rashmi schaefers & hajo von kracht digital channel localization sap … · 2014-08-27 · sap...
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Rashmi Schaefers & Hajo von Kracht
Digital Channel Localization
SAP AG
June 2011
SAP’s 360° Approach to Web Localization
© 2011 SAP AG. All rights reserved. 2
What is Localization?
Copy-Editing
Translation
XLIFF
TMS
Content Packages
Terminology Guides
Workflows
Local Review
TranscreationQA
Governance
Currencies
Images
Tonality
Social Media
Community
Globalization
Opt-in
Local Web Optimization
Local SEO
Localization Analytics
Vistor Engagement
Content Planning
Country Communications
Campaigns
Local Best Practices
Personalization
UX
© 2011 SAP AG. All rights reserved. 3
What is Localization?
A STRATEGIC DRIVER FOR
YOUR BUSINESS
© 2011 SAP AG. All rights reserved. 4
What we will talk about today…
SAP Business Overview
What are our key corporate objectives?
The Evolution of the Digital Channel
What are the requirements for Localization?
360° Approach to Localization
How did we build out a holistic process?
Localization as a Strategic Driver
Where to go from here?
SAP Business Overview
What are our key corporate objectives?
© 2011 SAP AG. All rights reserved. 6
SAP is the world’s leading business software company
SAP is…
#1 in enterprise applications
#1 in SME applications
#1 in business analytics
#1 in enterprise mobility
SAP ist a truly global
company…
170,000 customers
120 countries
€12.5B 2010 revenue
34 global technology partners
2,900+ certified partners
Services
Consumer Industries
Trading Industries
Financial Services
Process Manufacturing
DiscreteManufacturing
PublicServices
© 2011 SAP AG. All rights reserved. 7
Our Purpose
VISION
MAKE THE WORLD RUN BETTER
MISSION
MAKE EVERY CUSTOMER A
BEST-RUN BUSINESS
By 2015
€20B
35% MARGIN
1 BILLION PEOPLE
© 2011 SAP AG. All rights reserved. 8Source: IDC, Forrester
Mobility
• Smartphones outsell
PCs
• By 2013, mobile
devices will be the
primary method of
internet access
worldwide
Big Data
Data volume for
enterprise applications
is doubling every 18
months
Cloud
80% of new software
offerings this year will
be available as cloud
services
Convergence
© 2011 SAP AG. All rights reserved. 9
Multi-Channel Go-To-Market and Open Ecosystem
40% of sales through
Channels by 2015
Incremental and
complementary to
SAP‟s direct sales
force
Co-innovation with
partners
Optimized coverage
& customer touch
points
900+ Software and Technology Partners
1700+ Service Partners Implementation
System Integration
Business Process Optimization
2900+ Resellers
The routes to market
direct sales LOB sales
solutions sales Resellers
inside sales Tech & OEM Partners
President/CIO/CFOvolume resellers
customer
Evolution of the Digital Channel at SAP
How did we build out a holistic process?
© 2011 SAP AG. All rights reserved. 11
The Evolution of the Digital Channel at SAPL
eve
l o
f V
isito
r E
ng
ag
em
en
t
2000 2009 20112007 2010
ByDesign
Business Center
Personalized, role-based web strategy
Focus on TCE & tonality
SME
Microsite
Optimized for demand generation
SEO enabled
SAP
Store
True online buying experience on customer„s terms
Reach customers faster at lower cost of sales
New SAP.com
Experience
Critical driver to reach Volume & On Demand growth targets
Single largest “window” to customers & prospects
E2E Experience
SAP.com
Branding Page
Strict application of Corporate Identity
Identical story told worldwide
Strategic Importance of Localization Increases as the Digital Channel Evolves
© 2011 SAP AG. All rights reserved. 12
SAP.com Branding Page (2000)
Characteristics
Strengthen Brand Value through
globally syndicated template
Consistent Messaging & Look and
Feel
Our Learning
Strict application of Corporate
Identity & „One Voice“
Provide countries guidelines &
governance to corporate messaging
Local Review & Approval of
Translations
Centralized web publishing
© 2011 SAP AG. All rights reserved. 13
SAP ByDesign Business Center (2007)
Characteristics
Sales Tasks extended to the web
channel
Total Customer Experience
Role-based web strategy
Our Learnings:• Be aware of tonality, apply
transcreation & use local content
• Ensure fresh content, but syndicate at
managable cadence
• Establish sense of ownership with
countries
• Engage countries on a regular basis
© 2011 SAP AG. All rights reserved. 14
Small & Mid-size Enterprise Microsite (2009)
Characteristics
Optimized for lead generation
Globally syndicated in 70+ countries
Persona based content strategy
Tele-web enabled
Our Learnings:• Communicate early with countries
• Too much content being syndicated by
global
• Tailor navigation, design, images,
offers & registration strategy to local
market
• Drive traffic through SEO, measure
performance with analytics & optimize
• US Roll-out showed that localization
not always about language
© 2011 SAP AG. All rights reserved. 15
New SAP.com Experience Redesign (2011)
Characteristics
Complete E2E Experience
New SAP Branding
SEO Enabled
Social Media enabled
Enhanced UX
Our Learnings so far:• Get involved early on in content
strategy, especially for multimedia
assets
• Provide countries guidelines &
governance to banner & offer
placement
• Integrate SEO into the translation
process
360° Approach to LocalizationHow did we build out a holistic process?
© 2011 SAP AG. All rights reserved. 17
SAP’s 360° Approach to Web LocalizationIntegrating Roll-In and Roll-Out
Closely Collaborating with Global, Regional & Local Teams to Deliver these Services
Best
Practices
Local Web
Efficiency
Localization
Analytics
Localization
Planning
Country
Enablement
Content
Delivery
360°
Web
Localization
Approach
© 2011 SAP AG. All rights reserved. 18
Localization Planning:
Integrating with Upstream Content Development
Communicate local market requirements to
content teams
Increase relevance of global master content
Promote marketing efficiency
Track content planning & production and
communicate early to countries
Get early feedback & opt-in from countries
Localization Objects Database streamlines process
Coach content teams on how upstream
planning ensures an efficient localization
process
360°
Web
Localization
Approach
© 2011 SAP AG. All rights reserved. 19
Country Enablement:
Right Content, Right Market, Right Time
Establish consistent & reliable
communication channel with the
countries
Joint & Individual Conference Calls
Internal Community Platforms & Wiki
Early communication of content
planning, guidelines & governance
Include Business Rationale and
recommended usage
Get country feedback and resource
commitment
360°
Web
Localization
Approach
© 2011 SAP AG. All rights reserved. 20
Content Delivery:
Efficient Translation Processes & Localization Coordination
Use a scalable, end-to-end process
Follow-through to local content activation
Continuously evaluate and improve processes
Leverage Tools & Best Practices
Team up with SAP Language Services (SLS) and Web
Publishing team
Utilize existing tools to gain efficiencies, i.e. World
Server, digital asset management system
Build new tools to bridge gaps, i.e. Localization Objects
Database
Integrate SEO localization
Increase local content visibility, by applying local SEO
to all content types
Make best use of local marketing resources by
automating and outsourcing SEO localization
360°
Web
Localization
Approach
© 2011 SAP AG. All rights reserved. 21
Localization Analytics
360°
Web
Localization
Approach
Monitor website & content performance
Provide reports on local Web performance
Highlight key trends and impact
Raise questions, suggest actions
Guide countries to identify improvement potential
Measure localization ROI
Cross-country analysis
Measure overall business impact of investment in
content & localization
Identify needs for improvement on a global level
Communicate to global stakeholders
© 2011 SAP AG. All rights reserved. 22
Local Web Efficiency
360°
Web
Localization
Approach
Evaluate country feedback
Process for systematically collecting country feedback
Condense into actionable proposals (focus on quick
wins) and prioritize together with countries
Transform into optimization projects
Launch cross-department projects for Web Content
Efficiency.
© 2011 SAP AG. All rights reserved. 23
Best Practices
360°
Web
Localization
Approach
Identify local marketing practices and Share
across country, regional & global teams
Gain efficiency and scalability by peer-to-peer
experience sharing
Empower local marketing employees
Establish a Community of Practice
Promote local best practice sharing to address
common problems
Give local marketing employees a voice
© 2011 SAP AG. All rights reserved. 24
Tools supporting the 360° Process
Corporate Social
Media
Intranet Community
Wiki
Regular virtual
country meetings
Engage local
stakeholders
Bridge gap of
communication
Provide platform for
global-local dialogue
Promote best practices
Give countries a voice
Localization Objects
Database
Supports
Local content planning
Country Opt-in
Local review process
Web Analytics &
Optimization
Create Transparency
For Content Owners
For Local Teams
For Budget Owners
For stakeholders in the
process
360°
Web
Localization
Approach
Localization as Strategic DriverWhere do we go from here?
© 2011 SAP AG. All rights reserved. 26
Why is Localization becoming Strategic?
Local Matters Most….
1. Geographic diversification
2. Personalization
3. Small and midsize
companies
4. Partner Ecosystem
5. Web Channel
6. Online lead generation
7. Web Analytics
© 2011 SAP AG. All rights reserved. 27
How Localization Can Drive Your Corporate Objectives
Margin
Reduce Costs and Increase Marketing Efficiencies Localize only country relevant content and ensure activation
Make most efficient use of local marketing resources
Achieve greater economies of scale for globally produced content
Growth
Drive more Leads and Conversions Ensure compelling local content to convert more leads and revenue
Integrate SEO into localization process to increase content visibility
Measure content performance through analytics and continuously optimize
Customer
Success
Bring Marketing Content closer to our Customers Provide appropriate cultural “tonality” to improve customer experience
Engage customers & prospects in their language and on their terms
Employee
Motivation
Foster a Community of Practice Empower local marketing employees and give them a global „voice“
Promote and share local Best Practices in a worldwide forum
© 2011 SAP AG. All rights reserved. 28
What’s Next?
Establish a Localization Center of Excellence (CoE)
1. Marketing Localization OfficeAlign Global/Regions/Countries & Enable Delivery
Process Standardization
Governance, Policies & Guidelines
Community Facilitation & Best Practice Sharing
Advising, Thought Leadership and Industry Benchmarking
2. Localization Service Delivery Deliver Shared Services to Global & Local Stakeholders
Content Localization Strategy
Country Communications
Business Engagement with SLS
Content Optimization incl. SEO Localization
Marketing Reporting & Efficiency Projects
Localization Analytics
Localization Community
Global Content
Teams
Editorial Board
Solution Marketing
Campaigns
Programs
Branding
Regions /
Countries
Local Marketing
Regional Demand
Centers
GTM Teams
Marketing Localization CoE
Thank You!
Contact information:
Rashmi Schaefers
Senior Director Digital Channel Localization
Rashmi.Schaefers@SAP.com
Hajo von Kracht
Senior Director Digital Channel Localization SME
Hajo.von.Kracht@SAP.com
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