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Bringing more ‘web’ to
authoring
Jan Benedictus
FontoXML – web based editor
How to engage SMEs?
My perspective: the web
Online means circular (or ‘agile’)
Concept
Design
Build
Maintain
Measure
Measure, adapt and be agile
Online behaviour
What drives online users?
Recognition Certainty
Easiness Profit
Is that relevant for SMEs?
Write Review Store Publish
A circular process
Write
Review
Store
Publish
Interaction ,
analytics
SMEs are part of their community
Community
SMEs
Editors
IA’s
Engage, not force
What engages experts?
Recognition Certainty
Easiness Profit
What engages experts?
Recognition Certainty
Easiness Profit
Recognition
• My content is being used
• My expertise is recognized and appreciated
• People ask me things..
Recognition - example
• Authors-only portal
• Discussion / responses
• Author profile
• Feedback on usage
• “Best article”
Direct feedback and support
Use
Users comments
Content quality
Ranking vs other authors
From engagement to writing
Recognition Certainty
Easiness Profit
Design is how it works
• SME’s are busy people, writing is a sideline or a task which
is not always liked
• The hurdle to ...
Tool-identity
Easy to use
Don t make me Think: Steve Krug, 2005
Nice to use
Designing for emotion : Aaron Walter, 2011
Optimising the tool
• Easy and assuring
• No learning curve
• Identity is
compelling
• Adapt UI based
on feedback
Expert engagement
• The web-paradigm : users cannot be forced
• A ‘good’ tool is not enough, understand true motivators
• ...
Blurring borders..
Community
SME’s
Editors
IA’s
THANK YOU
FontoXML is based on the lessons from15 years online publishing. It helps authors to write and
enrich structured...
FontoXML presentation at Congility 2014: New web paradigms for authoring
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FontoXML presentation at Congility 2014: New web paradigms for authoring

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Also authoring is going online, with web-based XML editors entering the market. While the initial step towards web-based working is often triggered by a need for cost-efficiency, a full transformation to web-based authoring is likely to revolutionize authoring more fundamentally.
Typical online practices such as User Analytics, A/B testing, Responsive Design, Gamification, Mobile, Personalization and Community Management may be more relevant for authoring than seen at first sight. User friendliness has the potential to involve many new stakeholders to authoring and eventually blur the border between authors and readers. Direct feedback on content-use and tools that pro-actively assist authors while writing will help to increase content quality from the source.
Benedictus will look at authoring from a web perspective and discuss ‘new combinations’ with the potential to innovate authoring in the years ahead. Altogether he expects that the relationship between producers and consumers of specialized content will develop to a circular one: closing the loop.

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FontoXML presentation at Congility 2014: New web paradigms for authoring

  1. 1. Bringing more ‘web’ to authoring Jan Benedictus FontoXML – web based editor
  2. 2. How to engage SMEs?
  3. 3. My perspective: the web
  4. 4. Online means circular (or ‘agile’) Concept Design Build Maintain Measure
  5. 5. Measure, adapt and be agile
  6. 6. Online behaviour
  7. 7. What drives online users? Recognition Certainty Easiness Profit
  8. 8. Is that relevant for SMEs? Write Review Store Publish
  9. 9. A circular process Write Review Store Publish Interaction , analytics
  10. 10. SMEs are part of their community Community SMEs Editors IA’s
  11. 11. Engage, not force
  12. 12. What engages experts? Recognition Certainty Easiness Profit
  13. 13. What engages experts? Recognition Certainty Easiness Profit
  14. 14. Recognition • My content is being used • My expertise is recognized and appreciated • People ask me things..
  15. 15. Recognition - example • Authors-only portal • Discussion / responses • Author profile • Feedback on usage • “Best article”
  16. 16. Direct feedback and support Use Users comments Content quality Ranking vs other authors
  17. 17. From engagement to writing Recognition Certainty Easiness Profit
  18. 18. Design is how it works • SME’s are busy people, writing is a sideline or a task which is not always liked • The hurdle to contribute must be minimal Easy to use is essential, but not enough Tools must be nice to use (Identity)
  19. 19. Tool-identity
  20. 20. Easy to use Don t make me Think: Steve Krug, 2005
  21. 21. Nice to use Designing for emotion : Aaron Walter, 2011
  22. 22. Optimising the tool • Easy and assuring • No learning curve • Identity is compelling • Adapt UI based on feedback
  23. 23. Expert engagement • The web-paradigm : users cannot be forced • A ‘good’ tool is not enough, understand true motivators • Close the loop: give recognition • Tools-identity, specific for experts • Measure and adapt (‘Tweak’), be agile
  24. 24. Blurring borders.. Community SME’s Editors IA’s
  25. 25. THANK YOU FontoXML is based on the lessons from15 years online publishing. It helps authors to write and enrich structured en semantically rich content. It puts authors first, and aims to be more than just an ‘easy to use’ tool. We believe that authors cannot be forced to work with an online tool, but rather need to be ‘seduced’ to do so. “Closing the loop” implies giving automated and manual feedback to authors while they are writing content. FontoXML can be integrated in any web based workflowtool, suits any schema and CMS Mail team@fontoxml.com for more info or a demo @JanBenedictus @FontoXML

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