Localization and Translation Best Practices: Successfully Marketing Your Brand to a Global AudienceAudience

Chris RaulfMarketing ManagerENLASO Corporation

ENLASO WebinarNovember 2007

What we’ll cover in this Webinar..

1. Introduction to Localization and Translation

2. Defining Markets 3. What to Localize? 4. How to Approach a Localization Project5. Publishing Tools6. Search Engine Optimization (SEO)g p ( )

1. Introduction to Localization and Translation

Industry lingo…

Locale“Combination of language cultural preferences character setCombination of language, cultural preferences, character set, and other information that describes a particular target market or audience.”

TranslationTranslation“The process of converting all of the text of words from a source language to a target language. An understanding of the context or meaning of the source language must be established in order g g gto convey the same message in the target language.”

Localization (L10N)“Process of adapting a product for to a specific language orProcess of adapting a product for to a specific language or culture so that it seems natural to that particular region. Among other things, localization considers language, culture, customs and the characteristics of the target localeand the characteristics of the target locale.

..more lingo…

Internationalization (I18N)“The process of generalizing a product so that it canThe process of generalizing a product so that it can handle multiple languages and cultural conventions (i.e. currency, number separators, dates, etc) without the need for redesign.”

Globalization (G11N)“Th th t dd b i i“The process that addresses business issues associated with launching a product globally, such as integrating localization throughout a company after g g g p yproper internationalization and product design.”

..and some more lingo.

Machine translation (MT)“A technology that translates text from one language to another using terminologylanguage to another, using terminology glossaries and advanced grammatical, syntactic and semantic analysis techniquesand semantic analysis techniques.

2. Defining Markets

Why you should consider localizing your marketing materials or localization in general.

• Stay ahead of your competition - trend isStay ahead of your competition trend is multilingual and international

• Tap into new markets p• Return on Investment

– $10 return for every $1 spent in 2001– $25 return for every $1 spent in 2007

• Required by lawE• Etc.

Local US Markets

• Over 100 languages are spoken in the US• Over 100 languages are spoken in the US...• Spanish is the most common language amongst

non-native English speakersnon native English speakers• Nearly 50% of this populace identifies itself as

having limited English skills / 14 million peoplehaving limited English skills / 14 million people• Request our recorded Webinar: A growing

market: Non-English speakers in the US g p

Demographics

• Relative US population by language

Data: US Census Bureau, 2000

In vitro diagnostic (IVD) medical device industry regulationsy g• Required languages - Europe

Country Language Country Languagey g g

Austria German

Belgium Dutch, French, German

Czech Republic Czech

D k D i h

y g g

Luxembourg French, German, Liezeburgish

Malta Maltese or English

Netherlands DutchDenmark Danish

Estonia Estonian

Finland Finnish, Swedish

France French

Netherlands Dutch

Norway Norwegian

Poland Polish

Portugal Portuguese

Germany German

Greece Greek

Hungary Hungarian

Iceland Icelandic

Slovakia Slovak

Slovenia Consumer: SlovenianProf: or English

Spain SpanishIceland Icelandic

Ireland English

Italy Italian

Latvia Consumer: Latvian

Sweden Swedish

Switzerland French, German, Italian, Romanish also acceptable.

UK EnglishProf: or English, German

Liechtenstein German

Example markets

• EuropeEurope– 27 countries with 23 languages– 6 additional countries coming– Represents 445 million consumers – Which languages for your products? Typically, 10-12

A i l• Asia, core languages– Simplified Chinese

Traditional Chinese– Traditional Chinese– Japanese– Korean

A sample from back home…

Trend is Multilingual and International

• Many large US corporations already generate 50% or more of revenues from the50% or more of revenues from the international marketplace.

How Many Can You Reach?

Internet Age

• 50% of internet users worldwide do not speak English as their first language.O• Over the next two years, this number will increase to 66% percent, and growing….

The world has changed

Ten years ago the U S stood at the epicenter of theTen years ago the U.S. stood at the epicenter of the Web universe, English dominated the airwaves, and the dollar stood supreme. Today the U.S. is p ysixteenth worldwide in the percentage of its residents with broadband access to the internet and falling way behind in connection speed, China is coming on strong, and the dollar threatens to be supplanted by the Euro as the world’s favoritesupplanted by the Euro as the world s favorite currency.

Source: On the Web Some Countries Matter More than OthersSource: On the Web, Some Countries Matter More than OthersQuantifying the Market Opportunity for Globalizing the Web Customer Experience -- By Donald A. DePalma, Benjamin B. Sargent, and R. Michael Powers

Global Markets / Languages2007 Country GDP in USD % of 2007 Internet Dominant2007Rank

Country GDP in USD (billions)

% of 2007 GWP

Internet Users(millions)

Dominant Language> 60%

1 United States 13,244.5 27.0% 205.3 English

2 Japan 4 367 4 8 9% 86 3 Japanese2 Japan 4,367.4 8.9% 86.3 Japanese

3 Germany 2,897.0 5.9% 50.6 German

4 China 2,630.1 5.4% 123.0 Chinese

5 United Kingdom 2,373.6 4.8% 37.6 English

6 France 2,231.6 4.5% 29.9 French

7 Italy 1,852.5 3.8% 28.8 Italian

8 Canada 1,269.0 2.6% 21.9 English / French

9 Spain 1,225.7 2.5% 19.2 Spanish

10 Brazil 1 067 7 2 2% 25 9 Portuguese10 Brazil 1,067.7 2.2% 25.9 Portuguese

11 Russia 979.0 2.0% 23.7 Russian

12 South Korea 888.2 1.8% 33.9 Korean

Source: Source: Common Sense Advisory Report: On the Web, Some Countries Matter More than Others

3. What to Localize

What to localize

- Website / portion of Websitep- Product and Service Brochures - Collateral Materials

Instructions and Directions for Use (IFU and DFU)- Instructions and Directions for Use (IFU and DFU) - Product Packaging - Corporate Literature - Advertisements - Newsletters - Annual Reportsp- Business cards- Etc.

Customers prefer buying from www. sites in their own languagesg g

• Nearly 3 out of 4 participants surveyed by CommonNearly 3 out of 4 participants surveyed by Common Sense Advisory agreed that they were more likely to buy from sites in their own languages than in English.

• Global consumers will pay more for products with information in their language.

• Nearly 3 out of 4 participants surveyed agreed they are more likely to buy products if after sale support is in their o n lang agein their own language.

Source: Can't Read Won't Buy: Why Language Matters on Global WebsitesSource: Can t Read, Won t Buy: Why Language Matters on Global WebsitesBy Donald DePalma, Benjamin Sargent and Renato BenianattoCommon Sense Advisory, Sept 2006

Lost in translation….

Source: http://www.businesscardsforchina.com

Source: http://www.loweslink.com/llmain/pubdocuments/Pack_Trans_Guideline.pdf

4. How to Approach a Localization Projectj

How to approach a localization project

• Do it yourself vs. working with a vendory g

• Benefits of Outsourcing Your Localization and Translation Work

• Vendor selection process

• Request for Information (RFI) processRequest for Information (RFI) process

• Pricing Structure

Do it yourself vs. working with a vendor

• Depends on the project, budget, deadline, and quality expectations.

• Qualified resources:– Project Managers– Linguists– Engineers– Publishers

QA l– QA personal– Etc.

Benefits of Outsourcing Your Localization and Translation Work

• Minimal coordination efforts on your part. • Single point of contact for all languages and tasks. • The multi-language service provider supplies highly qualified

and experienced subject matter linguistic resources desktopand experienced subject matter linguistic resources, desktop publishers, engineers, quality assurance (QA) personnel and project managers.

• Established localization methodology across all languages. • ISO quality standards and processes (we highly recommend

to work with a vendor who is ISO 9001:2000 registered)to work with a vendor who is ISO 9001:2000 registered). • On-time project delivery (of particular importance if you are

planning a simultaneous product roll-out). g )

Vendor Selection Process / Request for Information Processq

• Be prepared to invest:– Time, ,– Money, – And the right amount of effort to find the vendor (or vendors) that’s

best suited to meet your needsbest suited to meet your needs.

• Request for Information (RFI)

Vendor Selection Process

• Technical CompetenceTechnical Competence• Experience with comparable projects - references• Total commitment to quality and customer serviceTotal commitment to quality and customer service• Communication processes• Reliability and proven follow upy p p• Willingness to develop long-term relationship• Resource availability• Absolute clarity on price – should be within 10-

15% of median price

Pricing Structure (1)Project level PriceProject management Typically 10-15% of total

costs

Documentation PriceTranslation Per word or per pageEditing Per word or per hourProofreading Per word or per hourProofreading Per word or per hourGlossary/terminology development Per hour or per term (entry)Desktop publishing Per hour or per pageOutput (PDF/film/other deliverable) Per hour or per pageQuality assurance/format proof Per hour or per pageGraphics and screen captures Per hour or per objectp p p j

Pricing Structure (2)

Software, Web sites & PriceOnline helpOnline helpTranslation/edit/proof Same as for documentationGlossary/terminology development Same as for documentationEngineering Per hourGraphics and screen captures Per hour or per objectTesting (verification) Per hourTranslation memory administration Per hourNew words Per wordFuzzy match 60-80% of per word rateFuzzy match 60-80% of per word rateExact match/repetition 20-40% of per word rate

5. Publishing Tools

Maxwell HoffmannManager of Consulting and Training Solutions ENLASO CorporationENLASO CorporationP: (805) 494-9571 E: mhoffmann@translate.com

Characteristics of Marketing Documents

• Image and layout is equal in importance to the• Image and layout is equal in importance to the content

• Complex or creative layout• Complex or creative layout• Sophisticated, complex graphics• Larger document size due to bigger and more• Larger document size due to bigger and more

graphics• Advanced use of color• Advanced use of color

– Tight control over color separations often needed in the print phaseprint phase

Issues unique to Marketing hard copypy

• Length of text line is aLength of text line is a design element– Visual element may not

k f iwork after text expansion• Careful use of white space

– Also affected by language– Also affected by language expansion

• Text line order may be determined by line length

Most popular publishing software

Layout SoftwareLayout Software• Quark Xpress

– Had about 90% market share in the 1990s• InDesign (Adobe)

– Introduced later, 1999. Slow performance at first, but has outpaced Quark in some areas

Graphic Creation and EditingAd b Ill t t• Adobe Illustrator

• Corel Draw

Quark Xpress History

• Born on MAC in 1987; Windows in 1992• Born on MAC in 1987; Windows in 1992• Xtensions opened up expansion via Third Parties

Support for Tables in 2002• Support for Tables in 2002• QuarkXpress 7 in 2006:

O T– OpenType– Unicode

Job Definition Format– Job Definition Format– Composition Zones (multi-user collaboration)

InDesign History

• Launched in 1999• Launched in 1999• Supported Windows and MAC

First DTP product to support Mac OS X in “native”• First DTP product to support Mac OS X in native mode, 2002

Market share on MAC platform grew exponentially– Market share on MAC platform grew exponentially– Quark shipped a release same week, OS 9 only

• First major DTP product to support Unicode• First major DTP product to support Unicode (multilingual), and OpenType fonts

Quark Advantages

• Tools to “pre-flight” a document (e g check for• Tools to pre-flight a document (e.g. check for missing elements)

• Compositions zones allow for collaboration• Compositions zones allow for collaboration– Layout and graphic elements can be edited outside the

layout applicationy pp• Xtensions have led to hundreds of third party

applications for color control and other extended ppfunctionality

InDesign Advantages

• Unicode support for several years so multilingual• Unicode support for several years so multilingual work is easier– Versions before Quark 7 require the more expensiveVersions before Quark 7 require the more expensive

passport version– Older versions of Quark require Asian version of

product to publish Chinese or Japanese• Layout styles• Creative Suite integrates InDesign with Illustrator

and Photoshop for more seamless editing

Helpful Hints

• If length of key text line will determine design• If length of key text line will determine design elements, have text pre-translated to test it in target languagestarget languages

• Make sure that Graphics files have editable text– Avoid converting text to an “outline” (vector art) whichAvoid converting text to an outline (vector art) which

makes editing and translation impossible– Once text is converted to an outline, you cannot edit it– If you need to convert text to an outline for “special

effects”, save the original text first

Non-editable Outline text

Helpful Hints, continued

• MAC Font issues• MAC Font issues– Many Mac fonts made for OS9 will not work with OSX– Use MAC utilities (e g StuffIt) to compress files on theUse MAC utilities (e.g. StuffIt) to compress files on the

MAC before transfer to maintain font integrity• General Font issues

– When selecting corporate fonts for marketing, see if style is available in non-Latin and Asian versions

Helpful Hints, continued

• PDF output for print• PDF output for print– Make sure that you have thoroughly documented your

printer’s PDF specifications.p p• Multiple layers

– Avoid having multiple layers (e.g. text, layout, graphics) g p y ( g , y , g p )compressed as one layer. More difficult to edit.

6. Multilingual Search Engine Optimization (SEO)p ( )

Search Engine Optimization (SEO)

Search engine optimization (SEO) is the process ofSearch engine optimization (SEO) is the process of improving the volume and quality of traffic to a Web site from search engines via "natural" ("organic" or "algorithmic") search results. Usually, the earlier a site is presented in the search results, or the higher it "ranks", the more searchers will visit that site SEO can also targetthe more searchers will visit that site. SEO can also target different kinds of search, including image search, local search, and industry-specific vertical search engines.

Source: http://en.wikipedia.org/wiki/Search_engine_optimization

Why SEO?

• Inexpensive Marketing Strategy p g gy– 20 billion searches (June 2007)

– Google Network: 4 billion searchesY h N t k 2 billi h– Yahoo Network: 2 billion searches

– Microsoft Network: 1.1 billion searches– Ask.com Network: 403 million searches

AOL (Ti W ) N t k 341 illi h– AOL (Time Warner) Network: 341 million searches

• Effective if done rightR t I t t• Return on Investment

Rule # 1

• Don’t try to cheat

Rule # 2

• Don’t try to cheat• Create good and relevant content

Rule # 2

SEO Best Practices

• Keyword research• Keyword research – Google AdWords– WordtrackerWordtracker– Keyword Discovery– Overture (Yahoo)( )

SEO Best Practices

• Localize Key Web pagesM ltiling al Press Releases• Multilingual Press Releases

• Multilingual eNewsletter• Link exchange• Directories• Bilingual Blogs• Search Engine Marketing (SEM or Pay-per-click

advertising)

Thank you!

Any questions?Any questions?

• Chris Raulf (303) 516-0857 x103craulf@translate.com

• Maxwell Hoffmann (805) 494-9571 ( )mhoffmann@translate.com