rashmi schaefers & hajo von kracht digital channel localization sap … · 2014-08-27 · sap...

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


What is Localization?

A STRATEGIC DRIVER FOR

YOUR BUSINESS


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?


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

http://www.veritas.com/us/partners/vplus-strategic/ibm/images/logo-ibm.gif

http://www.corporate.basf.com/en/

http://timesofindia.indiatimes.com/

http://de.pg.com/index.shtml

http://www.nasa.gov/

http://www.e-coop.it/portalWeb/coop.portal?_nfpb=true&collabora_1_actionOverride=/portlets/collabora/user/Content/topicsView&collabora_1compoze_discussion_user_topic_sort_by=3&collabora_1compoze_discussion_user_pageno=1&collabora_1compoze_discussion_forum_id=207916885289273611&collabora_1compoze_discussion_user_topic_sort_order=1


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


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?


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


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


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


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


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?


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


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


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


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



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


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.


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


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?


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


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


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 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

[email protected]

Hajo von Kracht

Senior Director Digital Channel Localization SME

[email protected]

mailto:[email protected]

mailto:[email protected]

rashmi schaefers & hajo von kracht digital channel localization sap … · 2014-08-27 · sap...

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