Style & Global Branding Best Practices Language Technology Webinar Series: Strategy #4g g gy gy
Bart MączyńskiS i B i
Tom SmithP d t M k ti Senior Business
ConsultantSDL
Product Marketing ManagerSDL SDLSDL
Speakers
Tom SmithProduct Marketing
Bart Mączyński, Senior Business Product Marketing
ManagerSDL
ConsultantSDL
Style and Global Branding –Why it’s ImportantWhy it s Important
Tom SmithProduct Marketing
Global Marketing
72% of consumers say they would be more likely to buy a product withmore likely to buy a product with information in their own language*
* © Can’t Read, Won’t Buy: Why Language Matters on Global Websites, Common Sense Advisory
Global Branding
Buyers are 3x more likely to buy from a known brandBuyers are 3x more likely to buy from a known brandto buy from a known brand but 40% will buy a localized product*
to buy from a known brand but 40% will buy a localized product*localized productlocalized product
*(c) Common Sense Advisory 2008, Proof Localization Matters - Organizations with more than 250 employees.
Brand Coherence
“The importance of brand coherence across geographic boundaries andacross geographic boundaries and across internal and external audiences contributes to building a successfulcontributes to building a successful brand.”*
* © InterBrand ‘Best Global Brands 2009’
Content is King
90% of HP’s customer buy based on content not on touching theon content, not on touching the product
* Gilbane Globalization blog – Mary LaPlante, 2008
Global Consistency is Tough
“New products need to be launched simultaneously across all markets Ouracross all markets… Our quality and consistency were suffering, leading to poor communications with customers and potentially damaging the Philips brand.”g g pLuuk de Jager, Global Content Management Senior Manager, Philips
Terms Are Important for Branding
A luxury German car manufacturer ‘Cigarette lighter’ or ‘cigar lighter’ Who’s the target demographic of the luxury German car?
VS.
Localized Branding Problems
A company introduced a perfume into GermanyDecided ‘Mist’ was a good nameDecided ‘Mist’ was a good nameThey wondered why it did not succeed ‘Mist’ in German is ‘dung’
Consistency, Consistency, Consistency
WARNING: Switch power off only when the fan has stoppedWARNING: Switch power off only when the fan has stopped
WARNING: Switch power off once the fan has stopped
WARNING: Disconnect power only when the fan has stopped
WARNING: Never switch the power off until the fan has stopped
WARNING: Do not power down until the fan has stopped
WARNING: Do not power down before the fan has stoppedWARNING: Do not power down before the fan has stopped
WARNING: You must wait until the fan has stopped before switching off the power
WARNING: Wait until the fan has stopped running before switching off the power
WARNING: Do not disconnect power if fan is running
WARNING: Fan must be stopped before disconnecting power
Garbage In, Garbage Out
Quality Source = Quality Translation
Quality content is CLEAR, CONCISE, CONSISTENT and CURRENT
Adhering to style, grammar and terminology guidelines as you create content ensures qualityy q y
Style and Global Branding –Best Practice TipsBest Practice Tips
Bart MaczynskiSenior Business Consultant
First Steps
So where do I start?
1. Work both on the translated and the source language content1. Work both on the translated and the source language content2. Look for existing assets
• Terminology spreadsheets• Lists of product names and trademarks• Software UI and hardware labels• Corporate writing guides• Translation Memories
3 C li i l d i i i l i3. Centralize your terminology and give it to writers, translators, reviewers4. Centralize your authoring rules and enforce them5. Involve content owners and language service providers
You can achieve these goals with a terminology management system and an authoring management system.
Terminology Management
What to look for in a terminology solution? Centralized terminology databases Multilingual and concept-oriented Flexible entry structure Easy searching and browsing Integrated with translation and authoring tools Role-based accessRole based access Data conversion features and extraction capabilities
Entry Structure
Fuzzy Search
Terminology in Translation
Authoring Management
What to look for in an authoring management solution?
Can enforce terminology, style and linguistic rules Works with your content types and editing environments Can use your existing termbases and translation memories Custom rules are easy to add and modify Centralized rules management and distributionCentralized rules management and distribution Easy to use and unobtrusive Reports
Ensuring Quality
Terminology Obsolete or incorrect synonym used Obsolete or incorrect synonym used
Style checks Sentence lengthg Abbreviations Punctuation and spelling variations Wordiness Wordiness Misused words Compound words
U d fi d ( d t t ) User-defined (e.g. product names, measurements)
Ensuring Quality
Translation memory Has a similar sentence been translated before? Has a similar sentence been translated before? Am I going to increase translation costs by unnecessary sentence
changes?
Li i ti h kLinguistic checks Dangling participles –ED and –ING Passive voice and future tense Ambiguous coordination Omission of determiners Ambiguous use of pronouns Ambiguous use of pronouns Use of pronouns THIS/THAT Number of successive nouns
P t f h Parts of speech
Translation Memory Check
Terminology Checks
Style Checks
More Style Checks
User-defined Checks
Linguistic Checks
Linguistic Checks
Reporting
Final Word
Remember! To improve quality in all languages you can start with To improve quality in all languages, you can start with
the source content If you already translate your content, you can use your
TMs for authoring tooTMs for authoring, too The same termbase can be used by authors and
translators Your organization most likely already has most of theYour organization most likely already has most of the
necessary knowledge... ...so your task is to find, centralize and distribute it You can start with a small solution and expand it later You can start with a small solution and expand it later
Questions?Questions?
To ask a question, use the Q&A panel in the right hand corner of your screenright hand corner of your screen.
More Information….
SDL Global Authoring Management System: Product Information & Case Studies: www.sdl.com/globalams SDL Research: Take part in the Global Authoring Trends Survey! SDL Research: Take part in the Global Authoring Trends Survey!
www.sdl.com/sdl-global-ams-2010
SDL MultiTerm:SDL MultiTerm: Product Information, Case Studies, SDL Research: Terminology Survey 2010:
www.sdl.com/multiterm
Language Technology Webinar Series: Thursday’s from 11:00-11:30am EDT www.sdl.com/en/sites/lt-summer-webinars/ Strategy #1. Speed the Translation Process with Automation St t #2 I T l ti P d ti it b Sh i Strategy #2. Improve Translation Productivity by Sharing Strategy #3: Making Automated & Crowd Translation Work for You Strategy #5. Adapt & Localize Software for Global Markets
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