Democratisation of corporate language_with_Lexeri

Presentation for #LocWorldWide42

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1. #LocWorldWide42 Democratisation of corporate language Houman Gieleky (Lexeri.com)
2. 2 Corporate Language
3. #LocWorldWide42 What is Corporate Language? 3 Corporate Design Corporate Language Corporate Identity (CI) Voice and Tone Terminology
4. #LocWorldWide42 Why is it important to create a Corporate Language? 4 • Brands and products are becoming more and more similar • To differentiate by colour or images is tricky: • 70 % of all B2B-brands use blue as their colour • images often come from picture archives • Companies strive to be seen as unique and different from their competitors Ø language makes the difference
5. 5 Voice and Tone
6. #LocWorldWide42 Voice The relationship you create with customers through written and spoken words 6 Language department • Reflection of character • It’s who you are, how you stand out, and what you believe
7. #LocWorldWide42 Tone While voice is a reflection of character, tone is about mood 7 Language department • Tone taps into emotion in ways that character and voice cannot • Adapt tone based on the situation at hand • It’s highly contextual
8. #LocWorldWide42 Mailchimp Voice 8 https://styleguide.mailchimp.com/voice-and-tone/
9. #LocWorldWide42 Mailchimp Tone 9 https://styleguide.mailchimp.com/voice-and-tone/
10. 10 What is Corporate Terminology and why is it important?
11. #LocWorldWide42 What is a term? A term can be: 11 Language department • a word with a specific meaning (e.g. customer) • a compound word (e.g. customer support) • an expression that consists of several words (e.g. ‘Contact us at any time!’ or ‘Contact us whenever you like!’)
12. #LocWorldWide42 Corporate Terminology Management with Lexeri 12 Term Status Definition Alternative term Linguistic parameters Context Related terms in other languages
13. #LocWorldWide42 One of the main productivity features in CAT Tools https://slator.com/features/reader-polls-payment-terms-virtual-remote-interpreting-terminology/ For translators 13
14. #LocWorldWide42 It reduces complaints between customers and LSPs 34.76 % of complaints in this sector over the last 3 years were caused by incorrect or inconsistent terminology A win-win for LSPs and their customers 14
15. #LocWorldWide42 Customers make massive cost savings by addressing terminology earlier Schütz / Nübel 1998 Product specifications Documentation development Text preparation Editing Acceptance Translation Final checks 0.1 – 0.2 0.5 1.0 2.0 5.0 10.0 20.0 Product development phase Creation of the terminology/definition cost multiplier 15 Jörg Schütz and Rita Nübel (1998): ‘Multi-purpose vs. Task-specific Application: Diagnostic Evaluation of Multilingual Language Technologies’ Where LSPs typicaly start
16. 16 How to manage terminology challenges
17. #LocWorldWide42 Language departments define the rules, but no one uses them Terminology is today the CAT Tool’s little sister Other 99.9 % of employees • Translation- Memory • eShop • CMS • Office • Marketing Cloud • CRM • Customer Support System • Social Media ... Language department 17
18. #LocWorldWide42 Customers’ greatest problems: no collaboration, no company-wide usage 18 Survey of 100 midsize and enterprise customers of Toptranslation in 2018
19. #LocWorldWide42 Bringing terminology like ‘auto-correction’ to all employees Expert 19
20. #LocWorldWide42 Can be integrated into usual tools of non-linguists 20
21. #LocWorldWide42 Range within a company 21 A perfect terminology environment should be a tool for all teams, not for linguists alone. Make it easy to use and understand.
22. #LocWorldWide42 Complexity stifles the idea of company-wide collaboration e.g. Term Status on SDL WorldServer 22 Term Status •Proposed: newly submitted terms and terms needing validation. •Approved: terms that are approved and considered acceptable for use in documentation. The ISO 12620 name for this status is admitted term, indicating that this is an acceptable synonym for a preferred term. •Preferred: approved terms that should be preferred over other approved terms. •Standardised: standardised terms that are approved and considered acceptable for use in documentation. •Legal: terms that are legally defined and used in legally binding documents, that are approved and considered acceptable for use in documentation. •Regulated: terms defined by law or government regulation that are approved and considered acceptable for use in documentation. •Deprecated: undesirable or incorrect terms that should not be used to express the concept. •Superseded: terms that are no longer preferred or admitted, and should not be used to express the concept. •Rejected: non-terms, candidates deemed not suitable for inclusion in the term database. This does not make any statement on the acceptability of the candidate term for use in documentation.
23. #LocWorldWide42 Make daily use child’s play Only a few colours make terms easy to identify Preferred Permitted Deprecated Not recommended This is the preferred term that should always be used. This term may be used, but another term is preferred. This term may not be used. The preferred term or another permitted term should be used instead. This term should no longer be used. The preferred term or another permitted term should be used instead. 23
24. #LocWorldWide42 Allow every employee to make suggestions (Kanban Board in Lexeri) 24
25. #LocWorldWide42 Require a minimum level of quality 25
26. #LocWorldWide42 SAP Hybris Adobe Experience Salesforce e-shops (e.g. Magento, Shopify, Shopware, OXYD) Social media channels (e.g. Twitter, Facebook, YouTube) Customer support system (e.g. Zendesk, OTRS) Developer tools (e.g. Gitlab and Github) PIM systems (e.g. Contentserv) Content Management Systems (CMS) (e.g. Typo 3, Wordpress) A variety of further systems can be connected, including: GitHub shopify Seamless integration into existing IT infrastructure Expansion of functionality of other internal solutions Invest in plug-ins and API ecosystem API 26
27. #LocWorldWide42 Case Study – Lenze Collaborative terminology management: ü Transferred terminology from two to over 20 languages (Lenze has e.g. 70,000 terms in German) ü Clean-up of old ‘zombie-terms’ within two months ü Roll-out of terminology to more than 3,000 employees in 15 countries within 1 year ü Joint company-wide revision process and several terminology statuses ü Integration via API into PIM System of Lenze ü Reduced Lenze‘s costs of terminology management by more than 50 % in first year • Lenze is a drive technology and automation manufacturer and developer • Turnover of EUR 750 million • 4,500 employees in over 60 countries 27
28. #LocWorldWide42 What’s coming next … 28 § NLP-powered Terminology Extraction for automatic glossary creation § One-click Terminology check integrated into most content management systems § Voice and tone live check (‘auto-correction’) for written text
29. #LocWorldWide42 Thank you for listening HOUMAN GIELEKY C E O 29 hg (at) lexeri.com