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The Internet is Everywhere – So What's Changed? [Noz Urbina, DITA EU 2013]

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The word “internet” is 30 years old, the actual networks even older. Email is nearly 40 years old. We now live in a world where professional-and-parenting-age adults have never known a World Without Web. But what has the impact been? This generation—and the internet user population as a whole—is consuming content in wildly different ways. Each new experience immediately sets new expectations for the future, creating a snowball effect. This session will look at that snowball, try to demonstrate quite how enormous it truly is, and discuss how DITA content helps us address a new crop of user expectations. We will look at how the true scale of changes in culture and expectations that impact communication, real-world scenarios where user and products will operate differently and why DITA is ideal to address the new challenges.

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The Internet is Everywhere – So What's Changed? [Noz Urbina, DITA EU 2013]

  1. 1. The Internet is Everywhere—So What’s Changed?
  2. 2. Noz Urbina @nozurbina ~ Consultant/Trainer for Mekon Ltd. – Content strategy, Technical Communications – 12+ years in structure & mark-up – Chairperson for Congility Events ~ Jun 18-20, UK ~ Call for speakers / pre-reg open now! – Author / retrospective futurist congility.com/2014
  3. 3. This is relevant to you Social media Gesture control Augmented reality Widespread tablet use All started/starting commercialisation in B2C and moved/moving into B2B ~ Curmudgeon at your peril ~ ~ ~ ~ ~
  4. 4. In the next 45 minutes… ~ The Internet as a technology ~ How we struggle with technologies ~ The impact of communication technologies ~ Recommended approach to coping: –Become participatory and proactive
  5. 5. The world’s technology THE INTERNET
  6. 6. Why are we here? Over 70 percent of U.S. adults keep their smartphone within five feet of themselves at all times. — Jumio Consumer Habbits Report Image: Moyan Brenn report here
  7. 7. Why are we here? Our pockets have become connections to hardware and software all over the world. Our (technology) control-panel for our lives. The Net is everywhere. Image: Moyan Brenn report here
  8. 8. The Challenge
  9. 9. Internet of Things http://cnnmon.ie/PE6CC1
  10. 10. Who is on YouTube
  11. 11. “Media are not just means of communication [they] mediate human relationships” — Michael Wesch, assoc. Prof, cultural anthropology, Kansas State HOW WE STRUGGLE
  12. 12. Socrates was a writing sceptic We need to be able to reflect before we could write. Socrates thought writing would make us mentally lazy and stop our use of memory.
  13. 13. The telegraph changed prose Within a few years of mass adoption, writers were noting how pay-by-the-word comms were eroding politeness, depth and discourse.
  14. 14. The telegraph changed prose The telegraph was instrumental in the growth of USA money markets vs. Europe (who took up slower).
  15. 15. Phones were first sold in pairs We used to think point-to-point was a good enough. It solved a problem and created new ones Image: Jan-Hendrik Caspers
  16. 16. Phones were first sold in pairs The company who invited the phone isn’t the company who invented the switchboard (years later). Image: Jan-Hendrik Caspers
  17. 17. Phones were first sold in pairs Manhattan skyscrapers were enabled by the telephone. This enabled the apartment buildings, changing our cities. Image: Jan-Hendrik Caspers
  18. 18. TV rearranged our furniture Image: Jan-Hendrik Caspers
  19. 19. How the internet changes our relationship with technology THE IMPACT
  20. 20. Technology is… ~ Losing its fear factor ~ Creating a participatory, collaborative multichannel culture ~ Reworking a generation’s understanding of content ~ Going from pull to push
  21. 21. NOT SCARY
  22. 22. Fear factor
  23. 23. Jawbone “UP”
  24. 24. PARTICIPATORY
  25. 25. Participatory culture ~ Michael Wesch’s class studied “Context collapse” – Speaking to everyone and no one at once – Highly self-reflexive, and time is collapsed ~ You are your viewers ~ “The most public space in the world, from the privacy of our own homes”
  26. 26. NEW SENSE OF CONTENT
  27. 27. Today’s content The public now touches metadata every day
  28. 28. "Not looking at content... sifting through metadata“ – Barak Obama "Aggregated metadata can be more revealing than content.“ – J. Kirk Wiebe & Bill Binney
  29. 29. The net is measurable
  30. 30. PULL TO PUSH
  31. 31. Google Cards
  32. 32. Kindle
  33. 33. Kindle
  34. 34. Change format, go proactive and personal SO NOW WHAT?
  35. 35. Tony Self, Hyperwrite Author of the DITA styleguide ~ “PDF [as a primary delivery format] is a failed technology. The fax machine of the content word”
  36. 36. Some disappointing thoughts ~ Most dita projects lack an understanding of DITA's reuse features beyond topics and conref ~ Less still are doing anything besides making cheaper pdfs ~ Even less are taking advantage of cross departmental reuse But it's starting… ~ We must learn to be empathetic to users who are unfamiliar and or unlike us and design content for them
  37. 37. Simplify My Life ~ Only show me what I need when I need it
  38. 38. Embedded help
  39. 39. Embedded Proactive assistance ~ Timed appropriately for my skills and context – UI item descriptions – Field validation guidance (number or date formats; where the user can find the data; banned characters) – Concept short descriptions ~ Can be stats-driven, profile-based, personal ~ Many can be replace/reused to/from the traditional help/manuals.
  40. 40. Enchant Me ~ Let me make it mine / Get to know me
  41. 41. Statistical, collaborative content Let users build and share their own deliverables, for any format
  42. 42. Simplify My Life ~ Keep it brief
  43. 43. Simplify My Life ~ Pictures are faster than words
  44. 44. Ifixit.com
  45. 45. Content strategy BRINGING IT ALL TOGETHER
  46. 46. Different Perspectives Customer Needs
  47. 47. Content Strategy More than words, more than tech Development efficiency & significant cost avoidance Brand Equity, regional markets & revenue channels Org & User Goals Enabling, Product data & Technical Content Persuasive, Sales & Marketing Content Unified Framework for Content Delivery, Measurement and Improvement
  48. 48. In summary ~ ~ ~ ~ Social media Gesture control Augmented reality Tablets ~ ~ ~ ~ Personal Proactive/measured Integrated “Friendlier” ~ DITA is an ideal platform, if we used it for more than cost cutting our old outputs
  49. 49. Noz, don’t forget to give them some stuff… THANK YOU! (FEEDBACK FORMS  )
  50. 50. Free stuff! Congility 2014 Jun 18-20, UK Call for speakers & preregistration open now @thecsbook thecontentstrategybook.com congility.com/2014

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