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Localisation as business benefit

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To practitioners in the T9N, L10N, I18N, and G11N industries, the need for localisation of content seems obvious. These professionals understand the benefits to customers, and the consequences of putting localisation aside. But to the rest of the business, translation and localisation are often fuzzy: big, scary, expensive, misunderstood concepts.

Getting business agreement to buy into content for global markets means having a sufficient understanding of the concepts to make informed decisions. For the business decision-makers, this means having the issues explained to them in the language of business, in terms they can understand. Only then can they weigh the cost of the investment in translating and localising content against the short-term and long-term business benefits. This looks at ways to make an argument for management and marketing for quality translation and localisation, how to structure a convincing business case, and some ways to communicate ROI.

Published in: Services
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Localisation as business benefit

  1. 1. Translating the Localisation of Content into Business Benefit Photo credit: Rahel Anne Bailie Copyright © 2016 Scroll LLP
  2. 2. RAHEL ANNE BAILIE Chief Knowledge Officer Scroll (UK) @ScrollUK
  3. 3. • UK’s only full-service content company • Provider of writers, editors, content designers • Content strategy, content engineering, IA and taxonomy services • Training for content professionals
  4. 4. The Case for Content • Content as business asset • Content as comprehension • Content as user experience 1
  5. 5. Content as Business Asset
  6. 6. Economic evolution • Agricultural
  7. 7. Economic evolution • Agricultural • Industrial
  8. 8. Economic evolution • Agricultural • Industrial • Service
  9. 9. Economic evolution • Agricultural • Industrial • Service • Knowledge
  10. 10. Economic evolution • Agricultural • Industrial • Service • Knowledge • Information
  11. 11. Economic evolution • Agricultural • Industrial • Service • Knowledge • Information • Attention
  12. 12. Economic evolution • Agricultural • Industrial • Service • Knowledge • Information • Attention • Content
  13. 13. Content must meet needs on both sides Seamless experience •Quick to realize use •Frictionless adoption •Meets known need User delight •Intuitive experience •Immediate value •Unexpected perks Organizational expectations Consumer expectations Business benefit • Competitive advantage • Customer engagement • Upsell of other products Business efficiency • Reduces operational costs • Faster time to market • Expansion of scope
  14. 14. Content as Comprehension
  15. 15. Content is … • Potential information • Human-usable, contextualised data 12 Data Dec Content Xmas Information Book travel early Knowledge
  16. 16. Content is … • The new “front door” • How visitors perceive our brand • How people understand what to do • How customers make decisions • Our way to brand differentiation
  17. 17. Content is also: <tags> </tags>
  18. 18. How useful is this site…
  19. 19. …without content?
  20. 20. If you couldn’t find what you wanted…
  21. 21. …would technical elegance matter?
  22. 22. Does full translation cost more …
  23. 23. …than a partial translation?
  24. 24. We mock bad translations into English
  25. 25. Just as they mock our bad translations (says “We recommend you wash your hands”)
  26. 26. Consumer responses to poor or missing content “That’s lame” “I can’t find it” “Try another site” “Already there”
  27. 27. Content as User Experience
  28. 28. Create customer experiences that work User assistance content Support content Marketing content
  29. 29. Making the Business Case • Framing the need • Constructing the case 2
  30. 30. Framing the need
  31. 31. Business Challenges
  32. 32. Business challenges • Localisation needs • Usage differences • Omnichannel environments • Importance of social • Growth opportunities
  33. 33. Localisation needs • Single language variants • Cross-market content • Localisation and transcreation • Offering native languages in other markets • Cross-border commerce adaptations
  34. 34. Usage differences • Smaller screens as primary entry point to the content • Mobile commerce and banking • Tablets as entertainment devices • Replicated content on commercial devices (in-store kiosks, medical device displays, airport screens, etc)
  35. 35. • Ancillary: TV plus tablet for social • Sequential: Use PC, then mobile; or use mobile, then finish on PC • Simultaneous: Collaboration requiring instant synchronization between devices Omnichannel environments
  36. 36. Importance of social
  37. 37. Growth opportunities Brand TrustEfficiency Customers want to deal with brands they trust Organisations want to present well, with operational efficiency
  38. 38. Calculate the ROI
  39. 39. Page-level analytics • Typical web analytics programs include Google Analytics, Adobe Analytics, Webtrends • They all use JavaScript tags placed on the page to collect: • Page and session data from the HTML • Cookie data from the browser • At a basic level they all measure: • Visits and visitors to a page • Events that happen within a page • Values within a page (like customer ID or sales basket value)
  40. 40. What analytics can tell you • Analytics tell you what is working, what is not and what you should improve • Analytics help you get understand your readers motivations • They help you calculate an ROI
  41. 41. Business Drivers
  42. 42. We know how to calculate value On the Internal Rate of Return (IRR) side: • Extend scope of operations • Manage risk and compliance • Increase operational efficiencies On the Return on Investment (ROI) side: • Build brand loyalty • More engagement • Better user experience • Personalised content • Increase revenue • Improve findability • Optimise quality
  43. 43. Constructing the case
  44. 44. Meaningful metrics • HP reports that 90% of products are sold on the basis of content alone • A search for “Sony Braviax” shows “manual” as the top search result • “We found that people are looking at them before they decide to buy.” – Sales exec, CMS Vendor • “What is effective with management is seeing how when the content supporting the product isn’t up to snuff, it means lost sales.” – Global services provider • “We live and die by content findability.” – Marketing exec, global distributor @rahelab
  45. 45. Los Angeles Department of Water & Power @rahelab “The company evaluated its call center volume and found that 25 to 35% of the four million calls received a year were from customers who did not understand their monthly bills. Using the rule of thumb that a call center inquiry costs $5 to $50 per call, you can easily calculate the costs associated with this issue.” Source: http://www.contentmarketinginstitute.com/2011/04/content-marketing-data/
  46. 46. California Consumer Electronics @rahelab Returned products due to failure to understand operations: over $1 billion annually. (reported a decade ago) (Bonni Graham Gonzalez, Manual Labour Inc)
  47. 47. Know your content touch points • Throughout the customer journey • Multiple variables for various market conditions, product lines, and so on • Multiple outputs for different devices and platforms • Localisation, which is becoming more complex
  48. 48. Understand your requirements Customer lifecycle questions: • What content does the audience need at each phase during their customer journeys? Product lifecycle questions: • What content does the audience need at each phase of the product lifecycle to feel enough trust to proceed? Content lifecycle questions: • How do you acquire, manage, configure, and publish the content so it reaches the right person at the right time during their customer journeys?
  49. 49. Shape the conversation
  50. 50. Pitch to the right people Make this a cross-functional pitch, as the solution has broad implications • Budget holders • Executive sponsors • Heads of functional areas • Technologists
  51. 51. Have the right discussion Walk the talk of getting “the right content to the right people at the right time” • Emphasize the benefits, hard and soft • Use metaphors and examples the audience understands
  52. 52. Educate, inform, persuade Work collaboratively, as such an initiative affects multiple departments: • Get buy-in from multiple teams • Work together for end-to-end results • Get systems working together • Establish ownership and responsibility • Enforce the work that comes with responsibility
  53. 53. Make a solid proposal
  54. 54. Speak their language People trust other people “in the know” • Show that you understand the business goals • Use the vocabulary of the organisation • Teach them your jargon Under-promise and over-deliver • Think big, start small • Find quick wins
  55. 55. Show them the business impact Ultimately, there must be business impact • Agree on what’s important • Work through the aspects of business value • Sit down with finance to run the numbers • Be prepared to defend your position
  56. 56. Expect iterations of yes Easier to get buy-in for immediate effort • Remind them where you’re at • Remind them what they’d agreed to • Discuss the next stage • Repeat as needed Stage 1 Stage 2 Stage 3
  57. 57. Resources to help build a business case
  58. 58. www.scroll.co.uk info@scroll.co.uk rahel.bailie@scroll.co.uk Twitter: @ScrollUK / @rahelab By telephone: UK +44 (0)20 3318 1828 (office) UK +44 (0)7869 643 685 (mobile) Digital Content Academy digitalcontent.academy Speaking and workshops: bailie.com SCROLL London, UK Copyright © 2016 Scroll LLP

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