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Knowledge Integration (STC 2010)

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Symantec's Tristan Bishop (@KnowledgeBishop) presents a vision in which Technical Writers become the conduit by which organizations communicate with the customer. In addition to creating product …

Symantec's Tristan Bishop (@KnowledgeBishop) presents a vision in which Technical Writers become the conduit by which organizations communicate with the customer. In addition to creating product knowledge, these Knowledge Integrators will collect user-generated content, verify the accuracy, rebrand it, and redistribute it strategically.

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  • This is a sample “Quotation” slide, ideal for communicating customer quotes and/or third-party research findings. To Change Text in Shapes (i.e.: “Type your quote…” and “person quoted…”):Place cursor on top of text in Shape and triple click to select text. Begin typing desired text.To Change Font Color/Size: Place cursor on top of text and triple click to select it. right-click and select “Font” from the drop-down menu. Select desired attributes to change font, size, boldness, color, etc. Note: many of the same commands can also be accessed from the “Font" group of the “Home” tab or from the “Mini” toolbar that appears when text is selected.To Delete a Text Box or Shape:Select the edge of the desired object by clicking once. Press the “Delete” key from your computer keypad.To Copy a Text Box or Shape:Select the edge of the desired object by clicking once (making certain the selection border appears around the object to be copied). Type “Ctrl C” (copy), click outside object, then type “Ctrl V” (paste) to place the object. Click and drag the pasted object to desired location.
  • This is a sample “Quotation” slide, ideal for communicating customer quotes and/or third-party research findings. To Change Text in Shapes (i.e.: “Type your quote…” and “person quoted…”):Place cursor on top of text in Shape and triple click to select text. Begin typing desired text.To Change Font Color/Size: Place cursor on top of text and triple click to select it. right-click and select “Font” from the drop-down menu. Select desired attributes to change font, size, boldness, color, etc. Note: many of the same commands can also be accessed from the “Font" group of the “Home” tab or from the “Mini” toolbar that appears when text is selected.To Delete a Text Box or Shape:Select the edge of the desired object by clicking once. Press the “Delete” key from your computer keypad.To Copy a Text Box or Shape:Select the edge of the desired object by clicking once (making certain the selection border appears around the object to be copied). Type “Ctrl C” (copy), click outside object, then type “Ctrl V” (paste) to place the object. Click and drag the pasted object to desired location.
  • This is a sample “Quotation” slide, ideal for communicating customer quotes and/or third-party research findings. To Change Text in Shapes (i.e.: “Type your quote…” and “person quoted…”):Place cursor on top of text in Shape and triple click to select text. Begin typing desired text.To Change Font Color/Size: Place cursor on top of text and triple click to select it. right-click and select “Font” from the drop-down menu. Select desired attributes to change font, size, boldness, color, etc. Note: many of the same commands can also be accessed from the “Font" group of the “Home” tab or from the “Mini” toolbar that appears when text is selected.To Delete a Text Box or Shape:Select the edge of the desired object by clicking once. Press the “Delete” key from your computer keypad.To Copy a Text Box or Shape:Select the edge of the desired object by clicking once (making certain the selection border appears around the object to be copied). Type “Ctrl C” (copy), click outside object, then type “Ctrl V” (paste) to place the object. Click and drag the pasted object to desired location.
  • This is a sample “Quotation” slide, ideal for communicating customer quotes and/or third-party research findings. To Change Text in Shapes (i.e.: “Type your quote…” and “person quoted…”):Place cursor on top of text in Shape and triple click to select text. Begin typing desired text.To Change Font Color/Size: Place cursor on top of text and triple click to select it. right-click and select “Font” from the drop-down menu. Select desired attributes to change font, size, boldness, color, etc. Note: many of the same commands can also be accessed from the “Font" group of the “Home” tab or from the “Mini” toolbar that appears when text is selected.To Delete a Text Box or Shape:Select the edge of the desired object by clicking once. Press the “Delete” key from your computer keypad.To Copy a Text Box or Shape:Select the edge of the desired object by clicking once (making certain the selection border appears around the object to be copied). Type “Ctrl C” (copy), click outside object, then type “Ctrl V” (paste) to place the object. Click and drag the pasted object to desired location.
  • This is a sample “Quotation” slide, ideal for communicating customer quotes and/or third-party research findings. To Change Text in Shapes (i.e.: “Type your quote…” and “person quoted…”):Place cursor on top of text in Shape and triple click to select text. Begin typing desired text.To Change Font Color/Size: Place cursor on top of text and triple click to select it. right-click and select “Font” from the drop-down menu. Select desired attributes to change font, size, boldness, color, etc. Note: many of the same commands can also be accessed from the “Font" group of the “Home” tab or from the “Mini” toolbar that appears when text is selected.To Delete a Text Box or Shape:Select the edge of the desired object by clicking once. Press the “Delete” key from your computer keypad.To Copy a Text Box or Shape:Select the edge of the desired object by clicking once (making certain the selection border appears around the object to be copied). Type “Ctrl C” (copy), click outside object, then type “Ctrl V” (paste) to place the object. Click and drag the pasted object to desired location.
  • This is a sample “Quotation” slide, ideal for communicating customer quotes and/or third-party research findings. To Change Text in Shapes (i.e.: “Type your quote…” and “person quoted…”):Place cursor on top of text in Shape and triple click to select text. Begin typing desired text.To Change Font Color/Size: Place cursor on top of text and triple click to select it. right-click and select “Font” from the drop-down menu. Select desired attributes to change font, size, boldness, color, etc. Note: many of the same commands can also be accessed from the “Font" group of the “Home” tab or from the “Mini” toolbar that appears when text is selected.To Delete a Text Box or Shape:Select the edge of the desired object by clicking once. Press the “Delete” key from your computer keypad.To Copy a Text Box or Shape:Select the edge of the desired object by clicking once (making certain the selection border appears around the object to be copied). Type “Ctrl C” (copy), click outside object, then type “Ctrl V” (paste) to place the object. Click and drag the pasted object to desired location.
  • This is a sample “Quotation” slide, ideal for communicating customer quotes and/or third-party research findings. To Change Text in Shapes (i.e.: “Type your quote…” and “person quoted…”):Place cursor on top of text in Shape and triple click to select text. Begin typing desired text.To Change Font Color/Size: Place cursor on top of text and triple click to select it. right-click and select “Font” from the drop-down menu. Select desired attributes to change font, size, boldness, color, etc. Note: many of the same commands can also be accessed from the “Font" group of the “Home” tab or from the “Mini” toolbar that appears when text is selected.To Delete a Text Box or Shape:Select the edge of the desired object by clicking once. Press the “Delete” key from your computer keypad.To Copy a Text Box or Shape:Select the edge of the desired object by clicking once (making certain the selection border appears around the object to be copied). Type “Ctrl C” (copy), click outside object, then type “Ctrl V” (paste) to place the object. Click and drag the pasted object to desired location.
  • Transcript

    • 1. Knowledge IntegrationThe Future of Technical Communication
      Tristan Bishop, Sr. Prin. Business Analyst, Symantec Software
      May 2010
    • 2. Symantec
      Operates in more than 40 countries
      FY 2009 revenue = $6.2 billion (Enterprise=$4.4b, Consumer=$1.8b)
      Over 17,500 Team Members
      Revenue by Geography:
      Americas. . . . . . . . . . . . 55%
      EMEA. . . . . . . . . . . . . . . 30%
      APJ. . . . . . . . . . . . . . . . . 15%
      Backs up half of the world’s data
      2
    • 3. 3
      Changing Landscape
      1
      2
      Required Skills
      3
      Agenda
      Knowledge Integration
    • 4. The Changing Landscape
    • 5. 5
      The Changing Landscape
      Mobile Communications
      Content: Static to Dynamic
      Topic-Based Publishing
      Global Knowledge Requirements
      Web-Based Support
      User-Generated Content
      5
    • 6. Established content practices are undergoing profound and fundamental changes
      6
      Clarlone, Kadie and Laplante: Gilbane Group,
      “Multilingual Communications as a Business Imperitive”
    • 7. Mobile Communications
      7
      Source: “Dr Hamadoun I. Touré, International Telecommunications' Union, Annual Report 2008”
    • 8. News: Static to Dynamic
      8
      “Every big-city newspaper in the U.S. is either in bankruptcy or will be in bankruptcy in the foreseeable future ... The newspaper industry in the U.S. is over." - Michael Wolff, Vanity Fair, Mar 18, 2010
    • 9. Navigation: Static to Dynamic
      9
      GPS will grow to
      >$70 Billion by 2013
      Handsets will have 78% GPS market share by 2013
      RNCOS E-Services Pvt. Ltd, “World GPS Market Forecast” 2/10
    • 10. Directories: Static to Dynamic
      Hard-Copy Yellow Pages will lose 39% revenue over next five years
      Directory industry already trained 80% of sales staff to sell interactive products
      Reportlinker, "Say Goodbye to Yellow Pages", July 2008
      10
    • 11. Product Content: Static to Dynamic
      11
      “We have to become good at delivering
      highly targeted,
      ‘just in time’ information:
      the right bit, at the right time,
      to help our reader answer a specific question and get on with a task”
      Larry Kunz, SDI – Winner STC President’s Award, 2010
    • 12. Topic-Based Publishing
      Internet caused fundamental change
      Past = Books; Today = Topics
      Traditional delivery methods are
      OBSOLETE
      12
    • 13. We cannot continue blindly producing manuals. Much of what we do as technical writers needs to change to meet the growing reality of communication world-wide.
      13
      Paula R. Stern, WritePoint Documentation Services
    • 14. Global Knowledge Requirements
      Primary markets saturate
      Shareholders still expect revenue growth
      Company enters new locales
      Requires proactive global knowledge strategy
      English = Base language
      Automated QA of English source = maximizes MT
      14
    • 15. Web-Based Tech Support
      New labor force entrants grew up with web access
      They expect web-based support
      Phone-based interactions rapidly decreasing
      Our profession is KEY to web-based, self-service support
      Tech Writers must repurpose manuals as topics for web
      15
      With apologies to Scott Adams
    • 16. User-Generated Content
      Early web = company writes, customer reads
      Today’s web = both write (blogs, forums, wiki)
      Tomorrow’s web? = both write and BOTH read (round-trip)
      16
    • 17. Technical communicators must now compete with information being generated by the user community.
      17
      Sarah O’Keefe, Scriptorium Publishing Services
    • 18. Knowledge Integration
    • 19. We are entering a new era of product content practices. Customers are embraced as part of the content lifecycle.
      19
      Clarlone, Kadie and Laplante: Gilbane Group,
      “Multilingual Communications as a Business Imperitive”
    • 20. The Knowledge Integrator
      A Knowledge Integrator will
      partner with other teams across the organization
      to gather content
      that can proactively solve customer issues,
      reducing the need for incoming support calls.
      20
    • 21. 21
      Knowledge Integration
      Gathering Content
      Ensuring Accuracy
      Ensuring Compliance
      Delivering Repurposed Content
      21
    • 22. Technical writers have an opportunity to morph into the social conduit by which companies interact with users
      22
      Louis Marascio, LugIron Software Blog
    • 23. Gathering Content
      Seek key topics we didn’t think to write
      Review customer comments on published topics
      Study web search results
      Monitor Tech Support forums
      Set up automated Keyword Alerts
      23
    • 24. 25% of Google search results
      for the world’s top 20 brands link to
      user-generated content.
      24
      Aarons, Edwards, & Lanier - "Search Engine Strategies magazine", June 2009
    • 25. InfoDev must connect with Dev, QA and Support
      Build close relationships
      Arrange for rapid cross-checks by SMEs
      25
      Ensuring Accuracy
    • 26. Ensuring Brand Compliance
      Know your corporate branding requirements
      Build close relationship with Marketing/Branding
      Ensure that repurposed content is compliant
      26
    • 27. Delivering Repurposed Content
      Distribute to target customers
      Post to online KB for browsing
      Initiate L10n for key topics
      Push into local installations (Live Update)
      Optimize for mobile viewing
      27
    • 28. Required Skills
    • 29. Why pursue new skills?
      Cost Cutting continues (RIFs, Outsourcing)
      We need to show measurable business value
      Become ready to step into Knowledge Integrator role
      29
    • 30. 30
      Required Skills
      Topic-Based Writing
      XML Publishing
      Social Media Experience
      30
    • 31. Topic-Based Writing Skills
      Study best practices for topic-based authoring
      Learn industry-standard content models
      Study DITA core types (“concept”, “task” and “reference”)
      31
    • 32. XML Publishing Skills
      Develop XML publishing skills
      Understand the node hierarchy
      Data - not pages
      WYSWIG DTP = EOL
      32
    • 33. XML has won. All major office suites now save their documents in zipped XML by default.
      33
      Elliotte Rusty Harold, Polytechnic University, “XML Predictions: IBM.com” 2/5/08
    • 34. Social Media Experience
      Explore leading Social Media networks
      Create basic user profile at prominent sites
      See new data exchange methods in action
      Metatags = driving the future of our industry
      Twitter “trending topics”
      Facebook “Open Graph”
      LinkedIn “recommendations”
      Stumbleupon “favorites”
      34
    • 35. Conclusion
    • 36. In Summary
      Communication has changed forever (global and instant)
      Our jobs will never be the same
      We can drive value into our companies by becoming Knowledge Integrators
      We’d be wise to proactively seek any skills we yet need
      36
    • 37. Tristan David Bishop
      tristan_bishop@symantec.com
      (321) 696-3618
      Twitter: @KnowledgeBishop