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Global Brands:
Pushing the
Boundaries of
Localization
Global Brands Have Come a Long Way
• Years of continuous investment and improvement
• Globalization part of their DNA, acr...
So What Are Their Challenges?
Continuous Publishing & Localization
1
• Shift from one-off products to
online services — SaaS
– Applicable also to small-
footprint software, UA or
support onli...
• Centralized cloud-based
translation management system
with online interface
• Localization tools automation
and integrat...
• 24/48-hour typical turnaround times
• No handoff, no handback — continuous flow, online editing,
reviewing and validatio...
< 500 words 24 hours
< 1000 words 48 hours
< 2000 words 72 hours
< 4000 words 96 hours
* By resource
Typical TATs* in Cont...
• Full process transparency
• Visibility down to individual
resources — translators,
editors/reviewers
• Immediate status ...
Linguistic Quality Fully Owned by
Suppliers2
• Volume and # of languages make running
a fully-fledged in-country LQA program
(in-house or 3rd party) increasingly cost-...
• Firewall between production QA
and self-certification; different
resources, like in standard 3rd
party LQA
• Meeting spe...
Prerequisites
• Clear process
• Education
• Guidelines (style, terminology)
very well established;
ownership, update proce...
Delivering Locally-targeted
Content3
1. Translation
2. Marketing translation
3. Transcreation
4. Copy-writing
• Degree of local relevance vs.
costs
• Fine-tune...
• User generated content
• Content curation
• Mass personalization
• Build and manage in-country
communities
• Use cutting...
Measuring and Analyzing the
Sentiment of Local Consumers4
Typical Challenge
• Systematically capture and
track the wealth of user
sentiment data recorded on
global social media sit...
Sentiment Analysis
• Fine-tune off-the-shelf tools or create
proprietary tools to compile, translate and
analyze user post...
Automating Workflows Between
Disparate Localization Systems5
Wishful Thinking Versus Reality
How it really is
Typical Custom Integration Approach
Integration
• Translation Management
System
• Content Management System
• External dat...
Automating Workflows Among Disparate
Localization Systems
TMS
(W)CMS
Data source
File
repository
Submission
portal
TM tool...
Lessons from Fast-growing
Disruptors6
• Be ready to challenge the
status quo
• Existing assets can
become a liability
• Constantly benchmark
your program
• Bewa...
Final Recommendations
7
• Pace of innovation is accelerating
• Boundaries of what’s possible constantly
being moved
• Don’t be surprised if what y...
Q&A
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Global brands - Pushing the boundaries of localization

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The current localization strategies of today’s global brands will be the models that our industries follow into the future. Given their scale and complexity, they solve problems that many organizations will face. Their teams are often the ones writing the book on industry best practices.

To gain insights into how today’s top players tackle some of the hardest localization challenges, view these slides.

Publié dans : Business
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Global brands - Pushing the boundaries of localization

  1. 1. Global Brands: Pushing the Boundaries of Localization
  2. 2. Global Brands Have Come a Long Way • Years of continuous investment and improvement • Globalization part of their DNA, across-the-board buy-in • Localization is a central function • Most processes standardized • Central financial oversight and budget in place • KPIs in place • Supplier management centralized & established, incl. QBRs
  3. 3. So What Are Their Challenges?
  4. 4. Continuous Publishing & Localization 1
  5. 5. • Shift from one-off products to online services — SaaS – Applicable also to small- footprint software, UA or support online • What’s needed • Immediate release in multiple languages simultaneously • Reduction in time-to-market through automated processes • A sensible way of coping with Agile Why?
  6. 6. • Centralized cloud-based translation management system with online interface • Localization tools automation and integration • Automatic detection of new content, project creation, resource assignment, content pushing • Online review, cost tracking and status reporting How?
  7. 7. • 24/48-hour typical turnaround times • No handoff, no handback — continuous flow, online editing, reviewing and validation • No project extensions, as a rule True Continuous Model
  8. 8. < 500 words 24 hours < 1000 words 48 hours < 2000 words 72 hours < 4000 words 96 hours * By resource Typical TATs* in Continuous Model
  9. 9. • Full process transparency • Visibility down to individual resources — translators, editors/reviewers • Immediate status reports & dashboards • Follow-the-sun model a real option • Trust is needed Implications
  10. 10. Linguistic Quality Fully Owned by Suppliers2
  11. 11. • Volume and # of languages make running a fully-fledged in-country LQA program (in-house or 3rd party) increasingly cost- prohibitive • Quality at source expected • Management by exception rather than hands-on Solution: Self-certification • Suppliers self-certify their deliverables at hand back time, or at specific intervals • All reviews shifted to the supplier side • No client-side reviews, only random checks or audits • From catching errors to avoiding them Typical Pain Points
  12. 12. • Firewall between production QA and self-certification; different resources, like in standard 3rd party LQA • Meeting specific quality requirements • Internal process adherence (e.g. internal QA fully implemented) • Full transparency, over time and across suppliers • Self-certification results shared with clients and issues resolved How to Implement Self-Certification
  13. 13. Prerequisites • Clear process • Education • Guidelines (style, terminology) very well established; ownership, update process in place • Mature suppliers • Setting the right sample size based on content type (importance, visibility) – Typically 5-15%, on some content types up to 100%
  14. 14. Delivering Locally-targeted Content3
  15. 15. 1. Translation 2. Marketing translation 3. Transcreation 4. Copy-writing • Degree of local relevance vs. costs • Fine-tune your approach to marketing objectives and level of market penetration – Local web & blog a viable first move Content Choices
  16. 16. • User generated content • Content curation • Mass personalization • Build and manage in-country communities • Use cutting-edge multilingual SEO • Today’s marketing is content marketing Make Use of New Tools
  17. 17. Measuring and Analyzing the Sentiment of Local Consumers4
  18. 18. Typical Challenge • Systematically capture and track the wealth of user sentiment data recorded on global social media sites • Diverse channels and data formats — ratings, reviews, comments, etc. • Comments include diverse informal/“slang” terms across multiple locales and languages
  19. 19. Sentiment Analysis • Fine-tune off-the-shelf tools or create proprietary tools to compile, translate and analyze user posts • Aggregate and translate posts using machine translation • Analyze posts for opinion-related terms and phrases • Assign sentiment score based on number of positive or negative words • Report sentiment scores by language, market, platform, product, date range, etc. via dashboard • Drill down to original and translated post
  20. 20. Automating Workflows Between Disparate Localization Systems5
  21. 21. Wishful Thinking Versus Reality How it really is
  22. 22. Typical Custom Integration Approach Integration • Translation Management System • Content Management System • External data source • File repository • Submission portal • Translation Memory • Terminology tool • Quality tools • Ecommerce and/or marketing platform • Workflow platform Process Automation • Routing files for approvals • Quality checks • File preparation & conversion • Notifications • File HO/HBs • Pre-/post-processing • Custom automations Optimized Workflows • No new tools • No additional headcount • No IT involvement • Faster TAT • Higher quality • Lower risk of human error • Visibility across entire program
  23. 23. Automating Workflows Among Disparate Localization Systems TMS (W)CMS Data source File repository Submission portal TM tool Terminology tool Quality tools Web Marketing platform Request projects  Upload file handoffs Provide instructions  Access program info: contacts, pricing  Request and receive quotes  Track issues and status Access analytics and reporting  Answer translator queries  Review translations  Receive notifications  Download deliveries  Receive invoices  Manage resources  Run quality checks
  24. 24. Lessons from Fast-growing Disruptors6
  25. 25. • Be ready to challenge the status quo • Existing assets can become a liability • Constantly benchmark your program • Beware internal myopia
  26. 26. Final Recommendations 7
  27. 27. • Pace of innovation is accelerating • Boundaries of what’s possible constantly being moved • Don’t be surprised if what you plan for 3 years from now will happen in 1 year
  28. 28. Q&A

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