Accelerating Your Websites Global Reach

Sitecore.
Compelling Web Experiences
Automate and Accelerate your

Global Impact
Darren Guarnaccia, VP Product Marketing

dg@sitecore.net
Page 1 www.sitecore.net
Sitecore. Compelling Web Experiences
About Sitecore
 Leading provider of enterprise-class .NET web content
management and portal software for mid-to-large organizations
 Global Presence
 San Francisco, Boston, Copenhagen, London, Munich and Amsterdam
 Stability
 Profitable since inception in 1999, same owners, same vision and same
technology (.NET)
 Customers
 Over 1400 customers managing over 6000 web sites worldwide
 Supported
 Over 300 Sitecore Certified Partners worldwide, with over 100 in North
America
Sitecore’s 1400+ customers include:
Globalization: The Why

The lure of new markets
 Reduced competition (competing against non-consumption)
 Reduced cost of sales
 Improved margins
 Larger prospect pool
 Brand extension and enhancement
Fast Stats:
 52% of consumers are not willing to buy from a non-localized
site
 75% of consumers are more willing to buy again if support is
in their language
Common Mis-steps
 Entering new markets, you want to:
 Establish credibility
 Convey strong corporate brand and image
 Blend in by demonstrating local market awareness
 But, what happens…

 Sites are built as a one-off
 Information is sparse, and rarely updated
 Rigid corporate sites don’t let you adapt to local markets
 Translation is perceived as too expensive/complex, so we
“cheap out”
 Poor/slow translation damages brand, hampers sales
Typical Challenges
Resource and expertise constraints cause us to
forfeit the advantages the web gives us:
 Your brand is not consistent or strongly communicated
 Depth of content on your home country site does not help you
in new markets
 Regional sites fail to convey local market understanding and
capabilities
 Site content is often simply translated rather than localized
 Poor translation sends message to local market that you don’t
care
 Regulatory violation can lead to fines (Quebec French
requirement in Canada)
Typical Challenges
As a result:
 Penetration into a market is slowed
 Local market does not take you as seriously
 Increased operating costs to penetrate market
 Expansion plans are delayed
 Potential brand erosion
 Potential legal action
Best practices
 Manage corporate brand, with local expression
 Put control in local market teams, with oversight
 Provide control of content, not structure
 Remove content creation bottlenecks
 Not all content is created equal

 Localize your high value content
 Automate translation for as much content as possible
 At a minimum, reference related content in your home
language
 Allow business owners to decide what level content is
globalized
Best practices
 Structure your site to scale globally
 Architect language selection into your site design
 Ensure navigation / labels are textual and adaptable
 Coordinate content creation and updates

everywhere
 Streamline and automate update process for content
 Minimize the lag between home language updates and
regional sites
 Consider machine translation for low value content
Poll # 1
How many multilanguage sites are you planning to

manage, or do you manage?
How technology can help

Web Content Management can:
 Manage content across all it’s language versions
 Enable local markets to manage their localized version of
content, while giving corporate marketing oversight and
control
 Enforce corporate brand and site structure
 Enable local market sites to create and manage a rich set of
content, and leverage all content that corporate has to offer
 Plug into translation technologies to streamline / automate
content translation and localization
 Enable new language sites and editions to be brought online
quickly and less expensively.
Case Study: FMC Technologies

 FMC technologies designs,
manufactures and services
technologically sophisticated
systems and products around the
world
 Employs approximately 11,000
people and operates 33
manufacturing facilities in 19
countries
Challenge:
 Deliver compelling experience to
customers in 19 countries
 Not all business lines operate
everywhere
 Represent itself as a sophisticated
global company consistently around

Solution:
 FMC implemented Sitecore
CMS to enable their business
owners to quickly add
languages to any business
line area of the site
 Currently delivering content in
5 languages, across 19
countries
 Automatically leverage
addition content from the
home language where content
translation not possible.

Benefits:
 FMC has been able to penetrate
new markets faster
 Business unit owners can
control their own site and
languages based on market
requirements
 Customers perceive FMC as a
local player with global support
Content management in action

Sitecore natively supports Multilanguage sites,
providing wizard driven tools to add
languages, manage the export and import
process for external language content
translation.
Quickly add languages to a site

using Wizards

New pages are instanced based on base site
structure, ready for content to be entered or
translated

Editors can toggle quickly between language
versions of content, all based on security
permissions
Poll #2
How long does it take for you to get your content

translated?
How technology can help

Machine translation technology can:
 Speed up translation by providing a good starting point
 Generally delivers approximately 70% accuracy
 Can be used “as is” where low precision is acceptable
 When integrated with a WCM system, can automate routine translation needs
such as support content, news items and other bulk content types
 However, it can not localize content
Translation Integration systems can:

 Automatically route content to translators or translation networks
 Can provide full translation and localization of content (using human
translators)
 Plug into WCM systems to automate end-to-end content creation and
translation processes
 Can route low value content to machine translation, while routing high value
content to translators
Machine Translation example

 Sitecore is integrated out of the box with
Worldlingo for machine translation support
 Content authors can access Worldlingo translation
service from within the content management
environment
 Can configure translations from/to any languages
configured in Sitecore
Machine Translation in action
Translation Integration systems

 Sitecore natively supports Clay Tablet
 Connects WCMS’s directly to translation vendors and
technologies
 Can automatically route different content to different
translation vendors or machine translation technologies
 Provides a broker environment that allows you to use the right
translation vendor for the right job
 Prevents translator “lock-in”
 Seamlessly integrates as a part of the natural Content
management workflow process
 Makes the process of exporting and re-importing translated
content fast and easy
 Natively connects to leading Translation Management
systems, such as Idiom, SDL, Lionbridge, Across, etc.
One to Many
Clay Tablet: How it works
Vendor
Sitecore Vendor
CMS
Vendor
Client content systems are Translation systems are

connected via Adapters connected via Adapters
Dashboard gives clients insight into all
projects underway within their enterprise
Dashboard
Translators’
Sitecore Adapter Translation Queue Adapter Workflow
CMS
System
Routing Rules
Clay Tablet maintains a queue of all Routing Rules can be configured within
content that has been sent for translation Clay Tablet to route content to appropriate
systems

Clay Tablet’s integration with Sitecore CMS
provides the fastest, easiest way to send and
receive content for professional translation
Translation status is visible right inside

Sitecore CMS
Connecting Sitecore to your translators is a

simple configuration
Clay Tablet
Benefits of integrated WCMS to Translation –

faster, easier professional translation
“Status Quo”
Integrating Clay Tablet

with Sitecore
dramatically reduces
With Sitecore
the effort it takes to
and Clay Tablet move content in and
out of the translation
process
Summary
 Web properties are a key element to global market
penetration
 To be effective, sites must be rich in local
language and content, while maintaining a strong
corporate brand
 Content management technologies coupled with
translation technologies offer a powerful way to
deliver highly effective multilingual sites
Thank you
Questions?
dg@sitecore.net or sales@sitecoreusa.net
To find out more:

www.sitecore.net
www.worldlingo.com
www.clay-tablet.com

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Sitecore.

Compelling Web Experiences

Automate and Accelerate your

Darren Guarnaccia, VP Product Marketing

Sitecore’s 1400+ customers include:

Globalization: The Why

 But, what happens…

 Not all content is created equal

 Coordinate content creation and updates

How many multi- language sites are you planning to

How technology can help

Case Study: FMC Technologies

Case Study: FMC Technologies

Case Study: FMC Technologies

Content management in action

Content management in action

Content management in action

Quickly add languages to a site

Content management in action

Content management in action

How long does it take for you to get your content

How technology can help

Translation Integration systems can:

Machine Translation example

Machine Translation in action

Machine Translation in action

Machine Translation in action

Machine Translation in action

Machine Translation in action

Machine Translation in action

Translation Integration systems

Clay Tablet: How it works

Client content systems are Translation systems are

Clay Tablet: How it works

Clay Tablet: How it works

Translation status is visible right inside

Clay Tablet: How it works

Connecting Sitecore to your translators is a

Benefits of integrated WCMS to Translation –

Integrating Clay Tablet

To find out more:

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