Socially-Enabled Intelligent Content: A Roadmap for Leveraging Component Content
Upcoming SlideShare
Loading in...5
×
 

Socially-Enabled Intelligent Content: A Roadmap for Leveraging Component Content

on

  • 990 views

If you’re like many organizations attending Intelligent Content 2012, you’re probably already creating component content or are in the process of doing so. But what should you do next? This ...

If you’re like many organizations attending Intelligent Content 2012, you’re probably already creating component content or are in the process of doing so. But what should you do next? This presentation charts a roadmap that any organization creating component content today can follow to deliver intelligent content.

Statistics

Views

Total Views
990
Slideshare-icon Views on SlideShare
989
Embed Views
1

Actions

Likes
1
Downloads
31
Comments
0

1 Embed 1

https://twitter.com 1

Accessibility

Upload Details

Uploaded via as Adobe PDF

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment

    Socially-Enabled Intelligent Content: A Roadmap for Leveraging Component Content Socially-Enabled Intelligent Content: A Roadmap for Leveraging Component Content Presentation Transcript

    • Socially-Enabled Intelligent Content:A Roadmap For LeveragingComponent ContentPaul WlodarczykCEO, Jorsek LLCFebruary 23, 2012
    • Got DITA Component Content? DITA ≠ Intelligent Content. Why? Component content has historically focused on documents, so…. … standards are very much about – shocker! – publishing… … and the impact has been on, well, DOCUMENTS. The world has changed since DITA was invented. 2/23/2012 Intelligent Content 2012 2
    • Breaking Out of the Publishing Mindset Component Content made publishers more productive… Reuse: • Multi-channel output • Shared Content • Profiling / Filtering • Localization Component content helped transform the publishing department into a Content Foundry. But the focus remained on the publication. But because it improved our ability to do the same things more productively, and because it was complicated, it took our eye off the consumer, who needed us to do entirely different things. 2/23/2012 Intelligent Content 2012 3
    • We don’t consume information the way we didfive or ten or twenty years ago. read-only hardcopy passive alone2/23/2012 Intelligent Content 2012 4
    • Today we don’t read publications alone.We interact with information appliances in communities. discover tag comment share discuss contribute rate connected2/23/2012 Intelligent Content 2012 5
    • Component Content helped us …… to do THAT better, faster, and cheaper…. … so how can it help us do THIS better? And what do we need to do differently? 2/23/2012 Intelligent Content 2012 6
    • Breaking Out of the Publishing Mindset Think of the Business Processes your content enables: 2/23/2012 Intelligent Content 2012 7
    • Breaking Out of the Publishing Mindset Think of the Business Processes your content enables: Customer Support 2/23/2012 Intelligent Content 2012 8
    • Breaking Out of the Publishing Mindset Think of the Business Processes your content enables: Field Service 2/23/2012 Intelligent Content 2012 9
    • Breaking Out of the Publishing Mindset Think of the Business Processes your content enables: Operations 2/23/2012 Intelligent Content 2012 10
    • Breaking Out of the Publishing Mindset Think of the Business Processes your content enables: Sales 2/23/2012 Intelligent Content 2012 11
    • Breaking Out of the Publishing Mindset Think of the Business Processes your content enables: Customer Self- Service 2/23/2012 Intelligent Content 2012 12
    • Breaking Out of the Publishing Mindset Think of the Business Processes your content enables: Now ask yourself: • What enterprise systems do those content consumers rely upon, and how do we get our component content there? • Are these systems socially enabled, and how do we get that social content back into info dev? • How do those functions define and measure success? If you can inject your component content into these business processes and systems, and improve their success, then it’s truly Intelligent Content. Otherwise it‟s just another portal 2/23/2012 Intelligent Content 2012 13
    • Live Content ≠ Intelligent ContentOur view of Intelligent Content is evolving. Truly Intelligent Content does not live inits own Live Content server – it lives in the socially-enabled enterprise application. Live Content Server Intelligent Content Application • Stand-alone silo of content • Content integrated into on a dedicated enterprise existing mission-critical system (“content portal”) enterprise applications • One-way – an “off-ramp” • Two-way – also an “on- for a publication ramp” for social content • Content-centric • Results-centric • Portal for unstructured • Mash-up of structured and content unstructured content • Navigation • Search and Discovery • An Arrow • A Closed-Loop 2/23/2012 Intelligent Content 2012 14
    • Socially-Enabled Intelligent Content DITA Component Content is an ideal format for flowing into the socially-enabled enterprise systems your content consumers rely on: Why? Because it’s • Lean and granular • Easily transformed • Semantically rich • Task oriented 2/23/2012 Intelligent Content 2012 15
    • Example: e–Service Here’s what you have today if you’re creating component content.* Component Content is NOT Intelligent Content, and NOT socially enabled. DITA SME DITA Collaborative DITA Authoring CMS of Topics FAQs DITA OT Procedures Specs Best Practices Tutorials publications Customers Info Dev DITA OLD CONTENT LIFECYCLE *If you don‟t have this, see me at our booth later… 2/23/2012 Intelligent Content 2012 16
    • Example: e–Service Note that as content is published into document output formats, it loses granularity and becomes semantically poorer. This is why document output formats are poorly suited for Intelligent Content. Granularity Semantic DITA Richness SME DITA Collaborative DITA Authoring CMS of Topics FAQs DITA OT Procedures Specs Best Practices Tutorials publications Customers Info Dev DITA OLD CONTENT LIFECYCLE *If you don‟t have this, see me at our booth later… 2/23/2012 Intelligent Content 2012 17
    • Example: e–ServiceIn this e-Service example, content is transformed from DITA the component XMLformat into the enterprise system’s native format (usually structured data,semantically rich) of the support system and the knowledge base.This is now Intelligent Content. known issue new issue Support Case Base Support Native DITA Format Web Self Phone Support Help Support Email / Chat DITA Knowledge Base Support SME DITA Collaborative DITA Authoring CMS of Topics FAQs DITA OT Procedures Specs Best Practices Tutorials publications Customers Info Dev DITA INTELLIGENT CONTENT LIFECYCLE BTW If you don‟t have this, see me at our booth later… 2/23/2012 Intelligent Content 2012 18
    • Example: e–ServiceSocial content (ratings, reviews, comments, contributed content, suggestedchanges, etc.) is returned from the enterprise system via workflow to inform newcomponents or revisions.This is now Socially-enabled Intelligent Content. known issue new issue Support Case Base Support DITA Web Self Phone Support Help Support Email / Chat DITA Knowledge Base Support SME Workflow social content DITA Collaborative DITA Authoring CMS of Topics FAQs DITA OT Procedures Specs Best Practices Tutorials publications Customers Info Dev DITA SOCIALLY ENABLED INTELLIGENT CONTENT LIFECYCLE We‟re working on this bit… 2/23/2012 Intelligent Content 2012 19
    • Extending the Example Each enterprise system will consume different subsets of component content, on different schedules, with different semantics. Some will pull content; others MRM will need a push. Most have their own content management, search, and workflow. Support Native Formats Web Site DITA Field Service Enterprise Portal CMS of Topics FAQs Procedures Specs Best Practices CRM Tutorials Component Enterprise Content Management Platforms 2/23/2012 Intelligent Content 2012 20
    • Extending the Example As DITA Component Content flows to more systems, it becomes clearer that the source component content needs to be: • Semantically rich Support • Accessible through an API • The authoritative source Native Formats Web Site DITA Field Service So the CCMS needs to be an viewed as enterprise resource, Enterprise Portal CMS of Topics not just a tool for FAQs Procedures the publishing Specs CRM Best Practices department. Tutorials Component Enterprise Content Management Platforms 2/23/2012 Intelligent Content 2012 21
    • Component Content is “Enterprise-Ready” … but our publishing technology and processes are not ready for creating Intelligent Content. We need to focus on improving: FindabilityComponent contentis well-suited forgranular retrieval,but needs richermetadata to supportsemantic search inthe target system. 2/23/2012 Intelligent Content 2012 22
    • An evolving view of Component MetadataToday if publishers use metadata , it’s primarily for the publishingoperation. Publishers need to evolve their thinking and capabilities formetadata to support the semantic search needs of enterprise systems. Component Content Metadata Intelligent Content Metadata • Authors finding content • Consumers finding to reuse answers to questions • CCM search • Web discovery • Metadata for profiling • Metadata for and filtering personalization • Metadata for publishing • Metadata for faceted and content management search and navigation, and to surface related content 2/23/2012 Intelligent Content 2012 23
    • Component Content EvolutionWe aren’t delivering publications anymore. We are delivering contentthat is ready for the enterprise.To support findability of Intelligent Content, the component becomesthe deliverable. What needs to change? 1. Information Development needs to deliver semantically tagged content components. Delivering tagged publications (e.g. PDF) won’t work anymore. 2/23/2012 Intelligent Content 2012 24
    • Component Content EvolutionWe aren’t delivering publications anymore. We are delivering contentthat is ready for the enterprise.To support findability of Intelligent Content, the component becomesthe deliverable. What needs to change? 2. Information Development can no longer deliver non- semantic component content (e.g. HTML). The semantic richness needs to be preserved for the consuming system. 2/23/2012 Intelligent Content 2012 25
    • Component Content EvolutionWe aren’t delivering publications anymore. We are delivering contentthat is ready for the enterprise.To support findability of Intelligent Content, the component becomesthe deliverable. What needs to change? 3. Taxonomy management, controlled vocabularies, metadata management, and search optimization become new core competencies and capabilities for info dev. 2/23/2012 Intelligent Content 2012 26
    • Enterprise Systems are Increasingly “Social” … but our technology and processes are not ready for socially enabling content, or for digesting social content. We need: Curation Processes need to support curation of user-generated content (UGC), and routing of ratings, feedback, and comments to content owners. 2/23/2012 Intelligent Content 2012 27
    • Why Wiki ≠ Socially Enabled Intelligent Content Many organizations want a “DITA Wiki”. Why? • Live Content Portal (search and nav) • Gather user comments, discussions, corrections • Enable user- generated content (UGC) “You say „wiki‟ like it‟s a bad thing…” 2/23/2012 Intelligent Content 2012 28
    • Why Wiki ≠ Socially Enabled Intelligent Content Issues with Wikis: • No separation of social content and authoritative content • Supporting two content models • Need for curation • Round-tripping content Without curation, Wikis very quickly become content JUNGLES. “You can‟t have a garden without a gardener.” 2/23/2012 Intelligent Content 2012 29
    • Social Content Integration requires: Improved Technologies: • End-user tools that support directly-annotating structured content • Integrated with enterprise application workflow and info dev workflow • Standards-based content VS models for social content and annotation 2/23/2012 Intelligent Content 2012 30
    • Social Content Integration requires: Improved Processes: • Closer organizational integration of info dev with business processes • New roles for information development – Community monitors – Content curators VS – Channel managers • Shared goals for information development and business process owners – Measures based upon business process improvement (e.g. “Mean Time To Solution”) 2/23/2012 Intelligent Content 2012 31
    • Social Content Integration requires: Information Developers as Content Gardeners: • Need to change the mindset of “batch” publishing or “projects” • Need to view social content curation as a continuous process, with authoritative content as evergreen • This requires changes to the way we resource information development VS (staffing a process vs. a publishing project) • Requires new value-focused metrics and measures of success (e.g. service or support performance vs. publishing costs) 2/23/2012 Intelligent Content 2012 32
    • Key PointsOur view: Content istruly Intelligent whencomponent content isintegrated into the contextof a business process andits supporting enterpriseapplications.What we see: Enterprisebusiness applicationsquickly are becomingsocially enabled. 2/23/2012 Intelligent Content 2012 33
    • Implications• Component Content needs to be semantically rich .• CCMSs manage the Authoritative Source, and need to enable push/pull and transformation.• CCMS Content Lifecycle needs to integrate with enterprise systems’ workflow.• Social Content (posts, tags, ratings, comments, annotations) needs to flow back to info dev.• Info Dev needs to be engaged in the communities for whom they write.• Knowledge Management needs to happen someplace… 2/23/2012 Intelligent Content 2012 34
    • Questions? Thank you! Please visit our booth at the expo. paul@easydita.com easyDITA.com 877-492-2960 2/23/2012 Intelligent Content 2012 35