How To Achieve Dynamic Publishing With - SDLdownloadcentre.sdl.com/DITA_DynamicPublishing_Webinar_Apr2010.pdf · Drivers to DITA. Drive down translation costs Increase content reuse

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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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Move to XML structured

content


Move to dynamic publishing

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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



Profiles

Product Variations

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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

Documents

How To Achieve Dynamic Publishing With - SDLdownloadcentre.sdl.com/DITA_DynamicPublishing_Webinar_Apr2010.pdf · Drivers to DITA. Drive down translation costs Increase content reuse