Acrolinx Conference 2013 - “Acrolinx in a Marketing Environment” - Hitachi

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“Acrolinx in a Marketing Environment”
See how Acrolinx integrates with global marketing for strategic and tactical advantage. Hear first-hand experiences of how we ease globalization of English content, reduce the time and costs of translation, automate on-page SEO, ensure message consistency, enforce name standards, measure author quality, and make marketing more effective. Hitachi Data Systems markets information technologies to help customers innovate with information in more than 100 countries and regions. HDS is the largest division in Hitachi, Ltd., which is a US$117 billion company ranked at 38 in the Fortune Global 500.

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Acrolinx Conference 2013 - “Acrolinx in a Marketing Environment” - Hitachi

  1. 1. MORE CONSISTENT, COMPETITIVE, HIGH-QUALITY, GLOBALLY-READY CONTENT SEAN MATTSON SENIOR DIRECTOR, GLOBAL WEB MARKETING DOUG HOWATT LEAD COPYWRITER, MANAGING EDITOR JUNE 2013
  2. 2. MORE CONSISTENT, COMPETITIVE, QUALITY, GLOBALLY-READY CONTENT 1. Content Development 2. Content Distribution Image:ildogesto
  3. 3. PEDESTRIAN CROSSING Image:vadeandoelriorock.blogspot.com
  4. 4. BUILDING GREAT CONTENT IS COMPLEX  1000 Projects  800 Names  75 Authors  2.5 Editors  1 Acrolinx Image: http://ookaboo.com/o/pictures/source/68233/Vladsinger
  5. 5. MARKETING: JUST WORDS AND PICTURES  Accurate  Consistent  Meaningful  Global HOW DO WE MAKE THE WORDS GREAT? Image:www.paperblog.fr/5550828/insolite-et-sur-le-web/
  6. 6.  The best marketing writing is clever and cultural.  The worst global content is clever and cultural. THE IMPOSSIBLE BALANCE  The worst global content is clever and cultural. Image:www.du.edu
  7. 7. RESULT: EDITOR’S FOCUS SHIFTS TO STRATEGY  Editorial attention to structure, flow, content  Accurate measurement of content quality before and after editing  More effective communication Image: www.olenaslyesarenko.com/
  8. 8. MORE CONSISTENT, COMPETITIVE, QUALITY, GLOBALLY-READY CONTENT 1. Content Development 2. Content Distribution Image:ildogesto
  9. 9.  Challenge: Develop and deploy an enterprise translation management system and process, enable transparency of cost and demonstrate positive ROI ‒ One time funding opportunity ‒ No associated headcount  Solution: Primarily technology ‒ Optimize the content lifecycle and supply chain ‒ Create best practice rules that are vendor agnostic and universal ‒ Make it easy to use GLOBALIZATION, LOCALIZATION
  10. 10.  Best practice, best fit ‒ Automation, Glossary/TMS, Machine, Post human edit  Optimize the entire supply chain ‒ It starts at inception (creation of content) ‒ LSPs must leverage TM and must contribute back ‒ The importance of a glossary and translation memory  Automation technology chain ‒ Acrolinx, WCM, AMP, LingoTek (TMS) GLOBALIZATION, LOCALIZATION APPROACH
  11. 11.  Say it the same way every time ‒ I am Bill and you are Ted ‒ That’s great, wonderful, awesome, superb  Context ‒ Modifier/descriptor too far from noun ‒ TM saves blocks/phrases of words  Colloquialisms, euphemisms, anything clever doesn’t translate  Acrolinx enforces style and glossary, TM manages repetition. Together, they continually drive down cost  You should not pay for translations more than once MAKE IT MACHINE READY, MAKE IT AMBIGUITY FREE THE ROLE OF STYLE AND MEMORY
  12. 12.  20% reduction in translation cost in first year  Can scale to any number of languages through automation  Virtually centralized, self- service, vendor agnostic model  Better global content readiness overall  Adoption of platform globally RESULTS
  13. 13. QUESTIONS AND DISCUSSION  Doug Howatt (@wordguy) Lead Copywriter, Managing Editor,  Sean Mattson (@SeanMattson) Senior Director, Global Web Marketing
  14. 14. THANK YOU

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