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P R E S E N T E D B Y:
DON DAYMICHAEL BOSES
How to Deliver the Wrong Content
to the Wrong Person at the Wrong Time
The Lavacon Conference on Digital Media and Content StrategiesOctober 7, 2012
“Adding meaning and mobility to content”
7 October 2012Copyright © 2012 Contelligence Group, LLC
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Copyright © 2012 Contelligence Group, LLC
The Process
To deliver the wrong content, to the wrong person, at the wrong time
Follow the normal content delivery process
Just adhere to a few important rules:
7 October 2012
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How to Deliver the Wrong Content to the Wrong Person at the Wrong Time
Plan Design Develop Review Approve Translate Produce Distribute Listen
Don’t simplifySME review
Don’t granulize your content
Don’t auto-mate QA
Don’t tailor your Schema
Don’t simplify authoring
Don’t useversion control
Don’t improve technology
Provide errata not updates
Don’t getcustomer feedback
Misuse minimalism
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The Good News
The same diagram can lead us to deliver the right content, to the right person, at the right time
That will be the basis for our session today
But first, some shorthand
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Some Shorthand
“The Right Content, to the Right Person, at the Right Time” is a mouthful!
Let’s Abbreviate:
Right Content (RC) Right Person (RP) Right Time (RT)
RC + RP + RT = R3CPT (a slightly smaller mouthful)
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R3CPT WAS ONCE A NICHE REQUIREMENT THAT ONLY APPLIED TO FEW MISSION CRITICAL SITUATIONS.
NOW THE REQUIREMENT IS MAINSTREAM. WHAT HAS CAUSED THIS CHANGE?
Why Now More than Ever?
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Why Didn’t We Need R3CPT?
Lack of information was a way of life
We were used to waiting (and waiting, and waiting)
The “emergency” pile on our desks was very small
We organized our lives around these facts
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The New “Info-Dependency”
Today, massive amounts of information are immediately available
No more pondering while we wait—decisions are expected to be made in the blink of an eye
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The New “Info-Dependency”
We no longer suffer from the “tyranny of the urgent”
Urgent is the norm
Misinformation is the new tyranny
The “tyranny of not knowing”
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The Crisis
The customer cannot accept less than R3CPT
We must provide it or lose the customer
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What is Good Content?
AccurateCurrentAuthoritative SourceRelevantPersonalized
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Who is the Person?
Personas are a very blunt tool
People are complex and their response to content is equally complex
Personalization, not personas, allows you to communicate with people
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When is the Right Time
The right time to create the content is before your user requests it
The right time to deliver the content iswhen your user wants it
Platform is the critical factor in timely delivery
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Does this Require XML?
The short answer is “yes” but authors must create it using common tools: Microsoft Word Web browser Any kind of form Social media, twitter, etc.
Creative solutions are the key to bridging the chasm between content creation and content delivery 7 October 2012
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What is the Right Everything?
If we have the Right Content Right Person Right Time Right Device Right Language Right Context…
What is it?
Dynamic Publishing
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Dynamic Publishing Evolution
PlatformFocused
Presentation Focused
Content Focused
Context-UX Focused
Now:
Free to focus on content
UX is the new imperative!
Then:
Handle the platforms!
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The Publishing Process
Plan Design Develop Review Approve Translate Produce Distribute Listen
FeedbackKnowledge Base
Static vs. Dynamic
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Plan
Business Goals
Information Architecture Taxonomy Semantics Metadata
Content Model
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Plan
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Design
You have a schema if: You use XML You use a non-XML tool If you use Word If you write in a notepad
AND follow a prescribed standard
Is the standard relevant?
If not, specialize it
7 October 2012
Design
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Are my writers struggling?
What support do they have?
How easy to follow guidelines?
Are they interviewing SMEs?Are they cutting and pasting?Can SMEs contribute directly?
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Develop
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Review is a troubled process
Simplify SME Review
The big question: Do I Need a CMS?
Not nearly as much as you need Version Control
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Review
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QA is a step in the process
QA is also a process
Factually Correct Editorially acceptable Ok to release
Complete Targeted
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Approve
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Why minimalize?
What is minimal? Everything should be as simple as it can be… …and no simpler
There is a tendency to forget either the first or second part of Einstein’s statement
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Translate
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Production is changing rapidly
Is it getting easier, or harder?
What are your actual requirements
Is there an easier way, i.e., Responsive Design?
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Produce
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Identify persona Tailor Content Stage HTML
Model Characteristics Enrich Content Stage XML
• Static Content • Dynamic Content
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Distribute
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Create a Knowledge Base It’s good to crowd source It’s better to remember what they said What makes the cycle work?
7 October 2012
Listen
Copyright © 2012 Contelligence Group, LLC
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Copyright © 2012 Contelligence Group, LLC
How to Deliver the Wrong Content to the Wrong Person at the Wrong Time
Plan Design Develop Review Approve Translate Produce Distribute Listen
Don’t simplifySME review
Don’t granulize your content
Don’t auto-mate QA
Don’t tailor your Schema
Don’t simplify authoring
Don’t useversion control
Don’t improve technology
Provide errata not updates
Don’t getcustomer feedback
Misuse minimalism
7 October 2012
Copyright © 2012 Contelligence Group, LLC
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About the Presenters
7 October 2012
Don Day
Ranking among the top XML technology leaders today, Don not only contributes to the success of individual projects and products, his influence can also be found on nearly every XML initiative in production.
Don’s efforts have resulted in multiple patents, official recognition for his contribution to reengineering IBM's information assets, and designation as an OASIS Distinguished Contributor for convening and leading the OASIS Darwin Information Typing Architecture (DITA) Technical Committee.
Michael Boses
Michael is a business analyst, product designer, and solution architect who pioneered the simple capture and automated processing of XML content and who continues to drive innovation in the content community.
Michael has headed some of the largest and most successful XML intelligent content initiatives in industry, defense, and government. He is considered by many to be the leading authority on how to make XML intelligent content creation seamless and efficient in an enterprise setting.
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For More Information:
www.contelligencegroup.com
“Adding meaning and mobility to content”
7 October 2012Copyright © 2012 Contelligence Group, LLC