T l ti i 2011 T 5 Ti fTranslating in 2011: Top 5 Tips for...
Transcript of T l ti i 2011 T 5 Ti fTranslating in 2011: Top 5 Tips for...
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
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