Techcomm 2020 (STC 2011)
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Tristan Bishop, a senior principal digital strategist at Symantec, gave a presentation on getting ready for the future of technical communication. He discussed how content has evolved from static to dynamic to social and will continue moving to mobile, personal, and continual formats. Bishop emphasized that technical communicators must embrace cloud-based delivery and building social media skills to keep up with these changes. The future may include technologies like augmented reality, brain-wave controlled devices, and universal language translation, requiring technical communicators to continually raise their skills level.
Techcomm 2020 (STC 2011)
- 1. Techcomm 20/20 Get Vision: Get Ready Tristan Bishop Senior Principal Digital Strategist TechComm 20/20 1
- 2. About Symantec • We help secure and manage your information-driven world. • We protect against risks wherever information is used or stored. TechComm 20/20 2
- 3. • Social Media strategist within Chief Technology Office • Drives efficient delivery of effective content • Intently increasing customer Tristan David Bishop, Sr. Prin. Digital Strategist access to crucial content TechComm 20/20 3
- 4. Agenda 1 Get Real 2 Get Vision 3 Get Knowledge 4 Get Ready TechComm 20/20 4
- 5. Get Real It's not denial: I'm just selective about the reality I accept. Bill Watterson TechComm 20/20 5
- 6. This ‘telephone’ has too many shortcomings to be seriously considered as a means of communication. Western Union, Internal Memo, 1876 TechComm 20/20 6
- 7. Television won’t be able to hold on … People will soon get tired of staring at a plywood box every night. Darryl Zanuck, 20th Century Fox, 1946 TechComm 20/20 7
- 8. Baloney… The truth is no online database will replace your daily newspaper. Clifford Stoll, Newsweek, 1995 TechComm 20/20 8
- 9. There's no chance that the iPhone is going to get any significant market share. Steve Ballmer, Microsoft, 2007 TechComm 20/20 9
- 10. Get Vision Social Media is the biggest shift since the Industrial Revolution. Erik Qualman, Author, Socionomics TechComm 20/20 10
- 11. The Static Content Era TechComm 20/20 11
- 12. The Dynamic Content Era • The web = real-time content – Maps are dynamic – Addresses are dynamic – News is dynamic – Is your TechComm be dynamic? • In 2007, Symantec discovered customers were 500% more likely to search the web than to locate official manuals • Today, 75% begin quest for product help via search engine! Crafting Clarity 12
- 13. The Social Content Era • Social Network usage steadily increasing in every demographic • 60% of social network users follow brands • 40% of the Fortune Global 100 use Twitter for customer service Shared Engineering Services 13
- 14. Social Media: Connects Answers to Relationships Research and Conversation have MERGED! TechComm 20/20 14
- 15. Social Content Sharing Nearly 30% of ALL social media users share “How-To & Instructional” content Source: http://danzarella.com Shared Engineering Services 15
- 16. Get Knowledge There’s a lot more technology ahead of us than behind us. Tim O’Reilly, STC Summit 2011 TechComm 20/20 16
- 17. 2009: Cranial Control • 2009: Toyota debuts electric wheelchair control via brain waves • 2010: Honda debuts humanoid robot control via brain waves TechComm 20/20 17
- 18. 2010: Augmented Reality • Information about one’s field of view overlaid onto real world • Combines online data with physical experiences • Massive potential for future content authoring TechComm 20/20 18
- 19. 2011: Augmented Identity • Recognizr, by Research in Motion (RIM) for Android phone • Combines 3D facial recognition and cloud-based social search • Know WHO you're looking at, before you say “Hi” TechComm 20/20 19
- 20. 2012: Augmented Vision • Glasses beam images directly to retinas, a hovering virtual display • Information in the background about who and what we're looking at. • Police testing sunglasses which scan 400 faces/second from 50 yards, to identify known criminal’s face within a crowd of people. TechComm 20/20 20
- 21. 2020: Cranial Surfing? • By the year 2020, users will open documents and surf the Web using nothing more than their brain waves.” - Dean Pomerleau, Intel Corporation • Memory could be instantaneously aided by INTERNET information TechComm 20/20 21
- 22. 2020: Cranial Communication? • Texting by thought power via sensor-mounted headset? • Computational Telepathy between humans? TechComm 20/20 22
- 23. Get Ready During the next decade, Knowledge Workers will have to raise the bar. Fast Company , Moving towards 2020 TechComm 20/20 23
- 24. Cloud-Based Authoring 1. Contribute content from any location 2. Web form enforces source structure 3. Integrated QA toolset to optimize content as it’s written TechComm 20/20 24
- 25. Cloud-Based Tech Review 1. Web-based, granular review process 2. Workflow allows SME suggestions or “sign-off” 3. Integrated author approvals, with instant XML source updates TechComm 20/20 25
- 26. Cloud-Based Translation 1. Author selects topic and language and initiates workflow 2. MT systems handle majority of the translation load 3. Bilingual human receives notifications to approve or adjust translations By 2020, universal language translation will be commonplace in every device. (Source: Cisco IBSG, 2009) TechComm 20/20 26
- 27. Automatic SEO Optimization 1. Systematic metadata application 2. Outputs are optimized for media-specific SEO 3. Extract process generates sitemap files, as needed The world’s data will increase six fold in each of the next two years, while corporate data will grow fiftyfold. (Source: Technorati) TechComm 20/20 27
- 28. Cloud-based Publishing 1. Author selects topics, languages, output formats and schedule 2. System builds and delivers content 3. Modular addition of new consumption endpoints TechComm 20/20 28
- 29. Topic-Based Metrics 1. Systems track user access to each piece of content (bit.ly+) 2. Automatic reports on who accessed content, when, from where, and on what device 3. Comment mechanisms on each piece of content, requesting user feedback and routing input to author TechComm 20/20 29
- 30. Social Sharing 1. Social sharing capabilities for all generated output 2. Any reader can share your content with their social graph via THEIR preferred channel 3. Branded TechComm social media accounts for content promotion TechComm 20/20 30
- 31. Mobile Administration 1. Mobile access to cloud based administration 2. Author, review, translate, schedule, publish or share from any endpoint 3. Adjust and republish content in real-time, from anywhere TechComm 20/20 31
- 32. Conclusions 1. A financial interest in the status quo often results in denial 2. Content has moved from static to dynamic to social 3. The future of content is mobile, personal and continual 4. As an industry, TechComm must embrace cloud delivery 5. As an individual, you must invest in building social media skills TechComm 20/20 32
- 33. Thank you! Tristan Bishop Tristan_Bishop@Symantec.com Twitter.com/@KnowledgeBishop Copyright © 2011 Symantec Corporation. All rights reserved. Symantec and the Symantec Logo are trademarks or registered trademarks of Symantec Corporation or its affiliates in the U.S. and other countries. Other names may be trademarks of their respective owners. This document is provided for informational purposes only and is not intended as advertising. All warranties relating to the information in this document, either express or implied, are disclaimed to the maximum extent allowed by law. The information in this document is subject to change without notice. TechComm 20/20 33