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S
                                                  LOCALIZATION
                                                 Content ...
BONJOUR



Copyright 2010 Baddit Ltd, All rights reserved
AMÉLIE ROSE




Copyright 2010 Baddit Ltd, All rights reserved
AMÉLIE ROSE




Copyright 2010 Baddit Ltd, All rights reserved
AMÉLIE ROSE




Copyright 2010 Baddit Ltd, All rights reserved
Copyright 2010 Baddit Ltd, All rights reserved
Copyright 2010 Baddit Ltd, All rights reserved
Copyright 2010 Baddit Ltd, All rights reserved
“We estimate that over the last
       two years there have been less
         than 20 complaints [about
       passports ...
“We estimate that over the last
       two years there have been less
         than 20 complaints [about
       passports ...
LOCALISATION STRATEGY



Copyright 2010 Baddit Ltd, All rights reserved
WHAT IS LOCALISATION?



Copyright 2010 Baddit Ltd, All rights reserved
TRANSLATION




                                                             "2008_09_16" by sporkist
Copyright 2010 Baddi...
TRANSCREATION




                                                           "Apples and oranges" by Dano
Copyright 2010 B...
WHY HAVE A LOCALISATION
                            STRATEGY?



Copyright 2010 Baddit Ltd, All rights reserved
LOCALISE
                        OR NOT?




                                                       "20060304_0053" by And...
http://twitter.com/userfocus/status/9474430983




Copyright 2010 Baddit Ltd, All rights reserved
"We are very respectful of local culture
          – our bistros create the unique
      atmosphere of Paris," says [McDon...
"We are very respectful of local culture
          – our bistros create the unique
      atmosphere of Paris," says [McDon...
LOCALISATION AND THE
                           CONTENT LIFECYCLE



Copyright 2010 Baddit Ltd, All rights reserved
From: Content Life Cycle Panel at Razorfish
   Used with kind permission of Erin Scime




Copyright 2010 Baddit Ltd, All r...
AUDIT
      Think a content audit is tedious
      and difficult enough? Try doing it
           in multiple languages.



...
STRATEGY
               Who owns, originates and
              produces the local content?
               Which voice does...
http://www.playmobil.com/




Copyright 2010 Baddit Ltd, All rights reserved
“I visited a German railway station today. I say German, but if it
      hadn't been for the sausage stands and the pretze...
PLAN
        Who looks after local content?
        What systems will support it?
          How will you roll it out?
    ...
HSBC - English Clearing Plate - UK Advert
                                                 http://www.youtube.com/watch?v=...
HSBC - English Clearing Plate - UK Advert
                                                 http://www.youtube.com/watch?v=...
HSBC - English Clearing Plate - UK Advert
                                                 http://www.youtube.com/watch?v=...
CREATE
             Produce content, translate it,
                  check it, curate it




                             ...
IT’S NOT JUST
         ABOUT THE
            WORDS




Copyright 2010 Baddit Ltd, All rights reserved
IT’S NOT JUST
         ABOUT THE
            WORDS




Copyright 2010 Baddit Ltd, All rights reserved
MAINTAIN
         Keep content aligned, check
       quality, analyse, and optimise for
                  local markets.

...
http://news.bbc.co.uk/1/hi/wales/7702913.stm




Copyright 2010 Baddit Ltd, All rights reserved
I am not in the office at
                                         http://news.bbc.co.uk/1/hi/wales/7702913.stm    the mome...
FIN



Copyright 2010 Baddit Ltd, All rights reserved
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Localisation - content strategy

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Slides presented at Content Strategy Forum 2010 in Paris, 16 April 2010. Some presenter notes included.

Published in: Business
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Localisation - content strategy

  1. 1. S LOCALIZATION Content Strategy Forum 2010, Paris Kenneth Yau Baddit Ltd Twitter: @logorrhoea | @baddit Copyright 2010 Baddit Ltd, All rights reserved
  2. 2. BONJOUR Copyright 2010 Baddit Ltd, All rights reserved
  3. 3. AMÉLIE ROSE Copyright 2010 Baddit Ltd, All rights reserved
  4. 4. AMÉLIE ROSE Copyright 2010 Baddit Ltd, All rights reserved
  5. 5. AMÉLIE ROSE Copyright 2010 Baddit Ltd, All rights reserved
  6. 6. Copyright 2010 Baddit Ltd, All rights reserved
  7. 7. Copyright 2010 Baddit Ltd, All rights reserved
  8. 8. Copyright 2010 Baddit Ltd, All rights reserved
  9. 9. “We estimate that over the last two years there have been less than 20 complaints [about passports not reflecting accents or non-alphabetical characters] in London HQ. ” Identity & Passport Service, UK Copyright 2010 Baddit Ltd, All rights reserved
  10. 10. “We estimate that over the last two years there have been less than 20 complaints [about passports not reflecting accents or non-alphabetical characters] in London HQ. ” Identity & Passport Service, UK Copyright 2010 Baddit Ltd, All rights reserved
  11. 11. LOCALISATION STRATEGY Copyright 2010 Baddit Ltd, All rights reserved
  12. 12. WHAT IS LOCALISATION? Copyright 2010 Baddit Ltd, All rights reserved
  13. 13. TRANSLATION "2008_09_16" by sporkist Copyright 2010 Baddit Ltd, All rights reserved Used under a Creative Commons Attribution licence
  14. 14. TRANSCREATION "Apples and oranges" by Dano Copyright 2010 Baddit Ltd, All rights reserved Used under a Creative Commons Attribution licence
  15. 15. WHY HAVE A LOCALISATION STRATEGY? Copyright 2010 Baddit Ltd, All rights reserved
  16. 16. LOCALISE OR NOT? "20060304_0053" by Andrew Michaels Copyright 2010 Baddit Ltd, All rights reserved Used under a Creative Commons Attribution licence
  17. 17. http://twitter.com/userfocus/status/9474430983 Copyright 2010 Baddit Ltd, All rights reserved
  18. 18. "We are very respectful of local culture – our bistros create the unique atmosphere of Paris," says [McDonald’s senior vice-president of brand strategy] Woreczek [...] UK restaurants... now serve bacon butties for breakfast. Source: The Guardian (UK), 12th March 2010 http://www.guardian.co.uk/service-design/service-science Untitled by bizmac Copyright 2010 Baddit Ltd, All rights reserved Used under a Creative Commons Attribution licence
  19. 19. "We are very respectful of local culture – our bistros create the unique atmosphere of Paris," says [McDonald’s senior vice-president of brand strategy] Woreczek [...] UK restaurants... now serve bacon butties for breakfast. AVERAGE SPEND PER VISIT TO MCDONALD’S: US: €3.50 FRANCE: €11 Source: The Guardian (UK), 12th March 2010 http://www.guardian.co.uk/service-design/service-science Untitled by bizmac Copyright 2010 Baddit Ltd, All rights reserved Used under a Creative Commons Attribution licence
  20. 20. LOCALISATION AND THE CONTENT LIFECYCLE Copyright 2010 Baddit Ltd, All rights reserved
  21. 21. From: Content Life Cycle Panel at Razorfish Used with kind permission of Erin Scime Copyright 2010 Baddit Ltd, All rights reserved
  22. 22. AUDIT Think a content audit is tedious and difficult enough? Try doing it in multiple languages. “Red, White and Blue "Yay Audits!" and "Audits Rock!" M&M's” by joebeone Copyright 2010 Baddit Ltd, All rights reserved Used under a Creative Commons Attribution licence
  23. 23. STRATEGY Who owns, originates and produces the local content? Which voice does it use? How do you serve it? "Day 088/366 - March 28th" by Amanda M Hatfield Copyright 2010 Baddit Ltd, All rights reserved Used under a Creative Commons Attribution licence
  24. 24. http://www.playmobil.com/ Copyright 2010 Baddit Ltd, All rights reserved
  25. 25. “I visited a German railway station today. I say German, but if it hadn't been for the sausage stands and the pretzel kiosks, I might have thought this was British Rail, not Deutsche Bahn.” Steve Rosenberg, BBC News, Berlin 17th February 2010 http://news.bbc.co.uk/1/hi/world/europe/8519246.stm Copyright 2010 Baddit Ltd, All rights reserved
  26. 26. PLAN Who looks after local content? What systems will support it? How will you roll it out? What about URLs, SEO? "final layout boards - diagrams - 1" by jonathanvlarocca Copyright 2010 Baddit Ltd, All rights reserved Used under a Creative Commons Attribution licence
  27. 27. HSBC - English Clearing Plate - UK Advert http://www.youtube.com/watch?v=sSLPEwvVvN0 Copyright 2010 Baddit Ltd, All rights reserved
  28. 28. HSBC - English Clearing Plate - UK Advert http://www.youtube.com/watch?v=sSLPEwvVvN0 Copyright 2010 Baddit Ltd, All rights reserved
  29. 29. HSBC - English Clearing Plate - UK Advert http://www.youtube.com/watch?v=sSLPEwvVvN0 “We never underestimate the importance of local knowledge.” Copyright 2010 Baddit Ltd, All rights reserved
  30. 30. CREATE Produce content, translate it, check it, curate it "child hands & legos" by Pixi Acid Copyright 2010 Baddit Ltd, All rights reserved Used under a Creative Commons Attribution-No Derivative Works licence
  31. 31. IT’S NOT JUST ABOUT THE WORDS Copyright 2010 Baddit Ltd, All rights reserved
  32. 32. IT’S NOT JUST ABOUT THE WORDS Copyright 2010 Baddit Ltd, All rights reserved
  33. 33. MAINTAIN Keep content aligned, check quality, analyse, and optimise for local markets. "the mechanics' pit" by axiepics Copyright 2010 Baddit Ltd, All rights reserved Used under a Creative Commons Attribution-No Derivative Works licence
  34. 34. http://news.bbc.co.uk/1/hi/wales/7702913.stm Copyright 2010 Baddit Ltd, All rights reserved
  35. 35. I am not in the office at http://news.bbc.co.uk/1/hi/wales/7702913.stm the moment. Send any work to be translated. HOW NOT TO LOCALISE Copyright 2010 Baddit Ltd, All rights reserved
  36. 36. FIN Copyright 2010 Baddit Ltd, All rights reserved

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