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Agenda

Content is King and the 3 Kings of Content

o nat an ve s - rt an t e pp e ay

How to Achieve the 3 Kings of Content

Best Practices and Technology

Global Brands and Content Successes

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Content is King

90% of HPs customers buy basedon content, not on touching the

pro uct

* Gilbane Globalization blog Mary LaPlante, 2008

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3 Kings of Content

BrandingBrandingBrandingBranding QualityQualityQualityQuality ConsistencyConsistencyConsistencyConsistency

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Johnathan Ives T-Shirt

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Johnathan Ives T-Shirt

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Multilingual Brand, Consistency, Quality

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Multilingual Brand, Consistency, Quality

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The Reality: Branding

Mist m , - es no pl

(=Tierkot) droppings (=Pferdemist, Kuhmist etc) dung

=

(=Misthaufen) manure or muck heap

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The Reality: Quality

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The Reality: Consistency

WARNING: Switch power off only when the fan has stopped

WARNING: Switch power off once the fan has stopped

WARNING: Disconnect power only when the fan has stopped

WARNING: Never switch the power off until the fan has stopped

WARNING: Do not power down until the fan has stopped

WARNING: Do not power down before the fan has stopped

WARNING: You must wait until the fan has stopped before switching off the power

WARNING: Wait until the fan has stopped running before switching off the power

WARNING: Do not disconnect power if fan is running

WARNING: Fan must be stopped before disconnecting power

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3 Kings of Content: How to Achieve

BrandingBrandingBrandingBranding

Multilingual TerminologyManagement

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What is Terminology Management?

terminology [tur-muh-nol-uh-jee]noun, plural -gies.

1. the s stem of terms belon in or eculiar to a science art or

terminology [tur-muh-nol-uh-jee]noun, plural -gies.

1. the s stem of terms belon in or eculiar to a science art or

Technical and Industry terms

Corporate language

Technical and Industry terms

Corporate language

specialized subject; nomenclature: the terminology of botany.2. the science of terms, as in particular sciences or arts.

specialized subject; nomenclature: the terminology of botany.2. the science of terms, as in particular sciences or arts.

Marketing phrases and taglines Search engine keywords

Software user interface items

Hardware labels

Marketing phrases and taglines Search engine keywords

Software user interface items

Hardware labels

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Why is Terminology Important?

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3 Kings of Content: How to Achieve

QualityQualityQualityQuality

Create Clear, Concise and CurrentContent

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What is Quality Content?

ClearClear

Understood by all, worldwide

Accurate

Understood by all, worldwide

Accurate

n orma ven orma ve

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What is Quality Content?

ConciseConcise

Digesti e

Bite-size

Eliminates waste

Digesti e

Bite-size

Eliminates waste

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What is Quality Content?

CurrentCurrent

Up-to- ate

Latest branding, style,

grammar, wording guidelines

Up-to- ate

Latest branding, style,

grammar, wording guidelines

Searchable Searchable

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Why is Content Quality Important?

Garbage In, Garbage Out

Source content

x Complex sentence structures

x Inconsistent terminologyx No reuse

Translated content

x Low quality

x Inconsistentx Expensive

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3 Kings of Content: How to Achieve

ConsistencyConsistencyConsistencyConsistency

Reuse and Share Content

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Why Content Reuse?

Apply Manufacturing Methodology to Content Creation

BMW 120d BMW 520dBMW 320d

Wh i C i t I t t?

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Why is Consistency Important?

WARNING: Switch power off only when the fan has stopped

WARNING: Switch power off once the fan has stopped

WARNING: Disconnect power only when the fan has stopped

WARNING: Never switch the power off until the fan has stopped

WARNING: Do not power down until the fan has stopped

WARNING: Do not power down before the fan has stopped

WARNING: You must wait until the fan has stopped before switching off the power

WARNING: Wait until the fan has stopped running before switching off the powerWARNING: Do not disconnect power if fan is running

WARNING: Fan must be stopped before disconnecting power

Wh i C i t I t t?

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Why is Consistency Important?

ATTENTION: Couper le courant que lorsque le ventilateur est arrt

ATTENTION: Couper le courant une fois que le ventilateur s'est arrt

ATTENTION: Dbranchez l'appareil que lorsque le ventilateur est arrt

ATTENTION: Ne jamais mettre l'appareil hors tension jusqu' ce que leventilateur s'est arrt

ATTENTION: Ne pas pouvoir jusqu' ce que le ventilateur s'est arrt

ATTENTION: Ne pas teindre avant que le ventilateur s'est arrt

ATTENTION: Vous devez attendre que le ventilateur s'est arrt avant de coupera imentation

ATTENTION: Attendez que le ventilateur s'est arrt avant de couperl'alimentation

ATTENTION: Ne pas dbrancher l'alimentation si le ventilateur est en marche

ATTENTION: Le ventilateur doit tre arrt avant de couper l'alimentation

Why is Consistency Important?

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Why is Consistency Important?

ADVERTENCIA: Desconecte slo cuando el ventilador ha parado

ADVERTENCIA: Desconecte la corriente una vez que el ventilador se ha parado

ADVERTENCIA: Desconecte la energa slo cuando el ventilador deje de

ADVERTENCIA: No conecte la alimentacin hasta que el ventilador se ha parado

ADVERTENCIA: No se apagan hasta que el ventilador se ha detenido

ADVERTENCIA: No apague antes de que el ventilador se ha parado

ADVERTENCIA: Usted debe esperar hasta que el ventilador se ha parado antes de desconectar

a a imentaci n

ADVERTENCIA: Espere hasta que el ventilador deje de funcionar antes de desconectar la

alimentacin

ADVERTENCIA: No desconecte la corriente elctrica si el ventilador est en funcionamiento

ADVERTENCIA: El ventilador debe ser parado antes de desconectar la energa

3 Ki f C t t

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3 Kings of Content

BrandingBrandingBrandingBranding QualityQualityQualityQuality ConsistencyConsistencyConsistencyConsistency

Satisfy Customers GloballySave Money

Achieve Deadlines

H t G t Th

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How to Get There

Find examples of good and bad content

Define your company terminology

Establish writing, grammar, style, branding rules for content

Share with all content creators, e.g. tech docs, marketing,

Link content creation processes and technology to translation

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Save Translation Costs Upfront

Ensure Quality

Enforce Branding

SDL Global Authoring Management

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System

SDL MultiTerm

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SDL MultiTerm

Multilingual Accuracy

Multilingual Branding Shared Knowledge

Centralized Knowledge

SDL MultiTerm

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SDL MultiTerm

Desktop for Terminologists Online for the Organization

Integration for Translators Integration for Content Creators

Whos doing it right?

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Who s doing it right?

30% increase in productivity due

to reuse of content and

17% decrease in translation costs

due to terminology management

Improved branding andstreamlined authoring processes

across geographies