Democratisation of corporate language_with_Lexeri

1. Democratisation of corporate language Houman Gieleky (Lexeri.com) #LocWorldWide42

2. Corporate Language 2

3. What is Corporate Language? Corporate Identity (CI) Corporate Design Corporate Language Voice and Tone Terminology #LocWorldWide42 3

4. Why is it important to create a Corporate Language? Brands and products are becoming more and more similar • To differentiate by colour or images is tricky: • 70 % of all B2B-brands use blue as their colour • images often come from picture archives • Companies strive to be seen as unique and different from their competitors • Ø language makes the difference language makes the difference #LocWorldWide42 4

5. Voice and Tone 5

6. Voice The relationship you create with customers through written and spoken words • Reflection of character Language department • It’s who you are, how you stand out, and what you believe #LocWorldWide42 6

7. Tone While voice is a reflection of character, tone is about mood • Tone taps into emotion in ways that character and voice cannot Language department • Adapt tone based on the situation at hand • It’s highly contextual #LocWorldWide42 7

8. Mailchimp Voice https://styleguide.mailchimp.com/voice-and-tone/ #LocWorldWide42 8

9. Mailchimp Tone https://styleguide.mailchimp.com/voice-and-tone/ #LocWorldWide42 9

10. What is Corporate Terminology and why is it important? 10

11. What is a term? A term can be: • a word with a specific meaning (e.g. customer) Language department • a compound word (e.g. customer support) • an expression that consists of several words (e.g. ‘Contact us at any time!’ or ‘Contact us whenever you like!’) #LocWorldWide42 11

12. Corporate Terminology Management with Lexeri Term Status Definition Alternative term Linguistic parameters Context Related terms in other languages #LocWorldWide42 12

13. One of the main productivity features in CAT Tools For translators https://slator.com/features/reader-polls-payment-terms-virtual-remote-interpreting-terminology/ #LocWorldWide42 13

14. It reduces complaints between customers and LSPs A win-win for LSPs and their customers 34.76 % of complaints in this sector over the last 3 years were caused by incorrect or inconsistent terminology #LocWorldWide42 14

15. Customers make massive cost savings by addressing terminology earlier Schütz / Nübel 1998 Creation of the terminology/definition cost multiplier Product development phase Product specifications 0.1 – 0.2 Documentation development 0.5 Text preparation 1.0 Editing 2.0 Where LSPs typicaly start Acceptance 5.0 Translation 10.0 Final checks 20.0 Jörg Schütz and Rita Nübel (1998): ‘Multi-purpose vs. Task-specific Application: Diagnostic Evaluation of Multilingual Language Technologies’ #LocWorldWide42 15

16. How to manage terminology challenges 16

17. Language departments define the rules, but no one uses them Terminology is today the CAT Tool’s little sister Other 99.9 % of employees Language department • Translation- Memory eShop CMS Office Marketing Cloud CRM Customer Support System Social Media • • • • • • • ... #LocWorldWide42 17

18. Customers’ greatest problems: no collaboration, no company-wide usage Survey of 100 midsize and enterprise customers of Toptranslation in 2018 #LocWorldWide42 18

19. Bringing terminology like ‘auto-correction’ to all employees Expert #LocWorldWide42 19

20. Can be integrated into usual tools of non-linguists #LocWorldWide42 20

21. Range within a company A perfect terminology environment should be a tool for all teams, not for linguists alone. Make it easy to use and understand. #LocWorldWide42 21

22. Complexity stifles the idea of company-wide collaboration e.g. Term Status on SDL WorldServer Term Status •Proposed: newly submitted terms and terms needing validation. •Approved: terms that are approved and considered acceptable for use in documentation. The ISO 12620 name for this status is admitted term, indicating that this is an acceptable synonym for a preferred term. •Preferred: approved terms that should be preferred over other approved terms. •Standardised: standardised terms that are approved and considered acceptable for use in documentation. •Legal: terms that are legally defined and used in legally binding documents, that are approved and considered acceptable for use in documentation. •Regulated: terms defined by law or government regulation that are approved and considered acceptable for use in documentation. •Deprecated: undesirable or incorrect terms that should not be used to express the concept. •Superseded: terms that are no longer preferred or admitted, and should not be used to express the concept. •Rejected: non-terms, candidates deemed not suitable for inclusion in the term database. This does not make any statement on the acceptability of the candidate term for use in documentation. #LocWorldWide42 22

23. Make daily use child’s play Only a few colours make terms easy to identify Preferred This is the preferred term that should always be used. This term may be used, but another term is preferred. Permitted This term may not be used. The preferred term or another permitted term should be used instead. Not recommended This term should no longer be used. The preferred term or another permitted term should be used instead. Deprecated #LocWorldWide42 23

24. Allow every employee to make suggestions (Kanban Board in Lexeri) #LocWorldWide42 24

25. Require a minimum level of quality #LocWorldWide42 25

26. Invest in plug-ins and API ecosystem API Expansion of functionality of other internal solutions Seamless integration into existing IT infrastructure GitHub shopify Adobe Experience Salesforce SAP Hybris A variety of further systems can be connected, including: e-shops (e.g. Magento, Shopify, Shopware, OXYD) Developer tools (e.g. Gitlab and Github) Social media channels (e.g. Twitter, Facebook, YouTube) PIM systems (e.g. Contentserv) Customer support system (e.g. Zendesk, OTRS) Content Management Systems (CMS) (e.g. Typo 3, Wordpress) #LocWorldWide42 26

27. Case Study – Lenze Collaborative terminology management: ü Transferred terminology from two to over 20 languages (Lenze has e.g. 70,000 terms in German) ü Clean-up of old ‘zombie-terms’ within two months ü Roll-out of terminology to more than 3,000 employees in 15 countries within 1 year Lenze is a drive technology and automation manufacturer and developer • ü Joint company-wide revision process and several terminology statuses Turnover of EUR 750 million • ü Integration via API into PIM System of Lenze 4,500 employees in over 60 countries • ü Reduced Lenze‘s costs of terminology management by more than 50 % in first year #LocWorldWide42 27

28. What’s coming next … § NLP-powered Terminology Extraction for automatic glossary creation § One-click Terminology check integrated into most content management systems § Voice and tone live check (‘auto-correction’) for written text #LocWorldWide42 28

29. Thank you for listening HOUMAN GIELEKY C E O hg (at) lexeri.com #LocWorldWide42 29