lavacon 2012: how to deliver the wrong content to the wrong person at the wrong time

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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

7 October 2012

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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


FeedbackKnowledge Base

Static vs. Dynamic

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Copyright © 2012 Contelligence Group, LC

Plan

Business Goals

Information Architecture Taxonomy Semantics Metadata

Content Model

7 October 2012

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

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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?

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Listen


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How to Deliver the Wrong Content to the Wrong Person at the Wrong Time


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


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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

lavacon 2012: how to deliver the wrong content to the wrong person at the wrong time

Technology