Expert Tips for Localizing Rich Media, Websites & Interactive Content
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This document discusses tips and best practices for localizing rich media, websites, and interactive content for a global audience. It recommends keeping localization in mind from the start by focusing on specific markets and assets that need translation. Key steps include script translation, production, quality assurance testing, and tracking metrics. Challenges include scheduling, requirements gathering, asset management, and quality control. The document emphasizes making content simple, globalizing messaging and experience, and allowing flexibility for translation. Using a vendor with multimedia expertise can help with localization.
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Expert Tips for Localizing Rich Media, Websites & Interactive Content
- 1. Localization for Rich Media, Websites, & Interactive Content: Expert Tips & Best Practices John Assalian, CEO
- 2. John Assalian Founder & CEO, Viewstream San Francisco & Seattle Viewstream provides rich media localization services, including Flash demos, videos, product demonstrations, screencasts, interactive assets, websites, and more. With strategic and technical expertise to back our localization work, we are a leading content creator with global reach.
- 3. Content Growth Vendor Web Page Count Plus 15x over the past five years Formats have grown by 80% over the past 10 years 40% more content types than seven years ago Source: IDG Connect, Bob Johnson, Analyst, n=389, October 30, 2008
- 4. % Global Growth of Internet Usage 2000 – 2010 0 500 1,000 1,500 2,000 2,500 Source: http://www.internetworldstats.com/stats.htm
- 5. Internet Growth in Asia China and India possessed nearly 500 million internet users in 2008. By 2015, that number will increase to 1.2 billion users. Source: http://stocks.investopedia.com/stock-analysis/2010/investing-in-the-next-internet-boom-ewt-cqqq-chib-alvr-bidu1006.aspx
- 6. What has caused this growth in Content? • Lower cost of digital technology – Cheaper production and storage – Faster creation of assets • Easier, cheaper distribution – Global hosting of multimedia assets • Customer expectations – Prospects around the world want multimedia content • Global reach of the enterprise – Growth in many companies comes in China, Brazil and India
- 8. Video
- 9. Video
- 15. Rich Media Components Audio Video Text Animation Interactivity
- 16. Production Localization • Production Localization – Minimum changes to assets – Globalized content for general audience – Rapid production – Typically not mission-critical content
- 17. Strategic Localization • Strategic Localization – Content story – Nuanced changes to asset based on target language & region – Target-specific content and messaging • Traits – Adjusts content to specific audience expectations – Higher cost/low volume
- 18. Steps To Rich Media Localization Project/Content Requirements Translation Production QA & Testing Tracking & Metrics
- 20. Challenges to Multimedia Localization • Scheduling • Gathering Project Requirements • Managing Assets • Quality Control
- 21. • Best Practices
- 23. Keeping Localization in Mind • Focus your market – geographic, linguistic • Identify need – what must be localized? • Ensure project assets can be edited
- 24. Key Challenge: Maintaining Objectivity 24 Make It Simple
- 25. Making it simple -Keep navigation/UX simple - Identify what does & does not need to be localized -Localize components only when necessary -Don’t try to do too much
- 27. Globalization Considerations • Brand/Product Messaging • Market Language • Visual Representation • User Experience Expectations
- 29. Multimedia Asset Types • Script • Video • Animation • Audio • Programmatic (Meta/XML)
- 31. Flexibility • Keep onscreen type to a minimum • Provide space/time for varying word lengths
- 32. QAEvery Bit 32
- 33. Quality Assurance • Translation Quality • Visual Review • Functional Testing
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- 46. Moving Forward
- 47. Rich Media Localization Vendor • Expertise in the latest digital technology • Global tracking • International hosting • Awareness of brand requirements • Sensitivity to cultural expectations
Notas del editor
- Thank you to Amy Ephrem and the team at GALA for putting this on.We are new members to the organization, and are looking forward to interacting with all of you in the future.
- Defining Rich Media Localization
- Voice over.
- Project/Content Requirements– Understand how the project is built. Identify each piece of content. Separate each component, identify what is to be translated, how it is built. Extract what needs to be localized.Translation - Translate with the written script as well as the reference file. Consider time limitation for audio. – sync with video.ProductionComponent Localization, bringing content togetherAudioVideo SubtitlingAudio/Video syncVideo EditingFile EngineeringFlash integration and EditingTake all translations and put them back into the assets – across media. Production/capture/creation. Animations re-created with localized components, and assembled/built into a final product. Staged for review.QAWhat to look for:Linguistic accuracyBrandingTiming – audio with visual Technical – navigation, UI, trackingTracking & MetricsReal-time view of asset performance across languages and geographies
- Keep navigation/UX simple- Identify what does & does not need to be localized-Localize components only when necessary-Don’t try to do too much
- Brand/Product Messaging - Create campaigns that speak a common language Market LanguageDeploy terms and ideas that are universalVisual RepresentationUse images that connect with a wide audience- Represent the world all prospects reside inUser Experience ExpectationsUse Best Practices and global conventions in navigation/interactivity Visual messages may inspire very different meanings as they cross from culture to culture.
- -Keep all source files together – track assets-Keep files separate -audio track, animation, on-screen textLocalization begins with a localization engineer (carefully) dismantling your lovingly constructed source document - keeping an eye on such issues as colorspecifications, system fonts, text attributes, navigation and interactive text. Onscreen text is then pulled out and sent, along with any script, for localization.
- Plan for 25% change for on-screen and spoken text. Make sure you understand the character sets for different languages. Anticipate how the synchronization of voice files will differ between languages. Ensure your on-screen buttons accommodate translated text?
- 1) Translation quality: Is the source effectively translated into each language?2) Visual review: Does the document conform to the "look and feel" of the original source materials?3) Functional testing: Does your software, website, or on-screen display function properly in the localized technical environment?Reviewers: Media Developer, Native Speaker (In-country), Brand Review
- Challenges to in-house: - Sporadic use of technological resources - Keeping up with production technology detracts from core business - Multimedia localization does not fit traditional localization models - Complex project/asset management requirements The Solution: Partner with Production Experts Benefits: - Accurate assessment of existing source assets - Expertise to identify opportunities for cost/time savings - Focus on newest technologies and trends in multimedia