Building a business case for content initatives
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Building a
BUSINESS CASE
for CONTENT INITIATIVES by
Jack MOLISANI
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President, ProSpring Technical Staffing Exec Dir, The LavaCon Conference @JackMolisani
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Recorded Before
a Live
Studio Audience
Ground Rules and other
Warnings
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To build a business case for content initiatives, including optimization for
mobile devices
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Let’s start with some
BUSINESS CONCEPTS
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COMPANIES exist to
Make PROFITS
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To make a PROFIT a company must…
Make MONEY (revenue generation) Spend LESS (cost avoidance)
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Two types of COSTS
DIRECT costs INDIRECT costs
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The more you generate REVENUE
and reduce COSTS
the more PROFIT you make
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So how do we apply that to
CONTENT
projects?
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What is the FASTEST
GROWING platform in
CONTENT consumption?
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STATS
Globally, mobile data traffic grew 2.3-fold over 2011,
more than DOUBLING for the fourth year in a row
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STATS
In 2011, mobile data traffic
was 8 TIMES the size of the entire global Internet in 2000
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STATS
The number of mobile-connected
devices will exceed the number of people on earth by the end of 2012
Cisco’s “Visual Networking Index (VNI) Global Mobile Data Traffic Forecast Update”
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BUT…
According to Price Waterhouse Coopers’ latest Digital IQ survey,
66% of organizations are investing in mobile technologies for their
employees. But most of these same businesses are reacting to the
Bring Your Own Device (BYOD) phenomenon, are not preparing for it.
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So you can’t
ASSUME management will
just “get it”
and fund your project
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REMEMBER: Management only cares
about two things…
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COST AVOIDANCE
A LIVE-AGENT customer service
interaction costs $12
compared to PENNIES for an online interaction
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A 30% deflection of calls to self-service channels is seen as
successful. It could be closer
to 80% to maximize cost-savings
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CMS Implementation:
Reducing the amount of time spent on formatting should translate into an increase in production, of course, but the 200% increase in our output surpassed all of our expectations.
Keith Schengili-Roberts, Documentation & Localization Manager
AMD
http://www.ixiasoft.com/casestudy/case_study_AMD.pdf
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Another CMS Implementation:
GMAC used the Microsoft CM Server to support two key initiatives: transferring the content publishing function to content authors and freeing up formerly burdened IT resources to support more dynamic and personalized customer-facing Web portals. ROI: 87% Payback: 1.2 years
Nucleus Research, Inc. ROI ANALYSIS YOU CAN TRUST ™
http://nucleusresearch.com/library/microsoft-roi/d96.pdf
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LOST REVENUE
While you ABSOLUTELY should chase cost reduction
potential revenue DWARFS simple cost savings
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LOST REVENUE
Air CARGO Story
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Forget Cost
SAVINGS
Think Content- Generated
REVENUE
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New Product ADOPTION
and SALES A Canadian University study of more than 34,000 customers showed that customers who utilize a company’s Internet-related service innovations were over twice as likely to adopt the company’s new product offering during the first year of introduction
Canadian Journal of Administrative Sciences, 2010
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…but that (IMHO) indicates those
internet offerings must have
been CURRENT
GERMANE
and USABLE
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New Product ADOPTION
and SALES
ROBOHELP Story
INVITROGEN Story
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How can you sell
YOUR content initiatives to Management?
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The NUMBERS are
OUT THERE
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Q&A
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[email protected] @JackMolisani @LavaCon @CulinaryTermDay
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LAVACON
Browse the LavaCon exhibit hall October 8–9, 2012 www.lavacon.org