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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.

Evolution of User Generated Content and Localization

By Hanna Kanabiajeuskaja, Product Manager (Localization) at Box

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

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

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

What does this mean for localization?

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

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

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

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

Hanna Kanabiajeuskaja is Product Manager (Localization) at Box.

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

Welocalize LocLeaders Montreal Highlights the Globalization Journey

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

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

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

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

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

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

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

Erin

Erin Wynn is Chief Customer Officer at Welocalize.

Communication on Globalization Journey is Critical to Success

By Robin Granados, Localization and Translation Manager at John Deere

robin-granadosWe all know that there is nothing simple about translations.  By definition, translation is words that have been changed from one language into a different language. The reality is that there are a lot of factors that impact translations especially in our global world.  There is not a clear path with regards to “The Globalization Journey,” which was the appropriately named theme of the Welocalize LocLeaders Forum 2016 Montreal event.

During our discussions at LocLeaders, the panelists and attendees discussed where they were on their globalization journey. They talked about having in-house solutions; however, with that came issues with scalability which is necessary for global growth.  Then there were hybrid solutions combining both in-house and outsourcing.  The organizational structures and approach to localization might be different within the companies, yet they all had one thing in common and that is to ensure a clear understanding of the needs of the clients.  Communications between in-house departments and clients, and with language service providers (LSPs) is critical to success.

The truth is that differences in internal customer needs and the business units that they serve, makes the implementation of localization within a global organization more complex. One size does not fit all.  Localization teams need to understand where they add value and what is important to the company when planning a solution. Localization impacts so many functions within an organization, right across the content journey, it is important to achieve a better internal understanding of the long-term significance of globalization and localization.

img_3551Understanding your customers in a global marketplace is challenging and then figuring out how to best connect with these customers takes it up another level. The accommodation of variations in support of and requirements for localization and translation at a local and regional level is an important component of a successful strategy. You need a broad set of skills and solutions to deliver multilingual content across the whole globalization journey.

We all want to connect with customers and employees. Even though we all want the same thing, often in different languages and cultures, we need to take different paths to get there and will end up with different solutions that suit our unique business needs. The open discussions at Welocalize’s LocLeaders Montreal helped me to better understand some of the challenges and opportunities faced by my industry colleagues. Some of the output gave inspiration to see how to better connect with customers and make the globalization journey a good one.

Robin Granados, Localization and Translation Manager at John Deere

Interview with Truly Global Author and Globalization Expert Anna N. Schlegel

truly-global-book-coverThere are many steps involved for enterprises looking to cross international borders and go global. There are complex processes that often require a specialist’s knowledge and leadership to achieve positive results. Anna N. Schlegel is a leading globalization expert and has recently launched her second book, Truly Global: The Theory and Practice of Bringing Your Company to International Markets, She details her experiences from an enterprise perspective. Anna has led globalization teams for more than 20 years, working at enterprises including NetApp, Cisco, VMware, Verisign, and Xerox. She is currently Senior Director of Globalization and Information Engineering at NetApp and also Co-Founder and Executive Board Member of Women in Localization. Within Truly Global, Anna lists Welocalize at the top of her LSP list, having closely worked with Welocalize as the main language service partner at NetApp for many years.

In this special blog interview, Louise Law, Welocalize Global Communication Manager chatted with Anna to find out what motivated her to write the book and what readers can expect when read Truly Global.

Congratulations on the book! What motivated you to write it?

I wrote the book to satisfy a number of needs. First and foremost, I wanted to elevate the globalization profession to help a wider audience fully understand all the practices, people and activities that are involved in globalization. People tend to understand individual disciplines, like translation, internationalization and quality management, but you never see detailed text on everything that is required by companies to trade beyond their domestic borders.

Most enterprise organizations have the mandate to go global. My book helps paint the full picture on how to make that happen. Many executives aren’t aware of the real strengths that lie within their globalization and localization teams, and skills are often under-utilized. By raising the profile of what is involved in all aspects of the globalization profession, senior executives and C-suite management will bring globalization teams into the conversation earlier and use their expertise to drive the agenda for going global. I want to use my experience at managing globalization teams to help make global brands successfully reach international markets and share my secrets of what really happens behind the scenes when companies go global!

I wanted to showcase all the elements that comprise a global set-up, in a single volume that is easy to read. Each chapter stands alone so you don’t have to read it from cover-to-cover.

What do you think are the major disruptors impacting global globalization teams?

anna-schlegel-2016A lack of understanding of what it takes for product to be successful and stick in multiple countries. Many technology organizations push out high amounts of upgrades and new versions, so enterprises are dealing with different types of content every day. There is quite a lot of waste as once a product is launched, little post-launch analysis is carried out to assess what content is successful. There’s so much digital content, too much in fact, some of it probably didn’t have to go live. Enterprises need to look past success rates and identify content that doesn’t add value. You need constant checks and balances to make sure there is solid geo-alignment to prevent wastage.  There is little effort to see how content performs and therefore organizations can’t make informed improvements.

How we consume content is also a key disruptor. Consumers move from path to path every two minutes with low attention spans, reading short content snippets, on their mobile devices. This impacts the success of globalization activities. Enterprises have to understand how their target markets consume digital content. As the next generations come through, there will be even lower attention spans across all languages and local markets.

Do you have a favorite chapter that you would recommend to anyone involved in globalization?

There are three chapters that I really enjoyed writing and that I think are of real benefit for anyone involved in globalization because they focus on change and change management – change is crucial to success when reaching new and emerging markets. Chapter 10, The Best Globalization Team Ever, Chapter 21, Ups & Downs in the World of an Enterprise Globalization Team and Chapter 22, Your Elevator Pitch, all cover topics that focus on change and how it impacts the various, often amazing, parties involved. People are crucial in a successful globalization program. These chapters look at how people come first and at the various factors that impact them in the globalization process. You have to excel at the human level to ensure teams pull together to achieve something fantastic – and have some fun along the way.

Can you sum up some words of advice for enterprises who will read your book as part of globalization journey?

Share the knowledge and raise the profile of globalization teams and the great work they do! The book aims to help CEO’s and executives to better understand the process of globalization. Collaboration with a great language service provider, like Welocalize, also helps enterprises to go global. The whole process requires specialists’ skill and expertise, both from in-house teams and external providers.

Is there another book in the pipeline?

I really enjoyed writing Truly Global so I absolutely I hope to write another. I started the book in August 2015 and by August 2016 we were choosing a cover. It was a great process.

For more information on where to buy Anna’s book, Truly Global: The Theory and Practice of Bringing Your Company to International Markets, click here.

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

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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Five Trends Impacting Global Content Marketing Strategies

Content Strategy ConceptWith 93% of marketers now taking part in some form of content marketing (B2B Content Marketing 2014, Content Marketing Institute), it comes as no surprise that content is a hot discussion topic for many global businesses. Driving a global content strategy is a vital part of the globalization process.

It is important to create relevant content that your target audience actually wants and in the right mix of format that gets attention and delivers the desired result. One of the key challenges facing global marketers is producing content that speaks to a local audience in a linguistically and culturally relevant way to create impact and generate revenue.

Here are five global content trends that will affect today’s global content strategies:

#1 – Long Copy Influences Purchases. In a study conducted by IZEA, blog posts were found to continue to drive traffic and generate impressions up to 700 days after they go live. Treating blogs like editorial will keep interest going, long after it is initially published. Even if you don’t translate and localize all blogs immediately, web analytics can show which blogs are popular, in different regions and therefore blogs can be translated at a later date.

Content between 3,000 and 10,000 words receives the most social shares. Publishers are producing 16 times more short-form content than long. Clickz.com

#2 – Digital Rules. 67% of a typical B2B buyer’s journey is now digital with buyers researching product and brand information online before purchase, Lenati.com. B2B buyers typically make “considered purchases.” They don’t make quick decisions and tend to conduct online research, investigate and deliberate on many platforms. How they conduct their online research may vary. Many use social media, join user forums, watch instructional videos and more. The common factor is digital. Buyers’ access digital information online from their mobile devices or desktops at all times, day or night.

#3 – Growth in Video Popularity. Instructional, how-to videos are very popular formats to promote brands and share product information. Although text is still a dominant form of content today, by 2017 Cisco predicts that 69% of all Internet traffic will feature video format. Publishing video is one of the fastest growth areas in digital content marketing. Video format is a content type that can easily be accessed by potential customers all over the world. Development and production of multilingual videos is also becoming easier and cheaper, thanks to advancement in language technologies like text-to-speech (TTS) and script subtitling. With images and video set to become the most popular type of brand content, global marketers have to look to integrate this format into global content strategies.

#4 – Harness the Power of UGC. According to statistics produced by Statistica, there are 2.307 billion active social media users. 65% of B2C marketers named Facebook as the platform single most important to their business with 41% of B2B marketers naming LinkedIn. As buyers research products online, they are often reading the voice and opinion of other buyers in the form of user generated content (UGC). UGC is a key tool for global content marketers. Having a social media is all target markets is important as is knowing what buyers are saying about your brand and products.

25% of search results for the world’s 20 largest brands are links to user generated content. Kissmetrics

Many savvy content marketers are using UGC content as marketing content. Republishing positive comments from customers is overtaking traditional advertising techniques because most customers value and believe the opinions of other customers, rather than clever advertising slogans or overly creative marketing messages. Translating UGC can be an excellent content marketing technique to build awareness and sales in local, multilingual markets.

#5 – Champion Content Internally. Only 23% of CMO’s feel they are producing the right information for the right audience and delivering it at the right time and correct format (Business2Community). Many organization struggle to develop good content that customers want in all target languages. Although content marketing is present in most global organizations, many do not fully understand the positive impact it has and how effective it is to achieve global growth. Many global marketers have significant pressures on budget and resource that can impair the effectiveness of a content marketing strategy. Content is often published to build brand and product awareness and to communicate company values, often in established and emerging geographical markets. The success of individual campaigns can often be measured by leads generated, which is great for ROI but is a short-term measurement and overlooks the impact of a content campaign on brand awareness.

Raising awareness of content internally can help drive a better global content strategy and gain improved C-suite level buy-in and support. Partnering with appropriate agencies can help create content that is right for the target audience and can also set in place long-term measures that can monitor performance.

Developing good content, destined for a global audience can be a challenge; however, it is such an important part of the overall marketing strategy. It is one challenge that cannot be overlooked by today’s marketers.

content marketing world 2016 blackMore global content discussions will take place at this year’s Content Marketing World Conference and Expo, September 6-9, 2016 in Cleveland, Ohio. Welocalize is taking part as an event sponsor and exhibitor, providing expert input on developing global multilingual content to expand reach. We hope to see you there!

Click here for more information on Content Marketing World 2016.

Louise

Louise.law@welocalize.com

Louise Law is Global Communications Manager at Welocalize.

 

UGC in Modern-Day Localization

Colorful earth on the gray backgroundOver the past years, the importance of user-generated content (UGC) in global marketing programs has steadily increased to what some classify as overwhelming volumes. More and more consumers post reviews about products and services online. Global brands are more accessible than ever, having their own Facebook and Twitter accounts, thus making it easy to get in touch with the companies themselves. These networks and communities are coming together centered on one purpose, for exchanging opinions with other customers to share and react to recent posts. And this is happening in a global exchange.

Today, companies are confronted with a vast amount of multilingual content at their disposal. Whether it is to promote further sales, initiate remedial measures in case of negative feedback or get to know more about their customers’ needs – no global company would want to leave this source of knowledge unexploited. The fact that it involves so many different languages naturally has turned UGC and network generated content into big topics within the localization industry.

What does UGC involve? First of all, a massive amount of “data” that is available for localization, primarily due to globalization as a whole. Second, the content is likely to be orthographically and grammatically incorrect and contain a lot of Internet slang (most famously acronyms like “LOL” for “laughing out loud” and the like). Both are challenges.

What does this mean for localization? There is already a lot more content out there than could ever be localized by human translators. Also, even big global players usually do not have enough budget to get all this content fully localized, nor should they. Moreover, why would someone want to spend an incredible amount of money on localizing something that was not considered nor intended to be perfect in the first place and usually has a very short life span, with someone posting something new five minutes (or seconds) later?

Machine translation (MT) can help. Large amounts of data can be localized fast and cost-effectively, to the expected level of comprehension and understanding for this type of content. Confidence scoring helps to assess “understand-ability” automatically, to then decide whether the raw MT is published or not. Content that did not meet the “pass”threshold can either be discarded completely or fed back into a post-editing cycle, depending on its importance. If there were slightly higher expectations right from the start, a certain level of post-editing could be included in the process by default.

With weMT and weImpact featuring DQF, Welocalize acts upon such customer unique requirements and provides customized quality models based upon variables such as content objectives and budget. Depending on the client’s requirements around such variables, light, medium or full post-editing are then only some of the flexible options to choose from to ensure UGC is localized at the right scale, quality, budget and timing needs.

Let’s get back to the problem of slang, orthographic mistakes and the like for a minute. Assuming a brand wants to use raw MT to publish UGC in another language, how does MT deal with things like “teh” instead of “the” and “gr8” instead of “great”, for example? Most certainly, MT will not understand them, because it does not know them and thus leaves these words untranslated. Which, in the target language, most certainly will not make a lot of sense to most of the readers. And understand-ability in the target language was the whole point of the exercise! Normalization is the way to go here. During normalization, the text will be automatically scrubbed to correct “teh” to “the” and “gr8” to “great”, which our MT engine will then be able to understand and process accordingly.

Apart from user-generated product reviews and the like, Welocalize is also working together with clients to make MT available in other areas where a fast “gisting” translation is desired. MT for technical support communication and MT as a means to provide a “preliminary” translation until the fully localized version will become available are only two examples of advanced solutions we are offering to our clients. In addition to just providing the raw MT in such programs, we are also working on continuous improvements of the underlying engines, using proprietary human and automated assessments, as well as data-driven engine retraining efforts.

Sentiment analysis (SA), the process of analyzing the “sentiment” of user-generated content to identify whether it is positive, negative or neutral, is another related area we can offer clients support. It complements our portfolio in relation to fast and cost-effective UGC translation and analysis solutions to help global companies make use of important business intelligence.

If you want to learn more about UGC and sentiment analysis, please read our related blogs:

How Sentiment Analysis and MT Can Help You Make Sense of UGC Content

Ten Reasons Why Companies Need Multilingual User Generated Content

Tanja Schmidt

MT Program Manager, Technology Solutions

tanja.schmidt@welocalize.com

 

 

 

 

 

 

15 Localization Tips to Support Global Growth

When your company starts gaining traction in international markets, it’s time to celebrate. It is also a time to drive forward your globalization strategy to ensure you maximize every available market opportunity. If your products and services are reaching international markets, there are a number of localization considerations related to various content types that can help you increase your sustained growth around the world.

Localization tips to help you keep growing:

  • LEGAL CONTENT: Patent and copyright translations need to be filed globally to be recognized at a local level and meet local regulations. You will need to protect your intellectual property everywhere in the world where you do business. Be sure you work with experts who specialize in legal patent translation and foreign filings, like Park IP Translations.
  • PRODUCT DOCUMENTATION: Localize your product and support documentation. Your customers need to be able to install, operate, fix and deploy that product in their own language as if it was created for them. They need to understand your brand and experience usability in whatever language they speak.
  • LEARNING MATERIALS: Localize learning and educational videos and online courses for your service or product for all stakeholders in your value chain and supporting your product lifecycle. If you’re are trading internationally, you will need to train internationally too.
  • GLOBAL BRAND AND DIGITAL MARKETING: Raise the profile of your brand and company profile in more one country by driving multilingual digital marketing strategies. Your marketing and sales teams have to “talk” to your customers in a language they understand and create a natural customer experience. This may involve “transcreating” key brand messages for local markets.
  • INTERNATIONAL SEO: There are millions of potential customers who are searching the Internet in hundreds of languages, using a wide variety of keywords. Culturally adapting online marketing activities, for example SEO and keywords, will help you be discovered in your “local” markets.
  • LOCALIZE WEBSITES: Your website traffic needs to grow internationally and you need to understand what drives local customers in your target markets. Similar to SEO and app localization, specialized localization skills are required to successfully reach global digital markets.
  • INTERNATIONAL TRADESHOWS: If you’re attending events and tradeshows, prepare awareness campaigns and appropriate regional sales activities in the right language. If you’re participating in a conference, make sure your company representatives can discuss client and business development opportunities in the native language.
  • POINT-OF-SALE MATERIALS: If you’re displaying your product, service or brand at tradeshows or in-store, your point-of-sales materials need to speak to each culture and region as if uniquely created for them.
  • USE OF INTERPRETERS: If you’re going setting up face-to-face meetings or conference calls with international suppliers and customers, communications can be enhanced using trained interpreters.
  • HR AND EMPLOYEE MATERIALS: If you’re expanding your global footprint and staff, internal training materials, HR procedures, company guidelines, legal and financial compliance documentation will all need to be translated for each global office.
  • FINANCIAL INFORMATION: Doing business internationally will generate volumes of financial information that will need to be understood by all stakeholders in more than one languages. Annual reports, tax reports, mergers and acquisition documentation, stock market analysis and more. You’ll also need all potential international investors to be able to read and comprehend how your company is performing.
  • MANAGE LOCALIZATION BUDGETS: Your globalization and localization needs are growing so localization budgets must be managed if you expect to show your impact in using localization to grow and support the business.
  • LOCALIZE APPS: Your apps have to be localized and go through rigorous linguistic and QA testing for each local market, to ensure a great user experience. Getting your app found in the main app stores can be tough but app localization can help gain more visibility online.
  • CORPORATE COMMUNICATIONS: You need to communicate with your staff and ensure your company vision, brand values and guidelines are understood across the world by every member of your team – wherever they are located.
  • REGULATED INDUSTRIES STANDARDS: If you do business in a regulated industry, life sciences or finance for example, you must ensure all your procedures and practices meet the local standards and regulations to minimize risks for you and your clients. Each country has different auditing and taxation requirements and this means certain documents will have to be translated and culturally adapted to meet local requirements.

Globalization and localization touches every part of an organization. Developing a long term relationship with a global localization partner is important to help you develop a mature globalization strategy and manage localization activities across the entire organization. If you would like to discuss any aspect of localization and any of our specialized language services, drop me an email Barbara.frawley@welocalize.com.

Barbara

Based in Dublin, Barbara Frawley is a Business Development Director at Welocalize.

 

Digital is the Primary Global Media Channel

By Huw Aveston, Digital Media Expert, Co-Founder and Co-Managing Director of Adapt Worldwide, Welocalize Multilingual Digital Agency

pieces of puzzle showing internet concept

How we reach our global customers has changed significantly. Most of our content is now published and distributed digitally, impacting our overall global and multilingual content strategies. The growth in digital is probably one of the most key disruptors in the language services industry today.

Most consumers around the world, both business and personal, now go online to research and purchase products and services.  To accommodate the demands, most product and services related content is now only published and distributed digitally. Having a strong global digital marketing strategy is key to success and to reach global markets, marketing and localization must work together, understand each other’s business to achieve a successful overall international growth strategy.

DSC01311At Welocalize’s LocLeaders Forum 2016 in Dublin, I spoke about a number of factors relating to today’s buyers and the impact on marketing, content and localization strategy.  Here are a few highlights from this presentation:

  • B2B buyers typically make “considered purchases,” as they don’t make quick decisions and they tend to conduct online research, investigate and deliberate on many platforms.
  • Watching videos online is a key part of the research phase of a buyer’s journey. People don’t just go onto YouTube to look at kittens. They’re watching reviews, instructional videos and carefully orchestrated online brand campaigns.
  • Buyers will interchangeably use desktop and smartphones to consume content and especially, watch online videos.
  • Most consumers, business and personal, are now super social. They want to know what others are buying, how they feel about their products and services and they also want to share their product and brand experiences. It is estimated that 65% of B2C marketers named Facebook as the platform single most important to their business, with 41% of B2B marketers naming LinkedIn.*
  • A buyer’s journey is not a simple, straightforward one anymore. With so much information and user generated content (UGC) in the form of social media, reviews, blogs and online forums, B2B buyers will make 12 queries before engaging directly with the seller.** That is potentially 12 pieces of digital content consumed before contact has been made with the seller Some content is in the control of the seller, some of the UGC digital content is out of their control and influence. It is what Welocalize calls, “network generated content.”
  • Once a buyer starts their journey, they’ll be aware of a number of branded products that they feel will meet their needs and budget. Then when they jump online and start researching, that number of brands can double before the buyer eventually makes a shortlist and finally, a purchase. Access to online information has made the digital marketplace even more competitive.
  • The exponential growth in next generation content, created by users and networks, means communication and customer loyalty is a continuous loop. A buyer’s experience continues way beyond the point of sale. Many buyers rush to social media and online forums to share their reviews and feedback.

DSC01309So what does this all mean for marketing, content and localization professionals? One key takeaway is the fact that buyers have more control due to the access they have to volumes of research and data. Marketing and localization must converge to ensure this content is powerful, understandable, and culturally appropriate, generating the desired result – around the world! Teams and agencies have to work together and understand each other’s business and objectives, both locally and globally. Digital content cannot be developed without taking localization and globalization into consideration, as the Internet is everywhere.

It is time to bridge the gap between localization and marketing to best provide a meaningful customer experience. Questions like, how to get online promotional videos understood in more than one language market? What keywords will be used to search for a particular product in a local market? Will certain images and colors be appropriate for global banner campaign? Should I be listening to what’s being said about my brand on global social media? All these considerations and more must involve a interdisciplinary and functional team made up of marketing, content, creative and localization experts.  These are questions to address at a business level, with a business impact.

Understanding global digital marketing and the role localization and translation plays is key to future success of company today, particularly when it is dependent on sales from a global consumer.  Whether marketing and selling to an individual consumer or multinational business conglomerate, digital content will continue to play a huge role in every transaction. Our lives are digitally connected and that provides many organizations with a perfect opportunity to reach wider audiences when the value their digital assets and the global potential.

Huw

DSC01322DSC01320Huw Aveston is co-founder and co-managing director of Adapt Worldwide, a Welocalize multilingual digital agency.  He was a featured presenter at Welocalize’s LocLeaders Forum 2016 in Dublin in June 2016.  His presentation, “The Digital Challenge” featured a collaborative experience of a pub quiz on digital marketing topics. After a very vigorous competition, the winners were able to select from a digital champion prize.

*Source: Statistica Social Media Examiner

** Source: Google Millward Brown Digital B2B Path to Purchase Study

Four Tips to Increase Effectiveness of In-Country Reviews

By Bruno Herrmann, Digital Globalization and Localization Director, The Nielsen Company

hermann-bruno-300x300_compressed-compressorLocalized content has to be engaging to be effective. This cannot be achieved without a robust content supply and value chain. In a governance model built on central management combined with local empowerment, the in-market review and sign off phase remains truly challenging and pushes all parties to move out of their respective comfort zone. For global content owners and globalization leaders, it means ensuring reviewers make the most of their time and keep consistency and coherence across various markets. For in-country and market reviewers, it requires a blend of local centricity and global awareness.

Here are a few words of advice to pave the way to in-country review effectiveness and success:

#1 – Select the right reviewer profile: Every multilingual person is neither a linguist nor a reviewer by default. It takes skill and experience to sign off on localized content, especially when someone else has written the source content. Reviewers need the expected level of proficiency in all languages he or she has to review content in, including the source language. How could someone be requested to review content in his or her mother tongue without understanding the meaning of the original message? This is even more important for narrative or descriptive content often contained in creative, marketing documentation. Reviewers must master what makes content engaging and memorable within their market. To do this well, they have to walk in the shoes of local customers and see localized content primarily through their eyes.

#2 – Increase awareness and understanding: Delayed traction and poor quality during review efforts are often caused by a lack of control. This lack of control often comes from unnecessary iterations, wrong assumptions or missed actions. The globalization framework and objectives must be explained relentlessly and thoroughly. Reviewers have to grasp localization enablers and drivers to feel energized and equipped to work well.

#3 – Enforce standards, guidelines and conventions: It goes without saying, yet not without doing. There is no question that reviewers must be guided by the necessary brand standards in linguistics, style and terminology. Equally important are guidelines and conventions in areas that can make or break local content experiences. Any content is likely to be seen in a subjective fashion – so is localized content. It is crucial to instill rationality, context and centricity in review phases to make them time and cost effective. Localized content is produced for local customers and this imperative should be kept in mind throughout the whole localization process. In-market reviewers have to sign off on localized content on behalf of their customers, not in their own names. It is quite difficult for human beings to move away from subjective considerations so they need guidance and tools to remind them about how far and deep they should go. Guidelines related to local customer segments, demographics, market requirements and content types must empower reviewers to make changes in order to make content effective, not more personally enjoyable. They must focus on changes that add value and are corrective instead of preferential. For content owners, providing guidelines and in-context information is a safe way to ensure the integrity of localized content from a multi-market perspective. Creativity is important globally and locally too. It has to be balanced with content effectiveness and customer experience at all times.

#4 – Plan carefully and automate wisely: Another source of stress and inefficiency lies in planning weaknesses. Managing localization in a timely manner remains a challenge. In-country review phases sometimes turn out to be major pain points as they involve people who usually do not participate to other phases of the localization process. Therefore they may be looped in too late and face conflicts with other activities. These conflicts may be worse if signing off on localized content is a hidden responsibility and side task within their role. That is why proper planning should go hand in hand with official recognition. Counting on people’s good will or luck will not work. Planning and streamlining localization phases can be facilitated by automation. In-country review may be incorporated into the workflows of a translation management system (TMS) to make it more fluid and connected. If such a system is not in place, it may be more automated by leveraging some features in the content management systems (CMS) or with simple tasks, for example, sharing calendars.

DSC01302Regardless of the type or number of initiatives that are taken to enhance in-country reviews, reviewing localized content in the interest of all parties is paramount. That involves cross-functional teams communicating and working together to achieve shared objectives. You have to gain global buy-in to get quick wins and achieve sustainable performance for all localized content.

Bruno

Bruno Herrmann is Digital Globalization and Localization Director at The Nielsen Company. Bruno took part as a panelist at Welocalize LocLeaders Forum 2016 in Dublin for the session, Optimizing In-Country Reviews.

 

What Localization Buyers Really Really Want

stevem_dublin2016by Steve Maule

Traveling back from Dublin after attending another great Welocalize LocLeaders event and Localization World conference, I thought about some key content I gathered from the various presentations, discussions and meetings. Simply listening and talking with localization colleagues and clients, I learned so much more about key topics within the globalization and localization industry and what keeps localization leaders up at night.

At LocLeaders Forum 2016 Dublin and LocWorld31, I spent time with many of Welocalize’s valued new and long-term clients and there were a number of thoughts that circulated before, during and after the event. In addition to the main discussion points that took place at LocLeaders Dublin, here are some of the main questions that cropped up and that we addressed in our conversations last week. I added some of my own insights. Sharing these will help other organizations to understand the latest common localization issues.

Questions from Localization Buyers at LocWorld and LocLeaders:

I would like to learn from other companies and localization managers what their biggest challenges are in trying to mature the localization process within their organization.”

LocLeaders 2016 Dublin SmithAttend industry events like LocLeaders and LocWorld! You will get open, transparent discussion and shared experience from colleagues and experts. Follow language service buyers and industry thought leaders on social media, including @Welocalize @Adaptww and @ParkIPTrans.  Read reports from relevant research and industry organizations like Common Sense Advisory (CSA) and TAUS. There are valuable publications and news updates you will receive from Multilingual Magazine and Slator News.

Smith Key Performance Indicators LocWorld“What quality KPIs and hierarchy of operational and production metrics do other clients use?”

Localization buyers were very frank, tt varies. Quality is a moving target. In today’s globalization activities, it depends on content type, industry and business goals. One approach to quality and KPIs does not suit all. Different content types and industries have different quality expectations. For technical content, you need high levels of quality and more rigid KPIs, for more creative and low impact content, quality will vary and needs to be flexible. Expecting an industry standard for all ignores the requirement to align quality to business outcomes.

“What internal team structures have proved successful for other companies?”

In Welocalize CEO Smith Yewell’s opening presentation at LocLeaders Dublin, he referred to the fact that localization can have a centralized and decentralized approach and be successful. There has to be some form of central body and responsibility; however, there are many organizations where decentralized models also work best.  The shift we see is moving toward a more variable cost balance to help clients manage risk to achieving business goals and targets, which may require smaller numbers of full-time employees supported by resources that are provided by an LSP (language services provider).

“How do I get buy-in from the rest of the business and demonstrate cost-efficiencies within localization?”

Communication and education are fundamental. Talk to colleagues and stakeholders on the importance and benefits of localization. It is always surprising how many people are not aware of the importance of a good localization program and how it can help to increase international revenue. Take part in presentations, share results and analyses and distribute internal communications. Having an internal web presence will help give the localization function brand identity. Running joint internal marketing programs with existing LSPs will also help get additional buy-in and support.  Any internal communication campaign will get increased visibility of globalization activities, especially if you can include expamples of how you are helping others in the organization achieve their goals.

“How can I measure the return on content?”

For some content types this is tricky and it is bundled up with the overall sale of a product. For example, if you have developed a number of technical manuals to enter a new language market, you could attribute all new sales to localization. There are other factors involved in launching a product in a new market. Localization is one success factor. For multilingual digital campaigns, you can measure the return on translation investment by calculating cost per click and conversion rates for each language variant. Huw Aveston, co-managing director of Welocalize’s multilingual digital agency, Adapt Worldwide talked about how localization translates to sales and revenue. If you’re translating digital content, you can easily measure click through and conversions using some basic analytic tools.

“What are the latest options in terms of CMS integration and improving context for translators working with CAT tools?”

In-context translation and review is now recognized to be an importance factor in successful localization. There are many technologies utilized by Welocalize which help get the right information and metadata to the right people, enabling CMS to work with TMS. We develop many connectors to enable data to flow between the various translation and authoring tools. READ MORE HERE.

Understanding what buyers of localization want is of utmost importance to Welocalize. The challenges, issues and strategic goals that drive globalization must be shared within the industry and LSPs have to continually gather inputs to make sure we continue to deliver excellence. There were some great conversations in Dublin. Thanks to everyone I met and who provided me with insights. Look forward to seeing you all again next year in Barcelona!

Steve and Emma at LocWorldSteve

Steve.maule@welocalize.com

Steve Maule is Business Development Director at Welocalize.

 

 

Welocalize Supports Entire Product Lifecycle with Nova Acquisition

Welocalize had been looking to get into the life sciences space for many years; however, we were very particular about the type of partner who would fit our culture and offer a robust platform for expanding in the space.  After nearly two years of getting to know one another, we are excited to combine forces with Nova Language Services (Nova).

Nova, a Welocalize company, is unique in their ability to provide highly sensitive translation services to clinical research organizations (CROs).  They provide vital support during drug trials taking place the world over.

I am particularly excited about the Nova acquisition, as we combine their translation services with the intellectual property services provided by our Park IP Translations division.  The Park IP client base includes a deep roster of biotech and pharmaceutical customers, and we can now offer support from the patent filing phase of a product lifecycle through to clinical trials and product marketing.  Our capability becomes incredibly strong when combined with the services of our multilingual digital marketing division, Adapt Worldwide.  We can help our customers solve a variety of globalization challenges few others can match all from one easy to use platform.

Our expanded set of skills and technology supporting customers at all phases of the product life cycle is accelerating our growth and creating special opportunities for both our staff and clients to grow.  Welocalize is on the move!

Smith

Smith will join senior Welocalize leaders to host LocLeaders Forum 2016 Dublin on Wednesday, June 8 for a series of engaging panel discussions with localization leaders from leading global organizations. This premier event takes place at No. 6 Kildare Street in Dublin, home of the Royal College of Physicians of Ireland since 1864. Click here for more information about LocLeaders Dublin. 

Nova_Logo-gray-orangeAbout Nova – Nova, a Welocalize company, provides regulated industry language solutions including translation, web and marketing localization, interpretation and multimedia services. Nova primarily focuses on services for the life sciences industry, including biotechnology, pharmaceutical and medical device, with emphasis on specialized affairs material. Nova was established in 1998 and is headquartered in Barcelona. As a Welocalize company, Nova has 19 global offices and provide language solutions in 175 languages. www.nova-transnet.com and www.translate-lifescience.com

Welocalize Discusses Project Management Responsibilities at Localization Institute Round Table Event

Frederick, Maryland – May 18, 2016 – Welocalize, global leader in innovative translation and localization solutions, will share industry expertise and lead discussions at The Localization Institute’s 2016 Localization Project Manager Round Table event at the Clark Kerr Campus, University of California, Berkeley, taking place May 18-20, 2016.

Welocalize Enterprise Program Director, Samantha Henderson, is a selected member of The Localization Project Manager Round Table Advisory Board, along with senior localization experts from global organizations and language service providers. The Advisory Board develops the agenda for the event and facilitates topics and presentations at the 2016 Localization Project Managers Round Table. Samantha will lead and moderate the session “PM Responsibilities,” on Thursday, May 19.

“Welocalize is delighted to support The Localization Institute and participate in the upcoming Localization Project Manager Round Table, as well as share expertise and best practices on important localization program management topics,” said Samantha Henderson, enterprise program director at Welocalize. “Strong project management is fundamental in successful localization programs and it is important we continue to better understand the localization program environment to evolve the skills and techniques needed to meet today’s globalization requirements.”

localization institute logoThe round table attendees and speakers have extensive experience in localization project management and many of the discussions and presentations deals with advanced topics, including stakeholder management, metrics and KPIs, agile content development, automation and quality management.  For more information about the Localization Project Managers Round Table, please visit: http://www.localizationinstitute.com/event/2016-localization-project-managers-roundtable/

About Welocalize: 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 800 employees worldwide, Welocalize maintains offices in the United States, United Kingdom, Germany, Ireland, Spain, Italy, Romania, Poland, Japan and China. www.welocalize.com

 

Localization and Collaboration to Enable Global Growth

A Welocalize and Avigilon Case Study

Avigilon_RGB[1]Avigilon Corporation, a trusted security solutions provider, required a scalable globalization strategy that centralized localization and translation activities to meet rapid global growth in demand for its products and manage high volumes of variable content. Avigilon wanted to work with a language service provider (LSP) large enough to manage a wide variety of content and high volumes, but also agile enough to grow with Avigilon and deliver a scalable solution to meet increasing global demand. Avigilon selected Welocalize, global leader in innovative translation and localization solutions.

As demand for Avigilon’s products exploded, the new team moved quickly. Avigilon and Welocalize centralized the flow of translation requests and technology, moving assets and processes onto Welocalize’s open-source translation management system (TMS), GlobalSight, and developing glossary maintenance programs and translation memories (TMs). A new localization program was put in place that could handle a wide range of content into up to 23 languages.

READ MORE: Avigilon and Welocalize Case Study

Services include:

  • Software Localization
  • Software QA and Testing through Welocalize Testing Lab in Portland, Oregon, USA
  • Localization and Testing of e-Learning & In-Classroom Training Materials for Avigilon’s Global Product Training Programs
  • Localization of Multimedia, including Dubbing and Subtitling of Audio and Video Content
  • Technical Documentation, Product Installation Guides, Software User Manuals & Product Datasheets
  • Sales & Marketing Collateral
  • Web Updates
  • MT & PEMT Support

Adapt Worldwide Transcreation Capabilities

Avigilon works with Welocalize’s multilingual digital marketing agency, Adapt Worldwide, to transcreate sales, marketing and product content, providing linguistic copy writing who are trained on Avigilon products. The Adapt Worldwide team develops fresh, digital content, whilst retaining the overall brand concepts and values for local markets.

“Avigilon’s localization strategy is to invest in the right content areas and target languages to improve Avigilon’s overall global performance and achieve global growth. We’re extremely satisfied with the results we have seen by bringing Welocalize on board as our strategic localization partner. The Welocalize team deliver world-class customer support and has increased our levels of localization maturity, resulting in a localization program that is used globally by many departments within Avigilon. It has been and continues to be an incredibly successful collaboration.” – Paula Hunter, Localization Manager, Avigilon.

To achieve global growth, you need localization and a strong collaboration with a global language service provider. Find out more about how Welocalize help Avigilon achieve global growth with a wide range of world-class, scalable localization solutions. Click here to read the full Avigilon and Welocalize Case Study.

AvigilonCaseStudy_FINAL_Page_1

Guide to International Business Etiquette in Europe

Business center in WarsawWe recently posted the Welocalize Guide to International Etiquette in Asia, which focuses on some of the traditions and cultural expectations to be observed when doing business within Asia. In a continuation of our Guide to International Business Etiquette blog series, here are some insights on business etiquette in Europe.

In the globalization best practices, developing good face-to-face relationships with partners and customers is crucial for business success. This post focuses specifically on business etiquette within Germany, Italy, Poland and Sweden, offering some important tips on how to conduct business in these countries.

Germany

In Germany, titles are important. Titles should be used correctly. Within the corporate culture of Germany, it is acceptable and often common to give and receive company and personal profiles before your first business meeting to establish credibility. Arrive at your meetings well prepared and try to avoid hard-sell tactics or surprises. Written or spoken presentations should be specific, factual, technical and realistic and make sure printed materials are available in both English and German. Reports, briefings and presentations should be backed up by facts, figures, tables and charts. Business meetings will start and end with a firm handshake. If this is the first business meeting, it is customary to exchange business cards; business cards can be in both English and or German

Italy

Italians, like most south European people, are very relationship-oriented. They usually prefer to establish direct relationships, before talking about business. The goal of early contact and the first meeting is to provide all the information needed regarding a proposal and, in particular, to establish a reciprocal climate of trust and respect.

On your first business meeting, it is important to exchange a business card with each person attending. It is also culturally polite to look at the name and title on the business card received and to set it carefully in front of you. English is a common business language; however, it is recommended to inquire before your meeting if an interpreter is required. It is common that business meetings end with an invitation to eat out, typically in a carefully selected restaurant as a way to socialize and establish a closer relationship. If possible, always try and accept. Negotiations usually take time and patience. Do not rush or show signs of impatience, as this can give a bad impression.

Poland

When entering into a business meeting in Poland or with Polish colleagues, offer a firm handshake with all those present. It is important to make direct eye contact and state your name to each person. Business cards are used and it is customary to include your full title and any advanced degrees or professional accreditation. You will most likely receive a business card in Polish on one side and English on another.

When entering the meeting, it is important not to stand around doorways as this is believed to bring bad luck. It is common in Poland for business discussions to move fairly quickly. Presentations can be in English but it is customary to prepare supporting documentation into Polish. During business meetings, Poles may not hide their emotions especially if they are angry or frustrated. It is important to take this into consideration when taking part in discussions.

Sweden

In Sweden, business meetings are very punctual. Being punctual symbolizes that you have respect and are efficient. In Sweden, the notion of equality and consensus are very common in business meetings and it is important that everyone participates in the discussions. Be well-prepared when entering negotiations with Swedes; as they carefully analyze information, backgrounds and proposals. To conduct business with Swedish organizations, it is important to be honest and all agreements must be written and signed since Swedes consider a written contract as a memorandum of understanding as well as being proof of a deal.

These are just a few basic tips to consider for when businesses are looking to do business in these European countries. Each country and district within each European country is unique and culturally rich and diverse. It is important to know your host country’s culture, corporate culture, social norms and body language. Learning the customs and culture of another country shows respect for them and respect is important in developing strong effective business relationships.

Emma Cox

Emma.cox@welocalize.com

Further Reading:

Welocalize Guide to International Business Etiquette

Welocalize Guide to International Business Etiquette in Asia

Language Spotlight for French Translation and Localization

Localizing Digital Campaigns for Germany

Four Differences Between American English and British English

Welocalize Interpretation Services

 

Welocalize Sponsors and Presents at Localization World 2016 in Tokyo

Frederick, Maryland US and Tokyo, Japan – April 4, 2016 – Welocalize, global leader in innovative translation and localization solutions, is a sponsor and exhibitor at the upcoming Localization World 2016 conference taking place at the Keio Plaza Hotel, Tokyo.

Welocalize General Manager of Japan and Vice President of Asia Pacific, Mark Shriner, will co-present the LocWorld30 Tokyo keynote presentation, “The Growing Importance of Emerging Markets” with Mika Karashima and Rain Lau from Google, Motoki Moria from NEC Corporation and Allison McDougall from Lionbridge. This keynote presentation takes place on Friday, April 15 at 9:00 AM.

locworld-main-logoSenior Director of Corporate Development at Welocalize, Tuyen Ho, is moderating two discussions at LocWorld30 Tokyo. Tuyen will moderate a new LocWorld pre-conference session entitled, “Growth Strategies Round Table,” to stimulate discussion around mergers and acquisition activity in the language service industry. This half-day session takes place on Wednesday, April 13.  Tuyen is hosting a second LocWorld presentation by Chi-Wei Chang from Opower, “Behavioral Design for Everyone,” on Thursday, April 14 at 2:00 PM.

Welocalize executives and business development team members will be on hand at booth #7 to share knowledge and best practices surrounding the LocWorld30 conference theme, “Engaging Global Customers.” Welocalize specializes in developing language solutions for global brands and local Asian companies who require culturally adapting various types of content for local markets to take advantage of growing global business opportunities.

“Welocalize is delighted to be hosting our inaugural LocLeaders Forum 2016 Tokyo event and sponsoring, exhibiting and presenting at Localization World in Tokyo,” said Jamie Glass, CMO and EVP of global service lines at Welocalize. “We look forward to meeting with our clients and localization buyers from around the world who need to engage a language services provider that specializes a broad mix of customer-centric solutions, from localization testing to transcreation.”

LOCLEADERS 2016Welocalize will host the exclusive LocLeaders Forum 2016 Tokyo dinner on Wednesday, April 13. The event will feature our 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, will be moderating the evening’s panel discussion, “Expanding Your Global Reach.”

Welocalize LocLeaders events are a unique opportunity for clients, colleagues and peers to take part in important discussions and share experiences on many globalization and localization trending topics. This hosted dinner and panel discussion event features members from the Welocalize executive and senior management team, exchanging ideas and challenges with industry peers on the subjects such as machine translation, post-editing, language quality, validation and testing, software localization and go-to-market strategies for organizations working within Asian markets. To register for LocLeaders Tokyo, visit http://web.welocalize.com/LocLeaders-2016-Asia-Registration.html.

For more information about Localization World 2016 Tokyo visit http://locworld.com/events/locworld30-tokyo-2016/.

About 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 the life sciences industry language solutions. With more than 700 employees worldwide, Welocalize maintains offices in the United States, United Kingdom, Germany, Ireland, Italy, Romania, Japan and China. www.welocalize.com

Media Contacts:

US: Jamie Glass, Jamie.glass@welocalize.com

Europe/Asia: Louise Law, louise.law@welocalize.com

 

E-Commerce Localization in Asia

 Expert Insights Shared by Mark Shriner, Welocalize General Manager of Japan and Vice President of Asia

online storeMark Shriner has 20 years sales and leadership experience within the Asia, ten of which are in the language service industry. He has lived in Asia for 20 years, having been based in Seoul, Hong Kong and Singapore and now lives in Japan. Over the past several years he has worked on localization strategies with a variety of leading Asian technology and e-commerce companies, including Alibaba, Global Sources, and Ctrip. In this special Welocalize interview, Communications Manager Louise Law, talks with Mark in Japan about some of the current trends in Asian e-commerce and how this impacts globalization strategies for all companies selling goods or services in the Asian markets.

What are some of today’s main trends and business objectives for e-commerce organizations in Asia? Are they looking to further penetrate Asian markets or expand operations into more Western geographies?

Asian e-commerce leaders such as Alibaba, Ctrip, Naver, and Rakuten are all looking to develop overseas markets.  All of these companies agree that they need to do this in order to continue to be competitive, but their strategies have all differed. You have companies like Rakuten and Alibaba that are trying to create English and other language market places, online.  Rakuten even has a program called “Englishnization” to make English the official company language.

What drives their [Asian e-tailers] localization programs?

Essentially they want what everyone wants , to reach more people in more markets. Localization of content helps with SEO lift and with selling more.   So, if you have a lot of localized UGC, for example, you will tend to do better in the search rankings, especially in markets where Google is the dominate search engine.  If you have more product or service listings localized for a specific market, it will obviously help your site sell more in that market.

 Do you think it is easier for Western organizations to conduct e-commerce in Asia than it is for Asian companies to reach Western markets?

That’s a great, yet quite complex, question! If you look at markets such as China, South Korea, and Japan, then clearly the local players such as Alibaba, Baidu, Naver, and Rakuten have the home field advantage and are doing much better than Western e-commerce companies. In Korea and China, Google, for example, is not a major contender for search. And in Japan and China, Rakuten and Alibaba, respectively, are the clear leaders for online market places.  If you look other areas such as social media, you can see that while Facebook is almost shut out of China, it is doing extremely well in Japan. In markets such as Hong Kong, Singapore, and other south East Asia countries, you will see that many of the companies that are doing well in the West, are also leading their market sectors in these markets.

In certain sectors, global companies have an advantage due to their breadth of global content and relationships with international vendors who advertise on their platform.  TripAdvisor would be good example of a company that provide listings and localized reviews and user generated content (UGC) from around the world. Another example would be Airbnb. The amount of listings and volume of content that Airbnb already has on its site makes it difficult for an Asian company to enter that space at this time.

What are some of the barriers and challenges faced by online companies who are looking to increase revenue and global reach (Asia and otherwise)?

Aside from the structural barriers faced by companies like Facebook, YouTube, and Google in China, non-Asian e-commerce sites often just don’t have an accurate view of the online shopping habits of local consumers in Asian countries. This impacts how culturally appropriate content is, including localized digital marketing activities, packaging, price points, and also how local markets perceive the security of a site.  Facebook, for example, wasn’t initially a big hit in Japan, because people were reluctant to share personal information on-line.  This has changed in the last two years as, in a rare example, the market actually adapted to the platform. Working closely with a global language service provider who has extensive knowledge and experience of Asian markets can be a key success factor in a global growth strategy.

What are they (or should they be) looking for in a localization partner?

The ideal localization partner for e-commerce companies should have the following capabilities:

  •  The ability to localize into a variety of languages.
  • The ability to create SEO optimized content and targeted content marketing campaigns.
  • The ability to integrate with a client’s CMS so as to automate many of the steps involved in the localization process, thus greatly reducing costs and turn-around-times, and improving quality and consistency.
  • The ability to handle all file types and media formats.
  • The ability to work 24-7 across all time zones in order to get content localized and on-line in the shortest time possible.

How do a lot of Asian firms view online marketing? Do they view it as a “one campaign fits all” or recognize the need to develop multilingual and multicultural digital marketing campaigns to reach new Asian and other markets?

This really depends on the company.  Typically speaking, Asia e-commerce companies have not traditionally placed as much value on localization efforts. But, as we’ve seen in the last few years, this is changing as the desire to expand in overseas markets has increased.

Is mobile having a big impact on the way e-commerce organizations approach their localization programs?

Mobile is probably the biggest development in e-commerce across Asia.  If you aren’t optimized for mobile, you are shutting yourself off from the majority of the market, regardless of the country.

190_CreativeFocusIncMark Shriner will be taking part in Welocalize’s hosted dinner and panel discussion, LocLeaders Asia, taking place in Tokyo, April 13 and LocWorld30 Tokyo, April 13-15, 2016. Mark will co-present the LocWorld30 keynote session, “The Growing Importance of Emerging Markets”, which takes place on Friday, April 15, 9:00am – 10:15am. Welocalize is sponsoring and exhibiting at this LocWorld event. For more information on LocWorld30 Tokyo, click here.

To register for LocLeaders Asia, please register here: http://web.welocalize.com/LocLeaders-2016-Asia-Registration.html. 

Most Common Localization and Translation Terms

Bubble of communication

The localization and translation industry processes billions of word each year into many different languages. Whether you are new to localization or have worked with translation projects for years, there is a unique jargon and set of acronyms you have to learn to speak when readying your content for a global audience. Welocalize is one of the world’s top language service providers (LSPs) and based on our conversations, we collated the the top terms, phrases and acronyms used, to help anyone who is new to globalization (g10n), localization (l10n) and translation.

CAT – Computer-Aided Translation: Translation software tools used by project teams to recognize repetition and matches in translation files, create translation memory databases and manage terminology.

Terminology Management and Translation Glossary: Access to a glossary or terminology management database helps eliminate uncertainty and inconsistency in the translation process. These two tools ensure translators and reviewers use the right terms and phrases, in-context. A word or phrase can have more than one meaning and having access to a list or database of popular words and phrase and their meanings helps prevent any rework and ultimately reduces costs without impacting quality.

TM – Translation Memory: A database that stores words, sentences, paragraphs and headings that have been previously translated. This helps translators work faster, produce more consistent translations and ultimately reduce costs to the client.

MT – Machine Translation: Using computational linguistics, MT is the use of software to translate written text or spoken word. Learn more here: Welocalize weMT.

PEMT – Post-Edited Machine Translation: Part of the overall MT process, PEMT is when human editors and linguists enhance and check MT output to ensure it meets target quality levels.

TMS – Translation Management System: The TMS automates, manages and centralizes all translation efforts into a single streamlined process, eliminating manual touch points. An example of a TMS: Welocalize GlobalSight.

CMS – Content Management System: Software that allow multiple users to create, edit, review and publish electronic source content. A TMS typically connects to a CMS to manage foreign language content. CMS are often used by global organizations who publish technical communications and documentation. Further reading: Role of Technology When Translating Technical Communications.

Fuzzy Match: A method used in CAT that determines the level of similarity between phrases or sentences. A fuzzy match is when the segment of text is less than 100% perfect when matched to a translated version of text. Although a fuzzy match is not 100% perfect, it will be above the threshold percentage set by the CAT application.

Localization Staffing: A recruitment service where qualified localization and translation professionals are source and placed within an organization. Many LSPs have access to the most talented and qualified specialist staff and some global organizations prefer to employ resources on a contract rather than use an outsourced localization service. Click here to learn more about Welocalize Staffing.

Internationalization: Often shortened to l18n, this is the process of planning and writing software so it can be easily adapted to local languages and cultures. Further reading: Seven Tips for Software Internationalization.

QA – Quality Assurance: Quality exists throughout the whole localization lifecycle. Localization QA is that last step to verify that the released localized (software) product accurately and successfully delivers the right functionality and experience to the end user. Read more: Welocalize QA & Testing Overview.

Localization Testing: The process of testing localized software products to capture any linguistic or functional defects or bugs that might have been introduced in the localization process. Further reading: Linguistic and Functional Software Testing for Global Software.

Multimedia localization: Multimedia content is any content form presented through computers and electronic devices, typically video, audio and animation. As more and more consumers and global marketers use multimedia to communicate, the localization of multimedia content is a real growth area in the localization industry. Read Welocalize white paper, Ready for Global Learning Guide to Multimedia Localization.

Transcreation: The term of transcreation often references cultural adaptation of content, mixing translation and content creation. It includes copy writing as well as multilingual marketing.  As the era of digital continues to evolve, transcreation is also changing in expectations, management and use of the high-value branded content practice for global consumption. Read What is Transcreation.

Predictive Analytics: A new term within the industry, predictive analytics is the use of technology to predict future probabilities and trends. In the localization industry, we collect volumes of data therefore applying predictive data analysis, we can pre-empt translation needs and match the right translators to the right content. Read Welocalize CEO, Smith Yewell, How to Predict the Future.

What new terms and phrases have you come across? We would love to hear!

Key Takeaways from Learning 2015

LT2015_masie_crowdElliot Masie’s Learning 2015 event hosted over 2,000 learning colleagues from all over the world. As an engagement sponsor, Welocalize took part in many discussions about the global learning industry and the evolving role of localization.

One of the common themes at the Elliot Masie Learning 2015 event was what IS learning? How do we learn today and in the future? How do we maximize learning experiences and optimize learning content to reach global audiences with varied needs and abilities?

Learning has evolved so much over the years. It no longer takes place just in the classroom. People can learn 24/7, using their handheld devices and by watching TED talks viewed on YouTube in the comfort of their own home. Many of the presentations and discussions at Learning 2015 focused on answering two questions: HOW do we learn? WHERE do we learn? To make learning relevant and available to a wide, multilingual and global audience, localization is a key element in the overall learning strategy.

HOW do we learn? Learning has become more informal. Instead of attending lengthy lectures, students tend to prefer shorter, precise snippets of learning content. There is an increase in the “flip classroom” model – where students typically view a short video before the class session, then the main session can be more focused on interactive discussions and learning exercises. Multimedia has shifted the way we learn. Video is increasingly being used to convey content. To enable all content to be understood by a wide, multilingual audience, the various ways of localizing learning content have to be adapted to the learning content. Some learning content must be localized to a very high standard – videos localized using accurately dubbed voice-overs and new actors. Or alternatively, for lower impact learning content, new techniques like text-to-speech can be deployed to save time and money. Growth in mobile technologies has also impacted how we learn and therefore for learning organizations, how they develop content and user experience. Smartphones and tablets are carried with us at all times and students can now take quizzes and exercises while on the bus home from work or college. To reach a wide audience, learning content has to be developed and tested for multiple platforms, in multiple languages.

WLT2015_monique_sabrina_kayHERE do we learn? EVERYWHERE! Many learners can now learn entirely at home. The growth of the interest and content distribution channels, like YouTube, has enabled learning content to be brought directly to the student. If you watch 15 minutes of TED talks a day, you can amass a huge amount of knowledge about a particular subject. As Sabrina Kay covered in her keynote presentation at Learning 2015, “Life-long learning is a movement, we do it every day, everywhere.”

Continuous access to knowledge materials is great for learning organizations. With more students accessing materials, from anywhere, at any time, it’s a continual process. Content has to be developed appropriately and made available on all platforms to enable students to access the right content for them on the right platform.

There are many differences in the way we learn across cultures and countries. As learning techniques continue to evolve, so must the role of localization. It is key for Chief Learning Officers to have a learning vision and strategy that includes globalization and localization.

I met with many learning experts and colleagues at Learning 2015 and discussed many different approaches to localizing learning and educational materials. If you would like to learn more about reaching a global audience, then please send me an email Monique.nguyen@welocalize.com

Monique

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

You can read more in our latest white paper, Ready Your Learning Content for Localization to Save Money and Improve Experience.

Five Trends in How Global Software is Purchased and Consumed

The software market today is thriving. A colossal $600 billion is spent on enterprise software each year by businesses. Analysts have predicted this number will continue to rise. There are five notable trends in the globalization of the software market that are driving the global software industry, from mobile apps to the cloud. Here are the leading trends that are impacting the way we download and consume software.

Mobile Apps

Consumers cannot download enough apps. Between 2008 and 2015, more than 100 billion apps were downloaded from the Apple Store, with the mobile app market predicted to hit $63 billion by 2020. As more app stores for different devices and device manufactures, the market growth is expected to be exponential. According to Statista, there are now more apps downloaded for Google Play, with Apple in a close second, followed by Amazon, Microsoft and then Blackberry. As of July 2015, Android users were able to choose between 1.6 million apps. Apple’s App Store remained the second-largest app store with 1.5 million available apps. Mobile apps are also core to many marketers strategies for growing adoption and awareness of services and products. This monumental consumption of software can only reach it’s greatest potential when companies develop it for global audiences. As devices are used around the world, localization of mobile apps has become a growing part of capitalizing on software globalization.

The Cloud

Downloading vast amounts of software has been made possible by the growing use of cloud computer. The public cloud is considered open access and storage for people to save data from almost anywhere, including any software they have downloaded. A third-party provider delivers the cloud service over the Internet with either open access or paid services, typically by the minute or the hour. Consumers pay for the cycles, storage and bandwidth. The most common public cloud providers include Amazon Web Services (AWS), Microsoft Azure, IBM/SoftLayer and Google Compute Engine. Research suggests that there is over 1 Exabyte (or 1024 Petabytes) of data stored in the cloud at this moment in time. With this technology consumers and corporations will be able to download a limitless amount of software without having to worry about running out of memory.

Agile Updates

One of the most staggering aspects about the software market is the speed at which it moves. New programs are released and updated at astonishing rates. If the software is global, these updates require additional steps in the process for localization, QA and testing. Programs like Flash Player for Windows, has been updated 17 times in 16 months. Software technology is moving so quickly that corporations are complaining of the need to constantly renew and update software licences, a problem that will remain until SaaS and online software users find easier ways to accept the new agility of software development. Today, companies have to adjust to purchasing new software and the constant updates. Software companies have to plan for new agile schedules and timelines that need to incorporate a software localization workflow.

Invest in Localization

Massive spending on technology is common across the entire world, lead by the highest spenders on software the US, followed by China, India and the UK. Again the app market follows suit, with over 155 countries having access to the Apple app store alone, without even considering Androids own app store Google Play. Localization of this software is crucial due to the sheer global presence of modern software. The importance of localization is further highlighted when analyzing the revenues of apps in foreign countries. Over 60% of apps downloaded in Korea are localized into the Korean language and culture, meaning only 40% downloaded are not. This is the same with Japan, Taiwan and China lying between 30% and 60% which have been localized, leaving very few downloaded which have not been localized. This isn’t a small portion of the market either as apps downloaded in Japan make up 10% of total iOS revenues. From this it can be seen localization is essential to breaking the East Asian market when introducing software and apps.

Agile Development

Due to the speed of modern industry, software needs to be localized constantly due to the fast nature of both the business and software environment, where new products are being created and integrated all the time. The speed of localization has to be completed at an even greater rate when considering the constant software updates. When evaluating the benefits of localizing software, it soon becomes clear that it is a worthwhile investment. After all, localization of software within the games industry has been done for years with great commercial success.

Welocalize specializes in all aspects of software localization, from device testing to mobile app localization.  A recent Welocalize survey of global brands suggests that demand for localization specialty services will continue to grow in 2016 based on the trends in mobile applications and agile development cycles.

Jonathan Dean

Welocalize Global Sales Support and Marketing Team Member

Priorities for Chief Marketing Officers in 2016

Marketers are constantly challenged today by the demands to grow globally. Effectively reaching a global audience requires a marketing strategy that produces and distributes value-driven content directed to a defined audience. Localization and translation must be core to an effective global marketing strategy.

Horizontal alignment across internal functional divisions is crucial for successful globalization.  In particular, it is important for localization leaders to understand the overall globalization strategies of an organization so they can work closely with marketing teams to ensure the organization meets their goals and objectives. One of the places to start is for localization and marketing teams to plan together, share knowledge, and develop best practices for ensuring all branded content is culturally adapted for international markets.

At a recent CMO Leadership Forum, marketing brand leaders from global enterprises spent a lot of time discussing the future. They also used the forum to exchange ideas around a series of questions. What are the 2016 future priorities for CMOs? Who is my global audience? Do I have the right strategy and plans in place to reach my target market? How does localization play a role in the overall strategy?

Here are five priorities CMOs highlight as being at the top of their list in 2016.

  1. Using Data for Smart Decisions: CMOs are looking for ways to use data intelligently, not be overwhelmed by it, and make smarter business decisions. One panelist at the event noted that we need use intelligent data to “shift the thinking from how do you reach the most people to how do you reach the right people.” Using smart data can help guide marketers to decide which new markets to enter and help make the right localization decisions for marketing activities that can deliver the best results.
  1. Know Your Customer Journey: If we are all going to truly personalize the brand experience, we need to thoroughly know our customer’s journey. It is important to know the journey at the prospect level, as well as, through the buying experience and during the support and retention phases.  What you understand from the journey empowers you to build upon the customer experience and ultimately make it better. Where are the key touch points? What language and culture needs to be represented at each touch point? Marketing and localization teams can work hand-in-hand to ensure all touch points on the customer journey are consistently and correctly translated and targeted to the right audience.
  1. Engagement: It should not be a buzz word for being current in marketing. Engagement applies to every facet of marketing. Use engagement for listening, to create differentiation and to ignite relevant conversations. Through every touch point, there should be a strategy of how you will engage and measure the results – for every local language market.
  1. New Marketing Techniques: Mobile, virtual reality, advanced video, app indexing, wearable technology – these techniques are changing how we consume content and also provide marketers with new methods to convey marketing messages and deliver brand experiences to a wide audience. Although video has been used for a number of years, it will continue to be used as one of the most effective mediums to reach international customers. Techniques for localizing video content have advanced significantly recently, with increased use of text-to-speech technology. These new techniques make video a cost-effective way to reach international audiences, using the clever media-sharing platforms, like YouTube, Instagram and Vimeo to reach customers.
  1. Rising Costs of Advertising.  Because of industry consolidation, there is a change from the “pay per click” era to the “pay per action” and results. Global marketers will need savvy SEM and SEO campaigns to produce results, not just clicks – for all locales. Read our Welocalize blog Brief Introduction to Digital Marketing Acronyms.

Marketers are curious by nature and love to build upon other’s successes. An open exchange of best practices, ideas, challenges and opportunities empowers us to plan for the new and possible. The key is that you must never stop learning. As we get consumed in doing, learning makes us smarter in what we do and learning from each other has great reward. We are in a digital era, with data moving at lightening speed in remarkable volumes. This creates opportunity and this needs global thinking and sharing.

What are priorities in 2016?  Let’s connect and share ideas https://www.linkedin.com/in/jamieglass.

Jamie

Jamie Glass, CMO and EVP, Global Service Lines at Welocalize

Jamie.glass@welocalize.com

You can read the complete wrap-up “Learnings from The 2015 Chief Marketing Officer Leadership Forum” here: https://www.linkedin.com/pulse/learnings-from-2015-chief-marketing-officer-leadership-jamie-glass.

Trends and Localization Techniques for Tech Startups

ThinkstockPhotos-160304837The tech startup market is currently booming. According to the New York Times, the number of tech startup “unicorns” valued at over $1 billion dollars or more is at least 143, a monumental increase from less than a dozen in 2010. The colossal $50 billion worth of venture money invested in 2014 is more than double the $23 billion figure invested in 2010. The market may cool down in the future; however, for now, Silicon Valley seems to be experiencing another boom. Significant technologies like wearables, Internet of Things (IoT) and artificial intelligence are all attracting heavy investment. These investments center around “globalization” to reach the valuations. Globalization means localization for most of these startups.

Where is the money going? At present, $1 billion is being committed to wearable technology startup companies. Wearable technology is revolutionizing the health industry, with well-known global brands introducing technology such as activity tracking wristbands and eyewear. New startups are also developing new innovative technology, including headbands to detect brain injury, low profile patches to monitor vital signs and contact lenses which can monitor blood sugar levels. Wearables are becoming a fast growing trend among start-ups. By 2016 the wearable market is expected to gross almost $2 billion in revenues.

Another key trend in the startup market is the development of artificial intelligence (AI). With Intel buying startup Saffron AI, Apple purchasing VocalQ and Toyota investing $1 billion into an AI research company based in Silicon Valley, investing in the AI market is another growing trend for startups. This increase in interest is due to the belief that AI will be the next big thing for the technology market.

Wearables, IoT and artificial intelligence were discussed at the recent Localization World 29 event in Silicon Valley in the keynote presentation by Scott Amyx, How Wearables and IoT are Reshaping Customer Engagement.

THE LOCALIZATION APPROACH

Tech startups consist of a fairly immature globalization strategies built in fast moving and dynamic markets with big growth forecasts and backed by opportunistic investors. These companies are often very small teams with no marketing departments, human resource departments or sales teams – let alone localization teams. Due to high growth targets, speed is essential to these companies beating the competition and establishing themselves as a fully functioning business. Tech startups need to get their product to market as soon as possible to meet customer demand and get their offering into the hands of consumers before competitors.

In order to establish themselves quickly these companies have to expand internationally as soon as possible, launching in as many geographies as possible. This is not only to out maneuver competitors, it also is critical because the technology industry is now a global business. Software is naturally a global product, websites are global, content is global. If it can be found online, downloaded and distributed digitally using the cloud and Internet – it is global.

Translation and localization of these tech startup products have to be done quickly in order to match the speed at which the company is growing. Here are three tips when developing localization programs for tech startups:

  • ALIGN LOCALIZATION GOALS: It is important to align your localization goals with your wider corporate goals to achieve rapid global expansion. Keep them front and center to prevent them losing momentum and becoming side lined. Manage localization centrally because managing localization separately can result in duplication of efforts, wasting precious time.
  • CREATE EFFICIENCY: Nail the tactics and operations. Document the workflows that deliver the output you need when you need it. Define the key metrics, establish priorities in terms of content types and get the right people in place for the right content types. Be flexible. It is important a localization program is flexible and can easily scale to match the overall growth and changes taking place in the organization. Having processes in place provides a vital platform to execute on the corporate strategy and creates an ongoing process to manage consistently and properly. It also enables the localization program to gain the right visibility for key stakeholders and C-suite level management.
  • SELL, SELL, SELL: Understand and develop relationships with your internal customers and stakeholders to understand the global requirements. Make it easy for them to get localization services from a trusted provider. Set up shop within your company through intranet sites and meetings to promote your localization services by working with your partner to help get the word out and educate your language service buyers within the company.
  • KNOW YOUR GLOBAL AUDIENCE:  Whether you are launching a new AI tool, wearable technology or smart device, the key to reaching your global audience is to plan for globalization at the start. Software, mobile apps, websites, technical documentation, learning content, legal contracts, IP need language considerations. Building an enterprise with global potential from the beginning will help tech startups reach their greater potential, faster.

Overall, when considering the growth and trends of the technology startup market, it is important to consider the speed it takes to grow and succeed or fail. Localization providers like Welocalize work closely with tech startups to develop global growth plans, identifying key markets and putting in place the necessary steps and resources to achieve their rapid growth targets for more than 157 languages.

Jonathan

Jonathan.dean@welocalize.com

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

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