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

RAY GALLONC U L T U R E C O M

Presentation © 2013 Ray Gallon all rights reserved

CONTENT STRATEGY: IT’S UNIFIED, BUT IT MIGHT NOT BE YOURS!

Adapting to a complex future

THE TRANS

FORMATION

SOCIETY


20 years in technical content architecture and creation with major companies such as G.E. Healthcare, Alcatel, IBM, etc.

Member, board of directors, Society for Technical Communication (STC)

Past president, STC France

Award-‐winning radio producer and journalist – CBC, NPR, France Culture, etc. and former programme manager, WNYC-‐FM, New York Public Radio

Who’s That in Front of You?

Owner/Consultant, Culturecom – specialist in usability, content strategy, and user assistance for software

Ray Gallon - The Humanist Nerd

Research collaborator and principal, The Transformation Society, a new research and training institute in Barcelona, Spain


This presentation is sponsored by Adobe Thank you


WHERE DOES CONTENT COME FROM, MOM?

If You Aren’t Packaging, Ask Where You Go!


WORD PLAY

(NOT IN THE RECYCLING BIN)

WHERE DOES CONTENT COME FROM, MOM?

If You Aren’t Packaging, Ask Where You Go!


What you get to see longest Who paid for it?

WHAT IS THE REAL SOURCE?

Ecoembalajes España, S.A.(Ecoembes) is the non-‐profit

organisation that manages recovery and recycling of

plastic packaging, tins, and bricks (yellow container)

and paper/cardboard packaging (blue container)

throughout Spain. (from their web site)


SO WHAT TYPE OF INFORMATION IS THIS?

Technical? (what to recycle, what not)

Marketing? (promotes the Ecoembes alliance)

Lobbying? (seeks to avoid responsibility for anything but packaging)

Public Service? (Has logo of the Catalan government)

Duplicitous? (seems to promote recycling when it does the opposite)


Do you think it’s possible to

do this…

…without participating in the design of this?

• How much writing? • How much instructional design?

• How much IA? • How much UX? • How much programming? !•Who owns it?

An Example of Multimedia Embedded User Assistance


WHO OWNS IT?

Tech Pubs – after all, it’s User Assistance, isn’t it?

Development – it’s a coded application

Interaction Design – it’s part of the user interface

Instructional Design – it’s training, isn’t it?

Multimedia Production – it’s a video!

Pre Sales – essential part of our presentation toolkit

Marketing – shows how easy it is to learn our complicated product

Business Development/Product Management –

Methodology we need to apply to new products

Must be coherent across all product lines


For Years, We Have Talked About Reuse

Reuse means structured –

probably XML,

probably DITA

Reuse also

means Rep

urposing

• Tech Pubs ➙ Pre-‐sale

• Pre-‐sale ➙ Marketing

• Tech Pubs ➙ Web Content

• Marketing ➙ Web Content

• Web ➙ Tech Pubs

Are you prepared to accept that others might have something to say about your content?


The only thing we know about the future is that it will be different Peter Drucker

Information changes at a hallucinatory rate. What is true this morning, might not be this afternoon. Content workers need to be more than agile:

we need to understand something about every aspect of the content life cycle.


We Are Entering a Content Economy

Even objects become data

Content Curation becomes as important as Content Creation

Big Data is already the new mantra

Kanban information – just the right amount, at the right time, in the right place – will become primary

Information is becoming more fluid: we need to develop new methods for rapid, reliable (verified) change management


Hallmarks of the Content Economy

Increasing complexity: Compound messages

Multiple authors and receivers

Multichannel, mobile networking (always on, always with you)

Diversification of communicative tools

Multimedia and multi-‐discourse – blended content (not just text)

Plurilingualism in multicultural environments

Plurality of interaction (one-‐to-‐one, one-‐to-‐many, many-‐to-‐many, many-‐to-‐one, simultaneously or time shifted)


Hallmarks of the Content Economy

New kinds of human interactivity:

multi-‐sensorial networks (increased use of sound, teletactility, teleolfaction)

contextually embedded communications channels (wearable interfaces, implants)

increased human connectivity with objects and mechanisms (internet of things, robotics)

new digital cultural spaces leading to new interpretations of reality (augmented reality, out-‐of-‐body perception, avatar territories, etc.)


WHAT IS CONTENT WHEN…

http://www.youtube.com/watch?v=Y5ywMb6SeGc







CONTENT STRATEGY

Content Consulting (Strategy) in a Content Economy

Development efficiency & significant cost avoidance

Unified Framework for Content Delivery, Measurement and Improvement

Brand Equity, regional markets & revenue

channelsBusiness

Goals

Enabling, Product data &

Technical Content

Persuasive, Sales &

Marketing Content

More than words, more than tech

Slide by Noz Urbina

The customer doesn’t care about the org chart!

http://lessworkmoreflow.blogspot.com.es





“EDIBLE!”

-Guide Michelin

What if a Restaurant Advertised itself like this?

Diners don’t want edible They want delicious!

WE ARE ALL RESPONSIBLE

FOR THE ENTIRE CUSTOM

ER

EXPERIENCE - WHEREVER

WE MAY BE IN THE ORG C

HART

Customers don’t want usable

They want a great experience!


“Companies don’t know what they know... they don’t have a strategy that focuses around the customer and the data and using them in a proactive way.”

-‐ Bill Payne, Vice President, CRM and industrieshttp://ibm.co/10UFHHx

You Think It’s Hard now?

Our job is to help with analysis of the task, then formulate and execute the strategy

http://ibm.co/10UFHHx


WHAT IS CONTENT WHEN…

…wearable interfaces communicate through temperature, physical compression, etc.?

…your eyewear is feeding you augmented reality information about where you are on your vacation

…your refrigerator calls the supermarket to order more milk

…your smart windows decide when to air out your house, and when to call the police and alert them to a break-‐in, even (especially) in your absence?

…your tablet is giving you information about possible beaches for your next holiday, and as you swipe its surface, you feel the texture of the sand?

…your doctor’s medical software automatically orders the dosage of your chemotherapy without her/his intervention?

…your car automatically calls the emergency centre with your location when you’ve had an accident – even if all in the car are unconscious?


THE

INTE

RNET

OF

THI

NGS


Mobile First?


Whose Content Is It When?

Content Server

CCMS

Metadata

Bug Reporting

CRM DMS

Web CMS

Mobile: embedded,

in-‐app, adaptive, high-‐touch


IN A CONTENT ECONOMY, EVERYTHING CONNECTS

HTTP://WWW.ACREDITACIONFADA.ORG/UPLOADS/IMAGES/INVESTIGACION.JPG

PRODUCT

SME

WIKI

ONLINEEMBEDDED

USER ASSISTANCECRM

MARKETING

TECHCOMM

USERS USERS


HTTP://WWW.ACREDITACIONFADA.ORG/UPLOADS/IMAGES/INVESTIGACION.JPG

PRODUCT

SME

WIKI

ONLINEEMBEDDED

USER ASSISTANCECRM

MARKETING

TECHCOMM

USERS USERS

AND ACTIONS ARE THE VECTORS OF THOSE CONNECTIONS

IMPACTS

INFLUENCES

INTERACTS WITH

INTEGRATESHELPS FEED INTO

FACILITATES

FEEDS INTO

FERTILIZES

ADDS VALUE TO


Vectors of a Unified Content Strategy in a Content Economy

Repurpose:

Passive reuse not good enough

Value new content, think proactively how it can be reused

Include implied invitation to reuse in the content itself

Seed new purposes that may not now be known -‐ increase product value

Facilitate porosity:

The more information circulates, the more value it takes on

The reuse strategy belongs to the network, not the content creator

The more flow you let through, the more valuable you are (e-‐governance, transparency, etc.)


EMBRACE UNCERTAINTY!

A unified content strategy is a collaborative effort carried out by all -‐ and I do mean ALL -‐ stakeholders, including: • Customers • Potential customers • Former customers • Competitors • Many unknowns • As well as your own internals

Embrace it!


RAY GALLONC U L T U R E C O M

Email: [email protected]

Thank You!

Google Plus: +Ray Gallon Twitter: @RayGallon LinkedIn: Ray Gallon

Visit my blog: Rant of a Humanist Nerd http://humanistnerd.culturecom.net

Portions of this presentation based on research by

the Transformation Society Research group.

Two white papers published on Adobe site: • Changing Paradigms in Technology and Communication • Crossing Boundaries: Implications for the Content Industries Link: http://www.adobe.com/cfusion/entitlement/index.cfm?event=custom&sku=FS0003673&e=tcs_whitepaper

MEMBER, BOARD OF DIRECTORS

Thanks to Adobe for sponsoring this presentation

http://www.adobe.com/cfusion/entitlement/index.cfm?event=custom&sku=FS0003673&e=tcs_whitepaper

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

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