EVOLVE'15 | Maximize | Therese Harris | Lionbridge
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A large multinational consumer electronics company is consolidating its various regional websites into a centralized global platform using Adobe Experience Manager and Hybris. The project focuses on internationalization, localization management, and incorporating a wide range of languages for better market reach and efficiency. A cross-functional team is driving this initiative to ensure consistency in branding and streamline workflows for faster market entry.
EVOLVE'15 | Maximize | Therese Harris | Lionbridge
- 2. 2 Large multinational consumer electronics company Migrating multiple regional web sites hosted regionally on various platforms and technologies Consolidating and centralising global digital marketing on Adobe Experience Manager supported by Hybris for e-commerce Lines of Business; Business-to-Consumer, Business-to- Business (distributors) and Professional Customers Who makes up the team? What languages do they translate into? What is the translation business process flow? What does the content model look like? CUSTOME R JOURN E Y – G LOBAL DI G ITAL MARK E TI N G RE PLATFORMI NG PROJE CT
- 3. 3 “The process through which back-end technologies are used to create a modular, culturally neutral, extendable, and accessible global website is called internationalization, or i18n. Internationalization helps companies develop a global platform or web architecture for future globalization efforts.” (Singh, Park, Kalliny, 2012, pg. 60)* Internationalization helps companies develop a global platform or web architecture for future globalization efforts. I N TE RNATIONALIZE D — OR G LOBAL -RE ADY
- 4. 4 A centralized approach to website localization that is streamlined and cost-effective Objectives for centralized approach; • brand messaging global consistency • workflows to speed time-to-market • translation technologies - increase automation • Single source language services • marketing automation, campaigns, and e-commerce integration use teams for locale-specific content creation and other marketing activities . 63% of global companies centralize localization management to provide a more consistent user experience CE N TRALIZING FOR I N CRE ASE D E FFI CIE NCIES AN D RE DUCE D COSTS
- 5. 5 C-suite buy-in is key Project is driven by cross-functional team including • information technology • product and services content owners • procurement • digital marketing • in-country staff • and in-house localization department assembled a team of qualified, fully invested stakeholders to share their expertise, lighten the workload, and contribute to project success. More than 53% of global companies say marketing is most often responsible for web localization WHO’ S RE SPON SI BLE FOR WE BSI TE LOCALI ZATION?
- 6. 6 Languages dependent on which markets offer the greatest opportunity Reuse translations in multiple markets Multilingual countries mean multiple locales Maintain current service levels for each market Content model that allows future market expansion “Over the past decade, the average number of languages supported by the leading global brands has more than doubled to nearly 30 languages today.” — John Yunker, Byte Level Research, from “A Look Forward: Emerging Trends in Web Localization Strategies,” for The Definitive Guide to Website Translation, Lionbridge Technologies WHI CH LAN G UAG E S SHOULD I I N CLUDE I N MY LOCALI ZATION STRATE GY ?
- 10. Channel Global Region 10 Global English Professional Distribution English Consumer English North American English European English Asia Pacific English Language European French European Dutch European German European Spanish European Italian
- 11. Channel Global Region 11 Global English Professional Distribution English Consumer English North American English European English Asia Pacific English Language European French European Dutch European German European Spanish European Italian Local UK English France French Belgium French
- 12. Roll-out to Local sites Roll-out and Translate -Clay Tablet translation step inserted into roll-out -distribution content is translated first so translation memory can be leveraged for repeated content Roll-out to Regions -identification of content appropriate for each region Roll-out to Channels -application of templates for each channel Author in English Global English Consumer English European English French France French Belgium French Dutch German Spanish Italian North American English Asia Pacific English Distribution English Professional PROCE SS FLO W
- 13. 13 “connector” software automate source- and target language file transfers enable users to automate the selection, transfer, retrieval—and monitoring—of content for localization from within the CMS I N TE G RATING THE CON TE N T MAN AG E ME N T SY STE M WI TH TRANSLATI ON TE CHNOLOGY Adobe Experience Manager Translation Destination
- 14. 14 CMS integration technology is particularly helpful if you’re managing medium-to-large deployments with several multilingual websites and lots of dynamic content. It’s also useful for organizations requiring rapid time- to-market and frequent, immediate site updates as well as environments with multiple content owners, contributors, editors, and stakeholders. THE BUSI N E SS PROCE SS FLO W
- 15. 15 CREATING CONTENT FOR A GLOBAL DIGITAL MARKET
Editor's Notes
- #6: Survey of 400 B2B Companies in Non-English speaking countries