webcast: crafting clarity in a climate of chaos
DESCRIPTION
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.TRANSCRIPT
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Crafting Clarity 1
Crafting Clarity in a climate of chaos
Tristan BishopSenior Principal Digital Strategist
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About Symantec
Crafting Clarity 2
• 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.
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Tristan Bishop aka “KnowledgeBishop”
3Crafting Clarity
About the speaker:
Inspired by efficient delivery of
effective content.
Strives to integrate techcomm best
practices with social media
developments
Goal is to forge solutions that optimize
customer experience.
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From Chaos to Clarity
Crafting Clarity 4
The Trio of Transition1
The InfoDev Impact2
The Path to Progress3
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Crafting Clarity 5
The Trio of Transition
Nothing is as it was.
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The Trio of Transition
Global Mobile Social
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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
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Source: http://www.internetworldstats.com/stats.htm
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Kofi Annan
Seventh Secretary-General, United Nations
Arguing against
globalization is like
arguing against the laws
of gravity.
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The Mobile Transition
Global mobile adoption grew from 10% to 77% in ten years
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0
10
20
30
40
50
60
70
80
90
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0
1000
2000
3000
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2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010*
Per
10
0 in
hab
itan
ts
Sub
scri
pti
on
s (m
illio
n) Subscriptions (in millions)
Per 100 inhabitants
*EstimatesSource: ITU World Telecommunication /ICT Indicators database
Global mobile cellular subscriptions, total and per 100 inhabitants, 2000-2010*
Access to mobile networks is now available to 90% of the world population
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The Mobile Transition
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• By 2014, mobile will overtake desktop in
• unit sales
• total users
• page views
Source: http://www.readwriteweb.com/archives/morgan_stanley_mobile_internet_market.php
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Mobile is the future …
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Mobile is the future …Erick Tseng
Mobile is the future …Mary Meeker
Eric Schmidt
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The Rise of Mobile Data
Mobile Data Traffic To Rise 40-Fold Over Next Five Years
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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
http://www.personalizemedia.com/the-count/
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Erik Qualman, Socionomics
Social Media is the
biggest shift since the
Industrial Revolution.
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The Social Transition
• It’s not just the Millennial generation
• Social Media is gaining ground in EVERY demographic
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The Rise of Social Search
Early in 2010, social web activity surpassed search activity
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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
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Business as Usual?
The Storms are Upon Us
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Crafting Clarity 19
The InfoDev Impact
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The Fall of Static Content
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The Dynamic Content Era
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• 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 manuals
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The Data Explosion
• 2002: Had created 5 exabytes of online data
• 2011: Creating 5 exabytes every 48 HOURS
• Your content is buried Source: http://www.readwriteweb.com/archives/the_coming_data_explosion.php
Crafting Clarity
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How Can We Cope With the Data Overload?
1. Social Sharing
2. Social Search
3. Social Support
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Social Sharing – All Channels
Nearly 30% of ALL social content shared is “How-To & Instructional”
Source: http://danzarella.com
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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.http://searchengineland.com/what-social-signals-do-google-bing-really-count-55389
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Social Search – Linking to the Social Graph
• Conventional search is dominated by advertisements
• Google has a beta called “Social” search
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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 RELATIONSHIP
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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
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Crafting Clarity 29
The Path to Progress
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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 up
Crafting Clarity
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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 languages
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Preparing for Mobile Delivery
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• Short, simple topics
• Modular content
• Search Engine Optimization
Content delivery MUST be optimized
for fewer “clicks” and smaller screens
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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 endpoints
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Preparing for Social Delivery
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• 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 (bit.ly, bit.ly+)
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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 calls
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The Storms will Converge: Global, Mobile, AND Social
• Worldwide, Facebook mobile users are twice as activeas non-mobile Facebook users
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Source: http://digitalbuzz.s3.amazonaws.com/wp-content/uploads/2010/03/Mobile-Stats-Social-Media.jpg
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Readiness is Required
1. Study the trends
2. Rethink your strategy
3. Reconsider your processes
4. Build a “hurricane-resistant” content delivery team
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Thank you!
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.
Thank you!
Crafting Clarity 38
Tristan Bishop