Intel & VIA Discuss: A Better Rich Media Global Content & Localization Strategy
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As the complexity of content increases with a focus on customer experience, how can we ensure that localization is integrated smoothly into the global content strategy? Most global content processes are ill equipped and outdated for flexible, fast and changeable content. In this webinar, VIA and Intel team up to discuss how to manage cost and improve the velocity of content creation and localization by creating central content development workflows that shed out inefficiency and eradicate wasted time.
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Intel & VIA Discuss: A Better Rich Media Global Content & Localization Strategy
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Notas do Editor
- Loic bio:As the Localization Strategist at Intel Corporation, Loic is responsible for streamlining Intel's overall localization processes and integrating CMS and TMS. With 13 years at Intel, his localization expertise comes with hands-on experience in SW, Web, and printed collateral localization with direct involvement in all aspects of localization (l10n), internationalization (i18n), translation and translation memory tools, QA, interpretation, voice-overs, speech recognition, etc.
- Darren
- Nic – Cost impact of motion graphics without considering Loc upfront
- Darren
- Nic - Rich media ads drive greater user interaction and response. Research shows that a full 96% of people notice rich media ads, not just notice – but respond.Rich Media Excels at Driving Purchase Intenthttp://www.dynamiclogic.com/docs/published-articles/2011/07/12/dl_doubleclick_june09.pdfOn average, rich media formats are the most successful at driving purchase intent. We compared the brand performance of over 4,000 brand campaigns using rich media, GIF, JPG, and simple Flash ad formats. Figure shows that exposing audiences to a single rich media with video ad results in an average 1.16% increase in purchase intent among exposed groups compared to control. Using rich media without video results in an average 0.50% increase over control. Simple Flash shows the poorest results at driving purchase intent. When your goal is to sell, go with rich media formats.
- Loic - Goal of Global Content Management- Access & Organization vs. Searchable(multiple access points, usage scenarios, content types) Enabling pervasive content management so the right content is available at the right place for the right person in the right time. (Loic) In discussion with colleagues, we kind of agreed that searching through content is faster and more efficient than organizing/sorting content – so, availability at the right time is really driven by the fact that content is searchable.Business Realities Driving for Efficiency-Shrinking release windows, Multiple geo launches, API integration, Increasing varieties of file formats and growing asset sizes, enterprise complexity, and diverse requirements related to ingestion, metadata, search, transcode, content protection, and distributionThe need for Modern CM Strategy – More than compliance. It’s about brand consistency,
- Nic with Loic in discussion… (launch poll after this slide “How global-friendly is your rich media content management strategy”The key difference between content management and global content management is the ability to efficiently handle the process of adapting content from one source market into another target locale.Agility to handle several waterfalls, not just one. The adaptation of content to local audiences is critical to the whole product lifecycle and content management process.Global companies often achieve forty to sixty percent of their revenue from global markets. It is a key competitive advantage to globally deliver products and product- related information rapidly and cost effectively.Unfortunately, many companies design a content management strategy without thinking through the “global” dimension. Mistake being the tackling of global dimension of content management in phase two, after the initial business processes and systems have been designed and deployed.
- NicGetting the team together earlier so the team can get in sync and up to date earlier they will be able to produce from a fundamental perspective“true” solution to the problem = getting the loc team in the room with your dev team to avoid issues/mistakes. Key Best Practice. Bringing them in at the point of translation is too late. The key difference between content management and global content management is the ability to efficiently handle the process of adapting content from one source market into another target locale.The adaptation of content to local audiences is critical to the whole product lifecycle and content management process.Global companies often achieve forty to sixty percent of their revenue from global markets. It is a key competitive advantage to globally deliver products and product- related information rapidly and cost effectively.Unfortunately, many companies design a content management strategy without thinking through the “global” dimension. Mistake being the tackling of global dimension of content management in phase two, after the initial business processes and systems have been designed and deployed.
- Loic – creating less content and better content. Work on meta content so it easier and accessible to users on many platforms when they want it. Nic –examples: multi chapter book, videoDotsub=example of extracting meta data in a efficient manner
- NicSupplier partners, deeper richer APIs, Loic “it is a complex process,” it is not getting any less complex either, the dev environment is smaller components, instead of having one large CMS….Loic- you can actually build this at a low cost and build it as you grow.
- Nic-Its all about control – keeping the assets you have available and accessible. Using them consistently across source where ever possible
- Nic – concept is “dealing with this complex environment with multiple channels working together” Intel asset environment – managing your brand assets and making sure they’re consistent and clear…and language assetsLoic- allot of time spent improving English assets…Nic example – Oracle multi geo launch and review process
- Loic (Launch Poll after this slide “team synergy for go-to-market strategy”)– siloed knowledge onLoc team that dev team doesn’t have- Working with your GEO for global launch
- Loic - I think here, the message is that we don’t want to limit the creativity of the content / media authors, but we want to make sure they understand that “ shortcuts” and “ hacks” might work only with English, rendering the content useless for a global audience.- Allot of things to consider with text treatment in the early stages of designBreak into 2 slides or animate
- Loic -We find ourselves in a situation where we want to develop strong relationships over time, but also need to manage risks, so having 2 or 3 established providers is a must… with sometimes the requirement to work with one specific SLV due to local requirements. “Spend time developing the relationship.”Nic – Cisco example wideling LSP size down to an effective size.
- LoicThe idea is to move from you linear impact to the one shown in red, but ultimately achieve the one shown in green, where the cost of additional language has only a marginal impact on time to market or cost. In my mind, cost and effort jump in a non-linear way because language families come with specific issues: all western (latin-based) languages will have similar but relatively simple issues, Slavic languages introduce you to the world of declensions, Asian language will be slightly more complicated, supporting RTL/Bidi adds yet another degree of complexity, then you can yet add another degree of complexity if you start supporting multiple languages from the Indian sub-continent. The idea is to understand those potential problems ahead of time and address them proactively.
- Nic – Loic – might not be a smooth line and will jump around depending on language complication…”vertical rise and flatter” If you update your script after your video it is much more expensive
- Darren & Nic
- Darren – recording and slides will be sent to you after webinar.