In this webcast recording Bill Swallow, the manager of the GlobalScript division at LinguaLinx, discusses some of the ways you can cut your localization costs while still delivering quality content.
3. About LinguaLinx
Headquartered in Cohoes, NY
50 employees country-wide
Founded in 2002
Technologically advanced LSP leveraging a variety of
prevalent language industry tools such as translation
memory and workflow efficiency
Currently provides service to a worldwide base of over
1,000 diverse clients
4. About GlobalScript
Content Solutions division of LinguaLinx
Content development consulting and services
Global readiness assessment
Workflow improvement
Authoring technology optimization
5. Definitions
Globalization (G11N)
all company-wide preparations that must be made in
order to enter the international marketplace
Internationalization (I18N)
creating source material that is locale-independent
Localization (L10N)
adapting content and presentation for a particular
country or region
Translation (T9N)
adapting meaning from one language into another in a
written format
6. Poll: Are you currently translating/localizing your
content?
7. Six easy ways to control your
localization costs
Plan for all of your localized needs up front
Consult with your translation vendor throughout
Use consistent, controlled content
Design templates and layouts that fit every need
Use localization friendly technologies
Ensure the easiest path for round-tripping content
8. 1. Plan for all of your localized needs up front
It’s not just about translating what you have.
It’s about making sure that your audience has what they
need, in the form that they need it in.
9. 1. Plan for all of your localized needs up front
Localization is not a project-end activity
Start planning for it from the very beginning
Every aspect of your content strategy impacts and is
impacted by localization
10. 1. Plan for all of your localized needs up front
Why is this important?
Translating content is only one piece of the complete
picture.
Technology considerations can impact translation quality,
time, and cost.
Not every experience is the same.
Needs and expectations will continue to shift.
Be prepared to quickly shift with them.
11. 1. Plan for all of your localized needs up front
The 1:10:100 rule
Fixing a problem at the planning stage is cheap
Fixing a problem mid-project can come with a significant
cost
Fixing a problem at the delivery stage can cost a
tremendous amount
12. 1. Plan for all of your localized needs up front
Keep a diverse audience in mind
Strengthen adherence to style
Identify potential issues for target markets
Keep technology decisions in check
Plan for exceptions
Keep costs down
Ensure translators are prepared with the correct
approach
13. 1. Plan for all of your localized needs up front
Develop a global content strategy
Many content types
Diverse audience
Diverse authors
Aligns with corporate goals
Strengthens corporate brand
14. 1. Plan for all of your localized needs up front
A global content strategy is NOT…
A single actionable plan
A technology implementation
A siloed activity
A translation workflow
15. 2. Consult with your translation vendor
throughout
Your translation vendor is your local market SME.
16. 2. Consult with your translation vendor
throughout
Who should be involved?
Writers
Product development
Product management
Marketing & Sales
Support
Localization
Any group involved or impacted
17. 2. Consult with your translation vendor
throughout
Involve everyone from beginning to end
Every group brings unique and critical insights to the
table
Needs vary and may conflict; plan for it
Meet regularly
Keep market needs and expectations in mind
18. 2. Consult with your translation vendor
throughout
How to involve your translation vendor
Contact them at the beginning
Include them in strategic planning
If you can’t, at minimum supply them with updates
Include them in tactical planning
Include when making decisions on style, technology, and
delivery
19. 2. Consult with your translation vendor
throughout
Translation options:
Human translation
Machine translation
Crowdsourced translation
20. 2. Consult with your translation vendor
throughout
Human Translation
Performed by professional translators fluent in both
language and subject matter
Highest accuracy and quality in translation
Able to transcreate content where appropriate
Translators can be engaged in strategy development
Higher cost and longer duration
21. 2. Consult with your translation vendor
throughout
Machine translation
Performed by software
Questionable accuracy and quality in translation
Unable to transcreate content
Post-translation editing required
Low cost and shorter duration
22. 2. Consult with your translation vendor
throughout
Crowdsourced translation
Performed by a mix of people
Variable accuracy and quality in translation
Able to transcreate content where appropriate
Post-translation editing may be needed
Lower direct cost and shorter duration
Best suited for “living” content (blogs, social content,
wikis)
23. 2. Consult with your translation vendor
throughout
Cultural Differences are Small but Noticeable
25. 3. Use consistent, controlled content
“Translation shouldn’t be a problem
so long as my content’s good, right?”
What is good content?
26. 3. Use consistent, controlled content
Consistency is key
Structured authoring can ensure consistency
Unstructured authoring can as well, though requires
additional effort
Reuse/repurpose content
All hail the Editor!
Linguistic analysis/QA tools (Acrolinx)
27. 3. Use consistent, controlled content
Consistency in unique content is also important
Targeted messaging
Time-sensitive information must still conform
Supporting information for transcreation (document your
content)
Keep your brand intact
28. 3. Use consistent, controlled content
Translations should read as if it were originally crafted in
the target language. Understanding the cultural and
linguistic dynamics of the localization process will help
create better multilingual content.
Lay it out for all the world
Anticipate language expansion
Use consistent terminology
Write clearly and concisely
29. 3. Use consistent, controlled content
Avoid:
Complex or lengthy sentences
Abbreviations, slang, jargon, or undefined acronyms
Invented words (unless they are well defined) or words
with multiple meanings
Anything portraying a way of life or a culture specific to a
particular people, country or region
30. 3. Use consistent, controlled content
Audience Analysis
Cultural understanding is critical
People consume information and react differently
Easier to plan up front than backpedal later
Linguistic and localization analysis and testing
Develop appropriate information for the appropriate
audience, in the appropriate manner, for the greatest
value
32. 4. Design templates and layouts
that fit every need
Think about text expansion
Think about text reduction
Got graphics? Keep text separate!
Do your needs vary? So should your templates!
34. 5. Use localization friendly technologies
Tools should not dictate your localization plan.
They should support it.
35. 5. Use localization friendly technologies
Use a Content Management System
Stores content in purposeful chunks
Each chunk can be used and reused as needed
Write once, translate once, use anywhere
A CMS can export content free of layout and images,
expediting translation turnaround
Most evolve with the times
Most facilitate publishing for multiple outputs
36. 5. Use localization friendly technologies
If you can’t use a CMS
Use XML if possible
If you can’t use XML, use tools supporting reuse
Use tools that import/export in non-proprietary formats
Global control over formatting is critical
37. 5. Use localization friendly technologies
Soft tools for solid gains
Style guides
Glossaries and terminology lists
Workflows and processes
Clear, open, direct communication
38. 6. Ensure the easiest path for
round-tripping content
Most translation happens outside of source content tools
Content must be easily exported for translation
Content must be easily imported after translation
39. Case Study
North American (US & Canada) vendor
Consolidation of 26 European markets
Introducing XML-based structured authoring process
Established centralized workflows
Centralize translation memories, glossaries and
TermBases
Revamp entire desktop publishing process
40. Case Study - Results
Shorter time to market for frequently changing and
updated data
Increased enterprise and branding consistency
Significant savings through global costing alignment
Economies of scale gained in project management
41. Six easy ways to control your
localization costs
Plan for all of your localized needs up front
Consult with your translation vendor throughout
Use consistent, controlled content
Design templates and layouts that fit every need
Use localization friendly technologies
Ensure the easiest path for round-tripping content