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Building a

         BUSINESS CASE
for C ONTENT I NITIATIVES

                         by

          Jack   MOLISANI
President, ProSpring Technical Staffing
Exec Dir, The LavaCon Conference
@JackMolisani
Recorded Before

a   Live
Studio Audience

                  Ground Rules and other

                           Warnings
To build a business case
for content initiatives,
including optimization for

mobile devices
Let’s start with some


                        BUSINESS
                        CONCEPTS
COMPANIES exist to
                     Make   PROFITS
To make aPROFIT
                        a company must…



Make   MONEY (revenue generation)
Spend   LESS (cost avoidance)
Two types of   COSTS
     DIRECT costs
     INDIRECT costs
The more you generate   REVENUE
and reduceCOSTS
the more PROFIT you make
So how do we apply that to

               CONTENT
                 projects?
What is the   FASTEST
 GROWING platform in
CONTENT consumption?
Building a business case for content initatives
STATS

        Globally, mobile data traffic
           grew 2.3-fold over 2011,
             more than  DOUBLING
        for the fourth year in a row
STATS

              In 2011, mobile data traffic
               was  8 TIMES     the size of
        the entire global Internet in 2000
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”
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.
So you can’t


ASSUME
management will

just “get it”

and fund your project
Building a business case for content initatives
REMEMBER:
Management only cares
   about two things…
COST AVOIDANCE

                      ALIVE- AGENT
                     customer service
                 interaction costs $12
            compared to     PENNIES
            for an online interaction
A  30%     deflection of calls to
     self-service channels is seen as
                           successful.
                    It could be closer

to   80% to maximize cost-savings
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
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
Building a business case for content initatives
LOST REVENUE
            While you ABSOLUTELY
          should chase cost reduction
         potential revenueDWARFS
                  simple cost savings
LOST REVENUE

               Air   CARGO
                      Story
Forget Cost

SAVINGS
Think
Content-
Generated
REVENUE
New Product             ADOPTION
                                        and S ALES

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
…but that (IMHO) indicates those
    internet offerings must have

                been CURRENT
                    GERMANE
                   and USABLE
New Product   ADOPTION
                          and S ALES



ROBOHELP Story
INVITROGEN Story
How can
you sell

YOUR
content
initiatives
to Management?
The   NUMBERS are
       OUT THERE
Q&A
Jack@LavaCon.org

@JackMolisani

@LavaCon

@CulinaryTermDay
LAVACON
Browse the LavaCon
exhibit hall October 8–9, 2012

www.lavacon.org

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Building a business case for content initatives

  • 1. Building a BUSINESS CASE for C ONTENT I NITIATIVES by Jack MOLISANI
  • 2. President, ProSpring Technical Staffing Exec Dir, The LavaCon Conference @JackMolisani
  • 3. Recorded Before a Live Studio Audience Ground Rules and other Warnings
  • 4. To build a business case for content initiatives, including optimization for mobile devices
  • 5. Let’s start with some BUSINESS CONCEPTS
  • 6. COMPANIES exist to Make PROFITS
  • 7. To make aPROFIT a company must… Make MONEY (revenue generation) Spend LESS (cost avoidance)
  • 8. Two types of COSTS DIRECT costs INDIRECT costs
  • 9. The more you generate REVENUE and reduceCOSTS the more PROFIT you make
  • 10. So how do we apply that to CONTENT projects?
  • 11. What is the FASTEST GROWING platform in CONTENT consumption?
  • 13. STATS Globally, mobile data traffic grew 2.3-fold over 2011, more than DOUBLING for the fourth year in a row
  • 14. STATS In 2011, mobile data traffic was 8 TIMES the size of the entire global Internet in 2000
  • 15. 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”
  • 16. 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.
  • 17. So you can’t ASSUME management will just “get it” and fund your project
  • 19. REMEMBER: Management only cares about two things…
  • 20. COST AVOIDANCE ALIVE- AGENT customer service interaction costs $12 compared to PENNIES for an online interaction
  • 21. A 30% deflection of calls to self-service channels is seen as successful. It could be closer to 80% to maximize cost-savings
  • 22. 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
  • 23. 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
  • 25. LOST REVENUE While you ABSOLUTELY should chase cost reduction potential revenueDWARFS simple cost savings
  • 26. LOST REVENUE Air CARGO Story
  • 28. New Product ADOPTION and S ALES 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
  • 29. …but that (IMHO) indicates those internet offerings must have been CURRENT GERMANE and USABLE
  • 30. New Product ADOPTION and S ALES ROBOHELP Story INVITROGEN Story
  • 32. The NUMBERS are OUT THERE
  • 33. Q&A
  • 35. LAVACON Browse the LavaCon exhibit hall October 8–9, 2012 www.lavacon.org