1. Taking Your Content Strategy Global Val Swisher Founder & CEO @contentrulesinc 2013. Content Rules, Inc. All rights reserved.

2. Agenda 9:00 9:15 9:15 10:00 10:00 10:15 10:15 11:45 11:45 12:15 12:15 12:30Introductions Seven Components of Global Content Strategy Break Global Content Strategy Best Practices Best Practices Exercise Wrap up 2013. Content Rules, Inc. All rights reserved. 3. Who Am I? Founder and CEO of Content Rules 25+ years in content arena Specialty areas: Global content strategy Terminology management Content quality Single-sourcing / XML / DITA Finishing third book, Global Content Strategy, due out in 2014 2013. Content Rules, Inc. All rights reserved. 4. What is Content Rules? Professional services firm specializing in: Content strategy / Global content strategy Content creation Content quality / Global readiness Based in Silicon Valley Founded in 1994 Acrolinx Authorized Services Provider Authorized provider of The Rockley Strategic Method 2013. Content Rules, Inc. All rights reserved. 5. 2013. Content Rules, Inc. All rights reserved. 6. FirstA DefinitionA global content strategy is a structure for managing all of your content that is consumed by people who speak or read languages other than the source. 2013. Content Rules, Inc. All rights reserved. 7. Why Do You Care? 1. 2. 3. 4.Save money localizing and translating content Improve content quality in all languages Save time localizing and translating content Someone told you that you need to figure out this mess (see 1-3, above) 2013.Content Rules, Inc. All rights reserved. 8. The Seven Components of Global Content Strategy 2013.Content Rules, Inc. All rights reserved. 9. Global Content Strategy ComponentsUnderstand GoalsContent Lifecycle AnalysisContent AuditGap AnalysisWorkflow RecommendationsContent-Specific RecommendationsInfrastructure Recommendations 2013. Content Rules, Inc. All rights reserved. 10. Understanding Goals Identify business goals for global content strategy Identify current issues preventing the achievement of the goals Outline criteria for successful global content management 2013. Content Rules, Inc. All rights reserved. 11. Common Goals Of Global Content Strategy Increase sales by expanding into additional markets Lower the cost of translation Increase the quality of global content in all languages Lower cost of maintaining global content Improve time-to-market for global content Respond to region-specific feedback on global content 2013. Content Rules, Inc. All rights reserved. 12. Goal Setting Talk to stakeholders Product management / Brand management International managers / Region representatives Content creators Localization managers Others Write it down Identify common issues Look for consensus for success criteria 2013.Content Rules, Inc. All rights reserved. 13. Content Lifecycle Analysis Identify issues associated with global content Creating source content Translating content Managing global content Delivering global content Look at current processes and tools 2013.Content Rules, Inc. All rights reserved. 14. Content Lifecycle Common Issues Lack of communication between and among groups Lack of common goals Lack of consensus on audience Loss of control over content creation Loss of control over translation process Outdated or isolated tools CMS, TMS, MT, Terminology Management, others 2013.Content Rules, Inc. All rights reserved. 15. Content Audit What do you have? Who created it? How is it organized? Are there missed opportunities for reuse? Is it properly tagged for multilingual search? Is it global-ready? 2013.Content Rules, Inc. All rights reserved. 16. Content Audit (Continued) What content is translated? Localized? Transcreated? Which vendor is translating which content? How many translation memories do you have? Where are the TMs? How are the TMs being used? Is your pivot language acceptable? 2013.Content Rules, Inc. All rights reserved. 17. Gap Analysis How far off is the current situation from the goals? How does current situation map to industry best practices? Outline each area for improvement 2013.Content Rules, Inc. All rights reserved. 18. Recommendations Usually fall into three areas: Tools / infrastructure improvements Content global readiness improvements Workflow improvements 2013.Content Rules, Inc. All rights reserved. 19. Tools / Infrastructure Recommendations Content management system Terminology management Translation management Authoring environment Site-specific infrastructure: Country Code Top Level Domain (ccTLD) Geolocation 2013.Content Rules, Inc. All rights reserved. 20. Content Global-Readiness Reduce word count Increase use of identical sentences Decrease word variability Reduce sentence length and complexity Eliminate word usage errors (idioms, jargon) Evaluate and change offensive, meaningless imagery 2013.Content Rules, Inc. All rights reserved. 21. Workflow Recommendations Workflow needs to be an end-to-end process that starts with content creation and ends with worldwide delivery: Interaction between people and tasks Touch points and handoffs between groups Dependencies Governance 2013.Content Rules, Inc. All rights reserved. 22. Summary Of Seven Components Understand goals Analyze current content lifecycle and workflow Audit existing content Analyze the gap Recommendations for tools and infrastructure Content global-readiness Workflow that enhances success 2013.Content Rules, Inc. All rights reserved. 23. What You Can Expect To Achieve Global content that is: Easier to manage Cheaper to translate Easier to find Easier to read Quicker to market Better aligned with sales and product goals 2013.Content Rules, Inc. All rights reserved. 24. Global Content Strategy Best Practices 2013.Content Rules, Inc. All rights reserved. 25. Best Practice CategoriesThere are two types of best practices: External Internal 2013.Content Rules, Inc. All rights reserved. 26. External Best Practices Affect the user experience Navigation Ease of use Cultural sensitivities Branding Excellent resource for best practice information: Web Globalization Report Card, by John Yunker www.bytelevel.com 2013.Content Rules, Inc. All rights reserved. 27. Where Is The Welcome Mat? Splash global gateway Button on the homepage Button buried deep within the site that no one can find 2013.Content Rules, Inc. All rights reserved. 28. 2013.Content Rules, Inc. All rights reserved. 29. 2013.Content Rules, Inc. All rights reserved. 30. 2013.Content Rules, Inc. All rights reserved. 31. 2013.Content Rules, Inc. All rights reserved. 32. Global Access Sweet Spot If you are not going to have a splash global gateway, the next best choice is to use a simple button. Upper right corner of the screen is the best place for it. Keeping it in the same place for each language is a good idea, too. 2013.Content Rules, Inc. All rights reserved. 33. 2013.Content Rules, Inc. All rights reserved. 34. 2013.Content Rules, Inc. All rights reserved. 35. 2013.Content Rules, Inc. All rights reserved. 36. 2013.Content Rules, Inc. All rights reserved. 37. 2013.Content Rules, Inc. All rights reserved. 38. Global Gateway Best Practices Use a global gateway splash page, if possible Display region or country names in the native language Flaglanguage Use the global button sweet spot Avoid lengthy drop-downs Put the button in the same place Be careful when emphasizing certain locations over others Dont hide the button 2013.Content Rules, Inc. All rights reserved. 39. Where Oh Where Are My Global Sites? Dont make navigation harder than you need to There are some companies who choose to hide their global sites You need to hunt for them. Carefully. 2013.Content Rules, Inc. All rights reserved. 40. 2013.Content Rules, Inc. All rights reserved. 41. 2013.Content Rules, Inc. All rights reserved. 42. 2013.Content Rules, Inc. All rights reserved. 43. 2013.Content Rules, Inc. All rights reserved. 44. Navigating Within A Global Site Make it easy for people to find what they need, in the language they need it in, on the device they want to use. Think like a customer when you lay out your global navigation. 2013.Content Rules, Inc. All rights reserved. 45. 2013.Content Rules, Inc. All rights reserved. 46. 2013.Content Rules, Inc. All rights reserved. 47. 2013.Content Rules, Inc. All rights reserved. 48. 2013.Content Rules, Inc. All rights reserved. 49. Dont Forget The Branding Unless your brand is iconic, make sure you feature it on all of your language sites Thats how iconic brands got to be that way 2013.Content Rules, Inc. All rights reserved. 50. 2013.Content Rules, Inc. All rights reserved. 51. Cultural Sensitivity Eliminate what is offensive Include what is specific to the region Pay attention to what you do and dont translate 2013.Content Rules, Inc. All rights reserved. 52. Avoid Offensive and Unrecognizable Images Hand gestures Images Symbols 2013.Content Rules, Inc. All rights reserved. 53. 2013.Content Rules, Inc. All rights reserved. 54. 2013.Content Rules, Inc. All rights reserved. 55. 2013.Content Rules, Inc. All rights reserved. 56. Cultural Expectations Layout of pages Specific items of celebration Awards Campaigns 2013.Content Rules, Inc. All rights reserved. 57. 2013.Content Rules, Inc. All rights reserved. 58. 2013.Content Rules, Inc. All rights reserved. 59. 2013.Content Rules, Inc. All rights reserved. 60. 2013.Content Rules, Inc. All rights reserved. 61. 2013.Content Rules, Inc. All rights reserved. 62. Recap - External Best Practices Affect the user experience Navigation Ease of use Cultural sensitivities Branding 2013.Content Rules, Inc. All rights reserved. 63. Internal Best Practices Know when to translate, when to localize, and when to transcreate Reuse content wherever possible eep text out of graphics Be consistent Use multilingual keywords Collaborate 2013.Content Rules, Inc. All rights reserved. 64. Methods Of Handling Global Content Translation Localization Transcreation 2013.Content Rules, Inc. All rights reserved. 65. Methods Of Handling Global Content TranslationLocalizationTranscreationThe content stays the sameThe meaning stays the sameDifferent content developed to meet business objectivesLanguageLiteral word-for -word translation of everythingTranslate the meaning of the words in a way that is culturally appropriateDeveloped in local language; English may be used as part of the brand vocabularyImagesNo changeChange to fit local expectations / product needsChange to fit local expectations / product needsLayoutNo changeMinimize changesChange to fit local expectationsBrand VocabularyNo changeNo changeEnhance and expand 2013.Content Rules, Inc. All rights reserved. 66. Reuse Content 2013.Content Rules, Inc. All rights reserved. 67. Text Within Graphics Not picked up by free translation engines such as Google translate or Microsoft translate Not picked up by optimization engines such as Acrolinx Separate process to translate Not searchable 2013.Content Rules, Inc. All rights reserved. 68. 2013.Content Rules, Inc. All rights reserved. 69. 2013.Content Rules, Inc. All rights reserved. 70. 2013.Content Rules, Inc. All rights reserved. 71. Choose Consistency 2013.Content Rules, Inc. All rights reserved. 72. 2013.Content Rules, Inc. All rights reserved. 73. Language And Search Site must be searchable in native language Even if site returns to English, maintain native language search terms More on this when we discuss content auditing 2013.Content Rules, Inc. All rights reserved. 74. 2013.Content Rules, Inc. All rights reserved. 75. Recap - Internal Best Practices Know when to translate, when to localize, and when to transcreate Reuse content wherever possible eep text out of graphics Be consistent Use multilingual keywords Collaborate 2013.Content Rules, Inc. All rights reserved. 76. Best Practices Exercise Evaluate Walmart for global best practices Ranked #1 on the Fortune 500 for 2013 Presence in 27 countries More than 6,000 international stores Almost 1 million employees outside of the U.S.So lets look at their global online presence. 2013.Content Rules, Inc. All rights reserved. 77. Best Practices Exercise Evaluate Walmarts global gateway using this list of best practices: Access Ease of use Cultural elements Branding Reuse 2013.Content Rules, Inc. All rights reserved. 78. How Long Does It Take You To: Navigate to the Walmart site for Chile? Navigate to the Walmart site for India? Note your observations to share with the class. 2013.Content Rules, Inc. All rights reserved. 79. 2013.Content Rules, Inc. All rights reserved. 80. Val Swisher CEO & Founder vals@contentrules.com @contentrulesinc