RT @SingleSourcing: #LavaCon N.Malaszenko: partner with communities where your demographic is

RT @SingleSourcing: #LavaCon A.Rockley: designed reuse strategy + CMS + structured sausage: 60% reuse $1M reduction in translation cos...

RT @SingleSourcing: #lavacon R.Bailie: saying you are a "web sausage strategist" makes no sense. Web is an output channel

WOW where do you buy your booths! RT @SingleSourcing: #lavacon booth teardown record: 3 minutes!

RT @SingleSourcing: #lavacon S.O'Keefe: design it right from the start. It costs money up front, but saves you money in the end

RT @CharJTF RT @SingleSourcing #lavacon S.O'Keefe: design it right from the start. Costs $$ up front, but saves $$$$ in the end [hear hear!]

Booth all set up for #Lavacon tomorrow.

We're about to be high volume. #lavacon runs through Saturday.

Already reconnected with a couple of folks I've known over the years or who have friends in common with me @ #LavaCon

#LavaCon N.Malaszenko: we live in a time of social communication

#LavaCon N.Malaszenko: any one can communicate any thing from any where

#LavaCon N.Malaszenko: content is exploding. 6-fold increase in 4 years

#LavaCon N.Malaszenko: 2 million emails every second and there are so many people still getting online worldwide

#LavaCon N.Malaszenko: social networks are 4th most popular way to communicate

#LavaCon N.Malaszenko: 1 in 3 people look online for info to drive a purchase

#LavaCon N.Malaszenko: need help/advice all that is an opportunity to sell. Get the right product to the right person

#LavaCon N.Malaszenko: business leaders talk to their customers every day about their product/company.

#LavaCon N.Malaszenko: everyone wants to know if there is ROI in social media. Yes, depends on how you value/define/ use it

#LavaCon N.Malaszenko: Petco sees 10% more orders by having live QA

#LavaCon N.Malaszenko: people are tweeting as their pets. Petco changed how they interact with their customers.

#LavaCon N.Malaszenko: social media has a direct ROI for Petco >25% of time people recommend products in stories. Resulting sales up 30%

#LavaCon N.Malaszenko: knowing your demographic is key. Take time to talk about what they want

#LavaCon N.Malaszenko: create opportunities for your customers to talk with each other.

#LavaCon N.Malaszenko: largest battery recall at Dell, did such a good job handling it, that sales are up

#LavaCon N.Malaszenko: used to have 24 hrs for press release. Not any more.

#LavaCon N.Malaszenko: your customer is a business partner

#LavaCon N.Malaszenko: build a crisis plan for social media

#LavaCon N.Malaszenko: viral email campaign-win $500 to spread coupon-resulted on 40% inc in sales

#LavaCon N.Malaszenko: there will be negativity, be prepared to change. Take some time to listen.

#LavaCon N.Malaszenko: look at where your customer is before you start to plan strategy

#LavaCon N.Malaszenko: tools & platforms aren't always the answer.

#LavaCon N.Malaszenko: there ate lots of stories about what happens when you don't participate

#LavaCon N.Malaszenko: if you engage, be prepared for where the conversation goes. You are not the only one in charge.

#LavaCon N.Malaszenko: connect the right people to the right conversations. It doesn't have to be a centralized team.

#LavaCon N.Malaszenko: partner with communities where your demographic is

#LavaCon use LAVACON at Petco to get free shipping. (starts tonight/tomorrow)

#LavaCon A.Rockley: Intelligent Content: The Magic Behind the Curtain

#LavaCon A.Rockley: how to do more, smarter, less cost, with your content.

#LavaCon A.Rockley: when you add structure (meaning) to content you can filter, manipulate, search, produce output formats automatically

#LavaCon A.Rockley: design content so you can personalize it for industry, role, audience, product, media channel

#LavaCon A.Rockley: can't automate unless you have metadata.

#LavaCon A.Rockley: content mining (like data mining) is possible b/c content has metadata

#LavaCon A.Rockley: intelligent content is efficiently reusable

#LavaCon A.Rockley: intelligent content is dynamically reconfigurable

#LavaCon A.Rockley: company reorg marketing collateral to address a new industry in a week -- and drive 40% more sales

#LavaCon A.Rockley: tech pubs leading the way toward intelligent content.

#LavaCon A.Rockley: techdoc case study mobile phone mfg lots UG, help, tutorials. 48 versions of 1 bit of info. $$$$ trans for 70 langs

#LavaCon A.Rockley: marketing gp goes to structured authoring + content strategy + templates. Made them MORE creative, more productive

#LavaCon A.Rockley: designed reuse strategy + CMS + structured content: 60% reuse $1M reduction in translation cost in 1 project

#LavaCon A.Rockley: marketing group, 25 info products, 5 people (global), creative resource costs rising rapidly, some big, costly mistakes

#LavaCon A.Rockley: creation 25% faster, reduced creative cost 60%, reduced translation costs 25%. Loved no longer being jack-of-all-trades

#LavaCon A.Rockley: start with your content THEN map to standard and decide in specialization

#LavaCon A.Rockley: how will you control reuse? Without thinking of this in advance, your content will be unruly again within 1-2 years

#LavaCon A.Rockley: is your content strategy to be opportunistic or systematic?

#LavaCon A.Rockley: what types of reuse make sense? What level of granularity makes sense? What is reuse governance strategy for content?

#lavacon. Tedopress is here, but not Berry Braster. Change is hard.

#LavaCon A.Rockley: Ex. Bank (social media adverse - phishing issues) set up dynamic, personalized content that all internal groups knew abt

#LavaCon A.Rockley: want to be able to take content filter stuff out, insert other stuff, personalize, automatically

#LavaCon Kind of fun to hear Ann Rockley again. It's been years since our paths crossed. I love case studies. I always get inspired.

#LavaCon A.Rockley: map put your user's activity flow to create your enterprise content strategy matrix

#LavaCon A.Rockley: build in automation for greater savings and dynamic delivery

#LavaCon A.Rockley: metadata can be overwhelming. Automate it as much as possible.

#LavaCon A.Rockley: keep author-applied metadata to 6 things. Let system do as much as it can.

#LavaCon A.Rockley: need to plan a reuse strategy and teach people how to do it.

#LavaCon A.Rockley: guarantee ROI in 18 months if you're translating to 4+ languages by going to structured authoring

#LavaCon A.Rockley: if you save more, no one will be upset ;)

#LavaCon A.Rockley: @scottable Would you do it the same old way (recreating content) if you were paying for it with your own money?

#LavaCon A.Rockley: people spend 1 HR/day searching for content to reuse

#LavaCon T.Bombosch: agile information development

#LavaCon T.Bombosch: value individuals and customers over processes and tools

#LavaCon T.Bombosch: when agile says "working sw over comprehensive docs", they mean specs & project docs not customer-facing product info

#LavaCon T.Bombosch: do lighter planning so you are more nimble later

#LavaCon T.Bombosch: don't become a slave to your gantt chart

#LavaCon T.Bombosch: collaborate with the customer, accept and welcome change, collaborate and promote teamwork

#LavaCon T.Bombosch: work in pairs to create modular units that are more socialized across team members

#LavaCon T.Bombosch: have teams get together to validate estimates (how long to document a feature)

#LavaCon T.Bombosch: sprint = release cycle. Docs need to be published each sprint, too

#LavaCon T.Bombosch: big opportunity for writers--expand skill set, integrate/collaborate better, focus on user

#LavaCon T.Bombosch: agile helps tech writers and managers expand their scope of influence

#LavaCon T.Bombosch: treat your work as part of the user stories -- socialize your area of expertise

#LavaCon T.Bombosch: planning is everything but plans are nothing

#LavaCon T.Bombosch: agile info plan include: audience, titles, delivery method, packaging/localization requirements

#LavaCon T.Bombosch: if localization is embedded, then it's part of packaging.

#LavaCon T.Bombosch: in agile env, writer is ideal to do user analysis/info architecture early on

#LavaCon T.Bombosch: do you develop content simultaneously or use the "lag-behind" method?

#LavaCon T.Bombosch: there's a lot to be said for the immediacy of the collaborative method

#LavaCon T.Bombosch: writers act as the advocate for user expectations

#LavaCon T.Bombosch: what is the minimal, shippable state?

#LavaCon T.Bombosch: appropriate level of estimation? Where is the point of diminishing returns?

#LavaCon T.Bombosch: we are most accurate when we estimate size relative to other items, not absolute sizes.

#LavaCon T.Bombosch: planning poker (this is poker that I'll play!)

#LavaCon N.Schaffer: every tweet is being archived by the library of congress

#LavaCon T.Bombosch: structured writing complementary to agile environment

#LavaCon N.Schaffer: linkedin is a virtual trade show/chamber of commerce meeting. All the decision makers are there.

#LavaCon V.Aschwanden: collaboration facilitates innovation

#LavaCon V.Aschwanden: ask around in your company-- you'll be surprised who uses which social media channels

#LavaCon V.Aschwanden: using livemeeting to get view into customer as they're coming up

#LavaCon V.Aschwanden: are you a radical or incremental innovator?

#lavacon our @lizfraley speaking tomorrow on enterprise content strategy and how to get the c-suite to buy-in

#lavacon C.Noricks: we have a natural propensity to share

I've had more conversations that include the phrase "Oh, ArborText! Yes!" at #lavacon

Her: tech pubs creates our content. Me: and what do you do? Her: I do the marketing collateral and #socialmedia. Me: So, you create content

#lavacon C.Noricks: just showed the top 10 retweeted people on twitter. Is it good or bad that I don't recognize nearly all of them?

#lavacon C.Noricks: set up twitter keyword searches for topics you are looking to get into & find the influencers

#lavacon C.Noricks: keep private list of people you want to get to know; you can start that conversation

#lavacon C.Noricks: what is your goal ? Awareness? Coupon? What kind of engagement?

#lavacon C.Noricks: don't be an Oops Case Study because you weren't paying attention where your customers talk

#lavacon C.Noricks: yes, you use twitter to build relationships, but it's not always the way you think

#lavacon C.Noricks: retweet or respond 3x as often as you tweet your own stuff

to be 'real' on twitter, blend the personal, promotional, & conversational #lavacon

#lavacon down for the night. Presenting tomorrow.

Ann Rockley's presentation this morning was old school to us, but apparently brand new to a lot of the folks here at #lavacon 2010

#lavacon fun hearing @scottable speak. Don't think I have ever heard him in person. Now I wonder how that came to be. Great preso.

Learn from Apple: Focus on your target users and OWN the experience. h/t @scottable #lavacon

#lavacon R.Bailie: content is contextualized data

#lavacon R.Bailie: strategy is repeatable system that governs content across the entire lifecycle

#lavacon R.Bailie: too often we focus on the tools -- tools aren't strategy, they are part of the implementation of strategy

#lavacon first time I've paid as much or more attn to how speakers say what they do as to what it is they say

A #contentstrategy is NOT about "what", it's about WHY! h/t @rahelab #lavacon #techcomm

#lavacon R.Bailie: techpubs can do so much more-- you own the customer, advocate for their needs

#lavacon R.Bailie: content strategy has many components. Need those folks interested in slices to execute

#lavacon R.Bailie: ask: what are the strategic goals? Then set tactical goals once you know where you're going

#lavacon R.Bailie: marketing is not content experts, they're editorial experts. Content strategy is too important to be left to marketing

#lavacon R.Bailie: marketing still struggling with Word and stylesheets and variables. For TechPubs, this is old hat.

#lavacon R.Bailie: saying you are a "web content strategist" makes no sense. Web is an output channel

#lavacon Just finished our presentation and some one said, "you were one of the best speakers we've seen this whole conference". Thanks!

#lavacon M.Fidelman talking about how content strategists _could be_ the next corporate rock stars. Hasn't seen this? http://su.pr/1eKMBG

Slides from our presentation at #lavacon posted to SlideShare: http://su.pr/2V2iz4 Transcript available to members: http://su.pr/8iLU4i

#lavacon booth teardown record: 3 minutes!

#lavacon K.Hicks: cms gaps (seem to be expected) choices? Ignore or patch (yikes)

#lavacon K.Hicks: when you are thinking about business processes -- talk to everyone it touches end-to-end (xfunctional)

#lavacon K.Hicks: business process is about prod/svc and how (the goal) serves your customer

#lavacon K.Hicks: think of others in your org as Partners. Leverage as much as you can.

#lavacon K.Hicks: remember that your decisions on changing business processes has downstream impact. Get buy-in from them.

#lavacon K.Hicks: automate things that are prone to human error, create conventions that automated processes can catch

#lavacon K.Hicks: content reuse I a lot more than content management

#lavacon K.Hicks: technology cannot solve all of your problems!

#lavacon K.Hicks: partners are important

To achieve content re-use, you MUST build GREAT relationships with internal partners! h/t @kt_hicks #lavacon #techcomm

#lavacon D.Beall: "a realistic approach to sharepoint as a cms"

#lavacon D.Beall: CMS can berra a huge

#lavacon D.Beall: cms implementation can be a huge investment of time, money, and resources.

#lavacon D.Beall: sharepoint is a poor man's CMS -- not a component content management system -- it's a starter home.

#lavacon D.Beall: when MS says ECM they mean everything sharepoint does

#lavacon D.Beall: in sharepoint CMS = DMS (document management)

#lavacon D.Beall: sharepoint is "CMS-light"

Really enjoyed #lavacon but then I come to conferences to hear what _other_ people are doing.

#lavacon D.Beall: sharepoint designer is FrontPage

#lavacon D.Beall: in production, I would run sharepoint on a dedicated machine with dual processors at least.

#lavacon D.Beall: version compare in Sharepoint only works for MS products and only 2007 or higher OOTB.

#lavacon D.Beall: Sharepoint = Document repository

#lavacon D.Beall: if you do not have complex CMS needs, then sharepoint is fine. Not good for CCMS needs, for example.

#lavacon S.O'Keefe: you get 30-50% savings in localization costs just eliminating the DTP #ROI of #XML

#lavacon S.O'Keefe: building business case? Start with localization costs. Reuse is #2. For metric comparison, use topic=page

#lavacon S.O'Keefe: you can get 5% savings just from the small stuff (copyright, front/back matter)

#lavacon S.O'Keefe: easy biz case is copy-paste. Cost of mistakes and updates. Don't forget: mental health toll of C&P

#lavacon S.O'Keefe: x-dept reuse case is harder, so not usually in the usual 1st case

#lavacon S.O'Keefe: talking to other depts can be eye opening.

#lavacon S.O'Keefe: regardless of tool/tech, develop and enforce consistent style standards

#lavacon S.O'Keefe: "you should not implement XML as a substitute for creating a style guide"

#lavacon S.O'Keefe: "structure is no substitute for management"

#lavacon S.O'Keefe: aim to create a high-functioning, collaborative team

#lavacon S.O'Keefe: giving up ownership avoids the hit-by-a-bus problem (& implies reverse: take your month of accrued vacation all at once)

#lavacon S.O'Keefe: XML can help with multiple conditional conditions and huge number of possible variations. (Personalization gets easier!)

#lavacon S.O'Keefe: XML can get you to publishing-on-the-fly

@rjhoughton @lindalouo @lloriter we still know folks who are best known by their email ID. ;)

#lavacon S.O'Keefe: design it right from the start. It costs money up front, but saves you money in the end

#lavacon S.O'Keefe: time is an issue. Time to Market is a business driver. How much more do you make if you deliver early?

#lavacon S.O'Keefe: measure topic usage: Popular? Unpopular? Unsuccessful searches? Highly commented?

"knowledge is power" has become "sharing is power" /@phylisebanner #lavacon

#lavacon S.O'Keefe: factors that increase cost? #1 answer: software integration

#lavacon S.O'Keefe: success depends most on change & process management

#lavacon S.O'Keefe: fix your team: build trust, improve collaboration & communication, and provide roadmap early.

#lavacon S.O'Keefe: information hoarding is a problem do not reward that behavior.

#lavacon S.O'Keefe: pick two to get instant XML biz case: topics (2000+), writers (10+), languages (3+), delivered formats (2+)

#lavacon N.Perlin: in this preso HAT=help authoring tools (not Hebrew Arabic Thai)

#lavacon N.Perlin: the active philosophy today should be "we have no idea what's coming" and we should prepare to adapt

#lavacon N.Perlin: true single sourcing is to deliver to output of any size and shape. Not just things viewed on a big screen.

#lavacon N.Perlin: graphics are the typical failure from web to mobile device

#lavacon N.Perlin: you can take your material and just dump it online but you end up with things that don't fit and require clean up

#lavacon N.Perlin: use best practices to future-proof your single-sourcing

#lavacon N.Perlin: when converting to delivery formats, stay away from the keyboard as much as you can: reduce the chance of intro error

#lavacon N.Perlin: you have to design your content for Google. That is where your customers go first (admit it: that's where you go)

#lavacon N.Perlin: automate everything you can

#lavacon N.Perlin: use tools properly for compatibility with future tools, perhaps the same vendor

#lavacon N.Perlin: learn about the process--technology, process, tools up/down stream

#lavacon N.Perlin: local formatting is the tool of the devil. Get rid of it and don't use it again.

#lavacon N.Perlin: use w3c "media types" in single stylesheet to simplify maintenance

#lavacon N.Perlin: Support company strategy or you find yourself outsourced. Techcomm needs to start thinking about cost justification too

RT @kirstyt: If your source is inconsistent, migration will cost a fortune. If they are consistent, it will cost a small fortune. #lavacon