Next thing you know you re global! A case study. Andrew Lawless Principal Dig-IT! LLC Consulting. Debra Lewis Web Content Manager OCLC

Transcription

1 Gilbane Conference: Boston 01 Dec 2010 Next thing you know you re global! A case study Andrew Lawless Principal Dig-IT! LLC Consulting Debra Lewis Web Content Manager OCLC

2 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

3 About Debra Lewis While at OCLC: Video Documentation Sales Product management Web content:1996 ~ Extranets OCLC corporate sites

4 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!

5 Dig-IT! Consulting

6 OCLC s path to going global 1967 US libraries > Asia Canada PICA st translations of service interfaces (FR, ES)

7 Growing languages at OCLC EN Manual coding US (en) CA (en,fr) LAC (en, es) AP (en, zh) MENA (en) Collage AP (tw) UK (en) ANZ (en) LAC (pt) DE (de) NL (nl) FR (fr) Do you know about Kudzu?

8 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

9 Purpose of OCLC websites OCLC Support a "customer journey" for both potential and current OCLC members and partners Pre-purchase information gathering and evaluation

10 Pre-purchase information

11 Purpose of OCLC websites OCLC Support a "customer journey" for both potential and current OCLC members and partners Pre-purchase information gathering and evaluation Post-sales service support

12 Support & Training

13 Purpose of OCLC websites OCLC 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

14 Membership Reports

15 Information Research

16 Purpose of OCLC websites OCLC 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 WebJunction Online learning community services to a wide variety of library organizations Content, learning, and community management

17 Online Learning

18 Community Management

19 Key web language stats - OCLC Translations Site Views FR DE ES NL ZH PT TW 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)

20 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

21 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

22 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

23 Bottle Neck: Manual Processes Currently, over 90% of content is sent for translation manually Common Sense Advisory 2007 Vendor Internal Review Client Infrastructure Vendor Infrastructure

24 You mean I can automate NOW? CMS Content Type TMS Language Translation Integration Software FTP Versioning Machine Translation

25 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

26 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

27 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

28 CMS Selection Approach / Schedule

29 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

30 Envisioned Architecture Blueprint

31 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

32 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

33 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

34 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

35 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

36 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

37 Requirements Mapping Gartner Magic Quadrant Forrester Wave

38 List of invited RFI respondents Day IBM Nstein Oracle Opentext SDL Sitecore Drupal

39 Finalists Differentiators Support Implementation Migration Integration Day CQ5 SDL Tridion

40 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

41 Evolving the global strategy 1. Get a translation service provider 2. Get a new CMS that would scale 3. Get a translation management system

42 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

43 Process Automation

44 423 workflows boiled down to one

45 Translation Workflow

46 Translation without TMS

47 Translation with TMS

48 Market Orientation

49 Envisioned Logical Architecture Diagram

50 Resources John Yunker We believe that the Internet should be fully accessible to all people, regardless of where they live or what language they speak.

51 Resources Blog full of useful translation industry information, Brought to you by

52 Resources Evaluations cover nearly 200 vendors.

53 Resources Dig- IT Consul0ng it.us it.us

54 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

55 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

56 Q&A Deb Lewis Andrew Lawless