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

“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 BOSES

Copyright © 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:


How to Deliver the Wrong Content to
the Wrong Person at the Wrong Time
3

Don’t tailor Don’t use Don’t simplify Misuse Provide errata
your 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
feedback


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 shorthand


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)


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?


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 facts


The New “Info-Dependency”
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 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 eye


The New “Info-Dependency”
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 We no longer suffer from the “tyranny of the urgent”

 Urgent is the norm

 Misinformation is the new tyranny

 The “tyranny of not knowing”


The Crisis
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 The customer cannot accept less than R3CPT

 We must provide it or lose the customer


What is Good Content?
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 Accurate
 Current
 Authoritative Source
 Relevant
 Personalized


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 people


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 delivery


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 delivery


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?


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!


The Publishing Process
17


Knowledge Base Feedback

Static vs. Dynamic


Plan
Plan
18

 Business Goals

 Information Architecture
 Taxonomy

 Semantics

 Metadata

 Content Model

Copyright © 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 it


Develop
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 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?


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 Control


Approve
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 QA is a step in the process

 QA is also a process

 Factually Correct
 Editorially acceptable
 Ok to release

 Complete
 Targeted


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 statement


Produce
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 Production is changing rapidly

 Is it getting easier, or harder?

 What are your actual requirements

 Is there an easier way, i.e., Responsive Design?


Distribute
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• Static Content • Dynamic Content
 Identify persona  Model Characteristics
 Tailor Content  Enrich Content
 Stage HTML  Stage XML


Listen
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 Create a Knowledge Base
 It’s good to crowd source

 It’s better to remember what they said

 What makes the cycle work?


How to Deliver the Wrong Content to
the Wrong Person at the Wrong Time
27

Don’t tailor Don’t use Don’t simplify Misuse Provide errata
your Schema version control SME review minimalism not updates


Don’t granulize Don’t simplify Don’t auto- Don’t improve Don’t get
your content authoring mate QA technology customer
feedback


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 IBM's 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.


“Adding meaning and mobility to content”

29

For More Information:

www.contelligencegroup.com


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

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