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Six main topics: 1.) The challenge(s) we face in globalization 2.) Getting to better content 3.) … and better process 4.) Translation models 5.) Technology that doesn’t suck 6.) How Lexmark does its thing
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@kevinpotts #LavaCon
Going Global Without Going Insane
Kevin Potts
Today’s agenda
The challenges we face
Getting to better content
… and better process
Translation models
Technology that doesn’t suck
How Lexmark does its thing
ChallengesLanguage is hard.
Meaning is harder.
(challenge one)
Our world, today.
There are
languagesover 7,100
There are
of dialectsthousands
There are
of culturalmillions
nuances
There are
ways to poorlyinfinite
communicate
Expect complications预计并发症
Nothing is easy when going global
(challenge two)
Your language is not my
language.
English
French
2
French
German
Italian
Romansch
4
Zulu
Xhosa
Afrikaans
English
Northern
Sotho
11Tswana
Sotho
Tsonga
Swazi
Venda
Ndebele
?
Spanish ⧣ Spanish
French ⧣ French
Portuguese ⧣ Portuguese
English ⧣ English
Identify specific marketsIdentificar mercados específicos
It’s about country and language and
dialect and getting it wrong is not good
(challenge three)
Translation vs meaning
“The clothing was worn.”
“She wore her dress.”
“The pants had holes.”
“The uniforms were damaged.”
“He ended up wearing the suit.”
“The kids’ clothing was rags.”
“The Santa suit had seen better days.”
“Slacks and tractors don’t mix.”
Context iseverything
Focus on localization.דגש על לוקליזציה
Understanding is the only goal
Better contentClarity in translation starts with
sharp writing and smart content
Write tight
Simple clauses
Active verbs
Minimal hyperbole
Specificity
Brevity
Clarity*
Naughty list
Clichés
Colloquialisms
Idioms
Verbing
Newspeak
Seek claritydemande la clarté
Writing well helps every downstream
facet of communication
(side note)
Imagery
Art smart
“Unwritten” culture
Details matter
Seek opinions
Respect its influence
Edit like words
Better processStrong process provides
consistent results
Workflow mo'
~80% use cases
Document and share
Embrace complexity
Get better
Imperatives and gotchas
Common engagement path
Traffic cops
Budget transparency
Reviewers
1.5X time
Who translates?
You might dance well, but you’ll
never win without a great partner
Agency
4Freelancers
3
In-house
(part time)
2In-house
(full time)
1
In-house
(full time)1
+Dedicated
Build knowledge
Confidential
Consistency
-Expensive
Unscalable
Single point of failure
In-house
(part time)2
+Build knowledge
Confidential
Less expensive
-Competing priorities
Inconsistency
Driven by necessity
Freelancers3
+Cost-effective
Easy collaboration
Build relationships
-Inconsistent quality
Management juggle
Potential flakiness
Needs internal review
Little scale
Agency4
+Scalability
Consistent quality
Easy management
Professionalism
-Potentially costly
Needs internal review
Competing clients
Freelancers
In-house
(full time)
Freelancers
In-house
(full time)
In-house
(part time)
Agency
Free
lancers
Explore combinationsKhám phá sự kết hợp
Shape translation vendor organization to fit
your business and budget
Technology
Sometimes technology really can
help the situation. (Really!)
Things that are awesome
Structured content
Workflow automation
XLIFF
Google Translate
Web pages that won’t implode
(side note)
Accessibility
AccessibilityFlexibility
AccessibilityFlexibilityImagery
AccessibilityFlexibilityImageryTest
Bend, don’t breakBeygja, brjóta ekki
Build tools and templates
that scale seamlessly
How we do
Lexmark runs a global org and
that can be a pain in the ass
Our numbers
4 major “geos”
50+ countries
30+ languages
80+ web properties
50+ humans involved
1,000s products
What makes our life interesting
Product content and marketing content
Distributed authority at geo and country level
Two major divisions
Brand shifting
Our content
Our technology
Our partners
Our process
ROI
Vendor structure (time, $)
Automated publishing (1000s of hours)
Internal production (big $$$)
Consolidate budget (a lot)
Questions?