Implementing  Intelligent Content SolutionsCopyright © Joe Gollner 2011                                  Joe Gollner | www...
Implementation Topics  Management    Taking First Steps     •   Business Considerations, Communication Channels, Project T...
Scenario: Taking a Software Product Global  Software Company     Niche Offering     Traditional Licensing     Single Unili...
Scenario: The Content Dimension  Content areas    Marketing    Sales    Product support    Training    Customer support   ...
Taking the First Steps  Vision  Strategy  Business Case    Strategic    Tactical  Charter    Authority    Reporting line  ...
Balancing Business Considerations  Context                           Scenario    Market conditions               Timeframe...
Opening Communication Channels Content initiatives have a special challenge here   Content represents a potential return  ...
Assembling the Implementation Team  The Real Test of Executive Support    Latitude to assemble an effective team  Essentia...
Managing Risks More than creating & reporting on a “risk register” Key Risks   Content initiatives can become   mis-aligne...
Addressing Legacy Content  Opportunity    All new content initiatives will    have antecedents    The investment in past c...
Addressing Legacy Processes Opportunities   Many legacy processes contain valuable,   even vital, knowledge   These can be...
Addressing Legacy Controls  Information Technology Group    Will not typically be attuned to    content considerations    ...
Battling Entropy & Barnaclization  Entropy    The dissolution of initiative energy     •   Loss of executive engagement   ...
Accepting the Reality of Intelligent ContentIntelligent ContentContent can be considered intelligentwhen it expresses, in ...
Accepting Content Complexity  The three sides of content  must be held in a delicate balance                            Th...
Intelligent Content in Practice    A Practical Definition    Intelligent Content is designed, created, managed and deploye...
Building Blocks of Intelligent Content  Content Components          Technology Components    Text Modules                M...
Applying Proven Implementation MethodsThe Seven Steps to Intelligent Content  Strategy – why  Analysis – what  Design – ho...
Using Standards  Standards should be used        Scenario       •   Each has strengths     What standard suggests itself? ...
Leveraging Open Source Strengths & Limitations   Widely used products tend to be better   Many open source tools   have kn...
Building Solid Vendor Relationships  Vendor community is a key resource    Experience & expertise    Technology that is su...
Pursuing Incremental Realization  Implement solutions incrementally    Seven steps to intelligent content    Iterative cyc...
Engaging New User Behaviours Technologies are not neutral    An innovation will spark a reaction & new behaviours     •   ...
Pursuing Payback (Relentlessly)  Returning benefits on investments is critical    Must be measurable & reported  The Busin...
Maintaining Content Independence  Easy to Say – Hard to Do  Resist pressure to compromise independence    Vendor-specific ...
Reducing the Cost of Change  Future orientation means designing for change  Sustainable solutions    Maintainable    Exten...
Making Content the Center of Product Design Intelligent Content                  Scenario  •   Product design             ...
Recalling Key Concepts  Balancing business  considerations  Accepting the reality of  Intelligent Content  Engaging new us...
Exploring Intelligent Content 2011                                      Generated from ICC11                              ...
Intelligent Content in the Green Desert  Tapping the knowledge                  Finding Findability  New Look Tech Docs   ...
The Four Humors of Intelligent Content (c400 BC)IMPLEMENT                                                               EN...
Making ConnectionsJoe Gollnerjoe@gollner.caGnostyx Researchwww.gnostyx.comFractal Enterprise Blogwww.gollner.ca
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Implementing Intelligent Content Solutions (Joe Gollner - Intelligent Content 2011)

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Presentation given at the kickoff of the Intelligent Content 2011 conference in Palm Springs (16-18 Feb 2011). Discussed some of the issues and principles that should be observed when implementing an Intelligent Content Solution. These slides have been slightly augmented over those that were given at the event - with some material being added to make the slides more self-supporting.

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Implementing Intelligent Content Solutions (Joe Gollner - Intelligent Content 2011)

  1. 1. Implementing Intelligent Content SolutionsCopyright © Joe Gollner 2011 Joe Gollner | www.gollner.ca
  2. 2. Implementation Topics Management Taking First Steps • Business Considerations, Communication Channels, Project Team Managing Risks Technology Applying Proven Methods Adapting Proven Design Patterns Intelligent Content Solutions Key Concepts
  3. 3. Scenario: Taking a Software Product Global Software Company Niche Offering Traditional Licensing Single Unilingual Interface Limited Market Declining Sales New Strategy Software as a Service Offering App clients Multiple Localized Interfaces This is a scenario many organizations find themselves Global Market regardless of what business they are in
  4. 4. Scenario: The Content Dimension Content areas Marketing Sales Product support Training Customer support (call center/self-support) User generated content System documentation (requirements, design specifications, test scenarios, maintenance instructions…) OEM / Supplier component documentation
  5. 5. Taking the First Steps Vision Strategy Business Case Strategic Tactical Charter Authority Reporting line Scenario Resource allocation Executive expression of the urgency of Working budget the change imperative Example: Nokia’s burning platform
  6. 6. Balancing Business Considerations Context Scenario Market conditions Timeframe identified for the demonstration and Financial pressures announcement of a new product Key trends roadmap & new product offerings • Technology • Consumer behaviour Competitive pressures Organizational realities • Readiness for change • Competence areas Management realities • “Announcables” & Metrics
  7. 7. Opening Communication Channels Content initiatives have a special challenge here Content represents a potential return Must contend for attention • Amid the fray of day-to-day business • “The world always rewards skill over knowledge” (Brian Reid) Build tactical relationships based on new capabilities new offerings Help business partners succeed
  8. 8. Assembling the Implementation Team The Real Test of Executive Support Latitude to assemble an effective team Essential elements • Passion for change • Domain experience & credibility • Management connections • Project management experience • Procurement experience • Communication skills • Experience with innovation tools • Modeling & Markup • Findability & Management • Usability / User experience
  9. 9. Managing Risks More than creating & reporting on a “risk register” Key Risks Content initiatives can become mis-aligned with: • Business priorities • Market directions Content initiatives can become inwardly focused & disappear from management view
  10. 10. Addressing Legacy Content Opportunity All new content initiatives will have antecedents The investment in past content has often been great Can deliver benefits if it is recovered / reused effectively Threats Can represent overwhelming volumes Often the newest sources Often includes material & can be the most challenging structures that must be jettisoned (e.g., the impenetrable database)
  11. 11. Addressing Legacy Processes Opportunities Many legacy processes contain valuable, even vital, knowledge These can be repurposed and repositioned in a new world Threats Many legacy processes were a bad idea to begin with & are now out of step Champions of legacy ways of doing things can be an obstacle The good processes risk being tossed out
  12. 12. Addressing Legacy Controls Information Technology Group Will not typically be attuned to content considerations Will apply familiar templates derived from • Network management • Database administration • Application maintenance Scenario Will emphasize a default How can the IT group be control mentality engaged in a content initiative? • Antithetical to “content” How can IT be made part of the • The most potent risk intelligent content solution?
  13. 13. Battling Entropy & Barnaclization Entropy The dissolution of initiative energy • Loss of executive engagement • Loss of key resources • Decline in pace of innovation Barnaclization The accrual of features • Degenerating responsiveness • Escalating complexity • Increasing brittleness • Climbing operating costs
  14. 14. Accepting the Reality of Intelligent ContentIntelligent ContentContent can be considered intelligentwhen it expresses, in an open way,the full meaning underlying a communicationsuch that thedata, information and knowledgebeing expressed can be easily accessedand effectively leveragedby both people andthe software applicationsthat support them.IntelligenceThe acquisition & applicationof knowledge
  15. 15. Accepting Content Complexity The three sides of content must be held in a delicate balance The risk is that over-emphasis on one dimension undermines the others The point of intersection is highly complex
  16. 16. Intelligent Content in Practice A Practical Definition Intelligent Content is designed, created, managed and deployed using open standards so that the resulting information products are exactly tailored to the needs of the user and are efficient to maintain & leverage for the content owner. Key Concepts Portable Reusable Discoverable Contextualized Dynamic Processable Dynamic assembly of engaging information products
  17. 17. Building Blocks of Intelligent Content Content Components Technology Components Text Modules Management Systems Media Assets Authoring Environments Data Sources Publishing Processes Relationship Links Discovery Frameworks Metadata Properties Social Media Venues Concept Taxonomies Mobile Devices Assembly Maps Governing Models Processing Rules Formatting Instructions Distribution Rights
  18. 18. Applying Proven Implementation MethodsThe Seven Steps to Intelligent Content Strategy – why Analysis – what Design – how Exploration – learn Transformation – change Validation – confirm It’s about Content evolving in Context Deployment – use
  19. 19. Using Standards Standards should be used Scenario • Each has strengths What standard suggests itself? • Each has limitations Why? What risks emerge? Standard Evaluation model
  20. 20. Leveraging Open Source Strengths & Limitations Widely used products tend to be better Many open source tools have known weaknesses • Testing regimes are minimal • Documentation is weak • Support is “community based” • Commercial Open Source can be attractive Great for exploratory investments
  21. 21. Building Solid Vendor Relationships Vendor community is a key resource Experience & expertise Technology that is supported Customer-driven innovation Key tactics Maintain competitive pressure Avoid the “Big Deal” Separate consultancy from implementation Avoid lock-in
  22. 22. Pursuing Incremental Realization Implement solutions incrementally Seven steps to intelligent content Iterative cycles against a larger strategy & architecture Key principles Content-oriented architecture • Versus a technology oriented architecture Modular solution components Twinned investments • Open source implementations • Commercial product realizations
  23. 23. Engaging New User Behaviours Technologies are not neutral An innovation will spark a reaction & new behaviours • Complex system • Probe, sense, react model Projects must learn as they progress Scenario New product offerings is being delivered to new users on new devices. How could the project team tap into what users are doing?
  24. 24. Pursuing Payback (Relentlessly) Returning benefits on investments is critical Must be measurable & reported The Business of Intelligent Content A harsh discipline used to force an agile design strategy • For every dollar spent on the solution, a second dollar must be spent on making content & process improvements • For every two dollars invested, there must be four dollars returned in the first year 1+1=4
  25. 25. Maintaining Content Independence Easy to Say – Hard to Do Resist pressure to compromise independence Vendor-specific orientations Over-engineering (spiralling complexity) Disciplinary bias • We need to design the perfect database! Independence is designed …and continuously verified
  26. 26. Reducing the Cost of Change Future orientation means designing for change Sustainable solutions Maintainable Extensible Replaceable with minimal cost Sustainment cost will ultimately determine latitude for adaptation Design for redesign
  27. 27. Making Content the Center of Product Design Intelligent Content Scenario • Product design This is the end goal • Production Processes • Radical customization Users as A real world product managers content strategy Products for a major High Tech firm as publications (circa 2000)
  28. 28. Recalling Key Concepts Balancing business considerations Accepting the reality of Intelligent Content Engaging new user behaviours Pursing payback relentlessly (1+1=4) Maintaining content Activating a learning cycle where the value & knowledge persist in independence the form of intelligent content
  29. 29. Exploring Intelligent Content 2011 Generated from ICC11 Program using Wordle.net
  30. 30. Intelligent Content in the Green Desert Tapping the knowledge Finding Findability New Look Tech Docs Measuring Measurement Content in the Middle Business Fundamentals The Social Dimension Engaging UX Design Going Mobile Disciplinary Convergence From Pubs to Apps Content Strategists Unite Integration Matters A Hunger for Learning Leveraging Vendors An Emerging Community See Intelligent Content in the Green Desert at www.gollner.ca 
  31. 31. The Four Humors of Intelligent Content (c400 BC)IMPLEMENT ENVISION Integrated Solutions Business Goals Dynamic Publishing Content StrategyPhlegmatic CholericMelancholic Sanguine Hippocrates Performance Metrics User Contributions Adaptive Control Social MediaMANAGE www.gollner.ca ENGAGE
  32. 32. Making ConnectionsJoe Gollnerjoe@gollner.caGnostyx Researchwww.gnostyx.comFractal Enterprise Blogwww.gollner.ca

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