Preparing content for anyone, anywhere, on any device rockley keynote cs applied uk


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Smartphones, eBook readers, and tablets have forever changed the way people access and interact with content. Your customers expect the content you provide them to be adaptive—responding to the device, their location, their situation, and their personalized needs. We can no longer handcraft content for every delivery channel and device; we have to move to a manufacturing model. We need to be able to build information products using well-designed, reusable components in new and interesting ways, producing information products that people find a pleasure to use.
This session provides an understanding of a unified content strategy including:
• The challenges of multiple device delivery
• Envisioning content for multiple device constraints
• The power of structure
• How content can adapt to the device capabilities
• Methodology for supporting adaptive content
o Content models
o Metadata
o Business rules

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Preparing content for anyone, anywhere, on any device rockley keynote cs applied uk

  1. 1. Preparing content for anyone, anywhere, on any device Ann Rockley, CEO The Rockley Group @Cooper_42 ©2013 The Rockley Group, Inc., @arockley
  2. 2. Sample customers @Cooper_42 ©2013 The Rockley Group, Inc., @arockley
  3. 3. TRG scope of content strategy • • • • • Marketing (web, print, mobile) Product (web, print, mobile) Learning (classroom, virtual, eLearning, mLearning) Traditional Publishers (trade, textbooks, eBooks) Corporate Publishers (web, print, eBooks, mobile) @Cooper_42 ©2013 The Rockley Group, Inc., @arockley
  4. 4. • Ann Rockley, CEO • Business needs analysis • ROI • Tool selection • Content strategy (content models, reuse strategy, structured writing) • Charles Cooper, VP • The “gadget guy,” providing knowledge of the inner workings and future of mobile devices • Workflow • Taxonomy @Cooper_42 ©2013 The Rockley Group, Inc., @arockley
  5. 5. Requirement • To deliver content, to anyone, any time, on any device, in any language. @Cooper_42 ©2013 The Rockley Group, Inc., @arockley
  6. 6. Situation • Combined shipments of smartphones and tablets exceeded that of PCs in 2011 • 60 percent of time spent on smartphones comprises new activities (because mobile devices didn’t exist!) • Global mobile data traffic is expected to grow to 26 times its current volume over the next five years • There are 5.3 billion mobile subscribers worldwide (77 percent of the world population) with growth led by China and India. @Cooper_42 ©2013 The Rockley Group, Inc., @arockley
  7. 7. What is adaptive content? Adaptive content automatically adjusts to different environments and device capabilities to deliver the best possible customer experience, filtering and layering content for greater or lesser depth of detail. @Cooper_42 ©2013 The Rockley Group, Inc., @arockley
  8. 8. Adaptive vs Responsive • Adaptive • An overall approach for enhancing the usability or capability of content on a given device • Responsive • Focused on displaying the content in the best possible way on a given device @Cooper_42 ©2013 The Rockley Group, Inc., @arockley
  9. 9. Adaptive content • Adaptive content is limited only by your design decisions, the capabilities of the device being used, and the intelligence of your content. @Cooper_42 ©2013 The Rockley Group, Inc., @arockley
  10. 10. There are challenges @Cooper_42 ©2013 The Rockley Group, Inc., @arockley
  11. 11. Attention Span 43 Min @Cooper_42 ©2013 The Rockley Group, Inc., @arockley
  12. 12. Attention Span 39 Min @Cooper_42 ©2013 The Rockley Group, Inc., @arockley
  13. 13. Attention Span 30 Min @Cooper_42 ©2013 The Rockley Group, Inc., @arockley
  14. 14. Attention Span 17 Min @Cooper_42 ©2013 The Rockley Group, Inc., @arockley
  15. 15. Attention Span @Cooper_42 ©2013 The Rockley Group, Inc., @arockley
  16. 16. Attention Span @Cooper_42 ©2013 The Rockley Group, Inc., @arockley
  17. 17. Attention Span 3 Sec * * Apocryphal - alas not true @Cooper_42 ©2013 The Rockley Group, Inc., @arockley
  18. 18. Consider the future • • • • Generation ”Z” Born c. 1995 and beyond Most connected generation ever 46% would choose internet access over a car • They are the future, start writing for them now • Future-proof your content • They’re not having the “scroll problem’ @Cooper_42 ©2013 The Rockley Group, Inc., @arockley
  19. 19. How do they expect to get info? More importantly – how will we be expected to deliver it so they’ll pay attention?! @Cooper_42 ©2013 The Rockley Group, Inc., @arockley
  20. 20. Betcha can't eat just one!™ • Like the Frito Lay’s tag line, we can’t seem to ‘eat just one’ • Constantly using multiple devices @Cooper_42 ©2013 The Rockley Group, Inc., @arockley
  21. 21. We use screens a lot • 90% of our media consumption is on a screen of some sort • Radio, magazines and paper books have taken a beating @Cooper_42 ©2013 The Rockley Group, Inc., @arockley
  22. 22. We swap from device to device • Customers start a task on one device and finish it on another @Cooper_42 ©2013 The Rockley Group, Inc., @arockley
  23. 23. We like to use many screens • But we really like our phones! • 38% is phone usage • 24% is computer • 9% is tablet • This is before wide adoption of phablets Image Credit @Cooper_42 ©2013 The Rockley Group, Inc., @arockley
  24. 24. Market fragmentation @Cooper_42 ©2013 The Rockley Group, Inc., @arockley
  25. 25. Fragmentation • 3997 distinct devices with different resolutions and different OS versions • (GT-I19100 is the Samsung Galaxy SII) @Cooper_42 ©2013 The Rockley Group, Inc., @arockley
  26. 26. Not everyone has the latest OS • (or machine) • There are a lot of older devices out there! • Almost 40% of iPads in use are iPad2 models • Yes, this is recent data – October 2013 @Cooper_42 ©2013 The Rockley Group, Inc., @arockley
  27. 27. Location based content delivery • Yeah, advertising • But can be used for much more • Like the reaction to the David Bowie is… exhibit @Cooper_42 ©2013 The Rockley Group, Inc., @arockley
  28. 28. @Cooper_42 ©2013 The Rockley Group, Inc., @arockley
  29. 29. David Bowie is… @Cooper_42 ©2013 The Rockley Group, Inc., @arockley
  30. 30. • Sennheiser guidePORT • Totally automatic • RF proximity detectors • Easy to use • Notice reduced number of buttons? • The right information, at the right time, in the right place • Response – Divided @Cooper_42 ©2013 The Rockley Group, Inc., @arockley
  31. 31. Layar • You can interact with print as well • Mainly in magazines, but any printed material such as posters, newspapers, etc. @Cooper_42 ©2013 The Rockley Group, Inc., @arockley
  32. 32. • Screen capture of interactive ‘Layar’ in operation. • No visible indication (like a QR code) required @Cooper_42 ©2013 The Rockley Group, Inc., @arockley
  33. 33. Information can expand • Can bridge the gap between the collateral and the real world • QR codes have the ability to provide links to external content • Can link from poster or magazine to online video (viewable on a tablet or smartphone) @Cooper_42 ©2013 The Rockley Group, Inc., @arockley
  34. 34. Haptic interaction • Haptic Technology – to provide feedback via touch. • Clicking physical keyboards • Click-like interaction with virtual keyboards • Air-jet interaction Disney Corp prototype • Called Aireal @Cooper_42 ©2013 The Rockley Group, Inc., @arockley
  35. 35. Virtual Reality – not just SL @Cooper_42 ©2013 The Rockley Group, Inc., @arockley
  36. 36. VR/Immersive Reality • Not for use ‘in public’ • Gaming • Training • There’s a difference between this and Google Glass @Cooper_42 ©2013 The Rockley Group, Inc., @arockley
  37. 37. Handcrafting is unsustainable • Devices are proliferating • Device wars means that new devices are released every 3-5 months • Functionality varies across device • What works on one, may not work on another • Constant churn to identify new functionality and design content to take advantage of the functionality • Can’t keep up @Cooper_42 ©2013 The Rockley Group, Inc., @arockley
  38. 38. What makes content intelligent? • • • • • Structure Modular Reusable Metadata Format free @Cooper_42 ©2013 The Rockley Group, Inc., @arockley
  39. 39. Why modular? • Modular content enables you to: • Change a single piece of content rather than a whole document/page • Version and track each module individually • Translate only those modules that have changed • Rapidly build new content assemblies from a selection of modules to meet new/changing needs • Modularity means that only modules that have changed can be sent for translation (modules and a contextual PDF are provided for clarity and accuracy) @Cooper_42 ©2013 The Rockley Group, Inc., @arockley
  40. 40. What is structure? • Structure is the hierarchical order in which content occurs in an information product. • An information product can be a web page, a book, an eBook, a brochure, a training course, and so on. • Information products have recognizable structures that are repeated each time the information product is created. • Information products consist of components (topics) that also have structure within them. @Cooper_42 ©2013 The Rockley Group, Inc., @arockley
  41. 41. Why structure? • Structured content is content in which the look and feel of the content (format) is not embedded in the content. • Can output the content to multiple channels, adapting it to best meet the needs of the channel, or we can automatically mix and match content to provide what the customer wants when they want it and the way they want it. • Transform (reconfigure) content from one structure to another, but only if we know what the structure is in the first place. • Filter and layer content when we know its structure. @Cooper_42 ©2013 The Rockley Group, Inc., @arockley
  42. 42. Structured modular content @Cooper_42 ©2013 The Rockley Group, Inc., @arockley
  43. 43. You design and build the vision • Hogwarts in Lego™ Screen @Cooper_42 ©2013 The Rockley Group, Inc., @arockley
  44. 44. Content models • Content models are developed in spreadsheets • Content models identify: • The semantic (structure with meaning) of the content • The organizational structure • How content can be assembled into deliverables @Cooper_42 ©2013 The Rockley Group, Inc., @arockley
  45. 45. Marketing model Note: The structure is the same for a Product Description page, but the content may vary for the patient vs. the healthcare professional. This illustrates structural reuse, not content reuse. @Cooper_42 ©2013 The Rockley Group, Inc., @arockley
  46. 46. Cont. • Typically this kind of information is reused from the IFU and is reused across all instances of the same product. @Cooper_42 ©2013 The Rockley Group, Inc., @arockley
  47. 47. Model @Cooper_42 ©2013 The Rockley Group, Inc., @arockley
  48. 48. Comparison - Title @Cooper_42 ©2013 The Rockley Group, Inc., @arockley
  49. 49. Comparison - Glycemic Ranking @Cooper_42 ©2013 The Rockley Group, Inc., @arockley
  50. 50. Comparison - Background @Cooper_42 ©2013 The Rockley Group, Inc., @arockley
  51. 51. Comparison - Description @Cooper_42 ©2013 The Rockley Group, Inc., @arockley
  52. 52. Comparison - Ingredients @Cooper_42 ©2013 The Rockley Group, Inc., @arockley
  53. 53. Comparison - Directions @Cooper_42 ©2013 The Rockley Group, Inc., @arockley
  54. 54. Comparison - Suggestions @Cooper_42 ©2013 The Rockley Group, Inc., @arockley
  55. 55. Comparison - Overall @Cooper_42 ©2013 The Rockley Group, Inc., @arockley
  56. 56. Comparison – And Print! @Cooper_42 ©2013 The Rockley Group, Inc., @arockley
  57. 57. Why reusable? • Write once use many • Write once, translate once, use many • If the content of a reusable module changes, change it once and it automatically or selectively updates everywhere it occurs (no missed changes) • Consistency is assured @Cooper_42 ©2013 The Rockley Group, Inc., @arockley
  58. 58. Why format free? • Format is applied at delivery • Content which is free of formatting information can be automatically delivered to multiple outputs without having to rework the content (print, web, mobile) • Format free content is infinitely flexible in how it is displayed • Format free content can be translated once and published in a variety of formats, TMS format siloes are eliminated @Cooper_42 ©2013 The Rockley Group, Inc., @arockley
  59. 59. Print • Content can be automatically “poured” into structured templates • Change the source, not the print, to ensure that content is controlled • Change the look and feel, no problem, simply re-pour the content into the new layout • Minor tweaking required • Translated versions of content can be poured into templates designed to accommodate the language requirements @Cooper_42 ©2013 The Rockley Group, Inc., @arockley
  60. 60. Web • Content can be automatically “poured’ into structured web templates • Change the source, not the web page, to ensure that content is controlled • Change the look and feel, no problem, simply re-pour the content into the new layout @Cooper_42 ©2013 The Rockley Group, Inc., @arockley
  61. 61. Mobile • Source content can be automatically: • Layered • Displayed/not displayed based on rules (e.g., screen size) • Mixed and matched to build customized/personalized content @Cooper_42 ©2013 The Rockley Group, Inc., @arockley
  62. 62. Why metadata? • Metadata allows us to add additional information to the content not previously inherent in the structure • Metadata allows us to: • Store content for effective retrieval • Automatically show/hide content based on metadata • “Tell” content where to/how to display at publication • Support dynamic adaptable content • Identify content to be included/excluded to meet local regulatory requirements @Cooper_42 ©2013 The Rockley Group, Inc., @arockley
  63. 63. Summary • • • • Customers want content anywhere, anytime, on any device We cannot predict what device or device size We cannot handcraft content, content has to adapt To address the needs we need to develop intelligent content • Modular • Structured • Tagged with metadata • With business rules to define how content should respond in a given situation @Cooper_42 ©2013 The Rockley Group, Inc., @arockley
  64. 64. More Resources/Questions @Cooper_42 ©2013 The Rockley Group, Inc., @arockley