Acrolinx Conference 2013 - "Acrolinx Essentials" - Experis
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Transcript of Acrolinx Conference 2013 - "Acrolinx Essentials" - Experis
Acrolinx Essentials
Presented by
PG Bartlett, SVP of Product Management, Acrolinx
Jennifer DeAngelo, Authoring SME, Experis
June 26, 2013
#acroconf2013 @Experis_GCS @JenDeAngelo512
Experis | Tuesday, July 02, 2013 2
Acrolinx Conference 2013 – Acrolinx Essentials
#acroconf2013 @Experis_GCS @JenDeAngelo512
Agenda:
• Who’s using Acrolinx and why
• Key steps to set up Acrolinx
• How authors experience Acrolinx
• Building a business case for your management
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Target Markets
• Large organizations
• Large amounts of content; critical to:
– Pre-sales: generating revenue
– Post-sales: enabling self-service
• Competitive market, budget pressures
• Multinational authors
• Multinational customers
Who uses Acrolinx & Why?
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Target Industries
• Software
• High-tech
• Machinery
• Aerospace & Defense
• Automotive
• Medical Devices
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Some Acrolinx Customers
Medical Software Aerospace High Tech
Industrial & Engineering
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Target Buyers – traditionally…
• Localization: cleaner source language:
– Time & cost savings
– Enables machine translation
• Techdocs: automate proofreading
– Time to market, cost savings, productivity
– Compliance: e.g., Simplified Technical English for A&D
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#acroconf2013 @Experis_GCS @JenDeAngelo512
Target Buyers – emerging…
• Marketing
– “Grab eyeballs” – optimize for findability (SEO)
– “Grab hearts & minds” – humanize your content
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Case Study
Situation
Solution
Results
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Acrolinx Conference 2013 – Acrolinx Essentials
#acroconf2013 @Experis_GCS @JenDeAngelo512
Case Study
Situation
Solution
Results
Errors
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#acroconf2013 @Experis_GCS @JenDeAngelo512
Case Study
Situation
Solution
Results
Rewrites
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Acrolinx Conference 2013 – Acrolinx Essentials
#acroconf2013 @Experis_GCS @JenDeAngelo512
Case Study
Situation
Solution
Results
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Acrolinx Conference 2013 – Acrolinx Essentials
#acroconf2013 @Experis_GCS @JenDeAngelo512
Case Study
Situation
Solution
Results
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#acroconf2013 @Experis_GCS @JenDeAngelo512
Results of an Acrolinx Implementation
• Acrolinx software installed on:
– Your server(s)
– Your users’ desktops
• Spelling, grammar & style configured to your requirements
• Terminology database with your key words & phrases
• Training for all roles
• Quality reports (baseline & incremental)
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#acroconf2013 @Experis_GCS @JenDeAngelo512
How About DIY Setup?
• No - you need specialized skills to:
–Modify style rules
• Customize style and grammar
–Set up terminology in Acrolinx
–Train users
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#acroconf2013 @Experis_GCS @JenDeAngelo512
Step #1: Identify Roles
• Document who will be your:
– Project Sponsor
– Project Manager
– Terminologist
– Linguistic Administrator (“ling admin”)
– Server Administrator
– Writers & editors
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Project Sponsor
• Role
– Approves commitment to project – typically director or VP
– Understands business reasons for project
• Activities
– Participates in kickoff meeting
– Participates in acceptance meeting
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Project Manager
• Skills
– Ideally has formal PM background (e.g., PMI)
– Knows importance of schedule, scope & costs
– Knows importance of avoiding “scope creep”
• Activities
– Monitors project schedule
– Monitors & controls risks
– Coordinates your resources
– Communicates, communicates, communicates
– Participates in every milestone meeting
– Available for daily involvement in project
Tip: this role can be
outsourced – which
may work better for
you.
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Acrolinx Conference 2013 – Acrolinx Essentials
#acroconf2013 @Experis_GCS @JenDeAngelo512
Terminologist
• Skills
– Typically editor or writer
• Activities
– “Validates” terminology – enters terms, creates links from
“preferred” terms to “deprecated” terms
– Needed for 10-20 hours per week during project
– Must be available to manage ongoing terminology changes
– Can serve as Linguistic Administrator too
Tip: give authority to
at most 3 people to
avoid deadlock &
delays.
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#acroconf2013 @Experis_GCS @JenDeAngelo512
Linguistic Administrator
• Skills
– Typically an editor
– Knows corporate style guide(s)
– Should understand grammatical syntax
• Activities
– Works with writers to test rules
– Organizes feedback on rules (working with project manager)
– Makes requests for customizing rules
– Can serve as Terminologist too
Tip: role of linguistic
administrator can be
outsourced.
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#acroconf2013 @Experis_GCS @JenDeAngelo512
Server Administrator • Skills
– Typically IT person familiar with servers
– Could be database administrator, but not required to be
• Activities
– Installs software on server and desktops
– Handles updates to software & configuration files during
implementation
– Performs software upgrades
– Should be different than Linguistic Administrator or Terminologist
Tip: role of server
administrator is the
least time-consuming
role.
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Step #2: Know Your Goal
• What are your goals for using Acrolinx?
• Do your users know the goals, too?
• Have you defined what success looks like?
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Identify Requirements & Business Objectives
• Roles
– Key stakeholders within your organization
– Acrolinx sales team – initially
– Acrolinx Professional Services (PS) – later on
• Activities
– Discussions with your team
• Results
– Implementation team understands your requirements,
which is needed so they can provide guidance and
assess feasibility & scope
Tip: Make sure
discussions are
sufficiently detailed.
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#acroconf2013 @Experis_GCS @JenDeAngelo512
Step #3: Collaborate & Communicate! • Kick-Off meeting:
– Activities
• Review
– Roles & responsibilities
– Phases & milestones
– Business objectives
– Project objectives
• Discuss potential risks
– Results
• Everyone understands
– How the project supports the business objectives
– Level of effort required for success
– What Acrolinx does (and doesn’t do)
Tip: If people are
missing, risk
increases.
Tip: Need to
differentiate between
terminology and
linguistic rules.
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Step #4: Decide on Governance
• Governance Decisions: standards, optimization, & analytics
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Spelling:
• Dictionary
• Spelling Rules
• Terminology
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Grammar Rules:
Agreement
Word order
Word confusion
Typos
Hyphenation
Part of Speech
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#acroconf2013 @Experis_GCS @JenDeAngelo512
Style Rules:
• Readability
• Informality
• Liveliness
• Scanability
How Authors Experience Acrolinx
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Global Content Solutions
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Global Content Solutions
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Global Content Solutions
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Global Content Solutions
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Global Content Solutions
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Global Content Solutions
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Global Content Solutions
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Global Content Solutions
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Global Content Solutions
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Global Content Solutions
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Global Content Solutions
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Global Content Solutions
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Global Content Solutions
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Global Content Solutions
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Global Content Solutions
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Global Content Solutions
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Global Content Solutions
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Global Content Solutions
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Global Content Solutions
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Global Content Solutions
Demonstration Review
• Author
– Opens existing document in Word
– Runs Acrolinx check
– Reacts to errors & recommendations
– Comments on existing term
• Terminologist
– Receives comment on existing term
• Author
– Views report
– Submits new term
• Bottom line
– Not just a checking engine
– Also a management system with collaboration and reporting
Building a Business Case
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Business Cases Have Two Foundations
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Tie to Your Organization’s Strategic Goal
• Higher revenue; better
customer support
• Greater customer
satisfaction
• Geographical expansion
• Faster product cycles
• Lower costs, higher
productivity
• …
• Better findability & readability
• Higher content quality, more
understandable & consistent
• Lower translation costs
• Faster editing & translation
• Less work for SMEs, editors,
reviewers & translators
• …
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IX = Information eXperience
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Typical Benefits of Content Optimization
Customer-Facing (Strategic)
• 100% increase in web traffic
• 30% improvement in
readability
• Increased customer
satisfaction
• Higher revenue
Internal Process
• 10% cost benefit in authoring
• 60% cost benefit in editing
• 15% cost benefit in
translation
• Lower support costs
• Faster time to market
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Hidden Impacts of Content Problems
• Internally-facing issues
– Content rework later in the development cycle?
– Costly editorial and technical review processes?
– Higher translation costs?
– Excessive support calls?
• Customer-facing issues
– Purchases that don’t happen?
– Product returns from frustrated customers?
– Negative customer reviews?
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Early Corrections Save Costs
$1 – Specification
$5 – Writing
$20 – Editing
$50 – Technical Review
$100 – Pre-production/QA
$500 (per language) – Distribution
The earlier you catch
a mistake, the less it
costs to fix.
Experis | Tuesday, July 02, 2013 59
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#acroconf2013 @Experis_GCS @JenDeAngelo512
What Quantifiable Benefits Can You Expect?
• Localization yields greatest “hard” savings
– Typically significant budget item
– Savings come from:
• Phase 1: 2-5% word reduction, 10% fewer issues to resolve
• Phase 2: reused sentences
• “Soft” savings in editing
– Editors re-deployed to higher-value work, i.e., improving accuracy
• “Soft” savings in authoring
– Built-in guidance reduces training time
– Authors find more of their own errors; faster & easier than fixing errors caught downstream by editors (or customers)
• Time-to-market savings
– Difficult to quantify, highly dependent on your situation
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ROI Spreadsheet
• http://www2.acrolinx.com/l/8582/nx-ROI-calculator-example-
xlsx/8s7h6
Cost BenefitsVersion 2012-10-01 Annual Benefit
Enter data only in cells marked like this: Enter data here
Authoring cost improvement $25,000
Authoring costs $500,000
Improvement expected (%) 5.0%
Editing cost improvement $50,000
Editing costs $100,000
Improvement expected (%) 50.0%
Translation cost improvement $18,000
Translation budget (annual) $150,000
Improvement expected (%) 12.0%
Total Annual Cost Benefit $93,000
Total Annual Opportunity Benefit $125,000
Total Annual Benefit $218,000
Authoring payroll = number of authors times the average fully
loaded cost. Savings come from relieving authors from
looking up terminology or style guidelines.
Editing payroll = number of editors times the average fully
loaded costs. If editors are part-time, then adjust the payroll
cost down accordingly.
If the translation budget is unknown, then consider deriving it
by multiplying the number of words created each year times
the number of languages times the cost per word (25 cents?).
Experis | Tuesday, July 02, 2013 61
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#acroconf2013 @Experis_GCS @JenDeAngelo512
Presenting Your Case
• How content problems hinder achievement of your organization’s
strategic objectives
• Impact of your content on your customers & your organization
• How your proposed project will:
– Improve your content
– Support your organization’s strategy
• Quantitative business case
• Third-party credibility
– List other organizations already optimizing their content
– Analyst commentary
• “Borrow” from our slides!
Questions?
Experis | Tuesday, July 02, 2013 63
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#acroconf2013 @Experis_GCS @JenDeAngelo512
Contact Us:
PG Bartlett
Acrolinx
Jennifer DeAngelo
Experis
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Thank you!