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WHY PUBLISHERS NEEDS A FORMAL XML STRATEGY TO DEVELOP EBOOKS
DON BRIDGES INTERVIEWS SCOTT ABEL, THE CONTENT WRANGLER
@dclaboratory
“EBOOKS 101”BY ANN ROCKLEYAND CHARLES COOPER
COMING SOON! YOU WILL GET A COPY BEFORE THEY GO ON SALE
@arockley
SEND AN EMAIL [email protected]
MAKE SURE TO INCLUDE“FREE COPY EBOOKS 101”
IN THE SUBJECT LINE
SCHEDULE·SUBMITTING QUESTIONSRECORDING·TECHNOLOGICAL CHALLENGES
SCOTT ABEL, THE CONTENT WRANGLERPUBLISHING CONTENT STRATEGIST·SOCIAL NETWORKING CHOREOGRAPHER·AUTHOR
BLOGGER·PRESENTER·DJ·MASHUP ARTIST·JUDGE·TROUBLE-MAKER
[email protected] | thecontentwrangler.com | @scottabel | @scottpatrickabel | @scottabel
@scottabel
WHY DO PUBLISHERS NEED A FORMAL XML STRATEGY TO DEVELOP EBOOKS?THE SHORT ANSWER: OLD SCHOOL PROCESSES NO LONGER SUPPORT OUR CURRENT SITUATION
WE ARE NOW IN THE BUSINESS OF CONTENT MANUFACTURING
AND EVERYONE ISA PUBLISHER!
TODAY, CONTENT IS A SERVICE
NOT USING XML IS WASTEFUL OF FINITE RESOURCES
AN OLD IDEA: CREATING REUSABLE COMPONENTS FOR MANUFACTURING
COMPONENTS CAN BE QUICKLY AND INEXPENSIVELY RECONFIGURED INTO NEW PRODUCTS
RECONFIGURING CONTENT WITH XML ALLOWS US TO INNOVATE
SEMANTICALLY ENRICHED CONTENT IS KEY
XML MAKES IT POSSIBLE TO AUTOMATE, REUSE
TRUCKS CAN ARE RECONFIGUREDTO CREATE NEW VEHICLE MODELS
COMPONENTS CAN BE QUICKLY AND INEXPENSIVELY RECONFIGURED INTO NEW PRODUCTS
THE ORIGINAL PRODUCT
STRUCTURE AND COMPONENTS OF FORD RANGER USED TO CREATE *T6*
REUSING COMPONENTS SAVES TIME AND INCREASES OPPORTUNITY FOR INNOVATION
THE DERIVATIVE PRODUCT
COMMON COMPONENTS REUSED; VALUE IS IN
THE UNIQUE FEATURES
EFFICIENCIES ARE GAINED IN MANUFACTURING
A FEW DEFINITIONS AND A FEW QUESTIONS TO GET US STARTED
A GOOD PLACE TO START IS A COMMON VOCABULARY
WHAT IS XML?EXTENSIBLE MARKUP LANGUAGE
CONTENT STANDARD PERFECT FOR MULTI-CHANNEL, MULTI-DEVICE, PLATFORM-AGNOSTIC PUBLISHING
AN EBOOK IS AN ELECTRONICBOOK. IT MAY BE A DIGITIZED
FORM OF A BOUND BOOKOR BE ELECTRONIC ONLY.IT IS A REPRESENTATION
OF A PRINTED BOOK. ANN ROCKLEY
INTELLIGENT CONTENT STRATEGISTTHE ROCKLEY GROUP
FROM UPCOMING EBOOKEBOOKS 101: THE DIGITAL CONTENT STRATEGY
FOR REACHING CUSTOMERS ANYWHERE,ANY TIME ON ANY DEVICE
EBOOKS, AS OPPOSED TO ENHANCED EBOOKS AND EBOOK APPS, TYPICALLY
CONSIST OF TEXT AND GRAPHICS.THEY CAN BE DISPLAYED ON READERS,
TABLETS, PERSONAL COMPUTERSAND MOBILE PHONES.
ANN ROCKLEYINTELLIGENT CONTENT STRATEGIST
THE ROCKLEY GROUP
FROM UPCOMING EBOOKEBOOKS 101: THE DIGITAL CONTENT STRATEGY
FOR REACHING CUSTOMERS ANYWHERE,ANY TIME ON ANY DEVICE
BASIC EBOOKS CONTAIN TEXT,IMAGES, TABLE OF CONTENTS,
BUT NO ADDED FUNCTIONALITYANN ROCKLEY
INTELLIGENT CONTENT STRATEGISTTHE ROCKLEY GROUP
FROM UPCOMING EBOOKEBOOKS 101: THE DIGITAL CONTENT STRATEGY
FOR REACHING CUSTOMERS ANYWHERE,ANY TIME ON ANY DEVICE
ENHANCED EBOOKS INCLUDE EVERYTHING BASIC EBOOKS
DO, PLUS AUDIO, VIDEO,AND LINKS TO INTERNALAND EXTERNAL CONTENT
ANN ROCKLEYINTELLIGENT CONTENT STRATEGIST
THE ROCKLEY GROUP
FROM UPCOMING EBOOKEBOOKS 101: THE DIGITAL CONTENT STRATEGY
FOR REACHING CUSTOMERS ANYWHERE,ANY TIME ON ANY DEVICE
EBOOK APPS ARE SOFTWARETHAT LOOKS AND ACTS LIKE
A BOUND BOOK, BUT TRANSFORMS INTO AN
INTERACTIVE EXPERIENCEANN ROCKLEY
INTELLIGENT CONTENT STRATEGISTTHE ROCKLEY GROUP
FROM UPCOMING EBOOKEBOOKS 101: THE DIGITAL CONTENT STRATEGY
FOR REACHING CUSTOMERS ANYWHERE,ANY TIME ON ANY DEVICE
WHAT IS PDF?PORTABLE DOCUMENT FORMAT
SUPPORTS REFLOWABLE TEXT; NOT ALL READERS CAN TAKE ADVANTAGE OF PDF FUNCTIONALITY
PAGE SIZEVERSUS
SCREEN SIZE
WHAT IS EPUB?ELECTRONIC PUBLICATION STANDARD
SUPPORTS REFLOWABLE TEXT; USES XML TO CREATE MANIFEST, TOC, AND METADATA
KINDLE DOESNOT SUPPORT
PDF CAN BECONVERTED
IS LOOK AND FEEL IMPORTANT?APPLE FIXED WIDTH LAYOUT?
DO YOU THINK LOOK-AND-FEEL IS IMPORTANT IN EBOOKS? WHAT DO READERS THINK?
WHAT MOBILE PHONES WILL YOU SUPPORT? HOW ABOUT SMARTPHONES?
THERE ARE ONLY A FEW OPERATING SYSTEMS, BUT MANY PHONE BRANDS, SIZES, SHAPES
WHICH MOBILE PHONES?
HOW DO YOU KNOW THAT?
WHAT ABOUTTHE FUTURE?
WHAT ABOUT BANDWIDTH?
WIFI VS G3VS G4
SCREEN SIZE?RESOLUTION?
WHICH TABLETS -- AND WHAT FUNCTIONALITY -- WILL YOU SUPPORT?
HOW WILL YOU DIFFERENTIATE YOUR EXPERIENCE FROM OTHER PUBLISHERS (COMPETITORS)?
WHICH EREADERS -- AND WHAT FUNCTIONALITY -- WILL YOU SUPPORT?EACH ONE OFFERS A VARIETY OF FUNCTIONALITY; LACKING IN COMMON SET AND STANDARDS
WHERE WILL YOU SELL YOUR EBOOKS?DOES IT MATTER WHERE THEY BUY?
DIGITAL SHOPPING MALLS (AMAZON.COM, APPLE ITUNES, ETC.) HAVE MILLIONS OF CUSTOMERS
THE MISSING INGREDIENT IN XMLPUBLISHING IS...STRATEGY
HOW YOU PLAN TO SPEND MONEY AND ALLOCATE RESOURCES TO ACCOMPLISH YOUR GOAL
AN XML PUBLISHING STRATEGY IS NOTIT IS NOT ABOUT TOOLS, FUNCTIONALITY, PROCESSES, WHAT YOU THINK OR WANT
copywriting
designing cool ebooks
social media structured content
editing
content management systems
project management
xml
A STRATEGY IS A CHOICEIT IS A PLAN FOR ACHIEVING SUCCESSSTRATEGIC PLANNING: PROCESS OF MAKING DECISIONS ON ALLOCATING RESOURCES TO PURUSE IT
AN ALTERNATIVE CHOSEN TO MAKE HAPPENA DESIRED FUTURE, SUCH AS ACHIEVEMENTOF A GOAL OR SOLUTION TO A PROBLEM
- businessdictionary.com
AN XML PUBLISHING STRATEGY SHOULD BE REPEATABLE, SYSTEMATIC
AND OPTIMIZED SO IT ALLOWS YOU TO EFFICIENTLY AND EFFECTIVELY REACH YOUR GOALS
STRATEGY IS OFTEN LOST UPONTHOSE WHO THINK IN TERMS
OF DELIVERABLESRAHEL BAILIE
CONTENT STRATEGY GURUINTENTIONAL DESIGN
FOOD FOR THOUGHT
STRATEGIC PLANNING INVOLVES DECIDING WHAT TO DO
WITH CAPITALAND PEOPLE
RAHEL BAILIECONTENT STRATEGY GURU
INTENTIONAL DESIGN
IT’S ABOUTTHE MONEY!
WHAT IF IT WAS YOURS?WOULD YOU MAKE THE
SAME DECISIONS?
OFTEN, OTHER
PEOPLES’ MONEY
WOULD YOU WASTEIT ON OUTDATEDPROCESSES OR
SEEK OUT NEW ANDBETTER WAYS OF
PUBLISHING?
WHATWOULD
YOU DO?
QUESTIONS?
SUBMIT YOURS USING THE CHAT WINDOW IN THE GOTOWEBINAR CONTROL PANEL
CAN WE AVOID CANNIBALIZATION?HOW CAN XML STRATEGY HELP?
REDUCTION IN SALES VOLUME, REVENUE, MARKET SHARE DUE TO INTRODUCTION OF NEW PRODUCT
TRICK IS TO CREATE MULTIPLE MARKETS WITH SAME CONTENT
IT IS INEVITABLEAND IRRELEVANT
TECHNOLOGY OFTEN AUGMENTS -- NOT REPLACES -- EXISTING CHANNELSREDUCTION IN SALES VOLUME, REVENUE, MARKET SHARE DUE TO INTRODUCTION OF NEW PRODUCT
HOW MAY I PROVIDE YOU EXCEPTIONAL SERVICE TODAY?
CHEMICAL BANK - 1960s [BRANCHES WERE SAID TO BE
THING OF THE PAST, WHICH DID
NOT HAPPEN]
DO WE REALLY NEED XML PUBLISHING TO CREATE EBOOKS?
NO, WE CAN KEEP DOING IT THE SLOW, INEFFICIENT, INEFFECTIVE MANUAL WAY
INEFFICIENCY IS NOT ACHIEVING MAXIMUM PRODUCTIVITY;
WASTING OR FAILING TO MAKE THE BEST USE OF TIME AND
RESOURCES
WE’RE NOT IN THE BUSINESS OF SUPPORTING OLD BUSINESS
PROCESSES [AND INDUSTRIES] JUST BECAUSE WE’VE ALWAYS
DONE IT THAT WAY
DO YOU NEED A FACTORY TO MAKE
GIRL SCOUT COOKIES?
ARE ORGANIZATIONS PROVIDING TRAINING MATERIALS AS EBOOKS
YES, UNFORTUNATELY, MUCH IN THE SAME WAY THEY DID WHEN THEY PUT CLASSES ONLINE
IN THE WAY THAT POWERPOINT IS NOT
THE BEST WAY TO CREATE EFFECTIVE
TRAINING MODULES, SAVE AS PDF IS NOT THE BEST WAY TO
CREATE EBOOK-BASED TRAINING
DO YOU THINK CUSTOMERS EXPECT MULTIMEDIA IN AN EBOOK?
HOW ABOUT 3D GRAPHICS IN TECHNICAL DOCUMENTATION?
“I WAS SO EXCITED. I BOUGHT AN IPAD..STARTED BUYING EBOOKS; MY FAVORITES, CLASSICS, MUST READS. WHEN I USED THEM MY EXCITEMENT SUBSIDED. I WAS
DISAPPOINTED. I THOUGHT, ‘WTF?’ THESE ARE JUST DIGITAL PHOTOCOPIES.” - LAURA McPHEE, EDITOR NUVO NEWSWEEKLY
DOH!
WHEN DOES IMPLEMENTING A CMS BECOME PART OF A STRATEGY?
IMPLEMENTATION IS NOT PART OF A STRATEGY: IT IS A PROCESS DOWNSTREAM OF STRATEGY
IMPLEMENT: ACT OF ACCOMPLISHING AIM OR EXECUTING AN ORDER
TEXTBOOK PUBLISHERS ARE PUTTING LEGACY CONTENT TO USE
XML MAKES THIS POSSIBLE·INNOVATION, REVENUE GENERATION, NEW MARKETS, HAPPINESS
IMAGINE WHAT YOU COULD DO WITH TECHNICAL, MEDICAL, OTHER CONTENT
EVERYONE GETS PAID
WHAT ARE THE HUMAN ISSUES INVOLVED IN EBOOK STRATEGY?
YES, UNFORTUNATELY, MUCH IN THE SAME WAY THEY DID WHEN THEY PUT CLASSES ONLINE
HUMANS ARE CREATURES OF HABIT; WE FOLLOW PATTERNS; WE CAN’T
HELP IT, BUT WE CAN ADMIT IT AND WORK TOWARD BREAKING THEM
OH, AND THEN THERE’S THE MATTER OF THOSE PESKY EMOTIONS...
IS THE THREE-HEADED DELIVERY MONSTER A REALITY FOR THE FUTURE?
*PRINT, WEB, EBOOK* IS NOT THE QUESTION - *STATIC, DYNAMIC, INTERACTIVE* IS
ASK THE STAFF AT ANY CONDE NASTE PUBLICATION
IT’S ABOUT MAXIMIZING ROI FROM CONTENT BY PROVIDING RELEVANT
EXPERIENCES
ROI IS TWO-SIDED: SAVING FROM PRODUCTIVITY AND
NEW REVENUE FROM INNOVATION
HOW MUCH OF EBOOK PRODUCTION PROCESS CAN BE AUTOMATED?
THE REAL FOCUS SHOULD BE ON THE CONTENT LIFECYCLE - WHERE CAN AUTOMATION HELP
WE NEED TO AIM TO ELIMINATE MANUAL TASKS THAT COMPUTERS DO FASTER/MORE ACCURATELY THAN HUMANS DO
THERE ARE MANY PLACES WHERE AUTOMATION PROVIDED BY XML CAN ASSIST US; MANY MORE
THAT HAVE NOTHING TO DO WITH XML
PUBLISHER VS PROFESSIONAL SOCIETY:HOW DOES STRATEGY DIFFER
THE PROCESS OF DEVELOPING STRATEGY WILL BE SAME; END GOALS AND DRIVERS MAY DIFFER
I’M WRITING CASE STUDY ON AMERICAN SOCIETY FOR TRAINING AND DEVELOPMENT ON THEIR ADOPTION OF XML [DITA] AND CONTENT MANAGEMENT TO PRODUCE MULTI-
CHANNEL, MULTI-DEVICE CONTENT
DO YOU THINK THERE WILL BE A CONSOLIDATION IN EREADER MARKET?
EREADERS ARE IRRELEVANT - AS IPODS BECOME PHONES, PHONES TABLETS
THE MOST POPULAR APPS ON iOS DEVICES ARE EREADER APPS; MORE AND MORE PEOPLE WILL DESIRE TO CONSUME
CONTENT ON DEVICE [SCREEN SIZE] OF THEIR CHOICE
CHOICE IS OFTEN DRIVEN BY PRICE, ALWAYS DRIVEN BY AVAILABILITY, SOMETIMES DRIVEN BY DESIRABILITY;
DIFFERENT IN VARIOUS MARKETS AROUND THE GLOBE
WHAT APPLE INVENTS MATTERS, WHAT AMAZON DOES TO KEEP PACE MAY ALSO HAVE IMPACT
WHO HAS DONE IT RIGHT?WHY?
CONDE NASTE IS LEADING THE WAY ·IMPORTANCE IS INTERACTION, EXPERIENCE DESIGN
WHAT CHRIS ANDERSON DOES MATTERS; UNFORTUNATELY MOST EBOOKS FAIL MISERABLY
THAT DEPENDS ON WHAT ‘IT’ IS: EBOOKS, ENHANCED EBOOKS, APPS
I’D GUESS O’REILLY MEDIA WILL BE A GREAT EXAMPLE; A COMPANY TO MIMIC
WHY PUBLISHERS NEEDS A FORMAL XML STRATEGY TO DEVELOP EBOOKS
DON BRIDGES INTERVIEWS SCOTT ABEL, THE CONTENT WRANGLER
@dclaboratory
WE’RE OUT OF TIME!
“EBOOKS 101”BY ANN ROCKLEYAND CHARLES COOPER
COMING SOON! YOU WILL GET A COPY BEFORE THEY GO ON SALE
@arockley
SEND AN EMAIL [email protected]
MAKE SURE TO INCLUDE“FREE COPY EBOOKS 101”
IN THE SUBJECT LINE
SCOTT ABEL, THE CONTENT WRANGLERPUBLISHING CONTENT STRATEGIST·SOCIAL NETWORKING CHOREOGRAPHER·AUTHOR
BLOGGER·PRESENTER·DJ·MASHUP ARTIST·JUDGE·TROUBLE-MAKER
[email protected] | thecontentwrangler.com | @scottabel | @scottpatrickabel | @scottabel
@scottabel
THANKS,SCOTT
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