LocLeaders Dublin 2014: Reaching Impact

SUMMER 2014 | DUBLIN

REACHING IMPACT LocLeaders Dublin

The Marker, Jameson & Guinness LocLeaders 2014 Activities, CHEERS! LocLeaders 2014 Forum: Reaching Impact It was a great week in Dublin. We’ve pulled together some of the key highlights and trends that were shared at the LocLeaders “Reaching Impact” event in Dublin. If you attended, thanks for your participation and special thanks to those who provided guest blogs for this e-magazine, summing up their key thoughts from the day.

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CONTENTS !

Evolving MT: McAfee’s Journey into MT Morgan O’Brien, Project Manager, McAfee Division, Part of Intel Security

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Welocalize LocLeaders Forum 2014 Vendor Perspective: Room with a View, Anu Carnegie-Brown, Operations Manager, STP

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LocLeaders Dublin a Day Full of Thought-Provoking Questions and Ideas Daniel Williams, Global Marketing Project Manager, Videojet Technologies Inc.

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What Not To Translate? When is it OK to leave Content in the Source Language?

Jonathan Bowring, European Localization Director, Canon

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The Dell Approach to the Localization Quality Life Cycle: Evolution of the QA Process Wayne Bourland, Director of Global Localization, Dell + LocLeaders Advisor + Panelist

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Pushing Boundaries at LocLeaders and LocWorld Dublin 2014 Olga Blasco, Senior Vice President of Supply Chain + Production Business Units, Welocalize

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Reaching Impact at LocLeaders Dublin 2014 Smith Yewell, CEO + Co-Founder, Welocalize

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Trendspotting at Events in Dublin: What is the Future of Localization?

Louise Law, Communications Manager, Welocalize

“…we had a record turn-out at our LocLeaders event in Dublin.”

“This year we had a record turn-out at our LocLeaders event in Dublin.

The fact that so many leaders in our industry decide to take a day out of their schedule to discuss and debate key challenges is a great sign of industry maturity and collaboration. As well as being there to remind you that you are not alone in your daily localization challenges, LocLeaders helps attendees establish connections and exchange ideas.

!Thanks to all who actively participated and who make this event a great success year on year.” !Antoine Rey, Senior Director, Welocalize

MT

EVOLVING MCAFEE’S JOURNEY INTO MT

“You don’t just wake up one morning and decide that you’re going to use MT and that everyone will accept that. It starts by making the business case and it grows from there.”

Morgan O’Brien, Project Manager, McAfee Division, Part of Intel Security

Everyone has to start from somewhere. That usually means starting from nothing. A few years ago, we looked at MT and had to make some decisions. We had to claw our way through the hype and the bold statements that many providers make at conferences and make some choices for ourselves. The journey was all about understanding what was out there in terms of MT offerings, understanding our own content and also understanding what our internal use cases were for MT.

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Start small. Understand what you want as an achievable goal of quality and where you’re going to use the MT in line with your overall business goals. Understand your content and any issues it may have. Use the right tools. And assess the quality in a variety of different ways, depending on what the content type is and the varying levels of impact that content will have on your global brand. READ MORE

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Morgan O’Brien, McAfee

REACHING

IMPACT !

“I believe that virtually any company has content suitable for an MT program. It increases the volume of translated content, saves times and cost and is rather simple and inexpensive to deploy.

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Whether your objective is to provide understandable raw MT translation, publish ‘good enough’ quality content or produce perfect translations meeting your highest quality standards – all of these business requirements can be met with the right MT deployment and adaptation scenario.“

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Olga Beregovaya, Vice President, Language Tools, Welocalize

Click here for the weMT Whitepaper

IMPACTING

R E T U R N O N C O N T E N T ______________________________________________________ Bring Value to the Forefront of all Translation Decisions

CHALLENGES Lack of Experience Standardization Secure Testing Scalability Integration Resources Access Quality

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MT QA SEO TMS Talent Testing Workflow Technology Post-Editing Supply Chain Translators

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IMPACT FACTOR S Language Tools People Sourcing Light-Post Editing Human Translation Market Leadership Global Management Business Intelligence

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VELOCITYFACTORS Speed Utility People Volume Function Audience Accuracy Language Optimization Productivity Content Type UGC Usability

ROI Tone Value Voice Scale Media Brand

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ACHIEVE IMPACT

on Savings, Speed-to-Market + Productivity

A Vendor Perspective:

Four Discussions LocLeaders Forum 2014 !

2014 Trends The Right Quality Model What Not to Translate Evolving MT READ MORE

A Room With a View “One key to success, in an industry that continues to be as labor intensive as localization, is attracting and managing human excellence. Welocalize puts a lot of emphasis on finding and keeping talent, as they understand that the greatest technology and processes in the hands of uninterested or unskilled people is, at best, a waste of investment and, at worst, a recipe for disaster.�

Anu Carnegie-Brown Operations Manager, STP Translations

A First-Time Perspective: A Day Full of Thought-Provoking Questions & Ideas

“The content and dialogue within LocLeaders raised lots of questions for me, many of which I don’t know the answers to yet. What I do know is that I am in a much better position to understand the full range of tools available to tackle the challenges localization throws at us on a daily basis and how my industry peers manage similar challenges.”

Videojet have partnered with Welocalize since 2012, localizing marketing materials into 12 languages for use in 20 countries around the world.

Using human translation, we have implemented a five day translation cycle > five day in-house translation review > five day DTP and distribution process for our translation packages. Like any global organization, we face localization challenges with translation quality reviews, inconsistent glossaries across global subsidiaries and meeting deadlines.

One of my reasons for attending LocLeaders was to see how we could deal with issues in the quality review process and also find out how other Welocalize clients dealt with similar localization challenges. READ MORE

Daniel Williams Global Marketing Project Manager Videojet Technologies Inc.

W HAT N OT T O

TRANSLATE

A slightly controversial discussion topic for a gathering of localization professionals. Welocalize LocLeaders attendees devote their working lives to driving globalization strategies, converting content from one language and culture to a variety of others.

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This is what we’re paid to do - what many of us studied and trained for. This is what we think about every day. But at LocLeaders in Dublin, we were asked about the very opposite: When is it OK to leave content in the source language and send it to the market as-is? READ MORE

“Controversial though it may seem, it’s worth asking the question, ‘What not to translate?’ This is good business practice, not only to avoid waste but to ensure that we speak to our customers in the manner which resonates with them. For sure, translation and localization are imperative for global business, but sometimes…just sometimes…they’re not required.”

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Jonathan Bowring, European Localization Director, Canon

The Dell Approach to the

Life Cyc le: Loc aliz atio n Qua lity Proc ess Evolution of the QA

“We have been able to replace the full third party review process with a sampling and scorecard approach. No third party review process has resulted in our translating more volume and spending less.

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The cost of QA has been reduced from 25% of spend to less than 5%, allowing these savings to be invested in the MT program. Over a four-year period, we have saved $8 million through MT and the QA changes.� READ MORE

Wayne Bourland Director, Global Localization Team, Dell

“As I reflected on our LocLeaders Forum in Dublin and the LocWorld conference that followed, one overriding thought emerged: The power of ‘what if’ is constantly accelerating the pace of change and disruptive innovation in our industry.”

Olga Blasco, Senior Vice President of Supply Chain + Production Business Units, Welocalize

PUSHINGBoundaries Today’s market economics have forced all of us to reassess how to maximize return on global content by whatever means possible. We have collectively evolved from articulating the challenges created by an ever increasing demand for product content diversity and consumption across the globe. This means we need to actively pursue alternative approaches to the time, quality and cost equation so that we can make wider and speedier brand reach more possible.

What if we could significantly improve turn-around-times (TAT) on marketing

content whilst maintaining high quality?

What if we could rely on brand enthusiasts to translate the products?

What if user-generated content (UGC) could be quickly made available in any language to guarantee reach? What if we could increase the funds available to penetrate new markets while maintaining or reducing the total localization budget? The key to turning all this to reality is pushing the usual boundaries in relation to what, who, how and why and build flexibility into the supply chain. READ MORE Olga Blasco, Welocalize

LocLeaders Forum: 2014 KEY INDUSTRY TRENDS ! !

1 More Metadata 2 Talent & Community 3 Quality Review Cycle 4 Business Outcome, Not Just Linguistic Outcome

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READ MORE

! “Welocalize is forging ahead in all of these areas and we plan to keep evolving, sharing and innovating in every aspect possible in our industry. I would like to thank all our LocLeaders participants and I look forward to meeting up with you again.�

Smith Yewell CEO + Co-Founder, Welocalize

TREND-SPOTTING What is the Future ! of Localization?

in Dublin Top Trends Spotted Localization World 2014 Dublin + LocLeaders Forum 2014 Reaching Impact

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#1: Getting the right people in the room is the key to a great event.

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#2: Consensus is we need to drive out waste in the quality model and that always using in-country reviewers is not always the best approach. In fact, you might find savings by streamlining this process.

! #3: Content type should drive your discussions on QA process. ! #4: MT is happening NOW. !

#5: Localization has to move further upstream into content marketing strategies so translation is a planned and natural part of the content management cycle.

! #6: Use statistics and analytics to help with the decision-making on what to and what not to translate. ! #7: Keep education and business closely aligned to get the right talent for the future. !

READ MORE ! ! “No one can tell what will happen in the future. We can do things to spot trends, plan and be prepared whilst embracing so-called disruptive occurrences.� !

Louise Law, Communications Manager, Welocalize

“This year’s LocLeaders event in Dublin was fantastic because it’s the one event where I always get more than I give. I always learn so much when participants share their stories, how do you even attempt to translate 2 ½ billion words each month? How do you save 30,000 to 40,000 person hours each year in your quality review process? When is it best not to translate?

LocLeaders is always informative and collaborative.”

Steve Maule, Director, Business Development Welocalize

Thank you for collaborating with us + each other. As our industry grows + changes, sharing insights will help all of us work smarter, faster + better.

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Please stay connected with us below!

Welocalize HQ

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241 e 4th street suite 207 frederick, maryland 21701 301.668.0330 welocalize.com

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