Managing Global Web Sites

Managing global websites
Localization, a never ending story




Summary Localization challenges
Organizations face many challenges when creating a network of global Web sites. They need to maintain brand consistency while allowing for variations that reflect local cultures. Creating truly localized Web sites can be a daunting process in which corporate and local marketing teams need to collaborate to provide relevant information to different target audiences.
BluePrintingT
BluePrinting is a unique technology from SDL Tridion that allows organizations to manage their networks of Web sites. The separation of content, layout and other Web site elements enables organizations to adapt these elements separately to match the needs of local audiences.
Organizations can manage localization by cost effectively using an inheritance model that allows multiple Web sites to use consistent structure, branding and content while allowing for localization of content, as needed.
This white paper provides examples of how organizations can use BluePrinting technology to achieve a smooth, global Web operation-and explains how organizations can combine Content Management technology with translation technologies for even greater efficiency.
Managing global Web sites ii © SDL 2010
Table of contents
1  Global websites 
1.1  Rising to the challenge............................................................................................................................... 1 
1.2  The goals ................................................................................................................................................... 2 
2  What is needed? 
2.1  BluePrinting ............................................................................................................................................... 8 
2.2  Localized multilingual websites ................................................................................................................ 12 
2.3  The production cycle ................................................................................................................................ 15 
2.4  Return on investment ............................................................................................................................... 18 
2.5  The right tools and technology ................................................................................................................. 21 
2.6  Acknowledgements .................................................................................................................................. 21 
3  About SDL 

Managing global Web sites iii © SDL 2010
1 Global websites
"Without telling us, our French subsidiary had been working nights and weekends to
completely translate our corporate website to French. Therefore, when they finished
and proudly gave us the CD-ROM with the translated HTML files, we were both
greatly disappointed. The corporate office had been working on changing the graphic
design of the site, so their HTML files were unusable. All their work was in vain."
This customer anecdote illustrates the frustrations that organizations can experience
when creating and managing global websites.
Organizations are beginning to understand that to sell a product or persuade an
audience, websites must reflect the languages and cultures of their local target
audiences. Localized websites build brand loyalty, help retain customers and facilitate
access to new markets.
For example, non-English content on the Internet has increased from around 20
percent in 1998 to 50 percent (is this still accurate since the number has remained the
same since the original piece in 2007) today, and the number of non-English website
visitors is growing even faster. Current estimates state that only 30 percent (is this an
accurate figure since this was the figure from 2007) of today's website visitors are
native English speakers.
Furthermore, many organization... [download for more]