Social Web PanelPanelists:Ghassan Haddad, Director of Localization, FacebookRegina Bustamante, Director of Globalization, PlaxoNico Posner, Principal Product Manager, International, LinkedinSiko Bouterse, Localization and Community Managerhi5 NetworksJoaqin Moreno, Team Leader Localization and Copywriting, XINGModerator: Danica Brinton

Social Web – Introduction

FacebookGhassan HaddadDirector of Localization

Key Milestones

May 2007

Platform

February 2004

Company founded

Jan-Feb2008

First Language (Spanish)

July 2008

I18n Open toPlatform

Developers

FB Connect

May 2008

Sept 2009

I18n Open toFB Connect

Partners

Key Metrics

• 70 languages are live, including 21 “beta” languages.

• ~35 languages are in progress.• 70% of FB users are international• 50% of all users use a translated (not en-US)

UI.• ~300,000 people contributed to the

translations.

Language Support Requirements

• Release cycle: daily fixes and weekly pushes• Volume of work (# words):

– Main UI (minus help): 250k– Help: 150k– Other: 50k

• Effort and model dependent on language

Translation Model

• Translate as many languages as our users want… as fast as possible!

• Involve users in the translation process, where relevant.

• Build a strong technology to enable FB translation.

hi5 NetworksSiko BouterseLocalization and Community Manager

hi5• Social Entertainment site with over 50M monthly unique

visitors• Young (13-24) & international (TH, PT, RO, MX, PE, etc)

demographic• Text localized in 52 languages• Local content - culturally relevant gifts & avatars, local

payment providers & pricing

Community Translation Program• 12k volunteers in the

program• 70 linguists

– Community leaders + Professional reviewers

• Program outcomes– More languages– Context– Iteration– International community

engagement & feedback

Social Games Localization

• Localizing RPGs into 7 languages• Crowd-sourced static UI text + Professional translations of

longer text and UI review• Outcomes:

– Demonstrated improvements to engagement and revenue– Context & Iteration– Challenge of collecting feedback in 7 languages

XINGJoaqin MorenoTeam Leader Localization and Copywriting

Critical mass

Highly active users

Loyal community

Combining online & offline

> 8 million users(1)

> 635,000 payers> 30,000 groups(1)

201 ambassadors

> 70,000 events in six months(3)

Strong network effects in core markets ensure strong and sustainable competitive position

60% activity rate(2)

150 million connections> 2 billion page views in six months(3)

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XING – The leading European professional network

PlaxoRegina BustamanteDirector of Globalization

“Social Localization””

Collaborative Conversations

Social Affiliation Playful engagement

Collective Intelligence

How is it different?

Constant interaction

Recruiting

Flexibility around dates

Quality model

TechnologyCompensation

Highlight: How can LSPs participate?Role of the Moderator

Al momento non avete inserito alcuna scuola

Al momento non avete inserito università

Highlight: Contextual translationTranslation performed in-situ

LinkedinNico PosnerPrincipal Product Manager, International

Social Web Characteristics

Similarities• Large set of global users• Common functionality• Profile• Connections• Reputation

Differences• User base

demographics• Time on site objectives• Multi-language

proficiency

21

Which localization model fits best?

CommunityCollaborative

Crowdsourcing Hybrid

Hybrid Traditional

Community Expectations Matter

Expected Service

Social Networking

Professional Networking

Engagement

LinkedIn Approach

• Leverage community to gain insight• Deliver expected quality• Use innovative approaches to scale • Focus on what’s best for the community

Social Web Panel: Q & APanelists:Ghassan Haddad, Director of Localization, FacebookRegina Bustamante, Director of Globalization, PlaxoNico Posner, Principal Product Manager, International, LinkedinSiko Bouterse, Localization and Community Managerhi5 NetworksJoaqin Moreno, Team Leader Localization and Copywriting, XINGModerator: Danica Brinton