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Translation Manager Facilitating global marketing initiatives

Translation Manager Facilitating global marketing initiatives. 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. Global marketing communication. To maximize global market opportunities:

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Translation Manager Facilitating global marketing initiatives

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  1. Translation ManagerFacilitating global marketing initiatives

  2. 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

  3. 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

  4. Global marketing communication • International product launches • Campaigns and promotions • Regional Web site updates • Brand specific micro site • Expansion to new regions Involves a number of stakeholders Affects a number of initiatives Corporate Marketing Corporate Communications Regional Marketing

  5. Defining a global initiative Campaign defined by corporate marketer Campaign chosen to be executed globally Simultaneous launch could be required

  6. The typical rollout process Increase in cost of activities Campaign must be adapted to meet regional demands Delays in time to market Externalization of translation process creates management overhead $ Requires content translation Translation process disconnected from business goal Information loss and/or messaging inconsistencies Translation agencies

  7. SDL Tridion’s global marketing environment A foundation for global initiatives

  8. BluePrinting™ Translation Management SDL Tridion for Global Web Content Management • Brand consistency • Balanced corporate and local messages • Micro site management • Language repositories • Content reuse • Multi-channel • Multi brand • Multilingual asset management • Structured translation processes • Translation Memory • Translation expertise Translation Manager

  9. Translation Manager Globalized communication BluePrintingTM • Enforce brand consistency • Central control & local flexibility • Multi-site • Simultaneous campaign launches • Consistent branding on all Web sites • Microsites • Multi-channel • Web, e-mail, print, rss, mobile, etc.

  10. Translation Manager 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

  11. BluePrinted Global Marketing Initiative Campaign made part of global BluePrint Single or Multi-channel execution Ensures message consistency

  12. BluePrinting™

  13. Translation made part of the rollout process Translation Manager Language Language Language Language Initiate translations while executing initiatives

  14. Translations through Translation Manager Source language Target languages German French Spanish Translation Manager

  15. Uniformity in growing business opportunities Translation Manager … Language Language Language Language Language Language Target new market opportunities easily Accelerate rollout

  16. Customer examples

  17. Canon

  18. Canon – brand consistency

  19. Atlas Copco

  20. Atlas Copco

  21. TMS Customers Life Sciences Automotive Technology Manufacturing Electronics Other Financial Services

  22. 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

  23. Translation management product features • Translation Manager 2.0 • SDL Translation Management System 2007

  24. Translation Manager 2.0 goals

  25. 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

  26. Suite

  27. 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

  28. Source and target languages

  29. Translate business assets (packages) • Marketing campaign, Micro site, product launch, new site rollout • Collect items for simultaneous shipping for translation

  30. And monitor their progress • See the status of content • Statuses: Definition, Ready for translation, Sending to translation, In translation, Completed, Cancelled

  31. 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)

  32. Translation Settings

  33. Translation Targets

  34. Translation Content

  35. Recursive Job creation

  36. 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

  37. 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

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