Unified Content Strategy: It's No Longer Up to You

1. RAY GALLON C U L T U R E C O M Presentation © 2013 Ray Gallon all rights reserved UNIFIED CONTENT STRATEGY: IT’S NO LONGER UP TO YOU Adapting to a future when your content might no longer be yours MEMBER, BOARD OF DIRECTORS Friday, 28 June 2013

2. Presentation © 2013 Ray Gallon all rights reserved 20 years in technical content architecture and creation with major companies such as G.E. Healthcare, Alcatel, IBM, etc. Member, board of directors, Society for Technical Communication (STC) Past president, STC France Award-‐winning radio producer and journalist – CBC, NPR, France Culture, etc. and former programme manager, WNYC-‐FM, New York Public Radio Who’s That in Front of You? Owner/Consultant, Culturecom – specialist in usability, content strategy, and user assistance for software Ray Gallon -The Humanist Nerd Research collaborator and principal, The Transformation Society, a new research and training institute in Barcelona, Spain Friday, 28 June 2013

4. Presentation © 2013 Ray Gallon all rights reserved What you get to see longest Who paid for it? WHAT IS THE REAL SOURCE? Ecoembalajes España, S.A.(Ecoembes) is the non-‐proﬁt organisation that manages recovery and recycling of plastic packaging, tins, and bricks (yellow container) and paper/cardboard packaging (blue container) throughout Spain. (from their web site) Friday, 28 June 2013

5. Presentation © 2013 Ray Gallon all rights reserved SO WHAT TYPE OF INFORMATION IS THIS? Technical? (what to recycle, what not) Marketing? (promotes the Ecoembes alliance) Lobbying? (seeks to avoid responsibility for anything but packaging) Public Service? (Has logo of the Catalan government) Duplicitous? (seems to promote recycling when it does the opposite) Friday, 28 June 2013

6. Presentation © 2013 Ray Gallon all rights reserved Do you think it’s possible to do this… …without participating in the design of this? • How much writing? • How much instructional design? • How much IA? • How much UX? • How much programming? • Who owns it? An Example of Multimedia Embedded User Assistance Friday, 28 June 2013

7. Presentation © 2013 Ray Gallon all rights reserved WHO OWNS IT? Tech Pubs – after all, it’s User Assistance, isn’t it? Development – it’s a coded application Interaction Design – it’s part of the user interface Instructional Design – it’s training, isn’t it? Multimedia Production – it’s a video! Pre Sales – essential part of our presentation toolkit Marketing – shows how easy it is to learn our complicated product Business Development/ Product Management – Methodology we need to apply to new products Must be coherent across all product lines Friday, 28 June 2013

8. Presentation © 2013 Ray Gallon all rights reserved ForYears,We HaveTalked About Reuse Reuse means structured – probably XML, probably DITA Reuse also means Repurposing • Tech Pubs ➙ Pre-‐sale • Pre-‐sale ➙ Marketing • Tech Pubs ➙ Web Content • Marketing ➙ Web Content • Web ➙ Tech Pubs Are you prepared to accept that others might have something to say about your content? Friday, 28 June 2013

9. Presentation © 2013 Ray Gallon all rights reserved The only thing we know about the future is that it will be different! ! ! Peter Drucker Information changes at a hallucinatory rate. What is true this morning, might not be this afternoon. Content workers need to be more than agile: we need to understand something about every aspect of the content life cycle. Friday, 28 June 2013

10. Presentation © 2013 Ray Gallon all rights reserved We Are Entering a Content Economy Even objects become data Content Curation becomes as important as Content Creation Big Data is already the new mantra Kanban information – just the right amount, at the right time, in the right place – will become primary Information is becoming more ﬂuid: we need to develop new methods for rapid, reliable (veriﬁed) change management Friday, 28 June 2013

11. Presentation © 2013 Ray Gallon all rights reserved Hallmarks of the Content Economy Increasing complexity: Compound messages Multiple authors and receivers Multichannel, mobile networking (always on, always with you) Diversiﬁcation of communicative tools Multimedia and multi-‐discourse – blended content (not just text) Plurilingualism in multicultural environments Plurality of interaction (one-‐to-‐one, one-‐to-‐many, many-‐to-‐ many, many-‐to-‐one, simultaneously or time shifted) Friday, 28 June 2013

12. Presentation © 2013 Ray Gallon all rights reserved Hallmarks of the Content Economy New kinds of human interactivity: multi-‐sensorial networks (increased use of sound, teletactility, teleolfaction) contextually embedded communications channels (wearable interfaces, implants) increased human connectivity with objects and mechanisms (internet of things, robotics) new digital cultural spaces leading to new interpretations of reality (augmented reality, out-‐of-‐body perception, avatar territories, etc.) Friday, 28 June 2013

14. Presentation © 2013 Ray Gallon all rights reserved CONTENT STRATEGY Content Consulting (Strategy) in a Content Economy Development eﬃciency & signiﬁcant cost avoidance Unified Framework for Content Delivery, Measurement and Improvement Brand Equity, regional markets & revenue channels Business Goals Enabling, Product data & Technical Content Persuasive, Sales & Marketing Content More than words, more than tech Slide by Noz Urbina The customer doesn’t care about the org chart! Friday, 28 June 2013

15. Presentation © 2013 Ray Gallon all rights reserved “EDIBLE!” -Guide Michelin What if a Restaurant Advertised itself like this? Diners don’t want edibleThey want delicious! WE ARE ALL RESPONSIBLE FOR THE ENTIRE CUSTOMER EXPERIENCE - WHEREVER WE MAY BE IN THE ORG CHART Customers don’t want usable They want a great experience! Friday, 28 June 2013

16. Presentation © 2013 Ray Gallon all rights reserved “Companies don’t know what they know... they don’t have a strategy that focuses around the customer and the data and using them in a proactive way.” -‐ Bill Payne, Vice President, CRM and industries http://ibm.co/10UFHHx You Think It’s Hard now? Our job is to help with analysis of the task, then formulate and execute the strategy Friday, 28 June 2013

17. Presentation © 2013 Ray Gallon all rights reserved WHAT IS CONTENT WHEN… …wearable interfaces communicate through temperature, physical compression, etc.? …your eyewear is feeding you augmented reality information about where you are on your vacation …your refrigerator calls the supermarket to order more milk …your smart windows decide when to air out your house, and when to call the police and alert them to a break-‐in, even (especially) in your absence? …your tablet is giving you information about possible beaches for your next holiday, and as you swipe its surface, you feel the texture of the sand? …your doctor’s medical software automatically orders the dosage of your chemotherapy without her/his intervention? …your car automatically calls the emergency centre with your location when you’ve had an accident – even if all in the car are unconscious? Friday, 28 June 2013

20. Presentation © 2013 Ray Gallon all rights reserved Whose Content Is It When? Content Server CCMS Metadata Bug Reporting CRM DMS Web CMS Mobile: embedded, in-‐app, adaptive, high-‐touch Friday, 28 June 2013

21. Presentation © 2013 Ray Gallon all rights reserved IN A CONTENT ECONOMY, EVERYTHING CONNECTS HTTP://WWW.ACREDITACIONFADA.ORG/UPLOADS/IMAGES/INVESTIGACION.JPG PRODUCT SME WIKI ONLINEEMBEDDED USER ASSISTANCECRM MARKETING TECH COMM USERS USERS Friday, 28 June 2013

22. Presentation © 2013 Ray Gallon all rights reserved HTTP://WWW.ACREDITACIONFADA.ORG/UPLOADS/IMAGES/INVESTIGACION.JPG PRODUCT SME WIKI ONLINEEMBEDDED USER ASSISTANCECRM MARKETING TECH COMM USERS USERS AND ACTIONS ARE THE VECTORS OF THOSE CONNECTIONS IMPACTS INFLUENCESINTERACTS WITH INTEGRATES HELPS FEED INTO FACILITATES FEEDS INTO FERTILIZES ADDS VALUE TO Friday, 28 June 2013

23. Presentation © 2013 Ray Gallon all rights reserved Vectors of a Unified Content Strategy in a Content Economy Repurpose: Passive reuse not good enough Value new content, think proactively how it can be reused Include implied invitation to reuse in the content itself Seed new purposes that may not now be known -‐ increase product value Facilitate porosity: The more information circulates, the more value it takes on The reuse strategy belongs to the network, not the content creator The more ﬂow you let through, the more valuable you are (e-‐governance, transparency, etc.) Friday, 28 June 2013

24. Presentation © 2013 Ray Gallon all rights reserved EMBRACE UNCERTAINTY! A uniﬁed content strategy is a collaborative eﬀort carried out by all -‐ and I do mean ALL -‐ stakeholders, including: • Customers• Potential customers• Former customers • Competitors• Many unknowns• As well as your own internals Em brace it! Friday, 28 June 2013

25. Presentation © 2013 Ray Gallon all rights reserved RAY GALLON C U L T U R E C O M Email: infodesign@culturecom.net Thank You! Google Plus: +Ray Gallon Twitter: @RayGallon LinkedIn: Ray Gallon Visit my blog: Rant of a Humanist Nerd http://humanistnerd.culturecom.net Portions of this presentation based on research by the Transformation Society Research group. Two new white papers published on Adobe site: • Changing Paradigms in Technology and Communication • Crossing Boundaries: Implications for the Content Industries Link: http://www.adobe.com/cfusion/entitlement/index.cfm?event=custom&sku=FS0003673&e=tcs_whitepaper Friday, 28 June 2013

Unified Content Strategy: It's No Longer Up to You

Unified Content Strategy: It's No Longer Up to You

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Unified Content Strategy: It's No Longer Up to You