Eight Ways to Optimize Efficiency and Cost in Technical Translations

As global organizations publish and manage higher volumes of content, optimizing efficiency is a key element to any successful localization program. Companies are continuously looking to manage translation budgets, including the area of technical documentation. There is little compromise when it comes to quality and accuracy for technical content, but there are still many ways to streamline translation activities to optimize cost and efficiency.

Welocalize works with many leading global organizations that publish technical documentation and, as a result, has identified a number of areas where organizations can get more out of their budget without impacting overall quality.

ONE: Check Language Selection. For every target locale, check the relevancy. If products don’t sell in certain markets and English is acceptable, then stop translating into languages that aren’t working. Certain languages that in the past have always been included on the list may no longer be relevant. Challenge the comment “But we’ve always done it that way.”

TWO: Is Content Being Used? Identify certain technical and marketing documentation that may not be currently in use. Bringing together technical authoring and marketing teams helps to identify content that adds and does not add value to the overall strategy. If a piece of documentation is not adding value, don’t waste translation resources on it.

THREE: Don’t Re-Write Source Technical Documents Unless You Have To. Style is often subjective. Therefore, try to limit any changes in the source content to hard facts and data. Reuse existing content if possible and only make necessary changes. The fewer changes made in the source, the fewer subsequent changes are required in translated versions. This reduces time, costs and resources.

FOUR: Use Simplified English. For more factual content like technical documentation, if the source content has been developed using simplified English, then translations will be quicker and will require fewer revisions. If the source content is simple and to the point, this will reduce translation efforts without impacting the final quality.

FIVE: Translate After Sale. Certain products that require a large amount of technical documentation, such as heavy equipment and specialist engineering supplies, are often low in volume sales. In certain markets, translation can take place after the sale. Initial brand and product marketing may be acceptable in English and once the sale is complete, technical manuals can then be produced in the target language while the product is being manufactured.

SIX: Use MT. More and more organizations in traditional sectors typically associated with technical documentation rely on machine translation (MT) to translate higher volumes within the translation budget. MT and post-edited MT are rapidly becoming part of many localization programs.

SEVEN: Give Freelancers In-Context Information. If freelance translators receive the text, without any sense of layout or context, then there is a strong chance the review process will be lengthy and costly. If translators have access to InDesign files, they are able to gauge the amount of white space and potential for text expansion, which will save time and money at the DTP and review stages.

EIGHT: Leverage TM + Glossaries. Share your authoring and translation assets. Many technical authoring and marketing teams work separately and this means translation activities are often conducted separately, too. Chances are, each team will build their own translation memory (TM), glossary, style guide and terminology database. Sharing these assets not only helps streamline translation activities, but also achieves a greater consistency and accuracy across all company communications.

Rachel

Rachel.barakat@welocalize.com

Rachel Barakat is an Enterprise Program Manager at Welocalize. She is a localization veteran and has spent over 11 years working with multilingual technical documentation.

For more information on managing the translation of technical documentation, email marketing@welocalize.com

Further reading: Technology Tools in the Localization of Technical Documentation

Three Reasons Why Technical Documentation is a Perfect Match for MT

Welocalize manages a variety of localization and translation programs for global brands that produce large volumes of technical documentation, including online help, user guides, admin guides, operating manuals and data sheets.

The Technology Solutions team at Welocalize is heavily involved in the evaluation and onboarding of machine translation (MT) for new localization programs.  Technical documentation is one of our favorite content types to work with when we are customizing MT engines for our clients. Here is why:

#1: Source Authoring

Technical documentation is frequently authored by technical writers, who are trained to write with clarity, simplicity and consistency. Additionally, they often use authoring tools that help avoid difficult constructions; long sentences, passive voice, ambiguous words or phrases and gerunds (-ing forms). As a result, the source text is simple and easy to read and is processed well by the MT system.

#2: Terminology Management

Terminology management is an important part of the localization process for technical documentation to ensure consistent and correct translation of key terms and hardware, and software references to the product. Any glossaries established as part of the terminology process are an extra bonus during MT engine training, since they can be used to customize the engines further and directly enforce the translations of specific terms and phrases.

#3: Style Expectations

Technical documentation is not usually designed for cover-to-cover consumption and rarely requires a stylistically polished translation. Consistency, correct terminology and technical accuracy are the top priorities.  In comparison, higher stylistic standards are expected for a marketing brochure, which is designed to sell a product or for an e-learning course that is required to be read word-for-word, cover-to-cover. The result is technical documentation requires lower post-editing efforts, compared with content types such as marketing brochures that require a high level of stylistic polishing.

These three characteristics make technical documentation a perfect match for MT and post-edited MT. The carefully authored source content and the availability of extensive glossaries increase the quality of the MT output while the simple style requirements allow the post-editors to reuse more of the MT output.

The end result is that the translators post-edit less, which means a reduction in client costs and an increase in productivity—and a higher return on investment for MT.

Click here for more information on Welocalize MT-driven solutions.

Elaine

Elaine.ocurran@welocalize.com

Based in Boston, Elaine O’Curran is an MT Program Manager on Welocalize Technology Solutions team.

Technology Tools in the Localization of Technical Documentation

In this interview, Nicole McColgan, Senior Project Manager and Team Leader at Welocalize, shares her knowledge and experience from over 10 years of working with clients who produce high volumes of technical documentation. She talks about the growing importance of technology in the translation of technical and engineering content to help manage efficiency and costs.

What role does technology play in the translation of technical documentation?

For the translation of technical documentation, ensuring consistency, correct terminology, and technical accuracy of translated content are top priorities. Technology and translation automation can be overlooked in the translation of highly complex content and diagrams.

Technology plays a significant role in all localization and translation activities, including technical documentation. Due to the complex nature of technical communications and diagrams, there is an assumption that only human translation is allowed. However, there are several tools that can automate translation and still deliver high quality content while managing deadlines and budgets. Many global brands in sectors that produce a lot of technical content, such as manufacturing and heavy equipment, are using more technology in the translation process, especially with so much more content being published and updated digitally.

Are organizations more open to using machine translation (MT) in their localization programs for more complex content?

There is definitely growing openness towards the use of MT for technical documentation. Clients are more aware that MT can increase productivity and reduce costs. MT, with post-editing, can produce the same level of accuracy and quality as a human translator and enable organizations to translate more. While MT is not a standalone tool, it works well together with post-editing to speed up the translation cycle.

How does cultural adaptation affect translation quality?

For technical detail, such as measurements or numbers, it is important to keep the translated content aligned with the source content. There is no room for error. However, it remains important to adapt the content to resonate with local audiences, both culturally and linguistically.

Cultural and linguistic accuracy in translated technical documentation is no longer limited to 100% human translators. MT engines learn and build up knowledge as more content is translated. The more content put through MT engines, the more accurate and consistent the output will be. Teaming MT activities with post-editing can check the facts and details, while ensuring that tone of voice is also culturally appropriate. It is beneficial if consistent language teams are used as they become familiar with the product range and brand style.

What are the most important tools when localizing technical documentation?

Any technologies that automate the process, making the translation cycle quicker and more cost-effective, are important. Given the increasing volume of digital content being published at a quicker pace, technology supports quick turnarounds. Updates and changes are happening all the time, even in technical documentation, and the translation process must reflect this.

In addition, content management systems (CMS), translation management systems (TMS), glossaries, and terminology databases—all tools that help efficiency and accuracy in the production and translation of technical communications—remain important.

Welocalize manages a variety of localization and translation programs for global brands who produce volumes of highly technical communications and documentation, including user manuals, operating manuals, data sheets, and supporting marketing materials. Innovation is one of Welocalize’s 4-Pillars so we’re continually looking for ways to automate and introduce technology to make the process even more efficient and cost-effective.

Based in the UK, Nicole McColgan is Senior Project Manager and Team Leader at Welocalize.

Interview by Cecilia Tang, Welocalize Global Marketing and Sales Support Team.

Celebrating Love and Affection Around the World

In many countries, February 14 is Valentine’s Day, the Feast of Saint Valentine and a significant cultural and commercial celebration. Although Valentine’s Day originated from the Western countries, this romantic day is widely celebrated around the world. It is a much commercialized event, with an average annual spending of $13 billion for Valentine’s Day and about 180 million Valentine’s Day cards being exchanged annually!

Love is a global language and although it is celebrated and expressed in many different ways around the world, the message is the same. Commercial events such as Valentine’s Day see a variety of cultural traditions. In honor of Valentine’s Day, here are examples of the similarities and differences of the celebration from country to country:

Philippines

On Valentine’s Day in 2007, Philippines broke Hungary’s world record of having a total of 6,124 couples kissing simultaneously for at least 10 seconds. This popular day of affection prompts the local governments to organize mass weddings in the Philippines under the Civil Registrar Offices. It is mostly for couples who wish to formalize their relationships, but do not have the financial means to do so. In 2016, about 350 Filipino couples took their wedding vows in the joyous occasion held in Manila.

Japan

Valentine’s Day celebrations in Japan originate from Western culture and was introduced for commercial purposes. It became widely popular among the Japanese after a successful campaign by Isetan department stores.

It is customary for women to give chocolates to men on Valentine’s Day. Giri-choco, obligatory chocolate, are given without any romantic interest. Honmei-choco, which are usually home-made, are given to the woman’s romantic interest. Men in Japan are to return the favor by giving back a gift, at least two or three times more valuable than what they received, one month later on White Day, March 14.

South Korea

South Koreans follow similar Valentine’s Day traditions as the Japanese, but with their own twist. In addition to the celebrations on February 14 and March 14, single people in South Korea also observe Black Day on April 14. On Black Day, single people who did not receive presents on Valentine’s Day or White Day get together to eat noodles covered in black bean paste, a dish known as jjajang myeon. Although not as widely celebrated, South Korea has roughly 11 other holidays devoted to love!

Denmark

Traditionally, men write poems or rhymes and decorate the letter by cutting beautiful patterns into the paper. The anonymous letter, Gaekkebrev, is signed with dots, with each dot representing a letter of the man’s name. The lady receives an egg at Easter if she was able to guess who the sender was. Otherwise, she has to gift the sender an Easter egg instead.

South Africa

Like in many other countries, couples in South African celebrate the special day by spending time with their loved ones and exchanging Valentine’s Day gifts. Young women in South Africa have the tradition of pinning their lover’s’ name on their sleeves. In some regions, men follow the same custom.

Wales

Instead of celebrating Valentine’s Day on February 14, the Welsh celebrate St. Dwynwen’s Day on January 25. Couples exchange intricately carved wooden spoons, also known as lovespoons, on this special occasion. It is a tradition that dates from the 16th century, which is still observed today.

China

China’s version of Valentine’s Day is the Qixi Festival, which falls on the 7th day of the 7th month in the Chinese lunar calendar. Whenever this day falls, it is a popular wedding date for Chinese couples.

Commercial celebrations such as Valentine’s Day demonstrate the diversity of our world and how people express emotions like love and affection. For anyone interacting with customers at a global level, communication has to be culturally adapted to accommodate the similarities and differences. Globalization and localization helps you to get your message to new markets in a way they understand.

Regardless of where and how you are celebrating this day of love and affection, Welocalize wishes you a Happy St Valentine’s Day!

For more information about how Welocalize can you on your global journey, email marketing@welocalize.com

Read Welocalize Blog: How to Say Love in 30 Different Languages

2017 Global Manufacturing Trends and Localization Tips

As global populations and economies grow and evolve, manufacturers are constantly faced with challenges and opportunities to progress product development and expand operations into new markets. Manufacturers in all sectors, including heavy equipment, industrial, machinery, automation, components and electronics, innovate processes, systems and technology to stay ahead of world demand for the many products that affect our everyday lives. Innovation impacts the way in which manufacturing organizations develop and localize content to support their products and brands. Manufacturers produce volumes of content, often highly technical and destined for a multilingual audience, to ensure their products can be safely operated and implemented by users all over the world.

In this blog, we examine some of the forecasted trends that will impact the manufacturing sector and what role content and translation will play in the future.

‘Green’ or Sustainable Manufacturing

As manufacturing has remained a driving force in many economies, the environmental effects have caused many companies to consider alternative methods of production, whilst remaining competitive and keeping up with demand. Green manufacturing is not new in the industry, but will continue to grow as consumers demand products that have been sustainably sourced and created. With factors including waste pollution, cost reduction, and renewable energy, manufacturers must find new ways to sustainably expand; and with the advancement of new technologies within the industry, lean manufacturing cuts down on material costs and are more marketable and well-received. It is important for manufacturers and consumers to consider that new products will not always be necessary when introducing this new process – updates or additions to existing goods can reduce the carbon footprint.

LOCALIZATION TIP: Localization and translation providers must work to expertly publish more regulated content that is updated according to health and safety codes, and culturally adapted in native language markets to ensure comprehension by companies and their employees. Many local governments and government agencies have their own regulations and laws for increasing “green” awareness. Any technical or marketing documentation that has been produced to support these activities must be understood by all stakeholders, including employees and customers.

Robotics

Robotics have been part of the automotive industry for years. According to the World Robotics Report 2016, the number of industrial robots deployed worldwide will increase to around 2.6 million units by 2019 – that’s about one million units more than in the record-breaking year of 2015. As we progress into 2017, the use of machines to streamline processes will continue to increase. While some might view the use of robotic machines to takeover human jobs, advances in ‘cobotics’ prove to be a complementary addition to the workforce via monitoring systems and production techniques. The United States is at the forefront of this movement right now with a majority of big factories implementing new technology to safeguard and insure a solid product from start to finish – with alerts in machinery being addressed before a breakdown can even happen.

LOCALIZATION TIP: Any user interface, display panel or robotic operating instructions will require some element of globalization. Many large manufacturers produce and distribute products all over the world therefore workers and employees in all target markets must be able to safely operate products, including robotics and cobotics.

In 2017, watch for the aerospace and automotive industries to pioneer the relationship between human and robot.

Additive Manufacturing (3D Printing)

Additive manufacturing includes a number of individual processes which vary in their method of layer manufacturing. Often referred to as 3D printing, additive manufacturing impacts many Original Equipment Manufacturers (OEMs) in high-end markets like aerospace, automotive and medical systems tooling. 3D printing is another trend that has grown over the past years. Gartner analysts said worldwide 3D printer shipments are set to double, year-over-year with 455,772 3D printing units shipped in 2016, more than doubling shipments in 2015. Using 3D printing for prototypes enables manufacturers to go to market faster with significantly lower costs. The technology allows innovated design and advanced research to create new products. No longer a niche market, 3D printing is experiencing a widespread acceptance beyond its application in specialist industries.

LOCALIZATION TIP: Advances in additive manufacturing technology indicate a growth in small, local production units, providing on-demand 3D printing which means increased demand for localization of technical user manuals and training materials. 3D printing is experiencing many new discoveries all the time and is being adopted by more and more countries and manufacturing populations. It is important to consider the endless possibilities that this trend can create and where it can take the industry in the future.

In 2017, be on the lookout for what materials global manufacturers may print with ideally, low cost, easily recyclable and easy to source. Researchers have dubbed graphene as the new super material because of its strength and flexibility.

With new and emerging trends in the manufacturing industries, technical and marketing content creators must be adept at localizing several diverse categories of documents, from technical data-sheets to catalogs and operator manuals to global marketing materials.

While the global manufacturing industry is continuously faced with challenges, Welocalize is excited to see the progress and innovation in manufacturing and supports many global brands in a manufacturing.

What do you think will impact global manufacturing and localization in 2017? We’d love to hear your thoughts!

Jordan

Jordan Ockleberry is a member of the Global Marketing and Sales Support team at Welocalize.

The Role of Language, Translation and Interpretation in Global Sport

Sport is an area that unites many countries and cultures and is quite simply a universal language that everyone understands, whether your team wins or not. International sporting events bring millions of people together from all over the world to enjoy matches and tournaments. We also spend countless hours watching sports coverage, broadcast on various global media platforms. Behind the scenes at many events and training sessions, there are translators and interpreters helping players, athletes and spectators to get the most out of their sporting experience.

The World Cup, Soccer and Football

Soccer and Association Football is listed as number one of the Internet’s most popular sports, with an estimated 3.5 billion fans. In 2026, the FIFA World Cup football tournament will be the biggest to date. From 2026 onwards, the global sporting competition will grow from 32 teams to 48 teams. Most likely to be hosted in the United States, Canada, Mexico or Columbia, we will see a celebration of football over in the Americas which last happened in the states in 1994. Not only will the teams increase, but also the number of languages spoken by the players and their management.

Many teams and sporting councils will use interpreters and translators to ensure all participants are aware of the various rules and regulations, not to mention making sure teams know the logistics of the event. For many officials and referees, the ability to be able to speak multiple languages fluently will be important if they want to take part and officiate matches where there is more than one language spoken.

At the 2014 World Cup hosted in Brazil, the 32 countries that attended spoke 15 languages between them including Bosnian and Farsi. This could be set to increase to even more languages when the competition grows to 48 teams in 2026. This increase in teams makes the tournament more accessible for countries to qualify who haven’t had chance to play before, such as central African nations and East Asian teams.

Global Broadcasting

The UK Premier League is broadcasted all over the world and commentated on in a whole multitude of different languages. The majority of La Liga’s Spanish football is shown on Sky Sports and commentated on in English with English pundits. The demand is set to increase to translate football content and commentary from global media and entertainment organization foreign football translated in huge at the moment. We could even see a huge rise in demand for Chinese football broadcast around the world, as the new ‘Chinese Super League’ is signing more and more big stars in the football world.

Many sports fans take to social media to express their opinion and to share experiences. As sports coverage reaches more nations, these user generated posts need to be translated so they can be read and understood by multilingual audiences. Major sporting brands have to stay fresh and in touch with their audiences through all channels.

Multilingual Athletes

As the world of sport becomes even more international, there is not only a demand for the fans to have translation and interpretation services but it is also needed for the athletes. In most footballer’s contracts that come to the Premier League from abroad, they have to take English lessons if their English isn’t proficient. Someone who managed to pick up another language almost fluently and quickly was Johnny Wilkinson, former British rugby union player and acknowledged as one of the world’s best Rugby Union players. In 2009, when Johnny signed for the French club Toulon, he committed to speaking French. This meant he could speak with his teammates and coaches and could converse with French journalists and media.

Many international sports stars speak more than one language. Swiss tennis player Roger Federer holds 17 Grand Slam titles and also speaks French, English and German. He is known to switch effortlessly between languages in interviews and press conferences. Fellow tennis star Novak Djokovic speaks five languages – Serbian, English, German, Italian and French.

World Olympics

The Olympics is a shining light in terms of interpretation and translation services for spectators and athletes. At the 2016 Olympics in Rio, 207 nations attended the games with 500,000 spectators attending the events. Teams are provided with interpreters to help with logistics and timing. For any host country, building the stadiums and camps for the athletes is a huge task and one where language and communication plays an important role. To host teams and spectators from all over the world requires good global communications to ensure everyone understands.

Whatever your language or culture, enjoy sport.

Rob

Robert.davies@welocalize.com

Rob Davies is a member of the Global Marketing and Sales Support Team at Welocalize.

Importance of Chatbots in Global Marketing

Chatbots are gaining popularity and are becoming a useful tool for global marketers. They deliver an interactive messaging service, driven by computer programs or sometimes artificial intelligence (AI) and can conduct online conversations by messaging or “speaking” to users. Instead of browsing a website or having to go through a frustrating “phone tree”, users simply engage in a conversation with a chatbot. For the first time ever, people are using messenger apps more than they are using social networks. As the usage of messenger apps increases, chatbots provide a huge business opportunity to deliver more value and give competitive advantage for many products and services.

“Chatbots are the new apps,” said Microsoft CEO, Satya Nadella.

There are primarily two ways a chatbot can function: based on a set of rules, or through using machine learning, which is a more advanced version. A chatbot that operates based on a set of rules has very limited functions, it can only respond to specific, pre-set commands. On the other hand, one that functions using machine learning has AI. AI versions are not limited to commands, as they continuously get more intelligent with the more interactions they have with people.

Here are some reasons as to why chatbots may be the next big thing in global marketing:

Chatbots can be more accessible to a wider range of people.
Chatbots are able to reach people who may not be tech-savvy. For the audiences who are unable to handle complex user experiences and want to feel that they are receiving a personal service, chatbots provide a good solution. They are straight forward and easy to use as they resemble normal text messaging which most people are familiar with.

Today’s consumers are more demanding than ever.
As cited in The Guardian, a study suggests that about 90% of messages from customers to companies on social networks are not responded to, and it takes an average of 10 hours for them to reply to the other 10%. Today’s customers have become accustomed to instant gratification and expect a reply within a couple of hours. Chatbots increase consumer interaction, and are able to assist straightaway. Backed by machine learning technology, chatbots will be able to learn from past conversations and with new ones. They build up data over time, which enables them to respond to a wider variety of queries. Machine-learning technology will gradually improve the chatbots’ ability to interact better, enhancing the customers’ experiences.

They are excellent tools for data collection and analysis.
They can gather important data about consumer behaviors, habits, and purchasing patterns. Therefore, Chatbots play an important role in global digital marketing campaigns, especially when global marketers are planning to cater their campaigns to different segments of a market.

As chatbots become more significant, it is time for businesses to look into utilizing this tool to reach global markets and gain competitive advantage.

Chatbots and Localization
Global businesses need to ensure that chatbots are able to interact as naturally as possible, like that of a real person. This is where language and localization will play an increasing key role in their development. Chatbots who serve multiple language markets must be able to understand the language and any relevant cultural references and colloquialisms. For chatbots that use a synthetic voice, accent will also play a key role. Localization of their software and design will become an important aspect to ensure a truly local experience for any global brand.

Cecilia

Cecilia.tang@welocalize.com

Cecilia Tang is a member of the Welocalize Global Marketing and Sales Support team.

2017 Year of the Rooster

The Chinese New Year of 2017, which is the Year of the Rooster, begins on the January 28. The date of the Chinese New Year differs year over year, as it is marked by the lunisolar Chinese calendar. The Chinese New Year is one of the most important festivals in the year, where family members gather for the celebration.

Here are some interesting Chinese New Year traditions:

#1 Fish is an essential dish during the Chinese New Year celebration.

The Chinese word for fish (魚/鱼), pronounced as yú, has the same pronunciation as the Chinese word 餘/余, which means having extra or a surplus. The phrase loosely defined as “there are more than one year” (年年有餘/年年有余) is commonly used during the Chinese New Year to wish for surplus and remainders year after year, so that one would never experience shortage in different aspects of one’s life such as financial matters, health, and relationships. It became a tradition for Chinese families to serve fish dishes, making sure that there is leftover (餘/余) for the next day.

#2 Do not lend or borrow anything.

Owing someone something from the past Chinese New Year, especially money, is an unlucky omen. It is believed that people would be in debt throughout the year if they are to borrow anything from others on the last and first day of the Chinese New Year. People typically return everything they owe before the New Year comes around.

#3 Red is the color for the Chinese New Year. Black and white are to be avoided this year.

It is a tradition to wear new red clothes during the Chinese New Year celebration. According to the Chinese folklore, a mythical beast named Nian (年) would come out each spring to attack the villagers. The only known way to defeat Nian was to create noises, hence the traditions of firecrackers, and using the color red, which explains the preference for red clothes and decorations. The colors black and white are avoided at all costs, as they symbolize death, which would be considered bad luck especially during the Chinese New Year celebrations.

#4 It is a tradition to paste Spring Festival Couplets, Chunlian (春聯 / ) at the entrance and indoors as decoration.

It is an important aspect of the Chinese New Year culture. They are Chinese poems, which generally consist of Shanglian (上聯 / 上联), Xialian (下聯 / 下联), and Hengpi (横批). It is also common for families to paste the paper calligraphy of an inverted Chinese character 福, pronounced as Fu, on doors or walls. It is a play on words as Fu (福) means good fortune, and dao (倒) means inverted. When put together, fu dao (福倒), it implies that “good fortune is pouring out,” or that “good fortune has arrived,” as 倒 has the same pronunciation as 到, which means arrive.

#5 It is a tradition to spring clean before the start of Chinese New Year.

Spring cleaning before Chinese New Year is believed to drive bad luck and old things away from the house to welcome a new start. It is also common for people to go shopping for new clothes for the festival as it symbolizes welcoming new things and starting anew with positivity.

Many of the traditions, not limited to the list above, are derived from word plays. It is truly interesting how the Chinese language itself plays a role in forming some of the Chinese New Year traditions that people follow, even today. Wherever you are celebrating the festival, Welocalize wishes you a healthy and prosperous New Year..

Cecilia

Cecilia.tang@welocalize.com

Based in the UK, Cecilia is a member of the global marketing and sales support team.

Welocalize Highlights Top Globalization and Localization Events of 2016

Welocalize takes part in a number of globalization and localization events around the world in North America, Europe, as well as Asia. We have provided highlights of some of the best industry conferences, forums and exhibitions in 2016 that we took part in, with recommendations for 2017 events that benefit anyone involved in globalization and localization activities.

LOCALIZATION WORLD & LOCLEADERS FORUMS 2016: TOKYO (APRIL), DUBLIN (JUNE), MONTREAL (OCTOBER)

Welocalize proudly sponsored and exhibited at all the Localization World 2016 conferences which took place in Tokyo in April, Dublin in June, and Montreal in October.

As we look forward into 2017, the Welocalize teams will be meeting up with clients and colleagues in Shenzhen in February, Barcelona in June and Silicon Valley in October.

For more information about these events, visit www.localizationworld.com.

To coincide with the Localization World events, Welocalize hosted LocLeaders Forums in the same locations. LocLeaders Forums are exclusive events for global brands and localization leaders to participate in an exchange of ideas about trending topics and challenges in the industry. They are highly regarded in the globalization industry and recognized as trusted, open forums that stimulate and generate ideas to help increase global business activities. Take a look at our popular Welocalize LocLeaders Magazines, which contains collective words and experiences from LocLeaders participants.

READ MORE: LOCLEADERS MAGAZINE DUBLIN 2016: EXPANDING YOUR GLOBAL REACH

READ MORE: LOCLEADERS MAGAZINE MONTREAL 2016: THE GLOBALIZATION JOURNEY

If you would like to learn more about the 2017 LocLeaders events, please contact marketing@welocalize.com.

LOCLEADERS LOCAL 2016

Welocalize hosted six LocLeaders Local Forums in 2016, which took place in Houston, Boston, New York City, Portland, Silicon Valley and Stuttgart, Germany. LocLeaders Local are special hosted dinners and peer panel discussions that focus on challenges faced by global brands in particular regions and sectors. This past year, we used the events as an opportunity to introduce Adapt Worldwide to attendees.  Adapt Worldwide, a Welocalize multilingual digital marketing agency under the theme of “Bridging the Digital Divide between Marketing and Localization.”

The LocLeaders Local format always encourages open, transparent conversation about language services and processes between industry professionals.  The local events proved incredibly successful, with client and industry experts demanding more regular events at a local level. We are excited to roll out more LocLeaders events in 2017. Please watch for our upcoming event announcements.

Find out more about what LocLeaders Germany panellist and SFDC Sales Director, Christian Weih has to say about Welocalize LocLeaders Local 2016 Germany – Technically Speaking

READ MORE: LocLeaders Local Forum 2016 – Stuttgart, Germany

WATCH: Bridging the Digital Divide between Marketing and Localization

TAKE THE DIGITAL QUIZ:  http://www.adaptworldwide.com/digital-marketing-quiz/

TAUS EVENTS 2016 – ROUNDTABLE AT VIENNA (MARCH), INDUSTRY LEADERS FORUM AND QE SUMMIT AT DUBLIN (JUNE), ANNUAL CONFERENCE AT PORTLAND (OCTOBER)

Welocalize attended key events organized by TAUS in Europe and North America in 2016. Program Manager, Lena Marg from Welocalize participated as a panel speaker at the TAUS Roundtable in Vienna. Welocalize VP of Language Technology Solutions Olga Beregovaya hosted a session and panel discussion at the TAUS Industry Leaders Forum in Dublin, focusing on the topic of innovative business and pricing models in translation. Olga, together with Welocalize Director of Client Solutions Darin Goble, contributed to the discussion in TAUS Annual Conference and QE Summit held in Portland in October 2016.

READ MORE: Welocalize Discusses MT and Quality at 2016 TAUS Events in Dublin

READ MORE: Welocalize Presents at Localization Game Changers 2016 TAUS Events in Portland

For more information, visit www.taus.net

GLOBALIZATION AND LOCALIZATION ASSOCIATION (GALA), LANGUAGE OF BUSINESS CONFERENCE 2016 – NEW YORK

Experts from Welocalize came together at the GALA 2016 Conference, hosting a series of meets to share some insights into one of our 2016 acquisitions, Adapt Worldwide, a Welocalize multilingual digital marketing agency, as well two Welocalize Life Sciences acquisitions, Nova and Global Language Solutions. Park IP Translations contributed to the discussion on topics related to regulated industries and interpretation. Tuyen Ho, Vice President of Corporate Development at Welocalize, presented “Abolish the Per Word Pricing Model” as part of the corporate strategy section of the GALA 2016 conference program held in March.

READ MORE: Welocalize to Present at GALA 2016

LOCALIZATION PROJECT MANAGERS ROUND TABLE – CALIFORNIA

Held in May 2016 in Berkeley, California, Welocalize shared industry expertise and lead discussions at The Localization Institute’s Localization Project Managers Round Table. Samantha Henderson, Welocalize Enterprise Program Senior Director, led and moderated the session “PM Responsibilities,” as part of the agenda for the event. The event gathered attendees with extensive experience in localization project management, sparking discussions on advanced topics such as stakeholder management, metrics and KPIs, agile content development, automation and quality management.

READ MORE: Welocalize Discusses Project Management Responsibilities at Localization Institute Round Table Event

EAMT CONFERENCE 2016

Welocalize sponsored The European Association for Machine Translation (EAMT) 2016. Olga Beregovaya, Welocalize’s VP of Language Technology Solutions, attended the European Association of Machine Translations (EAMT) Conference in May. Olga shared some insights on trending topics such as neural linguistic processing, machine learning, language automation tools and the latest findings in new projects and innovation studies taking place at Welocalize.

READ MORE: Welocalize at EAMT 2016

CONTENT MARKETING WORLD

Adapt Worldwide, a Welocalize multilingual digital marketing agency, exhibited alongside Welocalize at the Content Marketing World 2016, which  took place in Cleveland, Ohio. Together, teams from Adapt Worldwide and Welocalize met with leading global brand and content marketers. Our team of experts shared best practices and tips for creating next generation content, as well as deploying successful multilingual strategies with transcreation, digital content, SEO, mobile marketing and cultural adaption programs. General Manager and Co-Founder of Adapt Worldwide Huw Aveston, together with Ann Rockley and Charles Cooper, shared his knowledge on the language of digital marketing.

READ MORE: Welocalize’s Global Force Shares Next Generation Multilingual Content Solutions at Content Marketing World 2016

SCHOOL OF ADVANCED TECHNOLOGIES FOR TRANSLATORS

Welocalize sponsored and presented at the School of Advanced Technologies for Translators (SATT) 2016 that took place in Trento, Italy. This event is a two-day educational program for professional translators to stay up to date with the latest technologies and how they can be utilized in commercial solutions. Tanja Schmidt, Welocalize MT program manager and member of Welocalize Technology Solutions Team, shares some of her highlights from the event in this follow-up blog.

READ MORE: School of Advanced Technologies for Translators 2016

BRAND2GLOBAL

Brand2Global 2016 took place in Menlo Park, California. Leading global brand experts and professionals gathered to discuss trending topics in global marketing. Senior representatives from Welocalize and Adapt Worldwide participated in the event to help brand managers and leaders learn more about driving global digital strategies. Huw Aveston presented “Speaking the Same Language”, sharing some insights on bridging the divide between localization and marketing.

READ MORE: Welocalize and Adapt Worldwide Sponsor and Present at Brand2Global 2016 in Silicon Valley

AMTA 2016

The 12th biennial conference of the Association for Machine Translation in the America (AMTA) took place in Austin, Texas. AMTA have appointed Welocalize’s Olga Beregovaya as the new AMTA President and Welocalize Program Manager, Elaine O’Curran as Treasurer. The conference benefits everyone involved in machine translation, such as researchers, commercial users, and government users. Alex Yanishevsky, Welocalize Senior Manager, Globalization Technology Strategists, presented “I Ate Too Much Cake Beyond Domain-Specific MT Engines” at the AMTA 2016 conference.

Read more about the event highlights in a post by Elaine O’Curran, Welocalize Highlights From AMTA 2016 Conference.

The Welocalize team will be on the road again throughout 2017 and we hope to see you at the various events we’re participating in this year. Keep watch of our events posts, so we can connect. Come and say hello and let’s keep the conversation going!

Transcreation Transforms Digital Marketing in All Industry Sectors

As the Internet grows global businesses and shrinks physical boundaries, there is increasing demand for transcreation as part of localization programs. Transcreation’s rapid growth is made essential because it satisfies a hunger for content in markets outside of the English speaking digital space.

Through transcreation, global brands can establish owned media as a marketing strategy for international distribution of good quality content and start to nurture new leads into future customers.

It is a common perception that transcreation is a technique used only for highly creative marketing and advertising materials. Taglines, advertising straplines, clever online banners, logos, imaging and other digital promotional activities, all of these marketing content types require transcreation in the localization process to effectively reach multicultural audiences.

Many global content and brand marketers are fully aware that some marketing content does not work when linguistically translated and requires “recreating” to meet language and cultural needs in multiple markets. However, transcreation is not just those involved in marketing localization. Customers and stakeholders interact with many different types of branded content across the whole globalization journey, from legal content through to online customer support. Even the most logical and technical content may require transcreation.

Transcreation in Software Localization

In the localization process for software and UI, there are many techniques that can help successfully and accurately create software for local markets. Menu commands and strings do need translation by a native speaking translator; however, consideration must be taken into other components. Is the color of the interface appropriate for the audience? Is the tone of the customer support appropriate? Do users in every market recognize a “thumbs up” icon? Do Western software users scan the screen in the same way as those in Asian markets? Even though software localization may be seen to be more technical and straightforward, cultural habits and traits play a key role; therefore, transcreation techniques must be applied in the process.

Transcreation in Compliance and Regulatory Materials

Another area where transcreation is required to interpret content for multiple audiences is compliance and regulatory materials. In some legal or employee communications, there may be local terms used to describe scenarios that will not translate. For example, the term “whistle blower” is often used in certain English legal documents; however, the term does not correctly translate. Another phrase must be used that conveys the same message outlined in the source material. Similar scenarios apply for employee and health and safety communications. Facts may remain the same, yet the overall message and context will vary between local markets.

Transcreation in Technical Communications

Many technical documents, especially those used in manufacturing, require high levels of accuracy. This is especially true for scientific detail, product instructions and measurements. These facts must be translated to 100% accuracy to ensure full, safe operation of equipment.

Context and the tone of voice will need to vary across markets to make sure communications resonate with local users. For many products in manufacturing and automotive sectors, the product itself is often physically adapted, with different features targeting different geographical markets. The same approach applies to any supporting content, whether marketing or otherwise.

Simply translating the source technical or product manual is no longer enough. The content for each market must communicate and instruct the local user experience. This involves engaging a translator who is a native speaker and has subject matter expertise, as well as someone who is familiar with the culture of the target market and helps create the desired customer experience in getting the facts and the message right.

Transcreation in Learning Materials

Learning and educational techniques vary across countries and markets. Some learning content must be transcreated to allow for different habits and styles, including examinations and tests. Asian markets prefer continuous assessment and exams; whereas, US students prefer online coursework.

In the wider context, the overall learning experience may require overall transcreation to hit the right tone of voice and style of the local student. With the right transcreation service, you can access global audiences by outputting high quality localized content.

In order for any global content to be effective, it needs to be made relevant and developed with the end user in mind. This related to text and images being placed in the correct context. In a multilingual marketing arena, transcreation is the ultimate leveraging tool for all types of content in every industry.

Louise

Louise.law@welocalize.com

Louise Law is Global Communications Manager at Welocalize.

Four Best Practices for Managing Successful Localization Programs

For the localization of digital content, whether software UI or online marketing content, there are a number of best practices that can be followed to ensure multilingual content gives the intended audience the best user experience.

Having worked in project management in the global localization industry for more than ten years, there are a number of common challenges that arise in localization programs involving translation of digital content for online businesses. Here are four pieces of advice to improve the success of your digital localization program:

#1: Provide Context Information Wherever Possible

Translating strings or online advertising banners out of context can be difficult for linguists and translators. They don’t know the full picture and have to simply rely on direct, linguistic translation. This can lead to many queries and reworks once translations have been seen in-context. Anyone involved in the process must be able to get into the mindset of the user to properly adapt the content.

For the localization of UI strings, allow developers to add comments to keys. These comments can travel through the workflow with that key and be visible to a linguist and a reviewer. It’s almost like allowing the developer to talk to the linguist and reviewer. Providing information such as string length limitations, which is crucial for mobile apps, or information about variables and potential content that may appear on the live site, will help the overall localization process.

For marketing emails, provide the source language version of the email in full layout and template for reference during translation. The same applies for web and landing pages. Provide the link to the EN or source landing page if it is already live on the website or a draft offline html version. Seeing the content in-context can often influence the translator during translation or transcreation.

#2: Define a Query Management Process

It is good practice to use a query management tool, such as JIRA and to define a strict process for everyone to follow. A simple, formal query process can help linguists and project managers quickly identify and resolve relevant queries. This can avoid duplicate queries being logged or queries being overlooked. Agree on standard turnaround times with your client for queries that require their input and have an agreement in place on the process to follow, should unanswered queries still exist as you approach your delivery deadline.

#3: Agree to SLAs

Ensure that service level agreements (SLAs) are discussed and agreed upon at the start for each of the content types. Each content type has different levels of impact and urgency. For example, translation of software UI may require a 24-hour turnaround, marketing emails require 48-hour turnaround and banner adverts may have a more flexible turnaround time of four days. If all teams are clear on the SLAs, this will avoid unnecessary back and forth emails and also allows localization teams to prioritize unexpected urgent translation requests.

#4: Define a Supporting Digital Marketing Strategy

For any online business that relies on the Internet to engage customers and lead them to purchase, websites, URLs, SEO and other digital marketing activities are a crucial part of the overall business model. It is very important to consider these activities, at the start, including defining target markets, languages and registering URLs in the right domains. SEO is not simply a case of defining keywords in English, then translating into multiple languages.

To successfully enter new markets online, you have to develop a multilingual SEO strategy and understand how people search and on which search engines to ensure digital sites are found.  These activities are now central to most localization programs. It is important that discussions start early between clients and localization service providers (LSPs) to establish whether the LSP has the right skills to drive online marketing strategies in multiple countries.

Paula

Paula.Carey@welocalize.com

Based in Dublin, Paula Carey is a Senior Project Manager at Welocalize.

For information about Welocalize’s specialized digital marketing solutions and multilingual SEO services, visit www.adaptworldwide.com.

Welocalize Language Spotlight on Spanish

Spanish is a romance language that originates from the Castile region of Spain; and today is spoken by an estimated 500 million people around the world. Spanish is the second most spoken language in the world today behind Chinese.  It is the official language in 21 countries including Mexico, Colombia, Spain, Argentina and Chile and, also, widely spoken in many African countries.

Mexico contains the largest population of Spanish speakers with over 122 million followed by the United States with 50 million (41 million are native Spanish speakers). By 2050, the US is estimated to become the largest Spanish-speaking country in the world.

In 1492, Christopher Columbus sailed across the Atlantic with the Spanish Conquistadores and landed in the Americas. As well as spreading Christianity, and Spanish rule, the Spanish language swept through the area. After three centuries, a total of 18.6 million Spaniards settled in the Americas. As a result, Spanish became the national language of so many South American and Central American countries.

Welocalize understands how important Spanish is in terms of business and industry. The language holds the second highest place, after English, as a working language for international business and politics. The use of Spanish on the web has increased over 1100% between 2000 and 2013; and now Spanish is the second most read language on social media platforms Facebook and Twitter.

Did you know? Spanish is the second most studied language in the world.

Modern Spanish evolved into what it is today because of the second Punic war in 210 BC. The Romans brought over Latin to the Iberian Peninsula (Spain as we know it today) and this mixed with several pre-Roman languages that existed in Spain at the time, including Basque, Iberian and Celtic. This evolved into what we know as Spanish. It is believed that although there were many different dialects and languages used in Spain the first written word dates back to the 9th century.

Spanish speakers have one of the most transcreated experiences on the planet. Due to most television shows and movies coming from the US and UK, Spanish speakers are used to listening to dubbed TV with Spanish speech over the top and watching English speaking TV and film with Spanish subtitles. This is the case in Spain and lots of South American countries. However, in Spain, more and more people are growing up learning English.

Some Spaniards can find learning English challenging as Spanish words are spelled exactly how they sound and don’t have any “silent letters” commonly found in English.

In Spain, most of the population has to speak different languages, especially English, in the work environment, more so than other nations do. The most effected industry is tourism; Spain is the 3rd most visited country in the world attracting 68.2 million international tourists in 2015. This creates a huge demand for international speakers working in the hospitality industry.

Spaniards are also expected to be competent in speaking another language in certain vertical sectors such as the Spanish manufacturing industry. The automotive industry in Spain is the second largest in Europe behind Germany. Ford, General Motors, Iveco, Nissan, Peugeot, Citroen, Renault, and also Volkswagen all produce cars in Spain.

These international business operations require translation and interpretation for multiple types of content to ensure all internal and external stakeholders fully understand. For example, Iveco is Italian and Nissan is a Japanese company, requiring bilingual speakers to work on production lines. All factory health and safety information must be in the native language of all workers, product manuals and marketing materials must be linguistically and culturally appropriate for each audience.

Language enables global business in all areas and impacts everyone. Regardless of the language, localization, translation, transcription, transcreation and interpretation helps people communicate across cultural and geographic boundaries.

Rob

Robert.davies@welocalize.com

Based in the UK, Robert Davies is a member of the Welocalize Global Marketing and Sales Support Team.

Four Tips to Successful Localization for Global Travel Brands

The online travel and hospitality industry is highly competitive and there is an imperative need for compelling content to reach international audiences, using the latest digital technologies and platforms. Global travel brands need to rely on a robust, scalable, cost-effective, quality-driven and worry-free globalization and localization services. Once this has been established, clients can focus their attention on succeeding in a crowded market and focus on what’s coming up next in this ever-evolving industry.

Understanding a client’s travel brand and product range is of utmost importance. Translators need to translate linguistically and culturally adapt content and adopt the appropriate tone of voice. This ensures the right message reaches and engages the target audience, whether the audience is business-to-business (B2B) or business-to-consumer (B2C).

Providing on-demand and rapid turnaround of translations is key for Welocalize clients in this sector, so that regular content and marketing updates reach international audiences as quickly as possible.

Regardless of industry sector, the key to a successful localization solution is partnership. By forging a trusted relationship between client and vendor, brands can build a mature localization model, transparent to all parties, which is driven by the top business objectives and priorities.

A true example of a successful localization partnership is Welocalize’s relationship with low-cost airline, Wizz Air. We developed a scalable localization solution that would deliver to Wizz Air’s growing international objectives. In 2016, with a robust localization process now in place, Wizz Air accomplished their goal to launch their rebranded website on all platforms in 23 languages across 38 markets.

Download Welocalize case study – Wizz Air: Culturally Adapting Web Content to Reach 38 Markets and Enhance User Experience

Having worked for many years overseeing localization programs for clients in the online travel and hospitality sector, there are a couple of key pieces of advice.

#1: Hold a Discovery Session

Rather than rushing straight into translation and localization, it is advisable for global travel brands to engage in a discovery session with their localization service provider (LSP). During this session, clients can share valuable and relevant information so that their LSP can build a customized localization program. This involves developing a sequence of events that will lay the foundations for a robust, cost-effective, quality driven and most importantly scalable localization solution.

A discovery session should be an open and frank discussion to address questions and related topics, such as:

  • What are the key business and localization objectives?
  • What are the immediate challenges?
  • Who are the key stakeholders?
  • Brand and product overview
  • Overview of content types (legal, UI, emails, SEO, marketing)
  • Overview of technologies (CMS, connectors, client portal, file types)
  • Review language assets, including the status of existing language assets such as glossaries, style guides, translation memories, SEO, and keywords
  • International and SEO strategy
  • Localization budget, contracts and invoicing process

#2: Develop Localization Program Plan and Sequence of Events

Once the discovery process has been completed, a localization program plan and sequence of events can be built using expert insights from localization specialists in technology, quality, talent and project management.

This team are accountable for the successful rollout of the localization solution. Further in-depth and often on-site discovery sessions may be required in order to build a technology driven automated workflow that will interface with the client’s CMS and relevant translation management system (TMS).

#3: Perform Program Maintenance

Once a localization program has started to be rolled out, it is vital to perform regular maintenance to ensure new locales, file formats and technology changes are fully supported. The ongoing update and maintenance of the language assets, including translation memory, glossaries, style guides are crucial.

#4: Look Ahead

Regular communication between client and LSP is highly recommended. The online travel and hospitality sector is a very fast-paced industry and demands are evolving all of the time. If LSP’s are in tune with client’s short and long term plans, then more preparation and resource allocation can take place.

For ongoing success in the travel and hospitality sector, it is important to fully understand this market and the importance of quick turnaround of content in every target language. I hope this advice will help global brands enter new and emerging markets with their travel products and services.

Paula

Paula.carey@welocalize.com

Based in Dublin, Paula Carey is a Senior Project Manager at Welocalize

 

 

State of the Internet Effect on Global Brand Marketing

To establish global digital brands and gain international growth through targeting new and emerging markets, we need to ask the following questions:

  • Is targeting one language enough?
  • What languages do we target to achieve growth?
  • How do you choose the most valuable languages to develop digital brand materials in?
  • Does the state of the Internet add any additional challenge to the process?
  • If so, what opportunities does this present?

These are essential considerations for anyone involved in content creation and global marketing, who are responsible for adapting global brands and digital marketing materials to reach worldwide audiences.

If someone asks us to picture the Internet, it often generates a vague and hazy image. In the English-speaking world, we are often encouraged to think of the World Wide Web as an endless ocean of information that seamlessly connects the planet. With an ever growing infrastructure, the potential is certainly there. However, you may be surprised to learn that your experience surfing the web differs greatly depending on the language you use online.

For example, a recent w3techs survey revealed that 53.2% of websites use English in their content production activities. The next most prevalent language in use scored only 6.4%. The difference between positions one and two alone is in itself food for thought. When you think of how many more results an English language search will return, compared with any other language, it makes our hazy picture clearer.

We can also look at the Internet from the reverse angle. Let’s consider how many users there are in each language group online. A June 2016 survey showed that with nearly 950 million users, the English language user group is by far the largest online. Naturally, the Chinese-speaking group follows with more than 750 million users. There are many people speaking other languages like French, Chinese and Spanish, to name a few, to conduct business and buy products online, as well as conduct other daily activities. Despite this, it remains easier to surf the web in English.

In fact, these results describe a content language chasm that has been labelled the digital language divide’ by some. Certain ideas, topics and solutions are heavily represented in English and distinctly less so by articles in other languages. From a commercial perspective, a perfectly suitable product or service that features at the top of the SERP in an English language search may be invisible to an equivalent buyer persona searching in another country.

This disparity in user experience across the world is certainly a problem. What opportunity does the current language gap present at the same time? Well, for companies wanting to expand their international reach and make their brand identity known worldwide, now is the time.

Global brands have to pay close attention to the changing geographic and demographic makeup of online audiences for brand marketing and product development purposes. In terms of economic opportunity, English still reigns and is the most valuable language according to Common Sense Advisory 2015 Report, The Rise and Fall of Top 100 Languages.

Brand marketers have to look at the 14 languages that reach 90% of the world’s online population – English, Chinese Simplified, Chinese Traditional, Spanish, German, Japanese, French, Portuguese, Russian, Korean, Italian, Dutch and Swedish. Other languages like Bengali, Hindi, Indonesian and Turkish also rank highly in terms of growing numbers of online users. Therefore, it makes sense for global brands to seek to enter and support these emerging markets.

Driving global brand marketing across these multiple markets requires content to be published in native languages and also culturally adapted for each local market. Establishing brands in France will require different concepts than a French-Canadian market.

In addition, Internet access and audience traits, such as age, will affect global content marketing strategies. Culture aside, the state of the Internet will always be an influencing factor in brand marketing. There’s no point in developing a mobile advertising campaign with a B2B banner targeted at Russian 16-25-year-olds, if the intended demographic has no access to smartphones. Your banner will be invisible. In simple terms, if your targeting is off, you will miss the mark and waste significant budget in the process.

Changing economic and political factors can affect global brand decisions too. Global marketers have to keep ahead of the changing tides if they truly wish to harness the power of the Internet, digital marketing and cultural adaptation to open up these essential new revenue streams.

Nathaneal

Nathaneal.campbell@adaptworldwide.com

Nathaneal Campbell is a digital copywriter at Adapt Worldwide, a Welocalize digital multilingual digital marketing agency.

If you would like to learn more about Welocalize, Adapt Worldwide and transcreation, contact us at marketing@welocalize.com.

Further reading: The Phenomenon of Transcreation in Localization

 

Digital Transformation Influences Growth for Global Brands

How do global brands take advantage of today’s digital influence in achieving their growth objectives? Whether expanding in existing markets or reaching into new territories, digital is transforming today’s customer experience.

Much of a buyer’s journey today takes place online, making it imperative for any global brand to manage each digital interaction in every market in a personalized way. In order to capitalize on this trend, it requires the experience to be positive and that starts with localization!

The term digital transformation can be used to describe anything from automating internal processes, creating a fully responsive mobile website or even developing a customer feedback strategy via social media. It spans the whole business.

Digital is also driving continuous change in customer behavior. To succeed in the digital age, global brands must focus more on the customer’s online journey through the user experience, data analytics and targeted marketing campaigns. Brands are now using the online customer experience to gain feedback through user generated content (UGC) and develop new products and service.

One example of this is the recent comment made to Tesla’s CEO Elon Musk in social media about an owner’s experience at a charging station.  The customer’s complaint on Twitter led the CEO to make a change in their supercharger stations.  His not only responded, “You’re right, this is becoming an issue. Supercharger spots are meant for charging, not parking. Will take action.” He took action and instituted a change within six days.  This is truly what is referred to as digital transformation. Online content leads to a process change, which is then communicated via digital channels.

The question that needs to be addressed to CEOs and marketers, would this change taken place if the “tweet” was in another language or in another social medium that dominates a particular region or market?

Back in the 1990s when the Internet and digital content really took off, marketers started the digital process by registering a domain and creating a website, moving forward with e-commerce. Now technology dominates our lives, especially with the prolific growth of mobile devices. There are  a multitude of digital touch points in the customer journey. The main website may still be the digital mast head for a lot of global brands; however, digital marketers have to manage all the other interactions, in every target market and language.

For content marketers, there are three key areas that are influencing digital transformation and driving growth strategies:

The Customer Journey

Good global brand marketing must support every single interaction a customer may have with a brand. Map out the whole digital customer journey. Many of these interactions are now digital, which has created new challenges for brand marketers.  Most branded content can be found and viewed by online users all over the world. This means content must be searchable and linguistically correct for the local audience and culturally adapted to have the right impact.

Every digital touch point must be managed from a brand perspective.  This includes online search, website, white papers, e-books, articles, blogs, customer reviews, banner advertising, UI, customer support, payment process, shipping and delivery and customer feedback.  Global brand marketers have to be aware that someone searching for products in Spain may have a totally different approach to someone in Canada. It isn’t just language that makes them different but cultural habits and preferences. This is why any content that creates a digital touch point must be carefully created and positioned to meet the requirements of the local customer, while still delivering the overall look and feel of the global brand.

Transcreation is a key technique used by many global marketers and localization professionals to culturally adapt content. Local versions may not be 100% faithful to the source; however, the overall message and branding is still the same. Read: The Phenomenon of Transcreation in Localization

As brands establish digital customer experiences, this builds valuable behavior-based customer data that can be analyzed to develop future sales and marketing activities. 

Develop Global and Local Brand Strategies

Core brand values are often set centrally, driven by teams based at a company’s headquarters. The main logos, taglines and brand values are developed by creative and business teams, in the source language, then subsequent marketing materials for local markets are localized and translated accordingly. This can lead to problems with the localization process as a lot of major brands and branded content does not translate into other markets. It is important to have local knowledge not just of the language, but also local buyer behavior. Key to success considering localization right at the start.

For many digital marketing strategies, a local campaign must be developed to get the best reach. This applies to all activities from keyword search, banner targeting and SEO work. Each language and cultural market searches and reacts to different content. It is important to partner with a specialist who has expertise in driving multilingual digital marketing strategies.

If a brand is destined to be global and and influencing buyers in all continents, then localization of the brand must be considered at the beginning of the creative discussions.

Embrace Social and Real-Time Marketing

Social ad spending has doubled over the past two years as channels like Facebook, Twitter, and LinkedIn have become increasingly effective at delivering a targeted reach and frequency. This puts real-time marketing and social channels at the center of digital transformation for many global brands.

Immediate feedback for many digital-centric product and services mean that marketing promotions can be rapidly adapted based on performance and results. This has a big impact on the overall customer experience.

For global brand marketers, this is one of the biggest challenges for developing central and local marketing strategies. The sheer volume of UGC posted through social media channels can make real-time marketing a challenge, especially when data is coming in from multiple language and target markets. This is where digital transformation can have a disruptive effect on marketing and localization strategies.

How much do you translate? What levels of quality do you translate? How do you monitor all digital content to ensure nothing is detrimental to the brand? There are a growing number of techniques, using automated and machine-based translation that can help global marketers harness the power of UGC to help build more brand equity and reach new markets. Read: Welocalize Guide for Global Content Marketers to User Generated Content (UGC)

Embracing digital transformation to drive global brand strategies is a challenge for most businesses. There are so many potential new markets and areas that customers can be reached with brand marketing through digital channels.

To achieve successful global brand marketing and maximize your influence in growing your business, partnering with language and digital marketing experts is essential.

For more information on Welocalize multilingual digital marketing solutions, click here.

Louise

Louise.law@welocalize.com

Louise Law is Global Communications Manager at Welocalize.

The Phenomenon of Transcreation in Localization

The rate at which digital marketing continues to shrink our world is perhaps matched only by the rapid growth of transcreation used to develop global messages for multilingual audiences around the world.

What exactly is transcreation and what problems does it solve? Explore the fast-growing transcreation landscape through the eyes of Nathaneal Campbell, digital copywriter at Adapt Worldwide, a Welocalize multilingual digital marketing agency.

It’s no secret copywriters have been using evocative language to stimulate audiences and encourage action since the invention of the printing press. More recently the requirement for content to drive online marketing strategies has put writers in great demand. Global brands are now seeing billions of users across the globe searching for products and services in numerous languages.

Global brands need to develop digital content to offer products and services to multiple markets and global audiences. Segmenting audiences and marketing content by language, region and dialect, can be a challenge.

Any part of the online user experience must be able to cross the lines of language and culture. Transcreation is an integral part of the overall localization process. Transcreation takes the concept and key messages from the source content and adapts and recreates it for specific target language markets.

Creating Great Copy and Digital Marketing Content

Let’s start our journey to transcreation using content creation as a starting point. The truth is that great copy aims to persuade rather than motivate and good content informs rather than sells. More often than not, the motivation for a prospect to convert to a customer comes from their own desire to remedy a problem.

Effective content addresses the audience’s pain points and then subtly suggests the product or service as a logical solution. We need to convince the target audience that the offering on the table is the ideal, most fashionable, most entertaining or fastest way to solve their problem.

For the linguistic copywriter, it’s about getting the balance right. We need to whip information, entertainment, emotion and reason up into a stimulating cocktail. Use the right words in the right order you can create the vehicle to deliver your message and encourage engagement.

Author and marketer Seth Godin calls effective online marketing an art. “Art isn’t only a painting,” he says. “Art is anything that’s creative, passionate and personal. And great art resonates with the viewer.” In fact, to drive engagement the most creative copy and content must use language artfully. The writer usually draws upon an extensive rhetoric of cultural references too, both local and international.

The Challenge

Global brands spend a lot of time and money creating useful and engaging content to drive engagements. This content should naturally be optimized for search engines and ready to be found by potential customers through search engines.

These engines organize products and services around language using keywords. So logically, if you start to market to a worldwide audience there is a growing demand for you to broadcast your offerings by employing a multilingual SEO strategy that will reach new audiences in all target markets.

Established brands, in particular, will naturally have a wealth of creative collateral in their local language. These materials will be filled with effective messages, well-tuned to communicate their brand identity. Many also want to present a unified branded content offering to global markets.

How do you get your branded content to resonate with international audiences if it relies heavily on the subtle nuances of the English language?

A popular solution is to put all advertising materials through translation software. This can be seriously detrimental to the brand and could waste a lot of marketing and advertising budget.

While machine translation is getting better, the nuances and references encapsulated within a piece of creative work often used in digital marketing materials get lost in an automated process.

A better approach is to use a human translator who will accurately translate from one language to another. This may not give you the desired response you want in new markets. Direct translation of marketing content often does not work, no matter how linguistically accurate it is. Imagine your company slogan is effective and memorable because it rhymes in English? Straightforward translation, even performed by a skilled human translator won’t help because there is a strong likelihood that the rhyme will not survive the conversion process.

Enter Transcreation

Think back to the list of factors copywriters use to create our messages. We aim to elicit emotion which leads to action. The process of translation is to get a message from one language to another, which is often the goal for certain content types. For digital marketing content destined for multiple, global markets, direct translation is not enough. Transcreation is required.

Transcreation creates localized content for any number of international markets. 

The process of transcreation, with regards to writing, is about more than converting meaning. It’s also about preserving the emotional effects produced by the way those words were written. The concept itself may not be a new one, but in the context of the future of digital marketing, it is essential.

Nathaneal

Nathaneal.campbell@adaptworldwide.com

Nathaneal Campbell is a digital copywriter at Adapt Worldwide, a Welocalize digital multilingual digital marketing agency.

If you would like to learn more about Welocalize, Adapt Worldwide and transcreation, contact us at marketing@welocalize.com.

Welocalize Latest Client Survey Results

Welocalize is committed to listening to our clients and understanding their priorities and how we can best service their global journey.

Twice a year, we conduct a Welocalize Client Satisfaction Survey to gather valuable insights and measure our performance by the values associated to a Net Promoter® Score (NPS)*.

The results from the latest survey are in and we are excited to announce it is our highest in our history of conducting the NPS surveys! Our current NPS is +41

A Net Promoter Score is calculated through one question: “How likely is it that you would recommend our company to a friend or colleague?

We also gathered valuable information in our latest survey by asking what types of localization and translation needs each participant is planning to outsource to a language service provider in 2017. This question is important in helping Welocalize to further innovate and develop solutions to meet our client’s diverse and growing language service requirements.

In the survey, here is the list of the top 10 needs for localization and translation being outsourced to LSPs in 2017.

#1 – Marketing and Branded Content
#2 – Technical Documentation
#3 – Web Localization
#4 – Software + UI Localization
#5 – Legal Content
#6 – Audio + Video Translation
#7 – eLearning and Courseware
#8 – Linguistic Review and QA
#9 – Mobile Apps
#10 – Transcreation

You can participate in the survey here and get a full report to see how you benchmark against other industry buyers.

TAKE PART AND CLICK HERE: PRIORITIES FOR 2017 SURVEY

*The NPS methodology is used across all types of industries and business sizes by asking customers a single question to predict repurchase and referral by rating how likely they are to refer to a friend or colleague. Based on the responses, answers are categorized as promoters (rating 9-10), passives (rating 7-8), and detractors (rating 1-6). According to Reichheld (creator of NPS), the average American company scores less than +10 on the NPS. These values can alter based on culture and industry sector.

Trends in 2017 Impacting Marketing Localization

As we move into 2017, we look at some of the emerging and ongoing trends that will affect global marketers who are responsible for targeting new markets and driving digital branded campaigns to audiences all over the world.

Growth in Messaging Apps

Messaging apps are growing very fast and more businesses are looking to embrace this trend and seek revenue opportunities. Monthly active users across WhatsApp, Snapchat, Facebook Messenger, Telegram, Slack and WeChat have grown a lot faster than some social networks such as Instagram and Twitter. Facebook Mobile Messenger now has one billion active users and Snapchat, only five years old, has gathered 150 million daily active users. With the millennial population continuing to increase and influence, use of messenger apps will continue to increase. Global marketers need to engage and listen to what is being said on the most widely-use mediums that are influencing their brands. People all over the world sharing the good, bad and indifferent experiences with global brands over these messaging apps. WeChat in China has such broad functionality, influencing and facilitating online shopping and restaurant reservations.  Global marketers have to ensure they drive localized campaigns to capitalize on the leading messaging platforms to gain consumer attention and engagement.

Chatbots

One other growth area is the use of “chatbots.” Chatbots are computer programs that you interact with by “chatting,” by providing information or helping humans with certain tasks. They can resolve issues, answer questions and give the consumer the feeling they are speaking with a human. Chatbots are gaining popularity and are becoming a useful tool for global marketers. Chatbots increase consumer interaction and enhance the overall user and brand experience. With a global market, full of impatient consumers who want things done immediately, a chatbot can assist straight away. They are also an important tool for collecting data and analysis of consumer habits and purchasing patterns. From a localization standpoint, a chatbot needs to speak and type like a real person – and that means speaking and typing in the target audience’s local language and culture. If chatbots are to play an important part in global digital marketing campaigns, then language and localization play an increasing key role in their development to ensure you are reaching your global audience.

Video Revolution

More and more multimedia is being consumed on a daily basis, driving communication and influencing global business in B2C and B2B. According to YouTube statistics, 3.25 billion hours of video is watched on YouTube each month. Innovation in this area is rapid with many of the large technology platforms like Amazon and Netflix are delivering addictive content in new, exciting ways. This will continue to impact how CMOs, content producers and learning managers will develop and distribute media to audiences around the world. Budget has always played a key influencing role in localization of audio and video content types. Producing quality brand videos is getting easier and less expensive for global marketers, as new production software and media channels open all the time. We will continue to see video playing a bigger role in marketing communications in 2017.

From a localization perspective, we’ve seen great advances in multimedia localization, which have reduced the cost and time of developing multilingual videos. Text-to-speech (TTS) and increased use of transcription and on-screen-text (OST) has enabled more brands to distribute more language versions. For certain communication pieces, the quality levels required for the translation and localization of video are now more flexible. For high impact-branded materials, quality still needs to be high; however, there are options for lower level productions such as internal communication, social media campaigns and or quick-turn training videos. Techniques like TTS, subtitling and OST can deliver the right message and quality levels, making production costs realistic and within budgets.

The video landscape is continuing to change for markets. In late 2016, Facebook Live rapidly grew to be a key video streaming service for global marketers and advertisers. With 1.5 billion users worldwide, Facebook has one of the largest interactive content platforms for UGC and brands. Innovations in this space will continue to drive new user experiences in 2017.

Ad Blockers

Ad blocker usage will continue to grow into 2017, which will result in the reduction of banner ad consumption in certain geographies. According to Ogilvy, ad blocking jumped 34% during 2016 in the US. The continued growth in ad blocking may see a decrease in banner advertising, forcing advertisers to think differently in their outreach. Global marketers have to stay ahead of technologies and trends to ensure that their message reaches the right people. More effective content campaigns will become standard and enable global brands to reach consumers and not be blocked. For global marketing campaigns, this means knowing which markets are affected by ad blocking technology and ensuring any local campaign is built with this in mind, from a content, platform and media perspective.

Measure ROI Not Website Hits

Digital marketers have often looked to Google Analytics to measure website hits, clicks and sessions, as an indicator of campaign success. Global marketers will have to look at new ROI metrics, viewing digital marketing content from the perspective of consumption, engagement and investment. Measuring website hits from static web content is not a true representation of success today, as clicks can be “managed” to produce low quality returns. Whether marketing activity drives leads or engagement, revenue is a measure of success. Some dynamic content, like user generated content (UGC), must be monitored in all target languages and markets to get a good measure of consumer satisfaction and levels of engagement in social media campaigns. Global digital marketing is no longer just about generating static web content, it is analyzing online interactions and bridging the gap between content and ROI. Welocalize’s Adapt Worldwide specialize in helping global brands in defining ROI programs for digital marketing, PPC, social media and web SEO.  Click here to learn more.

What do you think will impact global marketing and localization in 2017? I’d love to hear your thoughts. Email louise.law@welocalize.com

Louise

Louise Law is Global Communications Manager at Welocalize.

 

How Digital Globalization is Changing Content Localization

Localization of digital content and global search activities are key discussion topics for global marketing and content professionals involved in driving digital campaigns to multiple language markets. The ability to map localization opportunity, translate digital content in alignment with local search behaviors and track ROI of localization initiatives all boil down to one key variable, data.

Most digital marketing campaigns, wherever the target market, generate huge amounts of data. To drive successful global content marketing strategies, a data-focused localization approach is crucial.

Soaring flows of data and information now generate more economic value than the global goods trade.  Mckinsey & Company, February 2016

The global online marketplace continues to be a hyper-competitive space. Not only is accurately localized content crucial, so is the ability to map opportunity and track ROI against localization campaigns and initiatives. Conversations at Content Marketing World 2016 highlighted some of the challenges faced by global marketers on how to use data analytics to make strategic localization decisions to target local markets.

Why do organizations fail with digital marketing campaigns?

  • They don’t map opportunity properly and set global objectives.
  • They don’t localize content for correct target markets.
  • They skimp on translation costs, which results in localized content that doesn’t read naturally in the target language and can potentially be offensive to the intended target.
  • They don’t track progress and ROI results.

There are a number of areas global content marketers can focus on to improve campaign performance to ensure success. Online user behaviour is different in every market, even in different regions of the same market.

Online Search and Discoverability

It is crucial to understand the cultural and linguistic nuances of search terms in different languages and markets before localizing your content. Many companies blindly translate content without appreciating the need for proper search volume analysis in the country. Search is a great way to understand where you should be prioritizing your focus as a business. If you can see where there’s demand for your goods (both generic and brand search terms), you can adjust your focus and localization activities accordingly.

By identifying how local people search for products, services and content can help target marketing activities. Online search activities vary with each local market. You need to use native words and phrases for each country that are inherent to each local market and culture and understand which search engines are popular for each market. Search engines differ from region to region and many companies make the mistake of assuming global search engine trends without conducting the necessary research and understanding of each search platform.

Leverage Online Social Media

In today’s online world, social is where your customers are and where your brand needs to be. Social networks, and the digital marketing opportunities on these platforms, are still increasing dramatically.

Finding the right opportunity for your brand on social depends on the following areas:

  • Channel penetration. Which channels are the most popular in each market? Google search is the most popular search engine in the world; however, it is blocked in China. Baidu is the top search engine in China, with 71% market share. To effectively penetrate an emerging market, you need to know what search engines are used in different geographies and the languages they support.
  • Types of advertising opportunities. There are many types of advertising on Facebook, which is popular in the western world. There are also different opportunities on WeChat, which dominates the Chinese market with nearly half a billion users. Understanding how to take advantage of these marketing opportunities in different markets, in a way that is as relevant as possible to your customers, means working with global specialists who can deliver global social strategies at scale and against ROI. This will help you drive search campaigns that are natural to each market and reflect cultural nuances.
  • Measure success. When it comes to digital marketing collateral or any content that contains branded content, it is crucial that the message resonates in the target language in that same way that it does in the source language. It also needs to be accessible in each target market. To achieve this, specialist expert knowledge and technical tools are required to drive campaigns and measure success and ROI.

At Adapt Worldwide, a Welocalize multilingual digital marketing agency, we take an analytical approach to localization, fusing first-rate linguistic talent with specialist digital capabilities to create data focused localization strategies.

The relationship between Welocalize facilitates vital communication, bridging the gap between localization and marketing teams. We use creative techniques to develop culturally adapted content and provide data analysis to ensure the right content hits the right target audience.  To learn more about Adapt Worldwide and the SEO, PPC and other online multilingual digital marketing services, email me at Alicia.miller@adaptworldwide.com.

Alicia

Based in London, Alicia Miller is a Business Development Executive at Adapt Worldwide.

Welocalize Office Exchange Program From Dublin to Japan

Based in Dublin, Genara Rodriguez is Welocalize Deployments and Program Support Manager. She recently spent a week at the Tokyo office as part of the Welocalize office exchange program. In this blog, Genara shares her experience.

What do you do for Welocalize?

My role at Welocalize is Deployments and Program Support Manager. My team manages the training and deployment activities for a variety of processes that support the needs of Welocalize Technology Solutions such as machine translation (MT), GlobalSight TMS and client and vendor portals.

Why did you want to take part in the office exchange program?

It is a fantastic opportunity to experience work and life in an unfamiliar place. Tokyo is very different from Dublin! I wanted to meet some of my colleagues and help share best practices.

What was your main goal?

To spend as much time as possible with our colleagues in Japan, to better understand their accounts, roles and processes. In addition to this, I wanted to gain a better understanding of how our technology impacts their day-to-day roles. Furthermore, I aimed to provide and deliver as many training sessions as possible on a variety of technology solutions.

What did you learn on your exchange?

After organizing up to four training sessions a day covering a wide range of topics including general inductions, product demonstrations for GlobalSight, our MT solutions and other Welocalize technology solutions. I learned that my colleagues in Japan already have good expertise on these tools and solutions; however, we were able to share time-saving tips and talk about maximizing efficiency. The open discussions allowed me to better understand my colleagues’ challenges and I could address some of these by adding to our overall tools roadmaps.

Did anything surprise you?

How generous people in the Japan office were with their time. They were all really looking forward to meeting me which made me feel so welcomed to our Tokyo office.

Did you learn something new about the local culture and company?

Many of those working in our Japanese office have been with Welocalize for many years and you can see that connection and experience with the localization industry and company, both in and out of work.

What would you say about your experience overall?

It was incredible to have the Japanese team proudly teach me about their work and culture. They were so open to learn from me and find out more about my work and other activities in the Welocalize Dublin office. I have come back more enriched!

 

Welocalize 2016 Year in Review

As 2016 draws to a close, we take a look back at some of Welocalize’s key highlights. This year, Welocalize has grown in market size, offices and employees, as well as clients and new services. We continue to focus on delivering exceptional customer service, innovation and quality through global teamwork to brands all over the world.

We have spent the past year talking with our clients, today and in the future, about how we can help them them along every step of their global journey.  It is our purpose. Here are some additional highlights from the past year.

JANUARY 2016: Our global footprint expands again. We officially opened two new regional offices located in Chicago, Illinois and Cluj, Romania. These offices further increased our geographic support to meet the growing demand for our global language services. Welocalize now has 21 global offices.

FEBRUARY 2016: Traffic Optimiser, acquired by Welocalize in December 2015, was officially branded to Adapt Worldwide in order to highlight our expanding “cultural adaptation” capabilities for digital media services and transcreation expertise.  Headquartered in London, Adapt Worldwide provides specialized multilingual digital marketing services to brand leaders. Throughout 2016, Adapt Worldwide has continued to grow their business and recently took up larger offices in London. Find out more about the acquistion in a blog written by Welocalize CEO, Smith Yewell: Localization Strategy Drives Adapt Worldwide Acquisition.

We also expanded our multilingual product and software testing facilities in Portland, Oregon. This increased testing lab space by 5,000 square feet with more than 100 testing seats, supporting Welocalize’s growing linguistic and functional testing services, as well as off-premise “secure” location staffing services.

MARCH 2016: Vice President of Corporate Development at Welocalize, Tuyen Ho presented at the Annual Globalization and Localization Association (GALA) Language of Business Conference, which took place in New York. Her presentation,“Abolish the Per Word Pricing Model,” was part of the corporate strategy section of the GALA. Tuyen’s expert presentation highlighted how today’s localization economics, such as per word pricing, impact innovation and growth in the industry. Welocalize will be in attendance of GALA 2017.  Drop us a note to connect! marketing@welocalize.com

APRIL 2016: Welocalize sponsored and presented at Localization World 2016 in Tokyo. Many senior Welocalize management took part in a number of high level discussions on trends impacting localization activities in Asian markets.  Welocalize hosted our inaugural LocLeaders Forum event in Tokyo, with special guest panelists, Yukako Ueda from NetApp, Hyunjoo Han from Autodesk and Tatsuya Hirai from Welocalize. Olga Beregovaya, renowned language automation expert and VP of technology solutions at Welocalize, moderated the evening’s panel discussion, “Expanding Your Global Reach.”  Welocalize will be participating in LocWorld33 Shenzhen – Feb 28 – Mar 2, 2017. If you are planning to attend, please contact michael.lv@welocalize.com.

MAY 2016: One of our first acquisitions in life sciences, Nova Language Services joined Welocalize. With more than 20 years in the industry and strategically headquartered in Europe, Nova is strategically important to Welocalize’s growing portfolio of regulated industry language solutions for biotechnology, pharmaceutical, medical device companies and contract research organizations. CLICK HERE to read insights on Welocalize’s approach to translation in regulated industries with a special interview with Erin Wynn, Welocalize Chief Customer Officer and Consol Casablanca.

JUNE 2016: The Welocalize team played a significant role at a number of localization events in June. As sponsors and presenters, the Welocalize presence was strong at Localization World 2016 Dublin. We also held LocLeaders Forum in Dublin, which brought together clients, language service experts to talk openly about current localization challenges Read more about the event in the LocLeaders Dublin 2016 Magazine.  

JULY 2016: Welocalize moved up the global top 10 rankings of leading language service providers, according to the report “The Language Services Market: 2016” by independent research firm, Common Sense Advisory (CSA). Welocalize is the 7th largest provider in the world, 4th largest in the US.  Welocalize also successfully achieved certification to the new quality management system standard ISO 9001:2015 for global operations across North America, Asia and Europe. Welocalize companies Park IP Translations and Agostini Associati also achieved the new ISO 9001:2015 quality management system. In August, Welocalize went on to achieve certification to the International Standard specific to translation service providers, ISO 17100:2015, for global operations across North America, Asia and Europe.

AUGUST 2016: The market leader in expert life science language services, Global Language Solutions (GLS), was acquired by Welocalize in August. This acquisition expands the multinational life sciences client portfolio and our industry-specific language services in life sciences, legal, regulatory and compliance, government and healthcare. Inc. Magazine placed GLS at No. 3,565 on its 2016 Inc. 5,000 list, an exclusive ranking of the USA’s fastest-growing companies. Together, Nova and GLS form Welocalize Life Sciences. CLICK HERE to read a special interview with Erin Wynn, Chief Customer Officer at Welocalize, Inna Kassakina, President and Co-Founder of GLS and Olga Smirnova, CEO and Co-Founder of GLS.

SEPTEMBER 2016: In September, Welocalize exhibited and sponsored two significant global marketing events, Content Marketing 2016 in Cleveland, Ohio and Brand2Global 2016 in Silicon Valley. Welocalize and Adapt Worldwide shared specialized expertise at both events on hot topics in marketing localization such as transcreation, digital content, SEO, mobile marketing, cultural adaptation and next generation content.  We presented the Digital Challenge highlighting the need to bridge the gap between localization and marketing. Take the quiz now! http://www.adaptworldwide.com/digital-marketing-quiz/

OCTOBER 2016: Welocalize sponsored and exhibited at Localization World 2016 in Montreal, Canada and participated in the TAUS Annual Conference and TAUS Quality Evaluation Summit in Portland, Oregon. As part of the TAUS Annual Conference, The TAUS HAUS band, featuring Welocalize CEO, Smith Yewell, provided excellent rock ‘n roll entertainment for all attendees. Some of the world’s largest global brands attended the Welocalize LocLeaders Forum 2016 Montreal event, to discuss all aspects of the globalization journey. READ LocLeaders 2016 Montreal Magazine, which contains insights from a number of attendees including Microsoft, Dell EMC, Veritas, VMware, John Deere, GetYourGuide, Box and more.

NOVEMBER 2016: Welocalize welcomed clients, partners and leading localization experts to the inaugural LocLeaders Local 2016 Germany event which took place in Stuttgart. The event, which was held in German, focused on localization challenges for companies based in the DACH region and generated huge interest, with attendees requesting more events in 2017.

DECEMBER 2016:  Welocalize released our latest NPS Client Survey results, with our highest customer satisfaction score to-date.  Our client’s gave us an NPS rating of +41. Thank you to our clients for their valuable insights and feedback.  It is important to us as we continue our commitment to helping each of our brands in their global journey. It’s our purpose!

Welocalize has grown in every way since the start of 2016. We now have more than 1,000 employees, 21 global offices and significant presence in new services areas and industry sectors like digital marketing, transcreation, interpretation, transcription, life sciences, staffing and more!  We look forward to working with you in the New Year and wish everyone health and happiness in 2017.

 

 

Welocalize Top Ten Blogs of 2016

One of the greatest joys for us is the praise we receive for the Welocalize Innovator’s Blog as one of the most respected online resources for expert knowledge on topics related to globalization and the localization industry.

We are extremely grateful to our dedicated readers and special guest bloggers, including Welocalize colleagues, clients and industry pros from all around the world, for their continued support and insightful contributions.

Welocalize is committed to sharing industry-relevant knowledge, trends and topics related to the global journey. From globalization and innovation to language technology and translation tools, the weekly postings are rich in a variety of experiences, expertise, industry buzz and best practices. Our content is primarily focused on cultural adaptation and considerations for localizing all types of content. Our goal in this online exchange is to help others most effectively reach target audiences and achieve their respective business goals. Our hope is that you find the content valuable and shareable!

As 2016 draws to an end, we would like to share with you the top 10 most visited Welocalize posts this year.

#1 How to Say Love in 30 Different Languages

The universal language of love has proved a popular target language! While different countries and cultures celebrate Valentine’s differently, and express the word “love” in different languages, the meaning is very much universal. In our most popular blog of 2016, we put together a list to show how you can express love in 30 different languages. The world needs love, so no matter the time of year this is always a great read.

#2 The Growing Localization, Translation and Interpretation Industry

This blog shares some key insights to the thriving localization, translation and interpretation industry. To successfully take a product or brand global, content has to be culturally adapted and translated to each relevant local market. As the globalized market continues to expand, there is also a growing need for localization and translation services as more brands are going global.

#3  Five Tips to Drive an Effective Global Marketing Strategy in 2016

As businesses take their brands global, they need appropriate marketing campaigns to reach the global audiences while altering their content to cater to the different languages and cultures. This blog shows 5 tips for marketers to drive successful global campaigns in 2016 (and 2017).

#4 Four Linguistic Differences between American and British English

English is very widely used in many countries, and there are many differences in the English language. It is important for translators to have knowledge of the differences between the English languages used in different countries. In this blog, Welocalize shares four noted linguistic differences between American and British English.

#5 Eleven Interesting Global Social Media Growth Statistics

Social media has massively changed the way we engage and socialize with each other. It has a significant influence on how global brands communicate and connect with their target audiences. As one of the main drivers of today’s global marketing, social media should be fully utilized and integrated into our global digital marketing and localization strategies. This blog lists interesting global social media growth statistics.

#6 Neural Machine Translation Is the Next Big Thing

Welocalize’s Senior Computational Linguist, Dave Landan, wrote this excellent blog about the trends in machine translation (MT) and neural machine translation (NMT). Find out more about the evolution of MT, and how Welocalize is integrating cutting-edge innovation and technologies in its language tools solutions and MT programs to deliver quality translation and localization services to their clients.

#7 Transcreation and Linguistic Copywriting for Multilingual Digital Marketing

As more businesses are extending their global reach to overseas markets, there is a need for localization of global marketing campaigns. Instead of prioritizing linguistic accuracy, transcreating and maintaining the meaning and concept of a campaign is the priority to ensure maximum impact on local markets. This blog looks at the importance of integrating marketing activities and localization to recreate content that will suit a local market and effective reach the intended target audience.

#8 SEO and Search Localization for Global Digital Marketing

SEO, SEM, and online search words are important aspects of digital marketing. It is essential for global businesses to invest resources into gaining local knowledge of what people are searching for in their native language if they wish to fully engage with the local markets. Gurdeep Gola, SEO Director at Adapt Worldwide, shares some insights into the importance of optimizing digital content by tailoring contents and SEO and SEM strategies to better target the different cultures and languages of the local markets.

#9 Global Trends in Mobile and E-commerce

The prevalent use of the internet has greatly contributed to the way customers buy goods and services. It also allows global businesses to trade more efficiently with consumers and other businesses worldwide. This blog highlights some of the global trends in mobile and e-commerce, and reasons why e-commerce and m-commerce localization may be the key to success.

#10 Three Disruptive Technologies in Global Digital Advertising that Impact Localization

Technologies may disrupt instead of facilitate the delivery of online marketing content to the intended audiences. This blog examines the importance of being equipped with the right knowledge to maximize impact and minimize disruption of technology when doing online marketing.

We hope you have enjoyed the many insights on the Welocalize Innovator’s Blog. If you aren’t a subscriber, join us now! If you have something to share, let us know! Did your favorite blog make the list? Let us know which Welocalize blog you found the most interesting by emailing marketing@welocalize.com.

Louise Law, Writer, Editor and Communications Manager at Welocalize

louise.law@welocalize.com

 

 

Happy Holidays from Welocalize

We wish you a very happy holiday season! 

Each year Welocalize selects a charity for our annual holiday donation on behalf of our clients and employees around the world. This year, Welocalize is making a donation to Soles4Souls, a not-for-profit social enterprise committed to fighting poverty through the collection and distribution of shoes and clothing. The charity has distributed over 26 million pairs of shoes in 127 countries since 2006. Soles4Souls aims to alleviate poverty by acting as second wave responders and providing to those in need during times of disaster.

Soles4Souls has a vision to alleviate extreme poverty by 2030 and create economic change by utilizing donated shoes and clothing as a resource to start and sustain small businesses in developing nations. Welocalize loves helping to make a difference and supporting great organizations, like Soles4Souls, to make a difference around the world. Welocalize is happy to contribute to this great cause, and to help make a difference all over the world.

Welocalize would like to wish happy holidays to our clients, colleagues and employees all over the world! Let’s keep working together to make our world a better place for all.

Welocalize Celebrates the Season of Giving

Welocalize makes a difference all over the world in our localization and translation work, in many countries, communities and industry sectors. Welocalize is also involved in a number of philanthropic and charitable activities, helping to make a difference where it matters most.

WELOCALIZE CHARITABLE ACTIVITIES 2016

Welocalize takes part in a number of corporate and local charitable activities. Here’s a quick roundup of some of the philanthropic activities that Welocalize has participated in this year.

WELOCALIZE TEAMS WORK GLOBALLY AND GIVE LOCALLY

Welocalize has over 1,000 employees located in 21 offices around the world. Each offices contains uniquely talented individuals who not only work hard to enable our clients to do business globally, but also lend their time and energy to help local communities who need support. Welocalize teams all over the world do exciting and fun things to help others, while supporting the localization industry and raising money to give back to the local communities. Here’s a quick rundown of some of the wonderful activities Welocalize team members across all our affiliated brands have taken part in this year.

A #Selfieless Moment and Lots of Panda Hugs! 

Adapt Worldwide, a Welocalize multilingual digital marketing agency hosted a “hug-a-thon” on the streets of London this holiday season. They committed to donating £1 to the World Wide Fund for Nature (WWF) for every single hug. Every little bit helps in a huge way, and, after 180 minutes of hugging, we were able to raise an outstanding £376! That’s a whole lotta hugs all for a fantastic campaign that in the end helps with panda conservation and protecting the population of threatened giant pandas. That’s a whole lotta hugs all for a fantastic cause! Watch it all happen here.

My Plate” Garden Initiative in Frederick

“My Plate” Garden is an initiative run by Seeds of Life Nurseries, Inc. in partnership with Frederick County Public Schools. Welocalize global headquarters is located in Fredrick, Maryland, USA. With the cooperation of sponsors and volunteers from local businesses, Seeds of Life Nurseries is able to install gardens at any interested elementary school in the Frederick County. Welocalize is a proud sponsor of this great initiative, allowing the installation and maintenance of a garden at Parkway Elementary School in Frederick. Welocalize volunteers participated in the planting of the garden, growing and harvesting the crops, connecting them with the agricultural community and giving them the opportunity to contribute to the local community. http://solnurseries.info/

To commemorate Martin Luther King Day on January 19, some of the team at the Welocalize headquarters in Frederick, Maryland, got their hands dirty to help build birdhouses and donated non-perishable food items to the senior citizen food pantry.

Food Banks in Oregon and California

Our team at the Welocalize Portland office volunteers each quarter at the Oregon Food Bank. Oregon Food Bank aims to eliminate hunger in Oregon by addressing the root causes of hunger through public policy, education, and awareness. The Welocalize team in Portland has done well this year, setting a new volunteer record of sorting and packing 722 meals per volunteer!

In March, the team sorted and bagged over 15,582 lbs of pears, which was enough for 12,985 meals for families in need. Later in June, the team labelled and boxed over 11,000 lbs of soup, contributing to 9,392 meals for families in need all over the state. Just earlier this October, the team sorted and bagged over 20,000 lbs of apples, which equals 16,965 meals for families in need. https://www.oregonfoodbank.org/

They also have plans to partner up with the KGW Great Toy Drive for the holiday. Toys donated will benefit over 120 local non-profit agencies and will be distributed to thousands of families and children in need throughout Oregon and Washington.

The Welocalize team in San Mateo has also volunteered regularly at the Second Harvest Food Bank. In May and October, the team sorted and boxed over 9,000 lbs of donated canned vegetables for those in need.

Empowering Women in San Francisco

WorldWideWomen is a social enterprise company dedicated to building a global movement for women’s and girls’ equality through technology, philanthropy and advocacy. Welocalize supported the WorldWideWomen Girl’s Festival in San Francisco in 2016.  The festival is a day of filled with imagination, exploration and empowerment for girls.  More than 5,000 girls and their families joined together to celebrate with activities related to education, health & wellness, entrepreneurship, leadership, STEM, career planning, safety and crisis support, social service and morehttp://worldwidewomenfestival.com 

Our vision is to build a powerful for-profit business that will fund our philanthropic efforts to support women and girls, and our advocacy goals to drive legislative changes that improve the civil and human rights of women around the world.

Puppy Play Dates in Washington

Earlier this June, the Welocalize team in Washington collected money and donated it to the Humane Society of Washington County. As a thank you, the team landed themselves a “Puppy Play Date” with four German Shepherd Mix puppies. http://hswcmd.org/

New York Gets Busy

Park IP Translations, a Welocalize company, based in New York has taken part in a lot of charity work this year. The New York team raised over $500 in donations for the Wounded Warrior Project, which aims to serve veterans and service members who incurred any form of injury or illness co-incident to their service on or after September 11, 2001.

They got active for the ‘American Cancer Society Making Strides Against Breast Cancer walk. The team has done an amazing job supporting and fundraising for the American Cancer Society. http://www.cancer.org/involved/participate/makingstridesagainstbreastcancer/

The New York team also had an impromptu ‘feed the hungry’ initiative when they found themselves left with way more food than expected after a catered lunch. They made lunch bags and donated the extra food to the local homeless population in the surrounding area.

Baking for Children in Need, Chester, England

Welocalize in Chester, UK, continues to contribute towards their local foodbank, donating food and toiletries to those who need a helping hand. The team recently baked colourful cakes as a fundraiser for the national BBC Children In Need appeal. BBC Children in Need aims to help children and young people who are disadvantaged by providing grants to projects in the UK which focus on them. The charity is currently supporting 2,400 projects all across the UK, and the Chester team is eager to contribute to this charitable cause. https://www.bbcchildreninneed.co.uk/fundraisinghub

The UK team also take part in regular collections and raffles and this year will donate Claire House Children’s Hospice. http://www.clairehouse.org.uk/

WELOCALIZE 2016 HOLIDAY CHARITY DONATION: Soles4Souls

This year, Welocalize is making a donation to Soles4Souls. The charity has distributed over 26 million pairs of shoes in 127 countries since 2006. Soles4Souls aims to alleviate poverty, providing to those in need during times of disaster. The charity strives to create economic change by utilizing donated shoes and clothing as a resource to start and sustain small businesses in developing nations. Welocalize is happy to contribute to this great cause, and to help make a difference all over the world. https://soles4souls.org/about-us/

That rounds up some of the charitable activities which have taken place at Welocalize over 2016. A great effort from all the teams to really make a difference! Welocalize would like to wishing everyone health and prosperity as we move forward into 2017.

2016 TRANSLATION CHARITIES

Translators without Borders

Translators without Borders (TWB) is the world’s leading non-profit translation organization who works with a community of more than 3,500 translators worldwide. Since 2011, TWB has translated 38 million words in over 190 languages. The organization ensures the availability of culturally appropriate and accessible translation services, while raising awareness of the importance of languages as well as building language translation capacity at the local level. Welocalize has been a proud sponsor of Translators without Borders for many years, and is now a silver sponsor of the organization after increasing the level of sponsorship early this year. http://translatorswithoutborders.org/

Rosetta Foundation

The Rosetta Foundation promotes equal access to information and knowledge for the under-served communities in their native languages by collaborating with non-profit organizations across the world. The foundation has developed a web-based Translation Commons (Trommons) for communities and more than 15,000 registered volunteers. Welocalize is delighted to continue its corporate sponsorship of The Rosetta Foundation to maintain this vital service to make contents available in different languages to reach a wider audience. https://www.therosettafoundation.org/

2016 CORPORATE CHARITY INITIATIVES

Color Me A Cure

Established by Smith and Julia Yewell, The Color Me A Cure Foundation is a non-profit charity that focuses on pediatric art therapy and pediatric oncology programs in developing countries.  The charity aims to make funds available to support treatment and programs for pediatric cancers in these countries, where just a few dollars can make a drastic, positive difference to a patient. The Color Me A Cure Foundation understands the importance of holistic mind and body care in a patient’s road to recovery, and how engagement in art projects have contributed to the young patients’ mental well-being and overall healing. By supporting Color Me A Cure Foundation, Smith Yewell, Welocalize CEO and Color Me A Cure co-founder, believes that Welocalize is able to make a difference by helping children with cancer and their families from around the world. http://colormeacure.org/

Aslan Project

Welocalize supports The Aslan Project, a charity dedicated to redressing the inequality between the much higher numbers of cancer survivors in the United States in relative to a lower number in the developing regions around the world. The Aslan Project collaborates with national governments, major hospitals and academic institutions to ensure local medical professionals are equipped with the knowledge and skills to recognize cancers during their early stages and be able to treat them effectively. Smith Yewell, Welocalize CEO is a member of the Board of Directors at the Aslan Project. http://www.aslanproject.org/

ChIPs Women in Technology, Law and Policy

Park IP Translations, a Welocalize company and leader in legal language services, is an ongoing sponsor of ChIPs, a US non-profit corporation dedicated to the development and advancement of women in technology, intellectual property (IP) and regulatory policy. Park IP Translations participates each year in the annual ChIPs Women in Tech, Law and Policy Global Summit, which took place this year in Washington, DC. http://chipsnetwork.org/

And that is just some of the story. Welocalize recognizes that there were many individuals and collective groups that have given to a variety of global charities this past year. It is core to who we are and the values we celebrate at Welocalize.

Happy Holidays and we will keep on giving! We can all do so much together.