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/
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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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