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In Other Words: CrowdsourcingTranslation for a Video Driven WebJonathan MunarDirector of Digital Media and StrategyArt21@j...
A non-profit organization dedicated to inspiring a more creative worldthrough the works and words of contemporary artists.
FILMSTELEVISION/DVD“Art in the Twenty-First Century” (2001–present)“William Kentridge: Anything Is Possible” (2010)
FILMSONLINE“Exclusive” (2008–present) “New York Close Up” (2011–present)
FILMSONLINE“Exclusive” (2008–present) “New York Close Up” (2011–present)Over 200 total episodesOver 12 total hours of video
FILMSONLINE
FILMSONLINE
•Largest global video site•Second largest global search engine*•70% of traffic comes from outside U.S.•Localized in 53 cou...
Online Video TrendsSOURCE: Nielsen, 2012AUGUST 2012Unique viewers 164,002,000Total Streams 27,279,400,000Streams perViewer...
Video Producers
Global Internet Language Usage1.English (27%)2.Chinese (25%)3.Spanish (8%)4.Japanese (5%)5.Portuguese (4%)6.German (4%)7.A...
We need to translate our video content...
Crowdsourcing TranslationIMAGE: Do Ho Suh, “Doormat: Home Sweet Home,” 2003. Yale University Art Gallery, New Haven, CT.SO...
“It’s an act of generosity from manypeople, just sharing knowledge.”—Lidia Cámara de la Fuente,Volunteer Spanish Translator
“It’s an act of generosity from manypeople, just sharing knowledge.”—Lidia Cámara de la Fuente,Volunteer Spanish Translato...
“It’s an act of generosity from manypeople, just sharing knowledge.”—Lidia Cámara de la Fuente,Volunteer Spanish Translato...
Art21 Translation Project
Art21 Translation Project•Global access and accessibility•Global community engagement and support•Global reflection and di...
Art21 Translation Project•Global access and accessibility•Global community engagement and support•Global reflection and di...
Crowdsourcing is...Not about saving money.
Crowdsourcing is...Not about saving money.About building a community.
Keys to Crowdsourcing•Engage the right communities•Align project goals with community goals•Establishing trust•Rewarding t...
Evaluating Platforms
Evaluating Platforms
Targeting Languages
Targeting LanguagesChineseArt21 audience (0.65%) vs. Global (25%)JapaneseArt21 audience (0.25%) vs. Global (5%)ArabicArt21...
Targeting LanguagesChineseArt21 audience (0.65%) vs. Global (25%)JapaneseArt21 audience (0.25%) vs. Global (5%)ArabicArt21...
Targeting Communities•Art21•PBS NewsHour•Amara
Project Launch!
ResultsEnd of Week #180 translations31 active contributors15 languages
ResultsEnd of Week #180 translations31 active contributors15 languagesEnd of Month #1150 translations58 active contributor...
ResultsEnd of Week #180 translations31 active contributors15 languagesEnd of Month #1150 translations58 active contributor...
Languages: End of Week #1BengaliBurmeseChinese, SimplifiedFrenchGermanHebrewIndonesianItalianKoreanPortugueseRomanianSerbi...
Languages: End of Month #1BengaliBurmeseCatalanChinese, SimplifiedFrenchGermanGreekHebrewIndonesianItalianJapaneseKoreanLa...
Languages: End of Month #3ArabicBengaliBurmeseCatalanChinese, SimplifiedChinese, TraditionalFrenchGermanGreekHebrewIndones...
Languages: Expected vs. UnexpectedArabicBengaliBurmeseCatalanChinese, SimplifiedChinese, TraditionalFrenchGermanGreekHebre...
Expected LanguagesArabicBengaliBurmeseCatalanChinese, SimplifiedChinese, TraditionalFrenchGermanGreekHebrewIndonesianItali...
Pleasantly UnexpectedArabicBengaliBurmeseCatalanChinese, SimplifiedChinese, TraditionalFrenchGermanGreekHebrewIndonesianIt...
Community Management
Community Management•Frequent private messaging•Frequent group messaging•Public recognition
Community Management: Private Messaging
Community Management: Group Messaging
Community Management: Public Recognition
Community Management: Public Recognition
Community Management: Lessons•Community management requires time and attention•Lags in messaging came along with drops in ...
Volunteer Perspectives
Volunteer PerspectivesExpanding Access
Volunteer Perspectives"I see it as a way of contributing to the community. By translating thecontent, I can give the oppor...
Volunteer Perspectives"I see it as a way of contributing to the community. By translating thecontent, I can give the oppor...
Volunteer PerspectivesIndividual Growth
Volunteer Perspectives"I love to discover something new, outside of my usual field of work."—Isabella Martini (Italian)Ind...
Volunteer Perspectives"I love to discover something new, outside of my usual field of work."—Isabella Martini (Italian)"I ...
Volunteer PerspectivesCareful Reflection
Volunteer Perspectives"When you translate, you have to think a little bit more carefully aboutwhat the artist is saying."—...
Volunteer Perspectives"When you translate, you have to think a little bit more carefully aboutwhat the artist is saying.""...
Volunteer PerspectivesContemplating Language
Volunteer Perspectives"It provides a deeper tool to get to know the creative process, becauseit is necessary to reproduce ...
Volunteer Perspectives"It provides a deeper tool to get to know the creative process, becauseit is necessary to reproduce ...
Takeaways from Crowdsourcing
Takeaways from Crowdsourcing•A passionate community exists
Takeaways from Crowdsourcing•A passionate community exists•Balanced community management yields higher output
Takeaways from Crowdsourcing•A passionate community exists•Balanced community management yields higher output•Opportunitie...
Takeaways from Crowdsourcing•A passionate community exists•Balanced community management yields higher output•Opportunitie...
THANK YOU!Jonathan MunarDirector of Digital Media and StrategyArt21@jonnymoon / @art21Susan Chun
In Other Words: Crowdsourcing Translation for a Video-Driven Web
In Other Words: Crowdsourcing Translation for a Video-Driven Web
In Other Words: Crowdsourcing Translation for a Video-Driven Web
In Other Words: Crowdsourcing Translation for a Video-Driven Web
In Other Words: Crowdsourcing Translation for a Video-Driven Web
In Other Words: Crowdsourcing Translation for a Video-Driven Web
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In Other Words: Crowdsourcing Translation for a Video-Driven Web

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Presented at Museums and the Web 2013, Portland, OR.

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In Other Words: Crowdsourcing Translation for a Video-Driven Web

  1. 1. In Other Words: CrowdsourcingTranslation for a Video Driven WebJonathan MunarDirector of Digital Media and StrategyArt21@jonnymoon / @art21Susan Chun
  2. 2. A non-profit organization dedicated to inspiring a more creative worldthrough the works and words of contemporary artists.
  3. 3. FILMSTELEVISION/DVD“Art in the Twenty-First Century” (2001–present)“William Kentridge: Anything Is Possible” (2010)
  4. 4. FILMSONLINE“Exclusive” (2008–present) “New York Close Up” (2011–present)
  5. 5. FILMSONLINE“Exclusive” (2008–present) “New York Close Up” (2011–present)Over 200 total episodesOver 12 total hours of video
  6. 6. FILMSONLINE
  7. 7. FILMSONLINE
  8. 8. •Largest global video site•Second largest global search engine*•70% of traffic comes from outside U.S.•Localized in 53 countries, across 61languagesSOURCES: YouTube Press Room; Nielsen
  9. 9. Online Video TrendsSOURCE: Nielsen, 2012AUGUST 2012Unique viewers 164,002,000Total Streams 27,279,400,000Streams perViewer 166.3Time perViewer (hh:mm) 6:57
  10. 10. Video Producers
  11. 11. Global Internet Language Usage1.English (27%)2.Chinese (25%)3.Spanish (8%)4.Japanese (5%)5.Portuguese (4%)6.German (4%)7.Arabic (3%)8.French (3%)9.Russian (3%)10.Korean (2%)SOURCE: Internet World Stats, 2010
  12. 12. We need to translate our video content...
  13. 13. Crowdsourcing TranslationIMAGE: Do Ho Suh, “Doormat: Home Sweet Home,” 2003. Yale University Art Gallery, New Haven, CT.SOURCE: @art21org on Instagram
  14. 14. “It’s an act of generosity from manypeople, just sharing knowledge.”—Lidia Cámara de la Fuente,Volunteer Spanish Translator
  15. 15. “It’s an act of generosity from manypeople, just sharing knowledge.”—Lidia Cámara de la Fuente,Volunteer Spanish Translator“To inspire people, to give hope tosome people. This changes a lot ofthings in the world.”—Kristine Sargsyan,Volunteer Armenian Translator
  16. 16. “It’s an act of generosity from manypeople, just sharing knowledge.”—Lidia Cámara de la Fuente,Volunteer Spanish Translator“To inspire people, to give hope tosome people. This changes a lot ofthings in the world.”—Kristine Sargsyan,Volunteer Armenian Translator“I go and read about the speaker, andhis book, so I get the whole context.”—Anwar Dafa-Alla,Volunteer Arabic Translator
  17. 17. Art21 Translation Project
  18. 18. Art21 Translation Project•Global access and accessibility•Global community engagement and support•Global reflection and dialogue
  19. 19. Art21 Translation Project•Global access and accessibility•Global community engagement and support•Global reflection and dialogueCrowdsourcing is the right fit
  20. 20. Crowdsourcing is...Not about saving money.
  21. 21. Crowdsourcing is...Not about saving money.About building a community.
  22. 22. Keys to Crowdsourcing•Engage the right communities•Align project goals with community goals•Establishing trust•Rewarding the community
  23. 23. Evaluating Platforms
  24. 24. Evaluating Platforms
  25. 25. Targeting Languages
  26. 26. Targeting LanguagesChineseArt21 audience (0.65%) vs. Global (25%)JapaneseArt21 audience (0.25%) vs. Global (5%)ArabicArt21 audience (0.05%) vs. Global (3%)
  27. 27. Targeting LanguagesChineseArt21 audience (0.65%) vs. Global (25%)JapaneseArt21 audience (0.25%) vs. Global (5%)ArabicArt21 audience (0.05%) vs. Global (3%)Let’s not be too aggressive (yet)
  28. 28. Targeting Communities•Art21•PBS NewsHour•Amara
  29. 29. Project Launch!
  30. 30. ResultsEnd of Week #180 translations31 active contributors15 languages
  31. 31. ResultsEnd of Week #180 translations31 active contributors15 languagesEnd of Month #1150 translations58 active contributors22 languages
  32. 32. ResultsEnd of Week #180 translations31 active contributors15 languagesEnd of Month #1150 translations58 active contributors22 languagesEnd of Month #3253 translations78 active contributors27 languages
  33. 33. Languages: End of Week #1BengaliBurmeseChinese, SimplifiedFrenchGermanHebrewIndonesianItalianKoreanPortugueseRomanianSerbianSpanishTurkishVietnamese
  34. 34. Languages: End of Month #1BengaliBurmeseCatalanChinese, SimplifiedFrenchGermanGreekHebrewIndonesianItalianJapaneseKoreanLatvianPolishPortugueseRomanianSerbianSpanishSpanish, MexicanThaiTurkishVietnamese
  35. 35. Languages: End of Month #3ArabicBengaliBurmeseCatalanChinese, SimplifiedChinese, TraditionalFrenchGermanGreekHebrewIndonesianItalianJapaneseKoreanLatvianLithuanianPolishPortuguesePortuguese(Brazilian)RomanianRussianSerbianSlovakSpanishSpanish, MexicanThaiTurkishVietnamese
  36. 36. Languages: Expected vs. UnexpectedArabicBengaliBurmeseCatalanChinese, SimplifiedChinese, TraditionalFrenchGermanGreekHebrewIndonesianItalianJapaneseKoreanLatvianLithuanianPolishPortuguesePortuguese(Brazilian)RomanianRussianSerbianSlovakSpanishSpanish, MexicanThaiTurkishVietnamese
  37. 37. Expected LanguagesArabicBengaliBurmeseCatalanChinese, SimplifiedChinese, TraditionalFrenchGermanGreekHebrewIndonesianItalianJapaneseKoreanLatvianLithuanianPolishPortuguesePortuguese(Brazilian)RomanianRussianSerbianSlovakSpanishSpanish, MexicanThaiTurkishVietnamese
  38. 38. Pleasantly UnexpectedArabicBengaliBurmeseCatalanChinese, SimplifiedChinese, TraditionalFrenchGermanGreekHebrewIndonesianItalianJapaneseKoreanLatvianLithuanianPolishPortuguesePortuguese(Brazilian)RomanianRussianSerbianSlovakSpanishSpanish, MexicanThaiTurkishVietnamese
  39. 39. Community Management
  40. 40. Community Management•Frequent private messaging•Frequent group messaging•Public recognition
  41. 41. Community Management: Private Messaging
  42. 42. Community Management: Group Messaging
  43. 43. Community Management: Public Recognition
  44. 44. Community Management: Public Recognition
  45. 45. Community Management: Lessons•Community management requires time and attention•Lags in messaging came along with drops in activity
  46. 46. Volunteer Perspectives
  47. 47. Volunteer PerspectivesExpanding Access
  48. 48. Volunteer Perspectives"I see it as a way of contributing to the community. By translating thecontent, I can give the opportunity to other people to listen to whatthese artists have to say; people that otherwise may not have thatopportunity."—Carolina Tamara (Spanish/English)Expanding Access
  49. 49. Volunteer Perspectives"I see it as a way of contributing to the community. By translating thecontent, I can give the opportunity to other people to listen to whatthese artists have to say; people that otherwise may not have thatopportunity."—Carolina Tamara (Spanish/English)"This is a great opportunity to spread some ideas, or things that areworthy of being talked, or discussed about, globally."—Mary Keramida (Greek)Expanding Access
  50. 50. Volunteer PerspectivesIndividual Growth
  51. 51. Volunteer Perspectives"I love to discover something new, outside of my usual field of work."—Isabella Martini (Italian)Individual Growth
  52. 52. Volunteer Perspectives"I love to discover something new, outside of my usual field of work."—Isabella Martini (Italian)"I translate to process the information and delve deeper into themeaning."—Elinoar Almagor (Hebrew)Individual Growth
  53. 53. Volunteer PerspectivesCareful Reflection
  54. 54. Volunteer Perspectives"When you translate, you have to think a little bit more carefully aboutwhat the artist is saying."—Carolina Tamara (Spanish/English)Careful Reflection
  55. 55. Volunteer Perspectives"When you translate, you have to think a little bit more carefully aboutwhat the artist is saying.""[William] Kentridge mentions, in one of the videos, how the act ofdrawing something distressful or dreadful can actually turn it intosomething compassionate. I never thought about it that way. Why anartist spends hours depicting something painful? There is atransformative process. Im not an artist, but I can relate to that."—Carolina Tamara (Spanish/English)Careful Reflection
  56. 56. Volunteer PerspectivesContemplating Language
  57. 57. Volunteer Perspectives"It provides a deeper tool to get to know the creative process, becauseit is necessary to reproduce a written, shorter voice of artists, withoutdepriving them of their personality and of their unique voice."—Isabella Martini (Italian)Contemplating Language
  58. 58. Volunteer Perspectives"It provides a deeper tool to get to know the creative process, becauseit is necessary to reproduce a written, shorter voice of artists, withoutdepriving them of their personality and of their unique voice."—Isabella Martini (Italian)"Artists do have a unique way of expressing themselves, and thatcomes to language too. Its hard to understand them only by listeningto what they want to say, you need to dig in very deep and readbetween the lines."—Mary Keramida (Greek)Contemplating Language
  59. 59. Takeaways from Crowdsourcing
  60. 60. Takeaways from Crowdsourcing•A passionate community exists
  61. 61. Takeaways from Crowdsourcing•A passionate community exists•Balanced community management yields higher output
  62. 62. Takeaways from Crowdsourcing•A passionate community exists•Balanced community management yields higher output•Opportunities to convert passion into loyalty
  63. 63. Takeaways from Crowdsourcing•A passionate community exists•Balanced community management yields higher output•Opportunities to convert passion into loyalty•Effective management requires staff time and resources
  64. 64. THANK YOU!Jonathan MunarDirector of Digital Media and StrategyArt21@jonnymoon / @art21Susan Chun

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