SAP s 360 Approach to Web Localization. Rashmi Schaefers & Hajo von Kracht Digital Channel Localization SAP AG June 2011

Transcription

1 SAP s 360 Approach to Web Localization Rashmi Schaefers & Hajo von Kracht Digital Channel Localization SAP AG June 2011

2 What is Localization? Country Communications Tonality Governance Localization Analytics Content Packages Content Planning UX Terminology Guides TMS Globalization Images Opt-in QA Copy-Editing Translation Transcreation Local SEO Community Currencies XLIFF Workflows Campaigns Social Media Local Review Personalization Local Best Practices Vistor Engagement Local Web Optimization 2011 SAP AG. All rights reserved. 2

3 What is Localization? A STRATEGIC DRIVER FOR YOUR BUSINESS 2011 SAP AG. All rights reserved. 3

4 What we will talk about today SAP Business Overview What are our key corporate objectives? The Evolution of the Digital Channel What are the requirements for Localization? 360 Approach to Localization How did we build out a holistic process? Localization as a Strategic Driver Where to go from here? 2011 SAP AG. All rights reserved. 4

5 SAP Business Overview What are our key corporate objectives?

6 SAP is the world s leading business software company SAP is #1 in enterprise applications #1 in SME applications #1 in business analytics #1 in enterprise mobility Trading Industries SAP ist a truly global company 170,000 customers 120 countries 12.5B 2010 revenue 34 global technology partners 2,900+ certified partners Consumer Industries Process Manufacturing Services Financial Services Discrete Manufacturing Public Services 2011 SAP AG. All rights reserved. 6

7 Our Purpose VISION MAKE THE WORLD RUN BETTER MISSION MAKE EVERY CUSTOMER A BEST-RUN BUSINESS By B 35% MARGIN 1 BILLION PEOPLE 2011 SAP AG. All rights reserved. 7

8 Convergence Mobility Smartphones outsell PCs By 2013, mobile devices will be the primary method of internet access worldwide Big Data Data volume for enterprise applications is doubling every 18 months Cloud 80% of new software offerings this year will be available as cloud services Source: 2011 IDC, SAP Forrester AG. All rights reserved. 8

9 Multi-Channel Go-To-Market and Open Ecosystem volume resellers President/CIO/CFO inside sales Tech & OEM Partners customer solutions sales Resellers direct sales LOB sales The routes to market 40% of sales through Channels by 2015 Incremental and complementary to SAP s direct sales force Co-innovation with partners Service Partners Implementation System Integration Business Process Optimization Resellers Optimized coverage & customer touch points 900+ Software and Technology Partners 2011 SAP AG. All rights reserved. 9

10 Evolution of the Digital Channel at SAP How did we build out a holistic process?

11 Level of Visitor Engagement The Evolution of the Digital Channel at SAP Strategic Importance of Localization Increases as the Digital Channel Evolves SAP.com Branding Page Strict application of Corporate Identity Identical story told worldwide ByDesign Business Center Personalized, rolebased web strategy Focus on TCE & tonality SME Microsite Optimized for demand generation SEO enabled SAP Store True online buying experience on customer s terms Reach customers faster at lower cost of sales New SAP.com Experience Critical driver to reach Volume & On Demand growth targets Single largest window to customers & prospects E2E Experience SAP AG. All rights reserved. 11

12 SAP.com Branding Page (2000) Characteristics Strengthen Brand Value through globally syndicated template Consistent Messaging & Look and Feel Our Learning Strict application of Corporate Identity & One Voice Provide countries guidelines & governance to corporate messaging Local Review & Approval of Translations Centralized web publishing 2011 SAP AG. All rights reserved. 12

13 SAP ByDesign Business Center (2007) Characteristics Sales Tasks extended to the web channel Total Customer Experience Role-based web strategy Our Learnings: Be aware of tonality, apply transcreation & use local content Ensure fresh content, but syndicate at managable cadence Establish sense of ownership with countries Engage countries on a regular basis 2011 SAP AG. All rights reserved. 13

14 Small & Mid-size Enterprise Microsite (2009) Characteristics Optimized for lead generation Globally syndicated in 70+ countries Persona based content strategy Tele-web enabled Our Learnings: Communicate early with countries Too much content being syndicated by global Tailor navigation, design, images, offers & registration strategy to local market Drive traffic through SEO, measure performance with analytics & optimize US Roll-out showed that localization not always about language 2011 SAP AG. All rights reserved. 14

15 New SAP.com Experience Redesign (2011) Characteristics Complete E2E Experience New SAP Branding SEO Enabled Social Media enabled Enhanced UX Our Learnings so far: Get involved early on in content strategy, especially for multimedia assets Provide countries guidelines & governance to banner & offer placement Integrate SEO into the translation process 2011 SAP AG. All rights reserved. 15

16 360 Approach to Localization How did we build out a holistic process?

17 SAP s 360 Approach to Web Localization Integrating Roll-In and Roll-Out Closely Collaborating with Global, Regional & Local Teams to Deliver these Services Best Practices Localization Planning Local Web Efficiency 360 Web Localization Approach Country Enablement Localization Analytics Content Delivery 2011 SAP AG. All rights reserved. 17

18 Localization Planning: Integrating with Upstream Content Development Communicate local market requirements to content teams Increase relevance of global master content Promote marketing efficiency Track content planning & production and communicate early to countries Get early feedback & opt-in from countries Localization Objects Database streamlines process 360 Web Localization Approach Coach content teams on how upstream planning ensures an efficient localization process 2011 SAP AG. All rights reserved. 18

19 Country Enablement: Right Content, Right Market, Right Time Establish consistent & reliable communication channel with the countries Joint & Individual Conference Calls Internal Community Platforms & Wiki Early communication of content planning, guidelines & governance Include Business Rationale and recommended usage 360 Web Localization Approach Get country feedback and resource commitment 2011 SAP AG. All rights reserved. 19

20 Content Delivery: Efficient Translation Processes & Localization Coordination Use a scalable, end-to-end process Follow-through to local content activation Continuously evaluate and improve processes Leverage Tools & Best Practices Team up with SAP Language Services (SLS) and Web Publishing team Utilize existing tools to gain efficiencies, i.e. World Server, digital asset management system Build new tools to bridge gaps, i.e. Localization Objects Database 360 Web Localization Approach Integrate SEO localization Increase local content visibility, by applying local SEO to all content types Make best use of local marketing resources by automating and outsourcing SEO localization 2011 SAP AG. All rights reserved. 20

21 Localization Analytics Monitor website & content performance Provide reports on local Web performance Highlight key trends and impact Raise questions, suggest actions Guide countries to identify improvement potential Measure localization ROI Cross-country analysis Measure overall business impact of investment in content & localization Identify needs for improvement on a global level Communicate to global stakeholders 360 Web Localization Approach 2011 SAP AG. All rights reserved. 21

22 Local Web Efficiency Evaluate country feedback Process for systematically collecting country feedback Condense into actionable proposals (focus on quick wins) and prioritize together with countries Transform into optimization projects Launch cross-department projects for Web Content Efficiency. 360 Web Localization Approach 2011 SAP AG. All rights reserved. 22

23 Best Practices Identify local marketing practices and Share across country, regional & global teams Gain efficiency and scalability by peer-to-peer experience sharing Empower local marketing employees Establish a Community of Practice Promote local best practice sharing to address common problems Give local marketing employees a voice 360 Web Localization Approach 2011 SAP AG. All rights reserved. 23

24 Tools supporting the 360 Process Corporate Social Media Localization Objects Database Intranet Community Wiki Regular virtual country meetings Engage local stakeholders Bridge gap of communication Provide platform for global-local dialogue Promote best practices Give countries a voice 360 Web Localization Approach Supports Local content planning Country Opt-in Local review process Web Analytics & Optimization Create Transparency For Content Owners For Local Teams For Budget Owners For stakeholders in the process 2011 SAP AG. All rights reserved. 24

25 Localization as Strategic Driver Where do we go from here?

26 Why is Localization becoming Strategic? Local Matters Most. 1. Geographic diversification 2. Personalization 3. Small and midsize companies 4. Partner Ecosystem 5. Web Channel 6. Online lead generation 7. Web Analytics 2011 SAP AG. All rights reserved. 26

27 How Localization Can Drive Your Corporate Objectives Margin Growth Reduce Costs and Increase Marketing Efficiencies Localize only country relevant content and ensure activation Make most efficient use of local marketing resources Achieve greater economies of scale for globally produced content Drive more Leads and Conversions Ensure compelling local content to convert more leads and revenue Integrate SEO into localization process to increase content visibility Measure content performance through analytics and continuously optimize Customer Success Bring Marketing Content closer to our Customers Provide appropriate cultural tonality to improve customer experience Engage customers & prospects in their language and on their terms Employee Motivation Foster a Community of Practice Empower local marketing employees and give them a global voice Promote and share local Best Practices in a worldwide forum 2011 SAP AG. All rights reserved. 27

28 What s Next? Establish a Localization Center of Excellence (CoE) Marketing Localization CoE 1. Marketing Localization Office Align Global/Regions/Countries & Enable Delivery Global Content Teams Editorial Board Solution Marketing Campaigns Programs Branding Process Standardization Governance, Policies & Guidelines Community Facilitation & Best Practice Sharing Advising, Thought Leadership and Industry Benchmarking 2. Localization Service Delivery Deliver Shared Services to Global & Local Stakeholders Content Localization Strategy Country Communications Business Engagement with SLS Content Optimization incl. SEO Localization Marketing Reporting & Efficiency Projects Localization Analytics Regions / Countries Local Marketing Regional Demand Centers GTM Teams Localization Community 2011 SAP AG. All rights reserved. 28

29 Thank You! Contact information: Rashmi Schaefers Senior Director Digital Channel Localization Hajo von Kracht Senior Director Digital Channel Localization SME