This presentation, from the Congility 2013 conference, deals with adapting to a new future when "your" content might not really belong to you, and disciplinary boundaries, internal silos, and content owner distinctions are seriously blurred.

1. RAY
GALLON
C U L T U R E C O M
Presentation
©
2013
Ray
Gallon
all
rights
reserved
UNIFIED CONTENT STRATEGY:
IT’S NO LONGER UP TO YOU
Adapting
to
a
future
when
your
content
might
no
longer
be
yours
MEMBER, BOARD OF DIRECTORS
Friday, 28 June 2013

2. Presentation
©
2013
Ray
Gallon
all
rights
reserved
20
years
in
technical
content
architecture
and
creation
with
major
companies
such
as
G.E.
Healthcare,
Alcatel,
IBM,
etc.
Member,
board
of
directors,
Society
for
Technical
Communication
(STC)
Past
president,
STC
France
Award-­‐winning
radio
producer
and
journalist
–
CBC,
NPR,
France
Culture,
etc.
and
former
programme
manager,
WNYC-­‐FM,
New
York
Public
Radio
Who’s That in Front of You?
Owner/Consultant,
Culturecom
–
specialist
in
usability,
content
strategy,
and
user
assistance
for
software
Ray Gallon -The Humanist Nerd
Research
collaborator
and
principal,
The
Transformation
Society,
a
new
research
and
training
institute
in
Barcelona,
Spain
Friday, 28 June 2013

3. Presentation
©
2013
Ray
Gallon
all
rights
reserved
WORD PLAY
(NOT
IN
THE
RECYCLING
BIN)
WHERE DOES CONTENT COME FROM, MOM?
If
You
Aren’t
Packaging,
Ask
Where
You
Go!
Friday, 28 June 2013

4. Presentation
©
2013
Ray
Gallon
all
rights
reserved
What
you
get
to
see
longest Who
paid
for
it?
WHAT IS THE REAL SOURCE?
Ecoembalajes
España,
S.A.(Ecoembes)
is
the
non-­‐profit
organisation
that
manages
recovery
and
recycling
of
plastic
packaging,
tins,
and
bricks
(yellow
container)
and
paper/cardboard
packaging
(blue
container)
throughout
Spain.
(from
their
web
site)
Friday, 28 June 2013

5. Presentation
©
2013
Ray
Gallon
all
rights
reserved
SO WHAT TYPE OF
INFORMATION IS THIS?
Technical?
(what
to
recycle,
what
not)
Marketing?
(promotes
the
Ecoembes
alliance)
Lobbying?
(seeks
to
avoid
responsibility
for
anything
but
packaging)
Public
Service?
(Has
logo
of
the
Catalan
government)
Duplicitous?
(seems
to
promote
recycling
when
it
does
the
opposite)
Friday, 28 June 2013

6. Presentation
©
2013
Ray
Gallon
all
rights
reserved
Do
you
think
it’s
possible
to
do
this…
…without
participating
in
the
design
of
this?
• How
much
writing?
• How
much
instructional
design?
• How
much
IA?
• How
much
UX?
• How
much
programming?
• Who
owns
it?
An Example of Multimedia
Embedded User Assistance
Friday, 28 June 2013

7. Presentation
©
2013
Ray
Gallon
all
rights
reserved
WHO OWNS IT?
Tech
Pubs
–
after
all,
it’s
User
Assistance,
isn’t
it?
Development
–
it’s
a
coded
application
Interaction
Design
–
it’s
part
of
the
user
interface
Instructional
Design
–
it’s
training,
isn’t
it?
Multimedia
Production
–
it’s
a
video!
Pre
Sales
–
essential
part
of
our
presentation
toolkit
Marketing
–
shows
how
easy
it
is
to
learn
our
complicated
product
Business
Development/
Product
Management
–
Methodology
we
need
to
apply
to
new
products
Must
be
coherent
across
all
product
lines
Friday, 28 June 2013

8. Presentation
©
2013
Ray
Gallon
all
rights
reserved
ForYears,We HaveTalked About Reuse
Reuse
means
structured
–
probably
XML,
probably
DITA
Reuse also means Repurposing
• Tech
Pubs
➙
Pre-­‐sale
• Pre-­‐sale
➙
Marketing
• Tech
Pubs
➙
Web
Content
• Marketing
➙
Web
Content
• Web
➙
Tech
Pubs
Are
you
prepared
to
accept
that
others
might
have
something
to
say
about
your
content?
Friday, 28 June 2013

9. Presentation
©
2013
Ray
Gallon
all
rights
reserved
The only thing we know about the future
is that it will be different! ! !
Peter Drucker
Information changes at a hallucinatory rate.
What is true this morning, might not be this
afternoon.
Content workers need to be more than agile:
we need to understand something about
every aspect of the content life cycle.
Friday, 28 June 2013

10. Presentation
©
2013
Ray
Gallon
all
rights
reserved
We Are Entering a Content
Economy
Even
objects
become
data
Content
Curation
becomes
as
important
as
Content
Creation
Big
Data
is
already
the
new
mantra
Kanban
information
–
just
the
right
amount,
at
the
right
time,
in
the
right
place
–
will
become
primary
Information
is
becoming
more
fluid:
we
need
to
develop
new
methods
for
rapid,
reliable
(verified)
change
management
Friday, 28 June 2013

11. Presentation
©
2013
Ray
Gallon
all
rights
reserved
Hallmarks of the Content Economy
Increasing
complexity:
Compound
messages
Multiple
authors
and
receivers
Multichannel,
mobile
networking
(always
on,
always
with
you)
Diversification
of
communicative
tools
Multimedia
and
multi-­‐discourse
–
blended
content
(not
just
text)
Plurilingualism
in
multicultural
environments
Plurality
of
interaction
(one-­‐to-­‐one,
one-­‐to-­‐many,
many-­‐to-­‐
many,
many-­‐to-­‐one,
simultaneously
or
time
shifted)
Friday, 28 June 2013

12. Presentation
©
2013
Ray
Gallon
all
rights
reserved
Hallmarks of the Content Economy
New
kinds
of
human
interactivity:
multi-­‐sensorial
networks
(increased
use
of
sound,
teletactility,
teleolfaction)
contextually
embedded
communications
channels
(wearable
interfaces,
implants)
increased
human
connectivity
with
objects
and
mechanisms
(internet
of
things,
robotics)
new
digital
cultural
spaces
leading
to
new
interpretations
of
reality
(augmented
reality,
out-­‐of-­‐body
perception,
avatar
territories,
etc.)
Friday, 28 June 2013

13. Presentation
©
2013
Ray
Gallon
all
rights
reserved
WHAT IS CONTENT WHEN…
http://www.youtube.com/watch?v=Y5ywMb6SeGc
Friday, 28 June 2013

14. Presentation
©
2013
Ray
Gallon
all
rights
reserved
CONTENT
STRATEGY
Content Consulting (Strategy) in a
Content Economy
Development
efficiency
&
significant
cost
avoidance
Unified Framework for Content
Delivery, Measurement and Improvement
Brand
Equity,
regional
markets
&
revenue
channels
Business
Goals
Enabling,
Product data &
Technical Content
Persuasive,
Sales &
Marketing
Content
More than words, more than tech
Slide
by
Noz
Urbina
The customer doesn’t care about the org chart!
Friday, 28 June 2013

15. Presentation
©
2013
Ray
Gallon
all
rights
reserved
“EDIBLE!”
-Guide Michelin
What if a Restaurant
Advertised itself like this?
Diners don’t want edibleThey want delicious!
WE ARE ALL RESPONSIBLE FOR THE ENTIRE CUSTOMER
EXPERIENCE - WHEREVER WE MAY BE IN THE ORG CHART
Customers don’t want usable
They want a great experience!
Friday, 28 June 2013

16. Presentation
©
2013
Ray
Gallon
all
rights
reserved
“Companies don’t know what they know...
they don’t have a strategy that focuses
around the customer and the data and
using them in a proactive way.”
-­‐
Bill
Payne,
Vice
President,
CRM
and
industries
http://ibm.co/10UFHHx
You Think It’s Hard now?
Our
job
is
to
help
with
analysis
of
the
task,
then
formulate
and
execute
the
strategy
Friday, 28 June 2013

17. Presentation
©
2013
Ray
Gallon
all
rights
reserved
WHAT IS CONTENT WHEN…
…wearable
interfaces
communicate
through
temperature,
physical
compression,
etc.?
…your
eyewear
is
feeding
you
augmented
reality
information
about
where
you
are
on
your
vacation
…your
refrigerator
calls
the
supermarket
to
order
more
milk
…your
smart
windows
decide
when
to
air
out
your
house,
and
when
to
call
the
police
and
alert
them
to
a
break-­‐in,
even
(especially)
in
your
absence?
…your
tablet
is
giving
you
information
about
possible
beaches
for
your
next
holiday,
and
as
you
swipe
its
surface,
you
feel
the
texture
of
the
sand?
…your
doctor’s
medical
software
automatically
orders
the
dosage
of
your
chemotherapy
without
her/his
intervention?
…your
car
automatically
calls
the
emergency
centre
with
your
location
when
you’ve
had
an
accident
–
even
if
all
in
the
car
are
unconscious?
Friday, 28 June 2013

18. Presentation
©
2013
Ray
Gallon
all
rights
reserved
THEINTERNET
OFTHINGS
Friday, 28 June 2013

19. Presentation
©
2013
Ray
Gallon
all
rights
reserved
Mobile First?
Friday, 28 June 2013

20. Presentation
©
2013
Ray
Gallon
all
rights
reserved
Whose Content Is It When?
Content
Server
CCMS
Metadata
Bug
Reporting
CRM
DMS
Web
CMS
Mobile:
embedded,
in-­‐app,
adaptive,
high-­‐touch
Friday, 28 June 2013

21. Presentation
©
2013
Ray
Gallon
all
rights
reserved
IN A CONTENT ECONOMY,
EVERYTHING CONNECTS
HTTP://WWW.ACREDITACIONFADA.ORG/UPLOADS/IMAGES/INVESTIGACION.JPG
PRODUCT
SME
WIKI
ONLINEEMBEDDED
USER ASSISTANCECRM
MARKETING
TECH
COMM
USERS USERS
Friday, 28 June 2013

22. Presentation
©
2013
Ray
Gallon
all
rights
reserved
HTTP://WWW.ACREDITACIONFADA.ORG/UPLOADS/IMAGES/INVESTIGACION.JPG
PRODUCT
SME
WIKI
ONLINEEMBEDDED
USER ASSISTANCECRM
MARKETING
TECH
COMM
USERS USERS
AND ACTIONS ARE THE
VECTORS OF THOSE CONNECTIONS
IMPACTS
INFLUENCESINTERACTS
WITH
INTEGRATES
HELPS
FEED INTO
FACILITATES
FEEDS
INTO
FERTILIZES
ADDS VALUE TO
Friday, 28 June 2013

23. Presentation
©
2013
Ray
Gallon
all
rights
reserved
Vectors of a Unified Content
Strategy in a Content Economy
Repurpose:
Passive
reuse
not
good
enough
Value
new
content,
think
proactively
how
it
can
be
reused
Include
implied
invitation
to
reuse
in
the
content
itself
Seed
new
purposes
that
may
not
now
be
known
-­‐
increase
product
value
Facilitate
porosity:
The
more
information
circulates,
the
more
value
it
takes
on
The
reuse
strategy
belongs
to
the
network,
not
the
content
creator
The
more
flow
you
let
through,
the
more
valuable
you
are
(e-­‐governance,
transparency,
etc.)
Friday, 28 June 2013

24. Presentation
©
2013
Ray
Gallon
all
rights
reserved
EMBRACE UNCERTAINTY!
A
unified
content
strategy
is
a
collaborative
effort
carried
out
by
all
-­‐
and
I
do
mean
ALL
-­‐
stakeholders,
including:
• Customers• Potential
customers• Former
customers
• Competitors• Many
unknowns• As
well
as
your
own
internals
Em
brace
it!
Friday, 28 June 2013

25. Presentation
©
2013
Ray
Gallon
all
rights
reserved
RAY
GALLON
C U L T U R E C O M
Email:
infodesign@culturecom.net
Thank
You!
Google
Plus:
+Ray
Gallon
Twitter:
@RayGallon
LinkedIn:
Ray
Gallon
Visit
my
blog:
Rant
of
a
Humanist
Nerd
http://humanistnerd.culturecom.net
Portions
of
this
presentation
based
on
research
by
the
Transformation
Society
Research
group.
Two
new
white
papers
published
on
Adobe
site:
• Changing Paradigms in Technology and Communication
• Crossing Boundaries: Implications for the Content Industries
Link: http://www.adobe.com/cfusion/entitlement/index.cfm?event=custom&sku=FS0003673&e=tcs_whitepaper
Friday, 28 June 2013