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5 Ways to Improve Your Knowledge Base for Better Global Support

Posted by Lee Densmer on Wed, Mar 04, 2015 @ 04:53 PM

Meeting customer expectations is the first step toward generating user satisfaction and its close cousin, brand loyalty. When it comes to product support, people look online before they pick up the phone.

What does that mean for global brands? Put your support content online. Make that content painless to access. Support the product in the language you used to sell it. But how?

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Topics: Multilingual marketing

Save Your Voice: 10 Brand-Preserving Steps in Multilingual Marketing

Posted by Meg Muran on Tue, Mar 03, 2015 @ 08:38 PM

Most brands know that building a successful, cohesive, multi-channel marketing campaign requires a tight relationship with the creative team, a strong creative brief, and multiple rounds of client feedback. Yet, somehow, people expect to hand the carefully-crafted campaign off to the translators and get equally effective collateral in their target markets — despite vast differences in language, culture, demographics, and style. The result is a muddy global brand. How can you manage the process and save your voice?

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Topics: Multilingual marketing

Now That LinkedIn Speaks Arabic, What Can We Expect?

Posted by Libor Safar on Mon, Mar 02, 2015 @ 07:16 PM

LinkedIn has added Arabic to its platform, becoming the latest of the major social media players to make a stronger bid for users in the Middle East and North Africa (MENA). Arabic boasts 295 million native speakers and it’s one of the six official languages of the United Nations.

LinkedIn is not the world’s largest social media platform, but it is the world’s largest platform for its niche users: professionals. Every part of the platform is geared towards bringing the advantages of social media to professional networking: from its focus on users’ professional and educational backgrounds to its recommendation engine model, by which users are encouraged to tag their network members based on their professional skills set.

What can we expect of LinkedIn’s MENA expansion?

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Topics: Multilingual social media

LEGO: Stop Calling Them "Consumers"

Posted by John Norton on Fri, Feb 27, 2015 @ 12:40 PM

Back in the fall of 1998, LEGO released Mindstorms, a hardware plus software kit designed to encourage teenagers to create customizable robots with LEGO tools. The initiative, born out of a collaboration with the Massachusetts Institute of Technology, was expected to be the saving grace for the company. LEGO had fallen on hard times — a rough financial patch that hindsight’s clearer analysis has attributed to a number of high-profile management missteps that gave center stage to “hip” designs rather than the company’s bread-and-butter base of family users and hobbyists.

So imagine their surprise when the Mindstorms kit took off with adult model builders — not teens — who promptly cracked open the kit’s proprietary microprocessor and hacked the software’s source code. Three especially industrious Danish students went so far as to reverse-engineer the code to drive a robot dog that they created from LEGO bricks. They called the dog Grrr.

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Topics: In the news

BiDi 101: Through the Looking Glass with Bidirectional UI Support

Posted by Meg Muran on Thu, Feb 26, 2015 @ 03:51 PM

Try picking up a pen with your non-dominant hand and signing your name backwards. That’s how it feels for someone who’s accustomed to right-to-left (RTL) orientation to encounter an improperly mirrored web experience. User disorientation and functionality issues are the two big risks for globalization professionals targeting content to markets that use bidirectional (BiDi) scripts.

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Topics: Localization insider

5 Goals and 4 Entry Points for Global, Social Community Moderation

Posted by Lee Densmer on Wed, Feb 25, 2015 @ 04:10 PM

Mobile, social content provokes global audience engagement. That’s the whole point. When you deliver fresh, interesting content via the channels your markets use, you can build brand awareness, attract customers, generate loyalty, empower users to resolve issues, and drive direct sales.

But the more you engage your audience, the more content your audience generates. How can you manage the community’s tone and message?

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Topics: Global Marketing

How (Not) to Build a Localization Platform (Part 3)

Posted by Pavel Soukenik on Tue, Feb 24, 2015 @ 07:03 PM

Before diving into the final part of the series on How (Not) to Build a Localization Platform, let us take a quick look at the key points of the previous articles and pay a tribute to the newly Oscar-decorated films as we do so:

In the first part, my goal was to paint a sufficiently painful image of what it takes to create "Yet Another Localization Platform" to convince you to stick with open, interoperable standards and to adapt available and suitable modern TMS and CMS systems. If you have an unequivocal cost-benefit analysis proving a fully customized system is required, and you have the resources to build one, you should still consider the question Michael Keaton's character was asked in Birdman — "Do you really think you'll be ready for opening tomorrow?" — and his answer.

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Topics: Localization insider

For Gamers, By Gamers: Game Localization Experts Sound Off On What Matters #GDC15

Posted by Tammi Coles on Mon, Feb 23, 2015 @ 07:38 PM

The Games Developer Conference, which will be held this year on March 2 to 6 in San Francisco, is the world’s largest for video game industry professionals. Launched in California in 1988, the event has since expanded into GDC Europe and GDC China, and spurred the creation of the International Games Developer Association (IDGA), the Independent Games Festival, and the Game Developers Choice Awards, which is kind of like Hollywood’s Oscars but without the “who wore what” fashion controversies.

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Topics: Localization insider

How to Awaken Your Inner Ninja in Translation Project Management

Posted by Tammi Coles on Fri, Feb 20, 2015 @ 03:21 PM

Is your translation project management as mindful as it could be? Earlier this month, on the Art of Manliness blog (which has tips for all humans alike), writers Brett and Kate McKay shared with readers their tips for developing ninja-like situational awareness for everyday life.

It doesn’t have to stop with back-to-the-wall defense from perceived threats. Indeed, Situation Awareness (SA) is a well-developed business approach as well — practiced techniques for relying on solid information that is evaluated in a timely manner to anticipate risk and avert danger.

How can we apply the same techniques to translation project management to keep our work on the right track?

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Topics: Localization insider

Are Localization Technology Investments Impeding Your Future Growth?

Posted by Meg Muran on Thu, Feb 19, 2015 @ 05:26 PM

For the earliest stages of localization, most companies rely on email to manage stakeholders and vendors, and spreadsheets to manage glossaries and TMs. This ad hoc framework is ideal for cautious global explorers: it uses existing technology investments, it requires little to no special training, and it’s fairly manageable for a one-time project with a few target languages.

Yet any hint of global success quickly whets the organization’s appetite for localization. More products! More services! More types of content! More target markets!

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Topics: Localization Technology

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