unified content development: integrating tech comm, marcom, and technical support
TRANSCRIPT
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Unified Content Development
flickr: youngandwithit
Sarah O’Keefe Scriptorium
Sarah O’Keefe
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flickr: johnloo, alicehenneman booleansplit
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Slides are available
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❖ http://www.slideshare.net/Scriptorium/unified-content-development-integrating-tech-comm-marcom-and-technical-support
❖ or http://tiny.cc/integratingcontent
The stereotypes
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flickr: mollystevens
Marcom
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flickr: Piutus
Techcomm
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flickr: thoth-god
Tech support
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OK, fine.
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❖ www.youtube.com/watch?v=-DbCB8freZs
Training
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flickr: ifindkarma
Nobody tells the complete story.
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flickr: dullhunk
Reality: They complement each other.
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❖ Marcomm goal:
Before the sale or after?
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Before the sale or after?
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0%
25%
50%
75%
100%
Pre-sales Post-sales Return customer
Marcom Techcomm Training Tech support
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0% 25% 50% 75% 100%
The Customer Conversation report: https://econsultancy.com/reports/the-consumer-conversation/
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Brands have a holistic view of customers
0% 25% 50% 75% 100%
81%
The Customer Conversation report: https://econsultancy.com/reports/the-consumer-conversation/
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Customers who say their retailer understands them.
0% 25% 50% 75% 100%
37%
The Customer Conversation report: https://econsultancy.com/reports/the-consumer-conversation/
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Communications are usually relevant.
0% 25% 50% 75% 100%
35%
The Customer Conversation report: https://econsultancy.com/reports/the-consumer-conversation/
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If the instructions are confusing or incomplete, how does that make you feel about the products you buy? (Choose all that apply)
http://www.sharonburton.com/wp-content/uploads/2013/07/ConsumerPollResults2012-2013.pdf
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http://www.sharonburton.com/wp-content/uploads/2013/07/ConsumerPollResults2012-2013.pdf
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Source: http://www.bain.com/Images/BB_Closing_delivery_gap.pdf, 2005
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Source: http://www.bain.com/Images/BB_Closing_delivery_gap.pdf, 2005
Closing the delivery gap
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❖ “They focus, above all else, on treating their most profitable customers in ways that ensure that they come back for more and recommend the company’s products and services to their friends.”
Source: http://www.bain.com/Images/BB_Closing_delivery_gap.pdf, 2005
Comparing marcom and techcomm
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Your turn
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Marcom Techcomm
Details? Few Many
Impact on revenue? Lots None
Purpose Persuade Inform
Analytics Yes Rarely
Affects product positioning
Yes Not on purpose
When read? Before buy After buy
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Marcom Techcomm
Details? Many Many
Impact on revenue? Lots Lots
Purpose Persuade/inform Persuade/inform
Analytics Yes Increasing
Affects product positioning
Yes Yes
When read? Before buy Before & after
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Techmarcom(m)
Details? Many
Impact on revenue? Lots
Purpose Persuade/inform
Analytics Yes
Affects product positioning
Yes
When read? Before & after
What are the obstacles to unified content development?
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Your turn
Obstacles
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❖ Culture
❖ Staff background, focus, interests
❖ Silos
❖ Reporting structure
❖ Attitude
❖ Perspective
Photo: Ildar Sagdejev
Obstacles
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❖ Culture
❖ Staff background, focus, interests
❖ Silos
❖ Reporting structure
❖ Attitude
❖ Perspective
How do we address the organizational problem?
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Your turn
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The organizational problem
Marcom
CEO
CTOCOOCIOCMO
TechcommSupport Training
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The organizational problem
Marcom
CEO
CTOCOOCIOCMO
TechcommSupport Training
CCO?
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Can you envision a chief content officer?
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Your turn
Obstacles
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❖ Culture
❖ Staff background, focus, interests
❖ Silos
❖ Reporting structure
❖ Attitude
❖ Perspective
Photo: Petr Kratochvil
“An information silo is an insular management system incapable of reciprocal operation with other, related information systems.”
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https://en.wikipedia.org/wiki/Information_silo
Your silos are of no interest to customers, except when they cause problems.
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Credit: Victor de Schwanberg/Science Photo Library
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Credit: Victor de Schwanberg/Science Photo Library
PowerPoint
Why do silos exist?
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Your turn
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1. Department
2. Channel
3. Discipline
4. Customer/user phase
5. Feature
http://review.content-science.com/2014/02/5-types-of-content-silos-to-break-down/
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Dear Sarah,
Should user docs use the same fonts as marketing collateral or instead use fonts that cater best to usability and platform (web, mobile, etc.) support?
Signed, Anxious in Anonymity
@sarahokeefe
Dear Sarah,
Should user docs use the same fonts as marketing collateral or instead use fonts that cater best to usability and platform (web, mobile, etc.) support?
Signed, Anxious in Anonymity
How can you remove silos?
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Your turn
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Silo Silo
Silo Silo
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SiloSiloSiloSilo
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Silo Silo
Silo Silo
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Silo Silo
Silo Silo
Obstacles
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❖ Culture
❖ Staff background, focus, interests
❖ Silos
❖ Reporting structure
❖ Attitude
❖ Perspective
Flickr: ricardo
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Design is the process of deciding how information is presented to the person who needs it.
flick
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Automation applies design to content without human intervention.
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flick
r: sp
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Snowflakes are a problem.
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Wikimedia Commons
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How can we move toward unified content development?
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Your turn
flickr: sv1ambo
Content strategy assessment
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❖ Content inventory/audit
❖ Business goals
❖ Gap analysis
❖ Recommendations
❖ Requirements
❖ Roadmap
Content inventory/audit
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How bad is your content?
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http://www.scriptorium.com/2015/10/content-strategy-triage
Minimum viable content
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http://www.scriptorium.com/2013/12/minimum-viable-content/
Alignment of business objectives
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flickr: jsjgeology
Content strategy roadmap
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flickr: sv1ambo
Content strategy roadmap
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❖ Goals
❖ Constraints
❖ Budget
❖ Phase 1: Pilot
❖ Phase 2: Main effort
❖ Phase 3: Advanced effort
What are some examples of business goals?
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Your turn
Confronting external dependencies
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flickr: valeriebb
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Other people’s data
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❖ Extract
❖ Modify
❖ Connect
flickr: heipei
Other people’s platform
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❖ Publish your information to their platform?
flickr: Wellness GM
Other people’s content
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❖ Put in your repository?
❖ Create a connector to different repository?
❖ In which direction(s) does information flow?
flickr: epsos.de
Not dependency, integration!
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flickr: Trevor Botting
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Do you need better systems?
flickr: jpgufffogg
Vendor assessment
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flickr: jawsnap
What are the risks of integration?
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Your turn
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Content convergence is happening. Slowly.
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Questions?
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