Your SlideShare is downloading. ×
Assessing the need for translation
Upcoming SlideShare
Loading in...5
×

Thanks for flagging this SlideShare!

Oops! An error has occurred.

×
Saving this for later? Get the SlideShare app to save on your phone or tablet. Read anywhere, anytime – even offline.
Text the download link to your phone
Standard text messaging rates apply

Assessing the need for translation

139
views

Published on

Presented at the SDL Trados Forums 2013, this presentation evaluates the growing need for translated content, the revenue opportunities and the technologies that help automate the translation process.

Presented at the SDL Trados Forums 2013, this presentation evaluates the growing need for translated content, the revenue opportunities and the technologies that help automate the translation process.

Published in: Technology, Business

0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total Views
139
On Slideshare
0
From Embeds
0
Number of Embeds
0
Actions
Shares
0
Downloads
9
Comments
0
Likes
0
Embeds 0
No embeds

Report content
Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
No notes for slide

Transcript

  • 1. SDL Proprietary and ConfidentialSDL Proprietary and ConfidentialWelcome
  • 2. • Policy actions having lowered therisks in the Euro zone and the US• Japan has slid into recession butstimulus is expected to drive newgrowth.• Some emerging economiesexperiencing growth but others arenow struggling.What’s New?Global growth is projected toincrease through 2013(It increased by 3% on Q4 2012)
  • 3. What else?Export Market GrowthIncreased GlobalCompetitionConsumer PreferencesGlobalcontentexplosionCommunicationChannels
  • 4. Forrester says:“By 2017, Europeans will spend more than €191 billion online on retailproducts, and online retail growth will continue to outpace offline growth.”“[Organisations] must become more aggressive in developing strategies tosecure growth, identifying new sources of competitive advantage anddifferentiation as they optimize their businesses to serve increasinglyweb-savvy shoppers in a very crowded market”- Forrester March 2013, European Online Retail Forecast, 2012 To 2017Latest Forecasts for Online Sales
  • 5. Businesses will be looking tofind business in new regionsin more languages!
  • 6. • Announcing…SDL BeGlobal for Post Editing!What’s new at SDL?
  • 7. SDL Proprietary and ConfidentialSDL Proprietary and ConfidentialAssessing the Need forTranslation
  • 8. can we organise content using ascale of necessity?What to translate?
  • 9. •“Measuring the need for translation”?•“Deciding which content to translate”?Research showed nothing
  • 10. assessing - present participle of as·sess (Verb)1. To evaluate or estimate the nature,ability, or quality of: "the committeemust assess the relative importance ofthe issues".2. Calculate or estimate the price orvalue of: "the damage was assessed at$5 billion".We’re asking what you shouldtranslate and the value it brings
  • 11. • Client-facing in foreign markets?• Revenue or Lead generating?• HR or Training material for employees?• Legal consequences if product is misused?Strategic Selection of ContentCompliance? Revenue?
  • 12. 1. Compliance
  • 13. The cost of “not”RiskActualCostPotentialCost=+
  • 14. Risk MatrixMedium Risk High RiskLow Risk Medium RiskImpactLikelihood
  • 15. • Make an inventory of materials• Must Vs Should• Business impact if you don’t translate• Consider likelihood• Use the matrix• Choose what to translateActions
  • 16. 2. Revenue
  • 17. Customer Experience (according to Forrester)“How customers perceive their interactions with yourcompany.”– What will the customer experience be?– Translation needs driven by customer experience needs– What is it they are buying from you?– How will they make that decision?Consider the Customer Experience
  • 18. • Recommendation from a friend(Product sight)• Editorial– Journalist Review (Print / Web)– Independent Blogs (Web)– YouTube, both independent andManf. (Video)• Manufacturers Website– Researching Latest Model (Web)– What is the cost of new, or whatdeals are there? (Web)Car buying experience• AutoTrader– Estimate costs (Classified Ads)– Trim levels (Classified Ads)– User Reviews (Forums, Reviews)• Wikipedia– To decide on trim level (Web)
  • 19. • Telephone Local Dealership for demonstration–First one didn’t answer–2nd one did, drove to site• Looked at car–Interface for radio (Product)–Car Manual (Printed Manual)• Agreed purchase–Offered accessories brochure (Printed Collateral)–Welcome pack (Printed Collateral)Car buying experience
  • 20. • Make an inventory of materials• Be clear on your business model– Low Volume High Cost– Low Cost High Volume• Think about the customer buying cycleActions (Part 1)
  • 21. Doc ManagementThe Spectrum of Content TypesUtilityQualityUser ForumsEmail SupportFAQAdvertisingProduct AlertsProduct DocumentationUser ReviewsSoftware User InterfaceEmailInstant MessagingSEO TagsKnowledge BaseHR DocumentsTask-DrivenBrandingMarketing ContentPublisher ContentChatBlogsEmail NotificationsNewslettersWikiWeb ContentTwitter/Facebook
  • 22. The Customer Buying CycleAwarenessConsiderationPreference/IntentPurchaseRepurchaseHubspothttp://blog.hubspot.com/blog/tabid/6307/bid/19022/How-to-Leverage-the-5-Stages-of-the-Customer-Buying-Cycle-for-More-Sales.aspx
  • 23. Content by buying stageAwarenessConsiderationPreference/IntentPurchaseRepurchaseBlogsAdvertisingMarketing CollateralSEO TagsTwitter/Facebook Product DocumentationKnowledge BaseSoftware User InterfacePublisher ContentWikiWelcome PackMarketing CollateralWeb ContentVideo
  • 24. Prioritise Here!Add a weighting to your buying cycleBlogsAdvertisingMarketing CollateralSEO TagsTwitter/Facebook Product DocumentationKnowledge BaseSoftware User InterfacePublisher ContentWikiWelcome PackMarketing CollateralWeb ContentVideoLow Volume, High Cost
  • 25. Prioritise Here!Add a weighting to your buying cycleBlogsAdvertisingMarketing CollateralSEO TagsTwitter/Facebook Product DocumentationKnowledge BaseSoftware User InterfacePublisher ContentWikiWelcome PackMarketing CollateralWeb ContentVideoHigh Volume, Low Cost
  • 26. Doc ManagementThe Spectrum of Content TypesUtilityQualityUser ForumsEmail SupportFAQAdvertisingProduct AlertsProduct DocumentationUser ReviewsSoftware User InterfaceEmailInstant MessagingSEO TagsKnowledge BaseHR DocumentsTask-DrivenBrandingMarketing ContentPublisher ContentChatBlogsEmail NotificationsNewslettersWikiWeb ContentTwitter/Facebook
  • 27. • By Region– Lack of social media in certain countries• E.g. Danish low use of Twitter• South America reliance on word of mouth– Poor internet connectivity?• Target Consumer– Different age ranges?– Different products?Consider any variations
  • 28. • Make an inventory of materials• Be clear on your business model– Low Volume High Cost– Low Cost High Volume• Think about the customer buying cycle• Choose which pieces of content you need to deliver in a localised way foreach stage of the buying cycle.• Consider the frequency of use for a specific content typeActions (Part 2)
  • 29. Business ModelValue MatrixMedium Priority High PriorityLow Priority Medium PriorityImpactonRevenueSuccessFrequency of use
  • 30. • Revenue or Compliance• Content Types• Buying Cycle• Variables• Regions• LanguagesQuick recap
  • 31. What’s going to happen in thefuture?
  • 32. • Content will continue to grow…• Communities will get more important.• Increased focus on Customer Experience Management• The emergence of sensor-laden devicesWhat’s Next?
  • 33. Sensor-laden DevicesNest ThermostatNike+Google GlassDriving a new focus on postsales service and repurchase
  • 34. The SDL Language PlatformAll your needs supportedin one platform
  • 35. Copyright © 2008-2012 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 becopied, used or distributed except as authorised by SDL.

×