global cxm: how to modernize your global marketing and content strategy

Global CXM:

How to Modernize Your Global Marketing and Content Strategy

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Your partner in Global CXM

Publicly traded company, long-term stability and $430M annual revenues

2,700+ employees, 70 offices, 38 countries 1,500+ enterprise customers and partners

Innovative technology and services for enriching global customer experiences

Award-winning technology and services Serving 72 of the top 100 global brands

(Source: Interbrand 2012)

Technology

Translation Management

Automated Translation

Translation Memory

Terminology Management

Translator productivity

SDL - Language Solutions Division

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Services

Marketing Translation

Technical Translation

Testing & QA

Global SXO/SEO

Software Engineering

Media Services

iMT

Consultancy

Best Practice for:

Translation Management

Terminology Management

Translation QA and Client Review

Controlled Authoring

Developing KPIs

3

World leading provider of language technology and services

World largest network of in-house translators

80%+ of world translators rely on SDL Integrated solutions for managing language

and culture Focus on quality and efficiency

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Optimizing CXM for the world’s top brands

What Is Global CXM Anyway?

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Defining Global Customer Experience Management

CXM is a strategy and practice for managing customer experiences online and offline to acquire, retain, and turn customers into satisfied,

loyal brand advocates and ambassadors.

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Three business requirements for Global CXM

Align your organization across channels, markets,

languages and teams

Create relevant experiences for your

customers, regardless of channel

Understand your audiences’

interests and motivations

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Critical components for Global CXM

The Global CXM Landscape

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Vatican City, Pope announcement20052013

Michael Sohn / AP

Luca Bruno / AP

The digital revolution has only started

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Only 1/3 of world population has internet access

2/3 of the world left to go

Smartphone sales overtook PC sales in 2011

Overtook feature phones April 2013

Global e-commerce market

Total ecommerce market 2012

€889bn

North America

€294.2bn

APAC

€227.8bn

Europe

€311.6bn

Latin America

€42.1bn

Middle East/North

Africa

€10.8bn

1313

Chinese emerging middle class

10% of population, 40% in 2020

The Globalization Factor

More channels, more content, more languages

15The “Big Language” Challenge

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OnlineWebsite

Advertising

Video

Graphics

Whitepapers

Case Studies

Press Releases

PPC

Product Descriptions Help Content

Support Content

Knowledge Base

User guides

Blog Posts

Reviews

Customer insight

Chat

Social Posting

The online content explosion

Consistency, relevancy, value

Why language is important

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70%72%

20 languages are required to reach 80% of online population

72% spend all or most of their time on sites in own language

70% of internet traffic comes from non-English native countries

27%

25%8%

5%4%

4%3%3%3%2%

17%

EnglishChineseSpanishJapanesePortugueseGermanArabicFrenchRussianKoreanOther

Top 10 languages of Internet users

Internet World Stats, Miniwatts Marketing Group

Global customer experience

90% choose a native language website when available

82% more likely to buy if promotional material in their language

81% of people more likely to buy if technical documentation in their language

60% in Japan and France will not buy from a site in another language

78% more likely to buy if user instructions in their language

70+ languages are supported by twitter and facebook

An 8-Step Global CXM Action Plan

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WebsitesSEO

Social

Online Events

Languages

PPC

Ads

EmailDirect Mail

Offline Events

PR & AR

Inside Sales

CRM Database

CMS

Marketing Automation

Marketing Analytics

.

1. Rethink global integrated marketing worldview

CONTENT

Inbound

Operations

Outbound

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1. Content Strategy | Content Marketing

2. SEO

3. Social Media

4. Online Advertising/PPC

5. Marketing Automation

6. Marketing Analytics

7. CRM

2. Master the modern marketing must-haves

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3. Map modern marketing pillars to CXM

CXM is a strategy and practice for managing customer experiences online and offline to acquire, retain, and turn customers into satisfied,

loyal brand advocates and ambassadors.23

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A. Content audit, inventory, and mapping

B. Content planning, calendar, and project management

C. Content editing (tone, voice, quality, readability)

D. Content design, presentation and optimization

E. Content translation and localization

F. Content publishing and distribution

G. Content management and curation

H. Writer resources and in-house content expertise

4. Map your global content strategy to CXM

25DATASHEET

QUOTE MEME

5. Revisit your content marketing plans

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6. Evaluate your CXM technology stack

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7. Consider your current marketing skillset

CONTENT

Inbound

• Content• Languages• Websites• SEO• Social Media• Online Events

Outbound

• Email• Ads• PPC• Direct Mail• Offline Events• PR & AR• Inside Sales

Operations

• CMS• Marketing

Automation• Marketing

Analytics• CRM

Database

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8. Look at your marketing budget allocation

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Q&A

Connect with me on LinkedIn and via:

Email: cpolewarczyk@sdl.com

Twitter: @Christine_Mktg

Mobile: 617-869-6031

Christine PolewarczykSenior Director of Marketing

SDL

Thank You!

Additional modern global marketing resources

For a copy of these slides, please send me an email at cpolewarczyk@sdl.com with “Gilbane presentation” in subject line.

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