tara knapp: from conceptual knowledge to real world implementation
TRANSCRIPT
From Conceptual Knowledge to Real World Implementation: How to Launch a Global Content Strategy Tara Knapp – Information Developer Manager, ACI Worldwide, Inc.
BEST PRACTICES TO ADOPTION
How closely can we follow
these guidelines?
Agenda
▪ Global strategy guidelines
▪ Practical application
▪ Business case
▪ Stakeholder engagement
▪ Measurements
▪ Results
▪ Lessons learned
▪ Future
What’s your strategy?
None. We’re working on it. It’s seamless.
?
When you ask people about global content strategy, their
responses don’t tend to be strategic at all. They’re all about
execution.
-- Mina Seetharaman
Global content strategy considerations
01 4+ Languages
02 > 250,000 words per year
03 Multiple vendors
04 Lack of coordination
Reference: Val Swisher Global Content Strategy A Primer
Background
Customers worldwide Language option
for content
Pages of content
5000+ 1 70K
Revenue
1,00o,000,000
First attempts
#1
▪ Source content in Word
▪ No glossary/style guide
▪ Updates separate GUIDs
▪ Overlay done in-house
▪ No translation memory
#2
▪ Source content in HTML
▪ Retranslated to XML
▪ No glossary/style guide
▪ Overlay done in-house
▪ Translation memory acquired
▪ Multiple outputs
Business case
Measure Compare to existing roadmap
Plan Conduct competitor analysis
Research Establish KPIs
Explain business needs Strategy
Meet with stakeholders Socialization
Coordinate internally 13 teams implementing
translation/localization
No existing plan to
prevent overlap
Solution: assume
translation management
(sans Marketing
department)
Engage stakeholders
Identify stakeholders 1
Meet with product
owners & teams
2
Share analysis 3
Discover silos 4
Revise
business case
5 Determine roadmap 6
Formalize plan 7
Measurements
Customer
initiated Word to XML XML
Single-sourced N N Y
Multiple outputs N Y Y
Downloads N Y Y
Did it work?
Translation memory Able to collect & manage.
Nominal cost for high match not
favorably received.
Glossary & style
guide Common Lexicon exists; only add
product specific.
Partnered with Marking to create
Style Guide.
Translation
management Constant socialization to reach
all teams.
Multiple vendors Preferred vendor. Use most
competitive vendor though.
Consistent content Standardized through individual
products; high degrees of
variance across product lines
Stakeholder buy-in Expand adoption to framework
product
Lessons learned
Establish translation workflow
Gather more metrics
Determine need to have’s
208,764 Words translated in 2016
430,00 words Projected for 2017
12 languages Includes UIs
728 customers 14% of customer base
THANKS!
Any questions?
Contact information
Tara Knapp
@tara_knapp (Twitter)
Tara Knapp (LinkedIn)