If you are curious about moving from unstructured documentation to structured topics – or if you cannot decide whether my session at the STC Summit next week is for you – here are the slides, maybe you find them helpful:
Content management/strategy and the business of tech comm were my two focus areas during the tekom/tcworld conference in Wiesbaden, Germany, last week, and I will summarise some of the sessions I attended in several blog posts.
(For a general overview of what tekom is like, refer back to How German is tekom and tcworld? UK tech comm consultant Ellis Pratt and I have been commissioned to sum up this year’s event for an upcoming issue of ISTC’s Communicator magazine.)
Paul Perrotta on change management
Paul Perrotta from Juniper Networks offered two sessions on change management in tech comm. He reported on his unit’s journey from siloed, bickering, intransparent groups to a more efficient Information Experience (iX) organization.
Part of the problem is that we in tech comm are often pretty bad at saying what we do and what value we provide to the company and to customers. Instead, “docs happen” frequently in a black box. If you measure how well-regarded each unit is by their budget increases, a black box is not a good place to be in, because it won’t get you better funding. Executives don’t know (and don’t need to know) how tech comm works. But they need to know whether it’s successful and how it helps them be successful. And whether 8 dollars spent on it will increase their bottom line by 10.
So make tech comm more business-like and make managers’ worries your own: How can we increase customer satisfaction? How can we contribute to increase market share? Address these challenges to show the value tech comm contributes and how you can help the business to deflect some of the threats, such as:
- Doing more (work) with less (resources).
- Deferring costs to a less certain future.
- Offshoring tech comm.
Here’s what you can do specifically:
- Define a vision and mission for tech comm to clarify what they do – and what they don’t do. (See also “Why you need a tech comm mission statement“.)
- Make improvements manageable by chunking them up into strategic initiatives.
- Dissolve the documentation siloes by architecting and governing all content as a whole.
- Improve content to make it complete, searchable and findable.
- Connecting tech comm with marketing, sales and support to contribute to and benefit from the same content.
- Rebrand tech comm as information experience to emphasize its contribution to the customers’ experience.
- Focus on users and engage with them, for example, via user satisfaction surveys, feedback, social media.
- Install an iX customer advisory board which meets regularly.
- Seek out managers with the power and money to help you and map out your allies throughout the organization.
- Make tech comm measurable and operationally efficient:
- Link tech comm to development metrics where possible.
- With proven competence, you can aim for 5% of R&D spend which is industry best practice in IT.
- Ask how much of the product price tags the documentation is worth.
- Show what (else) you could do with X more money.
Some of the results that Paul found:
- Many customers are happy to offer feedback if they find they get heard, and tech comm improves as a result.
- An ongoing discussion with users builds trust and customer loyalty.
- Commonly governed content becomes more reliable and more easily findable for employees and customers alike.
- Managers will support you because your success is their success of you demonstrate competence and that it’s easy for them to help you.
- If you map your projects to executives’ objectives, you can clarify what you can and cannot do with available resources.
- Achievements require focus to reap their full benefits – and then advertisements to make sure executives realize that you can work like a business…
- To measure their achievements, tech comm quality metrics are not enough; you need customer engagement/experience metrics as well.
- As a side effect, you will have to abandon an implicit ethos that treats tech comm as special, as an art that creates books.
On its first day of sessions, TCUK13 offered very diverse sessions. My selection of presentations – and hallway conversations – focused on cognitive science, the future of tech comm, the business side of our industry as well as managing tech comm, this year’s specialist stream.
Sarah O’Keefe on “Fame, glory and… tech comm”
Sarah’s opening keynote urged us to unleash our inner pirate and “go for the booty” of corporate resources and attention – in other words: to follow the money. We tech comm’ers need to understand the objectives and KPIs of C-level executives, develop a content strategy that supports these objectives and then profit (before marketing or other departments do, as Ellis Pratt later pointed out in his rant).
This way we can create effective tech comm which meets both business needs and user needs – as opposed to artisanal tech comm which fails business goals or cheap and merely adequate tech comm which fails users.
My session on semiotics and mental models
My own presentation Addicted to meaning: Mental models for technical communicators was attended by approximately 50 people and quite well received, I thought.
It’s essentially a brisk walk through a couple of cognitive concepts that underlie much of tech comm. After considering what meaning actually is and why we technical communicators should even care, I looked to semiotics to explain how meaning works in communication – and why it still sometimes fails in tech comm. The second concept is mental models which can explain how and why we create meaning – and how we can create meaningful documentation.
Adrian Morse on “The challenges of remote management”
Adrian drew on his experience of both working at home and managing technical communicators who work at home to explain many of the challenges of managing writers remotely. His tips applied to most teleworking scenarios, from occasional home office days to full-time teleworking by some or all of the team members.
Remote working and managing requires thought-through policies and a good reliable setup that starts with the appropriate hardware and network services and extends all the way to regulating PC administration, backup policies, etc. and complying with corresponding laws and EU regulations.
Adrian emphasized how important communication is as long as someone, anyone teleworks: You need to agree on mutual expectations in terms of hard objectives and performance, but also in terms of softer factors of answer times and availability for mail and phone contact. Just as working face-to-face, teleworking requires regular meetings, both 1-on-1 and of the team as a whole. Also make sure you have good ideas and policies for when and how you allow people to enter teleworking scenarios and when and how they will end them again!
Ray Gallon on “The Quantum Funnel”
Ray’s talk dovetailed with my own: His reference to creating scripts which explain how we behave in a restaurant was very close to my own example of how mental models determine our approaches to and perceived options in restaurants.
His premise is that today’s practice of learning is much more scattered and autonomous than it has previously been when learning was more controlled and directed. Such learning leaves more and more crucial gaps than before. To make sure that people (and users of tech comm specifically) can successfully fill their knowledge gaps, learning becomes more important than knowing.
One such approach is “connectivism” which understands learning as the process to search and connect concepts, ideas and fields. In this context, learning must not only answer the questions “what?”, “how?”, “where?” and “when?”, but also “how to be?” and “how to be with others?”. People in general and tech comm audiences in particular, increasingly learn in self-directed and creative ways by social collaboration, together with others. The role of teachers shifts to facilitator, that of technical communicator to curator.
This will emphasize both social and cognitive skills in the future, when we learn by moving through these stages:
- Exploring and understanding
- Planning and executing
- Monitoring and reflecting
Applied to tech comm, this means our model shifts from a gatekeeper of knowledge to that of a curator and storyteller, as we avail ourselves of different types of contextual information, some of which our outside of our control:
- Internal documentation, such as progressive disclosure.
- External information, such as it is in Wikipedia.
- Interactive information, such as MOOCs and commenting functions support them.
– Feel free to leave comments about any of the sessions, whether you have attended them or not. I will try to answer them as well as I can.
Scott Abel talked several tech comm speakers, bloggers and other luminaries into short videos at this spring’s STC Summit in Atlanta. The results are now available as Adobe Thought Leader Interviews at STC SUMMIT 2013. Most videos pack an interesting, usually well-argued insight into a minute or two. Taken together, they’re a good survey of topics and trends that were bounced around the Summit – and a perfect excuse to relive some of the #STC13 spirit!
Here are some of my favorites and what I like about them.
Sarah O’Keefe: Tech Communicators Need to Focus on the Business explains why tech comm’ers need to see how their content and their deliverables fit into the larger business schemes of their organization or client. It’s not exactly the first time Sarah has put out this message, but I consider this a recurring theme and one of the most urgent challenges for our profession.
Ann Rockley: The Benefits of Content Modeling shows how and why single-sourcing and content reuse requires prior planning. You need to model your content to ensure it comes out useful in the different formats. I appreciate Ann’s message that you not only need to do it, but you need to do it right.
Bernard Aschwanden: Benefits of Structured Authoring offers a primer on DITA and neatly sums up why the separation into concept, task and reference topics makes sense in a lot of cases. I like the video because it’s quite a feat to summarise both DITA and topic-based authoring in 2:40 minutes – and with examples to boot!
Rahel Bailie: Reclaiming Content Strategy urges tech comm’ers to reclaim the content strategy turf from the marketing people who may sell themselves better and know about writing copy, too – but we tech comm’ers can add the badly needed technicial knowledge as well. I cherish Rahel’s vote of confidence that we can and should reach out into this neighboring discipline!
Andrea Ames: It’s Not Your Mother’s Tech Comm Anymore argues that tech comm has to change and is in fact changing as users consume it in ever-developing context which makes tech comm’ers, and in fact users, too, the curators of documentation. I enjoy Andrea’s enthusiasm that blends “must do” and “can do” in most of what she does.
Oh, yeah, and then there’s my own 1:17 minutes of fame, ranting about tech comm’ers who wait for instructions and tasks. My point is basically: “Don’t Ask for a Mandate“, but rather prototype what content needs you find and let the solution sell itself. (I stand by my argument, though I don’t like my overzealous look of a young lawyer fearing to screw up his first court case… 🙂 )
But I highly recommend checking out the entire series of interviews, because they cover a wide variety of topics, technologies and tools!