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

© 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


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Content Creation becomes the most

pivotal department for a company’s

continued success.

© 2014 – Quadralay Corporation © 2013 – Quadralay Corporation © 2013 – Quadralay Corporation

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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 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


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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


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What is the mindset of a Knowledge Broker?

Realize now that poor documentation effects revenue, and not just productivity.


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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


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As you design your information solutions, ensure you align documentation procedures with current business strategy.


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Why procedures must align with strategy


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Why procedures must align with strategy

© 2014 – Quadralay Corporation @WebWorksChris #LavaCon

Michael Porter’s general business strategies

#BusinessStrategy: Gives a competitive advantage in the chosen market


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Documentation can increase profitability

no matter what strategy a company decides on!



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Understand how documentation and other output will effect the Consumer Decision-Making process.


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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


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Information Search

The Informed Consumer Professor Eric K. Clemons How Information Changes Consumer Behavior and How Consumer Behavior Determines Corporate Strategy



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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.



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Write to a loyal customer Develop a workflow to generate revenue through customer retention.

Example of a revenue strategy


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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.



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Your customers

What kind of problem is customer defection? Your competitors’

customers

Other businesses 50% loss every 5 years


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Your customers

What kind of problem is customer defection? Your competitors’

customers

Other businesses 50% loss every 5 years



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COST TO ACQUIRE NEW CUSTOMERS: 5X MORE

Your customers Your competitors’ customers

Other businesses 5% less defection

= 25-125% more profit


What are the benefits of retaining customers?


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Cost to retain current

customers

Cost to acquire new customers: 5x more

What are the benefits of retaining customers?



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Delivering content to mobile devices

What is the preferred method of my audience?


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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



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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



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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


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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



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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%



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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



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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



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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

http://www.bihler.de/


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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


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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!


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Review

What is the Mindset of a Knowledge Broker?



Example of a Revenue Strategy

Delivering Content to Mobile Devices


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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.


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Follow Me

Christopher Ward

– Email address: [email protected]

– Twitter: @WebWorksChris

– Facebook: https://www.facebook.com/WebWorksChris

– Company Facebook: www.facebook.com/WebWorksePublisher

– My Blog: http://blogs.webworks.com/christopher/


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References


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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_strategy.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”

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-(Adults)/Online-Activites-Total.aspx

http://www.forbes.com/sites/markfidelman/2012/05/02/the-latest-infographics-mobile-business-statistics-for-%202012/2/

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/

http://blogs.webworks.com/guest/2011/10/05/whitepaper-series-completed-let-us-know-what-you-think/




http://www.mycorporation.com/

Presentations & Public Speaking

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