Localization is a hot topic, and not without reason. Localization, or adjusting and translating products and services (mostly websites, software and video games) to accommodate cultural differences around the world, is invaluable to a business wanting to go global.
It can be a complicated process, involving multiple departments and teams, and that is where the
Localization Project Manager comes in. So what does a Localization Project Manager actually do? In a nutshell, he or she runs the entire localization project, from start to end.
As an example, consider a company wishing to translate and localize their website. A project manager works closely with the technical/development team, evaluating the source content, identifying any localization issues as well as any discrepancies. The project manager then determines the best way to translate the material and organize the project activities by implementing a sound localization strategy. Part of this strategy involves cost management – developing and monitoring the cost and timing schedule of the project.
Once translation of the website begins, the project manager’s human resources skills come into play as he or she must liaise and manage all translation teams and proofreaders making sure linguistics, technology and quality are up to par. A localization project manager will also work closely with the marketing department, making sure the tone of the content and the information itself adhere to corporate identity guidelines.
All the while, a project manager continuously monitors the entire process, advising the teams on specific localization needs (such as target market and audience), and suggesting improvements to ensure the project is running smoothly and deadlines are met. Once translation is completed, the localization project manager together with the technical team, test and implement the final output.
We are all guilty of doubling up with laughter at mistranslated content; some are just downright hilarious. But as some businesses have the misfortune to find out, mistranslations don’t just cause them to lose face and customers, they can also prove to be deadly – literally.
As you are about to find out, the importance of doing your homework and accurately localizing and translating your content is priceless.
- In 2004, a medical team from a hospital in Epinal, France, decided they would bypass hiring a professional translation service by translating software that verified the correct dose for prostate cancer treatment on their own.Consequently a number of patients received massive overdoses of radiation and sadly four died.
- Parker pens ad, “it won’t leak in your pocket and embarrass you” was mistranslated for its Spanish-speaking Mexican customers into “it won’t leak in your pocket and make you pregnant.” Instead of using the correct translation for the word embarrass they chose “embarazar” which means to make pregnant. No doubt Parker pens were the ones left embarrassed!
- When American Airlines decided to lure potential Mexican first class passengers by promoting their campaign “Fly in leather,” they didn’t realise that the translation read “vuela en cuero” which in Spanish means “fly naked.”
- Swedish household appliances giant, Electrolux, found itself in a pickle when it promoted its vacuum cleaner to the US market. They assured American customers that “Nothing sucks like an Electrolux.”
- Ladies, fancy some manure on your hair? We didn’t think so, and neither did Germans when Clairol launched their Mist Stick curling iron. The company failed to realise that “Mist” in German means manure.
- People in China must have thought Pepsi had branched out into paranormal activities when its slogan promised to “bring your ancestors back from the grave.” Needless to say, Pepsi was attempting to translate “Come alive with the Pepsi generation.”
- Coors beer slogan, “Turn it loose” went terribly wrong when they translated into Spanish: “Suffer from diarrhoea.”
- We all know Ikea has strange names for its furniture, but it went a step too far when it tried to sell its “Fartfull” children’s mobile workbench in the US. It may mean “speedy” in Swedish, but it didn’t sit too well on American parents and the company had to make a speedy removal of the item from their collection.
- To promote the Pope’s visit to Spanish speakers, a t-shirt maker in Miami printed t-shirts with “I saw the Potato” (la Papa) instead of “I saw the Pope” (el Papa).
- The American Dairy Association’s hugely popular “Got Milk” campaign didn’t cause a buzz in Mexico. No wonder, when translated into Spanish it meant, “Are you lactating?”
In 2006, Jeff Howe came up with the term crowdsourcing – “the act of taking a job traditionally performed by a designated agent (usually an employee) and outsourcing it to an undefined, generally large group of people in the form of an open call.”
Although crowdsourcing has become a very popular word since then, the concept has actually been exercised for hundreds of years. For instance, in the 1800s, the Oxford English Dictionary was born thanks to thousands of contributors sending in definitions of words on slips of paper.
Today, Wikipedia makes use of wisdom of the crowds to provide us with mass amounts of information at our fingertips. Since 2008, Facebook has relied on its users to translate its website into multiple languages in a short period of time.
Using the wisdom of the crowd for translation can bring many perks to your business, but like most things, it doesn’t come without its drawbacks. Here are some to consider:
the process: If you have a large crowd of contributors, managing their input can be time consuming and complicated. We can help here! With dakwak’s crowdsourced platform, you can effortlessly manage, approve and publish your crowd’s suggestions.
- Questionable quality: Without a good crowdsourcing process in place, translation errors and inconsistencies can arise. A large pool of people is
going to generate input of differing quality, some great and some not so. Another potential problem that could lead to discrepancies is regional variations of a language.
- Unreliable: Because the crowd is essentially giving you feedback for free, the
information might not be very reliable or accurate.