The importance ofcorporate terminologymanagementWhy terminology is key for today’sglobal business
The importance of corporate terminology management                               | 2Conte...
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The importance of corporate terminology management                             | 6Corpora...
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The importance of corporate terminology management                  | 12Getting started -...
The importance of corporate terminology management                                                               www.sdl.c...
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The importance of corporate terminology management                                | 15Ter...
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The importance of corporate terminology management                                            
The importance of corporate terminology management                                           
About SDLSDL enables global businesses to enrich theircustomers’ experience through the entirecustomer journey. SDL’s tech...
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Managing Corporate Terminology


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For companies operating in international markets the need for consistent localization is now more important than ever – and for some it is even a prerequisite for complying with standards and ensuring legal compliance. This eBook discusses the role professional corporate terminology management plays in the provision of consistent localization and why it should be a key strategic goal for your entire organization.

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Managing Corporate Terminology

  1. 1. The importance ofcorporate terminologymanagementWhy terminology is key for today’sglobal business
  2. 2. The importance of corporate terminology management | 2ContentsIntroduction 03 Terminology management systems 09About the authors 04 Terminology technology – why MS Excel and MS Word dictionaries are not enough 11What is terminology? 05 Getting started - tips from the professionals 12Corporate terminology management explained 06The importance of managing terminology 07 Terminology technology - a look at SDL MultiTerm 15How terminology managementbenefits the wider business 08 The hard facts - customer ROI results 17
  3. 3. The importance of corporate terminology management | 3IntroductionIn today’s fast-paced world, businesses are This eBook was written in conjunction with two leading corporate terminology experts, who between them haverequired to go to even greater lengths in worked with a number of large multi-national organizationsorder to stand out and be heard in what is to develop professional corporate terminology strategies.becoming an increasingly noisy marketplace.Today’s prospective customer not onlyexpects information to be delivered via the What do you mean?medium of their choice, but also at the right Even with the simplest of terms misunderstanding cantime and in their language. easily occur and cause confusion amongst your audience.For companies operating in international markets the need forconsistent localization is now more important than ever – andfor some it is even a prerequisite for complying with standardsand ensuring legal compliance. This eBook discusses the role PLANTprofessional corporate terminology management plays in theprovision of consistent localization and why it should be a keystrategic goal for your entire organization.
  4. 4. The importance of corporate terminology management | 4About the authorsSilvia Cerrella Bauer Diana Brändle Silvia Cerrella Bauer is Owner and Diana Brändle holds a degree in Project Manager of CB Multilingual, translation and did her diploma a company providing high-end thesis on terminological entry multilingual communications structures. She has worked in the solutions based in the Zurich domain of terminology for nearly region. She regularly provides her 20 years. In 2005 she started her expertise for terminology research own terminology consulting and and training projects run by training business and supports specialised professional networks, small and large companies/ associations and institutes of higher organisations in terminology work education Europe-wide. through her company dbterm terminologieservice based in the Munich area.
  5. 5. The importance of corporate terminology management | 5What is terminology?Terminology can be Within a business, terminology holds the key to a company’s global knowledge management and sharing. Every business is likely to have unique terminologydescribed on a basic that helps with differentiation, branding, global communication and legal compliance.level as a vocabulary In the modern world, ruled by the globalization of business and the rapid creation and dissemination ofof words, terms and online content, the unique terminology of a business (its technical terms, brand names, trademarks etc.) becomes increasingly important to manage and keepphrases that are used consistent across languages in order to communicate effectively with customers worldwide.for a specific industry, 85% of employees often useorganization, or field a different term to their colleagues in other departmentsof study. to refer to the same concept* *Successful terminology management in companies, by Straub and Schmitz, 2010.
  6. 6. The importance of corporate terminology management | 6Corporate terminology management explainedBy Silvia Cerrella BauerCorporate terminology management Professional terminology management is predominantly prescriptive, i.e. the use of certain terms is the process of systematically gathering Their use can become mandatory for several reasons:terms that are primarily used in these terms are organization-specific or used exclusively bycorporate documents and deliverables. the organization, their use is banned since they either doAny organization active at an international not comply with the organization’s language conventions, or simply because they are used by the competitors.level needs to make its deliverables availablein various languages, and the terms collected Through their spoken and written language, organizations are constantly creating terminology, irrespective ofneed to be explained, described, updated whether they manage it or not. The question is whetherand made available to different target groups the terminology generated is systematically used in awithin or outside the organization. standardized fashion or not.
  7. 7. The importance of corporate terminology management | 7The importance of managing terminologyOrganizations that set out to Managing corporate terminology provides real benefit to a company’s bottom line and can be measured in ways that managers appreciatemanage terminology recognize (e.g. monetary based reasons). Put simply, by establishing an effectivethe value unambiguous way of managing terminology the business benefits from:and consistent terms canhave in helping to build a • Strategic advantage in globalized, • Easier understanding ofsuccessful business in a fiercely multilingual markets. documentation and collaterals.competitive market. Without • Reduced translation costs. • Reduced need for additional content/explanations due to clearprofessionally managed • Greater reuse and retrievability of information. and comprehensible terms.terminology, corporate • Clearer messages within the • Stronger corporate and brandlanguage and communication identity inside and outside the organization and to its customers.between the organization company. • Advantages in markets whereand its staff, partners and compliance with regulations • Less time spent researchingstakeholders can suffer. is necessary. or querying terminology.
  8. 8. The importance of corporate terminology management | 8How terminology management benefits the wider businessBy Diana BrändleManaging terminology • Customs department. No more principles and detailed requirements”, problems at customs when exporting for example states: “Consistentsupports every part of the products, because terminology is terminology shall be used in thebusiness that uses a non- consistent in product documentation instructions for use, on the product and and labels. its packaging, and in supplementarynative language, as well as • Legal Department. Conformity with materials, all training and promotionalall those who use corporate legal requirements, e.g. Machinery materials including markings, labels andlanguage as part of their work. Directive 2006/42/EC. transport packaging.” • Research & Development. Enable clear • Translation Department efficiencies:By defining a concept and assigning faster delivery of translations, delivery and consistent terminology throughoutone allowed term per language of quality-controlled translations and the whole lifecycle of a product/serviceto it, a company can make sure by defining concepts from the start. lower translation costs through higherthat everybody involved in the fuzzy-rate matches. • Standardization / Qualitycommunication process is clear management department. 70%and consistent, no matter which Up to The use of standardized terminologydepartment, subject area or which text is a prerequisite to comply with legaltype is concerned. This consistency requirements and standards. The newand clarity can deliver a wide range of standard IEC 82079-1 “Preparation of of errors in technical documentationbenefits beyond the typical sales and instructions for use - Structuring, content are due to use of wrong terminology.*marketing benefits, such as: and presentation - Part 1: General *acc. to Jörg Schütz and Rita Nübel, MULTIDOC project
  9. 9. The importance of corporate terminology management | 9Terminology management systemsA terminology management Providing a wealth of information, result of more than their ability to a terminology management system capture terminology and associatedsystem is a dedicated will contain more than just isolated information. Their flexible nature allowssoftware solution terms by providing the possibility them to cater for the real world needs to store and manage: of the organization, by providing:that enables mono ormultilingual corporate • Valuable and meaningful illustrative information.knowledge to be storedand shared across the entire • Data fields for describing individual concepts like Domain, Definition, 1 The ability to handle multiple languagesenterprise, regardless of A terminology management system Project, Product and other details. offers the ability to manage alltheir physical location. • Essential additional information worldwide languages; this means that about every term like: Usage it must be 100% Unicode-enabled. Recommendation, Part of Speech, By managing terms in all languages Gender, etc. (European, Eastern European, Asian, The reasons for the success of Arabic), companies can standardize terminology management systems on one workflow, using a single piece within organizations today are the of technology.
  10. 10. The importance of corporate terminology management | 102 Scalable infrastructure for a distributed environment 3 Integrate into global workflowsConnecting many users to the The more people who have accesssame data repository in real time to the system, the higher thecuts significant data replication benefit of using and maintainingcosts and avoids outdated data. the content in a central repository.A terminology management Knowledge workers want accesssystem can grow with the needs to term assets from within theirof an organization, from small business application: developersto enterprise-level. A modular from within a design tool; technicalarchitecture that is easy to writers from within word processors;implement and cost effective translators from within translationto scale guarantees the best memory systems (including theperformance, regardless of capability to do fuzzy searching, ensuring that inflected or transposedsystem load. forms of terms will be found); marketing managers from within an internet browser or a content management system, and so on.
  11. 11. The importance of corporate terminology management | 11Terminology technology - why MS Excelor MS Word dictionaries are not enoughBy Diana BrändleTo collect corporate But if an organization is looking to 5. ecord metadata like date of entry, R develop a professional terminology user, modification date, etc.terminology a text management strategy then it is 6. efine read and/ or write Dprocessing or spreadsheet imperative that they consider permissions for accessing certain implementing a system that can terminological data.programme such as MS truly manage a large terminology 7. Provide terminological data onlineWord or MS Excel, may seem collection for multiple authors and translators in a distributed 8. se terminological data with Uto be sufficient. In some other tools and interfaces such environment that can offer thecases, they can actually be following capabilities: as Authoring Tools, Controlled Language Checkers and Translationused to collect terminology, 1. Assign a usage status to a term Memory Systems.provided that the basic rules e.g. prescribed or deprecated. 2. ilter terminological data according Fof terminology work are to certain criteria, like subject field With word processing orobserved. and languages. spreadsheet programs the requirements of professional 3. dd illustrations, bibliographical A and source information. terminology management cannot be met. (Therefore they cannot be 4. dd cross-references from one A considered a viable solution.) term to another.
  12. 12. The importance of corporate terminology management | 12Getting started - tips from the professionalsIt’s hard to knowwhere to get started inbuilding a terminologystrategy for your Silvia Cerrella Bauer Diana Brändleorganization, so our twocorporate terminologyconsultants offer upsome top tips.
  13. 13. The importance of corporate terminology management | 13Tips from the professionalsSilvia Cerrella Bauer 1. Form a representative project see it and as seen by the different team and make sure to include target users and beneficiaries.Introducing terminology members from the various locations 6. Make sure that terminology (if applicable).management internally can management is integrated as early 2. Outline precisely how terminology as possible into the document andmeet with some resistance. management will be integrated deliverables production processes,Proper planning is therefore in the (current or future) working thereby eliminating gaps between processes of the target users andessential, with the objectives beneficiaries. authoring, design and translation.clearly defined at the outset. This 3. Draw up at least two scenarios 7. Be sure to furnish qualitative goals with hard figures.includes formulating the needs for introducing terminology management: with either a lesser 8. Begin any project by taking smallfor terminology management or greater investment and either a steps (e.g. pilot project involving theand specifying the problem areas shorter or longer time span within terminology related to a given productwhich will benefit from it. Goal which to attain the expected results. or service, or project with an initially 4. Use the SMART model for modest budget/production volume).development is essential. Any formulating the project goals. 9. Define intermediary goals as projectterminology management project SMART stands for “specific, milestones on a short-term andshould include quantitative and measurable, attainable, realistic and a long-term basis. timely” and is applicable in manyqualitative goals. So when it 10. Articulate the benefits for as many management contexts.comes to planning your project, 5. Take the time for eliciting the needs users and beneficiaries as possible.consider the following: for terminology management as you 11. Target continuity, not perfection.
  14. 14. The importance of corporate terminology management | 14Tips from the professionalsDiana Brändle 1. Be clear about your goals (Why do 6. Analyse, what project, domain, you want or need to manage your type of text, language, etc.Whether you want to start terminology? What do you want to has priority, as well as whom you achieve, to improve or prevent?). have to involve, get the support.with terminology work from 2. Check which terminologicalscratch or raise terminology collections are already there, 7. When you enter or edit data, make sure to abide to basic ruleswork in your organization in which format, what amount, of terminology management liketo a higher level, here is a which languages, the quality concept orientation and term and from which sources.list of basic tips and best autonomy; stick to existing style 3. Check which languages/locales guides or create guidelines.practices that will help you you need to get started and define 4. Take existing systems and other 8. Check if you have the knowledge to implement a terminologyhow to proceed: tools and interfaces into account. management process yourself 5. Check what type and amount or if you need further education of information you need for your or possibly external help. terminological collections (e.g. Definition, Domain, Business 9. Set up a project plan: who does Unit, Source, Illustration). what, for how long, how?
  15. 15. The importance of corporate terminology management | 15Terminology technology - a look at SDL MultiTermSDL MultiTerm is the A flexible and scalable solution, SDL MultiTerm allows users tomarket leading terminology manage a range of terminologymanagement software from databases (termbases) as wellSDL. It provides one central as large-scale enterprise-level terminology via their desktop orlocation to store and manage online through an internet browser.terminology in multiplelanguages. By integratingwith the content creationand translation processes,SDL MultiTerm providesthe consistency, quality andproductivity that companiesneed to deliver content totheir global customers.
  16. 16. The importance of corporate terminology management | 16Terminology technology - a look at SDL MultiTermBenefits of SDL MultiTerm:Ensures central access for all Improves brand consistency and Reduces costs and increasesinvolved in applying terminology multilingual content quality productivity• A central location for everyone • Ensures consistency in branding • Increased translation efficiency, that ensures source content, and clarity of content in all as terms are defined and translations, and global branding communications with your researched at the authoring stage are consistent. customers. and applied consistently through• Engineering, marketing, support • Translators can provide better to translation. and other departments within quality multilingual content for • The cost of creating multilingual an enterprise can access and their clients. content is reduced, as consistent contribute to centralized terminology eliminates errors terminology. and duplication of effort, as well as reducing the length of the translation review cycle.
  17. 17. The importance of corporate terminology management | 17The hard facts - customer ROI resultsCompanies thathave implemented acorporate terminology • Achieved higher quality and • Increased the average first-time consistency of translation of 3 translation quality from 75%strategy that includes 0 million + words per year to 95%.SDL MultiTerm at its core in 36 languages. • Helped bring new healthcarehave gone on to realize • Prevented legal problems by solutions to market 60% faster.some dramatic results. avoiding the misuse of inaccurate terminology that could result inHere is a selection of legal action.ROI results from SDL 30 95%MultiTerm customers. words MILLION FIRST TIME TRANSL ATION
  18. 18. The importance of corporate terminology management | 18The hard facts - customer ROI results• Translation costs reduced • Translation specialists achieved • The Bosch terminology portal by 15-20%. 30% more productivity when ensures terms are only localized• 30-40% increase in using SDL MultiTerm. once. When approved, each terminology reuse. • Time required for localization newly translated term is then of user manuals reduced by 50%. available to all departments. • Bosch’s cross-departmental approach saves time and money. Centralized and always accurate access ensures the consistent use 30% of up-to-date terms, in all businessTRANSL ATION COSTS divisions, and departments in this 20% international company.REDUCED MORE PRODUCTIVE
  19. 19. About SDLSDL enables global businesses to enrich theircustomers’ experience through the entirecustomer journey. SDL’s technology and serviceshelp brands to predict what their customers wantand engage with them across multiple languages,cultures, channels and devices. SDL has over1,500 enterprise customers, 400 partners and aglobal infrastructure of 70 offices in 38 countries.42 out of the top 50 brands work with SDL. Formore information, visit