0
Augmenting Your Documentation
With User-Generated Content
By Scott Abel, The Content Wrangler
What Is User-Generated Content?

Blog Posts, Comments, Ratings, Reviews,
Videos, Podcasts, Profile Info, And More!
Blogs Allow Anyone To Become A
Publisher And Develop Audience
Shifts Balance Of Power From Traditional
Publishers To Indiv...
Consumers Of Blog Content Can
Participate In The Conversation
The Rules Of The Game Have Changed:
Engaging Content Consume...
You May Be Many Things:
In Control Is Not One Of Them
Radical Changes In Enabling Technologies
Has Shifted The Balance Of ...
Technology Has Made It Possible
For All Users To Participate
Prior To Web 2.0 Technologies, The Cost Of
Participation Was ...
Shamless Self Promotion Alert!
http://thecontentwrangler.ning.com
Creating Communities Used To
Be The Job Of Associations
Cost Was Prohibitive. No Longer Do We Need
Offices, Staff, Phone, P...
In As Little As 7 Minutes You
Can Set Up A Global Network
Software-As-A-Service Offerings Provide
Drag-And-Drop Interfaces...
Build It And They Will Come Is
Seldom A Successful Strategy
It’s All About The Audience:
Either You Have One, Or You Don’t
Social Networks Allow Us To
Join Groups Of People Like Us
Birds Of A Feather Flock Together Online -
Networks Provide Miss...
Personal Preferences Prevent Us
From Seeing The Possibilities
Forcing An Organizational Structure On Others Is
Contrary To...
Our Approach Is Incongruent
With Changing User Expectations
We Can No Longer Rely On Principles Designed
For Use In A Worl...
Not Everything Has Its Place ...
Everything Has Its Places
We’ve Mistakenly Continued To Use Physical
Models To Develop Di...
Pieces Of Digital Content Can
Exist In Multiple Places
Dump Content Into A Digital Pile And Let The
Computer Handle Placin...
Dynamic Personalized Content
Ensures More Relevant Experiences
Content Component Management, XML,
Structured Content Make ...
Rich Metadata Makes It Possible
To Associate Content With People
Social Networking Technologies Can Match People
With Cont...
Lesson 1: There’s No One Best
Way To Organize Information
What Consumers Want And What We Give
Them Are Two, Often Totally...
Apple Changed The Rules And
Took 70% Of The Market
Old School Business Models And Wishful
Thinking Opened The Door For Com...
User-Generated Ratings Are Part
Of Everyday Life For Consumers
8 of 10 Online Transactions Are Directly
Influenced By User-...
iTunes Is Also Home To One Of
The Largest Podcast Networks
Anyone Can Upload Podcasts And Start Their
Own Podcast Channel
Lesson 2: Users Don’t Care
Where They Get Help From
They Just Want To Find The Answer To Their
Problem When They Encounter It
HEY, CONTENT WRANGLER: TRY ALT
 F8+SHIFT+ESC. THEN, CLICK YOUR HEELS
      THREE TIMES :) IF YOU’RE LUCKY....


THANKS POW...
Product Reviews Are Often
Described As “More Authentic”
Providing Users With Different Views Of The
Information Provides R...
62% Of Consumers Say They
Read User-Generated Reviews
Reviews Help Consumers Confirm Purchase
Decisions ... Or Change Them
Lesson 3: Users Are Not A
Homogeneous Group Of Clones
We Know This Is True. So, Why Do We
Continue To Pretend Otherwise?
Community Members Need To Be
Able To Form Targeted Groups
Give Them Control: Unless You Have Psychic
Powers, You’ll Fail M...
Lesson 4: Users Are Talking
About You Right Now!
Ignoring These Conversations Is Stupid: They
Provide Valuable Information...
If You Pay Attention, You Can
Learn A Lot About Your Users
Listening Can Help You Better Serve Them,
Increase Satisfaction...
Forums Are Web Applications
That Support User Interaction
Peer-To-Peer Interaction Is Valuable Source
Of Rich Information ...
Forums Provide Additional
Access Points For Customers
Discussions, Help, “How To” And Training
Provided By Customers For C...
Forums Provide A Way For Users
To Interact, Share, And Learn
The Long Tail: The Fact That They Are On The
Web Makes Them E...
Forums Provide A Voice For
Users Who Hope You’re Listening
When You’re Not, You’re Leaving The Door
Open For The Competition
Lesson 5: Consumers Love Video
And Increasingly Expect It
We All Know That Some Tasks Are Simply
Easier To Understand When...
Users Don’t Want To Read Your
Manual Nor Download Your PDF
What They Want Is A Quick And Easy
Solution To Challenges That ...
While You Were Writing, User
Expectations Changed
You Can Pretend They Didn’t, But, They Did.
What Are You Going To Do Abo...
A Few Suggestions For Those
Interested In Leveraging UGC
Join The Content Wrangler Community,
Explore YouTube, SlideShare....
Carefully Develop Your
Professional Online Profile
Don’t Litter The Information Superhighway
With Useless Information: Make...
Learn To Use “Embedd” Code
And Repurpose Content
Find Places To Upload Your Content And
Share It With Others
<---- REQUIRED READING




“Document Engineering” By Bob
Glushko And Tim McGrath
The Next Step For Technical Communicators...
<---- REQUIRED READING




“Here Comes Everybody” By
Clay Shirky
Discover The Power Of Organizing Without
Organizations
<---- REQUIRED READING




“Everything Is Miscellaneous”
By Dave Weinberger
Learn to Understand The Power Of The New
Digit...
<---- REQUIRED READING




“Getting To First Base” By
Darren Barefoot And Julie Szabo
A Social Media Marketing Playbook Fo...
PHONE:+1 317.466.1840
                                     EMAIL: SCOTTABEL@MAC.COM
                           TWITTER: WW...
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Augmenting your Technical Documentation with User-Generated Content

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Presented by Scott Abel at the Society for Technical Communication Summit, June 2, 2008 in Philadelphia.

Your user community can be an invaluable source of information about your product or service. Using Web 2.0 technologies, you can augment your existing technical documentation with user-generated content. The presentation will explore the possibilities, as well as the perils, of leveraging this often-overlooked resource.

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Transcript of "Augmenting your Technical Documentation with User-Generated Content"

  1. 1. Augmenting Your Documentation With User-Generated Content By Scott Abel, The Content Wrangler
  2. 2. What Is User-Generated Content? Blog Posts, Comments, Ratings, Reviews, Videos, Podcasts, Profile Info, And More!
  3. 3. Blogs Allow Anyone To Become A Publisher And Develop Audience Shifts Balance Of Power From Traditional Publishers To Individual Voices
  4. 4. Consumers Of Blog Content Can Participate In The Conversation The Rules Of The Game Have Changed: Engaging Content Consumers Is Key
  5. 5. You May Be Many Things: In Control Is Not One Of Them Radical Changes In Enabling Technologies Has Shifted The Balance Of Power
  6. 6. Technology Has Made It Possible For All Users To Participate Prior To Web 2.0 Technologies, The Cost Of Participation Was Too High For Consumers
  7. 7. Shamless Self Promotion Alert! http://thecontentwrangler.ning.com
  8. 8. Creating Communities Used To Be The Job Of Associations Cost Was Prohibitive. No Longer Do We Need Offices, Staff, Phone, Postage...
  9. 9. In As Little As 7 Minutes You Can Set Up A Global Network Software-As-A-Service Offerings Provide Drag-And-Drop Interfaces. Set-Up Is A Snap!
  10. 10. Build It And They Will Come Is Seldom A Successful Strategy It’s All About The Audience: Either You Have One, Or You Don’t
  11. 11. Social Networks Allow Us To Join Groups Of People Like Us Birds Of A Feather Flock Together Online - Networks Provide Missing Human Element
  12. 12. Personal Preferences Prevent Us From Seeing The Possibilities Forcing An Organizational Structure On Others Is Contrary To The World We Live In
  13. 13. Our Approach Is Incongruent With Changing User Expectations We Can No Longer Rely On Principles Designed For Use In A World Limited By The Laws Of Physics
  14. 14. Not Everything Has Its Place ... Everything Has Its Places We’ve Mistakenly Continued To Use Physical Models To Develop Digital Solutions
  15. 15. Pieces Of Digital Content Can Exist In Multiple Places Dump Content Into A Digital Pile And Let The Computer Handle Placing It Where It Needs To Go
  16. 16. Dynamic Personalized Content Ensures More Relevant Experiences Content Component Management, XML, Structured Content Make It Possible, Affordable
  17. 17. Rich Metadata Makes It Possible To Associate Content With People Social Networking Technologies Can Match People With Content Of Interest In New And Exciting Ways
  18. 18. Lesson 1: There’s No One Best Way To Organize Information What Consumers Want And What We Give Them Are Two, Often Totally Different Things
  19. 19. Apple Changed The Rules And Took 70% Of The Market Old School Business Models And Wishful Thinking Opened The Door For Competition
  20. 20. User-Generated Ratings Are Part Of Everyday Life For Consumers 8 of 10 Online Transactions Are Directly Influenced By User-Generated Ratings
  21. 21. iTunes Is Also Home To One Of The Largest Podcast Networks Anyone Can Upload Podcasts And Start Their Own Podcast Channel
  22. 22. Lesson 2: Users Don’t Care Where They Get Help From They Just Want To Find The Answer To Their Problem When They Encounter It
  23. 23. HEY, CONTENT WRANGLER: TRY ALT F8+SHIFT+ESC. THEN, CLICK YOUR HEELS THREE TIMES :) IF YOU’RE LUCKY.... THANKS POWERUSER101. IT WORKED AND I DIDN’T EVEN HAVE MY RUBY SLIPPERS ON. Learning From PowerUser101 And The 4:30 AM Flight While Users Helping Users Can Be Risky, It Can Also Extend Your Customer Service
  24. 24. Product Reviews Are Often Described As “More Authentic” Providing Users With Different Views Of The Information Provides Relevant
  25. 25. 62% Of Consumers Say They Read User-Generated Reviews Reviews Help Consumers Confirm Purchase Decisions ... Or Change Them
  26. 26. Lesson 3: Users Are Not A Homogeneous Group Of Clones We Know This Is True. So, Why Do We Continue To Pretend Otherwise?
  27. 27. Community Members Need To Be Able To Form Targeted Groups Give Them Control: Unless You Have Psychic Powers, You’ll Fail Miserably, Anyway
  28. 28. Lesson 4: Users Are Talking About You Right Now! Ignoring These Conversations Is Stupid: They Provide Valuable Information and Insight
  29. 29. If You Pay Attention, You Can Learn A Lot About Your Users Listening Can Help You Better Serve Them, Increase Satisfaction, And Make New Sales
  30. 30. Forums Are Web Applications That Support User Interaction Peer-To-Peer Interaction Is Valuable Source Of Rich Information About User Needs
  31. 31. Forums Provide Additional Access Points For Customers Discussions, Help, “How To” And Training Provided By Customers For Customers
  32. 32. Forums Provide A Way For Users To Interact, Share, And Learn The Long Tail: The Fact That They Are On The Web Makes Them Even More Valuable
  33. 33. Forums Provide A Voice For Users Who Hope You’re Listening When You’re Not, You’re Leaving The Door Open For The Competition
  34. 34. Lesson 5: Consumers Love Video And Increasingly Expect It We All Know That Some Tasks Are Simply Easier To Understand When We Watch Them
  35. 35. Users Don’t Want To Read Your Manual Nor Download Your PDF What They Want Is A Quick And Easy Solution To Challenges That Impede Them
  36. 36. While You Were Writing, User Expectations Changed You Can Pretend They Didn’t, But, They Did. What Are You Going To Do About It?
  37. 37. A Few Suggestions For Those Interested In Leveraging UGC Join The Content Wrangler Community, Explore YouTube, SlideShare.net, scribd.com
  38. 38. Carefully Develop Your Professional Online Profile Don’t Litter The Information Superhighway With Useless Information: Make It Count!
  39. 39. Learn To Use “Embedd” Code And Repurpose Content Find Places To Upload Your Content And Share It With Others
  40. 40. <---- REQUIRED READING “Document Engineering” By Bob Glushko And Tim McGrath The Next Step For Technical Communicators Who Don’t Want To Be Left Behind
  41. 41. <---- REQUIRED READING “Here Comes Everybody” By Clay Shirky Discover The Power Of Organizing Without Organizations
  42. 42. <---- REQUIRED READING “Everything Is Miscellaneous” By Dave Weinberger Learn to Understand The Power Of The New Digital Order
  43. 43. <---- REQUIRED READING “Getting To First Base” By Darren Barefoot And Julie Szabo A Social Media Marketing Playbook For Those New To The Social Networking Arena
  44. 44. PHONE:+1 317.466.1840 EMAIL: SCOTTABEL@MAC.COM TWITTER: WWW.TWITTER.COM/SCOTTABEL BLOG: WWW.THECONTENTWRANGLER.COM LINKED IN: WWW.LINKEDIN.COM/IN/SCOTTABEL COMMUNITY: HTTP://THECONTENTWRANGLER.NING.COM Questions? Feel Free To Email, Call, Comment Or Tweet Me With Questions In The Future
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