Bill Swallow: The Value Proposition of Translation Strategies
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Bill Swallow presented on developing an effective localization strategy. He discussed choosing appropriate translation approaches like human translation, machine translation, and transcreation. An important part of the strategy is to internationalize all content from the beginning to streamline the localization process. It is also important to own the translation memory, review translations thoroughly, and establish governance over the localization process. The goal is to maximize the value of localization through an efficient workflow and high quality translations.
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Bill Swallow: The Value Proposition of Translation Strategies
- 2. About the presenter ❖ Bill Swallow ❖ Director of Operations, Scriptorium ❖ Localization ❖ Content strategy ❖ Implementation @billswallow#LavaCon
- 4. Translation (T9n) ❖ Communicating the meaning expressed in one language equivalently in another ❖ Text, images, audio, video… ❖ Text translation, transcription, interpretation… @billswallow#LavaCon
- 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. 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. Localization (L10n) ❖ Tailoring a complete product to another language market ❖ Involves translation, internationalization, transcreation, and more ❖ Appropriate and relevant product @billswallow#LavaCon
- 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
- 16. Content strategy @billswallow#LavaCon ❖ Infrastructure and workflow ❖ Source language focus (internationalization) ❖ Localization is rarely a primary focus
- 18. Localization strategy ❖ Content ❖ Product ❖ Marketing ❖ Sales ❖ Support @billswallow#LavaCon
- 20. Perfect pairing ❖ Align content with localization needs ❖ Build internationalization into content infrastructure ❖ Plan for reuse and automation @billswallow#LavaCon
- 24. 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
- 26. Determining value ❖ Cost ❖ Quality ❖ Time @billswallow#LavaCon
- 28. True value = time to market ❖ Delays don’t produce revenue ❖ Translation is a legal requirement in some markets ❖ “Your language comes later” @billswallow#LavaCon
- 29. 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
- 31. 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
- 39. 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
- 41. Choose your method wisely… ❖ Human translation ❖ Machine translation ❖ Transcreation @billswallow#LavaCon
- 44. Human versus machine ❖ Humans understand tone, style, and nuance. ❖ Machines excel at terminology and predictable language. @billswallow#LavaCon
- 46. Transcreation ❖ Ideal for custom messaging ❖ Requires significant planning ❖ Planning happens during source language planning ❖ Highly effective, but very expensive @billswallow#LavaCon
- 47. Transcreation ❖ Partner with local market experts ❖ Convey intent and approach ❖ Collaborate on targeted messaging ❖ Always test locally before deploying @billswallow#LavaCon
- 49. Translation workflows ❖ Waterfall ❖ Parallel ❖ Agile/iterative @billswallow#LavaCon
- 50. 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
- 51. 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. Internationalize everything ❖ Software ❖ Hardware labels ❖ Images ❖ Templates and transforms ❖ Terminology ❖ Style guides @billswallow#LavaCon
- 55. Internationalize everything ❖ Eliminate the grunt work ❖ Quickly identify and correct problem areas in design ❖ Expedite production @billswallow#LavaCon
- 56. 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
- 58. 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
- 60. 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
- 62. 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
- 63. 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
- 65. 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
- 67. 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