1. Mid-Atlantic Technical Communication
Conference & Workshops
March 8, 2013 - Conference
March 9, 2013 - Workshops
Giant Community Center
315 York Road
Willow Grove, PA
Sharpening Your
Personal Brand

2. Contents
2
Presentations and panels ......................................... 3
Presenter bios .......................................................... 7
Workshops ..............................................................11
Workshops schedule ...............................................12
Our sponsors ..........................................................13
Conference schedule at a glance ............................16

3. Keynote Presentation: Bulletproofing Your Career Online
Ben Woelk & Hannah Morgan
Willow Grove Room — 9:00-10:00
What are the 10 key steps to building and securing your online reputation? A security guru and a career
sherpa provide their perspectives on how to create an online presence that enhances and promotes your
career safely and effectively.
Branding Panel
Marilyn Woelk & Neil Perlin
Willow Grove Room — 10:15-11:30
With today’s competitive job market and economic downsizing, it’s difficult to get a job and then to
keep it. You need to be able to brand yourself effectively as someone who has emotional and business
intelligence in addition to job skills, to be memorable to your (potential) employer, and sell that brand. This
presentation will help you develop a personal brand, including how to stand out as a leader in business
areas and how to avoid making critical mistakes that can portray your brand ineffectively.
Practical Tips for Single-Sourcing to Mobile and EPUB
Nicky Bleiel
Thunderbolt Room — 10:15-11:30
Delivering content to mobile devices and eReaders is a new challenge, but one that can be managed in
a single-sourcing workflow that also includes online help and manuals. Nicky will discuss issues specific to
mobile and EPUB outputs, best practices for how to adjust to them, and some testing tips, including:
Managing graphics and tables
Adapting your table of contents
Desktop vs. Mobile terminology
Writing style
Improving navigation
Utilizing videos efficiently
Managing indexes
DITA and Structured Authoring
Cheri Mullins
Scenic Room — 10:15-11:30
DITA and structured authoring are fundamental to document engineering and content strategy. This
session introduces the DITA XML standard, some of the companion technologies for DITA, including
component content management systems, and structured authoring methodologies. Cheri will discuss
some of the important differences between traditional and structured authoring, both conceptual and
practical, as well as approaches to how to “do” DITA for new and existing technical communications.
3
Presentations & Panels - March 8
Mid-Atlantic Technical Communication Conference & Workshops

4. When Is Using Free Tools Good Enough?
Nitza Hauser
Alps Room — 10:15-11:30
As technical communicators, our primary mission is to produce accurate, concise, and user-friendly content.
Yet we spend an inordinate amount of time on our tools and in preparations around getting the content
out there. Should we reconsider our priorities? In this presentation, two case studies will be used to show
how Google Sites and Google Forms can shorten the time it takes to bring content to market or speed up
processes, which puts the content and ease-of-use front and center.
WordPress – More Than Just Blogs
Paul Mueller
Willow Grove Room — 12:45-1:45
This session outlines how WordPress provides a content management system that can deliver content in
more ways than as just a blog. During this session, we will explore WordPress basics and several example
sites that use WordPress in different ways, including an integrated technical support and online help answer
station. This session provides various lessons learned during these projects and describes ways to bring
related content areas together.
7 Deadly Sins of Project Management
David Zimmer
Thunderbolt Room — 12:45-1:45
Project Management: A career where many are chosen, but few actually choose it. Project managers are the
chosen people, asked to do the impossible, within an unreasonable timeframe, provided limited resources,
given full responsibility, and endowed with no authority. In this discussion, you’ll learn the “7 Deadly Sins”
of project management and how to reverse those errors and improve your project success rate.
10 Habits to Advance Your Career & Change Your Life
Ann Grove & Barrie Byron
Scenic Room — 12:45-1:45
As technical communicators, we learn to write and communicate well with the written word. However, the
untold secrets of success have more to do with HOW we work than WHAT we know. With a combined 40
years of professional technical communication success as individual contributors, managers, and business
owners, Ann and Barrie share their resilience, professional success, and advancement tips. Learn specific
strategies for behavior change and professional advancement while you attend this interactive presentation
with two lively and experienced presenters.
4
Presentations & Panels - March 8

5. Mid-Atlantic Technical Communication Conference & Workshops
What Did You Do to Get That Tech Comm Job?
Danielle Villegas
Alps Room — 12:45-1:45
To get a position in today’s difficult job market is no easy task. New technical communicators can find it
exceptionally difficult, even with many positions available. But with some extra effort to promote yourself
and your skills, you can get ahead and establish yourself as a technical communications candidate who is
above the rest. Danielle Villegas shares pointers based on her own recent experiences.
Beyond the Manual – The Next Big Things Panel
Ellen Buttolph & Neil Perlin
Willow Grove Room — 2:00-3:15
While the basic principles of technical and web writing are the same, writers need to develop a distinctive
voice as they create content for the digital world. This panel discusses the differences between traditional
technical writing and web writing, and how to write effectively for the web.
What Technical Communicators Can Learn from Other Professions
Alan Houser
Thunderbolt Room — 2:00-3:15
Technical communicators interact with members of several different professions: marketing, engineering,
quality assurance, and product management. We often contribute to usability, user experience design,
and web design, and also work with professionals in those fields. These professions have different cultural
norms, habits, viewpoints, and priorities. This presentation compares and contrasts attitudes and habits
between technical communicators and professionals in related fields, with the goal of examining our
perspectives and learning from those of others.
Single Source / Content Management Beyond Text – Dealing with Graphics & Multimedia
Michael Hamilton
Scenic Room — 2:00-3:15
For most authors, the concepts of content reuse are not new. Whether you work under the labels of
“single-source publishing,” “content management,” or “topic-based authoring,” it all boils down to writing
content once, maximizing reuse, and (hopefully) never resorting to content duplication to achieve your
publishing goals. In this session, Michael Hamilton explores concepts and techniques to bring graphic and
multimedia elements into the content management workflow.
5
Presentations & Panels - March 8

6. Your Online Persona Panel
Adriane Hunt & Cheri Mullins
Alps Room — 2:00-3:15
Are you looking for professional growth in your career? An edge that will set you apart and help get you
noticed by management, industry peers, and prospective employers? Your personal data is on the internet
and it shapes others’ perceptions of you. Your professional online persona should reflect the person that
you want others to see. In this session, learn foundational career-enhancing strategies and techniques
to help define and refine your personal brand in just a few minutes a day. Shape your digital presence
and identity through the use of social media channels, blogging, education, volunteer opportunities,
participation in industry events, networking, and helpful free tools.
Closing Session
Willow Grove Room — 3:30-4:30
Don’t miss our closing session where several of today’s presenters will entertain us with Lightning sessions
where each speaker has 5 minutes and 20 slides to present on a topic of his or her choice. We’ll end the
day with our annual drawing of door prizes. You must be present to win.
6
Presentations & Panels - March 8
Special thanks to the Giant Community Center
for hosting our event!

7. Mid-Atlantic Technical Communication Conference & Workshops
Nicky Bleiel (@nickybleiel) is the Lead Information Developer for Doc-To-
Help. She has 18 years of experience in technical communication; writing and
designing information for software products in the documentation, media,
industrial automation, simulation, and pharmaceutical industries. She is the Vice
President of STC. See www.nickybleiel.com for a complete list of her articles and
presentations.
Ellen Buttolph is an independent writer and consultant. After 15 years as a
technical writer and manager of technical documentation, her focus is on content
management and writing for the web. Ellen is an active member of the STC
New York Metro chapter. Over the years, she organized the NY Metro Annual
Competition, edited the chapter newsletter, served on the programs committee,
and managed the marketing and social media committee. She is a member of
the Center for Plain Language, which is an advocate for clear communication and
plain language everywhere.
Barrie Byron has more than 20 years of technical communication experience,
and works for Rocket Software as an information developer. She teaches how
to use social media, advocates creative information delivery methods, creates
and maintains wikis, and creates and manages web pages in her STC and
Toastmasters volunteer leadership roles. Barrie serves as VP Public Relations
for Princeton Toastmasters and as the Toastmasters District 38 Public Relations
Officer.
Ann Grove has been a communications consultant offering extensive
experience in instructional design, technical communication, business analysis,
and technical marketing. She has presented on topics including LinkedIn for
the reluctant user, consulting and contracting, security for the end user, and
business communications. A Certified Information Privacy Professional/US, Ann is
professionally active in the International Association of Privacy Professionals, the
Technology Council of Central Pennsylvania, and STC.
7
Presenter Bios

8. Michael Hamilton is the VP of Product Evangelism at MadCap Software. He
previously served as the Product Manager for Macromedia’s RoboHelp product
line, and was a founding member of the Training Solutions Program team
where he co-authored the certified training materials supporting the RoboHelp
family. In 2005, he became one of the founders of MadCap Software.
Michael has more than twenty years of experience in training, technical
communication, multimedia development, and software development at
several organizations, including Cymer, National Steel & Shipbuilding, and the
US Navy.
Nitza Hauser is the Director, Technical Communication Services at Medidata
Solutions. With previous experience as a freelance translater and system
programmer, she has been a Technical Communicator for more than a
decade. Her background in computer science enables Nitza to bring her
extensive experience in the software industry, with a global perspective, to
technical communication. Nitza has worked in the educational, hospitality and
pharmaceutical software industries. She currently serves as president of the
STC NY Metro chapter.
Alan Houser is the 2012-2013 President of STC. He is an STC Fellow, a former
member of the OASIS DITA Technical Committee, and a popular presenter
at technical communication conferences. Alan holds a BS in Electrical
Engineering and an MA in Professional Writing from Carnegie Mellon
University, and has worked as a technical communication consultant and
trainer for the past 12 years.
Adriane Hunt is a technical communications professional with nearly 30 years
of experience in all facets of technical content strategy, design, and delivery.
Adriane examines industry trends and looks for innovative ways to author and
deliver technical content and engage customers “beyond the book.” Adriane
has worked at CA Technologies for 23 years and is currently a Senior Director
in Technical Information Organization.
8
Presenter Bios

9. Mid-Atlantic Technical Communication Conference & Workshops
Hannah Morgan is a job search, career, and social media strategist. She
combines expertise in marketing, social media, employee engagement, and
digital environments into a powerful and entertaining workshop that helps
maximize productivity and customer relations. Hannah shares information
about the latest career management trends, such as reputation management,
social networking strategies, and other effective search techniques on her blog.
Hannah is a speaker and author who has had numerous articles published by U.S.
News & World Report.
Paul Mueller owns UserAid, which designs and implements innovative
communication solutions. Paul has managed information development,
usability, and graphic design teams across the United States, Bolivia, and India.
Paul presents at conferences on technology and management topics, and
speaks to STC chapters, youth groups, and university students about technical
communication. He is the 2013 Technical Communication Summit Conference
Manager.
Cheri Mullins is an information architect, writer, educator, content strategist,
and researcher. A principal at Mullins Consulting, she currently is dedicating
most of her professional time to the Content Information Architecture DITA XML
initiative at Advanced Micro Devices in Austin, Texas. Other research projects
currently clamoring for her attention are in the areas of international technical
communication and outsourcing, cultural communication, and DITA XML.
Neil Perlin is a consultant, strategist, trainer, and developer for online content
with 34 years of experience. He has represented STC to the WorldWide Web
Consortium for four years, is MadCap Certified for Flare and Mimic, Viziapps
Certified for the Viziapps Studio mobile app development platform. He provides
these services through his company, Hyper/Word Services (www.hyperword.com).
Neil is an STC Fellow and the founder and manager of the Bleeding Edge stem at
the STC summit. You can reach him at nperlin@nperlin.cnc.net.
9
Presenter Bios

10. 10
Danielle Villegas is a web publishing consultant for BASF North
America. She started her successful technical communications blog,
TechCommGeekMom.com, during her graduate school studies. She was
invited to be a Thought Leadership expert for Adobe Systems. Danielle
has worked for companies such as Church & Dwight, CIBA Consumer
Pharmaceuticals (now Novartis), Blackwell’s Publishing, Princeton Learning
Systems, the Associated Press, Princeton University Press, and World
Learning.
Ben Woelk is a Policy and Awareness Analyst for the Rochester Institute
of Technlogy (RIT) Information Security Office. He has authored a number
of articles on information security for non-technical users and is an adjunct
faculty member at RIT in “Professional and Technical Communication” and
“Networking, Security and Systems Administration.” His current activities
include leveraging Web 2.0 technologies for security awareness, co-
chairing the Awareness and Training Working Group in the EDUCAUSE
Higher Education Information Security Council, and serving as the
Outreach Team Lead for the STC Community Affairs Committee. Ben is
past president of STC Rochester.
Marilyn Woelk is a business owner with more than 20 years of experience
in screening, hiring, and managing employees and subcontractors in the
technical communications field. Marilyn has extensive experience as a
president and operations manager, consultant, and technical communicator.
Clients she has worked with include Xerox Corporation, Eastman Kodak
Company, EDS, Johnson & Johnson, Fujifilm, the U.S. Postal Service, and
many others.
David Zimmer is an evangelist for project management, helping others
to learn proper techniques in managing their projects. Clients include
AT&T, Cisco, Avaya, Alcatel-Lucent, Sprint, Siemens, ENDO, Astra-Zeneca,
Pfizer, Hitachi USA, Janssen Pharmaceutica, LandAir Wireless, Ltd., Cutler
Properties, and American Axle. He runs an online project management
school and founded the American Eagle Group in 1992.
Presenter Bios

11. Mid-Atlantic Technical Communication Conference & Workshops 11
Workshops - March 9
Bulletproofing Your Career Online Workshop
8:30-12:00
Maintaining a positive, secure internet brand is key to a successful career today. Managing that brand
safely and effectively yields positive results. Practicing safe social networking protects yourself and others.
Understand and apply tools and practices that will protect you online
Understand and mitigate social networking privacy risks
Determine the best social networks to further your career
Create an effective social profile that showcases your brand
Learn how to monitor your online social presence
Conversations to Help You Connect to the Career You Want
1:30-4:15
Top off Saturday with several interactive sessions with seasoned STC members who will share their
experiences in technical communication. Discussion topics will include:
Interviewing
Resume writing and critiques
Showing your best work: Portfolios and critiques
Technical communication management
Growing your career through continuous learning
Job hunting through social media
Advancing in the technical communication field
Enjoy the opportunity to meet one-to-one or in small groups for conversation that will broaden your
network and move you closer to your next job.

12. Workshops Schedule - March 9
8:00-8:30 Registration
8:30-12:00 Bulletproofing Your Career Online Workshop
Ben Woelk & Hannah Morgan
8:30-9:15 Review key concepts in safe social networking, including privacy expectations,
technical solutions, and best practices.
9:15-10:00 Review key concepts in online reputation management. Develop branding
statements and writings.
10:00-10:15 Break
10:15-11:00 Learn to create effective passphrases, use a password vault, determine and configure
typical security software, and understand and choose effective social networking
privacy settings.
11:00-11:45 Create or modify existing social networking profiles appropriate for your career goals,
see where you rank in search engines, and review tools for monitoring page ranking such
as setting up Google alerts and BrandYourself.
11:45-12:00 Wrap up
11:30-12:30 Lunch
Afternoon-only registration
12:45-1:00 Introductory Remarks
Lori Corbett and Donn DeBoard
1:00-1:15 Opening Remarks: Conversations to Help You Connect to the Career You Want
Hannah Morgan
1:30-2:00 Roundtable 1
2:10-2:40 Roundtable 2
2:50-3:20 Roundtable 3
3:30-4:15 Closing Session: Interviewing and Hiring: Both Sides of the Story
Paul Mueller
4:15 Networking
12

13. Mid-Atlantic Technical Communication Conference & Workshops
Our Sponsors
13
www.oreilly.com
www.thirtysix.net
Receive 50% off ebooks and 40% off print books using
discount code DSUG
Receive 20% off using discount code STC2013
www.rosenfeldmedia.com

14. Our Sponsors
14
www.madcapsoftware.com
www.componentone.com

16. TimeWillowGroveRoomThunderboltRoomScenicRoomAlpsRoom
8:00-8:30Registration
8:45-9:00OpeningRemarks
9:00-10:00KeynotePresentation:
BulletproofingYourCareerOnline
BenWoelk&HannahMorgan
10:00-10:15Break
10:15-11:30BrandingPanel
MarilynWoelk&NeilPerlin
PracticalTipsforSingle-
SourcingtoMobileandEPUB
NickyBleiel
DITAandStructuredAuthoring
CheriMullins
WhenIsUsingFreeTools
GoodEnough?
NitzaHauser
11:30-12:30Lunch,CompetitionAwards
Ceremony,VolunteerRecognition,
&ashortpresentationonLeadership
SteveAdler&NickyBleiel
12:45-1:45WordPress–MoreThanJustBlogs
PaulMueller
7DeadlySinsofProject
Management
DavidZimmer
10HabitstoAdvanceYour
Career&ChangeYourLife
AnnGrove&BarrieByron
WhatDidYouDotoGet
ThatTechCommJob?
DanielleVillegas
1:45-2:00Break
2:00-3:15BeyondtheManual–
TheNextBigThings
EllenButtolph&NeilPerlin
WhatTechnicalCommunicators
CanLearnfromOtherProfessions
AlanHouser
SingleSource/ContentManagement
BeyondText–DealingwithGraphics
&Multimedia
MichaelHamilton
YourOnlinePersonaPanel
AdrianeHunt&CheriMullins
3:15-3:30Break
3:30-4:30ClosingSession:LightningTalksand
DoorPrizes
ScheduleataGlance-March8