Surfing the Perfect Storm (STC 2012)

Surfing the Perfect Storm 1

Surfing the Perfect Storm

Tristan BishopSr. Manager, Digital Strategy

About Symantec


• 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


The Trio of Transition1

The InfoDev Impact2

The Path to Progress3


The Trio of Transition

Nothing is as it was.

Converging Hurricanes

Global Mobile Social


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


Source: http://www.internetworldstats.com/stats.htm

The Mobile Storm

Global mobile adoption grew from 16% to 87% the past ten years


The Social Storm



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


Tornado: Data Growth Is Exploding

Your content is buried


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


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.


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?


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?”


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


The Path to Progress

We Must SURF the STORM!


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


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


4200 localized products

22languages

Preparing for Mobile Delivery


• 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


30+UIs designed

Preparing for Social Delivery


• 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



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


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!


Tristan Bishop aka @KnowledgeBishop

Surfing the Perfect Storm (STC 2012)

Technology

Transcript of Surfing the Perfect Storm (STC 2012)