intel & via discuss: a better rich media global content & localization strategy
DESCRIPTION
As the complexity of content increases with a focus on customer experience, how can we ensure that localization is integrated smoothly into the global content strategy? Most global content processes are ill equipped and outdated for flexible, fast and changeable content. In this webinar, VIA and Intel team up to discuss how to manage cost and improve the velocity of content creation and localization by creating central content development workflows that shed out inefficiency and eradicate wasted time.TRANSCRIPT
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Welcome
A Better Rich Media Global Content & Localization Strategy
VIA & Intel Discuss
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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
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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
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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.