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Webinar1: Communicate as if Your Business Depends on it

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In this first webinar of our series, “Your Content, Only Better,” you’ll learn how organizations are struggling against escalating expectations and decreasing budgets to communicate clearly – in plain language – and consistently – to speak with a single voice.
You will also learn why organizations like Adobe, Siemens and Caterpillar have adopted content optimization software to deal with these problems.
Our presenter, who has spent the last twenty years helping companies communicate better, will cover these topics:
*Five content problems that most organizations face
*Eight ways to improve your content
*How content optimization software can help
*Four examples of who’s optimizing their content

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Webinar1: Communicate as if Your Business Depends on it

  1. 1. Communicate as if YourBusiness Depends on ItFirst of our series: “Your Content, Only Better”August 23, 2012 PG Bartlett, Acrolinx
  2. 2. You’re Here Because: You produce a lot of content Your content is vital – Pre-sales – generates revenue – Post-sales – enables self-service Your market is competitive Your budget is under pressure Your team is international Your market is global You care about language
  3. 3. “The human mind has not achieved anything greater than the ability to share feelings and thoughts through language.” - James Earl Joneshttp://www.thinkexist.com
  4. 4. Content Automation Maturity Content Optimization XML Authoring & Publishing Document/Content Management
  5. 5. Agenda What is content quality? Content optimization process Benefits of content optimization Who’s using it About Acrolinx Questions
  6. 6. Automation Comparison: Products vs. Content Automation in manufacturing reduced cost and time But product defects and returns led to ISO 9000 and other quality initiatives Content is following the same path… but how do companies feel quality problems? – Purchases that don’t happen? – Higher translation costs? – Excessive support calls? – Greater liability costs? – Product returns from frustrated customers? – Negative customer reviews?
  7. 7. How Content Matters SAP: “One Voice” initiative Content has to be consistent
  8. 8. How Content Matters Alfresco: 85% of support queries come via Google Content has to be findable
  9. 9. How Content Matters Symantec: translation increased from 80 million words to 1.1 billion Content has to be cheaper to translate
  10. 10. How Content Matters Intel: reduce reading level to 8th grade Content has to be understandable
  11. 11. How Content Matters HP: 90% of customers never touch the product before they buy Content has to be good
  12. 12. Characteristics of High-Quality Content Accurate Understandable & easily translated Correctly spelled Grammatically correct Engaging: compliant with corporate style & tone Consistent terminology & branding Findable: right keywords in right places
  13. 13. Producing High-Quality Content Increasingly Difficult Authoring Editing Consumption Search increasingly budget increasingly increasingly performed by non- squeezed global important professionals
  14. 14. Content Optimization
  15. 15. How You Optimize Your Content TodaySMEwritescontent
  16. 16. How You Optimize Your Content TodaySME Authorwrites incorporatescontent and refines it
  17. 17. How You Optimize Your Content TodaySME Author Editorwrites incorporates corrects style,content and refines it spelling, grammar, terminology & inaccuracies
  18. 18. How You Optimize Your Content TodaySME Author Editor Marketingwrites incorporates corrects style, fixes brandingcontent and refines it spelling, errors grammar, terminology & inaccuracies
  19. 19. How You Optimize Your Content TodaySME Author Editor Marketing Compliancewrites incorporates corrects fixes branding checks forcontent and refines it style, spelling, errors accessibility grammar, ter minology & inaccuracies
  20. 20. How You Optimize Your Content TodaySME Author Editor Marketing Compliance Localizationwrites incorporates corrects fixes branding checks for handlescontent and refines it style, spelling, errors accessibility translatability issues grammar, ter minology & inaccuracies
  21. 21. How You Optimize Your Content TodaySME Author Editor Marketing Compliance Localization SEO Firmwrites incorporates corrects fixes branding checks for handles addscontent and refines it style, spelling, errors accessibility translatability keywords issues grammar, ter minology & inaccuracies
  22. 22. How You Optimize Your Content TodaySME Author Editor Marketing Compliance Localization SEO Firmwrites incorporates corrects fixes branding checks for handles addscontent and refines it style, spelling, errors accessibility translatability keywords issues grammar, ter minology & inaccuracies
  23. 23. An Automated Process SME or Author creates content
  24. 24. An Automated Process SME or Author Editor creates content corrects inaccuracies
  25. 25. An Automated Process SME or Author Editor Marketing Compliance Localization SEO Firm creates content corrects fixes branding checks for handles adds inaccuracies errors accessibility translatability keywords issues corrects style, spelling, grammar, ter minology
  26. 26. Typical Benefits of Automated OptimizationInternal Process Customer-Facing 10% cost benefit in  100% increase in web traffic authoring  20% improvement in 60% cost benefit in editing readability 15% cost benefit in  Increased customer translation satisfaction Faster time to market  Higher revenue
  27. 27. Who’s Using it?
  28. 28. Some Acrolinx Customers Aerospace Medical Software High Tech Industrial
  29. 29. What Do Customers Say? “Acrolinx is about helping companies improve the consistency and quality of their content and strengthen their brand. We are using it to drive accountability for Dell.com and ensure our customers get the best user experience.” Wayne Bourland Director, Global Localization Team
  30. 30. What Do Customers Say? “Acrolinx software has helped Adobe to dramatically increase the productivity of our editing operations, provide better control of our terminology, and improve the overall quality of our documentation. These changes have had a significant effect on trimming translation costs and reducing our time-to-market. We see intelligent re-use and pre- editing for a global audience as essential aspects of our localization strategy.” Francis Tsang Director of Localization
  31. 31. What Do Customers Say? “Our time to market with new product launches was often slow and behind schedule, primarily because the content constantly had to be reviewed and amended for each market. Acrolinx has ensured our content is grammatically correct, at the same time it checks that key messages and preferred terms are incorporated too. The icing on the cake is the time and cost of translation for our overseas markets have been considerably reduced.” David Hershfield Sr. Director, Global Product and Experience
  32. 32. Other Customer Experiences SAP – Wanted to “speak with one voice” – Standardized terminology, style & tone of voice Symantec – Translation increased from 80 million words to 1.1 billion in last decade – Needed to enable machine translation to keep up Intel – Reduced reading level to 8th grade – Improved customer satisfaction with support content
  33. 33. Acrolinx Overview
  34. 34. Acrolinx Overview Technology developed by Acrolinx team at German Research Center for Artificial Intelligence Spun out in 2002 to develop software that helps write better content through automated copy editing Privately owned Berlin headquarters, offices in U.S. & Japan Available in English, Chinese, German, Japanese, French, Swedish
  35. 35. Everyone can Managers can access terms view status & resultsAcrolinx workswithin editing Acrolinx checks tools content against rules & termsSet up rules & terms Set up users & systems
  36. 36. Generate Management Reports Grammar, 2 Spelling, 11 % % Terminology, 23% Style, 64%
  37. 37. “Language is the means of getting an idea from my brain into yours without surgery.” - Mark Amidonhttp://www.thinkexist.com
  38. 38. Follow-Up Contact info: pg.bartlett@acrolinx.com Next webinar: – “Configuring & Using Content Optimization Software” – September 13 – Register at: http://www.acrolinx.com/acronews_en/items/configuring-and- using-content-optimization-software.html Recording will be posted soon at http://www.acrolinx.com/webinars_en.html
  39. 39. Thank You! PG Bartlett pg.bartlett@acrolinx.com

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