Upload
jack-molisani
View
487
Download
6
Embed Size (px)
DESCRIPTION
Building a Business Case for Content Development Initiatives - Content Strategy
Citation preview
Building a
BUSINESS CASE
for CONTENT INITIATIVES by
Jack MOLISANI
President, ProSpring Technical Staffing Exec Dir, The LavaCon Conference @JackMolisani
Recorded Before
a Live
Studio Audience
Ground Rules and other
Warnings
To build a business case for content initiatives, including optimization for
mobile devices
Let’s start with some
BUSINESS CONCEPTS
COMPANIES exist to
Make PROFITS
To make a PROFIT a company must…
Make MONEY (revenue generation) Spend LESS (cost avoidance)
Two types of COSTS
DIRECT costs INDIRECT costs
The more you generate REVENUE
and reduce COSTS
the more PROFIT you make
So how do we apply that to
CONTENT
projects?
What is the FASTEST
GROWING platform in
CONTENT consumption?
STATS
Globally, mobile data traffic grew 2.3-fold over 2011,
more than DOUBLING for the fourth year in a row
STATS
In 2011, mobile data traffic
was 8 TIMES the size of the entire global Internet in 2000
STATS
The number of mobile-connected
devices will exceed the number of people on earth by the end of 2012
Cisco’s “Visual Networking Index (VNI) Global Mobile Data Traffic Forecast Update”
BUT…
According to Price Waterhouse Coopers’ latest Digital IQ survey,
66% of organizations are investing in mobile technologies for their
employees. But most of these same businesses are reacting to the
Bring Your Own Device (BYOD) phenomenon, are not preparing for it.
So you can’t
ASSUME management will
just “get it”
and fund your project
REMEMBER: Management only cares
about two things…
COST AVOIDANCE
A LIVE-AGENT customer service
interaction costs $12
compared to PENNIES for an online interaction
A 30% deflection of calls to self-service channels is seen as
successful. It could be closer
to 80% to maximize cost-savings
CMS Implementation:
Reducing the amount of time spent on formatting should translate into an increase in production, of course, but the 200% increase in our output surpassed all of our expectations.
Keith Schengili-Roberts, Documentation & Localization Manager
AMD
http://www.ixiasoft.com/casestudy/case_study_AMD.pdf
Another CMS Implementation:
GMAC used the Microsoft CM Server to support two key initiatives: transferring the content publishing function to content authors and freeing up formerly burdened IT resources to support more dynamic and personalized customer-facing Web portals. ROI: 87% Payback: 1.2 years
Nucleus Research, Inc. ROI ANALYSIS YOU CAN TRUST ™
http://nucleusresearch.com/library/microsoft-roi/d96.pdf
LOST REVENUE
While you ABSOLUTELY should chase cost reduction
potential revenue DWARFS simple cost savings
LOST REVENUE
Air CARGO Story
Forget Cost
SAVINGS
Think Content- Generated
REVENUE
New Product ADOPTION
and SALES A Canadian University study of more than 34,000 customers showed that customers who utilize a company’s Internet-related service innovations were over twice as likely to adopt the company’s new product offering during the first year of introduction
Canadian Journal of Administrative Sciences, 2010
…but that (IMHO) indicates those
internet offerings must have
been CURRENT
GERMANE
and USABLE
New Product ADOPTION
and SALES
ROBOHELP Story
INVITROGEN Story
How can you sell
YOUR content initiatives to Management?
The NUMBERS are
OUT THERE
Q&A
[email protected] @JackMolisani @LavaCon @CulinaryTermDay
LAVACON
Browse the LavaCon exhibit hall October 8–9, 2012 www.lavacon.org