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Tag: Global Content Value Chain

Multilingual Marketing Content: Growing International Business with Global Content Value Chains

Our latest on content globalization practices, Multilingual Marketing Content: Growing International Business with Global Content Value Chains, which infomed the presentations for the webinar Scott mentions below, was made available as a free download at last week. We believe this report is the first study ever of global companies’ practices for managing multilingual content for marketing. The report is also available from study sponsors Across Systems, ADAM Software, Lionbridge, and SDL. Check it out!  

2009 Gilbane San Francisco Conference to Focus on Business Impact of Global Content Management and Social Media

One of the most closely watched technology trends for 2009 is the need for enterprises to leverage new web platforms while holding down the costs of managing their ever-proliferating content. Even in the midst of the current economic downturn, critical areas related to global business content will see double-digit growth over the next 12 months – including spending on search technologies which is projected to represent almost half of all digital spending by businesses in 2009, along with rising corporate investment in social media tools (Source: Winterberry Group). Reflecting these fundamental shifts in the way enterprises engage with customers and disseminate information, the sixth annual Gilbane San Francisco June 2-4, 2009 at the Westin Hotel in San Francisco – will focus on the timely theme “Where Content Management Meets Social Media.” Produced by The Gilbane Group and Lighthouse Seminars, the 2009 Gilbane San Francisco conference will offer enhanced programs tied to the business issues surrounding a company’s marketing, technical and enterprise content. The conference tracks have been organized around the four major areas of how enterprises use Web and content technologies and where they are most likely to invest, including: Web Business & Engagement; Managing Collaboration & Social Media; Enterprise Content: Searching, Integrating & Publishing; and Content Infrastructure. Gilbane San Francisco brings together industry experts from leading technology, enterprise IT, analyst, and consulting firms who provide attendees with the latest successful content management and new media strategies, technologies and techniques. In addition to the latest best practices, technology coverage within these four tracks will include enterprise and site search; content globalization; semantic technologies; publishing; XML; and social media tools and platforms from Twitter to business blogs, project wikis and microformats. The just-published schedule of conference sessions can be viewed at

Pre-conference workshops will feature industry thought leaders covering core topics in web content, new media, Sharepoint and more — the full schedule of workshops can be found at IT and business professionals involved in content creation, management, delivery or analytics wishing to attend the conference may register at: Technology solution providers wishing to exhibit or sponsor should visit: Follow the conference on Twitter:


Globalization Sessions at Gilbane San Francisco

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.

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