accelerating your websites global reach
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Automate and Accelerate yourGlobal Impact
Darren Guarnaccia, VP Product Marketing
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About Sitecore
Leading provider of enterprise-class .NET web contentmanagement and portal software for mid-to-large organizations
Global Presence
San Francisco, Boston, Copenhagen, London, Munich and Amsterdam
Stability
Profitable since inception in 1999, same owners, same vision and same
technology (.NET)
Customers
Over 1400 customers managing over 6000 web sites worldwide
Supported
Over 300 Sitecore Certified Partners worldwide, with over 100 in North
America
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Sitecores 1400+ customers include:
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Globalization: The Why
The lure of new markets Reduced competition (competing against non-consumption)
Reduced cost of sales
Improved margins
Larger prospect pool Brand extension and enhancement
Fast Stats:
52% of consumers are not willing to buy from a non-localized
site
75% of consumers are more willing to buy again if support is
in their language
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Typical Challenges
Resource and expertise constraints cause us toforfeit the advantages the web gives us: Your brand is not consistent or strongly communicated
Depth of content on your home country site does not help you
in new markets Regional sites fail to convey local market understanding and
capabilities
Site content is often simply translated rather than localized
Poor translation sends message to local market that you dont
care Regulatory violation can lead to fines (Quebec French
requirement in Canada)
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Typical Challenges
As a result: Penetration into a market is slowed
Local market does not take you as seriously
Increased operating costs to penetrate market
Expansion plans are delayed Potential brand erosion
Potential legal action
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Best practices
Manage corporate brand, with local expression Put control in local market teams, with oversight
Provide control of content, not structure
Remove content creation bottlenecks
Not all content is created equal Localize your high value content
Automate translation for as much content as possible
At a minimum, reference related content in your home
language Allow business owners to decide what level content is
globalized
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Best practices
Structure your site to scale globally Architect language selection into your site design
Ensure navigation / labels are textual and adaptable
Coordinate content creation and updateseverywhere Streamline and automate update process for content
Minimize the lag between home language updates and
regional sites Consider machine translation for low value content
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Poll # 1
How many multi- language sites are you planning to
manage, or do you manage?
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How technology can help
Web Content Management can: Manage content across all its language versions
Enable local markets to manage their localized version of
content, while giving corporate marketing oversight and
control
Enforce corporate brand and site structure
Enable local market sites to create and manage a rich set of
content, and leverage all content that corporate has to offer
Plug into translation technologies to streamline / automate
content translation and localization Enable new language sites and editions to be brought online
quickly and less expensively.
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Case Study: FMC Technologies
FMC technologies designs,manufactures and services
technologically sophisticated
systems and products around the
world
Employs approximately 11,000people and operates 33
manufacturing facilities in 19
countries
Challenge:
Deliver compelling experience to
customers in 19 countries
Not all business lines operate
everywhere
Represent itself as a sophisticatedlobal com an consistentl around
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Case Study: FMC Technologies
Solution:
FMC implemented Sitecore
CMS to enable their business
owners to quickly add
languages to any business
line area of the site
Currently delivering content in
5 languages, across 19
countries
Automatically leverageaddition content from the
home language where content
translation not possible.
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Case Study: FMC Technologies
Benefits:
FMC has been able to penetrate
new markets faster
Business unit owners can
control their own site andlanguages based on market
requirements
Customers perceive FMC as a
local player with global support
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Content management in action
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Content management in action
Sitecore natively supports Multilanguage sites,providing wizard driven tools to addlanguages, manage the export and importprocess for external language contenttranslation.
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Content management in action
Quickly add languages to a siteusing Wizards
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Content management in action
New pages are instanced based on base sitestructure, ready for content to be entered ortranslated
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Content management in action
Editors can toggle quickly between languageversions of content, all based on securitypermissions
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Poll #2
How long does it take for you to get your content
translated?
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How technology can help
Machine translation technology can: Speed up translation by providing a good starting point
Generally delivers approximately 70% accuracy
Can be used as is where low precision is acceptable
When integrated with a WCM system, can automate routine translation needs
such as support content, news items and other bulk content types
However, it can not localize content
Translation Integration systems can: Automatically route content to translators or translation networks
Can provide full translation and localization of content (using humantranslators)
Plug into WCM systems to automate end-to-end content creation and
translation processes
Can route low value content to machine translation, while routing high value
content to translators
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Machine Translation example
Sitecore is integrated out of the box withWorldlingo for machine translation support Content authors can access Worldlingo translation
service from within the content management
environment
Can configure translations from/to any languages
configured in Sitecore
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Machine Translation in action
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Machine Translation in action
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Machine Translation in action
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Machine Translation in action
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Machine Translation in action
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Machine Translation in action
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Translation Integration systems
Sitecore natively supports Clay Tablet Connects WCMSs directly to translation vendors and
technologies
Can automatically route different content to different
translation vendors or machine translation technologies
Provides a broker environment that allows you to use the right
translation vendor for the right job
Prevents translator lock-in
Seamlessly integrates as a part of the natural Content
management workflow process Makes the process of exporting and re-importing translated
content fast and easy
Natively connects to leading Translation Management
systems, such as Idiom, SDL, Lionbridge, Across, etc.
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One to Many
Sitecore
CMS
Vendor
Vendor
Vendor
Clay Tablet: How it works
S C
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SitecoreCMS
TranslatorsWorkflowSystem
Translation QueueAdapter Adapter
Clay Tablet maintains a queue of allcontent that has been sent for translation
Client content systems areconnected via Adapters
Translation systems areconnected via Adapters
Routing Rules
Routing Rules can be configured withinClay Tablet to route content to appropriate
systems
Dashboard
Dashboard gives clients insight into allprojects underway within their enterprise
Clay Tablet: How it works
Sit C lli W b E i
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Clay Tablets integration with Sitecore CMS
provides the fastest, easiest way to send andreceive content for professional translation
Clay Tablet: How it works
Sit C lli W b E i
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Translation status is visible right insideSitecore CMS
Clay Tablet: How it works
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Connecting Sitecore to your translators is asimple configuration
Clay Tablet
Clay Tablet: How it works
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Status Quo
With Sitecoreand Clay Tablet
Integrating Clay Tablet
with Sitecoredramatically reducesthe effort it takes to
move content in andout of the translation
process
Benefits of integrated WCMS to Translation
faster, easier professional translation
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Summary
Web properties are a key element to global marketpenetration
To be effective, sites must be rich in local
language and content, while maintaining a strong
corporate brand
Content management technologies coupled with
translation technologies offer a powerful way to
deliver highly effective multilingual sites
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Thank you
Questions?
[email protected] [email protected]
To find out more:
www.sitecore.net
www.worldlingo.com
www.clay-tablet.com
mailto:[email protected]:[email protected]://www.sitecore.net/http://www.worldlingo.com/http://www.clay-tablet.com/http://www.clay-tablet.com/http://www.worldlingo.com/http://www.sitecore.net/mailto:[email protected]:[email protected]