In Other Words: Crowdsourcing Translation for a Video-Driven Web
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In Other Words: Crowdsourcing Translation for a Video Driven WebJonathan MunarDirector of Digital Media and StrategyArt21
@jonnymoon / @art21
Susan Chun
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A non-profit organization dedicated to inspiring a more creative world through the works and words of contemporary artists.
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FILMS
TELEVISION/DVD“Art in the Twenty-First Century” (2001–present)“William Kentridge: Anything Is Possible” (2010)
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FILMS
ONLINE
“Exclusive” (2008–present) “New York Close Up” (2011–present)
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FILMS
ONLINE
“Exclusive” (2008–present) “New York Close Up” (2011–present)
Over 200 total episodesOver 12 total hours of video
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FILMS
ONLINE
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FILMS
ONLINE
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•Largest global video site
•Second largest global search engine*
•70% of traffic comes from outside U.S.
•Localized in 53 countries, across 61 languages
SOURCES: YouTube Press Room; Nielsen
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Online Video Trends
SOURCE: Nielsen, 2012
AUGUST 2012
Unique viewers 164,002,000
Total Streams 27,279,400,000
Streams per Viewer 166.3
Time per Viewer (hh:mm) 6:57
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Video Producers
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Global Internet Language Usage
1.English (27%)2.Chinese (25%)3.Spanish (8%)4.Japanese (5%)5.Portuguese (4%)
6.German (4%)7.Arabic (3%)8.French (3%)9.Russian (3%)10.Korean (2%)
SOURCE: Internet World Stats, 2010
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We need to translate our video content...
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Crowdsourcing Translation
IMAGE: Do Ho Suh, “Doormat: Home Sweet Home,” 2003. Yale University Art Gallery, New Haven, CT.SOURCE: @art21org on Instagram
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“It’s an act of generosity from many people, just sharing knowledge.”—Lidia Cámara de la Fuente, Volunteer Spanish Translator
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“It’s an act of generosity from many people, just sharing knowledge.”—Lidia Cámara de la Fuente, Volunteer Spanish Translator
“To inspire people, to give hope to some people. This changes a lot of things in the world.”—Kristine Sargsyan,Volunteer Armenian Translator
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“It’s an act of generosity from many people, just sharing knowledge.”—Lidia Cámara de la Fuente, Volunteer Spanish Translator
“To inspire people, to give hope to some people. This changes a lot of things in the world.”—Kristine Sargsyan,Volunteer Armenian Translator
“I go and read about the speaker, and his book, so I get the whole context.”—Anwar Dafa-Alla,Volunteer Arabic Translator
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Art21 Translation Project
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Art21 Translation Project
•Global access and accessibility
•Global community engagement and support
•Global reflection and dialogue
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Art21 Translation Project
•Global access and accessibility
•Global community engagement and support
•Global reflection and dialogue
Crowdsourcing is the right fit
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Crowdsourcing is...
Not about saving money.
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Crowdsourcing is...
Not about saving money.
About building a community.
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Keys to Crowdsourcing
•Engage the right communities
•Align project goals with community goals
•Establishing trust
•Rewarding the community
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Evaluating Platforms
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Evaluating Platforms
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Targeting Languages
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Targeting Languages
ChineseArt21 audience (0.65%) vs. Global (25%)
JapaneseArt21 audience (0.25%) vs. Global (5%)
ArabicArt21 audience (0.05%) vs. Global (3%)
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Targeting Languages
ChineseArt21 audience (0.65%) vs. Global (25%)
JapaneseArt21 audience (0.25%) vs. Global (5%)
ArabicArt21 audience (0.05%) vs. Global (3%)
Let’s not be too aggressive (yet)
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Targeting Communities
•Art21
•PBS NewsHour
•Amara
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Project Launch!
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Results
End of Week #1
80 translations31 active contributors15 languages
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Results
End of Week #1
80 translations31 active contributors15 languages
End of Month #1
150 translations58 active contributors22 languages
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Results
End of Week #1
80 translations31 active contributors15 languages
End of Month #1
150 translations58 active contributors22 languages
End of Month #3
253 translations78 active contributors27 languages
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Languages: End of Week #1
BengaliBurmese
Chinese, Simplified
FrenchGerman
HebrewIndonesianItalian
Korean
Portuguese
Romanian
Serbian
Spanish
TurkishVietnamese
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Languages: End of Month #1
BengaliBurmeseCatalanChinese, Simplified
FrenchGermanGreekHebrewIndonesianItalian
JapaneseKoreanLatvian
PolishPortuguese
Romanian
Serbian
SpanishSpanish, MexicanThaiTurkishVietnamese
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Languages: End of Month #3
ArabicBengaliBurmeseCatalanChinese, SimplifiedChinese, TraditionalFrenchGermanGreekHebrewIndonesianItalian
JapaneseKoreanLatvianLithuanianPolishPortuguesePortuguese (Brazilian)RomanianRussianSerbianSlovak
SpanishSpanish, MexicanThaiTurkishVietnamese
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Languages: Expected vs. Unexpected
ArabicBengaliBurmeseCatalanChinese, SimplifiedChinese, TraditionalFrenchGermanGreekHebrewIndonesianItalian
JapaneseKoreanLatvianLithuanianPolishPortuguesePortuguese (Brazilian)RomanianRussianSerbianSlovak
SpanishSpanish, MexicanThaiTurkishVietnamese
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Expected Languages
ArabicBengaliBurmeseCatalanChinese, SimplifiedChinese, TraditionalFrenchGermanGreekHebrewIndonesianItalian
JapaneseKoreanLatvianLithuanianPolishPortuguesePortuguese (Brazilian)RomanianRussianSerbianSlovak
SpanishSpanish, MexicanThaiTurkishVietnamese
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Pleasantly Unexpected
ArabicBengaliBurmeseCatalanChinese, SimplifiedChinese, TraditionalFrenchGermanGreekHebrewIndonesianItalian
JapaneseKoreanLatvianLithuanianPolishPortuguesePortuguese (Brazilian)RomanianRussianSerbianSlovak
SpanishSpanish, MexicanThaiTurkishVietnamese
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Community Management
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Community Management
•Frequent private messaging
•Frequent group messaging
•Public recognition
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Community Management: Private Messaging
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Community Management: Group Messaging
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Community Management: Public Recognition
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Community Management: Public Recognition
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Community Management: Lessons
•Community management requires time and attention
•Lags in messaging came along with drops in activity
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Volunteer Perspectives
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Volunteer Perspectives
Expanding Access
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Volunteer Perspectives
"I see it as a way of contributing to the community. By translating the content, I can give the opportunity to other people to listen to what these artists have to say; people that otherwise may not have that opportunity."—Carolina Tamara (Spanish/English)
Expanding Access
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Volunteer Perspectives
"I see it as a way of contributing to the community. By translating the content, I can give the opportunity to other people to listen to what these artists have to say; people that otherwise may not have that opportunity."—Carolina Tamara (Spanish/English)
"This is a great opportunity to spread some ideas, or things that are worthy of being talked, or discussed about, globally."—Mary Keramida (Greek)
Expanding Access
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Volunteer Perspectives
Individual Growth
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Volunteer Perspectives
"I love to discover something new, outside of my usual field of work."—Isabella Martini (Italian)
Individual Growth
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Volunteer Perspectives
"I love to discover something new, outside of my usual field of work."—Isabella Martini (Italian)
"I translate to process the information and delve deeper into the meaning."—Elinoar Almagor (Hebrew)
Individual Growth
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Volunteer Perspectives
Careful Reflection
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Volunteer Perspectives
"When you translate, you have to think a little bit more carefully about what the artist is saying."
—Carolina Tamara (Spanish/English)
Careful Reflection
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Volunteer Perspectives
"When you translate, you have to think a little bit more carefully about what the artist is saying."
"[William] Kentridge mentions, in one of the videos, how the act of drawing something distressful or dreadful can actually turn it into something compassionate. I never thought about it that way. Why an artist spends hours depicting something painful? There is a transformative process. I'm not an artist, but I can relate to that."
—Carolina Tamara (Spanish/English)
Careful Reflection
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Volunteer Perspectives
Contemplating Language
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Volunteer Perspectives
"It provides a deeper tool to get to know the creative process, because it is necessary to reproduce a written, shorter voice of artists, without depriving them of their personality and of their unique voice."—Isabella Martini (Italian)
Contemplating Language
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Volunteer Perspectives
"It provides a deeper tool to get to know the creative process, because it is necessary to reproduce a written, shorter voice of artists, without depriving them of their personality and of their unique voice."—Isabella Martini (Italian)
"Artists do have a unique way of expressing themselves, and that comes to language too. It's hard to understand them only by listening to what they want to say, you need to dig in very deep and read between the lines."—Mary Keramida (Greek)
Contemplating Language
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Takeaways from Crowdsourcing
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Takeaways from Crowdsourcing
•A passionate community exists
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Takeaways from Crowdsourcing
•A passionate community exists
•Balanced community management yields higher output
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Takeaways from Crowdsourcing
•A passionate community exists
•Balanced community management yields higher output
•Opportunities to convert passion into loyalty
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Takeaways from Crowdsourcing
•A passionate community exists
•Balanced community management yields higher output
•Opportunities to convert passion into loyalty
•Effective management requires staff time and resources
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THANK YOU!Jonathan MunarDirector of Digital Media and StrategyArt21
@jonnymoon / @art21
Susan Chun