integrated content teams (gnostyx)
Post on 17-Oct-2014
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DESCRIPTION
Lots of things are changing for Content Professionals but among the most important is the fact that content has very much become a team sport. This session will look into how the business of content has changed over the last twenty years and what this tells us about future trends. One of these trends merits closer attention and that is the emergence of, or at least the need for, Integrated Content Teams. Drawing from models developed for “concurrent engineering”, the speaker will introduce approaches to planning and conducting content projects in ways that achieve great results and that sidestep many of the challenges that organizations find themselves saddled with. As an unexpected outcome from this exploration, a picture emergences of a new role for communicators and one that makes communication skills more important than ever. Attendees will take away practical guidelines on how to establish an integrated content team and an awareness of some of the challenges, as well as opportunities, that await the communicator within these environments.TRANSCRIPT
Copyright © Joe Gollner 2012
Integrated
Content Teams Joe Gollner
Gnostyx Research Inc.
www.gollner.ca
@joegollner
LavaCon 2012
Context
The Intelligent Content
Imperative
Intelligent Content
Lifecycle Model
Integrated Content Teams
Global Project Case Study
Shifting the Focus to
Upstream Content
Intelligent Content &
Lean Manufacturing Case Study
Topics
A Global Economy calls for
Continuous
process improvement
Maximized automation
Dynamically tailored products
Localized delivery & support
Reconfigurable supply chains
This Demands
Standardized parts
Flexible & dynamic assembly
for products, services & content
The Intelligent Content Imperative
Only Intelligent Content
has a future in this world
Peter F. Drucker
XML Behind the Scenes
Extensible Markup Language
World Wide Web Consortium (W3C) Recommendation
A simplification of ISO8879 Standard Generalized
Markup Language (SGML) to enable portable web data
Massively influential on
• Technology interoperability
• Electronic data interchange
• Supply chain automation
• Internet commerce
• Social media integration
• eBook publishing
• Responsive web design…
Absolutely Central to the Nature of Intelligent Content
Intelligent Content in Practice
A Practical Definition
Intelligent Content is designed, created, managed and processed
using open standards so that the resulting information products
can be dynamically tailored to meet the needs of the user and
can be efficiently maintained & leveraged by the content owner
Intelligent Content
Portable
Reusable
Findable
Manageable
Processable
Sustainable Intelligent Content leverages XML to expose its meaning
in ways that both people & machines can use
Building Blocks of Intelligent Content
Content Components
Text Modules
Media Assets
Data Sources
Relationship Links
Metadata Properties
Concept Taxonomies
Assembly Maps
Governing Models
Processing Rules
Formatting Instructions
Distribution Rights
Technology Considerations
Management Systems
Authoring Environments
Publishing Processes
Discovery Frameworks
Social Media Venues
Mobile Devices
Intelligent Content is essential if automation
is to be deployed successfully
To bring down costs
Shorten update cycles
Streamline work processes
Optimize information products
• For different users
• For different markets
• For different locations
• For different devices
• For different situations
• For different needs
In a way that can be measured & improved
The Name of the Game is Automation
The Intelligent Content Lifecycle Model
Content Strategy
Establishing a vision for what can be achieved
with the right content delivered in the right ways
Validated through stakeholder engagement
A vision must be made tangible to take hold…
Content Acquisition
Creating or converting content to establish
the potential to execute on the strategy
Refined continuously to improve efficiency
Adapted in response to stakeholder feedback
Intelligent Content Lifecycle Components
Intelligent Content Lifecycle Components
Content Delivery
Publishing information products
Adapting product to each user’s unique needs
Content Management
Applying a formal process to content lifecycle
Facilitating all the activities that need to occur
Content Engagement
Engaging the entire stakeholder community
Incorporating stakeholder content contributions
Tapping into Social Media to build engagement
Adaptive Content as Staged Intelligence
Realizing the vision
of Steve Jobs with
Adaptive Content
Integrated Content Teams on a Global Project
Highly complex integrated weapon system
To be integrated into a massive array of existing ships
Operated as part of Fleet-wide real-time air defence
To be developed through a multi-national collaboration
Content to be delivered for
Different electronic platforms
Different system configurations
Different documentation styles
Different languages
Different Military Standards
Challenges
The NATO Pathfinder Project Solution
Goal: Facilitate
international content
collaboration from the very start
Critical Responses to the Challenges
Concurrent Engineering
Engage all disciplines from the start
Ensure the core design streamlines
downstream processes
Integrated Project Teams
Assemble diverse specialists
to work together collaboratively
Engineers, communicators &
business stakeholders all in
the same room
Concurrent Engineering & Integrated Product Teams
Canadian Hippy
French Scientist
American Engineers
Shifting the Focus to Upstream Content
Mommy, Where do Airplanes Come From?
1
2
3
4
Most
common
answer but
wrong!
From the mind
of a genius,
of course!
Design Document
The Quest for the Content behind Airplanes
A trail of references led back to the primary sources
A library of Engineering Standards provided the
starting point with guidance, controls & a lot of data
The Real Answer Looks More Like This
3
4
5
6
1
2
6
Design Document Document
A New View of Document Content
An Integrated View of Content Controls
Sources (Precedence)
Outputs (Goals)
Processes (Mechanisms)
IDEF0
Integrated Definition
Activity Models from USAF
The Assembly before the Assembly
Content work
moves forward
in the
product
lifecycle
Content is
rendered in
whatever form
that best
addresses
the need
- Lookup
- Wizard
- Product
design
feature
The Brave New World of Intelligent Content
Integrated team
defining business
processes
Constructed of
intelligent content
components
Connecting business goals
to the guidance provided to the
staff & suppliers performing work activities
Intelligent Content & Lean Manufacturing
Intelligent Content
Modeling Language
(ICML)
A Digression concerning Content Modeling
Goal:
Provide a
streamlined
representation
of content
models &
associated
processes
Sources:
Object Process
Methodology
& IDEF0
Enabling The Smart Enterprise
The core intelligence lies in the precedence network – connecting ideas to actions.
This facilitates the matching of actuals & feedback back to goals.
Teams integrate participants
from all content disciplines
Technical communicators
Publishing specialists
UX & Usability experts
Information architects
Media artists…
This team is then integrated
into the full product team
Engineers
Lawyers
Business stakeholders…
Integrated Content Teams
John M. Manly &
Edith Rickert (1932)
Implications
Making Connections
Joe Gollner
Gnostyx Research Inc.
www.gnostyx.com
Twitter: @joegollner
Blog: The Content Philosopher
www.gollner.ca