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, Columbia, 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 more. http://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.

Globalization of Online Travel Drives Importance of Consumer Review Scores

By Chee Ho Wan, Co-Founder and Co-Managing Director, Adapt Worldwide, a Welocalize Multilingual Digital Marketing Agency

Online consumer reviews are the third most trusted form of advertising behind recommendations from friends and family and branded websites, according to the Global Trust in Advertising Report from Nielsen.

Since content from websites like Travelocity, Kayak, TripAdvisor, Bookings.com, Expedia and Orbitz appear on the pages of many online travel agencies (OTAs), the Internet can turn a review score into word of mouth on steroids—for good or bad. That is why companies in the travel and hospitality sector have now gone beyond online content localization into optimization. They often now begin with the first thing customers look at, the review score.

At Adapt Worldwide, we deliver expertise for the broader task of consulting on global content strategies for the travel and hospitality sector. We look at content from the perspective of ROI, rather than just from localization and creating content into different languages.

One method we use is to analyze data so companies can identify on which OTA they have a weaker review score, or where their scores are going down. We then help manage these online reviews by identifying what people are saying and where exactly the problem lies, such as a specific issue with a certain hotel or flight.

Many clients are interested to know how they are performing and how they can improve rating scores themselves. It is no longer just about generating static content. It also is about analyzing online interactions and bridging the gap between content and ROI.

Hotel Review Scores

Feedback from hotel guests and travelers can either be positive, negative, or neutral. For example, for hotel properties, problems generally fall into four categories:

  • Facilities (e.g., bathroom drain backed up)
  • Service (e.g., unfriendly front-desk staff)
  • Advertising or Sales (e.g., a room given under a promotion not as advertised)
  • Billing (e.g., credit card hold charges not removed upon checkout)

Adapt Worldwide culls all this data in as many languages as the feedback comes in, and analyzes it. Hotels could go into all these OTAs and read multilingual user-generated content themselves; however, hotels have lots of other things to do that are more central to their core business. Therefore, the hotel may look at user-generated content anecdotally, fix a certain problem, and then hope guest feedback improves and the review score goes up.

Strategic data analysis is a central, core function for certain teams at Adapt Worldwide. The team provides digital capability and skills to analyze data in an effective way, anecdotally as well as by examining online reviews unhampered by any language barrier. If guests use these rankings to decide whether to book or not, then review scores become increasingly important. More crucial, sometimes, than the content on the OTA itself.

For clients in this sector, we have examined the correlation between rankings and review scores. We analyze the results on different OTAs over time, look at trends and chart the performance of different hotels versus their review scores. Properties that book higher have higher review scores. The same applies if certain hotels slip in rankings over time. That indicates a problem; maybe the service has dropped, or there is a problem with management or the facilities.

Language Analysis at Adapt Worldwide

We provide insights into what people are saying, based on certain keywords. In short, language analysis. We collate data through automated scripts and identify key phrases that indicate sentiment across reviews. There are some manual checks to ensure that no false negatives exist (e.g., “Definitely not the best hotel I have stayed in”). Generally, you want to keep the data so it can be viewed and accessed quickly.

If there is a problem that is fixable around, say, a certain facility, then Welocalize and Adapt Worldwide will inform the company’s central management team, who can work on getting the issue fixed. Beyond just translating words, Adapt Worldwide’s analysis of user generated content (UGC) can translate into an action report so the hotel can focus on what exactly the user or guest wants and then act on it. Adapt Worldwide processes all data analysis and generates action reports for clients to understand what content they should create for their website.

While you cannot mitigate against one person’s opinion, you can certainly see trends over time; which makes it easier to act and observe if performance improves. As the travel and hospitality industry becomes a lot more competitive, it is no longer enough to merely use some paid search. Companies must now focus on content optimization for both their branded websites and on the OTAs that drive traffic to them.

Chee Ho Wan

 

 

Welocalize Case Study of Wizz Air Website Relaunch in 38 Countries

Welocalize works with many travel and hospitality global brands, helping them engage with a growing multilingual digital consumer that is searching for the “right” service to meet their personal needs and interests.

In this Welocalize case study, we highlight our experience in partnering with market leader Wizz Air and helping them relaunch their website by culturally adapting content for 38 markets, enhancing their overall user experience. You can read more here: Welocalize Wizz Air Case Study.

Welocalize brings all the latest localization techniques and innovation needed to help WIZZ grow and succeed internationally. We’re delighted with the partnership and look forward to more cooperation in the future,” Tamara Vallois, head of communications at Wizz Air.

Client Challenge

Wizz Air is the largest low-cost airline in Central and Eastern Europe, offering more than 450 routes from 26 bases, connecting 130 destinations across 38 countries. One of Wizz Air’s overall global business objectives was to enhance user experience, making it easier and simpler to book Wizz Air travel. The online travel and hospitality industry is a fiercely competitive market and it is crucial to create a great online journey to reach local customers and gain competitive advantage. The company wanted to relaunch its new website on all platforms in 23 languages across 38 markets.

Welocalize Solution

Welocalize worked with Wizz Air to develop a scalable localization strategy, creating source materials in English and delivering translated and fully tested web content into 23 languages for all platforms, including mobile. Localization work included in-depth market analysis and research by dedicated Welocalize experts to identify key words for multilingual SEO purposes in target locales.

Welocalize deployed GlobalSight, a proprietary open-source translation management system (TMS), to streamline and automate Wizz Air’s translation workflow including customized connectors to interface with Wizz Air’s content management system (CMS).

Welocalize partnered with Wizz Air to ensure all web content reaches new and existing customers, creating an intuitive online user experience while enhancing the Wizz Air brand.

We are delighted to see our new website fully implemented in 23 languages on all platforms as it reflects the innovation that WIZZ has delivered since its first flight in 2004. WIZZ constantly strives to stay ahead of the game when it comes to products and services we offer our customers. Today we operate flights to 38 countries in Europe and beyond, with base operations in 14. Offering localized web content for our customers is one of the crucial steps and we are satisfied with our fruitful cooperation with Welocalize that helps us to ensure that our global customers interact with the WIZZ brand in a linguistically and culturally appropriate way.” – Tamara Vallois, Head of Communications, Wizz Air

Case Study Highlights

  • Enhanced online user experience
  • Develop EN source materials
  • Translation and testing into 23 languages
  • New language – Georgian
  • Operational on all platforms including mobile
  • GlobalSight TMS for easy translation management
  • Streamline and automate translation workflow
  • In-depth market analysis and research
  • Multilingual SEO
  • 23 languages to reach 38 markets
  • Flexible and scalable solution
  • PM support 24/7
  • Full cultural adaptation of content
  • Global teamwork
  • Significant international growth

Client Profile

Founded in 2003, Wizz Air is the largest low-cost airline in Central and Eastern Europe. The company has been always focusing on delivering outstanding customer experience at affordable prices. The new website features the Express Booking function that allows customers to purchase a ticket in just three clicks within 30 seconds. The company was recently named 2016 Value Airline of the Year by the editors of Air Transport World, one of the leading airline trade magazines, as well as 2016 Low Cost Airline of the Year by the Center for Aviation (CAPA), leading provider of independent aviation market intelligence. www.wizzair.com

You can download the full case study here: Welocalize Wizz Air Case Study.

 

Welocalize LocLeaders Magazine Montreal 2016 Edition

The latest issue of the Welocalize LocLeaders Magazine is now available! This popular globalization and localization industry publication contains industry related expert articles and insights from special guest panelists and attendees who took part in the latest Welocalize LocLeaders Forum 2016 event, held in Montreal, Canada.

The collaborative magazine is an important read and relevant for any organization who operates globally and is in search of meaningful “real-world” content that guides and provides practice insights in how to scale globally and reach multiple audiences in many languages and cultures.

Click here to read article contributions from leading globalization experts at Microsoft, Dell EMC, John Deere, Box, Veritas, VMware AirWatch®, GetYourGuide and others.

The theme of the LocLeaders Forum 2016 Montreal was The Globalization Journey,” where Erin Wynn, Welocalize Chief Customer Officer and LocLeaders Montreal host, spoke about the importance of supporting global brands at each stage of the journey, at every customer touch point, creating valuable assets by developing rich content in many languages and cultures.

Special invited guests at the LocLeaders event in Montreal included senior business managers and leading globalization experts from many industry sectors who had valuable insights on topics that detailed the different stages of their globalization journey. Our insightful panelists included notable experts from Dell EMC, Microsoft, Intuit, Box, Veritas and VMware.

In a series of Welocalize moderated panel discussions, participants shared their experiences and valuable best practices on the latest globalization topics including, the power of international design on localization, growing the reach of network generated content and scaling localization resources and activities to meet growing global demands.

Reading the latest edition of the LocLeaders Magazine will hopefully give insight and inspiration to anyone involved in global business and driving globalization and localization strategies.

We sincerely hope you enjoy the latest issue of this leading Welocalize publication! Please read and share with your colleagues and networks. We hope to see you at our next LocLeaders event.

If you would like more information on forthcoming Welocalize LocLeaders Forum events, please email us at marketing@welocalize.com.

Localization Trends for Travel and Hospitality Industry in 2017

The hospitality and travel industry has expanded and diversified to become one of the largest and fastest-growing industries. An increasing number of countries have embraced, and invested in, tourism, resulting in many new destinations emerging, in addition to the traditional choices of Europe and North America. Some regions rely on international tourists to keep their economies afloat.

According to World Tourism Organization (UNWTO), there is an expected increase of international tourist arrivals of 3.3% a year between 2010 and 2030. It is a huge, highly competitive market, covering multiple services such as air travel, car hire, hotel booking and travel insurance. This varied industry presents many opportunities for businesses to expand and grow their global activities.

Here are some global trends of the hospitality and travel industry to look out for in 2017:

#1 Growth in online booking. The use of online and mobile platforms grows in tandem with the growth of the hospitality and travel industry. According to the European Tourism Association, 39% of bookings in Europe and 44% of bookings in the United States will be made online by 2017, a rise of 5% and 2% from 2016, respectively. Travelers are spending more time online researching, comparing prices, reading customers reviews and booking trips. Research conducted by the Nielsen Company showed that an average of 53 days was spent to view 28 different travel sites over 76 sessions per customer.

There is also a significant portion of customers who do their travel research via social media, making social media an important digital marketing tool and platform for businesses. This makes it all the more important for online travel and hospitality companies to deliver the best online user experience and this includes driving clever digital marketing and social media strategies to drive traffic to the website. Every part of the online experience, from reading travel reviews through to booking and payment, must be understandable at a local level and culturally relevant. Globalization and localization must be an integral part of every step in a customers’ journey.

#2 Going Mobile. Mobile usage continues to rise rapidly among customers across all industries. While a lot of travel and hospitality bookings are still done on the desktop, customers research travel heavily on their mobile and smart devices. Travelers are more reliant on their mobile devices to be spontaneous once they arrive at their travel destination.

According to Think With Google, 85% of leisure travelers decide on activities only after they have arrived, and 50% of international travelers rely on mobile devices to make spontaneous decisions on what to do once they have arrived at their holiday destination. Therefore, it is worthwhile for businesses to invest in making sure that their websites are mobile-friendly in all target languages if they are looking to drive up their revenues.

Welocalize’s multilingual digital marketing agency, Adapt Worldwide, specializes in mobile marketing and SEO, along with app optimization for the travel industry. You can learn more by visiting www.adaptworldwide.com.

#3 Growing Asian Market. According to Travel Industry Wire, there has been a double digit increase in international long-haul trips this year. There is a sharp rise in numbers of trips to destinations within the Asian region. Both China and Korea have performed very well this year, with each country having over 10 percent increase in international travels. China seems to be the driving force for growth, and this growing market still has much to offer.

The outlook for Asian outbound tourism remains positive, and the number of Asian outbound trips is predicted to increase another 6% in 2017. It is also worth noting that Asian travelers are gradually becoming more like ‘typical holidaymakers’ like in Western countries, as more preferred sun and beach holidays over sightseeing trips. For travel organizations looking to attract more visitors from Asian countries like China, any customer facing content must be published in the relevant language.

No matter which medium is used to communicate with the customers, travel organizations must speak the right language, linguistically and culturally. Looking forward into 2017, localizing for emerging markets in the travel and hospitality sector, especially the rapidly rising Asian market, is the key in the travel and hospitality sector. It is worthwhile for businesses to work with an experienced language services provider to ensure that they are ready to stay competitive and meet customers’ ever-growing demands and expectations in the travel and hospitality industry.

You can learn more about, click here: Welocalize solutions for the travel industry.

Cecilia

Cecilia.tang@welocalize.com

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

 

Oil and Gas Industry Requires Localization at Every Stage From Extraction to Sales

In the 21st century, the oil and gas industry is one of the most diverse industries in the world. This is due to its global influence on every continent. There are companies and people working in locations all over the world, from the Middle East, requiring a range of translations from Arabic to Russian and English to Brazilian Portuguese. Oil and gas companies require a broad range of language services to support the depth and varied multilingual content types used to operate their businesses.

Localization of Compliance Information

The oil and gas industry needs localization to keep the wheels turning. Before an employee can even begin working on a rig, they will need to have gone over relevant health and safety information. This must be required in the native language of the employee, so as the company discovers new locations to extract, they must also provide consistent training and health and safety information in that specific language. Localization is often a requirement for regulatory content that is fundamental to certain aspects within the industry.

Interpretation Requirements

The language of selling oil and energy may require further localization. Interpreters may be required in business meetings and negotiations. Some large oil and gas enterprises with multiple types of localization may have full time interpreters on site just to assist with day-to-day activities. When companies are scouting and negotiating on new areas to extract, they may require interpretation to help agree on a price of the area in which they work.

One-Off Localization is No Quick Fix

When a company that specializes in oil and gas buys localization services as a one-off project, they are often looking for a quick, cheap fix to solve one problem. This can be high risk as translations may be inaccurate, inconsistent and potentially create fatal scenarios, especially if they involve safety information.

International oil and gas companies should be looking at localization as an investment strategy. If localization is considered as a valuable investment to the company, then the company will have far better and safer engagement with employees, partners and customers. They will also have a much more efficient product cycle process in terms of extraction to consumption and revenue. Oil and gas processes are highly complex, drilled or mined out of the ground using heavy machine and equipment, then shipped to multiple countries. The process involves scientists and professionals from different nationalities located in the refineries who spend time on extracted materials to prepare for sale. If the translation and localization is efficient and prominent throughout, it should hopefully have a much smoother process from extraction through to final sale. There are many benefits in employee training, performance and retention if there is a smooth line of communication in local language and dialect.

Establish a Long-Term Partnership

Continuous translation of technical and compliance documentation with one language service provider can deliver huge benefits for energy companies. Content in the energy industry is very specialized and this requires subject matter expertise from linguists working in this area. Having a more strategic approach and using resources from one provider will guarantee more consistency and quality in terms of output. When dealing with complex information, it is essential to retain a team of translators and linguists to ensure information not only remains technically accurate, but also truly reflects the brand style and tone of voice throughout.

Robert Davies is a member of the Welocalize Global Marketing and Sales Support team.

For more information on Welocalize solutions for the oil and gas industry, click here.

 

Welocalize Translates Patient-Reported Outcomes into 40 Languages for 50-Country Drug Trial

Welocalize Life Sciences provided translation and linguistic validation services to a private, billion-dollar Japanese company who specialize in several therapeutic areas, including psychiatric drugs.

The client reached out to Welocalize to translate 10 patient instruments used to measure the effectiveness of the medication being tested into 40 languages for a 50-country drug trial. The client also wanted the translation validated through pilot testing on real people via focus groups in 40 languages in more than 20 countries.

READ FULL WELOCALIZE LIFE SCIENCES CASE STUDY: Translation of Patient Reported Outcomes into 40 Languages for 50-country Drug Trial

Client Challenge

As the number of clinical trials continues to grow outside of the U.S., instruments used to gather data directly from the patients, or Patient-Reported Outcomes (PROs), must be translated into the patient’s native language. In order for an instrument to be used in international studies, it must address the same concepts in all languages to make it possible to pool data and compare results across countries. This is done through a series of steps involving multiple teams of translators, as well as focus groups for accuracy across languages, dialects and cultures. However, once the English version is translated into another language, the possibility of inconsistencies arises.

Welocalize Solution

In order to successfully pool data across the multinational clinical trials, Welocalize worked with multiple teams of local, native language translators, as well as focus groups, to ensure accuracy across languages, dialects and cultures. We conducted more than one forward translation of the instruments. These translations were then reconciled into a single forward translation using the best components of each. Another team then completed a back translation into English, which was then compared to the original source file. Based on these findings, mistakes or ambiguities were corrected. Then, the single language file was culturally adapted into the local dialects.

With so many linguistic differences and cultural nuances – even within the same trial country – it was crucial to validate trial documents for linguistic and cultural accuracy. To test the translation, or validate the accuracy of an instrument, Welocalize performed cognitive debriefing of the translation on real people. The focus group, which was run by a moderator, consisted of people across diverse economic, education and demographics to make up a general population for the testing.

Features:

  • Translation and linguistic validation from English into over 40 languages, including Latin American Spanish, seven Indian and Filipino languages
  • Client was able to successfully pool data across 50 countries

Results:

  • Through focus groups, Welocalize uncovered areas of cognitive difficulties, grammatical mistakes or culturally inappropriate statements
  • Rigorous processes meant accurate, on-time translations of PRO
  • Culturally and economically relevant translations led to greater compliance by the patient and high quality content recorded by the patient during the trial

“In order for an instrument to be used in international studies, it must address the same concepts in all languages in order to make it possible to pool data and compare results across countries. Welocalize provides linguistically and culturally accurate translations, which are critical components of pooling data across countries.”

DOWNLOAD WELOCALIZE LIFE SCIENCES INDUSTRY CASE STUDY: Translation of Patient Reported Outcomes into 40 Languages for 50-country Drug Trial

Welocalize Highlights from AMTA 2016 Conference

Welocalize recently sponsored and presented at the 12th biennial conference of the Association for Machine Translation in the Americas (AMTA) in Austin, Texas. Welocalize Program Manager, Elaine O’Curran from the Welocalize Technology Solutions Team shares her highlights from the event. Elaine was recently appointed Secretary for the AMTA. Welocalize Vice President of Technology Solutions, Olga Beregovaya was also appointed the new president of the AMTA.

Alex Yanishevsky, Welocalize Senior Manager, Globalization Technology Strategists, presented at the AMTA 2016 conference. Click here to view his presentation, I Ate Too Much Cake Beyond Domain-Specific MT Engines.

The AMTA 2016 Conference had something to offer everyone involved in machine translation (MT). We heard many attendees agree that the AMTA conference is the gathering where you can find real substantive information on MT. The pre- and post-conference tutorials and workshops covered a wide range of topics in-depth, from an introduction to MT in CAT tools, Adaptive MT through to the latest advances in Neural MT.

One afternoon during main conference was devoted to a technology showcase of commercial and research-stage translation technologies. For the main conference, there were three parallel tracks, dedicated respectively to researchers, commercial users, and government users, each featuring original and refereed presentations.

Here are my main highlights from the AMTA 2016 Conference:

Highlight #1: Excellent Plenary Sessions

  • Rico Sennrich (University of Edinburgh) presented on the status and prospects for Neural MT, which is rapidly surpassing current methods. Although fluency is vastly improved, Rico cautions that we have limited ability to interpret and manipulate neural networks (read: lack of control) and more research on terminology integration is needed.
  • Spence Green (Lilt) reviewed the challenges in providing an online service for interactive MT and gave a brief demo of Lilt. Spence and team have clearly invested a lot of time and research to perfect a user interface that is both ergonomic and productive for post-editors.
  • Daniel Marcu (ISI/USC, FairTradeTranslation) moderated a panel on “MT Commercialization: Past, Present, and Future.” The panelists were Macduff Hughes (Google), Valery Jacot (Autodesk), Dragos Stefan Munteanu (SDL), and Chris Wendt (Microsoft). The most interesting part of the discussion touched on current trends that keep the panelists awake at night. Hughes mentioned the stability of the neural model, as we can experience large model changes from small amounts of new data and large changes in translations from minor changes in the source.

The panelists also provided their perspective on the future of MT providers and predicted there will be only a handful of major players 10 years from now.

Highlight #2: Implementation of Adaptive and Interactive MT

We witnessed implementations of adaptive and/or interactive MT by Lilt, ModernMT and SDL, advances which improve the post-editing task for translators and signal a departure from ‘static’ MT. There is a prerequisite, however, that translators post-edit in an online environment. While interactive MT improves suggestions within a segment during typing, adaptive MT works across segments. Adaptive MT learns as a user post-edits a project and the MT system is immediately updated with each confirmed segment. This reduces repetitive edits and increases productivity for translators. Lilt demonstrated both interactive and adaptive MT in their system, while ModernMT and SDL demonstrated adaptive MT.

Highlight #3: Good Enterprise Use-Cases

The AMTA 2016 conference was well represented by the enterprise sector. We saw presentations from Autodesk, Booking.com, Etsy, Intel, Microsoft and VMware who shared their challenges and successes in evaluating and rolling out MT for various use cases. This year we saw a heightened focus on the use of raw MT, which signals that acceptance of this use case is increasing among MT users.

Highlight #4: Mature MT Programs

My Welocalize colleague, Alex Yanishevsky, presented his second installment on the challenges and opportunities for mature MT programs. Once we reach a scoring plateau, there is an opportunity to push the MT engagement upstream through an automatic analysis of source content suitability and source profiling. This analysis will provide data to improve source authoring and content strategies which ultimately results in better MT output and thus, more productivity by translators.

Click here to download Alex’s presentation, “I Ate Too Much Cake Beyond Domain-Specific MT Engines.”

We are now at a cross-roads while waiting for emergent MT technologies – such as Neural, Adaptive, Interactive – to make the full transition from research to commercially viable solutions for the enterprise scale. These are exciting times for the MT team at Welocalize as we immerse ourselves in evaluations and experiments to benchmark these emergent technologies against the status quo.

Elaine

Elaine.OCurran@welocalize.com

Welocalize Program Manager and AMTA Secretary, Elaine O’Curran

 

Evolution of User Generated Content and Localization

By Hanna Kanabiajeuskaja, Product Manager (Localization) at Box

Today, global business is just starting to touch on localizing user generated content (UGC). It’s such a new field for us, so how do we even think about it? How do we localize it to add value to our overall global business activities, engage with audiences and make sure that we do it successfully?

Content is more diverse. Traditionally, we have had to deal with relatively simple content like marketing brochures, articles, manuals, support and learning documentation and presentations. Now, new content types have emerged in the form of network generated content or as it is typically known as UGC. On one hand, we have bite-sized pieces of information with little context, like social media posts or Internet of Things (IoT) data. On the other hand, we have complex multimedia content like photographs, interactive graphics and videos that contain metadata.

There is more content. Every year, the volume of content published grows exponentially. In the past two years, we have generated more digital content than in the entire history of human kind.

What does this mean for localization?

As content volumes grow, many businesses are faced with limited resources and subpar technology that is unable to cope with emerging content types and volumes. How do globalization and localization professionals survive when faced with such scaling challenges? We must prioritize content. A good approach is to consider the longevity of content (the relevancy period) against how useful the content will be to the user (utility).

What if everything is of high priority? How do we ensure that the quality is still good?

  1. Set the right quality expectations with the user. Different content types require different quality levels. UGC is typically written quickly, in short bursts and therefore, can contain abbreviations, grammar errors and typos. Translating this type of content to 100% linguistic accuracy is not always necessary. Simply maintaining the key message or “gist” of the message is often enough. This is where use of translation automation comes into play. Machine translation (MT) can help to translate huge volumes of UGC, sometimes with post-editing, for publishing quickly, meeting the needs of the business and the user. Other techniques for multimedia, like text-to-speech, can be used when high production value is not needed for content types like video.
  1. Invest in MT upfront to make it as reliable as possible. The sooner you integrate MT into the overall translation process, the more intelligent the system will become, making output more accurate and in line with the overall company brand and tone of voice. You can scale your human translations with machine-learning based technologies.
  1. Scale your quality monitoring. One way to do this is through sampling; however, there is another, more scalable way. Instead of monitoring translation quality, monitor the impact on users. For example, if you have just translated thousands of product reviews to attract more potential customers, instead of reviewing all of these translations, start monitoring your conversion rates. If you have just translated a massive documentation site on your software product, check if users became more engaged. Use data and analytics more intelligently on user activity rather than simply focusing on translation quality.

New content types provide new business opportunities. When you handle large amounts of content for your users, you have a unique opportunity of adding value on that content by making it multilingual or even language-neutral. Translating UGC converts content into a greater asset to reach and engage with more users. As the technology and processes in the globalization and localization industry advance, many global brands have more channels to communicate with users in multiple countries.

Hanna Kanabiajeuskaja is Product Manager (Localization) at Box.

Hanna took part in the special guest panelist for the discussion at Welocalize LocLeaders Forum 2016 in Montreal, “Quality Validation for Network Generated Content.”

Three Considerations for Localizing Right-to-Left Writing Systems

Magnifying Middle East on the World Globe

The right-to-left (RTL) writing system is most widely used in the Middle East. As the name suggests, writing of RTL scripts starts from the right of the page and continues towards the left. Popular RTL language scripts include Arabic, Hebrew, Farsi and Urdu.

In general, Semitic languages, except for the Latin-written Maltese and the languages with the Ge’ez script, follow the RTL writing system. With an estimate of about 540 million native speakers, Arabic, Persian and Hebrew are the most widely used RTL writing systems in modern times. This writing system also includes top-to-bottom, right-to-left scripts such as Chinese, Japanese, and Korean, although they are now more commonly written left to right due to western influence.

E-commerce is a growing trend in the Middle East, with plenty more room for growth. According to Global Arab Network, e-commerce in Arab countries is projected to be worth more than $20 billion by 2020. This is a significant increase on $14 billion in 2014. Daily News Egypt states that the number of online buyers in the Middle East is expected to increase by 14% in 2016 because of a more prevalent use of the internet across the region. This provides a good opportunity for businesses to increase their reach via e-commerce in this fast-growing region.

Providing consumer content and services in the Middle East in the region is no easy task. Here are three aspects businesses should take into consideration when localizing content from left-to-right (LTR) to RTL writing systems:

#1 WEBSITE DESIGN, LAYOUT, AND CONTENT: To cater for audiences using RTL writing systems, the design, layout, and content of left-to-right (LTR) website content will need textual and stylistic changes to accommodate for Arabic characters and correct display of text and text alignment. RTL are visually very different from LTR scripts. Some translation tools may not accommodate bi-directional text; therefore, translators have to manually fix punctuation such as hyphens, forward slash, commas, especially if using LTR translation tools. It is important to engage language specialists who have translation and linguistic experience and also have experience at working in these markets to get fully into the mind-set of potential customers.

#2 SOFTWARE: It can be difficult and complicated to work with RTL scripts when using the usual software optimized for LTR scripts in English-speaking countries. Many software used in English-speaking countries are not compatible with RTL scripts. It is important for businesses to be aware of the potential problems they may face, and obtain the correct versions of their software if needed. Some software may need reprogramming to display RTL text, allowing for Arabic characters in the display and UI and also reversing the layout of the screen so content is aligned to the right instead of the left.

#3 HEAVY RELIANCE ON CASH: Cash-on-delivery remains popular in many countries in the Middle East region. Buyers’ distrust towards online payments may become an obstacle to the growth of e-commerce. With cash-on-delivery, customers can change their minds and reject the delivered items. The heavy reliance on cash will remain an obstacle unless the customers are assured and told that they will be safe to do transactions online. This may impact the overall online payment and delivery system, including legal terms and conditions for the sale and return of goods for e-commerce sites serving this region.

It is not a case of simply translating content for RTL writing systems but looking at the overall business model and ensuring all activities have been localized for Middle Eastern markets and cultures. Neglecting the e-commerce websites while localizing and translating to RTL scripts may compromise the impact and functionality of the content, website and ultimately overall business.

When translating digital content to a RTL writing system, it is important to perform linguistic and functional testing on all localization projects to ensure sites deliver a smooth user experience and is culturally relevant to the target audience.

For RTL localization projects, it’s important to allow more time for project setup, integration and quality assurance and testing.

Cecilia Tang

Cecilia Tang is a member of the global marketing and sales support team at Welocalize.

Welocalize LocLeaders Montreal Highlights the Globalization Journey

153_creativefocusincThe Welocalize LocLeaders hosted event in Montreal focused on the theme of “The Globalization Journey,” and how we must meet customer needs at every touch point to create a truly local experience.

At Welocalize, we talk about the globalization journey as a metaphor where organizations go through a process to take assets and make them more valuable to the world, developing rich content into many languages and cultures. Everyone who attended LocLeaders Forum 2016 Montreal shared real-life experiences about which stage they were on within their globalization journey .

One of the main factors that differentiates Welocalize as a global leader in the industry is that at each stop of the journey we seamlessly support all globalization and localization activities. From the beginning, when organizations want to protect their intellectual property and register innovative patents in multiple geographies, right through to supporting go-to-market digital marketing strategies containing SEO, high impact brand materials and user generated content.

img_3536Everyone in a global organization is affected by localization. Whether responsibility lies in legal, finance, marketing, sales, customer support, HR or product development, each function often needs to communicate with multiple audiences and develop content assets that speak globally at a local level.

In a series of moderated panel discussions, the LocLeaders Forum in Montreal covered the most relevant topics that affect localization professionals, providing plenty of scope for open conversation in a trusted environment. We talked about quality validation for user generated content, transparency in translation, the art and science of globalization and how we can improve relationships between clients and translators. Senior representatives from global brands, all from varying industry sectors participated with energy and enthusiasm, making the day a great success.

What continuesimport-camera-jg-1716 to guide Welocalize is our clients and meeting their evolving needs. LocLeaders events help us to not only share our expertise, but also listen to the current requirements of global brands to help them drive strategies at every stage in the globalization journey and succeed in global business. We will continue to strive to be the partner of choice for all globalization activities, supporting clients with rigor across the globalization continuum, matching content types to our wide range of services and capabilities.

Thanks to everyone who attended the Welocalize LocLeaders Forum event in Montreal. We loved hearing your stories and experiences and hope to see you at the next LocLeaders Forum events in 2017.

Erin

Erin Wynn is Chief Customer Officer at Welocalize.

Staffing for Off-Site Localization and Testing Programs

Rear view of group of people in a computer seminar.In the first of three in our series of Welocalize blogs on localization staffing and recruiting, Welocalize Staffing Account Manager Lauren Nemec highlights at key components involved in setting up an off-site testing program for global brands looking to test localized products and services to enter new markets.

Welocalize specializes in full-service global staffing and recruiting solutions, in addition to providing complete off-site QA and testing services. We refer to these offerings as Quality Validation Services.

Every day, the Welocalize Global Staffing team helps clients save money, reduce risk, improve operational efficiencies, and meet faster time-to-market demands by providing top linguistic talent and managing off-site testing and quality validation programs.

There are many reasons why global brands set up off-site testing programs, essentially outsourcing their localization staffing requirements to specialized language service providers like Welocalize. Some of criteria include:

  • Quick access to vetted resources qualified by languages and testing experience.
  • Ability to place linguistic talent urgently to meet immediate business needs.
  • Recruiting efficiencies and expertise to add headcount at scale.
  • Savings in outsourcing, as some locales can be too expensive to hire on-site and utilizing an LSP secure location dramatically reduces costs.
  • The legal department is concerned about co-employment risks with on-site contractors and wants to mitigate risk.

Three success factors for implementing such a program are the type of work, the testing lab facility and the talent.

The Type of Work

digital computerThe nature of the work itself will often determine the best solution. It is important to define the workflow and process. What tasks will you outsource to your localization staffing partner? How will you assign tasks, transfer files and track deliverables? How will you measure the quality of the results and the success of the off-site program?

Most localization tasks are well-suited to be conducted off-site, including linguistic quality assurance (LQA), linguistic and functional (device) testing, transcription, localization, project management and voiceover.

Having a tool that can automate the transfer of tasks to off-site talent and track deliverables helps drive greater efficiency in the workflow. The best providers will help organizations if they want to use in-house translation management tools or work with a provider’s tools.

Language service staffing providers should be able to track performance of the off-site talent and back-up their work with meaningful metrics and data that will help demonstrate the success and ROI for the program.

The Testing Lab Facility

The off-site testing lab must provide the necessary security to meet the program’s needs, as well as adequate space for scalability and the necessary equipment to complete the work. Here are some considerations for evaluating a testing lab:

What security features do you need to maintain confidentiality?

  • Unique badge or key fob access to the lab
  • Privacy screens
  • Partitions
  • Frosted glass
  • Security cameras
  • Restrictions on personal devices in the lab
  • Windowless lab, or monitors set-up to face away from windows/doors
  • VPN

How much space do you need?

How many seats are needed initially and how will this change over time? Drafting a seating plan will help staffing providers design a lab space that will accommodate needs immediately and as the program grows.

What equipment is required to complete the work? Who is responsible for providing it?

  • PC or Mac work stations
  • Devices for testing – smartphones, tablets, smart TV’s, gaming consoles

The Talent

staffing-july-2016Sourcing the right talent is crucial for success. To ensure the best talent for specific products, content types and tasks, organizations must work closely together with providers to determine the ideal candidate profile. What essential skills and experience will the ideal candidate have?

Vetting talent is also a key component to any successful outsourcing service. In addition to interviews, linguistic talent should take an entrance exam to test their linguistic capabilities, quality control ability and other relevant skills. This may be followed by an optional tryout.

Determine the level of client involvement required for selecting off-site talent. Some clients prefer to be as hands-off as possible, either to avoid co-employment risks or simply for lack of time. Others prefer to be very engaged in the hiring process to ensure the right fit.

Another critical component of a successful off-site program is the support role. A strong Project Manager or Project Lead is key to ensuring successful relationships between the staffing partner, client, and testers, by providing training, facilitating communication, collaborating with client contacts to ensure accuracy and timely delivery, manage the needs of the lab space and testers, and other resources.

In the second post in this series, we will explore meaningful metrics and how your staffing partner can add value to your off-site testing program with analytics. Stay tuned!

Lauren

Lauren.nemec@welocalize.com

Based in Fort Worth, Texas, Lauren Nemec is Staffing Account Manager at Welocalize.

For more information on Welocalize Staffing, click here.

For more information on Welocalize QA & Testing services, click here.

Working Outside of the Black Box

By Annya Sedakova-Betram, Director, Globalization, Dell EMC

annya-dell-emcIt was a pleasure to join the Welocalize LocLeaders Forum 2016 event in Montreal and participate in the panel discussion with colleagues from VMware and Intuit on the topic of “Working Outside the Black Box.”

At Dell EMC, our language service providers (LSPs) are true partners and an extension of the Globalization Team within Dell EMC and the shared service we provide to our internal clients.

Our team strives to invest more time and effort in educating our LSPs about our business, our requirements, voice each other’s concerns and reasonably adjust each other’s processes. To accomplish such a collaborative partnership approach, we have reduced the LSP pool we work with and, as a result, have been able to observe better service outcomes over the years.

The panel discussion at LocLeaders Montreal quickly expanded the topic of “Working Outside the Black Box” in various directions.The importance of elevating the translator community significance in the overall localization supply chain was one part of the discussion that stood out to me. The translation community is often shielded from communication with the buyers. Understandably so, there is more demand to deliver high quality translations under tight deadlines and increasing pressure to do so skillfully with a wider range of technology.

img_3509Nonetheless, as buyers and suppliers of localization services, we need to continue to take responsibility in closing the gap between suppliers, buyers and the backbone of this industry, the invaluable translators. There are many opportunities to do so through quickly evolving technology such as stronger community discussion based features in online CAT tools. These provide the ability to connect translators to collaborate with their colleagues as well as authors.

Overtime, this could help shape the quality of source content and provide more insight to how the translators are contributing to the buyers’ business objectives globally, thus making their work more meaningful. I look forward to continuing these discussions in upcoming Welocalize events and through the new connections I made at the LocLeaders event. Thank you for this opportunity.

Annya Sedakova-Betram is Director of Globalization at Dell EMC.

Annya took part as a featured panelist at LocLeaders Montreal for the session, “Working Outside of the Black Box” in our discussions related to The Globalization Journey.

Annya Sedakova-Bertram is a Globalization Director at Dell EMC and has over 10 years of experience in the globalization industry. Her interest in languages and cultures sparked during her studies at Bucknell University where she graduated with a degree in International Relations and minors in Russian and Chinese. After her introduction to localization in her first job in a small private software company DataViz, Annya had the opportunity to join EMC Globalization Team. The EMC Globalization Team is a centralized shared service for enterprise-wide localization needs. This structure enabled Annya to drive effective localization processes for software products, marketing, multimedia training and much more. Now at Dell EMC Annya is passionate about her contribution to meet the company’s localization requirements, drive process efficiencies and evolve the company’s globalization strategy.