1. Why Multilingual Digital
Marketing Pays Off
Trends and lessons learned
Trends and lessons learned
Presented by viaLanguage and Intel

2. Today’s Agenda
• Trends: usage on the rise with rich media
Trends: usage on the rise with rich media
• Managing content across regions
g g
g
• Localization challenges
• Machine Translation‐ benefits and challenges
• Wrapping up & questions

3. Your Presenters
• Jeff Hanks
– Consumer Rich Media Manager – WW Sales
Enablement, Intel
• Darren Megarry
– VP of Corporate Sales viaLanguage
VP of Corporate Sales, viaLanguage
• Chanin Ballance
h
ll
– (moderator), President & CEO, viaLanguage

4. TRENDS: USAGE ON THE RISE WITH
RICH MEDIA
RICH MEDIA

5. Current Trends

6. Current Trends

7. Customer expects accessible info in their language

9. Current Trends @ Intel
Current Trends @ Intel
• Big move towards “Rich Media” Content
Big 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
value?What l li ti
l ?Wh t localizations should be done?
h ld b d
?
• Centralized management of assets

10. Intel’s Evolution
Out of 3000 assets:
– 5% rich media
5% rich media
– 50% all downloads
–U
Usage goes beyond
b
d
downloads

11. “Sponsors of Tomorrow” Campaign
• Previous:
– Geo individual
launch and
localization of
localization of
assets
• Now:
Now:
– Intel HQ
managed
assets prior to
Geo
distribution
• Simultaneous
worldwide
launch

12. 2010 Intel® Core™ Launch
Piloting a new HQ‐managed program
for localization
8‐10 assets to the Geos
in 10‐15 languages

13. Customers want
• To be entertained and educated
To be entertained and educated
• Content where and when they want it
• In their language

14. MANAGING CONTENT ACROSS
REGIONS
REGIONS

15. Geo Management
-Local flavor and region
Local
regionspecific usage
- Team
ownership/involvement
-Brand consistency
y
-Selective translation
Managing
-Managing a shared budget
-Lack of knowledge over how
assets are used
-'Black Hole' Syndrome

16. HQ Management
-Better control / knowledge
over asset usage
-Brand consistency
-Closer working relationship
Cl
ki
l ti
hi
with Geos
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-Budget maintained from
single group
-Targeted localizations
based on need
-Ensure budget is used as
expected
-Geos can feel as though
they are being left out of the
process
-Geo belief th t U S b
G b li f that U.S.-based
d
localization agencies won’t
g
job
do a good j

18. Score Carding
Score Carding
and Reviews

19. LOCALIZATION CHALLENGES

20. Common Problem Areas
Rich media:
– Flash text extraction
– Localizing graphics
Localizing graphics
– File formatting for Translation Memory

21. Audio/Video Problem Areas
– Subtitles versus voiceover
– Animation timings in
Animation timings in
another language
– Studio time for audio
Studio time for audio
pickups and content
changes
g

22. Tips to Lower Cost

24. Cultural Adaptation
Localizing for Asia and Europe

25. MACHINE TRANSLATION: BENEFITS
AND CHALLENGES
AND CHALLENGES

26. 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

27. Is It Accurate?

28. Getting Better
• Google
• Statistical machine translation
• Post‐editing solutions (human hybrid)
g
(
y
)
STILL NOT GOOD FOR
STILL NOT GOOD FOR
MARKETING/BRANDING

29. Weighing In
Pros
- Good for gisting or
translating low value
content
- Highly repetitive content
with massive volumes
Cons
-Not appropriate for highly
stylistic copy
y
py
- Very low accuracy for blogs,
tweets and micro bits of text
-Brand killer
- Consider human
edited/hybrid versions

30. Why do we need to
Why do we need
•• Why do we need toto
Why do we need to
localize digital media?
localize digital media?
• Localization challenges
g
•• Localization challenges
Managing Brand across
regions
g
• Managing Brand across
Managing Brand across
• regions
Machine Translation
• Machine Translation
hi
l i

31. WRAPPING UP…
ANY QUESTIONS?
ANY QUESTIONS?

32. Thank you!
Contact us at:
503.243.2007
www.viaLanguage.com