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n 1632, Galileo was tried for heresy in Rome for suggesting that the Sun was the center of our universe. Even though his belief was later widely accepted, he spent the remainder of his life under house arrest simply because he rejected geocentrism. Many people in today’s companies are facing a similar dilemma, battling geocentrism and old world thinking. The importance of print is waning and yet many companies still focus heavily on final publications rather than the content itself. Arbitrary constraints are placed on information based on outdated concepts like the page. And most important, they treat their customers like satellites orbiting around their corporate body when the exact opposite is true. This keynote will cover how old paradigms have shifted and how you can champion a new way to deliver information to your customers.
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SDL Proprietary and ConfidentialSDL Proprietary and Confidential
Galileo’s Dilemma:Satisfying Information Consumers in the Post-PC Era
Andrew ThomasProduct Marketing Director at SDL
10/08/2012
•A Brief History Lesson•Post-PC?•Heresy, Heresy, Heresy•Content Requirements for The Revolution•Pulling The Plug
Agenda
A BRIEF HISTORY LESSON
3
4
The Story We Know
5
The Real Story
He was conflictedGalileo Galilei was a devoted Catholic and merely wanted to promote better scientific ideas within the church. His heretical work, Dialogue Concerning the Two Chief World Systems, was published in 1632 which led to his trial and house arrest by the Inquisition.
He wasn’t the firstNicolaus Copernicus was actually the first to theorize that the Earth rotated around the sun in 1543. Galileo was merely defending the theory.
POST-PC?
6
Channel Explosion
Tech docs
FAQ
Sales
Engineering
Support
Marketing
Specs
Price
7
Now Add Language and Locale
YourMessage
9
My Son, Age 13
A Quick Overview• Has never known a world without the internet• Got his first cellphone when he was 11• Texts more than he talks• Owns an iPod Touch, a Mac laptop, and has access to
several other screens
How does he find product information?• Searches YouTube first• Goes directly to the manufacturer’s website• Searches Google• Asks me
10
My Mom, Age 61
A Quick Overview• Prefers paper and real world objects to digital• Still uses a dumb phone• Only texts occasionally (since it’s often the only way to
reach her grandkids)• Got an iPad for her 60th birthday, owns an old PC
How does she find product information?• Asks someone at the store• Reads the printed manual• Goes directly to the manufacturer’s website• Asks friends and family
HERESY, HERESY, HERESY
11
12
Heresy #1: No One Cares About Your Company or Product
The Universe according to your customers
The Universe according to your company
Heresy #1: Revolve Around The Customer Not The Product
The Customer Journey
Initial Interest
Determining Needs
Purchase Decision
Investigating Options
Continuing the Engagement
1st Out-of-the-Box Experience
Getting Started
In-depth Tutorials
Advanced Learning
• Stats on multimedia usage/learning
• Embedded video to drive home the point?
Good Content Makes an Impression
improves my impression of the product and brand.
71.9%
“Having media-rich, meaningful and contextually-targeted product information:”
Source: Golan Harris -SDL Structured Content Product Information Survey
Heresy #2: Existing Customers are Better Than New Customers
“Retention is a lot more cost effective than acquisition” Carrie Johnson – Forrester Research
Source: Frederick Reichheld – “Business marketing strategies”
VALUE OF ANEXISTING CUSTOMER
IMPORTANCE OF CUSTOMER RETENTION
• Stats on multimedia usage/learning
• Embedded video to drive home the point?
Good Content Leads to Brand Advocacy
makes it more likely that I will recommend a brand or product to my friends/colleagues/social network.
“Having media-rich, meaningful and contextually-targeted product information:”
78.7%
Source: Golan Harris -SDL Structured Content Product Information Survey
The Customer Journey
Keeping Customers Satisfied
Initial Problem
Searching Resources
Resolution
Determining Solution
Initial Endorsement
Consistent Praise
Recognized Fan
Brand Advocate
Bad Experiences are Expensive
Source: “From the November 2011 issue of Inc. magazine.”
Number of positive customer interactions required to overcome a bad one
“If you do build a great experience, customers tell each other about that. Word of mouth is very powerful.”Jeff Bezos, CEO Amazon.com
Bad News Travels Fast
Source: “From the November 2011 issue of Inc. magazine.”
“After a poor customer experience, more than one-quarter of consumers (26 percent) posted negative complaints on a social networking site such as Facebook or Twitter”Harris Interactive, 2011 Customer Experience Impact Report
• Stats on multimedia usage/learning
• Embedded video to drive home the point?
Heresy #3: Good Content Provides Better Support Than People
“Having media-rich, meaningful and contextually-targeted product information:”
makes it easier to solve a problem on my own.
Source: Golan Harris -SDL Structured Content Product Information Survey
87.3%
22
Self-Service is Growing
Preferred Channel for Product Support
Speak to a customer service agent
Chat online with a customer service agent
Look at product manual
Search engines
Search on company website
Source: Golan Harris -SDL Structured Content Product Information Survey
Self-Service is Cheap
Source: “From the November 2011 issue of Inc. magazine.”
Call center technical support
Webself-service
Customer service channel
(Approximate cost per contact)
“It is not the strongest of the species that survive, nor the most intelligent, but the one most responsive to change.” Charles Darwin
Heresy #4: Content is More Important Than Departments
LO
CK
ED
CO
NTEN
T
SALES
MARKETING
PRODUCTDEVELOPMENT
PRODUCT
SUPPORT
UNSHARED
INCONSISTENT MESSAGE
DE
VIC
E
INC
OM
PA
TA
BIL
ITY
THE CONTENT SILO PROBLEM
25
Heresy #4: Revolve Around The Content, Not The Department
Modular Content
Stored Centrally
Formatted to Customer’s Need
Accessible toAll Departments
Sales &Marketing
Research &Development
CustomerSupport
Training &Learning
Ubiquitous Presence Requires Channel-Specific Format
• Revisit personalization infographic but with additions
– Show how search results lead to pre-filtered content
– Show how content can be rendered appropriately based on the platform (video-only for the phone, video and two-column view for the tablet, traditional tri-pane help for the pc)
• Talk about multichannel customer experience (tablets, phones, pcs)
• Talk about emerging channels that we don’t even know yet (TVs, something new?)
• Traditional pub requires one-off effort for _each_ channel
• XML frees the content from the format (form vs function / page vs topic) which allows companies to address new channels more easily/cheaper
Flattened Channels Don’t Scale
AUTHOR
CONTENT
CHANNEL
How do you deliver?
• Flat vs. Dynamic
• Chunking / re-use
• Future proof
DIRECT VSFLATTENED
CONTENTREUSE
FUTURE PROOF
X M L
• Talk about multichannel customer experience (tablets, phones, pcs)
• Talk about emerging channels that we don’t even know yet (TVs, something new?)
• Traditional pub requires one-off effort for _each_ channel
• XML frees the content from the format (form vs function / page vs topic) which allows companies to address new channels more easily/cheaper
Heresy #4: Revolve Around The Content, Not The Format
AUTHOR
CONTENT
CHANNEL
• First mention of DITA
• Show how re-use drives consistency AND lowers cost (less content to manage)
• Probably an infographic
Content Reuse Enables Efficiency, Consistency, & Quality
Sales and Marketing
Product Development
Customer Support
Training and Learning
Future Proof Your Channels
• Revisit personalization infographic but with additions
– Show how search results lead to pre-filtered content
– Show how content can be rendered appropriately based on the platform (video-only for the phone, video and two-column view for the tablet, traditional tri-pane help for the pc)
32
•Digital before print• “Pretty” is not as important as functional•Multimedia is mightier than the written word•Findability is more important than searchability• If your content sharing model involves copy and paste, you have failed
•Self-service publishing is better than trickle-down publishing
•Control is an illusion
Other Miscellaneous Heresies
CONTENT REQUIREMENTS
33
Content Is Still King
Content
35
Content Requirements for The Revolution!
COMPELLING EASY TO CREATE
USEFUL
• Social integration
• Personalization
• Richness
What makes content compelling?
• Social integration
• Personalization
• Richness
How do you deliver compelling content?
SOCIAL SHARING
PERSONALIZATION
MEASURING ENGAGEMENT
MULTIMEDIA INTEGRATION
• Searchability
• Relevance
• Ubiquitous
• Content Utility (Analytics)
What makes content useful?
• Searchability
• Relevance
• Ubiquitous
• Content Utility (Analytics)
How do you deliver useful content?
MULTI- CHANNEL
FILTERED SEARCH
FINDABILITY PUBLICATION ANALYTICS
40
‽What makes structured content easy to create?
42
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