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LavaCon 2012: How to Deliver the Wrong Content to the Wrong Person at the Wrong Time

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Information about LavaCon 2012: How to Deliver the Wrong Content to the Wrong Person at...
Technology

Published on October 12, 2012

Author: donrday

Source: slideshare.net

Description

This session will offer a simple primer on how to help good content go bad. It’s surprisingly easy to mess up content delivery, and we’ll prove it by looking at some of the inappropriate and amusing examples that are served up daily all over the Internet. Using a simple three step approach, you too can be guaranteed to botch content delivery. Communicators from marketing, technical, or other fields probably insist on excellent content delivery. We will give in to them and also prove that delivering relevant, timely, and personalized content is just as easy and demonstrate how it can be done.
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“Adding meaning and mobility to content” 1 How to Deliver the Wrong Content to the Wrong Person at the Wrong Time The Lavacon Conference on Digital Media and Content Strategies October 7, 2012 PRESENTED BY: DON DAY MICHAEL BOSESCopyright © 2012 Contelligence Group, LLC 7 October 2012

The Process 2 To deliver the wrong content, to the wrong person, at the wrong time Follow the normal content delivery process Just adhere to a few important rules:Copyright © 2012 Contelligence Group, LLC 7 October 2012

How to Deliver the Wrong Content to the Wrong Person at the Wrong Time 3Don’t tailor Don’t use Don’t simplify Misuse Provide erratayour Schema version control SME review minimalism not updates Plan Design Develop Review Approve Translate Produce Distribute Listen Don’t granulize Don’t simplify Don’t auto- Don’t improve Don’t get your content authoring mate QA technology customer feedbackCopyright © 2012 Contelligence Group, LLC 7 October 2012

The Good News 4 The same diagram can lead us to deliver the right content, to the right person, at the right time That will be the basis for our session today But first, some shorthandCopyright © 2012 Contelligence Group, LLC 7 October 2012

Some Shorthand 5 “The Right Content, to the Right Person, at the Right Time” is a mouthful! Let’s Abbreviate:  Right Content (RC)  Right Person (RP)  Right Time (RT) RC + RP + RT = R3CPT (a slightly smaller mouthful)Copyright © 2012 Contelligence Group, LLC 7 October 2012

Why Now More than Ever? 6 R3CPT WAS ONCE A NICHE REQUIREMENT THAT ONLY APPLIED TO FEW MISSION CRITICAL SITUATIONS. NOW THE REQUIREMENT IS MAINSTREAM. WHAT HAS CAUSED THIS CHANGE?Copyright © 2012 Contelligence Group, LLC 7 October 2012

Why Didn’t We Need R3CPT? 7 Lack of information was a way of life We were used to waiting (and waiting, and waiting) The “emergency” pile on our desks was very small We organized our lives around these factsCopyright © 2012 Contelligence Group, LLC 7 October 2012

The New “Info-Dependency” 8 Today, massive amounts of information are immediately available No more pondering while we wait—decisions are expected to be made in the blink of an eyeCopyright © 2012 Contelligence Group, LLC 7 October 2012

The New “Info-Dependency” 9 We no longer suffer from the “tyranny of the urgent” Urgent is the norm Misinformation is the new tyranny The “tyranny of not knowing”Copyright © 2012 Contelligence Group, LLC 7 October 2012

The Crisis 10 The customer cannot accept less than R3CPT We must provide it or lose the customerCopyright © 2012 Contelligence Group, LLC 7 October 2012

What is Good Content? 11 Accurate Current Authoritative Source Relevant PersonalizedCopyright © 2012 Contelligence Group, LLC 7 October 2012

Who is the Person? 12 Personas are a very blunt tool People are complex and their response to content is equally complex Personalization, not personas, allows you to communicate with peopleCopyright © 2012 Contelligence Group, LLC 7 October 2012

When is the Right Time 13 The right time to create the content is before your user requests it The right time to deliver the content is when your user wants it Platform is the critical factor in timely deliveryCopyright © 2012 Contelligence Group, LLC 7 October 2012

Does this Require XML? 14 The short answer is “yes” but authors must create it using common tools:  Microsoft Word  Web browser  Any kind of form  Social media, twitter, etc. Creative solutions are the key to bridging the chasm between content creation and content deliveryCopyright © 2012 Contelligence Group, LLC 7 October 2012

What is the Right Everything? 15 If we have the  Right Content  Right Person  Right Time Dynamic  Right Device Publishing  Right Language  Right Context… What is it?Copyright © 2012 Contelligence Group, LLC 7 October 2012

Dynamic Publishing Evolution 16 Then: Context-UX Handle the platforms! Focused Content Focused Presentation Focused Now: Platform Focused Free to focus on content UX is the new imperative!Copyright © 2012 Contelligence Group, LLC 7 October 2012

The Publishing Process 17 Plan Design Develop Review Approve Translate Produce Distribute Listen Knowledge Base Feedback Static vs. DynamicCopyright © 2012 Contelligence Group, LLC 7 October 2012

Plan Plan 18 Business Goals Information Architecture  Taxonomy  Semantics  Metadata Content ModelCopyright © 2012 Contelligence Group, LC 7 October 2012

Design Design 19 You have a schema if:  You use XML  You use a non-XML tool  If you use Word  If you write in a notepad AND follow a prescribed standard Is the standard relevant? If not, specialize itCopyright © 2012 Contelligence Group, LLC 7 October 2012

Develop 20 Are my writers struggling? What support do they have? How easy to follow guidelines? Are they interviewing SMEs? Are they cutting and pasting? Can SMEs contribute directly?Copyright © 2012 Contelligence Group, LLC 7 October 2012

Review 21  Review is a troubled process  Simplify SME Review  The big question: Do I Need a CMS?  Not nearly as much as you need Version ControlCopyright © 2012 Contelligence Group, LLC 7 October 2012

Approve 22 QA is a step in the process QA is also a process  Factually Correct  Editorially acceptable  Ok to release  Complete  TargetedCopyright © 2012 Contelligence Group, LLC 7 October 2012

Translate 23 Why minimalize? What is minimal?  Everything should be as simple as it can be…  …and no simpler There is a tendency to forget either the first or second part of Einstein’s statementCopyright © 2012 Contelligence Group, LLC 7 October 2012

Produce 24 Production is changing rapidly Is it getting easier, or harder? What are your actual requirements Is there an easier way, i.e., Responsive Design?Copyright © 2012 Contelligence Group, LLC 7 October 2012

Distribute 25 • Static Content • Dynamic Content  Identify persona  Model Characteristics  Tailor Content  Enrich Content  Stage HTML  Stage XMLCopyright © 2012 Contelligence Group, LLC 7 October 2012

Listen 26 Create a Knowledge Base  It’s good to crowd source  It’s better to remember what they said  What makes the cycle work?Copyright © 2012 Contelligence Group, LLC 7 October 2012

How to Deliver the Wrong Content to the Wrong Person at the Wrong Time 27Don’t tailor Don’t use Don’t simplify Misuse Provide erratayour Schema version control SME review minimalism not updates Plan Design Develop Review Approve Translate Produce Distribute Listen Don’t granulize Don’t simplify Don’t auto- Don’t improve Don’t get your content authoring mate QA technology customer feedbackCopyright © 2012 Contelligence Group, LLC 7 October 2012

About the Presenters 28 Don Day  Michael Boses Ranking among the top XML technology Michael is a business analyst, product leaders today, Don not only contributes to designer, and solution architect who the success of individual projects and pioneered the simple capture and products, his influence can also be found automated processing of XML content and on nearly every XML initiative in who continues to drive innovation in the production. content community. Michael has headed some of the largest Don’s efforts have resulted in multiple and most successful XML intelligent patents, official recognition for his content initiatives in contribution to reengineering IBMs industry, defense, and government. He is information assets, and designation as an considered by many to be the leading OASIS Distinguished Contributor for authority on how to make XML intelligent convening and leading the OASIS Darwin content creation seamless and efficient in Information Typing Architecture (DITA) an enterprise setting. Technical Committee.Copyright © 2012 Contelligence Group, LLC 7 October 2012

“Adding meaning and mobility to content” 29 For More Information: www.contelligencegroup.comCopyright © 2012 Contelligence Group, LLC 7 October 2012

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