assessing the need for translation
DESCRIPTION
Presented at the SDL Trados Forums 2013, this presentation evaluates the growing need for translated content, the revenue opportunities and the technologies that help automate the translation process.TRANSCRIPT
![Page 1: Assessing the need for translation](https://reader034.vdocuments.us/reader034/viewer/2022042714/54be1a7a4a79594e048b46fa/html5/thumbnails/1.jpg)
SDL Proprietary and Confidential SDL Proprietary and Confidential
Welcome
![Page 2: Assessing the need for translation](https://reader034.vdocuments.us/reader034/viewer/2022042714/54be1a7a4a79594e048b46fa/html5/thumbnails/2.jpg)
• Policy actions having lowered the
risks in the Euro zone and the US
• Japan has slid into recession but
stimulus is expected to drive new
growth.
• Some emerging economies
experiencing growth but others are
now struggling.
What’s New?
Global growth is projected to
increase through 2013 (It increased by 3% on Q4 2012)
![Page 3: Assessing the need for translation](https://reader034.vdocuments.us/reader034/viewer/2022042714/54be1a7a4a79594e048b46fa/html5/thumbnails/3.jpg)
What else?
Export Market Growth
Increased Global
Competition
Consumer Preferences
Global
content
explosion
Communication
Channels
![Page 4: Assessing the need for translation](https://reader034.vdocuments.us/reader034/viewer/2022042714/54be1a7a4a79594e048b46fa/html5/thumbnails/4.jpg)
Forrester says:
“By 2017, Europeans will spend more than €191 billion online on retail
products, and online retail growth will continue to outpace offline growth.”
“[Organisations] must become more aggressive in developing strategies to
secure growth, identifying new sources of competitive advantage and
differentiation as they optimize their businesses to serve increasingly
web-savvy shoppers in a very crowded market”
- Forrester March 2013, European Online Retail Forecast, 2012 To 2017
Latest Forecasts for Online Sales
![Page 5: Assessing the need for translation](https://reader034.vdocuments.us/reader034/viewer/2022042714/54be1a7a4a79594e048b46fa/html5/thumbnails/5.jpg)
Businesses will be looking to find business in new regions in more languages!
![Page 6: Assessing the need for translation](https://reader034.vdocuments.us/reader034/viewer/2022042714/54be1a7a4a79594e048b46fa/html5/thumbnails/6.jpg)
• Announcing…
SDL BeGlobal for Post Editing!
What’s new at SDL?
![Page 7: Assessing the need for translation](https://reader034.vdocuments.us/reader034/viewer/2022042714/54be1a7a4a79594e048b46fa/html5/thumbnails/7.jpg)
SDL Proprietary and Confidential SDL Proprietary and Confidential
Assessing the Need for Translation
![Page 8: Assessing the need for translation](https://reader034.vdocuments.us/reader034/viewer/2022042714/54be1a7a4a79594e048b46fa/html5/thumbnails/8.jpg)
can we organise content using a
scale of necessity?
What to translate?
![Page 9: Assessing the need for translation](https://reader034.vdocuments.us/reader034/viewer/2022042714/54be1a7a4a79594e048b46fa/html5/thumbnails/9.jpg)
• “Measuring the need for translation”?
• “Deciding which content to translate”?
Research showed nothing
![Page 10: Assessing the need for translation](https://reader034.vdocuments.us/reader034/viewer/2022042714/54be1a7a4a79594e048b46fa/html5/thumbnails/10.jpg)
assessing - present participle of as·sess (Verb)
1. To evaluate or estimate the nature,
ability, or quality of: "the committee
must assess the relative importance of
the issues".
2. Calculate or estimate the price or value of: "the damage was assessed at $5 billion".
We’re asking what you should translate and the value it brings
![Page 11: Assessing the need for translation](https://reader034.vdocuments.us/reader034/viewer/2022042714/54be1a7a4a79594e048b46fa/html5/thumbnails/11.jpg)
• Client-facing in foreign markets?
• Revenue or Lead generating?
• HR or Training material for employees?
• Legal consequences if product is misused?
Strategic Selection of Content
Compliance? Revenue?
![Page 12: Assessing the need for translation](https://reader034.vdocuments.us/reader034/viewer/2022042714/54be1a7a4a79594e048b46fa/html5/thumbnails/12.jpg)
1. Compliance
![Page 13: Assessing the need for translation](https://reader034.vdocuments.us/reader034/viewer/2022042714/54be1a7a4a79594e048b46fa/html5/thumbnails/13.jpg)
The cost of “not”
Risk
Actual
Cost
Potential
Cost
=
+
![Page 14: Assessing the need for translation](https://reader034.vdocuments.us/reader034/viewer/2022042714/54be1a7a4a79594e048b46fa/html5/thumbnails/14.jpg)
Risk Matrix
Medium Risk High Risk
Low Risk Medium Risk
Impact
Likelihood
![Page 15: Assessing the need for translation](https://reader034.vdocuments.us/reader034/viewer/2022042714/54be1a7a4a79594e048b46fa/html5/thumbnails/15.jpg)
• Make an inventory of materials
• Must Vs Should
• Business impact if you don’t translate
• Consider likelihood
• Use the matrix
• Choose what to translate
Actions
![Page 16: Assessing the need for translation](https://reader034.vdocuments.us/reader034/viewer/2022042714/54be1a7a4a79594e048b46fa/html5/thumbnails/16.jpg)
2. Revenue
![Page 17: Assessing the need for translation](https://reader034.vdocuments.us/reader034/viewer/2022042714/54be1a7a4a79594e048b46fa/html5/thumbnails/17.jpg)
Customer Experience (according to Forrester)
“How customers perceive their interactions with your
company.”
– What will the customer experience be?
– Translation needs driven by customer experience needs
– What is it they are buying from you?
– How will they make that decision?
Consider the Customer Experience
![Page 18: Assessing the need for translation](https://reader034.vdocuments.us/reader034/viewer/2022042714/54be1a7a4a79594e048b46fa/html5/thumbnails/18.jpg)
• Recommendation from a friend
(Product sight)
• Editorial
– Journalist Review (Print / Web)
– Independent Blogs (Web)
– YouTube, both independent and
Manf. (Video)
• Manufacturers Website
– Researching Latest Model (Web)
– What is the cost of new, or what
deals are there? (Web)
Car buying experience
• AutoTrader
– Estimate costs (Classified Ads)
– Trim levels (Classified Ads)
– User Reviews (Forums, Reviews)
• Wikipedia
– To decide on trim level (Web)
![Page 19: Assessing the need for translation](https://reader034.vdocuments.us/reader034/viewer/2022042714/54be1a7a4a79594e048b46fa/html5/thumbnails/19.jpg)
• Telephone Local Dealership for demonstration
–First one didn’t answer
–2nd one did, drove to site
• Looked at car
– Interface for radio (Product)
–Car Manual (Printed Manual)
• Agreed purchase
–Offered accessories brochure (Printed Collateral)
–Welcome pack (Printed Collateral)
Car buying experience
![Page 20: Assessing the need for translation](https://reader034.vdocuments.us/reader034/viewer/2022042714/54be1a7a4a79594e048b46fa/html5/thumbnails/20.jpg)
• Make an inventory of materials
• Be clear on your business model
– Low Volume High Cost
– Low Cost High Volume
• Think about the customer buying cycle
Actions (Part 1)
![Page 21: Assessing the need for translation](https://reader034.vdocuments.us/reader034/viewer/2022042714/54be1a7a4a79594e048b46fa/html5/thumbnails/21.jpg)
Doc Management
The Spectrum of Content Types
Utility
Quality
User Forums Email Support
FAQ
Advertising
Product Alerts
Product Documentation
User Reviews
Software User Interface
Instant Messaging
SEO Tags
Knowledge Base
HR Documents
Task-Driven
Bra
nd
ing
Marketing Content
Publisher Content
Chat
Blogs
Email Notifications
Newsletters
Wiki
Web Content
Twitter/Facebook
![Page 22: Assessing the need for translation](https://reader034.vdocuments.us/reader034/viewer/2022042714/54be1a7a4a79594e048b46fa/html5/thumbnails/22.jpg)
The Customer Buying Cycle
Awareness
Consideration
Preference
/Intent
Purchase
Repurchase
Hubspot http://blog.hubspot.com/blog/tabid/6307/bid/19022/How-to-Leverage-the-5-Stages-of-the-Customer-Buying-Cycle-for-More-Sales.aspx
![Page 23: Assessing the need for translation](https://reader034.vdocuments.us/reader034/viewer/2022042714/54be1a7a4a79594e048b46fa/html5/thumbnails/23.jpg)
Content by buying stage
Awareness
Consideration
Preference
/Intent
Purchase
Repurchase
Blogs
Advertising
Marketing Collateral
SEO Tags
Twitter/Facebook Product Documentation
Knowledge Base
Software User Interface
Publisher Content
Wiki
Welcome Pack
Marketing Collateral
Web Content
Video
![Page 24: Assessing the need for translation](https://reader034.vdocuments.us/reader034/viewer/2022042714/54be1a7a4a79594e048b46fa/html5/thumbnails/24.jpg)
Prioritise Here!
Add a weighting to your buying cycle
Blogs
Advertising
Marketing Collateral
SEO Tags
Twitter/Facebook Product Documentation
Knowledge Base
Software User Interface
Publisher Content
Wiki
Welcome Pack
Marketing Collateral
Web Content
Video
Low Volume, High Cost
![Page 25: Assessing the need for translation](https://reader034.vdocuments.us/reader034/viewer/2022042714/54be1a7a4a79594e048b46fa/html5/thumbnails/25.jpg)
Prioritise Here!
Add a weighting to your buying cycle
Blogs
Advertising
Marketing Collateral
SEO Tags
Twitter/Facebook Product Documentation
Knowledge Base
Software User Interface
Publisher Content
Wiki
Welcome Pack
Marketing Collateral
Web Content
Video
High Volume, Low Cost
![Page 26: Assessing the need for translation](https://reader034.vdocuments.us/reader034/viewer/2022042714/54be1a7a4a79594e048b46fa/html5/thumbnails/26.jpg)
Doc Management
The Spectrum of Content Types
Utility
Quality
User Forums Email Support
FAQ
Advertising
Product Alerts
Product Documentation
User Reviews
Software User Interface
Instant Messaging
SEO Tags
Knowledge Base
HR Documents
Task-Driven
Bra
nd
ing
Marketing Content
Publisher Content
Chat
Blogs
Email Notifications
Newsletters
Wiki
Web Content
Twitter/Facebook
![Page 27: Assessing the need for translation](https://reader034.vdocuments.us/reader034/viewer/2022042714/54be1a7a4a79594e048b46fa/html5/thumbnails/27.jpg)
• By Region
– Lack of social media in certain countries
• E.g. Danish low use of Twitter
• South America reliance on word of mouth
– Poor internet connectivity?
• Target Consumer
– Different age ranges?
– Different products?
Consider any variations
![Page 28: Assessing the need for translation](https://reader034.vdocuments.us/reader034/viewer/2022042714/54be1a7a4a79594e048b46fa/html5/thumbnails/28.jpg)
• Make an inventory of materials
• Be clear on your business model
– Low Volume High Cost
– Low Cost High Volume
• Think about the customer buying cycle
• Choose which pieces of content you need to deliver in a localised way for
each stage of the buying cycle.
• Consider the frequency of use for a specific content type
Actions (Part 2)
![Page 29: Assessing the need for translation](https://reader034.vdocuments.us/reader034/viewer/2022042714/54be1a7a4a79594e048b46fa/html5/thumbnails/29.jpg)
Business Model
Value Matrix
Medium Priority High Priority
Low Priority Medium Priority
Impact
on
Revenue
Success
Frequency of use
![Page 30: Assessing the need for translation](https://reader034.vdocuments.us/reader034/viewer/2022042714/54be1a7a4a79594e048b46fa/html5/thumbnails/30.jpg)
• Revenue or Compliance
• Content Types
• Buying Cycle
• Variables
• Regions
• Languages
Quick recap
![Page 31: Assessing the need for translation](https://reader034.vdocuments.us/reader034/viewer/2022042714/54be1a7a4a79594e048b46fa/html5/thumbnails/31.jpg)
What’s going to happen in the
future?
![Page 32: Assessing the need for translation](https://reader034.vdocuments.us/reader034/viewer/2022042714/54be1a7a4a79594e048b46fa/html5/thumbnails/32.jpg)
• Content will continue to grow…
• Communities will get more important.
• Increased focus on Customer Experience Management
• The emergence of sensor-laden devices
What’s Next?
![Page 33: Assessing the need for translation](https://reader034.vdocuments.us/reader034/viewer/2022042714/54be1a7a4a79594e048b46fa/html5/thumbnails/33.jpg)
Sensor-laden Devices
Nest Thermostat
Nike+
Google Glass
Driving a new focus on post sales service and repurchase
![Page 34: Assessing the need for translation](https://reader034.vdocuments.us/reader034/viewer/2022042714/54be1a7a4a79594e048b46fa/html5/thumbnails/34.jpg)
The SDL Language Platform
All your needs supported
in one platform
![Page 35: Assessing the need for translation](https://reader034.vdocuments.us/reader034/viewer/2022042714/54be1a7a4a79594e048b46fa/html5/thumbnails/35.jpg)
Copyright © 2008-2012 SDL plc. All rights reserved.. All company names, brand names, trademarks,
service marks, images and logos are the property of their respective owners.
This presentation and its content are SDL confidential unless otherwise specified, and may not be
copied, used or distributed except as authorised by SDL.