@nozurbina
The Freedom to GrowHow Standards in
Communication Facilitate Our Industry
[email protected]@nozurbina
lessworkmoreflow.blogspot.com
@nozurbina Urbina Consulting
Me (Noz Urbina)
Content strategistConsultant/trainerAuthor“Futurist”Newly independent!
@nozurbina Urbina Consulting
WHERE WE ARE
@nozurbina Urbina Consulting
The Right List
• Right content• Right format• Right language• Right time
@nozurbina Urbina Consulting
Multichannel
@nozurbina Urbina Consulting
Augmented reality
Photo: BMW
Reality
Generate
d
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Gesture control
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Tech support tele-presence
Content
Gesture
Speech
Video
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SO WHAT DO WE DO ABOUT IT?Standards, Consistency and Community
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Standards help us share
Photo: Janoma.cl, JR98664
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Standards enable efficiency
Photo: Roger Wollstadt
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Standards free creativity
Photo: Eiriknewth
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Standards speak fast
Photo: NorthJoe
@nozurbina Urbina Consulting
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
@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
@nozurbina Urbina Consulting
Standards lower risk
Photo: Andarooo
@nozurbina Urbina Consulting
Standards build community
Photo: Noz Urbina
@nozurbina Urbina Consulting
@nozurbina Urbina Consulting
Standards layer
StructuredContent
Mark Up Unicode
XMLInformation Mapping
Minimalism
DITA TIN CANTS
E
Agile
LEAN
RDF
HTML SVG eBook PDF
L+TSISD
C
JSON
XMP
TC
XLIFF
MI
RSS
Apps
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WHAT’S STOPPING US?
@nozurbina Urbina Consulting
@nozurbina Urbina Consulting
Don Yang, 950s
Raphael, 1510
@nozurbina Urbina Consulting
Customer experience is 4D
1. Length 2. Width3. Depth 4. Time
12
3
6
9
@nozurbina Urbina Consulting
We conceive content in 2D
1
2
3
4
@nozurbina Urbina Consulting
Customer experience is 4D
1
3
42
“I want an answer now, please!”
(Oct 3, 2013. 14:45 pm)
Today’s content needs database-like
agility
@nozurbina Urbina Consulting
Customer experience is 4D
1. 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
@nozurbina Urbina Consulting
Twitter in a 4D paradigm
• More metadata = more perspectives
ILTMagazin
e
Congility
2013
@tomspk
#elearning
@dfarb
@nozurbina Urbina Consulting
Kindle adds social depth
@nozurbina Urbina Consulting
@nozurbina Urbina Consulting
The Right List
• Right content• Right format• Right language• Right time
A unified content strategy is key to achieving shared goals.
Business Goals
User NeedsCS
@nozurbina Urbina Consulting
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
THANK YOU! Q&A?
@nozurbina / @thecsbookthecontentstrategybook.com
Yes, we have copies here
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