Component content management systems (CCMS) have dramatically changed the way organizations manage and deliver content. A CCMS, when paired with DITA content, provides return-on-investment benefits to many successful deployments. What are the key ingredients that make up a successful deployment? How do teams identify successful adoption criteria while matching the constant changes within their organizations? How do they gain buy-in to support such a change? Join Chip Gettinger from SDL for his insights from eight years of working with users of successful CCM deployments using DITA as a content model. He’ll present his findings, trends and tips for a solid adoption.

1. Ensuring Success with
Your Component Content
Management System
February 12, 2013
SDL Proprietary and Confidential

2. Speaker today
Chip Gettinger
VP, XML Solutions
@cgettinger
cgettinger@sdl.com
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3. Agenda
• Share a few best practices and trends
• Suggest some new methodologies and approaches
• What has worked and what has not?
• What should you be thinking about next?
• Q&A at the end
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4. Polling question #1
• What is your experience level with a Component Content Management
System?
– Use every day for my work
– In the process of deploying into production use
– Just learning
– Interested
– No experience
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5. 1. Know your business drivers – they will shift
• Monitor fundamental shifts
– US Public Company, read your 10K report
– Global market opportunities
• Evolve your strategic planning ahead of curve
• Keep yourself visible within your company
• Watch to expand into other groups
– Training and learning
– Product management
– Field service
– Others?
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6. 2. Continue to adapt your content model
• Does your new content model follow previous publishing process?
– Content was print centric
– Evolve to a customer centric
– Create time to re-examine
– We have a new set of tools and possibilities
• It must continue to evolve as your business changes
– Customer Experience (CXM)
– Be proactive, not reactive
– Continue to innovate
• Don’t lock yourself in; future brings new possibilities
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7. Product Content Maturity model

8. 3. Grow your content reuse strategy over time
• Start small, expand as content levels increase
1. Front and back matter, glossary, copyright
2. Topic reuse in maps for common tasks
3. Library for notices, cautions and warnings
4. Conditional reuse, variables, Conref range
• Authoring consistency critical for strong reuse growth
– Authors can search for reuse
– Coordination and planning key to increasing
• Where Used capability to determine impacts
• Translation – the more reuse, better at controlling costs
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9. Polling question #2
• What level of content reuse has your company achieved to date?
– Over 40 percent
– 30 to 39 percent
– 20 to 29 percent
– 10 to 19 percent
– Less than 9 percent or none
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10. 4. Complex and continuous product releases
• Are you using agile or expected to be?
– Faster release cycles
– Iterative and incremental development
• Component Content Management is perfect
– Concurrent development and authoring
– Product variations, patches and differences
– Conditional content
– Version and revision management
– Mix and match to meet product delivery
• Universal content design
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11. 5. Workflow supports processing, but not the magic wand
• Collaboration as a team is a key for acceptance
– Several authors and reviewers supporting a deliverable
– Many different sources, need to trust is critical
– Large change management challange
• Status of individual components
– Topics, maps and graphics all have their own lifespan
– How does that roll-up into a deliverable?
– Coordination and tracking to meet deadlines
• Metadata tracks these processes, provide status reports
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12. Publication status
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13. 6. Customer experience really does matter
• How much do you know about your customers?
– How they use your content?
– What is good, bad or frustrating
– What is their point of view?
• Creating and delivery of compelling content
• Work with your marketing group
– Have statistics, or can collect for you
– Attend your company’s user conference, or join a forum
• Measurable, incremental content improvements get noticed
• Search Engine Optimization (SEO)
• Provide context, personalize content
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14. Continuing the Engagement
VALUE OF AN “Retention is a lot more cost
effective than acquisition”
EXISTING CUSTOMER Carrie Johnson – Forrester
Research
IMPORTANCE OF
CUSTOMER RETENTION
Source: Frederick Reichheld – “Business marketing strategies”

15. Multi-channel

16. The Customer Journey

17. Measuring customer engagement
Get a quick overview of customer engagement

18. 8. Trends and predictions
• Impact of social networks broad and deep
• Multiple devices are now expected by a majority of your customers
• Web convergence is here
• Wikis, community-based authoring
• Partnerships and alliances are the norm in business
• Video gaining in importance
• Rich, personalized customer deliveries just in time
• Customer Experience Management (CXM)
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19. How do you deliver compelling content?
SOCIAL PERSONALIZED RICH MEDIA MEASURING
SHARING CONTENT INTEGRATION ENGAGEMENT

20. Q&A
Upcoming Events 2013
CMS/DITA North America SDL Innovate
April 15-17 June 13-14
Providence, RI San Jose, CA
www.cm-strategies.com/2013 www.sdl.com/innovate

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This presentation and its content are SDL confidential unless otherwise specified, and may not be
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