Our Gilbane San Francisco conference from June 18-20 extends our discussion of global content to the West Coast. We’ll be talking about the ability to create, define and manage a Global Content Value Chain within two distinct operational areas: customer service and brand management, both highly dependent on accurate, consistent, and contextual multilingual communications.

We’ll also provide content professionals with a succinct knowledge map of translation process and technology components, increasingly handy as the content and translation management worlds collide. Then, onto an update on system integration opportunities based on enterprise strategy rather than ad-hoc processes. Join us!

Globalization Track Lineup: (full grid is here)

GCM-1: Optimizing the Global Content Value Chain: Focus on Product Support Content
Wednesday, June 18: 2:00 – 3:30pm
Product support content includes technical documentation as well as the content that lives with a product or service in many formats and contexts, including pre-sales, post-sales, aftermarket, training, and service. The global economy adds languages as yet another output to the traditional multichannel formula, increasing content volume due to the nuances of dialect and culture. Speakers explain how to build global content value chains that combine core content technologies with heavy doses of authoring assistance, collaboration, automated workflows and project management to documentation and translation processes. Results include multilingual product content that satisfies customers, enables simultaneous shipment of products worldwide, and delivers cost and operational efficiencies.

GCM-2: Optimizing the Global Content Value Chain: Focus on Web Content
Thursday, June 19: 8:30 – 10:00am
Customer-facing Web content must consistently communicate an organization’s core brand regardless of the language through which the message is delivered. The integral role of company Web sites in engaging with customers worldwide means that effective management of multilingual Web content must be central to content and IT strategies. Effectively managing this content presents specialized considerations such as understanding the benefits of machine translation, integration with analytics and search engine optimization tools, and segment-based translation that keeps multiple Web sites in multiple languages in synch with customer expectations. Speakers explain how to build global content value chains that combine brand management techniques with web content creation, management and distribution processes. The result is multilingual Web content that ensures the best brand experience in any language, at any time.

GCM-3: Case Studies in Translation and Localization: Process and Technology Overview for Content Managers
Thursday, June 19: 11 – 12pm
The worlds of language professionals, content managers, program and product managers, and IT are colliding, driven by the growing demand for integrating content management, translation process management, and other processes and practices comprising the global content value chain. The collision can be managed more effectively if all participants understand what’s in the toolboxes of the other groups and how to put them to good use in the context of a total solution. In a case study format, language professionals explain their tools of the trade and show you how they add value to multilingual content. A session in partnership with Multilingual Magazine and Localization World.

GCM-4 & WCM-6: Case Studies in Integration: WCM & GM
Thursday, June 19: 3:30- 5pm
Content and translation management are core processes in the global content value chain. Integrating the systems that handle them is essential to streamlining processes, increasing the volume of language translations, controlling costs, improving efficiencies and ensuring customer satisfaction. To make the most of investment in people, process, and technology, integration of WCM and GM requires an enterprise strategy, not ad hoc processes that are recreated each time a new website is launched. This session uses real-world scenarios to walk you through different approaches to integration so that you can make an informed decision about strategies and practices that are right for your organization.