KOMFO SUMMIT - Søren schønnemann
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Komfo Summit is all about enabling meaningful moments. Stay ahead of the curve with chatbots, customer service, data activation, ROI, AI, machine learning, influencers, and much more. What is this presentation about? CCO of LanguageWire, Søren is commercial to the bone. Backed up by a strong team, Søren advises marketing, communication, and business development leaders on how to grow their business with multilingual content. Søren’s unique strength lies in combining strategic thinking, leadership, and execution planning in a way that creates tangible results.
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KOMFO SUMMIT - Søren schønnemann
- 1. 10/10/2017 © 2017 LanguageWIre #komfosummit 2017 SØREN SCHØNNEMANN LanguageWire ”Practical tips on speaking the right language”
- 2. 10/10/2017 © 2017 LanguageWIre Practical tips on speaking the right language.
- 3. 10/10/2017 © 2017 LanguageWIre As we go more digital, the ability for brands to personalise content grows.
- 4. How do I provide the right content at the right time? 10/10/2017 © 2017 LanguageWIre
- 5. Common Sense Advisory, Localization Matters, 2014 84% of business buyers are more likely to buy a product with online information in their language. 10/10/2017 © 2017 LanguageWIre
- 6. 10/10/2017 © 2017 LanguageWIre A survey of 3,000 online shoppers across 10 countries found that 60% rarely or never buy from English-only websites. Common Sense Advisory, Can't Read, Won't Buy, 2014
- 7. 2005 2010 2015 2020 Digital content is exploding. Today10/10/2017 © 2017 LanguageWIre
- 8. Choose the right languages. 29/06/2017 © LanguageWire 2017 Source:CommonSenseAdvisory
- 9. 10/10/2017 © 2017 LanguageWIre Work with the right tools.
- 10. Integrate translation with your digital platform. → ← 10/10/2017 © 2017 LanguageWIre
- 13. 10/10/2017 © 2017 LanguageWIre The power to reach your global audience.
Notas del editor
- Søren Schønnemann intro Practical tips on how to speak the right language to your target audience How many people here work in marketing? How many have an explicit digital strategy? How many are delivering content at the right time, in the right place to the right person? How about in the right language? How many people here are native English speakers? I’m speaking English to all of you because that is hopefully something that you can all understand (my bad English joke). But in a digital world we can speak whichever language we choose.
- Ideally I should be communicating to all of you in your native tongue – because this is what you expect! Or at least when you are online, you expect to be communicated to in your preferred language, right”? And customers expect higher levels of personalisation. As we go more digital, the opportunities to personalise content grow. And when the opportunity grow, so does the expectations !
- (problems) As a brand today, you have a lot to consider to achieve that (delivering the right content). You want to choose the right sales and marketing technology, distribution channels, communication channels, and so on. These demands create a complex puzzle. And as I mentioned earlier, consumers are expecting this content in their own language.
- And if they get it, they are more likely to reward you! This is your business rationale (B2B)
- And if they don’t, they will do the opposite! But I am pretty sure you all know this already right? So far, so good. But the problem is that we are just getting started B2C survey
- (problems) As a consequence of digital transformation, this is what we’re experiencing. Marketers are producing more and more content. How many people in this room are experiencing the same thing? That’s a problem. Resources, budgets and people allocated stay the same. So how do we practically speak the right language in the digital age?
- Practical advise # 1 Choose the right languages. - Don’t try and be everything to all people, that’s impossible. Focus on the languages of your best fit customers. Consider the value of languages As more people are connected to the internet, major languages are capturing less and less of the global market share. According to Common Sense Advisory, it took 12 languages to reach 80% of people on the internet in 2007. This increased to 14 languages in 2015. But is it enough to look at the share of the global audience? The economic opportunity of each language is a more relevant measurement when making strategic decisions. Commons Sense Advisory takes GDP, population and internet penetration rates into account when calculating these numbers. According to this measurement, just 14 languages account for 90% of the global digital opportunity as of 2016.
- You’ll need a cloud-based system that streamlines collaboration. A tool that helps you manage brand terminology across multiple teams and projects. A system that saves translations so you can recycle and save money. Combine all of this in one platform and you’ll have an efficient method for managing content creation.
- (solution) Automate and integrate. - Time-to-market is one of the major challenges facing marketing teams today. - Translation and adjacent services are seen as troublesome tasks that push out deadlines. - Cut out manual tasks. - Integrating translation with your digital platform… (benefits of integration in general)
- In 2016, SSAB made some major updates to their website. “The goal with SSAB’s new website is to take the digitalisation of various processes significantly further than the norm to generate higher sales figures and achieve greater cost efficiency” Kimmo Kanerva, Head of CRM and Digital, SSAB They wanted: More original localised content Language specific SEO Content shown based on location
- In 2016, a SSAB translated on average 952 words into ten languages every day. That is almost impossible for someone to manage alone. But with translation integration, one employee handles this as a small part of the Digital Marketing Manager role. BY switching to an streamlined content creation method, SSAB improved the digital customer experience and increased lead generation by 500%.
- Final slide Key message BtB and BtC consumers expect more personalisation Organisation have increased opportunities to deliver – increased expectations Content is expected to dramatically increase Budgets and resources stay the same You need to works smarter to cope with this YOU NEED DEFINED CONTENT STRATEGY WITH MULTILINGUAL CONTEXT CONSIDERING LANGUAGES, TOOLS AND WORKFLOWS.
- You can talk about languagewire now ;-)