Smartling & AMA Webinar: Translation for the Global Marketplace

!!!AMA!Webcast:!Translation for the Global Marketplace: Are You Ready?!!!!

Presenters:!Jack!Welde,!CEO,!Smartling!Ben!Sargent,!Globaliza3on!Strategist,!Common!Sense!Advisory!Richard!Shaer,!Vice!President!of!Strategy,!Paltalk!Rich!Friedman,!Vice!President!Engineering,!MeetMe!!Moderator:!Anthony!Salas,!American!Marke3ng!Associa3on!!!!Sponsored!by:!!!!!The!audio!por,on!of!today’s!presenta,on!is!available!via!broadcast!audio.!!You!can!also!dial!in!to!hear!audio!Par,cipants!(US!&!Canada,!Toll!Free):!888!223!4959!!Interna,onal!Par,cipants:!+1!303!223!4389!!!

Languages Spark Business Success

AMA Online Event, December 5, 2012 Benjamin B. Sargent Global Content Strategist

Copyright © 2012 by Common Sense Advisory, Inc.

The new context for global marketing Exploding middle class

– Middle-class households in Africa will double by 2020 – India middle class will rise from 150M to 600M by 2030 – 2 billion people will join global middle class by 2030

Growth of information consumer – Access to internet changes our engagement with content – How we learn about products and services – How we share what we know with others – The end of demographics – The proliferation of persona-based marketing

Expanding number of big languages on the web – 12 languages needed to reach 80% of web users – 13 languages to address 90% of world online wallet – Long tail of languages now coming into effect – Social media marketing will grow to 30, 40, 50+ languages

Success metrics for 2,409 most prominent websites

Alexa top 500 global sites – Ranks websites on daily visitors and monthly page views

Forbes global 2000 – Weighs sales, profits, assets, and market value

Fortune 500 – U.S. companies ranked solely on revenue

Interbrand 100 best global brands – Looks at financial performance of branded products or services,

the role of the brand in purchase decisions, and brand strength

Further  reading:  “Global Website Assessment Index”

Important  languages  for  world’s  most  important websites

Average number of languages found on prominent websites, by industrial sector

(n=2,409)

How languages correlate to business success

Best-in-class websites offer more languages – Bigger companies

– The most popular websites

– The most valuable brands

– Source:  “Multilingual Websites”  (Oct12)

F500 companies adding content led to higher revenue and profits – Higher revenue

– Higher profit margin

– Source:  “Translation at Fortune 500 Companies” (Mar12)

Companies often invest in the wrong languages

Interbrand 100

Popularity

Not Ranked

Popularity

Interbrand Popularity

Rank

2012 AQ

Rank

2012 WOW Rank

AQ Rank Variance

WOW Rank

Variance

Arabic 27% 7% 33 6 11 -27 -22

Persian (Farsi)

6% 1% 42 15 20 -27 -22

Indonesian 20% 5% 35 10 24 -25 -11

Hindi 2% 2% 46 16 37 -30 -9

Hebrew 35% 3% 29 37 21 8 -8

Norwegian 51% 9% 21 41 15 20 -6

Swedish 56% 10% 18 28 13 10 -5

Kazakh 3% 0% 44 51 39 7 -5

Japanese 73% 28% 6 4 2 -2 -4

Dutch 65% 15% 12 18 9 6 -3

Underserved languages

Marketers should base planning decisions on real world data

1. Inventory current website language offerings.

2. Benchmark current language offerings against industry and regional norms.

3. Assess both the quantity and quality of online populations markets for revenue potential.

4. Take into account gaps in the knowledge of your competitors.

Thank you.

Benjamin B. Sargent [email protected] Twitter: @b2sargent Research: www.commonsenseadvisory.com Blog: www.globalwatchtower.com

Insight for global market leaders

Agile Translation for the Global Marketplace

Jack Welde, CEO, Smartling

12.5.12

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The Holy Grail of Translation

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• High quality • Affordable • Rapid turnaround

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The Demands of an Agile World

• Smaller sets of content • Rapid turnaround requirements • 20+ languages • Web, mobile, document translation • Multiple resources: translation agencies, freelance translators, crowd

• Many stakeholders: internal, local partners, power users

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Static documents Web, Mobile, Mobile Web, Mobile Apps

File based translation Cloud based translation

Manual string extraction Automated string extraction

Management by spreadsheets APIs / workflow automation

Re-do’s Contextual editing and Translation Memory

Agency brokered, expensive translators Crowdsource. Professional. Or both.

Phased and infrastructure intensive Global delivery

Batch translation, weekly or monthly updates AGILE LOCALIZATION

TRADITIONAL TRANSLATIONS

AGILE TRANSLATION

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Agile Translation in Practice: A 5-Step Process 1. Process content via APIs 2. Use customizable but structured translation workflows 3. Contextualize your content 4. Translate using modern, web-based tools 5. Automatically deploy completed translations

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Step 1: Process content via APIs Accept all major document and content types, including: •Documents

- Word, Excel, InDesign, etc. •Localization files

- GetText (.po), Java Properties, YAML, iOS strings, Android XML, etc.

•Structured content - HTML, XML, JSON, XLIFF

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Step 2: Place content into workflow • Customizable, disciplined workflows • Engage multiple resources

- Translators - Editors - Internal reviewers (marketing, legal, bilinguals) - Local partners - Power users

• Automatic assignment based on desired strategy (translator preference, turnaround, cost, etc.)

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Step 3: Get Context! • Provide translator instructions • Provide placeholder hints

- {0} by {1} • Provide string-level feedback • Provide actual context

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Step 4: Translate Using Best Practices • In-context translation (web, mobile, document)

• Glossary

- Consistent use of important organizational terminology

• Style Guide

- Maintain a standard, consistent corporate voice

• Validation

- Spelling, punctuation, html tags, special characters

• Translation memory

- Leverage your organization’s prior translations

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Step 5: Automatically deploy translations • CMS • Web • Source code repository • API callback • Update the Translation Memory

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Agile Translation for the Global Marketplace

• Starts with the cloud • Modern, web-based tools • String-level parsing, translation and collaboration • Scalability and usability • High-quality, affordable translation with rapid

turnaround

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Agile Translation at Paltalk Richard Schaer, SVP, Strategy

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The  world’s  largest   live video chat community

About the company

150 million registered members

100,000 simultaneously

online

Millions of active

users

1998 Paltalk launched

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Translation Opportunity

• Large established non-US communities

• English-only web presence meant that

Paltalk was not fully taking advantage of

international growth opportunities

• Acquisitions in regional markets

Translation Management Selection Criteria

Crowdsourcing to keep down costs

and engage communities

Phased, iterative approach to

move fast in key markets

Interface that allows translators

to work in context with

actual page views

Arabic, English, French, German, Hindi, Indonesian, Italian, Japanese, Korean,

Russian, Spanish, Tagalog, Turkish and

Vietnamese

Using Smartling crowdsourcing management,

Arabic, Spanish and Vietnamese went live within weeks

Smartling-certified professional

translators were used to refine content for

French, Hindi, Italian, Japanese,

Korean and Tagalog

Zero to 15 languages with quality and speed

Smartling Translation Management System

Management dashboards

In-context editing

Localized content

Custom workflows

Robust analytics

Smartling Global Delivery Network

Automatic capture and delivery

Secure, reliable performance

Smartling solutions

Online conversion rates improved

dramatically

Customer acquisition costs

down by 40 percent vs. paid advertising

Global communities

more active on the service

Crowdsourcing proved an effective

engagement tool

More activity, lower acquisition costs

Drive increased engagement in

multiple languages

Improve from translation to

local relevance

Mobile

Future plans

Agile Translation at MeetMe Richard Friedman, VP Engineering, MeetMe

12.5.12

Who is MeetMe?

• Public market leader for social discovery.

• We make meeting people fun through social games and apps, monetized through both advertising and virtual currency.

• Every day, we help millions of people around the world make new friends whether on the web or their mobile phones

• Billions of web and mobile pages served monthly.

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Why Translate?

• myYearbook + Quepasa = MeetMe

- Supporting North and South America

- Moving to single platform

• Growing beyond the Americas

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Translation Challenges

• Complex, dynamic website and mobile apps using many technologies

• Need to leverage existing infrastructure without recoding

- Need to rapidly extract strings for translation

• Multiple development environments and fast-moving release cycles

• Need to fully integrate content translation and development process

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MeetMe is “Thinking Local” to be Global • How is our development process

going to change?

• Partnered with Enlaso and Smartling to integrate people and technology.

• Integrated translation management through all environments.

- Supporting all developer sandbox environments

• Supports testing languages as early in the process as required.

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Extending your development team

• We need to work with Smartling as an extension of our development and operations team.

• Leverage Translation Management System and Global Delivery Network

• Internationalization and Localization becomes overlay on agile process

• Ability to make our APIs localizable

- Important for web and mobile. 5