Welcome

A Better Rich Media Global Content & Localization Strategy

VIA & Intel Discuss

Speakers

Loic Dufresne de VirelLocalization Strategist at Intel Corporation

Nic McMahonChief Operations Officer at VIA, Inc.

Moderator: Darren MegarryVP of Corporate Sales at VIA, Inc.

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Agenda

Business Realities Driving the Need for Efficiency

Workflow Design

Improve Velocity and Manage Cost for Localization

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A Localization Nightmare…

can be avoided by talking to your localization team up front.

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CONTENT & BUSINESS REALITIES DRIVING THE NEED FOR CHANGE

Evolution

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Why Rich Media Matters: Rich media drives customer purchase intent

*Data source: Dynamiclogic, by DoubleClick The Brand Value of Rich Media and Video Ads

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Business Trends:Every dollar spent on rich media must count

• Access & Findability• Shrinking Release

Windows• Multiple Geo Launches• Asset Complexity• Enterprise Complexity

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A Modern Global CM StrategyN

Best practices can be game changers

• Consistent Asset Use and Asset Management• Broaden Development Team and Engage Earlier• Release Planning and Design With Global Content In

Mind

A Modern Global CM Strategy

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Intelligent Content

Content needs to know about itself, so it is more easily searchable, findable, adjustable, configurable, scalable…

Meta Content

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Seven Day Cycle

Unstructured Content Repositorie

s

Structured Content

Repositories

PDM & Pricing

Reference Systems

Other T&L Users

Translation &

Localization

Create AcquireStorage & Manage

Localize Provision

Publish

Sales Info

Bu

sin

ess

Users

Cata

log

Man

ag

em

ent

Deliv

ery

Docu

men

ts

Partners

Sale

s

Regional

Content

Creators

Cust

ome

rs

Globally Integrated Process

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WORKFLOW DESIGNGlobal Content Management & Localization

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Consistent Asset Use and Asset Management:

Reduce, reuse and recycle• Content Governance and

Consistency • File & Lifecycle

Management: Track the Originals

• API Integration of CMS to Global Workflow/Translation Process

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Example

Adoption Maturity

Model

BusinessTrends

Model

Feature Highlights

Video on Demand

Quick Learning Modules

FAQ’s

Data-sheets

White Papers

GLOBAL ASSETSTranslation Memories • Glossaries • Style Guides

Brand ASSETSPlaybook • Image Libraries • Tag lines

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Broaden Team and Engage Earlier• Define roles & responsibilities between geos & HQ• Support expansion of SME to core loc team • Support loc team in gathering assets / create global

asset pools• Expand engagement at the concept stage, not just

the “do this” stage• Unite creative, marketing, product & loc team in

initial meetings• Set expectation for dialogue rather than

“review/approval”

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Design with Global in Mind• Limit voices in videos• Avoid close-lip dialogue – go

for wider shots• Record animation effects

and don’t use individual images

• Consider language issues for any interactive content (like word games)

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• Avoid embedded text within Graphics

• Ensure “white space” in image design allows for text expansion

• Consider extended characters in any input fields

Should I outsource to one or multiple localization agencies?

What to consider:• Brand Management• Consistency• Leverage Previous Translations Through TM• Scalability Advantages Related to Improved

Workflows & Cost• Dedicated Account Managers

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BENEFITS OF AN EFFECTIVE GLOBAL RICH MEDIA STRATEGY

Global Content Management & Localization

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Think About the Language Multiplier

Target LanguagesFew Many

$$Tim

e &

Cost

Imp

act

High

Low $

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Late Changes are Exponentially Expensive

TimeFew Many

$$C

ost

Imp

act

High

Low $

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Improve Velocity & Manage Cost

• Create more meaningful, up-to-date content

• Create more marketing and market synergy

• Support strategic target market objectives

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ResourcesMarketing Localization Examples

5 Ways to Stretch your Corporate Translation Budget – Now

Marketing Localization Solutions

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Thank you!

We hoped you enjoyed the presentation.