Post on 23-Jan-2018
transcript
1
AUGMENT YOUR CORPORATE CONTENT
Not For Distribution. For Training Purposes only. Copyright © 2017
NIKOLETTA VECSEI HARROLD
TRANSAMERICA
2
•Introduction
•Content Strategy
•Who?
•What?
•How?
•Why?
•Questions
AGENDA ITEMS
Not For Distribution. For Training Purposes only. Copyright © 2017@NIKSCHEN
WHO AM I?
Not For Distribution. For Training Purposes only. Copyright © 20173
@NIKSCHEN
CONTENTPOTLUCK.COM
Not For Distribution. For Training Purposes only. Copyright © 20174
@NIKSCHEN
WHO ARE YOU?
Let’s learn something about YOU
5Not For Distribution. For Training Purposes only. Copyright © 2017@NIKSCHEN
DO YOU WORK IN …?
6Not For Distribution. For Training Purposes only. Copyright © 2017
Marketing
Support
Professional Services
@NIKSCHEN
DO YOU WRITE CONTENT?
7Not For Distribution. For Training Purposes only. Copyright © 2017
YES
NO
I AM NOT SURE
@NIKSCHEN
SO IF YOU THINK…
8Not For Distribution. For Training Purposes only. Copyright © 2017
G – this is a total waste of my time, I am not in Marketing or
TechPubs… Stop right there and hang on….
SE’s, Customer Support, Implementation specialists and All
are invited!
@NIKSCHEN
9
LET’S GET TO THE FOUNDATION
Not For Distribution. For Training Purposes only. Copyright © 2017 @NIKSCHEN
WORKSHEET – PART 1
Not For Distribution. For Training Purposes only. Copyright © 201710
@NIKSCHEN
WHO?
CURRENT CONTENT OUTLETS?
• Knowledge Library (firewall protection?)
• Support/ Help Center
• GitHub
• Website/ Blog
• Social Media
• Community?
11Not For Distribution. For Training Purposes only. Copyright © 2017@NIKSCHEN
WHO OWNS CONTENT?
12Not For Distribution. For Training Purposes only. Copyright © 2017
Traditional Content Developers
Digital & Product Marketing
Information Development
Product Management
Training
Knowledge Base Authors
Broaden the scope:
Professional Services
Customer Service
Sales Engineers
Evangelists
Engineers
@NIKSCHEN
WHO OWNS CONTENT?
13Not For Distribution. For Training Purposes only. Copyright © 2017
EVERYONE
@NIKSCHEN
WORKSHEET – PART 2
Not For Distribution. For Training Purposes only. Copyright © 201714
@NIKSCHEN
WHAT?
WHAT QUALIFIES AS CONTENT?
• What are your ideas?
• Let’s share them in a group
15Not For Distribution. For Training Purposes only. Copyright © 2017@NIKSCHEN
WHAT QUALIFIES AS CONTENT?
• White papers
• How to videos (created on your phone)
• Blog posts
• Tips/ Tricks
• Support tool kits
• Community comments/ replies
• Social media posts
16Not For Distribution. For Training Purposes only. Copyright © 2017@NIKSCHEN
5 IDEAS TO GET YOU STARTED
• Mine your support queues
• Ask Me Anything
• Surveys/polls
• Keyword search reports
• Listen to what community members are asking about
17Not For Distribution. For Training Purposes only. Copyright © 2017@NIKSCHEN
WORKSHEET – PART 3
Not For Distribution. For Training Purposes only. Copyright © 201718
@NIKSCHEN
HOW?
WELCOME TO
Not For Distribution. For Training Purposes only. Copyright © 201719
@NIKSCHEN
CONTENT POTLUCK
FIND YOUR CHAMPIONS
• Inventory current content owners
• Identify groups that have rich insights
• Who is passionate about customer experience?
• Identify barriers to entry
20Not For Distribution. For Training Purposes only. Copyright © 2017@NIKSCHEN
OR
FIND YOUR MARKETING TEAM AND TELL
THEM ABOUT CONTENT POTLUCK AND
LET THEM DO THE HARD WORK
21Not For Distribution. For Training Purposes only. Copyright © 2017@NIKSCHEN
WORKSHEET – PART 4
Not For Distribution. For Training Purposes only. Copyright © 201722
@NIKSCHEN
WHY?/ RESULTS
GAINS FOR YOUR CUSTOMER• Real world, trusted content
• Diverse points of view
• Networking and career growth
• Rich variety of content types
• Platform to co-create
• Caveat: clearly mark corporate content.23Not For Distribution. For Training Purposes only. Copyright © 2017
@NIKSCHEN
GAINS FOR YOUR COMPANY• Grow content audience, community membership.
• Real-time feedback
• Sentiment analysis
• Gap and depth analysis
• Avoid duplication, build consistency
• Content investment ROI24Not For Distribution. For Training Purposes only. Copyright © 2017
@NIKSCHEN
RESULTS
Not For Distribution. For Training Purposes only. Copyright © 201725
@NIKSCHEN
26
TECHNICAL BLOG
Not For Distribution. For Training Purposes only. Copyright © 2017@NIKSCHEN
50
Marketing video (view count in 30
days)
7,000
SE written blog post (view count in
30 days)*
Writing non-official, yet technical content
27
SUPPORT TICKET DRIVEN
Not For Distribution. For Training Purposes only. Copyright © 2017@NIKSCHEN
Mining your own support queue data
Find relevant/ easy to deflect cases and turn
them into How-to videos or blog posts
1,100 views
7 comments
HOW- TO VIDEO
12,000 views
18 comments
BLOG POST
28
SOCIAL REPURPOSING
Not For Distribution. For Training Purposes only. Copyright © 2017@NIKSCHEN
Hacker How To Series
Top performing content types:• Community discussions• Technical blog articles
5.3
AVERAGE ENGAGEMENT
PER TWEET
250%
~ENGAGEMENT PER TWEET
INCREASED BY
29
• HTML based content curation by
topic
• Cross departmental collaboration on
product launch content
• Removing firewall access
COLLABORATION
@NIKSCHENNot For Distribution. For Training Purposes only. Copyright © 2017
30
• HTML based content (free of login)
@NIKSCHENNot For Distribution. For Training Purposes only. Copyright © 2017
8,900
HTMLLIFETIME (VIEWS)
110
PDF/ PRINT
COMMUNITY PUBLICATION
31
QUESTIONS?
Not For Distribution. For Training Purposes only. Copyright © 2017@NIKSCHEN
32Add proper audience disclosure here.
THANK YOU!
Not For Distribution. For Training Purposes only. Copyright © 2017@NIKSCHEN