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Building Products Industry: Don’t Neglect Social Media!

Liane Geber

Social media is no longer an afterthought strategy for most companies, even if they are in the building materials industry. These businesses understand that social media can help them interact with customers and be recognized by them. Think about it: If someone enters your company name or a product you offer in a Google browser, will you appear on the first page? If your customer types their problem in a search engine, does your company name show up, too? Is it time for your business to maximize the benefits of digital customer engagement?

Improving the customer experience is a key principle of digital transformation. Not only can you help your B2B orB2C customers find the information they need with greater ease, but you can also use innovative ways, such as social media, to market your business name. Here’s how you can make it happen.

Innovation in building products

Digitalization on the consumer side is forcing building products companies to think how social media can be used to address changing customer needs and behavior. We have connected consumers, always online, sharing their views on social media, making purchase decisions based on online searches. This is why we need to include social media into our go-to-market strategy. Digitalization has changed consumer behavior—and the building products industry needs to use technology to support new business models and business process as it figures out how to adapt to new customer and market realities.

Social media is partially responsible for changing and expanding customer expectations. Customers now demand innovation, and sometimes are even willing to pay for it. For example, many customers will pay more for green products, as they recognize the added benefit in terms of environmental stewardship.

Ever-changing regulations that demand new approaches require innovation. Contractors need solutions to improve productivity. By focusing on innovation, a company can improve its market share significantly.

But how do you get all this information out to your customers? Social media is a great tool. Facebook has been a hot channel for both B2C and B2B interactions in the past, and LinkedIn has also recognized this challenge, developing tools to allow for better B2B interactions to build a better market share in that sector.

Improving the customer experience

While customers demand innovation, that’s not the end of the story. Information on supply chain and distribution networks is expected to be available at any time and on any device. Tailored information for the customer strengthens the relationship to the building products business. It also boosts revenue. Sensors within a product allows for after-sale revenue when, for example, a product has a faulty part.

But this can be taken a step further. Imagine a forecasting solution that predicts when a part will fail. This allows the building product business to improve reliability before the product even leaves the factory. This added reliability adds up to a larger market share. Why? Customers spread the word over social media that their product has great reliability.

Better availability through demand sensing

One area where social media is especially helpful is demand sensing. By monitoring social media channels, a business can predict when demand is rising or falling. This information can be fed into predictive analytics, helping the company determine which products are needed in which location and by which customers. This in turn allows the company to better forecast production numbers, creating a leaner operation and more flexibility as the supply network is optimized for agility in delivery.

Imagine a company where solutions are in place to deal with rapid market shifts: A particular innovative product has been featured in a popular blog post. The blog post is shared across multiple social media channels. As momentum builds, an analytics solution accurately projects the expected sales and market sector. This information is used to influence production, marketing, and sales approaches. What could have been a bland launch is now looking like an awesome opportunity. The company’s market share grows.

Improving customer experience through modeling

Social media can be a wonderful or a terrible thing. It provides the opportunity to promote a business, but it can also cause harm through bad reviews or posts to a company or product page. How do you avoid unforeseen problems?

Even with extensive testing of beta products, issues can arise. The key is to prevent problems from occurring in the first place. In addition to beta testing, using sensors to capture data can help do this. This data can come from manufacturing machines, from the vehicles used to transport the product, or from the products themselves. By having this data on hand, the business can create predictions and simulations, in many cases allowing it to catch problems before products leave the factory.

Imagine a factory that produces building products in which the operations manager typically doesn’t discover that a machine is out of specifications until the company has already received many customer complaints.

Instead, sensors on the plant floor catch the problem before it becomes more serious. Automation eliminates many menial tasks so that only exceptions, such as substandard quality, require intervention. Employees are used more effectively. The production line faster and more cost effectively. Improved production leads to better quality products, and the company’s social media page is full of wonderful reviews and fewer complaints.

Used right, social media can be a marketing dream. Having information available to the customer across a range of channels provides better user experience. This leads to higher profits, lower overhead, and a leaner, more agile business.

Click here to learn more about digital transformation in building products and to download the white paper, Digital Transformation in Building Products.

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Liane Geber

About Liane Geber

Liane Geber is solution manager of customer engagement and commerce solutions in the Mill Products (including textiles) and Mining Industry Business Unit at SAP. She is an expert for industry-specific use cases in sales and distribution, cloud for customers, CRM, Vendavo and e-commerce.

What Are The New Rules For Engaging An Online Community?

Scott Steinberg

Marketing and public relations’ role within professional organizations has shifted drastically with the advent of the online community. Now there’s a greater emphasis placed on storytelling. Traditionally, organizations would simply broadcast news or channel it through the media – observe the reaction, then respond on a flexible timetable. Today, branding isn’t simply about beaming out a message. It’s about building trust with end users, telling a compelling story, and creating two-way social streams of dialogue.

While the media matrix and consumption patterns have irrevocably shifted, the value of powerful communication strategies has only become more vital. In an online community and multitasking world, companies must first find ways to connect with increasingly fragmented audiences and build empathy and awareness. They must create channels for customers and influencers to help organizations engage with brands and products in exciting new ways.

Customer impressions carry increasing weight, with brand impressions now traveling greater distances in less time. Users increasingly look to their personal networks for expertise and validation as opposed to traditional media channels.

Traditional marketing and public relations principles now play an increased role. Practitioners can excel in the modern world – provided they adapt to changing markets and best practices.

The book Netiquette Essentials: New Rules for Minding Your Manners in a Digital World offers several tips as you nurture positive conversation in an online community.

Establish a social media policy

Make it clear to employees what is okay to share online, how and when to do so, and the most appropriate manner in which to conduct outreach efforts. With every employee serving as a brand ambassador, training should begin the first day on the job to reinforce the importance of these organizational values. Detail formal rules of engagement with the online community and explain what’s expected from hires.

Develop an internal program to teach social media literacy and aptitude, provide continued education efforts, and reward employees for successfully practicing these skills. You may wish to consider regular skills refreshes, training sessions, certifications, and gamification-based programs to reinforce these maxims.

Be specific about what’s expected in terms of tone, attitude, end results, and output from your social media pros, and regularly monitor and assess how well they align with and meet these goals. Providing running feedback and commentary to help them grow and improve is vital to bolster performance in these areas. To this extent, you may wish to have team leaders provide sample tweets, posts, or updates to provide a sense of how to better shape these communications efforts.

For sake of clarity and assurance of appropriate conduct, post formal guidelines for communication within your own blogs, communities, and online venues, public-facing or otherwise. Having guidelines in place sets expectations upfront and helps you address any issues that may arise, such as having to ban argumentative users or remove inappropriate posts.

Set clear guidelines for interacting with the online community

Social media’s immediacy allows you to interact with customers without filters. However, policy and protocols set in place beforehand ensure professional and productive interactions. Understanding that some room must be given to operate between formal guidelines, make it clear to employees the appropriate rules of conduct when speaking directly to end users or customers, whether exchanges are B2B or B2C in nature.

Provide ongoing development and training to your team regarding these policies, especially for employees who manage social media efforts, outreach, and campaigns. Pass on learning and knowledge gained from direct frontline interactions with customers and promote positive transfer and enhance best practices.

Marketing campaigns and branding efforts should adhere to consistent guidelines. This ensures the right messages are sent and that your company is portrayed with the image and professionalism you desire. Outside of formal guidelines, practice basic rules of politeness, professionalism, and business etiquette online just as you would when engaging with customers face-to-face.

Identify which influencers to reach out to, and brief employees on the best methods for doing so. Through social media, you will likely also interact not just with individual customers, but also entire communities. As in real life, virtual group dynamics can differ greatly from one-on-one interactions.

Express your brand’s online personality

Be less formal, but adhere to your company’s rules and guidelines about your brand, message, and tone of voice, thus creating value for your online community. When people visit social media sites, they expect exchanges to be more personal, immediate, and engaging.

Be cognizant of post quality, taking care to eliminate grammatical and spelling errors. Note that kindness, courtesy, positivity, and empathy should be reflected in every post. Casual and fun doesn’t equate to flippant, glib, or self-centered. Think about how you or your brand may be perceived, and present yourself as affably and respectfully as possible.

Humor is appropriate to use, depending on context. Consider using only the same sort of humor that is appropriate for use in an office or business casual setting. Unless it is part of your brand’s marketing strategy, proceed with caution when using risqué or controversial statements.

Every employee is a brand ambassador in today’s socially driven world. Learn How to Weave Social Media Into the Fabric of the Business.

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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.

How Emotionally Aware Computing Can Bring Happiness to Your Organization

Christopher Koch


Do you feel me?

Just as once-novel voice recognition technology is now a ubiquitous part of human–machine relationships, so too could mood recognition technology (aka “affective computing”) soon pervade digital interactions.

Through the application of machine learning, Big Data inputs, image recognition, sensors, and in some cases robotics, artificially intelligent systems hunt for affective clues: widened eyes, quickened speech, and crossed arms, as well as heart rate or skin changes.




Emotions are big business

The global affective computing market is estimated to grow from just over US$9.3 billion a year in 2015 to more than $42.5 billion by 2020.

Source: “Affective Computing Market 2015 – Technology, Software, Hardware, Vertical, & Regional Forecasts to 2020 for the $42 Billion Industry” (Research and Markets, 2015)

Customer experience is the sweet spot

Forrester found that emotion was the number-one factor in determining customer loyalty in 17 out of the 18 industries it surveyed – far more important than the ease or effectiveness of customers’ interactions with a company.


Source: “You Can’t Afford to Overlook Your Customers’ Emotional Experience” (Forrester, 2015)


Humana gets an emotional clue

Source: “Artificial Intelligence Helps Humana Avoid Call Center Meltdowns” (The Wall Street Journal, October 27, 2016)

Insurer Humana uses artificial intelligence software that can detect conversational cues to guide call-center workers through difficult customer calls. The system recognizes that a steady rise in the pitch of a customer’s voice or instances of agent and customer talking over one another are causes for concern.

The system has led to hard results: Humana says it has seen an 28% improvement in customer satisfaction, a 63% improvement in agent engagement, and a 6% improvement in first-contact resolution.


Spread happiness across the organization

Source: “Happiness and Productivity” (University of Warwick, February 10, 2014)

Employers could monitor employee moods to make organizational adjustments that increase productivity, effectiveness, and satisfaction. Happy employees are around 12% more productive.




Walking on emotional eggshells

Whether customers and employees will be comfortable having their emotions logged and broadcast by companies is an open question. Customers may find some uses of affective computing creepy or, worse, predatory. Be sure to get their permission.


Other limiting factors

The availability of the data required to infer a person’s emotional state is still limited. Further, it can be difficult to capture all the physical cues that may be relevant to an interaction, such as facial expression, tone of voice, or posture.



Get a head start


Discover the data

Companies should determine what inferences about mental states they want the system to make and how accurately those inferences can be made using the inputs available.


Work with IT

Involve IT and engineering groups to figure out the challenges of integrating with existing systems for collecting, assimilating, and analyzing large volumes of emotional data.


Consider the complexity

Some emotions may be more difficult to discern or respond to. Context is also key. An emotionally aware machine would need to respond differently to frustration in a user in an educational setting than to frustration in a user in a vehicle.

 


 

download arrowTo learn more about how affective computing can help your organization, read the feature story Empathy: The Killer App for Artificial Intelligence.


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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.)?

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David Trites

About David Trites

David Trites is a Director of SAP Global Marketing. He is responsible for producing interesting and compelling customer stories that will humanize the SAP brand, support sales and marketing teams across SAP, and increase the awareness of SAP in key markets.

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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

Harin Nanayakkaara

About Harin Nanayakkaara

Harin Nanayakkaara is part of attune’s leadership team and heads the global marketing, branding and communication efforts. He is passionate about technology and its role in shaping the fashion landscape, and has worked closely on delivering business value to clients such as Crocs and Brooks Brothers.

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

Brian Wasson

About Brian Wasson

Brian Wasson is the Director of Global Marketing & Communications at SAP. His specialties include strategic and hands-on experience in social media, website and intranet management, sustainability and CSR communications, public relations/media relations, employee (internal) communications, publication editing and management, and direct marketing.

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

Tiffany Rowe

About Tiffany Rowe

Tiffany Rowe is a marketing administrator who assists in contributing resourceful content. Tiffany prides herself in her ability to provide high-quality content that readers will find valuable.

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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

Tracy Vides

About Tracy Vides

Tracy is a content marketer and social media consultant who works with small businesses and startups to increase their visibility. Although new to the digital marketing scene, Tracy has started off well by building a good reputation for herself, with posts featured on Steamfeed, Business 2 Community and elsewhere. Hit her up @TracyVides on Twitter.

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.

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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

Jim Cook

About Jim Cook

Jim Cook is the Industry Advisor for consumer industries in South East Asia, with over 20 years’ experience of IT and business consulting. He has held various roles from solution architect, project and program management, business development as well as managing an SAP partner organisation. Jim is passionate about transformation within consumer driven organisations. Jim is particular interested in customer engagement solutions and the value that can be achieved from end to end SAP deployments.

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

Elizabeth Milne

About Elizabeth Milne

Elizabeth Milne has over 20 years of experience improving the software solutions for multi-national, multi-billion dollar organizations. Her finance career began working at Walt Disney, then Warner Bros. in the areas of financial consolidation, budgeting, and financial reporting. She subsequently moved to the software industry and has held positions including implementation consultant and manager, account executive, pre-sales consultant, solution management team at SAP, Business Objects and Cartesis. She graduated with an Executive MBA from Northwestern University’s Kellogg Graduate School of Management. In 2014 she published her first book “Accelerated Financial Closing with SAP.” She currently manages the accounting and financial close portfolio for SAP Product Marketing. You can follow her on twitter @ElizabethEMilne

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