1. DO HUMANS DREAMOF ELECTRIC SHEEP?Preparing for The SingularityAndrew ThomasDir. Product Marketing09.20.2012

2. Agenda Introductions The Bright FutureWhat is The Singularity and why does it matter? The Present ProblemWhat do people want from us today? The Present SolutionXML can save us!But we still have to create awesome content2 3. Who Am I? Father of two teenage boys Recently remarried Consume all forms of media Write bad poetry in sparetime Implemented DITA at Adobe Product Manager for SDLWorldServer TMS Product Marketer for SDLLiveContent HUGE NERDInstagram makes anyones pictures look good 4. Who Are You? Delivering printed materials? Single sourcing? Creating content in XML? DITA? Using a CCMS / XML CMS? Mobile delivery? Cross-departmental?4 5. THE BRIGHT FUTURE 6. What is The Singularity? 7. What does it mean for us today? 8. And where will it take us tomorrow? 9. And how does this affect technical communication? 10. THE PRESENT PROBLEM 11. The Customer Journey14 12. What do you use product information for?10%Learn 48%Troubleshoot42% Discover15 13. Self-Service Having media-rich, meaningful and contextually-targeted product information: makes it easier to solve a problem on my own. Source: Golan Harris -SDL Structured Content Product Information Survey16 14. Loyalty Having media-rich, meaningful and contextually-targeted product information: improves my impression of the product and brand. Source: Golan Harris -SDL Structured Content Product Information Survey17 15. Brand Advocacy Having media-rich, meaningful and contextually-targeted product information: makes it more likely that I will recommend a brand or product to my friends/colleagues/social network.Source: Golan Harris -SDL Structured Content Product Information Survey18 16. Channel Preference 60 50 40Search Website 30 Print/PDF 20Community Mobile 10 0Often Sometimes Seldom Never19 17. Desired Content AttributesMultimedia Multichannel InteractiveContextual 54 56 58 60 62 64 6620 18. THE PRESENT SOLUTION 19. XML Provides Answers22 20. Direct vs. Flattened23 21. Content Re-use Customer Support Sales & MarketingResearch & Dev Training & Learning24 22. Future proof25 23. Future proof26 24. Content Requirements2727 25. What makes content compelling? SocialRichPersonalized28 26. Social Content Source: Social Impact Study 2012: Social Sharing as Helpful as Google Search in29 Shopping sociablelabs 03/04/2012 27. Your content must be easy to share30 28. Personalized Content31 29. What makes content useful? FindabilityRelevance Multi-channelAnalytics32 30. Findability33 31. Relevance34 32. Multi-channel35 33. Analytics36 34. What makes content easy to create?Ask me for a demo in a fewmonths ;-)37 35. Copyright 2008-2012 SDL plc. All rights reserved.. All company names, brandnames, 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 becopied, used or distributed except as authorised by SDL.