Think global, act global, go global
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Entering new language markets requires more than just translation. To succeed, you must provide the same quality product or service to each market-a unified, localized customer experience. One team or department cannot do this alone. Sales, marketing, product development, support, training, and more all need to work together and share their area expertise. Going global requires a localization strategy. For that strategy to succeed, people from across your organization need to collaborate and begin thinking globally. This session focuses on the formation of such a strategy. You will learn: What content and information assets are needed Who to involve and at what levels in your localization strategy How to identify and harness the strengths of your teams and departments How to successfully manage the localization effort (how to herd cats) What pitfalls await and how to avoid them Best practices for a healthy and effective localization strategy Presented by Bill Swallow
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Think global, act global, go global
- 2. Bill Swallow @billswallow #LavaCon Think global, act global, go global
- 3. Bill Swallow Director of Operations, Scriptorium Localization Content strategy Implementation @billswallow @billswallow #LavaCon About the presenter
- 5. • Not a simple decision • Language differences • Cultural differences • Regulatory differences @billswallow #LavaCon Going global…
- 6. Consumer preferences: • 72.1% browse the web in their own language • 72.4% are more likely to buy a product in their own language • 56.2% said that language is more important than price Source: Common Sense Advisory @billswallow #LavaCon Going global…
- 7. It cannot be an afterthought. @billswallow #LavaCon Going global…
- 8. @billswallow #LavaCon Chasing savings Flickr: kenteegardin
- 9. Paying too much for problematic translations that take too long to produce @billswallow #LavaCon
- 10. Transcreation - bullet and image @billswallow #LavaCon
- 12. • Cost • Quality • Time @billswallow #LavaCon Determining value
- 13. @billswallow #LavaCon True value = time to market
- 14. • Delays don’t produce revenue • Translation is a legal requirement in some markets • “Your language comes later” @billswallow #LavaCon True value = time to market
- 16. • Clear understanding of what “global” means • Inter-departmental collaboration • Willingness to invest in skills and solutions @billswallow #LavaCon Bridging the gap
- 17. • Extent of localization • Type of translation • Level of cultural fit required • Relative time to market @billswallow #LavaCon What does “global” mean to you?
- 18. • Shared knowledge • Central, maintained specifications • Centralized/controlled source and terminology • Content reuse • Co-authoring @billswallow #LavaCon Collaboration is key
- 19. • Infrastructure • Workflows • Skills training • Information and product architecture • Product and content development @billswallow #LavaCon Willingness to invest
- 22. • Technical content • Product • Marketing • Sales • Support @billswallow #LavaCon Localization strategy
- 23. • Show the value • Get buy-in from the top • Choose translation approaches wisely • Internationalize everything • Own your translation memory • Review and test heavily • Govern your strategy well @billswallow #LavaCon Localization strategy
- 24. Transcreation - bullet and image @billswallow #LavaCon
- 25. @billswallow #LavaCon Begin at the end Flickr: Andrew_D_Hurley
- 26. @billswallow #LavaCon Audience first eremedia.com: Siofra Pratt
- 27. @billswallow #LavaCon Get buy-in from the top
- 28. • All strategies need a champion or executive sponsor • Increases participation from all groups • Makes it easier to cut through the noise @billswallow #LavaCon Get buy-in from the top
- 31. • Software • Hardware labels • Images • Templates and transforms • Terminology • Style guides @billswallow #LavaCon Internationalize everything
- 32. @billswallow #LavaCon One size does not fit all Flickr: sfllaw
- 33. • Eliminate extra work • Quickly identify and correct problem areas in design • Expedite production @billswallow #LavaCon Internationalize everything
- 35. • Human translation • Machine translation • Transcreation @billswallow #LavaCon Choose your method wisely…
- 37. The use of machine translation is increasing @billswallow #LavaCon Wikimedia: D J Shin
- 38. @billswallow #LavaCon Human versus machine
- 39. • Humans understand tone, style, and nuance. • Machines excel at terminology and predictable language. @billswallow #LavaCon Human versus machine
- 41. • Ideal for custom messaging • Requires significant planning • Planning happens during source language planning • Highly effective, but very expensive @billswallow #LavaCon Transcreation
- 42. • Partner with local market experts • Convey intent and approach • Collaborate on targeted messaging • Always test locally before deploying @billswallow #LavaCon Transcreation
- 44. @billswallow #LavaCon Translation workflows Flickr: ironypoisoning
- 45. • Waterfall • Parallel • Agile/iterative @billswallow #LavaCon Translation workflows
- 49. • The type of translation informs content and product design • The type of workflow informs project and release schedules • Find the best combination to maximize value • Keep corporate culture in mind @billswallow #LavaCon Your choices matter
- 50. @billswallow #LavaCon Own your translation memory
- 51. • It’s your intellectual property • Supply it to all translators • Review and clean it regularly • You have ultimate control over translation quality @billswallow #LavaCon Own your translation memory
- 52. @billswallow #LavaCon Only work with translation providers who give you full rights over translations and translation memory.
- 53. @billswallow #LavaCon Review and testing Flickr: us7thfleet
- 55. • Same level of testing as with source • Catch and correct usability issues • You may need to revisit the source • Same level of quality for all @billswallow #LavaCon Review and testing
- 57. • Document all decisions, agreements, and responsibilities thoroughly • Define and communicate standards • Clearly set expectations • Build accountability into all phases • Take immediate corrective action @billswallow #LavaCon Governance
- 59. Localization strategy: Your key to global markets http://www.scriptorium.com/2017/05/localization-strategy-your-key-to-global-markets/ Speak to Global Customers in Their Own Language https://hbr.org/2012/08/speak-to-global-customers-in-t Translation Memory is the translator's Intellectual Property http://www.proz.com/forum/business_issues/287990- translation_memory_tm_is_the_translators_intellectual_property_ip.html Localization value blog series http://www.scriptorium.com/tag/localization-value/ XML business case calculator http://www.scriptorium.com/services/xml-business-case-calculator/ @billswallow #LavaCon Resources