Get Lost in Translation

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A fun look at what can go wrong when companies don't invest in the translation process. Get it right first time - use a professional translation team. Originally presented by Richard Brooks at Cranfield University as part of their Key Account Management Club.

Marketing

1www.k-international.com @RichardMBrooks
@RichardMBrooks
Richard.Brooks@k-international.com
+44 1908 557 900
www.k-international.com

2www.k-international.com @RichardMBrooks
HELLORichard Brooks. CEO K International
@RichardMBrooks
+44 1908557 900
Richard.Brooks@K-International.com
www.k-international.com

3www.k-international.com @RichardMBrooks
“so… what languages
do you speak”

4www.k-international.com @RichardMBrooks
I leave the
translation to the
clever people.

5www.k-international.com @RichardMBrooks
“so… you use robots to
do the translation?”

6www.k-international.com @RichardMBrooks
I am fluent in over
six million forms of
communication
I’m being sarcastic…

7www.k-international.com @RichardMBrooks
“so… why can’t you just
google translate it?”

8www.k-international.com @RichardMBrooks
http://www.k-international.com/blog/google-translate/

9www.k-international.com @RichardMBrooks

10www.k-international.com @RichardMBrooks
“why
bother?…
they all
speak
English
anyway…”

11www.k-international.com @RichardMBrooks
“If I’m selling to you, I
speak your language.
If I’m buying, dann müssen
Sie Deutsch sprechen!”
Willy Brandt
Former Chancellor of Germany

12www.k-international.com @RichardMBrooks
“If I’m selling to you, I
speak your language.
If I’m buying, then you
need to speak German!”
Willy Brandt
Former Chancellor of Germany

13www.k-international.com @RichardMBrooks
bonnet de
douche
Rodney

14www.k-international.com @RichardMBrooks
bonnet de
douche
Rodney

15www.k-international.com @RichardMBrooks
… I take pride
in the words
“Ich bin ein
Berliner” …
June 26th 1963.West Berlin.

16www.k-international.com @RichardMBrooks

17www.k-international.com @RichardMBrooks
Only said…
you have a
nice
bottom

18www.k-international.com @RichardMBrooks
Chin Chin
Love

19www.k-international.com @RichardMBrooks

20www.k-international.com @RichardMBrooks

21www.k-international.com @RichardMBrooks

22www.k-international.com @RichardMBrooks

23www.k-international.com @RichardMBrooks

24www.k-international.com @RichardMBrooks

25www.k-international.com @RichardMBrooks

26www.k-international.com @RichardMBrooks

27www.k-international.com @RichardMBrooks

28www.k-international.com @RichardMBrooks

29www.k-international.com @RichardMBrooks

30www.k-international.com @RichardMBrooks

31www.k-international.com @RichardMBrooks

32www.k-international.com @RichardMBrooks

33www.k-international.com @RichardMBrooks

34www.k-international.com @RichardMBrooks

35www.k-international.com @RichardMBrooks

36www.k-international.com @RichardMBrooks

37www.k-international.com @RichardMBrooks
Keep Hygienic
Apple
Scallop
Ginger
Grape
Orange
Tomato

38www.k-international.com @RichardMBrooks
• Partner with a company who will integrate into your culture.
• Invest at least as much time in this as you did to create the
English copy.
• Create a shared language strategy and vision.
• Size may not matter… the big ones use the little ones.
• Workflow tools and systems are no longer a USP.
• Maintain control of your language assets.
• Give it time… you will go through the transition curve.
• Once developed a pool of translators is a fantastic resource
for your company.
• Fully integrate them into the content creation process.
• Use an agile approach to customer/supplier management.
Top tips for picking a language partner

39www.k-international.com @RichardMBrooks

40www.k-international.com @RichardMBrooks
Richard Brooks
uk.linkedin.com/in/richardbrooks
twitter.com/@RichardMBrooks
plus.google.com/+RichardBrooks_L10N
0044 1908 557913
Richard.Brooks@k-international.com
www.k-international.com

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Get Lost in Translation

1. 1www.k-international.com @RichardMBrooks @RichardMBrooks Richard.Brooks@k-international.com +44 1908 557 900 www.k-international.com

2. 2www.k-international.com @RichardMBrooks HELLORichard Brooks. CEO K International @RichardMBrooks +44 1908557 900 Richard.Brooks@K-International.com www.k-international.com

3. 3www.k-international.com @RichardMBrooks “so… what languages do you speak”

4. 4www.k-international.com @RichardMBrooks I leave the translation to the clever people.

5. 5www.k-international.com @RichardMBrooks “so… you use robots to do the translation?”

6. 6www.k-international.com @RichardMBrooks I am fluent in over six million forms of communication I’m being sarcastic…

7. 7www.k-international.com @RichardMBrooks “so… why can’t you just google translate it?”

8. 8www.k-international.com @RichardMBrooks http://www.k-international.com/blog/google-translate/

9. 9www.k-international.com @RichardMBrooks

10. 10www.k-international.com @RichardMBrooks “why bother?… they all speak English anyway…”

11. 11www.k-international.com @RichardMBrooks “If I’m selling to you, I speak your language. If I’m buying, dann müssen Sie Deutsch sprechen!” Willy Brandt Former Chancellor of Germany

12. 12www.k-international.com @RichardMBrooks “If I’m selling to you, I speak your language. If I’m buying, then you need to speak German!” Willy Brandt Former Chancellor of Germany

13. 13www.k-international.com @RichardMBrooks bonnet de douche Rodney

14. 14www.k-international.com @RichardMBrooks bonnet de douche Rodney

15. 15www.k-international.com @RichardMBrooks … I take pride in the words “Ich bin ein Berliner” … June 26th 1963.West Berlin.

16. 16www.k-international.com @RichardMBrooks

17. 17www.k-international.com @RichardMBrooks Only said… you have a nice bottom

18. 18www.k-international.com @RichardMBrooks Chin Chin Love

19. 19www.k-international.com @RichardMBrooks

20. 20www.k-international.com @RichardMBrooks

21. 21www.k-international.com @RichardMBrooks

22. 22www.k-international.com @RichardMBrooks

23. 23www.k-international.com @RichardMBrooks

24. 24www.k-international.com @RichardMBrooks

25. 25www.k-international.com @RichardMBrooks

26. 26www.k-international.com @RichardMBrooks

27. 27www.k-international.com @RichardMBrooks

28. 28www.k-international.com @RichardMBrooks

29. 29www.k-international.com @RichardMBrooks

30. 30www.k-international.com @RichardMBrooks

31. 31www.k-international.com @RichardMBrooks

32. 32www.k-international.com @RichardMBrooks

33. 33www.k-international.com @RichardMBrooks

34. 34www.k-international.com @RichardMBrooks

35. 35www.k-international.com @RichardMBrooks

36. 36www.k-international.com @RichardMBrooks

37. 37www.k-international.com @RichardMBrooks Keep Hygienic Apple Scallop Ginger Grape Orange Tomato

38. 38www.k-international.com @RichardMBrooks • Partner with a company who will integrate into your culture. • Invest at least as much time in this as you did to create the English copy. • Create a shared language strategy and vision. • Size may not matter… the big ones use the little ones. • Workflow tools and systems are no longer a USP. • Maintain control of your language assets. • Give it time… you will go through the transition curve. • Once developed a pool of translators is a fantastic resource for your company. • Fully integrate them into the content creation process. • Use an agile approach to customer/supplier management. Top tips for picking a language partner

39. 39www.k-international.com @RichardMBrooks

40. 40www.k-international.com @RichardMBrooks Richard Brooks uk.linkedin.com/in/richardbrooks twitter.com/@RichardMBrooks plus.google.com/+RichardBrooks_L10N 0044 1908 557913 Richard.Brooks@k-international.com www.k-international.com

Get Lost in Translation

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