The Challenge and Opportunity of Web GlobalizationMaria Schnell & Joost Comperen

Maria SchnellVP Global Language Offices

Joost ComperenGlobal Web Channel Manager

Introductions

Global website set-up

EN, DE, FR, JA, ZH-CH, ES, IT, NL, KR

Digital Media ManagementMarketo / Salesforce integration

Terminology GlossaryTranslation Memory

Website Editors & Subject Matter Experts

Translators & Linguistic Reviewers

Project Management

Typical web development process

Preparation Development Test Roll-out

Requirements

Brand guide

Translations

Review

Evaluation

NOW FROM THE PERSPECTIVE OF THE LOCALIZATION TEAM

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Content Planning used to ignore the World…

• No localization... Well, until after• Incomplete content strategy • No understanding of global markets per

content type

…generating results like the Dark Ages

• Bad for Translators, SMEs & End users

• Bad for content• And we haven’t even

checked whether it’s relevant or nice

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A new dawn

• Content and Product Marketing acknowledges localization– Creation strategy defined– Localization strategy implemented– Success defined and measurable– Follow-up being defined

• Including all the support required:– Planning now acknowledges content creation, localization

and local market feedback– Strategy owners identified– Clear roles, responsibilities, expectations– Clear roles, responsibilities and expectations set

• Localization Director hired

A new dawn!

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Localizing the future SDL.com

• A controlled process for– Translators – Subject Matter Experts (Reviewers)– End users

• Concretely– Clear source material, incl. context– Clear, well defined terms, styles, positioning– Clear KPIs to work against for all stakeholders– Constructive production follow-up based on

transparently managed expectations

• And this time, we will even check whether it’s relevant and nice!

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HOW THIS ROLLS FORWARD IN WEB

DEVELOPMENT

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Process evaluation & Updating the rules

From siloes to integrated processes

Plan

Branding guidelines & Web requirements

Localization requirements & Translation rules

Prepare Develop Test Roll-out

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• Media with embedded text• Character limitation• Line breaks• Formatting & Notations• Keywords & Labels• Policies & Data privacy

Areas that need specific attention

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• SDL Web / SDL TMS• Digital Media Management• Geo location targeted content• Best practices from the field– Global roll-out– URL, SEO, etc.

Technology supporting localization

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• Embed localization in your content strategy• Combine web and localization requirements• Review the rules, not the sentences• Look for technology that facilitates

understanding

Key takeaways

ANSWERS&

QUESTIONS

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Maria Schnell

Joost Comperen

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