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

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Business & Mgmt

Published on March 5, 2014

Author: Welocalize



Beyond Disruption: Make Way for Return on Content (ROC) by Welocalize's VP of Language Tools and machine translation expert, Olga Beregovaya. Olga shares how to evaluate content to determine the best translation option for maximizing return on your content investments. Machine translation (MT), human translation, post-editing, sourcing, content values.

Presentation from Localization World Bangkok 2014 Beyond Disruption Make Way for Return on Content Olga Beregovaya, VP Language Tools Copyright 2014, Welocalize, Inc.

Good Old Days – “Then” Copyright 2014, Welocalize, Inc.

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” • • • Copyright 2014, Welocalize, Inc.

What Do We Bet Our Money on? Copyright 2014, Welocalize, Inc.

Not All Content is Created Equal cost brand functionality support user generated st Gi H ma u n Copyright 2014, Welocalize, Inc. Ind y s tr u Cu st r me o content type

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. Copyright 2014, Welocalize, Inc.

ROC – Investment Values Copyright 2014, Welocalize, Inc.

Score Your Values Define… 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 Copyright 2014, Welocalize, Inc.

Can a Machine Help? Copyright 2014, Welocalize, Inc.

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 Copyright 2014, Welocalize, Inc.

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 Copyright 2014, Welocalize, Inc.

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 Copyright 2014, Welocalize, Inc.

Let the Source Drive your Decisions o o o o o o Classify Source content - is it marketing, UI, UA, UGC? Understand the complexity of the source segment Does it have pre-defined glossary terms, UI elements, DoNotTranslate ? What’s the source metadata density? Evaluate the source against historically “bad” text and historically “good” text 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. Copyright 2014, Welocalize, Inc.

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 Copyright 2014, Welocalize, Inc.

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! Copyright 2014, Welocalize, Inc.

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 on your business Copyright 2014, Welocalize, Inc. impact

Thank You! Please write to with any questions Copyright 2014, Welocalize, Inc.

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