Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Staying Sane While Publishing in Multiple Languages Across Multiple Formats

1,378 views

Published on

October 2013
Transmedia Meetup Zurich
I was asked to present a brief talk on Multilingual Publishing and Global Content Strategy.

It's a launching point for transmedia or cross-platform projects that must appear in multiple languages. How do you start? What are you actually trying to do with a transmedia project? What are you saying? Where are you saying it? How are you balancing technology and your core message to your audience?

Published in: Design, Technology, Education

Staying Sane While Publishing in Multiple Languages Across Multiple Formats

  1. 1. Staying Sane While Publishing in Multiple Languages Across Multiple Formats images not mine!
  2. 2. Transmedia Zurich Meetup October 16, 2013 Elizabeth Henry @whereareyouliz www.henrygeneral.com
  3. 3. When we talk about transmedia, we often get wrapped up in the various tools and platforms and possibilities. Whether you're creating a transmedia campaign for a product like a book, movie or brand or a new creative project, you have to make some decisions early on about language..
  4. 4. We'll lean heavily on systems, story, tools, visuals, on characters and ideas. But we'll be using language all along visible and invisible, heard and inferred
  5. 5. Using language wisely, early on. Here’s how: 1. Create clear and consistent brand language and messaging across platforms 2. Set priorities and plans for multilingual projects 3. Decide on process for how to integrate language into the project as it grows
  6. 6. 1. Create clear and consistent brand language and messaging across platforms What is said or inferred? By whom? voices instructions narrator character voices context general brand language How is it conveyed? register vocabulary tone voice
  7. 7. For whom? audience - user - player? target profile, archetype or range of archetypes? audience matching or audience targeting? …and does this change with each platform/media?
  8. 8. 2. Set priorities and plans for multilingual projects Will you publish in one language or many? Which? In what order? Why? Will you consider any localizing due to demographic? ..due to geographic location? What's the source language?
  9. 9. 3. Decide on how to integrate language into the project as it grows and changes Will it be seen or heard? spoken? ..with what kind of voice? Will words and meanings be inferred or explicitly stated?
  10. 10. Using language wisely, early on. Here’s how: 1. Create clear and consistent brand language and messaging across platforms 2. Set priorities and plans for multilingual projects 3. Decide on how to integrate language into the project as it grows and changes
  11. 11. Some takeaways: Be as aware of your words as you are of your audience/user. Develop strong brand language. Tweak as necessary. Edit. Edit. Test. Edit. When in doubt: Be clear. Articulate.
  12. 12. Elizabeth Henry @whereareyouliz www.henrygeneral.com

×