[soap Keynote] The Freedom to Grow: how standards facilitate the techcomm industry [Noz Urbina]

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Standards – either in the XML sense or simply communication best practices –help grow, accelerate and “professionalise” an industry. Would construction be without material standards for width and strengths, or certification for specific skills? How could we have transportation without standards for traffic and processes? Standards are what help ad-hoc processes become enterprise-class, and scale beyond our expectations. Technical communication is in an era of rapid, disruptive and revolutionary change. The true nature of the challenge is understood by a few, and pros and cons of potential solutions by even fewer. The future therefore will require that we work together to exchange knowledge as best we can to help each other hit the many moving targets. We must do this because our old techniques and processes just can’t keep up, and no one organisation has the time or funds to re-invent every solution on their own. Standards help an organisation with little funds tackle larger challenges, and larger organisations implement profound change with reduced risk. The alternative is potentially getting left behind as the industry and community rush forward.

Technology Business

The Freedom to Grow
How Standards in
Communication Facilitate
Our Industry
b.noz.urbina@gmail.com
@nozurbina
lessworkmoreflow.blogspot.com

@nozurbina

Me (Noz Urbina)
Content strategist
Consultant/trainer
Author
“Futurist”
Newly independent!

@nozurbina

Urbina Consulting

WHERE WE ARE

@nozurbina

Urbina Consulting

The Right List
•
•
•
•

Right content
Right format
Right language
Right time

@nozurbina

Urbina Consulting

Multichannel

@nozurbina

Urbina Consulting

Augmented reality

Reality

Photo: BMW

@nozurbina

Urbina Consulting

Gesture control

@nozurbina

Urbina Consulting

Tech support tele-presence
Video
Speech

Gesture
Content
@nozurbina

Urbina Consulting

SO WHAT DO WE DO ABOUT
IT?
Standards, Consistency and Community

@nozurbina

Urbina Consulting

Standards help us share

Photo: Janoma.cl, JR98664

@nozurbina

Urbina Consulting

Standards enable efficiency

Photo: Roger Wollstadt

@nozurbina

Urbina Consulting

Standards free creativity

Photo: Eiriknewth

@nozurbina

Urbina Consulting

Standards speak fast

Photo: NorthJoe

@nozurbina

Urbina Consulting

How we create meaning
We compare each individual situation…
… with personal past experience…
… by matching [patterns]
Mental models
• Semi-consciously selected, incomplete images
• What (we think) we understand of the world
• How we face the world: Options? Solutions?
Confidence?
Kai Weber, bit.ly/kai_meaning
@nozurbina

Urbina Consulting

Standards enable experience

Photo: Noz Urbina

@nozurbina

Urbina Consulting

Standards lower risk

Photo: Andarooo

@nozurbina

Urbina Consulting

Standards build community

Photo: Noz Urbina

@nozurbina

Urbina Consulting

Standards layer
Agile

Apps

TC

TSE

HTML

MI

SVG

DITA

PDF

eBook

LEAN

L+T

TIN
CAN

SISDC

Minimalism
XLIFF

XMP

Information
Mapping

XML

JSON

Structured
Content

Mark Up

Unicode

RSS

RDF

@nozurbina

Urbina Consulting

WHAT’S STOPPING US?

@nozurbina

Urbina Consulting

Don Yang, 950s
@nozurbina

Raphael, 1510
Urbina Consulting

Customer experience is 4D
1.
2.
3.
4.

Length
Width
Depth
Time

@nozurbina

12

9

3

6

Urbina Consulting

We conceive content in 2D
4

2
1

3

@nozurbina

Urbina Consulting

Customer experience is 4D

“I want an answer
now, please!”

Today’s content needs
database-like agility

(Oct 3, 2013. 14:45 pm)
@nozurbina

Urbina Consulting

Customer experience is 4D
1. Length
2. Width
3. Depth
–
–
–
–

12

9

“Drill down”
Progressive disclosure
Multi-asset relationships /
references
Search/Social

3

6

4. Time
–
–

Dynamic, real-time content
Audience/context-specific
content

@nozurbina

Urbina Consulting

Twitter in a 4D paradigm
• More metadata = more perspectives

@nozurbina

Urbina Consulting

Kindle adds social depth

@nozurbina

Urbina Consulting

The Right List
•
•
•
•

Right content
Business
User
Right format
CS Needs
Goals
Right language
Right time
A unified content strategy is key to
achieving shared goals.

@nozurbina

Urbina Consulting

Take-Aways
• Don't think about your year at the expense of
your career
• We are responsible for the whole customer
experience
• We have to collaborate
• Structuring content gives it agility
• You’re not making “it”, you’re making “them”
You’re not just at the soap! conference, you ARE
the soap! conference!
@nozurbina

Urbina Consulting

THANK YOU!
Q&A?

@nozurbina / @thecsbook
thecontentstrategybook.com
@nozurbina

Yes, we have
copies here 

Urbina Consulting

The conceptual model of 4D content is one that takes into account not just the length and width of a content asset, but looks at 'depth' ( related content, social layers, 'drill down') and 'time' (dynamic, contextually-relevant and personalised content). It is a model to support adaptive content personalisation on any device or channel. Our audiences are ever more adept at ignoring us on an ever growing number of channels. We are still reeling from the surge of mobile devices in all their many forms, but we can see wearable technologies and augmented reality bearing down on us like a freight train. To respond we must rethink how we work with content at a fundamental level. The world is four-dimensional place (length, width, depth and time), but we were raised and trained to think of content as flat, 2D deliverables. How can actually create and deliver content for everyone and no one at once? How can we create words and images like Lego that can be dynamically built into relevant and valuable content for the right person and the right context? How can we do all this coherently, without the train hitting us and smashing our messages into a fragmented mess? By changing our mindsets, and adopting a content strategy that can support today’s content initiatives. Check out this session and take the first step in the right direction.

The wall falls down: Integrating our online and offline worlds [Confab 2015]

Noz Urbina

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The Wall has Come Down: Integrating our Online and Offline Worlds (IoT / Wear...

Noz Urbina

Thesis: There are no longer discrete online and offline worlds. Holding onto this idea is hurting our communications. In this session we take a look at the medium and long-term implications of wearable devices and the internet of things. Walking through a journey of realisation across 2 years, we'll go through what it means to content when you take omnichannel, wearable devices and the internet of things and put them together in one integrated ecosystem. Screens are shrinking and working in tandem; connectivity is marching on towards ubiquity. Eventually there comes a point where the online world or ‘digital space’ and our real-life day-to-day will integrate so seamlessly that differentiating them will seem antiquated. What does that mean to communication and content? What happens when Moore’s Law applies to our lives? What is the impact on information, technology and eventually culture? How should communications change to cope with a life of constantly accelerating change? We'll will address these questions and more.

Adaptive Content & Responsive design: the content challenge

Noz Urbina

Responsive (and Adaptive) design can sometimes be thought of as the art and science of hammering round pegs into square holes. Content that isn’t properly structured and controlled with a solid content strategy can struggle to properly adapt to different display contexts. Noz Urbina looks at how CS and UX professionals can work together to engage and please users in a multi-device world. Lessons learned from this session: This session received strong reviews. People were quite engaged by the concept of Adaptive Content. Questions focussed around the IA/CS relationship: How and where is IA handled inside body content and how can teams work together. The answer is generally: much more closely. CSs are both guiding and soliciting the support of IAs to extend real structure and semantics into body content blocks to enable reuse, tranformation and filtering. IA and CS professionals need to work more closesly for Adaptive Content than they would otherwise. Originally presented 2013-06-18 at UXPA UK (User Experience Professionals Association UK) event held at Sapient Nitro's offices in London. Organised by Lisa Moore, WriteByte.

Adaptive / Reponsive Content vs Adaptive / Responsive Design - Term Disamguation

Noz Urbina

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

Noz Urbina

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.

Storming the Castle 2015 [LavaCon Breakout Session]

Noz Urbina

Updated for 2015.... It seems sometimes like management engagement with your content strategy is like a great mystical prize sealed up in the highest tower of a maze-like castle; and there’s a huge moat; and the whole thing is on top of a mountain… To actually reach it is a challenge that will in itself take a strategy, special tools (and weapons?), and a great mountain-climbing, maze-solving team. Noz Urbina shares some of his experience on how we can get closer to our content strategy objectives by not falling at the first barrier: getting the necessary support to develop and implement it. Based on a career selling content strategies into a diverse range of organisations – from a few hundred staff to tens-of-thousands – some of his tips will involve judicious use of common sense, and others will be potentially surprising. Learn how you can storm that castle, and claim your prize.

This is Your Brain on Content: Cognitive Science Lessons for Content Strategy

Noz Urbina

A 'director's cut' of my Biological Imperative for Adaptive Content session from earlier this year. The thesis: semantic, structured content is more suited to our brains natural functioning and mechanisms than traditional, unstructured content. It’s counter-intuitive, but is it true? Our basic understanding of communicating content has changed. Under the pressures of multi-channel and multi-device content challenges, the old rules we learned about good content and processes are breaking down. How do we optimize for all this diversity? Contemporary research in cognitive science and neurobiology can offer us new ways of thinking about communication at a basic, human level. This session could be considered a study in empathy, looking at how we can break out of our current mindsets, deconstruct old habits, and see justification for new ones around user needs. It offers cognitive science and neurolobiology lessons relevant to today’s content landscape, and a common language to help you bridge the communication issues with your clients, colleagues, managers, and end users. This session will cover models and methodologies to better structure content, optimize editorial processes, and build effective, influential strategies couched in the most human of terms.

[A variant of my 2013 Technical Communcations UK presentation] Dynamic delivery is delivery of context-appropriate information that can be assembled at the time of request with the most up-to-date, relevant content appropriate for the user and interface in question. Embedded content is where content becomes a seamless part of device interfaces. Products become “self-describing”, allowing users to work uninterrupted by the need to open help files or manuals. Many aspire to working in this way, but few (so far) have achieved it. This workshop looks at the benefits, requirements, and barriers related to these new types of delivery. We will look at: Why should we bother with this type of delivery? What type of techniques, technologies and skills are required to realise such a system? What are the risks at each stage?

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This session will offer a simple primer on how to help good content go bad. It’s surprisingly easy to mess up content delivery, and we’ll prove it by looking at some of the inappropriate and amusing examples that are served up daily all over the Internet. Using a simple three step approach, you too can be guaranteed to botch content delivery. Communicators from marketing, technical, or other fields probably insist on excellent content delivery. We will give in to them and also prove that delivering relevant, timely, and personalized content is just as easy and demonstrate how it can be done.

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What “Model” DITA Specializations Can Teach About Information Modelinc

Don Day

The DITA Open Toolkit download site includes several demo specializations that few people discover and use. In this webinar, DITA maven, Don Day, will use these examples to highlight the role of information modelling that led to each specialization. Don will highlight the key points of how each specialization was created, or how semantics were introduced into the specialization, and a whole lot more.

Rebuilding Your Mindset for the Future of Content Work [Tekom /TCWorld 2013]

Noz Urbina

[A variant of my session from http://bit.ly/nozu_istc13a now with "The bright side of the NSA scandal!] This session is about getting yourself ready for the future, whatever it may bring. Change is not something that we usually excel at in technical communications. If we don’t update our thinking, content and methods, each new wave of technology puts us yet another step behind the curve. Even though tablets and smart phones have reached near ubiquity with professional users, most organisations do not have their people, processes, platforms or content ready for mobile delivery. Many are not even internet-ready. Today we’re bombarded by announcements of new content creation and consumption technologies that are wearable, social, dynamic or embedded directly in products. Although we can talk about how to do something about it, before our content and processes can change, we must change. We must address what is actually holding us back: how we think about our content in the first place. This session will provide a new and inspiring perspective on how you can and must work with content to be ready for the future. We’ll look at updating our processes, structures and the biases and habits that surround them.

Growing DITA across the enterprise

Don Day

Why We Crave Semantic Structured Content - Lavacon Dublin 2016

Noz Urbina

My slides from LavaCon Dublin, 2016: Overview: The cutting edge of modern science and thousands of years of communication history lead us to the same conclusion: we are pattern-based, model-building beings. This can seem either obvious or foreign to you, depending on your background, but rarely when we're talking about structuring information do we properly reconnect with the bigger picture outside the world of words and pictures. Structured content isn't about XML, DITA or publishing, it's about imbuing content with some universal and deeply human qualities. With those qualities come a myriad of follow-on benefits to reader, writer and brand. With just the right amount of structure we're more engaged, more open-minded, and simply happier. This is true for content, but to prove it generally, we're going to first look at art, music, technology, communication and memory. Doing so we'll see how taking a wider view will help us structure content better, better bridge the silos in our organisations, and delight our customers throughout their journeys.

The Biological Imperative for Intelligent Content

Noz Urbina

[Originally presented at Intelligent Content 2014] It's been about 1000 years since the last time our basic understanding of communicating content has changed as much as it's changing today. Under the pressures of multi-channel and multi-device content challenges, the old rules we learned about good content and processes are breaking down. How do we optimize for all this diversity? There is a way to understand, master, and even leverage all this change before competitors beat you to it. This isn’t an industry issue. The challenges around discussing and making full use of today’s digital communication platforms are faced by all cultures around the world as they adopt them. Contemporary research in cognitive science and neurobiology, leads us to new ways of thinking about communication at a basic, human level. This session could be considered a study in empathy. It offers cognitive science and neurolobiology lessons relevant to today's content landscape, and a common language to help you bridge the communication issues with your clients, colleagues, managers, and end users. Don’t worry – this session isn't a jargon-filled nerd-fest, but a roadmap to navigating the world of content, today and tomorrow. It will cover techniques and methodologies to better structure content, optimize editorial processes, and build effective, influential strategies.

COPE Content Modelling for Adaptive UX - Noz Urbina

Noz Urbina

FIRST PRESENTED AT CONTENT STRATEGY APPLIED 2013, eBay's OFFICES, LONDON, UK Multi-channel, or COPE (Create Once, Publish Everywhere), content is a bit of a holy grail right now. Our trade is discussing content being freed from the browser, available for reuse, and accessible in apps, kiosks, and responsive mobile deliverables. We need to deliver eBooks and syndication services to our partners – even deliver to wearable technologies. All this for the benefit of users, and of course, the organisations that serve them. Adaptive content is content that is agile enough to realise all these ambitions. But making our content adaptive means addressing a topic that sends many running for the fire exit or nearest window: semantic modelling of structured content. This session will connect the dots between adaptive content, responsive design, multi-channel delivery and user experiences to show you why you want and even need to have semantic content structures. It will then go through the non-terrifying intro to getting started with modelling your own content in a future-proof way.

Adaptive Content equals Architecture plus Process minus Reality [Noz Urbina, ...

Noz Urbina

Adaptive content is one of the most powerful and critical concepts of this decade. It is an attempt to address a never-before-seen diversity of content contexts and platforms, as well as sky-high user expectations. We are in an age where our smartphones are already starting to bore us. What were head-spinning miracles of science and technology less than three years ago “lack innovation” today. With customers assimilating new technologies into their lives and resetting expectations at this speed, the pressure to provide innovative, differentiating and strategically significant content experience is higher than ever. New platforms and interface paradigms are just around the corner. Adaptive content promises to help us address these challenges, but it still takes organisations years to adapt themselves. Noz Urbina focuses on how content architecture and process need to be altered for adaptive content, and what to do when reality sets in.

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Presented by Don Day and Jenny Magic Delivering the right content to the right audience at the right time can be challenging. Enter adaptive content. This session will introduce you to the concept of adaptive content, explain how it works, and outline a step by step path via the Adaptive Content Maturity Model. In this session, you will learn: The differences between Adaptive Content, Personalized Content, Intelligent Content, and Responsive Web Design. The key qualities of Adaptive Content with a checklist for evaluating your content. The 5 phases of Adaptive Content, via the Adaptive Content Maturity Model. We will conclude with tips for assessing planning goals and adopting Adaptive Content in your organization.

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dclsocialmedia

Standards – either in the XML sense or simply communication best practices – help grow, accelerate and “professionalize” an industry. Where would construction be without material standards for width and strengths, or certification for specific skills? How could we have transportation without standards for traffic and processes? Standards are what help ad-hoc processes become enterprise-class, and allow them to scale beyond our expectations. Technical communication is in an era of rapid, disruptive and revolutionary change. The true nature of the challenge is understood by a few, and pros and cons of potential solutions by even fewer. The future therefore will require that we work together to exchange knowledge as best we can to help each other hit the many moving targets. We must do this because our old techniques and processes just can’t keep up, and no organization has the time or funds to reinvent every solution on their own. In “The Freedom to Grow,” Noz Urbina will explain how standards can help an organization with little funds tackle larger challenges, and larger organizations implement profound change with reduced risk. The alternative is potentially getting left behind as the industry and community rush forward. Noz Urbina is an established content strategy thought leader, consultant and trainer specializing in cutting edge, multi-channel, business-driven content projects for marketing, business, technical and omnichannel communications. He is co-author of “Content Strategy: Connecting the dots between business brand and benefits”. Since 2000, he has provided customer experience focused services to Fortune 500 organizations and small-to-medium enterprises. Noz is the founder of Urbina Consulting, and since 2006 has been Events Chair and Content Director for Congility.com.

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Slides from the webinar of the same name, hosted by Mintent Software (https://www.getmintent.com/blog/resources/intelligent-content-demand-webinar/): How intelligent content can bridge the divide between the latest ‘hot’ topics, and content that outlives the rest by being useful for audiences over long periods of time. You will hear from Mintent CEO Matt Dion, and world-renowned content strategist- Noz Urbina about how you can rethink your content to allow assets to nurture leads with up-to-the-minute fresh content, while still making those same assets deliver longer term ROI. You'll also learn to break out of the struggle of justifying creation of content that goes through a short commission-publish-forget cycle. Get practical tips for getting started today!

Rejigging your mindset for the future of content work [ISTC13]

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This session is about getting yourself ready for the future, whatever it may bring. Change is not something that we usually excel at in technical communications. If we don’t update our thinking, content and methods, each new wave of technology puts us yet another step behind the curve. Even though tablets and smart phones have reached near ubiquity with professional users, most organisations do not have their people, processes, platforms or content ready for mobile delivery. Many are not even internet-ready. Today we’re bombarded by announcements of new content creation and consumption technologies that are wearable, social, dynamic or embedded directly in products. Although we can talk about how to do something about it, before our content and processes can change, we must change. We must address what is actually holding us back: how we think about our content in the first place. This session will provide a new and inspiring perspective on how you can and must work with content to be ready for the future. We’ll look at updating our processes, structures and the biases and habits that surround them.

Choosing a CMS: One Management System to Rule Them All?

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[Originally Presented as part of the DCL Learning Series http://bit.ly/Wgfmfx] With so many “MSs” on the market today — CCMS, CMS, DMS, WCMS, ECMS, LMS, PLMs, CRMs and more — what do you need, and how integrated can or should they be? Can you have the sought-after unified content strategy without a common software platform? With the myriad of options, many potential users, and worse, the procurement staff who need to supply them with tools, don’t know really know the real, detailed differences between them. This session will help you navigate the forest of MSs by looking at three common types—Component CMS, Web CMS, Document MS—the differences between them, how they can be combined to support some common content scenarios like technical communications, web delivery, and document regulation and audit-trail control (and a little on mobile devices while we’re at it).

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If properly integrated into a content strategy, multi-channel publishing has the ability to multiply the value of existing asset across various contexts and scenarios. Going beyond mere “web + mobile” a true multi-channel content strategy can look at making content and surrounding processes ready for reuse and curation across a theoretically unlimited number of formats. Across various verticals and industries an integrated and consistent strategic approach to content can improve brand impression in the market, save bottom line costs, and increase customer engagement. Although extensive benefits are on offer, tackling such a strategy is not for the faint of heart. Usually a cross-disciplinary team and a good series of management presentations are required before content silos can be integrated, and collaboration can begin. In this session you’ll learn about: Why multichannel? Why now? What does multichannel content even look like? Who you need to get on board, and how to sell them the vision. How to take baby steps to success

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Modern product development (especially in the software industry) is a faster-paced and more iterative process than ever before. In business-to-business and business-to-consumer markets, globalization puts added pressures on innovation and the ability to give specific audiences the customer experience they are after. Using both theory and case studies, this presentation will address ways of increasing the customer experience by: Being the user advocate in product design for a more consistent, streamlined user experience. Ensuring your content management process can handle the future of content delivery, embedded User Assistance (eUA) and dynamic, multi-device, mobile-ready content experiences. Using tech comm to bridge development, support and content by soliciting and actioning customer feedback. Structuring for success in the face of diversifying, accelerating product development requirements with topic-based authoring, structure, metadata and content management.

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With market demands and user expectations advancing at an ever increasing pace, the modern publisher needs to learn to listen. Content assets are no just longer things you commission and publish. Community-generated assets need curation and management in a new way. Have you updated your process for this new world? Presented at Publishing Expo 2012 at Earls Court 2, London by Noz Urbina, Senior Consultant, Mekon.

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[soap Keynote] The Freedom to Grow: how standards facilitate the techcomm industry [Noz Urbina]

1. The Freedom to Grow How Standards in Communication Facilitate Our Industry b.noz.urbina@gmail.com @nozurbina lessworkmoreflow.blogspot.com @nozurbina

2. Me (Noz Urbina) Content strategist Consultant/trainer Author “Futurist” Newly independent! @nozurbina Urbina Consulting

3. WHERE WE ARE @nozurbina Urbina Consulting

4. The Right List • • • • Right content Right format Right language Right time @nozurbina Urbina Consulting

5. Multichannel @nozurbina Urbina Consulting

6. Augmented reality Reality Photo: BMW @nozurbina Urbina Consulting

7. Gesture control @nozurbina Urbina Consulting

8. Tech support tele-presence Video Speech Gesture Content @nozurbina Urbina Consulting

9. SO WHAT DO WE DO ABOUT IT? Standards, Consistency and Community @nozurbina Urbina Consulting

10. Standards help us share Photo: Janoma.cl, JR98664 @nozurbina Urbina Consulting

11. Standards enable efficiency Photo: Roger Wollstadt @nozurbina Urbina Consulting

12. Standards free creativity Photo: Eiriknewth @nozurbina Urbina Consulting

13. Standards speak fast Photo: NorthJoe @nozurbina Urbina Consulting

14. How we create meaning We compare each individual situation… … with personal past experience… … by matching [patterns] Mental models • Semi-consciously selected, incomplete images • What (we think) we understand of the world • How we face the world: Options? Solutions? Confidence? Kai Weber, bit.ly/kai_meaning @nozurbina Urbina Consulting

15. Standards enable experience Photo: Noz Urbina @nozurbina Urbina Consulting

16. Standards enable experience Photo: Noz Urbina @nozurbina Urbina Consulting

17. Standards enable experience Photo: Noz Urbina @nozurbina Urbina Consulting

18. Standards enable experience Photo: Noz Urbina @nozurbina Urbina Consulting

19. Standards enable experience Photo: Noz Urbina @nozurbina Urbina Consulting

20. Standards enable experience Photo: Noz Urbina @nozurbina Urbina Consulting

21. Standards enable experience Photo: Noz Urbina @nozurbina Urbina Consulting

22. Standards enable experience Photo: Noz Urbina @nozurbina Urbina Consulting

23. Standards enable experience Photo: Noz Urbina @nozurbina Urbina Consulting

24. Standards enable experience Photo: Noz Urbina @nozurbina Urbina Consulting

25. Standards lower risk Photo: Andarooo @nozurbina Urbina Consulting

26. Standards build community Photo: Noz Urbina @nozurbina Urbina Consulting

27. @nozurbina Urbina Consulting

28. Standards layer Photo: Russavia

29. Standards layer Agile Apps TC TSE HTML MI SVG DITA PDF eBook LEAN L+T TIN CAN SISDC Minimalism XLIFF XMP Information Mapping XML JSON Structured Content Mark Up Unicode RSS RDF @nozurbina Urbina Consulting

30. WHAT’S STOPPING US? @nozurbina Urbina Consulting

31. @nozurbina Urbina Consulting

32. Don Yang, 950s @nozurbina Raphael, 1510 Urbina Consulting

33. Customer experience is 4D 1. 2. 3. 4. Length Width Depth Time @nozurbina 12 9 3 6 Urbina Consulting

34. We conceive content in 2D 4 2 1 3 @nozurbina Urbina Consulting

35. Customer experience is 4D “I want an answer now, please!” Today’s content needs database-like agility (Oct 3, 2013. 14:45 pm) @nozurbina Urbina Consulting

36. Customer experience is 4D 1. Length 2. Width 3. Depth – – – – 12 9 “Drill down” Progressive disclosure Multi-asset relationships / references Search/Social 3 6 4. Time – – Dynamic, real-time content Audience/context-specific content @nozurbina Urbina Consulting

37. Twitter in a 4D paradigm • More metadata = more perspectives @nozurbina Urbina Consulting

38. Kindle adds social depth @nozurbina Urbina Consulting

39. @nozurbina Urbina Consulting

40. The Right List • • • • Right content Business User Right format CS Needs Goals Right language Right time A unified content strategy is key to achieving shared goals. @nozurbina Urbina Consulting

41. Take-Aways • Don't think about your year at the expense of your career • We are responsible for the whole customer experience • We have to collaborate • Structuring content gives it agility • You’re not making “it”, you’re making “them” You’re not just at the soap! conference, you ARE the soap! conference! @nozurbina Urbina Consulting

42. THANK YOU! Q&A? @nozurbina / @thecsbook thecontentstrategybook.com @nozurbina Yes, we have copies here  Urbina Consulting

Editor's Notes

Standards = Consistency = Community
5 IN / 45 min left
CONTENTAccurate, consistent in message and appropriate in voice, in the locale-specific variant that users want, tailored to their information needs, relevant to the task at hand. Often dynamically published and able to be assembled and remixed by the user.FORMAT Convenient and fit for purpose (web page, print, PDF, interactive text-to-speech system, etc.)LANG Appropriate for each user profile and in the chosen language or language variant of the audience.TIMEAppropriate to the stage in a process or level of expertise, point of engagement in the sales cycle, or other parameters that define the user’s particular need.
Your content needs to go to more places than ever before
Add labels:RealityGenerated
Add arrows:VideoSpeechInteractionContent
10 IN / 40 min leftStandards
In short a standard is very simple: agree what you’re going to do, and then do it so there are no surprises. Standards facilitate information exchange. Without them, both humans and machines lack a shared way of communicatingLearning/Tin Can APIRSSHTMLTwitterCalendar format.In Mike Hamilton’s presentation we heard about the ‘bad old days’ when there weren’t enough standards around display of HTML, it was rendered in all sorts of different ways
Break out of organic or cottage industry process into enterprise class!Roger WollstadtAttribShareAlikehttp://commons.wikimedia.org/wiki/File:Volkswagen_Assembly_Line_in_Wolfsburg_%281960%29.jpg
This is Lego by the way. In communication projects...people fear standards because they take away creativity. fear I’m going to try to address laterStandards actually allow people to not be second guessing and overanalysing the unimportant, and focus on the import: creating great content. Instead of tweaking fonts and page breaks, we’re focusing on users and their needs.Big resistors are passionate about their jobs. If you can win them over to join the party they can become your biggest supports and advocates.
Standards are how we signal each otherConvey meaning with very little informationThey become semi-conscious meaningful models of a concept that we refer to almost instinctively
20 IN / 30 MIN LEFTOur mental models of content are going out of dateUser expectations are driven by the world they live in, not (just) what we publish to them
It’s all about CONSISTENCYDesignWordsTermsDelivery
It’s all about CONSISTENCYDesignWordsTermsDelivery
It’s all about CONSISTENCYDesignWordsTermsDelivery
It’s all about CONSISTENCYDesignWordsTermsDelivery
It’s all about CONSISTENCYDesignWordsTermsDelivery
It’s all about CONSISTENCYDesignWordsTermsDelivery
It’s all about CONSISTENCYDesignWordsTermsDelivery
It’s all about CONSISTENCYDesignWordsTermsDelivery
It’s all about CONSISTENCYDesignWordsTermsDelivery
25 IN / 25 MIN LEFTIt’s all about CONSISTENCYDesign, Words, Terms, DeliveryADOBE CONNECT speakers vs. presenters
And lend credibilityBoss like itEasier to introduce people to a standard, clearly defined way of working instead of a home-baked, very proprietary system.Cheaper more robust tools easier
All these guys can do this because they share a common baseline. The equipment the skills the safety procedures the regulations, the location. It’s having all this regularity that lets us come together to share, teach each other and enjoyWe’re all here today to see what the others are doing. I use the term ‘cross-polinate’ a lot, which is taking the seeds of excellence from one situation and planting them in another
30 IN / 20 MIN LEFTPeople to get drunk with DITA community is something I’m part ofVery supportivePeople now putting ‘DITA skills required’ on job applications. Participation in the community is a good way to build your brand, network and professional opportunities.
35 IN / 15 LEFT
35 IN / 15 LEFT
40 IN / 50 LEFT
40 IN / 50 LEFT
40 IN / 50 LEFT
45 IN / 5 LEFTVariant and configuration management
TAKE A PIC OF THE CROWD AND ADD IT

[soap Keynote] The Freedom to Grow: how standards facilitate the techcomm industry [Noz Urbina]

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Editor's Notes