International Content Strategy at HP

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Präsentation zum Vortrag von Horst Bothe (Digital Product Management and Localization, HP) am 28. November 2013 auf der Veranstaltung "Content Strategien und Content Marketing – Aktuelle …

Präsentation zum Vortrag von Horst Bothe (Digital Product Management and Localization, HP) am 28. November 2013 auf der Veranstaltung "Content Strategien und Content Marketing – Aktuelle Herausforderungen und Best Practices". Organisiert gemeinsam von bwcon und 21TORR - Nachbericht zur Veranstaltung: http://www.bwcon.de/5981.html

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  • 1. International Content Strategy Some thoughts about Languages, Tools, Processes, and Social Media 28-Nov-2013 Horst Bothe Director Digital Product Management & Localisation © Copyright 2013 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
  • 2. Topics Really only 20 min? 1 2 Content Customer Language Expectations, Trend 3 Lessons Learned 4 2 HP, the Journey, Technology, Landscape Content for Social Media and how to empower Employees © Copyright 2013 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
  • 3. History of HP.com 1994 1998 2001 2009 2012 HP.com launched as marketing site eCommerce introduced Compaq acquisition expands portfolio Launching new world class web site – Project Clean Sheet New Brand introduced Already 3rd Design Iteration on Platform 3 © Copyright 2013 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
  • 4. HP Digital Ecosystem HP communities • Blogs (and comments) • Forums (and polls) • Tribal Knowledge Base • Contests (and ideas) HP mobile Responsive Design HP.com Social Media 4 © Copyright 2013 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice. Content Syndication
  • 5. Globalisation 94 Locales, 40 Languages supported on HP Digital Ecosystem TOTAL WORDS NEW WORDS 365M* 75M* * FY12 5 © Copyright 2013 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice. MATCHES
  • 6. World Online Wallet (eGDP) Top 8 Languages according to Common Sense Advisory (Nov 2013) Countries WoW (US$B) Share of WoW 54 16193 35.853 1 English 2 Japanese 1 4745 10.505 3 German 4 3468 7.678 4 Spanish 24 3447 7.632 5 Chinese Simplified 2 3214 7.116 6 French 31 2699 5.976 7 Italian 2 1207 2.673 8 Portuguese 5 1115 2.468 Checkmarks shown are symbols and can be copied and pasted to any desired cell within the table 6 © Copyright 2013 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
  • 7. 1 2 Content Customer Language Expectations, Trend 3 Lessons Learned 4 7 HP, the Journey, Technology, Landscape Pilot: Empower Employees with the right talking points in Social Media © Copyright 2013 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
  • 8. Meeting customer language expectations Both internal and external Immediate content, in customer’s own language Now. Not in a few minutes. Right now. 8 Customer feedback and comments* © Copyright 2013 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice. Just enough. Not too much.
  • 9. Words  images  movies More is less “Reduce words. Use pictures instead” But… you can’t fit a “quick start” poster on a phone screen You can show a movie Where does your kid search for solutions? 9 © Copyright 2013 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
  • 10. What do we have to work with? The resources we have and the “stuff” we need to translate Volume Stability Usefulness When Technical content Huge Static High On-demand Marketing content Huge Short-term High Now Translation memories and glossaries Huge Fluid, growing High Constant Customer input Growing Short-term High Now Human knowledge Incredible All of the above Enormous Now 10 © Copyright 2013 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
  • 11. Where are we going? Permanent content • Business-driven • Translations as projects • Sim-ship • Translations are perfect, but not everything translated Agility today • Customer-driven (and sometimes, customer-performed) • Translation is agile • Less context, more content • MT+post-edit • Useful > perfect • Social conversations How does technology help us get to where we are going? 11 © Copyright 2013 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice. Tomorrow • A babelfish in your ear • Immediate and understandable conversations • What the customer wants, in the way they expect it, in a useful form, and in their own language • Ability to share and reuse without restriction—legal, moral, actual or implied
  • 12. Topics Really only 20 min? 1 2 Content Customer Expectations, Trend 3 Lessons Learned 4 12 HP, the Journey, Technology, Landscape Pilot: Empower Employees with the right talking points in Social Media © Copyright 2013 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
  • 13. Silver bullets – really? • • • • • • 13 A Redesign A new CMS A new Design Agency Microsites (Re)organisation … © Copyright 2013 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
  • 14. 1 2 Content Customer Expectations, Trend 3 Lessons Learned 4 14 HP, the Journey, Technology, Landscape Pilot: Empower Employees with the right talking points in Social Media © Copyright 2013 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
  • 15. We can see the conversation as it develops, create content and arm our employees in ways that influence. 15 © Copyright 2013 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
  • 16. Imagine fueling the workforce with real-time content that will spread positive sentiment to counter disruptive news. 16 © Copyright 2013 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
  • 17. Posting made simple Employee controls what and to which channel he posts 17 © Copyright 2013 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
  • 18. 18 © Copyright 2013 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
  • 19. Thank you © Copyright 2013 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.