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Webcast: Crafting Clarity in a Climate of Chaos

Scriptorium hosts Tristan Bishop of Symantec as he discuses what technical writers need to do to keep up with transforming communication methods and rapid advances in global, mobile, and social dialog.

Recorded 4-26-11.

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Webcast: Crafting Clarity in a Climate of Chaos

  1. 1. Crafting Clarity in a climate of chaos Tristan Bishop Senior Principal Digital StrategistCrafting Clarity 1
  2. 2. About Symantec• Symantec helps consumers and organizations secure and manage their information-driven world.• Our software and services protect against more risks at more points, more completely and efficiently, enabling confidence wherever information is used or stored.Crafting Clarity 2
  3. 3. About the speaker: Inspired by efficient delivery of effective content. Strives to integrate techcomm best practices with social media developmentsTristan Bishopaka “KnowledgeBishop” Goal is to forge solutions that optimize customer experience.Crafting Clarity 3
  4. 4. From Chaos to Clarity 1 The Trio of Transition 2 The InfoDev Impact 3 The Path to ProgressCrafting Clarity 4
  5. 5. The Trio of Transition Nothing is as it was.Crafting Clarity 5
  6. 6. The Trio of Transition Global Mobile SocialCrafting Clarity 6
  7. 7. The Global Transition• Only 13.5% of web users are in North America (NAM)• Asia has three times more web users than NAM• Over >1,000% growth in Latin America, the Middle East and Africa Source: Clarity 7
  8. 8. Arguing against globalization is like arguing against the laws of gravity.Kofi AnnanSeventh Secretary-General,United NationsCrafting Clarity 8
  9. 9. The Mobile Transition Global mobile adoption grew from 10% to 77% in ten years Global mobile cellular subscriptions, total and per 100 inhabitants, 2000-2010* 6000 100 90 5000 Subscriptions (in millions) Subscriptions (million) 80 Per 100 inhabitants Per 100 inhabitants 70 4000 60 3000 50 40 2000 30 20 1000 10 0 0 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010* *Estimates Source: ITU World Telecommunication /ICT Indicators database Access to mobile networks is now available to 90% of the world populationCrafting Clarity 9
  10. 10. The Mobile Transition• By 2014, mobile will overtake desktop in • unit sales • total users • page viewsSource: mobile_internet_market.phpCrafting Clarity 10
  11. 11. Mobile is the future … Eric Schmidt Mobile is the future … Erick Tseng Mobile is the future … Mary MeekerCrafting Clarity 11
  12. 12. The Rise of Mobile DataMobile Data Traffic To Rise 40-Fold Over Next Five YearsCrafting Clarity 12
  13. 13. The Social Transition • One MILLION more people will join Facebook by tomorrow night • One BILLION pieces of content will be shared on Facebook today • 298,000 more people will join Twitter in the next 24 hours • 90 MILLION tweets will be sent today Clarity 13
  14. 14. Social Media is the biggest shift since the Industrial Revolution. Erik Qualman, SocionomicsCrafting Clarity 14
  15. 15. The Social Transition• It’s not just the Millennial generation• Social Media is gaining ground in EVERY demographicCrafting Clarity 15
  16. 16. The Rise of Social SearchEarly in 2010, social web activity surpassed search activityCrafting Clarity
  17. 17. The Rise of Social Search• People used to search the general web for content• Now they are searching social networks• Is your content even THERE to be found?Crafting Clarity
  18. 18. Business as Usual? The Storms are Upon UsCrafting Clarity 18
  19. 19. The InfoDev ImpactCrafting Clarity 19
  20. 20. The Fall of Static ContentCrafting Clarity 20
  21. 21. The Dynamic Content Era• The web = real-time content – Maps are dynamic – Addresses are dynamic – News is dynamic – Documentation?• In 2007, Symantec discovered customers were 500% more likely to search the web than to locate official manualsCrafting Clarity 21
  22. 22. The Data Explosion• 2002: Had created 5 exabytes of online data• 2011: Creating 5 exabytes every 48 HOURS• Your content is buried Source: Clarity
  23. 23. How Can We Cope With the Data Overload?1. Social Sharing2. Social Search3. Social SupportCrafting Clarity 23
  24. 24. Social Sharing – All ChannelsNearly 30% of ALL social content shared is “How-To & Instructional” Source: http://danzarella.comCrafting Clarity 24
  25. 25. Social Search – Page Rank Changes • Social Influence is now helping DRIVE Search • Google now uses social media references as a signal in search result ranking. • Higher Twitter authority results in higher SEO prioritization. Clarity 25
  26. 26. Social Search – Linking to the Social Graph • Conventional search is dominated by advertisements • Google has a beta called “Social” searchCrafting Clarity 26
  27. 27. Social Search – Pruning by the Social Graph • Social search prunes a result set to the content previously liked or shared by the user’s social graph • The content is validated by RELATIONSHIPCrafting Clarity 27
  28. 28. Social Support• Voice-based plummeting• Text-based skyrocketing• Industry now less than 38% voice-based• TechComm content can resolve interactions for ALL five text based channels Crafting Clarity 28
  29. 29. The Path to ProgressCrafting Clarity 29
  30. 30. Preparing for Global Delivery• Craftsmanship MUST give way to efficiencies• Standardize content for easier translation• Run automated quality control tools on source content• Explore Machine Translation options for first pass• Explore crowd-sourcing or community collaboration for clean upCrafting Clarity
  31. 31. Global Delivery at Symantec• Data Driven Authoring using XML as the source• Controlled Language QA during the authoring process• Automated L10n Process with workflow• Machine Translation as much as possible• Coordinated delivery in multiple languagesCrafting Clarity 31
  32. 32. Preparing for Mobile Delivery• Short, simple topics• Modular content• Search Engine Optimization Content delivery MUST be optimized for fewer “clicks” and smaller screensCrafting Clarity 32
  33. 33. Mobile Delivery at Symantec• Aligning User Centered Design teams and Information Development teams for integrated mobile content strategy• Prototyping XSL extracts for deployment to mobile endpointsCrafting Clarity 33
  34. 34. Preparing for Social Delivery• Establish InfoDev-specific social media presence for content sharing• Engage customers in relationships with branded accounts, to prepare for social search• Push key topic URLs to the social web to retain page rank• Use URL shortening tools that provide metrics and traffic analysis (, Clarity 34
  35. 35. Social Delivery at Symantec• Piloting staffed accounts for social content delivery• Identifying top support issues for each product• Proactively pushing content via social to deflect callsCrafting Clarity 35
  36. 36. The Storms will Converge: Global, Mobile, AND Social• Worldwide, Facebook mobile users are twice as active as non-mobile Facebook users Source: Clarity 36
  37. 37. Readiness is Required1. Study the trends2. Rethink your strategy3. Reconsider your processes4. Build a “hurricane- resistant” content delivery teamCrafting Clarity 37
  38. 38. Thank you! Tristan Bishop Copyright © 2010 Symantec Corporation. All rights reserved. Symantec and the Symantec Logo are trademarks or registered trademarks of Symantec Corporation or its affiliates in the U.S. and other countries. Other names may be trademarks of their respective owners. This document is provided for informational purposes only and is not intended as advertising. All warranties relating to the information in this document, either express or implied, are disclaimed to the maximum extent allowed by law. The information in this document is subject to change without notice.Crafting Clarity 38