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Lessons Learned in Globalizing a Corporate Website
Web Marketing Team
August 2010Guillermo Corea Julio LealDirector Web Marketing Sr. Manager Localization
Convey information in the cultural, linguistic, and business context of Ciena’s targeted international audience
Expand the brand
Languages, other than English, experiencing a much faster rate of growth on the Web
Localized versions of Ciena.com will demonstrate Ciena’s commitment
Providing support to local offices
Why was a “truly” globalized website needed?
Competitor snapshot & overall findings
COUNTRIES
LANG MAIN NAV
TIER 1 SUB-NAV
PRODUCTS/ SOLUTIONS
COMPANY COMMUNITY FLASH/ VIDEO
COMPETITOR 1 82 36
COMPETITOR 2 65 19
COMPETITOR 3 13 11
COMPETITOR 4 24 8
Main navigation tends to be customized for global sites
Solution content is more heavily translated than product content
Sites tend to link to English for detailed product information
Translation of Flash/video/image content is inconsistent on sites that translate that type of content
Work with local/regional teams to determine key objectives and priorities
EMEA, APAC, and CALA have different priorities and needs. They know their markets so listen to them!
Regions sell different products in some cases
Regions market to different segments (Ex: in Ciena’s case, it could be government entities, MSO, mobile operators, service providers, etc)
Other priorities may exist
Identify priority languages/countries/sites
Where are you trying to grow your business?
Where can you create efficiencies for your sales, support, hr, etc., teams by expanding your web content?
Where do you have in-country support for your translations, reviews, and web maintenance?
Do the translation costs justify the potential new market and customers?
Is a localized web presence relevant in all your target countries?
Determine if you’re going with a country or language approach (e.g. ciena.com.mx or ciena.com/spanish)
Ciena follows a country approach
Ability to easily duplicate content across different domains
Swap out select content (contact info, event and news highlights, etc)
Example:
Launching separate sites for Mexico and Argentina, but from a CMS perspective, the same content is feeding both sites
Develop a domain strategy for new sites and identify the resources who can help implement it
What domains do you already own?
What domains can you obtain?
Who is in charge of purchasing your domains and managing your dns settings?
Do we want to support URLs in native characters (ie, Cirylic for Russian website)?
The Ciena Languages
Phase I
European French
German
Japanese
Brazilian Portuguese
Latam. Spanish
Russian
Phase II
European Spanish
Canadian French
Polish
Arabic
Korean
Italian
Resources employed by Ciena
“It takes a village…”
Web Content Manager
Sr. Manager Localization
Director of Web Marketing
Content reviewers
Web development agency
International search engine marketing vendor (TBD)
Translation agencies
Selecting translation vendors
Familiar with TMS
Able to accommodate to corporate rates
Experience and good references
Multilingual and multimedia capabilities
Translation test: Compulsory and optional material
Dedicated team
Selecting reviewers
Identify the different content types
Find a good balance between availability and quality
Use 1 or 2 reviewers per language maximum
Consider external reviewers as an extension of your company
Quality has a price. If you pay peanuts, you get monkeys!
Think simple. The ideal reviewer might be closer than you think.
Select and implement a TMS; integrate with your CMS
Prior to TMS implementation, 11 country sites managed manually
Sites averaged 5 pages and it was a constant struggle to keep them updated with current or accurate information
The TMS needed to serve the Web team and the Translation team
It will serve as a corporate translation repository, not just for the Web
All teams will be able to levarage from each other
Approach
Hybrid model that creates a centrally-managed program that brings together corporate and in-country representatives from the outset
Website rollout plan
Goals for each country
Establish common metrics
Delivery timetables
Centralized content; Decentralized control
Standardization on Unicode
Local detection/selection system (ex: visitor from France get French)
Local specific style sheets
Technology
Clickability Global Brand Management + Globalization Management System
Automatic link between content management and content localization
TMS Implementation Issues
Major product launch during the implementation
Redirects and testing domains during development
Communication between vendors
Single-batch submission vs Multiple-batch submission
False expectations
User Experience
Global brand guidelines consistent in design and culturally sensitive
Ex: Templates that account for text expansion in Asian languages
Appropriate language selection framework
Allow users to select their preferred language
Unified global user experience
Global content model – different levels of content scope
Corporate – applies to all regions
Regional – specific to a region
Local – specific to a country
Content publishing plan
What will be published and where? (product/services offered in specific markets)
What will be localized? (value of localization for specific markets)
Content
Content production process
Who, how, by when/how often
International Search Engine Marketing
Social Media (Twitter, Facebook tabs, PR)
Content (con’t)
Content to keep in mind
Images
Flash
Videos (dubbing or subtitling)
Promo boxes
Taglines: ‘the network specialist’
Financial information and reports
Global Gateway
Ciena worldwide to change to worldwide + globe icon
Globe icon on upper right corner
Clicking on globe opens up a separate page
Gateway page divided by 3 regions (Americas, EMEA, & APAC)
Information will be displayed as follows:
Country – language (both in native language)
Example – Polska - Polski
Ordered by alphabetical order
Figure out where to start
Audit source content and map to regional priorities
Identify “universal” or “core” content that’s applicable across regions (corporate info, high level solutions info, etc)
Start with a group of “core” content
Begin making decisions about country-specific content deeper into the sites
Phase it in and stick to a schedule
Web globalization is a process, it can’t be done overnight
Phase it in by country, language or both…whatever makes the most sense in terms of objectives and resources
Create a schedule for each phase even if it’s an estimate
The schedule will shift, but try to stick to it as much as possible
Designate owners for all steps and processes
…And enjoy the ride!
Thank You
Guillermo Corea
Director Web Marketing
@memocorea
Julio Leal
Sr. Manager Localization
@leal_julio