1. SDL Proprietary and Confidential Social Intelligence: Taking Products Global Using Data Driven Insight Liesl Leary, Director Social Intelligence Solutions, SDL Russ Taufa, Director Global Insights & Analytics, SDL SDL Customer Success Summit September 2014

2. 2 Image placeholder Click on image icon Browse to image you want to add to slide Agenda o The changing role of the localization manager o How to leverage Social Intelligence to support organizational objectives o Making it real o Bringing it back to localization

3. 3 What happiness sounds like

4. 4 of customers are willing to pay a premium price for a superior experience Source: Gartner Research 2011 58%

5. 5 Customer experience challenges Things that make customers happy Things that you think make customers happy

6. 6 Misreading customers = Lost opportunity Actual happy customers that are buying, sharing and advocating your products Things that make customers happy Things that you think make customers happy

7. 7 Understanding customer context is key A valuable customer is one that is committed to buying products or services, sharing content and advocating for your brand

8. 8 The role of the traditional Localization Manager What tools should we implement? How can we guarantee quality? How long will it take? How do we reduce costs? How much does it cost?

9. 9 How can we get more registrations? What kind of slang do customers use? Which markets should we localize into? What do customers want? What will customers pay for? What kind of customers do I have? Meaningful insights

10. Why social data is important to localization

11. 11 What happiness sounds like

12. 12 What your global customer is doing Buying products Researching products online Talking to their friends about their experiences Exploring your competitions products/experience Mocking your product/ brand or the competitions Deciding to find an alternative to your product that is easier to obtain Asking your other customers what they think Uploading photos of themselves enjoying (or not enjoying) your product Organizing social media protests Writing reviews All in another LANGUAGE

13. Speaking the customers language 13 o Acquire o Acquisition o Adopt o Bought o Buy o Buying o Cost o Costs o Install o Invest in o Migrate o Price o Purchase o Purchased o Purchasing o Set-up o Upgrade o Sign-up o Signed up o Use o Upgraded o Using o Get o Got o Invest o Invested I bought the Surface Pro big purchase, but using it for work makes it totally worth the investment.

14. The ideal customer 14 Purchase Behavior o PCS: Product Commitment Score o Informs your value proposition Content Relevance o CRS: Content Relevance Score o Drives content & engagement strategy Brand Ambassadors o BCS: Brand Commitment Score o Drives brand strategy Buys your product Shares your content Advocates your brand

15. Categorization of online conversations 15 Content: I think o X is too complicated in they way they talk to me o this website doesnt use my language o I should be able to share my photos Brand: I feel o envious for not having achieved more o bored waiting for a response o stressed, isolated and frustrated Product: I do o spend my money to purchase this product o buy the accessories that comes with this product o everything myself Rational Emotional Behavioral

16. By market and by language 16 Customer Journey Awareness Connection Evaluation Shopping Out-of-the- Product Experience Support Upgrade Product Awareness Connection Evaluation Shopping Deployment Experience Support Commitment Box X 48 51 32 43 40 41 50 45 Y 46 54 51 53 49 57 43 47 Z 39 37 52 51 58 64 41 35

17. How social intelligence drives global insight

18. 18 Wearables: Purchase intent over time English German Spanish o English: Discontinuation rumors drive down likelihood to purchase o German: Purchase intent decreases but quickly rebounds o Spanish: Discontinuation is seen as a positive

19. Localization implications 19 English German Spanish o Stiffest competition and highest expectations o Messaging should focus on unique features targeted to the fitness audiences that prioritize them o Differentiated Product Experience and Support will win loyalty o Sensitive to news releases and product reviews o Usability perceptions and technology specs are the deciding factor o Leveraging targeted content around features and functionality will drive purchase o Awareness is the issue being mentioned, not standing out o Swift crisis management is critical o Affinity is driven via innovation

20. Mobile messaging applications 20 Measure global performance Recommendations and market entry priorities Identify competitive opportunities

21. Competitive landscape: 10 markets, 8 languages 21

22. Clear competitive positioning 22

23. Market view 23

24. Product strengths to leverage 24

25. Product weaknesses to address 25

26. 26 o Connection: Competitive features from the recent update as well as the upcoming voice call feature o Support: Continuous progress, updates, and support for the Hindi language o Evaluation: Concerns on security and privacy o Support: Insufficient customer support during app glitches o Awareness: Unclear value proposition, consumers lacking comprehensive feature and benefits knowledge, and general low awareness of the application. o Product Experience: Frequent server glitch issues But I can not understand why need to use whatsapp when you have unlimited SMS to tell the truth error in version 53 of whatsapp can read others' conversations #enestemomento@WHATSAPP mobile messaging service fails again leaving millions of users held in communication with no support. Unnecessary for the french who have limited SMS. Weaknesses in Whatsapp that put your privacy at risk Already report with the support of WhatsApp the failure of its service. Is it really necessary that i google to find out what is WhatsApp? I wonder ... Actionable insights

27. Competitive weaknesses: WeChat 27 o Number of active users still minimal o Poor audio quality o Weak connection o Update issues

28. Competitive weaknesses: Viber 28 o Repeated crashing, malfunctions o Access problems on Android and Blackberry OS o Complicated app installation

29. Opportunities to compete by market, language 29 Key feature enhancements in India, particularly in Hindi Privacy/security messaging in Mexico, positive awareness in France Capitalize on competitive weaknesses in Brazil and the UK

30. Bringing it back to localization

31. Language is key 31 20 languages are required to reach 80% of online population 72% spend all or most of their time on websites in own language @ 70% of internet traffic comes from non-English native countries Pope makes Twitter debut in 8 languages Coca-Cola SuperBowl advert sung in 9 languages Only 27% of internet users speak English

32. 32 Why Social Data is the future for globalization TIMEFRAME COST PRODUCTIVITY RESULTS Data is available in real-time. Reduced schedules due to in-house resources Data set is publicly available. Translation technology reduces costs Insights uncover what you dont know about customers Insights map to customer behaviors that meet business objectives Schedules long due to study design, survey sample recruiting, analysis, travel, translation Cost prohibitive to translate all survey data using traditional methods Surveys only measure what you know already about customers Interesting information not immediately actionable Traditional Agile

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34. 34 What happiness sounds like

35. Global Customer Experience Management Copyright 2008-2014 SDL plc. All rights reserved. All company names, brand names, trademarks, service marks, images and logos are the property of their respective owners. This presentation and its content are SDL confidential unless otherwise specified, and may not be copied, used or distributed except as authorised by SDL.