next thing you know you’re global! -...
TRANSCRIPT
Next thing you know— you’re global!
A case study Gilbane
Conference: Boston
01 Dec 2010
Andrew Lawless Principal Dig-IT! LLC Consulting
Debra Lewis Web Content Manager OCLC
About OCLC
The world’s libraries. Connected. • Innovation and cooperation among libraries; advocating libraries in
the instant-information age
• Began in 1967 with Ohio colleges
• Membership organization; 27,000 libraries in 170 countries
• Offices in US, EMEA, Canada, Mexico, China, Australia
About Debra Lewis
While at OCLC: • Video
• Documentation
• Sales
• Product management
Web content:1996 ~
• Extranets
• OCLC corporate sites
About Andrew Lawless
Director of Worldwide Mul0media, Holtzbrinck Publishing Group
Managing Director Central & Eastern Europe, Berlitz (now Lionbridge)
Manager Transla0on & Interpreta0on, The World Bank
Principal, Dig-‐IT! Consul@ng
Dig-IT! Consulting
OCLC’s path to going global
1967 US libraries
1980---> Asia Canada PICA
1998 1st translations of service interfaces (FR, ES)
Growing languages at OCLC
1995 2004 2006 2008
EN US (en) CA (en,fr) LAC (en, es) AP (en, zh) MENA (en)
AP (tw) UK (en) ANZ (en) LAC (pt) DE (de) NL (nl) FR (fr)
Manual coding
Collage Do you know about Kudzu?
Web team’s response to expansion
• Recognize signs of stress in existing processes
• Evolve the global site strategy
• Phasing in process automation
• Identify language requirements
• Find the CMS that works for your business
• Implement Day CQ5.3
• Lessons learned
• Resources to help you
Purpose of OCLC websites
• Support a "customer journey" for both potential and current OCLC members and partners
• Pre-purchase information gathering and evaluation
OCLC www.oclc.org
Pre-purchase information
Purpose of OCLC websites
• Support a "customer journey" for both potential and current OCLC members and partners
• Pre-purchase information gathering and evaluation
• Post-sales service support
OCLC www.oclc.org
Support & Training
Purpose of OCLC websites
• Support a "customer journey" for both potential and current OCLC members and partners
• Pre-purchase information gathering and evaluation
• Post-sales service support
• Delivery of member services
OCLC www.oclc.org
Membership Reports
Information Research
Purpose of OCLC websites
• Support a "customer journey" for both potential and current OCLC members and partners
• Pre-purchase information gathering and evaluation
• Post-sales service support
• Delivery of member services and research
OCLC www.oclc.org
WebJunction www.webjunction.org • Online learning community services to a wide variety of library
organizations
• Content, learning, and community management
Online Learning
Community Management
Key web language stats - OCLC
Site Views
1. Worldwide (EN) 2. US (EN) 3. UK (EN) 4. LAC (ES) 5. NL (NL) 6. DE (DE) 7. AP (ZH) 8. MENA (EN) 9. LAC (PT) 10. ANZ (EN) 11. LAC (EN)
Translations
ZH
TW
NL
DE
FR
ES
PT
Signs of Stress
Production • Spend more time finding
“creative solutions” than creating new content or managing site strategy
• Use features of your CMS in ways not originally intended
• Can’t upgrade to new releases without corrupting your pages
Business • Localization addressed at the
point of publication
• Turnaround for day-to-day edits increases—affects relationships with internal clients
• Distributed authors “give up” and relinquish editing rights
• Team stress increases
Evolve the global site strategy
1. Get a translation service provider
2. Get a new CMS that would scale
3. Get a translation management system
Plan A: Get a grip
1. Get a translation service provider
2. Get a new CMS that would scale
3. Get a translation management system
CMS
Vendor
Internal
Review
Client Infrastructure Vendor Infrastructure
@
Currently, over 90% of content is sent for translation manually Common Sense Advisory 2007
Bottle Neck: Manual Processes
You mean I can automate NOW?
CMS
Content Type
Versioning
Language
TMS
Machine Translation
FTP Translation Integration
Software
First Lessons Learned
• Every additional language will amplify even the smallest flaw in the workflow
• Getting it out is easy, putting it back is not
• For every content item you send out, X number of items come back in
• Quick wins possible with workflow review and automation
• Language drives CMS requirements
A consultant is a necessity—not a luxury
• Industry expertise / Sounding board for PM
• Business case to management
• Stakeholder consensus
• Inclusion in requirements gathering
• Education / peer learning
• Feedback mechanisms
• Vendor evaluation
• Working through issues
• Negotiation & Savings
Plan A: Get a grip
1. Get a translation service provider
2. Get a new CMS that would scale
3. Get a translation management system
CMS Selection Approach / Schedule
Selection Criteria
Positive web visitor experience through solid ability to
• Receive localized content for the OCLC regions
• Share and retrieve data using forms and surveys
• Purchase and use products and services online
• Find information based on user profile
Support for web editors and contributors to:
• Enter Content
• Manage OCLC Assets
• Publish to multiple sites in multiple languages
• Publish to multiple channels
Ability to integrate with existing OCLC systems
Envisioned Architecture Blueprint
Globalization Parameters
Date and Time
• Number of working days in a week
• Composition of a work week
• Religious / cultural holidays differ across countries
• Date and time formats
Finance
• Foreign exchange rates
• Local taxation and locally accepted payment mechanisms
Globalization Parameters (cont.)
Text and Language
• Support of different character sets
• Salutations and personal titles
• Sorting
• Translation, Localization, Transcreation
Regulation
• Compliance with the regulations and standards of supported regions
Globalization Parameters (cont.)
General Software Considerations
• Source code guidelines
• Generation of unique identifiers for key entities
• Use of standards in design and development of global applications
Deployment Design
• Global applications availability and scalability requirements for each region that need to be supported
Other Geographical and Cultural Variables
• Address formats
• Phone number format
Key Standards
Globalization Parameter Standards
Time Zones Coordinated Universal Time (UTC) Data Presentation ISO 8601 Currency ISO 4217 Language ISO 639 Country ISO 3166 Character Sets UTF 8, UTF 16, UTF 32 Paper sizes ISO 216 A, B & C Locations ISO 6709 – Latitude, Longitude and Altitude Terminology LISA TBX Translation Memory LISA TMX Localization OASIS XLIFF Text Segmentations Unicode TR 29
Text and Language Requirements
Core language packs for entry and display
Bi-directional text and double-byte characters
Character sets with default as UTF
Different text layout rules
Present language specific buttons, labels, messages, etc.
Sorting (for mixed language results)
Spelling, grammar, synonym, word count
Text expansion and shrinkage after translation
Use layers for graphics containing text
Integration With Translation Workflow
Provision of open standard API
Linked assets
Parent-Child relationship
Visually track changes in source content
Manage multiple updates while content is in localization
Move content while in translation
Display links to associated languages versions of source content
Automatic URL path translation
Automatic population of target language metadata
Global Identifier Support
Requirements Mapping
Gartner Magic Quadrant Forrester Wave
List of invited RFI respondents
• Day
• IBM
• Nstein
• Oracle
• Opentext
• SDL
• Sitecore
• Drupal
Finalists Differentiators
Day CQ5 SDL Tridion
Support
Implementation
Migration
Integration
What we did not know, but do now
Reality bites: URL structure, file naming issues, localization workflow restrictions, multilingual management
Don’t expect your new vendor to arrive with a plan and a detailed process. Be ready to drive the process yourself.
If you haven’t kept an audit of your content, pay for a content analysis
Find out if you’ll be using the Agile or Waterfall methodology for development; build user stories
If contracting for development of a system interface, make sure the developer is onsite
The CMS and localization world is a very small one---be firm on the issue but soft on the people
Don’t be surprised if your selected vendor is snapped up by another company. Just be prepared
Evolving the global strategy
1. Get a translation service provider
2. Get a new CMS that would scale
3. Get a translation management system
Welocalize / GlobalSight
• Process Automation
• Savings by re-use of previously translated content
• Savings by competitive rates per word
• Savings by process automation
• Savings by better review processes
• Total cost of ownership
Process Automation
‘423’ workflows boiled down to one
Translation Workflow
Translation without TMS
Translation with TMS
Market Orientation
Envisioned Logical Architecture Diagram
Resources
John Yunker
http://bytelevel.com/
“We believe that the Internet should be fully accessible to all people, regardless of where they live or what language they speak.”
Resources
http://www.commonsenseadvisory.com/
http://www.globalwatchtower.com/
Blog full of useful translation industry information,
Brought to you by…
Resources
Evaluations cover nearly 200 vendors.
http://www.realstorygroup.com/Blog/
Resources
Dig-‐IT Consul0ng
www.dig-‐it.us
Andrew.lawless@dig-‐it.us
Resources
Discussion topics for potential translation vendors:
Regional offices
Pricing structure / Turnaround time
Experience with your current CMS?
Translator information
Opinion on "universal" translations for French, Spanish, etc.
File format / Process / Sample file
Translation tools
References you can contact
Resources
Outline for CMS Requirements
Suggestions for getting started with Day CQ5:
Explore options for URL changes
Audit/evaluate your content
Start writing user stories
