truscott presentation social necesity
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Ian Truscott
VP, Products North America
WCM Division
@iantruscott
The Multilingual CustomerExperience
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Who are SDL?
Develop software and languageservices
Products that manage structuredglobal content, digital marketing
& translation Founded in 1992, provide
solutions to 1500 customers,including 42 of the top 50 globalbrands in the world
Global, 90% revenue outside theUK HQ
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Global Information Management
Global Information Managementhelpscompaniesengage with their customersthroughout the customer journey from brand
awareness, to sales and after-sales support andacross languages, cultures andchannels.
Global Information Management - A Strategy for Business
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About this Presentation
Customizing the multilingual customer experience delivertargeted online information based on geography, userpreferences, channel and visitor demographics
Users are increasingly using social media and differentdevices next to the 'traditional' web and offline media.
Information that was previously unavailable or inaccessible istoday shaping their opinions and buying behaviour.
As a result, users' expectations have changed and haveraised the bar for any organization that interacts with them.
They expect that information is always targeted and relevant totheir needs, available in their language and on the device oftheir choice.
Themes
Social media and different devices
Information shaping opinions Users expectations have changed
Relevant content, in their languageand on the device of their choice.
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Dont Take our Word for it..
The PersuasiveContentArchitecture
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The Age Of Digital Business
* Gilbane Globalization blog Mary LaPlante, 2008**(c) Common Sense Advisory 2008, Proof Localization Matters - Organizations with more than 250 employees.
90% of HPs customersbuy based on content,not on touching theproduct*
69% of HPs revenuesare generated fromoutside of the US*
Buyers are 3x morelikely to buy from aknown brand but 40%will buy a localizedproduct**
Only 15% of purchasersare very comfortablebuying online in non-native language**
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The Engagement Cycle
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Listen
Not just speak, but to listen..People are talking..
Source: Techcrunch, data from Semiocasthttp://techcrunch.com/2010/02/24/twitter-
languages/
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Listen
That 50% of Tweets inEnglish will only diminish
Internet access is at 70% inEnglish speaking world, yetonly:
34.3 percent, of China'spopulation was using theInternet at the end of last year*
Latin America/ Caribbean has
34.5% internet penetration** Can we listen to that?
*China Internet Network Information Center (CNNIC)
** InternetWorldStats - http://www.internetworldstats.com/
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Listen
Example: Social Media Monitoring
Understand audience sentiment
Monitor for customer feedback /complaints
To find influencers and advocates
How do we do that if we dontunderstand the language?
How will brands manage the volume?
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Understand
To deliver relevant content weneed to understand the audience
Find groups with commoninterests (psychographics)
across language, demographicsand geographies
Their user generated contentdrives buying decisions,
How do you leverage this in newmarkets?
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Understand
Need to facilitatethese global
conversations
Connect multi-lingualcommunities
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Be Relevant
Use this understanding to deliver relevancy
First step to relevancy be local
Re-purpose content by channel
Re-purpose content by community
Be where the user is
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Be Relevant
TelevisionFacebook Twitter YouTube SearchSmart
PhonesiPads
http://en.wikipedia.org/wiki/File:IPad-02.jpg -
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The Engagement Challenge
Your Customers Journey
Prospect Requirement
You need a solution
Market Assessment
You expect to find relevant information quickly
In-depth Research
You go to a website and want a consistentexperience but with local relevancy
Product Acquaintance
You need to know how to use the product orservice
Customer Support
The less you understand, the more you needsupport
Research & Development
Create and develop the best productin the market
User Interfaces
Specifications
Documentation
Operations
Ensure the product can be produced optimallyand shipped to the market
Packaging
Distribution
Product Information
Marketing & Sales
Promote and sell the product
Brochures
Targeted Campaigns
Websites
Service & Support
Ensure the best after-sales experienceand customer satisfaction
FAQs
Call Center
Online Documentation
TelevisionFacebook Twitter YouTube SearchSmart
PhonesiPads
Your Organization
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The Engagement Challenge
Your Organization
Your Customers Journey
Prospect Requirement Market Assessment In-depth Research Product Acquaintance Customer Support
Service & SupportMarketing & SalesOperationsResearch & Development
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Engage
Challenge: Assemble a relevant local experience
70-80 websites 60 languages Social media presence and campaigns
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Engage
Not just marketing folks are coming to your website on a
mission to do something..
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Engage
Not just marketing your technical documents are the new
sales collateral
we go to the Web: to make betterdecisions. [they have] our attention. We
want to check up. We want to verify.We want detail. We want facts. ..whathappens AFTER we buy this thing
Gerry McGovern - CEO of Customer Carewordshttp://giraffeforum.com/wordpress/2011/02/27/technical-documentation-is-the-new-sales/
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Engage
Expectations are notjust digital
Social media is nowcustomer service not just marketing
Customer serviceneeds to be hookedinto this across allchannels
Customer serviceneeds to be local
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The Engagement Cycle
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Conclusion
Themes
Social media and different devices
Information shaping opinions
Users expectations have changed
Relevant content, in their language and on the device of theirchoice.
Creates demand for more languages , more content andautomation to cope
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Ian Truscott
VP, Products North America
WCM Division
@iantruscott
Thank you