1. Anatomy of Social Media Translation Gene Schriver

2. Ground Rules You may not learn anything new about the process of translation. This is a discussion, not a speech. If you do not participate, I will do my best to embarrass you. It’s early. Don’t ask any difficult questions. I have not slept yet.

3. Content on the web has no speed limit. Brands have a hard enough time publishing or responding in their own language quickly. What happens when they need to do so globally?

4. Social Media as a Brand Marketing Tool Community and social networks Listening and marketing research Reputation management Marketing Communication Dialogue SEO

5. Who: A specific group, most often consumers, who share a common interest or characteristic. The best sources are often recruited from existing brand touch points (opt-in lists, fan pages, etc). What: Members agree to come together in virtual space for a period of time to share their thoughts and ideas primarily with the sponsoring brand and with one another. When: Ideally, communities are a perpetual, ongoing experience that take about 6-8 weeks to launch depending on complexity. Licensing terms are typically 1 year with annual renewal. Communities can be established for shorter assignments, too. Where: The Passenger platform engages consumers at points of interaction. Members can exchange and promote rich media, chat real-time with clients, vote, rate and comment on a variety of events at a destination site, through a mobile app or on social networks Why: The possibilities are limitless: Co-creation and ideation, feedback on marketing initiatives, ideation, understanding consumer language, prioritizing, etc. Defining Community ?

6. Public / Private Communities Corporate Websites Blogs/RSS Feeds Facebook LinkedIn Twitter YouTube Private Online Communities Forums/Message Boards News Media Review Sites

9. Challenge A variety of different types of content Generated by different sources Different needs for turnaround Different tolerances for quality of end product

10. Solution Clearly identify types of content Clearly identify service options Measure needs associated with content type Apply appropriate service option in the context of many moving parts

11. Types of Content Publishing (Anything generated by the brand) Listening (User generated content) Dialogue (Brand is talking directly to consumer)

12. Types of Service 1.Human Translation 2.Machine 3.CAT/Hybrid 4.In Language Brand Reps

13. What factors do we consider in determining what service option is best for each content type?

14. Time to market Crisis management Legal liability Importance of content Who is doing the talking?

15. Speed v. Quality Computer Assisted Translation (CAT) TM, terminology management, real time post edit PUBLISH Appropriate messaging DIALOGUE Fluidity of conversation LISTENING Identifying audience sentiment Event Plans/ Community Content Project Reports Weekly Pulse Machine Translation (MT) Rule Based (RB) Statistical (SMT) Human Translation (HT) Translation (TR) Editing (ED) Proofreading (PR) Back Translation (BT) Transcreation (TC) Additional Reviews SLOWFAST

16. Service Options for Different Content Types Publishing Typically considered business-critical – Translation – Transcreation (linguistic + creative) – Man-Machine Listening Any service category is acceptable, but typically many are used – Harvesting, MT Indexing, Magnification, Man-Machine, Human Dialogue A lower standard is usually acceptable for dialogue, but depends on the brand, setting and situation – Conversation, moderation, analysis, reporting » multiple skill sets (linguistic + branding/marketing) – On-demand services » MT, MM

17. Real-Time Machine

18. Man-Machine

19. Some brands ride the wave. Some get swallowed by it. The Web Your Client

20. THANK YOU! Gene Schriver 800.555.3010 x101 | 267.331.4330 x101 | gene@globolanguage.com