Surfing the Perfect Storm (STC 2012)

Surfing the Perfect Storm
Tristan Bishop
Sr. Manager, Digital Strategy

Surfing the Perfect Storm 1

About Symantec
• We help you secure and manage your information-driven world.
• Over 18,500 employees in more than 50 countries.
• FY11 Revenue: $6.2b (Consumer: $1.9b, Enterprise $4.3b)
• Revenue by Geography: Americas: 55%, EMEA: 29%, APJ: 16%


Agenda: Surfing the Perfect Storm

1 The Trio of Transition

2 The InfoDev Impact

3 The Path to Progress


The Trio of Transition
Nothing is as it was.


Converging Hurricanes
Global Mobile Social


The Global Storm
• Only 12% of web users are in North America (NAM)
• Asia has over three times more web users than NAM
• Over >1,000% growth in Latin America, the Middle East and Africa

Source: http://www.internetworldstats.com/stats.htm


The Mobile Storm
Global mobile adoption grew from 16% to 87% the past ten years


The Social Storm


The InfoDev Impact


Tornado: Hardcopy is Losing
• The Oxford English dictionary will “never be printed again”
• Encyclopedia Britannica goes out of print after 244 years
• Amazon now sells more Kindle books than paper ones


Tornado: Data Growth Is Exploding
Your content is buried


Globalization Impact
• Companies are
diversifying their
revenue across
multiple regions
• In the next three
years, the percentage
of companies that
generate >30% of
revenue from
emerging markets will
increase by 82%
• Demand for localized
content will increase

Shared Engineering Services 12

Mobile Impact: Soon to Surpass Desktop
Shipment Volume Search Volume


Mobile Impact: Employee Productivity
• 2011 Survey of 6,275 organizations in 43 countries
• 66% are planning an internal mobile app store

Shared Engineering Services 14

Mobile Impact: Self-Service is Increasing
• 86% of smartphone
owners say they use
their devices for “just-in-
time” help
• 35% of US Smartphone
users have used their
device to "solve an
unexpected problem" in
the past month.


Social Impact: Content Sharing/Endorsing
• People will press Google’s
+1 button 2.5 BILLION
times today
• People will share One
BILLION pieces of content
on Facebook today
• 142 MILLION tweets will
be sent today
• 69,000 hours of new
YouTube content will be
uploaded today
http://www.personalizemedia.com/the-count/


Social Impact: Search is now Subset
We now search social networks: Will we find your content?


Social Impact: Support moving to Text

• Voice-based channels
plummeting
• Support Industry now
less than 38% voice-
based
• Optimized TechComm
content can resolve
interactions for ALL
five text based
support channels


The Surfer’s Q&A
We MUST Ask We SHOULD Ask
1. How much longer should 1. What if my content was
we optimize for the available in all languages?
“English-speaking”
audience? 2. What if my content was
optimized for the mobile
2. How much longer should user?
we optimize for the printed
page? 3. What if my content was
“shareable” within social
3. How much longer should networks?
we optimize for the 4. Would global, mobile,
desktop computer? social content give my
4. How much longer will our company a competitive
web content be “findable?” advantage?


The Path to Progress


We Must SURF the STORM!


Preparing for Global Delivery
• Craftsmanship MUST give
way to efficiencies
• Standardize content for
easier translation
• Run automated quality
control tools on source
content
• Explore Machine Translation
options for first pass


Global Delivery at Symantec
• Data Driven Authoring using
XML as the source 4200 localized products
22languages
• Controlled Language QA during
the authoring process
• Automated L10n Process with
workflow
• Machine Translation as much as
possible
• Coordinated delivery in multiple
languages
• 24,000 self-help topics
published to the web


Preparing for Mobile Delivery

• Short, simple topics
• Modular content
• Search Engine Optimization

Content delivery MUST be optimized
for fewer “clicks” and smaller screens


Mobile Delivery at Symantec

• Designed over 30 mobile
30+
UIs designed
user interfaces
• Aligning Ux and technical
writing for integrated
mobile content strategy
• Prototyping XSL extracts for
deployment to mobile
endpoints


Preparing for Social Delivery
• Engage customers in relationships
with branded accounts, to prepare
for social search
• Push key topic URLs to the social
web to retain page rank
• Use URL shortening tools that
provide metrics and traffic analysis
(bit.ly, bit.ly+)


Gathering Social Mentions
Classifications

– Case: Request for help resolving
real-time issue
– Query: Question that doesn’t
require support resource
– Rant: Insult that merits brand
management consideration
– Rave: Praise from Symantec
brand advocate
– Lead: Pronouncement of near-
term purchase decision
– RFE: Request to enhance a
product with a new feature
– Fraud: Communication from an
unauthorized provider of
Symantec products


Executing Social CRM

SCRM Team
Blogs
Configure
Forums

CRM profiles interactions history transactions preferences

Ideal
Employee Case SCRM Team

Respond Query Evaluate
Rant
Rave
Product 1
Lead
RFE Product 2

Fraud Product 3


Readiness is Required

1. Study the trends
2. Rethink your strategy
3. Reconsider your
processes
4. Build a “hurricane-
resistant” content
delivery team


Thank you!
Tristan Bishop
aka @KnowledgeBishop

Copyright © 2010 Symantec Corporation. All rights reserved. Symantec and the Symantec Logo are trademarks or registered trademarks of Symantec Corporation or its affiliates in
the U.S. and other countries. Other names may be trademarks of their respective owners.

This document is provided for informational purposes only and is not intended as advertising. All warranties relating to the information in this document, either express or implied,
are disclaimed to the maximum extent allowed by law. The information in this document is subject to change without notice.


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