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The value proposition of translation strategies

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Let's face it... Translating content is expensive. However, cutting corners on translation to lower costs can be even more expensive and detrimental to business in the long run. Translation isn't
something that happens at the end of a project; it is something you plan for at the beginning. To get the best return on your translation spending, you need a translation strategy.

Published in: Business
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The value proposition of translation strategies

  1. 1. @billswallow The value proposition of translation strategies #LavaCon
  2. 2. About the presenter ❖ Bill Swallow ❖ Director of Operations, Scriptorium ❖ Localization ❖ Content strategy ❖ Implementation @billswallow#LavaCon
  3. 3. Localization layers @billswallow#LavaCon
  4. 4. Translation (T9n) ❖ Communicating the meaning expressed in one language equivalently in another ❖ Text, images, audio, video… ❖ Text translation, transcription, interpretation… @billswallow#LavaCon
  5. 5. Internationalization (i18n) ❖ Designing for localization ❖ Isolating all strings (text) for easier translation ❖ Applies well beyond software ❖ Templates ❖ Style ❖ Terminology ❖ All infrastructure @billswallow#LavaCon
  6. 6. Transcreation ❖ Adapting a message from one language or culture to another ❖ More involved than translation ❖ Custom-tailored for specific audiences ❖ Heavily used in marketing @billswallow#LavaCon
  7. 7. Localization (L10n) ❖ Tailoring a complete product to another language market ❖ Involves translation, internationalization, transcreation, and more ❖ Appropriate and relevant product @billswallow#LavaCon
  8. 8. Localization @billswallow#LavaCon
  9. 9. Pop quiz! @billswallow#LavaCon
  10. 10. Average cost of translation @billswallow#LavaCon
  11. 11. 21¢ per word! @billswallow#LavaCon
  12. 12. 21¢ per word! ❖ Reported by Slator in April 2016
 https://slator.com/deal-wins/usd-0-21-per-word-americas-translation-rate/ ❖ US Government’s General Services Administration (GSA) @billswallow#LavaCon
  13. 13. Paying too much for problematic translations that take 
 too long to produce @billswallow#LavaCon
  14. 14. Chasing savings @billswallow#LavaCon Flickr: kenteegardin
  15. 15. Content strategy @billswallow#LavaCon Flickr: ºNit Soto
  16. 16. Content strategy @billswallow#LavaCon ❖ Infrastructure and workflow ❖ Source language focus (internationalization) ❖ Localization is rarely a primary focus
  17. 17. Localization strategy @billswallow#LavaCon
  18. 18. Localization strategy ❖ Content ❖ Product ❖ Marketing ❖ Sales ❖ Support @billswallow#LavaCon
  19. 19. Perfect pairing @billswallow#LavaCon
  20. 20. Perfect pairing ❖ Align content with localization needs ❖ Build internationalization into content infrastructure ❖ Plan for reuse and automation @billswallow#LavaCon
  21. 21. Begin at the end @billswallow#LavaCon Flickr: Andrew_D_Hurley
  22. 22. Audience first @billswallow#LavaCon eremedia.com: Siofra Pratt
  23. 23. Localization strategy ❖ Show the value ❖ Get buy-in from the top ❖ Choose translation approaches wisely ❖ Internationalize everything ❖ Own your translation memory ❖ Review and test heavily ❖ Govern your strategy well @billswallow#LavaCon
  24. 24. Determining value @billswallow#LavaCon
  25. 25. Determining value ❖ Cost ❖ Quality ❖ Time @billswallow#LavaCon
  26. 26. True value = time to market @billswallow#LavaCon
  27. 27. True value = time to market ❖ Delays don’t produce revenue ❖ Translation is a legal requirement in some markets ❖ “Your language comes later” @billswallow#LavaCon
  28. 28. Localization strategy ❖ Show the value ❖ Get buy-in from the top ❖ Choose translation approaches wisely ❖ Internationalize everything ❖ Own your translation memory ❖ Review and test heavily ❖ Govern your strategy well @billswallow#LavaCon
  29. 29. Get buy-in from the top @billswallow#LavaCon
  30. 30. Get buy-in from the top ❖ All strategies need a champion or executive sponsor ❖ Increases participation from all groups ❖ Makes it easier to cut through the noise @billswallow#LavaCon
  31. 31. Localization strategy ❖ Show the value ❖ Get buy-in from the top ❖ Choose translation approaches wisely ❖ Internationalize everything ❖ Own your translation memory ❖ Review and test heavily ❖ Govern your strategy well @billswallow#LavaCon
  32. 32. Choose wisely… @billswallow#LavaCon
  33. 33. Choose your method wisely… ❖ Human translation ❖ Machine translation ❖ Transcreation @billswallow#LavaCon
  34. 34. Use of machine translation is increasing @billswallow#LavaCon Wikimedia: D J Shin
  35. 35. Human versus machine @billswallow#LavaCon
  36. 36. Human versus machine ❖ Humans understand tone, style, and nuance. ❖ Machines excel at terminology and predictable language. @billswallow#LavaCon
  37. 37. Transcreation @billswallow#LavaCon Flickr: wolfgangstaudt
  38. 38. Transcreation ❖ Ideal for custom messaging ❖ Requires significant planning ❖ Planning happens during source language planning ❖ Highly effective, but very expensive @billswallow#LavaCon
  39. 39. Transcreation ❖ Partner with local market experts ❖ Convey intent and approach ❖ Collaborate on targeted messaging ❖ Always test locally before deploying @billswallow#LavaCon
  40. 40. Translation workflows @billswallow#LavaCon Flickr: ironypoisoning
  41. 41. Translation workflows ❖ Waterfall ❖ Parallel ❖ Agile/iterative @billswallow#LavaCon
  42. 42. Your choices matter ❖ The type of translation informs content and product design ❖ The type of workflow informs project and release schedules ❖ Find the best combination to maximize value ❖ Keep corporate culture in mind @billswallow#LavaCon
  43. 43. Localization strategy ❖ Show the value ❖ Get buy-in from the top ❖ Choose translation approaches wisely ❖ Internationalize everything ❖ Own your translation memory ❖ Review and test heavily ❖ Govern your strategy well @billswallow#LavaCon
  44. 44. Internationalize everything @billswallow#LavaCon Flickr: liquene
  45. 45. Internationalize everything ❖ Software ❖ Hardware labels ❖ Images ❖ Templates and transforms ❖ Terminology ❖ Style guides @billswallow#LavaCon
  46. 46. One size does not fit all @billswallow#LavaCon Flickr: sfllaw
  47. 47. Internationalize everything ❖ Eliminate the grunt work ❖ Quickly identify and correct problem areas in design ❖ Expedite production @billswallow#LavaCon
  48. 48. Localization strategy ❖ Show the value ❖ Get buy-in from the top ❖ Choose translation approaches wisely ❖ Internationalize everything ❖ Own your translation memory ❖ Review and test heavily ❖ Govern your strategy well @billswallow#LavaCon
  49. 49. Own your translation memory @billswallow#LavaCon
  50. 50. Own your translation memory ❖ It’s your intellectual property ❖ Supply it to all translators ❖ Review and clean it regularly ❖ You have ultimate control over translation quality @billswallow#LavaCon
  51. 51. Only work with translation providers who give you full rights over translations and translation memory @billswallow#LavaCon
  52. 52. Localization strategy ❖ Show the value ❖ Get buy-in from the top ❖ Choose translation approaches wisely ❖ Internationalize everything ❖ Own your translation memory ❖ Review and test heavily ❖ Govern your strategy well @billswallow#LavaCon
  53. 53. Review and testing @billswallow#LavaCon Flickr: us7thfleet
  54. 54. Review and testing ❖ Same level of testing as with source ❖ Catch and correct usability issues ❖ You may need to revisit the source ❖ Same level of quality for all @billswallow#LavaCon
  55. 55. Localization strategy ❖ Show the value ❖ Get buy-in from the top ❖ Choose translation approaches wisely ❖ Internationalize everything ❖ Own your translation memory ❖ Review and test heavily ❖ Govern your strategy well @billswallow#LavaCon
  56. 56. Governance @billswallow#LavaCon Flickr: steakpinball
  57. 57. Governance @billswallow#LavaCon ❖ Document all decisions, agreements, and responsibilities thoroughly ❖ Define and communicate standards ❖ Clearly set expectations ❖ Build accountability into all phases ❖ Take immediate corrective action
  58. 58. Questions? @billswallow#LavaCon
  59. 59. Resources ❖ Localization value blog series
 http://www.scriptorium.com/tag/localization-value/ ❖ USD 0.21 per Word: America’s Translation Rate
 https://slator.com/deal-wins/usd-0-21-per-word-americas-translation-rate/ ❖ XML business case calculator
 http://www.scriptorium.com/services/xml-business-case-calculator/ @billswallow#LavaCon

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