global solutions for cxm challenges
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SDL Proprietary and Confidential
Global Solutions for CXM Challenges
Nigel Watson, Business Consultant, SDL Global Solutions
September 19, 2013
My role in SDL Global Solutions
Listening to customers; your pains
challenges and needs
Solution driven offering combining
services and technology
Introduction
Our Challenges Have
Changed
Operational Consulting
Some Examples
Search eXperience Optimization
Translation Management
Controlled Authoring
Agenda
3
As more data needs to be
translated, there are more people
with localization needs
New types of content for
translation – video, multimedia,
FAQs, user reviews, social media
Time-to-market has become the
key challenge for everyone
Our challenges have changed
• Localization is an after-thought and not built into our end-to-end strategy
• We need to translate more for the same budget
• Current technology and resources struggle to scale
• Is our quality good enough, what do our customers think?
• Its difficult to keep our brand messaging consistent
• Our customers can’t find us in search engines
Challenges we face…
Operational Consulting
Q. Are translation costs high
and turn-around times long
and unpredictable?
A. Translation Management
Q. Do you suffer from
inconsistencies in translated
content?
A. Terminology Management
Q. Do you miss deadlines
due to delays in your review
process?
A. Translation QA and Client
Review
Q. Is poor source quality
affecting translation quality?
A. Controlled Authoring
Q. Do you want to increase
website traffic and
conversions across all
global markets?
A. Multilingual SEO
Q. Are you struggling to
localize your multimedia
across multiple languages
and cultures?
A. Media Services
Q. Is it difficult to measure
the effectiveness of your
global translation initiatives?
A. Developing KPIs
Q. Is the amount of content
you need to translate
outgrowing your budget?
A. Machine Translation
Operational Consulting Approach
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Optimize & Monitor
Understand Objectives
Evaluate Needs
Assess Process &
Gaps
Identify Solutions
Implement Solutions
Search eXperience Optimization
Why tailor SEO for local markets?
Google is not the biggest search engine in all countries:
• Baidu covers 70% of the
market in China • Yandex covers 60% of the
market in Russia • Naver covers 80% of the
market in Korea
25% of searchers in the US click on the #1 result
Approx. 27% of the worlds internet users
search in English
Use of hybrid language, online terms, slang terms are all common in online
search
72% of internet purchasers are more likely to buy from a
website written in their own language
… in China, only 10%
25% 10%
Phrase Volume Country Language
“Cheap Flights” 4,400 Italy English
“Cheap Flight” 880 Italy English
“voli low cost” 246,000 Italy Italian/English
“voli economici” 33,100 Italy Italian
“offerte voli“ 22,200 Italy Italian
“compagnie low cost“
14,800 Italy French/English
Can you give an example?
Search engines have evolved
to measure relevancy,
credibility and authenticity
optimize your web presence to
create a relevant, personalized
experience for your customer.
Search Experience Optimization
Cultural differences, geographic
variances and personal
preferences all need to be taken
into account
You shouldn’t separate the
optimization process and
localization process, they work
hand-in-hand
Search Experience Optimization
Optimization is an ongoing
process
Social media has increasing influence
on search engines
Updates to content improve rankings
New content and links influence
rankings
Search Experience Optimization
Translation Management
Translation Management
15
We all access too many
systems!
Customers want more
integration
Single Sign-on
Automatic, ‘one-click’ translation
requests
Dashboarding of translation data –
project and KPI tracking
SDL Translation Management Systems
Controlled Authoring
17
•Controlled natural languages (CNLs) are subsets of natural languages, obtained by restricting the grammar and vocabulary in order to reduce or eliminate ambiguity and complexity.
•These languages (often called "simplified" or "technical" languages) are usually used to increase the quality of technical documentation, and possibly simplify the semi-automatic translation of the documentation.
•These languages restrict the writer by general rules such as “Write short and grammatically simple sentences,” “Use nouns instead of pronouns,” “Use determiners,” and “Use active voice instead of passive."
Controlled Language
• Single list of approved source and target terms
• Consistent terminology – one tool, one name (fog lamp; fog light)
• Consistent abbreviations and usage (RHS; R/H/S; RH/S; RHSide; right-hand side; right hand side)
• Consistent spelling (tyre; tire)
• Consistent hyphenation and spacing (anti-lock; anti lock; antilock)
• Consistent capitalisation (Anti-lock; Anti-Lock; anti-lock)
• Avoid jargon
• Form of address (formal or informal)
– More relevant for target languages with two forms
• Active or passive voice
– Replace oil filler cap ; Oil filler cap should be replaced
Content Writing for Localisation
19
‘Accidental’ Content
WARNING: Switch power off only when the fan has stopped WARNING: Switch power off once the fan has stopped WARNING: Disconnect power only when the fan has stopped WARNING: Never switch the power off until the fan has stopped WARNING: Do not power down until the fan has stopped WARNING: Do not power down before the fan has stopped WARNING: You must wait until the fan has stopped before switching off the power WARNING: Wait until the fan has stopped running before switching off the power WARNING: Do not disconnect power if fan is running WARNING: Fan must be stopped before disconnecting power
Thank You!
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