Gilbane, AMA and Sitecore on Multilingual Content Strategies
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How to create an online multilingual global marketing strategy, and how to sell the strategy within your organization.
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Gilbane, AMA and Sitecore on Multilingual Content Strategies
- 1. AMA Marketing Effectiveness Online Seminar Series Anna Carbonara - Moderator American Marketing Association
- 4. Forum Participants Mary Laplante Senior Analyst Gilbane Group Darren Guarnaccia Vice President, Product Marketing Sitecore
- 5. Making a Compelling Business Case for Multilingual Content Strategies An Interactive Panel Discussion July 31, 2008
- 9. Polling: Multilingual Content Strategy How would you characterize your company’s multilingual content strategy ? Top-down, executive-directed Driven independently by regions Departmental level, formal Departmental level, informal No strategy
- 10. Survey Says . . . “ There is a significant gap between strategic intent and the capacity to act.” C.K. Prahalad, M.S. Krishnan The New Age of Innovation, 2008 McGraw Hill 58% of respondents say that their company has no multilingual content strategy http://gilbane.com
- 11. Research Highlights Mary Laplante Senior Analyst Content Globalization
- 12. Global Content Value Chain The Global Content Value Chain is a strategy for moving Multilingual content from creation through consumption. The strategy is supported by practices in disciplines such as content management and translation management. The enabling infrastructure for the strategy comprises people, process, and technology. http://gilbane.com create localize/ translate enrich manage publish consume optimize
- 13. Value Attributes of Multilingual Content Content characteristics that can be enhanced throughout the value chain http://gilbane.com Consistency “ Brand worthiness” Utility Grammatically correct Culturally sensitive Accurate Reusable (and persistent) Quality (as measured by customer satisfaction)
- 14. Advice from the Field Understand the business Talk the CEO’s language Assess competitive web presence Address the pain Design internal marketing campaigns
- 15. Business Drivers for Investment http://gilbane.com
- 17. Advice from the Field Understand the business Assess competitive web presence Compare and point out flaws Address the pain Design internal marketing campaigns http://gilbane.com
- 18. Value-Driven Strategies http://gilbane.com Value Proposition Strategy Component Customer satisfaction Targeted content Brand equity Global brand consistency Process efficiency Collaboration among distributed resources Higher quality, faster time to global markets and revenues Automated, integrated translation processing
- 19. Polling: Key Value Propositions Which value proposition is most important to your organization? Customer satisfaction Brand equity Process efficiency High-quality content Faster time to market/revenue http://gilbane.com
- 20. Advice from the Field Understand the business Assess competitive web presence Address the pain Identify the tipping point Design internal marketing campaigns http://gilbane.com
- 21. Tipping Points Regional sales effectiveness Consumer demand Competitive analysis Europe: “There is no tipping point!” Increase in regional sales Regulatory compliance Supply chain demand Enterprise communications Brand mismanagement Recruiting processes eCommerce Downturn in regional sales Market entry requirement Customer experience/CRM http://gilbane.com
- 22. Advice from the Field Understand the business Assess competitive web presence Address the pain Design internal marketing campaigns Show value of content to stakeholders http://gilbane.com
- 23. Educating the Organization “ Communication across a wide range of disparate communities requires education – producing multilingual communications is usually a ‘hidden’ process. We know from operational champions that it is possible to launch an educational initiative, invite cross-departmental representatives and nobody comes. However, it is important to keep trying; when key stakeholders participate in educational efforts, a shared understanding of goals is bound to emerge .” - Multilingual Communications as a Business Imperative http://gilbane.com
- 24. About Gilbane Group Analyst and consulting firm focused on content technologies and their application to high-value business solutions Practice Areas: Enterprise search, Collaboration, Content Globalization, Digital publishing, Web content management, XML content and technologies http://gilbane.com New research report on content globalization Visit Reports on the Gilbane website
- 27. Thanks for your time and participation today! To replay this webcast : www.MarketingPower.com/webcast For copies of today’s PowerPoint slides : files.sitecoreinternals.net/webinar/multilingual.pdf To contact today’s speakers : Mary: [email_address] Darren: dg@sitecore.net Questions for AMA : Anna: [email_address]
Editor's Notes
- ECM: departmental level champions push upstream Significant pattern when you look at the value of content across these two industries
- * 07/16/96 http://gilbane.com* ##
- Describe the GCVC. Emphasize that it’s a strategy. It emerges over time, starting with points of initial pain. The business case doesn’t have to be for the chain – the business case can be incremental, focused on those initial pain points. Read more about the GCVC in the study. We talk about it in the webinar because you may hear the term used in discussing the results of the research, which describe where companies are today in thinking about and implementing global content value chains.
- Understand the business Talk the CEO’s language Assess competitive web presence Compare and point out flaws Design internal marketing campaigns Show the value of content with simple, repeatable messages Use a process modeling tool Illustrate current versus desired states Understand merger and acquisition strategies Anticipate the changes required
- Business drivers for investment in multilingual communications
- Understand the business Talk the CEO’s language Assess competitive web presence Compare and point out flaws Design internal marketing campaigns Show the value of content with simple, repeatable messages Use a process modeling tool Illustrate current versus desired states Understand merger and acquisition strategies Anticipate the changes required
- On the left: foundations for a business case. “If we invested in this, the value to our organization is this …”
- Understand the business Talk the CEO’s language Assess competitive web presence Compare and point out flaws Design internal marketing campaigns Show the value of content with simple, repeatable messages Use a process modeling tool Illustrate current versus desired states Understand merger and acquisition strategies Anticipate the changes required
- there is a particular point at which an organization commits to a true realization, resourcing, and execution of an aligned GCVC. We call this the “tipping point” or “point of no return” that compels organizations to identify, formalize, fund, and holistically manage GCVC components. This belief begs the question, “What do you believe to be the ‘point of no return’ or ‘tipping point’ at which your company determines that multilingual communications is a higher priority level?” we noticed two patterns – one, that tipping points are either proactive or reactive (the latter posing more significant risk to corporate success,) and two, that viewed “in reverse,” most tipping points can serve as strategy rather than as crisis. For example, respondents told us that increasing sales in specific countries would be considered a top-line objective. Some noted that marketing and sales executives are aware that localized content is a “gateway” for market entry in certain geographies such as Brazil and China. However, they also noted that it is generally the province of regional organizations to make a compelling business case for localization and translation processes in order to prove their worth. In many instances the case is based on customer dissatisfaction with a lack of product and/or brand content available in their local language even though actual products are readily available.
- Understand the business Talk the CEO’s language Assess competitive web presence Compare and point out flaws Design internal marketing campaigns Show the value of content with simple, repeatable messages Use a process modeling tool Illustrate current versus desired states Understand merger and acquisition strategies Anticipate the changes required
- For those of you who may be unfamiliar with the Gilbane Group, we are an analyst and consulting firm focused on content technologies and their successful application to high value business solutions. Our coverage spans the range of technologies that companies use to create, manage, and deliver content, including authoring tools, content globalization and translation, document and web content management, search and information access, collaboration, and social computing technologies. At our core, we take a community approach to our business and deliver our knowledge and expertise through our information portal at www.gilbane.com, our consulting services, our conferences, and of course through educational events such as today’s webinar. As the Lead Analyst for the Globalization Practice and a former technical writer for 12 years, I place special emphasis on today’s pressures for content creators to manage a global content lifecycle, wherein its not just about create, manage, publish anymore with translation and localization processes relegated to a small black box on the bottom of the process model. Successful organization understand that globalization is a strategic business practice that extends into customer experience and brand management strategies, inevitably impacting far more than the act of translating content. I know more than a few champions inside technical documentation and marketing departments struggling to raise the visibility of not only product support content itself, but the need to manage source and translated content as a strategic asset. I still consider myself part of that community and encourage you to join the conversation on our Globalization Practice blog.
- Sitecore Content Management Solutions Sitecore is a trademark of Sitecore A/S. All other brand and product names are the property of their respective holders. Copyright © 2001-2003 Sitecore A/S. All Rights Reserved.” Page