CONTENT CONNECTIONS 2016 AGENDA - acrolinx… filePrior to joining Acrolinx, ... Mike will cover...

CONTENT CONNECTIONS 2016 AGENDA

November 1 (for the US)

2. November (für DACH)

November 3 (for EMEA)

CONTENTS

CONTENT CONNECTIONS 2016 · AGENDA


10:00a.m. ET

7:00 a.m. PT

10:10a.m. ET

7:10 a.m. PT

Welcome and IntroductionChuck Frydenborg, VP Global Sales, Acrolinx

For over 20 years Charles Frydenborg has been leading award-winning enterprise sales teams that have a passion for understanding customer challenges and solving tough business issues with technology. Prior to joining Acrolinx, Chuck built Rosetta Stone’s corporate sales division from the ground up into a thriving business, and he served as VP of Sales at Gartner where his team led the company to business growth and client retention. When he’s not busy helping customers, Chuck serves on the Advisory Board of Best Buddies Virginia/Capital Region, a nonprofit organization that provides advocacy for people with intellectual and developmental disabilities.

How to Build a Massive Audience Over TimeJoe Pulizzi, Founder, Content Marketing Institute

In the future, thousands of businesses from around the globe will leverage a content-first go-to-market strategy. What does this mean? It means that entrepreneurs in companies of all sizes are developing content brands and building audiences first, and then developing products to sell much, much later in the process. Having a singular focus on audience gives these businesses the best understanding of what products ultimately make the most sense to sell. In this presentation, Joe Pulizzi, author of the new book “Content Inc.,” will detail how many of today’s most successful businesses started, and how they have become some of the fastest growing businesses on the planet. Better yet, this presentation will break down what you can learn from these companies, and how you can use these strategies to grow your business.

Joe Pulizzi is the founder of Content Marketing Institute, the leading education and training organization for content marketing, which includes the largest in-person content marketing event in the world, Content Marketing World. Joe is the winner of the 2014 John Caldwell Lifetime Achievement Award from the Content Council. Joe’s fourth book, “Content Inc.,” was just released. His third book, “Epic Content Marketing,” was named one of “Five Must Read Business Books of 2013” by Fortune Magazine. You can find Joe on Twitter @JoePulizzi. If you ever see Joe in person, he’ll be wearing orange.



The Content Centre of ExcellenceDoug Kessler, Co-Founder and Creative Director, Velocity Partners

Big companies are being hit by Content Proliferation Syndrome (CPS), as a wide range of disconnected groups all create content for their own needs. The result can be expensive chaos.

The Content Centre of Excellence (CCE) is an idea whose time has come. Instead of taking a command and control approach that tries to manage all content creation from the centre, the CCE facilitates, guides, shares, collaborates, and leads the organisation as it transforms into a content-driven culture.

This session is a brief introduction to the idea of a Content Centre of Excellence: What it does, what it needs to succeed, and what kind of people should lead it.

Doug Kessler is the co-founder and creative director of Velocity, the London-based B2B content marketing agency. Doug writes about content marketing, including pieces such as “Crap: Why The Biggest Threat to Content Marketing is Content Marketing” and “The Big Fat Content Marketing Strategy Checklist.” Doug can often be found ranting against the reactionary forces of mediocre marketing — but always with a bit of a wink. @dougkessler

Acrolinx Governance and ManagementMike Iantosca, IBM Product Publications (ID) Tools Portfolio Owner, Digital Services Group, IBM

Over the past eight years, Mike and his team at IBM have developed a community-driven, distributed organizational model that supports the Total Information Experience (TIE). Acrolinx is used throughout IBM with more than 5,000 users across virtually every business unit, spanning client-facing content from presales through post sales. According to Mike, many of the same requirements and principles apply, whether implementing and managing Acrolinx in a large, distributed enterprise, or in a small organization. Join Mike as he covers the management gamut, from business to technical, organizational, and community. Mike will cover matrix management involving terminology, style, globalization, SEO, communication, metrics, infrastructure, testing, support, key performance indicators, and community engagement.

Mike Iantosca is the program manager and portfolio owner of IBM authoring and publishing systems as part of the IBM Content Center of Excellence corporate leadership team. The extensive portfolio is used by thousands of IBM content professionals and contributors that create and manage hundreds of millions of pages that support more than 3,500 IBM products. IBM content is published in dozens of national languages that receive approximately seven million page hits weekly. With more than three decades of experience as a career information developer and software engineer, Mike leads multiple teams that design, develop, test, and support a wide range of advanced publishing technologies. He is also a member of the original IBM team that developed DITA, and is the corporate strategy lead for content quality technologies. Mike is the technical and business lead for Acrolinx since its inception at IBM eight years ago. Acrolinx is presently used by more than 5,000 IBM content professionals that span the enterprise.

10:45a.m. ET

7:45 a.m. PT

11:25a.m. ET

8:25 a.m. PT



Slow Marketing: How to Deliver Faster Results by Slowing Down (Yes, You Read That Right)Ann Handley, Chief Content Officer, MarketingProfs

In our fast-paced, always-on, agile, want-it-yesterday, mile-a-minute world ... there is a critical need to slow down. Why? Because doing so allows you to achieve real results — faster.

Or, rather, we need to identify those key moments when we need to slow down, because doing so allows the business to grow faster. (And better. And with more integrity.)

We need to invite slow to fuel fast.

Ann Handley is a Wall Street Journal best-selling author, keynote speaker, and the world’s first Chief Content Officer. Ann speaks and writes about how you can rethink the way your business markets. Cited in Forbes as the most influential woman in social media and recognized by ForbesWoman as one of the top 20 women bloggers, Ann Handley is the Chief Content Officer of MarketingProfs. She is a monthly columnist for Entrepreneur magazine, a member of the LinkedIn Influencer program, and the co-author of the best-selling book on content marketing, “Content Rules: How to Create Killer Blogs, Podcasts, Videos, Ebooks, Webinars (and More) That Engage Customers and Ignite Your Business.” Her most recent book, “Everybody Writes: Your Go-To Guide to Creating Ridiculously Good Content,” is a Wall Street Journal bestseller. She currently has more than 260,000 followers on Twitter and writes about content, marketing, and life at the highly entertaining AnnHandley.com. A pioneer in digital marketing, Ann is the co-founder of ClickZ.com, which was one of the first sources of interactive marketing news and commentary. She started her career as a business journalist and editor. Ann is based in Boston, Massachusetts.

Break

12:00p.m. ET

9:00 a.m. PT

12:30p.m. ET

9:30 a.m. PT



Tips and Tricks for Working With Acrolinx Day-To-DayDr. Sabine Lehmann, Chief Linguist, AcrolinxDr. Adam Taylor, Senior Sales Engineer US, Acrolinx

This is where we delve deep into our box of tricks. We’ll provide useful tips from a wide variety of areas to make working with Acrolinx even easier. Whether you’re a newbie or an experienced Acrolinx pro, we’ve got you covered. And as always, feel free to ask if you have any questions.

Dr. Sabine Lehmann has worked in language engineering for more than 15 years, initially at ISSCO in Geneva and then at the DFKI in Saarbrücken until 2002. Her expertise is in the development and evaluation of large-scale linguistic processing systems and their modification for specific applications. Sabine is also co-founder of Acrolinx.

Dr. Adam Taylor is a Senior Sales Engineer at Acrolinx. Adam is devoted to educating the masses on content quality and how that quality affects every aspect of a company. Some of Adam’s favorite words are tone, voice, and consistency. With Acrolinx, Adam discovered a platform that can take the guesswork out of creating high-quality, consistent content. Before joining Acrolinx, Adam was busy earning a PhD in Neuroscience from the University of Maryland, Baltimore. He ultimately chose to leave the lab behind and venture into the world of content.

1:00p.m. ET

10:00 a.m. PT

1:35p.m. ET

10:35 a.m. PT

Marketing Content Is Not Content Marketing: Top Tips for Turning Audiences Into CustomersRahel Bailie, Content Strategy and Ecosystems/Content Management and Design, Scroll

Marketing content is like ice cream. It might come in many flavours, but it all starts with the same sweet base. That base is about persuasion and — when all the factors align well — conversion. Content marketing, however, is a slightly different product. It’s the counterpart of sorbet to ice cream. The base may look similar to the untrained eye, but the motivation is different, and hence the product is different. In this presentation, Rahel compares and contrasts the differences between marketing content and content marketing, how these concepts work in tandem, and why content marketing may be “the new black.”

Rahel Anne Bailie runs the content strategy practice as Chief Knowledge Officer for Scroll, UK’s full-service content company, and consults for companies that need help with content challenges. She believes that content must be technically fit for purpose as well as editorially sound to get the most out of content as a valuable business asset. She blends techniques from multiple disciplines to develop content strategies that have business impact. Rahel also teaches in the Content Strategy Master’s Program at FH Joanneum, runs the Content, Seriously meetup, and is working on her third industry book, “Writing Content for a Structured Authoring Environment.”



Momentum: The Simple Secret Smart Brands Employ to Turn Regular Content Into Extraordinary Success!Andrew Davis, Founder, Monumental Shift

You create awesome marketing. You’re telling a great story. You have a well-oiled production machine, and an amazing team. But you’re getting less traction with your programs. So what gives?

It turns out that the smartest marketers in the world know that amazing creative and content is table stakes. And the secret to their success comes from predicting and promoting and strategically distributing … not praying.

In this action-packed and engaging session, Andrew Davis will reveal the formula you need to replicate their success. And he’ll show you how to create the necessary momentum that guarantees stellar performance down the road.

Andrew Davis is a best-selling author and internationally acclaimed keynote speaker. Before co-founding, growing, and selling a thriving digital marketing agency, Andrew Davis created programming for local television, produced for NBC’s Today Show, worked for The Muppets in New York, and wrote for Charles Kuralt. He has marketed for tiny start-ups and Fortune 500 brands. In 2016, Davis founded Monumental Shift, the world’s first talent agency for marketing thought leaders.

2:10p.m. ET

11:10 a.m. PT

Break2:40p.m. ET

11:40 a.m. PT



Content and Experiences: The Show That Never ClosesRobert Rose, Chief Strategy Advisor, Content Marketing Institute

There is simply no such thing as a neutral experience with content. Every communication a business creates is a customer experience that either creates a positive or negative impact. This means all content is marketing content. The challenge is that business content is almost universally created as a campaign, through the lens of marketing, advertising, public relations, and corporate communications. This is what must change. Content-driven experiences must be created differently — as a strategic asset, as a product — not as a campaign. Campaigns plan for launch; products are planned for life. Robert will talk about how tomorrow’s successful brands can learn to not just plan for the launch, but plan for the successful journey. Let’s not only think about how the show opens; let’s think about how it keeps audiences leaning forward all the way through — and keeps them coming back for more. Content is a show that never closes.

As the Chief Strategy Advisor for the Content Marketing Institute, Robert Rose innovates creative and technical content marketing strategies for his clients. An early internet pioneer, Rose has more than 15 years of experience, and a track record of helping brands and businesses develop successful web and content marketing strategies. Rose just recently released “Experiences: The 7th Era Of Marketing” with co-author Carla Johnson. Rose is a frequent keynote speaker, advising top professionals in the successful strategy of online marketing and website management. He’s also the primary author of the book “Managing Content Marketing” with Joe Pulizzi.

How a Content-Driven Customer Experience Can Drive Your Business: The Why and the HowDr. Andrew Bredenkamp, Founder and CEO, Acrolinx

The customer experience is the primary contributor to the value of your business. In today’s digital world, best-in-class content plays a significant role in measuring your organization’s success. Dr. Andrew Brendkamp will outline how and why delivering a successful content-driven customer experience can impact your company’s bottom line.

Dr. Andrew Bredenkamp is founder and CEO of Acrolinx. Andrew has been solving content problems for the world’s biggest brands for over 25 years. Before starting Acrolinx, Andrew was Head of the Technology Transfer Centre at the German Research Center for Artificial Intelligence (DFKI) Language Technology Lab. Andrew holds degrees in languages and linguistics, and a PhD in Computational Linguistics. He is on the advisory board of a number of organizations, including Translators without Borders.

3:00p.m. ET

12:00 p.m. PT

3:35p.m. ET

12:35 p.m. PT



Hacking Marketing: How Marketing Management Can Keep Pace With Marketing TechnologyScott Brinker, Co-Founder and CTO, ion interactive

Modern marketing has more in common with the software profession than it does with classic marketing management. As surprising as that sounds, it’s the natural result of the world going digital. Marketing must move faster, adapt more quickly to market feedback, and manage an increasingly complex set of customer experience touchpoints. All of these challenges are shaped by the dynamics of software — from the growing number of technologies in our own organizations to the global forces of the internet at large.

Scott will explore with the audience how to conquer those challenges by adapting successful management frameworks from the software industry to the practice of marketing. They’ll learn about agile and lean management methodologies, innovation techniques used by high-growth technology companies, pragmatic approaches for scaling up marketing in a fragmented and constantly shifting environment, and strategies to unleash the full potential of talent in a digital age.

Scott Brinker is the president and CTO of ion interactive, a marketing software company that provides a platform for producing and delivering interactive content. He is also the author of chiefmartec.com, a blog that examines the intersection of marketing, technology, and management, and he is the program chair of the MarTech conference. He has degrees in computer science from Columbia and Harvard and an MBA from MIT. @chiefmartec

4:00p.m. ET

1:00 p.m. PT

Language Saving Lives and Closing RemarksDr. Andrew Bredenkamp, Founder and CEO, Acrolinx

Join Dr. Andrew Bredenkamp, CEO of Acrolinx, as he shares enchanting stories from around the globe on how organizations are challenging the status quo and creating amazing content at scale.


4:30p.m. ET

1:30 p.m. PT



10:00bis 10:10

10:10bis 10:40

Begrüßung und EinführungDr. Sabine Lehmann, Chief Linguist, Acrolinx

Dr. Sabine Lehmann hat über 15 Jahre Erfahrung in der linguistischen Entwicklung gesammelt, zuerst am ISSCO in Genf und bis 2001 beim DFKI in Saarbrücken. Ihr Fachgebiet ist die Entwicklung und Bewertung großangelegter Systeme zur Sprachverarbeitung und deren Anpassungen an spezifische Anwendungen. Sie ist außerdem Mitbegründerin von Acrolinx.

Eine Welt ohne Browser: Die Zukunft des Content MarketingsKlaus Eck, Managing Partner, Eck Consulting Group

Marken haben sich darauf eingestellt, dass wir Informationen über Browser oder Apps beziehen. Doch die Vielfalt guter Inhalte führt unweigerlich zum Content Shock. Häufig wird schon heute die Auswahl gefiltert; das Ende der Browser ist absehbar. Neue Schnittstellen – (Chat-)Bots und KI – stellen uns personalisierte Lösungen via Messenger zur Verfügung. Neue Touchpoints und Digitale Disruption erfordern neue Content-Marketing-Konzepte, die attraktive Angebote mit Pull-Kommunikation kombinieren.

Klaus Eck ist Geschäftsführer der Eck Consulting Group. Im November 2015 hat er die Content-Marketing-Agentur d.Tales gegründet. Der Berater und Keynotespeaker unterstützt seit mehr als 18 Jahren Marken bei der Digitalisierung ihrer Unternehmens-, Marketing- und Kommunikationsprozesse. Seit 2004 gibt er den PR-Blogger heraus, in dem er sich mit den neuesten Trends in Kommunikation und Marketing auseinandersetzt. Außerdem ist er Lehrbeauftragter an der Electronic Media School in Potsdam (Content-Marketing), an der FH Joanneum in Graz (Content Strategy) und an der Hamburg Media School (Digital Journalism).



10:50bis 11:20

11:30bis 12:00

Humane Content-Workflows: Content-Strategien im Unternehmen implementierenMathias Maul, Chief Shrink, The Content Shrinks®

Content-Strategien sind voll mit Personas, Contentlebenszyklen und Style-Guides, aber oft fehlt etwas Essentielles: die Mittel und Methoden, um eine spezifische Strategie innerhalb eines spezifischen Unternehmens, dessen Teams, Mitarbeitern und Agenturen langfristig stabil zu implementieren.

In dieser halbstündigen Präsentation erfahren Sie, wie Sie …

• leserfokussierten Content mit selbstoptimierenden, autorfokussierten und damit mitarbeiterfreundlichen Workflows erstellen und steuern,• Content-Strategien an die Besonderheiten Ihres Unternehmens, Ihrer Teams und Angestellten anpassen,• Kommunikation innerhalb Teams und zwischen Teams optimieren – auch über Silo-Grenzen hinweg und an der Schnittstelle zu Agenturen,• entscheiden, wann welche Content-Arbeiten out- bzw. insourced werden sollten und• mit den eigenen Ressourcen Probleme identifizieren und entschärfen, bevor sie Schaden anrichten.

Mathias Maul ist jeweils zur Hälfte Linguist, Informatiker und Hirnverdrahter: Bevor er The Content Shrinks gründete, debuggte er Web-Applikationen als Software-Architekt – und Menschen in seiner Praxis für Psychotherapie.

The Content Shrinks ist eine Boutique-Agentur für Content-Therapie und Change-Management. Wir unterstützen Unternehmen, mitarbeiterfreundliche Content-Workflows zu etablieren, um leserfreundlichen Content zu planen, erstellen, steuern und messen. Wir stimmen Content-Prozesse mit bestehenden Team- und Mitarbeiter-Strukturen sowie Agentur-Schnittstellen ab und helfen, Silos aufzulösen. So entstehen Arbeitsumfelder, die Produktivität und Effizienz fördern, und Content – innerhalb und außerhalb des Unternehmens – wird messbar effektiver.

Hic sunt dracones – Reisehinweise zu Expeditionen in die Content-WeltSascha Stoltenow, Director, Script Corporate + Public Communication

„Hic sunt dracones“ – „Hier sind Drachen.“ Mit dieser Redewendung markierte der Schöpfer des Hunt-Lenox-Globus, einem der ältesten erhaltenen Globen, den zu diesem Zeitpunkt noch weitgehend unerforschten Bereich an der Ostküste Asiens. Wer sich heute aufmacht, um content-getriebene Projekte umzusetzen, reist zwar nicht mehr in die Terra incognita, wird aber auch einigen Drachen begegnen. In seinem Vortrag vermittelt Sascha Stoltenow entlang von Praxisbeispielen konkrete Tipps und Tricks, um sie zu zähmen.

Sascha Stoltenow ist Director bei SCRIPT Communications in Frankfurt. Er berät Unternehmen und Organisationen bei der Entwicklung und Umsetzung von Kommunikationskonzepten und Content-Strategien. Er ist Mitinitiator des Content Strategy Camps an der Hochschule Darmstadt, Organisator des Content Strategy Forum 2014 und Lehrbeauftragter im Masterstudiengang Content-Strategie an der FH Joanneum in Graz. Unter www.bendler-blog.de bloggt der ehemalige Fallschirmjägeroffizier seit 2007 über Sicherheitspolitik und Militär.

http://www.script-com.de

http://www.csforum2014.com

http://www.bendler-blog.de



12:10bis 12:40

13:20bis 13:50

Terminologiearbeit in Zeiten von Unternehmensfusionen und kulturellen VeränderungenAyten Turhan, Terminologiemanagerin, Fiducia & GAD IT AG

Der Vortrag widmet sich der Terminologiearbeit während/nach Fusionen im Unternehmen und wie sie sich durchsetzen/etablieren kann. Am Beispiel der neugegründeten Fiducia & GAD IT AG wird dies erfolgreich belegt. Im Vortrag werden die ehemaligen Unternehmen und die Entscheidungskriterien für das zukünftige Modell vorgestellt. Die Besonderheit: Terminologiearbeit ordnet sich den Fusionszielen unter. Sie bringt sich in die Fusionsprojekte ein, um einen Mehrwert für das neugegründete Unternehmen hinsichtlich Sprache/Kultur zu generieren.

Ayten Turhan absolvierte ein Studium der Germanistik und Europäischen Ethnologie (M.A.) in Freiburg sowie des Medien- und Eventmanagement (MBA) in Karlsruhe. Nach einigen Jahren als Technische Redakteurin bei der Fiducia IT AG arbeitet sie als Terminologiemanagerin bei der Fiducia IT AG und seit der Fusion im Jahr 2015 bei der Fiducia & GAD IT AG.

Content, Quality and Automation, our Passion. Mit wenig viel erreichen! Artur Bondza, Head of Product Information Management, Pepperl+Fuchs

Pepperl+Fuchs steht vor der Herausforderung, mit einer vergleichsweisen kleinen Redaktionsmannschaft verschiedenartigste Dokumente für ein riesiges Produkt-Portfolio erstellen und in bis zu 28 Sprachen übersetzen zu müssen. Dabei setzt Pepperl+Fuchs auf diverse Datenbanksysteme und Acrolinx, um in verschiedensten Bereichen terminologische und sprachliche Konsistenz zu erreichen. Dieser Vortrag gibt einen Einblick in die Arbeitsweisen und Systeme bei Pepperl+Fuchs.

Artur Bondza ist Ingenieur und seit 2004 bei der Pepperl+Fuchs GmbH in Mannheim tätig. Zur Zeit ist er in der Funktion des Head of Product Information Management verantwortlich für die Erstellung, Übersetzung und Verbreitung von Informationen in alle Kanäle weltweit. Zudem engagiert er sich in der Verbandsarbeit, ist stellv. Vorsitzender des AK Technische Dokumentation beim ZVEI e.V. und Mitglied im Operating Arm und fachlichen Arbeitsgruppen beim eCl@ss e.V.

Pause12:40bis 13:15



14:00bis 14:30

14:45bis 15:15

Terminologiemanagement bei Crown. Verwendung von Acrolinx in der „Global Content Strategy“ von CrownAndreas Merz, Translation and Terminology Specialist, Crown Gabelstapler

„Ideas that advance“ – mit diesem Slogan verkauft Crown Materialflusstechnologien in alle Welt. Von einem Garagenbetrieb im ländlichen New Bremen, Ohio entwickelte sich das Unternehmen zu einem Konzern, der Content in US-English und Deutsch erstellt und diesen in zahlreiche Sprachen übersetzt. Damit die Qualität des Contents mit der Geschäftsentwicklung Schritt hält, entwickelte das Unternehmen eine „Global Content Strategy“. Der Vortrag zeigt, wie mit Acrolinx in der Global Content Strategy Terminologie gemanagt und Texte standardisiert werden.

Als Übersetzungs- und Terminologiespezialist bei Crown für den Wirtschaftsraum EMEA ist Andreas Merz verantwortlich für die Bereiche Terminologie und Übersetzung in der „Global Content Strategy“ von Crown. Mit Leidenschaft für Sprachen und Technologie hat er verschiedenste Unternehmen – von der Finanzindustrie bis zum Maschinenbau – bei ihren Übersetzungsprojekten unterstützt und während eines langjährigen Kundeneinsatzes in der Automobilindustrie die Einführung eines globalen Übersetzungsmanagements erlebt. Andreas Merz hat ein Diplom in Übersetzungswissenschaften der Universität Leipzig.

Acrolinx Roadmap und VisionDr. Philipp Offermann, Senior Product Manager, Acrolinx

Wir sind stolz, dass Acrolinx führenden Marken der Welt dabei hilft, hervorragenden Content zu erstellen, und freuen uns sehr, Ihnen die Zukunftspläne für unsere Plattform vorzustellen. Von künstlicher Intelligenz über Analytics und neue sprachliche Funktionen bis hin zu Integrationen für unzählige Authoring Tools werden wir dabei so einiges abdecken.

Dr. Philipp Offermann hat an der TU Berlin in Wirtschaftsinformatik promoviert und bei den Telekom Innovation Laboratories als Forscher und Projektmanager gearbeitet. Seit über fünf Jahren ist er als Produktmanager im B2B-Bereich tätig. Er ist spezialisiert auf die Entwicklung von innovativen Technologien in vermarktbare Produkte. Seit anderthalb Jahren arbeitet Philipp als Senior Produktmanager bei Acrolinx. Er ist für den Acrolinx Server und die Private Cloud verantwortlich.

Pause14:30bis 14:45



15:25bis 15:55

15:55bis 16:00

Tipps und Tricks für die tägliche Arbeit mit AcrolinxDr. Sabine Lehmann, Chief Linguist, AcrolinxInes Prusseit, Senior Consultant und Linguist, Acrolinx

Tipps & Tricks – Hier greifen wir in unsere Trickkiste. Aus unterschiedlichsten Bereichen zeigen wir Ihnen nützliche Tipps, die Ihre Arbeit mit Acrolinx noch leichter machen. Ob Einsteiger oder routinierter Acrolinx-Hase – für jeden wird etwas dabei sein. Fragen sind wie immer willkommen!

Dr. Sabine Lehmann hat über 15 Jahre Erfahrung in der linguistischen Entwicklung gesammelt, zuerst am ISSCO in Genf und bis 2001 beim DFKI in Saarbrücken. Ihr Fachgebiet ist die Entwicklung und Bewertung großangelegter Systeme zur Sprachverarbeitung und deren Anpassungen an spezifische Anwendungen. Sie ist außerdem Mitbegründerin von Acrolinx.

Ines Prusseit ist seit 2002 tätig im Bereich Sprachtechnologie und Informationsmanagement. Sie arbeitet seit 2006 bei der Acrolinx GmbH als Senior Consultant und berät international tätige Firmen bei der Einführung von Acrolinx. Ihre Schwerpunkte sind unternehmensweite Inhaltsoptimierung mit maschineller Unterstützung und multilinguales Terminologiemanagement. Sie ist Co-Autorin der tekom-Leitlinie „Regelbasiertes Schreiben”.

Zusammenfassung und VerabschiedungPaul Steele, Enterprise Account Director, Acrolinx

Paul Steele ist Enterprise Account Director bei Acrolinx und verantwortet den Kundenvertrieb für DACH, NL, und FR.



10:00a.m. CET

9:00 a.m. GMT

10:10a.m. CET

9:10 a.m. GMT

Welcome and IntroductionDr. Andrew Bredenkamp, Founder and CEO, Acrolinx


The Content Centre of ExcellenceDoug Kessler, Co-Founder and Creative Director, Velocity Partners

Big companies are being hit by Content Proliferation Syndrome (CPS), as a wide range of disconnected groups all create content for their own needs. The result can be expensive chaos.

The Content Centre of Excellence (CCE) is an idea whose time has come. Instead of taking a command and control approach that tries to manage all content creation from the centre, the CCE facilitates, guides, shares, collaborates, and leads the organisation as it transforms into a content-driven culture.

This session is a brief introduction to the idea of a Content Centre of Excellence: What it does, what it needs to succeed, and what kind of people should lead it.

Doug Kessler is the co-founder and creative director of Velocity, the London-based B2B content marketing agency. Doug writes about content marketing, including pieces such as “Crap: Why The Biggest Threat to Content Marketing is Content Marketing” and “The Big Fat Content Marketing Strategy Checklist.” Doug can often be found ranting against the reactionary forces of mediocre marketing — but always with a bit of a wink. @dougkessler



Marketing Content Is Not Content Marketing: Top Tips for Turning Audiences Into CustomersRahel Bailie, Content Strategy and Ecosystems/Content Management and Design, Scroll

Marketing content is like ice cream. It might come in many flavours, but it all starts with the same sweet base. That base is about persuasion and — when all the factors align well — conversion. Content marketing, however, is a slightly different product. It’s the counterpart of sorbet to ice cream. The base may look similar to the untrained eye, but the motivation is different, and hence the product is different. In this presentation, Rahel compares and contrasts the differences between marketing content and content marketing, how these concepts work in tandem, and why content marketing may be “the new black.”

Rahel Anne Bailie runs the content strategy practice as Chief Knowledge Officer for Scroll, UK’s full-service content company, and consults for companies that need help with content challenges. She believes that content must be technically fit for purpose as well as editorially sound to get the most out of content as a valuable business asset. She blends techniques from multiple disciplines to develop content strategies that have business impact. Rahel also teaches in the Content Strategy Master’s Program at FH Joanneum, runs the Content, Seriously meetup, and is working on her third industry book, “Writing Content for a Structured Authoring Environment.”

10:50a.m. CET

9:50 a.m. GMT

11:30p.m. CET

10:30 a.m. GMT

Humane Content Workflows: Making Content Strategies Work in the EnterpriseMathias Maul, Chief Shrink, The Content Shrinks®

Chock-full with personas, life cycle diagrams, and style guides, content strategies often lack one essential feature: The means and methods to make a particular strategy work within a particular company, its teams, and (often quite particular indeed) employees and agencies.

In this half-hour presentation, you will learn how to:

• Create and govern reader-first content with self-optimizing author-first content workflows.• Tailor content strategies to the particularities of your company, teams, and employees.• Enhance intra-team and inter-team communication — even across silo boundaries.• Optimize communication with external agencies.• Decide when you should insource or outsource content work.• Identify and defuse issues before it’s too late and overcome impasses using your own resources.

Part linguist, part computer scientist, and part psychotherapist, Mathias Maul founded The Content Shrinks® to help organizations implement author-first workflows as the most effective means to plan, create, manage, and measure reader-first content. He is passionate about debugging processes and people, tearing down silos with bonsai scissors, and enabling his clients to establish work environments that make their content guys and gals more productive and happier, leading to measurably more effective content within and outside the organization.

The Content Shrinks® is a boutique agency for content therapy and corporate change. Its loosely knit network of strong-minded professionals is available worldwide for on-premises and remote projects alike. Say hi!



“Hic Sunt Dracones” — Travel Advice for Expeditions Into the Content WorldSascha Stoltenow, Director, Script Corporate + Public Communication

Hic sunt dracones. “Here be dragons.”

The creator of the Hunt-Lenox Globe, one of the oldest surviving terrestrial globes, used this phrase to characterize the then still largely unexplored area along the east coast of Asia. If you set out to realize content-driven projects today, you may not be entering terra incognita, but you will probably encounter dragons nonetheless. In this session, Sascha Stoltenow will use practical examples to provide concrete tips and suggestions on how to tame them.

Sascha Stoltenow is a director at SCRIPT Communications in Frankfurt. He advises companies and organizations on the development and realization of communication concepts and content strategies. He is one of the initiators of the Content Strategy Camp at Darmstadt University of Applied Sciences, was the organizer of the Content Strategy Forum 2014, and is an adjunct lecturer for the master’s program in Content Strategy at FH Joanneum University of Applied Sciences in Graz. The former paratrooper officer has been blogging on security policy and the military since 2007.

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http://www.script-com.de



http://www.bendler-blog.de



Customer First, Digitally Focused Content? Culture, Culture, Culture …Alan Miller, Experienced Content Professional and Co-Founder, GiveToView.com

Having taken content from a much maligned “task” to a recognised strategic asset in less than three years, Alan Miller has a unique perspective on what it takes to make content work. In his most recent role at a large global company, learning fast in the land of opinions and belly buttons (everyone has one), Alan and his team needed to pick an approach that they trusted to deliver change and results at the same pace. They chose their people, or rather their culture. Come and hear how Alan and his team transformed their world of content and delivered content that was truly “Customer First, Digitally Focused” at one of the world’s largest online distributors of industrial and electronic products.

Following a number of years in supply chain, strategic change, and commercial leadership roles, Alan entered the world of content as a bona-fide “newbie.” Working for one of the world’s leading distributors of electronic and industrial products, he transformed the content team into a “Customer First, Digitally Focused” organisation, driving genuine commercial value and helping the organisation to meet its ambitions. Responsible for people, systems, and processes, Alan created a successful, highly engaged, and commercially driven organisation in what was his most rewarding role to date.

Now running GiveToView.com, an internet start-up enabling charities to use video and social media to raise money for great causes, Alan is also looking ahead for more interesting and rewarding content projects.

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http://www.GiveToView.com



Our First Year Operating Acrolinx in ARMCharles Hall, Tech Comms Infrastructure and DITA CMS Manager, ARM

ARM has been using Acrolinx since March 2015 within the Technical Communications team. Around 60 authors, spread across three continents, use Acrolinx on a daily basis within our DITA authoring system and Adobe FrameMaker. In this talk we’ll focus on three aspects of our roll-out:

• Initial user training, including a physical takeaway in the form of a cheat sheet.• The terminology group, and the process followed to continuously refine our term database.• The Terminology Maturity Model, which has proved useful in raising awareness, and sharing some longer-term objectives for our Acrolinx

installation.

Charles Hall has enjoyed a 20+ year career in the area of technical documentation, collaboration, and the web. After gaining experience in technical authoring, software development and testing, and release management at a small software house near Paris, he moved into the aerospace industry with Matra Marconi Space/Astrium, leading the creation of the company-wide intranet and a project to introduce an enterprise wiki solution. Tempted by the bright lights of London, in 2012 Charles Hall moved to OpenBet, a software company specializing in solutions for the gambling industry. At the beginning of 2014, Charles Hall joined ARM as the DITA CMS Product Manager. Part of his role saw him implementing Acrolinx within ARM in early 2015. Since then, he has helped shape the direction for the company’s in-house terminology group, and is now working on a number of projects which will exploit Acrolinx more fully through integrations with ARM’s DITA CMS, a future CRM system, and the enterprise search service. Charles Hall enjoys all aspects of linguistics, especially conversing in French when the opportunity arises.

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Tips and Tricks for Working With Acrolinx Day-To-DayDr. Sabine Lehmann, Chief Linguist, Acrolinx,Dr. Adam Taylor, Senior Sales Engineer US, Acrolinx

This is where we delve deep into our box of tricks. We’ll provide useful tips from a wide variety of areas to make working with Acrolinx even easier. Whether you’re a newbie or an experienced Acrolinx pro, we’ve got you covered. And as always, feel free to ask if you have any questions.

Dr. Sabine Lehmann has worked in language engineering for more than 15 years, initially at ISSCO in Geneva and then at the DFKI in Saarbrücken until 2002. Her expertise is in the development and evaluation of large-scale linguistic processing systems and their modification for specific applications. Sabine is also co-founder of Acrolinx.

Dr. Adam Taylor is a Senior Sales Engineer at Acrolinx. Adam is devoted to educating the masses on content quality and how that quality affects every aspect of a company. Some of Adam’s favorite words are tone, voice, and consistency. With Acrolinx, Adam discovered a platform that can take the guesswork out of creating high-quality, consistent content. Before joining Acrolinx, Adam was busy earning a PhD in Neuroscience from the University of Maryland, Baltimore. He ultimately chose to leave the lab behind and venture into the world of content.

Acrolinx Roadmap und VisionDr. Philipp Offermann, Senior Product Manager, Acrolinx

We’re proud that Acrolinx software is helping the world’s leading brands create amazing content, and we’re thrilled to present where we’re heading with our platform. From artificial intelligence and analytics, to new language capabilities and ubiquitous authoring integrations, we’ll cover it all.

Dr. Philipp Offermann graduated with a degree in information systems at the Technical University of Berlin, and has worked as a post-doctoral researcher and project manager at Telekom Innovation Laboratories. Since then, he has worked as a product manager for a number of B2B-software companies. His focus? Development of innovative technologies into award-winning, saleable products. Most recently, Philipp joined Acrolinx as a senior product manager. He is responsible for the development of the Acrolinx server, as well as Acrolinx’s private-cloud offerings.



Closing RemarksLindsey Treloar, Enterprise Account Director, Acrolinx

Lindsey Treloar is an Enterprise Account Director for the EMEA region, based in the Berlin Acrolinx headquarters. Her background lies in psychology, content, consultative sales, business intelligence, and social media insights. Lindsey has managed offices at her previous company, Meltwater, and opened the Key Accounts department for the German-speaking region. At Acrolinx, Lindsey works with new and existing global customers including Volvo, Barclaycard, Ericsson, Xerox, Philips, TNT (FedEx), and other multi-nationals based in the EMEA region. Outside of work, Lindsey loves climbing, sushi, reading, playing the piano, and badminton.

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www.acrolinx.com

http://www.acrolinx.com

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