web globalization strategist

Web Globalization Strategist

June 6, 2012.

Pros and Cons of Localization with a Proxy Model on a Corporate Website

Adriana Beaton

2Citrix Confidential – Do Not Distribute

Introductions

Adriana BeatonWeb Globalization Strategist

Citrix Systems

Julien DidierDirector of Production

Translations.com


Agenda

• Citrix• A Decentralized Global Web Presence• Lack of Branding and Consistent Message• Global Visitors to Citrix.com• One Citrix, a Global Company• The Technical Challenges• The Globalization Challenges• Our Requirements for a Solution• The Plan and The Solution• Questions


• Virtualization• Networking• Collaboration• Cloud technologies


A Decentralized Global Web Presence

• Many disconnected sites

• 8+ EMEA markets without a web presence


Lack of Branding and of Consistent Message

Manual notification and site synching

Different design and navigation make updates

difficult.

Key content is outdated due to cost and hassle to update and translate.

Activity on local sites limited because experience is not always translated or

current.

17+ sites funded,

managed, measured

and translated separately


Global Visitors to Citrix.com


One Citrix, a Global Company

Deliver an innovative, engaging online experience that propels global prospects and customers through exploring, using, buying and sharing Citrix technologies.


The Technical Challenges

A very large site• A lot of valuable Technical Information• Pdfs, Videos and Sales Documents• A Download Area• An Online Store• A Partners Area

A 10 year old CMS• No real staging environment• Could not extract files• Javascript, HTML,XML.

Database content

A difficult IT architecture• URLs without a clear path or even a pattern• Many vanity urls• Many different portals• Secure areas


The Globalization Challenges

• No acknowledgment of global audience in authoringᵒ Lack of web authoring disciplineᵒ Lack of web authoring process

• Various Self Service Areas

• Nearly daily content updatesᵒ Averaging about 2k words a week


Our Requirements for a Solution

1. Quick deployment…2. For a reasonable budget…3. With real scalability


The Plan and The Solution


1. Establish a Dedicated Globalization Team

Team Lead and Web Marketing Director

Web Globalization Strategist

Global Web Operations Coordinator

Globalization Project Manager

Global QA


2. Define the Globalization Strategy

• Performed a complete analysis of the citrix.com website• Determined initial in-scope pages• Determined a country on-boarding roadmap• Worked with countries/regions to determine any specific

needs


3. Establish a centralized model

Pilot a central model for global web managementᵒ Consolidate and control budget at corporate levelᵒ Consolidate technology and translations ᵒ Leverage local teams for content review and initial

glossary and style guide work


But…

• A “traditional” LSP solution would not work• We could not implement a TMS• We needed a fast approach• We wanted a MLSP to work with• We wanted an innovative technical solution and good

linguistic support


Vendor/Software Evaluation Process

• Choice became a Proxy based solution• Not many vendors offer this kind of solution• Evaluation based on:

ᵒ Range of languagesᵒ Market experienceᵒ Flexibility for solution customization


Proxy-based Website Translation – The Basics

• The proxy uses a translation memory to replace source segments for their translation in real-time

• The translation memory is pre-populated with all segments that have been spidered and translated ahead of time

• Translatable images are swapped out for their translated version• Text expansion issues are addressed through modification of the HTML code or style sheet

overrides

www.citrix.com

`

French speaking User Request for

www.citrix.fr/homeRequest for

www.citrix.com/home

Returns /homein source language

Returns /hometranslated

www.citrix.frproxy server


The Citrix Solution

The Corporate master site is the source for page styles, content and layout

Localized full versions of the site are deliveredgloballyUn-translated content passes through untouched yet with a transformed url.

Translators execute a first translation and create an initial translation memory. On subsequent iterations they are also assigned any new content identified by the spider.

Regional Citrix reviewers perform in-context reviews and make edits directly to the Translation Memory with an on-page review tool.

The Proxy translates the site on the fly. Looks into the translation memory and swaps out matched text, images and documents

Translation Memory

Content capture: All pages in scope are spidered and cached weekly, capturing all new content required to have pages fully translated


Sophisticated Requirements

Avoid English Bleed on in-scope pages: • Caching is enabled• Snapshot of pages is taken during the ‘maintenance’ spider• Cache is only deployed on live servers when the translations are ready=> No missing translation in pages being pushed live

• Predictable behavior for out of scope pages: Translation vs Transformation

• Citrix requirement: a page should either be fully translated, or revert to just the navigation and footer translation if not

• Anti-bleed: Defines an area of the page that requires full translation. If not all the segments are available, the whole area is reverted to English, leaving the rest of the page (Navigation, Footer, Promotions) translated.

• Compliance with new EU privacy guidelines: removal of all tracking cookies

• Removal or hiding of specific US centric content• Customization of Marketing forms and social

sites links


Benefits….

• Rapid deployment (≈3 months)• Hosting, maintenance, development and translation managed by Corporate• Limited IT and CMS dependencies• Almost real-time updates on regional sites• Near instant new design and visual identity • Consistency in messaging and content• Corporate provided analytics and SEO• Maximization of content re-use• Ability to review and modify text on-line and in context


On Page Editor Quick Demo


…and Considerations

• Mixed language experience – top 350 pages translated • Local/regional content limited • Videos, PDF resources are out of translation scope • Modulating translations depending on context is possible but fragile and time consuming to implement• Frequency of citrix.com updates could become sub-optimal for a proxy solution• Legacy issues (Vanity, CMS, URL formats) on citrix.com can make the proxy brittle• Ongoing corporate and regional resources required to onboard and maintain new countries


And the final result??


Questions?

¿Preguntas?

؟األسئلة

Suallar?

Пытанні?

有问题吗

Въпроси?

Pitanja?

Otázky?

Spørgsmål?

Vragen?

Küsimusi?

Mga Katanungan?

Kysymyksiä?

კითხვები?Ερωτήσεις;

પ્રશ્નો?

Kesyon?सवाल?

Kérdései vannak?

Domande?

Spurningar?

Pertanyaan?

Ceisteanna?

質問はありますか？

ಪ್ರಶ್ನೆ�ಗಳು?

Jautājumi?Turite klausimų?

Прашања?

Mistoqsijiet?


Contacts

Adriana Beaton Web Globalization [email protected]

Julien DidierDirector of [email protected]

web globalization strategist

Documents

citrix confidential

citrix technologies

comone citrix

distributeone citrix

citrix products

global prospects

distributethe plan

cloud services