Transforming the Global Content Lifecycle with Andrew Thomas
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The document discusses transforming the global content lifecycle. It covers topics like digital transformation, design thinking, customer journeys, engaging content, strategic thinking, creating value, connecting content, governance, disruptive innovation, machine learning, cognitive computing, and bringing it all together with a global content strategy. The goal is to provide the right content to users through a combination of human and machine efforts.
Transforming the Global Content Lifecycle with Andrew Thomas
- 6. Typical Cycle of Failure High Low Top-down planning Focus and energy Big buy-in campaign Operational realities Time Last-ditch effort Launch the “next new thing” Results Chart courtesy: Michael T. Kanazawa, & Robert H. Miles, Big Ideas to Big Results Effort
- 9. THE INGREDIENTS § 5 days § 6 team members § 5 stakeholder interviews § 2 product managers § 1 user § 1 engineer § 1 product support rep § 1 problem § 2 prototypes = 49 ACTIONABLE INSIGHTS
- 12. 12 Customer Journeys are not linear. Customer-controlled No set path to the same destination No set entry point
- 13. Key takeaways Customer centricity drives journey decisions 13 • Customer journeys reflect the needs within a customer lifecycle for a persona or user segment • Needs are broken into tasks and steps to fulfill the need • Every step can be met with content
- 14. End User Role: I’m an IT technician at a data center Goal: How do I configure the Scan Engine Context: using the virtualization console in Linux? User Details o Preferences o Ownership o Role o Geolocation o Actions Relevant Information Hidden Information Non-useful Information Info Delivering the Relevant Content
- 16. © 2017 SDL Organize Nurture Invite Incentivize Repurpose
- 17. © 2017 SDL DISPOSITIONAL SITUATIONAL Bored because of personality traits Bored because someone or something is making them bored § Peers § Setting § Materials What leads to boredom?
- 22. @arockley | #IDW2017 | rockley@rockley.com
- 23. Copyright © 2017 ADP, LLC. Proprietary and Confidential. Let go of organizational bias, personal ego, the status quo, & content ownership.1 Focus on user experience and client/business value.2 Strategy enables agility and adds meaning and value to innovation.3
- 27. @ctippie • #IDW2017simplea.com M&A - UNLOCKING HIDDEN VALUE Truth: Any content company that does not value its content as assets is undervalued Sometimes drastically
- 29. IT’S TIME TO TRANSFORM CONTENT DELIVERY. 29 “By 2018, companies fully invested in online personalization WILL OUTSELL COMPANIES THAT HAVE NOT BY 30+%” Gartner CONTENT STRATEGY CONTENT INTELLIGENCE DYNAMIC + PERSONALIZED DELIVERY
- 30. @Cooper_42 | #IDW2017 | cooper@rockley.com
- 32. Haptics – Print & Neuromarketing
- 34. Information Governance is the specification of decision rights and an accountability framework to ensure appropriate behavior in the valuation, creation, storage, use, archiving, and deletion of information. It includes the processes, roles and policies, standards, and metrics to ensure the effective and efficient use of information in enabling an organization to achieve its goals. Gartner IT Glossary states …
- 35. 35 Managing Change § Managing change is a life skill (not just a professional skill). § There is a big overlap in managing change and managing innovation. § Primary elements of success center on communication and execution based on the context of your corporate culture and organizational culture. Communication Execution Solid Positive Culture
- 36. CONTENT PEOPLE
- 40. In Conclusion: Be Proactive… ◦ Inclusive of diverse groups in system delevopment ◦ Localized focus groups ◦ Broad spectrum of content reviewers ◦ Testing of the “content”
- 42. @mrcruce • #IDW2017simplea.com What is Machine Learning? Machine learning is a type of artificial intelligence that provides computers with the ability to learn without being explicitly programmed.
- 43. The Insides of a Documentation Bot User Profile Content Repository
- 46. #IDW2017 SCOTT@THECONTENTWRANGLER.COM @SCOTTABEL THECONTENTWRANGLER.COM @SCOTTABEL #IDW2017 COGNITIVE COMPUTING SIMULATION OF HUMAN THOUGHT PROCESSES MADE POSSIBLE BY SELF-LEARNING SYSTEMS WEAPON SECRET
- 47. Approaches To Adopting NLP 1. Use OpenSource Technology 2. Leverage Property APIs 3. Work with an Expert
- 48. Guiding Principles for CUI Content 1. Provide a warm welcome 2. Guide the conversation 3. Use natural language 4. Humanize your brand 5. Mind your manners 6. Prioritize personalization 7. Plan for misunderstanding 8. Continuously evolve