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

Jack@LavaCon.org @JackMolisani @LavaCon @CulinaryTermDay

LAVACON

Browse the LavaCon exhibit hall October 8–9, 2012 www.lavacon.org