Welcome
A Better Rich Media Global Content & Localization Strategy
VIA & Intel Discuss
Speakers
Loic Dufresne de VirelLocalization Strategist at Intel Corporation
Nic McMahonChief Operations Officer at VIA, Inc.
Moderator: Darren MegarryVP of Corporate Sales at VIA, Inc.
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Agenda
Business Realities Driving the Need for Efficiency
Workflow Design
Improve Velocity and Manage Cost for Localization
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A Localization Nightmare…
can be avoided by talking to your localization team up front.
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CONTENT & BUSINESS REALITIES DRIVING THE NEED FOR CHANGE
Evolution
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Why Rich Media Matters: Rich media drives customer purchase intent
*Data source: Dynamiclogic, by DoubleClick The Brand Value of Rich Media and Video Ads
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Business Trends:Every dollar spent on rich media must count
• Access & Findability• Shrinking Release
Windows• Multiple Geo Launches• Asset Complexity• Enterprise Complexity
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A Modern Global CM StrategyN
Best practices can be game changers
• Consistent Asset Use and Asset Management• Broaden Development Team and Engage Earlier• Release Planning and Design With Global Content In
Mind
A Modern Global CM Strategy
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Intelligent Content
Content needs to know about itself, so it is more easily searchable, findable, adjustable, configurable, scalable…
Meta Content
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Seven Day Cycle
Unstructured Content Repositorie
s
Structured Content
Repositories
PDM & Pricing
Reference Systems
Other T&L Users
Translation &
Localization
Create AcquireStorage & Manage
Localize Provision
Publish
Sales Info
Bu
sin
ess
Users
Cata
log
Man
ag
em
ent
Deliv
ery
Docu
men
ts
Partners
Sale
s
Regional
Content
Creators
Cust
ome
rs
Globally Integrated Process
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WORKFLOW DESIGNGlobal Content Management & Localization
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Consistent Asset Use and Asset Management:
Reduce, reuse and recycle• Content Governance and
Consistency • File & Lifecycle
Management: Track the Originals
• API Integration of CMS to Global Workflow/Translation Process
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Example
Adoption Maturity
Model
BusinessTrends
Model
Feature Highlights
Video on Demand
Quick Learning Modules
FAQ’s
Data-sheets
White Papers
GLOBAL ASSETSTranslation Memories • Glossaries • Style Guides
Brand ASSETSPlaybook • Image Libraries • Tag lines
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Broaden Team and Engage Earlier• Define roles & responsibilities between geos & HQ• Support expansion of SME to core loc team • Support loc team in gathering assets / create global
asset pools• Expand engagement at the concept stage, not just
the “do this” stage• Unite creative, marketing, product & loc team in
initial meetings• Set expectation for dialogue rather than
“review/approval”
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Design with Global in Mind• Limit voices in videos• Avoid close-lip dialogue – go
for wider shots• Record animation effects
and don’t use individual images
• Consider language issues for any interactive content (like word games)
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• Avoid embedded text within Graphics
• Ensure “white space” in image design allows for text expansion
• Consider extended characters in any input fields
Should I outsource to one or multiple localization agencies?
What to consider:• Brand Management• Consistency• Leverage Previous Translations Through TM• Scalability Advantages Related to Improved
Workflows & Cost• Dedicated Account Managers
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BENEFITS OF AN EFFECTIVE GLOBAL RICH MEDIA STRATEGY
Global Content Management & Localization
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Think About the Language Multiplier
Target LanguagesFew Many
$$Tim
e &
Cost
Imp
act
High
Low $
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Late Changes are Exponentially Expensive
TimeFew Many
$$C
ost
Imp
act
High
Low $
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Improve Velocity & Manage Cost
• Create more meaningful, up-to-date content
• Create more marketing and market synergy
• Support strategic target market objectives
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ResourcesMarketing Localization Examples
5 Ways to Stretch your Corporate Translation Budget – Now
Marketing Localization Solutions
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Thank you!
We hoped you enjoyed the presentation.
