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Präsentation zum Vortrag von Horst Bothe (Digital Product Management and Localization, HP) am 28. November 2013 auf der Veranstaltung "Content Strategien und Content Marketing – Aktuelle Herausforderungen und Best Practices". Organisiert gemeinsam von bwcon und 21TORR - Nachbericht zur Veranstaltung: http://www.bwcon.de/5981.html
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© Copyright 2013 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
28-Nov-2013Horst BotheDirector Digital Product Management & Localisation
International Content StrategySome thoughts about Languages, Tools, Processes, and Social Media
© Copyright 2013 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.2
Really only 20 min?
Topics
HP, the Journey, Technology, Landscape1
Content Customer Language Expectations, Trend2
Lessons Learned 3
Content for Social Media and how to empower Employees4
© Copyright 2013 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.3
History of HP.com
1998 2001 20091994
HP.com launched as marketing site
eCommerceintroduced
Compaq acquisition expands portfolio
Launching new world class web site – Project Clean Sheet
2012
New Brand introducedAlready 3rd
Design Iteration on Platform
© Copyright 2013 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.4
HP Digital Ecosystem
HP.com
HP communities• Blogs (and comments)
• Forums (and polls)
• Tribal Knowledge Base
• Contests (and ideas)
HP mobile
Content Syndication Social Media
Responsive Design
© Copyright 2013 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.5
Globalisation
TOTAL WORDS NEW WORDS MATCHES
94 Locales, 40 Languages supported on HP Digital Ecosystem
365M* 75M** FY12
© Copyright 2013 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.6
Top 8 Languages according to Common Sense Advisory (Nov 2013)
World Online Wallet (eGDP)
CountriesWoW
(US$B)Share of
WoW
1 English 54 16193 35.853
2 Japanese 1 4745 10.505
3 German 4 3468 7.678
4 Spanish 24 3447 7.632
5 Chinese Simplified 2 3214 7.116
6 French 31 2699 5.976
7 Italian 2 1207 2.673
8 Portuguese 5 1115 2.468 Checkmarks shown are symbols and can be copied and pasted to any desired cell within the table
© Copyright 2013 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.7
HP, the Journey, Technology, Landscape1
Content Customer Language Expectations, Trend2
Lessons Learned 3
Pilot: Empower Employees with the right talking points in Social Media4
© Copyright 2013 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.8
Both internal and external
Meeting customer language expectations
Immediate content, in customer’s own language
Now. Not in a few minutes. Right now.
Customer feedback and comments*
Just enough. Not too much.
© Copyright 2013 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.9
More is less
Words images movies
“Reduce words. Use pictures instead”But… you can’t fit a “quick start” poster on a phone screenYou can show a movie Where does your kid search for solutions?
© Copyright 2013 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.10
Volume Stability Usefulness When
Technical content Huge Static High On-demand
Marketing content Huge Short-term High Now
Translation memories and glossaries Huge Fluid, growing High Constant
Customer input Growing Short-term High Now
Human knowledge Incredible All of the above Enormous Now
What do we have to work with?
The resources we have and the “stuff” we need to translate
© Copyright 2013 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.11
Where are we going?
Permanent content
• Business-driven
• Translations as projects
• Sim-ship
• Translations are perfect, but not everything translated
Agility today
• Customer-driven (and sometimes, customer-performed)
• Translation is agile
• Less context, more content
• MT+post-edit
• Useful > perfect
• Social conversations
Tomorrow
• A babelfish in your ear
• Immediate and understandable conversations
• What the customer wants, in the way they expect it, in a useful form, and in their own language
• Ability to share and reuse without restriction—legal, moral, actual or implied
How does technology help us get to where we are going?
© Copyright 2013 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.12
Really only 20 min?
Topics
HP, the Journey, Technology, Landscape1
Content Customer Expectations, Trend2
Lessons Learned 3
Pilot: Empower Employees with the right talking points in Social Media4
© Copyright 2013 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.13
Silver bullets – really?
• A Redesign• A new CMS• A new Design Agency• Microsites• (Re)organisation• …
© Copyright 2013 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.14
HP, the Journey, Technology, Landscape1
Content Customer Expectations, Trend2
Lessons Learned 3
Pilot: Empower Employees with the right talking points in Social Media4
© Copyright 2013 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.15
We can see the conversation as it develops, create content and arm our employees in ways that influence.
© Copyright 2013 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.16
Imagine fueling the workforce with real-time content that will spread positive sentiment to counter disruptive news.
© Copyright 2013 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.17
Employee controls what and to which channel he posts
Posting made simple
© Copyright 2013 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.18
© Copyright 2013 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
Thank you