Communicate as if Your Business Depends on It

First of our series: “Your Content, Only Better”

August 23, 2012

PG Bartlett, Acrolinx

You’re Here Because:

You produce a lot of content Your content is vital

– Pre-sales – generates revenue– Post-sales – enables self-service

Your market is competitive Your budget is under pressure Your team is international Your market is global You care about language

“The human mind has not achieved anything greater than the ability to share feelings and thoughts through language.”

- James Earl Jones

http://www.thinkexist.com

Content Automation Maturity

Document/Content Management

XML Authoring & Publishing

Content Optimization

Agenda

What is content quality? Content optimization process Benefits of content optimization Who’s using it About Acrolinx Questions

Automation Comparison: Products vs. Content

Automation in manufacturing reduced cost and time But product defects and returns led to ISO 9000 and other

quality initiatives Content is following the same path… but how do companies

feel quality problems?– Purchases that don’t happen?– Higher translation costs?– Excessive support calls?– Greater liability costs?– Product returns from frustrated customers?– Negative customer reviews?

How Content Matters

SAP: “One Voice” initiative

Content has to be consistent

How Content Matters

Alfresco: 85% of support queries come via Google

Content has to be findable

How Content Matters

Symantec: translation increased from 80 million words to 1.1 billion

Content has to be cheaper to translate

How Content Matters

Intel: reduce reading level to 8th grade

Content has to be understandable

How Content Matters

HP: 90% of customers never touch the product before they buy

Content has to be good

Characteristics of High-Quality Content

Accurate Understandable & easily translated Correctly spelled Grammatically correct Engaging: compliant with corporate style & tone Consistent terminology & branding Findable: right keywords in right places

Producing High-Quality Content Increasingly Difficult

Authoringincreasingly

performed by non-professionals

Editingbudget

squeezed

Consumptionincreasingly

global

Searchincreasingly

important

Content Optimization

How You Optimize Your Content Today

SMEwritescontent

How You Optimize Your Content Today

SMEwritescontent

Authorincorporates and refines it

How You Optimize Your Content Today

SMEwritescontent

Authorincorporates and refines it

Editorcorrects style, spelling, grammar, terminology & inaccuracies

How You Optimize Your Content Today

SMEwritescontent

Authorincorporates and refines it

Editorcorrects style, spelling, grammar, terminology & inaccuracies

Marketingfixes branding errors

How You Optimize Your Content Today

SMEwritescontent

Authorincorporates and refines it

Editorcorrects style, spelling, grammar, terminology & inaccuracies

Marketingfixes branding errors

Compliancechecks for accessibility

How You Optimize Your Content Today

SMEwritescontent

Authorincorporates and refines it

Editorcorrects style, spelling, grammar, terminology & inaccuracies

Marketingfixes branding errors

Compliancechecks for accessibility

Localizationhandles translatability issues

How You Optimize Your Content Today

SMEwritescontent

Authorincorporates and refines it

Editorcorrects style, spelling, grammar, terminology & inaccuracies

Marketingfixes branding errors

Compliancechecks for accessibility

Localizationhandles translatability issues

SEO Firmadds keywords

How You Optimize Your Content Today

SMEwritescontent

Authorincorporates and refines it

Editorcorrects style, spelling, grammar, terminology & inaccuracies

Marketingfixes branding errors

Compliancechecks for accessibility

Localizationhandles translatability issues

SEO Firmadds keywords

An Automated Process

SME or Authorcreates content

An Automated Process

SME or Authorcreates content

Editorcorrects inaccuracies

An Automated Process

SME or Authorcreates content

Editorcorrects inaccuracies

Marketingfixes branding errors

Compliancechecks for accessibility

Localizationhandles translatability issues

SEO Firmadds keywords

corrects style, spelling, grammar, terminology

Typical Benefits of Automated Optimization

Internal Process 10% cost benefit in

authoring 60% cost benefit in editing 15% cost benefit in

translation Faster time to market

Customer-Facing 100% increase in web traffic 20% improvement in

readability Increased customer

satisfaction Higher revenue

Who’s Using it?

Some Acrolinx Customers

Aerospace Medical

Industrial

High TechSoftware

What Do Customers Say?

“Acrolinx is about helping companies improve the consistency and quality of their content and strengthen their brand. We are using it to drive accountability for Dell.com and ensure our customers get the best user experience.”

Wayne BourlandDirector, Global Localization Team

What Do Customers Say?

“Acrolinx software has helped Adobe to dramatically increase the productivity of our editing operations, provide better control of our terminology, and improve the overall quality of our documentation. These changes have had a significant effect on trimming translation costs and reducing our time-to-market. We see intelligent re-use and pre-editing for a global audience as essential aspects of our localization strategy.”

Francis TsangDirector of Localization

What Do Customers Say?

“Our time to market with new product launches was often slow and behind schedule, primarily because the content constantly had to be reviewed and amended for each market. Acrolinx has ensured our content is grammatically correct, at the same time it checks that key messages and preferred terms are incorporated too. The icing on the cake is the time and cost of translation for our overseas markets have been considerably reduced.”

David HershfieldSr. Director, Global Product and Experience

Other Customer Experiences

SAP– Wanted to “speak with one voice”– Standardized terminology, style & tone of voice

Symantec– Translation increased from 80 million words to 1.1 billion in last

decade– Needed to enable machine translation to keep up

Intel– Reduced reading level to 8th grade– Improved customer satisfaction with support content

Acrolinx Overview

Acrolinx Overview

Technology developed by Acrolinx team at German Research Center for Artificial Intelligence

Spun out in 2002 to develop software that helps write better content through automated copy editing

Privately owned Berlin headquarters, offices in U.S. &

Japan Available in English, Chinese, German,

Japanese, French, Swedish

Set up rules & terms

Set up users & systems

Acrolinx works within editing

tools

Everyone can access terms Managers can

view status & results

Acrolinx checks content against rules & terms

Grammar; 2%Spell-ing; 11%

Style; 64%

Ter-mi-nol-ogy; 23%

Generate Management Reports

“Language is the means of getting an idea from my brain into yours without surgery.”

- Mark Amidon

http://www.thinkexist.com

Follow-Up

Contact info: pg.bartlett@acrolinx.com

Next webinar:– “Configuring & Using Content Optimization Software”– September 13– Register at:

http://www.acrolinx.com/acronews_en/items/configuring-and-using-content-optimization-software.html

Recording will be posted soon at http://www.acrolinx.com/webinars_en.html

Thank You!PG Bartlettpg.bartlett@acrolinx.com