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The intersection of Social and Technical
And why you should care
Once, when life was easy
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One way communication
Limited communication channels
Broad reach per channel
Lower consumer expectation
A linear engagement process
The marketing funnel
Today’s reality
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Multi-directional communication
Proliferation of channels and devices
Channel relevance critical
The ‘empowered’ consumer
Cyclical and multi-directional
engagement process
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Product
Brand
Company
Search
Research Compare
Decide
Purchase
Use
Get Help
Share
Personalize
Trust
Evangelize
Friend
Discover
Awareness & Insights
Desire and Actionaibilty
Advocacy
Today’s customer journey spans
the lifetime of the customer
Source: Society for New Communications Research
Customer Care influences top and bottom line
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• How do I get the most out of my product?
– Dependant on what I want to do when
– Dependant on my skill set
This means:
1. Give me the right answer quickly when I have a problem
– Regardless of the source of the answer
• Social / peers, tech docs, self-service support, knowledge base, helpdesk
2. Enrich my product experience with additional information or services
– How to make the most beautiful pictures, how to tune my car, how to live with
chemotherapy, which clothes to buy when you’re pregnant etc
What does a consumer want?
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Give me the right answer quickly
happy customer = response + response time
Source: TNS
Enrich my product experience
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• 25% of search results for brands link to user generated content
• 75% of consumers trust peer reviews
• 15% trust brand advertisements
1. Give me the right answer quickly when I have a problem
– Regardless of the source of the answer
• Social / peers, tech docs, self-service support, knowledge base, helpdesk
2. Enrich my product experience with additional information or services
– How to make the most beautiful pictures, how to tune my car, how to live with
chemotherapy, which clothes to buy when you’re pregnant etc
Which problem does technical documentation solve?
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Why does nobody read the docs?
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I Have A Dream
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What if:
• We can turn our corporate site into an interesting and trusted source
• We can tap the power of all these geniuses that use our products
• Our corporate site turns into an enjoyable, worthwhile place to be
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Spot the difference!
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Experience
Relevancy
Accessible
Experience: make it easy!
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Experience: a (moving) picture says more ...
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Relevance: the time-space continuum
Experience
Location
Language
Device
Time
Profile
Relevance: technology is there!
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Relevance: So what about DITA?
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Relevance: Sir Tim Berners-Lee
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Semantic Web
Idea conceived in 2001
Hasn’t really happened
But: good companion to DITA
DITA is semantic by nature
RDF and OWL on OASIS agenda
Man and the machine
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Big data: behavioral, CRM,
transactional, social
Volumes demand automation
Predecitive analysis
Man’s role to tune the machine
Accessible: Hyundai Equus
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Accessible: any place, any time
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Should we still make technical documentation?
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Legal compliance
Liability
Contractual reasons
Supply chain
Because it’s useful!!!
Future role of tech writers
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• Content aggregator and curator
– Mine, select and promote User Generated Content and other social data
– Manage taxonomies and ontologies to link related items
• Visual designer
– Create (interactive) visuals tied into DITA
• Data analyst
– Analyzing behavioral and profile data to increase relevancy
• Write darn good content
– Isn’t that just logical?
Extreme makeover
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Technology advancing rapidly
Many lessons learned from other
domains
People are smart and social-savvy
It can be done!
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Copyright © 2008-2012 SDL 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.
