends and tips for a solid adoption.
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SDL Proprietary and Confidential SDL Proprietary and Confidential
Ensuring Success with Your Component Content Management System
February 12, 2013
• 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
Upcoming Events 2013
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April 15-17
Providence, RI
www.cm-strategies.com/2013
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San Jose, CA
www.sdl.com/innovate
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