Lionbridge Clay Tablet is all about maximizing the efficiency of translation services. The Renault-Nissan Alliance can now attest to its prowess.
Here’s the backstory:
Renault-Nissan offers its customer a global digital experience called Helios, a platform designed to allow internet users to interact with all Alliance brands through any touchpoint—computer, mobile phone, or tablet.
We’re talking here about a massive amount of content under the Helios umbrella, comprising six brands, 300 websites, and 70 languages—one of the largest digital presences in Europe—and, of course, that content has to be localized for individual markets.
The question: Can this be done efficiently?
The emphatic response: Yes.
Lionbridge’s Clay Tablet solution affords improved translation process efficiency, allowing projects to be set up, managed, sent, and retrieved more quickly and with greater ease.
At Adobe’s 2015 Digital Marketing Symposium, Luciano Stirling, Renault-Nissan’s Helios Project Manager, spoke about Clay Tablet’s capabilities and reported on its successful deployment in the Helios project.
The optimal user experience
The Lionbridge Clay Tablet platform is composed of two primary parts:
- An add-in for your content management system
- A cloud-hosted interface with your translation platform of choice, allowing you to use it with any CMS or translation provider
Clay Tablet was designed to optimize the user experience by minimizing manual tasks. That translates into a seamless, automated content flow—no more need to copy and paste text into Microsoft Word or Excel files to be sent for translation.
And because the process is automated, it reduces the risk of errors and heightens consistency across all channels.
Clay Tablet also provides more control over the routing of content to various levels of translation service—machine, professional, transcreation—as determined by the selected configuration.
It’s a win-win-win: fewer errors, more consistency, faster production.
Proof in the field
Renault’s Helios project was launched in London in mid-2014, and it really put the Clay Tablet to the test. The Helios network includes renault.fr, nissan.co.uk and all other commercial websites in the Renault-Nissan Alliance.
“The objective was to centrally manage all content and then allow the individual markets to localize it,” Stirling says. The project team built a shared platform for the six brands—each with its own specifications—encompassing those 300 websites and 70 languages.
“Obviously, that’s quite a complicated undertaking,” he says, one streamlined considerably through Lionbridge’s Clay Tablet solution.
“We now have 28 sites live,” Stirling says. “We create content in the CMS that’s relatively neutral. We send that content to a translation service provider through the Clay Tablet connector. We then validate the translation and enhance it as necessary.”
The content then returns to the CMS, available to all markets to localize as appropriate.
“What we’ve done is create a distinct separation of pure translation and localization,” Stirling says.
The key, he stresses, is that the master, centralized content is truly “off-the-shelf content,” sufficiently neutral that it’s adaptable to all markets.
That’s crucial because if the content is too specific to one market to be of use to another, Sterling says, the local marketing team will create its own content, potentially severing continuity and creating unnecessary work cycles.
He gives as an example web content designed for a Russian audience that was sent to Thailand.
Their response? “‘What is this strange thing?’” Stirling recounts. They put it aside and started from scratch.
But, Stirling avows, such predicaments are now easily avoided with “the excellent Clay Tablet connector from Lionbridge.” That “distinct separation” between translation and localization is achieved with ease, and the Renault-Nissan message is articulated quickly and correctly in the voice of each market.
>> Want to learn more about integration software? Read about the importance of integrating content and translation management.