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Techcomm 20/20    Get Vision: Get Ready    Tristan Bishop    Senior Principal Digital StrategistTechComm 20/20            ...
About Symantec• We help secure and manage your information-driven world.• We protect against risks wherever information is...
•   Social Media strategist within                                     Chief Technology Office                            ...
Agenda         1       Get Real         2       Get Vision         3       Get Knowledge         4       Get ReadyTechComm...
Get Real    Its not denial: Im just selective about the reality I accept.    Bill WattersonTechComm 20/20                 ...
This ‘telephone’ has too many shortcomings        to be seriously considered as a means of        communication.          ...
Television won’t be able to hold on …         People will soon get tired of staring at a         plywood box every night. ...
Baloney… The truth is no online database         will replace your daily newspaper.                                  Cliff...
Theres no chance that the iPhone is        going to get any significant market share.                              Steve B...
Get Vision    Social Media is the biggest shift since the Industrial Revolution.    Erik Qualman, Author, SocionomicsTechC...
The Static Content EraTechComm 20/20           11
The Dynamic Content Era• The web = real-time content    –   Maps are dynamic    –   Addresses are dynamic    –   News is d...
The Social Content Era• Social Network usage  steadily increasing in  every demographic• 60% of social network  users foll...
Social Media: Connects Answers to Relationships                 Research and Conversation have MERGED!TechComm 20/20      ...
Social Content SharingNearly 30% of ALL social media users share “How-To & Instructional” content    Source: http://danzar...
Get Knowledge    There’s a lot more technology ahead of us than behind us.    Tim O’Reilly, STC Summit 2011TechComm 20/20 ...
2009: Cranial Control• 2009: Toyota debuts electric wheelchair control via brain waves• 2010: Honda debuts humanoid robot ...
2010: Augmented Reality   • Information about one’s field of view overlaid onto real world   • Combines online data with p...
2011: Augmented Identity   • Recognizr, by Research in Motion (RIM) for Android phone   • Combines 3D facial recognition a...
2012: Augmented Vision• Glasses beam images directly to retinas, a hovering virtual display• Information in the background...
2020: Cranial Surfing?• By the year 2020, users will open documents and surf the Web  using nothing more than their brain ...
2020: Cranial Communication?• Texting by thought power via sensor-mounted headset?• Computational Telepathy between humans...
Get Ready    During the next decade, Knowledge Workers will have to raise the bar.    Fast Company , Moving towards 2020Te...
Cloud-Based Authoring1. Contribute content   from any location2. Web form enforces   source structure3. Integrated QA tool...
Cloud-Based Tech Review1. Web-based, granular   review process2. Workflow allows SME   suggestions or “sign-off”3. Integra...
Cloud-Based Translation1.       Author selects topic         and language and         initiates workflow2.       MT system...
Automatic SEO Optimization1. Systematic metadata   application2. Outputs are optimized   for media-specific SEO3. Extract ...
Cloud-based Publishing1. Author selects   topics, languages,   output formats and   schedule2. System builds and   deliver...
Topic-Based Metrics1. Systems track user   access to each piece   of content (bit.ly+)2. Automatic reports on   who access...
Social Sharing1. Social sharing capabilities   for all generated output2. Any reader can share your   content with their s...
Mobile Administration1. Mobile access to cloud   based administration2. Author, review,   translate, schedule,   publish o...
Conclusions1. A financial interest in the status quo often results in denial2. Content has moved from static to dynamic to...
Thank you!    Tristan Bishop    Tristan_Bishop@Symantec.com    Twitter.com/@KnowledgeBishop    Copyright © 2011 Symantec C...
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Techcomm 2020 (STC 2011)

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A look at the impact that social media, augmented reality and brain wave control could have on the technical writing profession.

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Transcript of "Techcomm 2020 (STC 2011)"

  1. 1. Techcomm 20/20 Get Vision: Get Ready Tristan Bishop Senior Principal Digital StrategistTechComm 20/20 1
  2. 2. About Symantec• We help secure and manage your information-driven world.• We protect against risks wherever information is used or stored.TechComm 20/20 2
  3. 3. • Social Media strategist within Chief Technology Office • Drives efficient delivery of effective content • Intently increasing customer Tristan David Bishop, Sr. Prin. Digital Strategist access to crucial contentTechComm 20/20 3
  4. 4. Agenda 1 Get Real 2 Get Vision 3 Get Knowledge 4 Get ReadyTechComm 20/20 4
  5. 5. Get Real Its not denial: Im just selective about the reality I accept. Bill WattersonTechComm 20/20 5
  6. 6. This ‘telephone’ has too many shortcomings to be seriously considered as a means of communication. Western Union, Internal Memo, 1876TechComm 20/20 6
  7. 7. Television won’t be able to hold on … People will soon get tired of staring at a plywood box every night. Darryl Zanuck, 20th Century Fox, 1946TechComm 20/20 7
  8. 8. Baloney… The truth is no online database will replace your daily newspaper. Clifford Stoll, Newsweek, 1995TechComm 20/20 8
  9. 9. Theres no chance that the iPhone is going to get any significant market share. Steve Ballmer, Microsoft, 2007TechComm 20/20 9
  10. 10. Get Vision Social Media is the biggest shift since the Industrial Revolution. Erik Qualman, Author, SocionomicsTechComm 20/20 10
  11. 11. The Static Content EraTechComm 20/20 11
  12. 12. The Dynamic Content Era• The web = real-time content – Maps are dynamic – Addresses are dynamic – News is dynamic – Is your TechComm be dynamic?• In 2007, Symantec discovered customers were 500% more likely to search the web than to locate official manuals• Today, 75% begin quest for product help via search engine!Crafting Clarity 12
  13. 13. The Social Content Era• Social Network usage steadily increasing in every demographic• 60% of social network users follow brands• 40% of the Fortune Global 100 use Twitter for customer serviceShared Engineering Services 13
  14. 14. Social Media: Connects Answers to Relationships Research and Conversation have MERGED!TechComm 20/20 14
  15. 15. Social Content SharingNearly 30% of ALL social media users share “How-To & Instructional” content Source: http://danzarella.comShared Engineering Services 15
  16. 16. Get Knowledge There’s a lot more technology ahead of us than behind us. Tim O’Reilly, STC Summit 2011TechComm 20/20 16
  17. 17. 2009: Cranial Control• 2009: Toyota debuts electric wheelchair control via brain waves• 2010: Honda debuts humanoid robot control via brain wavesTechComm 20/20 17
  18. 18. 2010: Augmented Reality • Information about one’s field of view overlaid onto real world • Combines online data with physical experiences • Massive potential for future content authoringTechComm 20/20 18
  19. 19. 2011: Augmented Identity • Recognizr, by Research in Motion (RIM) for Android phone • Combines 3D facial recognition and cloud-based social search • Know WHO youre looking at, before you say “Hi”TechComm 20/20 19
  20. 20. 2012: Augmented Vision• Glasses beam images directly to retinas, a hovering virtual display• Information in the background about who and what were looking at.• Police testing sunglasses which scan 400 faces/second from 50 yards, to identify known criminal’s face within a crowd of people.TechComm 20/20 20
  21. 21. 2020: Cranial Surfing?• By the year 2020, users will open documents and surf the Web using nothing more than their brain waves.” - Dean Pomerleau, Intel Corporation• Memory could be instantaneously aided by INTERNET informationTechComm 20/20 21
  22. 22. 2020: Cranial Communication?• Texting by thought power via sensor-mounted headset?• Computational Telepathy between humans?TechComm 20/20 22
  23. 23. Get Ready During the next decade, Knowledge Workers will have to raise the bar. Fast Company , Moving towards 2020TechComm 20/20 23
  24. 24. Cloud-Based Authoring1. Contribute content from any location2. Web form enforces source structure3. Integrated QA toolset to optimize content as it’s writtenTechComm 20/20 24
  25. 25. Cloud-Based Tech Review1. Web-based, granular review process2. Workflow allows SME suggestions or “sign-off”3. Integrated author approvals, with instant XML source updatesTechComm 20/20 25
  26. 26. Cloud-Based Translation1. Author selects topic and language and initiates workflow2. MT systems handle majority of the translation load3. Bilingual human receives notifications to approve or adjust translations By 2020, universal language translation will be commonplace in every device. (Source: Cisco IBSG, 2009)TechComm 20/20 26
  27. 27. Automatic SEO Optimization1. Systematic metadata application2. Outputs are optimized for media-specific SEO3. Extract process generates sitemap files, as needed The world’s data will increase six fold in each of the next two years, while corporate data will grow fiftyfold. (Source: Technorati)TechComm 20/20 27
  28. 28. Cloud-based Publishing1. Author selects topics, languages, output formats and schedule2. System builds and delivers content3. Modular addition of new consumption endpointsTechComm 20/20 28
  29. 29. Topic-Based Metrics1. Systems track user access to each piece of content (bit.ly+)2. Automatic reports on who accessed content, when, from where, and on what device3. Comment mechanisms on each piece of content, requesting user feedback and routing input to authorTechComm 20/20 29
  30. 30. Social Sharing1. Social sharing capabilities for all generated output2. Any reader can share your content with their social graph via THEIR preferred channel3. Branded TechComm social media accounts for content promotionTechComm 20/20 30
  31. 31. Mobile Administration1. Mobile access to cloud based administration2. Author, review, translate, schedule, publish or share from any endpoint3. Adjust and republish content in real-time, from anywhereTechComm 20/20 31
  32. 32. Conclusions1. A financial interest in the status quo often results in denial2. Content has moved from static to dynamic to social3. The future of content is mobile, personal and continual4. As an industry, TechComm must embrace cloud delivery5. As an individual, you must invest in building social media skillsTechComm 20/20 32
  33. 33. Thank you! Tristan Bishop Tristan_Bishop@Symantec.com Twitter.com/@KnowledgeBishop Copyright © 2011 Symantec Corporation. All rights reserved. Symantec and the Symantec Logo are trademarks or registered trademarks of Symantec Corporation or its affiliates in the U.S. and other countries. Other names may be trademarks of their respective owners. This document is provided for informational purposes only and is not intended as advertising. All warranties relating to the information in this document, either express or implied, are disclaimed to the maximum extent allowed by law. The information in this document is subject to change without notice.TechComm 20/20 33
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