Mastering Multilingual Marketing Part 2
 

Mastering Multilingual Marketing Part 2

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Mastering Multilingual Marketing Part 2: Streamlining Your In-Country Validation Process

Mastering Multilingual Marketing Part 2: Streamlining Your In-Country Validation Process

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    Mastering Multilingual Marketing Part 2 Mastering Multilingual Marketing Part 2 Presentation Transcript

    • Mastering Multilingual Marketing: Streamlining Your In‐Country Validation Process Please note that the audio for this webcast will be streamed. Presented by Bert Esselink Moderated by Paula Shannon April, 2009
    • About Lionbridge Global Scale Market Leadership 4,600 employees 26 countries Leader in $12B services industry • Global network of 25,000 translators • Translation and adaptation of products 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
    • Introducing Translation Validation A client review of a translation provided by an external  provider to ensure the quality of the final text. Company confidential – distribution prohibited without permission
    • Introducing Translation Validation A client review of a translation provided by an external  provider to ensure the quality of the final text. Ensure  translations are at  agreed quality levels Provide feedback to translators about quality of  deliverables  expectations Obtain approval from local country representatives who  might use the translations (internal clients) might use the translations (internal clients) Company confidential – distribution prohibited without permission
    • Introducing Translation Validation A client review of a translation provided by an external  provider to ensure the quality of the final text. provider to ensure the quality of the final text Ensure  translations are at  agreed quality levels Provide feedback to translators about quality of  deliverables  expectations Obtain approval from local country representatives who  might use the translations (internal clients) In most cases, in‐country representatives from the  organization that outsources the translation. For example, a  local marketing or product manager. local marketing or product manager Company confidential – distribution prohibited without permission
    • Without managing validation… Company confidential – distribution prohibited without permission
    • Without managing validation… Company confidential – distribution prohibited without permission
    • Without managing validation… Company confidential – distribution prohibited without permission
    • Without managing validation… Company confidential – distribution prohibited without permission
    • Common Issues Local market translation validator is expecting local copy, not translated copy. Company confidential – distribution prohibited without permission
    • Common Issues Local market translation validator is expecting local copy, not translated copy. Validation is a bottleneck in the release schedule,  takes far too long. Company confidential – distribution prohibited without permission
    • Common Issues Local market translation validator is expecting local copy, not translated copy. Validation is a bottleneck in the release schedule,  takes far too long. No clear instructions or guidelines exist for the  validators. Company confidential – distribution prohibited without permission
    • Common Issues Local market translation validator is expecting local copy, not translated copy. Validation is a bottleneck in the release schedule,  takes far too long. No clear instructions or guidelines exist for the  validators. Local market validator spends way too much time  reviewing ‐or rewriting‐ translations. reviewing or rewriting translations Company confidential – distribution prohibited without permission
    • Common Issues Local market translation validator is expecting local copy, not translated copy. Validation is a bottleneck in the release schedule,  takes far too long. No clear instructions or guidelines exist for the  validators. Local market validator spends way too much time  reviewing ‐or rewriting‐ translations. reviewing or rewriting translations Translators don't want to enter preferential changes that alter the meaning of the source text. Company confidential – distribution prohibited without permission
    • Key Considerations Do we have  validators available for  all required  all required languages? Company confidential – distribution prohibited without permission
    • Key Considerations Do we have  validators Will the in‐ available for  country  y resources  all required  all required have the time  and skills to  languages? p perform this  validation? Company confidential – distribution prohibited without permission
    • Key Considerations Do all translations  need to be validated  or only a subset? l b t? Do we have  validators Will the in‐ available for  country  y resources  all required  all required have the time  and skills to  languages? p perform this  validation? Company confidential – distribution prohibited without permission
    • Key Considerations Do all translations  need to be validated  or only a subset? l b t? Do we have  validators Will the in‐ available for  country  y resources  all required  all required have the time  and skills to  languages? p perform this  validation? Can the validation process  be outsourced to a third  be outsourced to a third party? Company confidential – distribution prohibited without permission
    • Key Considerations Do all translations  need to be validated  or only a subset? l b t? Do we have  validators Will the in‐ available for  country  y resources  all required  all required have the time  and skills to  languages? p perform this  validation? Who tells  validators what  Can the validation process  to focus on  be outsourced to a third  be outsourced to a third when reviewing  h i i party? translations? Company confidential – distribution prohibited without permission
    • Key Considerations How to avoid  Do all translations  delays caused by  need to be validated  validation, i.e.  lid i i or only a subset? l b t? who manages  the validation  process? Do we have  validators Will the in‐ available for  country  y resources  all required  all required have the time  and skills to  languages? p perform this  validation? Who tells  validators what  Can the validation process  to focus on  be outsourced to a third  be outsourced to a third when reviewing  h i i party? translations? Company confidential – distribution prohibited without permission
    • Key Considerations How to avoid  Do all translations  delays caused by  need to be validated  validation, i.e.  lid i i or only a subset? l b t? who manages  the validation  How to track  process? Do we have  comments  and measure  validators Will the in‐ quality? available for  country  y resources  all required  all required have the time  and skills to  languages? p perform this  validation? Who tells  validators what  Can the validation process  to focus on  be outsourced to a third  be outsourced to a third when reviewing  h i i party? translations? Company confidential – distribution prohibited without permission
    • Key Considerations How to avoid  Do all translations  delays caused by  need to be validated  validation, i.e.  lid i i or only a subset? l b t? who manages  the validation  How to track  process? Do we have  comments  and measure  validators Will the in‐ quality? available for  country  y resources  all required  all required have the time  and skills to  How to avoid complete  languages? rewrites of translations that  p perform this  violate global branding  violate global branding validation? guidelines? Who tells  validators what  Can the validation process  to focus on  be outsourced to a third  be outsourced to a third when reviewing  h i i party? translations? Company confidential – distribution prohibited without permission
    • Validation Models – The Options Company confidential – distribution prohibited without permission
    • Validation Models – The Options • What is validated – language only or also readiness for target audience? • What are the volumes i e what is the validation workload? What are the volumes, i.e. what is the validation workload? • How critical is time? •In‐country sales, marketing, product managers • Third‐party validation supplier Company confidential – distribution prohibited without permission
    • Translation Process  Client and/or Translation Project In-Country Client In-Country Advertising Agency Management Office Translators Reviewers Handoff Analysis, Source File Quoting Prepare for P f Translation & T l ti Validate V lid t Translation Editing Translations A Quality Control Conversion & Validate Layout Translations B Printing / Project Incorporate Publishing Closure Changes Company confidential – distribution prohibited without permission
    • When to Validate? • Sample‐based spot checks • Useful to provide direction to translators Company confidential – distribution prohibited without permission
    • When to Validate? • Sample‐based spot checks • Useful to provide direction to translators • Translation / language quality focus • Common when using TMS or GMS Company confidential – distribution prohibited without permission
    • When to Validate? • Sample based spot checks Sample‐based spot checks • Useful to provide direction to translators • Translation / language quality focus • Common when using TMS or GMS Common when using TMS or GMS • Final product / layout focus Final product / layout focus • No link to TM or multiple DTP cycles Company confidential – distribution prohibited without permission
    • How to Validate? Validate & Comment Translate Validator reviews translations and provides  comments Validate &  Translator enters changes and resubmits Comment Advantages: translator learns from changes, easier  to update translation memory Enter Changes Disadvantages: commenting takes long, entering  changes even longer Company confidential – distribution prohibited without permission
    • How to Validate? Validate & Comment Translate Validator reviews translations and provides  comments Validate &  Translator enters changes and resubmits Comment Advantages: translator learns from changes, easier  to update translation memory Enter Changes Disadvantages: commenting takes long, entering  changes even longer Validate & Edit Translate Validator reviews and edits/updates translations Translator reviews and approves changes and Validate &  Edit approves (optional step) Advantages: speed (two steps in one) Approve  Disadvantages: translator doesn't process changes doesn t changes, Changes more difficult to update translation memory Company confidential – distribution prohibited without permission
    • Validation Technologies •Paper •Paper •Paper Company confidential – distribution prohibited without permission
    • Validation Technologies •Paper • Microsoft Word: Track  •Paper changes •Paper • Adobe Acrobat:  Annotated PDF Company confidential – distribution prohibited without permission
    • Validation Technologies • Globalization/Translation  •Paper • Microsoft Word: Track  Management System  •Paper changes (GMS/TMS): online review  ( / ) l •Paper • Adobe Acrobat:  (e.g. Freeway) Annotated PDF • Online XML Editor or CMS • Wiki Company confidential – distribution prohibited without permission
    • Microsoft Word Company confidential – distribution prohibited without permission
    • Adobe PDF Company confidential – distribution prohibited without permission
    • Translation Validation – Freeway Company confidential – distribution prohibited without permission
    • Translation Validation – Online XML Editor Company confidential – distribution prohibited without permission
    • Wiki Company confidential – distribution prohibited without permission
    • Translation Validation Options Validator Layout? Advantages Disadvantages 1 Track changes in No • Everyone knows Word y • Not ideal for tagged gg Microsoft Word • Full freedom to edit formats (xml, html) 2 Online validation tool No • Online error tracking • New tool to learn for in GMS/TMS (only • Connected to TM validators preview) • Included in workflow • No offline validation 3 Annotated PDF or Yes • Everyone can use • No editing (only Markup M k on P i t t Printout PDF commenting) • Not connected to TM 4 Online XML Editor, Yes • Online change • New tool to learn for Wiki or CMS tracking validators • Included in workflow • No offline validation • Full freedom to edit • No direct connection to TM Company confidential – distribution prohibited without permission
    • Translation Quality Tracking Perception of  Q Quality y Company confidential – distribution prohibited without permission
    • Translation Quality Tracking Perception of  What to  Q Quality y Measure? Company confidential – distribution prohibited without permission
    • Translation Quality Tracking Perception of  What to  Key  Q Quality y Measure? Performance  Indicators Company confidential – distribution prohibited without permission
    • Perception of Quality Translation versus Localization In marketing translations, it s all about bridging the gap from translated to localized copy. In marketing translations it's all about bridging the gap from translated to localized copy Close collaboration between translator and validator should reduce review time. Company confidential – distribution prohibited without permission
    • What to measure? Number of passes or no‐passes Number of passes or no‐ Sentences? Documents? Deliverables? Projects? Company confidential – distribution prohibited without permission
    • What to measure? Number of passes or no‐passes Number of passes or no‐ Sentences? Documents? Deliverables? Projects? Number of errors Language quality • Grammar/spelling punctuation style/tone/literal translation Grammar/spelling, punctuation, style/tone/literal translation Translation quality • Mistranslation, inconsistency, omission/addition, compliance to instructions Subject knowledge • Terminology understanding numerical Terminology, understanding, numerical Company confidential – distribution prohibited without permission
    • What to measure? Number of passes or no‐passes Number of passes or no‐ Sentences? Documents? Deliverables? Projects? Number of errors Language quality • Grammar/spelling punctuation style/tone/literal translation Grammar/spelling, punctuation, style/tone/literal translation Translation quality • Mistranslation, inconsistency, omission/addition, compliance to instructions Subject knowledge • Terminology understanding numerical Terminology, understanding, numerical Error weighting should differ per content type Company confidential – distribution prohibited without permission
    • What to measure? Number of passes or no‐passes Number of passes or no‐ Sentences? Documents? Deliverables? Projects? Number of errors Language quality • Grammar/spelling punctuation style/tone/literal translation Grammar/spelling, punctuation, style/tone/literal translation Translation quality • Mistranslation, inconsistency, omission/addition, compliance to instructions Subject knowledge • Terminology understanding numerical Terminology, understanding, numerical Error weighting should differ per content type Consider repeated mistakes as one Company confidential – distribution prohibited without permission
    • What to measure? Number of passes or no‐passes Number of passes or no‐ Sentences? Documents? Deliverables? Projects? Number of errors Language quality • Grammar/spelling punctuation style/tone/literal translation Grammar/spelling, punctuation, style/tone/literal translation Translation quality • Mistranslation, inconsistency, omission/addition, compliance to instructions Subject knowledge • Terminology understanding numerical Terminology, understanding, numerical Error weighting should differ per content type Consider repeated mistakes as one Exclude source‐ Exclude source‐related "errors" Company confidential – distribution prohibited without permission
    • Key Performance Indicators First, decide what to measure Next, define Key Performance Indicators (KPIs) Examples: • Of n sentences reviewed, only 5% can be changed. f d l b h d • Of all projects, 2% of projects with rework is accepted. • Of n words translated, only 10 translation errors are accepted. • Of all deliverables, only 4% can be a no‐pass. Baseline established after first project Tracking KPIs is ideally (semi‐)automated Tracking KPIs is ideally (semi )automated Start tracking macro information, then focus on details Company confidential – distribution prohibited without permission
    • Validation Best Practices Why? Consider well  why you are  validating – what  are the  objectives? Write  instructions for  the validators so  the validators so they understand  the task and  objectives. Company confidential – distribution prohibited without permission
    • Validation Best Practices Why? What? Consider well  Think about  why you are  what to validate – validating – what  everything or just  are the  spot checks? objectives? Decide what  Write  quality metrics  instructions for  and KPIs you  the validators so  the validators so want to measure. want to measure they understand  the task and  objectives. Company confidential – distribution prohibited without permission
    • Validation Best Practices Why? What? Who? Consider well  Think about  Choose who  why you are  what to validate – will validate – validating – what  everything or just  internal or  are the  spot checks? external, linguist  objectives? or SME? Decide what  Write  quality metrics  Decide who will  instructions for  and KPIs you  manage the  the validators so  the validators so want to measure. want to measure validators and the and the  they understand  validation  the task and  planning. objectives. Company confidential – distribution prohibited without permission
    • Validation Best Practices Why? What? Who? When? Consider well  Think about  Choose who  Decide at what  why you are  what to validate – will validate – point in the  validating – what  everything or just  internal or  process you will  are the  spot checks? external, linguist  validate. objectives? or SME? Decide what  Manage &  Write  quality metrics  Decide who will  monitor the  instructions for  and KPIs you  manage the  timing carefully to  the validators so  the validators so want to measure. want to measure validators and the and the  avoid delays in  avoid delays in they understand  validation  publication. the task and  planning. objectives. Company confidential – distribution prohibited without permission
    • Validation Best Practices Why? What? Who? When? How? Consider well  Think about  Choose who  Decide at what  Choose the  why you are  what to validate – will validate – point in the  most suitable  validating – what  everything or just  internal or  process you will  translation  are the  spot checks? external, linguist  validate. validation  objectives? or SME? process and tool. Decide what  Manage &  Write  quality metrics  Decide who will  monitor the  Ensure the  instructions for  and KPIs you  manage the  timing carefully to  process and tool  the validators so  the validators so want to measure. want to measure validators and the and the  avoid delays in  avoid delays in is clear and easy is clear and easy‐ they understand  validation  publication. to‐use. the task and  planning. objectives. Company confidential – distribution prohibited without permission
    • 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 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