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Leveraging interactive and rich media assets for global reach can present a variety of strategic and technical challenges for localization managers. From a messaging standpoint, rich media assets for global campaigns must communicate core messages while satisfying local communication expectations. From a technical standpoint, creating multiple-language versions of assets can be a cumbersome, time-consuming, and an expensive undertaking. In this webinar presentation, Viewstream CEO John Assalian offers expert tips and best practices to approaching the localization of videos, screencasts, and interactive presentations, from front-facing messaging and communication to the back-end programming and metrics. Learn expert approaches to initial creation of localized assets that help expedite the localization process. Get an inside look into leveraging tools such as Wordpress, XML and Flash for fast iteration of localized content, giving you the flexibility you need to rapidly iterate across languages. Using real-world examples from Viewstream’s portfolio, you will have a chance to see these techniques in action. John will also be available to answer any questions you may have about your asset localization processes.
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Localization for Rich Media, Websites, & Interactive Content: Expert Tips & Best Practices
John Assalian, CEO
John AssalianFounder & CEO, ViewstreamSan Francisco & Seattle
Viewstream provides rich media localization services, including Flash demos, videos, product demonstrations, screencasts, interactive assets, websites, and more. With strategic and technical expertise to back our localization work, we are a leading content creator with global reach.
Content Growth
Vendor Web Page Count Plus 15x over the past five years
Source: IDG Connect, Bob Johnson, Analyst, n=389, October 30, 2008
% Global Growth of Internet Usage 2000 – 2010
Africa Asia Europe Middle East
North America
Latin America/
Caribbean
Oceana/Australia
0
500
1,000
1,500
2,000
2,500
Source: http://www.internetworldstats.com/stats.htm
Internet Growth in Asia
China and India possessed nearly 500 million internet users in 2008.
By 2015, that number will increase to 1.2 billion users.
Source: http://stocks.investopedia.com/stock-analysis/2010/investing-in-the-next-internet-boom-ewt-cqqq-chib-alvr-bidu1006.aspx
What has caused this growth in Content?
• Lower cost of digital technology– Cheaper production and storage– Faster creation of assets
• Easier, cheaper distribution– Global hosting of multimedia assets
• Customer expectations– Prospects around the world want multimedia content
• Global reach of the enterprise– Growth in many companies comes in China, Brazil and
India
• Some examples
Video
Video
Rich Media ComponentsAudio
Video
Text
Animation
Interactivity
Production Localization
• Production Localization– Minimum changes to assets– Globalized content for general audience– Rapid production– Typically not mission-critical content
Strategic Localization
• Strategic Localization– Content story– Nuanced changes to asset based on target
language & region– Target-specific content and messaging
• Traits– Adjusts content to specific audience expectations– Higher cost/low volume
Steps To Rich Media Localization
Project/Content
Requirements
Translation Production QA & Testing
Tracking & Metrics
Script Translation
Challenges to Multimedia Localization
• Scheduling• Gathering Project Requirements• Managing Assets• Quality Control
• Best Practices
Keep Localization In Mind
Keeping Localization in Mind
• Focus your market – geographic, linguistic• Identify need – what must be localized?• Ensure project assets can be edited
Key Challenge: Maintaining Objectivity
24
Make It Simple
Making it simple
-Keep navigation/UX simple- Identify what does & does not need to be localized-Localize components only when necessary-Don’t try to do too much
Globalize the Content
26
Globalization Considerations
• Brand/Product Messaging• Market Language• Visual Representation• User Experience Expectations
Organize your assets
Multimedia Asset Types
• Script• Video• Animation• Audio• Programmatic (Meta/XML)
Make Room for Flexibility
Flexibility
• Keep onscreen type to a minimum• Provide space/time for varying word lengths
QA Every Bit32
Quality Assurance
• Translation Quality• Visual Review• Functional Testing
Localization In Action
41
42
43
44
Moving Forward
Rich Media Localization Vendor
• Expertise in the latest digital technology• Global tracking• International hosting• Awareness of brand requirements• Sensitivity to cultural expectations
John Assalianjohn@viewstream.comwww.viewstream.com
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