Entering new language markets requires more than just translation. To succeed, you must provide the same quality product or service to each market-a unified, localized customer experience. One team or department cannot do this alone. Sales, marketing, product development, support, training, and more all need to work together and share their area expertise.
Going global requires a localization strategy. For that strategy to succeed, people from across your organization need to collaborate and begin thinking globally. This session focuses on the formation of such a strategy. You will learn:
What content and information assets are needed
Who to involve and at what levels in your localization strategy
How to identify and harness the strengths of your teams and departments
How to successfully manage the localization effort (how to herd cats)
What pitfalls await and how to avoid them
Best practices for a healthy and effective localization strategy
Presented by Bill Swallow
3. Bill Swallow
Director of Operations,
Scriptorium
Localization â¨
Content strategyâ¨
Implementation
@billswallow
@billswallow #LavaCon
About the presenter
5. ⢠Not a simple decision
⢠Language differences
⢠Cultural differences
⢠Regulatory differences
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Going globalâŚ
6. Consumer preferences:
⢠72.1% browse the web in their own language
⢠72.4% are more likely to buy a product in their
own language
⢠56.2% said that language is more important than
price
Source: Common Sense Advisory
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Going globalâŚ
7. It cannot be an
afterthought.
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Going globalâŚ
14. ⢠Delays donât produce revenue
⢠Translation is a legal requirement in some markets
⢠âYour language comes laterâ
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True value = time to market
16. ⢠Clear understanding of what âglobalâ means
⢠Inter-departmental collaboration
⢠Willingness to invest in skills and solutions
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Bridging the gap
17. ⢠Extent of localization
⢠Type of translation
⢠Level of cultural ďŹt
required
⢠Relative time to
market
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What does âglobalâ mean to you?
19. ⢠Infrastructure
⢠WorkďŹows
⢠Skills training
⢠Information and
product architecture
⢠Product and content
development
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Willingness to invest
23. ⢠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
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Localization strategy
28. ⢠All strategies need a champion or executive
sponsor
⢠Increases participation from all groups
⢠Makes it easier to cut through the noise
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Get buy-in from the top
33. ⢠Eliminate extra work
⢠Quickly identify and correct problem areas in
design
⢠Expedite production
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Internationalize everything
39. ⢠Humans understand tone, style, and nuance.
⢠Machines excel at terminology and predictable
language.
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Human versus machine
41. ⢠Ideal for custom messaging
⢠Requires signiďŹcant planning
⢠Planning happens during source language
planning
⢠Highly effective, but very expensive
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Transcreation
42. ⢠Partner with local market experts
⢠Convey intent and approach
⢠Collaborate on targeted messaging
⢠Always test locally before deploying
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Transcreation
49. ⢠The type of translation informs content and
product design
⢠The type of workďŹow informs project and release
schedules
⢠Find the best combination to maximize value
⢠Keep corporate culture in mind
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Your choices matter
51. ⢠Itâs your intellectual property
⢠Supply it to all translators
⢠Review and clean it regularly
⢠You have ultimate control over translation quality
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Own your translation memory
52. @billswallow #LavaCon
Only work with
translation providers
who give you full rights
over translations and
translation memory.
55. ⢠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
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Review and testing
57. ⢠Document all decisions, agreements, and
responsibilities thoroughly
⢠DeďŹne and communicate standards
⢠Clearly set expectations
⢠Build accountability into all phases
⢠Take immediate corrective action
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Governance
59. Localization strategy: Your key to global marketsâ¨
http://www.scriptorium.com/2017/05/localization-strategy-your-key-to-global-markets/
Speak to Global Customers in Their Own Languageâ¨
https://hbr.org/2012/08/speak-to-global-customers-in-t
Translation Memory is the translator's Intellectual Propertyâ¨
http://www.proz.com/forum/business_issues/287990-
translation_memory_tm_is_the_translators_intellectual_property_ip.html
Localization value blog seriesâ¨
http://www.scriptorium.com/tag/localization-value/
XML business case calculatorâ¨
http://www.scriptorium.com/services/xml-business-case-calculator/
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Resources