Building a Business Case for Content Strategy/Content Development Initiatives

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

27. Forget Cost
SAVINGS
Think
Content-
Generated
REVENUE

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

31. How can
you sell
YOUR
content
initiatives
to Management?

32. The NUMBERS are
OUT THERE

33. Q&A

34. Jack@LavaCon.org
@JackMolisani
@LavaCon
@CulinaryTermDay

35. LAVACON
Browse the LavaCon
exhibit hall October 8–9, 2012
www.lavacon.org