grow faster, reach further - open up new markets with translation

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Grow Faster, Reach FurtherOpen up new markets with translation

This presentation is from “Grow Faster, Reach Further – Open up new markets with translation”, a marketingfinder.co.uk webinar.

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In association withBrought to you by

Adrian DentInternational Trade AdvisorUK Trade & Investment, South East

Robert GorbySenior DirectorSDL Language Cloud

Morag Cuddeford-JonesConsultant Editormarketingfinder.co.uk

Grow Faster, Reach Further – Open up new markets with translation

Today’s Speakers




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Adrian Dent

International Trade Adviser

UK Trade & Investment (UKTI) South East




Quick Poll





UKTI’s Services for Exporters

We help companies:

• Understand how to do business overseas;

• Gain insight into global markets;

• Identify opportunities and open doors;

• Reach customers/partners not otherwise accessible;

• Raise their profile and credibility overseas;

• Understand the competition;

• Improve overseas marketing and communication;

• Access research to inform management decisions.This presentation is from “Grow Faster, Reach Further – Open up new markets with translation”, a

marketingfinder.co.uk webinar.



Why should companies export?

• Market growth: Sales growth;

• Increased productivity;

• Reduced reliance on the UK market;

• To counter seasonality;

• Increase “shelf life” of products and services;

• Help create and retain jobs.




Other benefits of exporting

• Increase competitiveness at home from

• successes in overseas markets;

• Stimulate innovation and product

• development to meet export requirements;

• Develop the skills of staff;

• Motivate staff.




Grow Faster, Reach Further – Open up new markets with translation #YourInternationalBrand

Quick Poll





Is exporting too difficult?

Is it too risky?

NO – provided you:

• Understand the key features of your industry

• globally;

• Understand the key factors for export;

• Research and carefully select your target

• markets;

• Make sure you have the right resources;

• Take advice at all stages.This presentation is from “Grow Faster, Reach Further – Open up new markets with translation”, a marketingfinder.co.uk webinar.



Academic research confirms

exporting companies

• Achieve stronger financial performance;

• Are more productive and innovative

• than non-exporters;

• Are more resilient to an

economic downturn;

• Have a higher profile and more credibility;

• More likely to stay in business.




Export Planning

Proper Planning is key:

• Objectives, Strategy, Tactics;

• What are you selling & to whom;• Key product / Service benefit in market

• Market Selection

• Best Route to Market;• Direct, Agent, Franchise, e-Commerce etc….

• Finding the right partners;

• Good Implementation – focus & review.




The UKTI advisory network

Helps companies:

• Develop their export thinking;

• Identify the right markets;

• Identify key export-related activities;

• Set up meetings in key markets;

• Generally help make business happen.

All of our advice is free, impartial and

confidential.This presentation is from “Grow Faster, Reach Further – Open up new markets with translation”, a




UKTI’s global presence

• UKTI teams support businesses throughout the UK in identifying

business opportunities around the world;

• UKTI has more than 1,200 staff in over 100

• overseas markets and around 400 people

• across UK regions, working locally with UK

• businesses;

• Our advisers are overwhelmingly from

the private sector, with experience in

international trade/investment

UKTI

has more than

1,200staff in over

100overseas marketsThis presentation is from “Grow Faster, Reach Further – Open up new markets with translation”, a




Grow Faster, Reach Further

Robert Gorby

Senior Director Language Cloud, SDL

April 20th 2016




SDL powers experiences for 79 of the Top 100 global brands

Leaders in providing global content management and language solutions55

38

3500

1500

400

Enterprise

customers

1992

21bn Words translated

monthly

Employees

Partners

Countries

Offices

Founded





Is your content ready for an international audience?

Original Phrase

for Translation:

“Got Milk?”

Translation

(Latin American/Spanish):

“Are You Lactating?”vs.

Original Phrase

for Translation:

“Finger-lickin’

good.”

Translation

(Chinese):

“Eat your

fingers off.”vs.

Original Phrase

for Translation:

“Schweppes

Tonic Water”

Translation

(Italian):

“Schweppes

Toilet Water”vs.





Why is language so important?

More than half of consumers are willing to pay more if you

give them information in their own language.

72% of consumers spend most of their

time on websites in their own language.

56% of consumers said that the ability to

obtain information in their own language

is more important than price.





Language plays a role at every step of the customer journey





Can’t read, won’t buy

Copyright 2014 by Common Sense Advisory, Inc.

Unauthorized reproduction & distribution prohibited

Reasons for Abandoning

Foreign Websites

100%0 10 20 30 40 50 60 70 80 90

International

Average

Russian

Spain

Brazil

Indonesia

Germany

France

Egypt

China

Turkey

Japan

I accomplished what I came for and left

The navigation is not in my language

The site requests too much personalinformation

The site keeps reverting to English

The site is slow to load and crashes

I abandoned the shopping cartdue to transaction problems

There is too much animationor too many graphics

31% 23% 12% 10% 10% 9% 5%

42% 19% 9% 15% 7% 4% 4%

39% 25% 6% 10% 9% 8% 3%

39% 32% 12% 5% 8% 9% 4%

39% 11% 11% 6% 13% 13% 7%

36% 22% 12% 7% 9% 8% 6%

31% 23% 10% 17% 8% 9% 2%

29% 18% 19% 9% 9% 7% 9%

22% 27% 10% 12% 17% 7% 5%

19% 31% 15% 11% 6% 9% 9%

17% 31% 11% 10% 13% 12% 6%





Which languages matter the most?

90%

It takes: 13+Languages 90% Global Online

Economic Opportunity

To

Address

English1

Japanese2

German3

Spanish4

French5

Chinese6

Italian7

Portuguese8

Dutch9

Korean10

Arabic11

Russian12

Swedish13





Quick Poll






Getting started with translation…

Establishes standards for

writing and designing

documents that describes

writing conventions, from

spelling, punctuation and

word use, to structural and

formatting issues

Getting Started

• Mission statement

• Social media guidelines

• Campaign briefs

• Editorial guidelines

• Tone of voice

Enables access and

integration with enterprise

content and data from

various sources, including

content management

systems

Getting Started

• SEO keyword list

• Taglines

• Trademarks

• Company values

Getting Started

Stores "segments", which can

be sentences, paragraphs or

sentence-like units (headings,

titles or elements in a list) that

have previously been

translated, in order to aid

human translators

• English and translated

versions of the same

document

Style Guide Glossary Translation Memory





Translation quality levels

MT and Post Editing

From a machine

translation base, a

human translator

reviews and corrects

target language text

Machine and Human

Sentence-based

translation with custom

MT

Paid by the word count

Up to 6,000 words per day

Machine Translation

Automatic, real-time

translation using

statistical machine

translation systems

Machine

Sentence-based

translation with Terms and

Brand

Paid by the character

count

Instant/real-time

Transcreation

The process by which

new content is

developed or adapted

for a given target

audience

Bilingual Copywriter(s)

Concept or paragraph

based translation with or

without TM

Paid by the hour

800 to 1,200 words per

day

Translation

The communication of

the meaning of a source

language text by means

of an equivalent target

language text

Translator

Sentence-based

translation with TM

Paid by the word count

1,500 to 2,000 words per

day




Grow Faster, Reach Further – Open up new markets with translation #YourInternationalBrand2525

Creating Great

Global Content





Colors Across Countries

Color:Asia

PacificEurope Africa

North

America

South

America

Redo Happiness

o Joy

o Royalty

o Love

o Death

o Courage

o Good Fortune

o Love

o Passion

o Fire

o Religion

o Passion

Blueo Heavens

o Shame

o Villainy

o Freedom

o Peace

o Sadness

o Virtue

o Faith

o Truth

o Masculine

o Authority

o Loneliness

o Serenity

o Mourning

Greeno Ming Dynasty

o Youth

o Criminality o Wealth

o Fertility

o Strength

o Nature

o Safety

o Nature

o Danger

Yellowo Birth

o Wealth

o Power

o Temporary

o Cheating

o Happiness

o Prosperity

o Hope

o Cowardice

o Temporary

o Death

o Sorrow

o Morning

Whiteo Death

o Unhappiness

o Neutrality o Joy o Purity o Spirit

o Religious

o Anger

o Danger

o Energy

o Action

o Danger

o Stop

o Protection

o Mourning

o Energy

o Adultery

o Luck

o Greed

o Nobility

o Mourning





Season and Dates Across Regions






Tips for writing for a global audience

Use active voice (rather than passive)

Apply either formal or informal

Avoid slang & local expressions (e.g. “Raining cats and dogs”)

Define abbreviations (e.g. RHS; right-hand side)

Consistent...terminology (e.g. fog lamp; fog light)

Consistent...spelling (e.g. tyre; tire)

Consistent...hyphenation & spacing (e.g. anti-lock; anti lock; antilock)

Consistent...capitalisation (e.g. Anti-lock; Anti-Lock; anti-lock)

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8This presentation is from “Grow Faster, Reach Further – Open up new markets with translation”, a




What makes a

great global

website?





Web content & architecture

Use global templates

Determine what

information is global

and what is local

Will sites be localised by

language or by country?This presentation is from “Grow Faster, Reach Further – Open up new markets with translation”, a





Internationalization architecture

Translatable URLs,

Titles, Meta

descriptions, H1, alt.

SEO

friendlyEnsure Unicode

encoding & fontUnicode

Allow auto-resize

of text boxes and

content frames

Auto-size

frames

Use alt attribute for

additional text

Separated

text from

graphics

Avoid Flash, use

HTML 5 where

practical

HTML 5





Categorize your content




What strategies

do I need to

localise SEO?





Search engines across the globe…




URLLANG.

SELECTOR

HTML hreflang Mobile

Allocate time for keyword

research and validation before

the actual translation of your web

content




keyword URL

HTML hreflang Mobile

Allow users to navigate

using a user-friendly &

clearly visible

Language Selector.




keyword URLLANG.

SELECTOR

HTML MobileUse hreflang tags

rel=“alternate” hreflang=“LANG”

to help search engines languages

index you sites.




How do I

localise a

video?





Video Marketing

Source: “Press Play: Quick Introduction to Video Localization” by Rebecca Ray Common Sense

Advisory, Inc.

YouTube.com

○ Over 1 billion unique visitors per month

○ More than 80% of its traffic now comes

from outside the United States

Beyond YouTube.com

○ Brazil: UOL, Vimeo, YouTube

○ China: iQiyi, PPS, Youku Tudou

○ India: Storypick, Upworthy, YouTube

○ Turkey: Dailymotion, Vimeo, YouTube

○ Russia: RuTube, YouTubeThis presentation is from “Grow Faster, Reach Further – Open up new markets with translation”, a marketingfinder.co.uk webinar.




Video Localisation

Project brief £ 225.00

Script creation £ 445.00

Voice over £ 795.00

Sound effects £ 130.00

Sound track £ 325.00

Illustration/Animation £ 505.00

Video editing £ 545.00

Video rendering £ 145.00

Total: £ 3,115.00

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Creation of a 5-minute video:

Subtitling

£210.00 per language

Voice-Over


Dubbing


14Additional

Markets

8Additional

Markets

5Additional

Markets

Localization of a 5-minute video:




Audio Narration

Voiceover YouTube Scripts

Create content with international

references that appeal to global

references




Audio Global Narration

YouTube ScriptsConsider using voice-over while

limiting the use of on-screen

speakersThis presentation is from “Grow Faster, Reach Further – Open up new markets with translation”, a




Audio Global Narration

Voiceover YouTubeObtain, preserve and re-use audio

narration scriptsThis presentation is from “Grow Faster, Reach Further – Open up new markets with translation”, a marketingfinder.co.uk webinar.




Introducing SDL Language Cloud

The simpler, smarter way to manage your translation projects

Register for your FREE account today and find out how easy

it is to manage your translations with SDL Language Cloud:

http://www.sdl.com/languagecloud/managed-translation

Speed-up translation

projectsCost savings

Visibility &

control

Integration and

connectivity

o Easy-to-use platform

reduces time to market

for translated content

o With translation memory

you never pay to

translate something twice

o By tracking project

progress, spend and

savings through intuitive

dashboard

o Offers flexible

integration solutions to

WCMS through API or

file exchange app. This presentation is from “Grow Faster, Reach Further – Open up new markets with translation”, a marketingfinder.co.uk webinar.


http://www.sdl.com/languagecloud/managed-translation/

http://www.sdl.com/languagecloud/managed-translation/

http://www.sdl.com/languagecloud/managed-translation



Aligning your entire online strategy

OnlineMarketing

o Website

o Micro-sites

o Blog

o Banners

o Ads

Content Marketing

o eBooks

o White papers

o Infographics

o Videos

o Podcasts

Social Media Marketing

o Posting

o User-Generated Content

o Customer Reviews

o Ads

EmailMarketing

o Newsletter

o Opt-in emails

Mobile Marketing

o APPs

o Games

o SMS

Align content across all marketing pillars

The right content…for the right people…at the right time.




In association with

Your QuestionsGrow Faster, Reach Further – Open up new markets with translation

Brought to you by

Adrian DentInternational Trade AdvisorUK Trade & Investment, South East

Robert GorbySenior DirectorSDL Language Cloud

Morag Cuddeford-JonesConsultant Editormarketingfinder.co.uk




3 Reasons to Complete the Exit SurveyGrow Faster, Reach Further – Open up new markets with translation

1. You can give us your feedback

2. You can request your free copy of ‘Why your content must go global, and the smart way to get it there.’

3. You can send a recording of the webinar to colleaguesThis presentation is from “Grow Faster, Reach Further – Open up new markets with translation”, a




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