Embed Size (px)
Citation preview
Translating the Localisation of Content into Business Benefit
Photo credit: Rahel Anne Bailie
Copyright © 2016 Scroll LLP
RAHEL ANNE BAILIE
Chief Knowledge Officer
Scroll (UK)
@ScrollUK
• UK’s only full-service content company
• Provider of writers, editors, content designers
• Content strategy, content engineering, IA and taxonomy services
• Training for content professionals
The Case for Content
• Content as business asset
• Content as comprehension
• Content as user experience
1
Content as Business Asset
Economic evolution
• Agricultural
Economic evolution
• Agricultural
• Industrial
Economic evolution
• Agricultural
• Industrial
• Service
Economic evolution
• Agricultural
• Industrial
• Service
• Knowledge
Economic evolution
• Agricultural
• Industrial
• Service
• Knowledge
• Information
Economic evolution
• Agricultural
• Industrial
• Service
• Knowledge
• Information
• Attention
Economic evolution
• Agricultural
• Industrial
• Service
• Knowledge
• Information
• Attention
• Content
Content must meet needs on both sides
Seamless experience
•Quick to realize use
•Frictionless adoption
•Meets known need
User delight
•Intuitive experience
•Immediate value
•Unexpected perks
Organizational expectations Consumer expectations
Business benefit
• Competitive advantage
• Customer engagement
• Upsell of other products
Business efficiency
• Reduces operational costs
• Faster time to market
• Expansion of scope
Content as Comprehension
Content is …
• Potential information
• Human-usable, contextualised data
12
Data
Dec
Content
Xmas
Information
Book travel
earlyKnowledge
Content is …
• The new “front door”
• How visitors perceive our brand
• How people understand what to do
• How customers make decisions
• Our way to brand differentiation
Content is also:
<tags> </tags>
How useful is this site…
…without content?
If you couldn’t find what you wanted…
…would technical elegance matter?
Does full translation cost more …
…than a partial translation?
We mock bad translations into English
Just as they mock our bad translations (says “We recommend you wash your hands”)
Consumer responses to poor or missing content
“That’s lame”
“I can’t find it”
“Try another
site”“Already there”
Content as User Experience
Create customer experiences that work
User assistance content
Support content
Marketing content
Making the Business Case
• Framing the need
• Constructing the case
2
Framing the need
Business Challenges
Business challenges
• Localisation needs
• Usage differences
• Omnichannel environments
• Importance of social
• Growth opportunities
Localisation needs
• Single language variants
• Cross-market content
• Localisation and transcreation
• Offering native languages in other markets
• Cross-border commerce adaptations
Usage differences
• Smaller screens as primary entry point
to the content
• Mobile commerce and banking
• Tablets as entertainment devices
• Replicated content on commercial
devices (in-store kiosks, medical
device displays, airport screens, etc)
• Ancillary: TV plus tablet for social
• Sequential: Use PC, then mobile; or use
mobile, then finish on PC
• Simultaneous: Collaboration requiring
instant synchronization between devices
Omnichannel environments
Importance of social
Growth opportunities
Brand
TrustEfficiency
Customers want to deal with brands
they trustOrganisations want to present well, with operational efficiency
Calculate the ROI
Page-level analytics
• Typical web analytics programs include Google Analytics, Adobe
Analytics, Webtrends
• They all use JavaScript tags placed on the page to collect:
• Page and session data from the HTML
• Cookie data from the browser
• At a basic level they all measure:
• Visits and visitors to a page
• Events that happen within a page
• Values within a page (like customer ID or sales basket value)
What analytics can tell you
• Analytics tell you what is working, what is
not and what you should improve
• Analytics help you get understand your
readers motivations
• They help you calculate an ROI
Business Drivers
We know how to calculate value
On the Internal Rate of Return (IRR) side:• Extend scope of operations
• Manage risk and compliance
• Increase operational efficiencies
On the Return on Investment (ROI) side:• Build brand loyalty
• More engagement
• Better user experience
• Personalised content
• Increase revenue
• Improve findability
• Optimise quality
Constructing the case
Meaningful metrics
• HP reports that 90% of products are sold on the basis of
content alone
• A search for “Sony Braviax” shows “manual” as the top
search result
• “We found that people are looking at them before they
decide to buy.” – Sales exec, CMS Vendor
• “What is effective with management is seeing how when
the content supporting the product isn’t up to snuff, it
means lost sales.” – Global services provider
• “We live and die by content findability.” – Marketing exec,
global distributor
@rahelab
Los Angeles Department of Water & Power
@rahelab
“The company evaluated its call center volume and found that 25 to 35% of the four million calls received a year were from customers who did not understand their monthly bills. Using the rule of thumb that a call center inquiry costs $5 to $50 per call, you can easily calculate the costs associated with this issue.”Source: http://www.contentmarketinginstitute.com/2011/04/content-marketing-data/
California Consumer Electronics
@rahelab
Returned products due to failure to understand operations: over $1 billion annually. (reported a decade ago)
(Bonni Graham Gonzalez, Manual Labour Inc)
Know your content touch points
• Throughout the customer journey
• Multiple variables for various market conditions,
product lines, and so on
• Multiple outputs for different devices and
platforms
• Localisation, which is becoming more complex
Understand your requirements
Customer lifecycle questions:
• What content does the audience need at each phase during their customer journeys?
Product lifecycle questions:
• What content does the audience need at each phase of the product lifecycle to feel enough trust to proceed?
Content lifecycle questions:
• How do you acquire, manage, configure, and publishthe content so it reaches the right person at the right time during their customer journeys?
Shape the conversation
Pitch to the right people
Make this a cross-functional pitch, as the solution
has broad implications
• Budget holders
• Executive sponsors
• Heads of functional areas
• Technologists
Have the right discussion
Walk the talk of getting “the right content to the right
people at the right time”
• Emphasize the benefits, hard and soft
• Use metaphors and examples
the audience understands
Educate, inform, persuade
Work collaboratively, as such an initiative affects
multiple departments:
• Get buy-in from multiple teams
• Work together for end-to-end results
• Get systems working together
• Establish ownership and responsibility
• Enforce the work that comes with responsibility
Make a solid proposal
Speak their language
People trust other people “in the know”
• Show that you understand the business goals
• Use the vocabulary of the organisation
• Teach them your jargon
Under-promise and over-deliver
• Think big, start small
• Find quick wins
Show them the business impact
Ultimately, there must be business impact
• Agree on what’s important
• Work through the aspects of business value
• Sit down with finance to run the numbers
• Be prepared to defend your position
Expect iterations of yes
Easier to get buy-in for immediate effort
• Remind them where you’re at
• Remind them what they’d
agreed to
• Discuss the next stage
• Repeat as neededStage
1
Stage 2
Stage 3
Resources to help build a business case
www.scroll.co.uk
Twitter: @ScrollUK / @rahelab
By telephone:
UK +44 (0)20 3318 1828 (office)
UK +44 (0)7869 643 685 (mobile)
Digital Content Academy
digitalcontent.academy
Speaking and workshops:
bailie.com
SCROLLLondon, UK
Copyright © 2016 Scroll LLP
