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The Challenge and Opportunity of Website Globalization - Joost Comperen and Maria Schnell at SDL Connect 16


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Joost Comperen, Web Channel Manager at SDL and Maria Schnell, VP Global Language Offices at SDL presents at SDL Connect, Palo Alto, November 2016.

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The Challenge and Opportunity of Website Globalization - Joost Comperen and Maria Schnell at SDL Connect 16

  1. 1. The Challenge and Opportunity of Web Globalization Maria Schnell & Joost Comperen
  2. 2. Maria Schnell VP Global Language Offices Joost Comperen Global Web Channel Manager Introductions
  3. 3. Global website set-up EN, DE, FR, JA, ZH-CH, ES, IT, NL, KR Digital Media Management Marketo / Salesforce integration Terminology Glossary Translation Memory Website Editors & Subject Matter Experts Translators & Linguistic Reviewers Project Management
  4. 4. Typical web development process Preparation Development Test Roll-out Requirements Brand guide Translations Review Evaluation
  6. 6. Content Planning used to ignore the World… 6 • No localization... Well, until after • Incomplete content strategy • No understanding of global markets per content type
  7. 7. …generating results like the Dark Ages • Bad for Translators, SMEs & End users • Bad for content • And we haven’t even checked whether it’s relevant or nice
  8. 8. A new dawn 8 • Content and Product Marketing acknowledges localization – Creation strategy defined – Localization strategy implemented – Success defined and measurable – Follow-up being defined • Including all the support required: – Planning now acknowledges content creation, localization and local market feedback – Strategy owners identified – Clear roles, responsibilities, expectations – Clear roles, responsibilities and expectations set • Localization Director hired A new dawn!
  9. 9. Localizing the future 9 • A controlled process for – Translators – Subject Matter Experts (Reviewers) – End users • Concretely – Clear source material, incl. context – Clear, well defined terms, styles, positioning – Clear KPIs to work against for all stakeholders – Constructive production follow-up based on transparently managed expectations • And this time, we will even check whether it’s relevant and nice!
  11. 11. Process evaluation & Updating the rules From siloes to integrated processes 11 Plan Branding guidelines & Web requirements Localization requirements & Translation rules Prepare Develop Test Roll-out
  12. 12. • Media with embedded text • Character limitation • Line breaks • Formatting & Notations • Keywords & Labels • Policies & Data privacy 12 Areas that need specific attention
  13. 13. • SDL Web / SDL TMS • Digital Media Management • Geo location targeted content • Best practices from the field – Global roll-out – URL, SEO, etc. 13 Technology supporting localization
  14. 14. • Embed localization in your content strategy • Combine web and localization requirements • Review the rules, not the sentences • Look for technology that facilitates understanding 14 Key takeaways
  15. 15. ANSWERS& QUESTIONS 15 Maria Schnell Joost Comperen
  16. 16. Copyright © 2008-2017 SDL plc. All rights reserved. All company names, brand names, trademarks, service marks, images and logos are the property of their respective owners. This presentation and its content are SDL confidential unless otherwise specified, and may not be copied, used or distributed except as authorised by SDL. Software and Services for Human Understanding