Accelerating Your Websites Global Reach

8/14/2019 Accelerating Your Websites Global Reach

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Sitecore.Compelling Web Experiences

Page 1 www.sitecore.net

Automate and Accelerate yourGlobal Impact

Darren Guarnaccia, VP Product Marketing

[email protected]
mailto:[email protected]:[email protected]


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About Sitecore

Leading provider of enterprise-class .NET web contentmanagement and portal software for mid-to-large organizations

Global Presence

San Francisco, Boston, Copenhagen, London, Munich and Amsterdam

Stability

Profitable since inception in 1999, same owners, same vision and same

technology (.NET)

Customers

Over 1400 customers managing over 6000 web sites worldwide

Supported

Over 300 Sitecore Certified Partners worldwide, with over 100 in North

America


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Sitecores 1400+ customers include:
http://www.naa.org/Home/NAAOrg.aspx


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Globalization: The Why

The lure of new markets Reduced competition (competing against non-consumption)

Reduced cost of sales

Improved margins

Larger prospect pool Brand extension and enhancement

Fast Stats:

52% of consumers are not willing to buy from a non-localized

site

75% of consumers are more willing to buy again if support is

in their language


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Typical Challenges

Resource and expertise constraints cause us toforfeit the advantages the web gives us: Your brand is not consistent or strongly communicated

Depth of content on your home country site does not help you

in new markets Regional sites fail to convey local market understanding and

capabilities

Site content is often simply translated rather than localized

Poor translation sends message to local market that you dont

care Regulatory violation can lead to fines (Quebec French

requirement in Canada)


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Typical Challenges

As a result: Penetration into a market is slowed

Local market does not take you as seriously

Increased operating costs to penetrate market

Expansion plans are delayed Potential brand erosion

Potential legal action


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Best practices

Manage corporate brand, with local expression Put control in local market teams, with oversight

Provide control of content, not structure

Remove content creation bottlenecks

Not all content is created equal Localize your high value content

Automate translation for as much content as possible

At a minimum, reference related content in your home

language Allow business owners to decide what level content is

globalized


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Best practices

Structure your site to scale globally Architect language selection into your site design

Ensure navigation / labels are textual and adaptable

Coordinate content creation and updateseverywhere Streamline and automate update process for content

Minimize the lag between home language updates and

regional sites Consider machine translation for low value content


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Poll # 1

How many multilanguage sites are you planning to

manage, or do you manage?


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How technology can help

Web Content Management can: Manage content across all its language versions

Enable local markets to manage their localized version of

content, while giving corporate marketing oversight and

control

Enforce corporate brand and site structure

Enable local market sites to create and manage a rich set of

content, and leverage all content that corporate has to offer

Plug into translation technologies to streamline / automate

content translation and localization Enable new language sites and editions to be brought online

quickly and less expensively.


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Case Study: FMC Technologies

FMC technologies designs,manufactures and services

technologically sophisticated

systems and products around the

world

Employs approximately 11,000people and operates 33

manufacturing facilities in 19

countries

Challenge:

Deliver compelling experience to

customers in 19 countries

Not all business lines operate

everywhere

Represent itself as a sophisticatedlobal com an consistentl around


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Solution:

FMC implemented Sitecore

CMS to enable their business

owners to quickly add

languages to any business

line area of the site

Currently delivering content in

5 languages, across 19

countries

Automatically leverageaddition content from the

home language where content

translation not possible.


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Benefits:

FMC has been able to penetrate

new markets faster

Business unit owners can

control their own site andlanguages based on market

requirements

Customers perceive FMC as a

local player with global support


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Content management in action


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Sitecore natively supports Multilanguage sites,providing wizard driven tools to addlanguages, manage the export and importprocess for external language contenttranslation.


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Quickly add languages to a siteusing Wizards


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New pages are instanced based on base sitestructure, ready for content to be entered ortranslated


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Editors can toggle quickly between languageversions of content, all based on securitypermissions


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Poll #2

How long does it take for you to get your content

translated?


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How technology can help

Machine translation technology can: Speed up translation by providing a good starting point

Generally delivers approximately 70% accuracy

Can be used as is where low precision is acceptable

When integrated with a WCM system, can automate routine translation needs

such as support content, news items and other bulk content types

However, it can not localize content

Translation Integration systems can: Automatically route content to translators or translation networks

Can provide full translation and localization of content (using humantranslators)

Plug into WCM systems to automate end-to-end content creation and

translation processes

Can route low value content to machine translation, while routing high value

content to translators


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Machine Translation example

Sitecore is integrated out of the box withWorldlingo for machine translation support Content authors can access Worldlingo translation

service from within the content management

environment

Can configure translations from/to any languages

configured in Sitecore


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Machine Translation in action


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Translation Integration systems

Sitecore natively supports Clay Tablet Connects WCMSs directly to translation vendors and

technologies

Can automatically route different content to different

translation vendors or machine translation technologies

Provides a broker environment that allows you to use the right

translation vendor for the right job

Prevents translator lock-in

Seamlessly integrates as a part of the natural Content

management workflow process Makes the process of exporting and re-importing translated

content fast and easy

Natively connects to leading Translation Management

systems, such as Idiom, SDL, Lionbridge, Across, etc.


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One to Many

Sitecore

CMS

Vendor

Vendor

Vendor

Clay Tablet: How it works

S C


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SitecoreCMS

TranslatorsWorkflowSystem

Translation QueueAdapter Adapter

Clay Tablet maintains a queue of allcontent that has been sent for translation

Client content systems areconnected via Adapters

Translation systems areconnected via Adapters

Routing Rules

Routing Rules can be configured withinClay Tablet to route content to appropriate

systems

Dashboard

Dashboard gives clients insight into allprojects underway within their enterprise


Sit C lli W b E i


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Clay Tablets integration with Sitecore CMS

provides the fastest, easiest way to send andreceive content for professional translation


Sit C lli W b E i


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Translation status is visible right insideSitecore CMS


Sitecore Compelling Web Experiences


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Connecting Sitecore to your translators is asimple configuration

Clay Tablet




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Status Quo

With Sitecoreand Clay Tablet

Integrating Clay Tablet

with Sitecoredramatically reducesthe effort it takes to

move content in andout of the translation

process

Benefits of integrated WCMS to Translation

faster, easier professional translation



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Summary

Web properties are a key element to global marketpenetration

To be effective, sites must be rich in local

language and content, while maintaining a strong

corporate brand

Content management technologies coupled with

translation technologies offer a powerful way to

deliver highly effective multilingual sites



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Thank you

Questions?

[email protected] [email protected]

To find out more:

www.sitecore.net

www.worldlingo.com

www.clay-tablet.com
mailto:[email protected]:[email protected]://www.sitecore.net/http://www.worldlingo.com/http://www.clay-tablet.com/http://www.clay-tablet.com/http://www.worldlingo.com/http://www.sitecore.net/mailto:[email protected]:[email protected]

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Accelerating Your Websites Global Reach