The Freedom to Grow
How Standards in
Communication Facilitate
Our Industry
b.noz.urbina@gmail.com
@nozurbina
lessworkmoref...
Me (Noz Urbina)
Content strategist
Consultant/trainer
Author
“Futurist”
Newly independent!

@nozurbina

Urbina Consulting
WHERE WE ARE

@nozurbina

Urbina Consulting
The Right List
•
•
•
•

Right content
Right format
Right language
Right time

@nozurbina

Urbina Consulting
Multichannel

@nozurbina

Urbina Consulting
Augmented reality

Reality

Photo: BMW

@nozurbina

Urbina Consulting
Gesture control

@nozurbina

Urbina Consulting
Tech support tele-presence
Video
Speech

Gesture
Content
@nozurbina

Urbina Consulting
SO WHAT DO WE DO ABOUT
IT?
Standards, Consistency and Community

@nozurbina

Urbina Consulting
Standards help us share

Photo: Janoma.cl, JR98664

@nozurbina

Urbina Consulting
Standards enable efficiency

Photo: Roger Wollstadt

@nozurbina

Urbina Consulting
Standards free creativity

Photo: Eiriknewth

@nozurbina

Urbina Consulting
Standards speak fast

Photo: NorthJoe

@nozurbina

Urbina Consulting
How we create meaning
We compare each individual situation…
… with personal past experience…
… by matching [patterns]
Ment...
Standards enable experience

Photo: Noz Urbina

@nozurbina

Urbina Consulting
Standards enable experience

Photo: Noz Urbina

@nozurbina

Urbina Consulting
Standards enable experience

Photo: Noz Urbina

@nozurbina

Urbina Consulting
Standards enable experience

Photo: Noz Urbina

@nozurbina

Urbina Consulting
Standards enable experience

Photo: Noz Urbina

@nozurbina

Urbina Consulting
Standards enable experience

Photo: Noz Urbina

@nozurbina

Urbina Consulting
Standards enable experience

Photo: Noz Urbina

@nozurbina

Urbina Consulting
Standards enable experience

Photo: Noz Urbina

@nozurbina

Urbina Consulting
Standards enable experience

Photo: Noz Urbina

@nozurbina

Urbina Consulting
Standards enable experience

Photo: Noz Urbina

@nozurbina

Urbina Consulting
Standards lower risk

Photo: Andarooo

@nozurbina

Urbina Consulting
Standards build community

Photo: Noz Urbina

@nozurbina

Urbina Consulting
@nozurbina

Urbina Consulting
Standards layer

Photo: Russavia
Standards layer
Agile

Apps

TC

TSE

HTML

MI

SVG

DITA

PDF

eBook

LEAN

L+T

TIN
CAN

SISDC

Minimalism
XLIFF

XMP

I...
WHAT’S STOPPING US?

@nozurbina

Urbina Consulting
@nozurbina

Urbina Consulting
Don Yang, 950s
@nozurbina

Raphael, 1510
Urbina Consulting
Customer experience is 4D
1.
2.
3.
4.

Length
Width
Depth
Time

@nozurbina

12

9

3

6

Urbina Consulting
We conceive content in 2D
4

2
1

3

@nozurbina

Urbina Consulting
Customer experience is 4D

“I want an answer
now, please!”

Today’s content needs
database-like agility

(Oct 3, 2013. 14:...
Customer experience is 4D
1. Length
2. Width
3. Depth
–
–
–
–

12

9

“Drill down”
Progressive disclosure
Multi-asset rela...
Twitter in a 4D paradigm
• More metadata = more perspectives

@nozurbina

Urbina Consulting
Kindle adds social depth

@nozurbina

Urbina Consulting
@nozurbina

Urbina Consulting
The Right List
•
•
•
•

Right content
Business
User
Right format
CS Needs
Goals
Right language
Right time
A unified conten...
Take-Aways
• Don't think about your year at the expense of
your career
• We are responsible for the whole customer
experie...
THANK YOU!
Q&A?

@nozurbina / @thecsbook
thecontentstrategybook.com
@nozurbina

Yes, we have
copies here 

Urbina Consult...
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[soap Keynote] The Freedom to Grow: how standards facilitate the techcomm industry [Noz Urbina]

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Standards – either in the XML sense or simply communication best practices –help grow, accelerate and “professionalise” an industry. Would construction be without material standards for width and strengths, or certification for specific skills? How could we have transportation without standards for traffic and processes? Standards are what help ad-hoc processes become enterprise-class, and scale beyond our expectations.

Technical communication is in an era of rapid, disruptive and revolutionary change. The true nature of the challenge is understood by a few, and pros and cons of potential solutions by even fewer. The future therefore will require that we work together to exchange knowledge as best we can to help each other hit the many moving targets. We must do this because our old techniques and processes just can’t keep up, and no one organisation has the time or funds to re-invent every solution on their own. Standards help an organisation with little funds tackle larger challenges, and larger organisations implement profound change with reduced risk. The alternative is potentially getting left behind as the industry and community rush forward.

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  • Standards = Consistency = Community
  • 5 IN / 45 min left
  • CONTENTAccurate, consistent in message and appropriate in voice, in the locale-specific variant that users want, tailored to their information needs, relevant to the task at hand. Often dynamically published and able to be assembled and remixed by the user.FORMAT Convenient and fit for purpose (web page, print, PDF, interactive text-to-speech system, etc.)LANG Appropriate for each user profile and in the chosen language or language variant of the audience.TIMEAppropriate to the stage in a process or level of expertise, point of engagement in the sales cycle, or other parameters that define the user’s particular need.
  • Your content needs to go to more places than ever before
  • Add labels:RealityGenerated
  • Add arrows:VideoSpeechInteractionContent
  • 10 IN / 40 min leftStandards
  • In short a standard is very simple: agree what you’re going to do, and then do it so there are no surprises. Standards facilitate information exchange. Without them, both humans and machines lack a shared way of communicatingLearning/Tin Can APIRSSHTMLTwitterCalendar format.In Mike Hamilton’s presentation we heard about the ‘bad old days’ when there weren’t enough standards around display of HTML, it was rendered in all sorts of different ways
  • Break out of organic or cottage industry process into enterprise class!Roger WollstadtAttribShareAlikehttp://commons.wikimedia.org/wiki/File:Volkswagen_Assembly_Line_in_Wolfsburg_%281960%29.jpg
  • This is Lego by the way. In communication projects...people fear standards because they take away creativity. fear I’m going to try to address laterStandards actually allow people to not be second guessing and overanalysing the unimportant, and focus on the import: creating great content. Instead of tweaking fonts and page breaks, we’re focusing on users and their needs.Big resistors are passionate about their jobs. If you can win them over to join the party they can become your biggest supports and advocates.
  • Standards are how we signal each otherConvey meaning with very little informationThey become semi-conscious meaningful models of a concept that we refer to almost instinctively
  • 20 IN / 30 MIN LEFTOur mental models of content are going out of dateUser expectations are driven by the world they live in, not (just) what we publish to them
  • It’s all about CONSISTENCYDesignWordsTermsDelivery
  • It’s all about CONSISTENCYDesignWordsTermsDelivery
  • It’s all about CONSISTENCYDesignWordsTermsDelivery
  • It’s all about CONSISTENCYDesignWordsTermsDelivery
  • It’s all about CONSISTENCYDesignWordsTermsDelivery
  • It’s all about CONSISTENCYDesignWordsTermsDelivery
  • It’s all about CONSISTENCYDesignWordsTermsDelivery
  • It’s all about CONSISTENCYDesignWordsTermsDelivery
  • It’s all about CONSISTENCYDesignWordsTermsDelivery
  • 25 IN / 25 MIN LEFTIt’s all about CONSISTENCYDesign, Words, Terms, DeliveryADOBE CONNECT speakers vs. presenters
  • And lend credibilityBoss like itEasier to introduce people to a standard, clearly defined way of working instead of a home-baked, very proprietary system.Cheaper more robust tools easier
  • All these guys can do this because they share a common baseline. The equipment the skills the safety procedures the regulations, the location. It’s having all this regularity that lets us come together to share, teach each other and enjoyWe’re all here today to see what the others are doing. I use the term ‘cross-polinate’ a lot, which is taking the seeds of excellence from one situation and planting them in another
  • 30 IN / 20 MIN LEFTPeople to get drunk with DITA community is something I’m part ofVery supportivePeople now putting ‘DITA skills required’ on job applications. Participation in the community is a good way to build your brand, network and professional opportunities.
  • 35 IN / 15 LEFT
  • 35 IN / 15 LEFT
  • 40 IN / 50 LEFT
  • 40 IN / 50 LEFT
  • 40 IN / 50 LEFT
  • 45 IN / 5 LEFTVariant and configuration management
  • TAKE A PIC OF THE CROWD AND ADD IT
  • [soap Keynote] The Freedom to Grow: how standards facilitate the techcomm industry [Noz Urbina]

    1. 1. The Freedom to Grow How Standards in Communication Facilitate Our Industry b.noz.urbina@gmail.com @nozurbina lessworkmoreflow.blogspot.com @nozurbina
    2. 2. Me (Noz Urbina) Content strategist Consultant/trainer Author “Futurist” Newly independent! @nozurbina Urbina Consulting
    3. 3. WHERE WE ARE @nozurbina Urbina Consulting
    4. 4. The Right List • • • • Right content Right format Right language Right time @nozurbina Urbina Consulting
    5. 5. Multichannel @nozurbina Urbina Consulting
    6. 6. Augmented reality Reality Photo: BMW @nozurbina Urbina Consulting
    7. 7. Gesture control @nozurbina Urbina Consulting
    8. 8. Tech support tele-presence Video Speech Gesture Content @nozurbina Urbina Consulting
    9. 9. SO WHAT DO WE DO ABOUT IT? Standards, Consistency and Community @nozurbina Urbina Consulting
    10. 10. Standards help us share Photo: Janoma.cl, JR98664 @nozurbina Urbina Consulting
    11. 11. Standards enable efficiency Photo: Roger Wollstadt @nozurbina Urbina Consulting
    12. 12. Standards free creativity Photo: Eiriknewth @nozurbina Urbina Consulting
    13. 13. Standards speak fast Photo: NorthJoe @nozurbina Urbina Consulting
    14. 14. How we create meaning We compare each individual situation… … with personal past experience… … by matching [patterns] Mental models • Semi-consciously selected, incomplete images • What (we think) we understand of the world • How we face the world: Options? Solutions? Confidence? Kai Weber, bit.ly/kai_meaning @nozurbina Urbina Consulting
    15. 15. Standards enable experience Photo: Noz Urbina @nozurbina Urbina Consulting
    16. 16. Standards enable experience Photo: Noz Urbina @nozurbina Urbina Consulting
    17. 17. Standards enable experience Photo: Noz Urbina @nozurbina Urbina Consulting
    18. 18. Standards enable experience Photo: Noz Urbina @nozurbina Urbina Consulting
    19. 19. Standards enable experience Photo: Noz Urbina @nozurbina Urbina Consulting
    20. 20. Standards enable experience Photo: Noz Urbina @nozurbina Urbina Consulting
    21. 21. Standards enable experience Photo: Noz Urbina @nozurbina Urbina Consulting
    22. 22. Standards enable experience Photo: Noz Urbina @nozurbina Urbina Consulting
    23. 23. Standards enable experience Photo: Noz Urbina @nozurbina Urbina Consulting
    24. 24. Standards enable experience Photo: Noz Urbina @nozurbina Urbina Consulting
    25. 25. Standards lower risk Photo: Andarooo @nozurbina Urbina Consulting
    26. 26. Standards build community Photo: Noz Urbina @nozurbina Urbina Consulting
    27. 27. @nozurbina Urbina Consulting
    28. 28. Standards layer Photo: Russavia
    29. 29. Standards layer Agile Apps TC TSE HTML MI SVG DITA PDF eBook LEAN L+T TIN CAN SISDC Minimalism XLIFF XMP Information Mapping XML JSON Structured Content Mark Up Unicode RSS RDF @nozurbina Urbina Consulting
    30. 30. WHAT’S STOPPING US? @nozurbina Urbina Consulting
    31. 31. @nozurbina Urbina Consulting
    32. 32. Don Yang, 950s @nozurbina Raphael, 1510 Urbina Consulting
    33. 33. Customer experience is 4D 1. 2. 3. 4. Length Width Depth Time @nozurbina 12 9 3 6 Urbina Consulting
    34. 34. We conceive content in 2D 4 2 1 3 @nozurbina Urbina Consulting
    35. 35. Customer experience is 4D “I want an answer now, please!” Today’s content needs database-like agility (Oct 3, 2013. 14:45 pm) @nozurbina Urbina Consulting
    36. 36. Customer experience is 4D 1. Length 2. Width 3. Depth – – – – 12 9 “Drill down” Progressive disclosure Multi-asset relationships / references Search/Social 3 6 4. Time – – Dynamic, real-time content Audience/context-specific content @nozurbina Urbina Consulting
    37. 37. Twitter in a 4D paradigm • More metadata = more perspectives @nozurbina Urbina Consulting
    38. 38. Kindle adds social depth @nozurbina Urbina Consulting
    39. 39. @nozurbina Urbina Consulting
    40. 40. The Right List • • • • Right content Business User Right format CS Needs Goals Right language Right time A unified content strategy is key to achieving shared goals. @nozurbina Urbina Consulting
    41. 41. Take-Aways • Don't think about your year at the expense of your career • We are responsible for the whole customer experience • We have to collaborate • Structuring content gives it agility • You’re not making “it”, you’re making “them” You’re not just at the soap! conference, you ARE the soap! conference! @nozurbina Urbina Consulting
    42. 42. THANK YOU! Q&A? @nozurbina / @thecsbook thecontentstrategybook.com @nozurbina Yes, we have copies here  Urbina Consulting
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