DO HUMANS DREAMOF ELECTRIC SHEEP?Preparing for The SingularityAndrew ThomasDir. Product Marketing09.20.2012
Agenda• Introductions• The Bright Future    –What is The Singularity and why does it matter?• The Present Problem    –What...
Who Am I?                                              • Father of two teenage boys                                       ...
Who Are You?• Delivering printed materials?• Single sourcing?• Creating content in XML? DITA?• Using a CCMS / XML CMS?• Mo...
THE BRIGHT FUTURE
What is The Singularity?
What does it mean for us today?
And where will it take us tomorrow?
And how does this affect technical communication?
THE PRESENT PROBLEM
The Customer Journey14
What do you use product information for?                10%                                            Learn              ...
Self-Service     Having media-rich, meaningful and contextually-targeted     product information:     makes it easier to s...
Loyalty     Having media-rich, meaningful and contextually-targeted     product information:     improves my impression of...
Brand Advocacy     Having media-rich, meaningful and contextually-targeted product     information:     makes it more like...
Channel Preference     60     50     40                                        Search                                     ...
Desired Content Attributes      Multimedia     Multichannel       Interactive      Contextual                     54   56 ...
THE PRESENT SOLUTION
XML Provides Answers22
Direct vs. Flattened23
Content Re-use     Customer Support     Sales & Marketing      Research & Dev     Training & Learning24
Future proof25
Future proof26
Content Requirements2727
What makes content compelling?     Social                          Rich                      Personalized28
Social Content     Source: Social Impact Study 2012: Social Sharing as Helpful as Google Search in29   Shopping – sociable...
Your content must be easy to share30
Personalized Content31
What makes content useful?           Findability        Relevance         Multi-channel        Analytics32
Findability33
Relevance34
Multi-channel35
Analytics36
What makes content easy to create?Ask me for a demo in a few        months ;-)37
Copyright © 2008-2012 SDL plc. All rights reserved.. All company names, brandnames, trademarks, service marks, images and ...
STC Chicago - Do Humans Dream of Electric Sheep? Preparing for the Singularity - Andrew Thomas, SDL
STC Chicago - Do Humans Dream of Electric Sheep? Preparing for the Singularity - Andrew Thomas, SDL
STC Chicago - Do Humans Dream of Electric Sheep? Preparing for the Singularity - Andrew Thomas, SDL
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STC Chicago - Do Humans Dream of Electric Sheep? Preparing for the Singularity - Andrew Thomas, SDL

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Andrew Thomas from SDL presents to the Chicago STC (Society for Technical Communication) on 20 September 2012. Title: Do Humans Dream of Electric Sheep?

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  • AT:- Add arrow from left to rightThe engage finger looks a little off for some reason (maybe the pointing finger is too long?) RH: Lightbulb and finger changed.
  • RH: 09/03 – Infographic – (need stats – should I look for?)AT: will probably have stats for you on this based on survey results
  • RH: 09/03 – Infographic – (need stats – should I look for?)AT: will probably have stats for you on this based on survey results
  • RH: 09/03 – Infographic – (need stats – should I look for?)AT: will probably have stats for you on this based on survey results
  • RH 09/07 – break into full parts (note to self)
  • RH 09/07 Andrew do you want this as elements for previous slide of just transition to it? It still needs something.. Its not very punchy yet.
  • What makes content cool, useful content, engaging content – one at a time. Then show where they overlap. Merge squares into one. Off to side all three types of content.AT: Add something to the middle of the useful icon (the internal wire?)
  • RH: 09/03 – Infographic – Similar to the VEN in the SOV but more iconized.. Customer centered icon with arrows out/in to large containers with simple icons for Personalization (smaller customer icons, 3 gray, one colored) Richness (grey squares with colored ones in center), Social – (3 different customer icons – all linked inside circles)
  • RH: 09/03 – Infographic – Statistics (Need) – Impact graphic (I can hunt down myself?) AT: YES and YES
  • RH: 09/03 – Infographic – Horizontal left to right thick arrow with publication icons inside the arrow. Publication Icons will have different icons in them (not sure yet).. Different users will be circle icons with sub icons showingthey type of user they are. Smaller arrows bending down to the users from the main pipeline will show Publication icons that associate with their specific user types. OR publication icon inside large cicle icon to the left and smaller circles connected to main circle by pipelines. Associated icons to support filtering.AT: The 2nd option sounds like it might be simpler/easier to understand, but the 1st option is probably more accurate… your callRH: 09/05 – posted this for your feedback.. Not sure about if its clear.. Will revisit.
  • Customer icon at bottom arrow pointing upwards to the word “Useful” – branches in the path are squares with icons for each key point inside – Searchability: Small arrow path leading through series of small squares. Relevance: One larger colored square icon with flanking grey icons and 3 smaller colored matched icons to larger. Ubiquitous: Simplified globe and device icons. Content Utility: Customer icon with simplified stats icon (bar, graph, pie?)RH: 09/05 – close but needs a little more.
  • STC Chicago - Do Humans Dream of Electric Sheep? Preparing for the Singularity - Andrew Thomas, SDL

    1. 1. DO HUMANS DREAMOF ELECTRIC SHEEP?Preparing for The SingularityAndrew ThomasDir. Product Marketing09.20.2012
    2. 2. Agenda• Introductions• The Bright Future –What is The Singularity and why does it matter?• The Present Problem –What do people want from us today?• The Present Solution –XML can save us! –But we still have to create awesome content2
    3. 3. Who Am I? • Father of two teenage boys • Recently remarried • Consume all forms of media • Write bad poetry in spare time • Implemented DITA at Adobe • Product Manager for SDL WorldServer TMS • Product Marketer for SDL LiveContent • HUGE NERDInstagram makes anyone’s pictures look good
    4. 4. Who Are You?• Delivering printed materials?• Single sourcing?• Creating content in XML? DITA?• Using a CCMS / XML CMS?• Mobile delivery?• Cross-departmental?4
    5. 5. THE BRIGHT FUTURE
    6. 6. What is The Singularity?
    7. 7. What does it mean for us today?
    8. 8. And where will it take us tomorrow?
    9. 9. And how does this affect technical communication?
    10. 10. THE PRESENT PROBLEM
    11. 11. The Customer Journey14
    12. 12. What do you use product information for? 10% Learn 48% Troubleshoot 42% Discover15
    13. 13. Self-Service Having media-rich, meaningful and contextually-targeted product information: makes it easier to solve a problem on my own. Source: Golan Harris -SDL Structured Content Product Information Survey16
    14. 14. Loyalty Having media-rich, meaningful and contextually-targeted product information: improves my impression of the product and brand. Source: Golan Harris -SDL Structured Content Product Information Survey17
    15. 15. Brand Advocacy Having media-rich, meaningful and contextually-targeted product information: makes it more likely that I will recommend a brand or product to my friends/colleagues/social network. Source: Golan Harris -SDL Structured Content Product Information Survey18
    16. 16. Channel Preference 60 50 40 Search Website 30 Print/PDF 20 Community Mobile 10 0 Often Sometimes Seldom Never19
    17. 17. Desired Content Attributes Multimedia Multichannel Interactive Contextual 54 56 58 60 62 64 6620
    18. 18. THE PRESENT SOLUTION
    19. 19. XML Provides Answers22
    20. 20. Direct vs. Flattened23
    21. 21. Content Re-use Customer Support Sales & Marketing Research & Dev Training & Learning24
    22. 22. Future proof25
    23. 23. Future proof26
    24. 24. Content Requirements2727
    25. 25. What makes content compelling? Social Rich Personalized28
    26. 26. Social Content Source: Social Impact Study 2012: Social Sharing as Helpful as Google Search in29 Shopping – sociablelabs 03/04/2012
    27. 27. Your content must be easy to share30
    28. 28. Personalized Content31
    29. 29. What makes content useful? Findability Relevance Multi-channel Analytics32
    30. 30. Findability33
    31. 31. Relevance34
    32. 32. Multi-channel35
    33. 33. Analytics36
    34. 34. What makes content easy to create?Ask me for a demo in a few months ;-)37
    35. 35. Copyright © 2008-2012 SDL plc. All rights reserved.. All company names, brandnames, trademarks, service marks, images and logos are the property of their respective owners.This presentation and its content are SDL confidential unless otherwise specified, and may not becopied, used or distributed except as authorised by SDL.
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