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The Culturalization of Global Content: Translation and SEO

When Two Worlds Collide

by Huw Aveston and Andrea Barp, Adapt Worldwide

Worlds CollideIn today’s global and digital economy, visibility is crucial for success, on a local, national and global scale. This process of localization consists of three parts: translation, culturalization and visibility optimization. Content must be readable, targeted, accessible and searchable.

This is where nuanced multilingual digital marketing comes in. A key component of digital marketing is SEM (Search Engine Marketing), which can be split into two primary areas: SEO (organic search) and PPC (paid search). While the organic links are “free,” meaning at least no direct costs, the sponsored PPC links are much like any other marketing campaign. Every time a sponsored link is followed by a user, a fee is paid to the host search engine: pay-per-click.

For years, even some of the world’s largest companies have straight-translated PPC campaigns. Although only three short lines of content are visible within the search results, there is a major discrepancy in click-through rate (CTR) when comparing these straight-translations with a digital marketer’s culturally optimized content. Clicks equal visits, visits equal conversions and conversions equal positive ROIs.

SEO is all about visibility and getting your site on that all-important first page of search results for your key phrases. There are innumerable factors that affect organic search and rankings. On-page SEO on the other hand is, and will always be, the cornerstone of the practice. As many companies are learning, this cannot be provided by translation of pre-existing sites alone. The culturalization element is a necessity. People might be searching for cheap hotels in Dublin, but do not assume they are searching for lētas viesnīcas in Riga (that’s “cheap hotels” in Latvian).

It is also important to note that the whole world does not revolve around Google search engine. Translation agencies are now working hand-in-hand with expert SEM teams to target market-specific search engines, such as Chinese web search engine, Baidu and South Korean search portal, Naver, to provide Western brands with a fast-road into the East. This revolves around the perfect storm of translation, culturalization and search market expertise.

In today’s world, traditional marketing techniques are becoming increasingly less effective, and content marketing is becoming more and more popular. In essence, content marketing is about attracting customers with valuable and interesting content to provide knowledge and create brand empathy. The notion of brand as thought leader and sector confidant has proven incredibly successful within the new digital world. It’s an ongoing process very different from traditional one-off sale pitches.

In the modern search landscape, content marketing is one of the most important tools for search engine marketers. Content marketing is a democratic discipline and if you have good visible content, people will vote for you. As a result of this, culturalization has also become an increasingly important tool for those serious about profitably entering into foreign markets. Creating content that appeals to the widest audience while simultaneously providing a personal voice, through tone and excellent culturalization, provides an excellent opportunity for incredibly positive ROIs. Making content accessible across markets through this process is no longer take-it-or-leave-it but a clear necessity.

The newest form of SEM is App Store Optimization – SEO for mobile apps. Brands and developers have for years been creating one global version of their app, usually in English in-app and in the app store listings. We’re constantly surprised when we see major brands making such elementary errors, even though the costs are low and the benefits are gargantuan. This is poor practice, both from a user (conversion optimization) and search (visibility) perspective. All of the major app stores, from Google Play and iOS to Windows Phone and Amazon, allow developers to highly optimize and target their app’s listing (inclusive of keywords) within markets. It’s a two-part process:

  1. The user has to be able to discover the app in the first place (ideally through branded and non-branded search).
  2. The SEO must then engage the user enough to get them to download, through culturally and personally relevant content.

Apps, like any other content, should always be culturally optimized for every target market: the only way to strengthen brand engagement and recognition.

The days of SEM and translation existing in two separate worlds is coming to a natural end. Companies looking to venture into new markets or operate more effectively in markets they’re already in, are realizing that culturalization is no longer a luxury – it’s fast becoming a quick win. Global brands need to include SEM and SEO as an integral part of their localization strategy. The culturalization of content via experts represents the future of multilingual digital marketing.

Huw & Andrea

Huw AvestonAndrea Barp
Adapt Worldwide is a Welocalize multilingual digital marketing agency and experts in the cultural adaptation of content across multiple digital channels. Huw Aveston is Co-Founder and Managing Director at Adapt Worldwide. Andrea Barp is Translation Director at Adapt Worldwide.

 

Adapt Worldwide Headline Sponsor BrightonSEO Search Marketing Conference

March 30, 2017 – Welocalize, global leader in innovative translation and localization solutions, is proud to announce Adapt Worldwide, a Welocalize Multilingual Digital Marketing Agency, will be the headline sponsor for search marketing conference, BrightonSEO. BrightonSEO is the biggest search marketing conference across Europe, attracting over 4,000 attendees. The conference will be held at the Brighton Center, Brighton, England, on April 7, 2017.

“We are delighted to headline sponsor BrightonSEO conference and look forward to sharing our expertise and best practices on developing multilingual digital marketing and search campaigns,” said Huw Aveston, co-managing director and co-founder of Adapt Worldwide, a Welocalize multilingual digital marketing agency. “Adapt Worldwide is one of the fastest growing multilingual agencies in the industry and we feel privileged to have our name associated with the premier SEO event in Europe.”

Will Cecil, Technical Director at Adapt Worldwide will be joining a team of expert speakers at BrightonSEO to discuss some of the biggest topics in global digital and search marketing. His presentation, “Developing an Enterprise Level SEO Data Strategy – Challenges and Experiences from the Frontline,” will cover the many factors affecting an organization’s global marketing strategy and how to turn challenges into opportunities. Will’s presentation will take place at 10:00AM on April 7 as part of the “Future of Search” track.

Adapt Worldwide is also hosting the BrightonSEO After Party which will take place at Horatio’s Bar, located near Brighton Pier. A team from Adapt Worldwide will be on hand throughout the conference to share expertise and experience. For more information on BrightonSEO, visit http://www.brightonseo.com/

If you would like to schedule a meeting with Adapt Worldwide at the BrightonSEO conference, then email Adapt_Sales@Adaptworldwide.com

 About Adapt Worldwide – Adapt Worldwide, a Welocalize multilingual digital marketing agency, helps brands expand their global reach across markets and platforms in more than 175 languages. Increasing demands for an integrated approach between marketing and localization, Adapt Worldwide assists through the cultural adaptation of content across digital channels. Our broad range of specialized digital and language services include search engine optimization (SEO), app store optimization, copywriting, transcreation, mobile, web and paid amplification. Based in London, Adapt Wordwide operates in 20+ global offices in United States, United Kingdom, Germany, Ireland, Spain, Italy, Romania, Poland, Hungary, Japan and China and is supported by 1,500+ employees worldwide. Welocalize acquired Adapt Worldwide in 2015. Adapt Worldwide was formerly known as Traffic Optimiser. www.adaptworldwide.com

Welocalize, Inc., founded in 1997, offers innovative language services to help global brands reach audiences around the world in more than 175 languages. We provide translation and localization services, talent management, language tools, automation and technology, quality and program management. Our range of managed language services include machine translation, digital marketing, validation and testing, interpretation, staffing and enterprise translation management technologies. We specialize in consumer, technology, manufacturing, learning, oil and gas, travel and hospitality, marketing and advertising, finance, legal and life sciences industry language solutions. With more than 1,500 full-time employees worldwide, Welocalize maintains offices in the United States, United Kingdom, Germany, Ireland, Spain, Italy, Romania, Poland, Hungary, Japan and China. www.welocalize.com

Successful Website Localization – Interview with Andrea Barp

Website localization can make the difference between global success and failure. Get it right and new revenue streams will rapidly open up in new markets. Get it wrong and you risk harming your brand and losing customers. Andrea Barp is Translation Director at  Adapt Worldwide, a Welocalize Multilingual Digital Marketing Agency and is actively involved in some of Welocalize’s leading web localization projects. In this special Welocalize interview, Andrea shares expert insights and experience into what makes a web localization project successful.

How are you involved in website localization projects?

We have many clients and leading global brands who engage customers online, to sell products and services online and have websites that need to be in multiple languages to reach audiences in countries all over the world. They want a localization solution for their web and e-commerce content that effectively markets their products and is also efficient and cost-effective. We help them achieve that.

How do you achieve efficiency when working with so many languages and different content types?

There are many factors to take into account, from project management to team selection and quality program, but also technology and integration of systems plays a major role. It is important to connect the content management systems (CMS) with the translation management system (TMS) to efficiently manage the translation flow of content. If content is automatically pushed from the CMS to the TMS (and back to the CMS when translated), this lends itself to reduced turnaround times (TATs), the freeing up of internal capacity and the elimination of manual, repetitive, error-prone copy and paste tasks. For many clients we have developed or supported integrations to streamline the end-to-end translation lifecycle.

There a many different types of content on websites. Do you have a different approach for each type of content?

Our approach depends on each website and what the client is marketing and selling. Where there is call-to-action or marketing and promotional copy, this type of content is more suited to transcreation work, which culturally adapts the source content rather than directly translating it. For more informative content, such as terms and conditions and user instructions on how to fill your shopping cart, where accuracy of information is priority, translation is suitable. Most websites require a combination of translation and transcreation, depending on the subject area and where the content is displayed on the website.

What is fundamental to a successful website localization project?

It’s important both on the client and vendor side to get the right teams involved that understand how the website works. For example, starting from the initial engagement, often localization providers are being asked to provide a quick “ballpark” website localization quote by simply analyzing all the HTML pages of the entire site. Depending on the size of the site, this tends to yield very high word counts and can be quite misleading for customers. A lot of website content is often repeated and some content may not even be visible to customers. Some sections, such as blogs, may not be applicable to all markets. Such content doesn’t need to be included in the scope of the website localization. The best approach is to get the key stakeholders involved, who understand the scope of the project, including the CMS expert. This way, it’s possible to have a more accurate idea of the content in scope, improve the accuracy of the quote, streamline production and ultimately serve the customer better.

A lot of websites and e-commerce sites are image-heavy. How does this affect localization?

Many of our clients’ sites have low word counts and a high number of images. If you’re localizing a retail operation into 50 languages, some images will not be suitable for all cultural markets. For many projects, heavy image localization has to take place which can involve engaging more DTP expertise than translators.

What is your best piece of advice for anyone embarking on a website localization project?

To get the best results, combine SEO best practices and website localization best practices. For example, when localizing a site into 50 languages if you take into account SEO best practices, the website will be more visible, and your ROI more optimized.

Based in London, Andrea Barp is Translation Director at Adapt Worldwide, a Welocalize Multilingual Digital Marketing Agency. For more information on Adapt Worldwide and Welocalize’s digital marketing services, click here.

Interview conducted by Louise Law, Welocalize Global Communications Manager

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

 

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.

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 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 Celebrates the Season of Giving

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

WELOCALIZE CHARITABLE ACTIVITIES 2016

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

WELOCALIZE TEAMS WORK GLOBALLY AND GIVE LOCALLY

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

A #Selfieless Moment and Lots of Panda Hugs! 

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

My Plate” Garden Initiative in Frederick

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

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

Food Banks in Oregon and California

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

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

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

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

Empowering Women in San Francisco

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

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

Puppy Play Dates in Washington

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

New York Gets Busy

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

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

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

Baking for Children in Need, Chester, England

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

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

WELOCALIZE 2016 HOLIDAY CHARITY DONATION: Soles4Souls

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

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

2016 TRANSLATION CHARITIES

Translators without Borders

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

Rosetta Foundation

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

2016 CORPORATE CHARITY INITIATIVES

Color Me A Cure

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

Aslan Project

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

ChIPs Women in Technology, Law and Policy

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

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

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

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

 

 

Increase Your Global Reach with Multilingual User Generated Content

Capturing the moment with a smartphoneWelocalize specializes in multilingual digital marketing content, including the translation of user generated content (UGC) to help global brands engage with wider international audiences. Recently, MultiLingual Magazine published the Welocalize whitepaper, Multilingual User Generated Content Increases Your Global Reach.

Read the entire white paper for expert insights into UGC, the benefits of multilingual UGC and some popular methods on how to culturally adapt and localize UGC, as featured in the December 2016 issue of MultiLingual Magazine.

Here are a few key excerpts from the whitepaper or click here to download the entire whitepaper: Multilingual User Generated Content Increases Your Global Reach.

User generated content (UGC) is a rapidly emerging content type used by content marketers to influence buyers and global customer experience. This type of network generated content gives many organizations the chance to promote brands and share product knowledge on a global scale, reaping significant rewards in terms of brand awareness and increased equity.

What is User Generated Content?

User generated content (UGC) is any form of content or media such as blogs, wikis, discussion forums, posts, chats, tweets, podcasts, digital images, video, audio files, advertisements and other forms created by users online, often made available via online websites or through social media platforms. UGC is often created by someone with an interest in the brand, product or service and is unpaid for their shared content. Whatever you choose to call it (network generated, online content or social media), the role of UGC in global content strategies is on the rise.

Why Translate and Localize UGC?

Social Media Listening: Do you monitor what other people are saying about your company and products online? Social media listening is a key tool for global marketing and product development. Good reviews of a product or brand is a huge benefit and asset. Allowing other potential consumers in wider international markets to see the excellent reviews written by other consumers, will reinforce a brand’s association with positive feeling. When reviews and opinions are good, this increases brand equity and, ultimately, sales. The same applies for negative reviews. If someone is saying something bad about your product or service, then you want to know about it.

Expand Global Reach: If UGC is available in multiple languages, it means people all over the world can read it and engage. UGC is a very simple and cost-effective way to project brands to a wider audience, targeting emerging markets, yet is limited to the source language if you don’t translate it. Good localization and cultural adaptation of UGC enables more consumers to interact with each other in local markets, creating an exponential effect of more positive publicity in new, target markets.

Methods to Culturally Adapt and Localize User Generated Content: There are a number of localization approaches that can be applied to take full advantage of UGC. It must take into consideration the volume of content, production speed of content and intended use of UGC as a marketing asset. For UGC, language automation technology is best suited to process high volumes of content that require translation to expected and appropriate levels of quality.

Copy Writing and Cultural Adaptation: There are various forms of UGC developed by and for brands. This type of content is often created or posted in English or a single language source. Not all content created “relates” to a local target audience when translated. This type of content requires adaptation, or what we refer to as transcreation. One option is to use native speakers to write new content. Another is to utilize a multilingual marketing service provider, like Adapt Worldwide, to adapt the content to ensure it meets the brand and customer experience for the target audience.

Human Translation: Using professionally trained translators and linguists to translate UGC can be pricey. Human translation is best utilized for high impact UGC, such as comments on a CEO blog or high profile product reviews. Lower-cost translators or even crowdsourcing can deliver high volumes of translation at a lower quality. However, consider the potential impact of publishing poor quality content about your brand.

Raw Machine Translation (MT): Using trained MT engines to provide raw translated output is suitable for massive volumes of UGC and can be published automatically providing the MT output meets the minimum scoring, based on a defined scoring system. For high volume UGC like social media posts, content translation expectations are fairly low. Customers understand that original reviews are authored quickly. As long as the “jist” is accurate and not offensive, then companies who produce massive amounts of UGC can benefit from using ongoing MT engines that can be customized to recognize and understand industry terminology and typical jargon. UGC such as social media can often contain many spelling and grammatical errors and programs can be put in place to “fix” source content, prior to MT. This increases the overall quality of the MT output.

MT with Post-Editing: UGC such as product and customer reviews, can be post-edited once it has gone through an MT engine. Post-editors add great value, processing more MT output compared with pure human translation at a lower cost. Post-editing can range from a simple plausibility check to prevent serious or offensive misrepresentation through to full post-edit to bring the content up to human translation quality levels. Post-editors do not have to be fully qualified translators or linguistic copywriters. They can be native speakers with good knowledge and interest of the industry and product range.

Welocalize User Generated Solutions

Global brands trust Welocalize with their multilingual user generated content and digital marketing initiatives. Our experts collaborate with global brands to identify the best approach and methods to generate, translate and localize UGC. Welocalize offers a range of solutions, working closely with Welocalize Language Automation Tools and Adapt Worldwide, a Welocalize Multilingual Digital Marketing Agency, to support global marketing initiatives and UGC activities.

DOWNLOAD ENTIRE WELOCALIZE WHITEPAPER: Multilingual User Generated Content Increases Your Global Reach

 

 

Welocalize Ranked in Top 100 Companies in the Digital Content Industry by EContent Magazine

econtentWelocalize is featured in the new 2016-2017 EContent 100 list of most important companies in the digital content industry. The ranking was compiled by EContent Magazine, with special inclusion of digital content translation, localization and globalization categories.

View the ranking here: The Top 100 Companies in the Digital Content Industry: The 2016-2017 EContent 100

econtent-coverNow in its 16th year, the EContent 100 list features companies that matter most in digital content, with reflection on trends in the industry that will impact success in 2017. Most content today is published and distributed digitally, impacting overall global and multilingual content strategies for multinational organizations. It is a key challenge for digital content professionals, along with creative and product managers to develop global content that meets the language and cultural needs of targeted “local” audiences. Going global requires language support across the entire content journey. Welocalize and Adapt Worldwide, a Welocalize multilingual digital agency, work together with global brands all over the world to create, develop and publish econtent in more than 175 languages.

As part of this year’s report, EContent Magazine published expert insights from Jamie Glass, Welocalize CMO and EVP of Global Services Lines, in a featured View from the Top article, Why Brands Need Expertise to Support Globalization Strategies.

Read full article: Why Brands Need Expertise to Support Globalization Strategies, by Jamie Glass, Welocalize

Growing globally is a big challenge for businesses and a common strategic imperative driven by the C-suite. Each local market has its own unique language and cultural preferences and brands need expertise to support their globalization strategy.

At each stage of the globalization journey, brands leverage language services to drive multilingual content development, from intellectual property through to go-to-market tactics, such as multilingual SEO, website translation and digital marketing campaigns. Today’s leading enterprises outsource many globalization and localization activities due to the specialized knowledge and language technology tools requirements. It is our role at Welocalize to support your content strategies that adapt your material to the local needs of your customers, partners and employees around the world.

To engage interadapt moving aheadnational audiences, many global content marketing professionals work with our global content experts at Adapt Worldwide.  They are unique multilingual marketing experts that assist global brands in the cultural adaptation of content across all digital channels. Expert teams provide SEO, transcreation, linguistic copywriting, app localization, mobile, web and paid amplification for a multitude of languages.

Welocalize, with our subsidiary Adapt Worldwide, has the unique ability to add tremendous value during every stage of the globalization journey. We are ranked the seventh largest global language service provider in the world. We have the scale, diversity and wide range of specialty language services required to meet changing customer needs, making us more than a language service provider. Many leading global brands rely on us as an integral part of their organization, critical partners to the enablement and success of their globalization strategy.

Click here to view the 2016-2017 EContent 100

Click here to read full article, Why Brands Need Expertise to Support Globalization Expertise by Jamie Glass, Welocalize

For more information on Adapt Worldwide, click here

Welocalize Sponsors and Presents at Localization World 2016 in Montreal

Frederick, Maryland – October 25, 2016 – Welocalize, global leader in innovative translation and localization solutions, is a sponsor and exhibitor at the upcoming Localization World 2016 taking place in Montreal, Canada at the Hotel Bonaventure on October 26-28. Welocalize global team experts will also be presenting and participating in several key panel discussions focused on “Engaging Global Customers” throughout the three day industry event.

As exhibitors, Welocalize globalization and language experts will be hosting a series of topical conversations in the new Welocalize Lounge exhibit space at LocWorld32.  They will be meeting with clients and vendors, sharing best practices to help brands expand their global reach.

“Welocalize is delighted to be playing such a prominent role in the Localization World 2016 Conference in Montreal and we look forward to leading the conversation on how to best engage global customers,” said Smith Yewell, CEO at Welocalize. “The Welocalize team will be driving discussions across a wide range of key globalization topics and we will be revealing our expanded language service offerings in life sciences, digital marketing, legal and regulatory, language automation, quality validation and more to support the entire globalization journey.”

Vice President of Corporate Development at Welocalize, Tuyen Ho, is hosting the LocWorld32 Growth Strategies Round Table, October 26, as part of the preconference program to stimulate discussion around mergers and acquisition activity in the language services industry.

Welocalize will be participating in a new, specially requested preconference session, “Attracting and Developing Talent: A LocWorld Initiative,” on October 26. The session examines challenges and solutions for educating professionally trained staff in the localization industry. Welocalize Talent Manager Frédérique Froment-Kelleghan will join presenters from the University of Texas at Arlington, PTC, Anzu Global, Cisco Systems Inc., and the University of Maryland.

Welocalize Senior Manager of Solutions Architects, Alex Yanishevsky, is presenting at two sessions at LocWorld. “Open Source in Corporations,” takes place Thursday, October 27 with co-presenters Jean Aurambault from Box, Alessandro Cattelan from MateCat and Yan Yu from Spartan Software Inc. Alex’s second presentation on Friday, October 28, “Multitasking with Translation Memories: How to Laugh, Cough and Sneeze in Parallel,” will cover the entire translation memory life cycle.

Welocalize Senior Client Services Director, Samantha Henderson, will join Katie Belanger from Intuit on October 28 to present, “Localization Models: The Search for the Optimal Linguistic Resource Model.”

montreal-badge-2016Welocalize will host their popular client event, LocLeaders Forum 2016 Montreal: The Globalization Journey, on Wednesday, October 26 at Scena, an architectural venue located on the Quays of the Old Port of Montreal. This exclusive event is a unique opportunity for global brands and localization leaders to openly discuss challenges and opportunities impacting their globalization strategies, including transparency, next generation content and the art and science of localization. Erin Wynn, Chief Customer Officer at Welocalize is hosting the event.

“We are delighted to be holding our 2016 LocLeaders Forum event in Montreal and we look forward to welcoming some of the world’s largest global brands to take part in some valuable discussions with our team of experts and special guest speakers,” said Jamie Glass, CMO and EVP of global service lines at Welocalize. “Welocalize’s Brennan Smith, Samantha Henderson and Huw Aveston will moderate discussions with client experts on transformative topics and best practices for supporting their growing business requirements across the entire globalization journey.”

To register for LocLeaders Montreal, visit http://web.welocalize.com/LocLeaders_Montreal_October2016_LocLeaders_Registration.html.

For more information about Localization World 2016 Montreal visit https://locworld.com/. Follow Welocalize on Twitter at https://twitter.com/welocalize and with #LocLeaders for event updates.

Welocalize, Inc., founded in 1997, offers innovative language services to help global brands reach audiences around the world in more than 175 languages. We provide translation and localization services, talent management, language tools, automation and technology, quality and program management. Our range of managed language services include machine translation, digital marketing, validation and testing, interpretation, staffing and enterprise translation management technologies. We specialize in consumer, technology, manufacturing, learning, oil and gas, travel and hospitality, marketing and advertising, finance, legal and life sciences industry language solutions. With more than 1000 full-time employees worldwide, Welocalize maintains offices in the United States, United Kingdom, Germany, Ireland, Spain, Italy, Romania, Poland, Japan and China. www.welocalize.com

Adapt Worldwide Presents at Mobile Growth Europe in Berlin

Frederick, Maryland and London, United Kingdom – October 24, 2016 – Adapt Worldwide, a Welocalize company and leader in multilingual digital marketing services, is presenting at the upcoming Mobile Growth Europe 2016 Conference, taking place at the Radisson Blu Hotel in Berlin, Germany, October 25-26 2016.

Mobile Growth Europe 2016 is an intensive, two-day non-vendor conference to help attendees connect and learn from Mobile Growth professionals in the areas of user acquisition, engagement, retention and monetization. Adapt Worldwide is a leader in localizing and optimizing digital marketing content for global markets into more than 175 languages. Adapt Worldwide delivers a wide range of services for multiple platforms including cultural adaptation, transcreation, multilingual search optimization and the translation of app content and app store assets.

Adapt Worldwide Commercial Director Hugh McCallion is taking part at Mobile Growth Europe as a panelist for the “Holistic Marketing Approach” session, which takes place at 11:50 AM on Tuesday, October 25. The session is moderated by Marissa Aydlett, VP of marketing at Appboy, and features panelists Vanessa Estorach Cavaller, mobile strategist at e-growing, David Iwanow, director of strategy at Bluegrass, Mario Aichlseder, VP of growth at Runtastic and Barbara Macinkovic, head of marketing at Swell. The panel will look at today’s challenges of developing global omni-marketing strategies across multiple platforms and technologies.

hugh-e1429553793799“Adapt Worldwide gives clients a significant competitive advantage by developing multilingual digital marketing campaigns across all channels, creating a seamless and culturally appropriate user experience,” said Hugh McCallion, commercial director at Adapt Worldwide, a Welocalize company. “We’re looking forward to participating in the Mobile Growth Europe Conference and sharing valuable tips and best practices for creating results-driven multilingual marketing campaigns for multiple countries.”

For more information on Mobile Growth Europe Conference, visit www.mobilegrowtheurope.com. To connect with Hugh McCallion at the event, email hugh.mccallion@adaptworldwide.com.

Adapt_Logo_Color-72ppi-300About Adapt Worldwide – Adapt Worldwide, a Welocalize multilingual digital marketing agency, helps brands expand their global reach across markets and platforms in more than 175 languages. Increasing demands for an integrated approach between marketing and localization, Adapt Worldwide assists through the cultural adaptation of content across digital channels. Our broad range of specialized digital and language services include search engine optimization (SEO), app store optimization, copywriting, transcreation, mobile, web and paid amplification. Based in London, with operations in 21 global offices, Welocalize acquired Adapt Worldwide in 2015. Adapt Worldwide was formerly known as Traffic Optimiser. www.adaptworldwide.com

Overcoming Five Common Localization Challenges in Content Marketing

consistent, compelling contentContent Marketing World 2016 in Cleveland, Ohio drew some of the world’s leading content and marketing professionals. It was no surprise to see so many people in attendance. The content at the conference was excellent. The Welocalize and Adapt Worldwide team spent four days talking solidly about some of the latest trends and hot topics facing global content marketers with emphasis on developing multilingual digital strategies.

One of the key messages we emphasized in our discussions was how important it is to look at the bigger picture and to be strategic, not tactical.  What is the overall business strategy and how does it relate to the marketing strategy? If a key business objective is growth in China, then marketing must be strategically aligned and this means developing content to impact Chinese markets.

Translation and localization is an integral part of the global marketing process. There are individual components such as online banner advertising, SEO, web activity and social media tactics; however, they all have to form part of an overall global strategy that directly aligns to business outcomes.

Here are five common challenges shared by global content marketers and our expert guidance on how to overcome them:

How do we manage content creation and localization in multiple countries?

Challenge:  Most global organizations support general marketing activities, including social media, campaigns, advertising, promotion and review of user generate content (UGC) in more than one country and language. One of the key challenges is how and where central and local content is created within and outside the organization. Development of marketing materials can take place centrally, with little or no communication taking place with individual countries on local campaigns. At a country level, materials can also be generated separately, using a number of suppliers, creative and translation agencies. With pressure to generate continuous content, there can be a lack of communication between all parties involved in developing content, including translation processes. Content types like social media and UGC can be generated everywhere and it’s sometimes challenging to assign content ownership and determine the best strategy for localizing this type of content to maximize the best return.

Guidance:  To overcome this challenge, Welocalize works to develop a more central approach to content creation and localization. By having a centralized responsibility of branded content and its translation, organizations have a clearer view of content assets and how best to approach localization and translation. Partnering with a language service provider with digital marketing expertise ensures localization is part of the global marketing content strategy.

How do we manage the review process?

Challenge:  Once marketing content is translated, the final review can hold up the process and impact deadlines. Marketing reviewers are often “borrowed” with in-house employees who are native speakers tasked with reviewing marketing content, outside of their main role. In-house reviewers may not have full access to in-context information or key branding messages and this can lead to a lengthy and sometimes painful review process.

Guidance: Bringing in third party reviewers with subject matter expertise is a good way to overcome the challenge of the review process. Outsourcing the review process to a language service provider is the best route to keep content flowing, on track and with the right messaging.

What new markets should we enter?

Challenge:  Many global brands already localize activities in several markets and need help and guidance on where to go next, develop a plan and assess potential ROI for additional markets.

Guidance:  Collecting market intelligence and statistics is the first step. Assessing how competitors are performing in other markets and identifying economic opportunity. Many digital marketing activities naturally generate data that can be used to assess performance and ROI in new markets and this data can form an integral part of formulating future globalization activities. Monitoring performance of marketing activities in existing countries can also enable strategic business objectives to be set, to identify which emerging markets to target.

How do we plan and measure success of digital marketing activities in new markets?

Challenge: Many content professionals expressed a desire to develop new websites in 2017, with an objective to enter new markets. Setting up a new country website may sound simplistic; however, there are many factors to take into consideration, creatively and technically, to ensure the right analytics are produced to measure performance and return on content.

Guidance:  Accessing multiple web domains in different countries requires digital marketing expertise and partnering with specialists is the way to go. Many Welocalize clients work closely with Adapt Worldwide, Welocalize’s multilingual digital marketing agency, to develop web strategies.  It goes beyond registering and developing the site, you must also ensure all reporting and web analytics are appropriate for each market. Website content and other online marketing activities must be culturally adapted to suit local markets, including SEO work and search campaigns, paid or organic. Each piece of local content must be tracked to see what impact (and revenue) it generates in local markets.

Multilingual digital marketing is a growing area for content marketers and it is where creative ideas meet technological ability to it brings greater ROI.

How do we prioritize content types for a global audience?

Challenge:  There are over 100 different content types that can be utilized for global content marketing activities. From websites and white papers to press releases and banner advertising, many content professionals find it a challenge to decide which content suits different local markets and what levels of quality to apply to each piece of content.

Guidance:  Not all content is created equally. It is all about storytelling and what the intended impact will be on the target audience. Certain content types require the highest level of localization, known as transcreation, where content is not translated but recreated to suit a local market. The concepts and messages are the same; however,  the actual detail is reworked to meet local tastes and preferences. Transcreation is often used for high level brand messaging, for example, online advertising campaigns and websites. For lower impact content, such as user generated content, linguistic accuracy and quality is lower, as consumer simply want to understand the message. There is no hard rule on certain content types suiting certain markets. A key consideration is whether local markets have the required levels of connectivity to receive and read certain files and also what devices will be used. There’s no point developing video materials for a mobile platform a market where connectivity is poor and mobile usage is low.

Welocalize and Adapt Worldwide bridge the gap between global marketing and localization. If we met you at CMW2016, we hope we were able to help you and inspire you to continue to create successful content.

If you would like to continue the conversation, drop me an email! Monique.Nguyen@welocalize.com.

Monique

Monique Nguyen is Regional Enterprise Sales Director at Welocalize

Link Building and Reclamation Increase Global Digital Marketing Reach

digital marketing conceptIt is a universally acknowledged truth that link building is one of the most effective things you can do for your brand’s SEO performance and to increase brand awareness online. Link building is the process of getting external websites to link back to pages on your website to increase web traffic and user sessions. Link reclamation is one method of link building which can yield the greatest results and, unsurprisingly, it is also one of the hardest to pull off.

What is link reclamation?

In an ideal world, every mention of your brand on the world wide web around the globe would link directly back to you. Link reclamation is based on just that premise. With the correct tools, a bit of time, and a touch of charm, you can identify mentions of your brand and to turn them into links to add to your overall digital marketing activities. This is especially effective for larger brands who have generated natural coverage through public relations and digital marketing activities in many countries.

Why is it important in global digital marketing strategies?

Every mention of your brand is a marketing opportunity, and if that mention is not linking back to your website, then it is a missed opportunity to build online brand and product awareness. As the primary ranking factor that search engines use, when it comes to deciding the quality and relevancy of a webpage, links are a vital tool for your brand’s trustworthiness and visibility online.

Not all websites that mention your brand may be willing to link to your site in the traditional sense, through content outreach. This is where link reclamation comes into play. Using your brand’s citations within online coverage as anchor text is a simple, but highly effective way for your brand to enjoy a link back in a natural way, maximizing your existing brand awareness activities.

How do we utilize link reclamation?

Don’t worry. Finding every mention of your brand doesn’t require you to manually trawl the Internet. Handy tools such as Fresh Web Explorer and Mention can help you find naturally occurring mentions of your brand name, as well as key products and services. Additionally, Google Alerts can even keep you up-to-date with every new mention of your brand name.

Understanding which mentions are worth chasing is also vital to successful link reclamation. Tools like the MOZ Bar and Majestic SEO can help determine which sites are worth having a link-back from. It’s also worth noting that mentions in press releases, as issued by large organizations, are most likely unable to edit past releases to include a link.

Turn on the Charm

Once you’ve found the prime webpage for link reclamation, you’ll have to persuade them to include a link in their content. While this may be easier to achieve than link building in its traditional form, it still requires a bit of charm. Templates and impersonal emails aren’t recommended; however, emphasizing how a link (your link) can increase a website’s user-friendliness is recommended. A quick search for dead links can encourage a webmaster to insert your own link, while they repair a broken one. It helps if you give the impression that you are offering something in return for the favor of having an old post revisited, even if it is just helping their databases stay up-to-date.

Results

Through Adapt Worldwide, Welocalize has organically generated 104 links in just three months for one of our consumer clients from some of the most influential publications within their market. These links would have otherwise remained as un-linked mentions. Now they form an integral part of the overall SEO and digital marketing strategy for the multinational brand.

Gurdeep

Gurdeep.gola@adaptworldwide.com

Based in London, Gurdeep Gola is SEO Director at Adapt Worldwide, a Welocalize Multilingual Digital Marketing Agency.

For more information on Adapt Worldwide’s specialized digital and language services, click here.

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

Frederick, Maryland – September 27, 2016 – Welocalize, global leader in translation and localization solutions, and Adapt Worldwide, a Welocalize multilingual digital marketing agency, are sponsors and exhibitors at the upcoming Brand2Global Conference 2016, taking place in Menlo Park, California, September 27-29.

Adapt Worldwide General Manager and Co-Founder Huw Aveston will be presenting “Speaking the Same Language,” which will be followed by an engaging marketing challenge for attendees testing their aptitude related to all things digital marketing.  The quiz is also available online at http://www.adaptworldwide.com/digital-marketing-quiz.

Adapt Worldwide is participating in this event to help brand managers and business leaders learn more about driving global digital strategies and how they can bridge the gap between localization and marketing. This session will take place on Thursday, September 29 at 4:30 PM PDT as part of the Global Customer Engagement track at Brand2Global 2016.

Senior representatives from Welocalize and Adapt Worldwide will be on hand throughout the Brand2Global 2016 Conference in the exhibition area to discuss trending topics in global marketing, including the age of digital disruption, next generation content, cultural adaptation, transcreation, international search optimization and how to leverage metadata to measure success of marketing brand campaigns.

“Global marketers are faced with a growing demand for multilingual content to reach multiple markets in many languages, cultures, formats and media types,” said Jamie Glass, CMO and EVP of global service lines at Welocalize. “Welocalize looks forward to participating in the discussions at Brand2Global and sharing how we help leading brands develop powerful and culturally relevant materials in more than 175 languages and at every stage of their globalization journey.”

Welocalize will provide all attendees the recently published Global Guide for Content Marketers at the Welocalize and Adapt Worldwide booth in the exhibition area of the event. This easy-to-use guide helps global brand marketers and content professionals with quick references, fun facts and tips to drive multilingual marketing strategies and reach local audiences around the world.

brand2global logoWelocalize and Adapt Worldwide are sponsors of the closing networking reception of Brand2Global 2016, held at the Quadrus Center in Silicon Valley. Brand2Global is an annual event designed for professionals who drive marketing and are responsible for international market share and revenue. For more information visit http://www.brand2global.com/conference-program.

Welocalize, Inc., founded in 1997, offers innovative language services to help global brands reach audiences around the world in more than 175 languages. We provide translation and localization services, talent management, language tools, automation and technology, quality and program management. Our range of managed language services include machine translation, digital marketing, validation and testing, interpretation, staffing and enterprise translation management technologies. We specialize in consumer, technology, manufacturing, learning, oil and gas, travel and hospitality, marketing and advertising, finance, legal and life sciences industry language solutions. With more than 1,000 full-time employees worldwide, Welocalize maintains offices in the United States, United Kingdom, Germany, Ireland, Spain, Italy, Romania, Poland, Japan and China. www.welocalize.com

About Adapt Worldwide – Adapt Worldwide, a Welocalize multilingual digital marketing agency, helps brands expand their global reach across markets and platforms in more than 175 languages. Increasing demands for an integrated approach between marketing and localization, Adapt Worldwide assists through the cultural adaptation of content across digital channels. Our broad range of specialized digital and language services include search engine optimization (SEO), app store optimization, copywriting, transcreation, mobile, web and paid amplification. Based in London, with operations in 16 global offices, Welocalize acquired Adapt Worldwide in 2015. Adapt Worldwide was formerly known as Traffic Optimiser. www.adaptworldwide.com

 

Bridging the Gap Between Marketing and Localization Webinar Highlights

istock_000071166341_mediumWelocalize and Adapt Worldwide, a Welocalize Digital Marketing Agency recently presented an exclusive webinar, Bridging the Gap Between Marketing and Localization. The webinar was hosted by Adapt Worldwide General Manager and Co-Founder, Huw Aveston, who is a renowned expert on global digital marketing strategies.

In this blog, we highlight some of the key content covered in the webinar, which focuses on how and why marketing and localization teams must align and develop close working relationships to deliver successful global digital marketing programs and campaigns.

Click here to view a recording of the webinar “Bridging the Gap Between Marketing and Localization” 

Today’s consumers are more empowered and enlightened than ever before. They have high expectations for global brands to “get it right,” otherwise, they will take their business elsewhere. These increasing expectations have created a need for speed when businesses are going global. As a by-product, there is high demand to develop agile, effective digital marketing strategies to attract and engage consumers all over the world.

As businesses become increasingly global and consumer expectations continue to increase, there is an obvious intersection where marketing and localization cross. Localization is all about expanding your company’s abilities to sell its products and services internationally into local markets to gain market share and competitive advantage. These same principles and values are what drives marketing business leaders.  Working together can and should improve results.

Evolving Role of Localization

We have seen a trend where the scope of globalization and localization teams within organizations is increasing. With increased connectivity and demand for global growth, localization teams will be a big part of “the race” for the world’s consumers. The most progressive and forward thinking localization teams are becoming more complex. No longer confined to direct translation tasks, they have an entire set of solutions and technologies that cater to serving all the different stakeholders within an organization to ensure they are aligned correctly to help them achieve strategic business objectives.

These days, the role of the localization team is no longer the more tactical approach of how to translate and manage quality. It is operating on a more strategic level, solving for “how do we reach the world’s consumers?”

In the webinar, Huw focused on three areas relating to the relationship between global marketing and localization teams:

ONE: Why are relationships changing between marketing and localization teams?

The line between international marketing and localization has become blurred and over time, has created an overlap between the two teams. This creates a big question, who owns localized marketing messaging? Today, global marketing teams tend to use localization teams as a supplier; however, looking forward the localization teams could be the main strategic owner and drawing on marketing team expertise.

Localization has shifted from being seen as a cost, to now being seen as a revenue enabler which drives sales and facilitates marketing. Research by Common Sense Advisory, states that 56.2 percent of consumers find the ability to learn about a product in their own language more important than the price of the product. This is supported by research from the California State University at Chico, showing that 65% of multinationals believe the process of “localization” is important for growing revenues. Due to the variety and volume of digital content published online, there is a wide range of people, skills, processes and technologies involved in the successful delivery of localized and culturally adapted content to target markets. There is a natural overlap and synergy between localization and marketing professionals and techniques.

As our world becomes increasingly global, new products, updates and features are released every day, often simultaneously in multiple countries. Companies have a “need for speed” and agility when going global. This naturally puts marketing and localization in the same room to make sure any launch strategies and digital campaigns are developed harmoniously. There is no time to bring the localization team in at the last minute once source content has been developed.

TWO: What are the challenges?

Localization and marketing teams talk different languages. Marketing teams can sometimes feel that the localization teams don’t understand what their requirements and needs. Talking different “languages,” using acronyms and jargon, impedes understanding and gets in the way of the relationships between marketing and localization teams.

Acronyms and terminology are so ubiquitous in speech and typed content that their meanings are very often misinterpreted, especially in multinationals where they can differ from department to department and even country to country. Dale Carnegie, author of “How to Make Friends and Influence People,” said, “90 percent of all management problems are caused by miscommunication.” This can often happen with global campaigns that require multilingual materials for a simultaneous local product launch. To understand common goals and objectives, teams have to speak and understand the same language. And that includes the math involved in digital marketing metrics.

Helping localization teams to learn the main digital marketing acronyms will lower the barriers and increase the power teams have to converse with each other.

484673973Are you speaking the same language?  Take the Adapt Worldwide Digital Challenge Quick Fire Quiz,”  a fun and interactive online test and learning tool to help localization and marketing professionals understand the key acronyms and performance metrics used in digital marketing.

Click here to take the challenge now!

THREE: How do localization and marketing teams adapt?

How do teams change their approach and current thinking? To really support the marketing team, localization need to truly understand the business objectives and have insight to campaign measures and KPIs such as user acquisition, lead generation and web traffic targets. If marketing provides some in-context information on how they will use content, localization teams will see the bigger picture. Some organizations invite translators to take part in product training to allow them to get to know the product and brand. This helps gain buy-in from specialist resources like translators, developers and testers because they know what they’re working with and buy-in to brand values.

Be best way to take on the challenge is to partner with an expert provider, like Welocalize and Adapt Worldwide, who have expertise in bringing localization and marketing together in developing multilingual digital marketing strategies. Relying on localization AND marketing experts who speak the language can help increase the overall performance and experience of all global marketing activities.

Lauren

Lauren Southers, Manager, Global Marketing and Sales Operations at Welocalize

Lauren.southers@welocalize.com

 

Next Generation Global Content Marketers Unite

cmworld-2016-crowdUnited in an optimistic mission to create universally appealing content that tells a great story, expands minds, engages audiences and connects brands to people around the world, content marketers descended upon Cleveland, Ohio by the thousands.  The place of unification was Content Marketing World 2016.

Multinational businesses and content strategists from more than 50 countries came to participate in thought-provoking conversations about a vast array of substantive topics related to “next generation” content marketing.  Prevalent to most discussions were the challenges and opportunities related to evolving content types, growing demands for new stories and the race to keep up with the rising volumes of network generated content. Together, we united to exchange ideas, talk about solutions and find answers.

What does the future hold for content marketers? The short answer, it’s not simple. Complexity exists in all aspects of global content marketing today, including accessibility to qualified production talent, digitization and global access, while managing the vast world of sophisticated content technologies. The consensus – producing, publishing and distributing content, in all forms and languages, requires expertise.

That is why more than 200 dynamic content experts and business leaders, including Welocalize and Adapt Worldwide, shared insights and best practices on a range of subjects like globalization, user generated content (UGC), multilingual copywriting, global SEO, in-country social media, translation of web content, as well as maximizing expectations for return on content investments.

As sponsors and exhibitors of the event, we directly connected with major brand content producers, publishers and strategists to talk about these familiar challenges and answer critical questions related to how to effectively, efficiently and seamlessly manage the demand for multilingual content in any format. Our conversations at CMWorld often started with these top questions:

  • Can you help us scale our resources to meet all the demands for languages?
  • Do you provide copywriting in other languages?
  • How can you help us gain visibility of our content in other languages?
  • Are there ways we can provide reviews of content in real-time?
  • Our brand is very important to us, how are we able to measure the quality of the message if we don’t speak the language?
  • What can we get our content produced into other languages faster?
  • How can we connect our translation program with our content management technology?
  • We are relying on our team members and global locations to translate content and it’s slow and unreliable, what can we do?

image4These are questions we can easily answer, based on years of helping organizations in their global journey. We recognize that many global content marketers struggle to develop cohesive and successful content strategies that cross boundaries and reach many local markets.  We even shared a fun facts and tip guide to help get started: Welocalize Global Guide for Content Marketers.

Content types and distribution have become more complex and the Internet has unified everyone by providing a central point to access content from all over the world. Marketers looking to translate and localize various content types now recognize there are increasing demands to get content out to broader markets, faster and with a message that sounds natural and relevant.  Cultural adaptation and understanding nuances of different markets and languages requires expertise.  We understand and we are here to help!

For context, here are some very important facts that face all marketers:

  • It takes 14 languages to reach 90% of the world’s population
  • There are more than 100 types of content used by top global brands, generated by users, networks and content marketers.
  • The total number of active social media users is 2.31 billion people, and that’s 31% of the world’s population.
  • The total number of social users accessing platforms via mobile devices is 1.97 billion people, an amazing 27% of the total population

It requires a united effort.  Mark Hamill of Star Wars fame told the attendees at CMWorld to use optimism, belief and tenacity. Good storytelling will have legacy if it can reach and engage an audience, in their language and cultural understanding.

What is the future of content marketing?  It is where we are in a connected world surrounded by relevant, intelligent content that speaks to us.

How do we get there?  Specialists and expertise can lead the way.  Welocalize and Adapt Worldwide, a Welocalize multilingual digital marketing agency, are at the ready to join your team.  We work side-by-side, seamlessly, as an integral part of your content marketing team to develop culturally relevant campaigns with targeted precision and brand experiences.  We use techniques to take full “global” advantage of digital content through cultural adaption, market audits, localization, linguistic testing, copywriting and transcreation of copy, and advanced SEO skills to help your content show up in all the right places.  Most importantly, we blend the data, science, language and creativity to empower brands to measure success through return on content investments.

image1Ready to expand your market and go where you never have gone before, faster and with efficiency? Let’s continue the conversations we started at Content Marketing World and let us demonstrate how we’ve helped global brands reach their potential. It’s our purpose. Your global journey is our purpose.

Jamie Glass, Chief Marketing Officer and EVP of Service Lines, including Adapt Worldwide and multilingual digital marketing

jamie.glass@welocalize.com

ADDITIONAL RESOURCES

A Welocalize Guide for Global Content Marketers to UGC  

Welocalize Global Guide for Content Marketers

Digital Marketing Quiz – Take the Challenge

Bridging the Gap Between Marketing and Localization – VIDEO

 

 

Understanding the Consumer Journey for Successful E-Commerce Localization

istock_000078763713_mediumOne of the key steps in the overall globalization process is to map the consumer journey by identifying content touchpoints. This step is very important, as it allows global brands to fully understand the overall consumer experience and their interaction with consumers via published content and communications, both verbal and written.

Many global retailers and B2C e-commerce organizations are surprised at the number of potential touchpoints that can influence the purchasing habits of their consumers. Touchpoint strategies factor into developing a targeted and successful localization program for companies within the consumer industry. In order to maximize the reach potential, each touchpoint should reflect a truly “local” experience, supported by content localized and culturally adapted for target audiences.

Based on our broad experience in working with global consumer brands, we have identified content areas that need focus and attention throughout the localization process:

DIGITAL COMMUNICATIONS: First and foremost, does your main website and e-commerce sites speak to all your local markets in the right language? Localizing the main website is a critical step in reaching global markets. Web translation must be an integral part of a global content strategy because websites provide a direct route of communication with billions of potential online consumers. The main .com destination is probably the single most important digital touchpoint for most global brands. Each aspect of the website must be localized for target local markets, including: web content, UX, payment systems, product descriptions, marketing content, corporate messages, as well as legal and compliance information.

Every piece of content on a company website may potentially influence brand perception and purchasing power. For major online retailers, the website is the main shopfront and window to goods and services; therefore, all web content must be in the appropriate language, tailored for each geography and culture.

DIGITAL MARKETING AND SEO ACTIVITIES: As well as the main .com presence, online digital marketing campaigns can achieve a wide audience reach. Banner advertisements and sponsored online search activities, as well as digital online promotions can reach consumers all over the world. They are common place today for generating site traffic and influencing, if not directly impacting, sales and revenue. Multilingual digital marketing is crucial for today’s digital retailers. Each campaign must contain consistent concepts and brand messages and should be adapted to meet the local nuances and cultural preferences. The same applies for search engine marketing, also known as paid campaigns.  Each geography has different leading search engines and terms, tags and meta data may need to be localized, as consumers will search for different phrases, depending on where they reside.

Special Note: Welocalize’s multilingual digital marketing agency, Adapt Worldwide, works with a number of leading brands to develop multilingual digital marketing campaigns and SEO programs using professional linguistic copywriters and clever global search engine specialists to ensure online marketing campaigns maximize their potential.

EMAIL MARKETING: Reaching consumers through email is a valuable one-to-one communication tool. As many online retailers are reliant on collating consumer information, tastes and preferences, email is still considered an excellent medium to reach consumers with incredibly tailored messages based on previous purchases and other demographic information. To keep a consistent consumer journey, if websites and online purchases have been made in a local language, follow-up promotional and contact email communications must also be in the same “originating” language, style and tone.

SOCIAL MEDIA AND UGC: Social media and user generated content (UGC) has experienced a meteoric rise over the past decade. As more global consumers have gained access to the Internet, they have also gained a “voice” where they can easily publish their opinion and reviews of products and brands. This online experience is then amplified through use of social media sites, such as Facebook and Twitter. Development of multilingual social media and UGC programs are often not a priority localization strategy. This is likely a result of volume. There is so much UGC to consider and content marketers are often unsure how to approach the localization of UGC. Plus, there’s the perception that the localization budget won’t cover the translation of millions of word of UGC.  The facts are, perception is not reality.

Welocalize processes millions of words of UGC for global brands using automation and language technology to minimize costs for our clients. Machine translation is one way organizations can use language technology to translate and republish UGC. This can reap benefits as online consumers are more likely to trust third party opinion rather than company paid media campaigns. Social media is an excellent way to gain visibility and reputation in new geographical markets. See Welocalize white paper, A Welocalize Guide for Global Content Marketers to UGC.

CONSUMER SUPPORT: Consumer support is a critical touchpoint for retailers and e-commerce organizations. Consumers remember good post-purchase support and it can reduce operational costs with lower levels of product returns and problem resolution. The online marketplace is so competitive, consumer loyalty is essential. The ability to talk to a support representative in a native language, whether over the phone or in online chat, will increase consumer happiness and loyalty. Other consumer support materials, such as FAQs, must also be localized to gain loyalty in your target languages.

RETAIL OUTLETS: Many e-commerce organizations, such as Amazon and E-Bay, also maintain traditional bricks and mortar outlets. From in-store promotions to billboard advertising, any content featured in physical stores also requires localization. Point-of-sale or point-of-purchase is a key process in retail transactions and communications at this stage must reflect a truly local experience.

Understanding the consumer journey and identifying touch points is critical for success for retailers and consumer organizations, in particular those conducting business through e-commerce. Each brand interaction must be tailored and personalized to consumer preferences and this means localizing different types of content to suit each unique language and culture. If you want to really connect to the buyer, speak their language!

Monique

Monique.nguyen@welocalize.com

Based in California, Monique Nguyen is Regional Enterprise Sales Director at Welocalize.

 

 

Global Marketing Tips for Connecting Creative and Localization Processes

istock_000075919685_mediumFor localization of digital marketing content, many global consumer brands turn to their advertising agency to help translate original campaign material. What is the mistake in that approach? The word translate.

Developing digital marketing campaigns for multiple countries does not simply mean translating words into a local language. It requires culturally adapting content to meet local nuances and tastes. Many global consumer organizations fall into the trap of simply firing off projects from ad agencies to translation providers with minimal instructions other than to simply translate into a target language. The context can be easily lost in translation.

An original language campaign developed in English and targeted for a Japanese, French or German audience, as an example, will not require basic linguistic translation in order for it to “relate” to the intended target market. Cultural adaptation of content is vital in order for the concept, message and brands values to remain the same, which are then supported with the words that are “recreated” to suit a new local market. In language services, we call this transcreation.

If the creative and localization resources are appropriately briefed on an overall global digital marketing campaign, then the overall content output will produce better results. Lack of in-context information and a proper localization creative brief can incur additional time and costs of global marketing campaigns. Beyond this, poor translations can result in a lengthy review processes and often ultimately lead to continually switching agencies and translation providers, which can cause even more inconsistencies in multilingual content.

Here are five ways you can improve the creative and localization process for developing marketing campaigns for multiple language markets:

  • Supply relevant style guides and branding guidelines. Basic company information such as acronyms, jargon, company facts, writing styles, tone of voice, logo specifications, original keywords, first or third person positioning all can be extremely helpful to a linguistic copywriter. A style guide provides a good foundation from which the writer can work.
  • Provide specific campaign information. What are the campaign objectives? Do you want to drive more leads or increase links and social media engagement? If a linguistic copywriter has access to the overall objectives, then this will positively impact the copywriting process.
  • Give access to in-context information and product experience. If a marketing campaign is focused around a particular product or service, then give the linguistic copywriter insights into the product itself. This may involve going through a similar customer experience and using the product or service itself.
  • Understand linguistic copywriting is a creative process. The development of campaigns in multiple languages is a creative process, just like the process that the original concept goes through. This means the same level of background knowledge and thought process is required for each language variant.
  • Provide information to reviewers too. As well as translation and localization resources, in-country reviewers need access to a creative brief and background information just as much as the copywriter. Each piece of content, irrespective of target language must have some form of in-context background knowledge for all parties who are involved in the development, editing and reviewing of new marketing content.

Developing multilingual content is not the last part in content development. It is an integral part of the overall global marketing process. For this reason, any language resources working on content must have access to the same creative and in-context information as marketing teams. This is the recipe for successful marketing.

Finally, work with a digital or creative agency that is experienced in multilingual marketing services.  Welocalize’s Adapt Worldwide agency specializes in transcreation and cultural adaptation across 175 languages, providing the right level of creativity and language support to deliver the best brand experience.

John

John.harris@welocalize.com

Based in London, John Harris is a Business Development Director at Welocalize.

The Globalization of Online Shopping

Online Shopping Purchasing Commercial Electronic ConceptRapidly evolving technologies, changing demographics and consumer preferences has created a wealth of change in the consumer product industry. According to an annual survey of more than 5,000 online shoppers by United Parcel Service Inc., for the first time, US consumers say they bought more of their purchases on the web than in stores. The survey took place in early 2016.

Shoppers now make 51% of their purchases on the web, which demonstrates how the adoption of online shopping is accelerating. The same study outlined how 44% of smartphone users said they made a purchase from their device (63% being millennials). A study by Forrester estimated that more than half of the population, about 190 million US consumers, will shop online in 2016.

In 2015, B2C e-commerce sales worldwide totaled $1,700 billion with sales forecast to reach $2,356 billion in 2018. Statista

This shift in online purchasing patterns, driven by technology, has created a challenge for online and traditional store retailers and consumer organizations, impacting their overall globalization strategy.  Here are a few facts to support the trends of growing e-commerce.

EVERYONE CAN BUY ONLINE

Providing there is access to the Internet, consumers can access most online stores and brands. This means retailers who were locally-focused now have the opportunity to serve and communicate with a global audience. This impacts the overall business and marketing strategy as product, marketing and delivery as the retailer now has to speak to a wider local audience. Digital communications, websites, pricing and delivery pages, advertising campaigns and customer support have to reach local audiences. If a brand doesn’t have an online e-commerce presence, then as the statistics indicate, they soon lose out to the competition. This has altered the business model for many retailers. The overall landscape of the high street has changed as many retailers are investing in the e-commerce side of the business.

IMPACT ON BRAND LOYALTY

Visiting a local mall or shopping center may provide buyers with two or three like product choices. There is relatively limited purchasing decisions. Online, the choices can be endless. Consumers are far more in control of their purchase. From the comfort of their own home, whether on a laptop or smartphone, they can browse many product options, compare prices and also undertake extensive research on products and what other consumer’s think of each brand. They can also publish feedback once they’ve made their purchase or what they found online.

The online market is more crowded than ever and online consumers have more choice. This severely impacts brand loyalty. Online consumers are less loyal to brands due to an increasingly busy and competitive online marketplace. Developing targeted digital marketing campaigns is one way to make your products and services stand out. Global online marketing is an important component of the overall globalization process. Campaigns have to be culturally and linguistically targeted. Simply translating the text will not get the right results and outcome. Each campaign has to be adapted by marketing and localization specialists.

LOCAL IP, PATENT & LEGAL REGULATIONS

With increased e-commerce activity, consumer product companies must ensure legal and regulatory communications are in the right language. This could include basic requirements, for example, publishing terms and conditions documents in the relevant language of each country. Any online commercial activity must meet the necessary commercial, legal and regulatory requirements of each country they trade in. Companies must also ensure their patents and IP are protected in all the countries they are trading in to prevent possible infringements.

CULTURALLY ADAPTED DIGITAL COMMUNICATIONS

To reach a global audience, content must “speak” the local language. In addition to legal and regulatory communications, any branded or company information published online must be appropriate to its target audience. If products and services are sold around the world, then any interaction with consumers has to be in the right language and culturally appropriate. Websites, payment systems, advertising, terms and conditions, customer support, product packaging, social media content are all content types that require careful localization to meet local consumer and legal requirements.  The content should go through a cultural adaptation process.

If you install a billboard in a particular city, then you know what language the people walking past it will speak. In an online e-commerce situation, certain content will be accessed globally and needs to pass the drive-by billboard test.

BEING DISCOVERED

In a physical consumer outlet and store, retailers know the local competition and have a good idea of the volume and demographics of potential shoppers. Online, brands must take special considerations to be easily found to get consumers to “visit” the online store. Multilingual search optimization strategies are critical if the outreach is intentional and expected to return measurable results.

For e-commerce organizations, online real estate is crowded and expensive and large amounts of money are invested in paid search listings to get high ranks on the popular search engines. Localizing SEO is also an vital. Getting people to visit your online store means getting into their mind-set on what they might enter in their search engine, in the right language. Audits of key words by language and geography are essential. Don’t just translate your keywords, research them. Utilize the experts like Welocalize’s multilingual digital marketing agency, Adapt Worldwide.

Although the landscape of the “big box” and local retailer is changing, the future of bricks and mortar is still strong as many retailers and consumer product outlets need a physical presence as well as an online one. E-commerce giant Amazon opened its first brick and mortar outlet in Seattle in November 2015. However, to gain the attention and dollars of consumers, over and above the competition, organizations in the consumer products industry must focus attention on online shopping and recognize the importance of globalization and culturally adapting all consumer touch points to succeed in a very competitive environment.

Louise

Louise.law@welocalize.com

Louise Law is Global Communications Manager at Welocalize

 

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

Frederick, Maryland – September 1, 2016 – Welocalize, global leader in translation and localization solutions, is exhibiting at the upcoming Content Marketing World Conference and Expo taking place at the Huntington Convention Center of Cleveland, in Ohio, September 6-9, 2016.

Adapt Worldwide, a Welocalize Multilingual Digital Marketing Agency, will be exhibiting alongside Welocalize at the CMWorld 2016 to share specialized expertise in next generation content, transcreation, digital content, SEO, mobile marketing and cultural adaption.

Welocalize and Adapt Worldwide multilingual digital marketing and globalization experts will meet with leading brand marketers at booth #37 to discuss global content solutions, including strategies and methods for adapting various forms of content into more than 175 languages.

“Content Marketing World 2016 is an incredible opportunity for us to engage with content marketing professionals from around the world whose primary objective is to engage their international audiences through effective global brand marketing,” said Jamie Glass, CMO and EVP of global service lines at Welocalize. “Welocalize and Adapt Worldwide have unique and expansive knowledge to share about how to utilize all types of content, platforms, and channels to reach targeted audiences. We look forward to meeting with our partners, clients and brand marketers to learn how our global force can help support their international business goals.”

During the exhibition, participants visiting with Welocalize and Adapt Worldwide will receive the quintessential “Global Content Guide for Content Marketers,” with tips on how to target geographic regions around the world.  Welocalize will also be releasing a new whitepaper for managing multilingual user generated content at the event.

As sponsors of the special session, “Creating an Intelligent Content Framework,” Huw Aveston, general manager and co-founder of Adapt Worldwide, will be sharing tips for learning the language of digital marketing as well as introducing the presenters Ann Rockley and Charles Cooper.

content marketing world 2016 blackContent Marketing World 2016 will bring together 4,000 marketing and PR professionals from more than 50 countries to learn from 225 speakers, including the keynote presenter and award-winning Star Wars actor, Mark Hamill. For more information on Content Marketing World, visit www.contentmarketingworld.com.

Welocalize, Inc., founded in 1997, offers innovative language services to help global brands reach audiences around the world in more than 175 languages. We provide translation and localization services, talent management, language tools, automation and technology, quality and program management. Our range of managed language services include machine translation, digital marketing, validation and testing, interpretation, staffing and enterprise translation management technologies. We specialize in consumer, technology, manufacturing, learning, oil and gas, travel and hospitality, marketing and advertising, finance, legal and life sciences industry language solutions. With more than 1,000 full-time employees worldwide, Welocalize maintains offices in the United States, United Kingdom, Germany, Ireland, Spain, Italy, Romania, Poland, Japan, Hungary and China. www.welocalize.com

Adapt Worldwide, a Welocalize multilingual digital marketing agency, helps brands expand their global reach across markets and platforms in more than 175 languages. Increasing demands for an integrated approach between marketing and localization, Adapt Worldwide assists through the cultural adaption of content across digital channels. Our broad range of specialized digital and language services include search engine optimization (SEO), app store optimization, copywriting, transcreation, mobile, web and paid amplification. Based in London, with operations in 21 global offices, Welocalize acquired Adapt Worldwide in 2015. Adapt Worldwide was formerly known as Traffic Optimiser. www.adaptworldwide.com

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Importance of Social Amplification in Global Marketing

Social media icons hanging on stringsMany global content marketers create brand-oriented content to publish through existing company-owned channels, like their primary company website. Social amplification happens when this content is shared outside controlled properties to social media channels, through paid campaigns or to organically attract a broader audience.

Think of social amplification as a means for content to reach more people via a “digital word-of-mouth.” Social amplification is increasingly being used as a key digital marketing tool as it raises brand awareness and also boosts search engine optimization. It harnesses the power of social media to deliver relevant content and get it shared across networks and expand market reach. Translation and cultural adaptation of content important in publishing strategies. Key to maximizing social amplification is to apply a defined multilingual strategy to social campaigns for content distribution.

Amplification to Viral

Optimizing multilingual content marketing social amplification happens when good marketing content goes from social to viral sharing and “buzzworthy” status.  A viral effect can boost brand recognition and has even resulted in significant direct sales for brands. Viral marketing strategies can utilize all types of content, from video to branded content like ebooks, mobile apps, emails and web pages.  Producing this content in multiple languages expands the opportunity for an exponential viral effect and maximizing return on content investment.

Most organizations are active on social media and a relatively small team of socially aware employee advocates can build up quite a following and achieve greater exposure of content. It’s a good idea to set guidelines on topic, tone and style for branded social media and content distribution. The marketing team is often the main hub for social media activity and corporate standards, as they have a good sense of business strategy and know the style of company communications and brand guidelines.

Influence Marketing

Driving awareness using social media is fundamentally influence marketing. Global marketers need people with influence and a connection with your brand to endorse certain products and services. The more the influence your advocates have, the better your reach will be when you publish content. Celebrity endorsements on social media are now big business. If a pop star or actor has the attention of two million global followers and fans, all with similar demographics, then that is a perfect opportunity and channel to promote brand attributes and values. At a cost though. Many celebrities are paid large amounts for social amplification. For certain products and services, especially heavily branded consumer products, influence marketing is key.

Strategies for Global Social Amplification

Content

Social media knows no physical boundaries and for this reason it is important to develop social amplification strategies that can be effective in more than one language market. The key is to consider localization at the planning stage and perform A/B testing before the campaign goes live. By driving a social campaign with very local content, you are potentially alienating wider audiences. The words and pictures can be adapted for different geographies and social media networks, but make sure the overall concept can be culturally adapted and is translatable across markets.

Pick the Right Channel

Social media channels vary across the world. In North America, Instagram, Twitter and Facebook rule, in China, it’s Weibo, in South Korea, Kakaotalk. If you pay for amplification, pay for the right channel. For certain key geographies, Facebook and Twitter provide good media channels for paid amplification in many languages. Both platforms are used widely around the world, along with Whatsapp, SnapChat, Instagram and others.  There are definite advantages for social teams to understand the key social platforms for any given geography before creating the content.  Some countries use exclusive social channels that are restricted to geographic boundaries. Paid social amplification through Facebook and Twitter can be very targeted with tailored posts reaching a narrow or wide audience, by language and other key demographics and behaviors. Some consumer products may want to simply increase visitors and get them to like their Facebook page, while others may want to drive click-through traffic to the main website to generate leads and conversions through product sales.

Analyze and Monitor

Measuring success and failure of social amplifications campaigns is relatively easy compared to other marketing activities, such as public relations. There is a lot of data at your fingertips that allows you to calculate the return on your marketing investment. Most platforms provide insights and analytics for paid and organic traffic, as well as campaign results.  You can monitor change in site traffic, clicks, link behavior, shares, follower growth, cost per click (CPC) and cost per follower (CPF), total reach, total awareness and more. You can also monitor the social activity of your competitors to see how much content is posted and how much follower engagement is growing.

If you would like more information on driving global social amplification strategies visit www.adaptworldwide.com. Adapt Worldwide, Welocalize’s multilingual digital marketing agency, has extensive experience running paid amplification on social media channels global brands and multinational organizations.

Louise Law

louise.law@welocalize.com

 

Six Key Considerations for Social Media Localization

global communicationThere has been a huge growth of social media usage across the world. With booming social media e-commerce and the increased sophistication of social media paid amplification tools that allow you custom personalization and targeting, social media is now one of the key digital channels for global brands.

Building a localized social media presence with a strong and engaged loyal community around your brand can be a powerful way to expand globally, increasing awareness and getting people to your website resulting in lead generation and increased revenue. However, identifying which markets and channels to drive a localized social media presence can be a daunting task. It is important to make sure you look at a range of things to develop your localized social media strategy to make sure you get the best return on your investment.

Define business goals

First, determine what are your long-term objectives that you would like to achieve through social media. For example increasing awareness, building a long-term community, driving people to the website, increasing leads, or providing a localized platform for customer queries. Certain activities like paid ads can be done from global channels but if you want to build a long term community, then localizing your social media channels is key.

Undertake competitor analysis

Understand the markets and channels your direct and indirect competitors have localized social media. Identify if there are any other local players that do really well and on which channels they are present on.

Pull out data in terms of performance of your competitors’ localized channels in terms of followers and engagement. Which channels do your competitors perform the best on? Map your overall goal of where you would like to be in terms of followers and engagement compared with your competitors if you were to localize social media activities.

Once you have identified the top performing channels and local markets for key competitors, understand what content types and themes perform the best in terms of engagement. This will give you insights into frequency of posts, type of content, how content is localized and what are the key seasonal events that you should be aware of.

Observe general market social media statistics and trends

Understand what are the most used channels in local markets by number of monthly active users vs total channel users and identify what social channels show a growth in terms of usage. Understand whether the overall opportunity is large enough to make it cost effective. Although competitor analysis can give an indication of which channels are popular with competitors, there might be other channels that show future opportunity that others haven’t started taking advantage of. A better understanding how people consume content in your market, for example desktop vs mobile, ecommerce usage, can also be a key insight when building a localized social media strategy.

Scope out resource capability

Understand how often content should be produced, the time taken, the type of resources needed and the required budget. Good performance on a few, key social media channel is much better than posting poor, irregular content on a large number of social media channels. You need to look at content creation, imagery, channel monitoring and customer management to make sure that resources are in place to produce effective, culturally relevant quality content. If localized content is posted, any landing page or website must be available in the appropriate language. If you drive people to your website in their local language, you have to carry on the language experience to keep them there and gain conversions.

Understand local market regulations

Certain markets, like China for example, have tighter regulations for opening social media accounts without a business presence in China or when running activities like paid amplification. Before you open a channel, make sure you’re aware of the necessary local regulations and have all the relevant documentation available.

Develop a list of prioritized social media channels

Finally, based on all the above insights define a prioritized list of social media channels and markets that could provide best return on investment for your global digital marketing activities.

Alina

Alina.anghel@adaptworldwide.com

Based in London, Alina Anghel is SEO and Social Media Manager at Adapt Worldwide, a Welocalize multilingual digital marketing agency.