30 september 2009

The communication mix shifts

from paper to screen:

take the edge

with digital documentation

1. Perspectives with digital documentation

2. Current technical specifications (printed media)

3. Interactive PDF

4. Flash Magazines

5. Database

6. Timesheet

7. Questions / discussion

Perspectives with digital documentation

reducing print = reducing costs

increasing digital = increasing flexibility (self / others)

= being ever up-to-date

= improving your ‘green image’

= facilitate information searches

= also searches cross-publications

Help your target groups to change their habits! (look & feel)

Technical aspects of printed media (example - Monier Technical Reference Guide)

• Indesign document (or Quark X-Press)

• Consists of +/- 300 pages, divided into 11 chapters

• Content is made up of text, photo’s or line-art (2D)

• An exported PDF (per chapter) is also available on the Monier website as a download

• File size of the complete PDF, 300 pages is +/- 50 MB (which is too large for online access)

Interactive PDF (simple version)

• The source document is created in Adobe Indesign

• Post editing with Adobe Acrobat

• Interactive bookmarks, hyperlinks and an interactive table of contents

• Provide a customized Index (per chapter)

• Provide an instruction page to access more search options

• Add update notes so that clients need to check your website for the latest document versions

• Add new graphical elements that make it easier to navigate and to view content

Interactive PDF (complex)

• Same basic functions as a simple PDF version

• Extra hyperlinks to movies, DWG files, online instruction manuals, Flash content etc

• Links to external sites such as Google Maps (for projects and their locations) Flickr (project and product photos), Wikipedia (company and product information)

Interactive PDF (online vs offline)

• An online PDF (which opens in your browser) has limited search capabilities

• An online version is limited by it’s file size, the less bandwidth the better

• Offline versions of PDF documents offer more search options than their online counterparts, particularly when using multiple PDF documents. However multiple documents or chapters must all be stored as local content on a hard drive or server

Website adjustments

• Banners on the landing page for quick access

• Add extra content which is linked to the PDF’s (these documents must be hosted on your website)

Flash Magazine

• Source file is a standard PDF

• Can be defined as a user-friendly graphical representation of a PDF file with added browsing functions

• Much smaller file size for online loading & viewing

• Simple version has no extra functions than a standard PDF

• Complex version is dynamic (but must be database driven)

• Example Flash magazine

http://np.netpublicator.com/netpublication/n56298859 

http://np.netpublicator.com/netpublication/n46537605

http://np.netpublicator.com/netpublication/n66841199

• Example database driven magazine

http://www.test.softmedia.nl/vandenpol_ebook/index.php

(vdp – ebookPass)

Database / Website

• Transfer printed content to a Content Management System / ERP System

• Output- Website- Intranet - Flash magazines – (complex version)

• Properties- extended search options (within the site) - search-engine optimized content- easy to update - surveys monitoring usability

Timesheet / Phased 3-step introduction

• Create interactive PDF’s

• Adjust the website content

• Add Flash magazines to the website for better presentations

• Build a database/website, adding flash magazines and interactive PDF’s as extra content

• Optional: create video/3D/Flash content for all of the above mentioned options

• Optional: create a mascot or use other marketing tools to enhance your content (in combination with Youtube, Facebook or other social media)

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Indicative investments

Phase 1: Interactive PDF’s, Flash magazines

• for current Dutch printed media € 50,000 to 60,000

Phase 2: Database / Websites requires either:

• SAP based solution + investment per country

• SDL – Tridion based solution + investment per country

• Sharepoint based solutions + investment per country

(be aware that this cannot fully replace your printed media)

Phase 3: Extra content requires:

• Dependent on available marketing budget

Questions / discussion