Beyond Disruption: Make Way for Return on Content by Welocalize Olga Beregovaya
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Transcript of Beyond Disruption: Make Way for Return on Content by Welocalize Olga Beregovaya
Beyond DisruptionMake Way for Return on Content
Olga Beregovaya, VP Language Tools
Copyright 2014, Welocalize, Inc. www.welocalize.com
Presentation from Localization World Bangkok 2014
Good Old Days – “Then”
Copyright 2014, Welocalize, Inc. www.welocalize.com
Cut to – “Now”• Customer reviews, web forums and blogs have become a major influence
in peoples’ buying decisions.
• Crushing amounts of content en masse ‘storage’ are waiting for scalable solution
• Need to create value from content assets based on content impact it can have on the business
• Need to demonstrate a measurable return on the content translation investment
• Need for localization solutions tailored to the exact business needs not just “out of the box”
Copyright 2014, Welocalize, Inc. www.welocalize.com
What Do We Bet Our Money on?
Copyright 2014, Welocalize, Inc. www.welocalize.com
content type
brand
functionality
user generated
support
GistHuman
Industry
Customer
cost
Not All Content is Created Equal
Copyright 2014, Welocalize, Inc. www.welocalize.com
What Is ROC?ROC (return on content) is defined by the
measurable impact content has on a business.
ROC strategically aligns to the global business strategies related to
translation.
ROC helps measure success whether by sales, users, engagement or impression.
ROC defines the content value.
Copyright 2014, Welocalize, Inc. www.welocalize.com
ROC – Investment Values
Copyright 2014, Welocalize, Inc. www.welocalize.com
Score Your ValuesDefine…
Content Brand Functionality Utility
Audience B2B B2C C2C
Voice Brand Industry User
Speed Real-Time Human Copy Writing
Spend Budget Priority Urgent
Scale High Volume Medium Volume Low Volume
Copyright 2014, Welocalize, Inc. www.welocalize.com
Can a Machine Help?
Copyright 2014, Welocalize, Inc. www.welocalize.com
The “How” – Utility and Brand High-value, high-impact, high-visibility content Human translation or MT + full PE for style, voice, accuracy, fluency, grammar, terminology – following the brand book to the letter
Content types include:• business + commercial communications• B2B marketing + about us content• sales training, support materials, business training• supplier, reseller, distributor, advertiser communications• newsletters, surveys, customer service materials• content targeted at online advertisers• code of ethics + corporate manuals and handbooks• retail websites• mobile retail applications
Copyright 2014, Welocalize, Inc. www.welocalize.com
The “How” – Utility and Speed Functional content that conveys information rather than brand message broadcast
MT with variable PE - The speed of production is set to deliver fast turnaround to achieve maximum benefit and efficiency in translation.
Content types include:• technical documentation + instruction• technical education materials,• Instructor led training for specialists• online help, user guides, release notes, FAQs• software UI• web applications• voiceovers + subtitles• Legal and finance
Copyright 2014, Welocalize, Inc. www.welocalize.com
The “How” - Reach, Speed, Spend Big data, social media and UGC content previously too costly and time-consuming to localize. MT + light PE or HT Crowd - % of translation completed between MT and HT will be based on engine viability and content type. Content types include:
• content is generally user-generated (UGC)• social media• high demand and large source data• groups and community-driven content• knowledge bases, FAQs, support sites, chat • product and service reviews• product descriptions, catalogs• tourist materials• correspondence and communications
Copyright 2014, Welocalize, Inc. www.welocalize.com
Let the Source Drive your Decisionso Classify Source content - is it marketing, UI, UA, UGC? o Understand the complexity of the source segmento Does it have pre-defined glossary terms, UI elements, DoNotTranslate ? o What’s the source metadata density?
o Evaluate the source against historically “bad” text and historically “good” texto Compare with the grammar patterns that tend to be most problematic
We Say “Quality” What Do We Really Mean? The different quality levels are linked to content performance expectations based on the purpose, target group and impact of the localized content.
Copyright 2014, Welocalize, Inc. www.welocalize.com
Pay Only for What You Need
We NEVER sacrifice quality, we ADAPT it instead, so
Only the NECESSARY EFFORT is put in
Only the NECESSARY INVESTMENT is needed
Copyright 2014, Welocalize, Inc. www.welocalize.com
UGC - And Now it Gets Tricky Authored by non-professionals and/or often non-native speakers: the
linguistic and technical accuracy is not optimal
• Similar to oral content: using orthographic innovations, informal syntax and creative lexicon, invoke spoken language and orthographic conventions.
Often authored by power users: techies who use “communicative techniques and practices that are guided by attitudes of technological elitism”
Highly perishable: new content is being added on a regular basis, and information may stop being relevant in a matter of minutes or hours.
Multitude of authors: authored by a plethora of users which increases the lexical and stylistic diversity of this content.
Quality Loss? Not at All!
Copyright 2014, Welocalize, Inc. www.welocalize.com
Conclusion
• Best way to maximize return on content is to define your parameters– Target audience + brand voice– Speed + scale– Spend + quality
• Factor in MT to optimize results• Don’t sacrifice to achieve your goals
• Measure your success by the impact on your business
Copyright 2014, Welocalize, Inc. www.welocalize.com
Thank You!
Please write to [email protected] with any questions
Copyright 2014, Welocalize, Inc. www.welocalize.com