Friday, December 23, 2011

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Let’s delve into the topic of website localization to learn exactly what every company needs before going global. But first, to define localization: the translation and adaptation of content for foreign markets. Simple enough, right?
Now, take a close look at five important points to remember when it comes to website localization. 

1. A Picture is Worth a Thousand Words


Let’s assume that the images on your company website are already geared towards your intended audience. When going global, it’s best to rely on images that are culturally appropriate and sensitive. Do this well and you’ll boost your company’s ability to connect with those visiting the site, not to mention, foster a healthy relationship with potential customers.
Let’s take a look at an example of good website localization. In the screenshot above, notice how Zynga Japan, the company behind Farmville and Cityville, incorporates the Japanese flag into its homepage banner. Clearly, the image is appropriate for a website intended for a Japanese audience.
Don’t forget that the way one audience perceives a particular image can differ greatly from another reacts. And then there’s the fact that what’s acceptable for one target market can take on an entirely different meaning for another. For example, a thumbs-up gesture in one culture is a positive affirmation, whereas in another, it could mean, “Up yours, pal!
Keep these things in mind when localizing the company site and you’ll be one step closer to connecting with your target market. Here are some other things to consider.
  • Attention to Detail: Mistaking the Italian and Mexican flags, for example, is bad news.
  • Cultural Sensitivity: People have strong feelings about things like colors, symbols and metaphors. Does the color white symbolize purity or death for your intended audience?
  • Risk Assessment: Aim to avoid any unintended consequences that could be embarrassing or potentially hazardous to your company.
The bottom line: When building trust and earning customer loyalty is the objective, images can make all the difference in the world.
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We live in a world of absolutes: Here’s what happened. Even when we look to the future, our predictions are couched in the world’s sometimes difficult realities. It can, to be honest, take all the fun out of guess work. So, once a year I allow myself to go beyond the likely, beyond the possible and deep into the world of the implausible. What follows are my most ridiculous and unlikely predictions. Most are just nuts, but one is, to be honest, all too scarily possible. See if you can guess which prediction I’m talking about.

1. Facebook Buys Digg


Facebook’s 2012 will look a lot like its 2011: More growth, more change. Still, it hasn’t quite broken through on the content curation and voting side of things. With all the frictionless sharing people will be doing, they may no longer think about accumulating “likes.”
Digg started using Facebook’s OpenGraph in 2011, which makes it easy to share what you’re reading on Digg to Facebook. As I see it, this is simply the first step on the road to a much deeper relationship. When Facebook buys Digg next year, users will get the ability to “Digg” not only profile pages, but people. That’s right, you could really “Digg” someone on Facebook. It’s so 1976, but also so cool.
I foresee another side to the Facebook universe where people, places and things are Dugg on a more generalized basis, but those Diggs bubble up to individual profile pages and appear alongside Likes, Readings, Watching, etc. There is an 85% chance that all of Digg’s existing audience will walk away from the service if this acquisition happens, but I’m not sure most of them will stay with the content curation destination anyway.

2. Scientists and Hollywood Develop New Way to End Movies


3D has pretty much flopped, and it’s getting tougher and tougher to get movie-goers into theaters. Scientists will partner with Hollywood studios to unveil a new technology known as “Fresh Ends.” Using CGI, Hollywood script writers, voice and context recognition and logic algorithms, Fresh Ends technology will generate new endings for some of the world’s most popular films. These slightly rewritten movies will be re-released to theaters — just like the 3D rereleases — and are expected to add 15- to 20% additional box office returns to each film. For now, Fresh Ends only works with movies shot digitally.

3. SOPA Becomes the Law of the land


Myopic congressman and a distracted president take the Stop Online Piracy Act and pass it into law. Designed, at least according to the bill, “To promote prosperity, creativity, entrepreneurship, and innovation by combating the theft of U.S. property, and for other purposes,” SOPA has an almost unprecedented chilling effect on the web. Thousands of U.S. sites shut down, other larger ones continue, but are now full of boring pap that could never be misconstrued as content piracy.
Content creators of all stripes are so unsure of what will be labeled piracy they struggle to create anything. By the end of 2012, however, an underground Internet (The UnderWebs) arises. It’s full of unfettered communication and content, and slowly but surely, millions of web surfers around the world begin using it instead of the government-policed Internet — a platform that dies a sad, quiet death in 2018.

4. Apple Intros a 5-inch Tablet Phone Hybrid


Sorry, no iPhone 5 or iPad 3. Unable to decide whether it should deliver a 7-inch iPad 3 or a 4.5-inch iPhone 5,Apple comes down squarely in the middle with a giant handheld that, naturally, makes calls and is almost large enough to be a usable tablet. The hidden bonus? It’s also a fully functional HDTV. Apple, however, will remain mum for most of the year on whether or not it plans on actually delivering a larger Apple iTV.

5. Google+ Takes Center Stage


Virtually unchanged for more than a decade, Google’s search page undergoes a subtle, yet important transformation. The search giant places a “+” sign right next to the “Google” Logo. But the change is more than logo-deep. If you hit your own “+” sign on your keyboard before typing in your search query, all results will featureGoogle+ search results on top. If you hit “+” twice, your search query can be used to launch a new Google+ post. You’ll still have to select which circles you want to share your search query with. Rumors will swirl throughout 2012 that Google wants to rename the entire company “Google+.”

6. Honda Releases Asimo to Consumers


Japanese auto manufacturer Honda shocks the world by unveiling a fully operational, $1,999 Honda Asimo Home Helper Robot. Like the Asimo we’ve seen in product demonstrations and on YouTube, “Home Asimo” can walk, run, jump, make coffee and sandwiches and, as we soon learn, clean toilets. Honda sells a stunning half million units before August, 2012. The most startling news, though, comes when one Home Honda robot in Dearborn, Michigan turns on its family’s computer and signs itself up for Twitter and Facebook. By December, more than 300,000 of the robots have been destroyed or returned.

Google Apps Sync for Microsoft Outlook

Google Apps Sync for Microsoft Outlook® allows you to use Microsoft Outlook® 2003, 2007 and 2010 effectively with Google Apps. You get the cost savings, security and reliability of Google Apps, while employees can use the interface they prefer for email, contacts, calendar and notes.
The Google Apps Sync download includes Google Apps Migration for Microsoft Outlook® to import existing data to Google.
You can download here.