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In association with
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Listen via your computer speakers or on the phoneUK: +44 (0) 20 3713 5030 Access Code: 161-246-260
Brought to you by
Grow Faster, Reach FurtherOpen up new markets with translation
This presentation is from “Grow Faster, Reach Further – Open up new markets with translation”, a marketingfinder.co.uk webinar.
To find out more, or for the on-demand recording, visit http://goo.gl/52itr7
In association withBrought to you by
Adrian DentInternational Trade AdvisorUK Trade & Investment, South East
Robert GorbySenior DirectorSDL Language Cloud
Morag Cuddeford-JonesConsultant Editormarketingfinder.co.uk
Grow Faster, Reach Further – Open up new markets with translation
Today’s Speakers
This presentation is from “Grow Faster, Reach Further – Open up new markets with translation”, a marketingfinder.co.uk webinar.
To find out more, or for the on-demand recording, visit http://goo.gl/52itr7
Follow the conversation on Twitter #YourInternationalBrand
Grow Faster, Reach Further – Open up new markets with translation
Interact With Us
This presentation is from “Grow Faster, Reach Further – Open up new markets with translation”, a marketingfinder.co.uk webinar.
To find out more, or for the on-demand recording, visit http://goo.gl/52itr7
Adrian Dent
International Trade Adviser
UK Trade & Investment (UKTI) South East
This presentation is from “Grow Faster, Reach Further – Open up new markets with translation”, a marketingfinder.co.uk webinar.
To find out more, or for the on-demand recording, visit http://goo.gl/52itr7
Quick Poll
Grow Faster, Reach FurtherOpen up new markets with translation
This presentation is from “Grow Faster, Reach Further – Open up new markets with translation”, a marketingfinder.co.uk webinar.
To find out more, or for the on-demand recording, visit http://goo.gl/52itr7
UKTI’s Services for Exporters
We help companies:
• Understand how to do business overseas;
• Gain insight into global markets;
• Identify opportunities and open doors;
• Reach customers/partners not otherwise accessible;
• Raise their profile and credibility overseas;
• Understand the competition;
• Improve overseas marketing and communication;
• Access research to inform management decisions.This presentation is from “Grow Faster, Reach Further – Open up new markets with translation”, a
marketingfinder.co.uk webinar.
To find out more, or for the on-demand recording, visit http://goo.gl/52itr7
Why should companies export?
• Market growth: Sales growth;
• Increased productivity;
• Reduced reliance on the UK market;
• To counter seasonality;
• Increase “shelf life” of products and services;
• Help create and retain jobs.
This presentation is from “Grow Faster, Reach Further – Open up new markets with translation”, a marketingfinder.co.uk webinar.
To find out more, or for the on-demand recording, visit http://goo.gl/52itr7
Other benefits of exporting
• Increase competitiveness at home from
• successes in overseas markets;
• Stimulate innovation and product
• development to meet export requirements;
• Develop the skills of staff;
• Motivate staff.
This presentation is from “Grow Faster, Reach Further – Open up new markets with translation”, a marketingfinder.co.uk webinar.
To find out more, or for the on-demand recording, visit http://goo.gl/52itr7
Grow Faster, Reach Further – Open up new markets with translation #YourInternationalBrand
Quick Poll
Grow Faster, Reach FurtherOpen up new markets with translation
This presentation is from “Grow Faster, Reach Further – Open up new markets with translation”, a marketingfinder.co.uk webinar.
To find out more, or for the on-demand recording, visit http://goo.gl/52itr7
Is exporting too difficult?
Is it too risky?
NO – provided you:
• Understand the key features of your industry
• globally;
• Understand the key factors for export;
• Research and carefully select your target
• markets;
• Make sure you have the right resources;
• Take advice at all stages.This presentation is from “Grow Faster, Reach Further – Open up new markets with translation”, a marketingfinder.co.uk webinar.
To find out more, or for the on-demand recording, visit http://goo.gl/52itr7
Academic research confirms
exporting companies
• Achieve stronger financial performance;
• Are more productive and innovative
• than non-exporters;
• Are more resilient to an
economic downturn;
• Have a higher profile and more credibility;
• More likely to stay in business.
This presentation is from “Grow Faster, Reach Further – Open up new markets with translation”, a marketingfinder.co.uk webinar.
To find out more, or for the on-demand recording, visit http://goo.gl/52itr7
Export Planning
Proper Planning is key:
• Objectives, Strategy, Tactics;
• What are you selling & to whom;• Key product / Service benefit in market
• Market Selection
• Best Route to Market;• Direct, Agent, Franchise, e-Commerce etc….
• Finding the right partners;
• Good Implementation – focus & review.
This presentation is from “Grow Faster, Reach Further – Open up new markets with translation”, a marketingfinder.co.uk webinar.
To find out more, or for the on-demand recording, visit http://goo.gl/52itr7
The UKTI advisory network
Helps companies:
• Develop their export thinking;
• Identify the right markets;
• Identify key export-related activities;
• Set up meetings in key markets;
• Generally help make business happen.
All of our advice is free, impartial and
confidential.This presentation is from “Grow Faster, Reach Further – Open up new markets with translation”, a
marketingfinder.co.uk webinar.
To find out more, or for the on-demand recording, visit http://goo.gl/52itr7
UKTI’s global presence
• UKTI teams support businesses throughout the UK in identifying
business opportunities around the world;
• UKTI has more than 1,200 staff in over 100
• overseas markets and around 400 people
• across UK regions, working locally with UK
• businesses;
• Our advisers are overwhelmingly from
the private sector, with experience in
international trade/investment
UKTI
has more than
1,200staff in over
100overseas marketsThis presentation is from “Grow Faster, Reach Further – Open up new markets with translation”, a
marketingfinder.co.uk webinar.
To find out more, or for the on-demand recording, visit http://goo.gl/52itr7
Grow Faster, Reach Further
Robert Gorby
Senior Director Language Cloud, SDL
April 20th 2016
This presentation is from “Grow Faster, Reach Further – Open up new markets with translation”, a marketingfinder.co.uk webinar.
To find out more, or for the on-demand recording, visit http://goo.gl/52itr7
SDL powers experiences for 79 of the Top 100 global brands
Leaders in providing global content management and language solutions55
38
3500
1500
400
Enterprise
customers
1992
21bn Words translated
monthly
Employees
Partners
Countries
Offices
Founded
This presentation is from “Grow Faster, Reach Further – Open up new markets with translation”, a marketingfinder.co.uk webinar.
To find out more, or for the on-demand recording, visit http://goo.gl/52itr7
Grow Faster, Reach Further – Open up new markets with translation #YourInternationalBrand
Is your content ready for an international audience?
Original Phrase
for Translation:
“Got Milk?”
Translation
(Latin American/Spanish):
“Are You Lactating?”vs.
Original Phrase
for Translation:
“Finger-lickin’
good.”
Translation
(Chinese):
“Eat your
fingers off.”vs.
Original Phrase
for Translation:
“Schweppes
Tonic Water”
Translation
(Italian):
“Schweppes
Toilet Water”vs.
This presentation is from “Grow Faster, Reach Further – Open up new markets with translation”, a marketingfinder.co.uk webinar.
To find out more, or for the on-demand recording, visit http://goo.gl/52itr7
Grow Faster, Reach Further – Open up new markets with translation #YourInternationalBrand
Why is language so important?
More than half of consumers are willing to pay more if you
give them information in their own language.
72% of consumers spend most of their
time on websites in their own language.
56% of consumers said that the ability to
obtain information in their own language
is more important than price.
This presentation is from “Grow Faster, Reach Further – Open up new markets with translation”, a marketingfinder.co.uk webinar.
To find out more, or for the on-demand recording, visit http://goo.gl/52itr7
Grow Faster, Reach Further – Open up new markets with translation #YourInternationalBrand
Language plays a role at every step of the customer journey
This presentation is from “Grow Faster, Reach Further – Open up new markets with translation”, a marketingfinder.co.uk webinar.
To find out more, or for the on-demand recording, visit http://goo.gl/52itr7
Grow Faster, Reach Further – Open up new markets with translation #YourInternationalBrand
Can’t read, won’t buy
Copyright 2014 by Common Sense Advisory, Inc.
Unauthorized reproduction & distribution prohibited
Reasons for Abandoning
Foreign Websites
100%0 10 20 30 40 50 60 70 80 90
International
Average
Russian
Spain
Brazil
Indonesia
Germany
France
Egypt
China
Turkey
Japan
I accomplished what I came for and left
The navigation is not in my language
The site requests too much personalinformation
The site keeps reverting to English
The site is slow to load and crashes
I abandoned the shopping cartdue to transaction problems
There is too much animationor too many graphics
31% 23% 12% 10% 10% 9% 5%
42% 19% 9% 15% 7% 4% 4%
39% 25% 6% 10% 9% 8% 3%
39% 32% 12% 5% 8% 9% 4%
39% 11% 11% 6% 13% 13% 7%
36% 22% 12% 7% 9% 8% 6%
31% 23% 10% 17% 8% 9% 2%
29% 18% 19% 9% 9% 7% 9%
22% 27% 10% 12% 17% 7% 5%
19% 31% 15% 11% 6% 9% 9%
17% 31% 11% 10% 13% 12% 6%
This presentation is from “Grow Faster, Reach Further – Open up new markets with translation”, a marketingfinder.co.uk webinar.
To find out more, or for the on-demand recording, visit http://goo.gl/52itr7
Grow Faster, Reach Further – Open up new markets with translation #YourInternationalBrand
Which languages matter the most?
90%
It takes: 13+Languages 90% Global Online
Economic Opportunity
To
Address
English1
Japanese2
German3
Spanish4
French5
Chinese6
Italian7
Portuguese8
Dutch9
Korean10
Arabic11
Russian12
Swedish13
This presentation is from “Grow Faster, Reach Further – Open up new markets with translation”, a marketingfinder.co.uk webinar.
To find out more, or for the on-demand recording, visit http://goo.gl/52itr7
Grow Faster, Reach Further – Open up new markets with translation #YourInternationalBrand
Quick Poll
Grow Faster, Reach FurtherOpen up new markets with translation
This presentation is from “Grow Faster, Reach Further – Open up new markets with translation”, a marketingfinder.co.uk webinar.
To find out more, or for the on-demand recording, visit http://goo.gl/52itr7
Grow Faster, Reach Further – Open up new markets with translation #YourInternationalBrand
Getting started with translation…
Establishes standards for
writing and designing
documents that describes
writing conventions, from
spelling, punctuation and
word use, to structural and
formatting issues
Getting Started
• Mission statement
• Social media guidelines
• Campaign briefs
• Editorial guidelines
• Tone of voice
Enables access and
integration with enterprise
content and data from
various sources, including
content management
systems
Getting Started
• SEO keyword list
• Taglines
• Trademarks
• Company values
Getting Started
Stores "segments", which can
be sentences, paragraphs or
sentence-like units (headings,
titles or elements in a list) that
have previously been
translated, in order to aid
human translators
• English and translated
versions of the same
document
Style Guide Glossary Translation Memory
This presentation is from “Grow Faster, Reach Further – Open up new markets with translation”, a marketingfinder.co.uk webinar.
To find out more, or for the on-demand recording, visit http://goo.gl/52itr7
Grow Faster, Reach Further – Open up new markets with translation #YourInternationalBrand
Translation quality levels
MT and Post Editing
From a machine
translation base, a
human translator
reviews and corrects
target language text
Machine and Human
Sentence-based
translation with custom
MT
Paid by the word count
Up to 6,000 words per day
Machine Translation
Automatic, real-time
translation using
statistical machine
translation systems
Machine
Sentence-based
translation with Terms and
Brand
Paid by the character
count
Instant/real-time
Transcreation
The process by which
new content is
developed or adapted
for a given target
audience
Bilingual Copywriter(s)
Concept or paragraph
based translation with or
without TM
Paid by the hour
800 to 1,200 words per
day
Translation
The communication of
the meaning of a source
language text by means
of an equivalent target
language text
Translator
Sentence-based
translation with TM
Paid by the word count
1,500 to 2,000 words per
day
This presentation is from “Grow Faster, Reach Further – Open up new markets with translation”, a marketingfinder.co.uk webinar.
To find out more, or for the on-demand recording, visit http://goo.gl/52itr7
Grow Faster, Reach Further – Open up new markets with translation #YourInternationalBrand2525
Creating Great
Global Content
This presentation is from “Grow Faster, Reach Further – Open up new markets with translation”, a marketingfinder.co.uk webinar.
To find out more, or for the on-demand recording, visit http://goo.gl/52itr7
Grow Faster, Reach Further – Open up new markets with translation #YourInternationalBrand
Colors Across Countries
Color:Asia
PacificEurope Africa
North
America
South
America
Redo Happiness
o Joy
o Royalty
o Love
o Death
o Courage
o Good Fortune
o Love
o Passion
o Fire
o Religion
o Passion
Blueo Heavens
o Shame
o Villainy
o Freedom
o Peace
o Sadness
o Virtue
o Faith
o Truth
o Masculine
o Authority
o Loneliness
o Serenity
o Mourning
Greeno Ming Dynasty
o Youth
o Criminality o Wealth
o Fertility
o Strength
o Nature
o Safety
o Nature
o Danger
Yellowo Birth
o Wealth
o Power
o Temporary
o Cheating
o Happiness
o Prosperity
o Hope
o Cowardice
o Temporary
o Death
o Sorrow
o Morning
Whiteo Death
o Unhappiness
o Neutrality o Joy o Purity o Spirit
o Religious
o Anger
o Danger
o Energy
o Action
o Danger
o Stop
o Protection
o Mourning
o Energy
o Adultery
o Luck
o Greed
o Nobility
o Mourning
This presentation is from “Grow Faster, Reach Further – Open up new markets with translation”, a marketingfinder.co.uk webinar.
To find out more, or for the on-demand recording, visit http://goo.gl/52itr7
Grow Faster, Reach Further – Open up new markets with translation #YourInternationalBrand
Season and Dates Across Regions
Grow Faster, Reach Further – Open up new markets with translation #YourInternationalBrand
This presentation is from “Grow Faster, Reach Further – Open up new markets with translation”, a marketingfinder.co.uk webinar.
To find out more, or for the on-demand recording, visit http://goo.gl/52itr7
Grow Faster, Reach Further – Open up new markets with translation #YourInternationalBrand
Tips for writing for a global audience
Use active voice (rather than passive)
Apply either formal or informal
Avoid slang & local expressions (e.g. “Raining cats and dogs”)
Define abbreviations (e.g. RHS; right-hand side)
Consistent...terminology (e.g. fog lamp; fog light)
Consistent...spelling (e.g. tyre; tire)
Consistent...hyphenation & spacing (e.g. anti-lock; anti lock; antilock)
Consistent...capitalisation (e.g. Anti-lock; Anti-Lock; anti-lock)
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5
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7
8This presentation is from “Grow Faster, Reach Further – Open up new markets with translation”, a
marketingfinder.co.uk webinar.
To find out more, or for the on-demand recording, visit http://goo.gl/52itr7
What makes a
great global
website?
This presentation is from “Grow Faster, Reach Further – Open up new markets with translation”, a marketingfinder.co.uk webinar.
To find out more, or for the on-demand recording, visit http://goo.gl/52itr7
Grow Faster, Reach Further – Open up new markets with translation #YourInternationalBrand
Web content & architecture
Use global templates
Determine what
information is global
and what is local
Will sites be localised by
language or by country?This presentation is from “Grow Faster, Reach Further – Open up new markets with translation”, a
marketingfinder.co.uk webinar.
To find out more, or for the on-demand recording, visit http://goo.gl/52itr7
Grow Faster, Reach Further – Open up new markets with translation #YourInternationalBrand
Internationalization architecture
Translatable URLs,
Titles, Meta
descriptions, H1, alt.
SEO
friendlyEnsure Unicode
encoding & fontUnicode
Allow auto-resize
of text boxes and
content frames
Auto-size
frames
Use alt attribute for
additional text
Separated
text from
graphics
Avoid Flash, use
HTML 5 where
practical
HTML 5
This presentation is from “Grow Faster, Reach Further – Open up new markets with translation”, a marketingfinder.co.uk webinar.
To find out more, or for the on-demand recording, visit http://goo.gl/52itr7
Grow Faster, Reach Further – Open up new markets with translation #YourInternationalBrand
Categorize your content
This presentation is from “Grow Faster, Reach Further – Open up new markets with translation”, a marketingfinder.co.uk webinar.
To find out more, or for the on-demand recording, visit http://goo.gl/52itr7
What strategies
do I need to
localise SEO?
This presentation is from “Grow Faster, Reach Further – Open up new markets with translation”, a marketingfinder.co.uk webinar.
To find out more, or for the on-demand recording, visit http://goo.gl/52itr7
Grow Faster, Reach Further – Open up new markets with translation #YourInternationalBrand
Search engines across the globe…
This presentation is from “Grow Faster, Reach Further – Open up new markets with translation”, a marketingfinder.co.uk webinar.
To find out more, or for the on-demand recording, visit http://goo.gl/52itr7
URLLANG.
SELECTOR
HTML hreflang Mobile
Allocate time for keyword
research and validation before
the actual translation of your web
content
This presentation is from “Grow Faster, Reach Further – Open up new markets with translation”, a marketingfinder.co.uk webinar.
To find out more, or for the on-demand recording, visit http://goo.gl/52itr7
keyword URL
HTML hreflang Mobile
Allow users to navigate
using a user-friendly &
clearly visible
Language Selector.
This presentation is from “Grow Faster, Reach Further – Open up new markets with translation”, a marketingfinder.co.uk webinar.
To find out more, or for the on-demand recording, visit http://goo.gl/52itr7
keyword URLLANG.
SELECTOR
HTML MobileUse hreflang tags
rel=“alternate” hreflang=“LANG”
to help search engines languages
index you sites.
This presentation is from “Grow Faster, Reach Further – Open up new markets with translation”, a marketingfinder.co.uk webinar.
To find out more, or for the on-demand recording, visit http://goo.gl/52itr7
How do I
localise a
video?
This presentation is from “Grow Faster, Reach Further – Open up new markets with translation”, a marketingfinder.co.uk webinar.
To find out more, or for the on-demand recording, visit http://goo.gl/52itr7
Grow Faster, Reach Further – Open up new markets with translation #YourInternationalBrand
Video Marketing
Source: “Press Play: Quick Introduction to Video Localization” by Rebecca Ray Common Sense
Advisory, Inc.
YouTube.com
○ Over 1 billion unique visitors per month
○ More than 80% of its traffic now comes
from outside the United States
Beyond YouTube.com
○ Brazil: UOL, Vimeo, YouTube
○ China: iQiyi, PPS, Youku Tudou
○ India: Storypick, Upworthy, YouTube
○ Turkey: Dailymotion, Vimeo, YouTube
○ Russia: RuTube, YouTubeThis presentation is from “Grow Faster, Reach Further – Open up new markets with translation”, a marketingfinder.co.uk webinar.
To find out more, or for the on-demand recording, visit http://goo.gl/52itr7
Grow Faster, Reach Further – Open up new markets with translation #YourInternationalBrand
Video Localisation
Project brief £ 225.00
Script creation £ 445.00
Voice over £ 795.00
Sound effects £ 130.00
Sound track £ 325.00
Illustration/Animation £ 505.00
Video editing £ 545.00
Video rendering £ 145.00
Total: £ 3,115.00
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5
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7
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Creation of a 5-minute video:
Subtitling
£210.00 per language
Voice-Over
£375.00 per language
Dubbing
£615.00 per language
14Additional
Markets
8Additional
Markets
5Additional
Markets
Localization of a 5-minute video:
This presentation is from “Grow Faster, Reach Further – Open up new markets with translation”, a marketingfinder.co.uk webinar.
To find out more, or for the on-demand recording, visit http://goo.gl/52itr7
Audio Narration
Voiceover YouTube Scripts
Create content with international
references that appeal to global
references
This presentation is from “Grow Faster, Reach Further – Open up new markets with translation”, a marketingfinder.co.uk webinar.
To find out more, or for the on-demand recording, visit http://goo.gl/52itr7
Audio Global Narration
YouTube ScriptsConsider using voice-over while
limiting the use of on-screen
speakersThis presentation is from “Grow Faster, Reach Further – Open up new markets with translation”, a
marketingfinder.co.uk webinar.
To find out more, or for the on-demand recording, visit http://goo.gl/52itr7
Audio Global Narration
Voiceover YouTubeObtain, preserve and re-use audio
narration scriptsThis presentation is from “Grow Faster, Reach Further – Open up new markets with translation”, a marketingfinder.co.uk webinar.
To find out more, or for the on-demand recording, visit http://goo.gl/52itr7
Grow Faster, Reach Further – Open up new markets with translation #YourInternationalBrand
Introducing SDL Language Cloud
The simpler, smarter way to manage your translation projects
Register for your FREE account today and find out how easy
it is to manage your translations with SDL Language Cloud:
http://www.sdl.com/languagecloud/managed-translation
Speed-up translation
projectsCost savings
Visibility &
control
Integration and
connectivity
o Easy-to-use platform
reduces time to market
for translated content
o With translation memory
you never pay to
translate something twice
o By tracking project
progress, spend and
savings through intuitive
dashboard
o Offers flexible
integration solutions to
WCMS through API or
file exchange app. This presentation is from “Grow Faster, Reach Further – Open up new markets with translation”, a marketingfinder.co.uk webinar.
To find out more, or for the on-demand recording, visit http://goo.gl/52itr7
Grow Faster, Reach Further – Open up new markets with translation #YourInternationalBrand
Aligning your entire online strategy
OnlineMarketing
o Website
o Micro-sites
o Blog
o Banners
o Ads
Content Marketing
o eBooks
o White papers
o Infographics
o Videos
o Podcasts
Social Media Marketing
o Posting
o User-Generated Content
o Customer Reviews
o Ads
EmailMarketing
o Newsletter
o Opt-in emails
Mobile Marketing
o APPs
o Games
o SMS
Align content across all marketing pillars
The right content…for the right people…at the right time.
This presentation is from “Grow Faster, Reach Further – Open up new markets with translation”, a marketingfinder.co.uk webinar.
To find out more, or for the on-demand recording, visit http://goo.gl/52itr7
In association with
Your QuestionsGrow Faster, Reach Further – Open up new markets with translation
Brought to you by
Adrian DentInternational Trade AdvisorUK Trade & Investment, South East
Robert GorbySenior DirectorSDL Language Cloud
Morag Cuddeford-JonesConsultant Editormarketingfinder.co.uk
This presentation is from “Grow Faster, Reach Further – Open up new markets with translation”, a marketingfinder.co.uk webinar.
To find out more, or for the on-demand recording, visit http://goo.gl/52itr7
3 Reasons to Complete the Exit SurveyGrow Faster, Reach Further – Open up new markets with translation
1. You can give us your feedback
2. You can request your free copy of ‘Why your content must go global, and the smart way to get it there.’
3. You can send a recording of the webinar to colleaguesThis presentation is from “Grow Faster, Reach Further – Open up new markets with translation”, a
marketingfinder.co.uk webinar.
To find out more, or for the on-demand recording, visit http://goo.gl/52itr7
Thank You
Brought to you by In association with
Grow Faster, Reach FurtherOpen up new markets with translation
This presentation is from “Grow Faster, Reach Further – Open up new markets with translation”, a marketingfinder.co.uk webinar.
To find out more, or for the on-demand recording, visit http://goo.gl/52itr7