Diana Ballard Director, Global Account Management. LOGOS GROUP Non solo parole

Transcription

1 Diana Ballard Director, Global Account Management LOGOS GROUP Non solo parole

2 Enterprise Localization Strategy The Coming of Age for Translation? When you work you are a flute through whose heart the whispering of the hours turns to music. Kahlil Gibran, The Prophet

3 Customer Engagement As business process become ever more automated and industrial scale, how do we put the human element back into communication? 85% Customer Relationships will take place without talking to a human by 2020 Gartner

4 Data Uncertainty 1 in 3 Business Leaders don t trust data driving their decisions. 2.5 quintillion Bytes of data, are created every day 90% Data has been created in the past 2 years IBM

5 The Internet of Things Mobile first strategy - We re snacking on content 24/7. 90% Internet Users will access content from smartphones or devices by 2017 Statista.com

6 Opportunities & Challenges in Translation Spend increasing with volumes and number of languages. Commodity vs. Investment. What is the right content, the right process, media for any target market? 86% of people are more likely to but products and services in their own language. Creating case studies proving ROI, not only statistics on KPIs/SLAs or export revenues. $38 Billion Market for Language Services in 2014 Common Sense Advisory

7 What is the Future of the Written Word? 64-85% people are more likely to buy after watching a product video YouTube is the 2 nd largest search engine in the world 7/10 people feel positive about a brand after viewing their video content. The Brain processes visual data 600,000 faster than text. 1 minute video = 1.8 million words 90% Global consumers watch video content over the Internet. Social Media Forrester Res Kissmetrics Axonn

8 Solution: Content Enrichment Talent to discover, audit and structure a blueprint which delivers a quantifiable business goal against a defined global brand. Expertise to understand the customer and deliver an effective messaging strategy to profitable action. Knowledge to leverages existing content whilst migrating to a new architecture. Compelling Case Studies proving investment delivers higher revenues. Focus on People

9 Content Marketing & Storytelling Global Brands, their products and services will speak through content. Content marketing means empowering users into experts with useful information through meaningful conversation. Storytelling will be the most powerful communication, both educational and entertaining. Great content will create loyal readers and ultimately loyal customers.

10 Solution: Content Strategy 96% World Population lives outside U.S. Discovery: Global Content Strategy: Engagement (ROI) Discovery Engagement Fulfillment 1.4% Reporting. World Population speaks German

11 Cross-reference consistency Re-use, re-use, re-use Deadlines Statistics Scrums Community Portal Kaizen Automate Language variants Partnership Partnership: Every Word is a moving part Transcreation as a process Training Discovery: Definition of Scope, Intent, Context, Background, Layout Independence Process & Expectations Q&A Transcription Sprints Translation Establishing a Translation Framework for Project Briefing Understanding Kick-off call Adaption Translator as Co-Author Quality Assurance Unifying Content with Design Proofreading & Final QC. Scorecards Training Status Calls Authoring Guides & Tools Middleware Integration Terminology Style Guide CAT Tools Reference Material Expansion/Contraction

12 Translation as a Creative Process Captivates us with the right the attention, the right purpose and emotion (style, tone, idioms) Reinvents but creates the same authentic experience Captures the Message beyond Words in context Flows as if written by a professional author. Requires commanding knowledge of source and target languages and cultures Enables global creative campaigns and programs to be memorable locally. Translators as Co-Creators

13 Localization Strategy in action John Grisham running through the streets of Bologna, Italy.

14 Self Discovery through Language Transformative power of self-localization.

15 When you tell your Story in a trusted local Voice, Localization Strategies deliver Localization Strategies: Global Success Terminology Cultural Assessment, Style Guides. Story & Content Crafting, Transcreation. Process Communication Reporting. Technology People

16 Questions Diana Ballard Director, Global Account Management LOGOS GROUP Non solo parole