The Internet is your gateway to the global market place. Immediately after connecting your Web site to the World Wide Web, you have access to previously untapped markets. With the right marketing tools and tactics, every company, no matter how small or large, can make its products and services available to millions and millions of potential consumers worldwide.

1. Localization and Translation Best Practices:
Successfully Marketing Your Brand to a Global
Audience
Chris Raulf
Marketing Manager
ENLASO Corporation
ENLASO Webinar
November 2007

2. What we’ll cover in this Webinar..
1. Introduction to Localization and
Translation
2. Defining Markets
3. What to Localize?
4. How to Approach a Localization Project
5. Publishing Tools
6. Search Engine Optimization (
g p (SEO)
)

3. 1. Introduction to Localization and
Translation

4. Industry lingo…
Locale
“Combination of language, cultural preferences character set
Combination language preferences, set,
and other information that describes a particular target market
or audience.”
Translation
“The process of converting all of the text of words from a source
language to a target language. An understanding of the context
or meaning of the source language must be established in order
g g g
to convey the same message in the target language.”
Localization (L10N)
“Process of adapting a product for to a specific language or
Process
culture so that it seems natural to that particular region. Among
other things, localization considers language, culture, customs
and the characteristics of the target locale.
locale

5. ..more lingo…
Internationalization (I18N)
“The process of generalizing a product so that it can
The
handle multiple languages and cultural conventions (i.e.
currency, number separators, dates, etc) without the
need for redesign.”
Globalization (G11N)
“The
“Th process th t addresses b i
that dd business i
issues
associated with launching a product globally, such as
integrating localization throughout a company after
g g g p y
proper internationalization and product design.”

6. ..and some more lingo.
Machine translation (MT)
“A technology that translates text from one
language to another using terminology
another,
glossaries and advanced grammatical, syntactic
and semantic analysis techniques
techniques.

10. 2. Defining Markets

11. Why you should consider localizing your
marketing materials or localization in general.
• Stay ahead of your competition - trend is
multilingual and international
• Tap into new markets
p
• Return on Investment
– $10 return for every $1 spent in 2001
– $25 return for every $1 spent in 2007
• Required by law
• E
Etc.

12. Local US Markets
• Over 100 languages are spoken in the US US...
• Spanish is the most common language amongst
non native
non-native English speakers
• Nearly 50% of this populace identifies itself as
having limited English skills / 14 million people
• Request our recorded Webinar: A growing
market: Non-English speakers in the US
g p

13. Demographics
• Relative US population by language
Data: US Census Bureau, 2000

14. In vitro diagnostic (IVD) medical device
industry regulations
y g
• Required languages - Europe
Country
y Language
g g Country
y Language
g g
Austria German Luxembourg French, German,
Liezeburgish
Belgium Dutch, French, German
Malta Maltese or English
Czech Republic Czech
Netherlands Dutch
Denmark
D k Danish
D i h
Norway Norwegian
Estonia Estonian
Poland Polish
Finland Finnish, Swedish
Portugal Portuguese
France French
Slovakia Slovak
Germany German
Slovenia Consumer: Slovenian
Greece Greek
Prof: or English
Hungary Hungarian
Spain Spanish
Iceland Icelandic
Sweden Swedish
Ireland English
Switzerland French, German, Italian,
Italy Italian Romanish also acceptable.
Latvia Consumer: Latvian UK English
Prof: or English, German
Liechtenstein German

15. Example markets
• Europe
– 27 countries with 23 languages
– 6 additional countries coming
– Represents 445 million consumers
– Which languages for your products? Typically, 10-12
• A i core l
Asia, languages
– Simplified Chinese
– Traditional Chinese
– Japanese
– Korean

16. A sample from back home…

17. Trend is Multilingual and International
• Many large US corporations already generate
50% or more of revenues from the
international marketplace.

18. How Many Can You Reach?

19. Internet Age
• 50% of internet users worldwide do not speak
English as their first language.
• O
Over the next two years, this number will
increase to 66% percent, and growing….

20. The world has changed
Ten years ago the U S stood at the epicenter of the
U.S.
Web universe, English dominated the airwaves, and
the dollar stood supreme. Today the U.S. is
p y
sixteenth worldwide in the percentage of its
residents with broadband access to the internet and
falling way behind in connection speed, China is
coming on strong, and the dollar threatens to be
supplanted by the Euro as the world’s favorite
world s
currency.
Source: On the Web Some Countries Matter More than Others
Web,
Quantifying the Market Opportunity for Globalizing the Web Customer Experience -- By
Donald A. DePalma, Benjamin B. Sargent, and R. Michael Powers

21. Global Markets / Languages
2007 Country GDP in USD % of 2007 Internet Dominant
Rank (billions) GWP Users Language
(millions) > 60%
1 United States 13,244.5 27.0% 205.3 English
2 Japan 4,367.4
4 367 4 8.9%
8 9% 86.3
86 3 Japanese
3 Germany 2,897.0 5.9% 50.6 German
4 China 2,630.1 5.4% 123.0 Chinese
5 United Kingdom 2,373.6 4.8% 37.6 English
6 France 2,231.6 4.5% 29.9 French
7 Italy 1,852.5 3.8% 28.8 Italian
8 Canada 1,269.0 2.6% 21.9 English /
French
9 Spain 1,225.7 2.5% 19.2 Spanish
10 Brazil 1,067.7
1 067 7 2.2%
2 2% 25.9
25 9 Portuguese
11 Russia 979.0 2.0% 23.7 Russian
12 South Korea 888.2 1.8% 33.9 Korean
Source: Source: Common Sense Advisory Report: On the Web, Some Countries Matter More than Others

22. 3. What to Localize

23. What to localize
- Website / portion of Website
p
- Product and Service Brochures
- Collateral Materials
- Instructions and Directions for Use (IFU and DFU)
- Product Packaging
- Corporate Literature
- Advertisements
- Newsletters
- Annual Reports
p
- Business cards
- Etc.

24. Customers prefer buying from www.
g g
sites in their own languages
• Nearly 3 out of 4 participants surveyed by Common
Sense Advisory agreed that they were more likely to
buy from sites in their own languages than in English.
• Global consumers will pay more for products with
information in their language.
• Nearly 3 out of 4 participants surveyed agreed they
are more likely to buy products if after sale support is
in their o n lang age
own language.
Source: Can t Read, Won't Buy: Why Language Matters on Global Websites
Can't Read Won t
By Donald DePalma, Benjamin Sargent and Renato Benianatto
Common Sense Advisory, Sept 2006

30. Lost in translation….

31. Source: http://www.businesscardsforchina.com

32. Source: http://www.loweslink.com/llmain/pubdocuments/Pack_Trans_Guideline.pdf

33. 4. How to Approach a Localization
j
Project

34. How to approach a localization project
• Do it yourself vs. working with a vendor
y g
• Benefits of Outsourcing Your Localization and
Translation Work
• Vendor selection process
• Request for Information (RFI) process
• Pricing Structure

35. Do it yourself vs. working with a vendor
• Depends on the project, budget, deadline, and
quality expectations.
• Qualified resources:
– Project Managers
– Linguists
– Engineers
– Publishers
– QA personall
– Etc.

36. Benefits of Outsourcing Your
Localization and Translation Work
• Minimal coordination efforts on your part.
• Single point of contact for all languages and tasks.
• The multi-language service provider supplies highly qualified
and experienced subject matter linguistic resources desktop
resources,
publishers, engineers, quality assurance (QA) personnel and
project managers.
• Established localization methodology across all languages.
• ISO quality standards and processes (we highly recommend
to work with a vendor who is ISO 9001:2000 registered)
registered).
• On-time project delivery (of particular importance if you are
planning a simultaneous product roll-out).
g )

37. Vendor Selection Process /
Request for Information Process
q
• Be prepared to invest:
– Time,,
– Money,
– And the right amount of effort to find the vendor (or vendors) that’s
best suited to meet your needs
needs.
• Request for Information (RFI)

38. Vendor Selection Process
• Technical Competence
• Experience with comparable projects - references
• Total commitment to quality and customer service
• Communication processes
• Reliability and proven follow up
y p p
• Willingness to develop long-term relationship
• Resource availability
• Absolute clarity on price – should be within 10-
15% of median price

39. Pricing Structure (1)
Project level Price
Project management Typically 10-15% of total
costs
Documentation Price
Translation Per word or per page
Editing Per word or per hour
Proofreading Per word or per hour
Glossary/terminology development Per hour or per term (entry)
Desktop publishing Per hour or per page
Output (PDF/film/other deliverable) Per hour or per page
Quality assurance/format proof Per hour or per page
Graphics and screen captures
p p Per hour or per object
p j

40. Pricing Structure (2)
Software, Web sites & Price
Online help
Translation/edit/proof Same as for documentation
Glossary/terminology development Same as for documentation
Engineering Per hour
Graphics and screen captures Per hour or per object
Testing (verification) Per hour
Translation memory administration Per hour
New words Per word
Fuzzy match 60-80% of per word rate
Exact match/repetition 20-40% of per word rate

41. 5. Publishing Tools
Maxwell Hoffmann
Manager of Consulting and Training Solutions
ENLASO Corporation
P: (805) 494-9571
E: mhoffmann@translate.com

42. Characteristics of Marketing
Documents
• Image and layout is equal in importance to the
content
• Complex or creative layout
• Sophisticated, complex graphics
• Larger document size due to bigger and more
graphics
• Advanced use of color
– Tight control over color separations often needed in the
print phase

43. Issues unique to Marketing hard
py
copy
• Length of text line is a
design element
– Visual element may not
work after text expansion
k f i
• Careful use of white space
– Also affected by language
expansion
• Text line order may be
determined by line length

45. Most popular publishing software
Layout Software
• Quark Xpress
– Had about 90% market share in the 1990s
• InDesign (Adobe)
– Introduced later, 1999. Slow performance at first, but
has outpaced Quark in some areas
Graphic Creation and Editing
• Ad b Ill t t
Adobe Illustrator
• Corel Draw

46. Quark Xpress History
• Born on MAC in 1987; Windows in 1992
• Xtensions opened up expansion via Third Parties
• Support for Tables in 2002
• QuarkXpress 7 in 2006:
– OpenType
O T
– Unicode
– Job Definition Format
– Composition Zones (multi-user collaboration)

47. InDesign History
• Launched in 1999
• Supported Windows and MAC
• First DTP product to support Mac OS X in “native”
native
mode, 2002
– Market share on MAC platform grew exponentially
– Quark shipped a release same week, OS 9 only
• First major DTP product to support Unicode
(multilingual), and OpenType fonts

48. Quark Advantages
• Tools to “pre-flight” a document (e g check for
pre-flight (e.g.
missing elements)
• Compositions zones allow for collaboration
– Layout and graphic elements can be edited outside the
layout application
y pp
• Xtensions have led to hundreds of third party
applications for color control and other extended
pp
functionality

49. InDesign Advantages
• Unicode support for several years so multilingual
work is easier
– Versions before Quark 7 require the more expensive
passport version
– Older versions of Quark require Asian version of
product to publish Chinese or Japanese
• Layout styles
• Creative Suite integrates InDesign with Illustrator
and Photoshop for more seamless editing

50. Helpful Hints
• If length of key text line will determine design
elements, have text pre-translated to test it in
target languages
• Make sure that Graphics files have editable text
– Avoid converting text to an “outline” (vector art) which
outline
makes editing and translation impossible
– Once text is converted to an outline, you cannot edit it
– If you need to convert text to an outline for “special
effects”, save the original text first

51. Non-editable Outline text

52. Helpful Hints, continued
• MAC Font issues
– Many Mac fonts made for OS9 will not work with OSX
– Use MAC utilities (e.g. StuffIt) to compress files on the
(e g
MAC before transfer to maintain font integrity
• General Font issues
– When selecting corporate fonts for marketing, see if
style is available in non-Latin and Asian versions

53. Helpful Hints, continued
• PDF output for print
– Make sure that you have thoroughly documented your
p
printer’s PDF specifications.
p
• Multiple layers
– Avoid having multiple layers ( g text, layout, g p
g p y (e.g. , y , graphics)
)
compressed as one layer. More difficult to edit.

54. 6. Multilingual Search Engine
Optimization (SEO)
p ( )

55. Search Engine Optimization (SEO)
Search engine optimization (SEO) is the process of
improving the volume and quality of traffic to a Web site
from search engines via "natural" ("organic" or
"algorithmic") search results. Usually, the earlier a site is
presented in the search results, or the higher it "ranks",
the more searchers will visit that site. SEO can also target
site
different kinds of search, including image search, local
search, and industry-specific vertical search engines.
Source: http://en.wikipedia.org/wiki/Search_engine_optimization

56. Why SEO?
• Inexpensive Marketing Strategy
p g gy
– 20 billion searches (June 2007)
– Google Network: 4 billion searches
– Yahoo Network: 2 billi searches
Y h N t k billion h
– Microsoft Network: 1.1 billion searches
– Ask.com Network: 403 million searches
– AOL (Time Warner) Network: 341 million searches
(Ti W )N t k illi h
• Effective if done right
• R t
Return on Investment
I t t

57. Rule # 1
• Don’t try to cheat

58. Rule # 2
• Don’t try to cheat
• Create good and relevant content

59. Rule # 2

60. SEO Best Practices
• Keyword research
– Google AdWords
– Wordtracker
– Keyword Discovery
– Overture (Yahoo)
( )

62. SEO Best Practices
• Localize Key Web pages
• Multilingual
M ltiling al Press Releases
• Multilingual eNewsletter
• Link exchange
• Directories
• Bilingual Blogs
• Search Engine Marketing (SEM or Pay-per-click
advertising)

64. Thank you!
Any questions?
• Chris Raulf (303) 516-0857 x103
craulf@translate.com
• Maxwell Hoffmann (805) 494-9571
( )
mhoffmann@translate.com