LavaCon 2017 - Feed the Goldfish in 19 Minutes and 52 Seconds

LAVACON 2017NOVEMBER 6, PORTLAND, USA

HELLO!

#LavaCon

@stefangentz

ONCE UPON IN A TIME

IN THE YEAR 2000 …

MICROSOFT CONDUCTED A STUDY.

IT TOOK …

1

2

3

4

5

6

7

8

9

10

11

12

12 SECONDS.

BEFORE THE PARTICIPANT'S TRANSIENT ATTENTION SPAN

WAS OVER.

(12 SECONDS DID FEEL QUITE LONG, DIDN'T THEY?)

FAST FORWARD

2001

2002

LinkedIn

2003

Skype, WordPress

2004

Facebook

2005

YouTube

2006

Twitter

2007

iPhone

2008

AirBnb

2009

WhatsApp

2010

Instagram, iPad

2011

WeChat

2012

2013

THINGS HAVE CHANGED DRAMATICALLY.

THE INTERNET HAS CHANGED THE WAY WE COMMUNICATE,

CONSUME & SHARE CONTENT, TRAVEL, BUY.

…

SO MICROSOFT CONDUCTED THE SAME STUDY AGAIN.

AND THE RESULTS WERE NOT WHAT YOU MIGHT EXPECT …

LET'S PLAY:

THE FOLLOWING TEXT HAS EXACTLY 140 CHARACTERS.

THE AMOUNT OF TEXT THAT FITS INTO A TWEET.

YOU HAVE 12 SECONDS.

TRY TO READ AND REMEMBER THE CONTENT.

READY?

採用 12.3 吋顯示器，具備 3:2 外觀比例和 2736 × 1824 解析度，可觀賞 HD 電影、瀏覽網頁以及使用您

喜愛的應用程式。

UPS! SORRY …

USE THE 12.3" DISPLAY, WITH ITS 3:2 ASPECT RATIO AND

2736 × 1824 RESOLUTION, TO WATCH HD MOVIES, BROWSE

THE WEB, AND USE YOUR FAVORITE APPS.

{ "SOURCE": "MICROSOFT SURFACE PRO 4", "TYPE": "USER GUIDE", "RELEASE": "09/2016"}

HAVE YOU MANAGED TO READ AND REMEMBER IT IN

12 SECONDS?

OKAY. IT WAS UNFAIR.

IT WAS ONLY …

8 SECONDS!

SO, WHAT WERE THOSE 140 CHARACTERS YOU READ IN

8 SECONDS ABOUT?

WHAT DID YOU REMEMBER?

1. 2. 3. 4. 5. 6.

1. 12.3" DISPLAY2. 3:2 ASPECT RATIO3. 2736 × 1824 RESOLUTION4. WATCH HD MOVIES5. BROWSE THE WEB6. USE YOUR FAVORITE APPS

THE MICROSOFT STUDY NOTICED THAT THE TRANSIENT ATTENTION SPAN WENT DOWN

FROM 12 TO 8 SECONDS IN JUST 10 YEARS.

ATTENTION IMPACT FACTORS:• Media consumption• Social media usage• Technology adoption rate• Multi-screening behaviour

8 SECONDS!

ATTENTION SPAN OF A GOLDFISH:

9 SECONDS

“Millenials have an attention span shorter than a goldfish.”

“Millenials have an attention span shorter than a goldfish.”

— @stefangentz

#LavaCon #TechComm

2000 2013

12 SEC 9 SEC 8 SEC

WE'RE DOOMED.

BUT IT'S NOTHING NEW.

“A WEALTH OF INFORMATION CREATES A POVERTY OF

ATTENTION.”— HERBERT SIMON, NOBEL WINNER, ECONOMICS (1978)

ADHD

ADHD(ATTENTION DEFICIT HYPERACTIVITY DISORDER)

5.5

4.0

2.6

PERCENTAGE OF CHILDREN AGES 3–17 WITH ATTENTION DEFICIT-HYPERACTIVITY DISORDER (ADHD), BY GENDER, 1997–2013

1996 1998 2000 2002 2004 2006 2008 2010 2012 2014

5

10

FEMALE

SOURCE: ANALYSIS BY CHILD TRENDS OF NATIONAL HEALTH INTERVIEW SURVEY DATA 1997–2013

15

5.5

4.0

2.6

8.3

10.3

13.5

12.0

PERCENTAGE OF CHILDREN AGES 3–17 WITH ATTENTION DEFICIT-HYPERACTIVITY DISORDER (ADHD), BY GENDER, 1997–2013

1996 1998 2000 2002 2004 2006 2008 2010 2012 2014

5

10

MALEFEMALE

SOURCE: ANALYSIS BY CHILD TRENDS OF NATIONAL HEALTH INTERVIEW SURVEY DATA 1997–2013

15

BUT:

MANY CHILDREN WITH ADHD HAVE A GOOD ATTENTION

SPAN FOR TASKS THEY FIND INTERESTING.

WHAT DOES THAT MEAN FOR MARKETING AND TECHNICAL

COMMUNICATION?

WE'RE MOVING FROM DROPS …

TO CONTENT CHUNKS.

TO CONTENT SNIPPETS.

TO CONTENT DRIPS.

WE'RE MOVING FROM DROPS TO DRIPS.

AND WE HAVE NO CHOICE:

THERE IS NO ALTERNATIVE TO “INTELLIGENT INFORMATION”

IN INFORMATION 4.0

XML-BASED

STRUCTURED

SEMANTIC

ATTRIBUTED

AUTARKIC

MAKE SURE YOUR CONTENT CAN BE CONSUMED BY BOTH

BOTS AND HUMANS.

BE CLEAR, PERSONAL, RELEVANT AND (QUICKLY) GET

TO THE POINT.

LEVERAGE RICH MEDIA:VIDEO, AUDIO, 3D

START BUILDING COHESIVE, IMMERSIVE CONTENT

EXPERIENCES ACROSS ALL CHANNELS.

START BUILDING TAILORED, PERSONALIZED, DYNAMIC

CONTENT.

“THE TRUE SCARCE COMMODITY IS INCREASINGLY

HUMAN ATTENTION.”— SATYA NADELLA

“BE PASSIONATE AND BOLD. ALWAYS KEEP LEARNING. YOU

STOP DOING USEFUL THINGS IF YOU DON'T LEARN.”

— SHANTANU NARAYEN

THE END

THE END

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FrameMaker – Working with Content

FrameMaker – Structured Authoring

FrameMaker Structured EDD Development

on Monday from 6 P.M. onwards @ the Adobe booth