Preparing content for anyone, anywhere, on any device rockley keynote cs applied uk

Preparing content for anyone,
anywhere, on any device
Ann Rockley, CEO The Rockley Group

@Cooper_42

©2013 The Rockley Group, Inc., www.rockley.com

@arockley

Sample customers

@Cooper_42


@arockley

TRG scope of content strategy
•
•
•
•
•

Marketing (web, print, mobile)
Product (web, print, mobile)
Learning (classroom, virtual, eLearning, mLearning)
Traditional Publishers (trade, textbooks, eBooks)
Corporate Publishers (web, print, eBooks, mobile)

@Cooper_42


@arockley

• Ann Rockley, CEO
• Business needs analysis
• ROI
• Tool selection
• Content strategy (content models, reuse strategy,
structured writing)
• Charles Cooper, VP
• The “gadget guy,” providing knowledge of the inner
workings and future of mobile devices
• Workflow
• Taxonomy
@Cooper_42


@arockley

Requirement
• To deliver content, to anyone, any time, on any device, in any
language.

@Cooper_42


@arockley

Situation
• Combined shipments of smartphones and tablets exceeded
that of PCs in 2011
• 60 percent of time spent on smartphones comprises new
activities (because mobile devices didn’t exist!)
• Global mobile data traffic is expected to grow to 26 times its
current volume over the next five years
• There are 5.3 billion mobile subscribers worldwide (77
percent of the world population) with growth led by China
and India.

http://mobithinking.com/mobile-marketing-tools/latest-mobile-stats
@Cooper_42


@arockley

What is adaptive content?

Adaptive content automatically adjusts to different
environments and device capabilities to deliver the best
possible customer experience, filtering and layering content
for greater or lesser depth of detail.

@Cooper_42


@arockley

Adaptive vs Responsive
• Adaptive
• An overall approach for
enhancing the usability or
capability of content on a given
device
• Responsive
• Focused on displaying the
content in the best possible
way on a given device

@Cooper_42


@arockley

Adaptive content
• Adaptive content is limited only by your design decisions, the
capabilities of the device being used, and the intelligence of
your content.

@Cooper_42


@arockley

There are challenges

@Cooper_42


@arockley

Attention Span

43 Min

www.google.com/think/research-studies/the-new-multi-screen-world-study.html

@Cooper_42


@arockley

Attention Span

39 Min


@Cooper_42


@arockley

Attention Span

30 Min


@Cooper_42


@arockley

Attention Span

17 Min


@Cooper_42


@arockley

Attention Span

@Cooper_42


@arockley

Attention Span

3 Sec *

* Apocryphal - alas not true

@Cooper_42


@arockley

Consider the future
•
•
•
•

Generation ”Z”
Born c. 1995 and beyond
Most connected generation ever
46% would choose internet access
over a car

• They are the future, start writing
for them now
• Future-proof your content
• They’re not having the “scroll
problem’
@Cooper_42


@arockley

How do they expect to get info?

More importantly – how will we be expected to deliver it so
they’ll pay attention?!

@Cooper_42


@arockley

Betcha can't eat just one!™
• Like the Frito Lay’s tag line,
we can’t seem to ‘eat just
one’
• Constantly using multiple
devices

@Cooper_42


@arockley

We use screens a lot
• 90% of our media
consumption is on a screen
of some sort
• Radio, magazines and paper
books have taken a beating


@Cooper_42


@arockley

We swap from device to device
• Customers start a task on one
device and finish it on another


@Cooper_42


@arockley

We like to use many screens
• But we really like our
phones!
• 38% is phone usage
• 24% is computer
• 9% is tablet
• This is before wide
adoption of phablets

Image Credit
http://www.cnn.com/2012/09/25/opinion/granderson-technology-phones/


@Cooper_42


@arockley

Market fragmentation

@Cooper_42


@arockley

Fragmentation
• 3997 distinct devices with different resolutions and different
OS versions
• (GT-I19100 is the Samsung Galaxy SII)

@Cooper_42

http://opensignalmaps.com/reports/fragmentation.php


@arockley

Not everyone has the latest OS
• (or machine)
• There are a lot of older devices
out there!
• Almost 40% of iPads in use are
iPad2 models
• Yes, this is recent data –
October 2013

http://www.localytics.com/blog/2013/is-the-iphone-5c-catching-up-and-what-to-expect-from-apples-1022-ipad-launch/

@Cooper_42


@arockley

Location based content delivery
• Yeah, advertising
• But can be used for much more
• Like the reaction to the David Bowie
is… exhibit

http://www.mobilefringe.com/location-based-services-mobile-content-delivery-solution/

@Cooper_42


@arockley

@Cooper_42


@arockley

David Bowie is…

@Cooper_42


@arockley

• Sennheiser guidePORT
• Totally automatic
• RF proximity detectors
• Easy to use
• Notice reduced number of buttons?
• The right information, at the right
time, in the right place
• Response – Divided
@Cooper_42


@arockley

Layar
• You can interact with print as
well
• Mainly in magazines, but any
printed material such as
posters, newspapers, etc.

@Cooper_42

http://www.layar.com/layared-magazine

@arockley

• Screen capture of
interactive ‘Layar’ in
operation.
• No visible indication
(like a QR code)
required

@Cooper_42


@arockley

Information can expand
• Can bridge the gap between the collateral and the real world
• QR codes have the ability to
provide links to external content
• Can link from poster or magazine
to online video (viewable on a
tablet or smartphone)

@Cooper_42


@arockley

Haptic interaction
• Haptic Technology – to provide feedback via touch.
• Clicking physical keyboards
• Click-like interaction with virtual keyboards
• Air-jet interaction
Disney Corp prototype

• Called Aireal
http://www.youtube.com/watch?v=xaFBjUJj00M

@Cooper_42


@arockley

Virtual Reality – not just SL

@Cooper_42


@arockley

VR/Immersive Reality
• Not for use ‘in public’
• Gaming
• Training
• There’s a difference
between this and
Google Glass

http://www.youtube.com/watch?v=xaFBjUJj00M

@Cooper_42


@arockley

Handcrafting is unsustainable
• Devices are proliferating
• Device wars means that new
devices are released every 3-5
months
• Functionality varies across device
• What works on one, may not
work on another
• Constant churn to identify new
functionality and design content
to take advantage of the
functionality
• Can’t keep up
@Cooper_42


@arockley

What makes content intelligent?
•
•
•
•
•

Structure
Modular
Reusable
Metadata
Format free

@Cooper_42


@arockley

Why modular?
• Modular content enables you to:
• Change a single piece of content rather than a whole
document/page
• Version and track each module individually
• Translate only those modules that have changed
• Rapidly build new content assemblies from a selection of
modules to meet new/changing needs
• Modularity means that only modules that have changed can
be sent for translation (modules and a contextual PDF are
provided for clarity and accuracy)
@Cooper_42


@arockley

What is structure?
• Structure is the hierarchical order in which content occurs in
an information product.
• An information product can be a web page, a book, an eBook,
a brochure, a training course, and so on.
• Information products have recognizable structures that are
repeated each time the information product is created.
• Information products consist of components (topics) that also
have structure within them.

@Cooper_42


@arockley

Why structure?
• Structured content is content in which the look and feel of the
content (format) is not embedded in the content.
• Can output the content to multiple channels, adapting it to
best meet the needs of the channel, or we can automatically
mix and match content to provide what the customer wants
when they want it and the way they want it.
• Transform (reconfigure) content from one structure to
another, but only if we know what the structure is in the first
place.
• Filter and layer content when we know its structure.

@Cooper_42


@arockley

Structured modular content

@Cooper_42


@arockley

You design and build the vision
• Hogwarts in Lego™

http://screeninvasion.com/2013/03/lego-hogwarts-timelapse-video/
Screen
Invasion.com

@Cooper_42


@arockley

Content models
• Content models are developed in spreadsheets
• Content models identify:
• The semantic (structure with meaning) of the content
• The organizational structure
• How content can be assembled into deliverables

@Cooper_42


@arockley

Marketing model

Note: The structure is the same for a Product Description page, but the content may vary
for the patient vs. the healthcare professional. This illustrates structural reuse, not
content reuse.

@Cooper_42


@arockley

Cont.

• Typically this kind of information is reused from the IFU and is reused
across all instances of the same product.
@Cooper_42


@arockley

Model

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@arockley

Comparison - Title

@Cooper_42


@arockley

Comparison - Glycemic Ranking

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@arockley

Comparison - Background

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@arockley

Comparison - Description

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@arockley

Comparison - Ingredients

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@arockley

Comparison - Directions

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@arockley

Comparison - Suggestions

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@arockley

Comparison - Overall

@Cooper_42


@arockley

Comparison – And Print!

@Cooper_42


@arockley

Why reusable?
• Write once use many
• Write once, translate once, use many
• If the content of a reusable module changes, change it once
and it automatically or selectively updates everywhere it
occurs (no missed changes)
• Consistency is assured

@Cooper_42


@arockley

Why format free?
• Format is applied at delivery
• Content which is free of formatting information can be
automatically delivered to multiple outputs without having to
rework the content (print, web, mobile)
• Format free content is infinitely flexible in how it is displayed
• Format free content can be translated once and published in a
variety of formats, TMS format siloes are eliminated

@Cooper_42


@arockley

Print
• Content can be automatically “poured” into structured
templates
• Change the source, not the print, to ensure that content is
controlled
• Change the look and feel, no problem, simply re-pour the
content into the new layout
• Minor tweaking required
• Translated versions of content can be poured into templates
designed to accommodate the language requirements

@Cooper_42


@arockley

Web
• Content can be automatically “poured’ into structured web
templates
• Change the source, not the web page, to ensure that content
is controlled
• Change the look and feel, no problem, simply re-pour the
content into the new layout

@Cooper_42


@arockley

Mobile
• Source content can be automatically:
• Layered
• Displayed/not displayed based on rules (e.g., screen size)
• Mixed and matched to build customized/personalized
content

@Cooper_42


@arockley

Why metadata?
• Metadata allows us to add additional information to the
content not previously inherent in the structure
• Metadata allows us to:
• Store content for effective retrieval
• Automatically show/hide content based on metadata
• “Tell” content where to/how to display at publication
• Support dynamic adaptable content
• Identify content to be included/excluded to meet local
regulatory requirements

@Cooper_42


@arockley

Summary
•
•
•
•

Customers want content anywhere, anytime, on any device
We cannot predict what device or device size
We cannot handcraft content, content has to adapt
To address the needs we need to develop intelligent content
• Modular
• Structured
• Tagged with metadata
• With business rules to define how content should respond
in a given situation

@Cooper_42


@arockley

More Resources/Questions

@Cooper_42


@arockley

Preparing content for anyone, anywhere, on any device rockley keynote cs applied uk

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