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@billswallow
Thevaluepropositionoftranslationstrategies
#LavaCon
Aboutthepresenter❖ Bill Swallow
❖ Director of Operations, Scriptorium ❖ Localization ❖ Content strategy ❖ Implementation
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Localizationlayers
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Translation(T9n)❖ Communicating the meaning expressed in
one language equivalently in another ❖ Text, images, audio, video… ❖ Text translation, transcription,
interpretation…
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Internationalization(i18n)❖ Designing for localization ❖ Isolating all strings (text) for easier
translation ❖ Applies well beyond software
❖ Templates ❖ Style ❖ Terminology ❖ All infrastructure
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Transcreation❖ Adapting a message from one language or
culture to another ❖ More involved than translation ❖ Custom-tailored for specific audiences ❖ Heavily used in marketing
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Localization(L10n)❖ Tailoring a complete product to another
language market ❖ Involves translation, internationalization,
transcreation, and more ❖ Appropriate and relevant product
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Localization
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Popquiz!
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Averagecostoftranslation
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21¢perword!
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21¢perword!❖ Reported by Slator in April 2016
https://slator.com/deal-wins/usd-0-21-per-word-americas-translation-rate/
❖ US Government’s General Services Administration (GSA)
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Payingtoomuchforproblematictranslationsthattaketoolongtoproduce
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Chasingsavings
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Flickr: kenteegardin
Contentstrategy
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Flickr: ºNit Soto
Contentstrategy
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❖ Infrastructure and workflow ❖ Source language focus
(internationalization) ❖ Localization is rarely a primary focus
Localizationstrategy
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Localizationstrategy❖ Content ❖ Product ❖ Marketing ❖ Sales ❖ Support
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Perfectpairing
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Perfectpairing❖ Align content with localization needs ❖ Build internationalization into content
infrastructure ❖ Plan for reuse and automation
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Beginattheend
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Flickr: Andrew_D_Hurley
Audiencefirst
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eremedia.com: Siofra Pratt
Localizationstrategy❖ Show the value ❖ Get buy-in from the top ❖ Choose translation approaches wisely ❖ Internationalize everything ❖ Own your translation memory ❖ Review and test heavily ❖ Govern your strategy well
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Determiningvalue
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Determiningvalue❖ Cost ❖ Quality ❖ Time
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Truevalue=timetomarket
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Truevalue=timetomarket❖ Delays don’t produce revenue ❖ Translation is a legal requirement in some
markets ❖ “Your language comes later”
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Localizationstrategy❖ Show the value ❖ Get buy-in from the top ❖ Choose translation approaches wisely ❖ Internationalize everything ❖ Own your translation memory ❖ Review and test heavily ❖ Govern your strategy well
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Getbuy-infromthetop
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Getbuy-infromthetop❖ All strategies need a champion or
executive sponsor ❖ Increases participation from all groups ❖ Makes it easier to cut through the noise
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Localizationstrategy❖ Show the value ❖ Get buy-in from the top ❖ Choose translation approaches wisely ❖ Internationalize everything ❖ Own your translation memory ❖ Review and test heavily ❖ Govern your strategy well
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Choosewisely…
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Chooseyourmethodwisely…❖ Human translation ❖ Machine translation ❖ Transcreation
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Useofmachinetranslationisincreasing
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Wikimedia: D J Shin
Humanversusmachine
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Humanversusmachine❖ Humans understand tone, style, and
nuance. ❖ Machines excel at terminology and
predictable language.
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Transcreation
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Flickr: wolfgangstaudt
Transcreation
❖ Ideal for custom messaging ❖ Requires significant planning ❖ Planning happens during source
language planning ❖ Highly effective, but very expensive
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Transcreation
❖ Partner with local market experts ❖ Convey intent and approach ❖ Collaborate on targeted messaging ❖ Always test locally before
deploying
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Translationworkflows
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Flickr: ironypoisoning
Translationworkflows❖ Waterfall ❖ Parallel ❖ Agile/iterative
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Yourchoicesmatter❖ The type of translation informs content
and product design ❖ The type of workflow informs project and
release schedules ❖ Find the best combination to maximize
value ❖ Keep corporate culture in mind
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Localizationstrategy❖ Show the value ❖ Get buy-in from the top ❖ Choose translation approaches wisely ❖ Internationalize everything ❖ Own your translation memory ❖ Review and test heavily ❖ Govern your strategy well
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Internationalizeeverything
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Flickr: liquene
Internationalizeeverything❖ Software ❖ Hardware labels ❖ Images ❖ Templates and transforms ❖ Terminology ❖ Style guides
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Onesizedoesnotfitall
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Flickr: sfllaw
Internationalizeeverything❖ Eliminate the grunt work ❖ Quickly identify and correct problem
areas in design ❖ Expedite production
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Localizationstrategy❖ Show the value ❖ Get buy-in from the top ❖ Choose translation approaches wisely ❖ Internationalize everything ❖ Own your translation memory ❖ Review and test heavily ❖ Govern your strategy well
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Ownyourtranslationmemory
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Ownyourtranslationmemory❖ It’s your intellectual property ❖ Supply it to all translators ❖ Review and clean it regularly ❖ You have ultimate control over translation
quality
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Onlyworkwithtranslationproviderswhogiveyoufullrightsovertranslationsandtranslationmemory
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Localizationstrategy❖ Show the value ❖ Get buy-in from the top ❖ Choose translation approaches wisely ❖ Internationalize everything ❖ Own your translation memory ❖ Review and test heavily ❖ Govern your strategy well
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Reviewandtesting
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Flickr: us7thfleet
Reviewandtesting❖ Same level of testing as with source ❖ Catch and correct usability issues ❖ You may need to revisit the source ❖ Same level of quality for all
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Localizationstrategy❖ Show the value ❖ Get buy-in from the top ❖ Choose translation approaches wisely ❖ Internationalize everything ❖ Own your translation memory ❖ Review and test heavily ❖ Govern your strategy well
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Governance
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Flickr: steakpinball
Governance
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❖ Document all decisions, agreements, and responsibilities thoroughly
❖ Define and communicate standards ❖ Clearly set expectations ❖ Build accountability into all phases ❖ Take immediate corrective action
Questions?
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Resources❖ Localization value blog series
http://www.scriptorium.com/tag/localization-value/ ❖ USD 0.21 per Word: America’s
Translation Ratehttps://slator.com/deal-wins/usd-0-21-per-word-americas-translation-rate/
❖ XML business case calculatorhttp://www.scriptorium.com/services/xml-business-case-calculator/
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