Drawing the Line on Content Localization How Much is Too Much? Daniel Foster, strategy lead, TechSmith @fosteronomo | d.foster@techsmith.com

3 to 38 languages supported Sources 90 - 400,000 employees 3 to 38 languages supported

Observations

Key takeaways Strategy before tactics. There are many depths of localization. Experiment and measure to learn what’s right for your audience.

First, define a global market strategy. Getting Started First, define a global market strategy.

First, define a global market strategy. Tiers | Investment | Entitlements

The team on the hook for global growth prioritizes content localization.

Use data to set localization priorities.

If you don’t set the strategy, know the strategy.

Audit what you have.

What’s your minimum viable product? Expanding to a New Market What’s your minimum viable product?

What’s your minimum viable product? Expanding to a New Market What’s your minimum viable product? bit.ly/drawingline-lean bit.ly/drawingline-mvl

Define a core set of content.

Adapt personas Map journey Fit content Who served? Distinct profiles Where enter? Critical paths Map journey Align to journey By type or piece Fit content

Develop content tiers. Adapt personas Map journey Fit content Who served? Distinct profiles Adapt personas Where enter? Critical paths Map journey Align to journey By type or piece Fit content Develop content tiers.

Match localization quality to needs.

Develop cultural IQ to avoid missteps AND diminishing returns.

Develop cultural IQ to avoid missteps AND diminishing returns. bit.ly/drawingline-efpi

bit.ly/drawingline-specs To Translate or Not to Translate? Determining Specifications Yulia Sadovnik, Localization Project Manager, Allcorrect bit.ly/drawingline-specs

Develop tiers by content category.

Develop tiers by content category. Customer Journey | Volume

Brand (landing page, banner, press release, video) Low volume High volume Brand (landing page, banner, press release, video) Human 50-100% Educational (data sheet, white paper, tutorial video) Human + Machine + Post Edit 0-50% Documentation (manual, quick start guide, online help) Machine + Post Edit Spot check Support (knowledge base article, live chat) Machine Post edit if needed Localization model QA model Adapted from: Mapping Your Enterprise Globalization Content Strategy Alessandra Gobbi, NetApp bit.ly/drawingline-mapping (GALA - $)

Measuring Success Talk to field staff or partners to find out what’s working and what isn’t.

Agree on a set of KPIs that matter to the business Agree on a set of KPIs that matter to the business. Review them quarterly.

Black box vs Transparent (process) (outcomes) % Right first time quality % Translation error rate % Translation project milestones missed $ Translation cost per word # Volume translated content by month # Volume per project manager % Transitioned to automated workflow $ New revenue from global markets # New customers from global markets Names of new global accounts landed Sales team feedback % Visitor conversion # Traffic (by country and language) # Downloads (product or demand gen kit) % Market share vs competitors % Translation ROI Counting What Counts: KPIs for Translation and Localization, Kåre Lindahl, Venga Global Truly Global, Anna Schlegel, NetApp

bit.ly/drawingline-roi (GALA - $) bit.ly/drawingline-roi2 (slideshare)

Key takeaways Strategy before tactics. There are many depths of localization. Experiment and measure to learn what’s right for your audience.

Special Offers  Free laptop sticker Free demonstration of new callout translation workflow in Snagit 2018 (or see: bit.ly/drawingline-snagitloc)

References Truly Global: The Theory and Practice of Bringing Your Company to International Markets (Anna Schlegel) http://bit.ly/drawingline-trulyglobal (Amazon - $) The Lean Startup | Methodology http://bit.ly/drawingline-lean MV ... what? the Minimum viable concept applied to Localization! (Miguel Sepulveda) http://bit.ly/drawingline-mvl EF English Proficiency Index http://bit.ly/drawingline-efpi To Translate or Not to Translate? Determining Specifications (Yulia Sadovnik) http://bit.ly/drawingline-specs Mapping Your Enterprise Globalization Content Strategy - NetApp (Alessandra Gobbi) http://bit.ly/drawingline-mapping (GALA - $) Counting What Counts: KPIs for Translation and Localization (Kåre Lindahl) http://bit.ly/drawingline-kpis Measuring Translation ROI for the Corporate Sector - Starwood (Ora Solomon) http://bit.ly/drawingline-roi (GALA - $) | http://bit.ly/drawingline-roi2 (slideshare)

Get in touch! Daniel Foster Strategy lead, Snagit d.foster@techsmith.com linkedin.com/in/danielfoster/