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Crafting Clarity in a climate of chaos

Tristan BishopSenior Principal Digital Strategist

About Symantec

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• Symantec helps consumers and organizations secure and manage their information-driven world.

• Our software and services protect against more risks at more points, more completely and efficiently, enabling confidence wherever information is used or stored.

Tristan Bishop aka “KnowledgeBishop”

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About the speaker:

Inspired by efficient delivery of

effective content.

Strives to integrate techcomm best

practices with social media

developments

Goal is to forge solutions that optimize

customer experience.

From Chaos to Clarity

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The Trio of Transition1

The InfoDev Impact2

The Path to Progress3

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The Trio of Transition

Nothing is as it was.

The Trio of Transition

Global Mobile Social

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The Global Transition

• Only 13.5% of web users are in North America (NAM)

• Asia has three times more web users than NAM

• Over >1,000% growth in Latin America, the Middle East and Africa

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Source: http://www.internetworldstats.com/stats.htm

Kofi Annan

Seventh Secretary-General, United Nations

Arguing against

globalization is like

arguing against the laws

of gravity.

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The Mobile Transition

Global mobile adoption grew from 10% to 77% in ten years

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2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010*

Per

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0 in

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n) Subscriptions (in millions)

Per 100 inhabitants

*EstimatesSource: ITU World Telecommunication /ICT Indicators database

Global mobile cellular subscriptions, total and per 100 inhabitants, 2000-2010*

Access to mobile networks is now available to 90% of the world population

The Mobile Transition

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• By 2014, mobile will overtake desktop in

• unit sales

• total users

• page views

Source: http://www.readwriteweb.com/archives/morgan_stanley_mobile_internet_market.php

Mobile is the future …

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Mobile is the future …Erick Tseng

Mobile is the future …Mary Meeker

Eric Schmidt

The Rise of Mobile Data

Mobile Data Traffic To Rise 40-Fold Over Next Five Years

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The Social Transition

• One MILLION more people will join Facebook by tomorrow night

• One BILLION pieces of content will be shared on Facebook today

• 298,000 more people will join Twitter in the next 24 hours

• 90 MILLION tweets will be sent today

http://www.personalizemedia.com/the-count/

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Erik Qualman, Socionomics

Social Media is the

biggest shift since the

Industrial Revolution.

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The Social Transition

• It’s not just the Millennial generation

• Social Media is gaining ground in EVERY demographic

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The Rise of Social Search

Early in 2010, social web activity surpassed search activity

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The Rise of Social Search

• People used to search the general web for content

• Now they are searching social networks

• Is your content even THERE to be found?

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Business as Usual?

The Storms are Upon Us

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The InfoDev Impact

The Fall of Static Content

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The Dynamic Content Era

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• The web = real-time content

– Maps are dynamic

– Addresses are dynamic

– News is dynamic

– Documentation?

• In 2007, Symantec discovered customers were 500% more likely to search the web than to locate official manuals

The Data Explosion

• 2002: Had created 5 exabytes of online data

• 2011: Creating 5 exabytes every 48 HOURS

• Your content is buried Source: http://www.readwriteweb.com/archives/the_coming_data_explosion.php

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How Can We Cope With the Data Overload?

1. Social Sharing

2. Social Search

3. Social Support

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Social Sharing – All Channels

Nearly 30% of ALL social content shared is “How-To & Instructional”

Source: http://danzarella.com

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Social Search – Page Rank Changes

• Social Influence is now helping DRIVE Search

• Google now uses social media references as a signal in search result ranking.

• Higher Twitter authority results in higher SEO prioritization.http://searchengineland.com/what-social-signals-do-google-bing-really-count-55389

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Social Search – Linking to the Social Graph

• Conventional search is dominated by advertisements

• Google has a beta called “Social” search

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Social Search – Pruning by the Social Graph

• Social search prunes a result set to the content previously liked or shared by the user’s social graph

• The content is validated by RELATIONSHIP

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Social Support

• Voice-based plummeting

• Text-based skyrocketing

• Industry now less than 38% voice-based

• TechComm content can resolve interactions for ALL five text based channels

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The Path to Progress

Preparing for Global Delivery

• Craftsmanship MUST give way to efficiencies

• Standardize content for easier translation

• Run automated quality control tools on source content

• Explore Machine Translation options for first pass

• Explore crowd-sourcing or community collaboration for clean up

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Global Delivery at Symantec

• Data Driven Authoring using XML as the source

• Controlled Language QA during the authoring process

• Automated L10n Process with workflow

• Machine Translation as much as possible

• Coordinated delivery in multiple languages

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Preparing for Mobile Delivery

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• Short, simple topics

• Modular content

• Search Engine Optimization

Content delivery MUST be optimized

for fewer “clicks” and smaller screens

Mobile Delivery at Symantec

• Aligning User Centered Design teams and Information Development teams for integrated mobile content strategy

• Prototyping XSL extracts for deployment to mobile endpoints

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Preparing for Social Delivery

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• Establish InfoDev-specific social media presence for content sharing

• Engage customers in relationships with branded accounts, to prepare for social search

• Push key topic URLs to the social web to retain page rank

• Use URL shortening tools that provide metrics and traffic analysis (bit.ly, bit.ly+)

Social Delivery at Symantec

• Piloting staffed accounts for social content delivery

• Identifying top support issues for each product

• Proactively pushing content via social to deflect calls

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The Storms will Converge: Global, Mobile, AND Social

• Worldwide, Facebook mobile users are twice as activeas non-mobile Facebook users

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Source: http://digitalbuzz.s3.amazonaws.com/wp-content/uploads/2010/03/Mobile-Stats-Social-Media.jpg

Readiness is Required

1. Study the trends

2. Rethink your strategy

3. Reconsider your processes

4. Build a “hurricane-resistant” content delivery team

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Thank you!

Copyright © 2010 Symantec Corporation. All rights reserved. Symantec and the Symantec Logo are trademarks or registered trademarks of Symantec Corporation or its affiliates in the U.S. and other countries. Other names may be trademarks of their respective owners.

This document is provided for informational purposes only and is not intended as advertising. All warranties relating to the information in this document, either express or implied, are disclaimed to the maximum extent allowed by law. The information in this document is subject to change without notice.

Thank you!

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Tristan Bishop