adapting content for the us market
DESCRIPTION
In this presentation from tcworld 2014, Sarah O'Keefe and Alan Pringle describe the adjustments needed to deliver content developed in Europe into the US market.TRANSCRIPT
@sarahokeefe @alanpringle
Adapting Content for the US Market
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Sarah O’Keefe Alan Pringle
About the presenters
@sarahokeefe
Sarah O’Keefe
International affairs/German, Duke University
Principal @ Scriptorium (1997)
Content strategy analysis
@sarahokeefe @alanpringle
Alan Pringle
English/journalism, Wake Forest University
Principal @ Scriptorium (1997)
Content strategy implementation
Sarah O’Keefe
@sarahokeefe@sarahokeefe @alanpringle
flickr: johnloo, alicehenneman booleansplit
Likes Dislikes
Factors to consider
@sarahokeefe @alanpringle
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Factors to consider
@sarahokeefe
❖ Language
❖ Culture references
❖ Regulatory requirements and legal issues
❖ Audience level: literacy/education/training level
❖ Content distribution methods
❖ Customer experience
❖ Customer support
@sarahokeefe @alanpringle
Focus: Language
@sarahokeefe@sarahokeefe @alanpringle
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US population: 292M
@sarahokeefe
❖ 61M speak a language other than English at home ❖ Spanish: 38M ❖ Chinese: 2.9M ❖ French: 1.3M ❖ German: 1.1M ❖ Korean: 1.1M ❖ Vietnamese: 1.4M ❖ Tagalog: 1.6M
@sarahokeefe @alanpringle
@sarahokeefe@sarahokeefe @alanpringle
@sarahokeefe@sarahokeefe @alanpringle
Language strategy
@sarahokeefe
❖ Business-to-business
❖ Business-to-consumer
❖ Translation issues
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Focus: Culture
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Focus: Culture
@sarahokeefe
❖ Culture differences
❖ Need deep understanding of target market
❖ “Popular” culture is relative
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Batali versus Batalli
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Mario Batali Mario Batalli
Do I know you?
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ITV
Friendly, cute, or annoying?
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ITV
http://event.asus.com/networks/ezui/step3.html
“plugged”? “Dr Surf”??
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Mostly just annoying
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@sarahokeefe
Regulatory requirements
@sarahokeefe@sarahokeefe @alanpringle
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Regulatory requirements
@sarahokeefe
❖ What are the regulatory requirements for your content?
❖ What industries are regulated?
@sarahokeefe @alanpringle
U.S. regulatory requirements
@sarahokeefe
❖ Medical devices
❖ Pharmaceuticals
❖ Nuclear
❖ Aerospace
❖ And a few others
❖ Only a tiny percentage of technical content is regulated.
@sarahokeefe @alanpringle
EU regulations
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EU regulations
@sarahokeefe@sarahokeefe @alanpringle
❖ Product machinery directive
❖ Product documentation directive
Legal requirements
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Legal requirements
@sarahokeefe
❖ What are the legal requirements for your content?
@sarahokeefe @alanpringle
US legal requirements
@sarahokeefe
❖ Minimal requirements/regulations
❖ Reality: Legal issues drive a LOT of content
@sarahokeefe @alanpringle
Content standards
@sarahokeefe@sarahokeefe @alanpringle
Content standards
@sarahokeefe
❖ What are content standards do you use or are you familiar with?
@sarahokeefe @alanpringle
Content standards
@sarahokeefe
❖ Information Mapping
❖ PI-MOD
❖ Funktionsdesign
❖ ISO
❖ S1000D
❖ DVI
❖ and more…
@sarahokeefe @alanpringle
Common US content standards
@sarahokeefe
❖ DITA
❖ DITA
❖ DITA
❖ DITA
❖ DITA
❖ DITA
❖ DITA
@sarahokeefe @alanpringle
Other US standards
@sarahokeefe
❖ DocBook
❖ Information Mapping
❖ S1000D or ATA
❖ Six Sigma
❖ Lean
❖ Agile
@sarahokeefe @alanpringle
Audience demographics
@sarahokeefe@sarahokeefe @alanpringle
Audience demographics
@sarahokeefe
❖ What do you know about your current audience?
❖ How is the US audience different?
@sarahokeefe @alanpringle
Audience demographics
@sarahokeefe
❖ Literacy levels
❖ Apprenticeship programs
❖ Expectations
❖ Diversity
❖ Culture
❖ Experience levels
@sarahokeefe @alanpringle
Content distribution
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Content distribution
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❖ How do you distribute content?
@sarahokeefe @alanpringle
Content distribution
@sarahokeefe
❖ Wiki
❖ HTML
❖ Online help
❖ In the product box
❖ On the device
❖ Downloadable
❖ Mobile
❖ Tablets
@sarahokeefe @alanpringle
What day is it and where am I?
@sarahokeefe@sarahokeefe @alanpringle
Customer experience
@sarahokeefe@sarahokeefe @alanpringle
Customer experience
@sarahokeefe
❖ What are your customer experience priorities?
@sarahokeefe @alanpringle
Customer experience
@sarahokeefe
❖ Tech comm (“post-sales”) content can drive sales.
❖ Repeat business is contingent on customer satisfaction.
❖ Marketing and tech comm integration
@sarahokeefe @alanpringle
What do customers care about?
@sarahokeefe @alanpringle
Minimum viable content
@sarahokeefe @alanpringle
Customer experience is not just visual…
@sarahokeefe@sarahokeefe @alanpringle
Customer experience is not just visual…
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Sounds are powerful…
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❖ Example 1
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Sounds are powerful…
@sarahokeefe
❖ Example 1
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Sounds are powerful…
@sarahokeefe
❖ Example 2
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Sounds are powerful…
@sarahokeefe
❖ Example 2
@sarahokeefe @alanpringle
Sounds are powerful…
@sarahokeefe
❖ Example 3
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Sounds are powerful…
@sarahokeefe
❖ Example 3
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Sounds are powerful…
@sarahokeefe
❖ Example 4
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Sounds are powerful…
@sarahokeefe
❖ Example 4
@sarahokeefe @alanpringle
Sounds are powerful…
@sarahokeefe
❖ Example 5
@sarahokeefe @alanpringle
Sounds are powerful…
@sarahokeefe
❖ Example 5
@sarahokeefe @alanpringle
Customer support
@sarahokeefe
❖ How do you handle customer support?
❖ What role does content play?
@sarahokeefe @alanpringle
Customer support
@sarahokeefe
❖ Phone
❖ Internet/web
❖ Intranet
❖ On-site visits (field service)
❖ others?
@sarahokeefe @alanpringle
Lots of work to do
@sarahokeefe
❖ Language
❖ Culture references
❖ Regulatory requirements and legal issues
❖ Audience level: literacy/education/training level
❖ Content distribution methods
❖ Customer experience
❖ Customer support
@sarahokeefe @alanpringle
Workshop evaluation
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