Myrta Harris, in partnership with Carmen Roman, Jitka Adeleke and Stefani Grothe from the Localization team provided a comprehensive review of the new Marketing and L10n framework to the Marketing team. This overview summarizes the VOC work Myrta conducted along with a comprehensive framework, best practices and resources for our marketers so that we engage in the most productive way with our internal localization team. Great energy and participation from folks who participated in the training! For more information, please visit the attached framework shared with the team.

1. Framework | Marketing & L10n Engagement Model
August 2014
Myrta Harris, Carmen Roman, Stefani Grothe, Jitka Adeleke

2. Establishing an operating framework
with your localization partners
MARKETING-L10N

3. 3
MARKETING-L10N
Agenda
Time
Introduction 5 mins
Voice of the Customer 5 mins
Framework 10 mins
Working with the L10n team 15 mins
Resources 5 mins
Q/A 10 mins

4. MARKETING-L10N
Agenda
 Introduction
– Executive Summary
 Voice of the Customer
– What’s working
– What’s not working (opportunities)
 Framework for L10n
– RAPID
– Prioritization Framework
– Tiers
– SLA
 Working with the Localization Team
– Submission Process
– File Formats
– Best Practices
– Resources
4

5. MARKETING-L10N
Executive summary
 The Localization team doesn’t have enough external translators/vendors to support the
increase of localization requests coming from Marketing
 The timeframe to localize some marketing assets is too long and marketing would like
shorter SLAs (faster delivery timeframes)
 Increase the pool of external translators that support Tier 1 languages to be able to increase
the Localization team throughput
– Prioritization of projects when needed
 Add single language vendors (translation agencies) that support Tier 1 languages
 Identify assets that will be localized internally
 Identify assets that will be localized by external translators/agencies and reviewed internally
 Identify assets that will be localized by external agencies and will not be reviewed by the
L10n team
 Adding an external single language vendor per Tier 1 language
 Increasing the number of external translators working on Tier 1 languages
 Commitment to support the roll out of the framework to Marketing and Localization teams
Issue
Proposed
solution
FY14
Ask
©2013 LinkedIn Corporation. All Rights Reserved. 5

6. MARKETING-L10N
Voice of the Customer
What is working?
 For some regions, working directly with the Language Manager has been
very efficient and translations delivered on time and as communicated
 Automated GCO project intake
 For some regions, using external agencies or focus groups – in country –
to localize the EN version for specific locales prior to submitting to the
L10n team has worked to streamline the process and avoid review steps
downstream
LinkedIn Confidential ©2014 All Rights Reserved 6

7. Global EN version – neutralized version in voice/tone.
• Consider a CMS tool to create modules that are already
• Work with Marketers to create “less US centric” version of
JIRA project being created – Localization being finalized this
week. 5/15-20 is timeline for completion. Roll-out will be via email
to Marketers by 6/13
• EMEA does not use JIRA as much for localization – thus will
• Jitka to create a JIRA onboarding document - Done
• All marketers can go and look at project status via JIRA
Localization tries to accommodate feedback however, with caution
since TERM may affect downstream efforts
• Terms are inconsistent. Stefani worked with a naming glossary
– was approved by Nick B last year – product and feature
glossary
• Carmen to define types of files that can be submitted for
• Can also do layout (ES charging 120E for layout)
• Get agencies in country that can make changes to source files
MARKETING-L10N
Voice of the Customer
Opportunities for Improvement Next Steps/Action Items
Way we localize is outdated
• Collateral not global by design
• Need to automate for scale
• No communication of what the standards are (Language
Packs) – need clarification – does not refer to collateral
• Includes images with copy – then add to SLA
localized.
collateral – For example UK Student Site
No Visibility into projects in the pipeline
• Projects submitted and only some managers report back
on status of where project is
• Need for SLAs as hard to plan
• Multiple Marketing Managers asking for the same files to
be localized without providing source file(s) – stuck in
layout process for languages outside of Tier 1 – in various
regions.
need a walk-thru
dashboard
SLAs are now final
• GCO SLA is different – includes all tiers
• GCO is in agreement with new SLA
Localization team seems inflexible
• When regions provide feedback on translated copy there
is pushback
• Some teams can only submit word docs/PPT
• Localization team cannot make changes to actual files
(PSD, InDesign, etc.)
• Never staffed for team needs (Marketing)
• GCO content changes considered lowest priority – SLA
sufficient as long as it is in place
• Huge concern for lack of Tier 2 & 3 support for GCO
Aligned on Tier3 – Tier 2 still up for discussion – Josh to
provide threshold – working on alignment
translation
LinkedIn Confidential ©2014 All Rights Reserved 7

8. Localization tries to accommodate feedback however, with
caution since TERM may affect downstream efforts
• Terms are inconsistent. Stefani worked with a naming
glossary – was approved by Nick B last year – product
and feature glossary
• Define types of files that can be submitted for
• Can also do layout (ES charging 120E for layout)
• Get agencies in country that can make changes to
Need an agency that translates into Marketing
Transcreation
• Have Regions edit EN copy for regional audience –
• Possibly do a pilot – tip sheets
• Transcreation Agency has been identified – to work
directly with the in country marketing managers
Any New microsite that is on CQ5 is supported. Once a
site is launched, the regional marketers are expected to
maintain
Google doc where team had to copy / paste. Worked for
some but cumbersome to others
• PDF converted to Word Doc is breaking post
translation – L10n team can do the layout with an
agency (would cost more and take time). Then regional
manager would need to review
• Carmen to identify types of files that can potentially
MARKETING-L10N
Voice of the Customer
Opportunities for Improvement Next Steps/Action Items
Having to leverage external agencies for localizations (Japan/Korea) or rely
heavily on internal regional staff to localize what does not get done in MV
• Changing “z” to “s” for use of EN outside of the US
• Changing words that do not exist outside of the US
• Ability to have real-time support (no time-zone constraints)
translation
source files
Translated copy is very academic. Regional Marketers have to rework copy for
• local nuances,
• target audience
• Tone
• marketing speak
• Quality varies across languages
Test this Dutch agency has it down
Support of all Microsites not consistent
Localization will localize initial microsite then allow Regions to make changes
longer-term. Marketing will need to be responsible/accountable for what is then
added to the Microsite.
Files with hidden text (behind images) – causes additional work for the regional
marketers
pose issues when converting
LinkedIn Confidential ©2014 All Rights Reserved 8

9. MARKETING-L10N
Framework for L10n

10. MARKETING-L10N
RAPID for localization
10
Definition Recommend Approve Perform Input Decide*
Marketing
Collateral
Asset types
including:
emails,
infographics,
microsites,
landing pages,
ads, video, print
material, case
studies
• Marketing
Manager/Regi
onal
Marketing
Manager
• Regional
Manager
• Language
Manager
• Translator
• Agency
• Product
Manager/R
egional
Manager
• Marketing
Lead
In-Product
Materials
Asset types
including:
promos (on
homepage,
profile, search),
product tours
• Marketing
Manager
• Regional
Manager
• Language
Manager
• Translator
• Agency
Regional
Manager
• Marketing
Lead**
* The “Marketing Lead” is determined on a project basis, teams are expected to clearly articulate the “D” on every project
** In case of escalation, “D” goes to SVP of Product (Deep Nishar)

11. MARKETING-L10N
Technical standards
11
Required Feedback : Localization Standards
• Frame – Full logo, not “in” as word play, leave min. 30 % extra space/margin, allow text to wrap.
• Glossary – Use consistent terminology and product names as provided in each language glossary.
• Flexibility – Product names and all text in editable text, flexible capitalization in both titles and body text.
• Look – Neutral fonts, visual look of images is similar to existing visual brand, not culturally or ethnically specific,
unless targeted. Icons are neutral, cross-cultural, no next in icons or images.
• Consistency – Navigation, footer, buttons, background color consistent with site.
• Timing and Resources – Terminology and context set prior to localization request.
• Style and Tone – Source should avoid overly idiomatic expressions
• Formatters – Use correct number, name, currency and date formatter in each target language.

12. MARKETING-L10N
Decision rights for localization
What is the role of the Localization team?
 L10n is responsible for the global localization of LinkedIn assets/sites, by
ensuring that marketing creative is consistent with LinkedIn’s quality
standards for overall localization implementation.
Implications for Marketing decision rights
 Marketing decides execution for all assets as long as it is compliant with
our technical and quality standards.
 L10n is responsible for ensuring that technical and localization quality
standards are adhered to.
12

13. MARKETING-L10N
Prioritization* framework (updated as of 4.22.14)
13
Priority Description Notes
P0 • Bugs impacting member experience
• Compliance/Legal
• Information security
• Security, privacy, accessibility, brand guidelines
• Site uptime, performance
• Scalability/reusability, e.g. “templates”
• Data quality
• Safety Center (GCO)
P1 • Product launches
• Initiatives with hard dates
• Tier 1 events
• Executive decks
• Technology-dependent projects (cannot be
outsourced)
• Product launches like Profile 2.0
• Decommission/sunset sites, campaigns like 10
Year Anniversary, 200M
• Talent Connect, Brand Connect, Finance
Connect, etc.
• Stork development
• Stack development
• Adobe CQ development
• Analytics/Tracking (ROI)
P2 • Non-tier 1 events
• Evergreen PR campaigns
• Country launch and localization collateral
• Campaign landing pages
• Microsite or landing page localization
• GCO Content
P3 • Marketing campaigns
• Sales collateral
• Emails, landing pages, newsletters etc. not tied
to event or product launch
• Sales decks, sell sheets
P4 • Updates/enhancements to existing collateral
• Not time sensitive
• Tweaks to urls and links
• Update image
* If L10n bandwidth constraints arise, the prioritization process (see Appendix) will be implemented.

14. MARKETING-L10N
Localization Tiers
Tier 1
Chinese - Simplified
Dutch
French
German
Italian
Portuguese
Spanish
14
Tier 2
Chinese - Traditional
Czech
Danish
Indonesian
Japanese
Korean
Malay
Norwegian
Polish
Romanian
Russian
Swedish
Thai
Turkish
Tier 3
Tagalog

15. MARKETING-L10N
Turnaround times by project type
Project Type L10n Estimate
(Tier 1)
L10n Estimate
(Tier 2)
L10n Estimate
(Tier 3)
Email 1 - 2 weeks 2 - 4 Weeks Upon Request
Survey/Invite 5 weeks* 5 - 6 Weeks Upon Request
Collateral (1000 words)
Playbooks, Case studies, Reports –
does not include formatting
1 - 2 weeks 2 - 4 weeks Upon Request
Infographic 1 - 2 weeks 1 - 2 weeks Upon Request
Newsletter 1 week 1 - 2 weeks Upon Request
Landing Page 1 weeks 1 - 2 weeks Upon Request
Video 1 - 2 weeks 2 - 4 weeks Upon Request
Ads 1 week 2 - 4 weeks Upon Request
Webinar 1 week 2 - 4 weeks Upon Request
Presentation 1 week 2 - 4 weeks Upon Request
GCO (non-P0) 1 week 3 weeks Not Supported
15
*Includes survey programming/QA via Decipher. Any custom development will dramatically increase these estimates. Please plan
accordingly.

16. MARKETING-L10N
Working with the L10n team

17. MARKETING-L10N
Marketer submits
JIRA ticket to L10n
team outlining the
request and attaches
file(s) to be localized
L10n Manager(s)
monitor JIRA queue
and assign projects to
appropriate Internal
resources*
L10n Manager
communicates project
timing via the JIRA
ticket
L10n JIRA Project
Dashboard updated
with Project status
Project enters
Localization
production queue
Project localized
Project Review by
Requestor
Rework as needed
Project submitted for
Approval
Rework and resubmit
for Approval
JIRA ticket closed
once Project is
approved
Approved files
uploaded to DAM
Project submission and process
17

18. MARKETING-L10N 18
File formats
Supported file formats
idml (for Adobe InDesign)
docx (for MS Word)
xlsx (for MS Excel)
pptx (for MS PowerPoint)
svg (for Adobe Illustrator)
All text files (html, xml, properties, strings, txt)
Unsupported file formats*
PDF
gif, png (for images)
Indd (for Adobe InDesign)
eml (for email files)
*Text from gif and png files can be manually extracted into a
Word file – this will delay the project and will be more costly.
PDF files can be converted with Adobe Professional into
Word files. However, if source file contains line breaks and
tables, automatic extraction with Adobe will not work. In that
case, it will be done manually – this will delay the project and
will be more costly.

19. Resources (internal vs. external*) per project type
MARKETING-L10N 19
Project Type Translation Editing
Email Internal Internal
Survey/Invite External Internal (if bandwidth)
Collateral (1000 words)
Playbooks, Case studies, Reports
External Internal
Infographic External Internal
Newsletter External Internal (if bandwidth)
Landing Page (including CQ5) Internal/External Internal
Video Internal/External Internal
Ads Internal Internal
Webinar External Internal (if bandwidth)
Presentation External Internal (if bandwidth)
*External refers to external translators/agencies. Internal refers to the Localization team.

20. MARKETING-L10N 20
Best Practices
Preparing the file
 Formatting: Text is divided by the translation software into more manageable segments,
depending on e.g. punctuation and forced line breaks. Sentences are therefore split
accordingly, which often makes translation very difficult. Please do not use forced line
breaks or other manual formatting.
 Images and symbols: Since only editable text is extracted for translation, please do not
put meaningful text in images, since it is not editable and will thus not be translated. If
you include e.g. a profile summary, please make sure name, headline and industry fields
are editable, so that local American profile data can be substituted for local, or blur the
text to eliminate the issue. Also, please do not include English/American specific images
or symbols (e.g. $ signs, flags etc.), since these will clash with localized content.
 Real estate: Keep in mind that translations on average take up 30% additional space, so
please allocate sufficient real estate on each slide.
 Notes in PPTs: All editable text is extracted for translation (including notes), so please
only include meaningful, necessary and syntactically cohesive text, and delete all
personal notes before sending your deck for translation. If notes need to be included,
please do not use any kind of formatting (e.g. bullets), and if you do, please allocate time
for the local marketing manager to fix layout issues in the translated file.
Localization process
 A rough translation without context is made in the translation software, using established
LinkedIn terminology. The translated file is assembled and downloaded. The translated
deck is compared to the source (English), context is double-checked, and text layout is
adjusted. This phase can be significantly accelerated if the source text does not use
manual line breaks, and allows sufficient space for translations.

21. MARKETING-L10N 21
Creating your JIRA ticket
When requesting a
localization of marketing
materials from the
Localization Team please
use the Localization
Marketing Task. You can
find it under the
Localization Project.
For guidance, please refer to the Project Submission Process “How-To” (Wiki)

22. MARKETING-L10N 22
Creating your JIRA ticket – the details
There are several fields which
are mandatory to fill in, so that
the ticket is properly handled
and categorized. See the
explanations on the wiki. On the
Feature Details tab.
1. Name the project
2. Assign it to the Localization
Team
3. Indicate from which team the
request is coming
4. Attach all English source
files and original documents
5. Input URL of the tracking
google doc
6. Describe the scope, the
context, the task

23. MARKETING-L10N 23
Creating your JIRA ticket – the details
There are several fields which
are mandatory to fill in, so that
the ticket is properly handled
and categorized. See the
explanations below for the
People Involved tab.
1. Please indicate people
involved in the project

24. MARKETING-L10N 24
Creating your JIRA ticket – the details
There are several fields which
are mandatory to fill in, so that
the ticket is properly handled
and categorized. See the
explanations below for the
Languages & Languages to
Test tab.
1. Requested languages in the
two following tabs.

25. MARKETING-L10N 25
Creating your JIRA ticket – the details
When done, specify the due
date for the overall delivery in
the field called Estimated Sign-off
Date and then click Create.
After that you should be able to
follow up with the ticket and its
progress through the
dashboard

26. MARKETING-L10N
Resources

27. MARKETING-L10N
Useful Resources
• Checklist for designers: go/l10n_design
• Product Feature Name Glossary: go/product_glossary
• Project Submission Process “How-To” (Wiki)
©2014 LinkedIn Corporation. All Rights Reserved. 27

28. List of Approved External Agencies*
German:
Team Übersetzungen GmbH
Hauptstrasse 8
70563 Stuttgart
Germany
ABertram@team-uebersetzungen.de
Dutch:
Frank ter Reehorst
Scriptware BV
Overboslaan 6
2101AM Heemstede
Netehrlands
frankterreehorst@scriptware.nl
The Italian and Spanish agencies are still under
legal negotiation. As a backup plan, we have a
US-based agency covering for these 2
languages in case of an increase of volume:
Welocalize
Marilyn.Hayes@welocalize.com
Approved Agency list will be distributed after today’s meeting.
French:
Françoise Bajon
Version Internationale
20, bd. E. Deruelle
69003 Lyon
France
Bajon.f@version-internationale.com
Brazilian Portuguese:
Renata Armindo
CCAPS
Rua da Assembléia, 10
Centro, Rio de Janeiro - RJ, 20011-000,
Brasil
rarmindo@ccaps.net
©2014 LinkedIn Corporation. All Rights Reserved. MARKETING-L10N 28

29. MARKETING-L10N
Key Takeaways
29
When working with localization focus on:
- Alignment
- Communication
- Engagement

30. MARKETING-L10N
Questions?
mharris@linkedin.com or dsnider@linkedin.com

31. MARKETING-L10N
Voice of the Customer Participants
LinkedIn Confidential ©2014 All Rights Reserved 31

32. MARKETING-L10N
Thank You