Truscott Presentation Social Necesity

8/6/2019 Truscott Presentation Social Necesity

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Ian Truscott

VP, Products North America

WCM Division

@iantruscott

The Multilingual CustomerExperience


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Who are SDL?

Develop software and languageservices

Products that manage structuredglobal content, digital marketing

& translation Founded in 1992, provide

solutions to 1500 customers,including 42 of the top 50 globalbrands in the world

Global, 90% revenue outside theUK HQ


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Global Information Management

Global Information Managementhelpscompaniesengage with their customersthroughout the customer journey from brand

awareness, to sales and after-sales support andacross languages, cultures andchannels.

Global Information Management - A Strategy for Business


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About this Presentation

Customizing the multilingual customer experience delivertargeted online information based on geography, userpreferences, channel and visitor demographics

Users are increasingly using social media and differentdevices next to the 'traditional' web and offline media.

Information that was previously unavailable or inaccessible istoday shaping their opinions and buying behaviour.

As a result, users' expectations have changed and haveraised the bar for any organization that interacts with them.

They expect that information is always targeted and relevant totheir needs, available in their language and on the device oftheir choice.

Themes

Social media and different devices

Information shaping opinions Users expectations have changed

Relevant content, in their languageand on the device of their choice.


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Dont Take our Word for it..

The PersuasiveContentArchitecture


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The Age Of Digital Business

* Gilbane Globalization blog Mary LaPlante, 2008**(c) Common Sense Advisory 2008, Proof Localization Matters - Organizations with more than 250 employees.

90% of HPs customersbuy based on content,not on touching theproduct*

69% of HPs revenuesare generated fromoutside of the US*

Buyers are 3x morelikely to buy from aknown brand but 40%will buy a localizedproduct**

Only 15% of purchasersare very comfortablebuying online in non-native language**


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The Engagement Cycle


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Listen

Not just speak, but to listen..People are talking..

Source: Techcrunch, data from Semiocasthttp://techcrunch.com/2010/02/24/twitter-

languages/


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Listen

That 50% of Tweets inEnglish will only diminish

Internet access is at 70% inEnglish speaking world, yetonly:

34.3 percent, of China'spopulation was using theInternet at the end of last year*

Latin America/ Caribbean has

34.5% internet penetration** Can we listen to that?

*China Internet Network Information Center (CNNIC)

** InternetWorldStats - http://www.internetworldstats.com/


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Listen

Example: Social Media Monitoring

Understand audience sentiment

Monitor for customer feedback /complaints

To find influencers and advocates

How do we do that if we dontunderstand the language?

How will brands manage the volume?


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Understand

To deliver relevant content weneed to understand the audience

Find groups with commoninterests (psychographics)

across language, demographicsand geographies

Their user generated contentdrives buying decisions,

How do you leverage this in newmarkets?


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Understand

Need to facilitatethese global

conversations

Connect multi-lingualcommunities


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Be Relevant

Use this understanding to deliver relevancy

First step to relevancy be local

Re-purpose content by channel

Re-purpose content by community

Be where the user is


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Be Relevant

TelevisionFacebook Twitter YouTube SearchSmart

PhonesiPads
http://en.wikipedia.org/wiki/File:IPad-02.jpg


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The Engagement Challenge

Your Customers Journey

Prospect Requirement

You need a solution

Market Assessment

You expect to find relevant information quickly

In-depth Research

You go to a website and want a consistentexperience but with local relevancy

Product Acquaintance

You need to know how to use the product orservice

Customer Support

The less you understand, the more you needsupport

Research & Development

Create and develop the best productin the market

User Interfaces

Specifications

Documentation

Operations

Ensure the product can be produced optimallyand shipped to the market

Packaging

Distribution

Product Information

Marketing & Sales

Promote and sell the product

Brochures

Targeted Campaigns

Websites

Service & Support

Ensure the best after-sales experienceand customer satisfaction

FAQs

Call Center

Online Documentation

TelevisionFacebook Twitter YouTube SearchSmart

PhonesiPads

Your Organization
http://en.wikipedia.org/wiki/File:IPad-02.jpg


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The Engagement Challenge

Your Organization

Your Customers Journey

Prospect Requirement Market Assessment In-depth Research Product Acquaintance Customer Support

Service & SupportMarketing & SalesOperationsResearch & Development


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Engage

Challenge: Assemble a relevant local experience

70-80 websites 60 languages Social media presence and campaigns


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Engage

Not just marketing folks are coming to your website on a

mission to do something..


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Engage

Not just marketing your technical documents are the new

sales collateral

we go to the Web: to make betterdecisions. [they have] our attention. We

want to check up. We want to verify.We want detail. We want facts. ..whathappens AFTER we buy this thing

Gerry McGovern - CEO of Customer Carewordshttp://giraffeforum.com/wordpress/2011/02/27/technical-documentation-is-the-new-sales/


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Engage

Expectations are notjust digital

Social media is nowcustomer service not just marketing

Customer serviceneeds to be hookedinto this across allchannels

Customer serviceneeds to be local


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The Engagement Cycle


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Conclusion

Themes

Social media and different devices

Information shaping opinions

Users expectations have changed

Relevant content, in their language and on the device of theirchoice.

Creates demand for more languages , more content andautomation to cope


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Ian Truscott

VP, Products North America

WCM Division

@iantruscott

Thank you

Truscott Presentation Social Necesity

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