Help Content Strategy presentation, iDW Oct 2014

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Transcript of Help Content Strategy presentation, iDW Oct 2014

Yahoo Help Content Strategy

Yahoo Help Content StrategyChris ToddInformation Development World 2014

How do you make a case study of a strategy?the story of how we got here and what were doing now.Tell you how it was executed, of course!

YahooMailFantasy SportsAnswersFlickrTumblrAviateSearchFinanceand many moreYahoo! Inc. (YHOO) - NASDAQ

Founded January 1994 by two Stanford grad studentsJerry Yang and David Filoincorporated March 1, 1995

Yahoo CEO and PresidentMarissa Mayerappointed on July 16, 2012"Jerry and David's guide to the World Wide Web"

Yahoo products and services

My Yahoo organizationwrites customer help content for all Yahoo products everywhere

We assist millions of unique Help visitors every month

Help.yahoo.com mobile and desktopIn-product helpAgent and community help articles to send to customers

write includes break/fix and learn articles, images, and videos Me

20 years | Xerox Mentor Graphics Oracle YahooMarketing | Customer Support | TrainingModa CenterHome of the TrailblazersMt St HelensWillamette River

Portland, ORIve had roles on the technical and business side

Senior Mgr with Yahoo Customer Experience, responsible for all global help content, which includes: articles, rich media, search/search tuning, and help site configuration

Usability.govfocuses on the planning, creation, delivery, and governance of content.Content not only includes the words on the page but also the images and multimedia that are used.http://www.usability.gov/what-and-why/content-strategy.htmlWhat is Content Strategy? Kristina Halvorsonplans for the creation, publication and governance of useful, usable content.http://alistapart.com/article/thedisciplineofcontentstrategyJeffrey MacIntyre addresses the specific purpose, form, and development of the content assets that we have at hand, or those that circumstances (and our analysis) require us to produce. The analysis of content and assessment of its value lies at the core of our labors.http://alistapart.com/article/contenttiousstrategy======= TAKE a DRINK =======

======= WAIT ========

Your content strategy is everything you doand dont do related toyour content.

Remember, no strategy is a strategy too.======= TAKE a DRINK =======

======= WAIT ======== InvestmentPlatformTranslationsWriting style and voiceProcess and governanceWhat you share publiclyHiring practices

What might be in your strategy?Categories within my content strategy My Strategy+1Write once for everywhere9Apply 9content principles

Everywhere?Every userCustomerSupport agentPartnerEvery deviceMobileTabletDesktop/laptopIn-productEvery languageEvery locale(language + country)Everywhere!

Content PrinciplesKnow your audienceMust be able to follow the scentEasy to scan titlesEasy to scan articlesSupport SEO in every wayUse brand voiceUse translation best practicesMake strategic use of videos and imagesWrite for multiple UIs(user interfaces)

Know your audienceJakob NielsenHow Long Do Users Stay on Web PagesJakob Nielsen's Alertbox, September 12, 2011http://www.useit.com/articles/how-long-do-users-stay-on-web-pages/If your grandmother and your 10 year old niece can read and understand your content, youre doing it right!

Personas Users often leave Web pagesin 10-20 seconds, but pageswith a clear value propositioncan hold people's attention for much longerWhile customers will search onour site; most searching occurs before they reach us.

Must be able to follow the scent

Informavores will keep clicking as long as they sense (to mix metaphors) that theyre getting warmer -- the scent must keep getting stronger and stronger, or people give up.Jakob NielsenInformation Foraging: Why Google Makes People Leave Your Site FasterJakob Nielsen's Alertbox, June 30, 2003http://www.useit.com/articles/information-scent/

Easy toscan titlesthat promise what will be in the articleOne study suggests users only read the first 11 charactersAnother study suggests only scan the first 3 5 words this is where we put our focus with the idea that if the first 3 5 words grabs your attention, youll read the restYou can only mis-direct a user so much, so your title better match the content when they click-through

Easy toscan titlesthat promise what will be in the articleOne study suggests users only read the first 11 charactersAnother study suggests only scan the first 3 5 words this is where we put our focus with the idea that if the first 3 5 words grabs your attention, youll read the restYou can only mis-direct a user so much, so your title better match the content when they click-through

Easy toscan titlesthat promise what will be in the articleOne study suggests users only read the first 11 charactersAnother study suggests only scan the first 3 5 words this is where we put our focus with the idea that if the first 3 5 words grabs your attention, youll read the restYou can only mis-direct a user so much, so your title better match the content when they click-through

Easy toscan titlesthat promise what will be in the articleOne study suggests users only read the first 11 charactersAnother study suggests only scan the first 3 5 words this is where we put our focus with the idea that if the first 3 5 words grabs your attention, youll read the restYou can only mis-direct a user so much, so your title better match the content when they click-through

Easy toscan articlesTitle Heading CautionHeading Numbered steps

Title Heading Heading Support in SEO in every wayWe saw a 14% click-through increase LocaleSEO URLen_UShttps://help.yahoo.com/kb/aviate/missing-apps-aviate-sln24249.htmlen_AUhttps://au.help.yahoo.com/kb/aviate/missing-apps-aviate-sln24249.htmlde_DEhttps://de.hilfe.yahoo.com/kb/aviate/Fehlende-Apps-in-Aviate-sln24249.htmlvn_VIhttps://vn.trogiup.yahoo.com/kb/aviate/Thiu-ng-dng-trong-Aviate-sln24249.html

Support in SEO in every wayWe saw a 14% click-through increase

Larsen Creating the right brand voicelarsen.com/insights/creating-the-right-brand-voiceBrand voiceis the purposeful, consistent expression of abrandthrough words and prose styles that engage and motivate... The personality of yourbrandis determined, in large measure, by the words you use and the sentences you write.Brand voiceWhats yourbrand voice?For this example, it doesnt matter what Yahoos brand voice is, its whether youre writing using your brand voice or not.

We worked closely with Marketing to make sure we best represented Yahoos brand voice while not being too casual when our customer was dealing with a serious issue. Use translation best practicesOne idea per sentenceSimplicity over creativityReuse and consistencySpend the time and get it right the first timeOwn your translation memorySources just-one-liners.com http://www.just-one-liners.com/category/translationsSignsFail https://www.etsy.com/shop/SignFail

Seafood brought in by customers will not be entertained.LADIES ARE REQUESTED NOT TO HAVE CHILDREN IN THE BAR

Make strategic use of videos and images

Writing for multiple UIsPlain vanilla HTMLCSS classes supported by each UIVariables for local values

Our StoryContent PrinciplesGetting to Writing Once

Challenges2009Global productsDistributed platformand contributorsMultiple repositories$$$ TranslationsLaborWriting skillsUI inconsistenciesEmergence of mobileChallenges faces at Yahoo with Customer Help Content====== STAGE 1 ========Call centers across the worldEach with their own agent repositoryHelpsites for 70+ localesAt times product offerings differedVery few trained writersAnyone could postLong articlesFor many of the 70+ locales, everything was translatedRich media managementLittle analysis====== STAGE 2 ======== next====== STAGE 3 ============== STAGE 4 ========

A new platform was needed1 Global repository for self-serve and agentsUse 14 languages (1 dialect or form per language)Reduce from 70+ down to 38 locales(language + country, en_US) This forced a new authoring strategyStop the bleeding ($$$)2010Did we need content everywhere?How many independent repositories are needed?A new language and translation strategyWhat else?Centralized translation team w/ emergency planWe previously werent using ISO standard for localesThis required a training plan for writers and a process

Getting to fewer locales and languagesEasy!Go to where the customers are

Master in en_US14 parent languages, e.g. fr_FR, de_DE, es_ES24 child languages, e.g. es_AR, es_CL, es_CO, es_MX, es_US, es_VE 14 languages in 38 localesen_USes_ESfr_FRen_CAen_GBes_MXes_COfr_BEMASTER (1)PARENTS (14)CHILDREN (24)::en_AUes_US* Use variables for local valuesfr_CAReplicate from Parent to ChildTranslate from Masterto Parenten_USMaster in en_US14 parent languages, e.g. fr_FR, de_DE, es_ES24 child languages, e.g. es_AR, es_CL, es_CO, es_MX, es_US, es_VE

-- How did we choose these? Regional politics. Benefits realized, so far

Centralized oversightSystems used to their fullestFewer experts necessary:systems and contentBuying software onceContent consistencyacross the worldSame reporting platformProd Groups work withone teamOnly translating what we need; not translating the same thing twiceNot maintaining low used systems; not having to have system experts in every regionBuying software once for one platform Easy as flowers growing after a volcanic eruption

Come see me afterward tolearn more

The move to one systemSupport the language and translation2010 2012-Who writes it?When do they write it?Who maintains it?Content authoring strategyOriginal Vision KCS (Knowledge Centered Support) Anyone can add or modify contentWhen errors are discovered, fix themThrough coaching, grow skillsThe most skilled publish contentHow do