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Managing Global Websites Finding the Right Approach

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Managing a global website is a challenge for most companies. …

Managing a global website is a challenge for most companies.
The more languages a site supports, the more complicated it is
to translate and manage content. Finding the right approach to
global site management is critical to minimizing frustrations and
ensuring success.

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  • 1. ManagingGlobalWebsitesFindingthe RightApproach
  • 2. CONTENTSThree Options forMultilingual WebsiteManagementHow to Find the RightOptionIntroduction 347SummaryWho is Lionbridge1213
  • 3. 3Managing Global Websites - Finding the Right Approachwww.globalmarketingops.comShare this eBookIntroductionManaging a global website is a challenge for most companies.The more languages a site supports, the more complicated it isto translate and manage content. Finding the right approach toglobal site management is critical to minimizing frustrations andensuring success.In this eBook, we examine the three options available tocompanies today. We then show you how to group your marketsinto tiers to determine your true requirements, and then how toselect the best management option for each.Let’s get started.
  • 4. 4Managing Global Websites - Finding the Right Approachwww.globalmarketingops.comShare this eBookThree Options for MultilingualWebsite ManagementThere are several different ways you can manage your multilingualwebsite. Before deciding on the best approach,let’s take a closer look at the three options.InternalThis is the model most companies have in place today, with theirown employees working on the various web content managementplatforms, updating content across all languages, and doing alltheir own web publishing. This means they’re working with alanguage service provider for translation. They prefer to use someform of connector to make it easy to extract content from the webcontent management system and translate it back. This is typicallya cumbersome process, and the management of translationmemories can go one of two ways:OPTION112Your Language Service Provider managesyour translation memoriesYour company manages its own translationmemories
  • 5. 5Managing Global Websites - Finding the Right Approachwww.globalmarketingops.comShare this eBookOutsourceThis is a situation where a company says,OPTION2I’d rather leverage myemployees to do morevalue-added activities.“I’d rather get someof the benefits fromoffshore labor costs.“””orSo they outsource the webpublishing, including all Englishcontent, to a third-party provider that publishes all of thecompany’s content to its website. There are providers, likeLionbridge, that offer an integrated process for both translationand web publishing (aka web operations). This yields a moreseamless process that is ultimately less cumbersome than theinternal option discussed earlier. In this case, the language serviceprovider manages the translation memories.
  • 6. 6Managing Global Websites - Finding the Right Approachwww.globalmarketingops.comShare this eBookTranslation ProxyIn this option, companies choose to manage their English contentand have a third party proxy all of their foreign language content.Here, the translation process is fully automated and integratedwith the web publishing process, and the translation proxyauto-detects changes made to English content and routesthem into a queue where they can be selected for translation.Once selected, the system notifies translators whothen translate in-context with full visibility intothe web page design. This eliminates theneed for additional staging and QA, andtranslation memories and glossaries arefully integrated into the system.OPTION3
  • 7. 7Managing Global Websites - Finding the Right Approachwww.globalmarketingops.comShare this eBookHow to Find the Right OptionOrganizing your markets by tiers can help you choose the rightapproach to managing your global website.Here’s an example:Tier one represents markets that make up 60% ormore of your total revenue; for example, your homemarket and maybe one or two key others. For thesemarkets, you’re probably managing the entire webpublishing process. If your company is larger, youmay have full-time marketing people in other countriescreating unique content for those markets. Youprobably also have a content management system.Approach: Internal or OutsourceRationale:You have unique content creationhappening in your key markets, with significant inputand review from local marketing personnel.TIER1Top markets thattypically represent60+% of revenueStandardizedWCM (Adobe,Sitecore, etc.)Internal or OutsourceUnique contentgenerated by marketwith significant inputand review from localmarketing• USA• UK• Germany• France• UK (3)• Germany (1)• France (1)Description Approach Markets(Example)Market FTE(Example)WCM Systems(Example)
  • 8. 8Managing Global Websites - Finding the Right Approachwww.globalmarketingops.comShare this eBookYour tier two markets typically contribute to the next20% of your revenue. These are your faster-growingmarkets, and you know you need local content tobe successful. But, you may not have dedicatedmarketing people in those regions. Most of yourcontent for these markets will come from translatedcorporate source content. Your challenge is to have alocal presence without a local staff.Approach: OutsourceRationale:You need local content to gain marketshare, but don’t have local marketing resources tocreate it.TIER2Fastest growing20%Mix of legacysystems thatwill be migratingover to the newcorporate WCMstandardOutsourceLocal content neededto gain market sharebut limited to no localmarketing staff• Brazil• Russia• Japan• China• IndiaFew FTEs,overwhelmedby demand, ORno dedicatedmarketing staffin any of thesemarketsDescription Approach Markets(Example)Market FTE(Example)WCM Systems(Example)
  • 9. 9Managing Global Websites - Finding the Right Approachwww.globalmarketingops.comShare this eBookIn tier three, you have the long tail markets, maybethe last 20% of your revenue. Content here is always100% generated from corporate, and there’s nocontent creation happening locally. Typically, there is adistribution of legacy platforms in these markets thatIT and Marketing are looking to terminate and migrateto a new standard. This is a challenging tier for mostcompanies.Approach:Translation ProxyRationale:You’re translating 100% of your contentand have no local content creation, so you don’t needweb content management. It’s most efficient to shutdown your legacy systems and use translation proxy.TIER3Description Approach Markets(Example)Market FTE(Example)WCM Systems(Example)Long tailof marketsrepresenting 20%of revenueMix of legacysystems–hardto cost justifymigration to newWCMHost100% of content istranslated, no localcontent creation sono need for WCM.Most efficient to hostand shut down legacysystems.• Spain• Norway• Sweden• Belgium• Switzerland• GreeceNo dedicatedmarketing staffin any of thesemarketsMost companies combine approaches toaddress multiple tiers.
  • 10. 10Managing Global Websites - Finding the Right Approachwww.globalmarketingops.comShare this eBookTiers Can Change Over TimeHow you tier your markets is not a staticcondition, and your company’s situation canand will change over time. That’s why it’shelpful to take a bundled approach, as weillustrate in the following scenario:12But let’s say within a year or so,Brazil is taking off, you’ve hired a localmarketing person, and you want to do some uniquethings in that country with local marketing campaignsand local content. It’s easy then to migrate to anoutsourced model where the content is migratedover to the corporate standard WCM system, andyour local marketing person receives support froma language service provider to get unique Braziliancontent onto the site.Let’s assume Brazil is a tier threemarket for your company, and the localoffice in Brazil is on a legacy content managementplatform that IT wants to retire. Currently, there aren’tany marketing personnel working in that locale.That’s a perfect candidate for a translation proxy. Thelegacy system could be shut down and the proxyversion could be added, giving your Brazilian site thesame look and feel as your corporate site, but withtranslated content.
  • 11. 11Managing Global Websites - Finding the Right Approachwww.globalmarketingops.comShare this eBookEventually, your Brazilian site could movetoward an internal approach, if that’s something youwant; and the same thing can happen the other way.You may have some tier two markets where you’vedecided to step back from the local marketingpeople, and it would make more sense to proxy yourtranslation.3These options form a portfolio of choice and flexibility. It doesn’tmake sense to try to do everything internally, nordoes it make sense to proxy everything. Butit does make sense to tier yourmarkets and select an appropriateapproach to multilingual websitemanagement for each of yourscenarios.Again, most companies use acombination of approaches acrosstheir different market tiers.
  • 12. 12Managing Global Websites - Finding the Right Approachwww.globalmarketingops.comShare this eBookSummaryHow to Choose the Best Approach to GlobalWebsite ManagementTier your markets to determine your truerequirements; one size does not fit allSelect the best management option foreach tierUnderstand and apply best practicesas much as possible across tiersContact Lionbridge for help in scopingand assisting with your company’ssituation
  • 13. 13Managing Global Websites - Finding the Right Approachwww.globalmarketingops.comShare this eBookWho is LionbridgeWe support our customers at every stage of the Global CustomerLifecycle, helping them raise their online search profile, engagetheir global customers with locally-relevant content, and translateand test their products and applications.Lionbridge brings together unique and proven programmanagement strengths and local market“crowd”expertise withadvanced cloud technology. Based in Waltham, MA, we operateacross 26 countries and enjoy thriving, trusted relationships withmore than 500 clients.For more information on multilingual website management or anyof our global marketing solutions,visit www.globalmarketingops.com.

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