Global brands - Pushing the boundaries of localization

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Global Brands: Pushing the Boundaries of Localization

Transcript of Global brands - Pushing the boundaries of localization

Global Brands:

Pushing the

Boundaries of

Localization

Global Brands Have Come a Long Way

• Years of continuous investment and improvement

• Globalization part of their DNA, across-the-board buy-in

• Localization is a central function

• Most processes standardized

• Central financial oversight and budget in place

• KPIs in place

• Supplier management centralized & established, incl. QBRs

So What Are Their Challenges?

Continuous Publishing & Localization1

• Shift from one-off products to

online services — SaaS

– Applicable also to small-

footprint software, UA or

support online

• What’s needed

• Immediate release in multiple

languages simultaneously

• Reduction in time-to-market

through automated processes

• A sensible way of coping with

Agile

Why?

• Centralized cloud-based

translation management system

with online interface

• Localization tools automation

and integration

• Automatic detection of new

content, project creation,

resource assignment, content

pushing

• Online review, cost tracking and

status reporting

How?

• 24/48-hour typical turnaround times

• No handoff, no handback — continuous flow, online editing,

reviewing and validation

• No project extensions, as a rule

True

Continuous

Model

< 500 words 24 hours

< 1000 words 48 hours

< 2000 words 72 hours

< 4000 words 96 hours

* By resource

Typical TATs* in Continuous Model

• Full process transparency

• Visibility down to individual

resources — translators,

editors/reviewers

• Immediate status reports &

dashboards

• Follow-the-sun model a real option

• Trust is needed

Implications

Linguistic Quality Fully Owned by

Suppliers2

• Volume and # of languages make running a fully-fledged in-country LQA program (in-house or 3rd party) increasingly cost-prohibitive

• Quality at source expected

• Management by exception rather than hands-on

Solution: Self-certification

• Suppliers self-certify their deliverables at hand back time, or at specific intervals

• All reviews shifted to the supplier side

• No client-side reviews, only random checks or audits

• From catching errors to avoiding them

Typical Pain Points

• Firewall between production QA

and self-certification; different

resources, like in standard 3rd

party LQA

• Meeting specific quality

requirements

• Internal process adherence (e.g.

internal QA fully implemented)

• Full transparency, over time and

across suppliers

• Self-certification results shared

with clients and issues resolved

How to Implement

Self-Certification

Prerequisites

• Clear process

• Education

• Guidelines (style, terminology)

very well established;

ownership, update process in

place

• Mature suppliers

• Setting the right sample size

based on content type

(importance, visibility)

– Typically 5-15%, on some

content types up to 100%

Delivering Locally-targeted

Content3

1. Translation

2. Marketing translation

3. Transcreation

4. Copy-writing

• Degree of local relevance vs.

costs

• Fine-tune your approach to

marketing objectives and level of

market penetration

– Local web & blog a viable first

move

Content Choices

• User generated content

• Content curation

• Mass personalization

• Build and manage in-country

communities

• Use cutting-edge multilingual

SEO

• Today’s marketing is content

marketing

Make Use of New

Tools

Measuring and Analyzing the

Sentiment of Local Consumers4

Typical Challenge

• Systematically capture and

track the wealth of user

sentiment data recorded on

global social media sites

• Diverse channels and data

formats — ratings, reviews,

comments, etc.

• Comments include diverse

informal/“slang” terms

across multiple locales and

languages

Sentiment Analysis

• Fine-tune off-the-shelf tools or create

proprietary tools to compile, translate and

analyze user posts

• Aggregate and translate posts using machine

translation

• Analyze posts for opinion-related terms and

phrases

• Assign sentiment score based on number of

positive or negative words

• Report sentiment scores by language, market,

platform, product, date range, etc. via

dashboard

• Drill down to original and translated post

Automating Workflows Between

Disparate Localization Systems5

Wishful Thinking Versus Reality

How it really is

Typical Custom Integration Approach

Integration

• Translation Management System

• Content Management System

• External data source

• File repository

• Submission portal

• Translation Memory

• Terminology tool

• Quality tools

• Ecommerce and/or marketing platform

• Workflow platform

Process Automation

• Routing files for approvals

• Quality checks

• File preparation & conversion

• Notifications

• File HO/HBs

• Pre-/post-processing

• Custom automations

Optimized Workflows• No new tools

• No additional headcount

• No IT involvement

• Faster TAT

• Higher quality

• Lower risk of human error

• Visibility across entire program

Automating Workflows Among Disparate

Localization Systems

TMS

(W)CMS

Data source

File repository

Submission portal

TM tool

Terminology tool

Quality tools

Web Marketing platform

Request projects Upload file handoffs Provide

instructions Access program info: contacts, pricing

Request and receive quotes Track issues and status

Access analytics and reporting Answer translator

queries Review translations Receive notifications

Download deliveries Receive invoices Manage

resources Run quality checks

Lessons from Fast-growing

Disruptors6

• Be ready to challenge the

status quo

• Existing assets can

become a liability

• Constantly benchmark

your program

• Beware internal myopia

Final Recommendations7

• Pace of innovation is accelerating

• Boundaries of what’s possible constantly

being moved

• Don’t be surprised if what you plan for 3

years from now will happen in 1 year

Q&A