global cxm: how to modernize your global marketing and content strategy
DESCRIPTION
Gilbane 2013 conference presentationTRANSCRIPT
Global CXM:
How to Modernize Your Global Marketing and Content Strategy
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Your partner in Global CXM
Publicly traded company, long-term stability and $430M annual revenues
2,700+ employees, 70 offices, 38 countries 1,500+ enterprise customers and partners
Innovative technology and services for enriching global customer experiences
Award-winning technology and services Serving 72 of the top 100 global brands
(Source: Interbrand 2012)
Technology
Translation Management
Automated Translation
Translation Memory
Terminology Management
Translator productivity
SDL - Language Solutions Division
3
Services
Marketing Translation
Technical Translation
Testing & QA
Global SXO/SEO
Software Engineering
Media Services
iMT
Consultancy
Best Practice for:
Translation Management
Terminology Management
Translation QA and Client Review
Controlled Authoring
Developing KPIs
3
World leading provider of language technology and services
World largest network of in-house translators
80%+ of world translators rely on SDL Integrated solutions for managing language
and culture Focus on quality and efficiency
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Optimizing CXM for the world’s top brands
What Is Global CXM Anyway?
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Defining Global Customer Experience Management
CXM is a strategy and practice for managing customer experiences online and offline to acquire, retain, and turn customers into satisfied,
loyal brand advocates and ambassadors.
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Three business requirements for Global CXM
Align your organization across channels, markets,
languages and teams
Create relevant experiences for your
customers, regardless of channel
Understand your audiences’
interests and motivations
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Critical components for Global CXM
The Global CXM Landscape
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Vatican City, Pope announcement20052013
Michael Sohn / AP
Luca Bruno / AP
The digital revolution has only started
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Only 1/3 of world population has internet access
2/3 of the world left to go
Smartphone sales overtook PC sales in 2011
Overtook feature phones April 2013
Global e-commerce market
Total ecommerce market 2012
€889bn
North America
€294.2bn
APAC
€227.8bn
Europe
€311.6bn
Latin America
€42.1bn
Middle East/North
Africa
€10.8bn
1313
Chinese emerging middle class
10% of population, 40% in 2020
The Globalization Factor
More channels, more content, more languages
15The “Big Language” Challenge
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OnlineWebsite
Advertising
Video
Graphics
Whitepapers
Case Studies
Press Releases
PPC
Product Descriptions Help Content
Support Content
Knowledge Base
User guides
Blog Posts
Reviews
Customer insight
Chat
Social Posting
The online content explosion
Consistency, relevancy, value
Why language is important
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70%72%
20 languages are required to reach 80% of online population
72% spend all or most of their time on sites in own language
70% of internet traffic comes from non-English native countries
27%
25%8%
5%4%
4%3%3%3%2%
17%
EnglishChineseSpanishJapanesePortugueseGermanArabicFrenchRussianKoreanOther
Top 10 languages of Internet users
Internet World Stats, Miniwatts Marketing Group
Global customer experience
90% choose a native language website when available
82% more likely to buy if promotional material in their language
81% of people more likely to buy if technical documentation in their language
60% in Japan and France will not buy from a site in another language
78% more likely to buy if user instructions in their language
70+ languages are supported by twitter and facebook
An 8-Step Global CXM Action Plan
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WebsitesSEO
Social
Online Events
Languages
PPC
Ads
EmailDirect Mail
Offline Events
PR & AR
Inside Sales
CRM Database
CMS
Marketing Automation
Marketing Analytics
.
1. Rethink global integrated marketing worldview
CONTENT
Inbound
Operations
Outbound
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1. Content Strategy | Content Marketing
2. SEO
3. Social Media
4. Online Advertising/PPC
5. Marketing Automation
6. Marketing Analytics
7. CRM
2. Master the modern marketing must-haves
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3. Map modern marketing pillars to CXM
CXM is a strategy and practice for managing customer experiences online and offline to acquire, retain, and turn customers into satisfied,
loyal brand advocates and ambassadors.23
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A. Content audit, inventory, and mapping
B. Content planning, calendar, and project management
C. Content editing (tone, voice, quality, readability)
D. Content design, presentation and optimization
E. Content translation and localization
F. Content publishing and distribution
G. Content management and curation
H. Writer resources and in-house content expertise
4. Map your global content strategy to CXM
25DATASHEET
QUOTE MEME
5. Revisit your content marketing plans
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6. Evaluate your CXM technology stack
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7. Consider your current marketing skillset
CONTENT
Inbound
• Content• Languages• Websites• SEO• Social Media• Online Events
Outbound
• Email• Ads• PPC• Direct Mail• Offline Events• PR & AR• Inside Sales
Operations
• CMS• Marketing
Automation• Marketing
Analytics• CRM
Database
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8. Look at your marketing budget allocation
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Q&A
Connect with me on LinkedIn and via:
Email: [email protected]
Twitter: @Christine_Mktg
Mobile: 617-869-6031
Christine PolewarczykSenior Director of Marketing
SDL
Thank You!
Additional modern global marketing resources
For a copy of these slides, please send me an email at [email protected] with “Gilbane presentation” in subject line.
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