Web Globalization Strategist

1. Pros and Cons of Localization with a Proxy Model on a Corporate Website Adriana Beaton Web Globalization Strategist June 6, 2012.

2. Introductions Adriana Beaton Web Globalization Strategist Citrix Systems Julien Didier Director of Production Translations.com

3. Agenda • Citrix • A Decentralized Global Web Presence • Lack of Branding and Consistent Message • Global Visitors to Citrix.com • One Citrix, a Global Company • The Technical Challenges • The Globalization Challenges • Our Requirements for a Solution • The Plan and The Solution • Questions

4. Virtualization • Networking • Collaboration • Cloud technologies

5. A Decentralized Global Web Presence • Many disconnected sites • 8+ EMEA markets without a web presence

6. Lack of Branding and of Consistent Message

7. Global Visitors to Citrix.com

8. One Citrix, a Global Company Deliver an innovative, engaging online experience that propels global prospects and customers through exploring, using, buying and sharing Citrix technologies.

9. The Technical Challenges A very large site • A lot of valuable Technical Information • Pdfs, Videos and Sales Documents • A Download Area • An Online Store • A Partners Area • A 10 year old CMS • No real staging environment • Could not extract files • Javascript, HTML,XML. Database content • A difficult IT architecture • URLs without a clear path or even a pattern • Many vanity urls • Many different portals • Secure areas

10. The Globalization Challenges • No acknowledgment of global audience in authoring • Lack of web authoring discipline • Lack of web authoring process • Various Self Service Areas • Nearly daily content updates • Averaging about 2k words a week

11. Our Requirements for a Solution • Quick deployment… • For a reasonable budget… • With real scalability

12. The Plan and The Solution

13. 1. Establish a Dedicated Globalization Team

14. 2. Define the Globalization Strategy • Performed a complete analysis of the citrix.com website • Determined initial in-scope pages • Determined a country on-boarding roadmap • Worked with countries/regions to determine any specific needs

15. 3. Establish a centralized model Pilot a central model for global web management • Consolidate and control budget at corporate level • Consolidate technology and translations • Leverage local teams for content review and initial glossary and style guide work

16. But… • A “traditional” LSP solution would not work • We could not implement a TMS • We needed a fast approach • We wanted a MLSP to work with • We wanted an innovative technical solution and good linguistic support

17. Vendor/Software Evaluation Process • Choice became a Proxy based solution • Not many vendors offer this kind of solution • Evaluation based on: • Range of languages • Market experience • Flexibility for solution customization

18. Proxy-based Website Translation – The Basics The proxy uses a translation memory to replace source segments for their translation in real-time The translation memory is pre-populated with all segments that have been spidered and translated ahead of time Translatable images are swapped out for their translated version Text expansion issues are addressed through modification of the HTML code or style sheet overrides www.citrix.frproxy server

19. The Citrix Solution Localized full versions of the site are delivered globally Un-translated content passes through untouched yet with a transformed url. The Proxy translates the site on the fly. Looks into the translation memory andswaps out matched text, images and documents The Corporate master site is the source for page styles, content and layout Regional Citrix reviewers perform in-context reviews and make edits directly to the Translation Memory with an on-page review tool. Content capture: All pages in scope are spidered and cached weekly, capturing all new content required to have pages fully translated Translators execute a first translation and create an initial translation memory. On subsequent iterations they are also assigned any new content identified by the spider. Translation Memory

20. Sophisticated Requirements Avoid English Bleed on in-scope pages: • Caching is enabled • Snapshot of pages is taken during the ‘maintenance’ spider • Cache is only deployed on live servers when the translations are ready => No missing translation in pages being pushed live • Predictable behavior for out of scope pages: Translation vs Transformation • Citrix requirement: a page should either be fully translated, or revert to just the navigation and footer translation if not • Anti-bleed: Defines an area of the page that requires full translation. If not all the segments are available, the whole area is reverted to English, leaving the rest of the page (Navigation, Footer, Promotions) translated. • Compliance with new EU privacy guidelines: removal of all tracking cookies • Removal or hiding of specific US centric content • Customization of Marketing forms and social sites links

21. Benefits…. • Rapid deployment (≈3 months) • Hosting, maintenance, development and translation managed by Corporate • Limited IT and CMS dependencies • Almost real-time updates on regional sites • Near instant new design and visual identity • Consistency in messaging and content • Corporate provided analytics and SEO • Maximization of content re-use • Ability to review and modify text on-line and in context

22. On Page Editor Quick Demo

23. …and Considerations • Mixed language experience – top 350 pages translated • Local/regional content limited • Videos, PDF resources are out of translation scope • Modulating translations depending on context is possible but fragile and time consuming to implement • Frequency of citrix.com updates could become sub-optimal for a proxy solution • Legacy issues (Vanity, CMS, URL formats) on citrix.com can make the proxy brittle • Ongoing corporate and regional resources required to onboard and maintain new countries

24. And the final result??

25. Questions? Mga Katanungan? Kérdései vannak? Spørgsmål? ¿Preguntas? Suallar? Otázky? Domande? Ceisteanna? 有问题吗 Jautājumi? Pertanyaan? Turite klausimų? Ερωτήσεις; კითხვები? 質問はありますか？ Spurningar? Pitanja? Пытанні? પ્રશ્નો? Küsimusi? الأسئلة؟ Въпроси? ಪ್ರಶ್ನೆಗಳು? Mistoqsijiet? Vragen? Kysymyksiä? सवाल? Kesyon? Прашања?

26. Contacts Adriana Beaton Web Globalization Strategist Citrix adriana.beaton@citrix.com Julien Didier Director of Production Translations.com jdidier@translations.com