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How Global, Mobile and Social changes require a new approach to technical writing
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Surfing the Perfect Storm 1
Surfing the Perfect Storm
Tristan BishopSr. Manager, Digital Strategy
About Symantec
Surfing the Perfect Storm 2
• We help you secure and manage your information-driven world. • Over 18,500 employees in more than 50 countries. • FY11 Revenue: $6.2b (Consumer: $1.9b, Enterprise $4.3b)• Revenue by Geography: Americas: 55%, EMEA: 29%, APJ: 16%
Agenda: Surfing the Perfect Storm
Surfing the Perfect Storm 3
The Trio of Transition1
The InfoDev Impact2
The Path to Progress3
Surfing the Perfect Storm 4
The Trio of Transition
Nothing is as it was.
Converging Hurricanes
Global Mobile Social
Surfing the Perfect Storm 5
The Global Storm• Only 12% of web users are in North America (NAM)• Asia has over three times more web users than NAM• Over >1,000% growth in Latin America, the Middle East and Africa
Surfing the Perfect Storm 6
Source: http://www.internetworldstats.com/stats.htm
The Mobile Storm
Global mobile adoption grew from 16% to 87% the past ten years
Surfing the Perfect Storm 7
The Social Storm
Surfing the Perfect Storm 8
Surfing the Perfect Storm 9
The InfoDev Impact
Tornado: Hardcopy is Losing• The Oxford English dictionary will “never be printed again”• Encyclopedia Britannica goes out of print after 244 years• Amazon now sells more Kindle books than paper ones
Surfing the Perfect Storm 10
Tornado: Data Growth Is Exploding
Your content is buried
Surfing the Perfect Storm
Globalization Impact• Companies are
diversifying their revenue across multiple regions
• In the next three years, the percentage of companies that generate >30% of revenue from emerging markets will increase by 82%
• Demand for localized content will increase
Shared Engineering Services 12
Mobile Impact: Soon to Surpass Desktop
Surfing the Perfect Storm 13
Search VolumeShipment Volume
Mobile Impact: Employee Productivity• 2011 Survey of 6,275 organizations in 43 countries• 66% are planning an internal mobile app store
Shared Engineering Services 14
Mobile Impact: Self-Service is Increasing • 86% of smartphone
owners say they use their devices for “just-in-time” help
• 35% of US Smartphone users have used their device to "solve an unexpected problem" in the past month.
Surfing the Perfect Storm 15
Social Impact: Content Sharing/Endorsing
• People will press Google’s +1 button 2.5 BILLION times today
• People will share One BILLION pieces of content on Facebook today
• 142 MILLION tweets will be sent today
• 69,000 hours of new YouTube content will be uploaded today
http://www.personalizemedia.com/the-count/
16Surfing the Perfect Storm
Social Impact: Search is now Subset
We now search social networks: Will we find your content?
Surfing the Perfect Storm
Social Impact: Support moving to Text
• Voice-based channels plummeting
• Support Industry now less than 38% voice-based
• Optimized TechComm content can resolve interactions for ALL five text based support channels
18Surfing the Perfect Storm
The Surfer’s Q&A
1. How much longer should we optimize for the “English-speaking” audience?
2. How much longer should we optimize for the printed page?
3. How much longer should we optimize for the desktop computer?
4. How much longer will our web content be “findable?”
Surfing the Perfect Storm 19
1. What if my content was available in all languages?
2. What if my content was optimized for the mobile user?
3. What if my content was “shareable” within social networks?
4. Would global, mobile, social content give my company a competitive advantage?
We MUST Ask We SHOULD Ask
Surfing the Perfect Storm 20
The Path to Progress
We Must SURF the STORM!
Surfing the Perfect Storm 21
Preparing for Global Delivery
• Craftsmanship MUST give way to efficiencies
• Standardize content for easier translation
• Run automated quality control tools on source content
• Explore Machine Translation options for first pass
Surfing the Perfect Storm
Global Delivery at Symantec
• Data Driven Authoring using XML as the source
• Controlled Language QA during the authoring process
• Automated L10n Process with workflow
• Machine Translation as much as possible
• Coordinated delivery in multiple languages
• 24,000 self-help topics published to the web
Surfing the Perfect Storm 23
4200 localized products
22languages
Preparing for Mobile Delivery
Surfing the Perfect Storm 24
• Short, simple topics• Modular content• Search Engine Optimization
Content delivery MUST be optimized for fewer “clicks” and smaller screens
Mobile Delivery at Symantec
• Designed over 30 mobile user interfaces
• Aligning Ux and technical writing for integrated mobile content strategy
• Prototyping XSL extracts for deployment to mobile endpoints
Surfing the Perfect Storm 25
30+UIs designed
Preparing for Social Delivery
Surfing the Perfect Storm 26
• Engage customers in relationships with branded accounts, to prepare for social search
• Push key topic URLs to the social web to retain page rank
• Use URL shortening tools that provide metrics and traffic analysis (bit.ly, bit.ly+)
Gathering Social MentionsClassifications
1. Case: Request for help resolving real-time issue
2. Query: Question that doesn’t require support resource
3. Rant: Insult that merits brand management consideration
4. Rave: Praise from Symantec brand advocate
5. Lead: Pronouncement of near-term purchase decision
6. RFE: Request to enhance a product with a new feature
7. Fraud: Communication from an unauthorized provider of Symantec products
Surfing the Perfect Storm 27
Surfing the Perfect Storm 28
Blogs
Forums
Product 1
Product 2
Product 3
Rant
Rave
Lead
RFE
Fraud
IdealEmployee
Respond
profiles interactions history transactions preferencesCRM
Executing Social CRM
Query
Case
Configure
SCRM Team
SCRM Team
Evaluate
Readiness is Required
1. Study the trends
2. Rethink your strategy
3. Reconsider your processes
4. Build a “hurricane-resistant” content delivery team
Surfing the Perfect Storm 29
30TechComm 20/20
Thank you!
Copyright © 2010 Symantec Corporation. All rights reserved. Symantec and the Symantec Logo are trademarks or registered trademarks of Symantec Corporation or its affiliates in the U.S. and other countries. Other names may be trademarks of their respective owners.
This document is provided for informational purposes only and is not intended as advertising. All warranties relating to the information in this document, either express or implied, are disclaimed to the maximum extent allowed by law. The information in this document is subject to change without notice.
Thank you!
Surfing the Perfect Storm 31
Tristan Bishop aka @KnowledgeBishop