Knowledge Integration (STC 2010)
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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.

Knowledge Integration (STC 2010) Knowledge Integration (STC 2010) Presentation Transcript

  • Knowledge IntegrationThe Future of Technical Communication
    Tristan Bishop, Sr. Prin. Business Analyst, Symantec Software
    May 2010
  • 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
    Changing Landscape
    1
    2
    Required Skills
    3
    Agenda
    Knowledge Integration
  • The Changing Landscape
  • 5
    The Changing Landscape
    Mobile Communications
    Content: Static to Dynamic
    Topic-Based Publishing
    Global Knowledge Requirements
    Web-Based Support
    User-Generated Content
    5
  • Established content practices are undergoing profound and fundamental changes
    6
    Clarlone, Kadie and Laplante: Gilbane Group,
    “Multilingual Communications as a Business Imperitive”
  • Mobile Communications
    7
    Source: “Dr Hamadoun I. Touré, International Telecommunications' Union, Annual Report 2008”
  • 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
  • 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
  • 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
  • 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
  • Topic-Based Publishing
    Internet caused fundamental change
    Past = Books; Today = Topics
    Traditional delivery methods are
    OBSOLETE
    12
  • 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
  • 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
  • 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
  • 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
  • Technical communicators must now compete with information being generated by the user community.
    17
    Sarah O’Keefe, Scriptorium Publishing Services
  • Knowledge Integration
  • 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”
  • 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
    Knowledge Integration
    Gathering Content
    Ensuring Accuracy
    Ensuring Compliance
    Delivering Repurposed Content
    21
  • Technical writers have an opportunity to morph into the social conduit by which companies interact with users
    22
    Louis Marascio, LugIron Software Blog
  • 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
  • 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
  • InfoDev must connect with Dev, QA and Support
    Build close relationships
    Arrange for rapid cross-checks by SMEs
    25
    Ensuring Accuracy
  • Ensuring Brand Compliance
    Know your corporate branding requirements
    Build close relationship with Marketing/Branding
    Ensure that repurposed content is compliant
    26
  • 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
  • Required Skills
  • 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
    Required Skills
    Topic-Based Writing
    XML Publishing
    Social Media Experience
    30
  • 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
  • XML Publishing Skills
    Develop XML publishing skills
    Understand the node hierarchy
    Data - not pages
    WYSWIG DTP = EOL
    32
  • 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
  • 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
  • Conclusion
  • 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
  • Tristan David Bishop
    tristan_bishop@symantec.com
    (321) 696-3618
    Twitter: @KnowledgeBishop