Congratulations, You’re going Global! What you wish someone told you

1. Congratulations,
You’re going Global!
What you wish someone told you
fr.slideshare.net/HindeLamrani3
@AcoladGroup
Hinde Lamrani
Acolad group

2. 1
#brightonSEO
To translate
or not to translate
#brightonSEO

3. #brightonSEO
Of internet users prefer to dwell on websites
translated in their native language
Source: csa-research.com,
72%

4. #brightonSEO
But still some decision makers
Go for the not to translate option

5. #brightonSEO
Website is
not translated
Competitor
using it to their
advantage
Google France Back in 2019

6. #brightonSEO
Users looking
for the FR Version
FR ad with a
Landing page in EN
Competitor Ad describing
themselves as the
alternative in this market

7. #brightonSEO
All
Good
Now!

8. 2
#brightonSEO
Technical
Stack

9. #brightonSEO
Before finding the answer to whowill help
you translate,
think of the Technical Stack
Great! You decided to translate!

10. #brightonSEO
CMS TMS
Plug-ins Connectors

11. #brightonSEO

12. A Translation Management System (TMS)
manages the flow of global content through the
localization process, including translation, the
sharing of linguistic data and the application of
reusable content via workflow automation
according to business rules and project
information held in its knowledge base.
#brightonSEO

13. 3
#brightonSEO
Who?
L S P ? F R E E L A N C E R S ? I N - H O U S E ? A I ?

14. #brightonSEO
Large Providers
Small to medium LSPs
Freelancers
*Source: NIMZI
Language
Service Providers
in the World

15. #brightonSEO
Always get a human to review AI’s work

16. #brightonSEO
Instead of
Rooster,
Cock was
used.
Which
turned into
Swedish
KUK=Penis
Rapeseed
was translated
as Rape Seed
våldtäkt (rape)
Blomma(seed)
Instead
of the correct
translation:
Raps

17. Me: "Who is the author of the best-known book on transcreation?"
😜 ChatGPT: "Some of the most well-known books on transcreation include
"Transcreation: Communication Across Cultures" by Sue Leschen and
"Transcreation: The Art of Adapting and Editing for Today's Markets" by Gary
Muddyman. Each of these books offers valuable insights and practical advice on
transcreation and related topics."
� Me: "None of these books exist. How about “Get fit for the future of
transcreation”. Can you name the author?"
😜 ChatGPT: "I apologize for the confusion in my previous answer. "Get Fit for
the Future of Transcreation" is indeed a well-known book on transcreation, and it
was written by Catharine Fulton, a transcreation and language expert with over
20 years of experience in the field. [followed by blabla what Fulton apparently
provides].
� Me: "You got the author wrong. Try again."

18. 4
#brightonSEO
What assets?
P R O D U C T P A G E S ? B L O G P O S T S ?
V I D E O S ?

19. #brightonSEO
User search trends
are not the same in all markets!
Which Localization Process for
Which Digital asset, for which Market?
Based on: Research
Remember!
Decide!

20. #brightonSEO
One in three language
service providers (LSPs)
offers “transcreation”
as a service
*according to Slator’s analysis of the Slator 2021 LSP Index (LSPI) in November 2021.

21. #brightonSEO
What is transcreation?
Process during which a highly specialized linguist
recreates the source text to be appropriate for the
target audience. NOT a direct translation.

22. #brightonSEO
What is transcreation?
The aim is to ensure that the end users feel the same
way as a result of reading the copy regardless of their
linguistic and cultural background.

23. #brightonSEO
One in five LSPs offers
“multilingual content
origination” or
“multilingual copywriting”
for advertising and marketing
content.
*according to Slator’s analysis of the Slator 2021 LSP Index (LSPI) in November 2021.

24. 5
#brightonSEO
Which
Process?

25. #brightonSEO
Prioritize by market / by content type
Allocate time and Budget
you can stagger if not everything
fits this year’s budget
Define Goals and KPIs
how would you measure ROI
Don’t be siloed
SEOs, Marketeers, product managers…need to
be on the same page & have common goals.

26. #brightonSEO
Prepare Glossary
your company terms, industry-specific acronyms.
Prepare Style Guide
tone of voice, branding style
No hard Coding or design based on home market
Be flexible & ready to add new markets with your tech

27. #brightonSEO