Upload
nikoletta-vecsei-harrold
View
18
Download
1
Embed Size (px)
Citation preview
Breaking through Content Silos
Laurel Nicholes Director, Product Content Experience, F5 Networks Niki Vecsei Harrold Director, Community Strategy and Social Media, Transamerica
Agenda
1.Workforce Silos
2.Content Silos
3.Problem to solve
4.Content Potluck, defined
5.Getting Executive Buy-in
6. Find your Champions7.How does Content Potluck work?
8. Gains for you and your audience9. Success Stories10.Best Practices
Breaking through Content Silos
Workforce Silos
Breaking through Content Silos
• No longer an issue limited to enterprise sized companies
• Silos grow because the need for speed trumps the need for knowledge sharing.
• Which teams are effected most?
Content Silos
Breaking through Content Silos
• Workforce silos create content silos
• Redundancies, misalignments on vocabulary, tone of voice, brand elements etc.
• Customers don’t care who wrote what, they care that their problem will get solved.
Problem to solve….
Breaking through Content Silos
51% of companies surveyed do not
ensure consistent
content across channels.
Why?
Breaking through Content Silos
• No unified content strategy (42%)
• Tool chains don’t connect
(41%)
• Manual Terminology management (71%)
Content Potluck
Breaking through Content Silos
● Interlock between siloed teams.
● Mine your own content.
● Enterprise-wide content ideas
● Content managed from a centralized location
● No one can hide!
● Social Media
promotion
Results?
Breaking through Content Silos
● A rich assortment of
content
● Support for different
information foraging styles.
● Team and strategy is unified,
but content format is
diverse.
Solve the problem
Breaking through Content Silos
A single forum can address:
● Unified Content Strategy○ Common content goals
○ Audience identification techniques
● Disconnected Tools○ The current state
○ A roadmap forward
○ Build enterprise solutions together
● Terminology
○ Collaborative term definitions
○ Terminology compliance automation
Executive Buy In
Breaking through Content Silos
Find your Champions
Breaking through Content Silos
● Inventory current content owners
● Identify groups that have rich insights
● Who is passionate about
customer experience?
● Identify barriers to entry
The right talent
Breaking through Content Silos
The best contributors:
• Understood the audience• Created content that helped solve a
problem
Identify the profile or profiles of an
ideal content contributor regardless
of their “official” function or title.
The right profile
Breaking through Content Silos
Every community needs a wide variety of content creators, but they should share some key characteristics:
• Show a passion for connecting with customers
• Display deep interest in how our customers experience
our product or service• They want to learn as much as they want to share
knowledge• Have empathy for customer problems and a desire to
help
• Understand that helping one person online can
organically scale to deflect hundreds maybe even
thousands of identical support cases.
• See community/content participation as a career
advancement opportunity.
Get them to the table
Breaking through Content Silos
In these gatherings (preferably over lunch or breakfast) we discuss:
• Content projects in flight, by team.• Content types currently in production• Publication dates, so we are constantly offering a
steady stream of content to our customers.• Themes from customer support, customer visits,
and community forums to spark new content project ideas.
• Customer feedback from social media, communities and content portals.
A list to get you started
Breaking through Content Silos
Traditional Content Developers
● Digital & Product Marketing
● Information Development
● Product Management
● Training
● Knowledge Base Authors
Broaden the scope:
● Professional Services
● Customer Service
● Sales Engineers
● Evangelists
● Engineers
How the Potluck works
Breaking through Content Silos
● No slides!● Discuss:○ Projects in flight.○ SR themes
● Build an editorial calendar.● Identify gaps and solutions.
Interlock Agenda
Breaking through Content Silos
▪ Set goals
▪ Track attendance
▪ Share and engage
▪ Assign action items
Editorial Calendar
Breaking through Content Silos
● Color coded by content type
● Assigned to owners
● Hard delivery date with reminders
Gains for the customer:
Breaking through Content Silos
● Real world, trusted content
● Diverse points of view
● Networking and career growth
● Rich variety of content types
● Platform to co-create
● Caveat: clearly mark corporate content.
Gains for you:
Breaking through Content Silos
- Grow content audience, community
membership.
- Real-time feedback
- Sentiment analysis
- Gap and depth analysis
- Avoid duplication, build consistency
- Content investment ROI
Proving Success: Content Potluck
Breaking through Content Silos
Content metrics:
● Unique views
● Time on page
● Video views
● Most liked (Kudoed)
● Content or author
● Traffic referral source
Community:
● Change in returning vs. new visitors to site
● Traffic pattern within the community
● Depth of conversation threads
● Questions resolved by peers or SME’s
● Time to resolution
Success Metrics:
Breaking through Content Silos
Uptime Bulletin (pdf) to HTML: 111 views to 8,901 views
Marketing video: 50 views vs. SME blog post: 10,005 views
Social Media Sharing: 250% growth in engagement (raising 5.3x per post)
AMA thread on average 4,053 views vs. regular pages ~2256
views (~80% growth)
KP referrals are 3x likely to register on the community than other sources
Best practices for Content Potluck:
Breaking through Content Silos
▪ Find diverse group of Champions
▪ Keep Champions engaged
▪ Keep the meeting periodical
▪ Share feedback on success and failure with the Interlock Group
▪ Identify rewards for participating
Contact us on
social media or
Contentpotluck.com
Breaking through Content Silos
Do you have stories
or projects to share
about breaking
down silos?
Thank you for your attention!
Nikoletta Vecsei Harrold
Director, Communities Strategy and
Social Media, Transamerica
@Nikschen
https://www.linkedin.com/in/nikolett
avecsei
Laurel Nicholes
Director, Tech Comms Services,
F5 Networks
@LaurelNicholes
https://www.linkedin.com/in/laurelni
choles
Appendix
Champion
EngagementMBO’d & RecognitionBadgesUser MeetupsSuper User programsAMA sessionsTweet Chat Facebook LiveBlogs
Champion Engagement
Breaking through Content
Silos
Use All the
Content
Now What? Syndicate your content for better exposure:
● Social Media
● Communities
● Webcasts/ Webinars
● Customer Meetings
● Channel/ Partner marketing
● Intranet/ Internal Wiki
Insert information about you/your brand we will design it if needed