content strategy at symantec (stc 2009)
DESCRIPTION
Symantec’s Tristan Bishop (@KnowledgeBishop) describes the process the CTO Unified Content Strategy team put in place to to optimize Technical Communication. Through topic-based XML publishing, Symantec reduced L10n costs and increased knowledge access for customers. The unified content strategy is also proving to successfully increase self-service support.TRANSCRIPT
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Structure 2.0
Knowledge Delivery at Symantec
Tristan David Bishop, Sr. Principal Business Analyst
Originally presented to STC Summit - Atlanta, May 4, 2009
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Introduction
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Symantec
• Operates in more than 40 countries
• FY 2009 revenue = $6.2 billion (Enterprise=$4.4b, Consumer=$1.8b)
• Over 17,500 Team Members
• Revenue by Geography:
– Americas. . . . . . . . . . . . 55%
– EMEA. . . . . . . . . . . . . . . 30%
– APJ. . . . . . . . . . . . . . . . . 15%
• Backs up half of the world’s data
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Immediate access to data has
become a cultural expectation
Carolyn Lawson, Director of
eServices, State of California
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Knowledge 2.0
• Web 2.0 changed our customers
• They expect immediate answers
• They use browser search to get them
• Our hidden answers had no value
• We decided to restructure content into topics
• We decided to remap our knowledge delivery paths
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If they can’t find it, it doesn’t exist.
Sarah O’Keefe,
Scriptorium Publishing
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Agenda
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Objectives1
Solutions2
Results3
Plans4
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Objectives
1. Reduce localization (L10n) costs
2. Facilitate simultaneous shipments
3. Improve customer access to knowledge
4. Increase self-service support
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Solutions
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Symantec - Knowledge Data Flow
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XML
Why XML?
• Previous strategy required L10n DTP
• XML eliminated need for L10n DTP
• Page layout handled automatically
• DTP charges = ($/page/language)
• Massive l10n DTP savings realized, >$2,000,000
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XML Authoring
JustSystems XMetaL Author
• Topic based writing
• Concept, Task, Reference
• Create English topics
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Quality Assurance
Acrolinx IQ Suite
• Controlled Language
• <25 words/sentence
• Terminology Checking
• Style Checking
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Content Management
Vasont
• Create, manage and repurpose multilingual content
• Integrated Unicode character sets
• Advanced link management
• Native workflow functionality
• Built-in API
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Globalization Management
SDL Idiom WorldServer
• Topic-based L10n
• English XML section serves as master document
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Globalization Management
• Correlated XML in 20+ languages
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Machine Translation
Systran
• MT support for 7 languages today
• Reduces word-count routed to vendors
• Symantec case study featured on Systran web site.
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http://www.systransoft.com/systran/corporate-profile/translation-case-studies/symantec
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Reasons for G10n Management
Traditional Translation
•Labor-intensive
– TM and human cycles
•Book-based
– Occurs at the manual or help level
•Driven by Release Schedules
– InfoDev drops content to L10n for translation within tight timeframe.
•Delayed Global Release
– Up to 30 days later
Automated Translation
•Tool-driven
– Also uses CMS, GMS and MT
•Topic-based
– Occurs at the topic level
•Driven by Availability
– Completed topics route to L10n, balancing workload.
•Simultaneous GA across markets
– Sometimes within 24 hours
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Data Transformation
• XSL based automated process
• Saxon for HTML
• Saxon and Antenna House for PDF
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Cloud-based Production
• Internal Web-Based Scheduling Software
• On-Demand or Recurring
• InfoDev reported up to 50% time savings
2020
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Source Control and Packaging
• Source repository integration
• CVS, Perforce
• Dev Builds
• Shrink Wrap
• Retail
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Knowledge Management
• Web Publishing
• Topics and PDF
• Search Tuning
• Self Service
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Web Delivery
• Support Web Site
• Knowledge Integration
• Metadata
• Browse access
• Search access
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Symantec - Knowledge Data Flow
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Results
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Results
1. Reduced L10n costs
2. Facilitated simultaneous shipments
3. Improved customer access to knowledge
4. Began increasing self-service support (more to come)
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Example Product Release
– 450,000 English source words
– Acrolinx enforcement of “controlled language” rules
– MT for French, Italian, German and Spanish (FIGS)
• MT accomplished over half of the work for FIGS
• Fewer words left for translators to consider
• Saved $125k for one release of one product
Results: L10n Costs
MT Project Scores by Language
French: 73%
Spanish: 68%
Italian: 59%
German:57%
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Symantec is one of a few
companies doing a superior job
paying attention to the global
marketplace during the writing
process.
Val Swisher, CEO,
Oak Hill Corporation
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Sample Product Release
– MT handled high % of words
– Human translators had less to do
– Less overall time was required for L10n
– New process reduced "Time to Market“
– French GA only one week after English
– Timeliness facilitated global sale
– InfoDev process efficiency created revenue for Symantec
Results: Simultaneous Shipments
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Results: Knowledge Access
0
1,000,000
2,000,000
3,000,000
4,000,000
5,000,000
6,000,000
InfoDev Topic Web Hits
1. Published initial 2k
InfoDev web topics in Feb
2008 for pilot product
2. Pilot so successful, 58
other products followed
path
3. In the past two years,
Symantec InfoDev teams
have published >16k web
topics
4. InfoDev web topics
received >5 million hits in
Feb 2010 alone!
InfoDev Web Publishing Metrics
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Plans
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Plans: Self-Service Support
• InQuira Information Manager
• Leads Gartner Magic Quadrant
• Content organized by type
• Search engine determines likely intent
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Plans – Self Service Support
• Topics tracked and scored by usefulness
• Direct customer feedback
• We will learn if there are missing topics
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Plans – Self Service Support
• We already have translated XML topics stored in our CMS
• We will deliver them to the web through the InQuira KMS
• InfoDev will facilitate self-service support across global markets
• We hope to drive down incoming support call volumes, saving money for the company
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Conclusion
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In Summary
Topic-based XML delivery:
• Reduces L10n costs
• Facilitates simultaneous shipments in multiple locales
• Increases customer access to knowledge
• Potentially reduces incoming call volumes
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SYMANTEC PROPRIETARY/CONFIDENTIAL – INTERNAL USE ONLY
Copyright © 2008 Symantec Corporation. All rights reserved.
Thank You!
SYMANTEC PROPRIETARY/CONFIDENTIAL – INTERNAL USE ONLY
Copyright © 2008 Symantec Corporation. All rights reserved.
Thank You!
SYMANTEC PROPRIETARY/CONFIDENTIAL – INTERNAL USE ONLY
Copyright © 2008 Symantec Corporation. All rights reserved.
Thank You!
Tristan David Bishop
Twitter: @KnowledgeBishop