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How To Achieve Dynamic Publishing With DITA
DITA Webinar Series
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Our Presenters Today
Chip GettingerVice President, XML SolutionsSDL Structured Content Technologies Division
Sean AngusDirector, Business ConsultingSDL Structured Content Technologies Division
Howard Schwartz, Ph.D.Vice President, Content TechnologiesSDL Structured Content Technologies Division
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SDL
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Drivers To New Trends
Added Pressures on Information Developers
•Faster Product Lifecycle Changes•Agile - Iterative Development•Solutions Oriented •More Sensitivity to Customer Profiles•Distributed Teams•Outsourcing•Headcount Constraints•“SimShip” (Simultaneous Launch)
Changing Expectations in Content Consumers
•Want Information via the Web, Search•Growing Expectation of Bite-Size Topics •“What I Need When I Need It”•Increased Language Expectations•Community Feedback•Targeted Tailored Information•Solutions Oriented •Impatient •Consistency Expectation in Support and Documentation
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Drivers To New Trends
Added Pressures on Information Developers
Move to XML structured
content
Changing Expectations in Content Consumers
Move to dynamic publishing
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Drivers To New Trends
Added Pressures on Information Developers
Changing Expectations in Content Consumers
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Announcement
SDL Delivers On Vision for Live Technical DocumentationIntegration of SDL LiveContent and SDL Trisoft Provides End-to-End Dynamic Publishing For DITA
Sets Stage for Elimination of Flattened PDF, HTML and Hard Print Copy
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Future State Interactive Technical Publications
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Drivers to DITA
Drive down translation costsIncrease content reuseRobust support for repurposing content in different output types
While those drivers are compelling and often justify DITA deployments, the real end-game of DITA is only
now being envisioned and realized.That end-game is the ability to deliver content
dynamically.
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Broad Industry Adoption of DITA
Fundamental value to business need Soundness of approach User interest Vendor support Management under a recognized standards body Quick adoption by significant organizations
Success Factors and DITA
Source: Gilbane
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Conceptual Overview:Types of Savings from DITA
Amount of ContentCreated Today
Reused Source Content= 50%+ reduced content to author and review=50% less content to translate = freed resources for more
valuable activities
Shift to XML / DITAStructured Authoring
Automated Publishing = 99% reduction in manual desktop
publishing / layout tasks=Reduction of 35% of localization costs
Amount of ContentFuture
Impacts on Savings= % reuse: Estimated at 50%+=% migration to DITA / XML: Estimated at 40% year 1 and 80% by year 3
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Aberdeen’s Research
The precise delivery of technical information addressed to specific customer
needs offers real opportunities to drive long-term business benefit. Aberdeen’s
research indicates that companies creating documentation that is automatically
customizable to various use-cases achieve a 39% increase in customer
satisfaction scores and a 16% decrease in inquiries made to customer support
organizations. In both cases, this represents over twice the impact achieved by
companies without this capability.
David Houlihan, Senior Research Associate, Product Content Management
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Changing Customer Expectations
Customer Expectations Are Changing With Regard to Technical Information
Higher levels of Internet usePurchase and fact find more often over the WebExpect Customers to search Google & YouTube for technical supportWant answers on SmartphoneWant videos and interactive live contentShow me just the information I need - when I need it
Some Key Facts
• Some companies report that customers buy more than 80% of their products without touching the product
• Even enterprise software companies report that 18% of their customers want technical support on their Smartphone
• Companies are reporting that customers are expecting more highly graphic and interactive documentation
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Multiple touch points, Too many source of information
• Search turns up too many results• Technical Docs are in PDF which is not useful• Tech Docs are out of date• Customer finds conflicting information• Customer gets information that is not relevant• Updated information is not available
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Types of Info in Enterprise
Product Content
Technical Docs
FAQs
Specs
Engineering Info
Training
Technical Support
Sales
Brochures
Product Positioning
Brand Content
Marketing
Operations
ProfessionalServices
RFP Persuasive Content
Competitive
FinancialInfo
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Publishing Trends
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VariationsOf Deliverables
Paradigm of topics and dynamic publishing
Market SegmentsVariations in Customer
Profiles
Product Variations
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VariationsOf Deliverables
Paradigm of topics and dynamic publishing
Market SegmentsVariations in Customer
Profiles
Product Variations
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Paradigm of topics and dynamic publishing
Market SegmentsVariations in Customer
Profiles
Product Super Set
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Massive paradigm shift to adoption of XML and Dynamic Publishing
Content locked in contextInformation can’t easily appear in multiple context and can’t be tailored readily to audienceHigh costs of formattingContent gets out of synch and is difficult to refreshCustomers can’t find what they need
XML Topic MethodologyContent can be reshuffled for deliverableSame content can live in multiple outputsContent can be delivered easily as web pages to consumeMetadata and conditions can allow content to be tailored on the fly Content can be easily refreshed
Traditional Book Methodology XML and Dynamic Publishing Methodology
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Quality DefinitionImmediacy Ability to deliver information immediatelyAutomation Ability to eliminate manual publishing stepsPersonalization Ability to tailor content to the audience in their own
languageIncremental Ability to update small incremental changes “on the
fly” meaning without updating a whole documentVisibility Ability to see how content is consumed
Feedback Receive feedback from customer community if desired
Distribution Expand the distribution of content
Extending The Notion of Dynamic Publishing To Technical Publications
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Quality DefinitionImmediacy Ability to deliver information immediatelyAutomation Ability to eliminate manual publishing stepsPersonalization Ability to tailor content to the audience / in own
languageIncremental: Ability to update small incremental changes “on the
fly” meaning without updating a whole documentVisibility Ability to see how content is consumed
Feedback Receive feedback from customer community if desired
Distribution expand the distribution of content
Business Value
Faster time of content and product to marketIncreased customer satisfaction (revenue and brand impact)Greater content utility Reduced calls to call center (cost reduction)Visibility to use of content (eliminate unneeded content, beef up content where people are focusedCreating Community : get customer feedback to improve content
Extending The Notion of Dynamic Publishing To Technical Publications
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“Live” Content vs. Dead Content
“Live” Content Dead ContentDynamic presentation via Web Browser PDF, HTMLOn-the-fly filtering presents users with applicable content from a single sourceof content
Contents set at delivery time. Content contains all product configurations or multiple deliverables are created
Application presents applicable content based on user configurations
User must find applicable content
Incremental updates for individual topics any time, with tracking
Full content set updated at scheduled times
Automatic audit trails track user interaction, feedback forms collect info
Little or no feedback from users
Content can be bookmarked and annotated, and these are maintained during incremental updates
No ability for users to annotate content and maintain annotations
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Future State Interactive Technical Publications
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32Next-Gen Web Content Architecture
Dynamic Publishing
Web Content Management
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LiveContent Architecture
XML Database / Repository
XQuery
API
XSLT(filtering)
Searching
XPath
Other toolkit / API functionality:
-Audit trail
-Capturing user input
-Incremental updates
-Much more
On many devices
Integrate toolkit with,or provide data to,external serversand services
Access it all through a skinned web interface
Content stays in native XML format until instant delivery—leverages your investment in XML, metadata and structure
API allows other systems to integrate easily
Web interfacecan be configured and skinned to meet your presentation requirements
Next-Generation Publishing
SDL LiveContent Demo
Achieving Dynamic Publishing and Technology Considerations
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User Personas
Demographic descriptionJob responsibilitiesTechnical profilePersonal profile Goals, needs, and anxieties Problem-solving approach
Learning style Basic learning approach Best and worst learning experience Obstacles to attaining proficiency
Source:
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User Scenarios
Used to build use cases and requirementsReflects goals that link to proficienciesBased in reality –a day in the lifeShows team interaction
Source:
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DITA and Dynamic Publishing
Focus: enhancing a user’s experience with content Create a rich, dynamic environment making a user feel unique Avoid trappings of static content
DITA provides sophisticated structures Topics and conrefs designed for reuse Maps provide structure and hierarchy (ToC) Image, rich media linking (not just text!)
DITA markup nicely supports Dynamic Publishing Identification of topic types (Task, Reference, Concept, others) Granular identification of content types – steps, for example Attributes to filter content for personalization
But there’s more to consider in your information architecture when planning
support for dynamic publishing.
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DITA Markup and MetadataConsiderations for Dynamic Publishing
Filtering content greatly improves content applicability Conditionalize content for maximum reuse Identify conditions that are right for your deliverable
• user role, products, region, or any combination
Use variables to increase reuseUse DITA maps for product groupings Small “sub” maps group several topics Reference into a larger “deliverable” map
Incorporate rich media Incorporate video, Flash, etc. to engage your user Higher rate of retention, enforce with related topics
Advanced considerations Security – does content need to be hidden to certain users?
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Steps to get ready for Dynamic PublishingBest Practices
Know and understand your audience Research personas and scenarios Develop and document use cases Review customer feedback to improve quality
Incorporate business requirements Product packaging and roadmap Partnerships and OEM arrangements Plan for unknown – i.e. smart phones huge growth
Create universal content Plan for high level of reuse Follow DITA minimization best practices Use conditions and variables Plan for a global audience
Understand external system requirements
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OutputsInputs
Current state
Future requirements
Leading practices
Strategic vision and goals
Consistent with vision and goals
Addresses current state issues
Meets future needs
Incorporates success factors
Best practices Plan
Recommendations
Discovery
SDL Structured Content Discovery Day
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Questions?
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Thank You for Joining Us
For more information…Visit us on the web: www.sdl.com/xml
Join us for our next DITA webinar…Structured Content and PersonalizationTuesday, May 25, 2010To register:http://www.sdlxysoft.com/en/news-and-events/events
44Copyright © SDL. Company Confidential. Forward-looking information is based upon multiple assumptions and uncertainties and does not necessarily represent the company’s outlook
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