Localization for Rich Media, Websites & Interactive Content: Expert Tips & Best Practices


Published on

Leveraging interactive and rich media assets for global reach can present a variety of strategic and technical challenges for localization managers. From a messaging standpoint, rich media assets for global campaigns must communicate core messages while satisfying local communication expectations. From a technical standpoint, creating multiple-language versions of assets can be a cumbersome, time-consuming, and an expensive undertaking.

In this webinar presentation, Viewstream CEO John Assalian offers expert tips and best practices to approaching the localization of videos, screencasts, and interactive presentations, from front-facing messaging and communication to the back-end programming and metrics. Learn expert approaches to initial creation of localized assets that help expedite the localization process. Get an inside look into leveraging tools such as Wordpress, XML and Flash for fast iteration of localized content, giving you the flexibility you need to rapidly iterate across languages.

Using real-world examples from Viewstream’s portfolio, you will have a chance to see these techniques in action. John will also be available to answer any questions you may have about your asset localization processes.

Published in: Business, Technology
  • Be the first to comment

  • Be the first to like this

No Downloads
Total views
On SlideShare
From Embeds
Number of Embeds
Embeds 0
No embeds

No notes for slide
  • 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
  • Localization for Rich Media, Websites & Interactive Content: Expert Tips & Best Practices

    1. 1. Localization for Rich Media, Websites, & Interactive Content: Expert Tips & Best Practices John Assalian, CEO
    2. 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. 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. 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. 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. 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
    7. 7. • Some examples
    8. 8. Video
    9. 9. Video
    10. 10. Rich Media Components Audio Video Text Animation Interactivity
    11. 11. Production Localization • Production Localization – Minimum changes to assets – Globalized content for general audience – Rapid production – Typically not mission-critical content
    12. 12. 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
    13. 13. Steps To Rich Media Localization Project/Content Requirements Translation Production QA & Testing Tracking & Metrics
    14. 14. Script Translation
    15. 15. Challenges to Multimedia Localization • Scheduling • Gathering Project Requirements • Managing Assets • Quality Control
    16. 16. • Best Practices
    17. 17. Keep Localization In Mind
    18. 18. Keeping Localization in Mind • Focus your market – geographic, linguistic • Identify need – what must be localized? • Ensure project assets can be edited
    19. 19. Key Challenge: Maintaining Objectivity 24 Make It Simple
    20. 20. 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
    21. 21. Globalize the Content 26
    22. 22. Globalization Considerations • Brand/Product Messaging • Market Language • Visual Representation • User Experience Expectations
    23. 23. Organize your assets
    24. 24. Multimedia Asset Types • Script • Video • Animation • Audio • Programmatic (Meta/XML)
    25. 25. Make Roomfor Flexibility
    26. 26. Flexibility • Keep onscreen type to a minimum • Provide space/time for varying word lengths
    27. 27. QAEvery Bit 32
    28. 28. Quality Assurance • Translation Quality • Visual Review • Functional Testing
    29. 29. Localization In Action
    30. 30. 41
    31. 31. 42
    32. 32. 43
    33. 33. 44
    34. 34. Moving Forward
    35. 35. Rich Media Localization Vendor • Expertise in the latest digital technology • Global tracking • International hosting • Awareness of brand requirements • Sensitivity to cultural expectations
    36. 36. John Assalian john@viewstream.com www.viewstream.com