!AMA!Webcast:!Translation for the GlobalMarketplace: Are You Ready?!!Presenters:!!Jack!Welde,!CEO,!Smartling!Ben!Sargent,!...
Languages   Spark Business   SuccessAMA Online Event, December 5, 2012Benjamin B. SargentGlobal Content Strategist        ...
The new context for global marketing Exploding middle class   – Middle-class households in Africa will double by 2020   –...
Success metrics for 2,409 most prominentwebsites Alexa top 500 global sites    – Ranks websites on daily visitors and mon...
Important  languages  for  world’s  most  important websites
Average number oflanguages found onprominent websites, byindustrial sector                         (n=2,409)
How languages correlate to business success Best-in-class websites offer more languages   – Bigger companies   – The most...
Companies often invest in the wrong languages                                                                             ...
Marketers should base planning decisions onreal world data1. Inventory current website language offerings.2. Benchmark cur...
Thank you. Benjamin B. Sargent ben@commonsenseadvisory.com Twitter: @b2sargent  Research: www.commonsenseadvisory.com  B...
Agile Translation for the     Global Marketplace       Jack Welde, CEO, Smartling                           12.5.12
The Holy Grail of Translation•   High quality•   Affordable•   Rapid turnaround                                 2         ...
The Demands of an Agile World•   Smaller sets of content•   Rapid turnaround requirements•   20+ languages•   Web, mobile,...
TRADITIONAL                                    AGILETRANSLATIONS                                   TRANSLATIONStatic docum...
Agile Translation inPractice: A 5-Step Process1. Process content via APIs2. Use customizable but structured translation wo...
Step 1: Process content via APIsAccept all major document and content types, including:•Documents   -   Word, Excel, InDes...
Step 2: Place content into workflow•   Customizable, disciplined workflows•   Engage multiple resources    -   Translators...
Step 3: Get Context!•   Provide translator instructions•   Provide placeholder hints    -   {0} by {1}•   Provide string-l...
20
Step 4: Translate Using Best Practices•   In-context translation (web, mobile, document)•   Glossary    -   Consistent use...
22
23
Step 5: Automatically deploytranslations• CMS•   Web•   Source code repository•   API callback•   Update the Translation M...
1125
Agile Translation for the GlobalMarketplace•   Starts with the cloud•   Modern, web-based tools•   String-level parsing, t...
Agile Translation at Paltalk      Richard Schaer, SVP, Strategy
About the company1998 Paltalk launched150 million    Millions       100,000registered     of active   simultaneously membe...
Translation Opportunity• Large established non-US communities• Acquisitions in regional markets• English-only web presence...
Translation Management Selection Criteria   Crowdsourcing to     Phased, iterative      Interface that   keep down costs  ...
Zero to 15 languages with quality and speed  Arabic, English, French,      Using Smartling       Smartling-certifiedGerman...
Smartling solutions   Smartling Translation       Smartling Global   Management System           Delivery Network    Manag...
More activity, lower acquisition costsOnline conversion      Customer                Global       Crowdsourcing rates impr...
Future plans   Drive increased      Improve from     Mobile   engagement in        translation to  multiple languages   lo...
Agile Translation at MeetMe Richard Friedman, VP Engineering, MeetMe                                   12.5.12
Who is MeetMe?•   Public market leader for social    discovery.•   We make meeting people fun    through social games and ...
Why Translate?•   myYearbook + Quepasa =    MeetMe     -   Supporting North and South         America     -   Moving to si...
Translation Challenges•   Complex, dynamic website and    mobile apps using many    technologies•   Need to leverage exist...
MeetMe is “Thinking Local” to beGlobal•   How is our development process    going to change?•   Partnered with Enlaso and ...
Extending your development team•   We need to work with Smartling    as an extension of our    development and operations ...
Smartling & AMA Webinar: Translation for the Global Marketplace
Smartling & AMA Webinar: Translation for the Global Marketplace
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Smartling & AMA Webinar: Translation for the Global Marketplace

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Hosted by the American Marketing Association with presentations from Smartling, Common Sense Advisory, Paltalk and MeetMe
Your digital presence offers a great experience for website visitors and mobile users alike. A lot more people could be enjoying that great experience too - and engaging with you - if only they could access all the content in their native language.
But there's a problem: traditional ways of translating and localizing content were not made for your dynamic web and mobile properties. So how do you provide a global audience with a multi-lingual, culturally relevant experience without compromising quality or features?
Our global economy demands a new approach to translation, one that relies on cloud technology, transparent workflows, contextual editing capabilities and rapid deployment across multiple web properties and mobile apps.
Join Smartling as we discuss translation for the global marketplace, get the latest research from Common Sense Advisory and hear about real-world success from PalTalk and MeetMe.
You will learn:
- How a multi-lingual web presence correlates to business success.
- Best practices to prepare your digitial content for the global marketplace.
- How PalTalk and MeetMe have expanded their global reach balancing the importance of quality translation with the need to launch quickly.
Speakers:
- Ben Sargent, Globalization Strategist, Common Sense Advisory
- Jack Welde, CEO, Smartling
- Richard Schaer, VP of Strategy, PalTalk
- Rich Friedman, VP of Engineering, MeetMe

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Smartling & AMA Webinar: Translation for the Global Marketplace

  1. 1. !AMA!Webcast:!Translation for the GlobalMarketplace: Are You Ready?!!Presenters:!!Jack!Welde,!CEO,!Smartling!Ben!Sargent,!Globaliza3on!Strategist,!Common!Sense!Advisory!!Richard!Shaer,!Vice!President!of!Strategy,!Paltalk!Rich!Friedman,!Vice!President!Engineering,!MeetMe!!Moderator:!Anthony!Salas,!American!Marke3ng!Associa3on!!!!Sponsored!by:!!!!!The!audio!por,on!of!today’s!presenta,on!is!available!via!broadcast!audio.!!You!can!also!dial!in!to!hear!audio!Par,cipants!(US!&!Canada,!Toll!Free):!888!223!4959!!Interna,onal!Par,cipants:!+1!303!223!4389!!!
  2. 2. Languages Spark Business SuccessAMA Online Event, December 5, 2012Benjamin B. SargentGlobal Content Strategist Copyright © 2012 by Common Sense Advisory, Inc.
  3. 3. The new context for global marketing Exploding middle class – Middle-class households in Africa will double by 2020 – India middle class will rise from 150M to 600M by 2030 – 2 billion people will join global middle class by 2030 Growth of information consumer – Access to internet changes our engagement with content – How we learn about products and services – How we share what we know with others – The end of demographics – The proliferation of persona-based marketing Expanding number of big languages on the web – 12 languages needed to reach 80% of web users – 13 languages to address 90% of world online wallet – Long tail of languages now coming into effect – Social media marketing will grow to 30, 40, 50+ languages
  4. 4. Success metrics for 2,409 most prominentwebsites Alexa top 500 global sites – Ranks websites on daily visitors and monthly page views Forbes global 2000 – Weighs sales, profits, assets, and market value Fortune 500 – U.S. companies ranked solely on revenue Interbrand 100 best global brands – Looks at financial performance of branded products or services, the role of the brand in purchase decisions, and brand strengthFurther  reading:  “Global Website Assessment Index”
  5. 5. Important  languages  for  world’s  most  important websites
  6. 6. Average number oflanguages found onprominent websites, byindustrial sector (n=2,409)
  7. 7. How languages correlate to business success Best-in-class websites offer more languages – Bigger companies – The most popular websites – The most valuable brands – Source:  “Multilingual Websites”  (Oct12) F500 companies adding content led to higher revenue and profits – Higher revenue – Higher profit margin – Source:  “Translation at Fortune 500 Companies” (Mar12)
  8. 8. Companies often invest in the wrong languages Underserved languages Interbrand Not Interbrand 2012 2012 WOW 100 Ranked Popularity AQ WOW AQ Rank Rank Popularity Popularity Rank Rank Rank Variance Variance Arabic 27% 7% 33 6 11 -27 -22 Persian 6% 1% 42 15 20 -27 -22 (Farsi) Indonesian 20% 5% 35 10 24 -25 -11 Hindi 2% 2% 46 16 37 -30 -9 Hebrew 35% 3% 29 37 21 8 -8 Norwegian 51% 9% 21 41 15 20 -6 Swedish 56% 10% 18 28 13 10 -5 Kazakh 3% 0% 44 51 39 7 -5 Japanese 73% 28% 6 4 2 -2 -4 Dutch 65% 15% 12 18 9 6 -3
  9. 9. Marketers should base planning decisions onreal world data1. Inventory current website language offerings.2. Benchmark current language offerings against industry and regional norms.3. Assess both the quantity and quality of online populations markets for revenue potential.4. Take into account gaps in the knowledge of your competitors.
  10. 10. Thank you. Benjamin B. Sargent ben@commonsenseadvisory.com Twitter: @b2sargent  Research: www.commonsenseadvisory.com  Blog: www.globalwatchtower.com Insight for global market leaders
  11. 11. Agile Translation for the Global Marketplace Jack Welde, CEO, Smartling 12.5.12
  12. 12. The Holy Grail of Translation• High quality• Affordable• Rapid turnaround 2 13
  13. 13. The Demands of an Agile World• Smaller sets of content• Rapid turnaround requirements• 20+ languages• Web, mobile, document translation• Multiple resources: translation agencies, freelance translators, crowd• Many stakeholders: internal, local partners, power users 3 14
  14. 14. TRADITIONAL AGILETRANSLATIONS TRANSLATIONStatic documents Web, Mobile, Mobile Web, Mobile AppsFile based translation Cloud based translationManual string extraction Automated string extractionManagement by spreadsheets APIs / workflow automationRe-do’s Contextual editing and Translation MemoryAgency brokered, expensive translators Crowdsource. Professional. Or both.Phased and infrastructure intensive Global deliveryBatch translation, weekly or monthly updates AGILE LOCALIZATION 4 15
  15. 15. Agile Translation inPractice: A 5-Step Process1. Process content via APIs2. Use customizable but structured translation workflows3. Contextualize your content4. Translate using modern, web-based tools5. Automatically deploy completed translations 5 16
  16. 16. Step 1: Process content via APIsAccept all major document and content types, including:•Documents - Word, Excel, InDesign, etc.•Localization files - GetText (.po), Java Properties, YAML, iOS strings, Android XML, etc.•Structured content - HTML, XML, JSON, XLIFF 6 17
  17. 17. Step 2: Place content into workflow• Customizable, disciplined workflows• Engage multiple resources - Translators - Editors - Internal reviewers (marketing, legal, bilinguals) - Local partners - Power users• Automatic assignment based on desired strategy (translator preference, turnaround, cost, etc.) 7 18
  18. 18. Step 3: Get Context!• Provide translator instructions• Provide placeholder hints - {0} by {1}• Provide string-level feedback• Provide actual context 8 19
  19. 19. 20
  20. 20. Step 4: Translate Using Best Practices• In-context translation (web, mobile, document)• Glossary - Consistent use of important organizational terminology• Style Guide - Maintain a standard, consistent corporate voice• Validation - Spelling, punctuation, html tags, special characters• Translation memory - Leverage your organization’s prior translations 9 21
  21. 21. 22
  22. 22. 23
  23. 23. Step 5: Automatically deploytranslations• CMS• Web• Source code repository• API callback• Update the Translation Memory 10 24
  24. 24. 1125
  25. 25. Agile Translation for the GlobalMarketplace• Starts with the cloud• Modern, web-based tools• String-level parsing, translation and collaboration• Scalability and usability• High-quality, affordable translation with rapid turnaround 12 26
  26. 26. Agile Translation at Paltalk Richard Schaer, SVP, Strategy
  27. 27. About the company1998 Paltalk launched150 million Millions 100,000registered of active simultaneously members users online The  world’s  largest   live video chat community 29
  28. 28. Translation Opportunity• Large established non-US communities• Acquisitions in regional markets• English-only web presence meant that Paltalk was not fully taking advantage of international growth opportunities 30
  29. 29. Translation Management Selection Criteria Crowdsourcing to Phased, iterative Interface that keep down costs approach to allows translators and engage move to work communities fast in key in context with markets actual page views
  30. 30. Zero to 15 languages with quality and speed Arabic, English, French, Using Smartling Smartling-certifiedGerman, Hindi, Indonesian, crowdsourcing professionalItalian, Japanese, Korean, management, translators were used Russian, Spanish, Arabic, Spanish and to refine content for Tagalog, Turkish and Vietnamese went French, Hindi, Italian, Vietnamese live within weeks Japanese, Korean and Tagalog
  31. 31. Smartling solutions Smartling Translation Smartling Global Management System Delivery Network Management dashboards Automatic capture and delivery In-context editing Secure, reliable performance Localized content Custom workflows Robust analytics
  32. 32. More activity, lower acquisition costsOnline conversion Customer Global Crowdsourcing rates improved acquisition costs communities proved an dramatically down by 40 percent more active on effective vs. paid advertising the service engagement tool
  33. 33. Future plans Drive increased Improve from Mobile engagement in translation to multiple languages local relevance
  34. 34. Agile Translation at MeetMe Richard Friedman, VP Engineering, MeetMe 12.5.12
  35. 35. Who is MeetMe?• Public market leader for social discovery.• We make meeting people fun through social games and apps, monetized through both advertising and virtual currency.• Every day, we help millions of people around the world make new friends whether on the web or their mobile phones• Billions of web and mobile pages served monthly. 2
  36. 36. Why Translate?• myYearbook + Quepasa = MeetMe - Supporting North and South America - Moving to single platform• Growing beyond the Americas 39
  37. 37. Translation Challenges• Complex, dynamic website and mobile apps using many technologies• Need to leverage existing infrastructure without recoding - Need to rapidly extract strings for translation• Multiple development environments and fast-moving release cycles• Need to fully integrate content translation and development process 4 40
  38. 38. MeetMe is “Thinking Local” to beGlobal• How is our development process going to change?• Partnered with Enlaso and Smartling to integrate people and technology.• Integrated translation management through all environments. - Supporting all developer sandbox environments• Supports testing languages as early in the process as required. 5
  39. 39. Extending your development team• We need to work with Smartling as an extension of our development and operations team.• Leverage Translation Management System and Global Delivery Network• Internationalization and Localization becomes overlay on agile process• Ability to make our APIs localizable - Important for web and mobile. 5

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