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Internet Exposureon 7 October 2010
Transcript of Website Localization
3. Tips for improving your plan & process
4. Discussion -how do we account for localization in our web content strategies?
How it's done Understanding Localization
Changing text from one language to another
The cat = le chat
Translation Internationalization Localization Business Development Manager
Internet Exposure (iE) ------------ Globalization Adapting a product, document or website linguistically, technically and culturally to the target market where it will be used and sold. ~Acclaro Inc. Designing a product to accommodate multiple languages and markets.
Machine Translation (MT) Human Translation Numerous types of MT:
Predominantly done through
Language Service Providers (LSPs):
KJ International Resources
Despite it being "human" technology still plays a HUGE role in translation:
Human translators rely on translation software, and most important of all... Translation Memories (TMs) New ideas: Crowdsourcing
& Cloud Computing! Translation Memories can now be stored in the cloud for easier access by translators, corporations & LSPs
~The Content Wrangler "Translation Workspace Will Take Translators To Cloud 9 ------------------------------- Implications of Localization Cost Quality --------------------------------------- In 2010 the average cost per word, despite content type and translation memories was .22 cents USD
~ Common Sense Advisory
So imagine localizing the content of a large website - for 4 different language markets
- with over 2,000,000 words
-2 million x 4 x .22 = $1.76 million dollars How many will rely on MT in browsers -i.e Google Toolbar? Includes graphics,
colors, navigation & more A database of past translation stored for re-use
They allow you to build language assets
Translators pull memory for each language for cost savings & consistency
Pepsi’s "Come Alive with the Pepsi Generation" slogan translated in Chinese:
Dairy Association's campaign "Got Milk?" in Mexico translated to: Tips for a Better Process "Pepsi Brings Your Ancestors Back from the Grave” Which brings us to... < Google Translate uses a proprietary statistical translation engine However, you can go straight to the source (translators) via http://translatorscafe.com & http://www.proz.com/
Your message is too important to risk machine translation. "Are You Lactating?” 9 Don't forget! There are global SEM implications to think about. Google can translate your website but do you really think they care about your efforts to rank in their search engine? Think of "Localization" as the adaptation of your website to another culture.
An "internationalized" website was originally designed for the global market. It is stripped of cultural references. For global SEO:
Develop language-specific glossaries.
Ensure that your key terms for each market match how people actually search for a product or service in the target language "We've found that the problem for organizations is less about the act of translation itself, and more about aligning the business processes that support it."
~Leonor Ciarlone http://bit.ly/aSdchv
Yet, the negative cost and quality implications of localization don't just indicate a problem with existing technology.
They indicate a lack of planning and process.
Translation: Ce qui est en place or
Ce qui est ver le haut
Localization: Quoi de neuf For our purposes, "globalization" is the process of developing web content intended for worldwide markets Language Service Providers use native speakers 1. Carefully select your content
"Mass translation without any prioritization based on geographic market analysis is inevitably a money pit."
~Leonor Ciarlone http://bit.ly/aSdchv Define your business objectives. Prove the need to localize!
Some companies localize when they do not have the multi-lingual staff to support multi-lingual inquiries
Prioritize which content requires localization (following a tiered approach)
Tactics used to avoid costs Most have heard the horror stories... 2. Process
Centralize your localization process in order to capitalize on your translation memory, obtain volume discounts, and acheive greater consistency.
On that note- use one LSP
Select preferred translators.
Develop a glossary & inlclude your keywords & phrases for global SEM! FYI -you need to have a grip on your content to leverage this approach 3. Create Global Friendly Content
Write short, clear sentences
Don’t use cultural references - especially sports metaphors
Take text out of your images
Avoid using screen shots!
Create a style guide
Use authoring tools if you have technical content
Externalize text in Flash
Be careful when you select your imagery - not all icons or images are appropriate for all audiences
Get ready for text expansion! ------------------------------- The End -------------------------------
1. How/where does localization fit into content strategy?
Your questions here ___________________________.
Q's Thank you! If you are optimizing for the Chinese market focus on Baidu Localized text needs space - for most languages it will be 30% longer! 4. Carefully select your technology:
Use a CMS that has the ability to handle all languages, and can export & IMPORT website content (separate from code) Website Localization http://www.iexposure.com/ with input from Operations Manager -
KJ International Resources
Jacqueline Weber Some manufacturers provide source content to their channel partners to localize
In-house translationMany de-centralize:
"They make regional business units responsible for managing the cost of their translation needs, and there is little documented process or symmetry in how each performs the task." ~www.translatemyworld.com/