What is Content ?

• Collections – objects, artifacts: books,

documents, rocks, minerals, insects, plant
materials, diseased tissue, seeds
• Data – facts, observations: elements, files,
records, datasets, databases, statistics
• Information – meaning, context: records,
documents, reports, photos, maps,
brochures, presentations, recordings
• Knowledge – understanding,
predictability: equations, models, scientific
publications, experience, know-how

1. Four types of content (embedded

message or signal) are created, managed,
and used by science-based departments.
Some NRCan examples are listed here.
 Content Value Chain
Domain
Objects Data Information Knowledge Wisdom

Organization

Data Records Know how Experience

Flow of content through

sequential stages, each of
which changes its form and
increases its usefulness and
value.
2. Content is transformed from one form to
another through processes such as
capturing, interpretation, analysis, and
experience.
 Content Flow

Executive

Science Industry Policy Programs Admin

Operational

3. Content flows vertically within programs:

downwards as direction and coordination;
upwards as reports and advice. The
challenge is to have content flow
horizontally across programs.
 Knowledge Services

Content Products Help Solutions

Objects Database Answers Direction
Data Scientific article Advice Plans
Information Technical report Teaching Operations
Knowledge Outreach material Facilitation Positions
Wisdom Geospatial products Support Coordination
Statistical products Laboratory Accomplishments
Standards
Policies
Regulations
Systems
Devices

4. Knowledge services are programs that

produce and provide content-based outputs,
with embedded value, that satisfy user
needs. NRCan knowledge services are
listed here.
Knowledge Services System
Mandate

Recommendation Benefits
s Evaluators

Intelligence

Indirect
Outputs Outcome
Organization Sector s Canadians
(secondary
)
Direct Outputs
(primary
Body of Knowledge
)
Knowledge (tertiary
)
(Knowledg
e cycle)

5. A Knowledge Services System combines

components and infrastructure that function
collectively to produce, provide, and use
knowledge services.
 Knowledge Services
Value Chain
Organization Sector / Society

Legend
Extrac Use Use Use
t
Advance Internall Professional Personal
y ly ly
Embed

Manag Transfe Evaluat

e r e

Generat Transfor Add

e m Value

6. Knowledge services flow through nine

stages in which value is embedded,
advanced, or extracted by an organization,
sector, or society.
 Provider/User
Information Market
Providers Governmen
(Supply) t On-Line

An information
market connects
providers and
users

Global Disaster
Users Information
(Demand) Network

7. Provider/User information markets

focus on transactions (Fig. 6, vertical line).
But departments are mandated to generate
knowledge and promote sector outcomes.
 Knowledge Market
(Market /
Demand)
Evaluat
1. e
Generate (Performance /
Supply)
8. Use
2. Forestry Metals Personall
Transform & y
Mineral
Organizatio Natural
s
Resource 7. Use
n
Professionall
s y
Earth Energy
3. Science
Enable s
6. Add
4. Use Value
Internall
y 5. Transfer

8. Because knowledge is used to create

more knowledge, knowledge markets are
circular. A number of organizations are
often involved between creating original
content and end use.
 Approach to
Knowledge Markets
• Supply
– Integrate different types of content
– Measure system performance
– Improve system productivity
• Demand
– Survey market wants & needs
– Transform surveys into market
intelligence
– Adapt outputs to market needs
– Evolve capacity to shifting markets

9. Evaluating performance is a supply

approach to knowledge markets; evaluating
market needs is a demand approach. Both
have implications for science departments.
 Information Policies
Mandate Business

Informatio Content
n Rights Strategy

Governmen Serviced-Based
t of Canada Service Framework
Vision

Information
Policies Management
Plans

Programs

10. Information laws and policies (privacy,

security, language, access) affect different
levels of science-based departments.
Consistent actions are needed at all levels.
 Delivery Strategy:
Richness Spectrum
Rich
Content Content Audience Interaction Transfer
User Difficulty Size
Other Complex One Intervene Conversation
service
Knowledge Conceptual Few Support Paper

Intermediary Complicated Few Promote Specification

Practitioner Professional Some Explain Consultation

Canadians Popular Many Advertise Self-help

All residents Fool-proof All Provide Forms

Reach

11. The delivery spectrum shows the range

of richness of service delivery. A mismatch
between richness attributes and user
capabilities precludes effective delivery.
 Service Framework
Attributes
• Horizontal flow rather than vertical
processes
• Links science to policy and other
outputs
• Supports organizational mandate
and business
• Promotes sector outcomes and
benefits for Canadians
• Identifies Important questions

  12. The service delivery framework has a

number of attributes that make it desirable
for consideration by science-based
government departments.