Main Content
San Francisco 2007
Managing Content Globally
Erasing the Gap Between Content Creators and Localizers For Good
The Palace Hotel, San Francisco, CA, USA
10-13 April 2007
The combined LISA Forum USA and Gilbane Conference program provides a 360-degree view of what it takes to integrate globalization into your organization’s business processes – the specific people, processes and technologies that are required to ensure success enterprisewide.
Managing content globally is crucial to gaining market share and maintaining your brand in the U.S. and around the world. Come network with the thought leaders in this space, along with your colleagues – whether they create original content, localize it, manage it or distribute it. Everyone will be under the same roof in San Francisco, addressing the same issues at the same time.
From the LISA side, mid- to upper-level managers and executives in Globalization, Marketing, Business Development, Open Standards, Supply Chain Management and International Engineering will be attending. From the Gilbane side, expect to network with mid- to upper-level managers and executives in Marketing, Product Management, Documentation, Engineering, IT and Web Services who have international responsibilities in addition to the rest of their jobs.
Everyone can learn from one another as content creation and globalization are merged together into one workflow to support organizations who must attract and support customers seamlessly – no matter what market, what time zone or what culture. That’s what customers have been expecting for a long time – it’s high time that we deliver the people, processes and technologies to allow them to do this efficiently and cost-effectively.
Managing Content Globally: What Works, What Doesn’t
Moderator: Leonor Ciarlone, Senior Analyst, Gilbane Group, Inc.
Jed Michnowicz, Engineering Lead, Sun Microsystems
Youngmin Radochonski, Globalization Program Manager, Sun Microsystems
Globalization as a recognized enterprise business practice continues to gain traction as companies expand multinational revenue goals. However, implementing a strategy poses a number of challenges that include defining localization requirements, effectively managing geographically dispersed content creators, eliminating content “mis”management, and streamlining translation processes. In this user case study session, two members of Sun Microsystems’ Globalization Team describe how the company implemented the Starlight Platform, an enterprise initiative to unify content and translation business processes and technologies. They also share best practices to help pinpoint process bottlenecks and to understand how content and translation management can work together.
Authoring for Global Audiences: Closing the Gap Between Authoring and Localization
Hans Fenstermacher, Vice President, Translation.com
What do clients really want? Simple: good communication with their customers, because good communication creates happy, loyal customers. Multilinguality is just a feature – a quirk of geography and history, really – of good communication. Localization isn’t something that language service providers do to content – it is the content. It’s time for authors and localizers to stop assuming that they are uniquely qualified (or unqualified); they need to start acting as true co-custodians of a communications pipeline to global customers. To live up to that mandate, they must leverage technologies, processes and resources to create content – together – that truly meets customers’ needs.
Global Digital Content Management: Today and the Future
Todd Karnig, Director of Global Content Acquisition, HP
How does an enterprise as large as HP manage its product information and catalogs across the 100+ markets in which it serves its customers? What are the strategic issues in this area that are perceived by upper-level executives as most critical? Come learn from a top HP manager how the company views the Global Content Management challenge, what it’s doing about it, and its plans for the future.
Website Google-ization: Localizing for Search Engines
Curt Porritt, Sr. Vice President, MarketingMasterControl
The ultimate goal of every international web site is to achieve a steady stream of relevant, international traffic that leads to more revenue. Today, search engines are by far the best way to achieve this goal. According to Forrester Research, search engine marketing in Europe alone is expected to grow from USD $1.74 billion in 2005 to USD $3.73 billion by 2010. This represents a growth rate much faster than that of the U.S., which is already spending over USD $4 billion per year on search engine marketing. This presentation will demonstrate how choosing proper terminology is a highly valuable marketing tool that enables search engines to properly index and rank international web sites for language or country-specific searches, thus ensuring a continuous flow of highly qualified traffic. It will also cover how companies can generate more revenue from each localized web site, and thereby increase the ROI of their localization budgets.
The Next Localization Frontier: Designing Culturally Customized Web Sites
Dr. Nitish Singh, Associate Professor of Marketing, California State University
Do you want to effectively tap global online markets? Would you like your international web sites to be easy to navigate, culturally consistent and appealing to your international online customers? Then you must go beyond translation and localization to embrace cultural customization. This presentation will provide practical guidelines on how to design culturally customized web sites that resonate with the cultural context of target countries. The presenter’s research over the past five years, across more than 10 countries and 900 companies, has shown that cultural customization of web sites leads to higher ease-of-use, a better attitude toward the sites and higher purchase levels. Attendees will learn (1) how to effectively target international online customers and (2) how companies are culturally customizing their international web sites. They will also be provided with a powerful cultural customization tool to effectively customize their web sites for different countries.
Web Globalization - Case Study from 4 to 19 Sites with a Limited Budget
Anna Schlegel, Executive Producer, Localization and Global Web Properties, VeriSign, Inc.
How do high-tech companies actually produce multiple web sites in multiple languages with multiple vendors on a limited budget? Anna Schlegel, Executive Producer for VeriSign, Inc., will share how the company turned its global content around through building the right team and attaining appropriate funding. She will also explain the role that controlled language plays, along with how and why VeriSign invested in a globalization management system.
Shootout at the CMS Corral
Rebecca Ray, Managing Editor, LISA
A large panel of veteran content management system providers and integrators will share their expertise on how to choose the most appropriate content management solution for your multilingual/multicultural needs. Content management and global content management are converging – find out why and how to leverage this to expand your global web presence. Learn why global information management is a big part of today’s business process optimization and how to manage the top 5 globalization business drivers to your advantage. Panelists will also discuss how translation and localization requirements are affecting content management and web site design strategies – now and in the future.
