Content Strategy: It's Unified but it Might Not Be Yours

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A Unified Content Strategy (to quote Ann Rockley) is vital to any business today - but if we content strategists think we can "own" this simply by our special training, we are mistaken. Content Strategy today is the responsibility of everyone in the company, and silos are no longer adapted to 21st century businesses. Presentation for Writers UA West 2014.

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<ul><li> 1. CONTENT STRATEGY: ITS UNIFIED,BUT IT MIGHT NOT BE YOURS!RAYGALLONC U L T U R E C O MAdaptingtoacomplexfutureTRANSFORMATIONPresentation2013RayGallonallrightsreservedTHESOCIETY</li></ul> <p> 2. Whos That in Front of You?Ray Gallon - The Humanist NerdOwner/Consultant,Culturecomspecialistinusability,contentstrategy,anduserassistanceforsoftwareResearchcollaboratorandprincipal,TheTransformationSociety,anewresearchandtraininginstituteinBarcelona,Spain20yearsintechnicalcontentarchitectureandcreationwithmajorcompaniessuchasG.E.Healthcare,Alcatel,IBM,etc.Member,boardofdirectors,SocietyforTechnicalCommunication(STC)Pastpresident,STCFranceAward-winningradioproducerandjournalistCBC,NPR,FranceCulture,etc.andformerprogrammemanager,WNYC-FM,NewYorkPublicRadioPresentation2013RayGallonallrightsreserved 3. ThispresentationissponsoredbyAdobePresentation2013RayGallonallrightsreservedThank you 4. WHERE DOES CONTENT COME FROM, MOM?IfYouArentPackaging,AskWhereYouGo!Presentation2013RayGallonallrightsreserved 5. WHERE DOES CONTENT COME FROM, MOM?IfYouArentPackaging,AskWhereYouGo!Presentation2013RayGallonallrightsreservedWORD PLAY(NOTINTHERECYCLINGBIN) 6. WHAT IS THE REAL SOURCE?WhatyougettoseelongestWhopaidforit?Presentation2013RayGallonallrightsreservedEcoembalajesEspaa,S.A.(Ecoembes)isthenon-profitorganisationthatmanagesrecoveryandrecyclingofplasticpackaging,tins,andbricks(yellowcontainer)andpaper/cardboardpackaging(bluecontainer)throughoutSpain.(fromtheirwebsite) 7. SO WHAT TYPE OFINFORMATION IS THIS?Technical?(whattorecycle,whatnot)Marketing?(promotestheEcoembesalliance)Lobbying?(seekstoavoidresponsibilityforanythingbutpackaging)PublicService?(HaslogooftheCatalangovernment)Duplicitous?(seemstopromoterecyclingwhenitdoestheopposite)Presentation2013RayGallonallrightsreserved 8. An Example of MultimediaEmbedded User AssistanceDoyouthinkitspossibletodothisPresentation2013RayGallonallrightsreservedwithoutparticipatinginthedesignofthis? Howmuchwriting? Howmuchinstructionaldesign? HowmuchIA? HowmuchUX? Howmuchprogramming?!Whoownsit? 9. WHO OWNS IT?Presentation2013RayGallonallrightsreservedTechPubsafterall,itsUserAssistance,isntit?DevelopmentitsacodedapplicationInteractionDesignitspartoftheuserinterfaceInstructionalDesignitstraining,isntit?MultimediaProductionitsavideo!PreSalesessentialpartofourpresentationtoolkitMarketingshowshoweasyitistolearnourcomplicatedproductBusinessDevelopment/ProductManagementMethodologyweneedtoapplytonewproductsMustbecoherentacrossallproductlines 10. For Years, We Have Talked About ReuseReusemeansstructuredprobablyXML,probablyDITA Reuse also means Repurposing TechPresentation2013RayGallonallrightsreservedPubsPre-sale Pre-saleMarketing TechPubsWebContent MarketingWebContent WebTechPubsAreyoupreparedtoacceptthatothersmighthavesomethingtosayaboutyourcontent? 11. Presentation2013RayGallonallrightsreservedThe only thing we know about the futureis that it will be differentPeter DruckerInformation changes at a hallucinatory rate.What is true this morning, might not be thisafternoon.Content workers need to be more than agile:we need to understand something aboutevery aspect of the content life cycle. 12. We Are Entering a ContentPresentation2013RayGallonallrightsreservedEconomyEvenobjectsbecomedataContentCurationbecomesasimportantasContentCreationBigDataisalreadythenewmantraKanbaninformationjusttherightamount,attherighttime,intherightplacewillbecomeprimaryInformationisbecomingmorefluid:weneedtodevelopnewmethodsforrapid,reliable(verified)changemanagement 13. Hallmarks of the Content EconomyPresentation2013RayGallonallrightsreservedIncreasingcomplexity:CompoundmessagesMultipleauthorsandreceiversMultichannel,mobilenetworking(alwayson,alwayswithyou)DiversificationofcommunicativetoolsMultimediaandmulti-discourseblendedcontent(notjusttext)PlurilingualisminmulticulturalenvironmentsPluralityofinteraction(one-to-one,one-to-many,many-to-many,many-to-one,simultaneouslyortimeshifted) 14. Hallmarks of the Content EconomyPresentation2013RayGallonallrightsreservedNewkindsofhumaninteractivity:multi-sensorialnetworks(increaseduseofsound,teletactility,teleolfaction)contextuallyembeddedcommunicationschannels(wearableinterfaces,implants)increasedhumanconnectivitywithobjectsandmechanisms(internetofthings,robotics)newdigitalculturalspacesleadingtonewinterpretationsofreality(augmentedreality,out-of-bodyperception,avatarterritories,etc.) 15. WHAT IS CONTENT WHENPresentation2013RayGallonallrightsreservedhttp://www.youtube.com/watch?v=Y5ywMb6SeGc 16. Content Consulting (Strategy) in aThe customer doesnt care about the org chart!BrandEquity,regionalmarkets&amp;revenuechannelsPresentation2013RayGallonallrightsreservedContent EconomyMore than words, more than techBusinessGoalsCONTENTSTRATEGYDevelopmentefficiency&amp;significantcostavoidanceEnabling,Product data &amp;Technical ContentPersuasive,Sales &amp; MarketingContentUnified Framework for ContentDelivery, Measurement and ImprovementSlidebyNozUrbina 17. EDIBLE!-Guide MichelinPresentation2013RayGallonallrightsreservedWhat if a RestaurantAdvertised itself like this?Diners dont want edibleThey want delicious!Customers dont want usableThey want a great experience!WE ARE ALL RESPONSIBLE FOR THE ENTIRE CUSTOMEREXPERIENCE - WHEREVER WE MAY BE IN THE ORG CHART 18. You Think Its Hard now?Companies dont know what they know...they dont have a strategy that focusesaround the customer and the data andusing them in a proactive way.-BillPayne,VicePresident,CRMandindustrieshttp://ibm.co/10UFHHxOurjobistohelpwithanalysisofthetask,thenformulateandexecutethestrategyPresentation2013RayGallonallrightsreserved 19. WHAT IS CONTENT WHENwearableinterfacescommunicatethroughtemperature,physicalcompression,etc.?youreyewearisfeedingyouaugmentedrealityinformationaboutwhereyouareonyourvacationyourrefrigeratorcallsthesupermarkettoordermoremilkyoursmartwindowsdecidewhentoairoutyourhouse,andwhentocallthepoliceandalertthemtoabreak-in,even(especially)inyourabsence?yourtabletisgivingyouinformationaboutpossiblebeachesforyournextholiday,andasyouswipeitssurface,youfeelthetextureofthesand?yourdoctorsmedicalsoftwareautomaticallyordersthedosageofyourchemotherapywithouther/hisintervention?yourcarautomaticallycallstheemergencycentrewithyourlocationwhenyouvehadanaccidentevenifallinthecarareunconscious?Presentation2013RayGallonallrightsreserved 20. THE INTERNETOF THINGSPresentation2013RayGallonallrightsreserved 21. Presentation2013RayGallonallrightsreservedMobile First? 22. Whose Content Is It When?Presentation2013RayGallonallrightsreservedContentServerCCMSMetadataBugReportingCRMDMSWebCMSMobile:embedded,in-app,adaptive,high-touch 23. IN A CONTENT ECONOMY,EVERYTHING CONNECTSPresentation2013RayGallonallrightsreservedMARKETINGCRM USER ASSISTANCEHTTP://WWW.ACREDITACIONFADA.ORG/UPLOADS/IMAGES/INVESTIGACION.JPGPRODUCTSMEWIKIEMBEDDED ONLINETECHCOMMUSERS USERS 24. AND ACTIONS ARE THEVECTORS OF THOSE CONNECTIONSPresentation2013RayGallonallrightsreservedMARKETINGIMPACTSINFLUENCESINTERACTSWITHCRM USER ASSISTANCEHTTP://WWW.ACREDITACIONFADA.ORG/UPLOADS/IMAGES/INVESTIGACION.JPGPRODUCTSMEWIKIINTEGRATESHELPSEMBEDDED ONLINETECHCOMMUSERS USERSFEED INTOFACILITATESFEEDSINTOFERTILIZESADDS VALUE TO 25. Vectors of a Unified ContentStrategy in a Content EconomyPresentation2013RayGallonallrightsreservedRepurpose:PassivereusenotgoodenoughValuenewcontent,thinkproactivelyhowitcanbereusedIncludeimpliedinvitationtoreuseinthecontentitselfSeednewpurposesthatmaynotnowbeknown-increaseproductvalueFacilitateporosity:Themoreinformationcirculates,themorevalueittakesonThereusestrategybelongstothenetwork,notthecontentcreatorThemoreflowyouletthrough,themorevaluableyouare(e-governance,transparency,etc.) 26. EMBRACE UNCERTAINTY!Presentation2013RayGallonallrightsreservedAunifiedcontentstrategyisacollaborativeeffortcarriedoutbyall-andIdomeanALL-stakeholders,including: Customers Potentialcustomers Formercustomers Competitors Manyunknowns Aswellasyourowninternalsit!Embrace 27. PortionsPresentation2013RayGallonallrightsreservedRAYGALLONC U L T U R E C O MThankYou!Visitmyblog:RantofaHumanistNerdhttp://humanistnerd.culturecom.netEmail:infodesign@culturecom.netGooglePlus:+RayGallonTwitter:@RayGallonLinkedIn:RayGallonofthispresentationbasedonresearchbytheTransformationSocietyResearchgroup.TwowhitepaperspublishedonAdobesite: Changing Paradigms in Technology and Communication Crossing Boundaries: Implications for the Content IndustriesLink: http://www.adobe.com/cfusion/entitlement/index.cfm?event=custom&amp;sku=FS0003673&amp;e=tcs_whitepaperMEMBER, BOARD OF DIRECTORSThankstoAdobeforsponsoringthispresentation </p>