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© Copyright 2013 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice. 28-Nov-2013 Horst Bothe Director Digital Product Management & Localisation International Content Strategy Some thoughts about Languages, Tools, Processes, and Social Media

International Content Strategy at HP

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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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Page 1: International Content Strategy at HP

© 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

Page 2: International Content Strategy at HP

© 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

Page 3: International Content Strategy at HP

© 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

Page 4: International Content Strategy at HP

© 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

Page 5: International Content Strategy at HP

© 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

Page 6: International Content Strategy at HP

© 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

Page 7: International Content Strategy at HP

© 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

Page 8: International Content Strategy at HP

© 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.

Page 9: International Content Strategy at HP

© 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?

Page 10: International Content Strategy at HP

© 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

Page 11: International Content Strategy at HP

© 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?

Page 12: International Content Strategy at HP

© 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

Page 13: International Content Strategy at HP

© 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• …

Page 14: International Content Strategy at HP

© 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

Page 15: International Content Strategy at HP

© 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.

Page 16: International Content Strategy at HP

© 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.

Page 17: International Content Strategy at HP

© 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

Page 18: International Content Strategy at HP

© Copyright 2013 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.18

Page 19: International Content Strategy at HP

© Copyright 2013 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.

Thank you