Docstoc

Mastering Multilingual Marketing

Document Sample
Mastering Multilingual Marketing Powered By Docstoc
					Mastering Multilingual Marketing:
Streamlining Your In-Country Validation Process
Please note that the audio for this webcast will be streamed.




Presented by Bert Esselink
Moderated by Paula Shannon
April, 2009
  Agenda

                             Housekeeping & Introductions
                             Introducing Translation Validation

                             Validation Models

                             Validation Processes

                             Validation Technologies

                             Translation Quality Tracking

                             Best Practices
                             Live Q&A

Company confidential – distribution prohibited without permission
Introductions

                                    Bert Esselink
                                          Author of “A Practical Guide to Localization” and Strategic Account
                                          Solutions, Lionbridge
                                                  Bert.Esselink@lionbridge.com
                                                  Esselink has been active in multilingual publishing projects for almost two
                                                  decades
                                                  His book, A Practical Guide to Localization, is used widely throughout the
                                                  localization industry


                                    Paula Shannon
                                          CSO, SVP and General Manager, Lionbridge
                                                  Paula.Shannon@lionbridge.com
                                                  Shannon has more than 23 years experience in the translation and localization
                                                  industry
                                                  Responsible for sites in 26+ countries, driving new services and sustainable
                                                  solutions, ensuring the continued delivery of innovation and execution excellence
                                                  to a broad range of Global 1000 customers



Company confidential – distribution prohibited without permission
About Lionbridge



      Global Scale                                                  Market Leadership
       4,600 employees 26 countries                                 Leader in $12B services industry
      • Global network of 25,000 translators                        • Translation and adaptation of products
                                                                     and content for international markets




      Hosted Technology                                             Global Clients
      Web-based language technology                                 Recurring relationships with 500+
      platform                                                      global clients
      • Enhances competitive advantage                              • 80% of revenue comes from recurring clients
      • Drives efficiency                                           • 12 of the Fortune 20 companies are client




Company confidential – distribution prohibited without permission
Polling Question

        Who currently validates translations in your organization?

                In-country sales, marketing or product managers
                In-country distributors or partners
                Dedicated in-house translation validation team
                Third-party language validation supplier
                Third-party translation supplier
                Third-party subject-matter experts (SME)
                I review all languages myself
                Other...




Company confidential – distribution prohibited without permission
 Introducing Translation Validation




                                                   A client review of a translation provided by an external
                                                   provider to ensure the quality of the final text.




Company confidential – distribution prohibited without permission
 Introducing Translation Validation




                                                    A client review of a translation provided by an external
                                                    provider to ensure the quality of the final text.



           Ensure translations are at agreed quality levels
           Provide feedback to translators about quality of
            deliverables expectations
           Obtain approval from local country representatives who
            might use the translations (internal clients)




Company confidential – distribution prohibited without permission
 Introducing Translation Validation


                                                   A client review of a translation provided by an external
                                                   provider to ensure the quality of the final text.



           Ensure translations are at agreed quality levels
           Provide feedback to translators about quality of
            deliverables expectations
           Obtain approval from local country representatives who
            might use the translations (internal clients)



                                                   In most cases, in-country representatives from the
                                                   organization that outsources the translation. For example, a
                                                   local marketing or product manager.


Company confidential – distribution prohibited without permission
 Without managing validation…




Company confidential – distribution prohibited without permission
 Without managing validation…




Company confidential – distribution prohibited without permission
 Without managing validation…




Company confidential – distribution prohibited without permission
 Without managing validation…




Company confidential – distribution prohibited without permission
 Common Issues

                                            Local market translation validator is expecting local
                                            copy, not translated copy.




Company confidential – distribution prohibited without permission
 Common Issues

                                            Local market translation validator is expecting local
                                            copy, not translated copy.

                                            Validation is a bottleneck in the release schedule,
                                            takes far too long.




Company confidential – distribution prohibited without permission
 Common Issues

                                            Local market translation validator is expecting local
                                            copy, not translated copy.

                                            Validation is a bottleneck in the release schedule,
                                            takes far too long.

                                            No clear instructions or guidelines exist for the
                                            validators.




Company confidential – distribution prohibited without permission
 Common Issues

                                            Local market translation validator is expecting local
                                            copy, not translated copy.

                                            Validation is a bottleneck in the release schedule,
                                            takes far too long.

                                            No clear instructions or guidelines exist for the
                                            validators.


                                            Local market validator spends way too much time
                                            reviewing -or rewriting- translations.




Company confidential – distribution prohibited without permission
 Common Issues

                                            Local market translation validator is expecting local
                                            copy, not translated copy.

                                            Validation is a bottleneck in the release schedule,
                                            takes far too long.

                                            No clear instructions or guidelines exist for the
                                            validators.


                                            Local market validator spends way too much time
                                            reviewing -or rewriting- translations.


                                           Translators don't like entering preferential changes
                                           that alter the meaning of the source text.

Company confidential – distribution prohibited without permission
 Key Considerations




                                                                    Do we have
                                                                    validators
                                                                    available for
                                                                    all required
                                                                    languages?




Company confidential – distribution prohibited without permission
 Key Considerations




                                                                    Do we have
                                                                    validators
             Will the in-                                           available for
             country
             resources                                              all required
             have the time
             and skills to
                                                                    languages?
             perform this
             validation?




Company confidential – distribution prohibited without permission
 Key Considerations

                                                                    Do all translations
                                                                    need to be validated
                                                                    or only a subset?

                                                                              Do we have
                                                                              validators
             Will the in-                                                     available for
             country
             resources                                                        all required
             have the time
             and skills to
                                                                              languages?
             perform this
             validation?




Company confidential – distribution prohibited without permission
 Key Considerations

                                                                    Do all translations
                                                                    need to be validated
                                                                    or only a subset?

                                                                              Do we have
                                                                              validators
             Will the in-                                                     available for
             country
             resources                                                        all required
             have the time
             and skills to
                                                                              languages?
             perform this
             validation?

              Can the validation process
              be outsourced to a third
              party?

Company confidential – distribution prohibited without permission
 Key Considerations

                                                                    Do all translations
                                                                    need to be validated
                                                                    or only a subset?

                                                                              Do we have
                                                                              validators
             Will the in-                                                     available for
             country
             resources                                                        all required
             have the time
             and skills to
                                                                              languages?
             perform this
             validation?                                                          Who tells
                                                                                  validators what
              Can the validation process                                          to focus on
              be outsourced to a third                                            when reviewing
              party?                                                              translations?
Company confidential – distribution prohibited without permission
 Key Considerations

             How to avoid
                                                                    Do all translations
             delays caused by                                       need to be validated
             validation, i.e.                                       or only a subset?
             who manages
             the validation
             process?                                                         Do we have
                                                                              validators
             Will the in-                                                     available for
             country
             resources                                                        all required
             have the time
             and skills to
                                                                              languages?
             perform this
             validation?                                                          Who tells
                                                                                  validators what
              Can the validation process                                          to focus on
              be outsourced to a third                                            when reviewing
              party?                                                              translations?
Company confidential – distribution prohibited without permission
 Key Considerations

             How to avoid
                                                                         Do all translations
             delays caused by                                            need to be validated
             validation, i.e.                                            or only a subset?
             who manages
             the validation                                         How to track
             process?                                                              Do we have
                                                                    comments
                                                                    and measure    validators
             Will the in-
                                                                    quality?       available for
             country
             resources                                                             all required
             have the time
             and skills to
                                                                                   languages?
             perform this
             validation?                                                               Who tells
                                                                                       validators what
              Can the validation process                                               to focus on
              be outsourced to a third                                                 when reviewing
              party?                                                                   translations?
Company confidential – distribution prohibited without permission
 Key Considerations

             How to avoid
                                                                         Do all translations
             delays caused by                                            need to be validated
             validation, i.e.                                            or only a subset?
             who manages
             the validation                                         How to track
             process?                                                              Do we have
                                                                    comments
                                                                    and measure    validators
             Will the in-
                                                                    quality?       available for
             country
             resources                                                             all required
             have the time
             and skills to
                                                  How to avoid complete            languages?
                                                  rewrites of translations that
             perform this                         violate global branding
             validation?                          guidelines?                          Who tells
                                                                                       validators what
              Can the validation process                                               to focus on
              be outsourced to a third                                                 when reviewing
              party?                                                                   translations?
Company confidential – distribution prohibited without permission
 Validation Models – The Options




Company confidential – distribution prohibited without permission
 Validation Models – The Options




                         • What is validated – language only or also readiness for target audience?
                         • What are the volumes, i.e. what is the validation workload?
                         • How critical is time?


Company confidential – distribution prohibited without permission
 Validation Models – The Options




                        • What is validated – language only or also readiness for target audience?
                        • What are the volumes, i.e. what is the validation workload?
                        • How critical is time?



                         •In-country sales, marketing, product managers
                         • Third-party validation supplier

Company confidential – distribution prohibited without permission
  Translation Process

       Client and/or                         Translation Project    In-Country      Client In-Country
     Advertising Agency                      Management Office      Translators         Reviewers


              Handoff                                  Analysis,
             Source File                               Quoting



                                                      Prepare for   Translation &        Validate
                                                      Translation      Editing         Translations   A

                                                        Quality
                                                        Control



                                                    Conversion &                         Validate
                                                      Layout                           Translations   B

              Printing /                                Project      Incorporate
             Publishing                                 Closure       Changes




Company confidential – distribution prohibited without permission
 When to Validate?




                                                                    • Sample-based spot checks
                                                                    • Useful to provide direction to translators




Company confidential – distribution prohibited without permission
 When to Validate?




                                                                    • Sample-based spot checks
                                                                    • Useful to provide direction to translators


                                                                    • Translation / language quality focus
                                                                    • Link to Translation Memory (TM)
                                                                    • Potential to use TMS or GMS




Company confidential – distribution prohibited without permission
 When to Validate?



                                                                    • Sample-based spot checks
                                                                    • Useful to provide direction to translators


                                                                    • Translation / language quality focus
                                                                    • Link to Translation Memory (TM)
                                                                    • Potential to use TMS or GMS


                                                                    • Final product / layout focus
                                                                    • No link to TM or multiple DTP cycles




Company confidential – distribution prohibited without permission
 How to Validate?

     Validation & Commenting
                                                                    Translate
          Validator reviews and edits/updates translations
          Translator reviews and approves changes and
                                                                                Validate &
          approves (optional step)                                              Comment
          Advantages: speed (two steps in one)
          Disadvantages: translator doesn't see changes,                                     Enter Changes

          more difficult to update translation memory




Company confidential – distribution prohibited without permission
 How to Validate?

     Validation & Commenting
                                                                    Translate
          Validator reviews and edits/updates translations
          Translator reviews and approves changes and
                                                                                Validate &
          approves (optional step)                                              Comment
          Advantages: speed (two steps in one)
          Disadvantages: translator doesn't see changes,                                     Enter Changes

          more difficult to update translation memory

     Validation & Editing
                                                                    Translate
       Validator reviews translations and provides
       comments
                                                                                Validate &
       Translator enters changes and resubmits                                   Change
       Advantages: translator learns from changes, easier
       to update translation memory                                                            Approve
                                                                                               Changes
       Disadvantages: commenting takes long, entering
       changes even longer

Company confidential – distribution prohibited without permission
 Validation Technologies




                •Paper
                •Paper
                •Paper




Company confidential – distribution prohibited without permission
 Validation Technologies




                •Paper                                       • Microsoft Word: Track
                •Paper                                       changes

                •Paper                                       • Adobe Acrobat:
                                                             Annotated PDF




Company confidential – distribution prohibited without permission
 Validation Technologies




                                                                                       • Globalization/Translation
                •Paper                                       • Microsoft Word: Track
                                                                                       Management System
                •Paper                                       changes
                                                                                       (GMS/TMS): online review
                •Paper                                       • Adobe Acrobat:          (e.g. Freeway)
                                                             Annotated PDF
                                                                                       • Online XML Editor or CMS
                                                                                       • Wiki



Company confidential – distribution prohibited without permission
 Microsoft Word




Company confidential – distribution prohibited without permission
 Adobe PDF




Company confidential – distribution prohibited without permission
 Translation Validation – Freeway




Company confidential – distribution prohibited without permission
 Translation Validation – Online XML Editor




Company confidential – distribution prohibited without permission
  Wiki




Company confidential – distribution prohibited without permission
  Poll Question

        Which technology do you use for translation validation?
          Word with track changes
          PDF with notes
          GMS or TMS
          CMS
          Online XML editor
          Wiki
          Other...




Company confidential – distribution prohibited without permission
 Translation Validation Options

    Validator                                         Layout?          Advantages             Disadvantages
    Track changes in                                        No      Everyone knows           Not ideal for tagged
    Microsoft Word                                                  Word; full freedom      formats (xml, html) or
                                                                         to edit              InDesign exports
    Online validation tool in                             No        Online change and       New tool to learn for
    GMS/TMS                                            (maybe         error tracking;       validators; no offline
                                                       preview)     connected to TM;              validation
                                                                      embedded in
                                                                         workflow
    Annotated PDF or                                       Yes      Everyone can use           No editing (only
    Markup on Printout                                              PDF; layout visible       commenting), not
                                                                                              connected to TM
    Online XML Editor, Wiki                                Yes         Online change        New tool to learn for
    or CMS                                                          tracking, included in   validators; no offline
                                                                         workflow, full     validation; no direct
                                                                       freedom to edit       connection to TM


Company confidential – distribution prohibited without permission
 Translation Quality Tracking




              Perception of
                 Quality




Company confidential – distribution prohibited without permission
 Translation Quality Tracking




              Perception of                                    What to
                 Quality                                       Measure?




Company confidential – distribution prohibited without permission
 Translation Quality Tracking




              Perception of                                    What to        Key
                 Quality                                       Measure?   Performance
                                                                           Indicators



Company confidential – distribution prohibited without permission
 Perception of Quality




          Quality                                  Quality                Quality         Quality

                                             Translated Copy        Localized Copy
     English Copy                            • Linguistic           • Creative        Locally Created
      Campaign                                                      • Cultural        Campaign Copy
                                                                    • Commercial




                                    Translation versus Localization
          In marketing translations, it's all about briding the gap from translated to localized copy.
              Close collaboration between translator and validator should reduce review time.

Company confidential – distribution prohibited without permission
Poll Question

        Do you track the quality of translations in one way or another?
           No, not at all
           No, just anecdotal
           Occassionally
           Yes, we use a tracking sheet
           Yes, we have an advanced online tracking system




Company confidential – distribution prohibited without permission
 What to measure?

                       Number of passes or no-passes
                         Sentences?                      Documents?   Deliverables?   Projects?




Company confidential – distribution prohibited without permission
 What to measure?

                       Number of passes or no-passes
                         Sentences?                      Documents?             Deliverables?                 Projects?

                                    Number of errors
                                      Language quality
                                            • Grammar/spelling, punctuation, style/tone/literal translation
                                      Translation quality
                                            • Mistranslation, inconsistency, omission/addition, compliance to instructions
                                      Subject knowledge
                                            • Terminology, understanding, numerical




Company confidential – distribution prohibited without permission
 What to measure?

                       Number of passes or no-passes
                         Sentences?                      Documents?             Deliverables?                 Projects?

                                    Number of errors
                                      Language quality
                                            • Grammar/spelling, punctuation, style/tone/literal translation
                                      Translation quality
                                            • Mistranslation, inconsistency, omission/addition, compliance to instructions
                                      Subject knowledge
                                            • Terminology, understanding, numerical


                                                 Error weighting should differ per content type




Company confidential – distribution prohibited without permission
 What to measure?

                       Number of passes or no-passes
                         Sentences?                      Documents?             Deliverables?                 Projects?

                                    Number of errors
                                      Language quality
                                            • Grammar/spelling, punctuation, style/tone/literal translation
                                      Translation quality
                                            • Mistranslation, inconsistency, omission/addition, compliance to instructions
                                      Subject knowledge
                                            • Terminology, understanding, numerical


                                                 Error weighting should differ per content type

                                                             Consider repeated mistakes as one



Company confidential – distribution prohibited without permission
 What to measure?

                       Number of passes or no-passes
                         Sentences?                      Documents?             Deliverables?                 Projects?

                                    Number of errors
                                      Language quality
                                            • Grammar/spelling, punctuation, style/tone/literal translation
                                      Translation quality
                                            • Mistranslation, inconsistency, omission/addition, compliance to instructions
                                      Subject knowledge
                                            • Terminology, understanding, numerical


                                                 Error weighting should differ per content type

                                                             Consider repeated mistakes as one

                                                                    Exclude source-related "errors"

Company confidential – distribution prohibited without permission
 Key Performance Indicators

        First, decide what to measure.
        Next, define Key Performance Indicators (KPIs).
        Examples:
                Of all projects, 2% of projects with rework is accepted.
                Of n segments reviewed, only 5% can be changed.
                Of n words translated, only 10 translation errors are accepted.
                Of all deliverables, only 4% can be a no-pass.
        Tracking KPIs is ideally (semi-)automated
        Start tracking macro information, then focus on details




Company confidential – distribution prohibited without permission
 Validation Best Practices

        Why?
                Consider well why you are validating – what are the objectives?
                Write instructions for the validators so they understand the task.
        What?
                Think about what to validate – everything or just spot checks?
                Decide what quality metrics and KPIs you want to measure.
        Who?
                Choose who will validate – internal or external, translator or SME?
                Decide who will manage the validators and the validation planning.
        When?
                Decide at what point in the process you will validate.
                Manage & monitor the timing carefully to avoid delays in publication.
        How?
                Choose the most suitable translation validation process and tool.
                Ensure the process and tool is simple and easy-to-use.
Company confidential – distribution prohibited without permission
 Knowledge Center

                                                                          www.lionbridge.com
                                                                    Download White Papers

                                                                    • Building Stronger Brands Around the World: A
                                                                      Guide to Effective Global Marketing
                                                                    • Strengthening Global Brands: Key Steps for
                                                                      Meaningful Communications around the World
                                                                    • Building a Global Web Strategy: Best Practices
                                                                      for Developing your International Online Brand



                                                                    View Webinars

                                                                    • Web Globalization Trends to Watch
                                                                    • The Art and Science of Global Navigation
                                                                    • The Best Global Web Sites (and Why)



Company confidential – distribution prohibited without permission
 Questions?




                                                          Bert Esselink
                                                          Author of “A Practical Guide to Localization” and
                                                          Strategic Account Solutions, Lionbridge
                                                          Bert.Esselink@lionbridge.com



                                                          Lionbridge
                                                          www.lionbridge.com




Company confidential – distribution prohibited without permission

				
DOCUMENT INFO
Description: Originally a live comprehensive one-hour webcast, this presentation will highlight how your organization can streamline the marketing translation process and maximize global impact through multilingual marketing.