Post 4 – Out of the Box – COM0015

Assignment1 – Post 4-2106

Iliana Auverana

We have focused primarily on best practices in a very new and evolving field, what unexpected applications have you found in the field of online marketing and social media?

The digital world is rich in information and knowledge; what have become a huge challenge is how to keep up with news in your field, and how to organize information. There are amazing tools out there, but which ones serve better our needs? It depends on what we want and how open we are to new ideas. Socialcast seems to be the perfect tool for the “flow of knowledge” among workers and experts no matter their location; it allows the exchange of ideas in real time. A group of people belonging to a Socialcast community, working in a particular project, receive ideas or information and can respond in real time. A wiki and a database-store information are used to allow easy accessibility to information and data to all people involved in a project.

out-of-the-box2

This platform also provides analytic tools and dashboards to keep everybody on the loop. I read a case study about it, but I couldn’t try the tool because I couldn’t provide a company name.

I found this tool extremely interesting because I see a similar trend in the government with the implementation of GCConnex. This platform allows employees to have virtual meetings in real time through a chat function, people can share files, have group discussions about a topic of interest to them, and a lot of more. The culture is slowly changing. Governments are becoming digital. There is a global movement towards digital to communicate with citizens and get them engaged. This policy called “Digital First” is changing the way governments around the world are making decisions. If you are interested in learning more about trends in this field, you can read the article written by PwC http://www.pwc.com/ca/en/industries/public-sector-government/unlock-the-power-of-digital/digital-government-trends.html

 

https://spark.adobe.com/post/l89hKFSC3sT8  (Picture created with Adobe Spark)

 

 

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Assingment 1- Comments COM0015

Posted on April 2, 2016 by Liz Smith

Depression and Setting Emotional Boundaries

Depression can make it difficult to set emotional boundaries with people in your life. Many people I’ve met who suffer from depression, including myself, suffer from difficulties being assertive enough to look after their own emotional wellbeing but setting emotional boundaries is important in depression.

Setting Emotional Boundaries with Depression Is Hard

One of the main reasons it’s so hard to be assertive about your emotional limits when you have depression is because of its pervasive effect on your self-worth. On those really awful, down days, the low self-esteem that comes with the depression makes it hard to consider yourself worth looking after physically, let alone emotionally. I’ve had days when getting out of bed and taking a shower was just too hard. I knew, rationally, that I should do these things to take care of myself, but the bottom line was, taking care of myself didn’t feel worth it, let alone having the energy for emotional assertiveness or my self-esteem. Because depression makes me anxious about how I come across to people, I often find myself holding back on asserting how I feel with people who tread on my boundaries or hurt my feelings; because, I think doing that will drive them away. Sometimes I’m not even sure if I should be hurt or upset by what someone has said to me, because depression can cause you to have poor perception of your own boundaries and needs. If you have trouble deciding on those limits and boundaries for yourself, I’d encourage you to read this article about setting functional boundaries and maybe writing down a few of your own ideas to cement your boundaries in your mind.

Danger of Being Depressed with No Emotional Boundaries

When we are not honest about our feelings and can’t communicate when we’re upset, where do you think those feelings go? I certainly turn them inwards (I Can’t Reach Out, I’m Depressed). I don’t want to confront my friend who has upset me, but I also don’t have anywhere for the feelings of anger or sadness to go except inside. I’m not suggesting we should let loose and rage at our loved ones every time they annoy us. Unbridled anger aimed at another person is unlikely to be good for our personal relationships. While it’s healthy to be honest about our feelings, we do have to be mindful that others have feelings, too. Being upset and angry can blind us to that sometimes, particularly when there’s depression in the mix (The Relationship Between Depression and Anger). I recently had an experience like this with a friend — he is the type who always blurts out exactly what’s on his mind, because he just can’t hold his feelings in, but he’s often not terribly tactful with it.

How to Assert Emotional Boundaries When Depressed

Even though depression is a difficult and painful experience, it’s useful to keep in mind when we need to tackle an emotionally difficult situation that others can be hurt, too. You must remember to choose your time, words and audience carefully.

Is It the Right Time for the Conversation?

Sometimes, if you feel confident you can address it in the right way, tackling an emotional boundary violation straight away is the right thing to do, but if you have any doubt that you can handle the situation positively (both for yourself and the other person), maybe consider taking time to think about it and handle it at a later date. I find it helpful if I’m angry, to write down how I’m feeling, because that at least gets it out of my head even if I can’t confront the other party right away. Writing my feelings down helps me to manage overwhelming emotions and get a healthy perspective.

Are You Able to Use the Right Words?

Rather than talking in terms of “you said this” or “you did that,” use the “when you said/did x I felt y” technique. That way, you are talking about the behaviour or what was said and your resulting feelings, rather than accusing the person of deliberately being hurtful or provoking you. A lot of the time, I find that people simply don’t realise that they said or did something triggering or upsetting. A calm explanation of why the behaviour or the words made you unhappy will usually suffice. Of course, if it doesn’t and the other person either doesn’t at least try to understand or doesn’t see why they should change their behaviour, that may be a sign of a deeper issue in the relationship.

Is the Audience for This Conversation the Correct One?

Finally, address your grievances with the person concerned. Don’t talk to all and sundry about it. In a close-knit social circle, it’s bound to reach them eventually and they will then be on the defensive if they feel they’ve been talked about behind their back. That’s happened to me — I didn’t realise I’d upset a family member with something I said until I heard it from another person, which then made it much more difficult to resolve the issue as I resented being badmouthed. By all means, talk it over with a trusted friend or family member to gather your own thoughts and gain another perspective, but don’t tell every single person you meet that day.

Asserting emotional boundaries is like any other skill in life — the more you practice it, the more it becomes a positive habit.

COMMENTS

Iliana says:

Your comment is awaiting moderation.

I liked your description on how a depressed person feels (lack of self-worth, lack of confidence, not having the emotional energy to take care of herself/himself, uncertainty on how to feel if upset or hurt) and the importance for those people to set boundaries.

As I kept reading, I wonder if someone with depression is able to have the emotional control to choose the right moment to talk, and chose the right words. You talk about handling situations positively and giving calm explanations. I’m trying to find answers to better understand people in my work environment and what to expect. Thanks

Professional Networking now and in the future – COM0015

Assignment1-Post 3-2016

Iliana Auveana

What is your present strategy for developing your professional network online and in person?

I’m registered on LinkedIn and Twitter for professional purposes. I have invited experts in Marketing to be part of my network. I always check if they post anything interesting. I have around 90 connections with three different groups: people I worked with, I’m working with, and with people I’m interested in following because of their expertise.

I have a mentor to help me define more my career objectives. She has given plenty of useful advice:

  • skills to develop according to the position I’m aiming,
  • links to get the right information,
  • courses I should take to have the necessary training for a higher position,
  • people to meet to get more information about a particular field I would like to know more about.

This past Friday, for example, I met an expert in Change Management from the Canada School of Public Service, who gave me all the information I needed on the subject. Wherever we go, we need to understand the basis of Change Management because change is always happening, and we have to know how to deal with it, and also help employees to deal with it.

What activities and commitments are you making in the next 6-12 months to continue the development of your networks?

I’m registered to the Community Management Network. They discuss about different topics managers are confronted with. Sometimes, I read the information, but I never make comments. I will take the time to read all the discussions, and post comments.

I have been looking for experts in Marketing through our internal network GCConnex. I made a list of 12 people. In the next few months, I’m going to contact them to discuss about how they do marketing in the government; what works and what doesn’t work. I want to attend courses to improve different aspects of Marketing and connect with participants. When I feel more comfortable, I’m going to suggest readings, post reviews of books to built  a network of followers on LinkedIn and Twitter.

Comments 1 & 2 – COM0015

I chose two blogs from different translation companies dealing with the same subject from different angles.

Blog Comments 1 & 2 – COM0015

Planning for Localization (Blog # 1 – LIONBRIDGE)

Posted August 23, 2016 by Seth Gottlieb

http://content.lionbridge.com/planning-for-localization/

Originally this article appeared on Seth’s personal blog.

Localization can be an elusive requirement for a website. During the platform selection process, internationalization is often listed as a “strong” requirement. Why wouldn’t you want the ability to reach new markets? Then, during the implementation process, localizing gets downgraded as a “nice to have” or “future” requirement as time and resources dwindle and compromises need to be made to launch the primary language site. Eventually, localization becomes an “oh crap” requirement when someone expects to have a “Spanish version of the site up ASAP”. After all, localization was part of the business case and a key selling point of the platform. Yes, localizing the site would have been as easy as hiring translators if only some accommodations had been made during initial implementation. But they were not. Hence the “oh crap.”

While you may not have budget to localize your website during your initial CMS implementation, following these steps will make adding a new language easier down the road.

#1 – Learn how internationalization works on your platform

Different platforms have different approaches and best practices for internationalization. If you make the modest investment to fully understand these techniques, you will at least make educated decisions about how to defer localization and not rule it out. If you are working with a systems integrator, which I highly recommend, make sure they have experience building (and maintaining) localized websites on the platform.

#2 – Use the translation framework provided from the templating system

Any given web page will have a lot of static text that lives in templates (as opposed to in the content). For example, there might be a label on the upper right that says “search” or a copyright statement on the bottom of the page. It is not practical to manage these little “content crumbs” through your usual editorial workflow — they are small, numerous, easy to lose track of, and rarely change. But if you are planning on localizing your site, you don’t want those strings in your templates either. It is much better manage these strings separately in “resource” or “message” files that can be shipped off to translators. Most templating languages come with a system for invoking externally managed strings. For example, in JSP Standard Tag Library, translated strings are invoked like this:

fmt:message key=”some.text”/>

In eZ Publish they look like this:

{“Some text you are going to translate”|i18n(‘design/standard/node’)}

Setting this up is easy enough to do when you are building out your templates for the first time. However, it is very tedious to retrofit old mono-lingual templates with this system. You wind up doing it for templates that are no longer used “just in case.” Worse of all, you have to visually re-inspect every pixel of the site because you are touching nearly every line of view code.

#3 – Keep text out of images

Having text in images adds a lot of friction to the localization process. First, you must remember to keep the image source files on-hand so you can produce the translated versions. Second, the translation process goes through additional steps of extracting and then re-imported the localized text. Managing all of those image files can be a real pain too. It is much better to float text over image backgrounds for buttons, navigation, and slides. Incidentally, applying this practice will also help with SEO and accessibility.

#4 – Make room for other languages

Think as your primary language as the first of several languages when you are designing your content repository and defining roles and workflows. These localized content collections need a place to live. They will need access control so that a local team can safely work in their content without risking the overall content repository. Pay special attention to how “global” reusable content components are managed and retrieved.

#5 – Buy your top level domains NOW

If you will be publishing your sites to different markets, start working on acquiring those top level domains (like .fr or .es). It will be really embarrassing to enter into a new market only to find someone else squatting on your domain.

#6 – Set the appropriate character encoding

Most of the time this is a non-issue because most modern technologies default to UTF-8. Just make sure that you set up your databases with UTF-8 encoding and collation. Some older versions of programming languages require adjustments when dealing with Unicode too.

If you think localization may be in your future, plan for it now. Take the additional steps to reduce rework and risk when you are under the gun to get that new language published. If you didn’t follow this advice, I would look into translation proxies.

Categories/ Tags

COMMENTS

First of all, if I didn’t know about the subject “localization”, I wouldn’t have any clue what the author was talking about. In addition, I had to read the first sentences twice to really get the point the author was trying to make. While I was reading, I wondered why “platform selection” was such an issue. I also wondered what exactly he meant by “internationalization” and if it was the same thing as “globalization.” I also wondered if “internationalization was the same thing as “localization.” I checked the definition of that word and I found this definition:

“Globalization, considered by many to be the inevitable wave of the future, is frequently confused with internationalization, but is in fact something totally different. Internationalization refers to the increasing importance of international trade, international relations, treaties, alliances, etc. Inter-national, of course, means between or among nations. The basic unit remains the nation, even as relations among nations become increasingly necessary and important. Globalization refers to global economic integration of many formerly national economies into one global economy, mainly by free trade and free capital mobility, but also by easy or uncontrolled migration. It is the effective erasure of national boundaries for economic purposes. International trade (governed by comparative advantage) becomes interregional trade (governed by absolute advantage). What was many becomes one.” https://www.globalpolicy.org/component/content/article/162/27995.html. Article written by Herman E. Daly.

I checked the credentials of this author on Wikipedia. He is a professor of the School of Public Policy of University of Maryland, College Park in the United States which is considered a good university. Wikipedia states likewise that “…internationalization is the process of increasing involvement of enterprises in international markets…”  https://en.wikipedia.org/wiki/Internationalization

I also checked the definition of localization, and I found this definition: “Localization refers to the adaptation of a product, application or document content to meet the language, cultural and other requirements of a specific target market (a locale).” https://www.w3.org/International/questions/qa-i18n. Because I don’t know enough about the subject, I would have liked to read a blog written in a plain and clear language. I found it was too technical for me to get the message!

Blog # 2 (MORAVIA)

What LSPs Say vs. Mean: The Watering Down of “Localization”

http://info.moravia.com/blog/what-lsps-say-vs.-mean-the-watering-down-of-localization

Posted by Tucker Johnson on Thu, Sep 15, 2016 @ 07:45 PM

  • inShare62

I have the privilege of working with lots of new clients at Moravia. This means that I can find myself talking to people with decades more experience than myself one day, and the next day talking to a green marketing manager who is trying to get their head around this whole localization thing. In my experience engaging with clients large and small, experienced and inexperienced, I have noticed that there are some terms or concepts that are inevitably discussed, but which are either consistently used incorrectly, or not fully understood.

In this blog series, we’ll be discussing terms that form common industry parlance on both the buy and supply sides, and phrases often used by LSPs (Language Service Providers) like Moravia.

Note that these are not specific to any particular LSP, nor is it our purpose to put down our peers and claim high ground (indeed, I am guilty of misusing terminology myself). Sometimes, some of these terms and phrases are so second nature or clichéd, that someone might use one without meaning it completely.

I hope through this post that you, the buyer, will stop when you hear one of these terms or phrases, ponder what is actually meant, and ask the right questions that will help you avoid any painful misunderstandings.

What LSPs say

“We will provide full localization of your product.”

What LSPs mean

“We will provide linguistic translation of the editable strings within your product, but you may still be on the hook for much of the work required to fully adapt your product to global markets.”

Why it matters

The term localization is hands down the most egregiously misused word in the industry, in my opinion. Once upon a time, the term localization meant something. Today, the term has become so overused that it has lost most of its meaning.

Personally, I like to refer to the succinct definition from GALA, which includes components such as “Modifying content to suit the tastes and consumption habits of other markets” and “Addressing local regulations and legal requirements,” among other things.

This reflects the real complexity that all international business faces: dealing with the varying cultural, legal, and regulatory challenges in each market — much more than simply converting English words into another language.

Many times, “localization” buyers will outsource the translation of their content, while keeping many of the true localization services in-house. This may be preferable if you need to have tight control over your products or services.

If your business faces many industry-specific legal or regulatory challenges, it may also be best to retain this knowledge in-house. Since these requirements have significant impact on your product, you may want to keep that expertise within your own ranks. If you already have regional offices close to the countries where you are doing business, then it only makes sense to delegate such oversight to them.

However, if that sounds like a lot of work that you just don’t have the budget or time for, then rest assured that most LSPs can and do offer true end-to-end localization services that go above and beyond translation.

So what do you get?

Just know that 99% of the time, when I hear somebody use the word localization, they are essentially referring to simple translation. It would serve you well to make sure that your true needs are addressed so that you are not disappointed with the results.

Perhaps what you really need is transcreation, or even “from scratch” market-specific content creation? Or maybe your existing content is fine, but certain parts simply need to be edited or removed for different target markets? In that case, you could benefit greatly from in-country cultural consulting.

To summarize, the term localization has been watered-down over the years. I realize that many of you reading this may be students of language, and we could certainly have a lovely philosophical debate about what is the “true” meaning of a term (conversational implicature versus literalist interpretation), but let’s just agree that any misuse of the term is not malicious. Rather, the meaning (or intended/perceived meaning) has evolved over time — as tends to happen with language.

Regardless, though, it simply becomes important to clarify upfront what exactly is being discussed, just to make sure there are no nasty misunderstandings uncovered down the line.

Ask and you shall receive

If you are looking for basic translation, there aren’t really any specific questions to ask, as you can safely assume in your discussions with any LSP that this is what is being referred to as localization.

However, if you have needs that go beyond simply converting words to another language, then make sure to speak up! An experienced LSP will guide this conversation by asking questions to help understand what is driving your needs, and then propose an appropriate solution that works for you.

COMMENTS

I chose this blog because I wanted to show the difference in writing style of two authors about the subject of localization. Overall, I think this blog is easy to understand. I like that the author deals with the issue of confusion in the meaning of the word “localization.” I learned that localization includes more than the adaptation of the language to the cultural taste and regional expressions, it also deals with legal issues (laws and regulations).

My perspective about blogs may be different from most of the general reader because I worked for 14 years as a terminologist; always analyzing definitions and texts to get the meaning of words of phrases in different contexts. I even learned a new expression: “conversational implcature”!

There were no tags in this blog.

Strong and Weak Organizations- Assignment 1, Post 2 – COM0015

Assignment1-Post2-2016

Iliana Auverana

Post 2 – Strong & Weak Organizations

In this course, we are looking at a variety of case studies. Find two organizations that would fit into the category of impressive social media strategy and one organization that needs to adopt a social media strategy. Outline why you were drawn to the organization you chose, provide highlights of what the strong organization is doing well and provide examples to validate your assessment.

I did a lot of research to find out about successful social media campaigns. I found a few, but the cases weren’t really outstanding. In the translation industry, big companies are relatively active on social media, and they post blogs regularly. I follow many people on Twitter, I use Facebook and nothing have impressed me as much as the use of social media by Barrack Obama. The values portrayed in his 2008 campaign were: hope, action and change.

To make sure that I could use this example, I looked at the definition of an organization:

  1. an organized body of people with a particular purpose, especially a business, society, association, etc. https://www.google.ca/?ion=1&espv=2#q=organization+definition

I believe that the group of people working toward the purpose of winning an election campaign would fit into this definition.

I wanted to study Obama social media campaign because he was the first candidate to the US presidency to win the elections through the successful use of social media. I consider an election campaign team as an organization. In 2007, Barack Obama was not well-known by the American electorate. Through social media Obama raised a record-breaking $600 million. What made Obama’s campaign successful? Here are some of the factors mentioned by different authors:

  • Created clips watched by over 5 millions of people (i.e. Yes, We Can)
  • Established a dialogue with voters (Obama team responded to voters)
  • Created more social media content than other candidates
  • Motivated youth voters (millions of young people felt compelled to take part in the campaign to make a difference)
  • Created a political brand online
  • Created a sense of connection and engagement (Obama connected with voters, and people connected with other voters – peer-to-peer communication)
  • Created a national grassroots movement (regardless of income or background, millions of volunteers supported Obama and shared his message through a self-organizing system – people could create event, groups, canvass voters, fund-raise, etc.)
  • Transformative force (first time social media convinced young people to get involved in politics)
  • Collected data (The Houdini database helped find, prioritize and track prospective voters). Volunteers would send an email to voters to remind them to go vote, along with the details about where to go.
  • Openness and inclusiveness (Obama’s team organized two “dinner with Obama” event. Volunteers would go and tell their story. These events were broadcasted and shared with the American people on Youtube)
  • Used an App called Obama App (people would receive two messages a day from Obama’s team)

 

As stated in an article on US News titled Obama and the Facebook election “he will be the first occupant of the White House to have won a presidential election on the Web… During the presidential campaign, the site launched its own forum to encourage online debates about issues. Facebook also teamed up with ABC for election coverage and political forums. And CNN teamed up with YouTube to hold presidential debates… Obama campaign used not only Facebook and YouTube but also MySpace, Twitter, Flickr, Digg, BlackPlanet, LinkedIn, AsianAve, MiGente, Glee, and others.” http://www.usnews.com/opinion/articles/2008/11/19/barack-obama-and-the-facebook-election

________

On the opposite end of the spectrum, find an organization that you think would benefit from a social media strategy. Why do you think this organization should be interacting and using new tools and techniques? Outline the objectives you believe they should be trying to reach and how they could start to implement a first steps into the world of social media.

One of the companies that I found that doesn’t have a social media strategy is the translation company Versacom. In their Website, they state to be the largest company in the country, completely owned by a Canadian group. This company employs 600 language experts, translates in over 140 languages and dialects and has over 1,000 clients. Because the competition is fierce in the language industry, a strong social media campaign would be beneficial to increase the number of clients and prevent a future merger to a foreign company. One of the problems in the translation industry is that prices keep declining because of globalization and the use of Internet that makes hiring translators all over the world very easy.

Versacom has no link to any social media platform and doesn’t publish blogs. This firm is competing with transnationals that use a cheap workforce and cutting-edge technology. Canadian translation firms are short on capital. A few of them have been bought by foreign companies (i.e. Lionbridge acquired CLS Lexitech, in 2012). In the Internet, I didn’t find any relevant information about Versacom and social media. From all the cases, I have reviewed and learned from, I think Versacom has to start by creating accounts in Twitter, Facebook, Youtube and writing a blog. Nowadays, it is difficult to have a greater reach if we don’t use social media. This company offers language services in many specialized fields. In a bilingual country like Canada, the emphasis can be put in the fact that this company is Canadian owned. They meet the high standard required by the public administration. Being Canadian-owned gives them an advantage when offering their localization services. Their marketing strategy on social media should be based on their strong expertise and experience in the Canadian language industry market. A calendar of publication of tweets and blogs posts has to be established. The monitoring of these tools has to be done regularly. To decide the frequency, human resources have to be put in place. This will depend on the financial resources available.

 

Assignment 1 – Post 1 – Tools and sources – COM0015

Iliana Auverana (Assignment 1 – Post 1)

Post 1 – Tool & Sources What are your two favorite social media trend listening/monitoring tools and the two best sources of news and updates of interest to you?

Explain why you prefer those tools over others and the significance of the sources as they relate to your professional development or organizational interests.

The two favorites social media trend listening/monitoring tool are Twitter and LinkedIn

Twitter – I work in the translation marketing field. At work, we do the environmental scan to find out interesting facts or trends in the translation market around the world: new technologies, transnational mergers, world economy having an impact in the translation market, evolution in the importance of foreign languages, etc. The richness of the information is amazing. Through Twitter, we follow mainly two companies: Lionbridge and Moravia. These two companies publish articles or posts regularly. We receive email and click on the links to read the full article.

On Moravia blogs, we recently learned about long-tail languages (from emerging markets) and about the growth of voice-based content (video content).

http://info.moravia.com/blog/localization-lessons-for-emerging-markets

http://info.moravia.com/blog/translation-trends-to-watch-out-for-in-2016

On Lionbridge blogs, we get advice about many topics. From crowdsourcing translation (get translations from the crowd), to global content (engaging the global consumer with interesting content) to hiring remote workers (what to consider).

http://blog.lionbridge.com/enterprise-crowdsourcing/

http://content.lionbridge.com/hire-global-remote-workers/

LinkedIn – Through this platform, we have been able to connect with professional in the translation and marketing industry. Professional and experts in a particular field share interesting articles or white papers. We have joined three different groups we have common interests with (communications, marketing and translation). We have the possibility of exchanging knowledge and increasing our awareness about the market needs.

https://www.youtube.com/user/LinkedIn

https://www.linkedin.com/jobs/translator-jobs

Google trends – In the tranlation field, this platform only shows graphs that are of no use to us. This tool is excellent for political news, celebrity gossip or entertainment news.

https://www.google.ca/trends/

Feedly – Many people use this platform to get news updates in their field. For us, this platform hasn’t been useful. We joined several months ago, and we never got any email or alert in our subject matter. According to the website, feedly helps people to get the content they need to accelerate their research, marketing and sales, but we checked all the preferences and we are unsure about the reasons why we never got any information at all. https://feedly.com/i/welcome.

 

 

COM0014: Blog 7, Personal Reflection by Iliana Auverana

Why is storytelling important to creating great digital content? Through storytelling, we establish a connection with our audience. When we tell a story, we inject our personality into our writing and convey our emotions. If the story is well-weaved, people get involved and want to know more. They keep reading and after finishing one story, they want to hear another one. This is the way we keep our audience interested and wanting to come back to our website to read our content.

How will your content be guided by story?

Writing a story gives structure and coherence to our content. The story keep us focus on one single objective.  Every piece has to make sense.

What kind of stories do you want to tell?

Nowadays, to truly connect with an audience, we have to get personal. People want to see the human side of companies. They want to know who is behind the creation of the products they want to buy.

I would like to tell stories about the following topics:

– inspirational and motivating stories,

– employees achievements,

– practical advice (how we did it),

– lessons learned

– role models and how they had an impact in our company,

– company events and personal stories.

One important source to help me choose a topic to write about will be to listen to my audience’s questions, complains and problems. Responding to these concerns will catch their attention and engage them in a two-ways conversation.

COM0014: Blog 6 – Do People Know Your Story?

Post 6 – Do People Know Your Story? I chose the following question:

What is the greatest challenge your business must overcome?

As an organization in the translation business, we have two great challenges: one is the globalization of translation companies. There are Canadian companies who are joining European companies to become stronger or even to be able to survive. Translation in Canada is essential in some fields and regions to conform to the Official Languages Act.  However, it’s an expensive item that makes budget planning challenging because it is difficult to oversee the future needs in this area.  Many organizations would prefer to use the money on other items. They look for ways to reduce costs. Several methods are used to meet this purpose: use of in-house translation by bilingual staff who doesn’t have linguistic or translation background, translating the least required, or contracting out the service from independent translators.

This last point brings me to the second challenge we face. The search of many organizations for lower prices has led translation companies to look for creative ways to reduce their prices. I can mention a few: the use of translation memories, machine translation and crowdsourcing. We had to follow these trends in the market. Our professional translators are against of these changes because they feel that their job is on the line. They are partly right in the sense that the way translation is done will change for sure with technological innovation. However, inevitable changes can have a positive impact in the future of any profession if the right decisions are taken at the proper time, and employees are engaged to support the challenges faced by the organization. We are presently using different approaches to reach that goal.

 

COM0014: Blog 5, Personal Brand by Iliana Auverana

Post 5 – Personal Brand

 

In our 10 years in the communications and translation business, we have evolved into an integrated organization that offers all the services needed by our clients in their dealings in both official languages.

 

We spent some time doing market research to compare our services with the competition. We came to the conclusion that we offer all the services provided by other companies and even more: translation by qualified language professionals, top-quality texts, services 24/7, secure facilities to protect secret documents, editing, translation memory, terminology databank and automatic translation. In addition, we offer services that set us apart and make our company the best in the market: we offer access to our terminology datacombank on mobile devices, we publish linguistic recommendations and many other tools to help translators and communicators to improve their writing skills. Our automatic translation tool is at the cutting edge of innovation. It contains an enormous amount of texts in different fields translated by the specialized language professionals.

 

Furthermore, we have made our business to survey clients to constantly improve our services. We often get testimonials about the quality of our translations. Here are some examples of thank you emails: “great job done in such short notice”, “we are very happy for the work done over the weekend by an excellent team of professionals”, “we are extremely satisfied by the quality of the texts in such a complex field, impeccable work!”  We also continue to develop innovative tools to improve efficiency and offer the best possible prices and quality to our clients.

 

COM0014 – Post 4: B2C Case Studies by Iliana Auverana

I have found many examples on how famous companies communicate through social media. Coca Cola is on Twitter, Tumblr, Facebook and Instagram. This company is using the same brand message on its different platforms while adapting the content to the social channel. The involvement of this huge company in social media is amazing: it sends a big number of Tweets a day and responds quickly to keep its audience engaged. This company uses influencers (celebrities) to get more attention and participation from customers. Coca Cola posts fun photos and animated gifs on Tumblr.

 

Starbucks is another brand that is broadly using social media. In its Facebook page, this company provides all kinds of information to help its customers (locations, employment opportunities, polls intended to get feedback, reloading Starbucks cards, etc.). This company sends tweets every day. I read a few complaints from customers on the Internet, but I guess it is a small number because the company is doing great from a financial point of view.

 

Staples is a very interesting business case. This company makes shareable videos, for example, of the preparation of a cupcake-shaped tape dispenser. It looks so yummy and fun. They have user-generated content, like contests asking people for help to design their Facebook cover photo. People have to visit the page again to check if their designs have been chosen. This company publishes tidbits about office life that keep people engaged. In my opinion, from the cases I read about, it is one of the best examples of a creative company who have succeeded on the social networks.