adobe experience manager - ready for the world: is your content strategy truly global?

© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

S809 - Ready for the world: Is your content strategy truly global?

© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 3

Keith BurtonDirector IT Solutions, [email protected]

Mathias Siegel

Senior Product Manager, Adobe

[email protected]


Ready for the world: Is your content strategy truly global?

4

1 | Welcome and Overview

2 | Global Content Management @ Intel

3 | AEM 6.2 Preview


A global content strategy is a foundation of your web site.


Get it right, the first time

6

Get a grip on governance

Extend your reach with translation technology

Start with structure


Start withStructure

7


Two most common structures

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Language 1st Country/Region 1st

Corp Master

(US English)

Spanish

US LAM

English

US CA

Corp Master

(US English)

US

EN ES

Canada

EN FR

Example URL: MyCompany.com/us/es/product1.htmlMyCompany.com/xl/es/product1.html

LAM

ES

Example URL: MyCompany.com/es/us/product1.htmlMyCompany.com/es/xl/product1.html

© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 9

Get a grip on Governance


Define Global vs Localcontent & owners

Determine roles & responsibilities for translation, updates & rollouts

Plan Blueprints & LiveCopies

Limit customization

Governance


Extend your reach with Translation Technology and Automation

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AEM 6 Translation IntegrationTranslation Management & Ecosystem



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3 | AEM 6.2 Preview

25 millionIntel.com’s Global Digital Footprint

43 (58*) countries / 26 languages .com47 countries / 20 languages social

18 countries paid media

+ Good navigation

+ Responsive design

± Mixed language

− # of languages

− MT adaption− # of

languages translated in different section

unique visitors a month

Copyright © 2016, Intel Corporation. All rights reserved.

Our AEM Journey

One Platform for Intel Digital Experiences

CentralizedDe-Centralized

Somewhere in Between(Managed & Self-service)

Centralized to De-Centralized CycleCMS: Multiple platforms to AEM (2011)

*Other names and brand may be the property of othersCopyright © 2016, Intel Corporation. All rights reserved.

Partner

Support

Intel.com

Optimized for regional and country distinctions Intel.com - Country/Region-Language Structure

US English Master

APAC Englishxa/en

th/thvi/vn

Live Copy

EMEA Englishxe/en

fr/fr pl/plde/de se/svit/it

Japanjp/ja

Chinacn/zh

LAR Spanish xl/es

Brazilbr/pt

kr/ko Id/id

au/enph/enmyen

es/es nl/nl

ua/ukin/en

tw/zh

eu/en xr/enIe/enuk/entr/tr za/en xr/ar

ru/ru

Canadaca/en

ca/fr


Intel Translation Process for AEM

AEM• The sites are based on

inheritance relationship at multiple levels.

• 31 full country sites• 17 small sites• ~ 400,000 live pages• ~ 250,000 live assets• ~1.2TB Repository• ~578 authors

TranslationManageme

ntSystem

Translation Memory ( TM )

Automatic translationdelivery

Middleware (Clay Tablet) Automatic import

Features:1. Content query and

aggregation2. Rollout3. Translation

management4. Activation5. Workflows6. Metadata Update

1.50+ Translation Memories

2.Up to 10 TM exists for Marketing content

3.Word count analysis

Translators


Technology & Tools

Global Content/ Translation Strategy People

AEM, Clay Tablet, SDL TMS, Reporting tools, SharePoint site, Service Now

Governance, Spend Analysis, Funding process, Standardized Translation Process

Need content strategy and translation strategy for global audience

Identify resources and resource needs.TrainingIntegration of teams

Content/Translation Management at Intel

Business Process



+ Translation Process - Automate as much as possible

+ Higher TM leverage than before (from around 30% to 50-

60%)

+ Machine Translation adaption on Intel.com

+ Inheritance management workflows

+ New tools – active standards, Acrolinx, Jira

Technology and Tools



+ Template and component management process - Global

templates

+ Global site setting & link management

+ Good training and author meetings

+ Good style guides and reference materials

˗ Not yet standard KPI for intel.com translation

Business Processes



−Global content strategy

−Translation strategy - in connection to user experience

±Global and self-service publishing governance model

±EOL Process

±New content creation

±Keeping content in synch globally

Content & Translation Strategy



+ Good integrations with external suppliers

+ Good participation in training sessions

±Roles and Responsibilities and processes are

being documented

−Too many authors

−Hard to keep everyone’s skills at the same level

People


Machine Translation Capability on Intel.com

MT widget enablement for 7 GEO locales in mid 2015

• 1st group of locales: Brazil, Latin American Spanish, Germany, French, Italian, Spanish, and Arabic.

• Low traffic content in Response Wed Design templates

• 3000 pages having MT button per each GEO site.

Customer Survey implemented for 6 languages.

Planning to add additional 3 languages this year.


MT Capability – Customer Feedback

Would you usethe machine

translation capabilityagain?

Yes Maybe No

81%

14%5%

How would you rateThe quality of the

translation?

Excellent Good Fair Poor Very poor

33%42%

15%

6% 4%

0%

20%

40%

60%

80%

100% 87% 87% 85% 84% 77%69%

83%

Would you use the machine translation feature again? %

Yes

PortugueseFrench LarSpanish

Italian EMEASpanish

GermanOther


Translation & Localization Could be Complicated…


Forgot About Right-to-Left……


Forgetting to Consider Global Experience

Corporate redirect was missing for local 404 pages. All broken link traffic going to the US 404 page except Brazil

and PRC Local Site Visitors escape from local domains

404 Error Pages


Plans: 2016 and Beyond1) Improve quality of site experience and Content - Implementing Actives

Standards (Technology) and Acrolinx2) Implementing enhancement of our existing tools such as TMS and Clay

Tablet to adapt Adobe AEM 6.x capabilities (Technology)3) Translation strategy ownership (Governance & User Experience)4) Expand our machine translation capability and footprint




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3 | AEM 6.2 Preview


AEM 6.2 Translation Integration Enhancements

Assets translation, including Content Fragments

Intelligent translation jobs

Re-translate only changed pages

Do-not-translate configs

Translation preview API

Machine translation widget


Demo


Getting it right, the first time

32

Get a grip on governance.

Extend your reach with translation technology.

Start with structure.


Keith [email protected]

Mathias [email protected]


Win an Oculus Rift VR Set!

Pick up a prize game ballot at the back of the room or the Connected Experiences

station in the Adobe booth.

adobe experience manager - ready for the world: is your content strategy truly global?

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