Overcoming Global Brand Challenges While Keeping Consistency in a Multi-Consumer Base
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Transcript of Overcoming Global Brand Challenges While Keeping Consistency in a Multi-Consumer Base
Gabriela Contreras, Continental AirlinesYvan Hennecart, SDL
Overcoming Global Brand Challenges While Keeping Consistency in a Multi-Consumer Base
Continental.com
Continental.com is working to become a global resource for worldwide customers by supporting travel booking in languages and localized content in all POS where Continental Airlines operates flights
continental.com• IP (Internet Protocol) Recognition
Date and time format Language based on POS Local content
• Language Box: POS - Country by Language
• Target offers and promotions
• Offer applicable products and services by POS
Cultural Relevant Content• We need to protect Continental’s image and revenue stream and allow customers to
enjoy the positive traits of the product
• Build customer loyalty and trust
• Geo-cultural relevance through products and services
• Protect us against potential legal/privacy issues
• Potentially sensitive content
Translation Process
Job creation
Pre-process
Machine Translation
Update TMJob delivery
Source Content Apply TM
Calculate Cost
Post - Edit
Local ContentLocal ContentLocalized Content
Steps in blue are automatedSteps in red are supported by technology
Author
Review
Global Branding Tools• SDL WorldServer™ to centralize and automate the localization processes for any
content• SDL iMT• Automatic and manual project creation• Ability to block content from being translated• Integration with CMS• Allows publishing of most updated content into languages• Plan and manage budget
Local Content
SDL Global Infrastructure
Publicly traded company with $325m annual revenuesOver 2300 employees in 60 offices across 35 countriesWorld-leading innovative technology
Award-winning and profitable company, with long-term financial stability 80%+ of the global translation supply chain use SDL software1500+ enterprise customers
Recognized Leader in Global Information Management
Challenges in Managing Global Content
• Create and reuse• React to
changing environment
• Ensure quality at source
• Terminology
Create Content
GlobalCustomer
• Languages• Vendors• Distribution• Consistency• Terminology• Reuse• Review
Translate Content
• On time• In local language• Drives revenue• Improves
customer satisfaction
Deliver Content
• Control• Version• Secure• Reuse• Personalize• Central control,
local flexibility
Manage Content
SDL Mission
SDL helps companies engage with their customers From brand awareness, to sales and after-sales support Across languages, cultures and channels
We do this by providing technology and services for managing content and language
That offer best-of-breed capabilities And are flexible, scalable and integrated with your enterprise systems
strategy ties together the people, the processes and the technologies required to systematically deliver high-quality localized content in an efficient manner
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Traditional translation breakdown
Current methodology for translation leaves a majority of the content unavailable to customers.
Translated Content
Un-translated Content
Quality&
Cost
Low
Keyinformation
Mid value information
Perceived low value content and low volume languages
Volume
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New traditional translation breakdown
Human Translati
on
Post edited MT
Quality&
Cost
Low
Keyinformation
Mid value information
Perceived low value content and low volume languages
Volume
Intelligent Machine Translation
MT EnginePlug in
SDL Intelligent Machine Translation
Term Extraction Translation
Dictionary Encoding
Automated Translation
Post Editing
Quality Check
Source TranslatedContent
SDL PhraseFinder
SDL DictionaryManager
Technology is at the root of timely and accurate message delivery Are authors writing content suitable for localization and iMT? Is automation maximized at each step of the process? Does technology support your requirements and language set?
Define standards for language assets and centralize them Translation memories Terminology Style guides These are not static – they must be managed!
Define quality assurance processes and standards In-country review Post-production QA Post mortems Key performance indicators
Best Practices
People
TechnologyProcesses
Automate Intelligent application of technology can have
a significant impact Streamline communication and notification
between stakeholders Automate the supply-chain
ERP / order processing integrationTranslation management Integrate with content managementXML, DITA etc.
EliminateEliminate unnecessary stepsIdentify & resolve missed steps
(testing and QA)
ConsolidateConsolidate vendor strategyOut-source where it makes sense
Increase ROI with Process ImprovementManage costs downward through process improvement
Centralized Linguistic Assets(TMs, Terminology)
Functionaltesting
Loc-eng& DTP
Logistics & Planning
Quote(Approval)
WorkDistribution
Linguistic Coordination
Translation
Initial Review
LocalizationEngineering
& DTP
Delivery and notification
Invoicing
Linguistic assets
Workflow and resource management
TM & TermbaseUpdates
Linguistic Assetanalysis
Client Review
Linguistic analysis
Back and forth
LinguisticTesting
Terminology Management
Enhance customer experience Stimulate loyalty across markets by communicating the relevant information in the
language of your customer Respond to individual preferences in local language Retain your customers and maintain market share
Ensure consistent branding Maintain a consistent brand while respecting cultural nuance Deliver a seamless global experience across all communications Drive higher revenues through consistent branding
Control costs and accelerate time-to-market Gain competitive advantage through rapid and flexible deployment of information across
target markets Increase productivity and control costs Beat your competitors to market and grow market share
Benefits of Global Information Management
Questions