Upload
sdl-language-solutions
View
240
Download
4
Embed Size (px)
DESCRIPTION
Do you ever catch yourself using different terms for the same feature or functionality in your publications? Have you seen colleagues use internal terms or jargon in external communication, for example in blogs? Have you ever wondered how you should refer to your company's products? If the answer to any of these questions is yes then your organization should take control of terminology, and you could become a central person in this project.
Citation preview
SDL Proprietary and Confidential
Terminology Management Best Practices
Heather Turo, Language Analyst
2
Image placeholder
Click on image icon
Browse to image you want
to add to slide
Agenda
o Terminology Overview
o The Impact of Inconsistency
o Benefits of Terminology
Management
o Terminology Management –
Getting Started
3
Best Practices overview: Objectives
Reduce time-to-market for
delivery of global content
Reduce translation costs
Increase automation
and content recycling
Increase quality
of source content
Reduce ambiguity
Enhance corporate branding
through “one voice”
globalization strategy
Terminology Overview
6
Traditional position of Terminology Management (TMM) in global project workflow
○ Ad hoc TMM
○ Reactive project-specific TMM
○ No influence on document production, i18n
Terminology
Management
Start Source
Language
Project
Start
Localization
Project
Ship
Source
Language
Product
Development
Localization
Ship
Localized
Product
End-Item
Inspection
7
Challenges of reaching a global audience
o Everyone speaks a different language
─ It’s easier to do it in “my mother tongue”
o Coordinating the simultaneous delivery of information in multiple languages is complex
─ Localized content in local language meeting
local cultures
─ Although 90% of content has a global
audience, only 10% is presented in the local
language
o Remaining agile and competitive
─ Ensuring brand consistency across global
markets whilst accelerating time-to-market
8
What is Terminology?
○ Vocabulary used in specialized subject fields (domain, company, etc.)
○ One term one concept
○ Concepts: units of thought or knowledge
○ Termbase: a centralized DB that contains (ideally) all of a company’s core terms (monolingual or multilingual)
○ Terminology management: the process of choosing, defining, tracking and consistently using vocabulary for a specific purpose
○ Lexical data is the DNA of a company’s collective knowledge, expertise, and identity
9
Terminology Management spectrum
Continuum of practice in a range
defined by multiple factors:
o Enterprise type and mission
o Criticality of terminology
for core business
o Criticality of quality
and branding concerns
o Recognition of tangible
and intangible ROI
o Terminology user groups
o Buy-in by stakeholders (design,
engineering, marketing, as well
as client & in-country partners,
but above all, top-level
management)
Enterprise Type:
Nature of Enterprise
Government
Industry
Research institutes
Localization/
translation
bureaus
Web content
management providers
Freelance & in-house technical writers, translators
Librarians & knowledge organization environments
Terminology
Management
o Nature of client
o Text type
o Negotiation
Client/vendor
agreements
10
Terminology workflow task issues
o Language planning
o Standardization
o Document production
o Controlled language document production
o Activity in localization & multilingual documentation environments
o Support for machine vs. human-oriented translation
o Content management in dynamically changing Web environments
o Terminology management for enterprise solutions (whatever that may be)
Specific task types:
11
Cost effectiveness
o For individual translators?
o For groups working together?
o For bureaus and translation
services in government and
industry?
Terminology management
activity costs time and money.
Is it economically feasible?:
12
Criticality of terminology
○ Potential for market losses
○ Potential for communicative losses
○ Risk of product failure, human injury
○ Adverse effects on branding efforts
(marketing issues)
○ Relative significance of terminology
─ To the process
─ To the product
─ Example: Terminology is more
critical if you are selling software
than if you are selling wheat
The Impact of
Inconsistency
14
Inconsistency examples
o Shortcut, hotkey,
or accelerator key?
o The business – mission
statements, elevator pitches,
boilerplate text
o Technology – business
applications, internal processes
Product code name –
internal name vs.
marketing name
Feature names
Terms used to explain:
Nouns, images, colors,
email addresses
o “Longhorn” vs. Microsoft
Windows Server?
16
The business cannot remain agile
o Inconsistencies cause:
─ Inability to reuse content ($$$)
─ Inability to leverage other
internal knowledge (quality)
─ Inability to leverage existing
translations ($$$)
─ Inability to reach customers
simultaneously across all
markets (not streamlined)
Terminology Enables Global
Information Delivery
Technical Writing
Marketing
Sales BackOffice Systems
Customer Support
FAQs, Support Webpage,
Issue Tracking, Quality
Management
Accounts, ISO Standards,
Quality Control
RFPs, RFIs,
Presentations, Overviews
Online Help,
Quick Facts
Website, Brochures,
Collateral, PR
Every department creates content
using the same content lifecycle
17
The customer impact
o Inconsistent publications
o Frustrated customers
Engineer uses one term… Author uses another…
Different terms cause user confusion,
leading to support issues and declining loyalty
18
One
Inconsistency
Product
Collateral
Different
Languages
The “trickle-down effect” of inconsistency
Manuals Web FAQs Brochures Pre-
Sales
Product
Development
Market
Penetration
19
Central store
of terminology
The power of consistent terminology
Create Manage Translate Publish
Apply terminology
consistently
at the source
Apply terminology
consistently in
multiple languages
Benefits of Term
Management
21
Terminology management: ROI
○ Greater general applicability of specific
terminological units (greater frequency)
= greater the return on terminology
management costs
○ Greater the quality or competition-
related criticality = greater the return
○ The greater the degree of integration
between straight CAT, TM and MT
applications, the greater the payback
in leverageable data
○ The greater the integration of
controlled language or i18n tools
& processes
22
Fundamental assertions
Terminology resources
constitute a capital asset
Support branding
and corporate image
Foster customer
relations and simplify
product support
Reduce risk and enhance
quality assurance
Support technical
communication,
translation and
localization
Save time and effort
24
Term management: Quality
○ Supports high quality, unambiguous
source language texts
○ Enables the efficient creation of
translated target language texts
○ Ensures consistent interface usage
and documentation during the
localization process
○ Supports automatic quality checks
for source and target texts
25
Term management: Standards
○ Terminology management supports
terminology standardization
○ Terminology standardization supports
the creation of standards for products
and services
○ The use of standardized or legally
mandated terminology ensures legal
certainty in the interpretation
of legal texts
○ Standardized equivalents prevent
ambiguity in laws and standards
in bi- and multilingual countries
26
Term management: Tech communication
○ Supports clear, unambiguous
communication across the enterprise
and with outside customers
and partners
○ Supports initial employee orientation
○ Supports continuous education
and training
○ Supports outsourcing, particularly for
technical communication, translation
and localization
27
Term management: Time savings
○ For term search & retrieval
○ Editing and rework
○ Translation and localization
○ Document retrieval
○ Employee orientation and training
○ Internal & external transaction times
(reduced ambiguities)
○ Product time-to-market
○ Customer service
Terminology Management: Getting Started
29
What is Terminology Management?
○ Consistency is key!
○ Activities include: Collecting the terms
─ Identifying and eliminating inconsistencies
─ Controlling synonyms and abbreviations
─ Documenting metadata
• Definitions
• Context
• Part of Speech
○ Collect company and
industry-specific terms
○ Exclude commonly used words
30
What is Terminology Management?
○ Who needs it (though everyone benefits from it)?:
─ Content Writers
─ Translators
─ Client reviewers
○ What else can it be used for?
─ Resources for content management systems
─ Resources for authoring tools (Acrolinx)
─ Translation tools (CAT tools, Studio)
─ Search optimization tools (SDL Multiterm)
○ Who contributes?
─ Writers can suggest but centralization is crucial
─ Terminologist needs to be appointed
31
How do we get started?
○ Who will pull the terms?
– Internal?
– Professional terminologist?
○ Is there one writing “standard” to follow?
○ Who will manage the terms?
– Internal?
– Localization expert?
○ Are you going to use a tool?
○ Who can suggest/change terms?
After these roles are established, we can
move towards a sustainable workflow
32
Traditional position of Terminology Management (TMM) in global project workflow
○ Ad hoc TMM
○ Reactive project-specific TMM
○ No influence on document production, i18n
Terminology
Management
Start Source
Language
Project
Start
Localization
Project
Ship
Source
Language
Product
Development
Localization
Ship
Localized
Product
End-Item
Inspection
33
Rationalized project-oriented TMM
○ TMM as a function of QA (Quality Assurance) management
○ TMM and QA upstreamed to planning stage
○ Proactive TMM
Terminology
Management
Start Source
Language
Project
Start
Localization
Project
Ship
Source
Language
Product Development
Localization
Process
Simship
Localized
Product
Localization
QA Process
34
Information feedback loop
Project
Post Mortem
Reviewer
Corrections
Suggestion
Receipt
Terminologist
Update
Procedure
Master TDB Published
TDB
User
Suggestions
Research
Verification
Approval
Update
Data Entry
Feedback loop
35
Workflow of terminology translation Analyst/client compile initial
terminology list
Lead Translator
reviews/implements
changes
Lead Translators provide
terminology translation
Review (2nd Translator)
100% edit & proofreading
Send terminology to Client
reviewer for approval
Client Reviewer send
comments back to SDL
Final terminology list
is approved & used
Changes?
Discussion with
Client Reviewer
36
Remaining agile and competitive is key
o Gain competitive advantage through rapid deployment of information across target global markets
o Increase productivity and control costs
Enhance Customer Experience
Ensure Consistent Branding
Reduce Time-to-market
o Stimulate loyalty across geographical markets by communicating in the language of your customer
o Respond to individual preferences in local language
o Maintain a consistent brand whilst respecting cultural nuance
o Deliver a seamless global experience across all communications
Retain your customers and
maintain market-share
Drive shareholder value
Beat your competitors to market and win
market-share
37
Next steps
Terminology:
○ Establishing roles for who pulls/creates
new terms, who manages and who can
provide feedback
○ Establishing “baseline” content
○ Establishing how information is distributed
○ Setting workflows in place
○ Refining workflows already set in place
○ Establishing how we can use terminology
to our advantage in source creation
○ Constant evaluation of process
SDL MultiTerm
39
SDL MultiTerm
○ SDL MultiTerm
– Central location to store terminology
○ SDL MultiTerm Desktop
– Integrates with CAT tools or content
optimization software (Acrolinx)
○ SDL MultiTerm Extract
– Auto term extract
○ SDL MultiTerm online
– Online solution uses the same
terminology without version
control issues
40
41
42
Questions?
Copyright © 2008-2014 SDL plc. All rights reserved. All company names, brand names, trademarks,
service marks, images and logos are the property of their respective owners.
This presentation and its content are SDL confidential unless otherwise specified, and may not be
copied, used or distributed except as authorised by SDL.
Global Customer Experience Management