Andrew Thomas: Frankenstein's Monster
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Andrew Thomas: Frankenstein's Monster
- 1. 1 Frankenstein’s Monster: Why You Need to Create Content Mashups
- 3. 3 Finding answers in your support knowledgebase is nearly impossible
- 4. 4 Customers are beginning to pick up torches and pitchforks ...
- 5. 5 How will you defend yourself from the angry mob?
- 6. 6 Effective content re- use: not just within your docs but across your organization You need: • Structure • Shared taxonomies & terminology • Advanced delivery methods
- 8. 8 … that will reanimate dead publications into …
- 9. 9 … support experiences that will shock and delight your customers
- 11. 11 Does your tech doc and marketing look remotely similar?
- 12. 12 Content that is useful anywhere in the company should be available throughout the company Why Content Mashups?
- 13. 13 Potential Roadblocks ○ Many company teams still use copy/paste actions, with non- connected content that is not updated during updates or rebranding ○ May end up with parts that don’t respond when content is refreshed
- 14. 14 Content in the backend should have as much structure as possible ○ Technical documentation should be XML / DITA ○ Marketing materials should use standard templates ○ Both should have consistent terminology and metadata
- 15. 15 Sophisticated dynamic delivery • Access to entire content repository • Metadata in intelligent content • Taxonomy across content repositories for intelligent delivery Central Nervous system needed So how do we make this monster mash?
- 16. 16 Intelligent delivery (IT’S ALIVE!) ○ In moment of delivery, ideal systems discern key factors about the customer: • Location & language • Platform in use • Low to High past spending ○ Matches between parameters about customer and intelligent metadata within content can ensure appropriate delivery
- 17. 17 Customer may be holding data that should initiate an action
- 18. 18 Customers may want an encounter with a product that seems like a “regular guy” or that wolf thing Let customer input and your metadata determine what kind of “monster” to present Control the phases of the moon? Dynamic content mashup “monster”
- 19. 19 A disconnect between your content repositories and other systems can lead to undesired consequences
- 20. 20 Lack of (or poor) design can also lead to a scalding customer delivery BAD WORSE
- 21. 21 Appropriate delivery leads to engaged customers who become our advocates
- 22. 22 You can make previously “scary” content seem totally unthreatening
- 23. But what about…. The “undead” … stale or lifeless content that has a life of its own, which can animate your customer experience in undesired ways
- 24. 24 Identify and remove “undead” content
- 25. 25 So in conclusion… ○ Use structure! ○ Standardize terminology & metadata ○ Integrate with taxonomies ○ Provide a platform for intelligent delivery
- 26. 26 Structured Content Management Collaborative Review Dynamic Delivery SDL Knowledge Center And if you’d like to know more…
- 27. Copyright © 2008-2016 SDL plc. All rights reserved. All company names, brand names, trademarks, service marks, images and logos are the property of their respective owners. This presentation and its content are SDL confidential unless otherwise specified, and may not be copied, used or distributed except as authorised by SDL.