Keynote Speakers
| Anthony Allen Director of Production at the American Society for Training and Development |
Mark Fidelman eVP, MindTouch |
Core Speakers
Workshop Presenters
| Ann Rockley and Joe Gollner Robert Rose and Michael Weiss David Clemons Mark Lewis |
Keynote Speakers
Anthony Allen, Director of Production at the American Society for Training and Development
Digital Publishing: Everybody Wins
Day 1 Keynote – 8:30 to 9:30
The American Society for Training & Development (ASTD) is the world’s largest association dedicated to workplace learning and performance professionals. On an annual basis we publish about 20 books, 150 monthly newsletters, and monthly and a quarterly magazine, and 5 research reports in addition to numerous conferences. So while we are a member organization, we are also a niche market publisher. We had to find a better way to publish and meet our member requirements.
This session discusses how we embraced XML and are now reaping the benefits of custom content packaging, automated transformations to EPUB, taxonomical content discovery, and cool apps. Takeaways from this business focused session include how to accurately calculate ROI on your XML projects and applications and reduce the resources needed for metadata tagging. This session will also debut “Streams”, ASTD’s newest semantic content application for personalized content delivery.
About Anthony
Anthony Allen is Director of Production at the American Society for Training and Development, where he manages a wide range of print and digital content products. Anthony is also an adjunct professor of technology at the George Mason College of Visual and Performing Arts, and has previously worked in media production at Discovery Studios (Discovery Channel) and the CIA.
Mark Fidelman, eVP, MindTouch
Larry Flynt, Sherlock Holmes, and Indiana Jones: Making the Case for Mobile Intelligent Content
Day 2 Keynote – 8:30 to 9:30
Attend this keynote presentation by technology guru Mark Fidelman to learn how today’s mobile intelligent content solutions are changing the way businesses interact with their consumers. Find out how Shazam is helping music lovers discover new artists. Gain insight into how adult entertainment services are leveraging the power of mobile devices and location awareness to bring people together. And, learn how SCVNGR is utilizing intelligent gaming technologies to offer real world rewards to customers.
About Mark
Mark is executive VP at MindTouch technologies and has a passion for building customer-focused technology companies and a proven record of achievement.
He’s skilled at conceiving strategies, building and energizing high performance teams, and orchestrating implementations that enable companies to exceed their business and growth objectives in the face of rapidly changing conditions.
Core Program
Derek Olson, Foraker Labs
Delivering personalized content to the user’s pocket: A case study of the Breastcancer.org iPhone app
Day 1 – 9:30 to 10:15
This case study describes a 3-year project for Breastcancer.org, the world’s most heavily-trafficked breast cancer website.
This project had three primary goals:
- Provide a 24×7 resource for understanding complex diagnostic tests and terminology
- Give breast cancer patients a place to record their own diagnosis information for easy reference
- Send relevant research findings and news to each breast cancer survivor – tailored to the user’s unique diagnosis profile.
In this session we’ll walk through each component of this project, including: the process by which content and users are matched, the development of a metadata schema, and the design and development of an iPhone app to collect diagnosis information and deliver personalized content.
We’ll also talk about the important lessons we learned from user testing, how we set up usage measurement through Google Analytics to gauge project success, and some of the decision-making behind technology and platform choices.
About Derek
Derek is Vice President of Foraker Labs, a web and mobile application development shop in Boulder, Colorado. Derek has been evangelizing user-centered software design for over a decade, and is the Managing Editor at UsabilityFirst.com. Derek believes that most of the world’s software is in need of a good spanking, and looks forward to each new corporal punishment opportunity. Derek’s hobbies include cooking with cast iron, massive home remodels, and teaching his boys which lizards are safe to eat raw.
Rahel Bailie, Intentional Design
Increasing the intelligence of your content lifecycle
Day 1 – 10:45 to 11:30
The content lifecycle is defined as a repeatable system that governs the management of content throughout the entire lifecycle. The processes within a given content lifecycle are system-agnostic. The processes are established as part of a content strategy, and implemented during the content lifecycle.
Intelligent content strategy begets intelligent content, and the midwife is the content lifecycle. The quadrants of a lifecycle; analysis, collection, management, and publishing – sound deceptively simple, but all content lifecycles are not created equal. A content lifecycle is only as smart as the content strategy behind it. What happens in the analysis phase informs how the content behaves in the tactical phases. The content lifecycle is iterative, and each mistake made, each variation missed early on, means that the next iteration will be harder to implement and maintain.
About Rahel
Rahel Anne Bailie is a content strategist whose practice involves business analysis, information architecture, usability, content management, and communications. She has operated Intentional Design since 2002, helping clients analyze business requirements and spectrum of content to get the right fit for their content development and management needs, and facilitates transitions to new business processes, content models, and technology implementations. Rahel was elected STC Fellow in 2009, and manages their Content Strategy SIG. She also holds memberships in associations such as CM Pros, IAI, UPA, and the Internet Strategy Forum to keep current in pertinent practice areas.
Bettina Bennett, WhichBox Media
The Publishing Revolution
Day 1 – Track 1 – 1:00 to 2:30
The future of media is not the platform, the ipad, mobile device, gadget, online technology or other “plug and play” quick fix. The future (and it won’t be easy), lies with our ability to culturally rethink and reinvent ourselves as customer-focused media organizations. While audience sophistication and expectations grow, we must also somehow cope within our budget realities. Growth is not just SEO and Google ads, it’s about sharing into your audience as a “group effort”- not to mention fresh and engaging content, stickiness and audience buy – in to your “experience”.
The future is about content and experience, not technology and content siloed by media type. The future is about “coopetition” with other publishers and not cannibalized and mass-farmed junk content. The future is about monetizing brand enthusiasts and turning them into your audience. The future is about doing all of this and still focusing on your core – your content!
About Bettina
Bettina Bennett is the co-founder, CEO and Chief Maverick at WhichBox Media, an award winning, next generation, integrated, all-media content creation, management and syndication publishing platform. WhichBox Media, launched in 2008, has won an OnMedia 100 Award for its “game changing and disruptive” technology; was a featured presenter for Worlds Best Technologies; a 2010 Top Innovator at New York Venture Summit and a Tech Titan Finalist.
With a 22-year background in Publishing and Entertainment, Bettina Bennett created Europe’s first publisher media rights monetization department. Her first company, Media Rights Management, was a strategic partner with ICM (International Creative Management). Her clients and projects included Film Finances, TCI, Universal Pictures, DIC Entertainment, Discovery Channel, United Artists International, ARD, ZDF, etc. Bettina is known as a leading international entertainment consultant, a social media, cross platform marketing expert, and a visionary in media and content monetization. Hollywood Reporter, Variety, Mipcom magazine and other media have lauded her work as major and groundbreaking.
Don Day, Learning by Wrote
DITA Collaboration for Content Makeovers
Day 1 – Track 1 – 1:00 to 2:30
Companies both large and small that employ so-called knowledge workers (or Subject Matter Experts–SMEs) often have a problem in capturing that knowledge if the SME falls back to using email or a favorite word processor to jot down some ideas on a whim.
Particularly in the support arena, special tools have been devised to try to capture and correlate the knowledge that is often created in the course of handling support calls. Lately, and across wider domains of knowledge or disciplines, wikis have been used with varying success for capturing at least some of that otherwise misplaced knowledge. But even on a centralized resource like a wiki, there is still the problem of how to retrieve and reuse that content as a more strategically-tagged piece of corporate content.
The DITA Content Collaboration project is part of an initiative, informed by the author’s prior experience with collaboration tools at IBM, that seeks to make DITA authoring commonplace for scenarios in which content creators can benefit from the structuring disciplines of this tool.
In this session, we’ll follow the content paths within a mythical small research company and propose a Content Makeover using the DITA Content Collaboration tool. Some before/after ROI assessments will be compared with actual surveys about current practices and “what the ideal solution would look like” questions. If available, pilot reactions to the newly-deployed tool will be added to the assessment. The Makeover evaluation will compare traditional solutions with the experiences and workflows of the prototype tool under consideration.
The goal will be to understand how this structured approach to collaborative writing benefits the preservation and curation of valued, yet too-often marginalized content of professionals.
About Don
Don Day has worked with enterprise-level, markup-based publishing tools for over 25 years. He designed SGML and XML authoring tools and solutions for use by IBM’s Information Development community. He drove the contribution by IBM of the SourceForge-based DITA Open Toolkit, and convened the formation of the OASIS Darwin Information Typing Architecture (DITA) Technical Committee, which he chairs. In between exploring new solutions and opportunities for DITA uptake, Don writes and consults about DITA and the Web.
Scott Abel, The Content Wrangler
Intelligent Social Networking: Leveraging an Intelligent Content Curation Strategy to Attract Friends, Fans, and Followers
Day 1 – Track 1 – 1:00 to 2:30
You can’t escape it. Social networking is a part of every day life. It has shifted the balance of power away from traditional publishers, enabling anyone with a connection to the net and a web browser to attract a loyal following of readers. And, it’s changed the way consumers obtain information about products and services. While this explosion of user-generated social content has myriad societal benefits, and is, for the most part, an amazing, playing-field-leveling paradigm shift for business-to-consumer communication, it introduces its fair share of challenges, many of which can be solved by adopting an intelligent approach to social networking.
Attend this session with Social Networking Choreographer, Scott Abel, The Content Wrangler, to learn how smart organizations are leveraging an Intelligent Content Curation Strategy to help them attract prospective customers by harnessing the power of automation to reduce — and in many cases eliminate — time-consuming manual social networking tasks. Scott will show you how to curate content from a wide variety of sources and automatically deliver it to Twitter, Linked, Facebook and other popular social networking sites. You’ll discover how to use one of several online services to schedule social content for future delivery, track click-throughs, measure success, and learn where you get the most bang for your social networking buck.
Scott will also share 10 tips for social networking success that he’s learned in the social networking trenches. You’ll gain insight into how social networks work, learn time-saving tips and tricks, and discover how to avoid several painful and expensive social networking faux pas.
It’s a big field with a lot of definitions and issues; mashups, ownership, the importance of copyright, finding information – finding the right information, ensuring that only the correct or up-to-date information is found, the freedom of artists to create derivative works…
About Scott
Scott Abel is a content management strategist and structured XML content evangelist, whose strengths lie in helping organizations improve the way they author, maintain, and deliver their information assets. Scott is also a social media choreographer, helping organizations around the globe leverage the power of social networking for business-critical applications.
His blog, The Content Wrangler (www.TheContentWrangler.com), is a popular online resource for content professionals with an interest in content management. Scott’s social networking site, The Content Wrangler Community (both on LinkedIn and Facebook), is a global network of content professionals that attracts thousands of members from around the world. Scott also maintains a popular Twitter feed (www.twitter.com/scottabel). A founding member of Content Management Professionals (www.cmpros.org), Scott previously served as Executive Director of the organization.
Scott writes regularly for trade and industry publications, blogs, and newsletters. He’s a featured presenter and live blogger at content conferences in North American and Europe.
Francesca Barr, Qualcomm
Brewing up Intelligent Content at Qualcomm
Day 1 – Track 2 – 1:00 to 2:30
The Qualcomm Brew Engineering group is meeting a growing demand to provide intelligent content to developers accessing their web site for API documentation and on-line help. Francesca Barr will walk you through the benefits of Brew’s migration from non-structured content to structured authoring with DITA and adopting a CCM system – all to support dynamic web delivery achieved through DITA. She will present why the group decided to move to DITA, experiences and how the team is adopting. She will discuss wins achieved by the migration so far and future plans enabled by their adoption of DITA and a CCM system.
About Francesca
Francesca Barr is Senior Manager of Brew Engineering Tech Pubs at Qualcomm, Inc. She has been in the technical content development field for over 20 years, 16 of them at Qualcomm. As the manager of a small group of writers creating technical web content for developer.brewmp.com, Francesca transitioned her group and the content produced over to XML/DITA sourcing three years ago to improve productivity as well as content quality. Prior to Qualcomm, Francesca worked at Titan/Linkabit and Jostens Learning where she won an STC Award of Distinguished Technical Communication.
Hava Haberfield, Eastman Kodak
Lessons learned from Kodak DITA experience
Day 1 – Track 2 – 1:00 to 2:30
Are traditional tools limiting your ability to meet your customers’ needs and reducing your productivity? Is management expecting reductions in translation costs and creation effort? To meet such challenges and more, Kodak moved to a DITA-based model for content authoring, maintenance, and publishing.
Learn about the process that Kodak went through to implement DITA – including analyzing our content, expanding the skill set of the team, implementing new tools, customizing publishing outputs, and creating the tools needed to support best practices.
Get tips and tricks for finding the right sponsors in your organization, presenting the DITA value proposition to your management, and positioning your team as value providers to your company’s business goals. Get guidelines for successful global implementation, from authoring to dynamic multichannel delivery. Learn strategies for saving on translations.
About Hava
Hava Haberfeld, knowledge manager for prepress and workflow products at Kodak, initiated the move to DITA for her team of some 60 content developers in different countries. Today, with translation savings of close to one million dollars in just two years, the group maintains component-level technical content for over a hundred products. The group has created a wealth of best practices, tools, and publishing scripts to support focused content delivery.
Ms. Haberfeld holds an M.S. in curriculum and instruction from the University of Wisconsin-Madison and an executive MBA from Bradford University. She started her career as an instructional designer and has 12 years of technical publications management experience.
Ben Colborn, Citrix Systems, Inc.
Delivering Multimodal Training
Day 1 – Track 2 – 1:00 to 2:30
Citrix Education has adopted DITA and a CMS in order to create dynamic, multi-modal training. Today we are delivering classroom-based and high-fidelity online training built from a single source of content. In this session, we will demonstrate our final products, then review three recent DITA-based development projects in order to:
- Evaluate the results against business objectives
- Identify clear challenges and benefits
- Identify lessons learned
- Discuss best practices
We will then look forward at ways we can leverage our existing tools and infrastructure to deliver content in new ways, including:
- ePub
- Mobile learning
- Custom training
We will conclude by discussing organization-wide content collaboration and management.
About Ben
Ben Colborn is a Courseware Development Lead for Citrix Education. In addition to developing instructor-led and online training material for Citrix virtualization technologies, he works to improve learning experience quality and simplify internal development processes. His interests include collaborative development processes; formal feedback mechanisms and processes; authoring and quality assurance automation; and organizational standards development. Before joining Citrix Education, he taught academic and professional writing at the college level and worked as a Unix system administrator at Sun Microsystems. He holds a B.A. in English from the University of Idaho and an M.A. in TESOL from San Jose State University.
Eric Freese, Aptara
The difference between apps and eBooks
Day 2 – 9:30 to 10:15
Enhanced eBooks and apps aren’t simple, natural extensions of their printed counterparts. They require a great deal of careful planning, due to differences in eReader capabilities and implementations, as well as complexities of the original publication.
This session will walk you through the development and production process from print to enhanced eBooks and apps.
Using a real life book as an example, we’ll review the key planning and execution considerations each step of the way.
About Eric
Eric Freese is a veteran of publishing production optimization. From the early days of SGML, he has worked in roles as varied as consultant, software developer, content architect and semantic web technologist in industries including defense, technical publishing, commercial software and legal publishing. In his role as Director/Solutions Architect, Eric helps Aptara customers efficiently transition to cost-saving digital publishing models that simultaneously support eBook and other electronic delivery platforms, as well as traditional print production.
Paul Trotter, Author-it
Intelligent Content: Future Trends, future solutions
Day 2 – 10:45 to 11:30
We’re all facing three big issues today:
- Creating intelligent content for the right delivery method
- Finding content after it’s created
- Supporting users with just-in-time content
All three issues are complicated by the need to do more without increasing costs. But how can you best develop intelligent content? What do you need to think about now and in the future?
Paul will discuss some of the changes in how you and your users create, distribute, consume, and interact with content.
About Paul
Paul is the Founder/CEO of Author-it Software Corporation and the architect of the Author-it product. Regarded as a visionary within the industry, Paul is a popular speaker at events all over the world on topics ranging from technical writing and help authoring to content management and localization.
Mark Hellinger, Xyleme, Inc
How to develop a successful mobile learning strategy
Day 2 – Track 1 – 1:00 to 2:30
Today we are experiencing explosive growth in mobile workforce applications coupled with rapidly evolving mobile technologies, devices and platforms. This session explores why content development, leveraging single-source XML, is fast becoming a strategic initiative within organizations.
In this session, attendees will learn:
- How to develop a successful mobile content development strategy
- How to leverage existing content for print, online and mobile delivery
- How to structure content for reuse and filtering
- Why XML is critical for content reusability and future-proofing content
We will show how by leveraging XML formats, single-source publishing and structured authoring techniques, a single development process can produce content that be easily deployed to any environment while still meeting the specific requirements of each delivery modality.
Case studies and real-time demonstrations that show content effortlessly deployed to print online and mobile devices (including the iPhone and iPad) will be used to support this approach.
About Mark
Mark Hellinger is one of the training industry’s leading technologists. He is currently the President and Chief Executive Officer of Xyleme. Mark has over 25 years of experience with a track record of building successful technology companies from early-stage private investment through IPO or acquisition. Prior to Xyleme, Mark was CEO of PRAJA, a leader in Business Activity Monitoring that was successfully sold to TIBCO Software. Previously, Mark was President and COO for ERP vendor Interactive Group, responsible for the global expansion that led to its IPO and subsequent sale. Mark is a graduate of the Massachusetts Institute of Technology.
Marisa Peacock, CMSWire.com
Content Strategies for Social Media Marketing
Day 2 – Track 1 – 1:00 to 2:30
Sharing information and building relationships are key to successful social networking. The abundance of content makes the act of sifting, sorting, endorsing and sharing more necessary. Yet, not everyone knows how to, making it an essential skill for the next generation of content strategists.
What you say, how you say it and when you say it can influence the bottom line. Yet, in order to successfully say anything, in print, online, via social media or mobile device, most companies will agree that some oversight is needed. Too much oversight and what you say seems contrived. Too little oversight and you risk saying the wrong thing.
In this session we will learn how to maximize your content strategy and refine content for the appropriate medium, especially social media in an effort to increase connections and influence online.
About Marisa
Marisa Peacock helps schools and small businesses enhance their online presence. For more than 6 years, she has worked for non-profits, independent schools and small businesses, managing and producing websites, multimedia, and online content. Marisa helps organizations create and implement online strategies that appropriately target the right audience with the right information using the right media. She has presented at numerous conferences, including the Baltimore Design Conference and EdSocial Media Summit and hosted webinars aimed at promoting social media integration and web design strategies.
Paul Wlodarczyk, TheContentGuy
Taxonomy and Intelligent Content
Day 2 – Track 2 – 1:00 to 2:30
Intelligent Content implies that we can get just the right content to just the right person at just the right time – and that means we need a consistent means of categorizing not only content but people, tasks, products and events, so that we can match content to performer to context. Search engines (even well known search engines like FAST and Google) don’t know your business, and they can’t tell you things about your business without you cluing them in to the unique meanings that words and phrases have in the context of your business.
Taxonomies (and their scary cousins Ontologies) provide a means for expressing the semantics of your business. But how can you use your taxonomy to do the “heavy lifting” required to achieve Intelligent Content? This presentation will explore the concepts and provide real-world examples of how taxonomy can be used to inject your business semantics into enterprise-class content platforms including:
- Enterprise Content Management
- Component Content Management
- Enterprise Search
- Site Search
- Unifying all of these
About Paul
Paul Wlodarczyk is Managing Director at TheContentGuy, where he is focused on technologies for taming content lifecycles and exploiting unstructured content. Paul has 25 years experience hands-on expertise in ECM, knowledge management, taxonomy and metadata, content classification, search, technical publishing, localization, collaboration, user interface, e-learning, and information worker productivity. Paul is a frequent contributing writer and speaker for various industry groups, and maintains a blog at thecontentguy.net. Paul earned an MBA from the William E. Simon School of Business, and holds a bachelor degree in Psychology from the University of Rochester in Rochester, NY.
James Mathewson, IBM
‘Search First’ content strategy
Day 2 – Track 2 – 1:00 to 2:30
Search gives users control over their information flow or story. This leads to a common behavior unique to digital content: Digital content is nonlinear. Try as we like to design experiences that lead users down prescribed paths, they will often prefer creating their own paths through information using search. As search improves and the pace of information discovery accelerates, this behavior will only grow. Yet too few companies are adapting to this user behavior.
In this session, I promote a search-first content strategy on the Web: A strategy that structures the whole content enterprise around search experiences, from messaging to writing, to coding, to production to architecture and UX design. If companies structure their content strategy around search, they maximize their investment in content for both search crawlers and their target audiences.
About James
James Mathewson has been following web content trends since 1994, first as ComputerUser magazine’s web content contributing editor, later as its editor in chief, more recently, as the editor in chief of ibm.com, and most recently as global search strategy and expertise lead for the company.
James is the lead co-author of the book “Audience, Relevance and Search: Targeting Web Audiences with Relevant Content,” with Frank Donatone and Cynthia Fishel.
James is also lead author and creator of the blog Writing For Digital Audiences (writingfordigital.com). The blog extends the insights of the book as digital media change and grow.
Alexander Polonsky, Mondeca
Smarter content annotation, adaptation, and discovery in the semantic world
Day 2 – Track 2 – 1:00 to 2:30
Content managers in most market sectors exploit semantic technologies to derive more value from content. While initially these technologies were mainly used to improve integration, search, and interlinking, they are now increasingly leveraged in other aspects of content management and delivery, such as content contextualization, personalization, and discovery.
This talk will explain why and how organizations should implement:
- semantic content annotation workflows
- automatic re-classification of content for a given context
- ontology based reasoning for user-centric content presentation
- semantics-driven faceted content navigation
The talk will use real client examples for illustrations and will discuss cutting-edge technologies such as Microsoft Pivot.
About Alexander
Alexander Polonsky is a product manager and a senior consultant at Mondeca, which develops market-leading software for the management of content annotation and classification workflows, as well as of advanced knowledge structures (e.g., metadata repositories, taxonomies, ontologies). Prior to that, Alexander founded and led a software company Cognium Systems, that develops an XML-based CMS for experimental researchers and a system for viral content distribution.
Alexander has a Ph.D. in Neuroscience and an M.S. in Applied Mathematics from Stanford University. He was also awarded a postdoctoral fellowship in Bioinformatics from Institut Pasteur, France.
Diane Burley, MarkLogic
The Destination is Your Starting Point
Day 2 – 3:00 to 4:00
The surging popularity of the iPad and smart phones has created app-fever: People are clamoring for the information they want, from the perspective they want, on the delivery device of their choosing.
And the most popular apps are those that solve a compelling need: How to troubleshoot a vexing product; Search for drink recipes by main ingredient; or, determining risks to convoys in Kandahar.
In this talk we will show how by starting at the end you can determine the types of content components that will be needed – which in turn determines the granularity of the enrichment. This process allows you to prepare your content ecosystem so that it is modular for quick reassembly – and allows you to see what additional (external) content might you need.
We will cite examples of compelling audience engagement portals including the Warrior Gateway, a site for returning veterans, and Xplana, a virtual learning community for students.
About Diane
For 15 years Diane Burley has been putting brands on the Web: From daily newspapers to magazines to corporate sites, Burley is proficient in managing all aspects of Knowledge Lifecycle Management, from creation through to multi-channel delivery; from iteration to monetization.
All businesses have the same goals as publishers: attracting audience, engaging, retaining and persuading them to take action. They also have the challenge of trying to integrate content from multiple sources — and match the right content to audience.
She is a rare combination of journalist and technologist, able to distill complex information into useful tidbits of knowledge for any audience. She is the owner of PureContemporary.com, blogs at siliconvalet.blogspot.com and is the Media Specialist for MarkLogic Corporation.
Fernando Mesa, MarkLogic
Migrating From Content to Applications: The Next Step in the Evolution of Content Delivery
Day 2 – 3:00 to 4:00
This session examines the emerging trend of repurposing and packaging content into interactive apps, a hot trend in the mobile industry. This session will explore how the combination of intelligent, semantic content along with off-the-shelf components and rapid app-generation tools can generate highly interactive, more engaging solutions in record time.
About Fernando
Fernando Mesa is seasoned technologist with 20 years of experience in the IT industry, providing architectural leadership and technical direction to fortune 500 companies in Media and Healthcare. Prior to joining Mark Logic, Mr. Mesa worked at United Health Group, where he served as Vice President of Enterprise Architecture. He is a member of the CDISC/XML standards group and is a regular speaker at SOA, Media and mobile technology conferences.
