Gaining value from global content using a ccms

Gaining Value From
Global Content Using A
CCMS
Suzanne Mescan / Brent Murphy
October 7th, 2012

© Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.

Presenters
Suzanne Mescan, Vasont Systems
Been with the company a long, long, long time

Biography – Brent Murphy
Brent Murphy, is a Business Manager at the Hewlett‐Packard
Company (HP) with over 16 years of experience in content
management related fields. For the past 8 years, he has been
responsible for Hewlett‐Packard’s horizontal component content
management strategy and solution implementation. Brent has
successfully led multiple Hewlett‐Packard businesses through the
adoption and implementation of component content
management resulting in a cohesive solution and strategy within
the company. Over Brent’s 20‐year career at Hewlett‐Packard, he
has focused on taking manually intensive technical writing
processes and converting them into automated processes
through technology. He resides in Boise, Idaho with his family.


Introduction

• We will share our experience regarding the value proposition of
implementing and utilizing a CCMS to manage technical documentation for
a global audience.
• We will explore the value propositions that were put forth when the project
began and share what value propositions have been realized over the past
ten years.
• In addition, they will also examine and share those value propositions that
exist today and how companies who utilize a CCMS can benefit from these
opportunities.


Overview


Hewlett-Packard Company
Give an overview of HP:
What does HP do?
How many employees does your organization
have?
Corporate statement with definition of HP How are your groups organized?
How many clients do you serve?
# of Global Employees
# of Products Introduced within a year
Countries where business is done
# of people associated with technical documentation
Organizational structure of the tech doc teams


The Problem


The Problem
• What were the challenges your organization faced that led to the
decision to purchase a content management system? (please
provide quantifiable data if possible, i.e., amount of content,
number of staff members)
• Inefficiencies in workflow?
• Inefficiencies in managing content?
• Multilingual issues?
• Multichannel publishing issues?
• Staffing issues?
• Cost issues causing measurable losses or negative
impact to the company’s bottom line?
• Other?
• How did these challenges affect your:
• Customers?
• Authors?
• Internal users?
• Other stakeholders?
• Budget?
• What were the risks involved?
• What decisions had to be made?


BUSINESS GOALS
– Cost Savings And Impact
• English development, localization, production/publication

– Process Efficiencies
• Increase number of deliverables while maintaining budget and resources
• Increase the number of localized languages while maintaining budget and resources
• Cycle time savings – increased time-to-market
• Process and content leverage efficiencies downstream

– Improvements In Customer Satisfaction
• Total Customer Experience (TCE)

8 © Copyright 2010 Hewlett-Packard Development Company, L.P.

The Solution


BUSINESS STRATEGIES
Strategy: Utilize best in class component content management as an HP competitive advantage

– A Content Management Solution Which:
• Optimizes content reuse
• Meets the business output deliverable requirements
• Meets the business localization requirements
• Optimizes content leverage to partner organizations
• Is available to all organizations
• Can grow to meet anticipated future business needs


The Solution

How did you identify what specific content technologies were
appropriate?
Which vendors did you select and what were the overriding
considerations?
What were the product features and architecture that made you
choose Vasont?
What was the value proposition of using a CMS for global authoring
and publishing?
How did you justify the funding and other necessary resources?
How long did your selection process take?
What was your strategy for solving your problems?


What is Component Content Management?
Applications include any product that needs frequent
updating, repurposing, or re-publishing:
 Technical documentation  Scientific & technical materials
 Parts catalogs  Dictionaries & encyclopedias
 User’s manuals  Reference material
 Knowledge centers & user  Corporate manuals
assistance web sites  Marketing materials
 E-learning & training programs  Directories
 Testing materials
 Standards manuals

What is Component Content
Management? concepts
tasks &
procedures
references
multi-
media

Content is:
• Consolidated into one repository
user training parts
• Stored in logical “building blocks” guide course catalog

• Stored as a single source
• Marked up in a standard structure (XML)
• Reused, “mixed and matched” to build many
different publications
• Published to many different media channels
• Published in many different languages

Content is searchable, sharable, and reusable across
departments and divisions
Tech Comm Content Marketing
Type Content Type

Engineering Content Type

Legal
Content Type

manuals brochures

tutorials product website

specs catalogs packaging

illustrations data sheets sensitive content ads


Manages more than just content
Engineering

Develop
product
Test
product
Create
specs Processes are
also managed
and automated
Marketing

Create Edit Approve Publish
brochure brochure brochure brochure
Tech Comm

Write Edit SME Approve Publish
manual manual review manual manual
Legal

Review Approve
warnings warnings
Translations

Translate
manual


Projects are easily tracked and managed
Project

Completed
A
Project

On Schedule
B
Project

Late
C
Project

Estimated to Run Late
D


Collaboration is promoted across products and projects
Email Notify

Engineering Tech Comm Legal Marketing

Review

Review Email

SMEs Translations (Vendors)
(Outside reviewers)


Managing Global Content
How a CCMS saves on translation costs
No CMS in use:
Product 1.0 Product 1.1 Product 2.0
• Manuals are copied Topics User Guide User Guide User Guide

to create new Section 1 New No change No change
manuals
Section 2 New No change No change

Section 3 New Modified Modifed

Section 4 New No change Modified


No CMS in use:
• Each user guide is Topics User Guide User Guide User Guide
translated in full New No change No change
Section 1
400 words 400 words 400 words

New No change No change
Section 2

New Modified Modified
Section 3

New No change Modified
Section 4

Totals 1600 words 1600 words 1600 words = 4800 words


Topic reuse using a
CCMS: Topics
Product 1.0
User Guide
Product 1.1
User Guide
Product 2.0
User Guide
• Topics are reused New Reused Reused
Section 1
rather than copied 400 words 0 words 0 words

New Reused Reused
• Unique topics are Section 2
50% topic
only translated once Section 3 New Modified Reused v1.1 reuse
• Higher topic reuse =
New Reused Modified
Section 4
higher savings in 400 words 0 words 400 words

translation costs Totals 1600 words 400 words 400 words = 2400 words


Component reuse using
a CCMS: Topics User Guide User Guide User Guide

• Reduces the Section 1 New Reused Reused
translation word
New Reused Reused
count even further Section 2
400 words 0 words 0 words 95%
component
• Higher component Section 3 New
400 words
Modified
120 words
Reused
0 words
reuse
reuse = higher New Reused Modified
Section 4
savings in translation 400 words 0 words 120 words

costs Totals 1600 words 120 words 120 words = 1840 words


How a CCMS reduces translation cycles

• Smaller packages to translate means less time spent at
the translation company
• Automation of the translation process
AUTOMATED PROCESS
Translations
Changed Packages are Translations
Content is Translations are loaded and
content is sent to are sent to
approved are performed linked to base
packaged translators CMS
for reuse

• Using a CCMS, the average reduction in translation cycles
is 80%

What are the benefits of XML?
XML separates content from output form, so the same
content can be applied to different outputs such as PDFs,
HTML, help files, and more!

23 HP Restricted

What is XML?
eXtensible Markup Language:
• Is a markup language that places identification and
structure on content.
• Consists of intermingled character data and markup.
• Is similar to HTML, except that XML tags and structure do
not conform to a universal standard. They can be defined
according to the needs of the organization.

24 HP Restricted

Examples of XML
Raw XML (Color used to better see content vs. tagging)

XML in Arbortext Editor (note that you can “see” the graphic)

25 HP Restricted

COMPLEXITY
LANGUAGE
(49 languages currently supported)

EN FR DE CH JA HE
On-line Help
User Guide
Accessories & Networking Guide
Reference Guide
Service Manual
Getting Started Guide
Software Technical Reference
Single Topic Documents

How Cheetah Works 4 Localization Suppliers
1 Author • Content flagged for localization and CHM
returned to repository
• Edit or assemble content from; or • Localized content “twinned” with
write new content to the repository English in repository
• Writers use XML authoring tool • Translation Memories enable
• Content structure defined by XML additional leverage
DTD Translate
• Enables 60%-90% reuse
Format HTML
Extract
XML
XML
Content
Repository

2 Store & Manage 3 Publish PDF
(transformation & formatting)
• Component content organized in a custom • Automated conversion of content into
navigation structure different deliverable types
• Provides version control • Eliminates 50%-90% manual desktop
• English and localized content stored publishing costs
• Multiple collections • XSLT Stylesheets determine deliverables
(User Guide, Ref Guide, Online Help etc.)

Scope
• HP Technical Publication teams specializing in
different types of products
• Aggregates independent technical publication
teams who simultaneously produce learning
products deliverables for different product lines

• Pan HP solution for building learning products
• Global footprint (individual usage within 24 different
countries)

28 © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.

HISTORY
May 2008
Vasont 11
October 2003 Version Launch
August 2001 IPG Consumer Launch
Cheetah Program August 2011
Kickoff September 2002 November 2007 R5
First Deliverable HP IT Data Center Next Generation
Produced In Cheetah Migration Launch
IPG Commercial September 2005 August 2008
October 2006 IPG Exstream
March 2002 PSG Launch
Expanded Outputs Launch
Application Vendor e.g. Vista, HP One
Selection Complete Voice

2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011

October 2009
April 2007 Vasont 12
Indigo Digital Press Version Launch
August 2002 Launch
System Officially In September 2004
Production Single Source
Next Generation
Launch March 2009
HP Enterprise Services
Healthcare
Launch


MULTI-ORGANIZATIONAL CONTENT
DEVELOPMENT
HP Internal Development Outsourced English Development Supplier
HP
Workstations
HP
LaserJet
HP
OfficeJet HP ACG & others
HP Cheetah
Content
Digital Press Repository
HP Outsourced Localization Supplier
Notebooks
HP
Business PCs HP ACG

Others
Multiple PLs
& others

Implementation Of Vasont


Vasont Implementation

• Explain how you implemented Vasont in your organization.
• How many people are using Vasont within your organization?
• What departments (if applicable) within your organization are
using Vasont?
• How long did the implementation process take?
• Have you used Vasont to publish content in multiple media
formats, including print, mobile, and Web?
• What types of content (i.e. technical documentation, etc.) is
Vasont helping you to manage? How often do you publish this
content (i.e. monthly, weekly, quarterly, yearly, sporadically)?
How many publications?
• How many languages do you publish in? How does this affect the
costs/savings?
• How did Vasont change your work methods? (explain your
"before" and "after" methods)
• What have you accomplished using Vasont that you were not
able to accomplish before?
• How long has your organization been using Vasont?


Vasont Implementation

Suz – talk about tracking at the component level, especially for translations
- Modularization (kernels) using a custom DTD
- Batch processing


Results


Results
• How did you define your criteria for success?
• What was the project timeline from problem identification to
implementation to results?
• What organizational changes did you make to implement this successful
process?
• How did Vasont address each of the problems/challenges listed above?
• What are the benefits your organization gained by using Vasont?
• Cost savings? (please provide savings in dollars or percentage
if possible)
• Workflow or productivity efficiencies for the employees?
• Faster product-to-market?
• Content repurposing?
• Security of content?
• Increase in content integrity?
• Ability for remote users to access and edit/update content?
• Faster distribution to multiple languages/countries?
• Other?
• In what time frame did you achieve a ROI for Vasont? How long did it
take for your organization to achieve a 100% payback on the system?
• Describe other strategic and cost benefits to your business.
• How does the solution better help you to deliver on your strategic
business goals?
• What do you recommend as best practices?
• What were the most valuable lessons learned?
What are the value propositions for using a CMS that exist today, and how are they different
from 10 years ago?
What are the benefits of those value propositions for an organization?


Cheetah Content Services

Licensed Users Content In Cheetah Change Requests Cost Savings / Process
Efficiencies
1000 140,000,000 600
• Shared vendor resources
120,000,000 500
800 • Desktop publishing
100,000,000 400 • Translation and localization
600 80,000,000
300 • Reduced writing resources
400 60,000,000 • Reduced business operations
200
40,000,000 resources
200 100
20,000,000 • Consolidated software licenses
0 0 0 • Consolidated IT infrastructure
05 06 07 08 09 10 11 12 13 14 05 06 07 08 09 10 11 12 05 06 07 08 09 10 11 12 13 14 • Shared content across
businesses
36 © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice. • Content reuse: technical
documentation, training, support,
legal
85% t t

PROJECT SAVINGS
– Pre/Post Cost Comparison
• Development of one 220 page User Guide
• Green = CCM Impact ($110,000 savings per product manual with 15 additional languages added)
Color MFP Printer User Guide Color MFP Printer User Guide
Without CCM - 2002 With CCM - 2009

Development: User Guide $120K Development: User Guide $55K
(70% + content reuse)

Localization: Localization:
20 languages @ $15K ea., 35 languages @ $3.5K ea.,
TMs used TMs used post CCM
Translation ………………$228K Translation ………………$110K
Project Mgt………………$027K Project Mgt………………$010K
Desktop Publishing…...…$045K Desktop Publishing……...$000K

$300K $120K
--------------------- ---------------------
Total $420K Total $175K

Screen optimized Pdf
– PDF output optimized for viewing online. Has a smaller file size (lower resolution), a navigational
“bookmarks” pane, and and active hyperlinks (Table of Contents, cross-references, urls, etc). Used
by many groups for posting PDF guides on hp.com.


Job Aid

– Job Aids are PDFs with special
formatting and design, so that
OEMs can access and print Job
Aids from their Help system
environment, as part of their HP
product installation.
– Used by the Retail Publishing
Solutions (RPS) organization


CHM
– CHM is a compiled HTML Help file that can be used on Microsoft
operating systems.


Web Help
– Web Help is an HTML-based Help output that is platform and
browser independent.


XHTML
– XHTML is an XHTML-based Help output that allows businesses to
customize the look, feel, and functionality through a modifiable
stylesheet and JavaScript file.


Topic level publication control Single HP authoring, content Master project functionality
management, and publication (multi-deliverable sets, topic sets,
environment supporting files)

Enhanced single
sourcing
Next Online collaborative review
Generation

Graphics / multimedia
Automated integration
management
with ETMA & Concentra Warranty and Legal
content management


RESULTS
– Productivity Gains
• Increased the number of Technical Documentation deliverables on reduced budgets
and resources – IPG, PSG & ES businesses could not have achieved this without
Cheetah
• Saved 4-6 weeks of cycle time used by the lab for product development
• Cheetah manages 104.1 million unique components of which 86% are reused
– Cost Savings -- $54M+ To Date (FY02 – FY11)
• 40% cost savings per business upon implementation
• Automated formatting & conversion eliminates manual desktop publishing
• Content reuse (English & Localization)
– Improved Quality
• Starting content development later means more time for product designs to solidify,
fewer changes, higher quality
• Reuse has improved the consistency of English and Localized content as it is utilized

DEVELOPMENT PERSPECTIVE
– System, information and
application architecture modeling
– XML / XSL domain experience
and expert in rendition and
output composition
StarTeam source code
– Agile application development XSLT development environment
and customization in XSLT, Java, Java development environment

ACL, JavaScript, C#, VB.NET,
Python, SAXON, DOM, SAX
APIs
– Source code, software version,
artifact, development and build
management

BUSINESS PROCESS PERSPECTIVE
– CCM business process
analysis and support,
including
– Content development, kernel
management, localization
hand-off, production
Content development process
processes Artifact submittal process
Advanced documentation
– CCM Business production
contingency services
– User / advanced
47
documentation and
© Copyright 2010 Hewlett-Packard Development Company, L.P.

comprehensive training

CONTENT STRUCTURE
– Proprietary and patented
content structure specifically
designed to meet HP
Technical Documentation
requirements
– Optimized for content
development, content reuse,
localization and in-box
deliverable production
– Extensible model to
accommodate new content
48
and deliverable business
© Copyright 2010 Hewlett-Packard Development Company, L.P.

Gaining value from global content using a ccms

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