[soap Keynote] The Freedom to Grow: how standards facilitate the techcomm industry [Noz Urbina]
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Standards – either in the XML sense or simply communication best practices –help grow, accelerate and “professionalise” an industry. 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 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 one organisation has the time or funds to re-invent every solution on their own. Standards help an organisation with little funds tackle larger challenges, and larger organisations implement profound change with reduced risk. The alternative is potentially getting left behind as the industry and community rush forward.
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[soap Keynote] The Freedom to Grow: how standards facilitate the techcomm industry [Noz Urbina]
- 1. The Freedom to Grow How Standards in Communication Facilitate Our Industry b.noz.urbina@gmail.com @nozurbina lessworkmoreflow.blogspot.com @nozurbina
- 2. Me (Noz Urbina) Content strategist Consultant/trainer Author “Futurist” Newly independent! @nozurbina Urbina Consulting
- 3. WHERE WE ARE @nozurbina Urbina Consulting
- 4. The Right List • • • • Right content Right format Right language Right time @nozurbina Urbina Consulting
- 6. Augmented reality Reality Photo: BMW @nozurbina Urbina Consulting
- 9. SO WHAT DO WE DO ABOUT IT? Standards, Consistency and Community @nozurbina Urbina Consulting
- 10. Standards help us share Photo: Janoma.cl, JR98664 @nozurbina Urbina Consulting
- 11. Standards enable efficiency Photo: Roger Wollstadt @nozurbina Urbina Consulting
- 12. Standards free creativity Photo: Eiriknewth @nozurbina Urbina Consulting
- 13. Standards speak fast Photo: NorthJoe @nozurbina Urbina Consulting
- 14. 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
- 15. Standards enable experience Photo: Noz Urbina @nozurbina Urbina Consulting
- 16. Standards enable experience Photo: Noz Urbina @nozurbina Urbina Consulting
- 17. Standards enable experience Photo: Noz Urbina @nozurbina Urbina Consulting
- 18. Standards enable experience Photo: Noz Urbina @nozurbina Urbina Consulting
- 19. Standards enable experience Photo: Noz Urbina @nozurbina Urbina Consulting
- 20. Standards enable experience Photo: Noz Urbina @nozurbina Urbina Consulting
- 21. Standards enable experience Photo: Noz Urbina @nozurbina Urbina Consulting
- 22. Standards enable experience Photo: Noz Urbina @nozurbina Urbina Consulting
- 23. Standards enable experience Photo: Noz Urbina @nozurbina Urbina Consulting
- 24. Standards enable experience Photo: Noz Urbina @nozurbina Urbina Consulting
- 25. Standards lower risk Photo: Andarooo @nozurbina Urbina Consulting
- 26. Standards build community Photo: Noz Urbina @nozurbina Urbina Consulting
- 30. WHAT’S STOPPING US? @nozurbina Urbina Consulting
- 32. Don Yang, 950s @nozurbina Raphael, 1510 Urbina Consulting
- 33. Customer experience is 4D 1. 2. 3. 4. Length Width Depth Time @nozurbina 12 9 3 6 Urbina Consulting
- 34. We conceive content in 2D 4 2 1 3 @nozurbina Urbina Consulting
- 35. Customer experience is 4D “I want an answer now, please!” Today’s content needs database-like agility (Oct 3, 2013. 14:45 pm) @nozurbina Urbina Consulting
- 36. Customer experience is 4D 1. Length 2. Width 3. Depth – – – – 12 9 “Drill down” Progressive disclosure Multi-asset relationships / references Search/Social 3 6 4. Time – – Dynamic, real-time content Audience/context-specific content @nozurbina Urbina Consulting
- 37. Twitter in a 4D paradigm • More metadata = more perspectives @nozurbina Urbina Consulting
- 38. Kindle adds social depth @nozurbina Urbina Consulting
- 40. The Right List • • • • Right content Business User Right format CS Needs Goals Right language Right time A unified content strategy is key to achieving shared goals. @nozurbina Urbina Consulting
- 41. 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! @nozurbina Urbina Consulting
- 42. THANK YOU! Q&A? @nozurbina / @thecsbook thecontentstrategybook.com @nozurbina Yes, we have copies here Urbina Consulting
Notas del editor
- Standards = Consistency = Community
- 5 IN / 45 min left
- CONTENTAccurate, consistent in message and appropriate in voice, in the locale-specific variant that users want, tailored to their information needs, relevant to the task at hand. Often dynamically published and able to be assembled and remixed by the user.FORMAT Convenient and fit for purpose (web page, print, PDF, interactive text-to-speech system, etc.)LANG Appropriate for each user profile and in the chosen language or language variant of the audience.TIMEAppropriate to the stage in a process or level of expertise, point of engagement in the sales cycle, or other parameters that define the user’s particular need.
- Your content needs to go to more places than ever before
- Add labels:RealityGenerated
- Add arrows:VideoSpeechInteractionContent
- 10 IN / 40 min leftStandards
- In short a standard is very simple: agree what you’re going to do, and then do it so there are no surprises. Standards facilitate information exchange. Without them, both humans and machines lack a shared way of communicatingLearning/Tin Can APIRSSHTMLTwitterCalendar format.In Mike Hamilton’s presentation we heard about the ‘bad old days’ when there weren’t enough standards around display of HTML, it was rendered in all sorts of different ways
- Break out of organic or cottage industry process into enterprise class!Roger WollstadtAttribShareAlikehttp://commons.wikimedia.org/wiki/File:Volkswagen_Assembly_Line_in_Wolfsburg_%281960%29.jpg
- This is Lego by the way. In communication projects...people fear standards because they take away creativity. fear I’m going to try to address laterStandards actually allow people to not be second guessing and overanalysing the unimportant, and focus on the import: creating great content. Instead of tweaking fonts and page breaks, we’re focusing on users and their needs.Big resistors are passionate about their jobs. If you can win them over to join the party they can become your biggest supports and advocates.
- Standards are how we signal each otherConvey meaning with very little informationThey become semi-conscious meaningful models of a concept that we refer to almost instinctively
- 20 IN / 30 MIN LEFTOur mental models of content are going out of dateUser expectations are driven by the world they live in, not (just) what we publish to them
- It’s all about CONSISTENCYDesignWordsTermsDelivery
- It’s all about CONSISTENCYDesignWordsTermsDelivery
- It’s all about CONSISTENCYDesignWordsTermsDelivery
- It’s all about CONSISTENCYDesignWordsTermsDelivery
- It’s all about CONSISTENCYDesignWordsTermsDelivery
- It’s all about CONSISTENCYDesignWordsTermsDelivery
- It’s all about CONSISTENCYDesignWordsTermsDelivery
- It’s all about CONSISTENCYDesignWordsTermsDelivery
- It’s all about CONSISTENCYDesignWordsTermsDelivery
- 25 IN / 25 MIN LEFTIt’s all about CONSISTENCYDesign, Words, Terms, DeliveryADOBE CONNECT speakers vs. presenters
- And lend credibilityBoss like itEasier to introduce people to a standard, clearly defined way of working instead of a home-baked, very proprietary system.Cheaper more robust tools easier
- All these guys can do this because they share a common baseline. The equipment the skills the safety procedures the regulations, the location. It’s having all this regularity that lets us come together to share, teach each other and enjoyWe’re all here today to see what the others are doing. I use the term ‘cross-polinate’ a lot, which is taking the seeds of excellence from one situation and planting them in another
- 30 IN / 20 MIN LEFTPeople to get drunk with DITA community is something I’m part ofVery supportivePeople now putting ‘DITA skills required’ on job applications. Participation in the community is a good way to build your brand, network and professional opportunities.
- 35 IN / 15 LEFT
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- 45 IN / 5 LEFTVariant and configuration management
- TAKE A PIC OF THE CROWD AND ADD IT