ENGLISH IS THE WORLD’S MOST INFLUENTIAL LANGUAGEGeorges Weber, The World’s 10 Most Influential Languages
….AND IT ISN’T ABOUT TO CHANGE ANY TIME SOON89% of Europeanschoolchildren learn English asa second languageVery high level of comfort withEnglish among more than 50%of Europeans350 million Chinese arelearning EnglishIt is the de facto language ofwork in many global companiesEurobarometer 2011: User Language Preferences Online - Robert McCrum, Globish: How English became the world’s language, Anchor Canada 2011;Image Fotolia
But… Ability is not Preference Preference 9 of 10 Internet users would access web in THEIR language – if given the choice*Eurobarometer 2011: User Language Preferences Online
Getting the gist is not Details Getting the details 44% of European internet users believe they’re missing information when accessing in non-native language*Eurobarometer 2011: User Language Preferences Online
ACCEPTANCE IS NOT ADHERENCEEurobarometer 2011: User Language Preferences Online
Access is not Transaction Transaction Only 18% of EU internet users polled would purchase goods or services in a foreign language. *Eurobarometer 2011: User Language Preferences Online
Localization is the process of adaptinginternationalized software for a specificregion or language by adding locale-specific components and translating text. From Wikipedia
A SERIES OF LONG ACRONYMS: GILT G11N Globalization L10N Going into L18N Localization T9N other markets Internationalization Adapting content Translation to another context Ensuring platforms Taking content in and tools can one language and handle technical making it requirements of understandable in globalization: fonts, another date formats, time formats, error pages, etc.
Localization Translation COUNTRY LANGUAGE Country & Language LOCALES
MODELChoice of approach affects your Architectural Model
Approach impacts Governance Governance • One rule for all locales? • One rule for the whole site? • Can you localize the landing page? • Can you localize entire sections? • Can you opt-in/opt-out? • Specific pages? • Specific page components?
THE GOAL: MAKING YOUR LOCALIZED CONTENT EFFECTIVEPRINCIPLES OFEFFECTIVE CONTENT*…. ….APPLIED TO LOCALIZATION APPROPRIATE Does it apply to the local context? USEFUL Is your purpose the same in all your markets? USER-CENTERED Can your users understand? CLEAR Is translation quality high? Is it localized? CONSISTENT Are you reinforcing brand while keeping costs down? CONCISE Less is more – and less costs less SUPPORTED Do you have the processes, tools, people, and budgets required?*From Elements of Content Strategy, Erin Kissane, A Book Apart, 2011
SETTING THE TARGETCreating baselines • Market size and • Ability to speak potential English • Legal & contractual • Language preference obligations • Audience A, B, C, D • Brand recognition • Formal/informal • Competition • Other elements impacting Look and Market Cultural feel forces forces • Market presence • Type Internal Site • Inform • Number of Forces objectives • Educate People • Interact • Consistency of • Convert offering • Transact • Culture and Heritage • Recruit
BASELINE TARGETS DEFINING WHERE YOU WANT TO GO • Number of languages • IA Model (or models) • Number of tiers
REVIEWING YOUR LOCAL SITES IF YOU’RE NOT STARTING FROM SCRATCH From what bucketWHAT’S ON THE WEBSITE IN % of bucket that’s translatedLOCAL LANGUAGES? % of bucket that’s localized How it’s maintained Owner Enlist local help to locateBUT ALSO WHAT’S OUT Mini-sites, YouTube,THERE? SlideShare, Twitter, Facebook
QUALIFY YOUR SOURCE CONTENT• Volume of web pages• Volume of associated content assets• How often content changes• Relevance to local audiences• Budget and ownership• Potential for localization
EXAMINE YOUR ECOSYSTEM• Number of players• Centralized or decentralized language management?• In-house or outsourced?• Centralized or decentralized web management?• Who owns the budget for what? Is there one?
LOOK AT YOUR TOOLSET• Translation Memory• Terminology Management• Translation Management• Machine Translation
LOOK AT TIME AND METRICS• Latency Time from source to published, translated version• Metrics If there are sites, are they being visited?• Costs Can you develop benchmarks?
FIND THE GAPS, REFINE THE PLAN Identify gaps – in content, tools, and resources Pretty good ballpark figure of costs - Costs per language and per word (translation) - Costs for transcreation and original content development
Make decisions about Content localizing content • What you’ll do with it • With what quality • With what workflow • For which formats • For which devices
WHAT EXACTLY DO YOU LOCALIZE? As is Keep in full, translate as is Chunk Add, subtract Change Shorten, replace, select, rethink Leave it Link to English or provide no links
WHAT LEVEL OF TRANSLATION QUALITY?• Transcreation • Marketing messages, conceptual, value props• Tool-supported translation • Translation memory, terminology management, post-edited machine translation • Structured content• Machine translation • Large volumes of straightforward content • Real-time communications: forums, chat • Also, for listening…
SUPPORTING DIFFERENT FORMATS• Text…but also• Video• Chat• Webinars• Micro-copy - Banner headlines - Calls to action - Asset descriptions and titles
SUPPORTING MOBILE DEVICES• Truncated words• Separate processes• The dominance of mobile in many markets
SAMPLE RULES FOR SITE SECTIONSOLUTIONS Section Pages Translate Quality? Who Localize? Who CommentsTier 1 Must Must In full TC for level Central, with Add info Local 1; TM for local about in- rest validation; country Local for TC delivery capability;Tier 2 Must Opt-in Level 1 TC for level Central, with Add info Local only 1; TM for local about in- rest validation; country Local for TC delivery capabilityTier 3 Must Replace Yes TM Central, local No Use with validation default Summary www
Put content decisions Action into action • Add qualifiers to your inventory • Include requirements in your page specs • Make your content global-ready
ADD COLUMNS TO YOUR INVENTORYPage Opt-In Translate Localize Status Commentswww.alpha.com/ Yes Exists Add In progresssolution/Solution1/index.htmlwww.alpha.com/ yes Exists Exists Donesolution/Solution1/index.htmlwww.alpha.com/ Yes To do Add TM done,solution/Solution1/index.html need to add
WEAVE LOCALIZATION INTO PAGE SPECS• Do you translate? Yes/No• Do you chunk, change or leave?• What’s global, what’s local?• What’s distinct about the local?• What changes and how?• Source content for local differences• Who validates local content?• Who pays?
MAKE IT GLOBAL-READY• Remove idioms• Keywords• Terminology requirements• Voice and tone
DON’T…• Confuse local and locally-produced• Have several translation memories• Use just one standard process for all your content• Treat localization as an afterthought
DO….• Use tools to support and lower costs• Have a feedback loop with your LSP• Keep the glossary updated• Try to limit number of players involved• Find alternatives to latency issues• Track metrics• Keep tabs on costs• Put someone in charge
ThanksMerci Thanks • Lise Janody • www.dot-connection.com • @lisejanody