Evolution of a knowledge broker. How to deliver to a mobile audience (MOB12)

© 2014 – Quadralay Corporation© 2013 – Quadralay Corporation
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Evolution of a Knowledge Broker:
How to deliver to a mobile
audience
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
3
So, 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.
 German Partner – SQUIDDS
– 4 years of military service in Army Intelligence
 Taught to separate procedure from strategy and to look at both differently
– 3 Years with Dell Computers service in Business Intelligence
 Applied analysis experience to business world

4
Technical Communicators must become
Knowledge Brokers
According to Professor Clay Spinuzzi:
– “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

5
What 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
Delivering Content to Mobile Devices

6
What is the mindset of a Knowledge Broker?
Realize now that poor documentation
effects revenue, and not just productivity.

7
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

8
As you design your information solutions, ensure you align
documentation procedures with current business strategy.

9
Why procedures must align with strategy

10
Why procedures must align with strategy

© 2014 – Quadralay Corporation @WebWorksChris #LavaCon
Michael Porter’s general business strategies
 #BusinessStrategy: Gives a competitive advantage
in the chosen market

12
Documentation can increase
profitability
no matter what strategy
a company decides on!

13
Understand how documentation and other output will
effect the Consumer Decision-Making process.

14
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

15
Information Search
The Informed Consumer
Professor Eric K. Clemons
How Information Changes Consumer
Behavior and How Consumer Behavior
Determines Corporate Strategy

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Post 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.

17
Write to a loyal customer
Develop a workflow to generate revenue through customer
retention.
Example of a revenue strategy

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What 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.

19
Your customers
Your competitors’
customers
Other businesses50% loss
every 5
years

20
Your customers
Your competitors’
customers
Other businesses50% loss
every 5
years

21
COST TO ACQUIRE NEW CUSTOMERS:
5X MORE
Your customers Your competitors’
customers
Other businesses5% less
defection
= 25-125%
more
profit
What are the benefits of retaining customers?

22
Cost to
retain
current
customers
Cost to acquire new customers:
5x more
What are the benefits of retaining customers?

23
Delivering content to mobile devices
What is the preferred method of my audience?

24
 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

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Why 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

26
Why 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

27
Mobile delivery three methods.
1. Two sites, one for mobile and one for desktop
1. Doubles your management efforts.
2. Doubles your content work
3. Lowers SEO results
4. Causes a bad customer experience.
2. Mobile first
1. Wasted screen real estate on larger displays
2. Does not handle graphics and tables well
3. HTML5 with Responsive Design
1. Best solution
2. Output manages different layouts
3. Supports future devices
4. One file set for easy maintenance
What is the proper mobile technology

28
Know 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%

29
How 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

30
How 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

31

32
Case 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

33
The 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

34
The 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!

35
Review
What is the Mindset of a Knowledge Broker?
Example of a Revenue Strategy
Delivering Content to Mobile Devices

36
In 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.

37
Follow Me
Christopher Ward
– Email address: christopher@webworks.com
– Twitter: @WebWorksChris
– Facebook: https://www.facebook.com/WebWorksChris
– Company Facebook:
www.facebook.com/WebWorksePublisher
– My Blog: http://blogs.webworks.com/christopher/

38
References

39
Reference 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_stra
tegy.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”

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