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INTELLIGENT CONTENT IN THE

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@scottabel @contentwrangler • #intelcontent INTELLIGENT CONTENT IN THE EXPERIENCE AGE RE-ENGINEERING HOW WE WORK by SCOTT ABEL, THE CONTENT WRANGLER


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@scottabel @contentwrangler • #intelcontent HAVE YOU EVER HAD AN AMAZING EXPERIENCE?


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@scottabel @contentwrangler • #intelcontent


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@scottabel @contentwrangler • #intelcontent


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@scottabel @contentwrangler • #intelcontent


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@scottabel @contentwrangler • #intelcontent


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@scottabel @contentwrangler • #intelcontent ONCE YOU HAVE AN AMAZING EXPERIENCE EVERYTHING ELSE IS…


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@scottabel @contentwrangler • #intelcontent meh.


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SCOTT ABEL Chief Strategist The Content Wrangler @scottabel @contentwrangler • #intelcontent Content marketer, publisher, conference organizer, columnist, lecturer, nightclub dj Kolbe 8-3-7-2 Myers-Briggs ENTP


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@scottabel @contentwrangler • #intelcontent STORY LET ME TELL YOU A


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@scottabel @contentwrangler • #intelcontent


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@scottabel @contentwrangler • #intelcontent


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@scottabel @contentwrangler • #intelcontent let me see what I can do Apple Store Genius


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@scottabel @contentwrangler • #intelcontent


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@scottabel @contentwrangler • #intelcontent f*ck it! he’ll wait.


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@scottabel @contentwrangler • #intelcontent ONCE A CONSUMER HAS ENJOYED AN AMAZING EXPERIENCE, THEIR EXPECTATIONS CHANGE ANYTHING OTHER THAN AN EQUALLY AMAZING EXPERIENCE IS…


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@scottabel @contentwrangler • #intelcontent meh.


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@scottabel @contentwrangler • #intelcontent WHAT DOES THIS HAVE TO DO WITH US?


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@scottabel @contentwrangler • #intelcontent WE HAVE GROWN ACCUSTOMED TO MEDIOCRE EXPERIENCES AS CONSUMERS


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@scottabel @contentwrangler • #intelcontent WE TOLERATE THEM


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@scottabel @contentwrangler • #intelcontent WE DON’T LOVE THEM


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@scottabel @contentwrangler • #intelcontent WE HAVE GROWN ACCUSTOMED TO CREATING MEDIOCRE EXPERIENCES AS KNOWLEDGE WORKERS


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@scottabel @contentwrangler • #intelcontent WE MISTAKENLY BELIEVE THAT WHAT WE DO TODAY IS GOOD ENOUGH


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@scottabel @contentwrangler • #intelcontent NOTHING COULD BE FURTHER FROM THE TRUTH


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@scottabel @contentwrangler • #intelcontent mediocre = meh


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@scottabel @contentwrangler • #intelcontent THERE IS NOTHING ABOUT GOOD ENOUGH E X C E P T I O N A L


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@scottabel @contentwrangler • #intelcontent GOOD ENOUGH ISN’T ENOUGH


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ROUGHLY TWO-THIRDS OF NORTH AMERICAN MARKETING EXECUTIVES EITHER HAVE — OR ARE DEVELOPING — A FORMAL CUSTOMER EXPERIENCE MANAGEMENT STRATEGY THE NUMBERS @scottabel @contentwrangler • #intelcontent - eMarketer


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@scottabel @contentwrangler • #intelcontent THE NUMBERS OVER THREE-FOURTHS OF NORTH AMERICAN BUSINESSES THINK THEY CARE FOR THEIR CUSTOMERS WELL


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@scottabel @contentwrangler • #intelcontent THAT’S NICE, BUT… ONLY 36% OF CUSTOMERS FEEL CARED FOR BY NORTH AMERICAN BUSINESSES — Millward Brown Digital 36% 76% vs


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@scottabel @contentwrangler • #intelcontent 1 WHAT IS THE EXPERIENCE AGE? 2 WHAT IS INTELLIGENT CONTENT? 3 WHY DO WE NEED IT? 4 WHAT CAN WE DO WITH IT THAT WE CAN’T DO WITHOUT IT? 5 ADVICE: WHAT SESSIONS SHOULD YOU ATTEND? AGENDA


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1 @scottabel @contentwrangler • #intelcontent WHAT IS THE EXPERIENCE AGE?


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LOOKING BEYOND THE PRACTICALITIES OF A SERVICE — OR THE AESTHETICS OF A PRODUCT THE EXPERIENCE AGE @scottabel @contentwrangler • #intelcontent


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MORE THAN A LIST OF FEATURES AND BENEFITS THE EXPERIENCE AGE @scottabel @contentwrangler • #intelcontent


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RECOGNIZES THAT THE EXPERIENCE AGE @scottabel @contentwrangler • #intelcontent EXPERIENCE OVER EVERYTHING ELSE CONSUMERS VALUE THE


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CONSUMERS REWARD BRANDS THAT PROVIDE EXCEPTIONAL EXPERIENCES WITH THEIR LOYALTY THE EXPERIENCE AGE @scottabel @contentwrangler • #intelcontent


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THOSE BUSINESSES THAT RELEGATE THEMSELVES TO THE DIMINISHING WORLD OF GOODS AND SERVICES WILL BE RENDERED IRRELEVANT TO AVOID THIS FATE, YOU MUST LEARN TO STAGE A RICH, COMPELLING EXPERIENCE @scottabel @contentwrangler • #intelcontent B. Joseph Pine and James H. Gilmore, The Experience Economy


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@scottabel @contentwrangler • #intelcontent AS PEOPLE HAVE CONTACT WITH ITEMS OF HIGH QUALITY, THEY BEGIN TO SUFFER FROM THE CURSE OF DISCERNMENT. Barry Schwartz, The Paradox of Choice THE LOWER QUALITY ITEMS THAT USED TO BE PERFECTLY ACCEPTABLE ARE NO LONGER GOOD ENOUGH.


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EXCEPTIONAL EXPERIENCES @scottabel @contentwrangler • #intelcontent TO DIFFERENTIATE YOURSELF FROM THE COMPETITION, YOU MUST BE ABLE TO DELIVER


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EACH and EVERY @scottabel @contentwrangler • #intelcontent TIME


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@scottabel @contentwrangler • #intelcontent ON EVERY DEVICE


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@scottabel @contentwrangler • #intelcontent


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@scottabel @contentwrangler • #intelcontent


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@scottabel @contentwrangler • #intelcontent


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@scottabel @contentwrangler • #intelcontent


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@scottabel @contentwrangler • #intelcontent AT EVERY TOUCHPOINT


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@scottabel @contentwrangler • #intelcontent


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@scottabel @contentwrangler • #intelcontent


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@scottabel @contentwrangler • #intelcontent


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@scottabel @contentwrangler • #intelcontent


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@scottabel @contentwrangler • #intelcontent


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@scottabel @contentwrangler • #intelcontent TO GET IT RIGHT YOU’LL NEED TO BE ABLE TO DELIVER


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@scottabel @contentwrangler • #intelcontent RIGHTS THE


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@scottabel @contentwrangler • #intelcontent content


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@scottabel @contentwrangler • #intelcontent person


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@scottabel @contentwrangler • #intelcontent place


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@scottabel @contentwrangler • #intelcontent time


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@scottabel @contentwrangler • #intelcontent format


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@scottabel @contentwrangler • #intelcontent language


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@scottabel @contentwrangler • #intelcontent device


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@scottabel @contentwrangler • #intelcontent device


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@scottabel @contentwrangler • #intelcontent device


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@scottabel @contentwrangler • #intelcontent device


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@scottabel @contentwrangler • #intelcontent


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@scottabel @contentwrangler • #intelcontent BEFORE WE DIVE DEEPER


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@scottabel @contentwrangler • #intelcontent DEFINITION LET’S TAKE A LOOK AT THE


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@scottabel @contentwrangler • #intelcontent 2 WHAT IS INTELLIGENT CONTENT?


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INTELLIGENT CONTENT IS @scottabel @contentwrangler • #intelcontent DIGITAL DATA DRIVEN DYNAMIC


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INTELLIGENT CONTENT IS AN A WAY OF THINKING ABOUT HOW WE STRUCTURE AND MANAGE CONTENT @scottabel @contentwrangler • #intelcontent Robert Rose, Content Marketing Institute APPROACH


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INTELLIGENT CONTENT IS STRUCTURALLY RICH AND @scottabel @contentwrangler • #intelcontent Ann Rockley, The Rockley Group AUTOMATICALLY DISCOVERABLE, REUSABLE, RECONFIGURABLE, AND ADAPTABLE SEMANTICALLY CATEGORIZED AND IS THEREFORE…


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INTELLIGENT CONTENT @scottabel @contentwrangler • #intelcontent IS CONTENT WITH SUPERPOWERS! IT’S NOT LIMITED TO A SINGLE PURPOSE, TECHNOLOGY, OR OUTPUT


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IT’S CONTENT THAT CAN HELP US SEE THINGS THAT WE WOULDN’T OTHERWISE BE ABLE TO SEE, UNDERSTAND, OR ACT UPON @scottabel @contentwrangler • #intelcontent


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IT’S CONTENT INTENTIONALLY DESIGNED AND STRUCTURED TO HELP US FIND ANSWERS, DISCOVER ERRORS, RESPOND TO THREATS AND OPPORTUNITIES @scottabel @contentwrangler • #intelcontent


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@scottabel @contentwrangler • #intelcontent IT’S CONTENT THAT CAN BE INSTRUCTED TO AUTOMATICALLY ADAPT TO MEET THE CHANGING NEEDS OF CONTENT CONSUMERS


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@scottabel @contentwrangler • #intelcontent IT’S CONTENT THAT CAN HELP US OPTIMIZE BUSINESS PROCESSES AND AUTOMATE MANUAL TASKS


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IT’S CONTENT THAT REVOLUTIONIZES THE WAY WE DO BUSINESS @scottabel @contentwrangler • #intelcontent CONTENT THAT CAN FUTURE-PROOF OUR SUCCESS!


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CONTENT THAT CAN FUTURE-PROOF OUR CONTENT PRODUCTION STRATEGY @scottabel @contentwrangler • #intelcontent CONTENT THAT CAN FUTURE-PROOF OUR SUCCESS!


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@scottabel @contentwrangler • #intelcontent 3 WHY DO WE NEED INTELLIGENT CONTENT? WHY DO WE NEED INTELLIGENT CONTENT?


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@scottabel @contentwrangler • #intelcontent


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BUT I’M ONLY GOING TO FOCUS ON A FEW OF THEM @scottabel @contentwrangler • #intelcontent


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@scottabel @contentwrangler • #intelcontent WE USE COMPUTERS TO AUTHOR FORMAT CORRECT SAVE STORE FIND ACCESS SORT CATEGORIZE FILTER ADAPT ENRICH SECURE PUBLISH SELL SHARE CURATE DELIVER GOVERN ARCHIVE AND DESTROY CONTENT


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@scottabel @contentwrangler • #intelcontent SLOW INEFFICIENT AND AND WE’RE NOT VERY GOOD AT THESE TASKS WE’RE


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@scottabel @contentwrangler • #intelcontent WE NEED INTELLIGENT CONTENT BECAUSE WE ARE UNABLE TO KEEP PACE WITH THE WORLD AROUND US


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@scottabel @contentwrangler • #intelcontent THERE’S NOT ENOUGH TIME TO DO ALL WE NEED TO DO THE THINGS


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@scottabel @contentwrangler • #intelcontent WE NEED INTELLIGENT CONTENT BECAUSE WE NEED TO CREATE MORE AND BETTER CONTENT


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@scottabel @contentwrangler • #intelcontent WE CONTINUE TO THINK IN TERMS OF OUR CONTENT PRODUCTION PROCESSES ARE RIDDLED WITH PAGES INEFFICIENCIES BUT WE STRUGGLE TO DO SO BECAUSE


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WE THINK OF COMPUTERS AS ASSISTIVE DEVICES BUT THEY ARE MUCH MORE THAN THAT @scottabel @contentwrangler • #intelcontent


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WORKHORSES @scottabel @contentwrangler • #intelcontent CAPABLE OF HELPING US RE-ENGINEER HOW WE WORK


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@scottabel @contentwrangler • #intelcontent INCREASING KNOWLEDGE OUR CONTENT PRODUCTION PROCESSES ARE RIDDLED WITH PRODUCTIVITY WORKER IS A MAJOR OPPORTUNITY FOR BRANDS TO TO TAKE AN HONEST LOOK AT HOW THEY PRODUCE CONTENT TODAY


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We continue to think in terms of pages. Our content production processes are riddled with inefficiencies. @scottabel @contentwrangler • #intelcontent FAR TOO MANY TASKS ARE BEING PERFORMED BY KNOWLEDGE WORKERS TASKS THAT WOULD BE BETTER PERFORMED BY MACHINES FORMATTING * VALIDATING PUBLISHING * AUTOMATING


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Technical communicators leveraged the power of intelligent content and automation to create content factories that allowed them to work smarter, not harder. @scottabel @contentwrangler • #intelcontent WE NEED TO WORK SMARTER NOT HARDER


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THE MOST VALUABLE ASSET OF THE 21ST CENTURY WILL BE @scottabel @contentwrangler • #intelcontent — Peter Drucker KNOWLEDGE AND THEIR PRODUCTIVITY WORKERS


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IS THE BIGGEST OF THE 21ST @scottabel @contentwrangler • #intelcontent KNOWLEDGE WORKER — Peter Drucker PRODUCTIVITY CENTURY MANAGEMENT CHALLENGES


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@scottabel @contentwrangler • #intelcontent IT’S HARD TO SPOT OPPORTUNITIES FOR IMPROVEMENT IF YOU CAN’T SEE THE BROKEN THINGS IN NEED OF REPAIR AND $AVING$


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@scottabel @contentwrangler • #intelcontent WE’VE BEEN WORKING THIS WAY FOR DECADES


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@scottabel @contentwrangler • #intelcontent WE’VE BEEN SOLVING PROBLEMS WITHOUT THIS APROACH AND WE’RE DOING JUST FINE


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@scottabel @contentwrangler • #intelcontent MOST CONTENT IMPROVEMENT PROJECTS ARE AIMED AT SOLVING ONE ISOLATED PROBLEM WITHOUT CONCERN FOR WHETHER THE APPROACH ADOPTED WILL CREATE ADDITIONAL CHALLENGES AND EXPENSES


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@scottabel @contentwrangler • #intelcontent — David Platt A COUPLE DOZEN EXTRA KEYSTROKES A DAY COSTS A COMPANY OF ONE THOUSAND KNOWLEDGE WORKERS MILLIONS OF DOLLARS IN LOST PRODUCTIVITY PER DAY


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@scottabel @contentwrangler • #intelcontent WE NEED INTELLIGENT CONTENT BECAUSE GOOD ENOUGH IS NOTHING TO CROW ABOUT


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@scottabel @contentwrangler • #intelcontent CONSUMERS ARE LIKELY TO GET EXACTLY WHAT THEY WANT LESS THAN 75% OF THE TIME


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@scottabel @contentwrangler • #intelcontent WE FAIL TO DELIVER CONTENT THAT ADDRESSES THE DAY-TO-DAY REALITIES THAT CONSUMERS FACE


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@scottabel @contentwrangler • #intelcontent WE ARE EASILY IMPRESSED BY LESS THAN IMPRESSIVE RESULTS


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@scottabel @contentwrangler • #intelcontent WE DO THE HAPPY DANCE TO CELEBRATE MEDIOCRE ACHIEVEMENTS


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@scottabel @contentwrangler • #intelcontent 4.4% BY LESS THAN IMPRESSIVE RESULTS AVERAGE SUCCESS OR RESPONSE RATE FOR DIRECT MAIL CAMPAIGN ACCORDING TO THE DIRECT MARKETING ASSOCIATION 2013 FACTBOOK


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@scottabel @contentwrangler • #intelcontent 0.12% AVERAGE SUCCESS OR RESPONSE RATE FOR DIRECT EMAIL CAMPAIGN ACCORDING TO THE DIRECT MARKETING ASSOCIATION 2013 FACTBOOK


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@scottabel @contentwrangler • #intelcontent 6% EVEN IF WE ROUND IT UP


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@scottabel @contentwrangler • #intelcontent INTELLIGENT CONTENT CAN HELP US BETTER TARGET PROSPECTS AND DELIVER BETTER LEADS


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@scottabel @contentwrangler • #intelcontent WE NEED INTELLIGENT CONTENT BECAUSE WE MUST CREATE EXCEPTIONAL EXPERIENCES THAT DIFFERENTIATE US FROM THE COMPETITION


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@scottabel @contentwrangler • #intelcontent WE’VE FOUND IN OUR RESEARCH STUDIES THAT THE SIGNATURE OF MEDIOCRITY IS NOT AN UNWILLINGNESS TO CHANGE. Jim Collins & Morten T. Hanson, Great By Choice THE SIGNATURE OF MEDIOCRITY IS CHRONIC INCONSISTENCY.


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YOUR CONTENT SHOULD DIFFERENTIATE YOUR BRAND FROM THE COMPETITION NOT FROM THE CONTENT CREATED BY OTHERS IN YOUR ORGANIZATION @scottabel @contentwrangler • #intelcontent Scott Abel, The Content Wrangler


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@scottabel @contentwrangler • #intelcontent 4 WHAT CAN WE DO WITH THAT WE CAN’T DO WITHOUT IT? INTELLIGENT CONTENT


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@scottabel @contentwrangler • #intelcontent INTELLIGENT CONTENT CAN HELP US PRODUCE CONTENT FOR MULTIPLE OUTPUTS SIMULTANEOUSLY


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@scottabel @contentwrangler • #intelcontent INTELLIGENT CONTENT CAN HELP US PROVIDE PERSONALIZED CONTENT EXPERIENCES


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@scottabel @contentwrangler • #intelcontent INTELLIGENT CONTENT CAN HELP US TURN STATIC INFOGRAPHICS BOOKS, WEBSITES, OTHER CONTENT TYPES INTO DYNAMIC CONTENT


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We continue to think in terms of pages. Our content production processes are riddled with inefficiencies. @scottabel @contentwrangler • #intelcontent


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IT’S LOADED WITH DATA AND STATISTICS @scottabel @contentwrangler • #intelcontent CO2 in the Atmosphere | Global Temperature Increases | Global Ocean Warming World Population | Species Extinction Rates Loss of Tropical Rainforests and Woodlands Exploitation of the World’s Marine Species Water Use | Coal Consumption Storm Data | Flood Data | Fire Data Global Carbon Emissions


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THE STATISTICS — AND THE TRENDS, PATTERNS, FACTS WE MAY DERIVE FROM THEM — MAKE THE BUSINESS CASE FOR HIS ‘CALL TO ACTION’: HIS BELIEF THAT WE ARE IN THE MIDST OF ‘UNPRECEDENTED PLANETARY EMERGENCY’ @scottabel @contentwrangler • #intelcontent DATA AND STATISTICS CHANGE


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@scottabel @contentwrangler • #intelcontent INTELLIGENT CONTENT CAN HELP US SAVE LIVES BY HELPING US SEE THE PREVIOUSLY INVISIBLE


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@scottabel @contentwrangler • #intelcontent


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@scottabel @contentwrangler • #intelcontent RODENTS BELIEVED TO BE THE CULPRIT


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@scottabel @contentwrangler • #intelcontent


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@scottabel @contentwrangler • #intelcontent


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@scottabel @contentwrangler • #intelcontent INTELLIGENT CONTENT CAN HELP US UNDERSTAND AND PROTECT BY HELPING US MAKE CONNECTIONS TO INDIVIDUAL ANIMALS JASON HOLMBERG, INFORMATION ARCHITECT, EMC


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@scottabel @contentwrangler • #intelcontent INTELLIGENT CONTENT CAN HELP US CONSOLIDATE AND AUTOMATE BUSINESS TRANSACTIONS


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@scottabel @contentwrangler • #intelcontent SOME EUROPEAN GOVERNMENTS ARE USING INTELLIGENT CONTENT TO BRING TOGETHER ALL CITIZEN SERVICES UNDER ONE ROOF


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@scottabel @contentwrangler • #intelcontent INTELLIGENT CONTENT CAN HELP US OPTIMIZE SERVICE INFORMATION SYSTEMS MAKING FIELD SERVICE REPAIR TECHNICIANS HYPER EFFICIENT


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@scottabel @contentwrangler • #intelcontent INTELLIGENT CONTENT CAN HELP US PROVIDE CONTENT TO SMART PRODUCTS CONTENT AS A SERVICE


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@scottabel @contentwrangler • #intelcontent INTELLIGENT CONTENT CAN HELP US DO AMAZING WORK WITH CONTENT


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@scottabel @contentwrangler • #intelcontent TO ENJOY THE BENEFITS INTELLIGENT CONTENT CAN PROVIDE WE WILL NEED TO RE-ENGINEER HOW WE WORK


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@scottabel @contentwrangler • #intelcontent ADVICE ON WHAT SESSIONS TO ATTEND 5


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@scottabel @contentwrangler • #intelcontent TODAY TERMINOLOGY MANAGEMENT, CASE STUDIES FROM BMC, SALESFORCE AND MORE SEMANTIC CONTENT, CONTENT AUDITS AND INVENTORIES, CONTENT STRATEGY TRANSACTIONAL CONTENT, PERSONALIZATION, ADAPTIVE CONTENT CREATING UNAMBIGUOUS CONTENT, CASE STUDIES FROM MATTEL AND INTUIT, SCALABLE MULTILINGUAL CONTENT CONNECTING CONTENT STRATEGY WITH INTELLIGENT CONTENT CREATING ENGAGING CUSTOMER CONTENT LANGUAGE AND CULTURE CONTENT MANAGEMENT AND DELIVERY


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@scottabel @contentwrangler • #intelcontent INTELLIGENT CONTENT IN THE EXPERIENCE AGE RE-ENGINEERING HOW WE WORK | by SCOTT ABEL, THE CONTENT WRANGLER


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