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Marketers: Revive Your Sales Funnel With Social Collaboration

Roger Noia

Despite rumors of its death, the sales funnel remains very much alive. However, what has died is marketing’s traditional approach to the funnel. The idea of the sales funnel is no longer about dumping leads generated from a campaign, tradeshow, referral, or any other interaction into a database; determining how “hot” they are as a prospect; and turning them into a customer. Instead, the concept is open-ended – maybe even resembling the shape of a mug rather than a filter.

For marketers, this is quite a challenge. They must now not only take leads through the funnel until there is a clear intent to buy, but also turn new clients into advocates willing to spread the word about the brand to their connections, company, market, and industry. To be successful, this means that marketing must collaborate effectively and in real time across every organization that interacts with customers.

How will your marketing organization keep your sales funnel alive and well in 2016? For some companies, the path to transparent customer intelligence is as simple as the social collaboration tools we use in our daily lives.

Did you know social collaboration brings funnel transparency and 14% greater productivity? 

Customers are more unpredictable than ever before and do not take the same path down the funnel. They enter and emerge the sales funnel at various stages and, at times, disappear for long periods of time before they initiate the final purchase.

For marketers who are trying to keep up, they cannot afford to get lost in e-mail chains and outdated reports and spreadsheets. Without a central location for collaboration, it is very difficult to improve business processes that provide transparency into the latest information on any lead, prospect, and client.

According to the March 2015 commissioned study conducted by Forrester Consulting on behalf of SAP, titled The Total Economic Impact™ of SAP Jam, social collaboration is an incredible vehicle for providing information quickly, accurately, and easily to the right people at the right time. Because social collaboration platforms deliver all relevant information on any potential and existing account 24×7, employees do not have to search for information, wade through reports from different sources, and wait for a response. In fact, in the study, Forrester calculated that social collaboration enabled a composite organization to be 14% more productive.

Did you know social collaboration can move customers through the funnel faster?

According to CEB, the average buyer is 57% done deciding whether they are planning to purchase long before their first interaction with a sales representative or channel. As a result, customers tend to fall through the funnel undetected, appear without warning, and take an undefined journey.

By connecting communications and information with every customer-facing organization, marketers can have a better sense of each customer’s journey. From the initial Google search to a call into customer service, marketers can pinpoint when and where the “next big deal” may happen.

More important, other organizations have an opportunity to help move customers along the funnel. Take customer service, for example. Using social collaboration, customer service can quickly locate the best experts and information across the company to answer any need. They can also access a complete customer view, including service and sales histories, and quickly gather the right team to handle escalations of any degree of difficulty. While this experience builds the customer’s trust and loyalty, Forrester revealed that it also leads to a 10% faster resolution of customer and internal issues with an associated annual financial benefit of approximately $384,600.

The key to the 2016 sales funnel: Real-time transparency, access, and communication

For years, efficient collaboration has been a holy grail that eluded many. However, marketing organizations that have achieved real-time transparency, access to information, and company-wide communication know social collaboration is the secret. By centralizing collaboration to streamline and connect business processes, marketers can accelerate the transformation from lead to customer to brand evangelist.

Are you interested in how social collaboration can help your marketing team? Check out The Total Economic Impact™ Of SAP Jam, a March 2015 commissioned study conducted by Forrester Consulting on behalf of SAP.

 

 

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Roger Noia

About Roger Noia

Roger Noia is the director of Solution Marketing, SAP Jam Collaboration, at SAP. He is responsible for product marketing and sales enablement for our dedicated sales team as well as the broader SAP sales force selling SAP Jam.

How To Master Social Media Marketing In 2017

Michael Brenner

Social media is a constantly evolving medium, from which sites are trending within your industry to the latest Facebook features and Instagram influencers – let alone the development of completely new social media platforms every time you turn on your laptop. How can modern marketers expect to keep up?

The secret is to embrace the change. After all, it is the rapid advancements and constant stream of innovations that have provided digital marketers with so much to work with in the first place. So, no, your social media marketing campaigns this year are not going to look the same as the ones you used in 2016—at least, not if you want to generate more leads and stand a chance against your competitors.

If you want to make an impact with your social media efforts, it is time to give your strategy a refresh. Here is what you need to know to master your social media marketing and to stay ahead of the trends in 2017.

Customize your use of major and niche social media sites

Facebook is still number one, and that isn’t going to change in 2017. In fact, Facebook itself is a world in itself to keep up to date with – in this year alone, it is predicted that Facebook Live will be monetized and that the Call to Action buttons for local business pages will be updated.

Currently the top five social media sites in terms of reach and impact are:

  1. Facebook
  2. Instagram
  3. Twitter
  4. Pinterest
  5. Tumblr

While these networks are important, there is also value in niche networks for many businesses. For example, DeviantArt is geared towards illustrators, designers, and other artists, as well as art enthusiasts – and has a huge network of 26,000,000. While this site might be useless for, say, an insurance brokerage, it would be incredibly powerful for a photography school. Other examples include eToro for finance professionals, Wayn for travel and tourism, 43 Things for health and wellness brands—and the list goes on as more networks are created and gain active users.

This year, instead of trying to have your brand on every major site and spreading your resources too thin, create a strategy that makes sense for your industry – and your business.

Start with the biggest. With 1.79 billion monthly active users, Facebook is a wise choice.

Next, choose one or two other major networks. Visual industries like clothing and apparel, food, and travel are well-suited to sites like Pinterest and Instagram, while service-oriented industries may gain more leads from LinkedIn and Twitter.

Finally, consider a niche social media network. Many have several million active users and may offer a unique way for you to reach out to leads and to build brand awareness.

Make your video more sophisticated

pixabay

Throughout 2016, the use of video on social media grew, but its impact exploded. A recent survey by Wyzowl found that 84% of consumers said they have been convinced to make a purchase choice after viewing a brand’s video – and 91% claimed to have watched a video to learn about a product or service they were interested in. Now consider that only 63% of businesses taking advantage of video right now.

Videos that engage with viewers tend to be very effective. While customer testimonials and demonstration videos will always have their place, add challenges, puzzles, games, and surveys to your video content, along with informational videos, to keep people interested and talking on social media. Buzzfeed’s Tasty does an excellent job of this.

For some businesses, live streaming can make a strong impact. Facebook, Twitter, and Instagram are all being used by social media savvy brands to engage with consumers in real-time with interviews, Q&A sessions, and brand events.

If you haven’t already branched into video, 2017 is the year. If you are already using promotional videos on your social media channels, then this is the year to make them better. The use of video for social media marketing is no longer new. This year, it’s about coming up with creative, fresh ideas that will capture your audience and inspire leads.

Focus on the influencers

A business could run eleven different social media accounts, with Twitter updates every two hours, Facebook postings twice a day, vibrant Pinterest boards, and an active presence on LinkedIn. But they still would not make the same impact that a couple of mentions by one major social media influencer would create. The big influencers have legions of followers who often look to their voice as a sort of industry guiding force.

While in the past, consistent regular posting was the way to go, make sure you aren’t overextending your marketing efforts with too many platforms – and too many posts. You may not just be draining your resources, but these resources may be better spent with a more concentrated focal point, like an industry influencer.

Furious Pete (TV, food, and fitness) has more than 5 million YouTube followers. Kristina Bazan (fashion) has more than 2.4 million Instagram followers. Jake Paul (millennials) has more than 17 million social media followers. A social media mention from an influencer, or better yet, a video post that mentions your product or service is going to reach a profoundly broad and engaged audience.

Many major companies are now partnering – and paying – the big influencers to promote their product. If you want to master social media, pay attention to who the influencers are in your market.

They don’t have to be the biggest names around, but with a few hundred thousand followers you can make an impact if you can get these people to share, like, tweet, or feature your content in some way. Use resources like BuzzSumo and find the top blogs in your industry to get a better idea of who the influencers are that you may want to connect with.

Examine your social media ads – a lot

Ads continue to be a popular social media marketing tool as they offer marketers a cost-effective way not just to build brand awareness, but also to test their products and messaging and to get important feedback for building future campaigns.

Facebook ads still offer the best ROI by far – 95.8%, compared to 63.5% on Twitter and 2.1% on Snapchat. However, these numbers can shift quickly, especially as the newer networks like Snapchat and Instagram blossom in 2017.

Managing director of Traktek Partners Cyril Lemaire warns that Twitter will see a double-digit decline in active users this year. While this may or may not come to pass, it is important to be agile and to switch gears midstream if your ads aren’t working.

Make sure you are consistently measuring the results of your advertising campaigns, and track changes over time. This will help your team make smart decisions when it comes to social media advertising.

Take a fresh approach to your social media marketing efforts in order to take advantage of the opportunities that are available right now. No longer does it make sense to just chug away with your accounts and follow general trends. Your marketing efforts should be both more sophisticated and much more creative. The brands that can master these qualities will leap ahead in 2017.

For more insight on social media strategies, see How To Weave Social Media Into The Fabric Of The Business.

Image: pixabay

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Michael Brenner

About Michael Brenner

Michael Brenner is a globally-recognized keynote speaker, author of  The Content Formula and the CEO of Marketing Insider GroupHe has worked in leadership positions in sales and marketing for global brands like SAP and Nielsen, as well as for thriving startups. Today, Michael shares his passion on leadership and marketing strategies that deliver customer value and business impact. He is recognized by the Huffington Post as a Top Business Keynote Speaker and   a top  CMO influencer by Forbes.

The Death Of The Water Cooler Moment: Advertising In The On-Demand Landscape

Michael Brenner

The water cooler moment ranks among the unsung cultural drivers of modern corporate life. Imagine it’s Monday morning in the office, staff are arriving and preparing for the working week ahead, but leaving their desks for a minute or two to grab a glass of water or a cup of coffee or tea, and lingering around the water cooler discussing the weekend’s news or must-see binge-worthy series on Netflix.

As a cultural phenomenon it was almost unique. There was no broadcasting taking place, no additional message being transmitted, just groups of people gathering together to discuss key moments in popular culture and current events. But to dismiss this sort of occurrence as simple is to miss out on the bigger picture altogether.

It was the social and psychological complexity of the water cooler moment that made it so valuable for advertisers and digital marketers. People don’t want to be socially excluded. They don’t want to miss out on the cultural products du jour or appear ignorant on the issues of the day.

This psychology exerts pressure; it pushes media consumers and television watchers to follow the herd, bunching up and collecting themselves into one place. This makes the life of a media services provider much easier.

The end of an era

Two things torpedoed the water cooler moment: advances in technology and shifting attitudes towards television consumption. Homes that once had a single central television set are now not so limited. Several decades ago, as televisions became cheaper, households often bought second or third sets for other rooms. In recent years, computers have found pride of place in the home, providing more screens on which to view broadcasts traditionally reserved for the television.

Tablets and smartphones now proliferate, as do on-demand media services. Consumers can watch whatever they want, whenever they want, however they want, and wherever they want. The water cooler moment hinged on communal experience; it required groups of people gathering in front of devices – not necessarily in the same place – but certainly at the same time. This doesn’t happen in the same way it used to.

Attitudes have shifted, too. To understand this, we only need to look at news coverage. News was once carefully regimented. Unless you were close enough to an event to hear about it through word of mouth or even witness it for yourself, information was fed to you via newspapers in the morning and evening, and via 25-minute bulletins at set points throughout the day.

Again, this delivered us a sense of communal experience, of witnessing the unfolding of events together, en masse. The audience was unified in their consumption of facts and figures, delivered at regular intervals.

Not anymore. Now there is rolling news, there is 24-hour connection via smartphones and other devices, there are news websites, there are live blogs, there are Twitter accounts and Medium posts, there are even dissident blogs giving you unfiltered, unrefined versions of alternative news.

Your understanding of the world is now solely your own; and no one else’s.

Beyond the cooler: What’s next for digital marketing?

Broadcasters must adapt. There is a new status quo, and media products must be positioned to fit into this renewed conception of what is normal. However, marketers must remember that this is not – or not yet, anyway – a complete revolution.

In 2013, Business Insider reported that television remains the dominant device in living rooms, at least in America, although it continues to lose ground to other pieces of tech. Statistics released by Marketing Charts in 2016 show that this is still the case and that the majority of U.S households are still loyal to the schedules, with 13 hours of scheduled television for every hour of “time-shifted” content.

We exist now in a state of transition in the media. The water cooler moment is gone, simply because users can now catch-up or re-watch key moments at any time, and so the sense of commonality is removed from the process. The water cooler moments that remain – such as the Super Bowl – are priced so far out of the market for advertisers that they might as well not exist at all.

So, what can broadcasters do? They need to create new water cooler moments, facilitating new conversations and new meeting points, tying the different mediums together. As digital marketers, we cannot afford to turn our backs on traditional forms of television just yet; instead, we need to integrate our efforts and connect with our audience en masse, across all channels.

While the water cooler has fallen, social media has risen. Social platforms may lack the human element of water cooler conversations, but they make up for this in power and scope. Look online; people are talking, discussing television shows and other cultural products in vast numbers, creating a powerful flow of discourse. The next step for broadcasters is to position their products at the heart of that discourse.

A new type of conversation around the digital water cooler

The conversation is still there; it has just moved online. In many ways, social media has become the digital water cooler, providing a forum for information exchange and cultural communication.

We can view this as a web, stretching out, linking, and uniting all the different positions in which the media engages with the public.

For digital marketers and broadcasters – now bereft of the water cooler moments they once tapped into – this represents a whole new space in which to build momentum and to spark conversation. Marketers can accompany traditional television content with hashtags and social media information to help start the discourse online, deploying directly clickable share buttons when the content is posted on a smart device.

Interaction can be incentivized with competitions and other giveaways or nurtured by opening up strategizing sessions to collaborative effort. Such interaction enhances the profile of a broadcast or a media product, while also breeding data that can then be fed back into the planning process and used in outlining future objectives.

Platforms come and platforms go, but some things remain constant; humans are social creatures and there will always be a market for discussing popular culture. In this sense, the water cooler moment never went away at all, it just changed form.

To find out more about shaping the digital water cooler, click here.

This post is the third of a seven-part series, “Reimagining Media in The Digital Age.” Check back weekly for further blogs in the series.

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Michael Brenner

About Michael Brenner

Michael Brenner is a globally-recognized keynote speaker, author of  The Content Formula and the CEO of Marketing Insider GroupHe has worked in leadership positions in sales and marketing for global brands like SAP and Nielsen, as well as for thriving startups. Today, Michael shares his passion on leadership and marketing strategies that deliver customer value and business impact. He is recognized by the Huffington Post as a Top Business Keynote Speaker and   a top  CMO influencer by Forbes.

Is Personalization Killing Your Relationships With Customers?

Christopher Koch

 

Customers Want Personalization…

 

Customers expect a coordinated, personalized response across all channels. For example, 91% expect to pick up where they left off when they switch channels.

Source: “Omni-Channel Service Doesn’t Measure Up; Customers Are Tired of Playing Games” (Aspect Blog, January 29, 2014)

laptop_phone

 


 

… And they Want it Now

 

Customers also want their interactions to be live – or in the moment they choose. For example, nearly 60% of consumers want real-time promotions and 48% like online reminders to order items that they might have run out of.

realtime

That means companies need to become a Live Business – a business that can coordinate multiple functions in order to respond to and even anticipate customer demand at any moment.

Source: “U.S. Consumers Want More Personalized Retail Experience and Control Over Personal Information, Accenture Survey Shows” (Accenture, March 9, 2015)

 


 

But There’s a Catch: Trust

 

73percent

Customers are demanding more intimacy, but there’s only so far companies can go before they cross over the line to creepy. For example, facial-recognition technology that identifies age and gender to target advertisements on digital screens is considered creepy by 73% of people surveyed.

Source: “In-Store Personalization: Creepy or Cool?” (RichRelevance, 2015)

 


 

How to Earn Their Trust and Keep It

 

Here are some ways to improve trust while moving forward with omnichannel personalization.

trustfall

1-01

Customers Want Value for Their Data

An Accenture study found that the majority of consumers in the United States and the United Kingdom are willing to allow trusted retailers to use some of their personal data in order to present personalized and targeted products, services, recommendations, and offers.

Source: “U.S. Consumers Want More Personalized Retail Experience and Control Over Personal Information, Accenture Survey Shows” (Accenture, March 9, 2015)

 

2-01

Don’t Take Data, Let Customers Offer It

Customers who voluntarily provide data are less likely to be annoyed by personalization that’s built around it. Mobile apps are a great way to invite customers to share more data in a relationship that they control.

 

3-01

Be Clear About How You Will Use Data

Companies should think about the customer data transaction – such as what information the customer is giving them, how it’s being used, and what the result will be – and describe it as simply as possible.

 


 

download arrowTo learn more about how to personalize without destroying trust, read the in-depth report Live Businesses Deliver a Personal Customer Experience Without Losing Trust.

 

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Christopher Koch

About Christopher Koch

Christopher Koch is the Editorial Director of the SAP Center for Business Insight. He is an experienced publishing professional, researcher, editor, and writer in business, technology, and B2B marketing. Share your thoughts with Chris on Twitter @Ckochster.

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Donuts, Content Management and Information Governance

Ina Felsheim

I was on vacation for two weeks, which was awesome, and my girls mainly wanted to do two things:

I had my own list of projects, too. The big one was installing glass tile on the kitchen backsplash. (Grout everywhere. That’s all I’m saying.)

After two weeks of glorious holiday, I sat down to take stock. The old technical writer in me came creeping out, and I began to count how many sets of instructions we followed over the course of the two weeks—more than 15, definitely. And the amazing thing? They were all right. Every. Last. One. From proper application of fabric paint to proper frying temperature for homemade donuts, to putting together a shoe rack that came in 20 pieces.

I’m pretty sure this wouldn’t have happened five years ago. The difference comes from an increased awareness in the importance of great user assistance. Without successful “use,” who’s going to evangelize your product?

Information Governance: Part of a Larger Food Pyramid

In EIM, we have a well-seasoned group of information developers. They apply information governance principles every day:

  • Create a single source of master information (in this case, product step-by-step instructions)
  • Manage versioning of master information (as product updates happen)
  • Survey end-users of the information to gauge quality, freshness, and applicability of master information
  • Establish master information Responsible, Accountable, Consulted, or Informed (RACI) models for owners, reviewers, and informed stakeholders.

Sometimes, we group this knowledge management work into other categories, like content management. However, information governance needs to also be inclusive of these activities; otherwise, how can we be successful? No one can live on donuts alone!

Does your information governance program include content management? Do you have comments about the quality of EIM user assistance (online help, PDFs, printed documentation, etc.)?

Comments

Tags:

awareness

Donuts, Content Management and Information Governance

Ina Felsheim

I was on vacation for two weeks, which was awesome, and my girls mainly wanted to do two things:

I had my own list of projects, too. The big one was installing glass tile on the kitchen backsplash. (Grout everywhere. That’s all I’m saying.)

After two weeks of glorious holiday, I sat down to take stock. The old technical writer in me came creeping out, and I began to count how many sets of instructions we followed over the course of the two weeks—more than 15, definitely. And the amazing thing? They were all right. Every. Last. One. From proper application of fabric paint to proper frying temperature for homemade donuts, to putting together a shoe rack that came in 20 pieces.

I’m pretty sure this wouldn’t have happened five years ago. The difference comes from an increased awareness in the importance of great user assistance. Without successful “use,” who’s going to evangelize your product?

Information Governance: Part of a Larger Food Pyramid

In EIM, we have a well-seasoned group of information developers. They apply information governance principles every day:

  • Create a single source of master information (in this case, product step-by-step instructions)
  • Manage versioning of master information (as product updates happen)
  • Survey end-users of the information to gauge quality, freshness, and applicability of master information
  • Establish master information Responsible, Accountable, Consulted, or Informed (RACI) models for owners, reviewers, and informed stakeholders.

Sometimes, we group this knowledge management work into other categories, like content management. However, information governance needs to also be inclusive of these activities; otherwise, how can we be successful? No one can live on donuts alone!

Does your information governance program include content management? Do you have comments about the quality of EIM user assistance (online help, PDFs, printed documentation, etc.)?

Comments

Tags:

awareness

Donuts, Content Management and Information Governance

Ina Felsheim

I was on vacation for two weeks, which was awesome, and my girls mainly wanted to do two things:

I had my own list of projects, too. The big one was installing glass tile on the kitchen backsplash. (Grout everywhere. That’s all I’m saying.)

After two weeks of glorious holiday, I sat down to take stock. The old technical writer in me came creeping out, and I began to count how many sets of instructions we followed over the course of the two weeks—more than 15, definitely. And the amazing thing? They were all right. Every. Last. One. From proper application of fabric paint to proper frying temperature for homemade donuts, to putting together a shoe rack that came in 20 pieces.

I’m pretty sure this wouldn’t have happened five years ago. The difference comes from an increased awareness in the importance of great user assistance. Without successful “use,” who’s going to evangelize your product?

Information Governance: Part of a Larger Food Pyramid

In EIM, we have a well-seasoned group of information developers. They apply information governance principles every day:

  • Create a single source of master information (in this case, product step-by-step instructions)
  • Manage versioning of master information (as product updates happen)
  • Survey end-users of the information to gauge quality, freshness, and applicability of master information
  • Establish master information Responsible, Accountable, Consulted, or Informed (RACI) models for owners, reviewers, and informed stakeholders.

Sometimes, we group this knowledge management work into other categories, like content management. However, information governance needs to also be inclusive of these activities; otherwise, how can we be successful? No one can live on donuts alone!

Does your information governance program include content management? Do you have comments about the quality of EIM user assistance (online help, PDFs, printed documentation, etc.)?

Comments

Tags:

awareness

Donuts, Content Management and Information Governance

Ina Felsheim

I was on vacation for two weeks, which was awesome, and my girls mainly wanted to do two things:

I had my own list of projects, too. The big one was installing glass tile on the kitchen backsplash. (Grout everywhere. That’s all I’m saying.)

After two weeks of glorious holiday, I sat down to take stock. The old technical writer in me came creeping out, and I began to count how many sets of instructions we followed over the course of the two weeks—more than 15, definitely. And the amazing thing? They were all right. Every. Last. One. From proper application of fabric paint to proper frying temperature for homemade donuts, to putting together a shoe rack that came in 20 pieces.

I’m pretty sure this wouldn’t have happened five years ago. The difference comes from an increased awareness in the importance of great user assistance. Without successful “use,” who’s going to evangelize your product?

Information Governance: Part of a Larger Food Pyramid

In EIM, we have a well-seasoned group of information developers. They apply information governance principles every day:

  • Create a single source of master information (in this case, product step-by-step instructions)
  • Manage versioning of master information (as product updates happen)
  • Survey end-users of the information to gauge quality, freshness, and applicability of master information
  • Establish master information Responsible, Accountable, Consulted, or Informed (RACI) models for owners, reviewers, and informed stakeholders.

Sometimes, we group this knowledge management work into other categories, like content management. However, information governance needs to also be inclusive of these activities; otherwise, how can we be successful? No one can live on donuts alone!

Does your information governance program include content management? Do you have comments about the quality of EIM user assistance (online help, PDFs, printed documentation, etc.)?

Comments

Stephan Gatien

About Stephan Gatien

Stephan Gatien is global head of Telecommunications for SAP. He is responsible for the company's vision and strategy in the telecommunications industry, overseeing product and solution management activities and working with product development teams to ensure that SAP products support the unique needs of telcos.

Tags:

awareness

Donuts, Content Management and Information Governance

Ina Felsheim

I was on vacation for two weeks, which was awesome, and my girls mainly wanted to do two things:

I had my own list of projects, too. The big one was installing glass tile on the kitchen backsplash. (Grout everywhere. That’s all I’m saying.)

After two weeks of glorious holiday, I sat down to take stock. The old technical writer in me came creeping out, and I began to count how many sets of instructions we followed over the course of the two weeks—more than 15, definitely. And the amazing thing? They were all right. Every. Last. One. From proper application of fabric paint to proper frying temperature for homemade donuts, to putting together a shoe rack that came in 20 pieces.

I’m pretty sure this wouldn’t have happened five years ago. The difference comes from an increased awareness in the importance of great user assistance. Without successful “use,” who’s going to evangelize your product?

Information Governance: Part of a Larger Food Pyramid

In EIM, we have a well-seasoned group of information developers. They apply information governance principles every day:

  • Create a single source of master information (in this case, product step-by-step instructions)
  • Manage versioning of master information (as product updates happen)
  • Survey end-users of the information to gauge quality, freshness, and applicability of master information
  • Establish master information Responsible, Accountable, Consulted, or Informed (RACI) models for owners, reviewers, and informed stakeholders.

Sometimes, we group this knowledge management work into other categories, like content management. However, information governance needs to also be inclusive of these activities; otherwise, how can we be successful? No one can live on donuts alone!

Does your information governance program include content management? Do you have comments about the quality of EIM user assistance (online help, PDFs, printed documentation, etc.)?

Comments

Andre Smith

About Andre Smith

An Internet, Marketing and E-Commerce specialist with several years of experience in the industry. He has watched as the world of online business has grown and adapted to new technologies, and he has made it his mission to help keep businesses informed and up to date.

Tags:

awareness

Donuts, Content Management and Information Governance

Ina Felsheim

I was on vacation for two weeks, which was awesome, and my girls mainly wanted to do two things:

I had my own list of projects, too. The big one was installing glass tile on the kitchen backsplash. (Grout everywhere. That’s all I’m saying.)

After two weeks of glorious holiday, I sat down to take stock. The old technical writer in me came creeping out, and I began to count how many sets of instructions we followed over the course of the two weeks—more than 15, definitely. And the amazing thing? They were all right. Every. Last. One. From proper application of fabric paint to proper frying temperature for homemade donuts, to putting together a shoe rack that came in 20 pieces.

I’m pretty sure this wouldn’t have happened five years ago. The difference comes from an increased awareness in the importance of great user assistance. Without successful “use,” who’s going to evangelize your product?

Information Governance: Part of a Larger Food Pyramid

In EIM, we have a well-seasoned group of information developers. They apply information governance principles every day:

  • Create a single source of master information (in this case, product step-by-step instructions)
  • Manage versioning of master information (as product updates happen)
  • Survey end-users of the information to gauge quality, freshness, and applicability of master information
  • Establish master information Responsible, Accountable, Consulted, or Informed (RACI) models for owners, reviewers, and informed stakeholders.

Sometimes, we group this knowledge management work into other categories, like content management. However, information governance needs to also be inclusive of these activities; otherwise, how can we be successful? No one can live on donuts alone!

Does your information governance program include content management? Do you have comments about the quality of EIM user assistance (online help, PDFs, printed documentation, etc.)?

Comments

Mike Jones

About Mike Jones

Mike Jones is an expert writer dedicated to learn as much as he can about the business world while keeping focus on his main interest: natural healthcare remedies. He shares his conclusions and work here as often as he can.

Tags:

awareness

Donuts, Content Management and Information Governance

Ina Felsheim

I was on vacation for two weeks, which was awesome, and my girls mainly wanted to do two things:

I had my own list of projects, too. The big one was installing glass tile on the kitchen backsplash. (Grout everywhere. That’s all I’m saying.)

After two weeks of glorious holiday, I sat down to take stock. The old technical writer in me came creeping out, and I began to count how many sets of instructions we followed over the course of the two weeks—more than 15, definitely. And the amazing thing? They were all right. Every. Last. One. From proper application of fabric paint to proper frying temperature for homemade donuts, to putting together a shoe rack that came in 20 pieces.

I’m pretty sure this wouldn’t have happened five years ago. The difference comes from an increased awareness in the importance of great user assistance. Without successful “use,” who’s going to evangelize your product?

Information Governance: Part of a Larger Food Pyramid

In EIM, we have a well-seasoned group of information developers. They apply information governance principles every day:

  • Create a single source of master information (in this case, product step-by-step instructions)
  • Manage versioning of master information (as product updates happen)
  • Survey end-users of the information to gauge quality, freshness, and applicability of master information
  • Establish master information Responsible, Accountable, Consulted, or Informed (RACI) models for owners, reviewers, and informed stakeholders.

Sometimes, we group this knowledge management work into other categories, like content management. However, information governance needs to also be inclusive of these activities; otherwise, how can we be successful? No one can live on donuts alone!

Does your information governance program include content management? Do you have comments about the quality of EIM user assistance (online help, PDFs, printed documentation, etc.)?

Comments

Michael Brenner

About Michael Brenner

Michael Brenner is a globally-recognized keynote speaker, author of  The Content Formula and the CEO of Marketing Insider GroupHe has worked in leadership positions in sales and marketing for global brands like SAP and Nielsen, as well as for thriving startups. Today, Michael shares his passion on leadership and marketing strategies that deliver customer value and business impact. He is recognized by the Huffington Post as a Top Business Keynote Speaker and   a top  CMO influencer by Forbes.

Tags:

awareness

Donuts, Content Management and Information Governance

Ina Felsheim

I was on vacation for two weeks, which was awesome, and my girls mainly wanted to do two things:

I had my own list of projects, too. The big one was installing glass tile on the kitchen backsplash. (Grout everywhere. That’s all I’m saying.)

After two weeks of glorious holiday, I sat down to take stock. The old technical writer in me came creeping out, and I began to count how many sets of instructions we followed over the course of the two weeks—more than 15, definitely. And the amazing thing? They were all right. Every. Last. One. From proper application of fabric paint to proper frying temperature for homemade donuts, to putting together a shoe rack that came in 20 pieces.

I’m pretty sure this wouldn’t have happened five years ago. The difference comes from an increased awareness in the importance of great user assistance. Without successful “use,” who’s going to evangelize your product?

Information Governance: Part of a Larger Food Pyramid

In EIM, we have a well-seasoned group of information developers. They apply information governance principles every day:

  • Create a single source of master information (in this case, product step-by-step instructions)
  • Manage versioning of master information (as product updates happen)
  • Survey end-users of the information to gauge quality, freshness, and applicability of master information
  • Establish master information Responsible, Accountable, Consulted, or Informed (RACI) models for owners, reviewers, and informed stakeholders.

Sometimes, we group this knowledge management work into other categories, like content management. However, information governance needs to also be inclusive of these activities; otherwise, how can we be successful? No one can live on donuts alone!

Does your information governance program include content management? Do you have comments about the quality of EIM user assistance (online help, PDFs, printed documentation, etc.)?

Comments

Tags:

awareness

Donuts, Content Management and Information Governance

Ina Felsheim

I was on vacation for two weeks, which was awesome, and my girls mainly wanted to do two things:

I had my own list of projects, too. The big one was installing glass tile on the kitchen backsplash. (Grout everywhere. That’s all I’m saying.)

After two weeks of glorious holiday, I sat down to take stock. The old technical writer in me came creeping out, and I began to count how many sets of instructions we followed over the course of the two weeks—more than 15, definitely. And the amazing thing? They were all right. Every. Last. One. From proper application of fabric paint to proper frying temperature for homemade donuts, to putting together a shoe rack that came in 20 pieces.

I’m pretty sure this wouldn’t have happened five years ago. The difference comes from an increased awareness in the importance of great user assistance. Without successful “use,” who’s going to evangelize your product?

Information Governance: Part of a Larger Food Pyramid

In EIM, we have a well-seasoned group of information developers. They apply information governance principles every day:

  • Create a single source of master information (in this case, product step-by-step instructions)
  • Manage versioning of master information (as product updates happen)
  • Survey end-users of the information to gauge quality, freshness, and applicability of master information
  • Establish master information Responsible, Accountable, Consulted, or Informed (RACI) models for owners, reviewers, and informed stakeholders.

Sometimes, we group this knowledge management work into other categories, like content management. However, information governance needs to also be inclusive of these activities; otherwise, how can we be successful? No one can live on donuts alone!

Does your information governance program include content management? Do you have comments about the quality of EIM user assistance (online help, PDFs, printed documentation, etc.)?

Comments

Adam Winfield

About Adam Winfield

Adam Winfield writes about technology, how it's affecting industries, how it's affecting businesses, and how it's affecting people.

Tags:

awareness

Donuts, Content Management and Information Governance

Ina Felsheim

I was on vacation for two weeks, which was awesome, and my girls mainly wanted to do two things:

I had my own list of projects, too. The big one was installing glass tile on the kitchen backsplash. (Grout everywhere. That’s all I’m saying.)

After two weeks of glorious holiday, I sat down to take stock. The old technical writer in me came creeping out, and I began to count how many sets of instructions we followed over the course of the two weeks—more than 15, definitely. And the amazing thing? They were all right. Every. Last. One. From proper application of fabric paint to proper frying temperature for homemade donuts, to putting together a shoe rack that came in 20 pieces.

I’m pretty sure this wouldn’t have happened five years ago. The difference comes from an increased awareness in the importance of great user assistance. Without successful “use,” who’s going to evangelize your product?

Information Governance: Part of a Larger Food Pyramid

In EIM, we have a well-seasoned group of information developers. They apply information governance principles every day:

  • Create a single source of master information (in this case, product step-by-step instructions)
  • Manage versioning of master information (as product updates happen)
  • Survey end-users of the information to gauge quality, freshness, and applicability of master information
  • Establish master information Responsible, Accountable, Consulted, or Informed (RACI) models for owners, reviewers, and informed stakeholders.

Sometimes, we group this knowledge management work into other categories, like content management. However, information governance needs to also be inclusive of these activities; otherwise, how can we be successful? No one can live on donuts alone!

Does your information governance program include content management? Do you have comments about the quality of EIM user assistance (online help, PDFs, printed documentation, etc.)?

Comments

Tags:

awareness