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The Top Global Brands on the Web: A Case Study
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The Top Global Brands on the Web: A Case Study

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In October 2009, Valerie Hufbauer, head of the World Bank multilingual web unit, presented to the Web Managers Roundtable in DC on how the Bank structures its multilingual approach, and what can be ...

In October 2009, Valerie Hufbauer, head of the World Bank multilingual web unit, presented to the Web Managers Roundtable in DC on how the Bank structures its multilingual approach, and what can be learned from the Bank's experience.

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The Top Global Brands on the Web: A Case Study The Top Global Brands on the Web: A Case Study Presentation Transcript

  • The Top Global Brands on the Web: How’d They Do That? And How Can I?
  • Outline The Web @ the World Bank Translation & localization services Content Management Lessons Who we are Web Strategy Learned Translation Integration Content Delivery & Presentation
  • Who we are: The Web The World Bank @ the World Bank • Global & Decentralized • Multi-cultural & Multi- – 180 country offices lingual – 59 languages – 6 corporate languages • Rich & Complex – 60+ countries have a site in – Technology architecture another language than English – More than 1,000 inventoried – 30% of content is in applications, depositories and another language than English databases
  • Who we are: The Web The Multilingual Team @ the World Bank Non English speaking visitors • Multilingual Program 44% – started as a pilot 5 years ago 56% Developed Developing Countries Countries • Today – Growth of languages corporate sites 62% of English speaking visitors come from Developed countries (excluding EN)= 1,696% – Non-English = 56% reach in developing countries Civil Society site - Traffic • French newsletter 40% English – #1 World Bank newsletter 60% Non-English – 71% reach in developing countries
  • The Multilingual Team The Web External Affairs – Vice Presidency @ the World Bank Multilingual Lead 1 Metrics Analyst 3 Language Editors / 2 Producers Coordinators ad hoc Consultants
  • The Multilingual Team: The Web Scope of work @ the World Bank Translation Technology Framework Requirements Search Governance CMS Metrics Procedures KPI Dashboards Multilingual Site Reviews Policy Audiences Guidelines Design Social Translation Usability Messaging Localization Services Interactivity Toolkits model Newsletter Google Training SEO Support Editorial, Online Research Strategy Communications Marketing Other units
  • Outline The Web @ the World Bank Translation & localization services Content Management Lessons Who we are Web Strategy Learned Translation Integration Content Delivery & Presentation
  • 3 Web Strategy Pillars The Web @ the World Bank Audience Knowledge Results One brand Share Reach Clear Engage Satisfaction Relevant Cost-savings
  • Web Foundation 8 Principles The Web @ the World Bank People Content “Everything we do on the web should be… for the OUTWARD visitor.” WEB FOCUS AGILE VISITOR Resource Mgt INWARD Strategy Process
  • The Web @ the World Bank Translation & localization services Content Management Who we are… Lessons Web Strategy … and not. Learned Translation Integration Content Delivery & Presentation
  • The Web @ the World Bank Translation & localization services Content Management Who we are… Lessons Web Strategy … and not. Learned Translation Integration Content Delivery & Presentation
  • Vendor Model: The Web Traditional @ the World Bank client vendor Proof- Request Formatting Glossary Translation Editor File Translation Reading Translation Analysis Terminology Memory Review Formatting QA
  • Vendor Model: The Web Challenges @ the World Bank client vendor Proof- Request Formatting Glossary Translation Editor File Translation Reading Translation Analysis Terminology Memory Review Formatting QA
  • New Model The Web World Bank Localization strategy @ the World Bank client vendor Guidelines Translator Legal Guidelines Journalist Release Stories Logistic Guidelines Coordinator Senior Hybrid Issue Editor Brief •Editorial •Web expertise •Translation Guidelines Broadcaster Video
  • The Web @ the World Bank Translation & localization services Content Management Who we are… Lessons Web Strategy … and not. Learned Translation Integration Content Delivery & Presentation
  • Globalization Requirements The Web Web-CMS @ the World Bank • Ability to support locale parameters – Date/Time, Time zone, Daylight saving time (DST), Language & Numbers, Currencies, Other geographical and cultural variables • Ability to define a source language • Automatic association between languages – at the content level and global level – Inheritance of tags from source content • Ability to define and integrate localization within the workflow • Ability to integrate with Translation tools, services and vendors – with workflow & versioning • Ability to generate automatic URL path translation • Ability to have IP2Location service integration – to identify user region • Ability to have language negotiation – by the browser • Multilingual Search Support • Integration (data visualization, social, multimedia … )
  • The Web @ the World Bank Translation & localization services Content Management Who we are… Lessons Web Strategy … and not. Learned Translation Integration Content Delivery & Presentation
  • Cost Factor: Manual Processes Currently, over 90% of content is sent for translation manually* Vendor 1 @   CMS Vendor 2 Vendor 3 Client Infrastructure Vendor Infrastructure *Common Sense Advisory 2007
  • Translation requests sent automatically from CMS Routed according to defined business rules CMS Database Content Translation Type Provider Translation Integration Software Internal Workflow Resources Technology Versioning (such as machine translation)
  • The Web @ the World Bank Translation & localization services Content Management Who we are… Lessons Web Strategy … and not. Learned Translation Integration Content Delivery & Presentation
  • Solutions: The Web Navigation, brand etc… @ the World Bank Global and content level navigation Language gateway page directing to mini-portal for each of the 59 languages and more • Aggregate content (publications, research, data, document, news, blogs, country section, web pages etc…) • Auto pulls (self-maintain) • One stop-shopping for each language • Notification / RSS
  • Solutions The Web Geo-localization Strategy, URLs and domains @ the World Bank Corporate Language specific URL Site banquemondiale.org (desired language) Yes Yes Yes No No No Geo No Local Browser Browser Language Worldbank.org Locali- Cookie? Settings? Version? Gateway zation Yes Country specific URL Country banquemondiale.fr Website
  • Outline The Web @ the World Bank Translation & localization services Content Management Who we are… Lessons Web Strategy … and not. Learned Translation Integration Content Delivery & Presentation
  • Lessons Learned The Web @ the World Bank • Be clear about your content types • Create editorial guidelines • Match your localization resources with your content • Manage your vendor, not the other way around • Create clear requirements for your CMS that support your localization workflow • Integrate CMS with Translation services systems for cost savings and efficiency • Establish navigation, branding, geo-localization, URLs, domains strategies and stick to it • Address Multilingual needs and requirements up stream • Make choices • Measure and report • Be flexible
  • The Web @ the World Bank Ačiū už dėmesį (lt) Благодаря за вашето внимание (bg) Ďakujeme za pozornosť (sk) Dhanyavaad (in hindi) Dikkatiniz icin tesekkurler (tr) Gracias por su atención (es) Grazie per la Loro attenzione (it) Merci de votre attention (fr) Neengal Gavanithadharku Nandri (in tamil) Σας ευχαριστώ πολύ για την προσοχή σας (gr) Спасибо за ваше внимание (ru) Obrigado pela sua atenção (pt) Tack för er uppmärksamhet (se) Thank you for your attention (uk, us) Vielen Dank für Ihre Aufmerksamkeit (de) Valerie HUFBAUER 귀하의 관심에 대해 대단히 감사합니다 (kr) vhufbauer@worldbank.org ‫( ﺷﻛﺭﺍً ﻋﻠﻰ ﺍﻧﺗﺑﺎﻫﻛﻡ‬ar)