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

3. 3 to 38 languages supported
Sources
,000 employees
3 to 38 languages supported

4. Observations

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

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

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

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

9. Use data to set localization priorities.

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

11. Audit what you have.

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

13. 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

14. Define a core set of content.

15. 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

16. 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.

18. Match localization quality to needs.

19. Develop cultural IQ to avoid missteps AND diminishing returns.

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

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

22. Develop tiers by content category.

23. Develop tiers by content category.
Customer Journey | Volume

24. 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 - $)

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

26. 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.

27. 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

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

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

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

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

32. Get in touch! Daniel Foster Strategy lead, Snagit
linkedin.com/in/danielfoster/