Mark Tapling, SDL Language Weaver Mark will review key learnings from the field about global content challenges that companies are trying to solve and new customer requirements they are working to meet. Mark will outline three customer support use cases for global companies. He will detail how they are using automated translation as part of a business workflow to achieve global communication goals.

1. TAUS USER CONFERENCE 2010
LANGUAGE BUSINESS INNOVATION
4 – 6 OCTOBER / PORTLAND (OR), USA
TUESDAY 5 OCTOBER / 15.00
SIMPLYFING TRANSLATION FOR THE BUSINESS
WORLD WITH AUTOMATED TRANSLATION
Mark Tapling, SDL Language Weaver

2. Common Challenges Heard in the Field
“When know the “For tier 3 languages, we
answer we still have to don’t spend the money to “We have to request
wait 3-4 weeks for the translate the information” that customers rephrase
Poor communication
translations before we their question in English
can publish an answer so that we can answer
into other languages” them”
“We localize the front
“When a non English question pages of the website –
Budget Pressures
comes in, it is a mad scramble to right now we just leave
the rest in English”
find someone to answer the
question in a native language”
Time Constraintsa in English. When
“When we launch product, we solve
“We like the idea of forums to
all of the problems
drive site traffic, but we are
only providing these in 4 we launch it in Europe, we have to
languages out of the 35 solve all of those problems again in
languages we sell in.” other languages.”0

3. Critical to Success: Understand Your Content Type
Quality Domain Specific:
Marketing
High
Advertising
Publisher Content Software User Interface
Marketing Content
Product Documentation
Newsletters
Blogs
Branding
Training Materials
HR Documents Wiki
FAQ
Product Alerts Knowledge Base
Doc Management Email Support
Email User Forums
Alerts/Notifications
Instant Messaging Chat
Twitter/Facebook
Domain Specific: Domain Specific: User Reviews
Collaboration/IT Customer Support
Utility
Low High
Task-Driven

4. Case Study: Integrated Application for Customer Care
Profile Business Objectives Results/Takeaways
 Leading travel  Deliver support  Agents can access FAQs
reservation platform content to travel and support information
agents using the in their language (in a
familiar interface) to
 Connect travel buyers platform (in their
native language)
improve service to
& sellers across 160 customers & increase
countries knowledge of reservation
 Reduce publishing platform
time for foreign
 Current user of language content  Key take-away:
RightNow Answers for Integration matters.
support content When deploying
 Increase customer automated translation,
satisfaction with value is quickly multiplied
timely access to when translation is part of
content another business
process.

5. Case Study: Multilingual Publishing of News Content
Profile Business Objectives Results/Takeaways
 News site focused on  Make timely news  SaaS security
business, finance and content available requirements able to
government across 10 languages meet the customer’s
 Over 5M unique visits  Enable customers to needs
per month make real time  Key take-aways:
 Restrictive security requests
 Delivery is as important
requirements as it  Radically ramp up as translation for
relates to all web translation as part of successful application
content the publishing process
 Content types may
 Post-editing of have different security
translations done as requirements
needed to deliver on
application
 Understand your
customer’s application
requirements/ customer
workflow & ensure that
expectations
you meet their internet
delivery requirements

6. Case Study: Property Listings
Profile Business Objectives Results/Takeaways
 Online vacation rental  Increase Google  In pre-deployment
site Page Rank for local testing, translation of
 Owners pay to list country website content positively
properties on the site impacted SEO without
 215,000 listings  Determine if SEO paying for professional
improves by translation of
across 120 countries keywords
translating property
 1.2M visitors per descriptions into
month foreign languages  Key take-away:
 Large percentage of Ensure executive
visitors are non-  Add new listings at a management financial
English speakers competitive price support in advance.
point and speed Determine executive
milestones. *You can
win and still lose.

7. Conclusions
 More people think that MT works
Resulting in oversimplified expectations
 The perception of quality is directly related to the
content type
 Internet applications are emerging as delivery
vehicles for communication applications
 Post-edit interest is up considerably

8. Learn More
• Mark Tapling
CEO – SDL Language Weaver
+1-310-437-7300
mtapling@sdl.com