DITA and Dynamic Publishing: A Powerful Combination

We will begin at approximately 2 minutes after the hour

Our Presenters Today

Sean AngusManager, Business Consulting SDL XySoft

Chip Gettinger VP, XML Solutions SDL XySoft

Today’s Webinar

Trends

Technical Communications

Dynamic Publishing

What is DITA?Impact of Dynamic PublishingHow DITA and Dynamic Publishing work togetherExamplesQuestions and answers

We help corporations drive global revenues and reduce costs by providing the software and services to deliver

global content

We call this Global Information Management (GIM)

Our Mission

Our Vision

How organizations streamline the process of creating, translating and re-using multilingual content in order to

accelerate time-to-market

drive global brand consistency

enhance customer satisfaction

drive down costs and increase marginsWhy a “write once, translate once, publish many times” content policySmooth integrated supply chain process

The World is changing

Content In Business

Images Images

Call to Action Call to Action

VideoVideo

Promotional ContentPromotional Content

Documentation & Specifications Documentation & Specifications

Service ManualsService Manuals

PackagingPackaging

User InterfacesUser Interfaces

Global Content for Global Industries

• Terminology Management• Translation Memory• Translation Process Management• Automated Translation• Authoring Management• From desktop to enterprise

• Terminology Management• Translation Memory• Translation Process Management• Automated Translation• Authoring Management• From desktop to enterprise

• Software Localization• Translation Services• Business Process Outsourcing• Project Management• Localization QA• Globalization Consulting• Certification & Training

• Software Localization• Translation Services• Business Process Outsourcing• Project Management• Localization QA• Globalization Consulting• Certification & Training

• DITA and S1000D • Component Content Management• Multi-channel document publishing• Dynamic Publishing• Customized Information Products

• DITA and S1000D • Component Content Management• Multi-channel document publishing• Dynamic Publishing• Customized Information Products

• Global Web Content Mgmt• Email Marketing• Audience Management• Profiling & Targeting Dynamic

Publishing• Multi-channel Marketing

• Global Web Content Mgmt• Email Marketing• Audience Management• Profiling & Targeting Dynamic

Publishing• Multi-channel Marketing

Drivers To New Trends

Added Pressures on Content Developers

•Faster product lifecycle changes•Agile - iterative development•Solutions oriented •Sensitivity to customer profiles•Distributed teams•Outsourcing•Headcount constraints•“Simship” (simultaneous launch)

Changing Expectations in Content Consumers

• Want content via web, search• Growing expectation of bite-size topics • “What I need when I need it”• Increased language expectations• Community feedback• Targeted tailored content• Solutions oriented • Impatient • Consistency expectation in support

and documentation

Drivers To New Trends

Added Pressures on Content Developers

Move to XML-based authoring

methodology

Changing Expectations in Content Consumers

Move to dynamic publishing

Trends in Technical Communications

Shift from a Book to Topic-based Methodologyleveraging benefits of XML

Topic oriented

Write and think in smaller content units

Topics as simple as a Concept, a Task, or a Reference

Think about topics instead of chapters and books

Topics assembled into deliverablesPresentation layer separate from content

Use XML tagging and metadata

Multi-channel output at end

Eliminates Desktop PublishingPersonalized and Dynamic Publishing

Content consumers interact with content

Incremental updates as approved (controlled updates)

Analytics on how users use your content

What is DITA?

DITA = Darwin Information Typing ArchitectureCreated by IBM and uses XMLNow OASIS open standardWhy the name?

Darwin: utilizes principles of inheritance to create a new type or “specialization” from previous types

Information Typing: designed for technical content based on an architecture of Topic, Concept, Task and Reference

Architecture: is a model for extension both of design and of processes

Delivering intelligent content

Impact of Dynamic Publishing

What if You Could Know?

In this new world, capture knowledge of...

What content is used and not used — minimalism

How consumers traverse content — improve navigation

Uncover percentage of time spent in parts of content

Time spent engaged with image and hotspots

Capture terms searched and frequency — highly searched terms

Languages used and frequency

Know users step-by-step progress — time on each step

Understand why bookmarks, annotations, and custom content is created

How often do users return for content

Know what your users want and more important, need!Quickly execute on this knowledgeA greater business benefit to your company and products

Dynamic Publishing Opportunity Business Benefits

Customer satisfaction tied to revenue

Ability to find content faster

Get content relevant to me

Provide feedback to content developerReduced cost of goods

Ability to see what content is used and not used by consumers

Reduce and eliminate content and translation for content not usedDrives sales

Deliver sales content at point of sales

Drive upselling of services and products from technical content

Increase warranty registrations as examplesCall center costs

Costs range from $20 to $100 with many averaging $40 to $60 per call

Updated content quickly drives down calls to call centers

Content easier to find drives down call center callsProfiling of customers

See how customers use content

What content is consumed most frequently?

What content is never consumed?

How are Decisions Made Today?

DITA let’s you conditionalize your content

Audience, Product, Platform, Otherprops

Knowing what users want is challenging

Critical path – defines what to author, and how to author

Decisions made at publish time for what is ‘In’ and or ‘Out’

Audience = End-User

Product = EMEA

Platform = Windows7

Etc.

Deliverables are generated and released with expectations that customers will find what they need

PDF, CHM, HTML, etc. (per language)

Technical Communication and Dynamic Publishing

DITA has transformed technical communications

Minimalism

Structured writing

Multi-channel outputDynamic Publishing has a similar impact

It is analogous to new medium for an artist

Writing for an audience that will interact with content changes the nature of writing

Hotspot images, multimediaExample – DITA Task concept

A task concept is flat in a PDF

But online it becomes a Web page with multiple options

A task is written knowing that it may be• An advanced user or novice• With options that can be traversed

Dynamic Publishing Examples

Definition of Dynamic Publishing Highly interactive experience

Immediacy: Deliver content immediatelyAutomation: Eliminate manual publishing stepsPersonalization: Tailor content to the audienceIncremental: Update small incremental changes “on the fly”, meaning without updating a whole documentVisibility: See how content is consumedFeedback: Receive feedback from customer communityDistribution: Expand reach to target audiences

Dynamic Publishing Benefits

Faster time of content to marketIncreased customer satisfaction

revenue and brand impactReduced calls to call center

cost reductionVisibility to use of content

eliminate unneeded content and translations

beef up content where people are focusedFeedback: get customer feedback to improve content

21

My company provides end-to-end IT solutions for a variety of Enterprise customers. We are a growing company, and we are looking to add another storage supplier to our company portfolio.

Our customers see us as trusted advisors for their entire IT solutions — we see ourselves as trusted partners for our suppliers.

We manage all sorts of implementations; however, our focus is always on providing an entire solution. As such, we are looking for suppliers of IT products and solutions that align with our business objectives.

We are always looking for long-term solid partnerships with technology leaders in different fields. Partnerships with market leaders provide us with greater credibility for our customer base and also lead us to larger revenue opportunities.

It does take us quite a bit of time to qualify our storage suppliers. We do exhaustive audits of different partner opportunities, which start with just a basic understanding of who the company is, performance, technology leadership, current channel marketing and management programs. We want our customers to have access to the best; therefore, we make sure that we are able to form strong, sustainable partnerships with our storage suppliers.

My Buying Mode

DrewAge: 46Occupation: VP, Business Development, Nothing But NetLocation: Tempe, AZ

Methodical• Interested in details• Examples of successful partnerships• Terms and Conditions• Competitive advantage

My Goals• Identify new partnerships that will

help us offer complete IT solutions

• Build and manage multiple vendor relationships

• Develop specialized technology and vertical solutions

My Role First-Person Narrative

My Frustrations• Competitive selling environment;

struggling to differentiate my company’s services

• Annual re-certification/ specialization with vendors

• IT companies have limited training materials, tools and education

My Storage/IT Goals• Identify a partner that provides:

• Technical leadership• Loyalty• Product innovation• Highly qualified leads

• Provide operational and logistical efficiencies for my customers

• Deliver competitive pricing and services

My Storage/IT Frustrations• Lack of differentiation in the

market place• Having to compete on price

discounts• Limited marketing support

and solution development from partners

Discover Learn Evaluate Partner

Tom:

Mark:

Drew:

Tell me more and how we can form a successful partnership to serve our customers.

The Prospective Channel Partner

Competitive• Interested in advantages over competing

offerings and how the product or service will place him ahead of peers

• Goal-oriented • Scrutinizes seller’s credentials and credibility

Bob:

Partner

Steve:

Personas – Profile Your Users

Combining DITA and Dynamic Publishing

How Do You Get There?

How Do You Get There?

Leverage existing business investment

Reuse content

DITA topics, maps and images feeding multi-channel publishing

Infuse new media content• Derived from existing intellectual property• Convert CAD/CAM to light weight 3-D models

Link existing content to new media to drive interactivity

Don’t forget value of legacy content

Generate high-value multi-media content

Locator images — for direct access to detail

Media to text relationship to leverage DITA content

Flash and audio best practices

Be mindful of translation efforts and costs

Evolve how content is packaged

Examples of Where Impact Happens

Field Service Personnel

Need updates as they happen

In the field and repairing hardware

May not be able to be online and have to work off laptopKey concept is “MTTR” (Mean Time To Repair)

Service level agreements are dependent on this

“How quickly can we repair a CT machine?”

“How quickly can we repair an ultrasound machine?”Parts Ordering and Cross-selling

Acceleration in parts revenue by facilitating parts ordering

Increase in parts revenue by recommending additional parts during the repair process

Reduction in customers purchasing aftermarket parts

Types of Business Impacts

Field Service TechniciansHow many field service technicians are in your organization? 200What % of their time is searching for information? 40%What would be their efficiency gain if content could be updated to the Web or their laptops at the topic level? 15%What is their estimated burdened cost? $120,000Content or Activity Growth 3%What is % yearly salary growth 3%

Call Center Call DeflectionHow many call center calls does your organization receive monthly 80000What is average cost of call center call? $60.00What % of calls do you think could be deflected by leveraging IETM technology and publishing critical updates to the web. 3%Yearly Growth 3%

Customer SatisfactionHow many customers look for support informaiton on a daily basis 1000What is their average time looking for information in a manual or on the web (seconds) 360Can you tell whether customers have found a solution yesWhat % indicate they have found a solution 1%Yearly Growth 3%

Mean Time To RepairNumber of field service reps or partners who need to solve problems? 200What is average burdened cost of service rep $120,000Mean Time To Repair Today (in seconds) 3600

Questions?

Thank You for Joining Us

For more information…Visit us on the web: www.sdlxysoft.comEmail

Sean Angus: sangus@sdl.com

Chip Gettinger: cgettinger@sdl.com

Join us for our next DITA webinar…Tuesday, December 8th

To register: http://www.sdlxysoft.com/en/news-and-events/events