Translation Manager Facilitating global marketing initiatives

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Translation ManagerFacilitating global marketing initiatives

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A simple rule

“When I’m selling to you, I’ll speak your language, when I buy from you, müssen Sie Deutsch sprechen”

- Willy Brandt

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Global marketing communication

To maximize global market opportunities:

Your organization must deal with: Language & cultural differences Different geographies Corporate & regional initiatives

Without affecting: Time-to-market demands Operational costs

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Global marketing communication

International product launchesCampaigns and promotionsRegional Web site updatesBrand specific micro siteExpansion to new regions

Corporate Marketing

Affects a number of initiatives

Corporate Communications

Involves a number of stakeholders

Regional Marketing

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Defining a global initiative

Campaign defined by corporate marketer

Simultaneous launch could be required

Campaign chosen to be executed globally

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The typical rollout process

Campaign must be adapted to meet regional demands

Translation process disconnected from business goal

Delays in time to market

Externalization of translation process creates management overhead

Information loss and/or messaging inconsistencies

Translation agencies

Requires content translation

Increase in cost of activities

$

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SDL Tridion’s global marketing environment

A foundation for global initiatives

SDL Tridion for Global Web Content Management

Brand consistencyBalanced corporate and local messagesMicro site managementLanguage repositoriesContent reuseMulti-channelMulti brand

Multilingual asset managementStructured translation processesTranslation MemoryTranslation expertise

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BluePrinting™ Translation Management

Translation Manager

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Globalized communication

BluePrintingTM

Enforce brand consistencyCentral control & local flexibilityMulti-site Simultaneous campaign launches Consistent branding on all Web sites Microsites

Multi-channel Web, e-mail, print, rss, mobile, etc.

Translation Manager

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Language is key to communication

Translation Manager

Simplifies the management of multilingual initiatives

Re-use of content accross channels Central connection point for translation

Structured yet flexible translation process Define target languages on an asset level Custom workflows, vendors, languages

Ensures message integrity Part of the WCM environment Overview what is translated

Translation Manager

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BluePrinted Global Marketing Initiative

Campaign made part of global BluePrint

Ensures message consistency

Single or Multi-channel execution

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Content Profile

Layout Applications

Parent Web site

French Web site

Content Profile

ApplicationsLayout

txtContent txtContent

Central team

Local teams

Central building blocks

Shared and localized building blocks

Local building blocks

German Web site

Content Profile

ApplicationsLayout

txtContent txtContent

Spanish Web site

Content Profile

ApplicationsLayout

txtContent txtContent

BluePrinting™

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Translation made part of the rollout process

Initiate translations while executing initiatives

TranslationManager

Language

Language

Language

Language

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Content Profile

Layout Applications

Parent Web site

French Web site

Content Profile

ApplicationsLayout

txtContent txtContent

German Web site

Content Profile

ApplicationsLayout

txtContent txtContent

Spanish Web site

Content Profile

ApplicationsLayout

txtContent txtContent

Translations through Translation Manager

Sourcelanguage

German

French

Spanish

Targetlanguages

TranslationManager

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Uniformity in growing business opportunities

…

Target new market opportunities easily

Accelerate rollout

Language

Language

Language

Language

Language

Language

TranslationManager

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Customer examples

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Canon

Canon Europe Web Self Service provides

solutions to many of the more common problems

customers encounter when using Canon

products – in a language of their choice

ProfileFrequently updated

information

Pressure to decrease customer support costs

Increase customer satisfaction

Deploy online support content quickly and efficiently in several

languages

ObjectivesAlmost no Canon involvement and

oversight

Reduced customer service calls and costs

Improved time-to- market

Repeatable, scalable process

Centralized control and application of translation

assets

Results

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Canon – brand consistency

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Atlas Copco

International manufacturer of

electric and pneumatic tools with 26,000 employees

50 manufacturing outlets in 16

countries

Sales, service and rental operations in

150 countries

Profile

TMS for centralized Translation memory

and local review

One centralized service provider with worldwide

resources

Integration of translation process

with R5

Objectives

Higher quality for translated content

50% reduction in time-to-market

60% reduction in the review process

Improved efficiency and control over the translation process

Results

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Atlas Copco

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TMS Customers

OtherFinancial Services

Life SciencesAutomotive Technology

Manufacturing

Electronics

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Summary

SDL Tridion Solves the “global” problem of marketing initiatives

Translation Manager Increases the reach of global initiatives Enables consistent messaging Accelerates time-to-market Reduces costs

SDL Tridion effectively solves today’s global communication challenges

Extends itself with the growth of an organization

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Translation management product features

Translation Manager 2.0SDL Translation Management System 2007

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Translation Manager 2.0 goals

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Translation Manager 2.0 goals

Make translation an integral part of the WCM process Users can set translation parameters from within R5 For most users there is no need to use or know TMS Progress can be monitored within R5

Separation of Translation Manager and TMS Translation Manager is the tool for marketers TMS continues to be the tool for translators

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Suite

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Translation configuration

Translations follow BluePrint structure

Define source language

Define all target languages

Both push and pull model supported

Publications can be both source and target

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Source and target languages

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Translate business assets (packages)

Marketing campaign, Micro site, product launch, new site rolloutCollect items for simultaneous shipping for translation

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And monitor their progress

See the status of content Statuses: Definition, Ready for translation, Sending to translation, In

translation, Completed, Cancelled

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Transparent translation process

Automation of translation processes Define a translation job and send for translation The system collects all relevant CMS items Translations by agencies are handled in TMS Final step: translated content is ready for review in R5

Translation for all online communication Content (text) Metadata (category and keywords) Structure (components, folders, pages, structure groups)

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Translation Settings

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Translation Targets

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Translation Content

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Recursive Job creation

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Customizable and extensible

Notification Specify which users receive notifications Users receive a notification about the state of a translation

Security Only authorized users can initiate translations

Event system All translation-related actions available through the event system

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SDL Translation Management System 2007

General features Automated processing of translation jobs Multi language vendor approach (freedom of choice) Cost estimations for translation jobs

Advanced translation memory Concept: database of all translations produced Improves consistency in terminology and style Decreases translation cost for any (partly) re-used content Facilitates content update process – significant cost savings

Centralized terminology Consistent terminology in global marketing communication Client/product/market specific terms to be captured, including context Terminology process and client validation is key to first time right

translation