Post on 25-Dec-2015
Social Web PanelPanelists:Ghassan Haddad, Director of Localization, FacebookRegina Bustamante, Director of Globalization, PlaxoNico Posner, Principal Product Manager, International, LinkedinSiko Bouterse, Localization and Community Managerhi5 NetworksJoaqin Moreno, Team Leader Localization and Copywriting, XINGModerator: Danica Brinton
Social Web – Introduction
FacebookGhassan HaddadDirector of Localization
Key Milestones
May 2007
Platform
February 2004
Company founded
Jan-Feb2008
First Language (Spanish)
July 2008
I18n Open toPlatform
Developers
FB Connect
May 2008
Sept 2009
I18n Open toFB Connect
Partners
Key Metrics
• 70 languages are live, including 21 “beta” languages.
• ~35 languages are in progress.• 70% of FB users are international• 50% of all users use a translated (not en-US)
UI.• ~300,000 people contributed to the
translations.
Language Support Requirements
• Release cycle: daily fixes and weekly pushes• Volume of work (# words):
– Main UI (minus help): 250k– Help: 150k– Other: 50k
• Effort and model dependent on language
Translation Model
• Translate as many languages as our users want… as fast as possible!
• Involve users in the translation process, where relevant.
• Build a strong technology to enable FB translation.
hi5 NetworksSiko BouterseLocalization and Community Manager
hi5• Social Entertainment site with over 50M monthly unique
visitors• Young (13-24) & international (TH, PT, RO, MX, PE, etc)
demographic• Text localized in 52 languages• Local content - culturally relevant gifts & avatars, local
payment providers & pricing
Community Translation Program• 12k volunteers in the
program• 70 linguists
– Community leaders + Professional reviewers
• Program outcomes– More languages– Context– Iteration– International community
engagement & feedback
Social Games Localization
• Localizing RPGs into 7 languages• Crowd-sourced static UI text + Professional translations of
longer text and UI review• Outcomes:
– Demonstrated improvements to engagement and revenue– Context & Iteration– Challenge of collecting feedback in 7 languages
XINGJoaqin MorenoTeam Leader Localization and Copywriting
Critical mass
Highly active users
Loyal community
Combining online & offline
> 8 million users(1)
> 635,000 payers> 30,000 groups(1)
201 ambassadors
> 70,000 events in six months(3)
Strong network effects in core markets ensure strong and sustainable competitive position
60% activity rate(2)
150 million connections> 2 billion page views in six months(3)
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XING – The leading European professional network
PlaxoRegina BustamanteDirector of Globalization
“Social Localization””
Collaborative Conversations
Social Affiliation Playful engagement
Collective Intelligence
How is it different?
Constant interaction
Recruiting
Flexibility around dates
Quality model
TechnologyCompensation
Highlight: How can LSPs participate?Role of the Moderator
Al momento non avete inserito alcuna scuola
Al momento non avete inserito università
Highlight: Contextual translationTranslation performed in-situ
LinkedinNico PosnerPrincipal Product Manager, International
Social Web Characteristics
Similarities• Large set of global users• Common functionality• Profile• Connections• Reputation
Differences• User base
demographics• Time on site objectives• Multi-language
proficiency
21
Which localization model fits best?
CommunityCollaborative
Crowdsourcing Hybrid
Hybrid Traditional
Community Expectations Matter
Expected Service
Social Networking
Professional Networking
Engagement
LinkedIn Approach
• Leverage community to gain insight• Deliver expected quality• Use innovative approaches to scale • Focus on what’s best for the community
Social Web Panel: Q & APanelists:Ghassan Haddad, Director of Localization, FacebookRegina Bustamante, Director of Globalization, PlaxoNico Posner, Principal Product Manager, International, LinkedinSiko Bouterse, Localization and Community Managerhi5 NetworksJoaqin Moreno, Team Leader Localization and Copywriting, XINGModerator: Danica Brinton