Jeffrey Constantin, Business Consultant at SDL, presents on Video Strategy at the 2-15 SDL Customer Success Summit in Colorado.

1. SDL Proprietary and Confidential
Redefine Your
Global Video Strategy
Jeffrey Constantin
Business Consultant, SDL
SDL Language Customer Success Summit 2015
Video Localization

2. 2
Agenda
○ State of video
○ Hurdles impacting your video strategy
○ A new way to think about your global
video strategy
○ Case study
○ How SDL can help
○ Q&A

3. 3
The need for global video strategy
50%
69%89 Million people are
expected to watch
online videos today
(Comscore)
Globally, online video traffic
will be 69% of all consumer
Internet traffic in 2017
(Cisco)
Online video now
accounts for 50% of
all mobile traffic
(Bytemobile Mobile
Analytics Report)
2 billion video views per week
are mobilized on YouTube
70% of traffic comes from
outside the US
(YouTube)

4. 4
“Online Video Ads
Outperform TV Ads
on All Measured
Effectiveness
Metrics” –

5. 5
30%
Who needs video? Marketing
…of visitors who view product
videos are more likely to buy
than visitors who don’t
Source: StretfordDigitalMedia infographic “Why Use Video?
…retail sites with video increased
conversions by 40% and
boosted average ticket by 13%
With proper optimization, video
increases the chance of a front-
page Google result by 53 times
Email click-through rates increase
by 96% when video is used in
email marketing
Zappos reported a 6% to 30%
increase in sales for products
with video
Forbes Insight found that 59% of
senior execs prefer to watch video
instead of reading text, if both are
available on the same page
85% 53 Times
96%
40%
59%

6. 6
Who needs video? Training
20%
20%
25%
26%
27%
28%
38%
41%
52%
55%
Ukraine
Colombia
Indoneia
Brazil
Czech Republic
Poland
Romania
Malaysia
China
India
Top 10 Growth Rates by Country
…of USA companies offer
online corporate training to
improve the professional
development of their
employees.
77% Companies using
eLearning &
on-the-job
training generate
26% more
revenue
per employee.
Source: New Ambient Insight Report
8.2%
o Middle East $560.7M
expected by 2016
14.6%
o Western Europe $8.1B
expected by 2015
5.8%
o Latin America $2.29B
expected by 2016
30-
35%
o Asia $11.5B
expected by 2016

7. 7
Top 100 Global Brands have:
o YouTube video publishing
rates are growing at an annual
clip of 73% with 8,000 NEW
videos per month
o Seasonal patterns have
emerged, signaling the
integration of YouTube into
brand marketing activities
13.8 YouTube
Channels Each
187 Videos in
Each Channel
37,000 Views per
Video (Average)
Source: http://www.pixability.com/offers/assets/PixabilityTop100BrandsYouTube2013.pdf
73%

8. 8
Opportunities from a global video strategy
Engage your
audiences in an
ongoing dialog
Increase internal
& external
engagement
Repurpose
videos across
new avenues
“Pictorial
Superiority Effect”
Distribute shareable,
short-form video to expand
reach via Social channels
Develop video
portals & improve
online presence
Lengthen on-site
experience &
boost your SEO

9. 9
Hurdles to realizing your global
video strategy
○ Building a global video strategy takes too long
○ Struggle to maintain brand control while
empowering localization
○ Limited budget for localization does not allow
for high-end video services
○ Complexity of localization processes hinders
focus on video localization

10. 10
VIDEO
Create content with
international references
that appeal to a global audience

11. 11
VIDEO
Obtain, preserve and re-use
audio narration scripts

12. 12
VIDEO
Limit text appearing in the
bottom third of the frame

13. 13
VIDEO
When posting to YouTube,
always provide metadata for translation
(title, description, tags)

14. 14
VIDEO
Consider using voice-over while
limiting the use of on-screen speakers

15. 15
CASE STUDY:
Better For It –
Inner Thought

16. 16

17. 17
Thoughts on “Inner Thought”
Visibility:
o English:
o Russian:
o Turkish:
o Spanish:
o French:
o Chinese:
o Greek (sub):
(# of views)
8.4M
4.9M
4M
3M
1M
700K
300K
Distribution:
+ Short spin-offs
+ Nike+Training Club
App in 16 languages
Video Breakdown:
70 Word script
On-screen text
5 Off-screen
multicultural voices
Closed captions
15+ Languages

18. 18

19. 19
How to approach video localization
End-to-end
media
solution
Brand
voice to all
markets
Global
strategy

20. 20
SDL’s Network offices: Global footprint & language coverage
THE NETHERLANDS
BELGIUM
UKIRELAND
FRANCE
SPAIN
ITALY
SLOVENIA
CROATIA
HUNGARY GREECE
TURKEY
LEBANON
ROMANIA
CZECH REP
GERMANY
POLAND
DENMARK
NORWAY
SWEDEN FINLAND
RUSSIA
PR CHINA
INDIA
THAILAND
SINGAPORE
TAIWAN
SOUTH
KOREA
JAPAN
BRAZIL
CHILE
UNITED STATES
CANADA
Americas Europe Asia
o 350 employees in 9 offices o 1,100 employees in 23 offices o 670 employees in 12 offices
SDL resources also include:
In-House
Translators
1,100
In-house
Professional
Studios
4
Voice
Talents
300+
Audio/Video
Engineers
60
Partner
Studios
50

21. 21
SDL provides video localization to Global Brands

22. 22
Shelflife
Media services to support your every need
TV Shows
Video Games
Feature Films
Product Videos
eLearning
Social Media
Video Case Studies
Just-in-time
Training
HR Training
Executive
InterviewsInterviews
& Focus Groups
Webinars
Visibility
Commercial & Ads
Subtitling
Voice-over
Dubbing

23. 23
Budgeting for video localization
SDL provides bundled rates to evaluate bottom-line cost
Subtitling Voice-Over
Professional
Dubbing
Objectives
Translate media
at low cost
Make a greater impact
with translated media
without all the cost
Professional media production
for high-profile projects
Type
Internal communications,
Tutorials
YouTube, Podcast,
Product overview
Web campaign,
Broadcast
Turnaround 2-3 days 3-5 days 5-10 days
Cost $65/min. $115/min. $190/min.
Services:
(Starting rates – 5 minutes minumum)
Cost includes: File preparation, Transcription, Translation, Audio editing and/or Video editing,
Quality Assurance and Project Management.

24. 24
Increasing ROI of existing video content
Project brief $360.00
Script creation $720.00
Voice over $1,250.00
Sound effects $200.00
Sound track $500.00
Illustration/Animation $780.00
Video editing $840.00
Video rendering $240.00
Total: $4,890.00
Creation of a 5-minute video:
1
2
3
4
5
6
7
8
Subtitling
$325.00 per language
Voice-Over
$575.00 per language
Professional Dubbing
$950.00 per language
Opportunity
to deploy
into:
14Additional
Markets
8Additional
Markets
5Additional
Markets
Localization of a 5-minute video:

25. 25
SDL’s key differentiators
SDL Media Services utilizes some of the best linguistic and
audio resources to produce high-end multimedia products
via its professional sound production hubs
Our Media Services unit provides consulting services to
implement a strategic approach to multimedia localization,
while supporting customers with industry best-practices.
SDL uses native voice talents to capture the tone, style
& feel of your content
SDL technology maps out a range of multimedia options
to fulfill all content types and needs

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Global Customer Experience Management