Beyond Disruption: Make Way for Return on Content by Welocalize Olga Beregovaya

Beyond DisruptionMake Way for Return on Content

Olga Beregovaya, VP Language Tools

Copyright 2014, Welocalize, Inc. www.welocalize.com

Presentation from Localization World Bangkok 2014

http://www.welocalize.com/

http://www.localizationworld.com/lwban2014/about.php

Good Old Days – “Then”



Cut to – “Now”• Customer reviews, web forums and blogs have become a major influence

in peoples’ buying decisions.

• Crushing amounts of content en masse ‘storage’ are waiting for scalable solution

• Need to create value from content assets based on content impact it can have on the business

• Need to demonstrate a measurable return on the content translation investment

• Need for localization solutions tailored to the exact business needs not just “out of the box”



What Do We Bet Our Money on?



content type

brand

functionality

user generated

support

GistHuman

Industry

Customer

cost

Not All Content is Created Equal



What Is ROC?ROC (return on content) is defined by the

measurable impact content has on a business.

ROC strategically aligns to the global business strategies related to

translation.

ROC helps measure success whether by sales, users, engagement or impression.

ROC defines the content value.



ROC – Investment Values


Score Your ValuesDefine…

Content Brand Functionality Utility

Audience B2B B2C C2C

Voice Brand Industry User

Speed Real-Time Human Copy Writing

Spend Budget Priority Urgent

Scale High Volume Medium Volume Low Volume


Can a Machine Help?


The “How” – Utility and Brand High-value, high-impact, high-visibility content Human translation or MT + full PE for style, voice, accuracy, fluency, grammar, terminology – following the brand book to the letter

Content types include:• business + commercial communications• B2B marketing + about us content• sales training, support materials, business training• supplier, reseller, distributor, advertiser communications• newsletters, surveys, customer service materials• content targeted at online advertisers• code of ethics + corporate manuals and handbooks• retail websites• mobile retail applications


The “How” – Utility and Speed Functional content that conveys information rather than brand message broadcast

MT with variable PE - The speed of production is set to deliver fast turnaround to achieve maximum benefit and efficiency in translation.

Content types include:• technical documentation + instruction• technical education materials,• Instructor led training for specialists• online help, user guides, release notes, FAQs• software UI• web applications• voiceovers + subtitles• Legal and finance


The “How” - Reach, Speed, Spend Big data, social media and UGC content previously too costly and time-consuming to localize. MT + light PE or HT Crowd - % of translation completed between MT and HT will be based on engine viability and content type. Content types include:

• content is generally user-generated (UGC)• social media• high demand and large source data• groups and community-driven content• knowledge bases, FAQs, support sites, chat • product and service reviews• product descriptions, catalogs• tourist materials• correspondence and communications


Let the Source Drive your Decisionso Classify Source content - is it marketing, UI, UA, UGC? o Understand the complexity of the source segmento Does it have pre-defined glossary terms, UI elements, DoNotTranslate ? o What’s the source metadata density?

o Evaluate the source against historically “bad” text and historically “good” texto Compare with the grammar patterns that tend to be most problematic

We Say “Quality” What Do We Really Mean? The different quality levels are linked to content performance expectations based on the purpose, target group and impact of the localized content.


Pay Only for What You Need

We NEVER sacrifice quality, we ADAPT it instead, so

Only the NECESSARY EFFORT is put in

Only the NECESSARY INVESTMENT is needed


UGC - And Now it Gets Tricky Authored by non-professionals and/or often non-native speakers: the

linguistic and technical accuracy is not optimal

• Similar to oral content: using orthographic innovations, informal syntax and creative lexicon, invoke spoken language and orthographic conventions.

Often authored by power users: techies who use “communicative techniques and practices that are guided by attitudes of technological elitism”

Highly perishable: new content is being added on a regular basis, and information may stop being relevant in a matter of minutes or hours.

Multitude of authors: authored by a plethora of users which increases the lexical and stylistic diversity of this content.

Quality Loss? Not at All!


Conclusion

• Best way to maximize return on content is to define your parameters– Target audience + brand voice– Speed + scale– Spend + quality

• Factor in MT to optimize results• Don’t sacrifice to achieve your goals

• Measure your success by the impact on your business


Thank You!

Please write to [email protected] with any questions


Date post:	19-Nov-2014
Category:	Business
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Beyond Disruption: Make Way for Return on Content by Welocalize Olga Beregovaya

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