andrew thomas: frankenstein's monster

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Frankenstein’s Monster:Why You Need to Create Content Mashups

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Nobody is reading your technical manuals …

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Finding answers in your support knowledgebase is nearly impossible

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Customers are beginning to pick up torches and pitchforks ...

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How will you defend yourself from the angry mob?

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Effective content re-use: not just within your docs but across your organization

You need:• Structure• Shared taxonomies

& terminology• Advanced delivery

methods

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You need monstrouscontent mashups …

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… that will reanimate dead publications into …

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… support experiences that will shock and delight your customers

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Some background …

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Does your tech doc and marketing look remotely similar?

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Content that is useful anywhere in the company should be available throughout the company

Why Content Mashups?

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Potential Roadblocks

○ Many company teams still use copy/paste actions, with non-connected content that is not updated during updates or rebranding

○ May end up with parts that don’t respond when content is refreshed

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Content in the backend should have as much structure as possible

○ Technical documentation should be XML / DITA

○ Marketing materials should use standard templates

○ Both should have consistent terminology and metadata

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Sophisticated dynamic delivery

• Access to entire content repository

• Metadata in intelligent content

• Taxonomy across content repositories for intelligent delivery

Central Nervous system needed

So how do we make this monster mash?

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Intelligent delivery (IT’S ALIVE!)

○ In moment of delivery, ideal systems discern key factors about the customer:• Location & language• Platform in use• Low to High past spending

○ Matches between parameters about customer and intelligent metadata within content can ensure appropriate delivery

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Customer may be holding data that should initiate an action

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Customers may want an encounter with a product that seems like a “regular guy” or that wolf thing

Let customer input and your metadata determine what kind of “monster” to present

Control the phases of the moon? Dynamic content mashup “monster”

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A disconnect between your content repositories and other systems can lead to undesired consequences

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Lack of (or poor) design can also lead to a scalding customer delivery

BAD WORSE

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Appropriate delivery leads to engaged customers who become our advocates

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You can make previously “scary” content seem totally unthreatening

But what about….

The “undead” … stale or lifeless content that has a life of its own, which can animate your customer experience in undesired ways

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Identify and remove “undead” content

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So in conclusion…

○ Use structure!○ Standardize terminology &

metadata○ Integrate with taxonomies○ Provide a platform for

intelligent delivery

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Structured Content

Management

Collaborative Review

Dynamic Delivery

SDL Knowledge Center

And if you’d like to know more…

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