Content Strategy Summit 2017

World, Here We Come! Review of SDL’s Global Content Strategy Summit

SDL successfully held its Global Content Strategy Summit in Shanghai on September 13. Representatives from big names such as SDL, Huawei, Publicis.Sapient and QNAP came together at this year’s summit to jointly hold seminars and discussions on Enterprise Global Content Strategy.
SDL's CEO, Adolfo Hernandez speaking on stage

The summit coincided with SDL’s 25th anniversary, and also in attendance at the event was SDL’s CEO Adolfo Hernandez, who came to celebrate this special occasion with industry experts from around the globe as well as with SDL’s corporate clients.

Globalized Content is the First Step for Companies to Move Onto the Global Platform

Kevin Ross, SDL’s Head of Sales for APAC, gave the opening speech, and expressed how he had been pleasantly surprised by the global outlook of Chinese companies. More and more Chinese companies are starting to step onto the global platform and globalization is at the very core of their corporate culture. The globalization of a company’s content is the most important step when expanding globally.

He went on to say that SDL is not only an indisputable expert  in getting companies to view their content as an integral part of their corporations, but is also an expert in exploring ways to build a better operational model to manage enterprise content.

Enterprise Globalization Needs More than just Courage

So, how does SDL view globalized content and how will they meet the challenges it creates? As the first speaker of the event, SDL CEO Adolfo Hernandez shared his story with the attendees.

Adolfo first came to China in 1997, the drastic changes that Chinese companies underwent in the past 20 years has left him in awe, and he is greatly impressed by China’s rapid development. However, the question of how to succeed in both the domestic and global market is an extremely complicated and challenging  task faced by Chinese companies.

SDL's CEO, Adolfo Hernandez, speaking.

“We will only do well if we do well in China."

In today’s world, content is being created by every person every second, and this content is created in many languages. At the same time, the customer journey is changing dramatically.

As a result, today’s globalized enterprises need to combine their digital content and technologies with their processes to manage company content in an effective and structured manner, as well as analyze customer behavior, enhance the customer experience and establish a brand image.

Over the past 25 years, in cooperation with leading global brands, SDL has continuously explored how globalized content can be used to help companies to improve their efficiency and brand value, and has launched Global Content Operating Model (GCOM) under new challenges to help companies better transform into a globalized enterprise.

GCOM is Here to Give You a Helping Hand to Effectively Transform Your Company

One of the most anticipated events of the summit was, of course, SDL China’s General Manager Nancy Tao’s unveiling of the GCOM in China for the very first time.

So, what exactly is GCOM?

GCOM is a strategic content framework that was jointly created by SDL and Forrester after interviewing members of management, such as CIOs and CMOs, from 151 global companies in order to better understand what challenges these companies face when managing their global content.

If we use the construction of a building as a metaphor for creating a globalized company, then GCOM is the foundation  of the building and the departments of the company are the builders stacking bricks on top of this foundation. Only through collaborating and cooperating with each other can the ideal building be constructed.

The most important point of GCOM is increasing the rate of reuse and increasing the collaboration and cooperation between departments.

Unlike other independent operations from the various departments in a company, structured content and content reuse are key in GCOM. Driven by the client’s demands, GCOM allows companies to create structurally consistent content at the source which facilitates reuse, to manage all the content in a unified way in order to connect information repositories, and to satisfy the personalized needs of clients.

GCOM is based on five stages  of a company’s maturity. Each phase represents a different stage of maturity in terms of customer experience, customer journey and digital transformation.

We have said quite a bit about GCOM, but in the end, what is its ultimate goal?

The answer is simple Enhance the customer experience, increase operational efficiency and establish a global brand.

The Secret to Localization — Changing the Way You Think

Shengquan Chen, Director of Huawei’s Translation Center shared Huawei’s journey of “going out into the world".

Huawei was established in 1987, they began product translation for international market since 1996. In 2007, Shengquan Chen noticed that the company’s internal translation service was very much decentralized and that the information surrounding the brand image which it presented to customers was inconsistent. This led him to convene all of the company’s translation staff into one department to create Huawei’s Translation Center, which has now been in operation for around 10 years.

  • “Language services are an omnipresent part of an international company." Shengquan Chen explained that language services cannot wait for demand to come to them, as every international company already has a huge demand for language services, so instead they need to pro-actively mine this demand. For example, Huawei has more than 40,000 foreign employees speaking 160 different languages. This means that communication becomes an issue, and that there is a huge amount of content to translate every day. As the only translation center in Huawei, they are responsible for pro-actively breaking down language barriers within the company.
  • “If your company wants to expand abroad, then it is best to have a common translation platform from an early stage." Twenty years ago, Huawei had already begun to realize the importance of data from the delivery process and started to collect translation assets with SDL Trados. This has now become essential data for cultivating machine translation technologies. Director Shengquan Chen believes that an essential step to going global is to plan for the deliverable work and data that may need to be collected in the future.

Content is Experience, Experience is Content

Torben Pheiffer, Publicis.Sapient’s General Manager of China, then went on to share his ideas of content strategy with the audience.

He first raised and responded to a series of questions:

  • Why do companies have content?
    • Content is experience, and is the key to delivering great experiences and reaching out to your consumers.  The content a company sends to their clients is in fact providing them with a series of experiences.
  • Who owns the content?
    • Content is owned by everybody. Every person and every department within a company has the duty to create appropriate content for the company.
  • Is content global or local?
    • Through technology and products, companies can reach every local market and send localized content to their clients. In this sense, content is both globalized and localized.

Finally, Mr. Torben used China Airlines as an example to show the necessary steps for creating globalized and digital content.

Transforming Document Management for Global Companies

Next, Ms. Hu from Taiwan’s QNAP shared her eight month journey in transforming QNAP’s Department of Technical Document Management and Product Globalization.

Before she joined QNAP, the company faced a number of obstacles in terms of their documents and localization. For example, the content was too long and did not meet user conventions, the style was inconsistent, technical writing tools were lacking, processes were overcomplicated, and things were generally unprofessional.

Based on her previous experiences with content teams, she made a series of improvements to areas such as their technical writing and work processes.

After 8 months of using structured writing and Tridion Docs , she was able to implement the structured storage and management of content. Translation load decreased significantly whilst the reuse rate of content increased , and no DTP work was required. The time saved can now be used to study product technologies and to control translation quality.