Globalize Your Message with Localization by Meena Verma

#SitecoreSYM#SitecoreSYM
GLOBALIZE YOUR
MESSAGE WITH
LOCALIZATION
Presented By:
Meena Verma
1© 2001-2017 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks
of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners.

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What I Do?
I help brands turn their vision into an executable plan by implementing digital
media including analytics, technology, strategic planning, content strategy,
search engine optimization (SEO), search engine marketing (SEM), social
media, design and email marketing.
Why I Do It?
Digital marketing is like a game, all data-driven and analytical. It’s very
rewarding to see what’s working well, and course-correcting what’s not.
Because numbers don’t lie.
What Keeps Me Going?
My passion for consistently developing new and inspiring digital solutions,
combined with my several years of digital media ecosystem experience, is
what keeps me going to help achieve my goals.
What Else?
When I’m not working, I am either traveling or daydreaming about going to
someplace exotic.
ABOUT ME
© 2001-2017 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks
Meena Verma
Global Digital Marketing Manager
Alpha Assembly Solutions

OBJECTIVES
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Translation
Strategy
Data Analysis
Localized Content
Marketing
360° Approach
Globalization + Context Marketing
1. Translation Strategy
• Internationalization
• Localization
• Multilingual SEO
• Globalization
2. Data Analysis
• Personalization
• Engagement
3. Localized Content Marketing
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 The 360° approach to
support customer focused
context marketing needs
for businesses that are
branching out beyond the
scope of just an English-
speaking audience.
OBJECTIVES

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 To deliver the right localized
content, to the right audience,
at the right time.
OBJECTIVES
Source: Sitecore

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 Understanding the science of correlation
between language and human behavior
to overcome the challenges of
communicating consistent and effective
brand messaging that breaks regional
and cultural boundaries.
 Appreciating the importance of following
best practices from the very inception of
your business globalization strategy.
OBJECTIVES
Rain Check ≠

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If you talk to a man in a language
he understands, that goes to his
head. If you talk to him in his
language, that goes to his heart.
-Nelson Mandela
Translated sites are not mirror images
of each other.They are rather near
identical twins with individual
characteristics, personalities and traits.
- MeenaVerma
QUOTABLEQUOTES
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”
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“

UNDERSTANDING
TRANSLATION
TERMINOLOGIES
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Translations
Translation is to communicate the meaning of text
written in a language (source language) into equivalent
text in another language (target language).
Localization (l10n)
Language localization consists of cultural adaptation of a
target language including different idioms, dialects,
religion and traditional practices and local beliefs.
TRANSLATIONS, LOCALIZATION,GLOBALIZATION, INTERNALIZATION
WHAT’STHE DIFFERENCE?
Photo credits – Language Connections
Internationalization (i18n)
The main function of internationalization is
to ensure that the source content is ready for
multiple languages.
Globalization (g11n)
In additional to internationalization and
localization, globalization also requires the
site to be optimized for multilingual SEO.

#SitecoreSYM 10© 2001-2017 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks
Cultural Difference,What AboutThem?

Localization (l10n)
When it comes to localization, content
translation is only one piece of the
puzzle.You also need to identify the local
needs of your customers and ensure
your content and message will resonate
with them.This will make them far more
likely to identify with your brand,
product, or service.

Localization Requirements
Aside from translation, localization might also require:
• Voiceovers and audio.
• Text and graphics containing references that
in a given culture may be subject to
misinterpretation or viewed as insensitive.
• Adjusting layout and design to conform to
localized preferences.
• Conforming to local legal requirements and
regulations.
• …and much more.
• Localized adaptation to numeric, date formats,
phone numbers, addresses, time zones etc. How
would you read 8/10/2011?August 10 or October
8?
• Use of international currencies. Dollar, euro,
pound, and the list goes on.
• Keyboard usage. LTR (Left to Right) or RTL (Right
to Left)?
• Multimedia and video content.

Localization Done Right

Internationalization (i18n)
Primarily pertains to how code should be
written so that future versions in other
languages could be created with greater
ease and reduced cost and time for
localization, resulting in an overall lower-
cost of ownership for different product
versions.
Image Source: Lionbridge

Internationalization Software Features
• Should provide global character set, unicode,
support. A unique code value for every
character, regardless of the platform,
program, or language.
• Should support features such as bidirectional
text, vertical text or other non-Latin typographic
needs.
• Supports multilingual users and
organizations.
• Conformity to international standards.
• Should enable code customization to separate
localizable elements from source code to
support local, regional, language, or culturally
related preferences. Examples include date and
time formats, local calendars, number formats
and numeral systems, sorting and presentation
of lists, handling of personal names and forms of
address.
• Enable worldwide interchange of data.
• …and much more.

Internationalization Implementation Recommendations
An effective method of internationalization is separating static content from dynamic content.This
process enables the separation of site constants from site variables that change per locale.
Site Constants
• Source code
• Global site templates
• Navigations
• Generic UI elements
• Brand names
• Logos
SiteVariables
• Localizable text strings
• Regional product and service portfolios
• RegionalGraphics
• International currencies
• Dynamically generated content from
databases

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Globalization (g11n)
To translate a site in a fully globalized fashion,
Internationalization (I18N) and Localization
(L10N) are the prerequisites.
 The best way to ensure that your website is
fully internationalized and ready for
localization is to develop it with
globalization in mind from the start. Doing
so in retrospect will not only be difficult but
will be costly, non-efficient and time
consuming.

GLOBALIZATION
MADE EASYWITH
SITECORE
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Sitecore Comes I18n Ready
Sitecore, as a truly globalCMS, comes fully
internationalized.
 A successful website localization project
heavily depends upon the capabilities of
underlying CMS. Sitecore makes it super
easy to create multi-language content
and provides multichannel and
multilingual publishing support.
GLOBALIZATION MADE EASYWITH SITECORE

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Core FunctionalitiesThat Make SitecoreThe Go-To CMSWhen It ComesTo Globalization
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• It comes ready with fully internationalized
databases.
• Sitecore uses an open architecture/API to
integrate with third-party translation connectors
that provides easy automated content export
and import features.
• It maintains associations between source and
target language for synchronization.
• It’s interoperable with other applications.
• It supports third-party plugins.
• It can manage content changes, version control, and
variation support across multilingual sites.
• It enables separation of content from presentation for
modifying content without affecting formatting (via CSS
and XML).
• The workflow engine has the flexibility to accommodate
a translation step in the content lifecycle.
• It enables site delivery across platforms (PCs, mobile
phones, and tablets).
• Provides flexible i18n facilities, including language
fallback and shared fields.
GLOBALIZATION MADE EASYWITH SITECORE

ALPHA’S SEO
PROCESS LEADING
TO GLOBALIZATION
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Alpha’s Global SEO Mindset
The main focus of Alpha’s SEO optimization
process is to automate the process as much
as possible in order to meet SEO best
practices, optimal resource management
and reduce human error.
Other than the basic on-page SEO content
keyword strategy, on-site technical fixes
and off-site quality link building activities,
Alpha has implemented several dynamic
SEO automations to the Sitecore.
ALPHA’S SEO PROCESS LEADINGTO GLOBALIZATION
Strategic Steps Followed By AlphaTowards Global SEO
• The SEO efforts started with first identifying Alpha’s
prime keywords.
• Making sure these keywords were included in the
relevant areas of the site via dynamic SEO automation
process, so when the content is sent for translations,
the regional sites are also optimized accordingly.
• Created Alpha’s Style Guides and Global BrandVoice
documents to include Alpha’s prime keywords.

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Putting In Place A Dynamic SEO Automation Structure
Some of the areas included:
• Dynamic meta tag optimization
• Automated content items naming convention
• Dynamic recommendation for media
items/documents
ALPHA’S SEO PROCESS LEADINGTO GLOBALIZATION

ROLE OF SEO IN GLOBALIZATION
Source: Image Lionbridge
 More than 90% of customers’ journey begins with search. Search-engine-optimized
organic search result visits achieve higher conversion rates than any other digital lead
sources.

WHY ANDWHAT
TOTRANSLATE?

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Better Communication For One
 A survey by the Common Sense Advisory found that
75% of non-English speaking online shoppers
preferred to buy products in their native language
and 60% rarely ever visit websites in English.
 A 2016 Aberdeen Group report found that
companies that localize consistent, on-brand
content see over double the average ROI, 53% vs.
21% and achieve 46% higher customer retention.
 86% of localized campaigns out-performed English
versions in click-through and conversion rates.
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WHYTRANSLATE?
Image Source: Smart Insights

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To Gain Competitive Advantage
With the growing number of internet users all around
the world, localization is becoming more of a
necessity rather than a competitive advantage.
 What will happen if you don’t localize though?
Won’t you be at a competitive disadvantage?
Non-localization would mean struggling against
competition that is localizing better and losing
major business opportunities.
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WHYTOTRANSLATE?
of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners. Image Source: Internet World Stats

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TargetThe Most Spoken Internet LanguagesAroundThe World
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WHATTOTRANSLATE?
Top 10 Languages OnThe Internet
VS.
Top 10 Widely Spoken Languages
Image Source: Smart InsightsImage Source: Internet World Stats

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Localize ForThe Regions And LanguagesThat MatterThe Most ForYour Business
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WHATTOTRANSLATE?
Image Source: Internet World Stats

HOW TO
TRANSLATE
EFFICIENTLY?
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BuildYour WebsiteWith Globalization In Mind
Key elements of a global website design include
site architecture with fully internationalized
(global-ready) front and back ends.
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HOWTOTRANSLATE EFFICIENTLY?

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Work With Flexible DesignTemplates
Globalization will require a need to
accommodate text expansion, bi-directional
text, multi-byte characters, and more. Make
sure your site templates are built for scale and
flexibility.
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Choose A Content Management System, Such As
Sitecore,That Makes Localization Headache Free
Sitecore’s language connectors provides an easy way
to manage the flow of content from CMS to translation
partners and back again.
 When dealing with large enterprise site websites,
you need a hassle-free way to automate source-
and target-language file transfer by integrating
your CMS with your language service provider’s
(LSP) translation management system (TMS).
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Step 1. Select the target languages for translation.

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Step 2. Select the items to be sent for translation. Step 3. Select from the item version filter.

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Step 4. Send for translation.
Step 5.Track status of jobs within Sitecore.

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Make Use OfTranslation Memory (TM)Technology
A translation memory is a linguistic database which
stores translated content as work is performed.This
information is reused by the system to ensure the same
sentence does not have to be manually translated
multiple times.
 You can save significant costs, increase terminology
consistency and ensure translation quality assurance
withTM.When outsourcing, be sure your LSP usesTM
for all your localization projects.
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Reduce Cost With MachineTranslation
(MT)Tools
MT is very effective when used as a
first-pass translation tool followed by a
human post-editing cycle to increase
quality while keeping costs relatively
low.
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Translation No-Nos –Translating Everything
With MT
• Machine translations aren’t consistent with
words or expressions that have more than
one meaning.
• Mistranslation of legal and technical
content can be unfavorable and sometimes
have dangerous consequences.
• Machine translation can’t account for
connotation in local languages.
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Optimize Graphics For Globalization
Overlaying the text onto the graphic within the
HTML itself is the best way to plan for graphics that
are ready for localization.
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Work With Glossary OfTerms And Style Guides
 These are high-value tools that provide a set of rules
for how your business represents itself textually and
visually.
 They help ensure the consistent use of brand voice,
writing style and key product terminologies, which
means uniform global brand presence.
 By incorporating these tools, you can automate, and
expedite the translation process with efficiency to
save time and money.
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AdaptYour Writing ForTranslation
Clear, concise, and grammatically correct source
material reduces turnaround time, improves the
quality of target languages, and cuts costs.
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Interesting Facts
 According to a report by IbisWorld,
translation services are expected to
keep on growing and reach $37 billion
in 2018.
 The United States represents the
largest single market for translation
services. Europe is a close second and
Asia is the largest growth area.
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TRANSLATION SERVICES INDUSTRY
 According to the U.S. Bureau of
Statistics, the translation industry is
expected to grow by 42% between
2010 – 2020.
 The most important reason for this
growth is globalization.

THANKYOU
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#SitecoreSYM
FOR DISCUSSION PURPOSESONLY. Sitecore Confidential
and Proprietary. © 2017 Sitecore Corporation A/S. All rights
reserved. Sitecore® and Own the Experience® are registered
trademarks of Sitecore Corporation A/S. All other brand and
product names are the property of their respective owners.
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