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Techcomm 20/20 Get Vision: Get Ready

Techcomm 20/20 Get Vision: Get Ready . Tristan Bishop . Senior Manager, Digital Strategy. About Symantec. We help secure and manage your information-driven world. We protect against risks wherever information is used or stored. Runs Social CRM program within Chief Technology Office

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Techcomm 20/20 Get Vision: Get Ready

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  1. Techcomm 20/20Get Vision: Get Ready Tristan Bishop Senior Manager, Digital Strategy TechComm 20/20

  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

  3. Runs Social CRM program within Chief Technology Office Drives efficient delivery of effective content Intently increasing customer access to crucial content Tristan David Bishop, Sr. Manager, Digital Strategy TechComm 20/20

  4. Agenda Get Real 1 Get Vision 2 Get Knowledge 3 Get Ready 4 TechComm 20/20

  5. Get Real It's not denial: I'm just selective about the reality I accept. Bill Watterson TechComm 20/20

  6. This ‘telephone’ has too many shortcomings to be seriously considered as a means of communication. Western Union, Internal Memo, 1876 TechComm 20/20

  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

  8. Baloney… The truth is no online database will replace your daily newspaper. Clifford Stoll, Newsweek, 1995 TechComm 20/20

  9. There's no chance that the iPhone is going to get any significant market share. Steve Ballmer, Microsoft, 2007 TechComm 20/20

  10. Get Vision Social Media is the biggest shift since the Industrial Revolution. Erik Qualman, Socionomics TechComm 20/20

  11. The Static Content Era TechComm 20/20

  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! TechComm 20/20

  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 TechComm 20/20

  14. TechComm 20/20

  15. Social Sharing • OneBILLION pieces of content will be shared on FaceBook today • 142MILLION tweets will be sent today • 898k Blog Posts will be published today Source: http://www.personalizemedia.com/the-count/ TechComm 20/20

  16. Information Explosion Stored Data: Exabytes per Year TechComm 20/20

  17. Social Media: Connects Answers to Relationships Research and Conversation have MERGED! TechComm 20/20

  18. Social Content Sharing Nearly 30% of ALL social media users share “How-To & Instructional” content Source: http://danzarella.com TechComm 20/20

  19. Google Search + TechComm 20/20

  20. Get Knowledge There’s a lot more technology ahead of us than behind us. Tim O’Reilly, STC Summit 2011 TechComm 20/20

  21. 2009: Cranial Control • 2009: Toyota debuts electric wheelchair control via brain waves • 2010: Honda debuts humanoid robot control via brain waves TechComm 20/20

  22. 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

  23. 2012: 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

  24. 2015: 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

  25. 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

  26. 2020: Cranial Communication? • Texting by thought power via sensor-mounted headset? • Computational Telepathy between humans? TechComm 20/20

  27. Get Ready During the next decade, Knowledge Workers will have to raise the bar. Fast Company , Moving towards 2020 TechComm 20/20

  28. Cloud-Based Authoring • Contribute content from any location • Web form enforces source structure • Integrated QA toolset to optimize content as it’s written TechComm 20/20

  29. Cloud-Based Tech Review • Web-based, granular review process • Workflow allows SME suggestions or “sign-off” • Integrated author approvals, with instant XML source updates TechComm 20/20

  30. Cloud-Based Translation • Author selects topic and language and initiates workflow • MT systems handle majority of the translation load • 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

  31. Automatic SEO Optimization • Systematic metadata application • Outputs are optimized for media-specific SEO • 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

  32. Cloud-based Publishing • Author selects topics, languages, output formats and schedule • System builds and delivers content • Modular addition of new consumption endpoints TechComm 20/20

  33. Topic-Based Metrics • Systems track user access to each piece of content (bit.ly+) • Automatic reports on who accessed content, when, from where, and on what device • Comment mechanisms on each piece of content, requesting user feedback and routing input to author TechComm 20/20

  34. Social Sharing • Social sharing capabilities for all generated output • Any reader can share your content with their social graph via THEIR preferred channel • Branded TechComm social media accounts for content promotion TechComm 20/20

  35. Mobile Administration • Mobile access to cloud based administration • Author, review, translate, schedule, publish or share from any endpoint • Adjust and republish content in real-time, from anywhere TechComm 20/20

  36. The Future of Business is Social • Create accounts at Twitter, Facebook, LinkedIn • Follow the professional communities that matter to you • Lurk if you must, but learn from the conversation • When you have something to contribute, share it. TechComm 20/20

  37. Conclusions • A financial interest in the status quo often results in denial • Content has moved from static to dynamic to social • The future of content is mobile, personal and continual • As an industry, TechComm must embrace cloud delivery • As an individual, you must invest in building social media skills TechComm 20/20

  38. TechComm 20/20

  39. Tristan Bishop Tristan_Bishop@Symantec.com Twitter.com/@KnowledgeBishop TechComm 20/20

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