ibm's client technical content experience strategy overview
DESCRIPTION
An overview of IBM's technology strategy for the technical content experience of its clientsTRANSCRIPT
IBM Client Technical Content Experience (CTCX)
© IBM 2013. All rights reserved.
IBM Client Technical Content Experience (CTCX)Strategy Overviewpresented by:
Michael Priestley, STSM, Content Technology Strategist
28 November 2013
charts from the CTCX Strategy authored by:
Andrea Ames, Michael Priestley, Alyson Riley, and Jamie Roberts
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IBM Client Technical Content Experience (CTCX)
Important Disclaimer
THE INFORMATION CONTAINED IN THIS PRESENTATION IS PROVIDED FOR INFORMATIONAL PURPOSES ONLY.
WHILE EFFORTS WERE MADE TO VERIFY THE COMPLETENESS AND ACCURACY OF THE INFORMATION CONTAINED IN THIS PRESENTATION, IT IS PROVIDED “AS IS”, WITHOUT WARRANTY OF ANY KIND, EXPRESS OR IMPLIED.
IN ADDITION, THIS INFORMATION IS BASED ON IBM’S CURRENT PRODUCT PLANS AND STRATEGY, WHICH ARE SUBJECT TO CHANGE BY IBM WITHOUT NOTICE.
IBM SHALL NOT BE RESPONSIBLE FOR ANY DAMAGES ARISING OUT OF THE USE OF, OR OTHERWISE RELATED TO, THIS PRESENTATION OR ANY OTHER DOCUMENTATION.
NOTHING CONTAINED IN THIS PRESENTATION IS INTENDED TO, OR SHALL HAVE THE EFFECT OF:
• CREATING ANY WARRANTY OR REPRESENTATION FROM IBM (OR ITS AFFILIATES OR ITS OR THEIR SUPPLIERS AND/OR LICENSORS); OR
• ALTERING THE TERMS AND CONDITIONS OF THE APPLICABLE LICENSE AGREEMENT GOVERNING THE USE OF IBM SOFTWARE.
IBM Client Technical Content Experience (CTCX)
IBM Client Technical Content Experience mission
IBM Client Technical Content Experience (CTCX)
CTCX enablement package: Assets for content teams
Process
StandardsGrow experts across IBM in implementing content strategy. Includes: Skills assessments and learning menus Human-facilitated education and coaching focused
on applying corporate assets “Recipes” to guide teams in effective use of assets
such as metrics and standards Executive communication packages to enable buy-
in Assets to help managers identify and grow skills
How do we know what success looks like? Common approaches to measuring:
Internal efficiency for IBM product teams
External effectiveness (client success) of an IBM content experience
How we implement the technical content strategy at IBM—consistent methods to achieve consistent results. The primary process is integrated content planning based on scenario-driven content design and development.
The authoritative rule that allows us to measure uptake of CTCX assets and gauge conformity to the vision for a “One IBM” content experience.
Models: blueprints that show the ideal information experience and relationships between components. Content teams apply specific offering details to the models in order to design consistent content experience.Patterns: navigation and content patterns for specific pieces of a content experience.
Skills
Metrics
Models & patterns
TechnologyThe infrastructure, tools, delivery mechanisms through which we design, develop, manage, and deliver content to clients.
IBM Client Technical Content Experience (CTCX)
Technical content contributes to product success
Is your content doing its job? What’s your product’s first impression?
How visible is your product?
Are your key product messages clearly visible in the content ecosystem?
Who’s talking about your product? Where?
How much content do your customers have to wade through? Are they finding what they need?
How rich is your product user interface? How smart?
Do you have product quality or customer satisfaction challenges?
Are you getting lots of calls to Support?
How much traffic is your content generating for sales?
Does your content guide clients seamlessly through each phase of the product lifecycle?
How do you know???
The user experience is not limited tothe design of the product user interface
Content drives client success throughoutthe user’s journey and the IBM product lifecycle:
Successful, consumable products depend onhigh value, high quality content
IBM Client Technical Content Experience (CTCX)
Technical content contributes to revenue
Using technical content:
Generates 50%+ of viable sales leads [Forbes*]
Encompasses 55%+ of sales cycle time (vs. 21% spent talking to sales people) [Marketing Interactions*]
2nd most important pre-sales activity for technology buyers[IDC*]
Research shows it: IBM clients say it:
IBM Client Technical Content Experience (CTCX)
embedded user assistance &
dynamic local help
Common platform & services for content aggregation and convergence
common accesscommon integrated content
common experienceand services
social access& community interaction
optimized for search and user
bookmarking
mobile readers and mobile-friendly content
Cognitive computing-based, conversational
user assistance
IBM Client Technical Content Experience Strategythe right content delivered in the right experience: to the right person, at the right time, and in the right place
“We can edit, customize, & share IBM content.”“I can find what
I’m looking for quickly and
easily.”
“I can consume IBM content from my
company intranet or my smartphone.”
“I can ask questions directly
and get the answers I need.”
“Help knows which applications I’m using
and how they’re configured.”
client experience
social content & collaboration
IBM Client Technical Content Experience (CTCX)
IBM Knowledge Center: The common platform and services for content aggregation and convergence
native search service *
simple content service (includes embedded display) *
SEO organic search *
content filtering service
content contribution and re-use discrimination *
IBM KC content source
content customization service, including customization tools
IBM Knowledge Center platform * available in KC 1.5
content aggregation service
IBM content source / CMS
open web content, newsgroups. social sites
social content services (feedback, comment, content contribution) content display
search
filter & customize
content addition
IBM Client Technical Content Experience (CTCX)
IBM KC 1.5 examples of content aggregation and convergence
IBM KC Hosted @ ibm.com / customer installed
IBM KC content only API (from KC Hosted @ ibm.com)
IBM KC mobile PoC // search API
IBM Client Technical Content Experience (CTCX)
IBM Knowledge Center live @ ibm.com: a “one-stop technical content shop”
IBM Knowledge Center: an IBM-wide view of technical content from multiple sourcesfor multiple offerings in a single application. Includes integrated tools for finding, filtering,customizing, sharing and publishing content. Powered by the Knowledge Center Platform
IBM Knowledge Center is now live at ibm.com!--we are still indexing content before we declare public Beta 2, target December 2013 through February 2014
Initial Scope: technical publications for over 2500+ products: 60M web pages (including all languages); 850 URLs with 5M unique visits aggregate per month; 200 million internal search queries per year
IBM KC Hosted automatically generates SEO artifacts (sitemaps plus metadata) from content for organic search, and maintains rank and organic search visibility
Over time, IBM KC will be the basis for an extended fusion of IBM technical content, including sources like Support, Redbooks, developerWorks, PartnerWorld in addition to the Information Center content
www.ibm.com/support/knowledgecenter
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IBM Client Technical Content Experience (CTCX)
Vision: A common content platform to enable reuse across the enterprise and with business partners and clients
Manage
Publish
Author
Manage
Publish
Author
Manage
Publish
Author
Today: Silos inhibitreuse of contentand infrastructure.Content delivery reflects company organization, not client needs
Manage
Publish
Author
Manage
Publish
AuthorAuthor
content
Tomorrow: Authoring with common standards allows sharing of content and consolidation of infrastructure. Content delivery can be organized around client needs, not organizational boundaries
Taxonomy
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IBM Client Technical Content Experience (CTCX)
Vision: Smart Content development and delivery
Sourcerepository
KC on ibm.com
Analyticsand metrics
Collaboration and review
Customerenvironment
Lightweightauthoring(desktop)
Professionalauthoring(desktop)
Lightweightauthoring
(web)
Lightweightauthoring
(web)
Softwaredeveloper
Softwaredeveloper
Information developer
Client
Businesspartner
Content can come from multiple sources: authoring options include Word or OpenOffice templates, HTML forms, XML editors
DITA as hub interchange format that can be filtered and repurposed at any stage, act as metadata wrapper for video/multimedia
Can be viewed on any device and delivered in multiple formats appropriate to purpose
Can be assembled and integrated into new deliverables without breaking connection to source
Dynamic adaptive content experience fuelled by smart content: modular, structured, classified
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IBM Client Technical Content Experience (CTCX)
What is DITA?Darwin Information Typing Architecture
is an XML standard for modular content, collections and classification that allows an enterprise to:
Keep many versions of content current across multiple audiences, multiple media, multiple deliverables, multiple translations across many geographies
Deliver improved information quality through structured and reused content
Experience faster response time when content for custom products is needed
Leverage traceability and accountability features when a problem is found (fix it once, fix it everywhere; inform other affected authors)
Coming soon: Lightweight DITA, simple structured authoring for easier adoption and faster ROI
DITA has the largest membership of any OASIS technical committee
Who uses it (selected from http://www.ditawriter.com/companies-using-dita/ )
Accounting
Automotive
Aerospace
Biotech
Computer hardware/software/networking
Consumer electronics
Consumer goods
E-learning/education
Manufacturing
Entertainment
Financial services
Health and wellness
Hospital and healthcare
Industrial automation
IT services
Insurance
Medical devices
Oil and energy
Pharmaceuticals
Publishing
Retail
Semiconductors
Telecom
Who uses it (selected from http://www.ditawriter.com/companies-using-dita/ )
Accounting
Automotive
Aerospace
Biotech
Computer hardware/software/networking
Consumer electronics
Consumer goods
E-learning/education
Manufacturing
Entertainment
Financial services
Health and wellness
Hospital and healthcare
Industrial automation
IT services
Insurance
Medical devices
Oil and energy
Pharmaceuticals
Publishing
Retail
Semiconductors
TelecomIBM contributed DITA to the OASIS standards organization in March of 2004, where it is now managed by the OASIS DITA Technical Committee.
How they use it
Marketing, market research
Product docs, support
Learning/training
Policies/procedures
Standards
Articles, studies, etc.
How they use it
Marketing, market research
Product docs, support
Learning/training
Policies/procedures
Standards
Articles, studies, etc.