generating revenue: a new way to look at documentation

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Generating Revenue: A New Way to Look at Documentation

Christopher Ward, Webworks


2

Content Creation becomes the most

pivotal department for a company’s

continued success.

© 2014 – Quadralay Corporation© 2013 – Quadralay Corporation© 2013 – Quadralay Corporation

3So, why listen to this guy?

Christopher Ward

– Director of Sales, Webworks

Webworks – A company dedicated to helping our clients maximize the potential of documentation through custom outputs which help content to foster customer loyalty and promote product value.

– Analytical theory and business experience

Military Intelligence

– Taught to separate procedure from strategy and to look at both differently Dell Computers

– Analyzed consumer behavior and how businesses can express value.

– 5 years consulting on how to generate revenue through documentation

Developing tools to help maximize revenue through content creation

Solutions have been implemented globally


4The value of knowledge

Professor Clay Spinuzzi:

Review of Peter Drucker’s book Post-Capitalist Society

– “Knowledge is now, and will be the basic economic resource”

– “Value is created via productivity and innovation”

– “Leading social groups will be knowledge workers who know how to allocate knowledge to productive use”

Spinuzzi is a professor at University of Texas at Austin and an authority on rhetoric, technology, research, and where we’re headed next..http://spinuzzi.blogspot.com/search?q=knowledge+workers


5Adobe 10K FY14

Knowledge workers

– Appears 5 times

– Defines Adobe and who they serve

Creative professionals, marketers, knowledge workers, application developers, enterprises and consumers (guess who has the smallest budget here)

– Describes who’s workflow is evolving from the desktop (Part 1, Item 1A. Risk Factors)


6The value of knowledge

Professor Clay Spinuzzi:

Review of Peter Drucker’s book Post-Capitalist Society

– “Knowledge is now, and will be the basic economic resource”

– “Value is created via productivity and innovation”

– “Leading social groups will be knowledge workers who know how to allocate knowledge to productive use”

Spinuzzi is a professor at University of Texas at Austin and an authority on rhetoric, technology, research, and where we’re headed next..

So, what does this mean?

Knowledge is a resource that increases in

value as it becomes accessible

http://spinuzzi.blogspot.com/search?q=knowledge+workers


7What are we going to cover

What is the Mindset of a Knowledge Broker?

The Consumer Decision Making Process

Align procedures with business strategies

Example of a Revenue Strategy

Revenue Plan: Delivering Content to Mobile Devices


8What is the mindset of a Knowledge Broker?

Realize now that poor documentation effects revenue, and not just productivity.


9

What is the Mindset

Consider this…

“According to The Gartner Group, poor data quality negatively impacts a company’s bottom line by an average of $8.2 million annually in operational inefficiencies, lost sales and unrealized new opportunities.

In addition, a Forrester research study reveals that only 12 percent of companies actually use customer intelligence to drive key business functions and corporate strategy. That means that 88 percent are putting up with the waste, inefficiencies and lost opportunities that dirty data creates. Companies that commit to data quality use their knowledge of customers and prospects to maximize top-line and bottom-line results.”

The integrity of the content you provide as well as the accessibility and searchability of that content sits at the core value of your business model. These three factors positively impact a company’s profitability.

– White paper "Gaining the Data Edge: How ongoing data maintenance spurs growth" August 2012


10Align procedures with business strategies

As you design your information solutions, ensure you align documentation procedures with current business strategy.


11


Why procedures must align with strategy

Before

Procedure


12


Why procedures must align with strategy

After

Procedure

© 2014 – Quadralay Corporation @WebWorksChris #LavaCon

Michael Porter’s general business strategies #BusinessStrategy: Gives a competitive

advantage in the chosen market


14

Documentation can increase

profitability in any strategy and is only governed by

accuracy and access.



15The Consumer Decision Making Process

Understand how documentation and other output will effect the Consumer Decision-Making process.


16


Everyone goes through 5 stages

This standard process involves:

1. Needs recognition

2. Information search – The Informed Consumer

3. Product evaluation, choice, and purchase

4. Purchase – buying decision

5. Post purchase evaluation


17

Information Search

The Informed Consumer Professor Eric K. Clemons

How Information Changes Consumer Behavior and How Consumer Behavior Determines Corporate Strategy



18Post purchase evaluation

Marketing – Addresses a specific audience, but not a specific problem. Just flashy enough to get someone’s attention and get out in front of someone. Total Customer Experience.

Sales – Drill down to needs specific to the customer’s environment and provide a solution to those needs.

Usage – 90% of the customer’s experience and responsible for promoting product value and customer loyalty to increase repeat business.

Documentation is the most profitable way a business will have to influence the customer and try to increase loyalty, product value and cut down on Customer Defection.



19

Write to a loyal customerDevelop a workflow to generate revenue through customer retention.

Example of a revenue strategy


20What kind of problem is customer defection?

The Harvard Business Review stated that the average business loses 50% of their customers every five years.

61% of consumers take their business to a competitor when they end a business relationship.

RightNow Technologies says 73% of customers leave because they are dissatisfied with customer service, but the company losing the customer thinks only 21% leave because of customer service.



21


Your customers

What kind of problem is customer defection?

Your competitors’ customers

Other businesses50% loss

every 5 years


22

Your customers

What kind of problem is customer defection?

Your competitors’ customers

Other businesses50% loss

every 5 years



23

COST TO ACQUIRE NEW CUSTOMERS:5X MORE

Your customers Your competitors’ customers

Other businesses

5% less defection

= 25-125% more profit


What are the benefits of retaining customers?


24

Cost to retain

current customer

s

Cost to acquire new customers:5x more

What are the benefits of retaining customers?



25Revenue Plan: Delivering content to mobile devices

What is the preferred method of my audience?


26Delivering content to mobile devices I am a Knowledge Broker and I want to increase revenue

by delivering content to the customer in a way to increase customer experience and product value.

Why is it important to deliver to mobile devices

What is the proper way to deliver to mobile devices

What is the proper workflow to deliver to mobile devices and increase revenue

Delivering content to mobile devices


27Why is mobile delivery important: phones Top Mobile Markets (total/3G or 4G)

– 1. China with 1,246.3 / 448.3 million

– 3. United States 345.2 / 287.4 million

– 11. Germany 113.6 / 46 million

* Global mobile statistics 2014 Part A: Mobile subscribers; handset market share; mobile operators -

http://mobiforge.com/research-analysis/global-mobile-statistics-2014-part-a-mobile-subscribers-handset-market-share-mobile-operators#topmobilemarkets



28Why is mobile delivery important: tablets

By the end of 2013, global smartphone penetration will have exploded from 5% of the global population in 2009, to 22%. That's an increase of nearly 1.3 billion smartphones in four years.

Tablets are showing faster adoption rates than smartphones. It took smartphones nearly four years to reach 6% penetration from when the devices first started to register on a global level. Tablets accomplished this in just two years.

PCs have only gained 6 percentage points in per-capita penetration the last 6 years.

* One In Every 5 People In The World Own A Smartphone, One In Every 17 Own A Tablet -

http://www.businessinsider.com/smartphone-and-tablet-penetration-2013-10


29

Mobile delivery three methods.

1. Two sites, one for mobile and one for desktop1. Doubles your management efforts. 2. Doubles your content work3. Lowers SEO results4. Causes a bad customer experience.

2. Mobile first1. Wasted screen real estate on larger displays2. Does not handle graphics and tables well

3. HTML5 with Responsive Design1. Best solution2. Output manages different layouts3. Supports future devices4. One file set for easy maintenance

What is the proper mobile technology



30Know where you are today.

Device Category Visits 2011 Visits 2012 Visits 2013 Visits 2014

Desktop 98.78% 96.99% 95.61% 93.58%

Mobile 1.22% 2.01% 2.82% 4.30%

Tablet 0.0% 1.00% 1.57% 2.12%

Google Analytics Break Down: Mobile>Overview

Google Glass 0.0% 0.0% 0.0% 100.00%



31How to look in to the crystal Google ball.

Device Category Visits % New Visits Bounce Rate Pages/Visit

Desktop 94.14% 80.56% 34.24% 2.25

Mobile 4.30% 83.10% 74.19% 1.52

Tablet 1.56% 86.31% 43.95% 2.24

Google Analytics Break Down: Mobile>Overview



32How to look in to the crystal Google ball.

Device Category Visits % New Visits Bounce Rate Pages/Visit

Apple iPhone 28.69% 87.72% 77.84% 1.43

Apple iPad 21.22% 85.83% 42.91% 2.26

(not set) 10.31% 94.17% 60.83% 1.78

HTC M7 One 4.73% 14.55% 89.09% 1.13

Samsung GT-I9300 Galaxy S III

3.26% 68.42% 76.32% 1.58

Google Nexus 7 0.69% 100.00% 25.00% 2.75

Google Analytics Break Down: Mobile>Devices



33



34Case Study - Bihler

About Bihler

Bihler – the world’s leading company for stamping and forming machines with the most advanced software.

Founded 1953 from Otto Bihler

2014: Over 900 employee Headquarter in Halblech (Germany)

Bihler of America, Inc., Phillipsburg, NJ

Bihler of China, Dongguan City, China

More information: www.bihler.de

http://www.bihler.de/


35The Problem

Technicians were having difficulty with the documentation

• Machines had several parts

• Same screen to calibrate the the parts was used to deliver documentation

• As parts were exchanged, manuals had to be updated


36The Solution

Workflow Solution: TechComm Responsive Publishing Suite - 2014

STEP 1: CREATE your content with RichMedia integration

STEP 2: MANAGE your source for review

STEP 3: GENERATE HTML5 responsive and MANAGE your content, create a QR code,

STEP 4: TechCommToGo: Get your private and public TechComm on your MOBILE DEVICE to go!


37Review

What is the Mindset of a Knowledge Broker?



Example of a Revenue Strategy

Revenue Plan: Delivering Content to Mobile Devices


38In Closing

Content Creation becomes the most pivotal department for a company’s continued success

Technical Documentation can increase profitability no matter what strategy the company decides on, with the proper workflow and the mindset of a Knowledge Broker.

Align your procedures with your business strategy.


39Follow Me

Christopher Ward

– Email address: [email protected]

– Twitter: @WebWorksChris

– Facebook: https://www.facebook.com/WebWorksChris

– Company Facebook: www.facebook.com/WebWorksePublisher

– My Blog: http://blogs.webworks.com/christopher/


40References


41Reference page:

[http://www.apple.com/pr/library/2007/06/28iPhone-Premieres-This-Friday-Night-at-Apple-Retail-Stores.html

http://www.apple.com/pr/library/2010/04/05Apple-Sells-Over-300-000-iPads-First-Day.html

http://www.pewinternet.org/Static-Pages/Trend-Data-%28Adults%29/Online-Activites-Total.aspx

http://www.forbes.com/sites/markfidelman/2012/05/02/the-latest-infographics-mobile-business-statistics-for- 2012/2/

http://www.checkpoint.com/downloads/products/check-point-mobile-security-survey-report.pdf

http://www.webworks.com/Info/CABB/1/The_Evolution_of_Online_Help/#page/Topics/1.1_.html

http://blogs.webworks.com/guest/2011/10/05/whitepaper-series-completed-let-us-know-what-you-think/

https://noppa.aalto.fi/noppa/kurssi/t-128.5540/luennot/T-128_5540_how_information_changes_consumer_behavior_and_how_consumer_behavior_determines_corporate_strategy.pdf

www.mycorporation.com MyCorporation, MyCorporation Focuses on Encouraging Small Businesses to Grow Businesses With Great Customer Service in 2013

Daniel Alcorn, “Improving Customer Retention during a Slowdown”

Harvard Business Review, Frederick F. Reichheld and W. Earl Sasser, Jr. “Zero Defections: Quality Comes to Services”

http://www.apple.com/pr/library/2007/06/28iPhone-Premieres-This-Friday-Night-at-Apple-Retail-Stores.html





http://www.pewinternet.org/Static-Pages/Trend-Data-(Adults)/Online-Activites-Total.aspx

http://www.pewinternet.org/Static-Pages/Trend-Data-(Adults)/Online-Activites-Total.aspx

http://www.forbes.com/sites/markfidelman/2012/05/02/the-latest-infographics-mobile-business-statistics-for-%202012/2/



http://www.checkpoint.com/downloads/products/check-point-mobile-security-survey-report.pdf

http://www.webworks.com/Info/CABB/1/The_Evolution_of_Online_Help/

http://www.webworks.com/Info/CABB/1/The_Evolution_of_Online_Help/






http://www.mycorporation.com/

generating revenue: a new way to look at documentation

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