smartling & ama webinar: translation for the global marketplace
DESCRIPTION
Hosted by the American Marketing Association with presentations from Smartling, Common Sense Advisory, Paltalk and MeetMe Your digital presence offers a great experience for website visitors and mobile users alike. A lot more people could be enjoying that great experience too - and engaging with you - if only they could access all the content in their native language. But there's a problem: traditional ways of translating and localizing content were not made for your dynamic web and mobile properties. So how do you provide a global audience with a multi-lingual, culturally relevant experience without compromising quality or features? Our global economy demands a new approach to translation, one that relies on cloud technology, transparent workflows, contextual editing capabilities and rapid deployment across multiple web properties and mobile apps. Join Smartling as we discuss translation for the global marketplace, get the latest research from Common Sense Advisory and hear about real-world success from PalTalk and MeetMe. You will learn: - How a multi-lingual web presence correlates to business success. - Best practices to prepare your digitial content for the global marketplace. - How PalTalk and MeetMe have expanded their global reach balancing the importance of quality translation with the need to launch quickly. Speakers: - Ben Sargent, Globalization Strategist, Common Sense Advisory - Jack Welde, CEO, Smartling - Richard Schaer, VP of Strategy, PalTalk - Rich Friedman, VP of Engineering, MeetMeTRANSCRIPT
!!!AMA!Webcast:!Translation for the Global Marketplace: Are You Ready?!!!!
Presenters:!Jack!Welde,!CEO,!Smartling!Ben!Sargent,!Globaliza3on!Strategist,!Common!Sense!Advisory!Richard!Shaer,!Vice!President!of!Strategy,!Paltalk!Rich!Friedman,!Vice!President!Engineering,!MeetMe!!Moderator:!Anthony!Salas,!American!Marke3ng!Associa3on!!!!Sponsored!by:!!!!!The!audio!por,on!of!today’s!presenta,on!is!available!via!broadcast!audio.!!You!can!also!dial!in!to!hear!audio!Par,cipants!(US!&!Canada,!Toll!Free):!888!223!4959!!Interna,onal!Par,cipants:!+1!303!223!4389!!!
Languages Spark Business Success
AMA Online Event, December 5, 2012 Benjamin B. Sargent Global Content Strategist
Copyright © 2012 by Common Sense Advisory, Inc.
The new context for global marketing Exploding middle class
– Middle-class households in Africa will double by 2020 – India middle class will rise from 150M to 600M by 2030 – 2 billion people will join global middle class by 2030
Growth of information consumer – Access to internet changes our engagement with content – How we learn about products and services – How we share what we know with others – The end of demographics – The proliferation of persona-based marketing
Expanding number of big languages on the web – 12 languages needed to reach 80% of web users – 13 languages to address 90% of world online wallet – Long tail of languages now coming into effect – Social media marketing will grow to 30, 40, 50+ languages
Success metrics for 2,409 most prominent websites
Alexa top 500 global sites – Ranks websites on daily visitors and monthly page views
Forbes global 2000 – Weighs sales, profits, assets, and market value
Fortune 500 – U.S. companies ranked solely on revenue
Interbrand 100 best global brands – Looks at financial performance of branded products or services,
the role of the brand in purchase decisions, and brand strength
Further reading: “Global Website Assessment Index”
Important languages for world’s most important websites
Average number of languages found on prominent websites, by industrial sector
(n=2,409)
How languages correlate to business success
Best-in-class websites offer more languages – Bigger companies
– The most popular websites
– The most valuable brands
– Source: “Multilingual Websites” (Oct12)
F500 companies adding content led to higher revenue and profits – Higher revenue
– Higher profit margin
– Source: “Translation at Fortune 500 Companies” (Mar12)
Companies often invest in the wrong languages
Interbrand 100
Popularity
Not Ranked
Popularity
Interbrand Popularity
Rank
2012 AQ
Rank
2012 WOW Rank
AQ Rank Variance
WOW Rank
Variance
Arabic 27% 7% 33 6 11 -27 -22
Persian (Farsi)
6% 1% 42 15 20 -27 -22
Indonesian 20% 5% 35 10 24 -25 -11
Hindi 2% 2% 46 16 37 -30 -9
Hebrew 35% 3% 29 37 21 8 -8
Norwegian 51% 9% 21 41 15 20 -6
Swedish 56% 10% 18 28 13 10 -5
Kazakh 3% 0% 44 51 39 7 -5
Japanese 73% 28% 6 4 2 -2 -4
Dutch 65% 15% 12 18 9 6 -3
Underserved languages
Marketers should base planning decisions on real world data
1. Inventory current website language offerings.
2. Benchmark current language offerings against industry and regional norms.
3. Assess both the quantity and quality of online populations markets for revenue potential.
4. Take into account gaps in the knowledge of your competitors.
Thank you.
Benjamin B. Sargent [email protected] Twitter: @b2sargent Research: www.commonsenseadvisory.com Blog: www.globalwatchtower.com
Insight for global market leaders
Agile Translation for the Global Marketplace
Jack Welde, CEO, Smartling
12.5.12
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The Holy Grail of Translation
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• High quality • Affordable • Rapid turnaround
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The Demands of an Agile World
• Smaller sets of content • Rapid turnaround requirements • 20+ languages • Web, mobile, document translation • Multiple resources: translation agencies, freelance translators, crowd
• Many stakeholders: internal, local partners, power users
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Static documents Web, Mobile, Mobile Web, Mobile Apps
File based translation Cloud based translation
Manual string extraction Automated string extraction
Management by spreadsheets APIs / workflow automation
Re-do’s Contextual editing and Translation Memory
Agency brokered, expensive translators Crowdsource. Professional. Or both.
Phased and infrastructure intensive Global delivery
Batch translation, weekly or monthly updates AGILE LOCALIZATION
TRADITIONAL TRANSLATIONS
AGILE TRANSLATION
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Agile Translation in Practice: A 5-Step Process 1. Process content via APIs 2. Use customizable but structured translation workflows 3. Contextualize your content 4. Translate using modern, web-based tools 5. Automatically deploy completed translations
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Step 1: Process content via APIs Accept all major document and content types, including: •Documents
- Word, Excel, InDesign, etc. •Localization files
- GetText (.po), Java Properties, YAML, iOS strings, Android XML, etc.
•Structured content - HTML, XML, JSON, XLIFF
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Step 2: Place content into workflow • Customizable, disciplined workflows • Engage multiple resources
- Translators - Editors - Internal reviewers (marketing, legal, bilinguals) - Local partners - Power users
• Automatic assignment based on desired strategy (translator preference, turnaround, cost, etc.)
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Step 3: Get Context! • Provide translator instructions • Provide placeholder hints
- {0} by {1} • Provide string-level feedback • Provide actual context
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Step 4: Translate Using Best Practices • In-context translation (web, mobile, document)
• Glossary
- Consistent use of important organizational terminology
• Style Guide
- Maintain a standard, consistent corporate voice
• Validation
- Spelling, punctuation, html tags, special characters
• Translation memory
- Leverage your organization’s prior translations
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Step 5: Automatically deploy translations • CMS • Web • Source code repository • API callback • Update the Translation Memory
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Agile Translation for the Global Marketplace
• Starts with the cloud • Modern, web-based tools • String-level parsing, translation and collaboration • Scalability and usability • High-quality, affordable translation with rapid
turnaround
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Agile Translation at Paltalk Richard Schaer, SVP, Strategy
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The world’s largest live video chat community
About the company
150 million registered members
100,000 simultaneously
online
Millions of active
users
1998 Paltalk launched
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Translation Opportunity
• Large established non-US communities
• English-only web presence meant that
Paltalk was not fully taking advantage of
international growth opportunities
• Acquisitions in regional markets
Translation Management Selection Criteria
Crowdsourcing to keep down costs
and engage communities
Phased, iterative approach to
move fast in key markets
Interface that allows translators
to work in context with
actual page views
Arabic, English, French, German, Hindi, Indonesian, Italian, Japanese, Korean,
Russian, Spanish, Tagalog, Turkish and
Vietnamese
Using Smartling crowdsourcing management,
Arabic, Spanish and Vietnamese went live within weeks
Smartling-certified professional
translators were used to refine content for
French, Hindi, Italian, Japanese,
Korean and Tagalog
Zero to 15 languages with quality and speed
Smartling Translation Management System
Management dashboards
In-context editing
Localized content
Custom workflows
Robust analytics
Smartling Global Delivery Network
Automatic capture and delivery
Secure, reliable performance
Smartling solutions
Online conversion rates improved
dramatically
Customer acquisition costs
down by 40 percent vs. paid advertising
Global communities
more active on the service
Crowdsourcing proved an effective
engagement tool
More activity, lower acquisition costs
Drive increased engagement in
multiple languages
Improve from translation to
local relevance
Mobile
Future plans
Agile Translation at MeetMe Richard Friedman, VP Engineering, MeetMe
12.5.12
Who is MeetMe?
• Public market leader for social discovery.
• We make meeting people fun through social games and apps, monetized through both advertising and virtual currency.
• Every day, we help millions of people around the world make new friends whether on the web or their mobile phones
• Billions of web and mobile pages served monthly.
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Why Translate?
• myYearbook + Quepasa = MeetMe
- Supporting North and South America
- Moving to single platform
• Growing beyond the Americas
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Translation Challenges
• Complex, dynamic website and mobile apps using many technologies
• Need to leverage existing infrastructure without recoding
- Need to rapidly extract strings for translation
• Multiple development environments and fast-moving release cycles
• Need to fully integrate content translation and development process
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MeetMe is “Thinking Local” to be Global • How is our development process
going to change?
• Partnered with Enlaso and Smartling to integrate people and technology.
• Integrated translation management through all environments.
- Supporting all developer sandbox environments
• Supports testing languages as early in the process as required.
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Extending your development team
• We need to work with Smartling as an extension of our development and operations team.
• Leverage Translation Management System and Global Delivery Network
• Internationalization and Localization becomes overlay on agile process
• Ability to make our APIs localizable
- Important for web and mobile. 5