Transforming Global Technical Communications for the Digital Era
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SDL Proprietary and Confidential Transforming Global Technical Communications for the Digital Era Jessica Roland, Director Strategic Accounts, SDL SDL Customer Success Summit September 2014
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The rise of global mega trends such as social networking and the focus on information as a driver of customer purchase has redefined how technical writers must view the information experience. If Web 2.0 was about mass personal connectivity as illustrated by the rise of social networks and information driven websites, Web 3.0 will be about mass customization and tailoring to make information as personal as possible.
Transcript of Transforming Global Technical Communications for the Digital Era
SDL Proprietary and Confidential
TransformingGlobal Technical Communicationsfor the Digital EraJessica Roland, Director Strategic Accounts, SDLSDL Customer Success SummitSeptember 2014
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My background…
“Nothing ever becomes real 'til itis experienced.”
- John Keats
○ 15+ years of:– Leading enterprise software
products and website globalization
– Working with Technical Communications team members
– In environments that were:
– Agile
– Budget-constrained
– Complex – many products,many languages
– ROI-centric
– Where technologyis “key to survival”
Jessica Roland,Director, Strategic Accounts
SDL Language Solutions
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Agenda
Best Practices
Planning
Current State
Planning
Best Practices
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Megatrends influencing Tech Comms
Main Menu
Mobile devicesSocial
networking
Emerging markets growth
More informed customers
Global internet access
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More informed customers
PRE-PURCHASE
Consider
Research
Evaluate
PURCHASE
POST-PURCHASE
Engage
Advocate
↵
Customers are using online research and
social input to navigate all steps
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Timeline of Tech Comm changes…
Early 2000s Present Day
No longer justtech manuals
Search ispre-eminent
Words are disappearing
Users help users
Online contextual help and KB articles
Structured Content
Content delivery vehicles continue to
change
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Before we start: L10N Maturity Model
Figure 1: The Localization Maturity Model, Version 1.0Source: Common Sense Advisory, Inc.
-3 -2 -1 0 1 2 3 4 5
TRANSPARENT
OPTIMIZED
MANAGED
REPEATABLE
REACTIVE
NEGLIGENT
OBSTRUCTIVE
SCORNFUL
DISCOURAGING
Phases of Localization Maturity
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Fundamental elements
Understand the current state of your organization’s information requirements to determine the appropriate translation strategy
Best Practices
Planning
Current State
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What’s the current state of your Globalization?
Localization
Best Practices
Planning
Current State
Localization/Process Mgmt.
Authoring
Structured Content Mgmt.
Web Content Mgmt.
TranslationReview
Publishing
CustomerExperienceOptimization
Bench-marking
Challenges
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Challenges
Cost
ConsistencyEfficiency
Time-to-market Compliance
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Authoring
Versioning
Standards
Terminology Style Guides
Re-use
Automation
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Structured Content Management
CCMS
DITAMulti-channel
Integration
Automation
Re-use
Permissions
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Localization
Centralized Compliant
WorkflowTerminology
Translation Memory
MachineTranslation
LinguisticReview
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Translation
Glossaries
Terminology Management
Translation Management System
Automation
Language Service Providers
Costs & Savings
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Translation Review
In-countryReviewers
DocumentedProcess
Terminology
Translation MemoryBranding Guidelines
Training
Automation
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Localization ProcessManagement
Communication
L10N ImprovementDocumented
Independent AuditsIndustry Standards
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Publishing
Automation
Compliance
XML
Multi-channel
Dynamic
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BenchmarkingCosts
Re-use Budget
Time-to-market Annual Spend
CustomerSupport
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Customer ExperienceManagement
IndustryBenchmarks
Customer Satisfaction
Brand Loyalty
Feedback
Multi-lingual
Customer Support
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Fundamental elements
Best Practices
Planning
Current State
A simple approach to planning and optimizing enterprise translation programs
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Best Practices
Planning
Current State
A simple approach to planning
How ?
Who ?
When ?
Where ?
What ?
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Best Practices
Planning
Current State
A simple approach to planning
How ?
Stakeholders & Team
Roadmap
Geo Matrix
Content Matrix
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Tech Comms OrchestrationStructure your content, so it can travel freely…
Translation Management
Systems
Translation Memory
Global Terminology Management
Global AuthoringTools
Content Management
System
o Reuse
o Translation relationships
o Automated translation workflows
…to streamlinepre-translation
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Tech Comms OrchestrationStructure your content, so it can travel freely…
SDLTranslation
Management Systems
SDLTranslation
Tools
SDLGlobal Terminology
Management
SDLGlobal
AuthoringTools
SDLContent
Management System
o Reuse
o Translation relationships
o Automated translation workflows
…to streamlinepre-translation
Tech CommsProducts
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Best Practices
Planning
Current State
Fundamental elements
Best practices to handle the content explosion
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Best Practices
Planning
Current State
Best Practices to handle the content explosion
Industry Benchmarking
CXMSocial
Intelligence
Content Segregation
Scalable, Integrated Systems
MediaManagement
Dashboard
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Email Support
Legal / contractsMarketing contentNewsletters
Advertising
Qu
alit
y
Volume
Websites
Help
Software user interface
Blogs
Wikis
User forums
FAQ
User reviews
User guides
IM
Product cescriptions
Knowledge base
Alerts/Notifications
Documentation/manuals
SMS
HR docs
Human Translation Post-Edit
Requires high quality publishable translation
Not enough translators to translate all of this content
MT-only
Right tools for the right content
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Searching through the haystack…The Digital Universe: 50-fold growth fromthe beginning of the 2010 to the end of 2020
Source: IDC’s Digital Universe Study, sponsored by EMC, December 2012
2009 2010 2011 2012 2013 2014 2015 2016 2017 2018 2019 2020
40,000
30,000
20,000
10,000
(Exabytes)
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Web 3.0: The personalization challenge
Source: http://monetate.com/infographic/from-big-data-to-big-personalization/
Jessica Roland
Can we use this? Are they a competitor for insights?
Peter
From Pete: Don't know...just leaving this in for now
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What social insights can tellyou about the global customer
Likelihood to buy a product in a country?
Key triggers in the customer journey?
Cultural differences?
How customers talk about your product?
Which markets are ready for your product?
Messaging opportunities in a market?
What your customers like to
share online?
Who influences them online?
How you stack up to the competition in that market?
What barriers there are to purchasing
your product?
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Data-driven translation strategy
From the unknown
To the known
Insight: Localization Audit
Targeted content
Localization strategy
Ongoing measurement
Key Learnings
Language/ market analysis
o Product/brand commitment across languages/ markets
o Identificationof strengths, weaknesses
o Translation priorities to optimize budget and maximize impact
o Customer experience score deep dive in low BCS/PCS markets
o Analysis of what content is needed where and why
Data collection
Dashboard access
Journey assessment
Optimized localization
Dashboard tracking
Implementation
SDL SM2
SDL Language Technology/Services
SDL CCD
Technology
o Product/brand volumes across languages/ markets
o Key channelso Sentiment
SDL CCD
o Real-time performance evaluation
o Continued localization recommendations
The Future
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Contextual experiences
PRE-PURCHASE
POST-PURCHASE
PURCHASESpanish
German
FrenchEnglish
Portuguese
Japanese
Russian
Create relevant experiences for your customers,
regardless of channel
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Customer Experience Management
Real-time targeting & personalization
Omni channel delivery
Campaigns
Content management
Globalization management
Analytics
Deliver personalized & relevant customer experiences throughout the customer journey
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images and logos are the property of their respective owners.
This presentation and its content are SDL confidential unless otherwise specified, and may not be copied, used or
distributed except as authorised by SDL.
Global Customer Experience Management
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