translation manager facilitating global marketing initiatives
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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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Presentation Transcript
a simple rule
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
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
slide4

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

slide5

Defining a global initiative

Campaign defined by corporate marketer

Campaign chosen to be executed globally

Simultaneous launch could be required

slide6

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

sdl tridion s global marketing environment
SDL Tridion’s global marketing environment

A foundation for global initiatives

sdl tridion for global web content management
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

globalized communication
Translation ManagerGlobalized 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.
language is key to communication
Translation ManagerLanguage 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
slide11

BluePrinted Global Marketing Initiative

Campaign made part of global BluePrint

Single or Multi-channel execution

Ensures message consistency

slide13

Translation made part of the rollout process

Translation

Manager

Language

Language

Language

Language

Initiate translations while executing initiatives

translations through translation manager
Translations through Translation Manager

Source

language

Target

languages

German

French

Spanish

Translation

Manager

slide15

Uniformity in growing business opportunities

Translation

Manager

Language

Language

Language

Language

Language

Language

Target new market opportunities easily

Accelerate

rollout

tms customers
TMS Customers

Life Sciences

Automotive

Technology

Manufacturing

Electronics

Other

Financial Services

summary
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
translation management product features
Translation management product features
  • Translation Manager 2.0
  • SDL Translation Management System 2007
translation manager 2 0 goals1
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
translation configuration
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
translate business assets packages
Translate business assets (packages)
  • Marketing campaign, Micro site, product launch, new site rollout
  • Collect items for simultaneous shipping for translation
and monitor their progress
And monitor their progress
  • See the status of content
    • Statuses: Definition, Ready for translation, Sending to translation, In translation, Completed, Cancelled
transparent translation process
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)
customizable and extensible
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
sdl translation management system 2007
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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