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Secrets of the Best Global Websites 
f h B Gl b l W b i

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#LIOX @Lionbridge @johnyunker

Presented by John Yunker
Moderated by Paula Shannon
May 2010
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 Introductions

John Yunker
Co‐founder, Byte Level Research, Author 
jyunker@bytelevel com
jyunker@bytelevel.com
John Yunker consults with many of the world’s leading multinational 
companies, providing Web globalization training and benchmarking 
services 
He has authored a number of landmark reports, including 
The Web Globalization Report Card

Paula Shannon
Paula Shannon
CSO, SVP and General Manager, Lionbridge
Paula.Shannon@lionbridge.com
More than 23 years experience in the translation and localization 
More than 23 years experience in the translation and localization
industry
Responsible for sites in 26+ countries, driving new services and 
sustainable solutions, ensuring the continued delivery of innovation 
and execution excellence to a broad range of Global 1000 customers
d ti ll t b d f Gl b l 1000 t

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 About Lionbridge

Global Scale Market Leadership

4,600 employees 26 countries Leader in $14B services industry
• Global network of 25,000 translators • Translation and adaptation of products
and content for international markets

Hosted Technology Global Clients

Web-based
W bb d language
l technology
t h l Recurring relationships with 500+
platform global clients
• Enhances competitive advantage • 80% of revenue comes from recurring clients
• Drives efficiency • 12 of the Fortune 20 companies are client

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 Define “Best”

Global Reach: How many languages does the web site support? 

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 Define “Best”

Global Reach: How many languages does the web site support? 

Global Navigation: How easily can visitors, regardless of their language, 
g y , g g g ,
find localized content?

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 Define “Best”

Global Reach: How many languages does the web site support? 

Global Navigation: How easily can visitors, regardless of their language, 
g y , g g g ,
find localized content?

Globalization: Does the web site maintain a consistent brand, look, and 
feel? And is it also locally flexible?

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 Define “Best”

Global Reach: How many languages does the web site support? 

Global Navigation: How easily can visitors, regardless of their language, 
g y , g g g ,
find localized content?

Globalization: Does the web site maintain a consistent brand, look, and 
feel? And is it also locally flexible?
Localization: How relevant is the 
web site to the user’ss culture and 
web site to the user culture and
country?

Community Localization: 
Community ocali ation:
Does the site support locally 
generated content and foster 
community?

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 Define “Best”

Global Reach: How many languages does the web site support? 

Global Navigation: How easily can visitors, regardless of their language, 
g y , g g g ,
find localized content?

Globalization: Does the web site maintain a consistent brand, look, and 
feel? And is it also locally flexible?
Localization: How relevant is the 
web site to the user’ss culture and 
web site to the user culture and
country?

Community Localization: 
Community ocali ation:
Does the site support locally 
generated content and foster 
community?

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Company confidential – distribution prohibited without permission
 Best Global Websites

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 Best Global Websites

40+ languages

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 Best Global Websites

40+ languages
Excellent global consistency
Excellent global consistency

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 Best Global Websites

40+ languages
Excellent global consistency
Excellent global consistency
Above‐average global gateways

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 Best Global Websites

40+ languages
Excellent global consistency
Excellent global consistency
Above‐average global gateways
Above‐average localization

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 Best Global Websites

40+ languages
Excellent global consistency
Excellent global consistency
Above‐average global gateways
Above‐average localization
Global community engagement

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 The Internet connects 
computers. 
Language connects 
people.

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Company confidential – distribution prohibited without permission
Company confidential – distribution prohibited without permission
Company confidential – distribution prohibited without permission
Company confidential – distribution prohibited without permission
 Global design is
Global design is
less design
g

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Company confidential – distribution prohibited without permission
 The Best Global Websites

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Company confidential – distribution prohibited without permission
Company confidential – distribution prohibited without permission
Company confidential – distribution prohibited without permission
Company confidential – distribution prohibited without permission
Company confidential – distribution prohibited without permission
Company confidential – distribution prohibited without permission
Company confidential – distribution prohibited without permission
Company confidential – distribution prohibited without permission
Company confidential – distribution prohibited without permission
Company confidential – distribution prohibited without permission
Company confidential – distribution prohibited without permission
 Exceptions to the rule

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 Exceptions to the rule

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 Exceptions to the rule

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 Exceptions to the rule

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 If they can’t find it,
If they can’t find it
it doesn’t exist

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Company confidential – distribution prohibited without permission
Company confidential – distribution prohibited without permission
Company confidential – distribution prohibited without permission
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 Country codes today:

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 Country codes tomorrow:

Internationalized Domain 
( )
Names (IDNs) are here!

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 Localization is
Localization is
10% translation

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 Localization is…

Language

Culture

Demographic

Niche

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 Localization is details

Currencies
Measurement systems
D
Date and time formats
d i f
Phone number formats
Local/regional regulations
Calendars
Character encoding
Capitalization
Collation (Sorting)
Text input/output
Keyboard layouts
Paper sizes
Body language
Body language
Colors and icons
Company confidential – distribution prohibited without permission
 Localization is details

Currencies
Measurement systems
D
Date and time formats
d i f
Phone number formats
Local/regional regulations
Calendars
Character encoding
Capitalization
Collation (Sorting)
Text input/output
Keyboard layouts
Paper sizes
Body language
Body language
Colors and icons
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 Localization is content

About the 
Product/  
Product/
Service

Translated
About Us

Support

User Generated
Community

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 Most local content is never translated

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 Most local content is never translated

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 Most local content is never translated

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 Social is now on the home page

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 Social is now on the home page

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 Social is now on the home page

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 John Yunker
jyunker@bytelevel com
jyunker@bytelevel.com
twitter.com/johnyunker

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 Mark Your Calendars!

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 Knowledge Center

Download White Papers

• Building Stronger Brands Around the World: A Guide 
to Effective Global Marketing
to Effective Global Marketing
• Strengthening Global Brands: Key Steps for 
Meaningful Communications around the World
• Building a Global Web Strategy: Best Practices for 
Developing your International Online Brand
l i i l O li d

View Webinars On‐Demand

• Localizing for the Chinese Market
• Going Global with Multimedia: Best Practices for 
Localizing Multimedia 
• Mastering Multilingual Marketing

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Questions? 

J h Y k
John Yunker
jyunker@bytelevel.com
Twitter.com/johnyunker
www.GlobalByDesign.com
Gl b lB D i

Paula Shannon
paula.shannon@lionbridge.com
twitter.com/PaulaBShannon

Lionbridge
www.lionbridge.com
http://blog.lionbridge.com
http://twitter.com/Lionbridge
p // / g
http://www.facebook.com/L10nbridge

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