Translation Manager
Facilitating global marketing initiatives
Copyright © 2009 by SDL Tridion. SDL Tridion®, SDL Tridion R5™, BluePrinting™, SiteEdit™ and WebForms™ are trademarks of
SDL Tridion Holding B.V. or its affiliates. All other company or product names used herein may be trademarks of its respective owners.
A simple rule
“When I’m selling to you, I’ll speak
your language, when I buy from you,
müssen Sie Deutsch sprechen”
- Willy Brandt
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Global marketing
communication
To maximize global market opportunities:
Your organization must deal with:
 Language & cultural differences
 Different geographies
 Corporate & regional initiatives
Without affecting:
 Time-to-market demands
 Operational costs
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Global marketing communication
Involves a number of
stakeholders
Affects a number of
initiatives
International product launches
Corporate Communications
Corporate Marketing
Regional Marketing
Campaigns and promotions
Regional Web site updates
Brand specific micro site
Expansion to new regions
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Defining a global initiative
Campaign defined by
corporate marketer
Simultaneous launch
could be required
Campaign chosen to be
executed globally
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The typical rollout process
Campaign must be
Increase in cost of
adapted to meet
activities
regional demands
$
Requires
content
translation
Externalization
of
Information loss
translation
process
and/or messaging
creates
management
inconsistencies
overhead
Translation process
Delays in time to
disconnected from
market
business goal
Translation agencies
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SDL Tridion’s global marketing
environment
A foundation for global initiatives
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SDL Tridion for Global Web
Content Management
BluePrinting™
Brand consistency
Balanced corporate
and local messages
Translation Management
Multilingual asset
management
Micro site
management
Structured
translation
processes
Language
repositories
Translation
Memory
Content reuse
Translation
expertise
Multi-channel
Multi brand
Translation Manager
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Globalized communication
BluePrintingTM
Enforce brand consistency
Central control & local flexibility
Multi-site
 Simultaneous campaign launches
 Consistent branding on all Web sites
 Microsites
Multi-channel
 Web, e-mail, print, rss, mobile, etc.
Translation Manager
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Language is key to
communication
Translation Manager
Simplifies the management of multilingual
initiatives

Re-use of content accross channels

Central connection point for translation
Structured yet flexible translation process


Define target languages on an asset level
Custom workflows, vendors, languages
Ensures message integrity


Part of the WCM environment
Overview what is translated
Translation Manager
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BluePrinted Global Marketing Initiative
Campaign made
part of global
BluePrint
Ensures
message
consistency
Single or Multichannel
execution
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BluePrinting™
Parent Web site
Central team
French Web site
Content
Profile
Content
Profile
Layout
Applications
German Web site
Content
Profile
Central
building blocks
Spanish Web site
Content
Profile
Shared and localized
building blocks
Layout
Applications
Layout
Applications
Layout
Applications
txt
Content
txt
Content
txt
Content
txt
Content
txt
Content
txt
Content
Local teams
Local building blocks
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Translation made part of the rollout process
Translation
Manager
Language
Language
Language
Language
Initiate translations
while executing
initiatives
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Translations through Translation
Manager
Parent Web site
Source
language
Content
Profile
Layout
Applications
Target
languages
German
French Web site
German Web site
Spanish Web site
French
Content
Profile
Content
Profile
Content
Profile
Spanish
Layout
Applications
Layout
Applications
Layout
Applications
txt
Content
txt
Content
txt
Content
txt
Content
txt
Content
txt
Content
Translation
Manager
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Uniformity in growing business opportunities
Translation
Manager
…
Language
Language
Language
Language
Language
Target new market
opportunities easily
Language
Accelerate
rollout
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Customer examples
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Canon
Profile
Canon Europe Web Self
Service provides
solutions to many of the
more common problems
customers encounter
when using Canon
products – in a language
of their choice
Objectives
Results
Frequently updated
information
Almost no Canon
involvement and
oversight
Pressure to decrease
customer support costs
Increase customer
satisfaction
Deploy online support
content quickly and
efficiently in several
languages
Reduced customer
service calls and costs
Improved time-tomarket
Repeatable, scalable
process
Centralized control and
application of translation
assets
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Canon – brand consistency
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Atlas Copco
Profile
Objectives
Results
International
manufacturer of
electric and
pneumatic tools with
26,000 employees
TMS for centralized
Translation memory
and local review
Higher quality for
translated content
50% reduction in
time-to-market
50 manufacturing
outlets in 16
countries
One centralized
service provider
with worldwide
resources
60% reduction in the
review process
Sales, service and
rental operations in
150 countries
Integration of
translation process
with R5
Improved efficiency
and control over the
translation process
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Atlas Copco
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TMS Customers
Automotive
Life Sciences
Technology
Manufacturing
Electronics
Other
Financial Services
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Summary
SDL Tridion Solves the “global” problem of marketing
initiatives
Translation Manager
 Increases the reach of global initiatives
 Enables consistent messaging
 Accelerates time-to-market
 Reduces costs
SDL Tridion effectively solves today’s global
communication challenges
Extends itself with the growth of an organization
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Translation management
product features
Translation Manager 2.0
SDL Translation Management System 2007
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Translation Manager 2.0 goals
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Translation Manager 2.0 goals
Make translation an integral part of the WCM process
 Users can set translation parameters from within R5
 For most users there is no need to use or know TMS
 Progress can be monitored within R5
Separation of Translation Manager and TMS
 Translation Manager is the tool for marketers
 TMS continues to be the tool for translators
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Suite
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Translation configuration
Translations follow
BluePrint structure
 Define source
language
 Define all target
languages
Both push and pull
model supported
 Publications can
be both source
and target
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Source and target languages
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Translate business assets
(packages)
Marketing campaign, Micro site, product launch, new site
rollout
Collect items for simultaneous shipping for translation
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And monitor their progress
See the status of content
 Statuses: Definition, Ready for translation, Sending to translation, In
translation, Completed, Cancelled
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Transparent translation process
Automation of translation processes




Define a translation job and send for translation
The system collects all relevant CMS items
Translations by agencies are handled in TMS
Final step: translated content is ready for review in R5
Translation for all online communication
 Content (text)
 Metadata (category and keywords)
 Structure (components, folders, pages, structure groups)
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Translation Settings
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Translation Targets
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Translation Content
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Recursive Job creation
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Customizable and extensible
Notification
 Specify which users receive notifications
 Users receive a notification about the state of a translation
Security
 Only authorized users can initiate translations
Event system
 All translation-related actions available through the event system
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SDL Translation Management
System 2007
General features
 Automated processing of translation jobs
 Multi language vendor approach (freedom of choice)
 Cost estimations for translation jobs
Advanced translation memory




Concept: database of all translations produced
Improves consistency in terminology and style
Decreases translation cost for any (partly) re-used content
Facilitates content update process – significant cost savings
Centralized terminology
 Consistent terminology in global marketing communication
 Client/product/market specific terms to be captured, including context
 Terminology process and client validation is key to first time right
translation
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