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Social Web Panel Panelists: Ghassan Haddad, Director of Localization, Facebook Regina Bustamante, Director of Globalization, Plaxo Nico Posner, Principal.

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Presentation on theme: "Social Web Panel Panelists: Ghassan Haddad, Director of Localization, Facebook Regina Bustamante, Director of Globalization, Plaxo Nico Posner, Principal."— Presentation transcript:

1 Social Web Panel Panelists: Ghassan Haddad, Director of Localization, Facebook Regina Bustamante, Director of Globalization, Plaxo Nico Posner, Principal Product Manager, International, Linkedin Siko Bouterse, Localization and Community Manager hi5 Networks Joaqin Moreno, Team Leader Localization and Copywriting, XING Moderator: Danica Brinton

2 Dominant engagement with the internet Fast evolving space User: content focus and content producer Emotional investment Steep curve: Lurker > Joiner > Regular > Elite High % of brand advocates Large global user base early Self-organizing international groups New tier system Localization involves users Social Web – Introduction

3 Facebook Ghassan Haddad Director of Localization

4 Key Milestones May 2007 Platform February 2004 Company founded Jan-Feb 2008 First Language (Spanish) July 2008 I18n Open to Platform Developers Copyright 2009 - Facebook, Inc. FB Connect May 2008 Sept 2009 I18n Open to FB Connect Partners

5 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.

6 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

7 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.

8 hi5 Networks Siko Bouterse Localization and Community Manager

9 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

10 Community Translation Program 12k volunteers in the program 70 linguists – Community leaders + Professional reviewers Program outcomes – More languages – Context – Iteration – International community engagement & feedback

11 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

12 XING Joaqin Moreno Team Leader Localization and Copywriting

13 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) 13 XING – The leading European professional network

14 Plaxo Regina Bustamante Director of Globalization

15 “Social Localization”” Collaborative Conversations Social Affiliation Playful engagement Collective Intelligence

16 How is it different? Constant interaction Recruiting Flexibility around dates Quality model Technology Compensation

17 Highlight: How can LSPs participate? Role of the Moderator Al momento non avete inserito alcuna scuola Al momento non avete inserito università

18 Highlight: Contextual translation Translation performed in-situ

19 Linkedin Nico Posner Principal Product Manager, International

20 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 21 Which localization model fits best? Community Collaborative Crowdsourcing Hybrid Traditional Community Expectations Matter Expected Service Social Networking Professional Networking Engagement

22 LinkedIn Approach Leverage community to gain insight Deliver expected quality Use innovative approaches to scale Focus on what’s best for the community

23 Social Web Panel: Q & A Panelists: Ghassan Haddad, Director of Localization, Facebook Regina Bustamante, Director of Globalization, Plaxo Nico Posner, Principal Product Manager, International, Linkedin Siko Bouterse, Localization and Community Manager hi5 Networks Joaqin Moreno, Team Leader Localization and Copywriting, XING Moderator: Danica Brinton

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