Managing Livestock Ammonia: A Volatile, Promiscuous Fugitive in the Atmosphere
Content in the Age of Promiscuous Reuse
-
Upload
rachel-lovinger -
Category
Documents
-
view
5.828 -
download
1
description
Transcript of Content in the Age of Promiscuous Reuse
![Page 1: Content in the Age of Promiscuous Reuse](https://reader034.fdocuments.in/reader034/viewer/2022042613/554be9ecb4c9055a368b4cd8/html5/thumbnails/1.jpg)
Page 1
CONTENT IN THE AGE
OF PROMISCUOUS REUSE Rachel Lovinger @rlovinger CS Forum 2012
Photo by spakattacks
![Page 2: Content in the Age of Promiscuous Reuse](https://reader034.fdocuments.in/reader034/viewer/2022042613/554be9ecb4c9055a368b4cd8/html5/thumbnails/2.jpg)
© 2012 Page 2
About Me: Rachel Lovinger
Experience Director, Content Strategist Razorfish, New York
Co-editor of content strategy blog scatter/gather: http://scattergather.razorfish.com
Author of Nimble: A Razorfish Report on Publishing in the Digital Age (June 2010): http://nimble.razorfish.com (@NimbleRF on Twitter)
Photo by Rohanna Mertens
![Page 3: Content in the Age of Promiscuous Reuse](https://reader034.fdocuments.in/reader034/viewer/2022042613/554be9ecb4c9055a368b4cd8/html5/thumbnails/3.jpg)
© 2012 Page 3
New York City Subway
A Story of Reuse
![Page 4: Content in the Age of Promiscuous Reuse](https://reader034.fdocuments.in/reader034/viewer/2022042613/554be9ecb4c9055a368b4cd8/html5/thumbnails/4.jpg)
© 2012 Page 4
![Page 5: Content in the Age of Promiscuous Reuse](https://reader034.fdocuments.in/reader034/viewer/2022042613/554be9ecb4c9055a368b4cd8/html5/thumbnails/5.jpg)
© 2012 Page 5 Photo by jaimekop
![Page 6: Content in the Age of Promiscuous Reuse](https://reader034.fdocuments.in/reader034/viewer/2022042613/554be9ecb4c9055a368b4cd8/html5/thumbnails/6.jpg)
© 2012 Page 6
Route Change: This map is not in use
Name of Station has changed
![Page 7: Content in the Age of Promiscuous Reuse](https://reader034.fdocuments.in/reader034/viewer/2022042613/554be9ecb4c9055a368b4cd8/html5/thumbnails/7.jpg)
© 2012 Page 7
![Page 8: Content in the Age of Promiscuous Reuse](https://reader034.fdocuments.in/reader034/viewer/2022042613/554be9ecb4c9055a368b4cd8/html5/thumbnails/8.jpg)
REUSE REQUIRES
FLEXIBILITY
![Page 9: Content in the Age of Promiscuous Reuse](https://reader034.fdocuments.in/reader034/viewer/2022042613/554be9ecb4c9055a368b4cd8/html5/thumbnails/9.jpg)
© 2012 Page 9
Chunks vs. Blobs
A Story of Structure
![Page 10: Content in the Age of Promiscuous Reuse](https://reader034.fdocuments.in/reader034/viewer/2022042613/554be9ecb4c9055a368b4cd8/html5/thumbnails/10.jpg)
© 2012 Page 10
Blob: A Tweet
Author
Content Blob Date
![Page 11: Content in the Age of Promiscuous Reuse](https://reader034.fdocuments.in/reader034/viewer/2022042613/554be9ecb4c9055a368b4cd8/html5/thumbnails/11.jpg)
© 2012 Page 11
Blob: A Blog Post
Title
Content Blob
Author Date
Tags
![Page 12: Content in the Age of Promiscuous Reuse](https://reader034.fdocuments.in/reader034/viewer/2022042613/554be9ecb4c9055a368b4cd8/html5/thumbnails/12.jpg)
© 2012 Page 12
Chunks: A Recipe
Title Author
Show Episode Tags
Image
Caption
Time
Level
Yield
Ingredient 1
Ingredient 2
Ingredient 3
Etc…
Directions
Guide / Menu
Recipe © Food Network
![Page 13: Content in the Age of Promiscuous Reuse](https://reader034.fdocuments.in/reader034/viewer/2022042613/554be9ecb4c9055a368b4cd8/html5/thumbnails/13.jpg)
© 2012 Page 13
Recipe: From Web to Mobile
![Page 14: Content in the Age of Promiscuous Reuse](https://reader034.fdocuments.in/reader034/viewer/2022042613/554be9ecb4c9055a368b4cd8/html5/thumbnails/14.jpg)
© 2012 Page 14
Someday, Intelligent Cooktops
Google Cooktop designed by Sarah R. L. Johnson,
Screenshot from A Day Made of Glass… by Corning
![Page 15: Content in the Age of Promiscuous Reuse](https://reader034.fdocuments.in/reader034/viewer/2022042613/554be9ecb4c9055a368b4cd8/html5/thumbnails/15.jpg)
BLOBS are FIXED, RIGID
CHUNKS are FLEXIBLE
![Page 16: Content in the Age of Promiscuous Reuse](https://reader034.fdocuments.in/reader034/viewer/2022042613/554be9ecb4c9055a368b4cd8/html5/thumbnails/16.jpg)
© 2012 Page 16
The need for STRUCTURE
follows the rise of REUSE
A Story of Evolution
![Page 17: Content in the Age of Promiscuous Reuse](https://reader034.fdocuments.in/reader034/viewer/2022042613/554be9ecb4c9055a368b4cd8/html5/thumbnails/17.jpg)
© 2012 Page 17
Support Documentation
Technical Communications
• Since before the Web
• Help content and manuals, for print and digital
• Structured content delivered as print docs or hypertext files
• Provides topic-based just-in-time content
• Change Management: updates & translation
Docs
![Page 18: Content in the Age of Promiscuous Reuse](https://reader034.fdocuments.in/reader034/viewer/2022042613/554be9ecb4c9055a368b4cd8/html5/thumbnails/18.jpg)
© 2012 Page 18
Boeing: Change Management
Photo by Darren Olivier
![Page 19: Content in the Age of Promiscuous Reuse](https://reader034.fdocuments.in/reader034/viewer/2022042613/554be9ecb4c9055a368b4cd8/html5/thumbnails/19.jpg)
© 2012 Page 19
Boeing: Change Management
31 million pages : Imagine distributing printed updates.
Photo by Boeing
- 20 years
Docs
1999: CDs took up considerably less space
![Page 20: Content in the Age of Promiscuous Reuse](https://reader034.fdocuments.in/reader034/viewer/2022042613/554be9ecb4c9055a368b4cd8/html5/thumbnails/20.jpg)
© 2012 Page 20
Web Publishing
Editors & Template/CMS developers
When redesigning a site we thought about:
• Reusing articles & photos throughout the site
• Distributing content to sister sites
• Syndication to partner channels
This required the content to be flexible.
[This was largely pre-social & pre-mobile. Now we’d also consider:
• Sharing on social sites and content aggregators
• Appearance of content on mobile devices ]
- 10 years
Docs Web
![Page 21: Content in the Age of Promiscuous Reuse](https://reader034.fdocuments.in/reader034/viewer/2022042613/554be9ecb4c9055a368b4cd8/html5/thumbnails/21.jpg)
© 2012 Page 21
EW.com: Syndication
![Page 22: Content in the Age of Promiscuous Reuse](https://reader034.fdocuments.in/reader034/viewer/2022042613/554be9ecb4c9055a368b4cd8/html5/thumbnails/22.jpg)
© 2012 Page 22
Responsive Design
Mobile Web/App Designers
• We’re now looking at everything on the phone
• Pages & content created for the desktop don’t always work well on mobile
• Content creators don’t want to produce a different set of assets for each channel
Now
Docs Web Mobile+
![Page 23: Content in the Age of Promiscuous Reuse](https://reader034.fdocuments.in/reader034/viewer/2022042613/554be9ecb4c9055a368b4cd8/html5/thumbnails/23.jpg)
© 2012 Page 23
Mobile: Ubiquity
Fail Images from MobileWebFail
![Page 24: Content in the Age of Promiscuous Reuse](https://reader034.fdocuments.in/reader034/viewer/2022042613/554be9ecb4c9055a368b4cd8/html5/thumbnails/24.jpg)
© 2012 Page 24
Mobile: Ubiquity
![Page 25: Content in the Age of Promiscuous Reuse](https://reader034.fdocuments.in/reader034/viewer/2022042613/554be9ecb4c9055a368b4cd8/html5/thumbnails/25.jpg)
© 2012 Page 25
Reading on tablets
Photo by TheCreativePenn
![Page 26: Content in the Age of Promiscuous Reuse](https://reader034.fdocuments.in/reader034/viewer/2022042613/554be9ecb4c9055a368b4cd8/html5/thumbnails/26.jpg)
© 2012 Page 26
Streaming to TVs
Photo by Dennis S. Hurd
![Page 27: Content in the Age of Promiscuous Reuse](https://reader034.fdocuments.in/reader034/viewer/2022042613/554be9ecb4c9055a368b4cd8/html5/thumbnails/27.jpg)
© 2012 Page 27
Broadcasting to our own cars
Photo by HighTechDad
![Page 28: Content in the Age of Promiscuous Reuse](https://reader034.fdocuments.in/reader034/viewer/2022042613/554be9ecb4c9055a368b4cd8/html5/thumbnails/28.jpg)
Boeing manuals:
Incredibly
challenging
Photos: Boeing by Darren Olivier, Pocket by lululemon athletica
Now, the entire
Internet is in
everyone’s pocket
![Page 29: Content in the Age of Promiscuous Reuse](https://reader034.fdocuments.in/reader034/viewer/2022042613/554be9ecb4c9055a368b4cd8/html5/thumbnails/29.jpg)
Now we’re ALL responsible
for structuring content.
It CAN be done.
(And it’s not just a tech issue.)
![Page 30: Content in the Age of Promiscuous Reuse](https://reader034.fdocuments.in/reader034/viewer/2022042613/554be9ecb4c9055a368b4cd8/html5/thumbnails/30.jpg)
© 2012 Page 30
Ok, But How?
A Story of Tactics
Photo by avinashkunnath
![Page 31: Content in the Age of Promiscuous Reuse](https://reader034.fdocuments.in/reader034/viewer/2022042613/554be9ecb4c9055a368b4cd8/html5/thumbnails/31.jpg)
© 2012 Page 31
Why content people need to get involved
People who aren’t thinking about the broader meaning, purpose and uses of the content, are more likely to create:
• Single-use, single-context content
• Painful CMS interfaces
• Unsustainable workflows
![Page 32: Content in the Age of Promiscuous Reuse](https://reader034.fdocuments.in/reader034/viewer/2022042613/554be9ecb4c9055a368b4cd8/html5/thumbnails/32.jpg)
© 2012 Page 32
We need
• Flexible, reusable content
• Easy-to-use tools and processes
![Page 33: Content in the Age of Promiscuous Reuse](https://reader034.fdocuments.in/reader034/viewer/2022042613/554be9ecb4c9055a368b4cd8/html5/thumbnails/33.jpg)
© 2012 Page 33
Content Management
Separate the content from the display by using a CMS
Warning: WYSIWYG formatting fails to indicate meaningful structure
Image courtesy of Miva Merchant
![Page 34: Content in the Age of Promiscuous Reuse](https://reader034.fdocuments.in/reader034/viewer/2022042613/554be9ecb4c9055a368b4cd8/html5/thumbnails/34.jpg)
© 2012 Page 34
Responsive Design
Presentation layer defines display, per channel or device
Photo by jiraisurfer
![Page 35: Content in the Age of Promiscuous Reuse](https://reader034.fdocuments.in/reader034/viewer/2022042613/554be9ecb4c9055a368b4cd8/html5/thumbnails/35.jpg)
© 2012 Page 35
Content Modelling
Translate designs into flexible content chunks
Chart Song
Album
Page
Artist
Profile
Content Attributes
Content Types
![Page 36: Content in the Age of Promiscuous Reuse](https://reader034.fdocuments.in/reader034/viewer/2022042613/554be9ecb4c9055a368b4cd8/html5/thumbnails/36.jpg)
© 2012 Page 36
Web Standards
Use existing standards so content plays well with others
… Etc.
“The great thing about standards is,
there are so many to choose from”
![Page 37: Content in the Age of Promiscuous Reuse](https://reader034.fdocuments.in/reader034/viewer/2022042613/554be9ecb4c9055a368b4cd8/html5/thumbnails/37.jpg)
© 2012 Page 37
Rich Metadata
Help systems understand what to do with the chunks
Image courtesy of Wall Street Journal
![Page 38: Content in the Age of Promiscuous Reuse](https://reader034.fdocuments.in/reader034/viewer/2022042613/554be9ecb4c9055a368b4cd8/html5/thumbnails/38.jpg)
© 2012 Page 38
User-friendly Tools
Demand easy-to-use tools with advanced features
Example: Drupal 7 supports web standards & rich metadata
![Page 39: Content in the Age of Promiscuous Reuse](https://reader034.fdocuments.in/reader034/viewer/2022042613/554be9ecb4c9055a368b4cd8/html5/thumbnails/39.jpg)
Structured content may feel
like a brand new problem, but
people have been thinking
about it for a long time.
Photo by Thomas Hawk
![Page 40: Content in the Age of Promiscuous Reuse](https://reader034.fdocuments.in/reader034/viewer/2022042613/554be9ecb4c9055a368b4cd8/html5/thumbnails/40.jpg)
© 2012 Page 40
Recap: Tactics for Structured Content
1. Content Management
2. Responsive Design
3. Content Modelling
4. Web Standards
5. Rich Metadata
6. As always: need more user-friendly tools!
![Page 41: Content in the Age of Promiscuous Reuse](https://reader034.fdocuments.in/reader034/viewer/2022042613/554be9ecb4c9055a368b4cd8/html5/thumbnails/41.jpg)
We’ve solved for these
problems in the past.
Now we have to simplify &
scale the solutions.
![Page 42: Content in the Age of Promiscuous Reuse](https://reader034.fdocuments.in/reader034/viewer/2022042613/554be9ecb4c9055a368b4cd8/html5/thumbnails/42.jpg)
© 2012 Page 42
Where to Learn More
A Story of Knowledge
![Page 43: Content in the Age of Promiscuous Reuse](https://reader034.fdocuments.in/reader034/viewer/2022042613/554be9ecb4c9055a368b4cd8/html5/thumbnails/43.jpg)
© 2012 Page 43
Karen McGrane
Content Strategy for Mobile
Rahel Bailie & Noz Urbina
Content Strategy for Decision Makers
Sara Wachter-Boettcher
Content Everywhere
Bob Boiko
Content Management Bible
Ann Rockley & Charles Cooper
Managing Enterprise Content
Heather Hedden
The Accidental Taxonomist
![Page 44: Content in the Age of Promiscuous Reuse](https://reader034.fdocuments.in/reader034/viewer/2022042613/554be9ecb4c9055a368b4cd8/html5/thumbnails/44.jpg)
© 2012 Page 44
Online Resources
Start here:
• My SlideShare page: http://www.slideshare.net/rlovinger/
• Nimble: A Rasorfish Report on Publishing in the Digital Age
• Stephen Hay: Structured Content First
• Daniel Jacobson, NPR: COPE: Create Once, Publish Everywhere
Then, since there are way too many to list…
• Additional Links: http://blog.rachellovinger.com/resources
• And: @rlovinger
Next…
![Page 45: Content in the Age of Promiscuous Reuse](https://reader034.fdocuments.in/reader034/viewer/2022042613/554be9ecb4c9055a368b4cd8/html5/thumbnails/45.jpg)
© 2012 Page 45
People to Follow
At the intersection of Content Strategy, Responsive Design, Structured Content, and the Future-Friendly Web.
• Cleve Gibbon (@cleveg : slideshare : blog)
• Karen McGrane (@karenmcgrane : slideshare : blog)
• Rahel Anne Bailie (@rahelab : slideshare : blog)
• Sara Wachter-Boettcher (@sara_ann_marie : slideshare : blog)
• Noz Urbina (@nozurbina : slideshare : blog)
• Cennydd Bowles (@Cennydd : blog)
• Luke Wroblewski (@lukew : slideshare : blog)
• Ethan Marcotte (@beep : blog)
• Brad Frost (@brad_frost : slideshare : blog)
![Page 46: Content in the Age of Promiscuous Reuse](https://reader034.fdocuments.in/reader034/viewer/2022042613/554be9ecb4c9055a368b4cd8/html5/thumbnails/46.jpg)
© 2012 Page 46
Thanks !
@rlovinger
Photo by EricGjerde