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Galileo’s Dilemma:Satisfying Information Consumers in the Post-PC Era

Andrew ThomasProduct Marketing Director at SDL

10/08/2012

•A Brief History Lesson•Post-PC?•Heresy, Heresy, Heresy•Content Requirements for The Revolution•Pulling The Plug

Agenda

A BRIEF HISTORY LESSON

3

4

The Story We Know

5

The Real Story

He was conflictedGalileo Galilei was a devoted Catholic and merely wanted to promote better scientific ideas within the church. His heretical work, Dialogue Concerning the Two Chief World Systems, was published in 1632 which led to his trial and house arrest by the Inquisition.

He wasn’t the firstNicolaus Copernicus was actually the first to theorize that the Earth rotated around the sun in 1543. Galileo was merely defending the theory.

POST-PC?

6

Channel Explosion

Tech docs

FAQ

Sales

Engineering

Support

Marketing

Specs

Price

7

Now Add Language and Locale

YourMessage

9

My Son, Age 13

A Quick Overview• Has never known a world without the internet• Got his first cellphone when he was 11• Texts more than he talks• Owns an iPod Touch, a Mac laptop, and has access to

several other screens

How does he find product information?• Searches YouTube first• Goes directly to the manufacturer’s website• Searches Google• Asks me

10

My Mom, Age 61

A Quick Overview• Prefers paper and real world objects to digital• Still uses a dumb phone• Only texts occasionally (since it’s often the only way to

reach her grandkids)• Got an iPad for her 60th birthday, owns an old PC

How does she find product information?• Asks someone at the store• Reads the printed manual• Goes directly to the manufacturer’s website• Asks friends and family

HERESY, HERESY, HERESY

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Heresy #1: No One Cares About Your Company or Product

The Universe according to your customers

The Universe according to your company

Heresy #1: Revolve Around The Customer Not The Product

The Customer Journey

Initial Interest

Determining Needs

Purchase Decision

Investigating Options

Continuing the Engagement

1st Out-of-the-Box Experience

Getting Started

In-depth Tutorials

Advanced Learning

• Stats on multimedia usage/learning

• Embedded video to drive home the point?

Good Content Makes an Impression

improves my impression of the product and brand.

71.9%

“Having media-rich, meaningful and contextually-targeted product information:”

Source: Golan Harris -SDL Structured Content Product Information Survey

Heresy #2: Existing Customers are Better Than New Customers

“Retention is a lot more cost effective than acquisition” Carrie Johnson – Forrester Research

Source:  Frederick Reichheld – “Business marketing strategies”

VALUE OF ANEXISTING CUSTOMER

IMPORTANCE OF CUSTOMER RETENTION

• Stats on multimedia usage/learning

• Embedded video to drive home the point?

Good Content Leads to Brand Advocacy

makes it more likely that I will recommend a brand or product to my friends/colleagues/social network.

“Having media-rich, meaningful and contextually-targeted product information:”

78.7%

Source: Golan Harris -SDL Structured Content Product Information Survey

The Customer Journey

Keeping Customers Satisfied

Initial Problem

Searching Resources

Resolution

Determining Solution

Initial Endorsement

Consistent Praise

Recognized Fan

Brand Advocate

Bad Experiences are Expensive

Source: “From the November 2011 issue of Inc. magazine.”

Number of positive customer interactions required to overcome a bad one

“If you do build a great experience, customers tell each other about that. Word of mouth is very powerful.”Jeff Bezos, CEO Amazon.com

Bad News Travels Fast

Source: “From the November 2011 issue of Inc. magazine.”

“After a poor customer experience, more than one-quarter of consumers (26 percent) posted negative complaints on a social networking site such as Facebook or Twitter”Harris Interactive, 2011 Customer Experience Impact Report

• Stats on multimedia usage/learning

• Embedded video to drive home the point?

Heresy #3: Good Content Provides Better Support Than People

“Having media-rich, meaningful and contextually-targeted product information:”

makes it easier to solve a problem on my own.

Source: Golan Harris -SDL Structured Content Product Information Survey

87.3%

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Self-Service is Growing

Preferred Channel for Product Support

Speak to a customer service agent

Chat online with a customer service agent

Look at product manual

Search engines

Search on company website

Source: Golan Harris -SDL Structured Content Product Information Survey

Self-Service is Cheap

Source: “From the November 2011 issue of Inc. magazine.”

Call center technical support

Webself-service

Customer service channel

(Approximate cost per contact)

“It is not the strongest of the species that survive, nor the most intelligent, but the one most responsive to change.” Charles Darwin

Heresy #4: Content is More Important Than Departments

LO

CK

ED

CO

NTEN

T

SALES

MARKETING

PRODUCTDEVELOPMENT

PRODUCT

SUPPORT

UNSHARED

INCONSISTENT MESSAGE

DE

VIC

E

INC

OM

PA

TA

BIL

ITY

THE CONTENT SILO PROBLEM

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Heresy #4: Revolve Around The Content, Not The Department

Modular Content

Stored Centrally

Formatted to Customer’s Need

Accessible toAll Departments

Sales &Marketing

Research &Development

CustomerSupport

Training &Learning

Ubiquitous Presence Requires Channel-Specific Format

• Revisit personalization infographic but with additions

– Show how search results lead to pre-filtered content

– Show how content can be rendered appropriately based on the platform (video-only for the phone, video and two-column view for the tablet, traditional tri-pane help for the pc)

• Talk about multichannel customer experience (tablets, phones, pcs)

• Talk about emerging channels that we don’t even know yet (TVs, something new?)

• Traditional pub requires one-off effort for _each_ channel

• XML frees the content from the format (form vs function / page vs topic) which allows companies to address new channels more easily/cheaper

Flattened Channels Don’t Scale

AUTHOR

CONTENT

CHANNEL

How do you deliver?

• Flat vs. Dynamic

• Chunking / re-use

• Future proof

DIRECT VSFLATTENED

CONTENTREUSE

FUTURE PROOF

X M L

• Talk about multichannel customer experience (tablets, phones, pcs)

• Talk about emerging channels that we don’t even know yet (TVs, something new?)

• Traditional pub requires one-off effort for _each_ channel

• XML frees the content from the format (form vs function / page vs topic) which allows companies to address new channels more easily/cheaper

Heresy #4: Revolve Around The Content, Not The Format

AUTHOR

CONTENT

CHANNEL

• First mention of DITA

• Show how re-use drives consistency AND lowers cost (less content to manage)

• Probably an infographic

Content Reuse Enables Efficiency, Consistency, & Quality

Sales and Marketing

Product Development

Customer Support

Training and Learning

Future Proof Your Channels

• Revisit personalization infographic but with additions

– Show how search results lead to pre-filtered content

– Show how content can be rendered appropriately based on the platform (video-only for the phone, video and two-column view for the tablet, traditional tri-pane help for the pc)

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•Digital before print• “Pretty” is not as important as functional•Multimedia is mightier than the written word•Findability is more important than searchability• If your content sharing model involves copy and paste, you have failed

•Self-service publishing is better than trickle-down publishing

•Control is an illusion

Other Miscellaneous Heresies

CONTENT REQUIREMENTS

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Content Is Still King

Content

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Content Requirements for The Revolution!

COMPELLING EASY TO CREATE

USEFUL

• Social integration

• Personalization

• Richness

What makes content compelling?

• Social integration

• Personalization

• Richness

How do you deliver compelling content?

SOCIAL SHARING

PERSONALIZATION

MEASURING ENGAGEMENT

MULTIMEDIA INTEGRATION

• Searchability

• Relevance

• Ubiquitous

• Content Utility (Analytics)

What makes content useful?

• Searchability

• Relevance

• Ubiquitous

• Content Utility (Analytics)

How do you deliver useful content?

MULTI- CHANNEL

FILTERED SEARCH

FINDABILITY PUBLICATION ANALYTICS

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‽What makes structured content easy to create?

PULLING THE PLUG

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Email: athomas@sdl.comPhone: (415) 894-9414Twitter: @work_ajt

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