the freedom to grow: how standards in communication facilitate our industry, with noz urbina
DESCRIPTION
Standards – either in the XML sense or simply communication best practices – help grow, accelerate and “professionalize” an industry. Where 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 allow them to 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 organization has the time or funds to reinvent every solution on their own. In “The Freedom to Grow,” Noz Urbina will explain how standards can help an organization with little funds tackle larger challenges, and larger organizations implement profound change with reduced risk. The alternative is potentially getting left behind as the industry and community rush forward. Noz Urbina is an established content strategy thought leader, consultant and trainer specializing in cutting edge, multi-channel, business-driven content projects for marketing, business, technical and omnichannel communications. He is co-author of “Content Strategy: Connecting the dots between business brand and benefits”. Since 2000, he has provided customer experience focused services to Fortune 500 organizations and small-to-medium enterprises. Noz is the founder of Urbina Consulting, and since 2006 has been Events Chair and Content Director for Congility.com.TRANSCRIPT
Noz Urbina, Urbina ConsultingJanuary 16, 2014
The Freedom to GrowHow Standards in Communication
Facilitate Our Industry
Experience the DCL Difference
DCL blends years of conversion experience with cutting-edge technology and the infrastructure to make the process easy and efficient.
• World-Class Services• Leading-Edge Technology• Unparalleled Infrastructure• US-Based Management• Complex-Content Expertise• 24/7 Online Project Tracking• Automated Quality Control• Global Capabilities
Valuable Content Transformed
• Document Digitization• XML and HTML Conversion• eBook Production• Hosted Solutions• Big Data Automation• Conversion Management• Editorial Services• Harmonizer
We Serve a Very Broad Client Base . . .
. . . Spanning All Industries
• Aerospace• Associations• Defense• Distribution• Education• Financial • Government • Libraries • Life Sciences • Manufacturing• Medical • Museums
• Periodicals
• Professional• Publishing • Reference • Research • Societies • Software• STM• Technology• Telecommunicatio
ns• Universities • Utilities
• Content strategist and trainer
• Newly independent
• Co-author of “Content Strategy: Connecting the dots between business, brand and benefits”
• Translate between manager, user and tech
• Congility events chairperson
Me (Noz Urbina)
WHERE WE ARE
The Right List
• Right content• Right format• Right language• Right time
Multichannel
Reality
Generate
d
Augmented reality
Augmented reality
Augmented reality
Google Cards
Google Cards
SO WHAT DO WE DO ABOUT IT?
Standards, Consistency and Community
Standards 101
• Mandated– ISO 26262, S1000D, various medical/pharma, gambling and gaming
• Voluntary (both from official standards bodies and communities)
– HTML, XML, SVG, DITA, PDF, HTML Microformats…
– Technical Simplified English,
• De facto / market leader pseudo-standards
– PDF (pre 2008), Oracle and SQL Server
– MP3, QWERTY keyboards
– Word, AutoCAD, Photoshop
• Internal business rules– Your agreed and consistent way of implementing or using the above
@nozurbina Urbina Consulting
Standards enable sharing
Photo: Janoma.cl, JR98664
@nozurbina Urbina Consulting
Standards enable efficiency
Photo: Roger Wollstadt
@nozurbina Urbina Consulting
Standards free creativity
Photo: Eiriknewth
@nozurbina Urbina Consulting
Standards lower risk
Photo: Andarooo
@nozurbina Urbina Consulting
Standards build community
Photo: Noz Urbina
@nozurbina Urbina Consulting
Standards layer
StructuredContent Mark Up Unicode
XMLInformation Mapping
Minimalism
DITA TIN CAN
TSE
Agile
LEAN
RDF
HTML SVGeBoo
kPDF
L+TSISD
C
JSON
XMP
TC
XLIFF
MI
RSS
Apps
@nozurbina Urbina Consulting
Standards speak fast
Photo: NorthJoe
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
Photo: Noz Urbina
@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!Photo: Noz
Urbina
The bad side of standards
• How long should a resume be?
• As long as it needs to be to get the job done- Jack Molisani @lavacon
• Standards don’t get you out of:– Hard IA work and major
decisions– Understanding your users
and their (many) profiles– Measuring for performance
against their needs
WHAT’S STOPPING US?
Don Yang, 950s Raphael, 1510
Customer experience is 4D1. 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
We conceive content in 2D
1 2
3
4
Customer experience is 4D
3
42
“I want an answer now, please!”
(Oct 3, 2013. 14:45 pm)
Today’s content needs database-like
agility
1
Twitter in a 4D paradigm
• More metadata = more perspectives
ILTMagazin
e
Congility
2013
@tomspk
#elearning
@dfarb
Kindle adds social depth
Google Cards 4D
Standards and you
• By building a standard way of representing content, you get extensive benefits.
The Right List
• Right content• Right format• Right language• Right time
Standards help us get a head start so we can focus on the hard
stuff
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”
Congility 201418-20 June 2014, Gatwick, UK
2014 theme: “Driving revenue from across the enterprise”
2 conference days, 1 workshop day• Content strategy and UX• Structured content and IA• Digital / Mobile delivery• Component content management
Pre-registration open now (on our new mobile-friendly website!)
First-class international speakers
www.congility.com/2014
Brought to you by
Jeff Eaton
Leah GurenRahel Anne Bailie
Noz UrbinaKevin Nichols
Rhyne Armstrong
Marli Mesibov
THANK YOU!
@nozurbina / @thecsbookthecontentstrategybook.com
Q&A
Contact: Linda Morone CassolaSenior Vice President of Sales and Marketing
[email protected](P) 718-307-5728