Gilbane, AMA and Sitecore on Multilingual Content Strategies
27
AMA Marketing Effectiveness Online Seminar Series Anna Carbonara - Moderator American Marketing Association
description
How to create an online multilingual global marketing strategy, and how to sell the strategy within your organization.
Transcript of Gilbane, AMA and Sitecore on Multilingual Content Strategies
AMA Marketing Effectiveness
Online Seminar Series
Anna Carbonara - Moderator
American Marketing Association
www.MarketingPower.com
Commonly Asked Questions
Yes
1. Will I be able to get copies of the slides after the event?
2. Is this web seminar being taped so I or others can view it after the fact?
Yes
Forum Participants
Mary LaplanteSenior AnalystGilbane Group
Darren GuarnacciaVice President, Product Marketing
Sitecore
Making a Compelling Business Casefor Multilingual Content Strategies
An Interactive Panel DiscussionJuly 31, 2008
Multilingual Communications as a Business Imperative
Market forces driving change Obstacles and challenges Emergence of the Global
Content Value Chain State of adoption Best (and worst) practices Company profiles
Agenda
The emergence of global content value chains From the field
ROI potential: business motivators Executive hot buttons: value propositions Tactics to strategies: tipping points
Customer scenarios Q&A
Polling:Multilingual Content Strategy
How would you characterize your company’smultilingual content strategy?
Top-down, executive-directed
Driven independently by regions
Departmental level, formal
Departmental level, informal
No strategy
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“There is a significant gap between strategic intent and
the capacity to act.”
C.K. Prahalad, M.S. KrishnanThe New Age of Innovation, 2008 McGraw Hill
Survey Says . . .
58% of respondents say thattheir company has no
multilingual content strategy
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ResearchHighlights
Mary LaplanteSenior Analyst
Content Globalization
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createlocalize/translate
enrich
manage publish consume
optimize
Global Content Value Chain
The Global Content Value Chain is a strategy for movingMultilingual content from creation through consumption. The strategy is supported by practices in disciplines such
as content management and translation management.The enabling infrastructure for the strategy comprises
people, process, and technology.
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http://gilbane.com
Value Attributes ofMultilingual Content
Consistency “Brand worthiness”
Utility Grammatically correct
Culturally sensitive Accurate
Reusable (and persistent)Quality (as measured by customer satisfaction)
Content characteristics that can beenhanced throughout the value chain
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Advice from the Field
Understand the businessTalk the CEO’s language
Assess competitive web presence
Address the pain
Design internal marketing campaigns
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Business Drivers for Investment
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%Faster time to market
Global content consistency,quality and accuracy
Improved global and productbrand management
Regulatory requirements
Increasing revenues in specificvertical markets
Increasing revenues inestablished geographies
Increasing revenues in emerginggeographies
Simultaneous product shipments
Increasing multilingual contentvolume
Rated as "Critical" or "Very Important"
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http://gilbane.com
ROI Expectations
Improved customer
relationships37%
Cost savings21%
Higher profitability
3%
Other (Compliance)
3%
Increased revenue
37%
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http://gilbane.com
Advice from the Field
Understand the business
Assess competitive web presenceCompare and point out flaws
Address the pain
Design internal marketing campaigns
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http://gilbane.com
Value-Driven Strategies
Value Proposition Strategy Component
Customer satisfaction Targeted content
Brand equity Global brand consistency
Process efficiencyCollaboration among
distributed resources
Higher quality, faster time to global markets and
revenues
Automated, integrated translation processing
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http://gilbane.com
Polling:Key Value Propositions
Which value proposition is most importantto your organization?
Customer satisfaction
Brand equity
Process efficiency
High-quality content
Faster time to market/revenue
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http://gilbane.com
Advice from the Field
Understand the business
Assess competitive web presence
Address the painIdentify the tipping point
Design internal marketing campaigns
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http://gilbane.com
Tipping Points
Regional sales effectiveness
Consumer demandCompetitive analysis
Europe: “There is no tipping point!”
Increase in regional sales
Regulatory compliance
Supply chain demand
Enterprise communications
Brand mismanagement
Recruiting processes
eCommerce
Downturn in regional sales
Market entry requirement
Customer experience/CRM
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http://gilbane.com
Advice from the Field
Understand the business
Assess competitive web presence
Address the pain
Design internal marketing campaignsShow value of content to stakeholders
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http://gilbane.com
Educating the Organization
“Communication across a wide range of disparate communities requires education – producing multilingual communications is usually a ‘hidden’ process. We know from operational champions that it is possible to launch an educational initiative, invite cross-departmental representatives and nobody comes. However, it is important to keep trying; when key stakeholdersparticipate in educational efforts, a shared understanding of goals is bound to emerge.”
- Multilingual Communications as a Business Imperative
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About Gilbane Group
Analyst and consulting firm focusedon content technologies and their
application to high-value business solutions
Practice Areas:Enterprise search, Collaboration, Content
Globalization, Digital publishing, Webcontent management, XML content and
technologies
http://gilbane.com
New research report on content globalizationVisit Reports on the Gilbane website
About Sitecore
Leading provider of enterprise-class .NET web content management and portal software for mid-to-large organizations
Presence San Francisco, Boston, Copenhagen, London, Munich, Brisbane and
Amsterdam
Stability Profitable since inception in 1999, same owners, same vision and same
technology (.NET)
Customers Over 1500 client installations managing over 6000 web sites worldwide
Recognized Best Microsoft technology alignment, Microsoft ISV Partner of the Year
2003/2004, Microsoft Gold Partner
Supported Over 300 Sitecore Certified Partners worldwide, with over 100 in North
America
Summary
Making a compelling business casefor multilingual content strategies
ROI potential: business motivatorsExecutive hot buttons: value propositions
Tactics to strategies: tipping points
Questions?
Thanks for your time and participation today!
To replay this webcast: www.MarketingPower.com/webcast
For copies of today’s PowerPoint slides:files.sitecoreinternals.net/webinar/multilingual.pdf
To contact today’s speakers: Mary: [email protected]: [email protected]
Questions for AMA: Anna: [email protected]
