TechComm 20/20 1

Techcomm 20/20Get Vision: Get Ready

Tristan BishopSenior Principal Digital Strategist

About Symantec

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• We help secure and manage your information-driven world.

• We protect against risks wherever information is used or stored.

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• Social Media strategist within

Chief Technology Office

• Drives efficient delivery of

effective content

• Intently increasing customer

access to crucial contentTristan David Bishop, Sr. Prin. Digital Strategist

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Agenda

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Get Real1

Get Vision

Get Knowledge

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3

Get Ready4

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Get Real

It's not denial: I'm just selective about the reality I accept.

Bill Watterson

This ‘telephone’ has too many shortcomings

to be seriously considered as a means of

communication.

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Western Union, Internal Memo, 1876

Television won’t be able to hold on …

People will soon get tired of staring at a

plywood box every night.

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Darryl Zanuck, 20th Century Fox, 1946

Baloney… The truth is no online database

will replace your daily newspaper.

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Clifford Stoll, Newsweek, 1995

There's no chance that the iPhone is

going to get any significant market share.

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Steve Ballmer, Microsoft, 2007

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Get Vision

Social Media is the biggest shift since the Industrial Revolution. Erik Qualman, Author, Socionomics

The Static Content Era

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The Dynamic Content Era

Crafting Clarity 12

• The web = real-time content

– Maps are dynamic

– Addresses are dynamic

– News is dynamic

– Is your TechComm be dynamic?

• In 2007, Symantec discovered customers were 500% more likely to search the web than to locate official manuals

• Today, 75% begin quest for product help via search engine!

The Social Content Era

• Social Network usage steadily increasing in every demographic

• 60% of social network users follow brands

• 40% of the Fortune Global 100 use Twitter for customer service

Shared Engineering Services 13

Social Media: Connects Answers to Relationships

Research and Conversation have MERGED!

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Social Content Sharing

Nearly 30% of ALL social media users share “How-To & Instructional” content

Source: http://danzarella.com

Shared Engineering Services 15

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Get Knowledge

There’s a lot more technology ahead of us than behind us.

Tim O’Reilly, STC Summit 2011

2009: Cranial Control

• 2009: Toyota debuts electric wheelchair control via brain waves

• 2010: Honda debuts humanoid robot control via brain waves

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2010: Augmented Reality

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• Information about one’s field of view overlaid onto real world

• Combines online data with physical experiences

• Massive potential for future content authoring

2011: Augmented Identity

• Recognizr, by Research in Motion (RIM) for Android phone

• Combines 3D facial recognition and cloud-based social search

• Know WHO you're looking at, before you say “Hi”

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2012: Augmented Vision

• Glasses beam images directly to retinas, a hovering virtual display

• Information in the background about who and what we're looking at.

• Police testing sunglasses which scan 400 faces/second from 50 yards, to identify known criminal’s face within a crowd of people.

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2020: Cranial Surfing?

• By the year 2020, users will open documents and surf the Web using nothing more than their brain waves.” - Dean Pomerleau, Intel Corporation

• Memory could be instantaneously aided by INTERNET information

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2020: Cranial Communication?

• Texting by thought power via sensor-mounted headset?

• Computational Telepathy between humans?

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Get Ready

During the next decade, Knowledge Workers will have to raise the bar.

Fast Company , Moving towards 2020

Cloud-Based Authoring

1. Contribute content from any location

2. Web form enforces source structure

3. Integrated QA toolset to optimize content as it’s written

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Cloud-Based Tech Review

1. Web-based, granular review process

2. Workflow allows SME suggestions or “sign-off”

3. Integrated author approvals, with instant XML source updates

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Cloud-Based Translation

1. Author selects topic and language and initiates workflow

2. MT systems handle majority of the translation load

3. Bilingual human receives notifications to approve or adjust translations

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By 2020, universal language translation will be commonplace in every device.

(Source: Cisco IBSG, 2009)

Automatic SEO Optimization

1. Systematic metadata application

2. Outputs are optimized for media-specific SEO

3. Extract process generates sitemap files, as needed

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The world’s data will increase six fold in each of the next two years, while corporate

data will grow fiftyfold. (Source: Technorati)

Cloud-based Publishing

1. Author selects topics, languages, output formats and schedule

2. System builds and delivers content

3. Modular addition of new consumption endpoints

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Topic-Based Metrics

1. Systems track user access to each piece of content (bit.ly+)

2. Automatic reports on who accessed content, when, from where, and on what device

3. Comment mechanisms on each piece of content, requesting user feedback and routing input to author

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Social Sharing

1. Social sharing capabilities for all generated output

2. Any reader can share your content with their social graph via THEIR preferred channel

3. Branded TechComm social media accounts for content promotion

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Mobile Administration

1. Mobile access to cloud based administration

2. Author, review, translate, schedule, publish or share from any endpoint

3. Adjust and republish content in real-time, from anywhere

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Conclusions

1. A financial interest in the status quo often results in denial

2. Content has moved from static to dynamic to social

3. The future of content is mobile, personal and continual

4. As an industry, TechComm must embrace cloud delivery

5. As an individual, you must invest in building social media skills

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Thank you!

Copyright © 2011 Symantec Corporation. All rights reserved. Symantec and the Symantec Logo are trademarks or registered trademarks of Symantec Corporation or its affiliates in the U.S. and other countries. Other names may be trademarks of their respective owners.

This document is provided for informational purposes only and is not intended as advertising. All warranties relating to the information in this document, either express or implied, are disclaimed to the maximum extent allowed by law. The information in this document is subject to change without notice.

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Tristan Bishop

Tristan_Bishop@Symantec.com

Twitter.com/@KnowledgeBishop