The Marketer's Dilemma in Today's Global Digital Era - Liesl Leary and Henry Barfoot-Saunt at SDL Connect 16
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Huawei worked with SDL Marketing Solutions to improve their global marketing efforts across 14 countries. SDL provided on-site editors to synchronize regional content with global English content and optimize regional marketing activities. This resulted in a 20% increase in traffic and conversions in less than a year, with more unified branding and improved global efficiency. The success of this case study demonstrated the benefits of decoupling creative work from execution and industrializing global adaptation and delivery, enabled by technology, to provide localized insights, cultural adaptation, and personalization across markets.
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The Marketer's Dilemma in Today's Global Digital Era - Liesl Leary and Henry Barfoot-Saunt at SDL Connect 16
- 1. The Marketer’s Dilemma in Today’s Global Digital Era SDL Marketing Solutions Soheila Soheil, Huawei Liesl Leary & Henry Barfoot-Saunt, SDL
- 2. • 随它吧 随它吧 回头已没有办法 • Languages are beautiful • Demanding work Running a Global Marketing Team @lieslrama
- 3. Soheila Soheil 苏海拉 Huawei’s Enterprise Business Group Huawei – Case study @lieslrama
- 4. 4 SDL extends Huawei’s marketing teams in 14 countries
- 5. 5 The first year working together Phase 1 – debugging Phase 2 – updates & digital support Strict execution standards proves good for business
- 6. 6 SDL on-site editor roles Synchronize regional content with Global EN Region content updates & optimization Mini-sites & social media Marketing activity support
- 7. 7 Results Traffic & Conversion up 20% …in less than a year Unified brand image Improved global marketing efficiency
- 8. 8 Win-Win • Verified Supplier • Expanding scope • Use best SDL team resources • Global execution
- 9. Henry Barfoot-Saunt Senior Vice President SDL Marketing Solutions SDL Marketing Solutions
- 10. Canon – case study SDL Content Production Services • 151m words • 1,800,000 pages copy fitted • 73,920 minutes of audio, or 821 feature films • 37 videos, 27 languages • 500 target video outputs • 1 month • 2 day turnaround for majority of videos • 50 content production staff • 33 SDL offices • Round the clock production
- 11. 11 In the age of Digital Transformation Customer Experience has become all about Creating relevant and engaging customer CONTENT & consistent, cost-effective, and measurable ACTIVATION
- 12. o Delivering a GLOBALLY CONSISTENT, but locally relevant (digital) brand across multiple connected channels is HIGHLY COMPLEX o FRAGMENTATION of agencies, media, customer channels and markets mean that real-time tracking time to market, costs and optimising for agility is currently virtually impossible o High – and often hidden – costs, and inefficiencies hamper your ability to execute marketing initiatives and always-on content, slowing the roll-out of global campaigns The Challenge
- 13. o DECOUPLE creative and strategic origination from execution o INDUSTRIALIZE global adaptation & execution o Provide HYPER-LOCAL insight, cultural adaptation & personalization o TECHNOLOGY ENABLED o Go GLOBAL & Be LOCAL
- 14. SDL Marketing Solutions enables brands to adapt, implement and deliver connected global customer content Transcreation Services Content Production Services Web Content Managed Services The Proposition
- 15. Enabling you to do more with your content Be personal Navigate complexity Go global @lieslrama
- 17. Copyright © 2008-2017 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. Software and Services for Human Understanding
Editor's Notes
- 随它吧 随它吧 回头已没有办法 These words are the next in the song you just heard. (They mean ”Let it be with it There is no way back”)
- Soheila has been with Huawei’s Enterprise Business Group for almost five years, where she has helped the company implement best practices in content creation,management,and marketing. She managed the digital marketing team, including the website group, while she worked in China. She advocated and was instrumental in finding a new CMS platform and revamping Huawei’s Enterprise website. Before Huawei, after a short technical career, she held positions as consultant, director and VP of marketing in various small and large companies. Soheila holds a BS and MS in computer science from University of Carbondale Illinois.
- By the end of August 2016, SDL has successfully provided onsite services to 14 countries; each EBG Huawei office was provided with one web editor that’s skilled with translation, website management, graphic design, etc.
- The cooperation of the first year is divided into two phases: the first 6 months for web content debugging, and the rest 6 months for routine web content update and digital support (minisite/EDM creation and SEO) Global website operation and maintenance success are achieved by strict execution standards for website publishing and the entire quality of the websites have been thoroughly improved. Dated until the end of first annual QBR, the average page review rate has increased by 30%; the purchase rate has increased by 20% comparing to the analytical status of 2015. The average visiting rate and return rate for Huawei WEU, Turkey, Russia and APAC regions have particularly increased by 30%.
- Web content synchronization with global EN: reviewing and publishing web content Web local content update and editing: maintain Huawei local website for marketing promotions. (incl. News, marketing materials, case studies, event banner, video update and publishing, some urgent translation (<200 words) Local minisite/EDM creation and social media content uploading and editing Marketing activity/campaign support
- In less than one year, the number of visits, retention time, and conversion rate for the Huawei Enterprise BG global site increased by more than 10 percent, and in some countries increased by as much as 20 percent. The Huawei Enterprise BG brand image was unified globally, web page publication was standardized, and operations such as web page maintenance were brought under central control, synchronizing content publication and maintenance. One-to-one communication between SDL’s field team managers and Huawei’s local marketing management eliminated cross-cultural and cross-linguistic issues, removing internal communication barriers and significantly improving the efficiency of global marketing team management.
- So far, SDL has become one of Huawei verified suppliers, and signed a 2-year framework agreement with Huawei with serving scope expanding from Huawei Enterprise to Huawei Carrier. At the same time, Huawei Enterprise has requirements for the SDL to accelerate the business development: Leverage best SDL team resources to support the project Dedicate more to digital marketing and more thorough global execution Introduce or apply (if possible) industry’s first-class digital asset management or digital execution experience to the project Discussions are also ongoing regarding expansion into the Huawei Carrier business
- Henry has been with SDL for 10 years, responsible for Northern Europe’s Language Services & Language Technology delivery for some of the company’s largest brands, as well as SDL’s global Media Services operation. As SVP of Marketing Solutions Henry has applied that decade of knowledge in responding to what has become a consistent request from our customers – like the one you’ve just heard about for Huawei; a solution for solving for the repeated problem of fragmented, inefficient and underutilized marketing content. Henry’s team enables customers to adapt, implement, manage and deliver connected global customer content by offering a unique combination of transcreation, content production and web content managed services. Let’s hear more about it…
- So how does this all link back to SDL Marketing Solutions? Content = copy + images SDL heritage of copy, the last 3 prove content production and management However, customers have limited choice when it comes to managing, adapting and activating integrated global & connected customer content
- Expensive to run, buy and exit Content creation that begins as the ‘creative’ often flows into execution Automotive example - $1bn
- Buy the right thing from the right place Become the building contractors of Global Marketing Services Execution Leverage SDL’s extensive in-country footprint, which we continue to grow, and already working for companies like Huawei Bring technology enablement further across your silos: Marketing automation integration, unified delivery, DAM – value on top of the tech stack Technology is not the be all and end all, but combine with humans in the right way to see benefits
- Step out of the old world into a new way of executing: eliminating layers on layers of inefficiency
- To touch on Ted’s point from yesterday about the lack of localization standardisation What we’re convinced, and hope that the examples you’ve seen here, that SDL’s Marketing Solutions will ultimately help achieve True central global control, with hyper-local nuance & flexibility, and an omni-channel technology & services solution that connects the content silos