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Standards – either in the XML sense or simply communication best practices –help grow, accelerate and “professionalise” an industry. Would construction be without material standards for width and strengths, or certification for specific skills? How could we have transportation without standards for traffic and processes? Standards are what help ad-hoc processes become enterprise-class, and scale beyond our expectations. Technical communication is in an era of rapid, disruptive and revolutionary change. The true nature of the challenge is understood by a few, and pros and cons of potential solutions by even fewer. The future therefore will require that we work together to exchange knowledge as best we can to help each other hit the many moving targets. We must do this because our old techniques and processes just can’t keep up, and no one organisation has the time or funds to re-invent every solution on their own. Standards help an organisation with little funds tackle larger challenges, and larger organisations implement profound change with reduced risk. The alternative is potentially getting left behind as the industry and community rush forward.
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@nozurbina
The Freedom to GrowHow Standards in
Communication Facilitate Our Industry
b.noz.urbina@gmail.com@nozurbina
lessworkmoreflow.blogspot.com
@nozurbina Urbina Consulting
Me (Noz Urbina)
Content strategistConsultant/trainerAuthor“Futurist”Newly independent!
@nozurbina Urbina Consulting
WHERE WE ARE
@nozurbina Urbina Consulting
The Right List
• Right content• Right format• Right language• Right time
@nozurbina Urbina Consulting
Multichannel
@nozurbina Urbina Consulting
Augmented reality
Photo: BMW
Reality
Generate
d
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Gesture control
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Tech support tele-presence
Content
Gesture
Speech
Video
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SO WHAT DO WE DO ABOUT IT?Standards, Consistency and Community
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Standards help us share
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Standards enable efficiency
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Standards free creativity
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Standards speak fast
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How we create meaning
We compare each individual situation…… with personal past experience…… by matching [patterns]Mental models• Semi-consciously selected, incomplete
images• What (we think) we understand of the
world• How we face the world: Options?
Solutions? Confidence?Kai Weber, bit.ly/kai_meaning
@nozurbina Urbina Consulting
Standards enable experience
Photo: Noz Urbina
@nozurbina Urbina Consulting
Standards enable experience
Photo: Noz Urbina
@nozurbina Urbina Consulting
Standards enable experience
Photo: Noz Urbina
@nozurbina Urbina Consulting
Standards enable experience
Photo: Noz Urbina
@nozurbina Urbina ConsultingPhoto: Noz Urbina
Standards enable experience
@nozurbina Urbina ConsultingPhoto: Noz Urbina
Standards enable experience
@nozurbina Urbina Consulting
Standards enable experience
Photo: Noz Urbina
@nozurbina Urbina Consulting
Standards enable experience
Photo: Noz Urbina
@nozurbina Urbina Consulting
Standards enable experience
Photo: Noz Urbina
@nozurbina Urbina Consulting
Standards enable experience
Oops!
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@nozurbina Urbina Consulting
Standards lower risk
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@nozurbina Urbina Consulting
Standards build community
Photo: Noz Urbina
@nozurbina Urbina Consulting
@nozurbina Urbina Consulting
Standards layer
StructuredContent
Mark Up Unicode
XMLInformation Mapping
Minimalism
DITA TIN CANTS
E
Agile
LEAN
RDF
HTML SVG eBook PDF
L+TSISD
C
JSON
XMP
TC
XLIFF
MI
RSS
Apps
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WHAT’S STOPPING US?
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@nozurbina Urbina Consulting
Don Yang, 950s
Raphael, 1510
@nozurbina Urbina Consulting
Customer experience is 4D
1. Length 2. Width3. Depth 4. Time
12
3
6
9
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We conceive content in 2D
1
2
3
4
@nozurbina Urbina Consulting
Customer experience is 4D
1
3
42
“I want an answer now, please!”
(Oct 3, 2013. 14:45 pm)
Today’s content needs database-like
agility
@nozurbina Urbina Consulting
Customer experience is 4D
1. Length 2. Width3. Depth – “Drill down”– Progressive disclosure– Multi-asset relationships /
references– Search/Social
4. Time– Dynamic, real-time content– Audience/context-specific
content
12
3
6
9
@nozurbina Urbina Consulting
Twitter in a 4D paradigm
• More metadata = more perspectives
ILTMagazin
e
Congility
2013
@tomspk
#elearning
@dfarb
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Kindle adds social depth
@nozurbina Urbina Consulting
@nozurbina Urbina Consulting
The Right List
• Right content• Right format• Right language• Right time
A unified content strategy is key to achieving shared goals.
Business Goals
User NeedsCS
@nozurbina Urbina Consulting
Take-Aways
• Don't think about your year at the expense of your career
• We are responsible for the whole customer experience
• We have to collaborate• Structuring content gives it agility • You’re not making “it”, you’re making “them”
You’re not just at the soap! conference, you ARE the soap! conference!
@nozurbina Urbina Consulting
THANK YOU! Q&A?
@nozurbina / @thecsbookthecontentstrategybook.com
Yes, we have copies here
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