Content Convergence And Integration

Slideshow Transcript

1. Slide 1: Content Convergence Rahel Anne Bailie © 2008 Intentional Design Inc.
2. Slide 2: Content convergence is a move away from content silos.
3. Slide 3: Paired with content integration, which is combining content from multiple sources.
4. Slide 4: Together, they have powerful communication potential.
5. Slide 5: Content convergence means portability. Content can be mixed-and-matched to fit new contexts.
6. Slide 6: To be portable, content needs to: • Be structured • Have semantic properties • Be findable (searchable) • Conform to standards
7. Slide 7: Portable content makes context moremore important. Portable content makes context important. Content must support multiple contexts.
8. Slide 8: Complex contexts demand concise content. Shape content around a single concept.
9. Slide 9: Context changes content. The ability to re-use content across contexts increases content value.
10. Slide 10: Content is not isolated. Content is not isolated. Content does need to be self-contained.
11. Slide 11: Portable content can look like this •Blog posts •Images (in blog posts) •Twitter posts •Upcoming conference gigs •User-generated content •Visitor log •Subscription information www.salimismail.com
12. Slide 12: Or it can look like this •Blog posts •Images •Twitter posts •Upcoming product releases •User-generated content •Visitor login • Ratings information • Ecommerce data • Audio files • Product descriptions www.allmusic.com
13. Slide 13: Portable content creates value Content is integrated from: • Airline booking • Hotel booking • Car rental booking • Google maps • Weather network • User-generated content … and more. Convergence is automated, generating an automatic, customized itinerary. This convergence of content provides a value-add service to the user. www.tripit.com
14. Slide 14: Portable content creates efficiencies. Portable content creates efficiencies Content must support multiple contexts.
15. Slide 15: When architected well, it happens seamlessly. User-generated Subscriptions content RSS feeds Marketing CRM content Information content portal Engineering Tech content Training Support center Comm content content content
16. Slide 16: Convergence creates possibilities. The end goal is user satisfaction.
17. Slide 17: Users demand more, better, faster.
18. Slide 18: Users demand it Organic content convergence World of Warcraft • Some users dissatisfied with documentation provided. • Built their own database. • Better quality, more features. Apple • Search for “iPhone help” and observe the results • Search for an error message by number (e.g. “error message 12846”) and observe the results • Users will create their own documentation. •Their sites will come up higher in search engines. • Your reputation suffers. • Brand management issues arise.
19. Slide 19: World of Warcraft wow.allakhazam.com/
20. Slide 20: The market demands it • Organizations need to deliver more content, faster, cheaper. • The content needs to work for many similar products. • There is a need to deliver to multiple markets , sometimes in multiple languages. • There is too much content to deal with, to create linear content. HP • HP knowledge base has integrated all content into a single page • Highest result in the search engines • Well designed convergence experience for users
21. Slide 21: HP Knowledge Center h30413.www3.hp.com/SupportServices/country/us/en/support/T1100.html.htm
22. Slide 22: The move away from single-use, linear content is happening fast. Every day, the bar is raised a little higher.
23. Slide 23: The pressure is on to devise strategies for portable content. You snooze, you lose.
24. Slide 24: Strategies are business-dependent There is no formula. • The solutions are as unique as the business and the reasons for needing the strategy. • It means changes in technologies. • It means change in processes. •It means change in skill sets. • There needs to be a strategy. • The strategy needs to be rooted in business requirements.
25. Slide 25: It means rethinking the nature of content. Treat content as a valuable corporate asset.
26. Slide 26: Content should be a corporate strategy, designed by a content strategist.
27. Slide 27: Designing content ties into experience design Subsets of experience design are: • Multi-channel experience • Digital experience design • User experience • User-centered design • Service design • Usability No matter what you call it, the end goal is to improve the experience for the end user.
28. Slide 28: T-shaped thinkers are particularly adept at convergent, synergistic thinking. www.davidarmano.com/thought.html
29. Slide 29: Think outside the site • What are the touch points • What can be automated for users • What are the preferences of your audiences • How creative can you be? • What is the best you can provide, in practicality?
30. Slide 30: Think holistically; act boldly.
31. Slide 31: Contact Info and Acknowledgements Presentation © 2008 Intentional Design Inc. www.intentionaldesign.ca Presenter: Rahel Anne Bailie, Content Strategist +1.604.837.0034 Photographs used under Creative Commons: http://www.flickr.com/photos/fdecomite/