content connections 2015 agenda

Transcription

CONTENT CONNECTIONS 2015 AGENDA
CONTENTS
November 3 (for the US)
4. November (für DACH)
November 5 (for EMEA)
CONTENT CONNECTIONS 2015 · AGENDA
November 3 (for the US)
Opening Keynote 10:00 AM EST
10:00
Welcome & Introduction
10:15
5 Essentials to Epic Content Marketing for Business
to 10:15
to 10:40
Steve Rotter, Acrolinx
Dr. Andrew Bredenkamp, Acrolinx
Joe Pulizzi, Content Marketing Institute
In this session, Joe Pulizzi, founder of the Content Marketing Institute, quickly reviews the latest content marketing research, and then dives into five
critical essentials for all marketers to follow in 2015. These include:
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Setting up the proper goals for content marketing
Creating a content marketing mission statement to drive your business
Focusing on subscribers over likes and fans
Developing an influencer program to drive your subscriptions
Jumpstarting your content marketing program with partnerships
Joe Pulizzi
Founder, Content Marketing Institute
Joe Pulizzi is founder of Content Marketing Institute, the leading education and training organization for content marketing, which includes the largest in-person content
marketing event in the world, Content Marketing World. Joe is the winner of the 2014 John Caldwell Lifetime Achievement Award from the Content Council. Joe’s fourth book
Content Inc. was just released. His third book, Epic Content Marketing was named one of “Five Must Read Business Books of 2013” by Fortune Magazine. You can find Joe on
Twitter @JoePulizzi. If you ever see Joe in person, he’ll be wearing orange.
10:45
to 11:10
Quality vs. Quality Content: A Fight for Sore Eyes
Ann Handley, MarketingProfs
This is a run-of-the-mill session description about a typical presentation that will deliver good information but in an ordinary, lackluster manner.
Do you want to come to this session, based on that description? Eww. Of course not. Sounds kind of dull, right? So why is it that so much content is like
this description’s first sentence? At best “good enough.” And at worst lifeless and uninspired.
Come to this fun session to hear Ann Handley counsel you on creating content that’s engaging, because your audience demands it and your company or
organization deserves it.
You’ll leave better equipped to:
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Tell better (and braver!) stories, using stronger, more ripped writing and a unique point of view
Create “best of breed” content to attract the people you want (and repel the ones you don’t)
Know when to be a little bold (and when to dial it back)
Inspire the best work out of writers and content creators
The biggest missed opportunity in content marketing is playing it too safe. Let’s do this!
Ann Handley
Chief Content Officer, MarketingProfs
Ann Handley is a Wall Street Journal best-selling author, keynote speaker, and the world’s first Chief Content Officer.
Ann speaks and writes about how you can rethink the way your business markets. Cited in Forbes as the most influential woman in Social Media and recognized by
ForbesWoman as one of the top 20 women bloggers, Ann Handley is the Chief Content Officer of MarketingProfs, a training and education company with the largest
community of marketers in its category.
She is a monthly columnist for Entrepreneur magazine, a member of the LinkedIn Influencer program, and the co-author of the best-selling book on content marketing,
Content Rules: How to Create Killer Blogs, Podcasts, Videos, Ebooks, Webinars (and More) That Engage Customers and Ignite Your Business (Wiley, originally published 2011.
Paperback 2012.) The book has been translated into nine languages, including Turkish, Chinese, Japanese, Korean, Italian, and Portuguese. Her most recent book, Everybody
Writes: Your Go-To Guide to Creating Ridiculously Good Content (Wiley, 2014) is a Wall Street Journal bestseller.
She currently has more than 260,000 followers on Twitter and writes about content, marketing and life at the highly entertaining AnnHandley.com.
A pioneer in digital marketing, Ann is the co-founder of ClickZ.com, which was one of the first sources of interactive marketing news and commentary. She started her
career as a business journalist and editor.
Ann is based in Boston, Massachusetts.
11:15
to 11:45
How to Increase Content Velocity Through Agile Practices
Susie Dickson, Facebook
Laurel Counts, Moody’s Analytics
James Turcotte, CA
Learn how these three leading brands are doing innovative things with technologies and processes to align content development with agile practices.
The panel will discuss how today’s product developers and content developers must move quickly and processes must be tightly integrated. Learn from
the experts how agile content is not only a key part of the user experience but stimulates buying decisions.
Dr. Andrew Bredenkamp
Founder & CEO, Acrolinx
Dr. Andrew Bredenkamp is founder and CEO of Acrolinx. Andrew has been solving content problems for the world’s biggest brands for over 25 years. Before starting Acrolinx,
Andrew was Head of the Technology Transfer Centre at the German Research Center for Artificial Intelligence (DFKI) Language Technology Lab. Andrew holds degrees in
languages, linguistics and a PhD in Computational Linguistics. He is on the advisory board of a number of organizations, including Translators without Borders.
Susie Dickson
Content Strategist, Facebook
Susie Dickson spent most of her career in the newspaper industry before joining Facebook, where she is a content strategist focusing on emerging markets. At Facebook,
Susie’s worked with both the Content Operations and Content Strategy teams, helping to develop scaled approaches to content quality, define standards for support
content, and bridge the gap between content-creating teams across the company. Susie spends her weekends exploring San Francisco and beyond with her husband and
her dog, Milo.
Laurel Counts
Director, Technical Communications, Moody’s Analytics
Laurel Counts grew up with the developing computer software industry, watching her parents work as programmers in the early days of punch cards. It was natural for her to
go straight from her English degree at UC Berkeley into a technical writing job. She enjoyed the ongoing learning required by both subject and changing content technology,
and eventually developed a marketable expertise in building writing teams and content processes for start-ups. More recently, she accepted a new challenge with Moody’s
Analytics and is now Technical Communications Director there, leading and strategizing for a global team of 22 writers, managers, and editors.
James Turcotte
SVP, Engineering Services, CA
Jim Turcotte is Senior Vice President at CA Technologies, a $4.5 billion information technology management software company with 13,000 employees in 45 countries.
He is responsible for CA’s Engineering Services, a centralized organization that provides customer technical content, localization and tools services for CA’s entire product
portfolio.
Jim’s 25+ year career as an operational and transformational executive started at IBM with assignments across manufacturing, supply chain management, services, and
development. Jim joined CA Technologies in 2007 as Vice President of Technical Support. He was promoted to SVP as Business Unit Executive in 2009 and asked to lead
Technical Support, a global team of over one thousand support professionals providing technical support to most of the top Fortune 1000 enterprise customers running CA
Technologies solutions.
Jim has led many key initiatives to improve customer experience over the last 25 years. His current focus is leading the transformation of CA’s technical content supply
chain. Over the last 18 months, the team has rolled out an industry-leading DocOps methodology that is breaking down enterprise information silos and improving customer
interaction.
11:45
Break
11:55
Fun - Apple Watch and Book Pack Winner
12:05
BOOSTING MOMENTUM: The Simple Secret Smart Brands Employ to Turn Regular Content Into Extraordinary Success!
to 11:55
to 12:00
to 12:25
Andrew Davis, Author of Brandscaping & Town Inc.
As brands, we’re creating more content today than ever before. With every post we publish, infographic we upload, or video we produce we’re hoping
(maybe even praying) that today’s content will be more successful than yesterday’s. It turns out that some of the smartest brands in the world don’t hope
for success: they predict it. The smartest brands in the world rely on boosting momentum by advertising the content they create. In fact, their success
doesn’t come from re-working their content, it comes from re-thinking their distribution, advertising, and promotion strategy.
In this action-packed session, best-selling author and former television producer Andrew Davis, will reveal the secrets to their success. He’ll show you
how they leverage – not create – social momentum that turns regular content into stellar success. You’ll learn how to use paid, owned, and earned media
converge to transform posts into press. You’ll see how to use the Waterfall Effect to drive the attention of the media. But most importantly, you’ll better
understand how to leverage the audience you already have, the advertising you’ve already purchased, and the social world to drive success tomorrow.
Andrew Davis
Author of Brandscaping & Town Inc.
Andrew Davis’ inspirational, unconventional, and sometimes controversial concepts are a product of his diverse life and business experiences. His childhood acting career
makes him a highly engaging and entertaining speaker at trade shows, conferences, and corporate events around the world. His television writing and producing contributed
to his theories on how to build a relationship with a valuable audience through the generation of great content powered by exceptional talent. He honed his marketing and
product development skills in the first dotcom boom, which shaped his business-oriented approach to driving real revenue and results. Andrew Davis got his start in the
media business at a young age appearing in television commercials and voicing over radio spots for brands like Cadbury, Chevrolet, Six Flags, and McDonald’s. Finally, his cofounding of Tippingpoint Labs led to the practical fusion of his varied experiences servicing brands that sell everything from consumer products to subscriptions.
12:30
to 12:55
Content Optimization: Crawl, Walk, Run....Dance!
Val Swisher, Content Rules, Inc.
Content Optimization: Crawl, Walk, Run....Dance!
Wondering how other companies optimize their content? Don’t know where to start? In this talk, Val covers the three phases of content optimization,
including a special bonus fourth phase for the truly adventuresome!
Crawl – Content Optimization via Kumbaya
In the crawl phase, everyone just “knows” how to write. There are no set guidelines. There is no standard terminology. We all sit near each other and
magically share the rules. Sometimes we talk to each other. Sometimes we even do peer reviews.
Walk – Content Optimization via Lists and Tables
In the walk phase, we decide that someone must write something down about creating content. We start writing the style guide. Sometimes we even finish
writing the style guide. We start a list of terms such as product names and how they should be used. We give every writer and editor a copy of the style
guide and term list. We think people actually read them.
Run – Content Optimization via Tools
When we finally get to running, we realize that no one actually reads the style guide (except maybe once). We also learn that there are far too many terms
to manage using Excel or Word. So we invest in a robust tool that helps govern the words we use and how we use them. What usually happens next is that
content people from other departments see what we are doing and want to join us. When we are sprinting, all content groups across the enterprise share
the terminology and many of the writing rules. That way, our content looks the same, regardless of who wrote it or where it came from.
Dance! – Dancing Is the Ultimate in Content Optimization
When we dance, we connect the terms that we use to the terminology that has already been translated and exists in translation memory. By standardizing
on already-translated content, we save lots of time and money both in creating content and translating content. We have better control over the final
output in all languages. It is a well-choreographed ballet.
Val Swisher
Founder, Content Rules, Inc.
Val Swisher is the Founder and CEO of Content Rules, Inc., an end-to-end content services provider. Val is a global content strategy thought leader and an expert in making
source English content global-ready. In addition to running Content Rules, Val is on the Executive Board for Translators without Borders, where she is responsible for creating
and running the Simplified English program. Val is also part of the academic advisory team at UCSF Medical Center, where she helps medical students simplify their English
content as part of the WikiProject Medicine rotation. Val’s third book, Global Content Strategy: A Primer, was published in October 2014.
01:00
to 01:25
Managing Localization Vendors: The Good, the Bad, the Beautiful
Nataly Kelly, Hubspot
Have you had a hard time finding the right localization vendors to help your brand with projects in other languages? With more than 35,000 translation
agencies out there vying for your business, and with most buyers going into localization projects without much prior experience, many companies find
translation vendor management to be a challenge. As a result, managing localization vendors often becomes an ugly experience — but it doesn’t have to
be. In this session, learn the key practices you’ll need to master in order to turn your localization providers into true partners, creating an enjoyable and
positive localization program for your business. Get practical advice from industry insider Nataly Kelly on preventing common challenges and igniting
localization success at each of the four main phases of the buyer-supplier relationship: 1) Hiring, 2) Onboarding, 3) Managing, and 4) Improving.
Nataly Kelly
Vice President Localization Marketing, Hubspot
Nataly Kelly, VP, Marketing (Localization), Hubspot is a global marketing and localization leader with nearly two decades of translation industry experience. She has been
published in Forbes, The New York Times, and Huffington Post, as well as other outlets. She co-authored a book called Found in Translation: How Language Shapes Our Lives
and Transforms the World. She has won numerous awards including Marketing Executive of the Year (Best in Biz), Two Stevie Awards for Women in Business, and Direct
Marketing News 40 under 40. Nataly is also a former Fulbright Scholar in Sociolinguistics.
01:30
to 01:50
5 Content Controversies
Scott Abel, Content Wrangler
Scott will unpack five of the biggest, ugliest, and most complex challenges facing content professionals today. This session will prove to be highly
engaging as this respected leader goes deep on the most controversial and critical topics facing every content professional including:
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Does everyone work for marketing now?
How to expand content marketing to your entire organization?
Does the customer journey have a finish line?
Mythbusting current perceptions on the role of content throughout the sales funnel
Does tone matter? How to lighten up without losing control
Scott Abel
Content Wrangler
Globally recognized author, blogger, and presenter, Scott Abel (The Content Wrangler) is one of the foremost authorities on content strategy. Scott is founder and President of
“The Content Wrangler”, co-founder of the Intelligent Content Conference, Information Development World and founding member of Content Management Professionals. Scott
is one of the most engaging experts in the field of content strategy and his conferences have drawn thousands of attendees.
01:50
Break
02:00
to 02:00
to 02:05
02:05
to 02:40
Massive Scale: How One of the Biggest Companies in the World Does Content Marketing
Steve Wright, IBM
Imagine content marketing for over 4000 products and services, with 40,000 content creators across 170 countries. That’s the kind of scale and scope
IBM’s Steve Wright, VP, Digital Channel, thinks about every day. Join Steve Wright and Acrolinx CEO and Founder, Dr. Andrew Bredenkamp, as they
discuss the central role of content across the IBM buyer journey and share best practices that every organization needs to effectively scale their content
marketing.
Steve Wright
Vice President, Digital Enterprise and Business Analytics, IBM
Steve Wright is Vice President, Digital Enterprise and Business Analytics where he is leading IBM’s global initiatives to personalize IBM’s client experience as well as create
a shared services strategy for all internal business and social analytics requirements. In this role, he is on assignment to Bratislava. Steve’s focus has been on driving
fragmented IBM organizations into a highly agile, market-driven enterprise-wide shared service through an aggressive commitment to standards, governance, and innovation.
Current initiatives include the Digital Customer Experience, Enterprise Content Management, and the Business and Social Analytics platform used globally across IBM.
02:45
to 03:10
Under the Hood – What Is Content Scoring
Dr. Adam Taylor, Acrolinx
Join Steve Rotter, CMO, Acrolinx and Adam Taylor, Senior Content Analyst, Acrolinx as they take you under the hood of Acrolinx. They will share the power
behind the Acrolinx linguistic engine, how to define your audience, style and tone, as well as, scoring your content.
You will walk away understanding why our software helps the world’s greatest brands create amazing content.
Steve Rotter
CMO, Acrolinx
Author, blogger, speaker, and digital marketing evangelist, for over 20 years Steve Rotter has been helping organizations drive marketing innovation with technology. Prior to
joining Acrolinx, Steve held executive marketing positions with Brightcove, Adobe, and Motorola and was co-founder and CMO of venture backed startup Q-Link Technologies
(acquired by Adobe in 2004) and co-founder of Paradigm Research. Steve received his MBA from Northwestern University’s Kellogg Graduate School of Management and has
volunteered on advisory boards for several non-profit organizations including World Vision and A Child’s Right.
Dr. Adam Taylor
Senior Content Analyst, Acrolinx
Dr. Adam Taylor is the Senior Content Analyst at Acrolinx. Adam is devoted to educating the masses on content quality and how that quality affects everything to do with
a company. Some of Adam’s favorite words are tone, voice, and consistency. With Acrolinx, Adam discovered a platform that can take the guesswork out of creating highquality, consistent content.
Before joining Acrolinx, Adam was busy earning a PhD in Neuroscience from the University of Maryland, Baltimore. Ultimately, he left the lab behind and ventured into the
world of content.
03:15
to 03:45
Acrolinx Roadmap & Vision
Ulrich Callmeier, Acrolinx
We’re proud that Acrolinx software is helping the world’s leading brands create amazing content and we’re thrilled to present where we’re heading with our
platform. From artificial intelligence, analytics, new language capabilities and ubiquitous authoring integrations, we’ll cover it all.
Ulrich Callmeier
COO, Acrolinx
As COO, Ulrich leads all R&D, Engineering, and Product Management for Acrolinx. He has more than 15 years of experience designing and implementing advanced natural
language processing systems and holds a master’s degree in Computer Science with a minor in Computational Linguistics from Saarland University. Prior to Acrolinx, Ulrich
helped lead the development of a new natural language analysis component for customer self-service software provider YY Technologies in Mountain View, CA and was also
part of the research staff at Saarland University.
03:50
to 04:10
Tips and Tricks for the Daily Work With Acrolinx
Dr. Sabine Lehmann, Acrolinx
Tips and tricks – this is where we delve deep into our box of tricks. We provide useful tips from a wide variety of areas to make working with Acrolinx even
easier. Whether you’re a newbie or an experienced Acrolinx pro, we’ve got you covered. And as always, feel free to ask if you have any questions.
Dr. Sabine Lehmann
Chief Linguist, Acrolinx
Dr. Sabine Lehman has worked in language engineering for more than 15 years, initially at ISSCO in Geneva and the DFKI in Saarbrücken until 2002. Her expertise is in the
development and evaluation of large-scale linguistic processing systems and their modification for specific applications. Sabine is also co-founder of Acrolinx.
Dr. Adam Taylor
world of content.
04:15
to 04:45
Language Saving Lives
Whether your content is designed to save lives, sell products or support customers, quality is critical. But departmental silos, conflicting priorities, standalone systems and misaligned metrics often make this difficult, if not impossible for most organizations to achieve. Join Dr. Andrew Bredenkamp, CEO of
Acrolinx, and Scott Abel, Content Wrangler, as they share enchanting stories from around the globe on how organizations are challenging the status quo
and creating amazing content at scale.
Scott Abel
Content Wrangler
04:45
to 05:00
Closing
4. November (für DACH)
Beginn: 10:00 Uhr MEZ/CET
10:00
Begrüßung & Einführung
10:10
Content Connections – Mit den richtigen Inhalten echte Beziehungen aufbauen
bis 10:10
bis 10:40
Christian Gericke, Acrolinx
Dr. Kerstin Hoffmann, Unternehmensberaterin
In digitalen Zeiten kommt es in der Unternehmenskommunikation auf die richtigen Inhalte an. Inhalte, die definierten Empfängern einen klaren Nutzen
bieten. Inhalte als Weg zu mehr Sichtbarkeit. Inhalte als Information und als Inspiration. Wie finden Unternehmen die richtigen Inhalte für ihre Stakeholder?
Wie entwickeln sich aus einer Contentstrategie echte Beziehungen?
Dr. Kerstin Hoffmann
Strategie- und Content-Spezialistin, Unternehmensberaterin
Kerstin Hoffmann gehört in Deutschland zu den bekanntesten Beratern, Speakern und Autoren aus dem Bereich PR, Social Media und digitale Strategien. Sie ist
Kommunikationsberaterin, hat Journalismus gelernt, Geisteswissenschaften studiert und in Germanistik promoviert. Ihr Blog „PR-Doktor” ist einer der führenden deutschen
PR-Blogs. An der Heinrich-Heine-Universität Düsseldorf lehrt sie Public Relations und digitale Strategien. Für die Acrolinx-Webinar-Reihe greift sie unter anderem das Wissen
aus ihrem gerade erschienenen Buch „Web oder stirb!“ kompakt und praxisnah auf.
10:45
bis 11:15
Crossmediale Qualitätssicherung
Kai Heddergott, freiberuflicher Kommunikationsberater
Unternehmenskommunikation basiert im Zeitalter des Social Web auf crossmedialen Konzepten, um Kunden und Zielgruppen dort erreichen zu können, wo
sie nach Informationen suchen. Die eingesetzten Kanäle unterscheiden sich in Charakter, Anspracheform und Inhaltsytpen. Ziel einer zeitgemäßen OnlineB2B-Kommunikation sollte es daher sein, den Nutzern eine konsistente Content-Qualität an allen kommunikativen Touchpoints zu bieten. Wie stellen
Unternehmen diese Konsistenz sicher? Worauf ist bei der Qualitätssicherung zu achten?
Kai Heddergott
freiberuflicher Kommunikationsberater
Kai Heddergott (Jahrgang 1969) ist freiberuflicher Kommunikationsberater und seit über 20 Jahren im Themenfeld Onlinekommunikation und Multimedia tätig. Er berät seine
Kunden bei der Entwicklung und Umsetzung zeitgemäßer Kommunikationsstrategien unter Nutzung von Off- und Online-Medien.
In seiner Tätigkeit als Projektmanager beim MMB Institut für Medien- und Kompetenzforschung in Essen war er lange Jahre Mitglied von Nominierungskommission und Jury
des Grimme Online Award.
Heddergott hat Publizistik- und Kommunikationswissenschaften an der Universität Münster studiert, wo er am Institut für Publizistik für die elektronische Lehrredaktion
verantwortlich zeichnete. Er berät heute national und international tätige Kunden aus so unterschiedlichen Feldern wie Industrie, Finanzwirtschaft und öffentlichen
Einrichtungen.
11:15
Pause
11:25
Verlosung Apple Watch und Buch-Paket
11:30
Highlights der Acrolinx-Studie zur weltweiten Content-Qualität
bis 11:25
bis 11:30
bis 11:55
Mit unserer linguistischen Engine „lesen“, analysieren und bewerten wir den Content von über 300 der größten globalen Marken. Sie erfahren die neuesten
Forschungsergebnisse darüber, welche Branchen, Regionen und Marken den besten (und schlechtesten) Content aufweisen. Die Erkenntnisse werden Sie
überraschen.
Dr. Andrew Bredenkamp ist Gründer und CEO von Acrolinx. Seit über 25 Jahren hilft er den bekanntesten Marken der Welt dabei, besseren Content zu erstellen. Vor der
Gründung von Acrolinx war er Leiter des Transferzentrums beim Deutschen Forschungszentrum für Künstliche Intelligenz (DFKI). Er hat Abschlüsse in technischer
Übersetzung und Linguistik sowie einen Doktortitel in Computerlinguistik. Er ist Mitglied im Beirat verschiedener Organisationen, darunter Translators without Borders.
12:00
bis 12:25
Christian Gericke widmet sich 5 der größten, unangenehmsten und komplexesten Herausforderungen, denen Content Professionals heute begegnen.
Die Session verspricht spannend zu werden. Der Vortrag vertieft die umstrittensten und zugleich wichtigsten Fragen, die jeder, der mit Content arbeitet,
beantworten muss:
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Arbeiten jetzt alle fürs Marketing?
Wie lässt sich Content Marketing auf die gesamte Organisation ausweiten?
Hat die Customer Journey eine Ziellinie?
Durchschlagende Erkenntnisse zur Rolle von Content in den verschiedenen Phasen des Sales Funnel
Kommt es auf den Tone of Voice an? Wie Sie Ihren Ton auflockern, ohne an Glaubwürdigkeit zu verlieren
Christian Gericke
Senior Vice President (SVP) Sales EMEA / APAC and Global Client Services
Christian Gericke, SVP Sales EMEA / APAC and Global Client Services, verfügt über mehr als 10 Jahre Erfahrung im Bereich Dokumenten- und Informationsmanagement.
Vor seiner Tätigkeit bei Acrolinx war Gericke 3 Jahre bei HP als Regional Business Manager für das HP Indigo- und Inkjet-Web-Press-Geschäft in Mittel- und Osteuropa
verantwortlich. Unter seiner Verantwortung, die Vertrieb, Marketing und Services umfasste, verzeichnete seine Organisation zweistellige jährliche Wachstumsraten. Gericke
war davor Geschäftsführer bei Exstream Software und für den deutschsprachigen Raum und Osteuropa zuständig. Im Zuge der Übernahme des Unternehmens durch HewlettPackard kam er zu dem amerikanischen Technologiekonzern.
12:30
bis 13:00
Allein unter Nachbarn – Content Marketing als Weg zur Integration?
Michael Straeter, Siemens AG
Große Unternehmensstrukturen – zumal historisch gewachsene – führen oft zu Anonymität. Häufig begegnet man sich erst beim Kunden wieder.
Aktives Content Marketing soll unsere Nachbarabteilungen zu echten Partnern machen. Konsistente Kommunikation gegenüber dem Kunden soll dazu
das Bindemittel sein.
Michael Straeter
Documentation & Services, Siemens AG Energy Sector, Energy Services
Geboren 1963 in Siegen/Wittgenstein, verheiratet, lebt in Berlin.
Nach dem Abitur tätig als Bühnentechniker und Technischer Leiter (Theater), anschließend Ausbildung und Arbeiten als Regisseur (Theater, Fernsehen) in Köln.
Daneben Studium der Germanistik, Geschichte und Philosophie an der Universität Köln. Nach dem Magister Artium mehrjährige wissenschaftliche Arbeit in den
Kulturwissenschaften.
Seit 1995 freiberufliche, dann auch hauptberufliche Tätigkeit als Technischer Redakteur mit den Schwerpunkten eLearning, Softwaredokumentation, Steuerungstechnik,
Maschinenbau und Sondermaschinenbau.
2011 Wechsel zur Siemens AG am Standort Berlin als Technischer Redakteur im Turbosatzkraftwerksbau (Gas- und Dampfkraftwerke). Zurzeit Projektleiter bei der Einführung
eines standortübergreifenden Redaktionssystems.
13:00
Pause
13:10
Feinabstimmung der Quelle – Weniger ist manchmal mehr
bis 13:10
bis 13:40
Melanie Wells, SAP
Verwendung des KISS-Prinzips, um Techies zu helfen, verständliche und übersetzbare Texte zu schreiben.
Melanie Wells
SAP SE, Walldorf, Germany
Melanie Wells hat einen B. Sc. in Computerlinguistik und Deutsch vom Institute of Science and Technology der University of Manchester. Als sie 1994 zu SAP kam, arbeitete
sie zunächst ausgiebig mit einem bekannten regelbasierten maschinellen Übersetzungssystem. 1997 führte sie ein externes Translation-Memory-Tool bei SAP ein und leitete
das interne Support-Team. Ab 2001 war sie vor allem an der Verbesserung der Dokumentation und der Übersetzungsqualität beteiligt, wobei die von Acrolinx bereitgestellten
Tools zum Einsatz kamen. Dies umfasste Tätigkeiten von der Projektleitung über die Systemadministration und linguistisches Programmieren bis hin zu internen
Werbekampagnen und der Behebung von Support-Problemen. Vor Kurzem ist sie dem neuen Team Human Language Technology innerhalb der SAP Language Services
beigetreten, das sich auf maschinelle Übersetzung, Qualitätsbeurteilung, Sprachprüfung und Terminologie konzentriert.
13:45
bis 14:15
Acrolinx als Werkzeug zur Terminologie-Steuerung bei der WILO SE
Eva Kerstholt, WILO SE
Armela Hodzabegovic, WILO SE
Die WILO SE ist einer der weltweit führenden Hersteller von Pumpen und Pumpensystemen für die Gebäudetechnik, die gesamte Wasserwirtschaft und
die Industrie. Acrolinx ist im Unternehmen die führende Terminologie-Datenbank und wird im Übersetzungsmanagement zur Erfassung und Steuerung der
Terminologie in bis zu 35 Sprachen genutzt. Im Zusammenspiel mit Trados Studio ist ein sauberer Workflow zur Qualitätssicherung in der Übersetzung
etabliert worden.
Eva Kerstholt
Head of Publication Production and Language Services, Group Marketing, WILO SE
Dipl.-Übersetzerin für Französisch und Englisch, seit 2004 bei der WILO SE in Dortmund. Zunächst Einführung eines Translation Memory Systems und Aufbau einer
Terminologie-Datenbank, heute im Group Marketing verantwortlich für die Erstellung der technischen Vertriebsdokumentation der WILO SE in bis zu 28 Sprachen.
Armela Hodzabegovic
Terminology Management / Translation Support, Publication Production and Language Services, Group Marketing, WILO SE
14:20
bis 14:50
ACADEMIC CORNER – Vorstellung aktueller Acrolinx-Forschungsprojekte
Dominik Lächler
Benjamin Schmidt
Vortrag 1: Konzeption eines Sprachmanagements im internationalen Kontext
Mit der Einführung von Acrolinx in der Technischen Dokumentation bei der Firma Bürkert konnte bereits ein Teil der über Jahrzehnte gewachsenen
Terminologie systematisiert und vereinheitlicht werden. Im Rahmen meiner Masterarbeit betrachte ich nun das Thema Unternehmenssprache global unter
Einbeziehung der Länderniederlassungen in den Terminologie- und Übersetzungsprozess.
Vortrag 2: Leichte Sprache im Maschinellen Lektorat – Geht das überhaupt?
In meiner Masterthesis evaluiere ich den Einsatz eines Controlled-Language-Checkers im Lektoratsprozess der Leichten Sprache, einer kontrollierten
Varietät des Deutschen für Menschen mit kognitiver Beeinträchtigung. Dabei weise ich nach, inwiefern Acrolinx das notwendige Humanlektorat optimieren
kann.
Dominik Lächler
Masterand im Bereich Master Data Management bei Bürkert Fluid Control Systems und an der Hochschule Karlsruhe Technik und Wirtschaft bei Prof. Dr. Michael
Tewes, Studiengang Kommunikation und Medienmanagement
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Geb.: 08.11.1989
Oktober 2010 – Juni 2014 Studium der Technischen Redaktion an der HS Karlsruhe (Bachelor)
Oktober 2014 – jetzt Studium Kommunikation und Medienmanagement (ehem. Technische Redaktion) an der HS Karlsruhe (Master)
Seit September Masterand zum Thema des Vortrages
Benjamin Schmidt
Masterand an der Technischen Hochschule (TH) Köln bei Prof. Klaus-Dirk Schmitz, Studiengang Terminologie und Sprachtechnologie
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Abitur 2004
Studium „Energie- und Umweltmanagement (BA)“ an der FH Flensburg 2007
Studium „Internationale Fachkommunikation mit Schwerpunkt Technikübersetzen (BA)“ 2008
Auslandspraktikum Los Angeles, USA, Übersetzungsprojektmanagement + Übersetzen bei einem Sprachdienstleister WS 2012/13
Studium „Terminologie und Sprachtechnologie (MA)“ 2013
14:50
Pause
14:55
Verlosung Apple Watch und Buch-Paket
15:00
bis 14:55
bis 15:00
bis 15:30
Wir sind stolz, dass Acrolinx führenden Marken der Welt dabei hilft, hervorragenden Content zu erstellen und freuen uns sehr, Ihnen die Zukunftspläne
für unsere Plattform vorzustellen. Von künstlicher Intelligenz über Analytics und neue sprachliche Funktionen bis hin zu Integrationen für unzählige
Authoring-Tools werden wir dabei so einiges abdecken.
Ulrich Callmeier
COO, Acrolinx
Als COO leitet Ulrich Callmeier bei Acrolinx die Bereiche Research und Development, Engineering und Product Management. Er verfügt über mehr als 15 Jahre Erfahrung
in der Entwicklung und Implementierung fortschrittlicher Sprachverarbeitungssysteme und hat einen Master der Universität des Saarlandes in Computerwissenschaften
mit Nebenfach Computerlinguistik. Bevor er zu Acrolinx stieß, trug er bei YY Technologies in Mountain View (Kalifornien) in leitender Rolle zur Entwicklung einer neuen
Komponente zur Analyse natürlicher Sprache bei. Darüber hinaus war er als wissenschaftlicher Mitarbeiter an der Universität des Saarlandes tätig.
15:35
bis 16:05
Tipps und Tricks für die tägliche Arbeit mit Acrolinx
Ines Prusseit, Acrolinx
Tipps & Tricks – Hier greifen wir in unsere Trickkiste. Aus unterschiedlichsten Bereichen zeigen wir Ihnen nützliche Tipps, die Ihre Arbeit mit Acrolinx noch
leichter machen. Ob Einsteiger oder routinierter Acrolinx-Hase – für jeden wird etwas dabei sein. Fragen sind wie immer willkommen!
Dr. Sabine Lehmann
Dr. Sabine Lehman hat über 15 Jahre Erfahrung in der linguistischen Entwicklung gesammelt, zuerst am ISSCO in Genf und bis 2002 beim DFKI in Saarbrücken. Ihr Fachgebiet
ist die Entwicklung und Bewertung großangelegter Systeme zur Sprachverarbeitung und deren Anpassungen an spezifische Anwendungen. Sabine ist außerdem Mitgründerin
von Acrolinx.
Ines Prusseit
Senior Project Consultant, Acrolinx
Ines Prusseit ist seit 2002 tätig im Bereich Sprachtechnologie und Informationsmanagement. Sie arbeitet seit 2006 bei der Acrolinx GmbH als Senior Consultant und
berät international tätige Firmen bei der Einführung von Acrolinx. Ihre Schwerpunkte sind unternehmensweite Inhaltsoptimierung mit maschineller Unterstützung und
multilinguales Terminologiemanagement. Sie ist Co-Autorin der tekom-Leitlinie „Regelbasiertes Schreiben”.
16:10
bis 16:25
Aktuelles zum Thema Acrolinx Support
Ein kurzes und informatives Update aus dem Bereich Acrolinx Support.
Christian Gericke
SVP EMEA / APAC & Global Client Services, Acrolinx
Christian Gericke, SVP Sales EMEA / APAC and Global Client Services, verfügt über mehr als 10 Jahre Erfahrung im Bereich Dokumenten- und Informationsmanagement.
Vor seiner Tätigkeit bei Acrolinx war Gericke 3 Jahre bei HP als Regional Business Manager für das HP Indigo- und Inkjet-Web-Press-Geschäft in Mittel- und Osteuropa
verantwortlich. Unter seiner Verantwortung, die Vertrieb, Marketing und Services umfasste, verzeichnete seine Organisation zweistellige jährliche Wachstumsraten. Gericke
war davor Geschäftsführer bei Exstream Software und für den deutschsprachigen Raum und Osteuropa zuständig. Im Zuge der Übernahme des Unternehmens durch HewlettPackard kam er zu dem amerikanischen Technologiekonzern.
16:30
bis 17:00
Sprache rettet Leben
Ob Ihr Content Leben retten, Produkte verkaufen oder Kunden helfen soll – die Qualität von Texten ist maßgeblich für den Erfolg. Gleichzeitig machen es
Abteilungssilos, widerstreitende Prioritäten, Stand-alone-Systeme und falsch gewählte Kennzahlen für die meisten Organisationen oft schwierig, wenn
nicht unmöglich, die gewünschte Content-Qualität zu erreichen. Dr. Andrew Bredenkamp, CEO von Acrolinx, teilt Geschichten von Organisationen aus aller
Welt, die den Status quo überwunden haben und in großem Maßstab beeindruckenden Content erstellen. Seien Sie dabei!
November 5 (for EMEA)
Opening Keynote 10:00 AM CET
10:00
Welcome & Introduction
10:10
The Power of Insane Honesty in Content Marketing
to 10:10
to 10:40
Doug Kessler, Velocity Partners
Marketers are programmed to only talk about our products’ best attributes. But if we resist this urge, we earn some major advantages over compulsively
positive content. This is about transparency, practicality, realism, and real (instead of phoney) empathy. This is about ‘insane honesty’ – and why it’s
actually a completely sane option for many marketers.
Doug Kessler
Co-Founder & Creative Director, Velocity Partners
Doug Kessler is the co-founder and creative director of Velocity, the London-based B2B content marketing agency. Doug writes about content marketing, including pieces
such as “Crap: Why The Biggest Threat to Content Marketing is Content Marketing” and “The Big Fat Content Marketing Strategy Checklist.” Doug can often be found ranting
against the reactionary forces of mediocre marketing – but always with a bit of a wink. @dougkessler
10:45
to 11:15
Crossmedia Quality Management – Shaping Content Consistency in Corporate Communications
Kai Heddergott, Communications Consultant
In the age of the social web corporate communications are based on crossmedia concepts to reach target groups and customers at different points of
interest. The channels used to implement such concepts vary in the way they address an audience. Moreover, they differ when it comes to content types.
Therefore, the aim of timely online B2B communication should be consistent content quality at every touchpoint. How do companies ensure the required
consistency? What methods and instruments are crucial in the process of content quality management?
Kai Heddergott
Communications Consultant
Kai Heddergott (born 1969) is an independent communications consultant, working on the topics of online communication and multimedia for more than 20 years. He
advises his clients in the design and implementation of internal and external communication strategies and the use of modern off- and online media. In his capacity as
Project Manager Public Relations at the MMB Institute for Media and Competence Research in Essen, he’s been working as a member of the jury and nominating committee
of the Grimme Online Award for many years. Kai Heddergott studied journalism and communication science at the University of Muenster, where he was responsible for the
electronic newsroom teaching editors at the Institute of Journalism. His clients include national and international companies in the fields of industry, finance, and public
institutions.
11:15
Break
11:20
11:25
to 11:20
to 11:25
to 11:40
Dr. Andrew Bredenkamp and Steve Rotter will unpack five of the biggest, ugliest, and most complex challenges facing content professionals today. This
session will prove to be highly engaging as these respected leaders go deep on the most controversial and critical topics facing every content professional
including:
- Does everyone work for marketing now?
- How to expand content marketing to your entire organization?
- Does the customer journey have a finish line?
- Mythbusting current perceptions on the role of content throughout the sales funnel
- Does tone matter? How to lighten up without losing control
Steve Rotter
CMO, Acrolinx
Author, blogger, speaker, and digital marketing evangelist, for over 20 years Steve Rotter has been helping organizations drive marketing innovation with technology. Prior to
joining Acrolinx, Steve held executive marketing positions with Brightcove, Adobe, and Motorola and was co-founder and CMO of venture backed startup Q-Link Technologies
(acquired by Adobe in 2004) and co-founder of Paradigm Research. Steve received his MBA from Northwestern University’s Kellogg Graduate School of Management and has
volunteered on advisory boards for several non-profit organizations including World Vision and A Child’s Right.
11:45
to 12:15
The Investment Needed to Speak With One Voice
Jolanda Graaf, NXP Semiconductors
Constant Gordon, NXP Semiconductors
Readability and consistency are important in our texts. We facilitate tools, training, and capacity to maintain set quality standards. Acrolinx is our
terminology, grammar, and style guide checking tool. A tool can only prove its value if it receives continuous, serious attention and money is invested.
Jolanda Rouwendal-Graaf
Language Support Specialist, NXP Semiconductors
• Date of birth: 26 February 1966
• 2010-now – Language support at NXP Semiconductors. My support tasks comprise the following:
-- Support the use of Acrolinx and the transition to controlled English
-- Maintain the NXP documentation rules and guidelines
-- Support transition to working with DITA
• 2007-2010 – Technical editor for Philips Consumer Lifestyle in the Netherlands. At Philips I assisted in writing the user documentation that goes with all of their products.
• 2000-2007 – Translation management. During this period I managed big translation jobs. I monitored the workflow and for some of the languages did the final checks
before delivery. Worked with Trados and translation memories and did terminology management.
• 1990-2000 – Full-time translator of a vast array of technical documents from Dutch into English, English into Dutch, and German into English. I developed my language,
technical and computer skills during this period. Worked with Computer Assisted Translation Tools.
• 1985-1990 – Rijksuniversiteit Groningen. Degree in English Arts and Letters
Constant Gordon
Technical Documentation Support Manager, NXP Semiconductors
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•
12:20
to 12:35
Broad experience as marketing analyst, industrial engineer, product application specialist team lead and product specification owner
10+ years experience with technical documentation
Manager of the customer documentation services team at NXP Semiconductors
Author pool, illustrator pool & support
Standards, infrastructure & development
ACADEMIC CORNER – Introduction of an Acrolinx Research Project: Improving Image Accessibility in the Web Using Acrolinx
Silvia Rodríguez Vázquez
Images in the web still represent an accessibility barrier to screen reader users. For this population group, the presence of inappropriate text alternatives
for images usually results in a poor web user experience. Our research work demonstrates that Acrolinx can help content authors to significantly improve
alt texts’ quality and, therefore, increase the level of image accessibility obtained in the final web product.
Silvia Rodríguez Vázquez
Research and Teaching Assistant, PhD Candidate, Department of Translation Technology (TIM), FTI, University of Geneva
Silvia Rodríguez Vázquez is a doctoral researcher at the Department of Translation Technology, Faculty of Translation and Interpreting, University of Geneva. Her research
focuses on the role of web localisers as contributors to multilingual web accessibility and how language technology can be of help for them during the localisation process.
12:40
to 01:10
Tweaking the Source – Less Is Sometimes More
Melanie Wells, SAP
Using the KISS Principle to Help Techies Write Understandable and Translatable Texts
Melanie Wells
Acrolinx Project and Support Team, SAP
Melanie has a BSc in Computational Linguistics and German from the University of Manchester, Institute of Science and Technology. On joining SAP in 1994, she worked
extensively with a well-known rule-based machine translation system. In 1997 she introduced an external translation memory tool to SAP and lead the internal support team.
Since 2001, Melanie has been primarily involved with improving documentation and translation quality by means of the tools provided by Acrolinx GmbH. That has involved
everything from project lead, system administration, and linguistic programming, to internal advertising and solving all support issues. She has recently joined a new team
within SAP Language Services, called Human Language Technology, which concentrates on machine translation, quality estimation, language checking and terminology.
01:10
Break
01:15
Piloting Acrolinx for Konecranes Lift Trucks
to 01:15
to 01:45
Soili Turro, Konecranes
Soili Turro
Technical Documentation and Communication Specialist, Konecranes
01:50
to 02:15
Achieving Compliance and Much More With Simplified Technical English
Shumin Chen, Shufrans TechDocs
In this session, Shumin highlights some of the key benefits and rules of STE that can help to address 99% of the main challenges behind documentation
processes, such as high cost, ease of translation, damage to product, delayed time-to-market, and inadequate customer support.
Shumin Chen
Principal ASD-STE100 Trainer, Shufrans TechDocs
Ms. Shumin Chen has a background in life sciences with a specialisation in biomedical sciences. She has worked as a consultant with customers in various industries
worldwide, and is widely regarded as a leading expert in ASD-STE100 Simplified Technical English training, aviation documentation, and multilingual documentation. In her
current role with Shufrans TechDocs in Singapore, Shumin continues to focus on the practical implementation of international standards to facilitate the efficient creation
and management of multilingual documentation.
Shumin now leads the ASD-STE100 training arm of Shufrans TechDocs. She received her professional on-the-job training in the field of STE under the tutelage of Dr. Frans
Wijma, a linguist, ILS consultant, documentation expert, and private pilot who has been in the field of controlled language, multilingual documentation, and aerospace &
defence standards for 15 years. In 2001, Dr. Frans Wijma was presented with the prestigious Pride @ Boeing award in recognition of exceptional performance in supporting
the development of the multilingual Longbow Apache IETM for Korea.
Together as an experienced global team, they provided their combined knowledge and dedication to benefit customers worldwide. To date, they have provided training and
consultancy services to over 170 companies.
02:20
to 02:45
Managing Localization Vendors: The Good, the Bad, the Beautiful
Nataly Kelly, HubSpot
Get practical advice from industry insider Nataly Kelly on preventing common challenges and igniting localization success at each of the four main phases
of the buyer-supplier relationship: 1) Hiring, 2) Onboarding, 3) Managing, and 4) Improving.
Nataly Kelly
VP of Marketing (Localization), HubSpot
Nataly Kelly, VP, Marketing (Localization), Hubspot is a global marketing and localization leader with nearly two decades of translation industry experience. She has been
published in Forbes, The New York Times, and Huffington Post, as well as other outlets. She co-authored a book called Found in Translation: How Language Shapes Our Lives
and Transforms the World. She has won numerous awards including Marketing Executive of the Year (Best in Biz), Two Stevie Awards for Women in Business, and Direct
Marketing News 40 under 40. Nataly is also a former Fulbright Scholar in Sociolinguistics.
02:45
Break
02:55
03:00
to 02:55
to 03:00
to 03:30
We’re proud that Acrolinx software is helping the world’s leading brands create amazing content and we’re thrilled to present where we’re heading with our
platform. From artificial intelligence, analytics, new language capabilities and ubiquitous authoring integrations, we’ll cover it all.
Ulrich Callmeier
COO, Acrolinx
As COO, Ulrich leads all R&D, Engineering, and Product Management for Acrolinx. He has more than 15 years of experience designing and implementing advanced natural
language processing systems and holds a master’s degree in Computer Science with a minor in Computational Linguistics from Saarland University. Prior to Acrolinx, Ulrich
helped lead the development of a new natural language analysis component for customer self-service software provider YY Technologies in Mountain View, CA and was also
part of the research staff at Saarland University.
03:35
to 03:55
Tips and Tricks for the Daily Work With Acrolinx
Tips and tricks – this is where we delve deep into our box of tricks. We provide useful tips from a wide variety of areas to make working with Acrolinx even
easier. Whether you’re a newbie or an experienced Acrolinx pro, we’ve got you covered. And as always, feel free to ask if you have any questions.
Dr. Sabine Lehmann
Dr. Sabine Lehman has worked in language engineering for more than 15 years, initially at ISSCO in Geneva and the DFKI in Saarbrücken until 2002. Her expertise is in the
development and evaluation of large-scale linguistic processing systems and their modification for specific applications. Sabine is also co-founder of Acrolinx.
Dr. Adam Taylor
world of content.
04:00
to 04:30
Getting to Terms With Standardization – From Term Extraction to a Standardized Termbase
Dr. Magnus Merkel, Fodina Language Technology
Mikael Lundahl, Fodina Language Technology
There are many tools out there that could help an organization to list what might possibly be terms from analyzing the existing documentation. But as
any terminologist would tell you, a list of term candidates is not enough to create a termbase that will assist your writers. We present a methodology
that starts with a set of extracted term candidates and results in a standardized termbase. In order to do so, we use synonym grouping techniques,
visualization of term clusters and the possibility to present data to terminologists and subject matter experts that facilitates fast and well-grounded
decisions.
Dr. Magnus Merkel
CEO, Fodina Language Technology
Dr. Magnus Merkel is CEO and founder of Fodina Language Technology. Magnus has 30 years of experience from academic and industrial work within language technology.
He is also associate professor at Linköping University and his research has mainly focused on various aspects of textual language technology, in particular word and term
alignment as well as tools and resources for writing and translation. In the early nineties Magnus worked at Microsoft and was responsible for their Swedish terminology and
linguistic aspects of localization into Swedish.
Mikael Lundahl
Solutions Architect, Fodina Language Technology
Mikael Lundahl has a broad background within information management – from product design to technical documentation and translation. He has worked wih CAD systems
and PDM/PLM systems at Saab before he moved to Intentia (Infor) working first with software development before he took on reshaping the localization and translation
processes at Intentia. Since 2007 Mikael has worked as a solution architect at Fodina and is responsible for implementation projects of Acrolinx and various other projects
relating to quality aspects of content and localization processes.
04:35
to 05:00
Language Saving Lives
Whether your content is designed to save lives, sell products or support customers, quality is critical. But departmental silos, conflicting priorities, standalone systems and misaligned metrics often make this difficult, if not impossible for most organizations to achieve. Join Dr. Andrew Bredenkamp, CEO of
Acrolinx, and Scott Abel, Content Wrangler, as they share enchanting stories from around the globe on how organizations are challenging the status quo
and creating amazing content at scale.
Scott Abel
Content Wrangler
www.acrolinx.com

content connections 2015 agenda

Transcription

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