agile global content strategy - diana ballard
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Agile Global Content Strategy - Diana BallardTRANSCRIPT
Email: [email protected] www.logos.net
• 20+ Years in localization. • Account Management, Business Development at LOGOS. • Technical Publication Manager, Japanese Manufacturing Industry.
• Business Development Consultancy. • Champion for excellence in translation.
Welcome!
Exceptional Customer Experience In the Customer-activated Enterprise… What comes before Products & Services? How do we achieve global success?
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Influence in the Boardroom
Source: The Customer-activited Enterprise Insights from the Global C-Suite / IBM Institute for Business Value
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www.logos.net
Technology is the driving force shaping the future of the enterprise. • Digital-empowerment: We are in the era of abundant
connectivity. • Imperative to craft engaging and uninterrupted
customer experiences. • More collaboration at C-Level, across the enterprise
and with external partners is needed to break down silos, in order to create trust & transparency.
Source: The Customer-activited Enterprise Insights from the Global C-Suite / IBM Institute for Business Value
76%
CxOs aspire to know the Customer better
Growing Influence of the Customer
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Source: The Customer-activited Enterprise Insights from the Global C-Suite / IBM Institute for Business Value
CxOs plan to co-operate much more with customers
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Customer Experience Management is a Priority
Source: The Customer-activited Enterprise Insights from the Global C-Suite / IBM Institute for Business Value
Exceptional Customer Experience In the Customer-activated Enterprise… Information comes before Products & Services.
www.logos.net
Traditional Expectations
Customer-facing Content:
• Save cost, time and effort • Ensure accuracy and consistency • Deliver on time
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Re-think Expectations
Delivering the right information, in the right moment on the device to each customer when they need it. New imperative for communication strategies, through which we experience brand, products and services worldwide.
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• Relationships are now reciprocal. • Digital-physical distinctions are
evaporating. • Social, mobile and digital networks are
democratizing the relationship with the customer.
• Customer is an individual rather than a category or market segment.
Customers as individuals
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www.logos.net
Internet users will access online content from smartphones and devices in 2017. Companies who understand the 360 degree of the customer experience will win against disruptive innovation from other industries.
Source: www.statista.com
90%
Exceptional Customer Experience In the Customer-activated Enterprise… Information comes before Products & Services. How do we deliver uninterrupted customer experience?
www.logos.net
www.logos.net
Intelligent Content Strategies “Structurally-rich and semantically-categorized content that is,
therefore, automatically discoverable, reusable, reconfigurable, and adaptable” Ann Rockley
Intelligent Content Strategy
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Strategy
MODULAR: Write once, translate once, review once, re-use many. 1. Content Models
• Semantic (structure with meaning) • Organization structure • Content Assembly
2. Re-use Strategy 3. Taxonomy Strategy 4. Workflow Models
Enriching Content with Taxonomy Strategy
• Content tagging. • Taxonomy is a crucial
ingredient to best-in-class information.
• Most successful organizations have invested in taxonomy and metadata.
Source: www.ditawriter.com
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Exceptional Customer Experience In the Customer-activated Enterprise… Information comes before Products & Services How do we deliver uninterrupted customer experience? In a Global Marketplace.
www.logos.net
Global Opportunity
On average, 40-50% of large companies’ revenue comes from outside the US. $1.6 Trillion U.S. Exports to World in 2013 Top Export Industries: • Transportation 16.3% • Computer & Electronics 13% • Chemicals 12.6% • Machinery (except Electrical) 9.5% • All Other 48.6%
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Customers don’t speak the same language
World Population Lives outside US.
96%
Customers prefer doing Business in their own Language
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More than half of consumers will pay more given information in their own language. • 72.1% of consumers spend most or all of their time
on websites in their own language. • 72.4% of consumers said they would be more likely
to buy a product with information in their own language.
• 56.2% of consumers said that the ability to obtain information in their own language is more important than price.
Source: CSA
Language Drives Sales
Gallup Survey of Languages 2001 Study, European Commission
9 / 10 Internet users, given the choice, always visited a website in their own language. • Nearly one in five Europeans 19% said they never
browse in a language other than their own. • 42% said they never purchase products and services
in other languages. • Whilst many Europeans are multilingual, they still
strongly preferred to buy in their native language.
www.logos.net
Exceptional Customer Experience
In the Customer-activated Enterprise… Information comes before Products & Services
How do we deliver uninterrupted customer experience?
In a Global Marketplace, it’s time for a an Agile Approach to Global Content Strategy.
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10-Step Global Content Strategy
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Strategy
1. Global Content Supply Chain
2. Business Intelligence
3. Global Content Audit
4. Governance & Partnership Model
5. Hierarchy of Needs & Taxonomy
10-Step Global Content Strategy
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Strategy
6. Terminology
7. Style Guide: Genre, emotion and ‘Voice’
8. Variable Processes and Workflows / Agility
9. Technology
10.Business Intelligence / Continuous Improvement
Customer-activated Hierarchy of Localization Needs Strategy
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Strategy
Write for translation Project Instructions
Language variants
Expansion/Contraction
Achievable deadline Accessible
Change Policy Reviewer Strategy
Customer Support
Culturally-aware
Partnership
World-Ready
Process
CAT Tools
Filter
Strategy
Write for translation Project Instructions
Project Briefing
Language variants
Expansion/Contraction
Achievable deadline
Consistent terminology
Cross-reference consistency
Change Policy Reviewer Strategy
Kick-off call
Culturally-aware
Reference Material
Partnership
Re-use, re-use, re-use
Style Guide
World-Ready
Process
Accessible Customer Support CAT Tools
Filter
Country Prototype Advertising Style... Would you
agree?
USA
Direct speech. Instruction style. Competitiveness.
Hard selling. Overstatement. Conviction
communication (Facts and statements). Strong
language (new, improved, the best, now,
worldwide). Direct and indirect comparison
(competing brands).
Germany
Need for structure. Explicit language. Strongly
information orientated (direct, facts). Instruction
style. Important incentives are quality, technology
and design, but also history and traditions. In the
minutest detail. Winning is important. High
respect on authorities. High level of freedom is
not accepted.
China
Indirect speech. Values are quality, technology,
modernity, courtesy, respect for the elderly.
Special effects. Computer animation. Play on
words.
Strategy
Write for translation Project Instructions
Project Briefing
Language variants
Expansion/Contraction
Achievable deadline
Consistent terminology
Cross-reference consistency
Change Policy Reviewer Strategy
Kick-off call
Culturally-aware
Reference Material
Training
Q&A
Status Calls
Sprints Validation (Technology-assisted)
Partnership
Re-use, re-use, re-use
Layout Independence
Style Guide
World-Ready
Process
Scorecards
Accessible Customer Support CAT Tools
Filter
Automate
Strategy
Write for translation Project Instructions
Project Briefing
Language variants
Expansion/Contraction
Achievable deadline
Consistent terminology
Cross-reference consistency
Change Policy Reviewer Strategy
Kick-off call
Culturally-aware
Reference Material
Training
Q&A
Status Calls
Sprints
Statistics
Community Portal Plan & Start early Kaizen
Partnership
Re-use, re-use, re-use
Layout Independence
Style Guide
Integrated Technology
World-Ready
Process
Validation (Technology-assisted) Scorecards
Scrums
Accessible Customer Support CAT Tools
Filter
Automate
Translation & Review Workbench
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Translation & Review Workbench
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Translation as a Connection
Translation is an experience reflected through the community, silo we are part of, the culture you know, the language you speak and ultimately as individual as you are.
“Aha Moment”
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Exceptional Customer Experience
In the Customer-activated Enterprise… Information comes before Products & Services How do we deliver uninterrupted customer experience? Agile Approach to Global Content Strategy: How do you measure success?
www.logos.net
Software User
Manuals:
Efficiency Gains:
• No DTP.
• Strong Change Mgt
• UI <Uicontrol>.
• DITA Compliant.
Agile Translation Workflow
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Exceptional Customer Experience
In the Customer-activated Enterprise… Knowledge and communication comes before Products & Services
www.logos.net
LOGOS Translation Solutions
www.logos.net
245 Million
Words/Year
3,500 Translators
35 Years
20 Top World Ranking
1979 Established
250 Languages
+1,000 Projects
/Year
30+ File
Formats
Email: [email protected] www.logos.net
• 20+ Years in localization. • Account Management, Business Development at LOGOS. • Technical Publication Manager, Japanese Manufacturing Industry.
• Business Development Consultancy. • Champion for excellence in translation.
Introduction
The Era of the Customer-activated Enterprise