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Connected Customer Communication

The Content Optimization Loop

Andrew BredenkampCEO, acrolinx

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About acrolinx IQ

• Global leader in Information Quality Management

• Grammar, Spelling, Style

• Terminology

• Reuse

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Customers

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Yes, it’s really a revolution!

Information Revolution?

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• … a cohesive multi-channel communication strategy

Your mission…

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Information Ecosystem

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Moving from Information Paralysis to Information Intelligence

Big Picture Goal

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Corporate information is just a seed

Third Party

content

User Generat

ed content

Enterprise

content

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A World without Words

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• Content is produced across the organization - is it search ready? Is it consistent?

• Customers are around the world - can they find you? Can they understand? What are they saying about you?

• Information changes - are you engaging in a conversation?

The Power of Words

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How do people find information about your products?

• Typing the exact URL into the browser window

• Going to a website and then trying to navigate to their content

• Using a website’s internal search feature

• Following a link or book mark

• Asking a friend

• Using a search engine - where will this take them?

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25% of product searches lead to user-generated content

25% of product searches lead to user-generated content

Moving Search to the Next Level

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Symantec Enterprise Support Explosive Growth of Community Interactions

Symantec Enterprise Support Explosive Growth of Community Interactions

17

2%

93%

5%

Community activitySelf-service activityAssisted – new case activity

2,895,302Customer

interactions

Jul-Sep 07

60%

37%

3%

6,609,817Customer interactions

Jul-Sep 08

71%

27%2%

8,002,883Customer interactions

Apr-Jun 09

Introduction

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Information is too parochial

50% of revenues are coming from “RoW”

Why is everything in English?

Global Revenue Distribution

North America

ROW

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This is not about translation

The key to global information delivery is not translation, but

search

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The Information Lifecycle

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Real Text Analytics

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Keyword Management

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Discover - Validate - Deploy

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Keyword Visualization

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Global SEO

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Define, Deploy, Measure

• Define

• Branding and Differentiators

• Technical Precision

• Tone of Voice

• Search Optimization

• Global-readiness

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Define, Deploy, Measure

• Deploy

• Wherever content gets created

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• Measure

• Metrics & Reporting Dashboards

Define, Deploy, Measure

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High Quality Content

Key to getting attention is high quality content

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Why does it matter?

• Drive revenue through:

• Better customer engagement

• Better product focus through clear understanding of customer voice

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Reported customer benefits

Source: Jive Software: http://bit.ly/eIm6nl

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What does it deliver?• Enable real Enterprise Content

Strategy:

• Coordinate global messaging / branding

• Ensure messaging across content creation teams

• Provide actionable analytics

• Empower deployment of SEO strategy

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Summary

• Connect Marketing, Engineering, Technical Publications and Support in one user experience

• Engage with your customers and tailor your content to them