Making your DITA come to life

Making Your DITACome to LifePaul WlodarczykCEO, Jorsek LLCMay 30, 2012

Poll: DITA Dynamic Content Are you delivering dynamic DITA content? • Currently delivering “live” content • Planning it this year • Planning it in the next year • Planning it in the next couple years • No plans for dynamic delivery 5/30/2012 M ng Your D TA C e t o Li f e aki I om 2

Got DITA? DITA ≠ Intelligent Content. Why? DITA has historically focused on producing documents, so…. … DITA standards are very much about – shocker! – publishing documents… … and the impact has been on, well, DOCUMENTS. The world has changed since DITA was invented. 5/30/2012 M ng Your D TA C e t o Li f e aki I om 3

The Document Publishing Mindset Component Content made document publishers more productive… Reuse: • Multi-channel output • Shared Content • Profiling / Filtering • Localization DITA helped transform the publishing department into a Content Foundry. But the focus remained on the publication. But because DITA improved our ability to do the same things more productively, and because DITA was complicated, it took our eye off the consumer, who needed us to do entirely different things. 5/30/2012 M ng Your D TA C e t o Li f e aki I om 4

We don’t consume information the way we didfive or ten or twenty years ago. read-only hardcopy passive alone5/30/2012 M ng Your D TA C e t o Li f e aki I om 5

Today we don’t read publications alone.We interact with information appliances in communities. discover tag comment share discuss contribute rate connected5/30/2012 M ng Your D TA C e t o Li f e aki I om 6

DITA helped us …… to do THAT better, faster, and cheaper…. … so how can it help us do THIS better? And what do we need to do differently? 5/30/2012 M ng Your D TA C e t o Li f e aki I om 7

Breaking Out of the Publishing Mindset Think of the Business Processes your content enables: 5/30/2012 M ng Your D TA C e t o Li f e aki I om 8

Breaking Out of the Publishing Mindset Think of the Business Processes your content enables: Customer Support 5/30/2012 M ng Your D TA C e t o Li f e aki I om 9

Breaking Out of the Publishing Mindset Think of the Business Processes your content enables: Field Service 5/30/2012 M ng Your D TA C e t o Li f e aki I om 10

Breaking Out of the Publishing Mindset Think of the Business Processes your content enables: Operations 5/30/2012 M ng Your D TA C e t o Li f e aki I om 11

Breaking Out of the Publishing Mindset Think of the Business Processes your content enables: Sales 5/30/2012 M ng Your D TA C e t o Li f e aki I om 12

Breaking Out of the Publishing Mindset Think of the Business Processes your content enables: Customer Self- Service 5/30/2012 M ng Your D TA C e t o Li f e aki I om 13

Breaking Out of the Publishing Mindset Think of the Business Processes your content enables: Now ask yourself: • What enterprise systems do those content consumers rely upon, and how do we get our component content there? • Are these systems socially enabled, and how do we route that social content back into info dev? • How do those business processes define and measure success? If you can inject your DITA content into these business processes and systems, and improve their success, then it’s truly Intelligent Content. Otherwise it‟s just another portal 5/30/2012 M ng Your D TA C e t o Li f e aki I om 14

Live Content ≠ Intelligent ContentOur view of Intelligent Content is evolving. Truly Intelligent Content does not live inits own Live Content server – it lives in the socially-enabled enterprise application. Live Content Server Intelligent Content Application • Stand-alone silo of content • Content integrated into on a dedicated enterprise existing mission-critical system (“content portal”) enterprise applications • One-way – an “off-ramp” to • Two-way – also an “on- repurpose a publication ramp” for social content • Content-centric • Results-centric • Portal for document-based • Mash-up of structured and content unstructured content • Browse-based Navigation • Search and Discovery • “An Arrow” • “A Closed-Loop” 5/30/2012 M ng Your D TA C e t o Li f e aki I om 15

Socially-Enabled Intelligent Content DITA is an ideal format for flowing into the socially-enabled enterprise systems your content consumers rely on: Why? Because it’s • Lean and granular • Easily transformed • Semantically rich • Task oriented 5/30/2012 M ng Your D TA C e t o Li f e aki I om 16

Example: Customer Support Here’s what you have today if you’re creating component content.* Component Content is NOT Intelligent Content, and NOT socially enabled. DITA SME DITA Collaborative DITA Authoring CMS of Topics FAQs DITA OT Procedures Specs Best Practices Tutorials publications Customers Info Dev DITA OLD CONTENT LIFECYCLE *If you don‟t have this, drop us a line, we‟ll show you how… 5/30/2012 M ng Your D TA C e t o Li f e aki I om 17

Example: Customer Support Note that as content is published into document output formats, it loses granularity and becomes semantically poorer. This is why document formats like HTML are poorly suited for Intelligent Content. Granularity Semantic DITA Richness SME DITA Collaborative DITA Authoring CMS of Topics FAQs DITA OT Procedures Specs Best Practices Tutorials publications Customers Info Dev DITA OLD CONTENT LIFECYCLE *If you don‟t have this, see me at our booth later… 5/30/2012 M ng Your D TA C e t o Li f e aki I om 18

Example: Customer SupportIn this e-Support example, DITA content is transformed into the support andknowledge base system’s native format (usually semantically rich structured data)This is now Intelligent Content. known issue new issue Support Case Base Support Native DITA PIPELINE Format Web Self Phone Support Help Support Email / Chat DITA Knowledge Base Support SME DITA Collaborative DITA Authoring CMS of Topics FAQs DITA OT Procedures Specs Best Practices Tutorials publications Customers Info Dev DITA INTELLIGENT CONTENT LIFECYCLE BTW If you don‟t have this, see me at our booth later… 5/30/2012 M ng Your D TA C e t o Li f e aki I om 19

Example: Customer SupportSocial content (ratings, reviews, comments, contributed content, suggestedchanges, etc.) is routed to information development from the enterprise systemvia workflow, to inform new content development or revisions.This is now Socially-enabled Intelligent Content. known issue new issue Support Case Base Support DITA PIPELINE Web Self Phone Support Help Support Email / Chat DITA Knowledge Base Support SME Workflow social content DITA Collaborative DITA Authoring CMS of Topics FAQs DITA OT Procedures Specs Best Practices Tutorials publications Customers Info Dev DITA SOCIALLY ENABLED INTELLIGENT CONTENT LIFECYCLE We‟ve begun to demonstrate this concept in MindTouch… 5/30/2012 M ng Your D TA C e t o Li f e aki I om 20

Extending the Example Each enterprise system will consume different subsets of component content, on different schedules, with different semantics. Some will pull content; others LMS will need a push. Most have their own content management, search, and workflow that need to Support integrate with the component CMS. Native Formats Web Site DITA PIPELINE Field Service Enterprise Portal CMS of Topics FAQs Procedures Specs Best Practices CRM Tutorials Component Enterprise Content Management Platforms 5/30/2012 M ng Your D TA C e t o Li f e aki I om 21

Extending the Example As DITA flows to more systems, it becomes clearer that the source component content needs to be: LMS • Semantically rich • Accessible through an API Support • The authoritative source Native Formats Web Site DITA PIPELINE Field Service So the CCMS needs to be viewed as an enterprise resource, Enterprise Portal CMS of Topics not just a tool for FAQs Procedures the publishing Specs CRM Best Practices department. Tutorials Component Enterprise Content Management Platforms 5/30/2012 M ng Your D TA C e t o Li f e aki I om 22

Component Content is “Enterprise-Ready”… but for many, our publishing technology and processes are not ready for Intelligent Content. We need to focus on improving: FindabilityDITA is well-suitedfor granularretrieval, but needsricher metadata tosupport semanticsearch in the targetsystem. 5/30/2012 M ng Your D TA C e t o Li f e aki I om 23

An evolving view of Component MetadataToday if DITA publishers use metadata, it’s primarily for publishingoperations. Publishers need to evolve their thinking and practices formetadata to support the semantic search needs of enterprise systems. DITA Metadata Intelligent Content Metadata • Authors finding content • Consumers finding to reuse answers to questions • CCMS search • Web discovery • Metadata for profiling • Metadata for and filtering personalization • Metadata for publishing • Metadata for faceted and content management search and navigation, and to surface related content 5/30/2012 M ng Your D TA C e t o Li f e aki I om 24

Component Content EvolutionWe aren’t delivering publications anymore. We are delivering contentthat is ready for the enterprise.To support findability of Intelligent Content, the component becomesthe deliverable. What needs to change? 1. Information Development needs to deliver semantically tagged content components. Delivering tagged publications (e.g. PDF) won’t suffice. 5/30/2012 M ng Your D TA C e t o Li f e aki I om 25

Component Content EvolutionWe aren’t delivering publications anymore. We are delivering contentthat is ready for the enterprise.To support findability of Intelligent Content, the component becomesthe deliverable. What needs to change? 2. Information Development can no longer deliver non- semantic component content (e.g. HTML). The semantic richness needs to be preserved for the consuming system. 5/30/2012 M ng Your D TA C e t o Li f e aki I om 26

Component Content EvolutionWe aren’t delivering publications anymore. We are delivering contentthat is ready for the enterprise.To support findability of Intelligent Content, the component becomesthe deliverable. What needs to change? 3. Taxonomy management, controlled vocabularies, metadata management, and search optimization become new core competencies and capabilities for info dev. 5/30/2012 M ng Your D TA C e t o Li f e aki I om 27

Enterprise Systems are Increasingly “Social” … but our technology and processes are not ready for socially enabling content, or for digesting social content. We need: Curation Processes need to support curation of user-generated content (UGC), and routing of ratings, feedback, and comments to content owners. 5/30/2012 M ng Your D TA C e t o Li f e aki I om 28

Why Wiki ≠ Socially Enabled Intelligent Content Many organizations want a “DITA Wiki”. Why? • Live Content Portal (search and nav) • Gather user comments, discussions, corrections • Enable user- generated content (UGC) “You say „wiki‟ like it‟s a bad thing…” 5/30/2012 M ng Your D TA C e t o Li f e aki I om 29

Why Wiki ≠ Socially Enabled Intelligent Content Issues with Wikis: • No separation of social content and authoritative content • Supporting two content models • Need for curation • Round-tripping content Without curation, Wikis very quickly become content JUNGLES. “You can‟t have a garden without a gardener.” 5/30/2012 M ng Your D TA C e t o Li f e aki I om 30

Social Content Integration requires: Improved Technologies: • End-user tools that support directly-annotating structured content • Integrated between enterprise application workflow and info dev workflow VS • DITA Standards for social content and annotation 5/30/2012 M ng Your D TA C e t o Li f e aki I om 31

Social Content Integration requires: Improved Processes: • Closer organizational integration of info dev with business processes • New roles for information development – Content curators – Community monitors VS – Channel managers • Shared goals for information development and business process owners – Measures based upon business process improvement (e.g. “Mean Time To Solution”) 5/30/2012 M ng Your D TA C e t o Li f e aki I om 32

Social Content Integration requires: Information Developers as Content Gardeners: • Need to change the mindset of “batch” publishing or “projects” • Need to view social content curation as a continuous process, with authoritative content as evergreen • This requires changes to the way we resource information development VS (staffing a process vs. a publishing project) • Requires new value-focused metrics and measures of success (e.g. end- user success, or service / support performance. Not publishing operations productivity) 5/30/2012 M ng Your D TA C e t o Li f e aki I om 33

Key PointsOur view: Content istruly Intelligent whencomponent content isintegrated into the contextof a business process andits supporting enterpriseapplications.What we see: Enterprisebusiness applicationsquickly are becomingsocially enabled. 5/30/2012 M ng Your D TA C e t o Li f e aki I om 34

Implications• Component Content needs to be semantically rich.• CCMSs manage the Authoritative Source, and need to enable push/pull and transformation.• CCMS Content Lifecycle needs to integrate with enterprise systems’ workflow.• Social Content (posts, tags, ratings, comments, annotations) needs to flow back to info dev.• Info Dev needs to be engaged with the communities for whom they write.• Knowledge Management needs to happen someplace… 5/30/2012 M ng Your D TA C e t o Li f e aki I om 35

Poll: Dynamic Content What business process will you support with dynamic content? • Customer support / self-help • Intranet or Web site • Field Service • Sales and/or Marketing • No plans for dynamic content delivery 5/30/2012 M ng Your D TA C e t o Li f e aki I om 36

Questions? Thank you! paul@easydita.com easyDITA.com 877-492-2960 5/30/2012 M ng Your D TA C e t o Li f e aki I om 37

Making your DITA come to life

by easyDITA on Jun 08, 2012

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