Acrolinx Conference 2013 - “Acrolinx in a Marketing Environment” - Hitachi
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MORE CONSISTENT, COMPETITIVE, HIGH-QUALITY, GLOBALLY-READY CONTENT SEAN MATTSON SENIOR DIRECTOR, GLOBAL WEB MARKETING DOUG HOWATT LEAD COPYWRITER, MANAGING EDITOR JUNE 2013
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“Acrolinx in a Marketing Environment” See how Acrolinx integrates with global marketing for strategic and tactical advantage. Hear first-hand experiences of how we ease globalization of English content, reduce the time and costs of translation, automate on-page SEO, ensure message consistency, enforce name standards, measure author quality, and make marketing more effective. Hitachi Data Systems markets information technologies to help customers innovate with information in more than 100 countries and regions. HDS is the largest division in Hitachi, Ltd., which is a US$117 billion company ranked at 38 in the Fortune Global 500.
Transcript of Acrolinx Conference 2013 - “Acrolinx in a Marketing Environment” - Hitachi
MORE CONSISTENT, COMPETITIVE, HIGH-QUALITY, GLOBALLY-READY CONTENT SEAN MATTSON SENIOR DIRECTOR, GLOBAL WEB MARKETING DOUG HOWATT LEAD COPYWRITER, MANAGING EDITOR
JUNE 2013
MORE CONSISTENT, COMPETITIVE, QUALITY, GLOBALLY-READY CONTENT
1. Content
Development
2. Content
Distribution
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PEDESTRIAN CROSSING
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logspot.com
BUILDING GREAT CONTENT IS COMPLEX
1000 Projects
800 Names
75 Authors
2.5 Editors
1 Acrolinx
Image: http://ookaboo.com/o/pictures/source/68233/Vladsinger
MARKETING: JUST WORDS AND PICTURES
Accurate
Consistent
Meaningful
Global
HOW DO WE MAKE
THE WORDS GREAT?
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The best marketing writing is clever and cultural.
The worst global content is clever and cultural.
THE IMPOSSIBLE BALANCE
The worst global content is clever and cultural.
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RESULT: EDITOR’S FOCUS SHIFTS TO STRATEGY
Editorial
attention to
structure, flow,
content
Accurate
measurement of
content quality
before and after
editing
More effective
communication
Image: www.olenaslyesarenko.com/
MORE CONSISTENT, COMPETITIVE, QUALITY, GLOBALLY-READY CONTENT
1. Content
Development
2. Content
Distribution
Image: ild
ogesto
Challenge: Develop and deploy an enterprise translation
management system and process, enable transparency
of cost and demonstrate positive ROI
‒ One time funding opportunity
‒ No associated headcount
Solution: Primarily technology
‒ Optimize the content lifecycle and supply chain
‒ Create best practice rules that are vendor agnostic and universal
‒ Make it easy to use
GLOBALIZATION, LOCALIZATION
Best practice, best fit
‒ Automation, Glossary/TMS, Machine, Post human edit
Optimize the entire supply chain
‒ It starts at inception (creation of content)
‒ LSPs must leverage TM and must contribute back
‒ The importance of a glossary and translation memory
Automation technology chain
‒ Acrolinx, WCM, AMP, LingoTek (TMS)
GLOBALIZATION, LOCALIZATION APPROACH
Say it the same way every time
‒ I am Bill and you are Ted
‒ That’s great, wonderful, awesome, superb
Context
‒ Modifier/descriptor too far from noun
‒ TM saves blocks/phrases of words
Colloquialisms, euphemisms, anything clever doesn’t translate
Acrolinx enforces style and glossary, TM manages
repetition. Together, they continually drive down cost
You should not pay for translations more than once
MAKE IT MACHINE READY, MAKE IT AMBIGUITY FREE
THE ROLE OF STYLE AND MEMORY
20% reduction in translation cost
in first year
Can scale to any number of
languages through automation
Virtually centralized, self-
service, vendor agnostic model
Better global content readiness
overall
Adoption of platform globally
RESULTS
QUESTIONS AND DISCUSSION Doug Howatt (@wordguy)
Lead Copywriter, Managing Editor,
Sean Mattson (@SeanMattson)
Senior Director, Global Web Marketing
THANK YOU
