global information management - sdldownloadcentre.sdl.com/tridion/pdf/sdl-gim-chicago-2009...global...
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© 2008 SDL International. Company Confidential. Forward-looking information is based upon multipleassumptions and uncertainties and does not necessarily represent the company’s outlook.
Andrew ThomasGIM Evangelist
Global Information Management
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We help corporations drive global revenues and reduce costs by providing the software and services to deliver
global content
We call this Global Information Management (GIM)
Our Mission
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Global Information Management
An essential business strategy for increasing global profits
Involves complex processes and information flows
• Crossing divisional, organizational, cultural and geographical boundaries
Requires the application of people, processes and technology
• Achieve “author once, translate once, use many” throughout the entire global content lifecycle
SDL is the market leader in helping companies solve their Global Information Management problems
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SDL
Publicly traded company with $250m annual revenues
Over 2000 employees in 50 offices across 32 countries
Award-winning and profitable with long term financial stability
500+ Deployments of Enterprise Technologies
sdl.com sdltridion.com sdltrisoft.com lspzone.com translationzone.com click2translate.com freetranslation.com
Recognized leader in Global Information Management
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41 of the 50 Biggest Global Brands*
*Interbrand, 2008
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© 2008 SDL
Why Manage Global Information?
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A Fierce Competitive World
Global trade is now de-factoFree-trade agreements and the internetGrowth in emerging or frontier markets
People are more demanding in their requirements
Immediacy is all around usEverything is faster in a non-stop worldTechnology is accelerating life
Internet expansion fuels digital content growth
E-businessInformation publicationsOnline support databases
Language is key to succeeding in today’s global markets
BUT – Coordinating the simultaneous delivery of information in multiple languages is complex
Localised content in local language meeting local culturesAlthough 90% of content has a global audience, only 10% is presented in the local language
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The World is Changing
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© 2008 SDL
How to Manage Global Information?
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© 2008 SDL
Strategy #1:
Create Consistent Content
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Authoring in Today’s Global Business
Content today is global content, from the startNot only English native speakers live in the US for example
Content is provided through the internet so anyone can read itSome of that content is also translated
Content is often written by non-native speakers
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SDL Global Authoring Management System
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© 2008 SDL
Strategy #2:
Structure Content for Your Global Audiences
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Content Management
Web Content ManagementImplement a data personalization strategy that is language-awareAllow business owners to contribute content easily and directlyManage content across multiple sites in any format, including mobile
Component Content ManagementMaximize reuse by structuring content into smaller stand-alone topicsSeparate content from format to simplify writing processSingle-source content to automate multi-channel publishing
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Persuade New Customers
“When I’m selling to you, I’ll speak your language, when I buy from you, müssen Sie Deutsch sprechen”
Willy Brandt
Customers demand personalized communicationCustomers want relevant, personalized informationCustomers want to be persuaded!!
To persuade customers, you need:Translated content…that is locally relevant…and specific to the culture of your target audience
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Building blocks architecture
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BluePrinting
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Efficient language reuse
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Inform Existing Customers
Technical Information Drives RevenuePeople buy based on access to technical informationProduct and Technical Information is critical Global Technical Information must be available for new market
launches
Technical Information Creates Loyalty and Customer Satisfaction
Technical content is part of the productBuyers, customers and partners consume technical information On-demand access to technical information
Technical Information can affect costsUnavailable technical information can lead to high call center costs and products returns or ordering of wrong parts
GlobalAudiences
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Building blocks architecture
Publication Object=> output
Master Document (e.g. DITA Maps)=> assemblage/ structure
Components(e.g. Topics, illustrations...)=> content
Publishing format
BaselineContextVariable definition
Layout template
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tt
Thirdedition
Firstedition
Secondedition
Baselines
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V1
V2
EN
DE
EN
Target languages (eg FR)
Released
Released
ReviewedReleased
DETo be translated
updated block
non modified block
Pre-Translation of non modified blocksIn Context of the module!
Efficient language reuse
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© 2008 SDL
Strategy #3:
Centralize Linguistic Data
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Evolving Localization Strategy
User ManualsUser InterfacePackaging
ContentStore
R&D
Knowledge BasesFAQ’sService Bulletins
ContentStore
Service &
SupportWebsitesProduct CollateralPromotions
ContentStore
Sales & Marketing
User ManualsUser InterfacePackaging
ContentStore
R&D
Head Office
FrenchGermanPortugueseSpanish
TM
Agency
FrenchGermanItalianSpanish
TM
Agency
JapaneseChineseKorean
TM
Agency
CzechHungarianRussian
TM
Agency
Spanish LABrazilianPortuguese
TM
Agency
German
TM
Agency
WebsitesProduct CollateralPromotions
ContentStore
Sales & Marketing
German Office
WebsitesProduct CollateralPromotions
ContentStore
Sales & Marketing
French Office
French
TM
Agency
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Issues with this Fragmented Approach
Lack of translated content reuseIncreased cost of localization as content is retranslatedInconsistent terminologies usedManual / error prone processIncrease in resources required to manage the processContent not up to date, out of step and inconsistent Devalued brandingTime-to-market delaysPoor customer experience
Result: High Costs and Reduced Efficiency
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Centralization of Language Assets
Translation Management System
Translation MemoryTranslation Memory
Terminology DatabaseTerminology Database
Languages RulesLanguages Rules
Business RulesBusiness Rules
DictionariesDictionaries
Global Authoring Global Authoring
Sales CollateralSales Collateral
WebsiteWebsite
PromotionsPromotions
Sales &Marketing
Content
LabellingLabelling
User InterfacesUser Interfaces
User DocumentationUser Documentation
Content
Research &Development
Bill of MaterialsBill of Materials
Custom DocumentsCustom Documents
Compliance InfoCompliance Info
Operations &Manufacturing
Content
Knowledge BasesKnowledge Bases
Website FAQsWebsite FAQs
Service BulletinsService Bulletins
Service &Support
Content
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Cost Savings
Illustration of the value of leveraging translation memory across multiple business units
Demonstrates that:1.Translation content
can be leveraged across the organization
2.Centralized and automated TMs through SDL TMS ensure effective reuse of translated data and maximum cost savings
Evolution of TM Leveraging - Business Unit 1
24%
42%
71%89%
0%
20%
40%
60%
80%
100%
1
2003 2004 2005 2006
Evolution of TM Leveraging - Business Unit 1
24%
42%
71%89%
0%
20%
40%
60%
80%
100%
1
2003 2004 2005 2006
Evolution of TM Leveraging - Business Unit 2
47%
61%
0%10%20%30%40%50%60%70%
1
2005 2006
Evolution of TM Leveraging - Business Unit 2
47%
61%
0%10%20%30%40%50%60%70%
1
2005 2006
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© 2008 SDL
Strategy #4:
Standardize Translation Process
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Define Organizational Process
Organizational structures to model company hierarchies
Organise by departments, business units, etc.Share localization assets
Control user accessDefine roles
Workflow stepsActivitiesUser interface
Extend access to external agencies
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Streamline Project Management
Tracks all projects and sub-projectsAbility to build translation jobs and tasks into projectsScheduling to specify date for key project milestonesIntegration with outlook to drive reminders (email and calendars)Management views show status of projects
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TM TM TM
TM TM
TMTM
Head Office
FrenchGermanPortugueseSpanish
FrenchGermanItalianSpanish
JapaneseChineseKorean
CzechHungarianRussian
Spanish LABrazilianPortuguese
Centralized Localization Process
ContentStore
R&D
ContentStore
Service &
SupportContentStore
Sales & Marketing
ContentStore
R&D
AgencyAgency Agency Agency Agency
ContentStore
Sales & Marketing
German Office
German
Agency
ContentStore
Sales & Marketing
French Office
French
Agency
GlobalInformationManagement
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© 2008 SDL
Strategy #5:
Automate, Automate, Automate
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Manual Workflow (Before)
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Automated Workflow (After)
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Automate Reporting
Automatic calculation of job costs
Uses pre-defined vendor ratesBanding costs Formula based pricing for management pricing
Real time reportingTrack costs by language and projectTrack all levels of content reuse – 100%, fuzzy, etc.Report across projects – by vendor, by language, etc.
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End Results
Global Business is a realitySupporting global business has significant challenges
SDL helps many of the world’s leading brands to…
Reduce Time-to-market• Beat competitors to market and win market share• Gain competitive advantage through rapid deployment of
information across target global markets• Increase productivity and control costs
Enhance Customer Experience• Stimulate loyalty across geographical markets by communicating
in the language of your customer• Retain your customers and maintain market share
Ensure Consistent Branding• Maintain a consistent brand whilst respecting cultural nuance • Deliver a seamless global experience across all communications• Drive shareholder value