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.

1. SDL Proprietary and ConfidentialSDL Proprietary and Confidential
Welcome

2. • Policy actions having lowered the
risks in the Euro zone and the US
• Japan has slid into recession but
stimulus is expected to drive new
growth.
• Some emerging economies
experiencing growth but others are
now struggling.
What’s New?
Global growth is projected to
increase through 2013
(It increased by 3% on Q4 2012)

3. What else?
Export Market Growth
Increased Global
Competition
Consumer Preferences
Global
content
explosion
Communication
Channels

4. Forrester says:
“By 2017, Europeans will spend more than €191 billion online on retail
products, and online retail growth will continue to outpace offline growth.”
“[Organisations] must become more aggressive in developing strategies to
secure growth, identifying new sources of competitive advantage and
differentiation as they optimize their businesses to serve increasingly
web-savvy shoppers in a very crowded market”
- Forrester March 2013, European Online Retail Forecast, 2012 To 2017
Latest Forecasts for Online Sales

5. Businesses will be looking to
find business in new regions
in more languages!

6. • Announcing…
SDL BeGlobal for Post Editing!
What’s new at SDL?

7. SDL Proprietary and ConfidentialSDL Proprietary and Confidential
Assessing the Need for
Translation

8. can we organise content using a
scale 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 committee
must assess the relative importance of
the issues".
2. Calculate or estimate the price or
value of: "the damage was assessed at
$5 billion".
We’re asking what you should
translate 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 Content
Compliance? Revenue?

12. 1. Compliance

13. The cost of “not”
Risk
Actual
Cost
Potential
Cost
=
+

14. Risk Matrix
Medium Risk High Risk
Low Risk Medium Risk
Impact
Likelihood

15. • Make an inventory of materials
• Must Vs Should
• Business impact if you don’t translate
• Consider likelihood
• Use the matrix
• Choose what to translate
Actions

16. 2. Revenue

17. Customer Experience (according to Forrester)
“How customers perceive their interactions with your
company.”
– 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 and
Manf. (Video)
• Manufacturers Website
– Researching Latest Model (Web)
– What is the cost of new, or what
deals 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 cycle
Actions (Part 1)

21. Doc Management
The Spectrum of Content Types
Utility
Quality
User ForumsEmail Support
FAQ
Advertising
Product Alerts
Product Documentation
User Reviews
Software User Interface
Email
Instant Messaging
SEO Tags
Knowledge Base
HR Documents
Task-Driven
Branding
Marketing Content
Publisher Content
Chat
Blogs
Email Notifications
Newsletters
Wiki
Web Content
Twitter/Facebook

22. The Customer Buying Cycle
Awareness
Consideration
Preference
/Intent
Purchase
Repurchase
Hubspot
http://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 stage
Awareness
Consideration
Preference
/Intent
Purchase
Repurchase
Blogs
Advertising
Marketing Collateral
SEO Tags
Twitter/Facebook Product Documentation
Knowledge Base
Software User Interface
Publisher Content
Wiki
Welcome Pack
Marketing Collateral
Web Content
Video

24. Prioritise Here!
Add a weighting to your buying cycle
Blogs
Advertising
Marketing Collateral
SEO Tags
Twitter/Facebook Product Documentation
Knowledge Base
Software User Interface
Publisher Content
Wiki
Welcome Pack
Marketing Collateral
Web Content
Video
Low Volume, High Cost

25. Prioritise Here!
Add a weighting to your buying cycle
Blogs
Advertising
Marketing Collateral
SEO Tags
Twitter/Facebook Product Documentation
Knowledge Base
Software User Interface
Publisher Content
Wiki
Welcome Pack
Marketing Collateral
Web Content
Video
High Volume, Low Cost

26. Doc Management
The Spectrum of Content Types
Utility
Quality
User ForumsEmail Support
FAQ
Advertising
Product Alerts
Product Documentation
User Reviews
Software User Interface
Email
Instant Messaging
SEO Tags
Knowledge Base
HR Documents
Task-Driven
Branding
Marketing Content
Publisher Content
Chat
Blogs
Email Notifications
Newsletters
Wiki
Web Content
Twitter/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 for
each stage of the buying cycle.
• Consider the frequency of use for a specific content type
Actions (Part 2)

29. Business Model
Value Matrix
Medium Priority High Priority
Low Priority Medium Priority
Impact
on
Revenue
Success
Frequency of use

30. • Revenue or Compliance
• Content Types
• Buying Cycle
• Variables
• Regions
• Languages
Quick recap

31. What’s going to happen in the
future?

32. • Content will continue to grow…
• Communities will get more important.
• Increased focus on Customer Experience Management
• The emergence of sensor-laden devices
What’s Next?

33. Sensor-laden Devices
Nest Thermostat
Nike+
Google Glass
Driving a new focus on post
sales service and repurchase

34. The SDL Language Platform
All your needs supported
in 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 be
copied, used or distributed except as authorised by SDL.