SlideShare a Scribd company logo
1 of 25
Download to read offline
© Copyright IBM Corp. 2012, 2014
Can Reuse Be Sexy?
How lightweight DITA for marketing content can fuel a
runtime reuse engine across an enterprise content
delivery ecosystem
James Mathewson, Global Search and Content Marketing
Michael Priestley, Enterprise Content Technology Strategy
Kendra Brady DeKeyrel, Digital Management and Effectiveness
DITA Europe 2014
© Copyright IBM Corp. 2012, 2014
Important Disclaimer
THE INFORMATION CONTAINED IN THIS PRESENTATION IS PROVIDED FOR
INFORMATIONAL PURPOSES ONLY.
WHILE EFFORTS WERE MADE TO VERIFY THE COMPLETENESS AND ACCURACY OF THE
INFORMATION CONTAINED IN THIS PRESENTATION, IT IS PROVIDED “AS IS”, WITHOUT
WARRANTY OF ANY KIND, EXPRESS OR IMPLIED.
IN ADDITION, THIS INFORMATION IS BASED ON IBM’S CURRENT PRODUCT PLANS AND
STRATEGY, WHICH ARE SUBJECT TO CHANGE BY IBM WITHOUT NOTICE.
IBM SHALL NOT BE RESPONSIBLE FOR ANY DAMAGES ARISING OUT OF THE USE OF, OR
OTHERWISE RELATED TO, THIS PRESENTATION OR ANY OTHER DOCUMENTATION.
NOTHING CONTAINED IN THIS PRESENTATION IS INTENDED TO, OR SHALL HAVE THE
EFFECT OF:
• CREATING ANY WARRANTY OR REPRESENTATION FROM IBM (OR
ITS AFFILIATES OR ITS OR THEIR SUPPLIERS AND/OR
LICENSORS); OR
• ALTERING THE TERMS AND CONDITIONS OF THE APPLICABLE
LICENSE AGREEMENT GOVERNING THE USE OF IBM SOFTWARE.
2
© Copyright IBM Corp. 2012, 2014
Who am I?
 Program Director, Search and
Content Marketing, Structured
Content Strategy, IBM
 Lead author: Audience, Relevance
and Search: Targeting Web
Audiences with Relevant Content
(2010)
 Lead author: Outside-in Marketing:
Using Big Data to Drive Content
Marketing (2014)
 www.biznology.com/author/james
mathewson/
 Writingfordigital.com
 @James_Mathewson
 LinkedIn/JamesMathewson
© Copyright IBM Corp. 2012, 2014
Who am I?
 Enterprise Content
Technology Strategist, IBM
CIO
 Senior Technical Staff
Member (STSM)
 Developing strategies and
standards for the enterprise
content ecosystem
 @Ditaguy
 LinkedIn/michael-priestley
 Worked on original
definition of DITA at IBM
 Co-editor, DITA 1.0 and
1.1 specifications
 Chair, Lightweight DITA
SC
© Copyright IBM Corp. 2012, 2014
Our goal: Create an exceptional experience for clients to easily
find, try, and buy IBM offerings
Design an end-to-end system to optimize each touchpoint
Optimized Digital Experience and Performance
Note: from I&VT 10
Learn
Try
Discover
Buy
Adopt
Advocate
6© 2014 IBM Corporation
Reading
Scrolling
Clicking
Relevant?
Right and quality
assets?
In every decision point of Emily’s journey, well-structured
content is critical to deepening her relationship with IBM
Emily clicks
external drive-to
Organic search 70%
Ads/other paid 20%
Earned/social 10%
Emily lands
on
ibm.com
page, and
scans it
for relevant
content
180K per day
no
Emily engages
with ibm.com
yes
Bookmark/RSS 40%
Deep dive 30%
Respond 20%
Like/share 5%
Comment/connect 5%
no
yes
Adversary
Emily goes away and is more likely
to amplify negative brand
impression in social circles
Advocate
Emily is more likely
to amplify positive
brand impression in
social circles
© Copyright IBM Corp. 2012, 2014
From taxonomy to structured content strategy
Ontologies
TaxonomiesSemantic
variants
Structured
content models
Hierarchies
Link data
Related
values
Contextual
variants
Syntactic
variants
Relevant
content
Client
UX
rules
© Copyright IBM Corp. 2012, 2014
Challenges with the current state
 Content is page bound, which presents many challenges:
– Findability: Page-bound content forces users to consume more than they need in order
to find a few salient nuggets within them
– Shareability: Nobody shares pages. Users share assets—videos, infographics, articles,
etc.
– Adaptability: Large pages tend to turn into infinite scrolls when converted to mobile
screens. Forcing users to consume the whole page to get the content they need is bad
UX
– Measurability: Users of pages focus their attention on areas of the page and their clicks
on particular assets. Outside of heat maps, measurement systems aren’t up to
separating poorly producing assets from those that perform well within the same page
© Copyright IBM Corp. 2012, 2014
Content
infrastructure
• Page-bound
• Unstructured
• Intuitive
• Built for admins
• Development
prioritized by time-in,
time-out method
Classification
• Inside-out terms
• Not relational
• Context agnostic
• Syntactic
• Waterfall
• Poor governance
• Lack of automated,
intelligent tools
Ineffective Content
• Difficult to share
• Not reusable
• Difficult to personalize
• Not responsive
Current state
© Copyright IBM Corp. 2012, 2014
Future state
Content
infrastructure
• Modular
• Structured
• Data driven
• Built for clients
• Development
prioritized by ROI
Classification
• Outside-in language
• Ontological
• Context sensitive
• Semantic
• Agile
• Governed
• Automated with
intelligent tools
Effective Content
• Client-centric
• Findable
• Shareable
• Responsive
• Personalized
• Measurable
© Copyright IBM Corp. 2012, 2014
//Subject taxonomy transformation
From To
Flat file Ontology
IBM nomenclature Client language
Required everywhere Contextual requirements
Managed centrally Governed by community
Look-up tables Author tagging assistance
Show users our back-end Hide the codes, show the values
© Copyright IBM Corp. 2012, 2014
Proof of concept – Enterprise Content Catalog
Objective;
Scalable authoring and publishing environment for marketing and sales
Scalable personalized experiences for clients
Content Management Platform
• Ability to author content via easy to use self service authoring
environment.
• Ability to create custom templates for flexible look and feel
• Ability to edit and audit content at the time its being authored allowing for
proper tagging for content personalization
• Ability to apply targeted business rules to personalize customer
experience
• Ability to publish content to dynamic content delivery environment for
personalized content assembly
• Ability to push content to other publishing environments
© Copyright IBM Corp. 2012, 2014
Document model for case studies in ECC
(domain analysis)
© Copyright IBM Corp. 2012, 2014
One source, multiple views
14
Case study source
And a short description
- Some metadata
- Some more metadata
Structured section title
A series of structured
sections
Structured section title
A series of structured
sections
Unstructured section
title
Some more info about this
wonderful case study
Full view
And a short description
- Some metadata
Structured section title
A series of structured sections
Unstructured section title
Some more info about this
wonderful case study
Details view
And a short description
- Some metadata
- Some more metadata
Structured section title
A series of structured sections
Tile View
And a short description
• Some more metadata
© Copyright IBM Corp. 2012, 2014
Search prototype (for authors finding reusable content)
15
© Copyright IBM Corp. 2012, 2014
Search results (tile view)
16
© Copyright IBM Corp. 2012, 2014
View more details
17
© Copyright IBM Corp. 2012, 2014
And even more details
18
© Copyright IBM Corp. 2012, 2014
JSON view
19
© Copyright IBM Corp. 2012, 2014
(Strawman) XML DITA (XDITA)view
20
© Copyright IBM Corp. 2012, 2014
(Strawman) HTML5 DITA (HDITA) view
© Copyright IBM Corp. 2012, 2014
Next steps
 Measure success of the Proof of Concept
 Refine approach, adding structured content mappings (import/export to XDITA/HDITA)
 Provide XML DITA view and HTML5 DITA view from ECC
 Integrate Enterprise Content Catalog with source management in IBM Web Content
Manager® and IBM FileNet®
 Integrate search for reuse directly into authoring tools - make searching for reusable/related
content an automatic part of authoring new content
 Connect people through content – find other authors as collaborators
 Connect to Enterprise Keyword Database
 Complete analysis of end-to-end content lifecycle for case studies – crosses multiple content
organizations and technology domains
 Apply lessons learned to additional domains
 Validate directions with potential adopters across IBM – beyond marketing
22
© Copyright IBM Corp. 2012, 2014
Legal
IBM and the IBM logo are trademarks of International Business Machines Corp., registered in
many jurisdictions worldwide. Other product and service names might be trademarks of IBM or
other companies. A current list of IBM trademarks is available on the Web at “Copyright and
trademark information” at www.ibm.com/legal/copytrade.shtml
23
© Copyright IBM Corp. 2012, 2014
Questions?
© Copyright IBM Corp. 2012, 2014Document Title | Date25
Proof of Concept – Enterprise Content Catalog (ECC)
Overview
 Objective;
 Scalable authoring and publishing environment for marketing
and sales
 Scalable personalized experiences for clients
 Content Management Platform
• Ability to author content via easy to use self service authoring
environment.
• Ability to create custom templates for flexible look and feel
• Ability to edit and audit content at the time its being authored
allowing for proper tagging for content personalization
• Ability to apply targeted business rules to personalize
customer experience
• Ability to publish content to dynamic content delivery
environment for personalized content assembly
• Ability to push content to other publishing environments
What change will the business experience
as a result of this? (From – To)
 Today there are multiple content management systems that
are not easy to use for marketers and requires professional
I/T resources to operate. In addition, many web pages are
still hand coded and taxonomy tagging that is required for
personalization is not appropriately applied to the pages.
This process is costly and doe not result in higher revenue
 Tomorrow there will be an easy to use self services
authoring environment for marketers that applies content
standards at the point of entry. Marketers will have the ability
to target offers and content based on the visitors’ Industry,
Role and Company. The Client will experience a
personalized experience resulting in higher conversion rates
and higher revenue at a lower operating cost.

More Related Content

What's hot

Don’t Hide Your Content in a Traditional Help System: A Case Study from TechP...
Don’t Hide Your Content in a Traditional Help System: A Case Study from TechP...Don’t Hide Your Content in a Traditional Help System: A Case Study from TechP...
Don’t Hide Your Content in a Traditional Help System: A Case Study from TechP...Sarah Silveri, RSI Content Solutions
 
How DocZone is helping Unica Corporation to achieve new production milestones...
How DocZone is helping Unica Corporation to achieve new production milestones...How DocZone is helping Unica Corporation to achieve new production milestones...
How DocZone is helping Unica Corporation to achieve new production milestones...Sarah Silveri, RSI Content Solutions
 
IBM's Client Technical Content Experience Strategy Overview
IBM's Client Technical Content Experience Strategy OverviewIBM's Client Technical Content Experience Strategy Overview
IBM's Client Technical Content Experience Strategy OverviewMichael Priestley
 
Content Goes In, Products Come Out: End-to-End Publishing with RSuite, eXtyle...
Content Goes In, Products Come Out: End-to-End Publishing with RSuite, eXtyle...Content Goes In, Products Come Out: End-to-End Publishing with RSuite, eXtyle...
Content Goes In, Products Come Out: End-to-End Publishing with RSuite, eXtyle...Sarah Silveri, RSI Content Solutions
 
“It’s not rocket science!” Applying CMS and semantic enrichment to transform...
“It’s not rocket science!”  Applying CMS and semantic enrichment to transform...“It’s not rocket science!”  Applying CMS and semantic enrichment to transform...
“It’s not rocket science!” Applying CMS and semantic enrichment to transform...Sarah Silveri, RSI Content Solutions
 
How to manage projects with Microsoft teams
How to manage projects with Microsoft teams How to manage projects with Microsoft teams
How to manage projects with Microsoft teams Tuan Yang
 
JTC Event 2012 - Provincial Microsoft License Renewal - Edna Dach, Dave Hausc...
JTC Event 2012 - Provincial Microsoft License Renewal - Edna Dach, Dave Hausc...JTC Event 2012 - Provincial Microsoft License Renewal - Edna Dach, Dave Hausc...
JTC Event 2012 - Provincial Microsoft License Renewal - Edna Dach, Dave Hausc...Alberta Education
 
Solving Today's HR, Communication & Leadership Challenges With Microsoft 365 ...
Solving Today's HR, Communication & Leadership Challenges With Microsoft 365 ...Solving Today's HR, Communication & Leadership Challenges With Microsoft 365 ...
Solving Today's HR, Communication & Leadership Challenges With Microsoft 365 ...Richard Harbridge
 
Adobe Systems RoboHelp 2017 Release Product Review Lightext
Adobe Systems RoboHelp 2017 Release Product Review LightextAdobe Systems RoboHelp 2017 Release Product Review Lightext
Adobe Systems RoboHelp 2017 Release Product Review Lightextbethgerber
 
Share Australia - Looking to the future - SharePoint in the Cloud
Share Australia - Looking to the future - SharePoint in the CloudShare Australia - Looking to the future - SharePoint in the Cloud
Share Australia - Looking to the future - SharePoint in the CloudRichard Harbridge
 
Forchu Teck Technology Collaboration Profile
Forchu Teck Technology Collaboration ProfileForchu Teck Technology Collaboration Profile
Forchu Teck Technology Collaboration ProfileCharles Forchu
 
Solve the most wicked text categorization problems - MeaningCloud webinar
Solve the most wicked text categorization problems - MeaningCloud webinarSolve the most wicked text categorization problems - MeaningCloud webinar
Solve the most wicked text categorization problems - MeaningCloud webinarMeaningCloud
 
IAMCP - Cloud Platform Overview & Partner Opportunities
IAMCP - Cloud Platform Overview & Partner OpportunitiesIAMCP - Cloud Platform Overview & Partner Opportunities
IAMCP - Cloud Platform Overview & Partner OpportunitiesRichard Harbridge
 
Aptara Overview.... Introduction
Aptara Overview.... IntroductionAptara Overview.... Introduction
Aptara Overview.... IntroductionSunny Nath
 

What's hot (20)

Don’t Hide Your Content in a Traditional Help System: A Case Study from TechP...
Don’t Hide Your Content in a Traditional Help System: A Case Study from TechP...Don’t Hide Your Content in a Traditional Help System: A Case Study from TechP...
Don’t Hide Your Content in a Traditional Help System: A Case Study from TechP...
 
DITA For Publishers: How Publishers Can Really Do XML
DITA For Publishers: How Publishers Can Really Do XMLDITA For Publishers: How Publishers Can Really Do XML
DITA For Publishers: How Publishers Can Really Do XML
 
How DocZone is helping Unica Corporation to achieve new production milestones...
How DocZone is helping Unica Corporation to achieve new production milestones...How DocZone is helping Unica Corporation to achieve new production milestones...
How DocZone is helping Unica Corporation to achieve new production milestones...
 
Start > Automate > Create | Book Publishing in the Cloud
Start > Automate > Create | Book Publishing in the CloudStart > Automate > Create | Book Publishing in the Cloud
Start > Automate > Create | Book Publishing in the Cloud
 
IBM's Client Technical Content Experience Strategy Overview
IBM's Client Technical Content Experience Strategy OverviewIBM's Client Technical Content Experience Strategy Overview
IBM's Client Technical Content Experience Strategy Overview
 
Content Goes In, Products Come Out: End-to-End Publishing with RSuite, eXtyle...
Content Goes In, Products Come Out: End-to-End Publishing with RSuite, eXtyle...Content Goes In, Products Come Out: End-to-End Publishing with RSuite, eXtyle...
Content Goes In, Products Come Out: End-to-End Publishing with RSuite, eXtyle...
 
“It’s not rocket science!” Applying CMS and semantic enrichment to transform...
“It’s not rocket science!”  Applying CMS and semantic enrichment to transform...“It’s not rocket science!”  Applying CMS and semantic enrichment to transform...
“It’s not rocket science!” Applying CMS and semantic enrichment to transform...
 
How to manage projects with Microsoft teams
How to manage projects with Microsoft teams How to manage projects with Microsoft teams
How to manage projects with Microsoft teams
 
Enterprise Europe Network- General
Enterprise Europe Network- GeneralEnterprise Europe Network- General
Enterprise Europe Network- General
 
JTC Event 2012 - Provincial Microsoft License Renewal - Edna Dach, Dave Hausc...
JTC Event 2012 - Provincial Microsoft License Renewal - Edna Dach, Dave Hausc...JTC Event 2012 - Provincial Microsoft License Renewal - Edna Dach, Dave Hausc...
JTC Event 2012 - Provincial Microsoft License Renewal - Edna Dach, Dave Hausc...
 
A Publisher’s Guide to Choosing the Right XML Editor
A Publisher’s Guide to Choosing the Right XML EditorA Publisher’s Guide to Choosing the Right XML Editor
A Publisher’s Guide to Choosing the Right XML Editor
 
Solving Today's HR, Communication & Leadership Challenges With Microsoft 365 ...
Solving Today's HR, Communication & Leadership Challenges With Microsoft 365 ...Solving Today's HR, Communication & Leadership Challenges With Microsoft 365 ...
Solving Today's HR, Communication & Leadership Challenges With Microsoft 365 ...
 
Adobe Systems RoboHelp 2017 Release Product Review Lightext
Adobe Systems RoboHelp 2017 Release Product Review LightextAdobe Systems RoboHelp 2017 Release Product Review Lightext
Adobe Systems RoboHelp 2017 Release Product Review Lightext
 
Share Australia - Looking to the future - SharePoint in the Cloud
Share Australia - Looking to the future - SharePoint in the CloudShare Australia - Looking to the future - SharePoint in the Cloud
Share Australia - Looking to the future - SharePoint in the Cloud
 
FranklinCovey_CS
FranklinCovey_CSFranklinCovey_CS
FranklinCovey_CS
 
Forchu Teck Technology Collaboration Profile
Forchu Teck Technology Collaboration ProfileForchu Teck Technology Collaboration Profile
Forchu Teck Technology Collaboration Profile
 
Solve the most wicked text categorization problems - MeaningCloud webinar
Solve the most wicked text categorization problems - MeaningCloud webinarSolve the most wicked text categorization problems - MeaningCloud webinar
Solve the most wicked text categorization problems - MeaningCloud webinar
 
IAMCP - Cloud Platform Overview & Partner Opportunities
IAMCP - Cloud Platform Overview & Partner OpportunitiesIAMCP - Cloud Platform Overview & Partner Opportunities
IAMCP - Cloud Platform Overview & Partner Opportunities
 
Aptara Overview.... Introduction
Aptara Overview.... IntroductionAptara Overview.... Introduction
Aptara Overview.... Introduction
 
Teamie slide share
Teamie slide shareTeamie slide share
Teamie slide share
 

Similar to Can Reuse Be Sexy?

Findable, Usable, Reusable: IBM's Enterprise Content Technology Strategy for ...
Findable, Usable, Reusable: IBM's Enterprise Content Technology Strategy for ...Findable, Usable, Reusable: IBM's Enterprise Content Technology Strategy for ...
Findable, Usable, Reusable: IBM's Enterprise Content Technology Strategy for ...Michael Priestley
 
Achieving Engaging and Differentiated Digital Experiences for Better Business...
Achieving Engaging and Differentiated Digital Experiences for Better Business...Achieving Engaging and Differentiated Digital Experiences for Better Business...
Achieving Engaging and Differentiated Digital Experiences for Better Business...IBM Digital Experience
 
IBM Z for the Digital Enterprise 2018 - Automate Delivery Pipeline
IBM Z for the Digital Enterprise 2018 - Automate Delivery PipelineIBM Z for the Digital Enterprise 2018 - Automate Delivery Pipeline
IBM Z for the Digital Enterprise 2018 - Automate Delivery PipelineDevOps for Enterprise Systems
 
Advanced Content Targeting & Personalization Within the Digital Experience Us...
Advanced Content Targeting & Personalization Within the Digital Experience Us...Advanced Content Targeting & Personalization Within the Digital Experience Us...
Advanced Content Targeting & Personalization Within the Digital Experience Us...Perficient, Inc.
 
Adobe Experience Manager (AEM) - Multilingual SIG on SEO - Dave Lloyd
Adobe Experience Manager (AEM) - Multilingual SIG on SEO - Dave LloydAdobe Experience Manager (AEM) - Multilingual SIG on SEO - Dave Lloyd
Adobe Experience Manager (AEM) - Multilingual SIG on SEO - Dave LloydDave Lloyd
 
Getting SEO & Social Media Alignment Inside Your Organization by Warren Lee
Getting SEO & Social Media Alignment Inside Your Organization by Warren LeeGetting SEO & Social Media Alignment Inside Your Organization by Warren Lee
Getting SEO & Social Media Alignment Inside Your Organization by Warren LeeSearch Marketing Expo - SMX
 
Search Engine Marketing, Kevin Lee, CEO Didit & Author of Truth about Pay Per...
Search Engine Marketing, Kevin Lee, CEO Didit & Author of Truth about Pay Per...Search Engine Marketing, Kevin Lee, CEO Didit & Author of Truth about Pay Per...
Search Engine Marketing, Kevin Lee, CEO Didit & Author of Truth about Pay Per...Online Marketing Summit
 
MongoDB World 2019: From Transformation to Innovation: Lean-teams, Continuous...
MongoDB World 2019: From Transformation to Innovation: Lean-teams, Continuous...MongoDB World 2019: From Transformation to Innovation: Lean-teams, Continuous...
MongoDB World 2019: From Transformation to Innovation: Lean-teams, Continuous...MongoDB
 
Using Portal Governance to Create a Better Web Experience
Using Portal Governance to Create a Better Web ExperienceUsing Portal Governance to Create a Better Web Experience
Using Portal Governance to Create a Better Web ExperiencePerficient, Inc.
 
IBM Platform for Social Business IamLUG 2013
IBM Platform for Social Business IamLUG 2013IBM Platform for Social Business IamLUG 2013
IBM Platform for Social Business IamLUG 2013Luis Guirigay
 
IBM Cognos Social Media Analytic Solution - G A InfoMart
IBM Cognos Social Media Analytic Solution - G A InfoMartIBM Cognos Social Media Analytic Solution - G A InfoMart
IBM Cognos Social Media Analytic Solution - G A InfoMartGA InfoMart Ltd
 
IBM Portal Web intro
IBM Portal Web introIBM Portal Web intro
IBM Portal Web introdanisman
 
DevOps Thinking for the Line of Business
DevOps Thinking for the Line of BusinessDevOps Thinking for the Line of Business
DevOps Thinking for the Line of BusinessSanjeev Sharma
 
Adobe Summit 2014 - Search Optimization and Inbound Content Marketing #adobes...
Adobe Summit 2014 - Search Optimization and Inbound Content Marketing #adobes...Adobe Summit 2014 - Search Optimization and Inbound Content Marketing #adobes...
Adobe Summit 2014 - Search Optimization and Inbound Content Marketing #adobes...Dave Lloyd
 
APIdays Paris 2018 - Creating an API economy business strategy Alan Glickenho...
APIdays Paris 2018 - Creating an API economy business strategy Alan Glickenho...APIdays Paris 2018 - Creating an API economy business strategy Alan Glickenho...
APIdays Paris 2018 - Creating an API economy business strategy Alan Glickenho...apidays
 
Creating an exceptional rich social web and work experience (10-11-2012)
Creating an exceptional rich social web and work experience (10-11-2012)Creating an exceptional rich social web and work experience (10-11-2012)
Creating an exceptional rich social web and work experience (10-11-2012)Davalen LLC
 
7 Ways to Maximize ROI on your Digital Experience Investement
7 Ways to Maximize ROI on your Digital Experience Investement7 Ways to Maximize ROI on your Digital Experience Investement
7 Ways to Maximize ROI on your Digital Experience InvestementGlenn Kline
 
IT Analyst EMA and JReport: Enhance Your Applications with Embedded BI
IT Analyst EMA and JReport: Enhance Your Applications with Embedded BIIT Analyst EMA and JReport: Enhance Your Applications with Embedded BI
IT Analyst EMA and JReport: Enhance Your Applications with Embedded BIBob Report
 
apidays LIVE Jakarta - Overcoming the 3 largest obstacles to digital transfor...
apidays LIVE Jakarta - Overcoming the 3 largest obstacles to digital transfor...apidays LIVE Jakarta - Overcoming the 3 largest obstacles to digital transfor...
apidays LIVE Jakarta - Overcoming the 3 largest obstacles to digital transfor...apidays
 

Similar to Can Reuse Be Sexy? (20)

Findable, Usable, Reusable: IBM's Enterprise Content Technology Strategy for ...
Findable, Usable, Reusable: IBM's Enterprise Content Technology Strategy for ...Findable, Usable, Reusable: IBM's Enterprise Content Technology Strategy for ...
Findable, Usable, Reusable: IBM's Enterprise Content Technology Strategy for ...
 
Achieving Engaging and Differentiated Digital Experiences for Better Business...
Achieving Engaging and Differentiated Digital Experiences for Better Business...Achieving Engaging and Differentiated Digital Experiences for Better Business...
Achieving Engaging and Differentiated Digital Experiences for Better Business...
 
IBM Z for the Digital Enterprise 2018 - Automate Delivery Pipeline
IBM Z for the Digital Enterprise 2018 - Automate Delivery PipelineIBM Z for the Digital Enterprise 2018 - Automate Delivery Pipeline
IBM Z for the Digital Enterprise 2018 - Automate Delivery Pipeline
 
Advanced Content Targeting & Personalization Within the Digital Experience Us...
Advanced Content Targeting & Personalization Within the Digital Experience Us...Advanced Content Targeting & Personalization Within the Digital Experience Us...
Advanced Content Targeting & Personalization Within the Digital Experience Us...
 
Adobe Experience Manager (AEM) - Multilingual SIG on SEO - Dave Lloyd
Adobe Experience Manager (AEM) - Multilingual SIG on SEO - Dave LloydAdobe Experience Manager (AEM) - Multilingual SIG on SEO - Dave Lloyd
Adobe Experience Manager (AEM) - Multilingual SIG on SEO - Dave Lloyd
 
Getting SEO & Social Media Alignment Inside Your Organization by Warren Lee
Getting SEO & Social Media Alignment Inside Your Organization by Warren LeeGetting SEO & Social Media Alignment Inside Your Organization by Warren Lee
Getting SEO & Social Media Alignment Inside Your Organization by Warren Lee
 
Search Engine Marketing, Kevin Lee, CEO Didit & Author of Truth about Pay Per...
Search Engine Marketing, Kevin Lee, CEO Didit & Author of Truth about Pay Per...Search Engine Marketing, Kevin Lee, CEO Didit & Author of Truth about Pay Per...
Search Engine Marketing, Kevin Lee, CEO Didit & Author of Truth about Pay Per...
 
MongoDB World 2019: From Transformation to Innovation: Lean-teams, Continuous...
MongoDB World 2019: From Transformation to Innovation: Lean-teams, Continuous...MongoDB World 2019: From Transformation to Innovation: Lean-teams, Continuous...
MongoDB World 2019: From Transformation to Innovation: Lean-teams, Continuous...
 
Using Portal Governance to Create a Better Web Experience
Using Portal Governance to Create a Better Web ExperienceUsing Portal Governance to Create a Better Web Experience
Using Portal Governance to Create a Better Web Experience
 
IBM Platform for Social Business IamLUG 2013
IBM Platform for Social Business IamLUG 2013IBM Platform for Social Business IamLUG 2013
IBM Platform for Social Business IamLUG 2013
 
Enhance Your Applications with Embedded BI
Enhance Your Applications with Embedded BIEnhance Your Applications with Embedded BI
Enhance Your Applications with Embedded BI
 
IBM Cognos Social Media Analytic Solution - G A InfoMart
IBM Cognos Social Media Analytic Solution - G A InfoMartIBM Cognos Social Media Analytic Solution - G A InfoMart
IBM Cognos Social Media Analytic Solution - G A InfoMart
 
IBM Portal Web intro
IBM Portal Web introIBM Portal Web intro
IBM Portal Web intro
 
DevOps Thinking for the Line of Business
DevOps Thinking for the Line of BusinessDevOps Thinking for the Line of Business
DevOps Thinking for the Line of Business
 
Adobe Summit 2014 - Search Optimization and Inbound Content Marketing #adobes...
Adobe Summit 2014 - Search Optimization and Inbound Content Marketing #adobes...Adobe Summit 2014 - Search Optimization and Inbound Content Marketing #adobes...
Adobe Summit 2014 - Search Optimization and Inbound Content Marketing #adobes...
 
APIdays Paris 2018 - Creating an API economy business strategy Alan Glickenho...
APIdays Paris 2018 - Creating an API economy business strategy Alan Glickenho...APIdays Paris 2018 - Creating an API economy business strategy Alan Glickenho...
APIdays Paris 2018 - Creating an API economy business strategy Alan Glickenho...
 
Creating an exceptional rich social web and work experience (10-11-2012)
Creating an exceptional rich social web and work experience (10-11-2012)Creating an exceptional rich social web and work experience (10-11-2012)
Creating an exceptional rich social web and work experience (10-11-2012)
 
7 Ways to Maximize ROI on your Digital Experience Investement
7 Ways to Maximize ROI on your Digital Experience Investement7 Ways to Maximize ROI on your Digital Experience Investement
7 Ways to Maximize ROI on your Digital Experience Investement
 
IT Analyst EMA and JReport: Enhance Your Applications with Embedded BI
IT Analyst EMA and JReport: Enhance Your Applications with Embedded BIIT Analyst EMA and JReport: Enhance Your Applications with Embedded BI
IT Analyst EMA and JReport: Enhance Your Applications with Embedded BI
 
apidays LIVE Jakarta - Overcoming the 3 largest obstacles to digital transfor...
apidays LIVE Jakarta - Overcoming the 3 largest obstacles to digital transfor...apidays LIVE Jakarta - Overcoming the 3 largest obstacles to digital transfor...
apidays LIVE Jakarta - Overcoming the 3 largest obstacles to digital transfor...
 

More from Michael Priestley

Integrating information models across disciplines and domains
Integrating information models across disciplines and domainsIntegrating information models across disciplines and domains
Integrating information models across disciplines and domainsMichael Priestley
 
The politics of information architecture
The politics of information architectureThe politics of information architecture
The politics of information architectureMichael Priestley
 
Topic-oriented information architecture for very large websites
Topic-oriented information architecture for very large websitesTopic-oriented information architecture for very large websites
Topic-oriented information architecture for very large websitesMichael Priestley
 
Enterprise information architecture: a case study in progress
Enterprise information architecture: a case study in progressEnterprise information architecture: a case study in progress
Enterprise information architecture: a case study in progressMichael Priestley
 
Updating content types for marketing and omnichannel
Updating content types for marketing and omnichannelUpdating content types for marketing and omnichannel
Updating content types for marketing and omnichannelMichael Priestley
 
Customer-centric content and Info 4.0
Customer-centric content and Info 4.0Customer-centric content and Info 4.0
Customer-centric content and Info 4.0Michael Priestley
 
Feedable, Portable, Mashable, DITAble
Feedable, Portable, Mashable, DITAbleFeedable, Portable, Mashable, DITAble
Feedable, Portable, Mashable, DITAbleMichael Priestley
 

More from Michael Priestley (8)

Integrating information models across disciplines and domains
Integrating information models across disciplines and domainsIntegrating information models across disciplines and domains
Integrating information models across disciplines and domains
 
The politics of information architecture
The politics of information architectureThe politics of information architecture
The politics of information architecture
 
Topic-oriented information architecture for very large websites
Topic-oriented information architecture for very large websitesTopic-oriented information architecture for very large websites
Topic-oriented information architecture for very large websites
 
Enterprise information architecture: a case study in progress
Enterprise information architecture: a case study in progressEnterprise information architecture: a case study in progress
Enterprise information architecture: a case study in progress
 
Updating content types for marketing and omnichannel
Updating content types for marketing and omnichannelUpdating content types for marketing and omnichannel
Updating content types for marketing and omnichannel
 
Customer-centric content and Info 4.0
Customer-centric content and Info 4.0Customer-centric content and Info 4.0
Customer-centric content and Info 4.0
 
A lightweight DITA update
A lightweight DITA updateA lightweight DITA update
A lightweight DITA update
 
Feedable, Portable, Mashable, DITAble
Feedable, Portable, Mashable, DITAbleFeedable, Portable, Mashable, DITAble
Feedable, Portable, Mashable, DITAble
 

Recently uploaded

Slack Application Development 101 Slides
Slack Application Development 101 SlidesSlack Application Development 101 Slides
Slack Application Development 101 Slidespraypatel2
 
What Are The Drone Anti-jamming Systems Technology?
What Are The Drone Anti-jamming Systems Technology?What Are The Drone Anti-jamming Systems Technology?
What Are The Drone Anti-jamming Systems Technology?Antenna Manufacturer Coco
 
Data Cloud, More than a CDP by Matt Robison
Data Cloud, More than a CDP by Matt RobisonData Cloud, More than a CDP by Matt Robison
Data Cloud, More than a CDP by Matt RobisonAnna Loughnan Colquhoun
 
2024: Domino Containers - The Next Step. News from the Domino Container commu...
2024: Domino Containers - The Next Step. News from the Domino Container commu...2024: Domino Containers - The Next Step. News from the Domino Container commu...
2024: Domino Containers - The Next Step. News from the Domino Container commu...Martijn de Jong
 
Factors to Consider When Choosing Accounts Payable Services Providers.pptx
Factors to Consider When Choosing Accounts Payable Services Providers.pptxFactors to Consider When Choosing Accounts Payable Services Providers.pptx
Factors to Consider When Choosing Accounts Payable Services Providers.pptxKatpro Technologies
 
CNv6 Instructor Chapter 6 Quality of Service
CNv6 Instructor Chapter 6 Quality of ServiceCNv6 Instructor Chapter 6 Quality of Service
CNv6 Instructor Chapter 6 Quality of Servicegiselly40
 
A Year of the Servo Reboot: Where Are We Now?
A Year of the Servo Reboot: Where Are We Now?A Year of the Servo Reboot: Where Are We Now?
A Year of the Servo Reboot: Where Are We Now?Igalia
 
How to Troubleshoot Apps for the Modern Connected Worker
How to Troubleshoot Apps for the Modern Connected WorkerHow to Troubleshoot Apps for the Modern Connected Worker
How to Troubleshoot Apps for the Modern Connected WorkerThousandEyes
 
The 7 Things I Know About Cyber Security After 25 Years | April 2024
The 7 Things I Know About Cyber Security After 25 Years | April 2024The 7 Things I Know About Cyber Security After 25 Years | April 2024
The 7 Things I Know About Cyber Security After 25 Years | April 2024Rafal Los
 
GenCyber Cyber Security Day Presentation
GenCyber Cyber Security Day PresentationGenCyber Cyber Security Day Presentation
GenCyber Cyber Security Day PresentationMichael W. Hawkins
 
Boost Fertility New Invention Ups Success Rates.pdf
Boost Fertility New Invention Ups Success Rates.pdfBoost Fertility New Invention Ups Success Rates.pdf
Boost Fertility New Invention Ups Success Rates.pdfsudhanshuwaghmare1
 
Apidays Singapore 2024 - Building Digital Trust in a Digital Economy by Veron...
Apidays Singapore 2024 - Building Digital Trust in a Digital Economy by Veron...Apidays Singapore 2024 - Building Digital Trust in a Digital Economy by Veron...
Apidays Singapore 2024 - Building Digital Trust in a Digital Economy by Veron...apidays
 
Workshop - Best of Both Worlds_ Combine KG and Vector search for enhanced R...
Workshop - Best of Both Worlds_ Combine  KG and Vector search for  enhanced R...Workshop - Best of Both Worlds_ Combine  KG and Vector search for  enhanced R...
Workshop - Best of Both Worlds_ Combine KG and Vector search for enhanced R...Neo4j
 
Driving Behavioral Change for Information Management through Data-Driven Gree...
Driving Behavioral Change for Information Management through Data-Driven Gree...Driving Behavioral Change for Information Management through Data-Driven Gree...
Driving Behavioral Change for Information Management through Data-Driven Gree...Enterprise Knowledge
 
08448380779 Call Girls In Greater Kailash - I Women Seeking Men
08448380779 Call Girls In Greater Kailash - I Women Seeking Men08448380779 Call Girls In Greater Kailash - I Women Seeking Men
08448380779 Call Girls In Greater Kailash - I Women Seeking MenDelhi Call girls
 
08448380779 Call Girls In Civil Lines Women Seeking Men
08448380779 Call Girls In Civil Lines Women Seeking Men08448380779 Call Girls In Civil Lines Women Seeking Men
08448380779 Call Girls In Civil Lines Women Seeking MenDelhi Call girls
 
Finology Group – Insurtech Innovation Award 2024
Finology Group – Insurtech Innovation Award 2024Finology Group – Insurtech Innovation Award 2024
Finology Group – Insurtech Innovation Award 2024The Digital Insurer
 
Exploring the Future Potential of AI-Enabled Smartphone Processors
Exploring the Future Potential of AI-Enabled Smartphone ProcessorsExploring the Future Potential of AI-Enabled Smartphone Processors
Exploring the Future Potential of AI-Enabled Smartphone Processorsdebabhi2
 
Histor y of HAM Radio presentation slide
Histor y of HAM Radio presentation slideHistor y of HAM Radio presentation slide
Histor y of HAM Radio presentation slidevu2urc
 
Strategies for Unlocking Knowledge Management in Microsoft 365 in the Copilot...
Strategies for Unlocking Knowledge Management in Microsoft 365 in the Copilot...Strategies for Unlocking Knowledge Management in Microsoft 365 in the Copilot...
Strategies for Unlocking Knowledge Management in Microsoft 365 in the Copilot...Drew Madelung
 

Recently uploaded (20)

Slack Application Development 101 Slides
Slack Application Development 101 SlidesSlack Application Development 101 Slides
Slack Application Development 101 Slides
 
What Are The Drone Anti-jamming Systems Technology?
What Are The Drone Anti-jamming Systems Technology?What Are The Drone Anti-jamming Systems Technology?
What Are The Drone Anti-jamming Systems Technology?
 
Data Cloud, More than a CDP by Matt Robison
Data Cloud, More than a CDP by Matt RobisonData Cloud, More than a CDP by Matt Robison
Data Cloud, More than a CDP by Matt Robison
 
2024: Domino Containers - The Next Step. News from the Domino Container commu...
2024: Domino Containers - The Next Step. News from the Domino Container commu...2024: Domino Containers - The Next Step. News from the Domino Container commu...
2024: Domino Containers - The Next Step. News from the Domino Container commu...
 
Factors to Consider When Choosing Accounts Payable Services Providers.pptx
Factors to Consider When Choosing Accounts Payable Services Providers.pptxFactors to Consider When Choosing Accounts Payable Services Providers.pptx
Factors to Consider When Choosing Accounts Payable Services Providers.pptx
 
CNv6 Instructor Chapter 6 Quality of Service
CNv6 Instructor Chapter 6 Quality of ServiceCNv6 Instructor Chapter 6 Quality of Service
CNv6 Instructor Chapter 6 Quality of Service
 
A Year of the Servo Reboot: Where Are We Now?
A Year of the Servo Reboot: Where Are We Now?A Year of the Servo Reboot: Where Are We Now?
A Year of the Servo Reboot: Where Are We Now?
 
How to Troubleshoot Apps for the Modern Connected Worker
How to Troubleshoot Apps for the Modern Connected WorkerHow to Troubleshoot Apps for the Modern Connected Worker
How to Troubleshoot Apps for the Modern Connected Worker
 
The 7 Things I Know About Cyber Security After 25 Years | April 2024
The 7 Things I Know About Cyber Security After 25 Years | April 2024The 7 Things I Know About Cyber Security After 25 Years | April 2024
The 7 Things I Know About Cyber Security After 25 Years | April 2024
 
GenCyber Cyber Security Day Presentation
GenCyber Cyber Security Day PresentationGenCyber Cyber Security Day Presentation
GenCyber Cyber Security Day Presentation
 
Boost Fertility New Invention Ups Success Rates.pdf
Boost Fertility New Invention Ups Success Rates.pdfBoost Fertility New Invention Ups Success Rates.pdf
Boost Fertility New Invention Ups Success Rates.pdf
 
Apidays Singapore 2024 - Building Digital Trust in a Digital Economy by Veron...
Apidays Singapore 2024 - Building Digital Trust in a Digital Economy by Veron...Apidays Singapore 2024 - Building Digital Trust in a Digital Economy by Veron...
Apidays Singapore 2024 - Building Digital Trust in a Digital Economy by Veron...
 
Workshop - Best of Both Worlds_ Combine KG and Vector search for enhanced R...
Workshop - Best of Both Worlds_ Combine  KG and Vector search for  enhanced R...Workshop - Best of Both Worlds_ Combine  KG and Vector search for  enhanced R...
Workshop - Best of Both Worlds_ Combine KG and Vector search for enhanced R...
 
Driving Behavioral Change for Information Management through Data-Driven Gree...
Driving Behavioral Change for Information Management through Data-Driven Gree...Driving Behavioral Change for Information Management through Data-Driven Gree...
Driving Behavioral Change for Information Management through Data-Driven Gree...
 
08448380779 Call Girls In Greater Kailash - I Women Seeking Men
08448380779 Call Girls In Greater Kailash - I Women Seeking Men08448380779 Call Girls In Greater Kailash - I Women Seeking Men
08448380779 Call Girls In Greater Kailash - I Women Seeking Men
 
08448380779 Call Girls In Civil Lines Women Seeking Men
08448380779 Call Girls In Civil Lines Women Seeking Men08448380779 Call Girls In Civil Lines Women Seeking Men
08448380779 Call Girls In Civil Lines Women Seeking Men
 
Finology Group – Insurtech Innovation Award 2024
Finology Group – Insurtech Innovation Award 2024Finology Group – Insurtech Innovation Award 2024
Finology Group – Insurtech Innovation Award 2024
 
Exploring the Future Potential of AI-Enabled Smartphone Processors
Exploring the Future Potential of AI-Enabled Smartphone ProcessorsExploring the Future Potential of AI-Enabled Smartphone Processors
Exploring the Future Potential of AI-Enabled Smartphone Processors
 
Histor y of HAM Radio presentation slide
Histor y of HAM Radio presentation slideHistor y of HAM Radio presentation slide
Histor y of HAM Radio presentation slide
 
Strategies for Unlocking Knowledge Management in Microsoft 365 in the Copilot...
Strategies for Unlocking Knowledge Management in Microsoft 365 in the Copilot...Strategies for Unlocking Knowledge Management in Microsoft 365 in the Copilot...
Strategies for Unlocking Knowledge Management in Microsoft 365 in the Copilot...
 

Can Reuse Be Sexy?

  • 1. © Copyright IBM Corp. 2012, 2014 Can Reuse Be Sexy? How lightweight DITA for marketing content can fuel a runtime reuse engine across an enterprise content delivery ecosystem James Mathewson, Global Search and Content Marketing Michael Priestley, Enterprise Content Technology Strategy Kendra Brady DeKeyrel, Digital Management and Effectiveness DITA Europe 2014
  • 2. © Copyright IBM Corp. 2012, 2014 Important Disclaimer THE INFORMATION CONTAINED IN THIS PRESENTATION IS PROVIDED FOR INFORMATIONAL PURPOSES ONLY. WHILE EFFORTS WERE MADE TO VERIFY THE COMPLETENESS AND ACCURACY OF THE INFORMATION CONTAINED IN THIS PRESENTATION, IT IS PROVIDED “AS IS”, WITHOUT WARRANTY OF ANY KIND, EXPRESS OR IMPLIED. IN ADDITION, THIS INFORMATION IS BASED ON IBM’S CURRENT PRODUCT PLANS AND STRATEGY, WHICH ARE SUBJECT TO CHANGE BY IBM WITHOUT NOTICE. IBM SHALL NOT BE RESPONSIBLE FOR ANY DAMAGES ARISING OUT OF THE USE OF, OR OTHERWISE RELATED TO, THIS PRESENTATION OR ANY OTHER DOCUMENTATION. NOTHING CONTAINED IN THIS PRESENTATION IS INTENDED TO, OR SHALL HAVE THE EFFECT OF: • CREATING ANY WARRANTY OR REPRESENTATION FROM IBM (OR ITS AFFILIATES OR ITS OR THEIR SUPPLIERS AND/OR LICENSORS); OR • ALTERING THE TERMS AND CONDITIONS OF THE APPLICABLE LICENSE AGREEMENT GOVERNING THE USE OF IBM SOFTWARE. 2
  • 3. © Copyright IBM Corp. 2012, 2014 Who am I?  Program Director, Search and Content Marketing, Structured Content Strategy, IBM  Lead author: Audience, Relevance and Search: Targeting Web Audiences with Relevant Content (2010)  Lead author: Outside-in Marketing: Using Big Data to Drive Content Marketing (2014)  www.biznology.com/author/james mathewson/  Writingfordigital.com  @James_Mathewson  LinkedIn/JamesMathewson
  • 4. © Copyright IBM Corp. 2012, 2014 Who am I?  Enterprise Content Technology Strategist, IBM CIO  Senior Technical Staff Member (STSM)  Developing strategies and standards for the enterprise content ecosystem  @Ditaguy  LinkedIn/michael-priestley  Worked on original definition of DITA at IBM  Co-editor, DITA 1.0 and 1.1 specifications  Chair, Lightweight DITA SC
  • 5. © Copyright IBM Corp. 2012, 2014 Our goal: Create an exceptional experience for clients to easily find, try, and buy IBM offerings Design an end-to-end system to optimize each touchpoint Optimized Digital Experience and Performance Note: from I&VT 10 Learn Try Discover Buy Adopt Advocate
  • 6. 6© 2014 IBM Corporation Reading Scrolling Clicking Relevant? Right and quality assets? In every decision point of Emily’s journey, well-structured content is critical to deepening her relationship with IBM Emily clicks external drive-to Organic search 70% Ads/other paid 20% Earned/social 10% Emily lands on ibm.com page, and scans it for relevant content 180K per day no Emily engages with ibm.com yes Bookmark/RSS 40% Deep dive 30% Respond 20% Like/share 5% Comment/connect 5% no yes Adversary Emily goes away and is more likely to amplify negative brand impression in social circles Advocate Emily is more likely to amplify positive brand impression in social circles
  • 7. © Copyright IBM Corp. 2012, 2014 From taxonomy to structured content strategy Ontologies TaxonomiesSemantic variants Structured content models Hierarchies Link data Related values Contextual variants Syntactic variants Relevant content Client UX rules
  • 8. © Copyright IBM Corp. 2012, 2014 Challenges with the current state  Content is page bound, which presents many challenges: – Findability: Page-bound content forces users to consume more than they need in order to find a few salient nuggets within them – Shareability: Nobody shares pages. Users share assets—videos, infographics, articles, etc. – Adaptability: Large pages tend to turn into infinite scrolls when converted to mobile screens. Forcing users to consume the whole page to get the content they need is bad UX – Measurability: Users of pages focus their attention on areas of the page and their clicks on particular assets. Outside of heat maps, measurement systems aren’t up to separating poorly producing assets from those that perform well within the same page
  • 9. © Copyright IBM Corp. 2012, 2014 Content infrastructure • Page-bound • Unstructured • Intuitive • Built for admins • Development prioritized by time-in, time-out method Classification • Inside-out terms • Not relational • Context agnostic • Syntactic • Waterfall • Poor governance • Lack of automated, intelligent tools Ineffective Content • Difficult to share • Not reusable • Difficult to personalize • Not responsive Current state
  • 10. © Copyright IBM Corp. 2012, 2014 Future state Content infrastructure • Modular • Structured • Data driven • Built for clients • Development prioritized by ROI Classification • Outside-in language • Ontological • Context sensitive • Semantic • Agile • Governed • Automated with intelligent tools Effective Content • Client-centric • Findable • Shareable • Responsive • Personalized • Measurable
  • 11. © Copyright IBM Corp. 2012, 2014 //Subject taxonomy transformation From To Flat file Ontology IBM nomenclature Client language Required everywhere Contextual requirements Managed centrally Governed by community Look-up tables Author tagging assistance Show users our back-end Hide the codes, show the values
  • 12. © Copyright IBM Corp. 2012, 2014 Proof of concept – Enterprise Content Catalog Objective; Scalable authoring and publishing environment for marketing and sales Scalable personalized experiences for clients Content Management Platform • Ability to author content via easy to use self service authoring environment. • Ability to create custom templates for flexible look and feel • Ability to edit and audit content at the time its being authored allowing for proper tagging for content personalization • Ability to apply targeted business rules to personalize customer experience • Ability to publish content to dynamic content delivery environment for personalized content assembly • Ability to push content to other publishing environments
  • 13. © Copyright IBM Corp. 2012, 2014 Document model for case studies in ECC (domain analysis)
  • 14. © Copyright IBM Corp. 2012, 2014 One source, multiple views 14 Case study source And a short description - Some metadata - Some more metadata Structured section title A series of structured sections Structured section title A series of structured sections Unstructured section title Some more info about this wonderful case study Full view And a short description - Some metadata Structured section title A series of structured sections Unstructured section title Some more info about this wonderful case study Details view And a short description - Some metadata - Some more metadata Structured section title A series of structured sections Tile View And a short description • Some more metadata
  • 15. © Copyright IBM Corp. 2012, 2014 Search prototype (for authors finding reusable content) 15
  • 16. © Copyright IBM Corp. 2012, 2014 Search results (tile view) 16
  • 17. © Copyright IBM Corp. 2012, 2014 View more details 17
  • 18. © Copyright IBM Corp. 2012, 2014 And even more details 18
  • 19. © Copyright IBM Corp. 2012, 2014 JSON view 19
  • 20. © Copyright IBM Corp. 2012, 2014 (Strawman) XML DITA (XDITA)view 20
  • 21. © Copyright IBM Corp. 2012, 2014 (Strawman) HTML5 DITA (HDITA) view
  • 22. © Copyright IBM Corp. 2012, 2014 Next steps  Measure success of the Proof of Concept  Refine approach, adding structured content mappings (import/export to XDITA/HDITA)  Provide XML DITA view and HTML5 DITA view from ECC  Integrate Enterprise Content Catalog with source management in IBM Web Content Manager® and IBM FileNet®  Integrate search for reuse directly into authoring tools - make searching for reusable/related content an automatic part of authoring new content  Connect people through content – find other authors as collaborators  Connect to Enterprise Keyword Database  Complete analysis of end-to-end content lifecycle for case studies – crosses multiple content organizations and technology domains  Apply lessons learned to additional domains  Validate directions with potential adopters across IBM – beyond marketing 22
  • 23. © Copyright IBM Corp. 2012, 2014 Legal IBM and the IBM logo are trademarks of International Business Machines Corp., registered in many jurisdictions worldwide. Other product and service names might be trademarks of IBM or other companies. A current list of IBM trademarks is available on the Web at “Copyright and trademark information” at www.ibm.com/legal/copytrade.shtml 23
  • 24. © Copyright IBM Corp. 2012, 2014 Questions?
  • 25. © Copyright IBM Corp. 2012, 2014Document Title | Date25 Proof of Concept – Enterprise Content Catalog (ECC) Overview  Objective;  Scalable authoring and publishing environment for marketing and sales  Scalable personalized experiences for clients  Content Management Platform • Ability to author content via easy to use self service authoring environment. • Ability to create custom templates for flexible look and feel • Ability to edit and audit content at the time its being authored allowing for proper tagging for content personalization • Ability to apply targeted business rules to personalize customer experience • Ability to publish content to dynamic content delivery environment for personalized content assembly • Ability to push content to other publishing environments What change will the business experience as a result of this? (From – To)  Today there are multiple content management systems that are not easy to use for marketers and requires professional I/T resources to operate. In addition, many web pages are still hand coded and taxonomy tagging that is required for personalization is not appropriately applied to the pages. This process is costly and doe not result in higher revenue  Tomorrow there will be an easy to use self services authoring environment for marketers that applies content standards at the point of entry. Marketers will have the ability to target offers and content based on the visitors’ Industry, Role and Company. The Client will experience a personalized experience resulting in higher conversion rates and higher revenue at a lower operating cost.