Month: August 2008 (Page 3 of 3)

As Mary noted previously, globetrotting has been just one reason for our blogging hiatus. The more interesting interrupter has been the development of “the report,” aka our research and analysis for Multilingual Communications as a Business Imperative: Why Organizations Need to Optimize the Global Content Value Chain.

It has been an intense period to say the least, as the result comprises the stories of 40 content and localization/translation management professionals as told to myself and colleague Karl Kadie over 60+ hours. We are indebted to this community of experts for their knowledge sharing and deeply impressed by their dedication to improving processes in their areas of expertise.

It feels right then, to dedicate this first blog on our research results to these passionate and meticulous professionals, trained to understand the power of the word and its effect on content consumers. Way back in 2005, I coined an informal term for folks such as these: the glue people — a rare breed who manage to bridge gaps between various organizational units through education, facilitation, and coordination focused on “the bigger picture.”

In this case, painting that picture requires color mixing that supports corporate global expansion goals without compromising the needs and expectations of multinational customers for multilingual content. Thus the demise of the informal term in favor of one that more aptly describes the efforts of today’s content and localization/translation management professional — enter the operational champion.

Focused squarely on the inherent relationship between successful globalization and multilingual communications, our study’s operational champions are savvy customer advocates and marketeers. They have designed internal educational campaigns with titles such as “Content Matters,” “Reduce, Reuse, Recycle: Not Just for Energy,” and “Do You Know Who’s Not Reading Your Content?” They have titles such as “Content Management Practice Leader,” “Director, Global Language Services,” and “International Marketing Manager.” They have produced inspiring results:

• “We’ve raised the level of awareness of content value in our organization.”

• “We can build one web template and replicate it 25 times for various regions within in six months.”

• “We can show savings of over $900 per document and reduction of translation time by five days.”

• “We have achieved a 68% reuse rate for our content.”

Impressive indeed — and just a sample of what’s inside the report to help speed results for those working toward similar goals. More to come!

We’re growing. Like many of our colleagues in the industry we have found that problems in the housing and financial markets have had no noticeable effect on demand for our services. Of course things could change, but enterprise content technologies are so core to businesses of all kinds that, while watchful, we are not concerned.

Our main concern, as always, is to keep the conversation and flow of trusted content moving between all the stakeholders (investors, vendors, practitioners, IT, consultants, etc.) in the content technology market. If you are involved in content technology or applications in any of these capacities and have expertise or experience you would like to share with our large, growing community, let us know. We have potential opportunities for bloggers, consultants, analysts, educators, or someone who has a particular expertise and simply wants to express an occasional opinion. If you are interest or have questions let Sarah know at sarah@gilbane.com.

We came across a study entitled “The 2008 Tribalization of Business” while preparing to publish a new Gilbane white paper on web experience management. The “Tribalization” research looks at communities and online marketing: how they deliver value, obstacles to making them work, what contributes to success, and how marketers measure effectiveness. Highlights of the research (co-sponsored by Beeline Labs, Deloitte, and the Society for New Communications Research) are reported on marketingcharts.com.

This datapoint caught our eye:

“The greatest obstacles to making a community work are not related to technology or funding, the study found; rather, getting people [to engage] in the community (51%).”

Community is one of four components of engagement strategy discussed in the new Gilbane white paper (the others are personalization, user-generated content, and collaboration). In the paper, we provide some guidance about making communities work not just at start-up but throughout their lifecycle.

Engage Me! Web Experience Management as the New Business Imperative is the companion white paper to a webinar in which we participated with Linksys and the Colorado Department of Transportion. The webinar and paper are sponsored by FatWire. An archive of the webinar is available for viewing, and the paper is now available for download on the FatWire site. It will be posted on the Gilbane site later this month.