Think Outside the Country

I’m pleased to announce the publication of my newest book: Think Outside the Country: A Guide to Going Global and Succeeding in the Translation Economy.

This book is the result of the past decade spent working with marketing and web teams around the world. I’ve long wanted to have something I could pass along that would demystify the process of product or website globalization and provide insights into languages, cultures and countries. Such as Brazil:

Too often people get overwhelmed by the complexity of it all, not to mention bewildering lingo and acronyms such as FIGS (French, Italian, German Spanish) and L10n (localization). What I always tell people is that you don’t have to speak a half-dozen languages to succeed in this field, but you do have to know what questions to ask. Hopefully this book will help.

The book is now available through Amazon or by request from any local bookstore. You can learn more here.

PS: If you’d like to order multiple copies for your teams, quantity discounts are available. Simply contact me using this form.

Think Outside the Country: Coming April 10th

 

I’m pleased to announce the new book Think Outside the Country: A Guide to Going Global and Succeeding in the Translation Economy, due out on April 10th.

Think Outside the Country is isn’t strictly about taking a website or mobile app global, though you’ll find plenty of real-world examples about how to do just that. Ultimately, this book is about taking yourself global. It’s about providing an understanding of the globalization process along with country and cultural insights so you know what questions to ask when you’re asked to, say, introduce a product into a new market or launch a global marketing campaign.

This book is intended for people who want to help their organizations expand into new markets as efficiently as possible without any embarrassing or costly mistakes. And this book is about showing respect for the people who live in these markets.

You won’t speak every language, understand every culture. And that’s okay. Nobody knows everything. But we can all know a little bit about a lot. More important, we can know what questions to ask. This book will help.

You can learn more here.

And it’s now available for preorder on Amazon.

PS: We will also offer quantity discounts if you’d like to order a batch for your teams.

 

The top 25 global websites from the 2017 Web Globalization Report Card

I’m excited to announce the publication of The 2017 Web Globalization Report Card. This is the most ambitious report I’ve written so far and it sheds light on a number of new and established best practices in website globalization.

Here are the top-scoring websites from the report:

For regular readers of this blog, you’ll notice that Google is yet again ranked number one. But Google isn’t resting on its laurels. While many software companies are happy to support 20 or 30 languages on their websites, Google continues to add languages across its many products. Consider Gmail, with support for 72 languages and YouTube, with 75 languages. And let’s not overlook Google Translate, now at 100+ languages.

Google could still stand to improve in global navigation, though I am seeing positive signs of harmonization across its many product silos. But I do maintain the recommendation that Google present a more traditional global gateway to visitors across its sites and apps.

Other highlights from the top 25 list include:

  • Consumer goods companies such as Pampers and Nestlé are a positive sign that non-tech companies are making positive strides in improving their website globalization skills.
  • IKEA returned to the list this year after making a welcome change to its global gateway strategy.
  • Nissan made the top 25 list for the first time. BMW slipped off the list.
  • As a group, the top 25 websites support an average of 54 languages (up from 52 last year); if we removed Wikipedia from the language counts the average would still be an impressive 44 languages.
  • GoDaddy, a new addition to the Report Card, wasted little time in making this list. Its global gateway is worth studying.
  • Luxury brands such as Gucci and Ralph Lauren continue to lag in web globalization — from poor support for languages to inadequate localization.
  • The average number of languages supported by all 150 global brands is now 31.

But as you can see here, the rate of language growth, on average, is slowing. That’s not necessarily a bad thing. Companies are telling me that they are investing more on depth and quality of localization — which is of huge importance.

The data underlying the Report Card is based on studying the leading global brands and world’s largest companies — 150 companies across more than 20 industry sectors. I began tracking many of the companies included in this report more than a decade ago and am happy to share insights into what works and what doesn’t. Time is often the greatest indicator of best practices.

I’ll have much more to share in the weeks and months ahead. If you have any questions about the report, please let me know.

Congratulations to the top 25 companies and the people within these companies that have long championed web globalization.

The 2017 Web Globalization Report Card

Click here to download a PDF brochure for the report.

What’s the most multilingual website?

I often point to Wikipedia as one of the most multilingual websites on the Internet.

Which is a major reason why Wikipedia finished in third place in the 2016 Web Globalization Report Card.

But Wikipedia is not the most multilingual website.

For that, I’d have to point toward the Jehovah’s Witnesses website.

As only partially illustrated by the screen grab below, the Jehovah’s Witnesses site supports nearly 600 languages, up from 400 in 2010.

jw_gateway.700

In comparison, Wikipedia supports only 271 languages.

Google supports only 125 languages.

(It feels odd to write “only” and “125 languages” in the same sentence)

I should be clear that I’m using a liberal definition of “supporting a language.” Most of the languages supported by the Jehovah’s website are represented by very little content — about a dozen or so web pages. This is also static content — the stuff that doesn’t require monthly or even annual updates. Nevertheless, it’s hard to deny that 600 languages is a notable achievement.

Here’s a sample page in Marathi:

jehova's witness global

 

I want to highlight the global gateway: The menu includes all available languages (displayed in the local languages). And, equally important, a global gateway icon is well positioned in the upper right corner of every web page, as shown below:

Jehovah's Witness global gateway

 

I prefer a globe icon as the one used here says “translation” more than global gateway.

So how does the JW.org website compare with other religion websites?

The Church of Jesus Christ of Latter-day Saints supports an impressive 115 languages, up from 40 a few years ago.

And the website has made great strides in improving its global gateway. Shown below is the language menu:

LDS global gateway

 

And here is the globe icon used to highlight the gateway:

lsd_gatewaydetail2

 

The Holy See supports a mere 10 languages, which, to its credit, is an increase from five years ago.

Holy See global gateway

 

I also visited the Christian Scientist website, which has made progress over the years–up to about 20 languages.

Christian Science home page

 

I reviewed a handful of other religion websites but found nothing beyond English and Spanish.

While I doubt anyone is going to come close to challenging Jehovah’s Witnesses soon in languages, I’d love to see more competition. So if I’ve overlooked any website, please let me know.

Translators Without Borders and the Wikipedia 100-language project

Screen Shot 2015-04-25 at 9.41.38 AM

Translators Without Borders is an amazing organization of volunteer translators using their skills to make the world a better place.

One project worth noting is an ambitious effort to translate valuable Wikipedia articles into 100 languages:

The 100 x 100 Wikipedia Project envisions the translation of the 100 most widely read Wikipedia articles on health issues into 100 languages. The project is well under way – dozens of articles have been translated into a still growing number of languages.

As I’ve noted in the Report Card, even most of the world’s largest companies fail to support more than 30 languages — only a very small number support more than 40 languages. Sadly, too many executives still have the mindset that they can do business in certain markets without translating for those markets. And I mention this because the world’s largest brands function as language benchmarks for so many other companies. Currently, the benchmark for what constitutes a “global” website remains stubbornly low.

But Wikipedia is more in touch with the world’s Internet users because it reflects input from the world’s Internet users.

Which is why Wikipedia is the world’s language leader, with support for more than 270 languages.

But the content supported by these 270+ is unevenly distributed, meaning many articles do not get the translation attention they deserve.

Which is why the 100-language project is so valuable.

You can track progress and participate here.