IBM's Client Technical Content Experience Strategy Overview

IBM Client Technical Content Experience (CTCX)

© IBM 2013. All rights reserved.

IBM Client Technical Content Experience (CTCX)Strategy Overviewpresented by:

Michael Priestley, STSM, Content Technology Strategist

28 November 2013

charts from the CTCX Strategy authored by:

Andrea Ames, Michael Priestley, Alyson Riley, and Jamie Roberts

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Important Disclaimer

THE INFORMATION CONTAINED IN THIS PRESENTATION IS PROVIDED FOR INFORMATIONAL PURPOSES ONLY.

WHILE EFFORTS WERE MADE TO VERIFY THE COMPLETENESS AND ACCURACY OF THE INFORMATION CONTAINED IN THIS PRESENTATION, IT IS PROVIDED “AS IS”, WITHOUT WARRANTY OF ANY KIND, EXPRESS OR IMPLIED.

IN ADDITION, THIS INFORMATION IS BASED ON IBM’S CURRENT PRODUCT PLANS AND STRATEGY, WHICH ARE SUBJECT TO CHANGE BY IBM WITHOUT NOTICE.

IBM SHALL NOT BE RESPONSIBLE FOR ANY DAMAGES ARISING OUT OF THE USE OF, OR OTHERWISE RELATED TO, THIS PRESENTATION OR ANY OTHER DOCUMENTATION.

NOTHING CONTAINED IN THIS PRESENTATION IS INTENDED TO, OR SHALL HAVE THE EFFECT OF:

• CREATING ANY WARRANTY OR REPRESENTATION FROM IBM (OR ITS AFFILIATES OR ITS OR THEIR SUPPLIERS AND/OR LICENSORS); OR

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IBM Client Technical Content Experience mission


CTCX enablement package: Assets for content teams

Process

StandardsGrow experts across IBM in implementing content strategy. Includes: Skills assessments and learning menus Human-facilitated education and coaching focused

on applying corporate assets “Recipes” to guide teams in effective use of assets

such as metrics and standards Executive communication packages to enable buy-

in Assets to help managers identify and grow skills

How do we know what success looks like? Common approaches to measuring:

Internal efficiency for IBM product teams

External effectiveness (client success) of an IBM content experience

How we implement the technical content strategy at IBM—consistent methods to achieve consistent results. The primary process is integrated content planning based on scenario-driven content design and development.

The authoritative rule that allows us to measure uptake of CTCX assets and gauge conformity to the vision for a “One IBM” content experience.

Models: blueprints that show the ideal information experience and relationships between components. Content teams apply specific offering details to the models in order to design consistent content experience.Patterns: navigation and content patterns for specific pieces of a content experience.

Skills

Metrics

Models & patterns

TechnologyThe infrastructure, tools, delivery mechanisms through which we design, develop, manage, and deliver content to clients.


Technical content contributes to product success

Is your content doing its job? What’s your product’s first impression?

How visible is your product?

Are your key product messages clearly visible in the content ecosystem?

Who’s talking about your product? Where?

How much content do your customers have to wade through? Are they finding what they need?

How rich is your product user interface? How smart?

Do you have product quality or customer satisfaction challenges?

Are you getting lots of calls to Support?

How much traffic is your content generating for sales?

Does your content guide clients seamlessly through each phase of the product lifecycle?

How do you know???

The user experience is not limited tothe design of the product user interface

Content drives client success throughoutthe user’s journey and the IBM product lifecycle:

Successful, consumable products depend onhigh value, high quality content


Technical content contributes to revenue

Using technical content:

Generates 50%+ of viable sales leads [Forbes*]

Encompasses 55%+ of sales cycle time (vs. 21% spent talking to sales people) [Marketing Interactions*]

2nd most important pre-sales activity for technology buyers[IDC*]

Research shows it: IBM clients say it:


embedded user assistance &

dynamic local help

Common platform & services for content aggregation and convergence

common accesscommon integrated content

common experienceand services

social access& community interaction

optimized for search and user

bookmarking

mobile readers and mobile-friendly content

Cognitive computing-based, conversational

user assistance

IBM Client Technical Content Experience Strategythe right content delivered in the right experience: to the right person, at the right time, and in the right place

“We can edit, customize, & share IBM content.”“I can find what

I’m looking for quickly and

easily.”

“I can consume IBM content from my

company intranet or my smartphone.”

“I can ask questions directly

and get the answers I need.”

“Help knows which applications I’m using

and how they’re configured.”

client experience

social content & collaboration


IBM Knowledge Center: The common platform and services for content aggregation and convergence

native search service *

simple content service (includes embedded display) *

SEO organic search *

content filtering service

content contribution and re-use discrimination *

IBM KC content source

content customization service, including customization tools

IBM Knowledge Center platform * available in KC 1.5

content aggregation service

IBM content source / CMS

open web content, newsgroups. social sites

social content services (feedback, comment, content contribution) content display

search

filter & customize

content addition


IBM KC 1.5 examples of content aggregation and convergence

IBM KC Hosted @ ibm.com / customer installed

IBM KC content only API (from KC Hosted @ ibm.com)

IBM KC mobile PoC // search API


IBM Knowledge Center live @ ibm.com: a “one-stop technical content shop”

IBM Knowledge Center: an IBM-wide view of technical content from multiple sourcesfor multiple offerings in a single application. Includes integrated tools for finding, filtering,customizing, sharing and publishing content. Powered by the Knowledge Center Platform

IBM Knowledge Center is now live at ibm.com!--we are still indexing content before we declare public Beta 2, target December 2013 through February 2014

Initial Scope: technical publications for over 2500+ products: 60M web pages (including all languages); 850 URLs with 5M unique visits aggregate per month; 200 million internal search queries per year

IBM KC Hosted automatically generates SEO artifacts (sitemaps plus metadata) from content for organic search, and maintains rank and organic search visibility

Over time, IBM KC will be the basis for an extended fusion of IBM technical content, including sources like Support, Redbooks, developerWorks, PartnerWorld in addition to the Information Center content

www.ibm.com/support/knowledgecenter

http://www.ibm.com/support/knowledgecenter

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Vision: A common content platform to enable reuse across the enterprise and with business partners and clients

Manage

Publish

Author

Manage

Publish

Author

Manage

Publish

Author

Today: Silos inhibitreuse of contentand infrastructure.Content delivery reflects company organization, not client needs

Manage

Publish

Author

Manage

Publish

AuthorAuthor

content

Tomorrow: Authoring with common standards allows sharing of content and consolidation of infrastructure. Content delivery can be organized around client needs, not organizational boundaries

Taxonomy

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Vision: Smart Content development and delivery

Sourcerepository

KC on ibm.com

Analyticsand metrics

Collaboration and review

Customerenvironment

Lightweightauthoring(desktop)

Professionalauthoring(desktop)

Lightweightauthoring

(web)

Lightweightauthoring

(web)

Softwaredeveloper

Softwaredeveloper

Information developer

Client

Businesspartner

Content can come from multiple sources: authoring options include Word or OpenOffice templates, HTML forms, XML editors

DITA as hub interchange format that can be filtered and repurposed at any stage, act as metadata wrapper for video/multimedia

Can be viewed on any device and delivered in multiple formats appropriate to purpose

Can be assembled and integrated into new deliverables without breaking connection to source

Dynamic adaptive content experience fuelled by smart content: modular, structured, classified

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What is DITA?Darwin Information Typing Architecture

is an XML standard for modular content, collections and classification that allows an enterprise to:

Keep many versions of content current across multiple audiences, multiple media, multiple deliverables, multiple translations across many geographies

Deliver improved information quality through structured and reused content

Experience faster response time when content for custom products is needed

Leverage traceability and accountability features when a problem is found (fix it once, fix it everywhere; inform other affected authors)

Coming soon: Lightweight DITA, simple structured authoring for easier adoption and faster ROI

DITA has the largest membership of any OASIS technical committee

Who uses it (selected from http://www.ditawriter.com/companies-using-dita/ )

Accounting

Automotive

Aerospace

Biotech

Computer hardware/software/networking

Consumer electronics

Consumer goods

E-learning/education

Manufacturing

Entertainment

Financial services

Health and wellness

Hospital and healthcare

Industrial automation

IT services

Insurance

Medical devices

Oil and energy

Pharmaceuticals

Publishing

Retail

Semiconductors

Telecom

Who uses it (selected from http://www.ditawriter.com/companies-using-dita/ )

Accounting

Automotive

Aerospace

Biotech

Computer hardware/software/networking

Consumer electronics

Consumer goods

E-learning/education

Manufacturing

Entertainment

Financial services

Health and wellness

Hospital and healthcare

Industrial automation

IT services

Insurance

Medical devices

Oil and energy

Pharmaceuticals

Publishing

Retail

Semiconductors

TelecomIBM contributed DITA to the OASIS standards organization in March of 2004, where it is now managed by the OASIS DITA Technical Committee.

How they use it

Marketing, market research

Product docs, support

Learning/training

Policies/procedures

Standards

Articles, studies, etc.

How they use it

Marketing, market research

Product docs, support

Learning/training

Policies/procedures

Standards

Articles, studies, etc.

http://www.ditawriter.com/companies-using-dita/




http://www.oasis-open.org/committees/tc_home.php?wg_abbrev=dita