lavacon 2017 - feed the goldfish in 19 minutes and 52 seconds
TRANSCRIPT
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LAVACON 2017NOVEMBER 6, PORTLAND, USA
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HELLO!
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#LavaCon
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@stefangentz
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ONCE UPON IN A TIME
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IN THE YEAR 2000 …
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MICROSOFT CONDUCTED A STUDY.
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IT TOOK …
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1
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2
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3
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4
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5
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6
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7
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8
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9
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10
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11
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12
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12 SECONDS.
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BEFORE THE PARTICIPANT'S TRANSIENT ATTENTION SPAN
WAS OVER.
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(12 SECONDS DID FEEL QUITE LONG, DIDN'T THEY?)
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FAST FORWARD
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2001
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2002
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2003
Skype, WordPress
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2004
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2005
YouTube
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2006
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2007
iPhone
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2008
AirBnb
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2009
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2010
Instagram, iPad
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2011
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2012
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2013
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THINGS HAVE CHANGED DRAMATICALLY.
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THE INTERNET HAS CHANGED THE WAY WE COMMUNICATE,
CONSUME & SHARE CONTENT, TRAVEL, BUY.
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…
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SO MICROSOFT CONDUCTED THE SAME STUDY AGAIN.
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AND THE RESULTS WERE NOT WHAT YOU MIGHT EXPECT …
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LET'S PLAY:
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THE FOLLOWING TEXT HAS EXACTLY 140 CHARACTERS.
THE AMOUNT OF TEXT THAT FITS INTO A TWEET.
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YOU HAVE 12 SECONDS.
TRY TO READ AND REMEMBER THE CONTENT.
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READY?
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採用 12.3 吋顯示器,具備 3:2 外觀比例和 2736 × 1824 解析度,可觀賞 HD 電影、瀏覽網頁以及使用您
喜愛的應用程式。
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UPS! SORRY …
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USE THE 12.3" DISPLAY, WITH ITS 3:2 ASPECT RATIO AND
2736 × 1824 RESOLUTION, TO WATCH HD MOVIES, BROWSE
THE WEB, AND USE YOUR FAVORITE APPS.
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{ "SOURCE": "MICROSOFT SURFACE PRO 4", "TYPE": "USER GUIDE", "RELEASE": "09/2016"}
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HAVE YOU MANAGED TO READ AND REMEMBER IT IN
12 SECONDS?
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OKAY. IT WAS UNFAIR.
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IT WAS ONLY …
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8 SECONDS!
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SO, WHAT WERE THOSE 140 CHARACTERS YOU READ IN
8 SECONDS ABOUT?
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WHAT DID YOU REMEMBER?
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1. 2. 3. 4. 5. 6.
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1. 12.3" DISPLAY2. 3:2 ASPECT RATIO3. 2736 × 1824 RESOLUTION4. WATCH HD MOVIES5. BROWSE THE WEB6. USE YOUR FAVORITE APPS
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THE MICROSOFT STUDY NOTICED THAT THE TRANSIENT ATTENTION SPAN WENT DOWN
FROM 12 TO 8 SECONDS IN JUST 10 YEARS.
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ATTENTION IMPACT FACTORS:• Media consumption• Social media usage• Technology adoption rate• Multi-screening behaviour
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8 SECONDS!
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ATTENTION SPAN OF A GOLDFISH:
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9 SECONDS
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“Millenials have an attention span shorter than a goldfish.”
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“Millenials have an attention span shorter than a goldfish.”
— @stefangentz
#LavaCon #TechComm
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2000 2013
12 SEC 9 SEC 8 SEC
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WE'RE DOOMED.
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BUT IT'S NOTHING NEW.
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“A WEALTH OF INFORMATION CREATES A POVERTY OF
ATTENTION.”— HERBERT SIMON, NOBEL WINNER, ECONOMICS (1978)
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ADHD
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ADHD(ATTENTION DEFICIT HYPERACTIVITY DISORDER)
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5.5
4.0
2.6
PERCENTAGE OF CHILDREN AGES 3–17 WITH ATTENTION DEFICIT-HYPERACTIVITY DISORDER (ADHD), BY GENDER, 1997–2013
1996 1998 2000 2002 2004 2006 2008 2010 2012 2014
5
10
FEMALE
SOURCE: ANALYSIS BY CHILD TRENDS OF NATIONAL HEALTH INTERVIEW SURVEY DATA 1997–2013
15
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5.5
4.0
2.6
8.3
10.3
13.5
12.0
PERCENTAGE OF CHILDREN AGES 3–17 WITH ATTENTION DEFICIT-HYPERACTIVITY DISORDER (ADHD), BY GENDER, 1997–2013
1996 1998 2000 2002 2004 2006 2008 2010 2012 2014
5
10
MALEFEMALE
SOURCE: ANALYSIS BY CHILD TRENDS OF NATIONAL HEALTH INTERVIEW SURVEY DATA 1997–2013
15
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BUT:
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MANY CHILDREN WITH ADHD HAVE A GOOD ATTENTION
SPAN FOR TASKS THEY FIND INTERESTING.
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WHAT DOES THAT MEAN FOR MARKETING AND TECHNICAL
COMMUNICATION?
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WE'RE MOVING FROM DROPS …
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TO CONTENT CHUNKS.
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TO CONTENT SNIPPETS.
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TO CONTENT DRIPS.
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WE'RE MOVING FROM DROPS TO DRIPS.
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AND WE HAVE NO CHOICE:
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THERE IS NO ALTERNATIVE TO “INTELLIGENT INFORMATION”
IN INFORMATION 4.0
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XML-BASED
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STRUCTURED
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SEMANTIC
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ATTRIBUTED
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AUTARKIC
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MAKE SURE YOUR CONTENT CAN BE CONSUMED BY BOTH
BOTS AND HUMANS.
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BE CLEAR, PERSONAL, RELEVANT AND (QUICKLY) GET
TO THE POINT.
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LEVERAGE RICH MEDIA:VIDEO, AUDIO, 3D
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START BUILDING COHESIVE, IMMERSIVE CONTENT
EXPERIENCES ACROSS ALL CHANNELS.
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START BUILDING TAILORED, PERSONALIZED, DYNAMIC
CONTENT.
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“THE TRUE SCARCE COMMODITY IS INCREASINGLY
HUMAN ATTENTION.”— SATYA NADELLA
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“BE PASSIONATE AND BOLD. ALWAYS KEEP LEARNING. YOU
STOP DOING USEFUL THINGS IF YOU DON'T LEARN.”
— SHANTANU NARAYEN
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THE END
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THE END
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© 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Adobe Tech Comm
invites you to be our guest for a book signing and discussion
with Matt Sullivan, author of :
FrameMaker – Working with Content
FrameMaker – Structured Authoring
FrameMaker Structured EDD Development
on Monday from 6 P.M. onwards @ the Adobe booth