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.

Continue reading

Localization: What It Really Means for Your Business

Danyelle C. Overbo

Danyelle C. Overbo is a freelance copywriter and storyteller with a passion for technology and travel. She grew up in Las Vegas, but currently lives in beautiful Colorado with her husband and small zoo of two cats and two very spoiled Miniature Schnauzers.

Globe With PinsIf your business is focused on global expansion and growth strategies, you have likely heard of the term “localization.” But what is localization, really? Perhaps more importantly, what does it mean for your business?

Imagine that you are perusing two websites because you want to buy a pair of sunglasses. On the first website, you see unfamiliar graphics, prices in a currency that is not your own, and jargon you don’t quite understand. On the second, there are pictures of sunglasses with clear descriptions, prices in your own currency, and a neat layout with graphics that make sense to you. Which site would you choose to make your purchase?

Continue reading

Medical Translation: Curing the Confusion

Doug Bonderud

Doug Bonderud is a freelance technology writer with a passion for telling great stories about unique brands. For the past five years, he's covered everything from cloud computing to home automation and IT security. He speaks some French, is fluent in Ancient Greek and a master of Canadian English — and yes, colour needs a 'u'.

PillsOf all the translation projects your company undertakes, anything related to healthcare or medicine presents the biggest risk. Why? Because even slight errors can lead to big problems in treatment, data classification, or reliability. These three tips can help cure your medical translation woes:

 

 

Continue reading

Local Marketing: Tips for Planning Global Growth

Liz Alton

Liz is a contributor to the Smartling blog. Her interests in language started with eight years of Latin and experiments with Spanish, French and Irish Gaelic. She writes extensively about business, technology, marketing and media trends.

local marketingWhere does localized marketing fit into a global growth plan? If you’re a marketer who’s been charged with crafting your company’s next steps for world domination, it’s important to remember the role that local markets play. Companies that hold global market share in their industry are doing one thing right: they’re owning the market at the local level in a number of different countries. Here’s a closer look at how growing global companies successfully handle local marketing plans.

 

Continue reading

Localization Lessons from Global Leaders

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.

image of apple store in mallWhat can we learn about localization from tech giants like Apple, Google, Facebook, and Microsoft? Each of them is known for offering users a huge number of language choices and carefully localized products. In today’s blog post, we summarize the practices of these leaders in the hope that it might inspire you in your marketing and localization work.

 

 

Continue reading

Translation Project Management: From Priority to Profit

Doug Bonderud

Doug Bonderud is a freelance technology writer with a passion for telling great stories about unique brands. For the past five years, he's covered everything from cloud computing to home automation and IT security. He speaks some French, is fluent in Ancient Greek and a master of Canadian English — and yes, colour needs a 'u'.

Prioritization Let’s say everything goes according to plan. You hire a great translation service, localize your brand perfectly, and find a way to capture the spirit of your slogan in another language. Things are looking up—orders are flooding in, and management wants to expand into several new markets to capitalize on your recent success. Suddenly, translation project management becomes crucial as translator requests pile up and growth continues unabated. So, how do you balance profit and priority?

 

Continue reading

Restaurant Menu Translation Do’s and Don’ts

Melıke Uzun

I’m a native Turkish translator living in Turkey. I have a degree in translation from Istanbul University. I have translated 6 novels, but primarily focus on technical, IT, medical, and legal texts.

restaurant menuBackground information, along with context, is always helpful when translating a website, app, document, or any other piece of collateral. In the restaurant industry, having the proper background information is a must, since mistakes can easily confuse customers and damage a restaurant’s reputation. With social media and review websites readily accessible, anything funny, ridiculous or terrifying can quickly spread online. And that may not be the kind of virality you want for your business. Here we present some examples of what to do – and what not to do – when it comes to restaurant menu translation.

Continue reading

Centralizing Global Marketing: 10 Techniques

Chelsea Baldwin

Chelsea Baldwin is a professional business writer and online marketing consultant who specializes in helping business grow their brands and optimize their sales funnels with effective content. She used to hold a corporate position in international marketing, but gave it up to work more closely with companies while traveling the world.

World with power button

Localized marketing can offer better conversion, but localized campaigns at a global scale are hard if you want to grow without multiplying your team. The following techniques are your best bets for centralizing global marketing in your business:

 

Continue reading

Latin Is Alive and Well and Living in Your Vocabulary

Mim Harrison

Mim Harrison is the author of three books on the English language, Wicked Good Words, Smart Words (both, Penguin/Perigee) and Words at Work (Walker Publishing). A longtime professional writer and editor, she is also a producer of specialty books that are published in cooperation with leading cultural institutions. Her interest in languages began during her misadventures as a college student abroad.

Galileo: The Starry MessengerHard to believe, but 2600 years ago the notion of Latin as any kind of language—living or dead—was laughable. Barely anyone spoke it, other than a few people in Italy. For those who have never had a love of amo, amas, or amat, if the language had never gone beyond its hilltop Italian borders, that would have been just fine.

But if you speak English (or Italian, Spanish, Portuguese, or French), there’s Latin on your tongue. A dead language? You probably use its derivatives every day.

 

 

Continue reading

Image Translation: What You See Isn’t Always What They Get

Doug Bonderud

Doug Bonderud is a freelance technology writer with a passion for telling great stories about unique brands. For the past five years, he's covered everything from cloud computing to home automation and IT security. He speaks some French, is fluent in Ancient Greek and a master of Canadian English — and yes, colour needs a 'u'.

Colors to indicate image translation It goes without saying that high-quality translations are the best way to get your company’s message across in a new country. If you’re unsure whether your slogan translates effectively or has the same effect in another country, you can hire a professional translation service, be clear about what kind of result you’re looking for, and not be afraid of new cloud-based translation technologies. Simple, right? But what about images? What about colors? Could these change—or even hamper—the effect of your marketing abroad?

Continue reading