Track: Globalization

Eric Freese

In the past traditional publishers were the primary content creators and book stores the primary distributors. In this day, almost every organization is a content creator, responsible for distributing content to an often wide-ranging audience. Eric will discuss the process of preparing content for electronic delivery across a wide range of platforms through creation or conversion. Options for managing electronic versions and applying the appropriate metadata for distribution and increased discoverability will also be discussed.

Megan Gilhooly
INVIDI Technologies

As the new manager of technical communication in 2010, I inherited a team that was disrespected, documentation that was not trusted, and no budget to move content into the 21st century. In this session, attendees will learn how a strategic plan laid the groundwork for massive changes in content at INVIDI Technologies, moving the organization from 300 to 500-page PDF documents (old-school) to online knowledge base and learning management system in 4 short years. They will also learn how aligning strategies with other groups impacted our efforts, both positively and negatively, and what we would have done differently if we had it to do all over again!


In this session, I will outline best practices and strategies to inform companies how to streamline the translation management process for global content marketing. Using world-renowned music discovery application Shazam as an example, attendees will learn how to leverage a new breed of Cloud applications to help global teams collaborate and streamline their content marketing strategy, as well as how to use new technology to measure marketing efforts to ensure effectiveness and determine ROI.

Cloudwords Helps Shazam Reach 150 Million Users in 200 Countries

The Problem: 

Shazam adds 1.5 million new subscribers to its music and television discovery app each week. The majority of their users is located overseas and communicates in 30 languages, making translation a high priority. However, translating large amounts of content and getting the tone right—everything from emails, website updates, app store descriptions and more—is challenging and time-consuming. When Shazam needs to launch an email campaign to communicate a new product launch in 30 languages, it means they need to manage 420 different email campaigns with different messaging.

The Solution:

It’s important for Shazam to move quickly while also maintaining the same tone to promote their brand across all audiences. Using Cloudwords, Shazam was able to identify a single, professional translator to “nail” their tone of voice and can manage the translation process from a single, cloud-based dashboard—a key component to their success. And with Cloudwords translation memory, approved, already-translated copy is ready to use when needed, a critical feature when pushing product updates to more than 150 million users in 200 countries.

Pam Noreault
ACI Worldwide

The organization involved in this case study a large software security company based in the UK. The main challenge was the budget constraints and then the decisions we had to make with the tools we implemented. We overcame the challenge by implementing cheaper tools, and then using a source control system for our repository. However, we made it work for the writers and the translation team. We really saved a lot of money in the end.

The presentation is based on one global DITA implementation/conversion which involved four different sites: UK, Germany, USA, and Canada. This conversion also involved translation into seven languages and working with an in-house translation team of 13. This presentation will focus on the goals of the project, the process that was used to achieve these goals, the good decisions that were made, the poor decisions that were made, the final outcome of the conversion, and the timeline and time involved to complete the conversion. This presentation will also provide cost-savings information as well as the tools and techniques that were chosen for this project because this project was done on a shoe-string budget. In this session, attendees will learn processes, learning experiences, lessons learned, and a typical budget for a large DITA implementation/conversion project. Also, learning from someone else’s mistakes is valuable.

This presentation has the following goals:

  • Present a case study on a global DITA implementation/conversion.
  • Provide an overview of the project goals.
  • Discuss the ways that these goals were achieved.
  • Discuss what went right and what went wrong and how we mitigated and fixed those things that went wrong.
  • Explain the final outcome of the project and the lessons that were learned.
  • Provide information around time involved to complete the project.
  • Include cost savings for the project and how the cost savings were determined.
  • Provide the metrics that were used to track improved processes and turnaround times.
  • Show the budget and then show the actual money spent on the project.
Scott Carothers
Sr. Globalization Executive, Kinetic

Translations are a commodity yet many companies have one or two Language Service Providers (LSPs). This presentation is from the Buyers’ perspective utilizing Translation Management Systems. Buyers are taking back total control by centralizing enterprise-wide workflows, maximizing TM ownership and rating vendors. Buyers are seamlessly bidding out translation, review, and DTP processes to expand savings. Business intelligence is at their fingertips per vendor – per language pair. Greater content reuse is being validated with existing staff while reducing the stress and cost of going global. Buyers are showing their management understandable performance and measurable savings. See translation headaches cured.

Stacey Brown
Talent Management Specialist and President of Mindlink Resources, LLC

On behalf of the Globalization and Localization Association, Stacey Brown will examine the best practices in quality assurance for translation projects. We’ll cover practical steps for planning or improving QA processes and for cultivating qualified staff. We’ll also explore different ways to optimize the process for the capabilities of the QA testers. Learn more about different types of testing (language reviews, formatting, functionality, automation) and how to effectively combine these processes to produce the right quality for your job.

Val Swisher
Founder, Content Rules

“My content is translated into more than four languages.”
“My content problems exponentiate with each language and culture we add.”
“My global websites are completely unmanageable.”
“I don’t know where to begin or what to do.”

If any of these statements describes your situation, then you need a content strategy. But, not just any content strategy. You need a global content strategy.

In this fast-paced session, Val Swisher will introduce you to the seven components of creating a global content strategy. You’ll walk away with an understanding of each component, where it fits, and why it is important. If global content is overwhelming you, come learn how to tame it and make it more manageable now and in the future.