Why Multilingual Digital Marketing Pays OffTrends and lessons learnedTrends and lessons learned 

Presented by viaLanguage and Intel

Today’s Agenda

• Trends: usage on the rise with rich mediaTrends: usage on the rise with rich media

• Managing content across regionsg g g

• Localization challenges

• Machine Translation‐ benefits and challenges

• Wrapping up & questions

Your Presenters

• Jeff Hanks– Consumer Rich Media Manager – WW Sales Enablement, Intel 

• Darren Megarry VP of Corporate Sales viaLanguage– VP of Corporate Sales, viaLanguage

h ll• Chanin Ballance– (moderator), President & CEO, viaLanguage

TRENDS: USAGE ON THE RISE WITH RICH MEDIARICH MEDIA

Current Trends

Current Trends

Customer expects accessible info in their language

Current Trends @ IntelCurrent Trends @ Intel

• Big move towards “Rich Media” ContentBig move towards  Rich Media  Content versus traditional marketing assets

• Need for similar look and feel of assets• Need for similar look and feel of assets worldwide

O b d d– On brand and message

• ROI Analysis– How are tools being used?  What’s the perceived value? How do you analyze l ?Wh t l li ti h ld b d ?value?What localizations should be done?  

• Centralized management of assets

Intel’s Evolution

Out of 3000 assets:5% rich media– 5% rich media

– 50% all downloads

U b d– Usage goes beyond downloads

“Sponsors of Tomorrow” Campaign• Previous: – Geo individual launch and localization oflocalization of assets

• Now:Now: – Intel HQ managed assets prior to Geo distribution 

• Simultaneous worldwide launch

2010 Intel® Core™ LaunchPiloting a new HQ‐managed program 

for localization

8‐10 assets to the Geos

in 10‐15 languages

Customers want

• To be entertained and educated• To be entertained and educated

• Content where and when they want it

• In their language

MANAGING CONTENT ACROSS REGIONSREGIONS 

Geo Management

Local flavor and region -Brand consistency-Local flavor and region-specific usage

y

-Selective translation

-Managing a shared budget- Team ownership/involvement

Managing a shared budget

-Lack of knowledge over how assets are used

-'Black Hole' Syndrome

HQ Management

-Better control / knowledge -Geos can feel as though-Better control / knowledge over asset usage-Brand consistencyCl ki l ti hi

-Geos can feel as though they are being left out of the processG b li f th t U S b d-Closer working relationship

with Geos-Budget maintained from

-Geo belief that U.S.-based localization agencies won’t do a good jobg

single group-Targeted localizations based on need

g j

based on need-Ensure budget is used as expected

Score CardingScore Carding and Reviews

LOCALIZATION CHALLENGES

Common Problem Areas

Rich media:– Flash text extraction

– Localizing graphicsLocalizing graphics

– File formatting for Translation Memory

Audio/Video Problem Areas

– Subtitles versus voiceover

– Animation timings inAnimation timings in another language

– Studio time for audioStudio time for audio pickups and content changesg

Tips to Lower Cost

Cultural Adaptation

Localizing for Asia and EuropeLocalizing for Asia and Europe

MACHINE TRANSLATION: BENEFITS AND CHALLENGESAND CHALLENGES

Machine Translation Good

• Content of low or indeterminate value

• Highly repetitive – technical manuals

• Knowledge content ‐ customer support,Knowledge content   customer support, patent and publication research

• Gist for comprehension• Gist for comprehension

Is It Accurate?

Getting Better 

• Google

• Statistical machine translation  

• Post‐editing solutions (human hybrid)g ( y )

STILL NOT GOOD FORSTILL NOT GOOD FOR MARKETING/BRANDING

Weighing In

Pros Cons

- Good for gisting or translating low value

-Not appropriate for highly stylistic copytranslating low value

content

- Highly repetitive content

y py

- Very low accuracy for blogs, tweets and micro bits of textHighly repetitive content

with massive volumes

- Consider human

tweets and micro bits of text

-Brand killerConsider human

edited/hybrid versions

• Why do we need to• Why do we need toWhy do we need to localize digital media?

• Localization challenges

• Why do we need to localize digital media?

g

• Managing Brand across regions

• Localization challenges

• Managing Brand acrossg

• Machine TranslationManaging Brand across regions

hi l i• Machine Translation  

WRAPPING UP…ANY QUESTIONS?ANY QUESTIONS?

Thank you!

Contact us at:

503.243.2007

www.viaLanguage.com