1. Lessons Learned in Globalizing a Corporate Website Web Marketing Team August 2010 Guillermo CoreaJulio Leal Director Web MarketingSr. Manager Localization

2. 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?

3. Competitor snapshot & overall findings COUNTRI ES LANGMAIN NAV TIER 1SUB- NAV PRODUCTS/ SOLUTIONS COMPANYCOMMUNITYFLASH/ VIDEO COMPETITOR 18236 COMPETITOR 26519 COMPETITOR 31311 COMPETITOR 4248 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

4. 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

5. 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?

6. 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

7. 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)?

8. The Ciena Languages Phase I European French German Japanese Brazilian Portuguese Latam. Spanish Russian Phase II European Spanish Canadian French Polish Arabic Korean Italian

9. 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

10. 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

11. 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.

12. 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

13. 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

14.  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

15. 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

16. 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

17.  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

18.  Content production process Who, how, by when/how often  International Search Engine Marketing  Social Media (Twitter, Facebook tabs, PR) Content (con’t)

19. Content to keep in mind Images Flash Videos (dubbing or subtitling) Promo boxes Taglines: ‘the network specialist’ Financial information and reports

20. 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

21. 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

22. 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!

23. Thank You Guillermo Corea Director Web Marketing gcorea@ciena.com @memocorea Julio Leal Sr. Manager Localization jleal@ciena.com @leal_julio