Agile Global Content Strategy - Diana Ballard

1. Email: diana.ballard@logos.net
www.logos.net
•20+ Years in localization.
•Account Management, Business Development at LOGOS.
•Technical Publication Manager, Japanese Manufacturing Industry.
•Business Development Consultancy.
•Champion for excellence in translation.
Welcome!

2. Exceptional Customer Experience In the Customer-activated Enterprise… What comes before Products & Services? How do we achieve global success?
www.logos.net

3. Influence in the Boardroom
Source: The Customer-activited Enterprise Insights from the Global C-Suite / IBM Institute for Business Value
www.logos.net

4. www.logos.net
Technology is the driving force shaping the future of the enterprise.
•Digital-empowerment: We are in the era of abundant connectivity.
•Imperative to craft engaging and uninterrupted customer experiences.
•More collaboration at C-Level, across the enterprise and with external partners is needed to break down silos, in order to create trust & transparency.
Source: The Customer-activited Enterprise
Insights from the Global C-Suite / IBM Institute for Business Value
76%
CxOs aspire to know the Customer better

5. Growing Influence of the Customer
www.logos.net
Source: The Customer-activited Enterprise
Insights from the Global C-Suite / IBM Institute for Business Value
CxOs plan to co-operate much more with customers

6. www.logos.net
Customer Experience Management is a Priority
Source: The Customer-activited Enterprise Insights from the Global C-Suite / IBM Institute for Business Value

7. Exceptional Customer Experience
In the Customer-activated Enterprise…
Information comes before Products & Services.
www.logos.net

8. Traditional Expectations
Customer-facing Content:
•Save cost, time and effort
•Ensure accuracy and consistency
•Deliver on time
www.logos.net

9. Re-think Expectations
Delivering the right information, in the right moment on the device to each customer when they need it.
New imperative for communication strategies, through which we experience brand, products and services worldwide.
www.logos.net

10. •Relationships are now reciprocal.
•Digital-physical distinctions are evaporating.
•Social, mobile and digital networks are democratizing the relationship with the customer.
•Customer is an individual rather than a category or market segment.
Customers as individuals
www.logos.net

11. www.logos.net
Internet users will access
online content from
smartphones and devices
in 2017.
Companies who understand the 360
degree of the customer experience will
win against disruptive innovation from
other industries.
Source: www.statista.com
90%

12. Exceptional Customer Experience In the Customer-activated Enterprise… Information comes before Products & Services. How do we deliver uninterrupted customer experience?
www.logos.net

13. www.logos.net
Intelligent Content Strategies “Structurally-rich and semantically-categorized content that is, therefore, automatically discoverable, reusable, reconfigurable, and adaptable” Ann Rockley

14. Intelligent Content Strategy
www.logos.net
Strategy
MODULAR: Write once, translate once, review once, re-use many.
1.Content Models
•Semantic (structure with meaning)
•Organization structure
•Content Assembly
2.Re-use Strategy
3.Taxonomy Strategy
4.Workflow Models

15. Enriching Content with Taxonomy
Strategy
•Content tagging.
•Taxonomy is a crucial ingredient to best-in-class information.
•Most successful organizations have invested in taxonomy and metadata.

16. Source: www.ditawriter.com
www.logos.net

17. Exceptional Customer Experience
In the Customer-activated Enterprise…
Information comes before Products & Services
How do we deliver uninterrupted customer experience?
In a Global Marketplace.
www.logos.net

18. Global Opportunity
On average, 40-50% of large companies’ revenue comes from outside the US. $1.6 Trillion U.S. Exports to World in 2013 Top Export Industries:
•Transportation 16.3%
•Computer & Electronics 13%
•Chemicals 12.6%
•Machinery (except Electrical) 9.5%
•All Other 48.6%

19. www.logos.net
Customers don’t speak the same language
World Population Lives outside US.
96%

20. Customers prefer doing Business in their own Language
www.logos.net
More than half of consumers will pay more given information in their own language.
•72.1% of consumers spend most or all of their time on websites in their own language.
•72.4% of consumers said they would be more likely to buy a product with information in their own language.
•56.2% of consumers said that the ability to obtain information in their own language is more important than price.
Source: CSA

21. Language Drives Sales
Gallup Survey of Languages 2001 Study, European Commission
9 / 10 Internet users, given the choice, always visited a website in their own language.
•Nearly one in five Europeans 19% said they never browse in a language other than their own.
•42% said they never purchase products and services in other languages.
•Whilst many Europeans are multilingual, they still strongly preferred to buy in their native language.
www.logos.net

22. Exceptional Customer Experience In the Customer-activated Enterprise… Information comes before Products & Services How do we deliver uninterrupted customer experience? In a Global Marketplace, it’s time for a an Agile Approach to Global Content Strategy.
www.logos.net

23. 10-Step Global Content Strategy
www.logos.net
Strategy
1.Global Content Supply Chain
2.Business Intelligence
3.Global Content Audit
4.Governance & Partnership Model
5.Hierarchy of Needs & Taxonomy

24. 10-Step Global Content Strategy
www.logos.net
Strategy
6.Terminology
7.Style Guide: Genre, emotion and ‘Voice’
8.Variable Processes and Workflows / Agility
9.Technology
10.Business Intelligence / Continuous Improvement

25. Customer-activated Hierarchy of Localization Needs
Strategy
www.logos.net

26. Strategy
Write for translation
Project Instructions
Language variants
Expansion/Contraction
Achievable deadline
Accessible
Change Policy
Reviewer Strategy
Customer Support
Culturally-aware
Partnership
World-Ready
Process
CAT Tools
Filter

28. Strategy
Write for translation
Project Instructions
Project Briefing
Language variants
Expansion/Contraction
Achievable deadline
Consistent terminology
Cross-reference consistency
Change Policy
Reviewer Strategy
Kick-off call
Culturally-aware
Reference Material
Partnership
Re-use, re-use, re-use
Style Guide
World-Ready
Process
Accessible
Customer Support
CAT Tools
Filter

29. Country
Prototype Advertising Style... Would you agree?
USA
Direct speech. Instruction style. Competitiveness. Hard selling. Overstatement. Conviction communication (Facts and statements). Strong language (new, improved, the best, now, worldwide). Direct and indirect comparison (competing brands).
Germany
Need for structure. Explicit language. Strongly information orientated (direct, facts). Instruction style. Important incentives are quality, technology and design, but also history and traditions. In the minutest detail. Winning is important. High respect on authorities. High level of freedom is not accepted.
China
Indirect speech. Values are quality, technology, modernity, courtesy, respect for the elderly. Special effects. Computer animation. Play on words.

30. Strategy
Write for translation
Project Instructions
Project Briefing
Language variants
Expansion/Contraction
Achievable deadline
Consistent terminology
Cross-reference consistency
Change Policy
Reviewer Strategy
Kick-off call
Culturally-aware
Reference Material
Training
Q&A
Status Calls
Sprints
Validation (Technology-assisted)
Partnership
Re-use, re-use, re-use
Layout Independence
Style Guide
World-Ready
Process
Scorecards
Accessible
Customer Support
CAT Tools
Filter
Automate

31. Strategy
Write for translation
Project Instructions
Project Briefing
Language variants
Expansion/Contraction
Achievable deadline
Consistent terminology
Cross-reference consistency
Change Policy
Reviewer Strategy
Kick-off call
Culturally-aware
Reference Material
Training
Q&A
Status Calls
Sprints
Statistics
Community Portal
Plan & Start early
Kaizen
Partnership
Re-use, re-use, re-use
Layout Independence
Style Guide
Integrated Technology
World-Ready
Process
Validation (Technology-assisted)
Scorecards
Scrums
Accessible
Customer Support
CAT Tools
Filter
Automate

32. Translation & Review Workbench
www.logos.net

33. Translation & Review Workbench
www.logos.net

34. Translation as a Connection
Translation is an experience reflected through the community, silo we are part of, the culture you know, the language you speak and ultimately as individual as you are. “Aha Moment”
www.logos.net

35. Exceptional Customer Experience
In the Customer-activated Enterprise…
Information comes before Products & Services
How do we deliver uninterrupted customer experience?
Agile Approach to Global Content Strategy: How do you measure success?
www.logos.net

36. Software User Manuals: Efficiency Gains:
•No DTP.
•Strong Change Mgt
•UI <Uicontrol>.
•DITA Compliant.

37. Agile Translation Workflow
www.logos.net

38. Exceptional Customer Experience In the Customer-activated Enterprise… Knowledge and communication comes before Products & Services
www.logos.net

39. LOGOS Translation Solutions
www.logos.net
245 Million Words/Year
3,500
Translators
35 Years
20
Top World Ranking
1979 Established
250 Languages
+1,000 Projects
/Year
30+
File
Formats

40. Email: diana.ballard@logos.net
www.logos.net
•20+ Years in localization.
•Account Management, Business Development at LOGOS.
•Technical Publication Manager, Japanese Manufacturing Industry.
•Business Development Consultancy.
•Champion for excellence in translation.
Introduction

41. The Era of the Customer-activated Enterprise