[soap Keynote] The Freedom to Grow: how standards facilitate the techcomm industry [Noz Urbina]

@nozurbina

The Freedom to GrowHow Standards in

Communication Facilitate Our Industry

[email protected]@nozurbina

lessworkmoreflow.blogspot.com

@nozurbina Urbina Consulting

Me (Noz Urbina)

Content strategistConsultant/trainerAuthor“Futurist”Newly independent!


WHERE WE ARE


The Right List

• Right content• Right format• Right language• Right time


Multichannel


Augmented reality

Photo: BMW

Reality

Generate

d


Gesture control


Tech support tele-presence

Content

Gesture

Speech

Video


SO WHAT DO WE DO ABOUT IT?Standards, Consistency and Community


Standards help us share

Photo: Janoma.cl, JR98664

http://www.flickr.com/photos/janoma/5158794642/

http://en.wikipedia.org/wiki/File:USB.png


Standards enable efficiency

Photo: Roger Wollstadt

http://www.flickr.com/people/24736216@N07

http://www.flickr.com/people/24736216@N07


Standards free creativity

Photo: Eiriknewth

http://www.flickr.com/photos/eiriknewth/238685330/


Standards speak fast

Photo: NorthJoe

http://www.flickr.com/photos/joenorth/2531774920/sizes/o/in/photostream


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

http://bit.ly/kai_meaning

http://bit.ly/kai_meaning


Standards enable experience

Photo: Noz Urbina



Photo: Noz Urbina



Photo: Noz Urbina



Photo: Noz Urbina

@nozurbina Urbina ConsultingPhoto: Noz Urbina


@nozurbina Urbina ConsultingPhoto: Noz Urbina




Photo: Noz Urbina



Photo: Noz Urbina



Photo: Noz Urbina



Oops!

Photo: Noz Urbina


Standards lower risk

Photo: Andarooo

http://www.flickr.com/photos/androoo/2051481849/


Standards build community

Photo: Noz Urbina


Standards layer

Photo: Russavia

http://commons.wikimedia.org/wiki/File:Layers_(5892756119).jpg


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


WHAT’S STOPPING US?



Don Yang, 950s

Raphael, 1510


Customer experience is 4D

1. Length 2. Width3. Depth 4. Time

12

3

6

9


We conceive content in 2D

1

2

3

4



1

3

42

“I want an answer now, please!”

(Oct 3, 2013. 14:45 pm)

Today’s content needs database-like

agility



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


Twitter in a 4D paradigm

• More metadata = more perspectives

ILTMagazin

e

Congility

2013

@tomspk

#elearning

@dfarb


Kindle adds social depth



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


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!


THANK YOU! Q&A?

@nozurbina / @thecsbookthecontentstrategybook.com

Yes, we have copies here

Technology

[soap Keynote] The Freedom to Grow: how standards facilitate the techcomm industry [Noz Urbina]