Survival of the Fittest

Document Sample
Survival of the Fittest Powered By Docstoc
					Survival of the Fittest.

                                   Raji Santhanam
                        Manager - Software Operations
    VeriFone - A Division of Hewlett-Packard Company
            Survival Summary
 Technical Communicator Defined
 Why Change?
 What’s my Role?
 Changing markets
 And Finally...



12/4/1999      STC India Conference/ "Survival of   2
                    the Fittest" by Raji_S1
    Technical Communicator Defined

 Who are Technical Communicators?
 Aka...
 What do they do?
 What don’t they do?




12/4/1999     STC India Conference/ "Survival of   3
                   the Fittest" by Raji_S1
     Who are Technical Communicators?

 Communicates technical information on products and
    services to a targeted audience.

 Technical writing is interpreting.
    Technical writers translate and interpret the thoughts and
    ideas of engineers, programmers and marketing managers.
    We translate their complex concepts and procedures into
    simple English; we interpret the complex.



12/4/1999             STC India Conference/ "Survival of         4
                           the Fittest" by Raji_S1
                      Aka...
 Technical writer
 Information designers
 Information engineers
 Documentation specialist
 Information developer



12/4/1999     STC India Conference/ "Survival of   5
                   the Fittest" by Raji_S1
             What do they do?
 Create
  – manuals
  – online help
  – EPSS
  – marketing collaterals
  – tutorials, training material



12/4/1999         STC India Conference/ "Survival of   6
                       the Fittest" by Raji_S1
                       What do they do?
    In 1994, Peat Marwick conducted a telephone survey of 300 companies in
    Winnipeg, Canada, to explore their needs and attitudes towards technical
    communication. All 300 companies claimed to require technical
    communication services:
     –      34% have produced online documentation
     –      40% have produced software manuals
     –      44% have produced multimedia documentation
     –      59% have produced technical reports
     –      60% have produced product documentation
     –      66% have produced training guides
     –      70% have produced policies and procedures
     –      72% have produced brochures



12/4/1999                      STC India Conference/ "Survival of              7
                                    the Fittest" by Raji_S1
                    What do they do?
…Continued - Peat Marwick Survey...
 74% of respondents said that good documentation tends to lower their
   servicing costs
 83%. said that quality documentation contributes to the company’s
   profitability
 91% said that a quality document adds value to the product or service of their
   company
10 most important skills for technical communicators:
     1. Interpersonal                     6. Creativity
     2. Problem-solving                   7. Logic
     3. Organization                      8. Clarity of thought
     4. Flexibility                       9. Quick learner
     5. Eye for detail                    10. Time management


12/4/1999                  STC India Conference/ "Survival of                      8
                                the Fittest" by Raji_S1
                    What do they do?
10 most common tasks performed by technical communicators:
     1. Writing
     2. Stylistic editing
     3. Substantive editing
     4. Design and layout
     5. Research
     6. Interviewing
     7. Project management
     8. Formatting
     9. Audience analysis
     10. Requirements analysis




12/4/1999                    STC India Conference/ "Survival of   9
                                  the Fittest" by Raji_S1
            What don’t they do?
 Test users for effectiveness
 Research markets and users before project
  commences
 Conduct technical training
 Understand product internals



12/4/1999       STC India Conference/ "Survival of   10
                     the Fittest" by Raji_S1
            Survival Summary
 Technical Communicator Defined
 Why Change?
 What’s my Role?
 Changing markets
 And Finally...



12/4/1999      STC India Conference/ "Survival of   11
                    the Fittest" by Raji_S1
             Why Change?
 Demands of the Information Age
 Traditional vs new trends
 eCommerce Demands




12/4/1999      STC India Conference/ "Survival of   12
                    the Fittest" by Raji_S1
Demands of the Information Age
 100 million interconnected computers encompassing users from all walks of
    life
   Static text-based medium understandable by few to graphically rich,
    interactive medium serving a fast growing global commercial market
   Email, global resources of libraries, corporations and media, virtual
    communities, corporate intranets
   Revenue for the Internet companies through ecommerce
   Information is money, key to business
   Information overkill vs captive user attention
   Focussed information
   Inbuilt Intuitive deliverables
   Mandatory database-backended web pages as opposed to existing stockpiling
    of static HTML web pages

12/4/1999                 STC India Conference/ "Survival of                  13
                               the Fittest" by Raji_S1
            Traditional Vs New trends
 Traditional                          Newbie
   – Print output                       – Print is old
   – Market defined                     – eCommerce market
   – Customer base                        undefined,
     predictable
   – Tools                                unpredictable,
   – Cost                                 changing
                                        – Seamless customer
                                        – Diminishing display
                                          real estate

12/4/1999          STC India Conference/ "Survival of           14
                        the Fittest" by Raji_S1
            eCommerce Demands

 eCommerce today
 Content management
 Web management
 Customer expectation management
 The eCommunicator



12/4/1999      STC India Conference/ "Survival of   15
                    the Fittest" by Raji_S1
             eCommerce today
 Cyber shopping
 eTailing
 eTrade and brokering
 Portals
 Information and advertising
 Empowered customers
 Content targeted to large audience
 Persuasive selling
12/4/1999        STC India Conference/ "Survival of   16
                      the Fittest" by Raji_S1
                     eCommerce today
 Most visited web properties:
                      »                     % Reach
            AOL websites                    54.5
            Microsoft sites                 48.4
            Yahoo                           48.2
            Lycos                           46.5
            Geocities                       33.4        % Reach - % of consumers who visited
            Netscape                        30.9         the site at least once during the month
            The Excite Network              29.2
            Walt Disney Co. online          23.9
            Infoseek                        22.1
            Bluemountainarts                21.7
            Amazon                          16.1
            ZDNet sites                     12.6
            eBay                             9.9
12/4/1999                    STC India Conference/ "Survival of                                    17
                                  the Fittest" by Raji_S1
            Content Management
 A combination of well-defined roles, formal
    processes, and supporting systems
    architecture that helps firms contribute,
    collaborate on, and control page elements
    such as text, graphics, multimedia, and
    applets.


12/4/1999        STC India Conference/ "Survival of   18
                      the Fittest" by Raji_S1
            Content Management
         “Death by a thousand cuts”
 Bring order to content
     – Contribute Site assets
     – Collaborate across organizations
     – Control delivery




12/4/1999          STC India Conference/ "Survival of   19
                        the Fittest" by Raji_S1
                                  All others 16%


                  Synchronizing multiple sites 6%


               Moving from static to dynamic 10%


       Managing content for multiple browsers 10%


                                Broken links 12%


    Workflow/version control/multiple authors 22%


            Getting content from organization 22%


                    Updating content on time 38%


                Not enough resources 44%

12/4/1999                        STC India Conference/ "Survival of   20
                                      the Fittest" by Raji_S1
              Web Management
 Nonstop ecommerce with 99.99% uptime
 Webcasting events
 Higher bandwidth with 3-D product shots
 Global access, with localization
 Storage requirements increase by a factor of 10 over the
  next 2 years - driving up data server hardware costs by 5
  times
 Leading edge customer service accompanied by guided
  selling

12/4/1999           STC India Conference/ "Survival of        21
                         the Fittest" by Raji_S1
  Tools used to Manage Web content

       Manual process

              Informix

            Webnalyser

                Oracle                                                1997

               SiteMill

              MS SQL

             All others

                      0%       20%       40%       60%          80%

12/4/1999                  STC India Conference/ "Survival of                22
                                the Fittest" by Raji_S1
            The eCommunicator

 eCommerce today
 Content management
 Web management
 Customer expectation management




12/4/1999      STC India Conference/ "Survival of   23
                    the Fittest" by Raji_S1
            Survival Summary
 Technical Communicator Defined
 Why Change?
 What’s my Role?
 Changing markets
 And Finally...



12/4/1999      STC India Conference/ "Survival of   24
                    the Fittest" by Raji_S1
            What’s my Role?
 Portfolio vs Plateau careers
 Content Management
 Managing Customer expectation




12/4/1999      STC India Conference/ "Survival of   25
                    the Fittest" by Raji_S1
                Portfolio Careers
 Plateau career              Portfolio career
   – climb the                  – develop a range of skills
     organization ladder        – apply skills to a series of
   – promoted on years,           “jobs”
     experience, current        – cross-disciplinary profile
     value-add to               – writing, editing, graphic
     company                      design & layout, SM
   – face extinction…!            expert, Tool expert, project
                                  management, product
                                  design, usability testing,
                                  marketing research
  12/4/1999          STC India Conference/ "Survival of          26
                          the Fittest" by Raji_S1
            Content Management
 Structuring work
 Understanding the business needs
 Understanding the customer base
 Providing avenues to instruct and troubleshoot
  customers
 Using standards and processes for web
  management
 Database repository and shared access

12/4/1999        STC India Conference/ "Survival of   27
                      the Fittest" by Raji_S1
 Managing Customer Expectations
 Web sites with assistance/customer service
 Transaction sites (storefronts)
          – Pure plays
          – Brick-&-mortar
          – Catalogers
 Personal info as negotiating tool
 Switching brand
 Informed impulse buying


12/4/1999           STC India Conference/ "Survival of   28
                         the Fittest" by Raji_S1
            Survival Summary
 Technical Communicator Defined
 Why Change?
 What’s my Role?
 Changing markets
 And Finally...



12/4/1999      STC India Conference/ "Survival of   29
                    the Fittest" by Raji_S1
            Changing Markets
 Self publishing
 Reduced real estate for information
  screening
 Managing the empowered customer
 Technical wizardry
 Understanding the customer, market and
  business to exploit it within budget
12/4/1999      STC India Conference/ "Survival of   30
                    the Fittest" by Raji_S1
            Survival Summary
 Technical Communicator Defined
 Why Change?
 What’s my Role?
 Changing markets
 And Finally...



12/4/1999      STC India Conference/ "Survival of   31
                    the Fittest" by Raji_S1
             And Finally...
 People don’t buy technology. They buy
  what it can do for them.
 Brevity is the soul of Technical
  Communication. Thank God for
  Hyperlinks…!



12/4/1999      STC India Conference/ "Survival of   32
                    the Fittest" by Raji_S1

				
DOCUMENT INFO
Shared By:
Categories:
Tags:
Stats:
views:2
posted:12/15/2011
language:
pages:32