1. Going Pinternational:Bringing Pinterestto 32 languagesin under a yearSadia Latifi, Pinterestpinterest.com/abrelosojos@sadialatifi#confabEU

2. Whats Pinterest? 3. Pinterest is a visual bookmarking tool that helpspeople find creative ideas for all their projects andinterests. 4. Source: comscore Feb 2014DiscoverFind Pins in feeds, throughsearch and on boardsSaveCollect Pins on boards,organized by topicDoTry, buy or learn moreabout your Pins 5. A welcoming space to be creative 6. We had to speak the local language 7. 1. Start from home base 8. Know who you are 9. Craft your voiceBasics Where we stand outWarm | Delightful*Clear | Conversational | Honest 10. Clear Conversational Honest Warm Delightful 11. Clear Conversational Honest Warm Delightful 12. Clear Conversational Honest Warm Delightful 13. Clear Conversational Honest Warm Delightful 14. Clear Conversational Honest Warm Delightful 15. 2. Find your crew 16. Community translators? 17. Maybe not. 18. Get the right peopleA badass product manager | oDesk for translators 19. Use tools that make it easierSmartling to translate | Google Docs for simplicity |Email for updates 20. People ToolsProduct managers + contentstrategistProject & people managementTranslator Reviewer100 translators in 32 languagesGoogle DriveStyle guide, glossary, trackingSmartlingTranslation toolEmailCommunity updates(moderated!) 21. 3. Chart your course 22. Customize your product? 23. Tier 1Strong usage: Country manager,community manager, marketing managerLocalized blog, social, emailTier 2Growth potential: Community managerLocalize some blog, social, emailTier 3Smaller communities: Local translatorsStraight translation, adjusted for tone 24. Learn what you can 25. 4. Expect some turbulence 26. ChallengeWhat if Pins a dirty word? 27. ChallengeWhats delightful to Germans? 28. Exclamationmarks can soundlike shouting andare often usedwith children, souse themsparingly. 29. Germans dontlove things -they find theminteresting,curious, useful.They might evenlike them. 30. Tone is almostalways polite andformal unless itstargeted forspecific users. 31. 5. Reflect on your trip 32. Figure out if its goodWhats a good translation, anyway? 33. Survey audience Some survey questionsActive Pinners(people who use our service regularly) How would you describe Pinterests personality? How clear is Pinterest in your language? How conversational is Pinterest in your language? How warm is Pinterest in your language? Would you recommend Pinterest to a friend?Professional linguists(people who are experts at language) How clear is Pinterest in this language? Is XX a good word for the English term Pin? If not,what would you use? Does Pinterest seem locally relevant? Did you spot any spelling or grammatical mistakes? What else did you notice about our translation? 34. Score What it means1- Pretty bad Spelling and grammatical mistakes Inaccurate Style and glossary inconsistencies Machine translated Hard to read Doesnt fit in design2 - Needs work Inconsistencies, but you can follow along Some grammatical errors Some inaccuracies Some parts dont fit in design3 - Launch ready Free of grammatical & spelling mistakes Clear, easy-to-understand voice May lack some personality & local flavor Fits in design4 - Pretty good Free of grammatical & spelling mistakes Clear, conversational and honest Friendly but lacks local feel Fits in design5 - Excellent Clear, conversational and honest Warm & inspiring tone Authentically captures local spirit Delights local audiences but stays true to Pinterest brand Fits in design 35. Progress, not perfection 36. More to figure outA more flexible design | Better ways to give context |How does quality affect growth? 37. Growing in 2015New teams in GER, BRA & ESP | Tackling new languages 38. 32 languages in less than a year 39. 1. Start from home base2. Find your crew3. Chart your course4. Expect some turbulence5. Reflect on each trip