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Deploying E Learning Globally Doing It Right The First Time

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Deploying eLearning Globally

Deploying eLearning Globally

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  • 1. Deploying eLearning Globally:  Doing It Right the First Time Wendy Farrell  & Paula Shannon May 21, 2009
  • 2. About Lionbridge Global Scale Market Leadership 4,600 employees 26 countries Leader in $14B services industry • Global network of 25,000 translators • Translation and adaptation of products •Over 1,000 content developers worldwide and content for international markets Hosted Technology Global Clients Web-based language technology W bb dl t h l Recurring relationships with 500+ platform global clients • Enhances competitive advantage • 80% of revenue comes from recurring clients • Drives efficiency • 12 of the Fortune 20 companies are client Company confidential – distribution prohibited without permission
  • 3. Global Learning – What’s driving us? THEN… Globalization was driven by  cost‐cutting Company confidential – distribution prohibited without permission
  • 4. Global Learning – What’s driving us? THEN… Globalization was driven by  cost‐cutting Driven by need for access  to a wider talent pool Company confidential – distribution prohibited without permission
  • 5. Global Learning – What’s driving us? Companies have a multicultural workforce, with global  teams & leadership Not just the big companies anymore; small to mid‐size firms  have multicultural workforces Trend will only continue as “offshore” powers the world  economy Company confidential – distribution prohibited without permission
  • 6. Global Learning – What’s driving us? Companies have a multicultural workforce, with global  teams & leadership Not just the big companies anymore; small to mid‐size firms  have multicultural workforces Trend will only continue as “offshore” powers the world  economy Many of those companies are struggling to answer the   challenges of delivering multicultural content What should we do? When should we do it? Is it necessary? How much should we do? What about costs? Company confidential – distribution prohibited without permission
  • 7. Reality Check: Key Statistics from ASTD Approximately 35 percent of companies taught basic job skills in the  international operation, conducted orientation, or taught industry  knowledge to employees knowledge to employees Company confidential – distribution prohibited without permission
  • 8. Reality Check: Key Statistics from ASTD Approximately 35 percent of companies taught basic job skills in the  international operation, conducted orientation, or taught industry  knowledge to employees knowledge to employees Only 25 percent addressed cultural differences that affect  management Company confidential – distribution prohibited without permission
  • 9. Reality Check: Key Statistics from ASTD Approximately 35 percent of companies taught basic job skills in the  international operation, conducted orientation, or taught industry  knowledge to employees knowledge to employees Only 25 percent addressed cultural differences that affect  management Only 28 percent felt that learning initiatives in their global operations  y p g g p were successful Source: ASTD “The Role of Learning in Globally Dispersed Workforces” Company confidential – distribution prohibited without permission
  • 10. What are big companies doing? At  best… At worst… They translate they fix problems p y after deployment or  do  nothing  The majority of global companies do not have an  established protocol for adapting learning content  for different cultures for different cultures Company confidential – distribution prohibited without permission
  • 11. What Does This Tell Us? We are missing a large opportunity to improve employee  performance, simply because we’re not considering or more  actively, we’re choosing to ignore the global cultural implications  ti l ’ h i t i th l b l lt l i li ti of the learning we develop. Unfortunately, we need to  g , consider the challenges, and  figure out how to be most  effective Company confidential – distribution prohibited without permission
  • 12. Global Realities & The Triple Constraint: Time, Money,  Quality Can’t wait 3‐6 months to release global  versions Company confidential – distribution prohibited without permission
  • 13. Global Realities & The Triple Constraint: Time, Money,  Quality Can’t wait 3‐6 months to release global  versions Budgets don’t allow building multiple versions  of content Company confidential – distribution prohibited without permission
  • 14. Global Realities & The Triple Constraint: Time, Money,  Quality Can’t wait 3‐6 months to release global  versions Budgets don’t allow building multiple versions  of content Can’t be everything to everyone ‐ Can’t  produce all content in all variations Company confidential – distribution prohibited without permission
  • 15. Global Realities & The Triple Constraint: Time, Money,  Quality Can’t wait 3‐6 months to release global  versions Budgets don’t allow building multiple versions  of content Can’t be everything to everyone ‐ Can’t  produce all content in all variations Prioritization is key in choosing what and how  y much you adapt p Company confidential – distribution prohibited without permission
  • 16. What aspects of learning content can you adapt? Content Company confidential – distribution prohibited without permission
  • 17. What aspects of learning content can you adapt? Content Language Company confidential – distribution prohibited without permission
  • 18. What aspects of learning content can you adapt? Content Language IT/Technology / gy Company confidential – distribution prohibited without permission
  • 19. What aspects of learning content can you adapt? Content Language IT/Technology / gy Instructional  strategies Company confidential – distribution prohibited without permission
  • 20. What aspects of learning content can you adapt? Content Language IT/Technology / gy Instructional  Assessment/ strategies Feedback strategies Company confidential – distribution prohibited without permission
  • 21. How do you adapt – How much  cultural accessibility do you need? Global English Culturally Neutral Localization‐Ready Internationalization Based on data from Cultural Adaptation: Necessity for Global eLearning Patrick Dunn and Alessandra Marinetti Company confidential – distribution prohibited without permission
  • 22. How do you adapt – How much  cultural accessibility do you need? Global English Culturally Neutral Target languages Localization‐Ready Target character sets Target character sets Internationalization Localization Based on data from Cultural Adaptation: Necessity for Global eLearning Patrick Dunn and Alessandra Marinetti Company confidential – distribution prohibited without permission
  • 23. How do you adapt – How much  cultural accessibility do you need? Global English Culturally Neutral Target languages Localization‐Ready Target character sets Target character sets Internationalization Localization Origination Designed & built by  cultural natives Based on data from Cultural Adaptation: Necessity for Global eLearning Patrick Dunn and Alessandra Marinetti Company confidential – distribution prohibited without permission
  • 24. How do you adapt – How much  cultural accessibility do you need? Global English Culturally Neutral Target languages Localization‐Ready Target character sets Target character sets Internationalization Localization Customization Origination Modular design Mostly generic         Designed & built by  cultural natives Replace cultural components Replace cultural components Based on data from Cultural Adaptation: Necessity for Global eLearning Patrick Dunn and Alessandra Marinetti Company confidential – distribution prohibited without permission
  • 25. How do you decide what and how to adapt? Know business drivers and performance outcomes Analyze content Analyze content Assess cultural drivers Engage input from cultural natives Weigh triple constraints Determine adaptation approach Company confidential – distribution prohibited without permission
  • 26. Best practices Establish a protocol for deciding what and how to adapt Internationalize! Language Visuals Technology Use the right tools and technologies to  U th i ht t l dt h l i t support whichever approach you take Company confidential – distribution prohibited without permission
  • 27. A protocol for cultural adaptation ‐ Choosing your  strategy Translate/ I18N Localize Customize Originate Type of content Technical, stable,  All Multiple correct  Multiple correct  set correct  performances performances performance Level of Level of context Low (no nuances Low (no nuances,  Mid‐high Mid high Mid High (many  High (many hidden meanings) nuances) Content consistent  Yes Depends Mostly Many variations across cultures across cultures consistent,  consistent some variation Risk of failure Low Low‐high Moderate High Content shelf life Content shelf life Low Low‐high Moderate High Learning, Consistent Some variation Many variations assessment,  communication, , leadership styles Company confidential – distribution prohibited without permission
  • 28. Example: Technical training Technical content:  I18n and localize I18n and localize Present most content  in images, minimize  i i i i i text Company confidential – distribution prohibited without permission
  • 29. Example: Health Products & Sales Health product, sales,  and communication  and communication techniques Very i fl V influenced by  db culture Even product selling  features may need to  p be adapted Company confidential – distribution prohibited without permission
  • 30. Example: Orientation Most content is  consistent for the  consistent for the entire organization Benefits details vary Benefits details vary by location, so  modularize those  elements Company confidential – distribution prohibited without permission
  • 31. Example: Sales training Sales and interpersonal  content Communication and business  practices vary widely by  practices vary widely by culture Company confidential – distribution prohibited without permission
  • 32. Language Best Practices Writing Write in a simple, clear, concise way Use a glossary (and be active in submitting terms) g y( g ) Use a style guide Use active voice and active verbs Avoid acronyms, idioms, and jargon Be consistent Avoid puns, jokes, metaphors, slang, humor (unless  y p you plan on customizing or originating) g g g) Company confidential – distribution prohibited without permission
  • 33. Media/Technology Best Practices Use images and illustrations to reduce word counts Company confidential – distribution prohibited without permission
  • 34. Media/Technology Best Practices Use images and illustrations to reduce word counts Use industry accepted symbols when possible Icons and Symbols may not be applicable in local markets Icons and Symbols may not be applicable in local markets Remove ambiguity and locally specific references Avoid ethnocentric symbols (crosses), body parts (feet and  hands) Company confidential – distribution prohibited without permission
  • 35. Media/Technology Best Practices Use images and illustrations to reduce word counts Use industry accepted symbols when possible Icons and Symbols may not be applicable in local markets Icons and Symbols may not be applicable in local markets Remove ambiguity and locally specific references Avoid ethnocentric symbols (crosses), body parts (feet and  hands) Be aware of use of color, issues of gender/race Company confidential – distribution prohibited without permission
  • 36. Media/Technology Best Practices Use images and illustrations to reduce word counts Use industry accepted symbols when possible Icons and Symbols may not be applicable in local markets Icons and Symbols may not be applicable in local markets Remove ambiguity and locally specific references Avoid ethnocentric symbols (crosses), body parts (feet and  hands) Be aware of use of color, issues of gender/race Use tools/technology to help automate adaptation process Company confidential – distribution prohibited without permission
  • 37. How Technology tools can help Ability to update  Ability to update CSS/look & feel Company confidential – distribution prohibited without permission
  • 38. How Technology tools can help Ability to support  character sets character sets Ability to update  Ability to update CSS/look & feel Company confidential – distribution prohibited without permission
  • 39. How Technology tools can help Ability to support  Allow easy page layout  character sets character sets adjustment fro text expansion adjustment fro text expansion Ability to update  Ability to update CSS/look & feel Company confidential – distribution prohibited without permission
  • 40. How Technology tools can help Ability to support  Allow easy page layout  character sets character sets adjustment fro text expansion adjustment fro text expansion Ability to update  Ability to update Separate content  Separate content CSS/look & feel from presentation Company confidential – distribution prohibited without permission
  • 41. How Technology tools can help Ability to support  Allow easy page layout  character sets character sets adjustment fro text expansion adjustment fro text expansion Ability to update  Ability to update Separate content  Separate content CSS/look & feel from presentation Import/Export files  for localized versions Company confidential – distribution prohibited without permission
  • 42. How Technology tools can help Ability to support  Allow easy page layout  character sets character sets adjustment fro text expansion adjustment fro text expansion Ability to update  Ability to update Separate content  Separate content CSS/look & feel from presentation Import/Export files  for localized versions Meta‐tagging Company confidential – distribution prohibited without permission
  • 43. How Technology tools can help Ability to support  Allow easy page layout  character sets character sets adjustment fro text expansion adjustment fro text expansion Ability to update  Ability to update Separate content  Separate content CSS/look & feel from presentation Import/Export files  for localized versions Object & asset structure  Meta‐tagging (content reuse) (content reuse) Company confidential – distribution prohibited without permission
  • 44. How Technology tools can help Ability to support  Allow easy page layout  character sets character sets adjustment fro text expansion adjustment fro text expansion Ability to update  Ability to update Separate content  Separate content CSS/look & feel from presentation Facilitate Global  Import/Export files  SME reviews  for localized versions Object & asset structure  Meta‐tagging (content reuse) (content reuse) Company confidential – distribution prohibited without permission
  • 45. Web 2.0 Technology can be your best friend In‐country SMEs are your best  resource Wikis, online collaboration  facilitate feedback Ask SMEs for feedback                 early and often Company confidential – distribution prohibited without permission
  • 46. Tool Support: Automating the localization process Company confidential – distribution prohibited without permission
  • 47. Summary The need for global learning is only going to grow Company confidential – distribution prohibited without permission
  • 48. Summary The need for global learning is only going to grow No planning = wasted $$ and lost opportunities Company confidential – distribution prohibited without permission
  • 49. Summary The need for global learning is only going to grow No planning = wasted $$ and lost opportunities Involve in‐country SMEs Company confidential – distribution prohibited without permission
  • 50. Summary The need for global learning is only going to grow No planning = wasted $$ and lost opportunities Involve in‐country SMEs Establish a protocol for what and how to adapt Establish a protocol for what and how to adapt Company confidential – distribution prohibited without permission
  • 51. Summary The need for global learning is only going to grow No planning = wasted $$ and lost opportunities Involve in‐country SMEs Establish a protocol for what and how to adapt Establish a protocol for what and how to adapt Internationalize! Company confidential – distribution prohibited without permission
  • 52. Summary The need for global learning is only going to grow No planning = wasted $$ and lost opportunities Involve in‐country SMEs Establish a protocol for what and how to adapt Establish a protocol for what and how to adapt Internationalize! Find the right tools to help automate and streamline  some adaptation tasks Company confidential – distribution prohibited without permission
  • 53. Knowledge Center www.lionbridge.com Download White Papers • Building Stronger Brands Around the World: A  Guide to Effective Global Marketing • Strengthening Global Brands: Key Steps for  Meaningful Communications around the World • Building a Global Web Strategy: Best Practices  for Developing your International Online Brand for Developing your International Online Brand View Webinars • Web Globalization Trends to Watch • The Art and Science of Global Navigation • The Best Global Web Sites (and Why) Company confidential – distribution prohibited without permission