Halloween for Global Marketers – Quiz

Alina Poniewaz

Alina is a member of the Smartling marketing team. She recently moved to Boston from the San Francisco Bay area, where she managed training/community content for a SaaS company. Before making the jump to technology, Alina's passion for the written word led her to the world of book publishing where she worked in both marketing/editorial capacities. Linguistics fun fact: Alina's last name is a Polish word that has seven different translations in English (although it's most commonly translated as "because").

If you’re creating marketing content for your company blog, social media streams, or newsletter and you’re based in the United States, chances are you’re using a U.S.-based editorial calendar. But a quick look at your analytics will show you just how many visitors you’re getting from around the world. Today, it’s vital to be aware of the cultural differences that exist around certain holidays or times of the year.

So, how well do you really know Halloween – and whether (or how) it’s celebrated around the world?


Brand Mascots: 3 Things to Consider Before Bringing Your Mascot Overseas

Amanda Kondolojy

Amanda Kondolojy is a full time freelance writer with a passion for language and technology. She loves to travel and enjoys trading pins with locals, wherever she goes!

London MascotAre brand mascots a big part of your company’s marketing efforts? Companies such as GEICO, McDonald’s, and Michelin are inseparable from their mascots, the GEICO Gecko, Ronald McDonald, and the Michelin Man, respectively. Though your mascot may be a big hit domestically, there are several things to consider before you present it to an international audience. The following are three essential questions to ask yourself before you include your mascot in your next international marketing campaign:

 

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Guest Blog: Smartling Connector for Sitecore

Alexander Doroshenko

Alexander is a Sitecore Developer with 6 years of experience, as well as a blogger and ALM and DevOps Enthusiast. Currently, he’s all about applying Agile and XP practices in Scrum teams, and spending time developing Application Lifecycle Management infrastructure inside his department.

connector graphicToday we’re featuring a guest post by Alexander Doroshenko, Agile and XP afficionado, who currently works as a developer for Sitecore. Alexander tested out the Smartling connector for Sitecore and wrote up a review for his blog, highlighting Smartling’s in-context translation feature. With his permission, we’ve reposted the content for you here. Enjoy!

 

A few years ago, I wrote a blog post about Sitecore Language Translator module, which worked using Google / Bing translations API. It was probably one of the first Sitecore modules which allowed automated website translation (even though it could be used only for testing). Since then, I’ve tried out a lot of translation modules, as website translation is required in at least 90% (just my rough guesstimate) of the projects where Sitecore is used.

That’s why I was really excited when a friend of mine, who works at New York-based startup called Smartling, has sent me the latest version of their Sitecore Connector which I’ll briefly (just showing off the most interesting features) review in this blog post.

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Zuckerberg Speaks Chinese, Multilinguals Rejoice

Vijayalaxmi Hegde

Vijayalaxmi is a member of the marketing team at Smartling. Prior to joining Smartling, she led the language services market sizing project at industry research firm, Common Sense Advisory. She is also a trained journalist and has written for publications in India (where she lives) as well as abroad. She is a plain language and tech enthusiast and speaks Kannada, English, Hindi, and Bengali – listed in the order she learned them.

Photo of Mark ZuckerbergOr, “Zuckerberg Speaks Chinese, Internet Explodes.”

As you probably heard, last week, Facebook’s CEO visited Tsinghua University– considered one of the most elite in China – and spoke to the students there for half an hour. In Mandarin.

It made a big splash in the news. But apart from PR mileage, there are some important localization lessons from Mark Zuckerberg’s foray into Mandarin, especially for monolingual CEOs and companies.

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Translating Expressions? 10 Common Terms That Don’t Translate Well

Sharon Hurley Hall

Self-confessed word nerd Sharon Hurley Hall has the perfect job - as a professional writer and blogger. In the last couple of decades she has worked as a journalist, a college professor (teaching journalism, of course), an editor and a ghostwriter. She finds language fascinating and, in addition to English, speaks French, Spanish and a smattering of German.

World Map - translating expressionsTranslating expressions can be challenging, especially when some literally cannot be translated from one language to another. This is because the concept these words or phrases wrap up so neatly in one language becomes an unwieldy mess when you try to explain it in another. The following are ten common expressions from around the world that don’t translate well into other languages:

 

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AMA Webinar Q&A – Getting Translation Right

Alison Toon

Alison Toon, Smartling’s Senior Director, New Markets, has been working in the translation industry for two decades. With a background in enterprise-scale translation management, she was previously responsible for building and managing Hewlett-Packard's globalization program and translation technologies across all business units.

She is also an avid photographer, music blogger (check out “Toon’s Tunes”!), and frequent presenter at translation and content management conferences and webinars, including Localization World, GALA, Gilbane, and ATA.

@alisontoon

Last week, we presented a webinar in conjunction with the American Marketing Association (AMA) entitled, Getting Translation Right: 10 Ways to Make Your Translation Projects More Efficient. You asked so many great questions after the presentation, we didn’t have time to get to them all! In this blog, you’ll find my response to the questions that we couldn’t fit in the hour. For those of you who might have missed the presentation, you can watch it on our website now.

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Global Communications: 4 Ways to Maintain a Consistent Tone in Brand Marketing

Shahrzad Warkentin

Shahrzad Warkentin is freelance writer who is passionate about connecting with audiences through great storytelling. For the past five years she’s covered a variety of topics, with a focus on brand marketing techniques. She speaks three different languages, including Swedish and Farsi.

Maintaining a consistent tone throughout all of your global communications is vital to your brandThough the language may change, and even if you modify your product to better suit a certain culture, your brand’s established voice should remain consistent through all global communications so that it is understood the same way across the world. Here are four ways to maintain a uniform tone to help translate your message to global markets more effectively.

 

 

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Global Marketers, Have You Met the New, Multilingual Content Consumer?

Vijayalaxmi Hegde

Vijayalaxmi is a member of the marketing team at Smartling. Prior to joining Smartling, she led the language services market sizing project at industry research firm, Common Sense Advisory. She is also a trained journalist and has written for publications in India (where she lives) as well as abroad. She is a plain language and tech enthusiast and speaks Kannada, English, Hindi, and Bengali – listed in the order she learned them.

hiker using tabletWhat does Mary Meeker’s 2014 report on internet trends tell global marketers? What message does it have for companies who want to go global? We’ve digested the data-laden report and arrived at some key elements that companies serious about their international strategy must pay attention to. Read on.

 

 

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Why Global Is the Next Frontier in B2B SaaS

Nataly Kelly

VP of Marketing

Nataly brings nearly two decades of translation industry experience to Smartling, most recently as Chief Research Officer at industry research firm Common Sense Advisory. Previously, she held positions at AT&T Language Line and NetworkOmni (acquired by Language Line), where she oversaw product development. A veteran translator and certified court interpreter for Spanish, she has formally studied seven languages, and is currently learning Irish.

A former Fulbright scholar in sociolinguistics, Nataly lives in the Boston area with her husband. When she isn’t working, you’ll usually find her translating Ecuadorian poetry, writing books, and exploring the world (36 countries and counting!).

@natalykelly

Visit Nataly's LinkedIn page

globalAccording to Gartner, the Software as a service (SaaS) market will surpass $22 billion in 2015.  While SaaS is still a relative newcomer on the software scene, the market has become quite competitive as more and more companies have discovered the benefits of this deployment model and jockey to win favor with enterprise software buyers.

 

 

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Best Practices for Global Internal Communications

Alison Toon

Alison Toon, Smartling’s Senior Director, New Markets, has been working in the translation industry for two decades. With a background in enterprise-scale translation management, she was previously responsible for building and managing Hewlett-Packard's globalization program and translation technologies across all business units.

She is also an avid photographer, music blogger (check out “Toon’s Tunes”!), and frequent presenter at translation and content management conferences and webinars, including Localization World, GALA, Gilbane, and ATA.

@alisontoon

global communications imageWhen “going global,” first thoughts and efforts are usually focused on the customer: What languages do we need to communicate with global customers, and what new markets and revenues are we likely to reach? But there’s another audience that you should not forget – your own employees.

Requirements for language support for employees are notoriously difficult to pin down. Even large, multinational enterprises, with HR departments in many locations, may not have a well-defined, global policy in place. It’s something that many companies struggle with – because of this, a lot of “ad-hoc” translation happens. In today’s post, we’ll provide some tips for systematizing and streamlining global internal communications.

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