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Welcome

• Policy actions having lowered the

risks in the Euro zone and the US

• Japan has slid into recession but

stimulus is expected to drive new

growth.

• Some emerging economies

experiencing growth but others are

now struggling.

What’s New?

Global growth is projected to

increase through 2013 (It increased by 3% on Q4 2012)

What else?

Export Market Growth

Increased Global

Competition

Consumer Preferences

Global

content

explosion

Communication

Channels

Forrester says:

“By 2017, Europeans will spend more than €191 billion online on retail

products, and online retail growth will continue to outpace offline growth.”

“[Organisations] must become more aggressive in developing strategies to

secure growth, identifying new sources of competitive advantage and

differentiation as they optimize their businesses to serve increasingly

web-savvy shoppers in a very crowded market”

- Forrester March 2013, European Online Retail Forecast, 2012 To 2017

Latest Forecasts for Online Sales

Businesses will be looking to find business in new regions in more languages!

• Announcing…

SDL BeGlobal for Post Editing!

What’s new at SDL?

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Assessing the Need for Translation

can we organise content using a

scale of necessity?

What to translate?

• “Measuring the need for translation”?

• “Deciding which content to translate”?

Research showed nothing

assessing - present participle of as·sess (Verb)

1. To evaluate or estimate the nature,

ability, or quality of: "the committee

must assess the relative importance of

the issues".

2. Calculate or estimate the price or value of: "the damage was assessed at $5 billion".

We’re asking what you should translate and the value it brings

• Client-facing in foreign markets?

• Revenue or Lead generating?

• HR or Training material for employees?

• Legal consequences if product is misused?

Strategic Selection of Content

Compliance? Revenue?

1. Compliance

The cost of “not”

Risk

Actual

Cost

Potential

Cost

=

+

Risk Matrix

Medium Risk High Risk

Low Risk Medium Risk

Impact

Likelihood

• Make an inventory of materials

• Must Vs Should

• Business impact if you don’t translate

• Consider likelihood

• Use the matrix

• Choose what to translate

Actions

2. Revenue

Customer Experience (according to Forrester)

“How customers perceive their interactions with your

company.”

– What will the customer experience be?

– Translation needs driven by customer experience needs

– What is it they are buying from you?

– How will they make that decision?

Consider the Customer Experience

• Recommendation from a friend

(Product sight)

• Editorial

– Journalist Review (Print / Web)

– Independent Blogs (Web)

– YouTube, both independent and

Manf. (Video)

• Manufacturers Website

– Researching Latest Model (Web)

– What is the cost of new, or what

deals are there? (Web)

Car buying experience

• AutoTrader

– Estimate costs (Classified Ads)

– Trim levels (Classified Ads)

– User Reviews (Forums, Reviews)

• Wikipedia

– To decide on trim level (Web)

• Telephone Local Dealership for demonstration

–First one didn’t answer

–2nd one did, drove to site

• Looked at car

– Interface for radio (Product)

–Car Manual (Printed Manual)

• Agreed purchase

–Offered accessories brochure (Printed Collateral)

–Welcome pack (Printed Collateral)

Car buying experience

• Make an inventory of materials

• Be clear on your business model

– Low Volume High Cost

– Low Cost High Volume

• Think about the customer buying cycle

Actions (Part 1)

Doc Management

The Spectrum of Content Types

Utility

Quality

User Forums Email Support

FAQ

Advertising

Product Alerts

Product Documentation

User Reviews

Software User Interface

Email

Instant Messaging

SEO Tags

Knowledge Base

HR Documents

Task-Driven

Bra

nd

ing

Marketing Content

Publisher Content

Chat

Blogs

Email Notifications

Newsletters

Wiki

Web Content

Twitter/Facebook

The Customer Buying Cycle

Awareness

Consideration

Preference

/Intent

Purchase

Repurchase

Hubspot http://blog.hubspot.com/blog/tabid/6307/bid/19022/How-to-Leverage-the-5-Stages-of-the-Customer-Buying-Cycle-for-More-Sales.aspx

Content by buying stage

Awareness

Consideration

Preference

/Intent

Purchase

Repurchase

Blogs

Advertising

Marketing Collateral

SEO Tags

Twitter/Facebook Product Documentation

Knowledge Base

Software User Interface

Publisher Content

Wiki

Welcome Pack

Marketing Collateral

Web Content

Video

Prioritise Here!

Add a weighting to your buying cycle

Blogs

Advertising

Marketing Collateral

SEO Tags

Twitter/Facebook Product Documentation

Knowledge Base

Software User Interface

Publisher Content

Wiki

Welcome Pack

Marketing Collateral

Web Content

Video

Low Volume, High Cost

Prioritise Here!

Add a weighting to your buying cycle

Blogs

Advertising

Marketing Collateral

SEO Tags

Twitter/Facebook Product Documentation

Knowledge Base

Software User Interface

Publisher Content

Wiki

Welcome Pack

Marketing Collateral

Web Content

Video

High Volume, Low Cost

Doc Management

The Spectrum of Content Types

Utility

Quality

User Forums Email Support

FAQ

Advertising

Product Alerts

Product Documentation

User Reviews

Software User Interface

Email

Instant Messaging

SEO Tags

Knowledge Base

HR Documents

Task-Driven

Bra

nd

ing

Marketing Content

Publisher Content

Chat

Blogs

Email Notifications

Newsletters

Wiki

Web Content

Twitter/Facebook

• By Region

– Lack of social media in certain countries

• E.g. Danish low use of Twitter

• South America reliance on word of mouth

– Poor internet connectivity?

• Target Consumer

– Different age ranges?

– Different products?

Consider any variations

• Make an inventory of materials

• Be clear on your business model

– Low Volume High Cost

– Low Cost High Volume

• Think about the customer buying cycle

• Choose which pieces of content you need to deliver in a localised way for

each stage of the buying cycle.

• Consider the frequency of use for a specific content type

Actions (Part 2)

Business Model

Value Matrix

Medium Priority High Priority

Low Priority Medium Priority

Impact

on

Revenue

Success

Frequency of use

• Revenue or Compliance

• Content Types

• Buying Cycle

• Variables

• Regions

• Languages

Quick recap

What’s going to happen in the

future?

• Content will continue to grow…

• Communities will get more important.

• Increased focus on Customer Experience Management

• The emergence of sensor-laden devices

What’s Next?

Sensor-laden Devices

Nest Thermostat

Nike+

Google Glass

Driving a new focus on post sales service and repurchase

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