Unified Content Strategy: It's No Longer Up to You

  • 432 views
Uploaded on

This presentation, from the Congility 2013 conference, deals with adapting to a new future when "your" content might not really belong to you, and disciplinary boundaries, internal silos, and content …

This presentation, from the Congility 2013 conference, deals with adapting to a new future when "your" content might not really belong to you, and disciplinary boundaries, internal silos, and content owner distinctions are seriously blurred.

More in: Technology , Business
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Be the first to comment
No Downloads

Views

Total Views
432
On Slideshare
0
From Embeds
0
Number of Embeds
1

Actions

Shares
Downloads
11
Comments
0
Likes
1

Embeds 0

No embeds

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
    No notes for slide

Transcript

  • 1. RAY  GALLON C U L T U R E C O M Presentation  ©  2013  Ray  Gallon  all  rights  reserved UNIFIED CONTENT STRATEGY: IT’S NO LONGER UP TO YOU Adapting  to  a  future  when  your  content   might  no  longer  be  yours MEMBER, BOARD OF DIRECTORS Friday, 28 June 2013
  • 2. Presentation  ©  2013  Ray  Gallon  all  rights  reserved 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 Friday, 28 June 2013
  • 3. Presentation  ©  2013  Ray  Gallon  all  rights  reserved WORD PLAY (NOT  IN  THE  RECYCLING  BIN) WHERE DOES CONTENT COME FROM, MOM? If  You  Aren’t    Packaging,  Ask  Where  You  Go! Friday, 28 June 2013
  • 4. Presentation  ©  2013  Ray  Gallon  all  rights  reserved 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) Friday, 28 June 2013
  • 5. Presentation  ©  2013  Ray  Gallon  all  rights  reserved 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) Friday, 28 June 2013
  • 6. Presentation  ©  2013  Ray  Gallon  all  rights  reserved 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 Friday, 28 June 2013
  • 7. Presentation  ©  2013  Ray  Gallon  all  rights  reserved 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 Friday, 28 June 2013
  • 8. Presentation  ©  2013  Ray  Gallon  all  rights  reserved ForYears,We HaveTalked About Reuse Reuse  means  structured  –   probably  XML,   probably  DITA Reuse also means Repurposing • 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? Friday, 28 June 2013
  • 9. Presentation  ©  2013  Ray  Gallon  all  rights  reserved 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. Friday, 28 June 2013
  • 10. Presentation  ©  2013  Ray  Gallon  all  rights  reserved 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 Friday, 28 June 2013
  • 11. Presentation  ©  2013  Ray  Gallon  all  rights  reserved 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)   Friday, 28 June 2013
  • 12. Presentation  ©  2013  Ray  Gallon  all  rights  reserved 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.) Friday, 28 June 2013
  • 13. Presentation  ©  2013  Ray  Gallon  all  rights  reserved WHAT IS CONTENT WHEN… http://www.youtube.com/watch?v=Y5ywMb6SeGc Friday, 28 June 2013
  • 14. Presentation  ©  2013  Ray  Gallon  all  rights  reserved 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   channels Business 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! Friday, 28 June 2013
  • 15. Presentation  ©  2013  Ray  Gallon  all  rights  reserved “EDIBLE!” -Guide Michelin What if a Restaurant Advertised itself like this? Diners don’t want edibleThey want delicious! WE ARE ALL RESPONSIBLE FOR THE ENTIRE CUSTOMER EXPERIENCE - WHEREVER WE MAY BE IN THE ORG CHART Customers don’t want usable They want a great experience! Friday, 28 June 2013
  • 16. Presentation  ©  2013  Ray  Gallon  all  rights  reserved “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  industries http://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   Friday, 28 June 2013
  • 17. Presentation  ©  2013  Ray  Gallon  all  rights  reserved 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? Friday, 28 June 2013
  • 18. Presentation  ©  2013  Ray  Gallon  all  rights  reserved THEINTERNET OFTHINGS Friday, 28 June 2013
  • 19. Presentation  ©  2013  Ray  Gallon  all  rights  reserved Mobile First? Friday, 28 June 2013
  • 20. Presentation  ©  2013  Ray  Gallon  all  rights  reserved Whose Content Is It When? Content  Server CCMS Metadata Bug  Reporting CRM DMS Web  CMS Mobile:  embedded,   in-­‐app,  adaptive,  high-­‐touch Friday, 28 June 2013
  • 21. Presentation  ©  2013  Ray  Gallon  all  rights  reserved IN A CONTENT ECONOMY, EVERYTHING CONNECTS HTTP://WWW.ACREDITACIONFADA.ORG/UPLOADS/IMAGES/INVESTIGACION.JPG PRODUCT SME WIKI ONLINEEMBEDDED USER ASSISTANCECRM MARKETING TECH COMM USERS USERS Friday, 28 June 2013
  • 22. Presentation  ©  2013  Ray  Gallon  all  rights  reserved HTTP://WWW.ACREDITACIONFADA.ORG/UPLOADS/IMAGES/INVESTIGACION.JPG PRODUCT SME WIKI ONLINEEMBEDDED USER ASSISTANCECRM MARKETING TECH COMM USERS USERS AND ACTIONS ARE THE VECTORS OF THOSE CONNECTIONS IMPACTS INFLUENCESINTERACTS WITH INTEGRATES HELPS FEED INTO FACILITATES FEEDS INTO FERTILIZES ADDS VALUE TO Friday, 28 June 2013
  • 23. Presentation  ©  2013  Ray  Gallon  all  rights  reserved 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.) Friday, 28 June 2013
  • 24. Presentation  ©  2013  Ray  Gallon  all  rights  reserved 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   Em brace  it! Friday, 28 June 2013
  • 25. Presentation  ©  2013  Ray  Gallon  all  rights  reserved RAY  GALLON C U L T U R E C O M Email:   infodesign@culturecom.net 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  new  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 Friday, 28 June 2013