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Grow your Localization Program without Losing the Local Touch

LocLeaders Forum 2017 London – Scaling to Meet Global Needs

Celia Plowright is Localization Operations Manager at IG. Celia is taking part as a guest panellist at the upcoming Welocalize LocLeaders Forum London 2017 on Thursday, May 18. The theme of the event is “Scaling to Meet Global Needs” and expert discussions will be led by a team of Welocalize executives and guest panellists. In this blog, Celia looks at the challenges and opportunities of driving localization programs to meet global brand business objectives and the needs of local consumer expectations.

Localization can hold a magnifying glass up to the tensions between the globalization of big brands and local consumer demands and expectations. Organizations deliver increasingly personalized products and services and localization teams are often tasked with balancing these demands and supporting expansion strategies, while remaining cost-effective.

Satisfying the need for economies of scale, while producing relevant local content can present a number of challenges:

  • Budget: Managing translation and marketing budgets effectively to enable emerging markets and new languages to receive sufficient investment. New locales and markets typically take longer to produce returns.
  • Resource: Imbalanced resources across regions, languages or technical teams can make the simultaneous global release of products and campaigns difficult.
  • Stakeholder Buy-In: Lack of awareness or recognition of the importance of localization teams working closely with product owners, marketing and content teams can detrimentally affect quality and time to market.
  • Lack of Integration: Using multiple request systems, content management systems (CMS) and translation tools across different departments and with external vendors, can significantly increase project management effort and time spent handling files.
  • SMEs and Regulatory Sign-off: Finding skilled subject matter experts (SMEs), quality assurance (QA) and compliance teams is very important in highly regulated industries. Disengaged or overwhelmed SMEs and QAs can create blockers in review feedback loops that can slow time to market. Insufficient rounds of quality control and sign off, on the other hand, can jeopardise a brand’s message and its relationship with consumers.

Although there can be challenges with any translation and localization program, there are ways to overcome these challenges and create opportunities:

  • RAISE AWARENESS

Engage other departments internally to align processes and to raise awareness and build recognition for localization teams. This helps teams across all functions to better understand the various stages involved in bringing products and services to multiple markets. 

  • COMBINE BUSINESS AND LOCALIZATION OBJECTIVES

Connect localization programs to the wider business strategy and use consumer insight and research teams to find areas of competitive advantage in different target markets and languages. Using data to back strategic decisions makes it easier to prioritise product releases, and to identify the most successful content and channels to converts prospects to clients in different markets. 

  • COMMUNICATE BRAND AND PROCESS GUIDELINES

Create standardized brand and localization guidelines for various product lines and content types. Agree workflows that are as straight forward as possible, while accommodating local cultural and regulatory differences. This ensures consistency in processes and language quality when growing the range of languages offered or entering new markets. 

  • LEVERAGE EXPERTISE FROM LANGUAGE PROVIDER

Draw from the depth of expertise and resource of your language service provider to help you adapt to change at a pace that is not always possible internally. We experienced this in October 2016 when IG acquired DailyFX. DailyFX is a news website targeting financially savvy consumers and traders. By working with our translation partner and a localization consultant, IG was able to tackle an aggressive timeframe to:

  • Find a scalable pool of language resource to deliver a new content type, across multiple languages and to manage fluctuating volumes of daily news articles.
  • Integrate a custom CMS and Translation Management System (TMS) to reduce manual workload and aid faster time to market, which is crucial for timely news content.
  • Reduce manual file handling at SME review stage and automate article publication.
  • Maximise the use of CAT tools to improve Translation Memory (TM) leverage and drive cost savings.

Do Not Be Afraid to Share Ideas!

Looking externally can also be hugely beneficial to developing your localization program. Sharing information with fellow localization leaders provides insights into the challenges and solutions others have faced and put into action. Getting inspiration from peers and companies at different stages of localization maturity can bring a fresh viewpoint on how to scale up your globalization and localization program, in order to achieve the sweet spot of a strong global brand with a truly local offering in every market and language.

LocLeaders Forums are great events for localization professionals and global business leaders, facilitating free flowing discussion. I attended Welocalize LocLeaders Forum Dublin 2016 and obtained great insight and inspiration and I look forward to driving some of the discussions as a panelist at LocLeaders London on May 18.

Celia

Based in the UK, Celia Plowright is Localization Operations Manager at IG.

For more information on LocLeaders Forum 2017 London click here

10 Reasons Why Welocalize LocLeaders Forums are so Popular

As we gear up for a busy events season in the globalization and localization industry, many global business leaders will be assessing the right conferences to attend, juggling work commitments and managing travel budgets. Each year, Welocalize holds a number of exclusive LocLeaders Forums, which take place all over the world and welcome global brand localization professionals who are faced with the constant challenge of reaching new audiences and emerging markets.

The objective for all Welocalize LocLeaders Forums is to facilitate open discussion in a trusted environment with credible resources to share experiences about their global journeys.

Click here to read German version

Some of our clients and industry colleagues choose LocLeaders Forums over other events, preferring the more intimate and less formal structure that is designed for open discussion and interaction. Many attendees even say attending a LocLeaders Forum have a therapeutic quality, often coming away from an event feeling better connected and energized with fresh, innovative ideas.

We think our LocLeaders events are awesome but it’s best if we share what 10 of our clients, past attendees and panelists have to say:

 “Welocalize LocLeaders is a great forum to share localization experiences in a focused environment. While the panels are great to get started on specific topics, what was the most interesting to me were the open conversations with the participants.” Stéphanie Schuh, Program Manager, Microsoft

 “The discussion at LocLeaders Berlin that focused on “creating a sphere of influence” is a topic that has never been addressed before at a localization event. TripAdvisor, the worl
d’s largest travel company has huge volumes of global content and we have to continually sell ourselves internally and promote the localization function to a variety of key stakeholders. I found the discussions extremely helpful and as a panellist, I was pleased to be able to share my own experiences.”
Lorna Whelan, Director of Localization, TripAdvisor

 “[At LocLeaders] I was delighted to see Welocalize put emphasis on Talent Management as an important pillar of their offerings. I believe that access to a persistent large and specialized pool of translators who are motivated and engaged with the buyer’s brand and the guarantee to always be able to assign the right job to the right individuals at large scale, match.com style, can be one of the most competitive assets.” Sergio Pelino, Localization Operations Manager, Google

 “The LocLeaders Montreal 2016 event hosted by Welocalize was an amazing opportunity to network with other clients and localization professionals, sharing experiences and troubleshooting common challenges with the industry.” Paula Hunter, Localization + Documentation Manager, Avigilon

 “The content and dialogue within LocLeaders raised lots of questions for me, many of which I don’t know the answers to yet. What I do know is that I am in a much better position to understand the full range of tools available to tackle the challenges localization throws at us on a daily basis and how my industry peers manage similar challenges.” Daniel Williams, Global Marketing Project Manager, Videojet Technologies

 “I was delighted to be invited back to the Welocalize LocLeaders Forum in Dublin as a panellist to take part in the day themed, “Expanding Your Global Reach.” It was a great day full of thoughtful discussion and great opportunities to network with my localization peers.” Karen Loughrey, Managing Editor, Spil Games

 “Welocalize LocLeaders is a great forum for localization professionals to share best practices and experiences. At LocLeaders in Vancouver, I enjoyed learning more from my fellow industry colleagues about their current organizations, key roles within those teams and future areas of focus for growth. I’m looking forward to next year’s event!” Nancy Anderson, Senior Director of Globalization, EMC Corporation

“The LocLeaders event gave me the opportunity to meet with globalization and localization leaders from a variety of industries and company sizes and provided me valuable insight into how to scale our globalization program at National Instruments.” Johan Eriksson, Localization Manager, National Instruments

“The LocLeaders Forum is a good place to contribute to future improvements of the localization industry.” Jenny Gu, Senior Localization Manager, Visier

 “During our discussions at LocLeaders, the panellists and attendees discussed where they were on their globalization journey.” Robin Granados, Localization + Translation Manager, John Deere

LocLeaders Forums often take place in the same city and during the same week as other major industry events including Localization World, TAUS events and tekom. This leverages and capitalizes on networking opportunities, keeps the conversation flowing between localization peers and colleagues and helps maximize travel and event budgets.

 NEW! LocLeaders Forums – Local

Welocalize has introduced a new LocLeaders Forum Local event series which are regionally focused. LocLeaders Local events take place after the working day, offering the same quality discussion within a condensed timeframe along with a relaxing Welocalize hosted dinner. You will see more LocLeaders Local events added to our events calendar – watch this space!

Upcoming LocLeaders Forums 2017:

LocLeaders Forum London – Local: Welocalize is hosting our first ever LocLeaders Local event in London, held at the BAFTA 195 venue in the heart of the West End on May 18, 17:00-21:00. For more information and to register click here

LocLeaders Forum Barcelona: A full-day of discussion and networking will take place in Barcelona, Wednesday, June 14, 09:00-15:00. Venue to be confirmed. To register click here

LocLeaders Forum Silicon Valley: SAVE THE DATE Wednesday, November 1, 2017

LocLeaders Forum Germany – Local: SAVE THE DATE Tuesday, October 24, 2017

Welocalize is proud to create a forum and environment where global brand localization leaders can discuss a wide range of topics from globalization scalability, predictive analytics, localization models, effective multilingual digital marketing, global brand management, translation automation, quality, in-country reviews, translator recruitment, measuring return on global content and much more. If it impacts global business, LocLeaders Forums covers it.

CLICK HERE to read LocLeaders Magazine Montreal 2016

CLICK HERE to read LocLeaders Magazine Dublin 2016

CLICK HERE to read LocLeaders Magazine Silicon Valley 2015

CLICK HERE to read LocLeaders Magazine Berlin 2015

Welocalize Localization + Translation Events Calendar

 To find out more about Welocalize LocLeaders Forums, email:  marketing@welocalize.com

Welocalize Reviews Top Localization Events of 2015

iStock_000045192190_MediumWelocalize was on the road, taking part in a number of 2015 globalization and localization events in North America and Europe. We thought it would be a good time to reflect at some event highlights, along with several great references that capture details about some of our favorite industry forums.

WELOCALIZE LOCLEADERS FORUM: LOCLEADERS BERLIN 2015 (JUNE), LOCLEADERS SILICON VALLEY 2015 (OCTOBER)

Welocalize held two LocLeaders Forum events in 2015: LocLeaders Forum 2015 Silicon Valley: Game Changers and LocLeaders Forum 2015 Berlin: Elevating Results.

Welocalize LocLeaders Forum events are incredibly popular, attracting globalization and localization leaders from global brands and leading industry experts. Attendees and Welocalize senior management gather to openly exchange ideas, discuss challenges and collaborate about solutions. The format for the day is a combination of presentations, peer panel discussions and open floor Q&A sessions. Welocalize CEO, Smith Yewell hosted both events and at LocLeaders Silicon Valley, he delivered his crystal ball forecast for the industry in his presentation, How To Predict the Future. It which describes his vision around predictive analytics and how it will fundamentally change the localization industry and the way we do business.

Game Changers CoverWe publish the LocLeaders Magazine after each event, which is a widely read publication, containing featured blogs from attendees and articles about localization topics discussed during the day. It is a must read for all localization professionals

READ: LOCLEADERS MAGAZINE SILICON VALLEY 2015: GAME CHANGERS!

READ: LOCLEADERS MAGAZINE BERLIN 2015: ELEVATING RESULTS!

LOCLEADERS LOCAL EVENTS: BOSTON AND DENVER

11008622_10152913810947283_2284498713384384521_nWelocalize launched the LocLeaders Local Forums in 2015, with two events. The inaugural events took place in Boston and Denver. We invited special guests to kick-off the networking and idea exchanges. Nancy Anderson of EMC was our featured guest in Boston. Molly Wendell Smith, who was also featured at our LocLeaders Forum in Berlin, shared valuable tips in building influence at the Denver LocLeaders Local.  Read more about building influence in Molly’s post, How to Build, Influence and Leverage Your Network.

LOCALIZATION WORLD EVENTS: LOCWORLD28 BERLIN AND LOCWORLD29 SILICON VALLEY

IMG_7989The world’s globalization and localization leaders descended on Shanghai, Berlin and Santa Clara to attend Localization World 2015 events and to discuss significant topics affecting the industry and global business. Welocalize always fully supports the Localization World event series, as sponsor and exhibitor. Many of the Welocalize leadership team and Welocalize clients took part in presentations and discussions at all LocWorld events. Smith Yewell, Welocalize CEO, provided the keynote at the Welocalize Silicon Valley event.

Read more: Highlights from LocWorld28 Berlin

Read more: Welocalize Inside LocWorld29 and LocLeaders Silicon Valley 2015

2015 TAUS EVENTS: TAUS QUALITY EVALUATION SUMMIT, INDUSTRY LEADERS FORUM, ROUNDTABLE AND ANNUAL CONFERENCE

Olga TAUS Haus bandYet again, TAUS organized some brilliant events and 2015 was no different. Welocalize attended key TAUS events in Europe and North America.  It was also where stories will be told about the TAUS HAUS Band’s sold out concert!

The TAUS Quality Evaluation Summit took place in Dublin in May and members of the Welocalize Language Tools team presented content on dynamic content and the use of MT technology. At the TAUS Industry Leaders Forum, held in Berlin in June, Smith Yewell, Welocalize CEO and Olga Beregovaya, VP of Language Tools, attended and participated in a number of discussions relating to translation automation. Read more in Olga’s blog, Four Key Highlights from TAUS Industry Leaders Forum 2015.

Welocalize leadership led industry discussions at the TAUS Roundtable, which took place in Washington D.C. in October and the TAUS Annual Conference, San Jose, held in October. The Roundtable discussions defined key strategies for translation in the 21st century and the theme of the TAUS Annual Conference was to drive change and innovation within the localization and translation industry. For more information see TAUS Website.

GLOBALIZATION AND LOCALIZATION ASSOCIATION (GALA), THE LANGUAGE OF BUSINESS CONFERENCE 2015

GALA_logoHeld in Sevilla, Spain, Welocalize shared industry insights at this important GALA industry conference in the presentation, “Localizing for Travel: Diverse Solutions for Diverse Needs”. The presentation generated many fascinating discussions, centered on the use of innovative translation technology, machine translation (MT) and post-edited machine translation (PEMT) to translate low impact content. Click here to read more and download the presentation.

CONTENT MARKETING WORLD

picture perfect cmworld 2015 1 - CopyWelocalize exhibited at the Content Marketing World event, in Cleveland, Ohio, to meet with leading global brand and content marketers. This event was alive with fresh new ideas and techniques for developing compelling marketing content. Welocalize took on the selfie movement and talked about picture perfect content at the “everything orange” event. Conversations centered around localization of content, in all formats and types, to provide a multinational, multilingual customer experience. Welocalize shared insights and best practices for localizing global marketing content through language services and also gave away printed copies of the Welocalize eBook, Reaching Global Audiences: How to Localize Your Marketing Strategy.

BRAND2GLOBAL

brand2global whiteThis year’s Brand2Global event which took place in London this past October. Many leading global brand experts, Welocalize leadership, friends from Traffic Optimiser and clients took part in discussions on how to expand a brand’s international footprint and increase return on content. As sponsor and exhibitor, Welocalize experts were on hand to help attendees to grow their brand globally. www.brand2global.com

NYU SCHOOL OF PROFESSIONAL STUDIES MT EVENT, NEW YORK

Rachel Lord NYU event 2Welocalize and Park IP representatives were honored to be present for an event held by the NYU School of Professional Studies entitled: Machine Translation (MT), CAT (Computer Assisted Translation) Tools and the Shifting Landscape of the Translation Industry. Welocalize Language Tools experts, Elaine O’Curran and Park IP Translations (a Welocalize company), Rachel Lord, joined a panel of six for a discussion on the merits and advantages of Computer Assisted Tools (CAT) tools within the translation workflow.

EAMT CONFERENCE 2015

The Welocalize Language Tools team presented at the EAMT Conference 2015 in beautiful Antalya, Turkey, in May, sharing knowledge of advanced language technology and MT. Olga Beregovaya, Welocalize VP of Language Tools presented “What we want, what we need, what we absolutely can’t do without – an enterprises user’s perspective on MT technology and stuff around it”. Senior Computational Linguist Dave Landan presented “Streamlining Translation Workflows with Welocalize StyleScorer.” Click here to read more about Welocalize involvement in EAMT conference and to view both presentations.

AMTA MT SUMMIT XV, MIAMI, FLORIDA

The 15th Biennial Conference of the Association for Machine Translation in the Americas (AMTA) took place in November in Miami, Florida, USA. It is an international conference that, every two years, brings together researchers, developers and users of MT technology in industry and government. Experts from Welocalize Language Tools team took part and delivered two presentations on MT to attendees of this important MT event:

Presentation by Elaine O’Curran, Language Tool Expert and Program Manager: MT Quality Evaluations: From Test Environment to Production

Presentation by Alex Yanishevsky, Senior Manager: How Much Cake to Eat: The Case for Targeted MT Engines

Read more in the blog Welocalize Spotlights at AMTA MT Summit XV

The best events for Welocalize are when we can meet you, on the road, face-to-face. Welocalize will be out on the road once again in 2016, with exciting events planned throughout the year. Let’s connect! Where will you be in 2016?

How to Predict the Future

By Smith Yewell, Welocalize CEO

The Welocalize LocLeaders Forum 2015: Game Changers in Silicon Valley was a big success. Attendance was at its highest level ever. Many industry leading companies were in the audience and the presentations throughout the day were insightful and thought-provoking.

I kicked off the day with a presentation titled “How to Predict the Future.” I described my vision around predictive analytics and why I believe that it will fundamentally change how localization programs are organized.

There are three core tenets to my vision:

  • The Internet of Things (IoT) both enables and drives the need for a new localization paradigm.
  • Some of fundamentals of the Uber car service model can also be applied to our industry.
  • The “black box” localization model of years past cannot keep up with the today’s business velocity.

To briefly summarize my thoughts on these three areas,  I will describe the reasons I see for change in each of these areas.

When I joined the industry in the late ‘90s, Internet speeds were slower, projects were slower and release cycles were slower.  The proliferation of devices and their connectivity had yet to change the world.  Thus, change was slow in the localization industry.  Change is now accelerating in our industry, and in nearly every industry, to keep up with the fast pace of the Internet of Things.  The old ways of performing localization are beginning to break down.  Old methods are too slow and not predictive enough.

People ask me what will be the “Uber” of translation.  While I believe there are many ideas we can borrow from the company Uber, there are also many fundamental differences based upon complexity of teams serving teams versus the simplicity in individuals serving individuals.  The top thing we can learn is the power of transparency in the supply chain.  If we know who is on the job and where they are in the cycle, we can predict where there might be risks.

We must move from black box to glass box.  Rather than telling a client what happened, we need to tell a client what might happen.  This is where we can add the greatest business value.  Higher velocity creates greater risk. There is simply not enough time in product cycles to continue doing things the old way.  The new way to manage risk is through a transparent supply chain configured on open and interoperable technology.

The paradigm is to analyze the data and make predictions on what can make our clients more successful in international markets, not how many translation errors there were in a 1,000 word project.

Smith

You can watch below the most recent version of “How to Predict the Future Video,” delivered by Smith Yewell at the Welocalize Employee Roadshow in Portland, Oregon.  A version of this presentation was delivered live at LocLeaders Forum 2015 Silicon Valley and LocWorld29 in Santa Clara.

How to Predict the Future by Welocalize CEO Smith Yewell from doing things differently on Vimeo.

Technically Speaking: XLIFF, Agile, XML, the cloud, CMS, TMS and the Evolving Localization Supply Chain

Following the recent localization industry events LocLeaders Forum and Localization World in Silicon Valley, Derek Coffey, SVP of Technology and Development at Welocalize, shared his viewpoint about the future of the technology powering the localization supply chain.

derek coffeyNot so long ago, we all struggled with moving files around the localization supply chain.

Different formats and closed systems made it difficult to agree on word counts and rely on round-trip files back to the client.  Our industry recognized the issues and technology and tools developers started to focus on cross platform support and interoperability.  XLIFF (and the soon to arrive XLIFF 2.0) have become a defacto standard for almost all translation management systems (TMS) and translation technologies (the late adopters know who they are).

So, as one problem is addressed, another rears its head.  Agile development, software in the cloud, XML authoring and the move to Content Management System (CMS) and TMS have created more change in our industry. We have all moved away from the large projects to a transactional environment with many small jobs coming through daily, hourly.

At Welocalize, we have had to retool our administrative systems to reflect this change. Our project accounting and management systems now connect directly to our own TMS (GlobalSight) and to many of our client’s systems, creating the project and tracking the financials alongside the TMS workflow.

Over the last 12 months, I have had the opportunity to work with some of our supply chain vendors and see what this has meant for them. Without exception, they all have to track and record each piece of work within their own systems: monitor their own financials, issue PO’s – all the usual project administrative stuff. What I have also seen streams of work where the project admin has overtaken the actual translation in terms of cost and effort.  PM’s spending more time keying data than managing workflows, Translators spending more time updating log sheets than actually translating.  When a translation job has only five words in it, keying in PO details is going to take longer than the translation.

So what do we do to fix this?

At Welocalize, we have created a set of web services that allow our supply chain to connect directly into our project management and accounting systems. With the web service in place, instead of receiving a work assignment through an email, vendors now see it directly in their own system. When they start work on it in their own system, we see it changing in our systems.  Across our supply chain, this has the potential to eliminate 1,000’s of project management hours and create the efficiencies we need to support this new type of work. This approach is fundamental to Welocalize’s Operational Excellence (OpEx) strategy.

At the recent Localization World, I had the opportunity to discuss our plans with two of the leading off-the-shelf project management systems in the market – Plunet and XTRF.  Both organizations have clients within our supply chain and both are working on creating a web services connector to support this easy movement of project data back and forth.

This is going to have a huge impact on the Welocalize supply chain – but I wonder if we could get together as an industry and create a standard web service?

Derek

Read more about Welocalize OpEx here.

How did TripAdvisor remove waste and unnecessary workflows, create convenience and value added tasks? Click here to find out how we reduced TripAdvisors workflow from 23 to 5 steps.

You can read more insights from LocLeaders Forum Silicon Valley and Localization World 2013 by visiting http://www.welocalize.com/events/locleaders-silicon-valley-2013/.

 

You Spin Me Right Round Localization, Translation, Automation, Quality, Oh My!

by Jamie Glass, Sr Director Global Marketing at Welocalize

Driving Return on Content LocLeaders 2013As hundreds gathered in Silicon Valley for “all things localized”, it was evident to this first-time events attendee this was a very busy intersection where marketers, linguists and heads of globalization came to learn, assess and continue discussing industry changes and hot topics.

As a prelude to the LocWorld conference, we hosted our exclusive LocLeaders 2013 Forum to gain valuable insights first hand from key decision-makers.  Our central topic for LocLeaders focused on driving return on content (ROC). As some refer to it, solving the “how to get more value for our spend” challenge.  We carried this theme over to Localization World and set the stage to invite others in on the discussion about ROC.

How do you get people talking about return on content? My initial observation was you needed good food and comfortable seating.  Add an interesting movie, checkered flags, some delicious energy snacks and water bottles. Now mix in a host of who’s who in localization and that guarantees a non-stop conversation for several days.

Club Auto Sport in San Jose was the perfect venue for the get together for LocLeaders.  We sped through a variety of topics with market and industry experts focusing on current road blocks and ways to fast track results. At the top of the list, a high demand for insights and shared experiences in translation automation, quality standardization, integrated technology and “new approaches” to addressing the customary time, quality and price debate.

There were many themes that weaved their way into the conversations throughout LocLeaders and Localization World 2013 Conference in San Jose.  Supporting the theme to drive greater return on content, Welocalize introduced weimpact at LocLeaders and later at Localization World. We showcased our innovative approach to eliminate the “one-size-fits-all” translation service methodology which no longer serves 21st century localization requirements for most global companies.

Attendees of both events chatted with our Welocalize team members. Derek Coffey and Vincent Swan both addressed a consistent flow of questions about GlobalSight, current technologies and trends.  Our resident MT expert Olga Beregovaya engaged in multiple deep conversations about growing demands for machine translation and quality improvements. Welocalize solution experts Erin Wynn, Tuyen Ho and Monique Nguyen had ongoing meetings to catch-up with our valued clients and learn how we can help future clients achieve their business goals. Clarissa Stewart unveiled our full-service westaffing solution.

I observed, listened, learned, socialized and took notes from the constant whirlwind of activities, surviving on plenty of well-planned energy snacks! I learned that global brands want flexible localization and translation solutions that address the voluminous content requirements in multiple formats in various languages, with considerations for improving speed, accuracy, and utility. No matter how spinning the conversation, we always ended on the same note – they simply want a better return on their content investments.

It is assuring to know that our weimpact solutions use a customer-centric approach to meet specific and variable localization objectives utilizing real-time business intelligence. It’s a proven way to achieve the greatest measurable success. You can learn more about what we previewed at LocLeaders and Localization World by visiting www.welocalize.com/weimpact.

We plan to continue the conversation about ROC.  If you missed the event or we did not get a chance to connect, please reach out. You can follow my updates here: @welocalizejamie.

Jamie

You can read more insights from LocLeaders Forum Silicon Valley and Localization World 2013 by visiting http://www.welocalize.com/events/locleaders-silicon-valley-2013/.

LocLeaders Forum 2013 Silicon Valley: Complexity, Speed and Measuring Impact

by Erin Wynn, SVP and General Manager

Erin Wynn Welocalize 2013One of my favorite events is our LocLeaders Forum.  For the last four years we have gathered together to dialogue about hot topics, best practices, challenges and driving change in the localization arena.  By complete design, we seek out the movers and shakers to participate in this forum to share insights, exchanges and thought-provoking revelations that drive innovation in the translation and localization industry.

This time around, we continued the discussion started in London regarding time, cost and quality. Why do we have to choose one or two? It is our belief, through a collaborative effort; we can find the “silver bullet” that Alison Toon from Hewlett Packard indicated is our collective mission.

We opened LocLeaders 2013 in Silicon Valley with an engaging presentation by Franz Aman, SVP Brand and Global Programs from Informatica.  He shared the company’s approach to globalization and market expansion through organic growth and acquisition.  He noted, all decisions at the company require a global mindset. It is core to Informatica’s corporate strategy. Brand decisions regarding localization weigh revenue impact in each language alongside short-term and long-term benefits.  Success is detailed through analysis of variables including content delivery type, quality of content and geography.  The metrics help align the investment with the expected outcomes. As a best practice, Informatica detailed how they benchmark every localized outreach from web to email communications and measures how it impacts sales.

Loy Searle from Google led a discussion regarding quality.  How important is quality in the everyday decision making regarding localization?  By a show of hands, it is very important.  Equally as important, most decision-makers do not measure quality the same way. As a value to attending the event, groups of business and localization leaders took on the challenge to identify a “best” tip for everyone to share on how to best manage quality.  One tip was to utilize content-type service level agreements to help manage expectations with the provider and buyer and assure consistent outcomes.  Another tip related to the value of content.  It was recommended to define quality expectations by translation method, media type and target audience instead of measuring all content the same way.

Alison Toon from HP, Wayne Bourland from Dell and Tim Young from Cisco opened up an exchange about the importance of time, cost and quality in localization decisions.  Alison noted that the process for different types of content can be hard to qualify, especially when you have 8,000 products.  She noted that complexity is a challenge and they are always looking for better approaches to increase speed and quality. Her recommendation is to continue to network and share ideas.  We need to help each other.

Tim Young stated that pricing without automation is no longer a valid discussion for anyone, as there is not any real price value with negotiating a tenth of penny.  He believes that quality also matters, but it is all about speed. He looks to engage with partners that understand Cisco’s business objectives related to new markets, new products, and new sales requirements.  Simply put, Tim stated they can’t wait for a process to navigate a global launch. They need speed and turn-around now.

Wayne Bourland from Dell reminded everyone that we should not be reactionary to quality decisions that are driven by speed.  Quality is most important, maybe not for UGC; however, he would prefer to spend the money to get quality than sacrifice sales.

All in all, each agreed that stakeholders in every organization have a vested interest in the success of the localization efforts.  Buyers and providers need to make sure they are engaging the “right people” to determine the value of content. Where does it impact the business?

How do we get return on content?  Every piece of content has a value.  Everyone agreed we need to work together to understand the impact.  We need to go through the steps to know what qualifies content and how to value it. We need to differentiate in time, quality, and cost to be able to measure return.

The LocLeaders think-tank helps us elevate daily decisions regarding language services to best practices and triggers for innovation. We know that translation is an event, a commodity. Partnering helps us to understand the real business goals. When we, as a provider and a buyer, tie our goals and tactics together, we can certainly achieve more!

Erin

You can read more insights from LocLeaders Forum Silicon Valley and Localization World 2013 by visiting http://www.welocalize.com/events/locleaders-silicon-valley-2013/.