What is Content ?

• Collections – objects, artifacts: books, documents, rocks, minerals, insects, plant materials, diseased tissue, seeds

• Data – facts, observations: elements, files, records, datasets, databases, statistics

• Information – meaning, context: records, documents, reports, photos, maps, brochures, presentations, recordings

• Knowledge – understanding, predictability: equations, models, scientific publications, experience, know-how

1. Four types of content (embedded message or signal) are created, managed, and used by science-based departments. Some NRCan examples are listed here.

Content Value Chain

Flow of content through sequential stages, each of which changes its form and increases its usefulness and value.

Objects Data Information Knowledge Wisdom

Domain

Organization

Data Records Know how Experience

2. Content is transformed from one form to another through processes such as capturing, interpretation, analysis, and experience.

Programs

Executive

Operational

Industry AdminScience Policy

Content Flow

3. Content flows vertically within programs: downwards as direction and coordination; upwards as reports and advice. The challenge is to have content flow horizontally across programs.

Knowledge Services

Content Products Help Solutions

Objects

Data

Information

Knowledge

Wisdom

Database

Scientific article

Technical report

Outreach material

Geospatial products

Statistical products

Standards

Policies

Regulations

Systems

Devices

Answers

Advice

Teaching

Facilitation

Support

Laboratory

Direction

Plans

Operations

Positions

Coordination

Accomplishments

4. Knowledge services are programs that produce and provide content-based outputs, with embedded value, that satisfy user needs. NRCan knowledge services are listed here.

Mandate

Evaluators

Indirect Outputs

SectorOutcomes Canadians

Intelligence

Organization

Body of Knowledge

(Knowledge cycle)

Direct Outputs

Recommendations

Benefits

(tertiary)

(secondary)

(primary)

Knowledge

Knowledge Services System

5. A Knowledge Services System combines components and infrastructure that function collectively to produce, provide, and use knowledge services.

ExtractAdvance

Embed

Knowledge Services Value Chain

Generate

Use Internally

Use Professionally

Use Personally

Transform

Add Value

Transfer

Evaluate

Manage

Organization Sector / Society

6. Knowledge services flow through nine stages in which value is embedded, advanced, or extracted by an organization, sector, or society.

Legend

Provider/User Information Market

Users (Demand)

Providers (Supply)

An information market connects providers and users

Government On-Line

Global Disaster Information Network

7. Provider/User information markets focus on transactions (Fig. 6, vertical line). But departments are mandated to generate knowledge and promote sector outcomes.

Knowledge Market

(Performance / Supply)

(Market / Demand)

6. Add Value

7. Use Professionally

8. Use Personally

Evaluate

Natural Resources

Forestry Metals & Minerals

Earth Sciences

Energy

1. Generate

2. Transform

3. Enable

4. Use Internally 5. Transfer

Organization

8. Because knowledge is used to create more knowledge, knowledge markets are circular. A number of organizations are often involved between creating original content and end use.

Approach to Knowledge Markets

• Supply– Integrate different types of content– Measure system performance– Improve system productivity

• Demand– Survey market wants & needs– Transform surveys into market

intelligence– Adapt outputs to market needs– Evolve capacity to shifting markets

9. Evaluating performance is a supply approach to knowledge markets; evaluating market needs is a demand approach. Both have implications for science departments.

Information Policies

Government of Canada

Information Rights

Content Strategy

Serviced-Based Framework

Mandate Business

Information Policies Management

Plans

Programs

Service Vision

10. Information laws and policies (privacy, security, language, access) affect different levels of science-based departments. Consistent actions are needed at all levels.

Delivery Strategy:

Richness Spectrum

Content User

Content Difficulty

Audience Size

Interaction Transfer

Other service

Complex One Intervene Conversation

Knowledge Conceptual Few Support Paper

Intermediary Complicated Few Promote Specification

Practitioner Professional Some Explain Consultation

Canadians Popular Many Advertise Self-help

All residents Fool-proof All Provide Forms

Rich

Reach

11. The delivery spectrum shows the range of richness of service delivery. A mismatch between richness attributes and user capabilities precludes effective delivery.

Service Framework Attributes

• Horizontal flow rather than vertical processes

• Links science to policy and other outputs

• Supports organizational mandate and business

• Promotes sector outcomes and benefits for Canadians

• Identifies Important questions

12. The service delivery framework has a number of attributes that make it desirable for consideration by science-based government departments.