T l ti i 2011 T 5 Ti fTranslating in 2011: Top 5 Tips for Success

Jeremy HarphamSenior Product Marketing ManagerSDL

SDL_Jeremy

SDL

Recognized Leader in Global Information ManagementPublicly traded company with $300m annual revenuesOver 2000 employees in 60 offices

Award-winning and profitable company, with long-term financial stability 80%+ of the global translation supply

Recognized Leader in Global Information Management

Over 2000 employees in 60 offices across 35 countriesWorld-leading innovative technology

80% of the global translation supply chain use SDL software1500+ enterprise customers

42 of the 50 Top Global Brands*

*Source: Interbrand, 2009

SDL Mission

SDL helps companies engage with their customers From brand awareness, to sales and after-sales support , pp Across languages, cultures and channels

We do this by providing technology and services That offer best-of-breed capabilities And are flexible scalable and integrated with your enterprise And are flexible, scalable and integrated with your enterprise

systems

We call this Global Information Management

The Engagement Challenge

Your Customer’s Journey

Your Organization

The SDL Vision

Your Customer’s Journey

Your Organization

Language Management Impact

• Consistent terms used in products

• Consistent style in docsP t t

• Follow labelling compliance for local content

• Reduce time

• Brand consistency

• Automate the translation of

• Integrate instant translation into after-sales web and chat content

• Automate the• Prepare content for translation –more efficient

• Software localization accelerated

and costs of packaging and labelling

web/marketing collateral

• Automatically translate content in social media

• Automate the process of translating large volumes of content

• Improve customer• Reduce costs

through automation

sources customer experience through local language content

Translating in 2011: Top 5 Tips

1. Create Consistent Content

2. Structure Content for Your Global Audiences

3. Centralize Linguistic Data

4. Standardize & Automate the Translation Process

5. Leverage Automated Translations5. Leverage Automated Translations

Tip #1:Create Consistent ContentCreate Consistent Content

Global Authoring and Terminology ManagementManagement

Issues of Consistency and Quality

Increasingly global nature of business Multiple and simultaneous product releases Varieties of multilingual product collateral – user guides, web

help, marketing material Dispersed authoring teamsp g Increasing trend towards writing in components and topics Everyone writes with a different style

Impact of Inconsistent Terminology

75% of global companies say that inconsistent terminology has the biggest impact onhas the biggest impact on ‘quality of content’*

*SDL terminology survey, Jan 2010

Achieving Consistency and Quality

1. Manage terminology centrally and apply it in source and translation2. Ensure style guide rules are shared and applied for consistency and

clarityclarity3. Reuse content at a high level of granularity for consistency in source and

translated content

Tip #2:Structure Content for Your Global AudiencesGlobal Audiences

Leveraging DITA and content managementmanagement

From Unstructured to Structured Authoring

Linear end-to-end process of writing in booksStart Content

Creation

The end content can be made up of smaller components

These can then be written as topics in their own right

But you need a way to structure and organize the components

DITA provides a structure for authoring in components

But where do you store and manage these components? How do youBut where do you store and manage these components? How do you find them and put them in the specific information that supports

different models sold in different markets, to make it relevant to what customers have purchased?

Tip #3:Centralize Linguistic DataCentralize Linguistic Data

Translation Management

Evolving Localization Strategy

FrenchG

TM

Agency

FrenchG

TM

Agency

JapaneseChi

TM

Agency

Czechi

TM

Agency

Spanish LA

TM

Agency

GermanPortugueseSpanish

GermanItalianSpanish

ChineseKorean

HungarianRussian

Spanish LABrazilianPortuguese

R&DR&D

Head Office

TM

Agency

TM

Agency

User ManualsUser InterfacePackaging

ContentStore

User ManualsUser InterfacePackaging

ContentStore

German

German Office French Office

French

ContentStore

Service &

SupportContent

Store

Sales & Marketing

Websites

ContentStore

Sales & Marketing

Websites

ContentStore

Sales & Marketing

Knowledge BasesFAQ’sService Bulletins

StoreSupportWebsitesProduct CollateralPromotions

StoreWebsitesProduct CollateralPromotions

WebsitesProduct CollateralPromotions

Issues with this Fragmented Approach

Lack of translated content reuse - increases costs Inconsistent terminology and contentgyManual / error-prone process which is inefficient Increase in resources required to manage the process

Leads to:Ti t k t d l Time-to-market delays

Poor customer experience Brand devalued Brand devalued

Result: High Costs andResult: High Costs and Reduced Efficiency

Centralize Language Assets with Translation Management

Content ContentContentContent

S l C ll t l

Sales &Marketing

L b lli

Research &Development

Bill f M t i l

Operations &Manufacturing

K l d B

Service &Support

Sales Collateral

Website

Promotions

Labelling

User Interfaces

User Documentation

Bill of Materials

Custom Documents

Compliance Info

Knowledge Bases

Website FAQs

Service Bulletins

Translation Memory

Terminology Database Business Rules

Dictionaries

Languages Rules Global Authoring

Translation Management System

Centralize Translation Memory

Value of leveraging translation memory across multiple business units over time

1.Translation content can be leveraged across the organizationorganization

2.Centralized and automated TMs ensure effective reuse of translated data and maximum cost savings

Tip #4:Standardize & Automate the Translation ProcessTranslation Process

Translation Management

Translation Management Systems

Automate the Translation Process

Tip #5:pLeverage Automated TranslationsTranslations

Automate, Automate, Automate

Typical Organization Today

Translated Content

Why only 10%?

Expensive

Complicated

V i Varying

Opportunity

Quality Levels and Translation Approach

Marketing Material

Advertising InfluencingHighly Nuanced Builds Brand

Marketing TranslationsHumanMarketing Material Builds Brand

Product Documentation

lFactual Technical Translations

User Manuals/UI

Legal/HR Accurate Impacts Brand

Technical TranslationsPost-edited MT

Knowledge Base/FAQ

Chat

Actionable Useful TranslationsEmail/Office Documents

User Forum/Blogs

Actionable UnderstandableSupports Brand

Useful TranslationsTrained MT

Product Alerts

Translating in 2011: Top 5 Tips

1. Create Consistent Content

2. Structure Content for Your Global Audiences

3. Centralize Linguistic Data

4. Standardize & Automate the Translation Process

5. Leverage Automated Translations5. Leverage Automated Translations

Companies that Leverage these Tips…

Enhance customer experience Stimulate loyalty across markets by communicating the relevant information in the

language of your customerlanguage of your customer Respond to individual preferences in local language Retain customers and maintain market share

Ensure consistent branding Maintain a consistent brand while respecting cultural nuance Deliver a seamless global experience across all communications Deliver a seamless global experience across all communications Drive higher revenues through consistent branding

Reduce costs and improve efficiencies Reduce costs and improve efficiencies Gain competitive advantage through rapid and flexible deployment of information

across target markets Increase productivity and control costs Beat competitors to market and grow market share

Philips

Solution components:SDL Language ServicesSDL MultiTerm

Solution components:SDL Language ServicesSDL MultiTermSDL MultiTermSDL TMSSDL Quatron

SDL MultiTermSDL TMSSDL Quatron

Time‐to‐market for global launches from 4 Time‐to‐market for global launches from 4Time to market for global launches from 4 months to just weeks30% reduction in global content costs35 languages and multiple content typesReduced management overhead by 85%I d h i l i d

Time to market for global launches from 4 months to just weeks30% reduction in global content costs35 languages and multiple content typesReduced management overhead by 85%I d h i l i dIntegrated authoring, translation and content publishing systemsIntegrated authoring, translation and content publishing systems

Case New Holland

Solution components:SDL Language ServicesSolution components:SDL Language ServicesSDL MultiTermSDL TMSSDL KbTS SDL Global AMS

SDL MultiTermSDL TMSSDL KbTS SDL Global AMSSDL Global AMSSDL Global AMS

Dealer success rate with self‐service increased from less than 20% to over 80%Up to 3x increase in global content throughput

Dealer success rate with self‐service increased from less than 20% to over 80%Up to 3x increase in global content throughputUp to 3x increase in global content throughput Support costs reduced by 40%Integrated system for translation of different types of support content

Up to 3x increase in global content throughput Support costs reduced by 40%Integrated system for translation of different types of support content

Hewlett Packard

Solution components:SDL L S iSolution components:SDL L S iSDL Language ServicesSDL TMSSDL KbTS SDL Global AMS

SDL Language ServicesSDL TMSSDL KbTS SDL Global AMS SDL Tridion SDL Tridion

Centralized infrastructure and standardized processesAccess provided to authors, translators and reviewersCentralized infrastructure and standardized processesAccess provided to authors, translators and reviewersp ,Higher quality and consistency achievedScalable for futureSavings Year 1: $5M

p ,Higher quality and consistency achievedScalable for futureSavings Year 1: $5M

More Information

Attend SDL Innovate 2011: March 1-2 | Santa Clara, CA The Premiere Global Information Management Conference www.sdl.com/innovatewww.sdl.com/innovate

Learn more about SDL Language Technology: Learn more about SDL Language Technology:www.sdl.com/languagetechnology

Connect ith SDL! Connect with SDL!@sdltechnologies@SDL_Jeremy sdlplc

Questions?Q

To ask a question use the Q&A window on theTo ask a question, use the Q&A window on the right hand side of your screen.