Customers dontcare

RAY
GALLON
C U L T U R E C O M
Presentation
@RayGallon
©
2014
Ray
Gallon
Your Customer Doesn’t Care
About Your Org Chart
Holistic
Content
for
the
Digital
Age
Member,
Board
of
Directors

Customers don’t want usable
They want a great experience!
RAY
GALLON
C U LT U R E C O M
“EDIBLE!”
-Guide Michelin
Presentation
@RayGallon
©
2014
Ray
Gallon
What if a Restaurant Advertised itself like this?
Diners don’t want edible
They want delicious!
WE ARE ALL 100% RESPONSIBLE FOR THE ENTIRE CUSTOMER
EXPERIENCE - WHEREVER WE MAY BE IN THE ORG CHART…

…Wherever We May Be in the Org Chart!
Presentation
©
2014
Ray
Gallon
Transformation
The
Society
Management
Finance
Human
Resources
Pre-‐sales
Warehouse
management
@RayGallon @TransformSoc
Marketing
Product
Management
R&D
Support
Sales
It
doesn’t
matter
if
you’re
from:
http://engagementstrategy.com/files/customer_journey.jpg

I know what my
customers need
Presentation
©
2014
Ray
Gallon
Transformation
The
Society
Product Development Silos
Interaction
Design
Marketing
Training
Support/Service
Product Mgmt
Technical
Documentation
http://www.wired.com/insights/wp-content/uploads/2013/02/silo_6601.jpg
Adapted from Noz Urbina
Wait’ll you see
my docs - they are
soo cool!
MY interfaces
really help the user We’ve just done a
great marketing site We’ve just done a
great training site
We’ve just done a
great suppor t site
I’ve got a unified content
strategy and you don’t! :p
I’ve got structured
content management
Visit our
product university
Great FAQ’s here -
no need to call
I’m the expert
Great User Experience here

Your Customers Don’t Give A Fig About Your Org Char t!
Presentation
©
2014
Ray
Gallon
Transformation
The
Society
Product Development Silos
Interaction
Design
Marketing
Training
Support/Service
Product Mgmt
Technical
Documentation
http://www.wired.com/insights/wp-content/uploads/2013/02/silo_6601.jpg
Adapted from Noz Urbina

Presentation
©
2014
Ray
Gallon
Transformation
The
Society
You can get
to training
But you can’t
get back!

Presentation
©
2014
Ray
Gallon
Transformation
The
Society
-Andrea Ames, IBM
“If
my
customers
know
this
content
comes
from
the
training
department,
we’ve
failed.”
Did I say something about breaking down silos?
-RG

Where Does Content Come From, Mom?
RAY
GALLON
C U LT U R E C O M
Presentation
@RayGallon
©
2014
Ray
Gallon
If
You
Aren’t
Packaging,
Ask
Where
You
Go!

Where Does Content Come From, Mom?
RAY
GALLON
C U LT U R E C O M
Presentation
@RayGallon
©
2014
Ray
Gallon
If
You
Aren’t
Packaging,
Ask
Where
You
Go!
WORD PLAY
(NOT
IN
THE
RECYCLING
BIN)

RAY
GALLON
C U LT U R E C O M
Presentation
What is the Real Source?
@RayGallon
©
2014
Ray
Gallon
Who
paid
for
it?
What
you
get
to
see
longest
Ecoembalajes
España,
S.A.(Ecoembes)
is
the
non-‐profit
organisation
that
manages
recovery
and
recycling
of
plastic
packaging,
tins,
and
bricks
(yellow
container)
and
paper/cardboard
packaging
(blue
container)
throughout
Spain.
(from
their
web
site)

RAY
GALLON
C U LT U R E C O M
So What Type of Information Is This?
Presentation
@RayGallon
©
2014
Ray
Gallon
Technical?
(what
to
recycle,
what
not)
Marketing?
(promotes
the
Ecoembes
alliance)
Lobbying?
(seeks
to
avoid
responsibility
for
anything
but
packaging)
Public
Service?
(Has
logo
of
the
Catalan
government)
Duplicitous?
(seems
to
promote
recycling
when
it
does
the
opposite)

Are you ready to let others have a say in “your” content?
RAY
GALLON
C U LT U R E C O M
Presentation
@RayGallon
©
2014
Ray
Gallon
Who Owns It?
Tech
Pubs
–
after
all,
it’s
technical
information,
isn’t
it?
Instructional
Design
–
it’s
training,
isn’t
it?
Multimedia
Production
–
it’s
a
video!
Environment
Department
–
essential
part
of
our
recycling
message
Corporate
Marketing
–
builds
corporate
image
for
Ecoembes
consortium
Advertising
Department
–
it’s
a
media
spot
That’s real reuse!

We Are Entering a Content Economy
RAY
GALLON
C U LT U R E C O M
Presentation
@RayGallon
©
2014
Ray
Gallon
Even
objects
become
data
Content
Curation
becomes
as
important
as
Content
Creation
Big
Data
is
already
the
new
mantra
Kanban
information
–
just
the
right
amount,
at
the
right
time,
in
the
right
place
–
will
become
primary
Information
is
becoming
more
fluid:
we
need
to
develop
new
methods
for
rapid,
reliable
(verified)
change
management

What
is
true
this
morning,
might
not
be
this
afternoon.
As
content
workers
we
need
to
be
more
than
agile
to
deal
with
this
hallucinatory
rate
of
change:
We
need
to
understand
something
about
every
aspect
of
the
content
life
cycle.
RAY
GALLON
C U LT U R E C O M
Presentation
@RayGallon
©
2014
Ray
Gallon
Information
can
change
in
the
time
it
takes
to
verify
it

RAY
GALLON
C U LT U R E C O M
Hallmarks of the Content Economy
Presentation
@RayGallon
©
2014
Ray
Gallon
Increasing
complexity:
Compound
messages
with
multiple
authors
Multichannel,
mobile
networking
(always
on,
always
with
you)
Multimedia
and
multi-‐discourse
–
not
just
text
Plurilingualism
in
multicultural
environments
Plurality
of
interaction
–
Simultaneously
or
time
shifted
One-‐to-‐one
/
One-‐to-‐many
Many-‐to-‐many
/
Many-‐to-‐one

RAY
GALLON
C U LT U R E C O M
Presentation
@RayGallon
©
2014
Ray
Gallon
Hallmarks of the Content Economy
New
kinds
of
human
interactivity:
Multi-‐sensorial
networks
(sound,
teletactility,
teleolfaction)
Contextually
embedded
channels
(wearables,
implants)
Increased
human
connectivity
with
objects
and
mechanisms
(internet
of
things,
robotics)
New
digital
cultural
spaces,
new
interpretations
of
reality
(augmented
reality,
out-‐of-‐body
perception,
trans-‐species)

RAY
GALLON
C U LT U R E C O M
Presentation
@RayGallon
©
2014
Ray
Gallon
The
fact
of
this
content
economy
means…
…better
to
know
how
to
get
information
fast,
and
connect
it
to
other
information,
than
to
have
a
head
stuffed
with
facts
or
methodologies.
See:
Connectivism, Stephen Downes
Complex Systems, Yaneer Bar Yam

“A group of individuals whose
collective behaviour is controlled by a
single individual cannot behave in a
more complex way than the individual
who is exercising the control.”
RAY
GALLON
C U LT U R E C O M
–Yaneer
Bar-‐Yam,
President
and
Professor
at
the
New
England
Complex
Systems
Institute
Presentation
@RayGallon
©
2014
Ray
Gallon

Presentation
©
2014
Ray
Gallon
Be a
Change
Agent
Make Connections
Transformation
The
Society
seemingly
unrelated
between
things

http://covalentmarketing.com/wp-content/uploads/2014/08/silo1.jpg
Presentation
©
2014
Ray
Gallon
Why Silos MUST Come Down
Transformation
The
Society
Lateral
thinking
(Edward
de
Bono)
–
less
limiting
than
vertical
structures
Similar
to
neuronal
conceptual
networks
in
the
brain
Distributed
control
over
collective
behaviors
–
not
hierarchical
–
can
result
in
larger
complexity
of
the
collective
behavior
than
the
behavior
of
any
single
individual.
Networks
require
that
coordination
of
the
behavior
of
groups
of
individuals
are
achieved
by
mutual
influences.
Source:
Yaneer
Bar-‐Yam,
President
and
Professor
at
the
New
England
Complex
Systems
Institute

RAY
GALLON
C U LT U R E C O M
Presentation
@RayGallon
©
2014
Ray
Gallon
Similar
to
a
consultant,
in
multidisciplinary
teams
A
lot
like
a
film
producer
and
writer
combined
Architect,
strategist,
marketer,
researcher,
writer,
editor,
project
manager…
Work
across
boundaries
and
silos
Break
down
our
own
preconceptions
of
where
we
belong…
Difficulty:
will
bosses,
HR,
etc.
think
“content
consultant”
when
hiring?
Be
prepared
to
coax,
cajole,
explain,
sell,
present,
convince
–
for
survival.
Our New Roles

Our New Jobs: Information Experience (IX)
RAY
GALLON
C U LT U R E C O M
Presentation
Adapted from Paul Perrotta, Juniper Networks
@RayGallon
©
2014
Ray
Gallon
Not
content
authoring
or
developing,
but
architected
Information
Experience
Paradigm
shift:
from
a
content
creation
organisation
to
a
content
generation
&
knowledge
curation
organisation
Not
static
release
cycles,
but
continuous
updating
Quality
and
metrics
driven

RAY
GALLON
C U LT U R E C O M
Presentation
@RayGallon
©
2014
Ray
Gallon
IX is Part of UX!
Architected
Information
Experience
(IX)
provides:
User-‐focused
content
based
on
solutions
Language
and
voice
appropriate
to
local
culture
Empowered
customers
Current,
accurate
information
on
demand
Dynamic
delivery,
innovative
methods
Coherent
with
product
profile

RAY
GALLON
C U LT U R E C O M
IX is Part of UX!
Cross-product solutions content
increases value of your product
Reduction in service calls saves
costs and improves customer
satisfaction
Presentation
@RayGallon
©
2014
Ray
Gallon
portfolio
High-quality content is integral to
your product and your image

Generates
50%+
of
viable
sales
leads
[Forbes]
Encompasses
55%+
of
sales
cycle
time
(vs.
21%
spent
talking
to
sales
people)
[Marketing
Interactions]
2nd
most
important
pre-‐sales
activity
for
technology
buyers
[IDC]
Presentation
©
2014
Ray
Gallon
Transformation
The
Society
Technical and On-Board Content

The
average
shopper
now
uses
10.7
sources
of
information
before
making
a
purchase
[Google
research]
84%
of
respondents
said
that
online
feedback
and
research
helped
to
influence
their
purchase
decisions
[Google
research]
Presentation
©
2014
Ray
Gallon
Transformation
The
Society
Technical and On-Board Content

Presentation
©
2014
Ray
Gallon
Transformation
The
Society
Your Software IS Content
Changed
Relationships
!
Different
Contexts

Presentation
©
2014
Ray
Gallon
Transformation
The
Society
After they buy
your product,
what is your customers’
main communications
channel with you?

THIS
IS
What
message
does
it
give
your
customer
about
you?
Presentation
©
2014
Ray
Gallon
Is this a formula for
customer loyalty?
Transformation
The
Society
CONTENT!

Presentation
©
2014
Ray
Gallon
Transformation
The
Society
What If It Were Your Web Site?
It’s probably your fault, after all, we’re coders
!
Call technical support and mention!
code 07X67P57912VTOXIRO0O021N74!
and then maybe we’ll let you see our marketing
pap so you can buy something
PS the number for technical support is on the server that you can’t reach
“NOT EVEN EDIBLE!”
-Guide Michelin

Users get angry when waste their time looking for
information that isn’t there!
Presentation
©
2014
Ray
Gallon
Transformation
The
Society
you
http://longforsuccess.com/wordpress/wp-content/uploads/2011/03/frustrated-300x200.jpg
Language,
Emotions,
Culture,
Communication
http://xc0re.net/blog/wp-content/uploads/2014/02/Frustrated-User.jpg
they

Is
your
product
on
message?
Presentation
©
2014
Ray
Gallon
Transformation
The
Society
http://3.bp.blogspot.com/-4VtodsGXX30/UQqMaBxKpmI/AAAAAAAAANM/7kqi4AOoB0w/s1600/Message+in+Bottle.jpg

Would you ask your web programmer
Presentation
©
2014
Ray
Gallon
Transformation
The
Why do we force engineers to
Society
to write your web content?
create product content?

Presentation
@TransformSoc
©
2014
Ray
Gallon
Transformation
The
Society
Integrated Stakeholder Communities
Not
user
groups
or
user
forums
Not
a
Facebook
Page
Integrated
communities
Everyone
is
a
stakeholder:
Internal
–
everyone,
100%
External
-‐
consultants,
customers…

Presentation
@TransformSoc
©
2014
Ray
Gallon
Transformation
The
Society
Primary objective:
Integrated,
collaborative
NETWORK
Creates
value
Re-‐injects
value
into
the
system

Presentation
@TransformSoc
©
2014
Ray
Gallon
Transformation
The
Society
A Community Needs Animation
In
many
Romance
languages,
the
word
for
“moderator”
is
“animator.”
Moderation
implies
damping.
Animation
implies
stimulation.
The
animator
helps
guide
the
community
toward
finding
its
common
vision.
The
animator
is
a
catalyst
to
vectorise
the
community.
http://www.coursepark.com/blog/wp-content/uploads/2011/08/iStock_000007302205XSmall.jpg
https://tinylittlestars.files.wordpress.com/2013/05/feminista.jpg?w=560

Presentation
©
2014
Ray
Gallon
Transformation
The
Society
Capturing Value from your
Integrated Stakeholder Community
Foster
and
encourage
creativity.
Use
your
animators
to
enable
participants.
Encourage
open
structures
that
facilitate
a
variety
of
interactions
Use
your
own
judgment,
but
first
listen
carefully
Provide
multiple
venues
http://www.ihdwal.com/wp-content/uploads/2013/11/dslr-camera-lens-camera-photo-lens-vector-royalty-free-cliparts-vectors-and.jpg

Vectors of a Unified Content Strategy
RAY
GALLON
C U LT U R E C O M
Presentation
in a Content Economy
@RayGallon
©
2014
Ray
Gallon
Repurpose:
Passive
reuse
not
good
enough
Value
new
content,
think
proactively
how
it
can
be
reused
Include
implied
invitation
to
reuse
in
the
content
itself
Seed
new
purposes
that
may
not
now
be
known
-‐
increase
product
value

Vectors of a Unified Content Strategy
RAY
GALLON
C U LT U R E C O M
Facilitate
porosity:
The
more
information
circulates,
the
more
value
it
takes
on
The
reuse
strategy
belongs
to
the
network,
not
the
content
creator
The
more
flow
you
let
through,
the
more
valuable
you
are
(e-‐governance,
transparency,
etc.)
Presentation
@RayGallon
©
2014
Ray
Gallon
in a Content Economy

RAY
GALLON
C U LT U R E C O M
Presentation
@RayGallon
©
2014
Ray
Gallon
Embrace Uncertainty!
Build
networks
-‐
empower
your
users
Make
connections
-‐
empower
your
it!
Embrace
colleagues
Expect
them
to
surprise
you
-‐
in
ways
you’ll
never
suspect

Research
collaborator
and
principal,
The
Transformation
Society,
a
new
research
and
training
institute
in
Barcelona,
Spain
Presentation
Owner/Consultant,
Culturecom
–
specialist
in
business
process
improvement
through
communication
@TransformSoc
©
2014
Ray
Gallon
Transformation
The
Society
I’m Ray Gallon - The Humanist Nerd
20
years
in
technical
communication
with
major
companies
such
as
G.E.
Healthcare,
IBM,
etc.
Member,
board
of
directors,
Society
for
Technical
Communication
(STC)
Past
president,
STC
France
Member,
Board
of
Directors
Award-‐winning
radio
producer
and
journalist
–
CBC,
NPR,
France
Culture,
etc.
and
former
programme
manager,
WNYC-‐FM,
New
York
Public
Radio

Presentation
@TransformSoc
©
2014
Ray
Gallon
Transformation
The
Transformation
Society
What We Can Help You Do
Analyse
needs
and
get
a
jump
on
complexity
Design
and
architect
a
content
strategy,
user
information
systems,
communication
Work
with
you
to
capture
value
from
your
users
Workshops,
webinars,
or
training
to
help
manage
and
adapt
to
change
The
Society

Presentation
©
2014
Ray
Gallon
Thank
Email:
infodesign@culturecom.net
Google
Plus:
+Ray
Gallon
Twitter:
@RayGallon
LinkedIn:
Ray
Gallon
@RayGallon
@Transformsoc
RAY
GALLON
C U L T U R E C O M
Pass
me
your
business
card
Let’s
talk!
Portions of this presentation based on research by
the Transformation Society Research group.
Rant
of
a
Humanist
Nerd
Blog:
http://humanistnerd.culturecom.net

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