As previously discussed in Managing your Multilingual Website with Ektron 8.5 CMS, the latest version 8.5 release of the Ektron CMS introduced the following new localization features and concepts:

1. Translation Packages
2. Translation Status (i.e. Mark  for Translation Status)
3. Fallback Locale
4. Translation of Managed Assets
5. Web Localization Include and Exclude Feature
6. Custom Locales
7. Pseudo-localization
8. Localization Dashboard

Once your Ektron website is ready for translation, you can export its content with a single click of your mouse. The new Ektron translation features listed above, work together by going through each page on your website, creating an XLIFF file and compressing it with all the other pages into a single ZIP file (one per language).

Each ZIP file will have a complete copy of your website's content ready for translation. The next step involves downloading these files and sending them to GPI's Translation Portal to initiate your translation workflows.  After the translation process is completed and the files are returned, you can import the translated content back into Ektron thereby completing the language export / import process.

Working with Localized Metadata

Out of the box the Ektron translation features affords users the ability of translate the following CMS item types:

• Content
  1. Summaries
  2. Comments
  3. Meta data
• Forms
  1. Response message
  2. Comments
  3. Meta data
• All menus
• File assets
• Taxonomies

When these CMS item types are marked for translation, Ektron exports their content and the details into output XLIFF files. GPI, the translation agency uses these source files to translate your website content and returns them upon completion. Ektron then processes the updated XLIFF files and creates new or updates existing CMS entries in the target language for the associated items.

Although translated Metadata content exists in the XLIFF file, the Ektron import routine does not process them. As such the localized Metadata content is not associated with its localized content. Therefore CMS users would notice that the localized content's metadata is missing.

Let's illustrate what happens by way of an example:

Table 1: Metadata in source language (English) only

Table 1, illustrates a list of sample metadata definition entries. The metadata is only defined in the source language (i.e. English).

Table 2: Localized metadata in multiple (English, Spanish, Chinese) languages

Table 2, illustrates the result of localizing the Metadata into two target languages (i.e. Chinese and Spanish). It is clear from this illustration that metadata definition entries acquire different ID values across language types unlike content ID values which remain the same regardless of language. As such the system is unable to perform automatic mapping between metadata definitions from the source English language to the target Chinese and Spanish languages.

To solve this disconnect, an additional mapping process is required when Metadata items are included for translation.

Table 3: Relationship between localized versions

Table 3, illustrates the relationships/mappings between the metadata definitions which we would like to achieve. The metadata ID values 100, 102, 103 are related, as well as Id values 101 and 104.

Ektron uses an XML-based mapping during the XLIFF importing process to accomplish this task. The mapping instructs the import routine about the association between the source language versions of the metadata entries and their corresponding target (localized) language versions.

The following outlines a step-by-step approach to setup metadata definition mappings:

1. Locate the file (<website-root>/workarea/xslt/metadataDefinitions.xml). If the file does not exist, you can download it from Ektron using the following URL:

http://dev.ektron.com/uploadedFiles/DevCenter/Support/KB_Articles/XliffMetadata.zip

2. Within the Ektron Workarea (Settings > Configuration > Metadata Definition), define your metadata definitions entries in the source language (e.g. English).

3. Switch the language view (e.g. Chinese, Spanish) to define your metadata definitions in all the required target languages.

NOTE: Definitions in the target language should be assigned the same data type and properties of the associated source language metadata definition version.

4. Edit (<website-root>/workarea/xslt/metadataDefinitions.xml) using a text-editor. Each metadata definition is defined using a <dd> element within the root <dl> element. The <dd> element should be defined as follows:

<dd title="Name of the metadata definition entry">

<dfn id="ID of Metadata entry" xml:lang="language country code"/>

<dfn id="ID of Metadata entry" xml:lang="language country code"/>

<!-- add as many dfn entries as required -->

</dd>

For example,

<?xml version="1.0"?>

<dl>

<dd title="Content Number One">

<dfn id="100" xml:lang="en-US"/>

<dfn id="102" xml:lang="es-ES"/>

<dfn id="103" xml:lang="zn-CH"/>

</dd>

<dd title="Content Number Two">

<dfn id="101" xml:lang="en-US"/>

<dfn id="104" xml:lang="zh-CN"/>

</dd>

</dl>

Once this setup has been completed, the XLIFF import process uses the mappings defined in the metadataDefinitions.xml file to correctly associate definitions in a target language (e.g. Chinese, Spanish) correspond to the definitions in the source language (e.g. English).

Further GPI Resources on Ektron, CMS and Website Development

Globalization Partners International is a certified Ektron Partner and has previously published several detailed presentations and case studies about using content management systems, like Ektron, to design, develop and deploy multilingual websites. You may find many of the following links useful:

• Eco Expo (case study)
• Marina Bay Sands (case study)
• Montana World Trade Center (case study)
• Montana World Trade Center: Website Globalization through the Ektron Platform
• GPI achieves certified partner status
• Website Localization and CMS
• Website Localization with Ektron - Part 1
• Website Localization with Ektron - Part 2
• Website Localization with Ektron - Part 3

Further Information on Localization Resources

Globalization Partners International (GPI) frequently assists customers with  multilingual website design, development and deployment. A suite of globalization tools developed by GPI can empower you to achieve your multilingual project goals: you can explore them under the  Translation Tools . GPI also offers website translationand internationalization, and can evaluate your application for global readiness. Consider partnering with GPI prior to localizing or translating your application: this will help you avoid many mistakes and save considerable time and money on your localization projects.

Contact GPI for more information via e-mail at info@globalizationpartners.com, by phone at (866) 272-5874, or by requesting a free website translation quote on your project.

Compare these two figures.  Figure 1 represents a U.S. corporation with a multicultural workforce.  In this figure, we assume that your targeted learners are primarily second generation or later Americans (the black dots), but with several first generation cultural groups represented (colored circles), as well. Thus, localizing training for a multicultural group will most likely require modifications that accommodate learners with less exposure to U.S. culture and/or more affinity for one's native culture.

Figure 2 represents a U.S. corporation that has business affairs in other countries.  In this situation, you typically regard the U.S. learners as a homogenous cultural group and then modify the U.S.-designed course to accommodate learners in each of the targeted countries, removing "Americanisms" and then localizing aversion of the course for each distinct culture or cultural group.

Let's look at an example to illustrate how our approaches to localization differ, depending on which of these two typical situations is represented.  In this blog, we'll address localization for a multicultural group.  In our subsequent blog, we'll compare multicultural localization to localizing for a global audience.

eLearning Localization

As we've mentioned in previous blogs about eLearning translation and Localization, we typically adapt elearning courses by analyzing content, instructional approach, and course technology to determine:

A.      How it aligns to learners' preferences and expectations.

B.      How we can make adaptations that are critical to the achievement of equitable learning outcomes.

With respect to content, we localize language (Global English) and confirm that content is contextually relevant.  For instructional approach, we ensure that course activities, including assessments, are culturally accessible and palatable.  Lastly, we examine media to ensure that images, icons, and so forth are contextualized and that the targeted learners' environment supports these technologies.

Localization for Multicultural Audiences

In the multicultural audiences, the learners are immersed, foremost, in American culture; however, the learners from cultural sub-groupsusually retain many preferences and expectations for the learning environment that they experienced 'back home.'  Thus, localization of materials for this multicultural group requires that we address the group as one culture - working within one company or within an industry - and yet, as multiple cultures that have cultural differences that could affect learning outcomes. For our example, imagine that the learners are owners or managers of U.S. convenience stores.  They are mostly males, well educated, ranging in age from 35-50. The majority of them, about 70%, are white males.  The remaining 30% are first generation Americans, mostly non-white males from India and Pakistan.  What differences might exist, with respect to learning, and how might we localize elearning to account for them?

Language

Typically, non-native English speakers will struggle, to varying degrees, with language.  If you have ever studied a second language or visited a country where residents did not speak English, you understand the challenges and frustrations that accompany a lack of fluency.  Now, imagine you are taking an online course in which the content is wordy, complex, and full of colloquialisms and jargon.  First, it's difficult to even read the materials!  Second, the videos are difficult to comprehend whenthe speaker talks fast or has an accent.  Thus, the simplest form of localization for any American elearning course is to use Global English:

• Excellent punctuation, grammar, and spelling
• Short, simple, and concise sentences
• Elimination of synonyms, jargon, colloquialisms
• Explanations of unique terms, and so forth

Using the principles of Global English will decrease the time needed to read the content, improve comprehension, and - if you plan to translate the words and media - decrease translation costs by 30-50%.

Context

It's very easy to make assumptions about context.  For example, we assume that all convenience store owners are financially motivated - that they conduct business for the sole purpose of gaining income.  Yet, in many non-U.S. cultures, people are motivated by family more than money.  Thus, if you want to encourage your learners to adopt a new business technique like upselling, you'll want to link that behavior or desirable activity to multiple motivators, not just cash.  For example, instead of expecting money to be the 'final' motivator, you could instead refer to the increased income generated by upselling as a mean to other ends, such as creating more jobs (potentially for family members, if it's allowed), supporting an extended family, etc.   Thus, you can see the importance of knowing quite a bit about your targeted learners and, if they work for you, you should have access to group demographics.

In contrast, if your training course seeks to discourage non-productive business behaviors, like poor customer service or poorly maintained convenience stores, you need to understand how your learners perceive 'good' customer service and 'cleanliness.'  For example, if the learners come from countries where service is simply defined as 'receiving the product or service' - without smiles or greetings,  whether the cashier line is long or short - then your course content may need to address that context.  We can help you do this in several ways, from rewording the content to using feedback mechanisms in an online course.  When we conduct a cultural audit, we provide you with concise explanations as to why certain content may be irrelevant to certain groups of learners and how you can modify it.

In addition, if you refer back to Figure 1, you can see that some of the cultural groups overlap.  This indicates that, while they are different, they have certain characteristics in common.  Thus, one approach to addressing cultural differences is to identify those overlaps and localize your course to address commonalities.  For example, convenience store owners from India and Pakistan may be very business astute since both their countries are experiencing significant economic growth.  Thus, you may find that, in contrast to the 'older generation', these younger, educated store owners are motivated by cash and short-term gain, much like their American counterparts.

Conclusion

Localizing your training courses and materials, whether destined for the classroom or online, requires a different approach if you are localizing for a multicultural group of learners or for learners in multiple different countries.  When you work with GPI, we ask questions about the goals of your course(s), the demographics of your targeted learners, and your business goals.  In the cultural audit of your training materials, we identify these cultural nuances and test them for you.  In this manner, you can be sure that your targeted learners, wherever they are, will achieve those desired learning outcomes.

eLearning Localization and Translation Services

GPI, a premiere translation company, provides comprehensive localization and translation services for eLearning and training courses. Our elearning localization team will help you translate your elearning courses and presentations in all languages.

Additional resources on elearning Localization services

You may gain further insights into translation and localization services and related topics by reviewing some previous blogs written by GPI:

• The Key to eLearning Localization Success: Customer Acceptance!
• Challenges of eLearning Localization with Synchronous eLearning
• eLearning and Localization - An Education
• The Localization Challenges of Self-Paced eLearning
• Localization challenges in translating eLearning content
• Tools to Reduce Language Translation Services Costs

You may contact GPI for translation services requirements at info@globalizationpartners.com or at 866-272-5874 with your specific questions about this market and your project goals. You may also request a complimentary Translation Quote for your project as well.

What is Google Translate?

Google Translate is a statistical machine translation service provided by Google Inc. to translate a section of text, document or webpage, into another language.

The service was introduced in April 28, 2006, for the Arabic language.Prior to October 2007, for languages other than Arabic, Chinese and Russian, Google used a SYSTRAN based translator which was used by other translation services such as Babel Fish, AOL, and Yahoo. (Wikipedia)

Over the years, the product has survived all kinds of critiques, announcements, praise, and re-announcments related to its API (application program interface). Today, the tool is widely available on numerous device types and platforms including iPhones, iPads, Android, and others.

Google Translate Features

Google Translate provides instant translations between 58 different languages. It can translate words, sentences and web pages between any combinations of these supported languages. The stated goal of Google Translate is to make information universally accessible and useful, regardless of the language in which it's written. (Inside Google Translate)

When Google Translate generates a translation, it looks for patterns in hundreds of millions of documents to help decide on the best translation. By detecting patterns in documents that have already been translated by human translators, Google Translate can make intelligent guesses as to what an appropriate translation should be. This process of seeking patterns in large amounts of text is called "statistical machine translation". Since the translations are generated by machines, not all translation will be perfect. The more human-translated documents that Google Translate can analyze in a specific language, the better the translation quality will be. This is why translation accuracy will sometimes vary across languages. (Google)

Google, Google translate, the Google logo are either registered trademarks or trademarks of Google Incorporated in the United States and/or other countries. All other trademarks are the property of their respective owners.

Machine Translation versus Human Translation

During my twenty years in the language services industry, the use of tools like Google Translate and other machine translation (MT) options versus a human translator has been an ongoing, friendly debate. There is no question that machine translation technology is rapidly developing, and is being deployed today by many leading organizations in the processing of global data.

Automatic translation tools have limitations. While they can help a reader to understand the general content of a foreign language text, they do not, consistently, deliver accurate translations without extensive upfront glossary development, strict adherence to controlled source language authoring and qualified translators to post-edit the raw translations.

When it comes to simply understanding a document or a sentence, machines will often be faster and more accessible than a highly trained human linguist. However, advanced translation is both an art and science that requires a human expertise.

According to TAUS, a self-described innovation think tank and interoperability watchdog for the translation industry, "data-driven machine translation is still in its infancy and the language industry is only just starting to work with this technology on a material scale. Linguistic diversity is the new reality and machine translation technology will help us to communicate despite all its shortcomings and the inevitable partial understanding.We can expect that by 2020 automated translation tools will be embedded into every device, application and website."

GPI Language Translation Tools

For today, the best approach for both providers and buyers language services is to build solutions that incorporate enterprise-wide language AND technology strategies. Utilizing tools like Google Translate, correct application of Translation Memory (TM), and customization of Content Management System (CMS) workflows must all be considered as part of a comprehensive Globalization program. Translators who specialize in high-value marketing communications and accuracy-demanding content will always be in high demand, and an essential piece to the puzzle. Suppliers who bring manage these dynamics most effectively for their clients will thrive and lead in the future.

• Globalization Project Management Suite
• Translation Services Portals
• Globalization Toolkit
• Translation Memory Tools
• Translations Connector Library

Additional resources on language translation services

GPI has provided extensive language translation services including document translation, website translation and software translation. GPI has developed a user-friendly translation portal that makes it extremely easy for non-technical users in these industries to submit projects for translation.

You will find the links below to some of our blogs on translation and tools highly useful:

• What is a translation memory (TM)?
• Translation Challenges with Phrasal Verbs
• 3 Metrics for Measuring Language Translation Quality

Globalization Partners International, a premiere translation company, helps customers enter new markets by providing comprehensive translation services into a variety of languages. Free translation quotes can also be obtained from GPI by submitting source files through our Request a Translation Quote.

You may contact GPI at info@globalizationpartners.com or at 866-272-5874 with your specific questions about your target global markets and your project goals.

What is Language Globalization?

The primaryprocedures that comprise Globalization are Internationalization (I18n), Localization (L10n), Translation (T9n), and Quality Assurance.

Internationalization (I18n) is the process of developing a program core whose feature design and code do not make assumptions based on a single language or locale and whose source base simplifies the creation of different language editions of a program. Internationalization involves enabling websites or applications to handle different languages, character sets, currencies, submit form data, site search capabilities, etc. It can also entail understanding what database and content management systems you are using to author, store and publish content. Many recent versions of Data Base's (DB's) and Content Management Systems (CMS's) already are "Internationalized" or enabled for other languages.

Localization(L10n) is the process of adapting a program for a specific international market, which includes translating the user interface, resizing dialog boxes, customizing features, and testing results to ensure the program works correctly. For websites, Localization involves translating and localizing the front end of your website into different languages ensuring all content (text and graphics) is translated in an accurate and culturally correct manner.

Translation (T9n) is both the art and science of actually converting a source languageinto a target language. Ideally, all translation projects should be completed by professional native-speakers utilizing linguistic tools to ensure quality, consistency and cost-effectiveness of the work.

A comprehensive, customizable and fully documented Quality Control Process is essential to any sound Globalization effort. QA processes centered upon a series of checklist-based quality audits to ensure functionality and compliance with established quality standards and end-user expectations are best.

Specific examples of Globalization best practices for software products include:

• Locale Implementation - applications must have a locale layer that allows the user to select the locale that should display at any given time.
• Content Externalization - any type of content that might change based on the locale, such as text, images or media, must be externalized from the core application and put into external resource files. When the application is localized, the core application does not need to be modified for each locale, but only the resource files corresponding to those locales.
• User Interface Layout Localization - some languages display text from left-to-right while others (such as Arabic) display text from right-to-left. Also, some languages need more space to express the same message: English to German text translation might expand the number of text characters by 33% or more. A locale-independent application must also accommodate these issues and dynamically modify the user interface (UI) to present text and labels to the user in a clear and well-organized fashion.
• Cultural Considerations - Cultural differences can be subtle. Research and analysis may be necessary to determine the nuances and preferences of the culture or market you're targeting with your product. The more you integrate cultural elements such as lifestyle, slang, preferences, motivation, values, etc. into a product, the more readily that product will be accepted. This is particularly true as it relates to worldwide product marketing programs. Globalization may include market analysis and establishing multilingual support capabilities.

The Global World and Language Globalization

The different procedures of Globalization are inter-related, complementary, and must be properly combined to lead to the objective of a system that works globally. Globalizationis an important process requiring discovery, analysis, integrating of logistics systems, engineering, communication, and organizational resolve.When executed correctly, Globalization represents a significant competitive advantage that cuts cost, raises quality, minimizes localization time, and increases profitability.

Globalization Partners International (GPI) has years of experience synchronizing the many people, processes and technology associated with developing software, websites and documentation for global markets. We provide comprehensive Globalization consulting services and customized education in areas such as:

• Translation workflows
• Translation tools & technology
• Desktop publishing for multilingual documentation
• Multilingual Web content management systems (WCMS)
• Design, development, and deployment of global softwareand Websites (W3D).

Summary of GPI Language Globalization Tools

• Globalization Project Management Suite
• Translation Services Portals
• Globalization Toolkit
• Translation Memory Tools
• Translations Connector Library

Additional resources on language translation services

To further understand the entire Globalization process, you should download our PDFs " Language Globalization Guides."  You may also benefit from our previous blogs:

• 12 Steps to Website Globalization
• Website Translation, Localization and Internationalization
• Website Internationalization and Accessibility
• Tools to Reduce Language Translation Services Costs
• What is a translation memory (TM)?

GPI, a premiere translation company, provides comprehensive globalization and translation services. GPI will be happy to assist you. Request a Translation Quote online, or you may contact GPI at info@globalizationpartners.com or at 866-272-5874 with your specific questions about your target global markets and your project goals.

It allows users to send content (Answers and Attachments, Products/Categories/Disposition, etc.) for translation, manage quotes (add/remove content from open quotes) and import back completed translations.

Setup

1. Open the Configuration section on the RightNow interface.

2. Open the "Site Configuration" folder and from the items inside,

3. Select "Add-in Manager"

4. Click on the "New" button on the ribbon bar. Browse your machine to the location where you saved GPI's RightNow Translation Services Connector. Double click over it.

5. Once the Add-in has been installed, you need to configure it.

6. To do so, click on the "Profile Access" button on the ribbon bar.

7. Enable the Add-In for the profiles and Interfaces you want it to appear.

8. Complete the information on the "Server Configuration Properties" with the information supplied by GPI.

9. Click "Save & Close".

10.   You will have to restart the application for the Add-in to be loaded.

Usage

1) A new Tab "GPI - Translation Connector" will be available on the system once the Add-in is installed. Click on it to start the translation process.

2) Click on the "View Quotes & Projects" button. That will open a new window with a list of all your active quotes/projects.

3) To create a new quote, click on the "Create" button.

4) New windows will pop-up. You will need to complete:

a. the project Title

b. select the target language(s) you want your content to be translated into, and additionally,

c. You can add any comments you deem appropriate.

5) GPI will receive the information once you request a quote.

6) To continue, click on the "Create a new quote" button.

7. The next screen allows you to select from all the Answers in your RightNow RX system, which ones you want to translate.

8. You can also check the "Include Attachments" option in order for the system to send for translation, along with the Answers, any Attachments (pdfs, word documents, etc) the selected Answers may have.

9. If you also want the categories where the Answers are categorized to be translated also, click on the "Categories" tab and check the option "Include Categories".

Once you have finished selecting Answers/Attachments/Categories, you need to click the "Add selected documents" button to complete the operation.

The previous action will create a quote in "Open" status. The "Open" status means that at any time you can continue to add and remove documents to/from that quote. You can have several quotes open at the same time, each one with different documents and languages.

Right-clicking over an open quote will pop-up a small menu with the available actions you can perform on that quote, including:

a) Request a Translation Quote: This action will change the status of the quote to "In Progress". All the documentation to be translated will be sent to GPI for analysis. A formal quote will be created by GPI and supplied back to you for approval.

b) Manage Documents: This action will open a new window, similar to the one in points 7, 8 and 9, where you will be able to delete existing documents and/or add new documents from/to the quote.

c) View Details: This action is available for any status but "Open". It will launch a new browser window, pointing it to GPI's Translation Portal, where you will be able to see additional information about the quote, schedules, etc.

d) Delete: This action will delete the quote and discard any information stored on it about documents, languages, etc.

Once you receive the formal Quote and approved it, the quote is then promoted as a "Project".

As with Quotes, you can right-click over a Project to open a pop-up menu with options.

Available options are:

a) Import: This action is only available once the translation process has been completed. It will import back into RightNow all the translated content.

b) View Details: Performs the same action as for quotes. Opens a new browser window pointing to GPI's Translation Portal, were you can check, in real time, the statuses of your quotes/projects.

c) Close: This action is only available for the project "Completed" status. It will close the project and removes it from the list (Once you start to work with translations, the project list can grow significantly. You prevent old projects from showing up on the list by closing them).

The imported translated content is then listed with the original content and will appear on the online language version of your website.

For any assistance, instructions or support regarding GPI's RightNow Connector, or any translation projects with GPI, contact your Project Manager. You may also call in and ask for Support +1-866-272-5874 or email support at support@globalizationpartners.com.

Further GPI Resources on Website Translation and Development

GPI, a premiere translation company, frequently assists customers with multilingual website design, development and deployment, and has developed a suite of globalization tools to help you achieve your multiple language project goals. You can explore them under the Translation tools and Portals of our website. GPI also offers language globalization services and internationalization, and can evaluate your application and international marketing goals. Consider partnering with GPI prior to localizing or translating your content with effective project management tools and services.

You may also find some of the following articles and links useful:

• Language Translation and Oracle-RightNow Client Relationship Solutions (WCS)
• Website Localization and CMS
• Website Translation Services
• 10 Tips for Website Localization
• Multilingual Website Design and Development
• GPI Releases RightNow Connector for Expanded Global CRM

Contact GPI for more information via e-mail at info@globalizationpartners.com, by phone at (866) 272-5874, or by requesting a free Website Translation Quote on your project.

It could happen to you

When the U.S. Peace Corps recruits volunteers for its overseas posts in Africa, it does everything it can to ensure a successful match between the volunteer and the site.  To this end, the organization usually requires volunteers to undergo pre-service stateside training, in-country training, or both.  In particular, the organization wants to confirm that potential volunteers understand - and can adapt to - significantly different cultural environments.  Thus, pre-service training includes extensive cross-cultural training on the host country's people, economics, sociology, and so forth.  However, culture shock still happens.  In this particular case, a married couple arrived in the Central African Republic with their peers, ready to begin in-country training.  However, as they began to disembark from the plane on the tarmac in Bangui, this particular couple halted abruptly, looked at each other, and tried to return to the plane!  Despite extensive preparation, they had not fully comprehended the realization of how different life was going to be for the next two years.  It was only when they were 'at the door' of their new adventure did reality strike.

This situation is similar to what happens with customers who have had limited cultural experience seek localization services.  If a customer comes to us for services, it's obvious they understand that translation and localization will prepare their elearning courses for dissemination in other cultures.  However, when they see the recommendations on how to adapt their courses for these other markets, they often try to 'get back onto the plane.'In other words, they often reject some of the best recommendations.  Why does this happen?  What are the consequences?

Cultural Dimensions

Seminal research studies, such as those conducted by Hofstede, Trompenaars & Hampden Turner, and Hall,* have led to the creation of ' national cultural dimensions.'  These cultural dimensions are categories of cultural characteristics we can use to compare and contrast differences, at a national level, across cultural groups.  For simplicity, we'll talk about Hofstede's dimensions, in the context of how these dimensions affect our perceptions of other cultures and our willingness to accept their differences.

Cultural Dimensions and Our Perceptions

Hofstede's dimension of individualism describes the degree to which members of a culture focus on themselves (I, me) or on groups (we, us) such as families or in-groups. In his research, he assigned each country an index score on different dimensions, to help us understand how similar or different we are to other cultures.  On the dimension of individualism, the United States scored the highest among about 50 countries.  What this indicates is that we Americans tend to be blind to cultural differences because we perceive our own cultural values to be the same as others.  Thus, we inherently tend to negate the value of addressing the cultural needs of other groups.  However, anyone with experience living and working in another culture tends to overcome this blindness.  For the purpose of accepting our recommendations on cultural adaptations for elearning, we try to put our customers 'in the shoes' of their targeted learners.  This often helps them to appreciate the value of our recommended changes and subsequently, increases their willingness to invest in those changes.  We want our clients to appreciate that the 'my way or the highway' approach is detrimental to success.

Cultural Dimensions and Learning Environments

Let's use the example of power distance, another cultural dimension described by Hofstede.  Power distance alludes to how members of a culture expect or accept power divisions.  In the U.S., we have a low power distance index (PDI), which manifests itself in the educational environment.  For example, American students are not afraid to challenge instructors, question what they say, or to approach them as individuals.  However, in high power distance countries, such as many of the Asian ones, students would not dream of approaching their instructors, let alone challenge them.  Instructors are the experts and students are recipients of their knowledge.  In contrast, in the U.S., we tend to expect students to build their knowledge (i.e., the theory of constructivism) and subsequently, we use techniques such as group activities to facilitate this process.  In educational events, students from low PDI countries do not accept these activities as useful or valid; they expect their expert to teach them, not to learn from peers or from their own work.  Thus, when we recommend to our customers that they may need to modify their course learning activities, we provide explanations as to why this is important and how to do it.  We offer key insights into how to create culturally accessible elearning.  Customers should be prepared, when they submit courses for a cultural audit, to make post-analysis modifications.

Culture and Time

However, the aforementioned modifications take time.  They require rework.  Another American cultural characteristic is reflected in our attitude towards time:  Time is money.  It can be wasted.  Thus, we are often in a hurry to complete our tasks and this is reflected in customers' drive to move elearning courses into production as fast as possible.  However, we try to illustrate that using a bit more time to make elearning courses more culturally appropriate pays for the time - later!

Conclusion

In previous blogs, we explained the benefits of using Global English as a foundation for translation.  We also recommended modifying images, for example, to reflect the targeted learners' context more accurately.  Customers tend to accept these recommendations without hesitation.  However, when it comes to learning events, customers benefit from taking a marketing approach to their online courses: What can we do to ensure quick and eager adaptation of our courses by our targeted learners - our customers? In many cases, this means being willing

(1)   to submit courses for cultural auditing and

(2)   to adopt recommended modifications that go deeper than translation and image localization.

eLearning Localization and Translation Services

GPI, a premiere translation company, provides comprehensive localization and translation services for eLearning and training courses. Our elearning localization team will help you translate your elearning courses and presentations in all languages.

Additional resources on elearning Localization services

You may gain further insights into translation and localization services and related topics by reviewing some previous blogs written by GPI:

• Challenges of eLearning Localization with Synchronous eLearning
• eLearning and Localization - An Education
• The Localization Challenges of Self-Paced eLearning
• Localization challenges in translating eLearning content
• Creating Culturally Customized Content for Website Translation
• Tools to Reduce Language Translation Services Costs

You may contact GPI for translation services requirements at info@globalizationpartners.com or at 866-272-5874 with your specific questions about this market and your project goals. You may also request a complimentary Translation Quote for your project as well.

Adobe Illustrator provides designers with an excellent platform for creating amazing effects with text.For instance,you can create a wonderful type design within Illustrator, then add some extra effects in Photoshop. You may need to design a text illustration within Illustrator to place in a Desktop Publishing project in InDesign. Or you may decideto produce a whole project directly in Illustrator.

A fundamental best practice with typography and translation services that every Illustrator user should follow is to keep text editable! While you can apply stroke options to an entire object, or you can use Live Paint groups and apply multiple strokes to different edges within the object, you probably find that you can't do the same with the text. Some options will not be available, or won't work as you want. Your instincts tell you to convert the text to outline but by doing this you will lose the option to edit the text and consequently extract for an efficient, Translation Memory (TM) - based translation workflow.

Avoiding unnecessary reconstruction for translation in Illustrator documents

Below is an example of how to apply some effects to the text and keep the text editable.

1. Create an object with the Rectangle Tool.
2. Click the Appearance panel icon and create two or three stroke lines.
3. Using theAppearance panel make sure that the fill option is above the strokes.

When you get the design that you aim for, do the following:

1. In the Graphic Styles panel, create a new graphic style by choosing New Graphic Style from the panel menu.
2. Type the name for the style and click OK. The new style appears in the Graphic Styles panel.
3. Select the text that you want to apply the style.
4. Apply the new style.
   
   

In this way you will get exactly what you want for your design, without losing the ability to edit the text. Taking into consideration this option to maintainthe content in an editable form, you will simplify the preparation processfor translation and localization of the document. This helps to minimize costs related to DTP, ensure consistency and reduce time in the localization process.

GPI's Multilingual Desktop Publishing Services

Globalization Partners International provides many services with document translation and website translation that involve multilingual desktop publishing services. This list below highlights some of the more common products used in such projects:

• Adobe InDesign Desktop Publishing and Translation
• QuarkXPress Desktop Publishing and Translation
• Adobe Acrobat Publishing and Translation
• Adobe Photoshop Publishing and Translation

You may also find some of our previous blogs on desktop publishing useful:

• GPI's Vision for Technical Communications Future
• Using PDF in Illustrator When Source Files are Lost
• Importance of Client Review Cycle in Translation
• Extracting Word Format Source Files from PDF

Please contact GPI at info@globalizationpartners.com or at 866-272-5874 with your specific questions about Microsoft Word and your project goals. A complimentary Translation Quote for your project is also available upon request.

1) search engines indexing it and,

2) users acting on it

you will always need to consider the find ability and usefulness of the contentin the new language in order for it to be effective.

Global Search Engine Optimization (SEO) is the process of adapting your multilingual content and websites for search engines in different languages and countries to maintain the best rank and visibility in the search results also known as search engine results pages (SERPs).

Keywords have always been and will always be at the core of search engine marketing and optimization.

Keywords are an essential part of online content both for organic SEO and paid SEM campaigns. You will always need to focus on the right keywords used in your web content to avoid attracting a different target audience than you planned, and avoid losing opportunities in the local markets you are trying to reach with a campaign. Choosing the right keywords and researching and localizing correctly for online content in different languages is critical because keyword translation is NOT really just about translating, but researching and localizing for a target locale.

Many online marketers and webmasters stillseem to think that keyword translation and is the same thing. The fact is, it is never the same.

Keywords Translation versus Keywords Localization

Keywords translation is the process of providing your keywords in a different language. Usually this process is completed inherently with a website translation project. It is really for the human readers but without consideration for thesearch engines.  The challenge with just translated keywords is while it may serve its purpose to accurately convey meaning and be friendly to your readers; it may not be serve its purpose to be friendly to search engines.

Some Examples of KeywordLocalization:

Translating keywords only sometimes is problematic because each country and online users group has different set of keywords when they search online even for the same search term they are looking for on search engines. It even happens sometimes with the same language like English-US and English-UK. Let's provide some examples to explain more about these issues.

• In USA market online consumer use commonly the term "Auto" when it comes to "Cars" while in UK the word "Car" is used more commonly. Which means if a firm is providing loans in both markets they must use "Auto loan" in the United State website while they must use the keyword "Car loan" in The UK website in order to reach.
• For real estate businesses the keywords like "Accommodation, Apartments, Housing, Residences" could vary from a country to another, and not just that but also from city to another. Geo-targeting is very important when it comes to selecting PPC keywords or SEO copywriting.
• In UK market people use the keyword "Hols" when they are searching online for "Holiday" with average 90,500 monthly searches. Which means if you are selling holiday's packages in UK you need to localize your keywords for this specific market according to the most common keywords for the local users?
• Another example for Spanish language: "Coche" is commonly used for "car", while in Latin America (Argentina), the same Spanish word may be more commonly used for "baby-stroller". So are you looking for people that want to buy a car or a baby stroller?

Keywords Localization is translating your online content for a specific locale. A marketing slogan or message in one language might be a total disaster in a different one.  Accurate Keywords localization will guarantee better search engine results because these are the words your potential customer actually use when they perform searches.

To achieve the best SEO localization results itreally requires more a combination of three tasks:

a) language localization

b) keywords localization

c) local keyword research

To accomplish this mission and build your successful multilingual keywords list you will need to address the following:

• Professional localization of the keyword list.
• Adapting the keyword list to the locale (combination of language, culture and geography).
• Researching the target online market for new keyword ideas, the most relevant and competitive (local trends, local events, etc).
• Testing keywords to make sure they are accurate to local search engines.

Useful keyword tools:

• Google Adwords Keyword Tool: a tool with advanced options to research keywords by country and language. Enter a keyword term and Google will provide many more keyword suggestions as well as monthly search volumes.
• Google Insights for Search: a tool to research trends in keyword search demand over time in each of your target countries.
• Wordtracker Keywords: Wordtracker helps website owners and search engine marketers identify keywords and phrases that are relevant to their or their client's business and most likely to be used as queries by search engine visitors.
• Google Trendsdiscover top trends andcompare multiple search terms - one more great product from Google allowing you to research and compare trends.

Further resources on Global SEO and SEM:

GPI's Global SEO Specialists will conduct your multilingual keyword analysis, ranging from terminology accuracy equivalents to keyword density factor evaluation and competition analysis. GPI also offers  Global Search Engine Marketing Services and many other translation services.

For more information on issues specific to Search engine marketing, you may wish to review our previous blogs:

• A Multilingual Search Engine Marketing (SEM) Primer
• Arabic SEO and Localization
• Global SEO: 4 Top Factors
• Top Tips for Successful Multilingual SEO
• Why are Multilingual Keywords important for your international websites?

Contact GPI for more information via e-mail at info@globalizationpartners.com, by phone at (866) 272-5874, or by requesting a free search engine optimization translation quote on your project.

The reports were co-authored by GPI's Managing Partner Martin Spethman and Professor Nitish Singh, PhD, author of the recently published "Localization Strategies for Global E-Business" by Cambridge University Press.

The series includes:

• Website Globalization and E-Business - Argentina
• Website Globalization and E-Business - China
• Website Globalization and E-Business - Japan
• Website Globalization and E-Business - Germany
• Website Globalization and E-Business - US Hispanic Market
• Website Globalization and E-Business - Brazil
• Website Globalization and E-Business - India
• Website Globalization and E-Business - Russia
• Website Globalization and E-Business - France
• Website Globalization and E-Business - United Kingdom
• Website Globalization and E-Business - United Arab Emirates

Each research report is 15+ pages provide useful information and stats about the country and local market including:

1. Market Introduction and Stats
2. Culture and the Online Consumer
3. Culture and Values
4. Insights into Consumer Values
5. Insights into Consumer Decision Making
6. Consumer Segments
7. Language Facts
8. Website Globalization
9. Cultural Correctness and Web Customization
10. Internet and Search Engine Marketing
11. Top Country Search Engines
12. Country Specific Useful Links and Resources

If you are looking to expand into international markets and have a website localization project in the works, these reports are for you.  First published in 2008 and newly updated for 2012, the reports have tips and information on e-business, website translation and web consumers in the various countries.  The papers also have a nice link library with useful site and resources by country.

You may gain further insights into website translation and country specific cultural facts and related topics by reviewing some previous blogs written by GPI:

• 10 Tips for Website Localization
• Creating Culturally Customized Content for Website Translation
• 7 Insights into Japanese Website Localization
• Brazilian Website Localization
• 8 Insights into German Website Localization
• Arabic Website Localization for the UAE

You may contact GPI for translation services requirement at info@globalizationpartners.com or at 866-272-5874 with your specific questions about this market and your project goals. You may also request a complimentary Translation Quote for your project as well.

The easiest way to ensure efficiency with FrameMaker is to make sure you are using the latest version of the application. This is because with every new version there are tools and features developed to help the user better utilize the application; for example,"auto spell check" in the latest version of Frame. Another great feature available in the latest version of FrameMaker would be the workspace feature that configures the user interface based upon your role. For the latest information check out Adobe FrameMaker 10.

Optimizing Tables in FrameMaker

Tables in FrameMaker can be very appealing not to mention even easy and fun to create. Which is why it is very common for some of the new FrameMaker users to "overdo" it, framing information in a table that could be made a list? If creating a table is essential to your document remember the following tips:

• Do not use paragraph tags that you use in the body of your document in a cell; if you ever decide to move to XML this will be problematic
• If you use any custom ruling shading table functionality, this can become problematic when you try to replicate the same look and feel throughout your table, so try as much as possible to stick to predefined table formats
• If you are going to move to XML for language translation keep all format names to no spaces. For example, "FormatA" instead of "Format A"

Along with tables, graphics can lead to future headaches when present in a document that is to be translated if they are applied incorrectly.With full page graphics keep in mind to avoid graphic titles or captions that do not have space for line breaks and still allow page size gfx to stay on the page. Also put the title above the graphic if choosing to move to DITA in the future.

Several other tips for FrameMaker Optimization include:

• When using XML/DITA: avoid use of "&" "<" or ">" in file server pathnames …
• Regarding page layout:

o You may want to reconsider using sideheads (narrow column, with little room for headline text expansion.) --- this is "murder" if the heading is in all caps … worst case scenario, may have to double width of the sidehead column, leads to major increase in page count.

• Avoid character styles that "force" display of UPPER CASE on words in page header or TOC. Why? Because Turkish has 4 "I's" … and almost no software on the planet handles it properly
• Use Master page mapping tables- pagination not  problem
• Have anchored Frame anchors at beginning or end of a sentence or paragraph
• Same with Index Markers:

o Relocate markers that are place in "mid-word" … that breaks the text string into segments that the translation memory won't recognize. E.g. Mass<index>achussettes … would make translation SW see "Mass" and "achussettes" … this probably is common in older legacy English files created with previous versions.

• Avoid "single line" page headers … (e.g. in Word doc with words separated by tabs) - problem with text expansion is obvious

o Text expansion single line major problem with running Headers/Footers

• Lastly, when using FrameMaker unstructured or structured try to avoid excessive format overrides.

Adobe Tech Comm Suite 3

Tech Comm Suite 3 includes three of the most powerful products for technical communications, (FrameMaker, RoboHelp and Captivate.) Combined with Acrobat and Photoshop, Tech Comm Suite provides a productive environment to (a) create technical content more rapidly and (b) correct and manipulate post-translation content for target languages more efficiently and with far less opportunity for error.

GPI's Multilingual Desktop Publishing Services

Globalization Partners International provides many services with document translation and website translation that involve multilingual desktop publishing services. This list below highlights some of the more common products used in such projects:

• Adobe FrameMaker Publishing and Translation
• XML/DITA Training, Consulting
• Adobe RoboHelp Publishing and Translation
• Adobe Captivate Publishing and Translation

You may also find some of our previous blogs on desktop publishing useful:

• GPI's Vision for Technical Communications Future
• Automating Document Translation Formatting with Structured FrameMaker 10
• 6 Ways Structured FrameMaker 10 helps Translation
• 8 Ways Unstructured FrameMaker 10 helps Translation

Please contact GPI at info@globalizationpartners.com or at 866-272-5874 with your specific questions about Microsoft Word and your project goals. A complimentary Translation Quote for your project is also available upon request.

.Net framework provides 3 main structures that group the globalization and localization of a product:

• System.Globalization
• System.Resources
• System.Text

Under each of the above structure (Namespace) exists a set of tools that handle a specific part of the process.

One of the most important classes that handle the globalization process is CultureInfo that deal with information such as Language, Date format, Calendar, Country/Region, Currency.

Developing a Global Application

To develop a Global Application, the first step that needs to be planned is the globalization work which ensures the application will be able to display and deal with all global types of data without issues, and to avoid coding re-construction and extra development efforts.

The second step is the localization: beside the fact that localizing is the process of translation resources into a specific language. From a programming perspective it is also the process of separating the functional code of a project from the user interface.

Once an application is well globalized in the early stage of the production, the functional code can be developed and used with different cultures/languages without problem.

Generate Local Resource

Using the Microsoft .net framework and Visual Studio a local resource file can be generated in a few steps:

A resource file is simply an xml file containing key/value pairs where each pair is an individual resource and where strings that need to be translated or image paths are stored.

By using "Generating local Resource" for a front aspx page, a resource file (*.resx) will be created including all texts that can be localized in just one click:

Local resource file generated:

The below screen shows that all localizable strings in an aspx page are exported to resource file:

Also, in an HTML page the strings will be replaced by the above keys to reflect the localized language after translation. For example:

<asp:LabelID="Label1" runat="server"Text="Name:"meta :resourcekey="Label1Resource1">

</asp:Label>

Another approach is using global resources in case we need to share the resources between pages. Using Microsoft .net Framework and IDE we can create a global resource file and include all the strings that need to be translated then duplicate the global resource file and re-name it with the correct locale (i.e. fr-FR, fr-CA , ar-EG etc…).

Finally the resource file can be easily translated separately without affecting the application and can be re-integrated to the application with simple additional steps to set application localization/globalization settings. Then, the product is ready without additional programming steps.

Further Website Localization and Globalization Resources

GPI, a premiere translation company has created a more extensive overview of website globalization for several global markets in a series of Website Globalization and E-Business Series white papers, which you may download for free. You may also benefit by reviewing the following resources on different aspects of website translation and website localization:

• 10 Tips for Website Localization
• How to Create a Quote for Website Translation Services
• Localization Kit Essentials for a Website Translation Project
• Multilingual Website Design and Development
• Website Translation

Globalization Partners International helps customers enter new markets by providing comprehensive website translation services into a variety of languages. Free translation quotes can also be obtained from GPI by submitting source files through our Request a Translation Quote.

You may contact GPI at info@globalizationpartners.com or at 866-272-5874 with your specific questions about your target global markets and your project goals.

Without a doubt, one of the most effective ways to build a relationship with customers is to speak to them in their language. If you look at the fundamental components of Web Customer Service as listed

in Gartner's Magic Quadrant Report for Web Customer Service, it is easy to see how native language interactions would greatly enhance each.

• Knowledgebase for self-service -providing translated content such as FAQ's, searchable knowledgebases, and support documentation in a multitude of languages including Arabic, Chinese, Portuguese and Spanish, to name a few, will allow current and potential non-English speaking customers to embrace your products and service offerings thereby encouraging further salesand current customer satisfaction.
• Email response management-being able to receive and respond to emails in any language is a critical component of customer service. Establishing true language translation and handling capability, not raw machine translation, is a must to handle email requests. "The difference between the right word and the wrong word, is the difference between lighting bug and lighting bolt" (paraphrased from Mark Twain, Letter to George Bainton, 10/15/1888)
• Web chat -text chat agents with language skills is a must.  Starting a dialog with a customer in their language of choice or necessity is the first step in solving any issue.
• Collaborative browsing -localized websites will make browsing possible for customers who don't speak or read English.  Helping navigate through these localized (language version) sites by simultaneous browsing will assist your customers with filling out forms, filling up shopping carts and filling in payment gateway information.
• Virtual assistant - yes, just as you need help desk and web and product/service support professionals who speak the languages of your customers and potential customers, virtual assistants (humanoids, avatars, etc…) should be multilingual.
• Video Services -localized audio and video is important to reach and to guide customers in the same engaging manner as your English videos
• Mobile customer service with SMS - Sending notifications and requesting information via mobile device or smartphone in your customer's language is the only way to ensure your message is read and reacted to.

RightNow Website Translation Connector

GPI launched its new RightNow Translation Connector in December 2011 which enables users of RightNow to initiate translation workflows with a single click and gain access to an array of reports to track and manage global translation projects through GPI's Translation Portal.

The connector is a plug-in that the user can install on the client side that extends the standard RightNow client UI. It allows users to send content (Answers and Attachments, Products/Categories/Disposition, etc.) for translation, manage quotes (add/remove content from open quotes) and import back completed translations.

The translation connector features:

• Easy integration with RightNow client
• Enable seamless content translation capabilities all within the RightNow desktop application
• 24/7 communication with GPI Translation Portal
• Simplified export/import process
• Manage quotes/projects: Create new quote, send for quotation, quote ready, project status, project finished
• Add/Remove Answers/Attachments/Products-Categories, etc. from open quotes
• Quotes, proposals and a wide range of project materials available for download
• Dashboard to view status reports, schedules and project task lists

To utilize the GPI RightNow Add-In to help translate your Web Experience, you can go to GPI's Translation Services Connector Library or download the RightNow Connector Brochure.

Part II of this blog series will provide a quick start guide to the Translation Services Connector.

Translation Connectors and Plugins

GPI offers custom Translations Connector Library to a variety of web content management systems in order to streamline localization workflows and access to translation project information across your enterprise.

Translation tools:

• Translations Connector Library
• Translation Memory Tools
• Translation Portals

Further GPI Resources on Website Translation and Development

GPI, a premiere translation company, frequently assists customers with multilingual website design, development and deployment, and has developed a suite of globalization tools to help you achieve your multiple language project goals. You can explore them under the Translation tools and Portals of our website. GPI also offers language translation services and internationalization, and can evaluate your application and international marketing goals. Consider partnering with GPI prior to localizing or translating your content with effective project management tools and services.

You may also find some of the following articles and links useful:

• Website Localization and CMS
• Website Translation Services
• 10 Tips for Website Localization
• Multilingual Website Design and Development
• GPI Releases RightNow Connector for Expanded Global CRM

Contact GPI for more information via e-mail at info@globalizationpartners.com, by phone at (866) 272-5874, or by requesting a free Website Translation Quote on your project.

Multilingual desktop publishing is the process of providing a target language document translation that is identical, or closely matches, the format specifications and design of your source files.

Multilingual desktop publishing is an important service for any international company or global marketer who is looking for document localization and internationalization in different languages and locales. Besides accurate translations, the final document design, the chosen fonts and the cultural correctness of a translated document, are the most important considerations when you are creating global documentation for use in international markets.

English Desktop Publishers have more fonts families available than Asian and East European languages. While that is nice, if you need to translate documents or brochures in different languages you may find it a challenge in selecting the right font in other languages.

The languages that require non-Latin characters like Russian language, Greek language, etc. are available only in the most commonly used commercial fonts. If you decide to choose other font families or special fonts, these languages will have to use other fonts that support the corresponding characters and the final layout will look different from the English or the original version.

In the case of some languages, such as Hebrew, Arabic, Chinese, Japanese, and Korean the character and writing system is different than the Latin-based languages which means that you will have to choose a different font and in some circumstances, special software or operating systems in order to input and output text properly.

Fonts play an important role in the document format. They provide readability in conveying a message not only in source files but also in multilingual documents. Certain guidelines and practices allow desktop publishers to choose fonts for your international content and marketing materials.

Font Tips for Multilingual Documents

Below are some helpful tips for the utilization of effective fonts and best practices for multilingual desktop publishing:

1.      Use simple fonts that can handle all the characters of your possible target languages or you will have to replacethe stylistic font with a font that does support all the characters (Diacritical marks, Cyrillic characters, etc.) of your target language.

2.      Don't use a font size that's too small (remember, if you're using 6 pt already, it may have to go down to a tiny size and will be difficult to read).

3.      Use a respectable amount of leading (the space between lines).

4.      Try to use cross-platform fonts that work in more than one operating system (not all fonts are cross-platform compatible).

5.      Avoid the very tight fonts like "Impact fonts" because in some languages like German and Russian the translated text will expand.

6.      Avoid protecting the text layers and outlines for your fonts before you send it for translation. Protected text will be missing in the exported file for translation (INX, XML, RTF, etc).

7.      When combining multiple fonts in one document, it'simportant not only to consider how they work together but also to consider how it looks in localized documents. Fonts should complement each other rather than confuse the users.

8.      Provide all the document fonts with the source files to your translation agency.

The Benefits of OpenType Fonts

OpenType (.otf file extension) is a cross-platform font file format.  Developed jointly by Adobe and Microsoft, the two main benefits of the OpenType format are:

a.       Its cross-platform compatibility (the same font file works on Macintosh and Windows computers), and

b.      Its ability to support widely expanded character sets and layout features, which provide richer linguistic support and advanced typographic control.

(EXCERPT- See Adobe OpenType)

Multilingual Desktop Publishing Services

GPI's professionals have a wide range of expertise working with English and other language versions of widely used authoring, publishing, multimedia and data storage applications. GPI shares this expertise throughout all stages of our client engagements, not just through formal consultation.

GPI can also work with your technical writers, desktop publishers, publication managers, and IT personnel under an XML-based, single‐sourced workflow for optimized content publishing.

For more information about desktop publishing services that GPI offers for Desktop publishing products:

• Microsoft Word Desktop Publishing and Translation
• Adobe InDesign Desktop Publishing and Translation
• Adobe FrameMaker Publishing and Translation
• XML/DITA Training, Consulting

Pro-active optimization of desktop publishing by your translation agency

This is just one example of how source documents should be optimized for translation, making sure that your text content is formatted as flexibly as possible. Multilingual desktop publishing not only includes reformatting of text after translation; it includes professional advice from your translation company before translation begins to ensure that your source files are properly formatted.

More resources on document translation

At Globalization Partners International (GPI), we have written many blogs that focus on document translation and multilingual DTP challenges. Here are a few blogs which you may find of interest:

• 8 Steps to Optimize InDesign files for translation
• What You Need To Know About Graphic Localization
• Localizing Text Layers in Photoshop
• Four Things to Avoid Before Translating Word Documents

Please contact GPI at info@globalizationpartners.com or at 866-272-5874 with your specific questions about Microsoft Word and your project goals. A complimentary  Translation Quote for your project is also available upon request.

I really wonder what a large corporate headquarters does for a service business but cause them to increase their prices to pay for extra space, extra energy and extra salaries so people can afford to commute. These offices certainly don't enable people to work more effectively or for longer hours when they need to spend so much time, energy (human and machine) and money commuting.

I was pleasantly surprised when I joined a translation company and learned they embraced a variety of green business practices including:

• Utilization of near 100% paperless workflows for Electronic Document Management and Storage, Digital Content Management, and in performing services for its clients.
• Office/SOHO Policies which include an "environmentally preferable paper policy" combined with a paper saving and recycling program.
• Active participant and adopter of national and international eCommute & Telework initiatives. If 10% of the nation's workforce tele-commuted one day a week, we would avoid the frustration of driving 24.4 million miles, we'd breathe air with 12,963 tons less air pollution, and we'd conserve more than 1.2 million gallons of fuel each week. (www.homeworkers.org).

It was nice to receive two great books as well from the company when I joined which I highly recommend:  (should have been ebooks L…but anyway)

1. 50 Simple Things Your Business Can Do To Save the Earth by the Earth Works Group
2. Green Living by The Environmental Magazine

I was also pleasantly surprised when I moved to work with the translation agency in the United Arab Emirates.  I was concerned with all that I had read about development going on that did not follow environmentally sustainable building or power practices. I must say my homeland of Trinidad had a long way to go as well.  Even though the best architects, builders and engineers from around the world flocked to the UAE, many projects did not seem to leverage the technologies that were available to create truly green projects and communities. However since living here, I have seen some amazing advances underway!

Over the past 40 years the UAE has experienced growth at an unprecedented pace primarily due to its dominance in the Oil and Gas sector. However, the country is preparing for an era when the world begins to look beyond oil. The UAE's view on the issue of fossil energy resources, alternative clean energy, energy efficiency and climate change has changed significantly in the past few years. There is a dramatic shift towards energy diversification, with more research and initiatives being launched in the field of renewable energy.

Habiba Al Marashi, Chairperson of Emirates Environmental Group (EEG), is excited by the country's environmental achievement and has said "the UAE leadership is really serious about its environmental credentials. The society is aware and participating now, the private sector is playing a big role, the education sector is giving a lot of space to environment in its curriculum and slowly things are getting better, and I believe we will continue to improve our performance in the future."

Building efficiently

Energy and water consumption efficiency are being placed in the spotlight with new projects awarded building permits only if they prove efficient use of resources. Special guidelines call for more efficient water, lighting, cooling and insulation fixtures in construction projects. The UAE has been taking a leading role in overcoming environmental challenges through practical and effective solutions. Sustainable development has been a significant part of Abu Dhabi's Vision 2030 development initiative since its inception. One of the key components of Estidama is the Pearl Rating System (PRS), the Arab world's first sustainability rating system designed to assess the sustainability performance of buildings, communities and villas. Estidama is a building design methodology used in the UAE for constructing and operating buildings and communities more sustainably.

Some of the outstanding achievements of Estidama have been:

• Housing: 11 awarded projects, covering 1924 Villas, with 1844 Villas achieving a 2 Pearl Rating.
• Education: 15 awarded projects, in conjunction with ADEC, 10 schools achieved a 3 Pearl Rating.
• 1st Laboratory: Petroleum Institute Research Centre, 2 Pearl Rating.
• Medical Facility: Tawam Dialysis Centre, 2 Pearl Rating.
• 1st Construction Rating Award: Imperial College London Diabetes Centre, 2 Pearl Rating.

Cleaning up

According to the World Environmental Performance Index, the UAE has the cleanest environment in the GCC and it achieved this status within a short period of time. The UAE consumed 11 million plastic bags in 2011 with nearly half of it being biodegradable. By January 2013, the UAE will be the first Arab country free from non-biodegradable plastic bags. There are nationwide campaigns being arranged to increase publicity and attention which will help create awareness against littering in the desert, cities and other public areas. P&G's Tide and its Dubai agency, Leo Burnett, created a reusable shopping bag that doubles as a grocery list in answer to the United Arab Emirates' shockingly high plastic bag usage: Smart Bag

Food for thought

With freshwater supplies scarce and available farmland even more scarce, the UAE has faced a constant battle to feed its large population.Imported goods have satisfied the tastes of UAE nationals and expats, with at least 85 per cent of food now consumedbeing grown on foreign soil. Despite this, the UAE has the largest open field hydroponic growing system in the world and mainly grow crops that have a very high market value and high export potential. Approximately 90 per cent of its crops including strawberries, lettuce, capsicums, tomatoes and roses are grown hydroponically, a soil-less method that uses containers of nutrient mixtures.

Thinking 'green'

Lack of education and awareness is a challenge which has to be overcome and key players in the industry have realized that the transition to a more sustainable, efficient and clean energy environment requires the participation, commitment and buying-in of all stakeholders.  Such process requires reaching out publicly (such as the consultation process), building institutional capacity and providing avenues to position the UAE as a model low-carbon economy.  Efforts in this direction have been initiated and strengthened especially in public awareness campaigns and green grants. More than 100,000 schoolchildren from approximately 130 schools across the UAE will have more resources at their disposal to take up "green activities" at their respective institutions. Credit for these new initiatives is given to The Environment Agency -Abu Dhabi (EAD) and Emirates Foundation for Philanthropy. Sustainable Schools Initiative (SSI) grants have been issued valued at up to AED 10,000 each.

The City of the Future - Masdar City

A city of zero cars, zero carbon emissions, a city where rain water is harvested and waste becomes energy - Masdar city in Abu Dhabi is known as one of the most sustainable cities in the world. Every aspect of Masdar City is designed to provide a quality of life to rival that of any World-Class city while also being uncompromisingly sustainable from the Planning and Design, Energy Management, Water Management, Waste Management and Transportation. With six buildings completed, the 6km² Masdar City is already operational, with additional buildings coming online in by the end of 2012 and tripling the current size. At full build-out by 2025, the city is expected to have 40,000 residents and 50,000 commuters.

Translation Services for Environmental products and services:

Over the years GPI has developed an expertise in providing our translation services to companies in the environmental products and services fields. GPI has recruited translation teams with expertise in translating content in a multitude of environmental products and services' fields, including:

• New & Renewable Energy Technologies
• Power Generation & Energy Efficiency
• Water & Waste Water Treatment
• Waste Management & Recycling
• Clean-Up & Soil Rehabilitation
• Air & Noise Pollution Control

Additional resources on translation services for documents, websites and software related to environment

You may gain further insights into translation and localization services and related topics by reviewing some previous blogs written by GPI:

• Live Earth Concerts Translation Case Study
• Eco Expo Website Translation Case Study
• Tools to Reduce Language Translation Services Costs

You may contact GPI for translation services requirement at info@globalizationpartners.com or in the USA at 1-866-272-5874 or in Dubai at +971502980651with your specific questions about this market and your project goals. You may also request a complimentary Translation Quote for your project as well.

Today, we'll discuss the localization challenges in the synchronous environment typically manifested in webinars.  Webinars are 'live' events in which the presenter can choose to lecture to the audience or to interact with them.  Examples of webinar platforms are LiveMeeting, Webex, Vyew, etc. In addition, we can include similar synchronous communication tools like Skype in this category, although they are often not as robust with respect to interactivity features.  Some of the localization challenges are similar to those found in the asynchronous environments.  For example, the content needs to be relevant, contextualized, and in a language the targeted learners can easily understand. Instructional approaches still need to be culturally inclusive, which we'll revisit in this blog.

However, in webinars, we have additional challenges.  First, and of greatest concern to educators, is the challenge of designing the course in a way that is inclusive for members of all cultures.  Second, we want our facilitators/instructors to have highly developed cultural skills so they can effectively communicate with members of other cultures.  Finally, we need to ensure that the platform is technologically accessiblein other countries.

Course Design and eLearning Localization

The features of webinar platforms inform many aspects of course design.  For example, instructors typically present content in a lecture format supported by PowerPoint slides.  A lecture format can be very appealing to non-native English speakers because there is limited interaction with the speaker and the PowerPoint slides can support what the speaker is saying.  Thus, editing and localizing both the lecture and the slides are important cultural adaptation techniques. For more information about best practices to optimize your PowerPoint documents for translation check PowerPoint Translation.

The instructor can further engage the learners by using polls, chat, whiteboards, or sharing (files, applications, media, or internet sites).  While polling is helpful for gathering information, opinions, and attitudes from participants, we recommend a cultural review to ensure clear language usage and to avoid culturally inappropriate questions.  The chat feature provides another way to communicate with the instructor and with classmates.  The benefit of chat is that it allows non-native English speakers to participate without speaking.  The challenge of chat is that these same participants must be able to type well - and often, fast - in a language other than their native one.  If you've ever tried that, you know it's difficult!  Thus, we recommend several techniques for using chat that overcomes these barriers.  Whiteboards allow instructors and participants to collaborate on drawings, lists, and so forth.  They present the same challenges encountered when using chat.  Lastly, the webinar sharing features are more likely to create technical challenges rather than cultural ones, so we'll discuss those below.

In contrast to the lecture approach, most webinar platforms offer many opportunities to interact and collaborate.  For example, breakout rooms allow participants to work on tasks in small groups, in an electronic version of the way it's done in face-to-face classrooms.  However, many learners in non-U.S. cultures will be unfamiliar with this approach and/or hesitant to participate.  For example, learners from hierarchical cultures expect the instructor to be the expert and, subsequently, they do not understand the value of a typical American approach to building knowledge and skills using collaborative activities.  In addition, using such activities requires concise instructions.  Thus, a cultural analysis of the instructional approach can offer 'best practices' and approaches to using webinar collaboration techniques.

Cultural Competence in providing translation services

If you have ever learned a second language, you are familiar with the challenge of listening to someone speak in a non-native language.  What helps us, as learners, is to be presented with simple, well-constructed language supported by gestures, tone, and inflection.  In fact, if you think about it, you have probablyanalyzed the essence of a conversation in an unfamiliar language - perhaps while watching a movie - in simply by watching the gestures and registering the speakers' tone and inflection!  Thus, using these in webinars contributes to the learners' understanding of your content.  Unfortunately, most American instructors are unaware or forgetful of this need, especially in the online environment where one cannot see other participants!  As a translation agency, we cannot control how your instructors speak, but we can edit content to ensure 'fast digestion' by non-native English speakers.  We can also recommend, via a cultural analysis, how to prepare your instructors for the cross-cultural online environment.

In fact, that leads us to two other skills required of online facilitators: the ability to detect cultural issues and the ability to mediate communications between learners from different cultures.  An online instructor needs to recognize, for example, that the learners in China are probably not participating in a group activity because of cultural and language issues; or, that the students in the United Arab Emirates were not cheating on the final exam; instead, they were collaborating with members of their 'in-group' to succeed.  The instructor also needs to provide opportunities for members of all cultures to communicate their ideas.  For example, American learners can easily overpower those from Asian cultures simply because Americans have more direct communication styles.  It becomes the instructor's responsibility to offer other venues of communication in the webinar.  With a cultural analysis, we can recommend approaches that specifically align to your learners' cultural needs and preferences. For more information about culture correctness and the online consumer check out our white papers on Website Globalization and E-Business.

Technological Concerns and professional localization services

We mentioned earlier that webinar platforms could present technological issues.  These can occur domestically, but are more prevalent in an international environment.  In many cases, the voice-over-IP (VOIP) provided within the webinar platform to support internet-based conversations is not supported by end-user technologies or by international infrastructure; nor is the use of webcams or streaming media.  The use of phone lines often poses additional expense to the learners.  You as the customer should be aware of these issues and test for them.  We cannot rebuild your technology but we can advise you on using alternative techniques.  In addition, if you plan to use media, we can help you design and prepare culturally appropriate versions.

Our translation and localization services include:

• Document Translation
• Multilingual Desktop Publishing Services
• Audio/Video Translation
• Software Translation
• Website Translation
• Interpretation Services
• Globalization Consulting Services
• Multilingual Website Design and Development Services

Conclusion: perspective of a localization company

From the perspective of a localization company, we can control only to a limited extent some of the challenges we discussed today.  For example, we cannot control the level of cultural competence of your webinar instructors or facilitators.  On the other hand, customers often bring course support materials to us, such as facilitator guides, participant workbooks, worksheets, etc.  As our customer, you would benefit from a cultural analysis of those materials to mitigate any challenges related to course design before we initiate translation and localization.  We are uniquely equipped to provide cultural adaptation to elearning that goes beyond looks and language - we address learning!

eLearning Localization and Translation Services

GPI, a premiere translation company, provides comprehensive localization and translation services for eLearning and training courses. Our elearning localization team will help you translate your elearning courses and presentations in all languages.

Additional resources on elearning Localization services

You may gain further insights into translation and localization services and related topics by reviewing some previous blogs written by GPI:

• eLearning and Localization - An Education
• The Localization Challenges of Self-Paced eLearning
• Localization challenges in translating eLearning content
• Creating Culturally Customized Content for Website Translation
• Tools to Reduce Language Translation Services Costs

You may contact GPI for translation services requirements at info@globalizationpartners.com or at 866-272-5874 with your specific questions about this market and your project goals. You may also request a complimentary Translation Quote for your project as well.

eLearning History and Evolution

eLearning has come a long way from the early 1960's when Stanford University psychology professors Patrick Suppes and Richard C. Atkinson first experimented with using computers to teach math and reading to elementary school children in Palo Alto, California. By the year 2000, the worldwide eLearning industry had been estimated to be worth over $48 billion according to even the most conservative estimates.

At the beginning, eLearning systems were based on Computer-Based Learning (CBL) and Training which were conducted in a quite traditional teaching style whereby the eLearning system was meant to simply transfer knowledge, as opposed to more recent systems that were based on Computer Supported Collaborative Learning ( CSCL) which were based on the premise of developing knowledge collaboratively as the name indicates.

The emergence of Web 2.0 also prompted an evolution in the way eLearning was conducted and delivered. Until then conventional eLearning systems were based on instructional packets delivered via training assignments which were then evaluated by the teachers and instructors giving the training. In contrast eLearning 2.0 assumes that knowledge is socially constructed and therefore places emphasis on social learning and utilizes social software such as blogs, wikis and podcasts - a phenomenon that has also been referred to as Long Tail Learning.

Social networks have also been used to foster online learning communities around specific subjects in the areas of test preparation and language education. For instance Mobile Assisted Language Learning (MALL) is a term used to describe using handheld computers or cell phones to assist in language learning. Unfortunately not everyone has caught up with social networking trends so there is still significant room for growth.

eLearning Deployment

So how exactly is eLearning developed and delivered? A learning management system (LMS) is software used for delivering, tracking and managing training. LMSs range from systems for managing training/educational records to software for distributing courses over the Internet and offering features for online collaboration. LMS provides multiple benefits to instructors and administrators by offering the ability to track time spent on a specific task, scoring and completion rates, and overall progress and areas of concern that may require additional training/instruction. Employees on the other hand can log on to the LMS to submit assignments and to access the course syllabus and lessons.

eLearning comprises all forms of electronically supported learning and teaching, and applications include web-based and computer-based training which can be conducted via the internet, intranet/extranet or CD-Rom and include media in the form of text, images, animation (Flash) and/or streaming video and audio. Alternatively more traditional delivery methods may be conducting training via WebEx displaying simple PowerPoint slides in absence of an LMS.

The eLearning tools becoming more and more prevalent in the market are rapid eLearning development tools which make course development faster and some aspects of it much easier and less costly. Among them are two of the most widely-used and popular ones: Articulate Studio and Adobe Captivate.

Some common features of both tools:

• Quiz and/or Assessment Development
• LMS connectivity
• Flash-based output
• Learning interactions

Albeit their sophistication these tools are often purchased with the expectation that anyone will be able to use them to create great eLearning courses but as the tools become increasingly complex and add more and more features for developers and learners there is no substitute for knowing how to use them efficiently and effectively and the more skilled and experienced the user or creator is in using these tools, the better the results will be.

eLearning Localization Services

Now that you have successfully developed and deployed your US-based training how do you expand training and effectively train your global work force?

Traditional global training courses may have included the translation services of posters, manuals, surveys, employee handbooks, flash cards and curricula that outline training schedules and unit plans that cover actual content, but more and more global training now also incorporates eLearning and web-based training:

1.        Module components that require localization may include training videos which will require voicing and/or subtitling in addition to the localization of the actual scripts. Check our Audio and Video Translation Services for more information.

2.        Flash presentations may require full localization and/or voicing audio tracks. Workarounds may have to be found when deploying training in Flash, i.e. Flash does not support Arabic language script which requires additional steps of graphic localization for the text.

3.       Most online training modules conclude with online assessments that will also require localization and may require specific encoding in order to display correctly.

4.       Final testing and Online QA is critical for online content and eLearning in order to complete the full localization cycle.

A word of caution: simply translating content into the target languages spoken in the countries your global work force resides is only one part of the equation; actual training modules that share a global image and brand still have to be adapted to local audiences in order to make your global training initiatives a true win-win. On that note some of the items that deserve special attention are:

• Localization of proper names (i.e. Mc Donald's BigMac or Dairy Queen's Blizzard which remain in English vs. others that are localized into the target language)
• Instructions that are clearly labeled with lots of images and limited text may be easier to translate and facilitate better comprehension and less confusion for staff
• Multinational corporations typically have to modify their training material due to local worker's laws, and may have to seek prior approval by worker's council, etc. Keep that in mind when setting launch dates as additional time may be needed to get approval from local worker's councils and unions
• Images need to be localized, i.e. pictures of Japanese workers for a Japanese carmaker may have to be replaced or supplemented with pictures displaying a more culturally diverse workforce in order to appeal globally

Conclusion: Regardless of the type of eLearning initiatives your enterprise launches, be it elaborate training modules in Flash or simple PowerPoint presentations, the objective - the ultimate goal - should always remain the same: train effectively, coach and mentor tirelessly, and pay attention to details. The only way to make sure your global staff represents your brand as effectively as your marketing team down the hall envisioned it is to fully immerse yourself into the unique and enriching cultural challenges and opportunities your global staff presents to your organization!

GPI, a premiere translation company, provides comprehensive localization and translation services for eLearning and training courses. Our elearning localization services team will help you translate your elearning courses and presentations in all languages.

Our services include:

• Globalization Consulting Services
• Document Translation Services
• Multilingual Desktop Publishing
• Software Translation Services
• Website Translation Services

Additional Resources on eLearning Localization Services

You may gain further insights into translation and localization services and related topics by reviewing some previous blogs written by GPI:

• The Localization Challenges of Self-Paced eLearning
• Localization challenges in translating eLearning content
• Creating Culturally Customized Content for Website Translation
• Tools to Reduce Language Translation Services Costs

You may contact GPI for translation services requirements at info@globalizationpartners.com or at 866-272-5874 with your specific questions about this market and your project goals. You may also request a complimentary Translation Quote for your project as well.

To read the full article you can check it on " Born in the USA, Made in France: How McDonald's Succeeds in the Land of Michelin Stars".

Four quotes caught my attention

Quote #1: "France -- the land of haute cuisine, fine wine and cheese -- would be the last place you would expect to find a thriving fast-food market."

McDonalds has taken a product and brand that is uniquely American and has localized it to make it truly "French". McDonalds not only customized the menu for the local palate, but also communicated (in French!) how that offering would appeal to the discerning French consumer. That "offering" is not just the food that is being served, but the environment in which that French consumer experiences it.

If your company is looking to expand into new markets, then you'll want to work with a localization agency that makes itself part of that customization process. Your agency must strive to understand your key positioning points, and to help craft a local-language message that resonates with your target audience. As we see from this article, when localization is done successfully, it can not only contribute to market expansion, but also to a company's bottom line. Today, France is one of McDonald's largest markets!

For more information about the French market and French language check our white paper Website Globalization and E-Business - France

Quote #2: "And yet McDonald's, the world's largest fast-food corporation, with a global presence in 123 countries across all six inhabited continents, has turned the home of Le Cordon Bleu cooking academies and the Michelin Guide of world-renowned restaurants into its second-most profitable market in the world. The chain has more than 1,200 restaurants in France -- all locally owned franchises -- and a growth rate of 30 restaurants per year in the past five years alone."

The fact that all these franchises are locally owned really makes a statement about McDonalds' skill at adapting their offering to the market - local investors bought in and are prospering!

Local understanding is critical in successful localization. Your localization services partner must be willing to (and structured to!) work with all levels of your organization to ensure successful implementation of the localized strategy. This includes all aspects of marketing communications … from print & web communications, in-store promotions, and HR materials to product preparation guidelines. The bottom line: A localized strategy has to be consistent throughout all the touch points - whether those are for the end-consumer or the franchisee.

Quote #3: "The three main reasons for McDonald's success are local responsiveness, rebranding and a robust corporate ecosystem."

Localization is so much more than mere "translation". You need to have a team of in-country translators and language professionals who "live and breathe" local customs and language nuances. When you do, you are better positioned to communicate your corporate identity and product/service offering deeper into these new, local markets. This is done successfully through specialization in localized print, digital, and multimedia channels.

Quote #4: "… constantly looking to adapt to the needs and preferences of the French culture."
Tastes are constantly changing in the Quick Service Restaurant segment, and to remain relevant to your customer base, you need to adapt and respond with new products and services that match the local trends. Your marketing message needs to be just as fresh and appealing.

Localization of a strategy is not a one-off. It is not a one-time occurrence. It's a partnership in which you and your language service provider must constantly work together to evolve your message and communication strategy in these new, local markets. Sometimes that message or theme will be the same for some markets … and sometimes it will need to be tweaked for others. Sometimes the message works now, but will need to be updated later. And that's where professional localization comes into play. That is what differentiates a mere "Translation Company" from a "Professional localization PARTNER" that you'll want to work with.

Further Resources on Translation Services for Hotels, Food and Hospitality

GPI has provided extensive language translation services to the Food and Hospitality industries worldwide. In addition, GPI has developed a user-friendly translation portal that makes it extremely easy for non-technical users in these industries to submit projects for translation.

You will find the links below to some of our services and a blog on global tourism translation issues highly useful:

• McDonalds Website Translation and Localization Case Study
• Food & Beverage and Hospitality Translation Tips
• Global Branding and Translation Services
• How to Prepare Better Chinese Tourism Content
• Speaking the Languages of Online Marketing in UAE

You may contact GPI at info@globalizationpartners.com or at 866-272-5874 with your specific questions about this market and your project goals. You may also request a complimentary Translation Services Quote for your project as well.

Twitter announced on their blog Twitter Translation Center adds Right-to-Left Languages using crowd-sourced translators to localize Twitter for people who speak those languages in the Middle East and Asia. Twitter is currently available in 22 languages with the help of more than 425,000 volunteers contribute to the Translation Center.

User Interface Localization

The new fully localized user interface will help Twitter to increase their accounts and activities in the Middle East region.

Twitter was an effective tool during the Arab Spring and it has gained a lot of popularity in a region with almost 280 million internet users who speak the Arabic language. The native Arabic language interface should guarantee more use and success for Twitter.

Right-to-Left Hashtags

Although Twitter is working for the right-to-left languages, it is not fully functional because the hashtags are still not supported when you use them with right-to-left languages.

This issue is one of the most annoying problems to Twitter users in the Middle East. The users used to write their tweets in Arabic but yet they had to use English hashtags combined with their text in order to tweet about the same topic.

I believe that Twitter will execute the right-to-left hashtag support in their new editions which will help the native speakers for those locales to use Twitter more natively and effectively.

For more information please check the following resources:

• Twitter Translation Center adds Right-to-Left Languages
• Twitter Will Become Available in Right-to-Left Languages This Spring
• Twitter Now Available in Five New Languages

Arabic Translation Services

GPI provide Arabic translation and localization services by Arabic native translators, proofreaders and copywriters who have solid experience with Middle East market requirements and cultures.

Check our Arabic Translation quick facts and resources for more information:

• The Arabic Language
• Arabic Document Translation
• Arabic Translation Services
• Arabic Website Translation

Further resources on social media localization and global search engine marketing:

GPI works with traditional SEO/Social Media Firms, Interactive Agencies and in-house marketing teams who handle the English (USA) SEM work by becoming an extension of their team to help them with all things language and country related.

GPI's SEO and localization teams will conduct your multilingual keyword analysis, ranging from terminology accuracy equivalents to keyword density factor evaluation and competition analysis.  GPI also offers Global Search Engine Marketing Services and many other translation services.

You may also find the following previous GPI blogs useful:

• Social Media Localization
• Arabic SEO and Localization

Contact GPI for more information via e-mail at info@globalizationpartners.com, by phone at (866) 272-5874, or by requesting a free search engine marketing and optimization translation quote on your project.

Now, we'll review the localization challenges in the asynchronous environment of self-paced eLearning.  What distinguishes the translation and localization needs for self-paced elearning from those of the asynchronous university models?  The fact that there is no instructor, ever!  Instead, course designers must create self-paced courses as if there were an instructor, which place additional demands on their cultural knowledge.  Why?  Because you need to know how the targeted learners expect to be taught, and to learn.  Be very careful about making assumptions here: Most educational systems are unlike the American model.  By recognizing these differences, course designers and developers can identify what content to present and how; which instructional design approaches to use, including any assessments of learning; and, not surprisingly, which media to use.  Let's look at examples of how content, methodology, and media should be different, using an ethics course from a Business Code of Conduct curriculum and one on Disability Awareness.

eLearning Content Localization

In the ethics course, an American multinational corporation wants to promote its code of conduct to its 88 global offices.  One course in the curriculum covers the company's policies and expectations of its employees with respect to their relationships with vendors.  In particular, the course stresses that employees should never demonstrate any favoritism to vendors, fraternize with them, accept gifts, or accept bribes of any kind.  However, employees in several emerging economies will be taking the course as well.  In these countries, the norm has been to befriend business colleagues and build relationships - whether through favors, gifts, nepotism, whatever - to facilitate the conduct of business, especially in bureaucratic countries.  In addition, it's often common business practice in these countries to accept or offer bribes and gifts in order to conduct business.

Another American company, a global tech support center, is creating a course on disabilities awareness for its customer support staff.  The company wants staff to treat customers with disabilities according to U.S. values and law.  However, many staff members work in countries which to not have the same laws, policies, and accommodations as those in the U.S.  For example, some of the assistive technologies available in the U.S. are non-existent in many countries.  You may check our Website Globalization and E-Business Series for more information about cultural correctness and values in different countries and languages.

Thus, how does course localization team modify the content to address these cultural differences?  The course content needs to be written - and presented - in a manner differently than is used for the American audience in order to effectively address these critical concepts in the context of the targeted audiences experiences and values.

We'll talk more about how content is written in another posting, but here, terminology distinctions warrant attention.  In the American version of the course, the authors stressed that support staff address customers as people with disabilities, instead of the disabled, the handicapped, etc., in an attempt to focus on people instead of their disabilities - an American cultural value.  However, from the perspective of translation, this distinction presents a challenge.  For example, in German, the word behinderung tends to represent disability, handicapped, etc.  The same situation exists in French, Dutch, etc.  Thus, courses need to be written in ways that contextualize terminology nuances.

Methodology

In the ethics course, designers introduced the concept of unacceptable vendor relationships using a case study in the first screen of the course.  They challenged learners to review an ethical situation and decide on the most appropriate course of action.  Learners in risk adverse cultures (high uncertainty avoidance) protested that the course was testing them without first providing content that held 'the answers.'  The goal of the course authors was to pique the interest of learners; however, for some, they felt they were being evaluated unfairly.  How do course developers accommodate their cultural preference for a more didactic approach to learning?

In the disabilities awareness course, the authors required that learners pass a final assessment with a score of 80% or greater.  In the pilot study, learners in risk adverse cultures protested that the assessment was unfair because it did not cover scenarios explicitly included in the course content.  In the American education system, we expect learners to extrapolate information to new situations; however, in many countries, rote learning is the norm.  How can course developers accommodate their cultural expectation that all 'answers' will be offered in the course content?

eLearning Media Localization

In the ethics course, the images of office environments showed a young, female CEO.  In addition, there were several mini-videos in the course.  Several Eastern European companies rejected the course, stating to sales representatives that the course did not accurately reflect their environment.  For example, in their countries, less than 1% of executives were female and those that were, tended to be older.  How do course developers contextualize these differences?

In the disabilities awareness course, authors talked about the assistive technologies available to people with disabilities, but did not show any images of these technologies.  In many countries, such technologies just do not exist.  In addition, they wanted call center staff to be able to recognize when a caller was using, for example, voice recognition software.  However, they did not provide any audio components so that learners could recognize the sounds of these technologies.  Course designers need contextualized media, and in many instances, media to support unfamiliar concepts.
For more information check Audio/Video Translation page.

Localization of Rapid eLearning Courses versus Customized Ones

We also mentioned in the previous blog that there are two basic types of eLearning courses: those created with authorware (course design software) and those custom-created by a team of technologists and designers. For the former, companies need to educate their staff on the importance of cultural differences and train them to incorporate appropriate content, methodology, and media into their course design.  In the latter, the course stakeholders, such as project managers, need to coordinate the work of creative staff (video production, graphic designers, scriptwriters, etc.) to create at minimum 'internationalized' versions of elearning courses - those that are void of obvious Americanisms.  In addition, the project managers need to ensure that development teams are using technologies that are 'localization ready.'

Conclusion About eLearning Localization Services

Remember, eLearning localization goes beyond technology and images. We look at each eLearning course from one of the most important perspectives: from that of the targeted learners.   Our goal is to ensure that your courses deliver equitable learning outcomes for all users, no matter what their culture or language.  By conducting a cultural analysis, we can identify issues with your course's content (language, relevance, etc.), instructional approach (methodologies, learning styles, etc.), and media (images, icons, voice, etc.) before you spend money on technical localization and translation.

eLearning Localization and Translation Services

GPI, a premiere translation company, provides comprehensive localization and translation services for eLearning and training courses. Our elearning localization services team will help you translate your elearning courses and presentations in all languages.

Our services include:

• Document Translation
• Desktop Publishing Services
• Software Translation
• Website Translation
• Globalization Consulting Services

Additional resources on elearning Localization services

You may gain further insights into translation and localization services and related topics by reviewing some previous blogs written by GPI:

• Localization challenges in translating eLearning content
• 10 Tips for Website Localization
• Creating Culturally Customized Content for Website Translation
• Tools to Reduce Language Translation Services Costs

You may contact GPI for translation services requirements at info@globalizationpartners.com or at 866-272-5874 with your specific questions about this market and your project goals. You may also Request Translation Quote for your project as well.

Asynchronous eLearning

Ask an academic and you'll hear descriptions of online platforms, such as SABA/CentraOne, Clarity Net, Consensus, Learn.com, Moodle, SumTotal, Blackboard/WebCT that have 'slots' for posting content like lectures, documents and assignments; functionality for tracking students and grading papers; and mildly interactive features like discussion forums or chat rooms where students collaborate on team projects. In academics' lingo, this is asynchronous elearning, where instructors and learners do not interact in 'real time.'  Such platforms are supported by a learning and content management system (LMS, CMS or LCMS).

Synchronous eLearning

Ask a group of business people and they'll most likely bemoan the pains of the last webinar they attended or, worse, the recorded one they were required to watch after they missed the live version! This is synchronous elearning, an electronic meeting place equipped with lower-level interactivity features like whiteboards and polling, where the instructors and learners interact in real time.  You can record presentations, as well, to view later, basically converting the synchronous presentation to an asynchronous one.

Self-Paced eLearning

Ask the corporate trainer and he'll tell you about his most recent accomplishment, converting a PowerPoint presentation into a self-paced course to replace, for example, the company's bi-monthly classroom-based employee orientation program. This is called rapid elearning development, using elearning 'authorware'.

Ask an instructional design team in India and they'll tell you all about the storyboards, the Flash animations, the reusable learning objects, the coding, and…what, too much for you already?

The products of both of these approaches are self-paced online courses - one from a package; the other custom built- but neither involves an instructor.  Instead, however, the instructional designer is tasked with emulating a learning environment.

The Localization Challenges - Asynchronous eLearning

Let's define localization services as it refers to eLearning. Localization has many technical aspects, as you know, such as addressing text expansion and accommodating character-based languages. In addition, you are likely familiar with the concept of using culturally customized or appropriate images (including icons and symbols). For instance, the French version of an eLearning ethics course on "Accepting Gifts" may include an image of an employee in France accepting a bottle of wine; whereas the Hindu version of the same course has a picture of an Indian employee accepting an iPad, reflecting cultural differences.

However, eLearning localization goes beyond technology and images. We look at each eLearning course from one of the most important perspectives; from that of the targeted learners. Why? Because your goal - and ours - is to ensure that your courses deliver equitable learning outcomes for all users, no matter what their culture or language. When we translate or localize eLearning courses, we propose modifications based on what is culturally appropriate for the targeted learners.

Each type of eLearning has unique challenges; ones that are not simply technical, but related to the how, and where, and to whom the courses will be provided. Let's look at some examples today from the asynchronous learning environment that is so popular with American online universities.

Asynchronous platforms present multiple localization challenges because they reflect our American educational system and subsequently, our values. Some of those features are impossible to address without redesigning the platform itself, so let's talk about aspects that we can modify to meet the needs of non-American students.

For instance, the collaboration features of these platforms indicate that we expect students, via well-designed interactions, to 'construct' meaning. Our western adult learning theories also tell us that adults learn by sharing their experiences in this process. However, in many other cultures such as Asian ones, students expect their instructors to be subject matter experts (SMEs) and thus, in university courses, professors typically pass their knowledge down to their students via lecture. Students often memorize content and professors assess them on their ability to recall it. In contrast, American students are encouraged to generate their own knowledge, to apply it to their needs, and to experiment with what they have learned. Professors expect them to gather information and resources and assess students on how well they apply them. Thus, when Asian students enroll in American university courses, they may be suspicious of - and unwilling to participate in - these facilitated, collaborative activities. They ask themselves: Is the instructor lazy? Inept? Unqualified? What can my classmates tell me that the instructor cannot? Why would I pay to learn from other students? Thus, the questions to you are: How do you localize the role of the instructor? How do you localize an instructional technique?

Another challenge related to this one is that Asian countries and cultures tend to be very hierarchical. Thus, in a university setting, a student would never question the professor or challenge what has been said. Content is typically consumed verbatim. In contrast, Americans are from a very egalitarian culture and students expect to interact with a professor in the same way in which they engage their classmates: Whenever they want, when needed, and even in a challenging manner, if so required. How do you localize relationships?

With respect to content, American instructors rarely realize that their content could be irrelevant or out of context for non-American students. Instead, they assume that a topic such as statistics, for example, is a 'black and white' science and therefore, bereft of cultural influences. However, content is a cultural artifact and thus, it is embedded with our cultural values and nuances. Often, you can easily recognize American content that requires localization services. For example, if a statistics problem addresses how too much variability (standard error) in the ingredients of Flintstones vitamins creates problems, it's easy to localize Flintstone vitamins to something more globally (or locally) recognized… or remove the reference entirely. In contrast, a problem that requires learners to survey the real estate data from the multiple listing services (MLS) in their local newspaper takes more effort to localize. Very few countries outside of the United States have an MLS, so the approach becomes ineffective or useless. How do you localize content - at the instructional design level - before you pay for translation and technical localization?

Our final example relates again to content. The words themselves (jargon, colloquialisms, etc.), how we write (content organization, approach, etc.), and how we structure our content (grammar, sentence structure, punctuation), all affect how learners absorb content. When writers use too many words, unfamiliar terminology, complicated sentences, etc., all learners, but particularly non-native English speakers, spend significantly more time and effort reading, re-reading, (misreading), and interpreting content. Chinese learners in MBA courses have reported taking 4 times longer to read course materials than their American counterparts! In some cases, culturally inappropriate words may actually alienate learners. In most cases, content can be edited by 30-50% to not only retain meaning but to improve it. How do you globalize your language to maximize comprehension while facilitating translation?

Conclusion About eLearning Localization

In all of these scenarios, situations existed that inhibited the achievement of equitable learning outcomes. "Equitable learning" means that all learners, despite their cultural differences, use the same amount of time and effort to generate the same knowledge and skills. From the perspective of the targeted learners, such eLearning courses may be ineffective, irrelevant, or even erroneous. From the perspective of educational institutions, such courses waste resources (time, financial, and human) and potentially generate risk with an untrained workforce.

These examples from the asynchronous learning environment illustrate the need to localize elearning from the perspective of media, methodology, and content. Next time, I'll review the localization challenges in the related yet different environment of self-paced elearning.

eLearning Localization and Translation Services

GPI, a premiere translation company, provides comprehensive localization and translation services for eLearning and training courses. Our elearning localization team will help you translate your elearning courses and presentations in all languages.

Our services include:

• Document Translation
• Multilingual Desktop Publishing
• Audio/Video Translation
• Software Translation
• Website Translation
• Globalization Consulting Services

Additional resources on elearning Localization services

You may gain further insights into translation and localization services and related topics by reviewing some previous blogs written by GPI:

• 10 Tips for Website Localization
• Creating Culturally Customized Content for Website Translation
• Tools to Reduce Language Translation Services Costs

You may contact GPI for translation services requirements at info@globalizationpartners.com or at 866-272-5874 with your specific questions about this market and your project goals. You may also request a complimentary Translation Quote for your project as well.