Translation Manager Facilitating global marketing initiatives
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Copyright © 2009 by SDL Tridion. SDL Tridion®, SDL Tridion R5™, BluePrinting™, SiteEdit™ and WebForms™ are trademarks of SDL Tridion Holding B.V. or its affiliates. All other company or product names used herein may be trademarks of its respective owners. Translation Manager Facilitating global marketing initiatives
description
Translation Manager Facilitating global marketing initiatives. A simple rule. “When I’m selling to you, I’ll speak your language, when I buy from you, müssen Sie Deutsch sprechen” - Willy Brandt. Global marketing communication. To maximize global market opportunities: - PowerPoint PPT Presentation
Transcript of Translation Manager Facilitating global marketing initiatives
Copyright © 2009 by SDL Tridion. SDL Tridion®, SDL Tridion R5™, BluePrinting™, SiteEdit™ and WebForms™ are trademarks of SDL Tridion Holding B.V. or its affiliates. All other company or product names used herein may be trademarks of its respective owners.
Translation ManagerFacilitating global marketing initiatives
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A simple rule
“When I’m selling to you, I’ll speak your language, when I buy from you, müssen Sie Deutsch sprechen”
- Willy Brandt
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Global marketing communication
To maximize global market opportunities:
Your organization must deal with: Language & cultural differences Different geographies Corporate & regional initiatives
Without affecting: Time-to-market demands Operational costs
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Global marketing communication
International product launchesCampaigns and promotionsRegional Web site updatesBrand specific micro siteExpansion to new regions
Corporate Marketing
Affects a number of initiatives
Corporate Communications
Involves a number of stakeholders
Regional Marketing
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Defining a global initiative
Campaign defined by corporate marketer
Simultaneous launch could be required
Campaign chosen to be executed globally
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The typical rollout process
Campaign must be adapted to meet regional demands
Translation process disconnected from business goal
Delays in time to market
Externalization of translation process creates management overhead
Information loss and/or messaging inconsistencies
Translation agencies
Requires content translation
Increase in cost of activities
$
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SDL Tridion’s global marketing environment
A foundation for global initiatives
SDL Tridion for Global Web Content Management
Brand consistencyBalanced corporate and local messagesMicro site managementLanguage repositoriesContent reuseMulti-channelMulti brand
Multilingual asset managementStructured translation processesTranslation MemoryTranslation expertise
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BluePrinting™ Translation Management
Translation Manager
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Globalized communication
BluePrintingTM
Enforce brand consistencyCentral control & local flexibilityMulti-site Simultaneous campaign launches Consistent branding on all Web sites Microsites
Multi-channel Web, e-mail, print, rss, mobile, etc.
Translation Manager
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Language is key to communication
Translation Manager
Simplifies the management of multilingual initiatives
Re-use of content accross channels Central connection point for translation
Structured yet flexible translation process Define target languages on an asset level Custom workflows, vendors, languages
Ensures message integrity Part of the WCM environment Overview what is translated
Translation Manager
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BluePrinted Global Marketing Initiative
Campaign made part of global BluePrint
Ensures message consistency
Single or Multi-channel execution
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Content Profile
Layout Applications
Parent Web site
French Web site
Content Profile
ApplicationsLayout
txtContent txtContent
Central team
Local teams
Central building blocks
Shared and localized building blocks
Local building blocks
German Web site
Content Profile
ApplicationsLayout
txtContent txtContent
Spanish Web site
Content Profile
ApplicationsLayout
txtContent txtContent
BluePrinting™
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Translation made part of the rollout process
Initiate translations while executing initiatives
TranslationManager
Language
Language
Language
Language
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Content Profile
Layout Applications
Parent Web site
French Web site
Content Profile
ApplicationsLayout
txtContent txtContent
German Web site
Content Profile
ApplicationsLayout
txtContent txtContent
Spanish Web site
Content Profile
ApplicationsLayout
txtContent txtContent
Translations through Translation Manager
Sourcelanguage
German
French
Spanish
Targetlanguages
TranslationManager
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Uniformity in growing business opportunities
…
Target new market opportunities easily
Accelerate rollout
Language
Language
Language
Language
Language
Language
TranslationManager
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Customer examples
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Canon
Canon Europe Web Self Service provides
solutions to many of the more common problems
customers encounter when using Canon
products – in a language of their choice
ProfileFrequently updated
information
Pressure to decrease customer support costs
Increase customer satisfaction
Deploy online support content quickly and efficiently in several
languages
ObjectivesAlmost no Canon involvement and
oversight
Reduced customer service calls and costs
Improved time-to- market
Repeatable, scalable process
Centralized control and application of translation
assets
Results
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Canon – brand consistency
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Atlas Copco
International manufacturer of
electric and pneumatic tools with 26,000 employees
50 manufacturing outlets in 16
countries
Sales, service and rental operations in
150 countries
Profile
TMS for centralized Translation memory
and local review
One centralized service provider with worldwide
resources
Integration of translation process
with R5
Objectives
Higher quality for translated content
50% reduction in time-to-market
60% reduction in the review process
Improved efficiency and control over the translation process
Results
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Atlas Copco
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TMS Customers
OtherFinancial Services
Life SciencesAutomotive Technology
Manufacturing
Electronics
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Summary
SDL Tridion Solves the “global” problem of marketing initiatives
Translation Manager Increases the reach of global initiatives Enables consistent messaging Accelerates time-to-market Reduces costs
SDL Tridion effectively solves today’s global communication challenges
Extends itself with the growth of an organization
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Translation management product features
Translation Manager 2.0SDL Translation Management System 2007
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Translation Manager 2.0 goals
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Translation Manager 2.0 goals
Make translation an integral part of the WCM process Users can set translation parameters from within R5 For most users there is no need to use or know TMS Progress can be monitored within R5
Separation of Translation Manager and TMS Translation Manager is the tool for marketers TMS continues to be the tool for translators
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Suite
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Translation configuration
Translations follow BluePrint structure
Define source language
Define all target languages
Both push and pull model supported
Publications can be both source and target
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Source and target languages
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Translate business assets (packages)
Marketing campaign, Micro site, product launch, new site rolloutCollect items for simultaneous shipping for translation
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And monitor their progress
See the status of content Statuses: Definition, Ready for translation, Sending to translation, In
translation, Completed, Cancelled
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Transparent translation process
Automation of translation processes Define a translation job and send for translation The system collects all relevant CMS items Translations by agencies are handled in TMS Final step: translated content is ready for review in R5
Translation for all online communication Content (text) Metadata (category and keywords) Structure (components, folders, pages, structure groups)
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Translation Settings
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Translation Targets
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Translation Content
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Recursive Job creation
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Customizable and extensible
Notification Specify which users receive notifications Users receive a notification about the state of a translation
Security Only authorized users can initiate translations
Event system All translation-related actions available through the event system
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SDL Translation Management System 2007
General features Automated processing of translation jobs Multi language vendor approach (freedom of choice) Cost estimations for translation jobs
Advanced translation memory Concept: database of all translations produced Improves consistency in terminology and style Decreases translation cost for any (partly) re-used content Facilitates content update process – significant cost savings
Centralized terminology Consistent terminology in global marketing communication Client/product/market specific terms to be captured, including context Terminology process and client validation is key to first time right
translation
