In October 2009, Valerie Hufbauer, head of the World Bank multilingual web unit, presented to the Web Managers Roundtable in DC on how the Bank structures its multilingual approach, and what can be learned from the Bank's experience.

1. The Top Global Brands on the Web:
How’d They Do That?
And How Can I?

2. Outline The Web
@ the World Bank
Translation &
localization
services
Content
Management
Lessons
Who we are Web Strategy
Learned
Translation
Integration
Content Delivery
& Presentation

3. Who we are: The Web
The World Bank
@ the World Bank
• Global & Decentralized • Multi-cultural & Multi-
– 180 country offices lingual
– 59 languages
– 6 corporate languages
• Rich & Complex
– 60+ countries have a site in
– Technology architecture
another language than English
– More than 1,000 inventoried
– 30% of content is in
applications, depositories and
another language than English
databases

4. Who we are: The Web
The Multilingual Team
@ the World Bank
Non English speaking visitors
• Multilingual Program
44% – started as a pilot 5 years ago
56% Developed
Developing Countries
Countries • Today
– Growth of languages corporate sites
62% of English speaking visitors come from Developed countries (excluding EN)= 1,696%
– Non-English = 56% reach in
developing countries
Civil Society site - Traffic
• French newsletter
40%
English – #1 World Bank newsletter
60%
Non-English
– 71% reach in developing countries

5. The Multilingual Team The Web
External Affairs – Vice Presidency @ the World Bank
Multilingual
Lead
1 Metrics Analyst
3 Language Editors / 2 Producers
Coordinators
ad hoc
Consultants

6. The Multilingual Team: The Web
Scope of work
@ the World Bank
Translation Technology
Framework
Requirements Search Governance
CMS
Metrics Procedures
KPI
Dashboards Multilingual Site Reviews
Policy
Audiences
Guidelines
Design Social Translation
Usability Messaging Localization Services
Interactivity Toolkits
model
Newsletter
Google Training
SEO Support
Editorial, Online Research
Strategy
Communications
Marketing Other units

7. Outline The Web
@ the World Bank
Translation &
localization
services
Content
Management
Lessons
Who we are Web Strategy
Learned
Translation
Integration
Content Delivery
& Presentation

8. 3 Web Strategy Pillars The Web
@ the World Bank
Audience Knowledge Results
One brand Share Reach
Clear Engage Satisfaction
Relevant Cost-savings

9. Web Foundation 8 Principles The Web
@ the World Bank
People Content
“Everything we do
on the web should
be… for the OUTWARD
visitor.”
WEB
FOCUS AGILE
VISITOR
Resource Mgt
INWARD
Strategy Process

10. The Web
@ the World Bank
Translation &
localization
services
Content
Management
Who we are… Lessons
Web Strategy
… and not. Learned
Translation
Integration
Content Delivery
& Presentation

11. The Web
@ the World Bank
Translation &
localization
services
Content
Management
Who we are… Lessons
Web Strategy
… and not. Learned
Translation
Integration
Content Delivery
& Presentation

12. Vendor Model: The Web
Traditional
@ the World Bank
client vendor
Proof-
Request Formatting Glossary Translation Editor File
Translation Reading
Translation Analysis Terminology Memory Review Formatting
QA

13. Vendor Model: The Web
Challenges
@ the World Bank
client vendor
Proof-
Request Formatting Glossary Translation Editor File
Translation Reading
Translation Analysis Terminology Memory Review Formatting
QA

14. New Model The Web
World Bank Localization strategy
@ the World Bank
client vendor
Guidelines
Translator
Legal
Guidelines
Journalist
Release
Stories
Logistic
Guidelines Coordinator Senior Hybrid
Issue Editor
Brief •Editorial
•Web expertise
•Translation
Guidelines
Broadcaster
Video

15. The Web
@ the World Bank
Translation &
localization
services
Content
Management
Who we are… Lessons
Web Strategy
… and not. Learned
Translation
Integration
Content Delivery
& Presentation

16. Globalization Requirements The Web
Web-CMS
@ the World Bank
• Ability to support locale parameters
– Date/Time, Time zone, Daylight saving time (DST), Language & Numbers, Currencies, Other
geographical and cultural variables
• Ability to define a source language
• Automatic association between languages
– at the content level and global level
– Inheritance of tags from source content
• Ability to define and integrate localization within the workflow
• Ability to integrate with Translation tools, services and vendors
– with workflow & versioning
• Ability to generate automatic URL path translation
• Ability to have IP2Location service integration
– to identify user region
• Ability to have language negotiation
– by the browser
• Multilingual Search Support
• Integration (data visualization, social, multimedia … )

17. The Web
@ the World Bank
Translation &
localization
services
Content
Management
Who we are… Lessons
Web Strategy
… and not. Learned
Translation
Integration
Content Delivery
& Presentation

18. Cost Factor:
Manual Processes
Currently, over 90% of content is sent for translation manually*
Vendor 1
@


CMS Vendor 2
Vendor 3
Client Infrastructure Vendor Infrastructure
*Common Sense Advisory 2007

19. Translation requests sent automatically from CMS
Routed according to defined business rules
CMS
Database
Content Translation
Type Provider
Translation Integration
Software Internal
Workflow Resources
Technology
Versioning (such as machine
translation)

20. The Web
@ the World Bank
Translation &
localization
services
Content
Management
Who we are… Lessons
Web Strategy
… and not. Learned
Translation
Integration
Content Delivery
& Presentation

21. Solutions: The Web
Navigation, brand etc…
@ the World Bank
Global and content level navigation
Language gateway page directing to mini-portal for each of the 59 languages and more
• Aggregate content (publications, research, data, document, news, blogs, country
section, web pages etc…)
• Auto pulls (self-maintain)
• One stop-shopping for each language
• Notification / RSS

22. Solutions The Web
Geo-localization Strategy, URLs and domains
@ the World Bank
Corporate
Language specific URL Site
banquemondiale.org (desired
language)
Yes Yes Yes
No No No Geo No
Local Browser Browser Language
Worldbank.org Locali-
Cookie? Settings? Version? Gateway
zation
Yes
Country specific URL Country
banquemondiale.fr Website

23. Outline The Web
@ the World Bank
Translation &
localization
services
Content
Management
Who we are… Lessons
Web Strategy
… and not. Learned
Translation
Integration
Content Delivery
& Presentation

24. Lessons Learned The Web
@ the World Bank
• Be clear about your content types
• Create editorial guidelines
• Match your localization resources with your content
• Manage your vendor, not the other way around
• Create clear requirements for your CMS that support your localization
workflow
• Integrate CMS with Translation services systems for cost savings and
efficiency
• Establish navigation, branding, geo-localization, URLs, domains strategies
and stick to it
• Address Multilingual needs and requirements up stream
• Make choices
• Measure and report
• Be flexible

25. The Web
@ the World Bank
Ačiū už dėmesį (lt)
Благодаря за вашето внимание (bg)
Ďakujeme za pozornosť (sk)
Dhanyavaad (in hindi)
Dikkatiniz icin tesekkurler (tr)
Gracias por su atención (es)
Grazie per la Loro attenzione (it)
Merci de votre attention (fr)
Neengal Gavanithadharku Nandri (in tamil)
Σας ευχαριστώ πολύ για την προσοχή σας (gr)
Спасибо за ваше внимание (ru)
Obrigado pela sua atenção (pt)
Tack för er uppmärksamhet (se)
Thank you for your attention (uk, us)
Vielen Dank für Ihre Aufmerksamkeit (de)
Valerie HUFBAUER
귀하의 관심에 대해 대단히 감사합니다 (kr) vhufbauer@worldbank.org
‫( ﺷﻛﺭﺍً ﻋﻠﻰ ﺍﻧﺗﺑﺎﻫﻛﻡ‬ar)