preparing content for anyone, anywhere, on any device rockley keynote cs applied uk

Preparing content for anyone, anywhere, on any device

Ann Rockley, CEO The Rockley Group

Sample customers

TRG scope of content strategy

• Marketing (web, print, mobile) • Product (web, print, mobile) • Learning (classroom, virtual, eLearning, mLearning) • Traditional Publishers (trade, textbooks, eBooks) • Corporate Publishers (web, print, eBooks, mobile)

• Ann Rockley, CEO • Business needs analysis • ROI • Tool selection • Content strategy (content models, reuse strategy,

structured writing) • Charles Cooper, VP

• The “gadget guy,” providing knowledge of the inner workings and future of mobile devices

• Workflow • Taxonomy

Requirement

• To deliver content, to anyone, any time, on any device, in any language.

Situation

• Combined shipments of smartphones and tablets exceeded that of PCs in 2011

• 60 percent of time spent on smartphones comprises new activities (because mobile devices didn’t exist!)

• Global mobile data traffic is expected to grow to 26 times its current volume over the next five years

• There are 5.3 billion mobile subscribers worldwide (77 percent of the world population) with growth led by China and India.

http://mobithinking.com/mobile-marketing-tools/latest-mobile-stats

What is adaptive content?

Adaptive content automatically adjusts to different environments and device capabilities to deliver the best

possible customer experience, filtering and layering content for greater or lesser depth of detail.

Adaptive vs Responsive

• Adaptive • An overall approach for

enhancing the usability or capability of content on a given device

• Responsive

• Focused on displaying the content in the best possible way on a given device

Adaptive content

• Adaptive content is limited only by your design decisions, the capabilities of the device being used, and the intelligence of your content.

There are challenges

Attention Span

www.google.com/think/research-studies/the-new-multi-screen-world-study.html

43 Min

Attention Span

39 Min

Attention Span

30 Min

Attention Span

17 Min

Attention Span

3 Sec *

* Apocryphal - alas not true

Consider the future

• Generation ”Z” • Born c. 1995 and beyond • Most connected generation ever • 46% would choose internet access

over a car

• They are the future, start writing for them now

• Future-proof your content • They’re not having the “scroll

problem’

How do they expect to get info?

More importantly – how will we be expected to deliver it so they’ll pay attention?!

Betcha can't eat just one!™

• Like the Frito Lay’s tag line, we can’t seem to ‘eat just one’

• Constantly using multiple devices

We use screens a lot

• 90% of our media consumption is on a screen of some sort

• Radio, magazines and paper books have taken a beating

We swap from device to device

• Customers start a task on one device and finish it on another

We like to use many screens

• But we really like our phones! • 38% is phone usage • 24% is computer • 9% is tablet

• This is before wide

adoption of phablets

Image Credit http://www.cnn.com/2012/09/25/opinion/granderson-technology-phones/

Market fragmentation

Fragmentation

• 3997 distinct devices with different resolutions and different OS versions

• (GT-I19100 is the Samsung Galaxy SII)

http://opensignalmaps.com/reports/fragmentation.php

Not everyone has the latest OS

• (or machine) • There are a lot of older devices

out there! • Almost 40% of iPads in use are

iPad2 models

• Yes, this is recent data – October 2013

http://www.localytics.com/blog/2013/is-the-iphone-5c-catching-up-and-what-to-expect-from-apples-1022-ipad-launch/

Location based content delivery

• Yeah, advertising

• But can be used for much more • Like the reaction to the David Bowie

is… exhibit

http://www.mobilefringe.com/location-based-services-mobile-content-delivery-solution/

David Bowie is…

• Sennheiser guidePORT

• Totally automatic • RF proximity detectors • Easy to use

• Notice reduced number of buttons?

• The right information, at the right time, in the right place

• Response – Divided

• You can interact with print as well

• Mainly in magazines, but any printed material such as posters, newspapers, etc.

http://www.layar.com/layared-magazine

• Screen capture of interactive ‘Layar’ in operation.

• No visible indication (like a QR code) required

Information can expand

• Can bridge the gap between the collateral and the real world

• QR codes have the ability to provide links to external content

• Can link from poster or magazine to online video (viewable on a tablet or smartphone)

Haptic interaction

• Haptic Technology – to provide feedback via touch. • Clicking physical keyboards • Click-like interaction with virtual keyboards • Air-jet interaction

Disney Corp prototype

• Called Aireal http://www.youtube.com/watch?v=xaFBjUJj00M

Virtual Reality – not just SL

VR/Immersive Reality

• Not for use ‘in public’

• Gaming • Training

• There’s a difference

between this and Google Glass

http://www.youtube.com/watch?v=xaFBjUJj00M

Handcrafting is unsustainable

• Devices are proliferating • Device wars means that new

devices are released every 3-5 months

• Functionality varies across device • What works on one, may not

work on another • Constant churn to identify new

functionality and design content to take advantage of the functionality

• Can’t keep up

What makes content intelligent?

• Structure • Modular • Reusable • Metadata • Format free

Why modular?

• Modular content enables you to: • Change a single piece of content rather than a whole

document/page • Version and track each module individually • Translate only those modules that have changed • Rapidly build new content assemblies from a selection of

modules to meet new/changing needs • Modularity means that only modules that have changed can

be sent for translation (modules and a contextual PDF are provided for clarity and accuracy)

What is structure?

• Structure is the hierarchical order in which content occurs in an information product.

• An information product can be a web page, a book, an eBook, a brochure, a training course, and so on.

• Information products have recognizable structures that are repeated each time the information product is created.

• Information products consist of components (topics) that also have structure within them.

Why structure?

• Structured content is content in which the look and feel of the content (format) is not embedded in the content.

• Can output the content to multiple channels, adapting it to best meet the needs of the channel, or we can automatically mix and match content to provide what the customer wants when they want it and the way they want it.

• Transform (reconfigure) content from one structure to another, but only if we know what the structure is in the first place.

• Filter and layer content when we know its structure.

Structured modular content

You design and build the vision

• Hogwarts in Lego™

http://screeninvasion.com/2013/03/lego-hogwarts-time-lapse-video/ Screen Invasion.com

Content models

• Content models are developed in spreadsheets • Content models identify:

• The semantic (structure with meaning) of the content • The organizational structure • How content can be assembled into deliverables

Marketing model

Note: The structure is the same for a Product Description page, but the content may vary for the patient vs. the healthcare professional. This illustrates structural reuse, not content reuse.

• Typically this kind of information is reused from the IFU and is reused across all instances of the same product.

Comparison - Title

Comparison - Glycemic Ranking

Comparison - Background

Comparison - Description

Comparison - Ingredients

Comparison - Directions

Comparison - Suggestions

Comparison - Overall

Comparison – And Print!

Why reusable?

• Write once use many • Write once, translate once, use many • If the content of a reusable module changes, change it once

and it automatically or selectively updates everywhere it occurs (no missed changes)

• Consistency is assured

Why format free?

• Format is applied at delivery • Content which is free of formatting information can be

automatically delivered to multiple outputs without having to rework the content (print, web, mobile)

• Format free content is infinitely flexible in how it is displayed • Format free content can be translated once and published in a

variety of formats, TMS format siloes are eliminated

• Content can be automatically “poured” into structured templates

• Change the source, not the print, to ensure that content is controlled

• Change the look and feel, no problem, simply re-pour the content into the new layout

• Minor tweaking required • Translated versions of content can be poured into templates

designed to accommodate the language requirements

• Content can be automatically “poured’ into structured web templates

• Change the source, not the web page, to ensure that content is controlled

• Change the look and feel, no problem, simply re-pour the content into the new layout

Mobile

• Source content can be automatically: • Layered • Displayed/not displayed based on rules (e.g., screen size) • Mixed and matched to build customized/personalized

content

Why metadata?

• Metadata allows us to add additional information to the content not previously inherent in the structure

• Metadata allows us to: • Store content for effective retrieval • Automatically show/hide content based on metadata • “Tell” content where to/how to display at publication • Support dynamic adaptable content • Identify content to be included/excluded to meet local

regulatory requirements

Summary

• Customers want content anywhere, anytime, on any device • We cannot predict what device or device size • We cannot handcraft content, content has to adapt • To address the needs we need to develop intelligent content

• Modular • Structured • Tagged with metadata • With business rules to define how content should respond

in a given situation

More Resources/Questions

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