Less than one-third of all Internet users speak English, which means that companies need to develop a language strategy that allows their Web site to reach the most people the most cost effectively, according to Byte Level Research president and chief analyst John Yunker. Here, Yunker previews insights on maximizing translation budgets from his upcoming presentation at the New Communications Forum '08 in Sonoma County, Calif. Discounts for Tekrati readers.

"Executives often make the mistake of assuming that because a Web site is global that it communicates with the world. The Internet connects computers, but it is language that connects people," says Yunker.

Yunker's session, "Speaking in Tongues: Developing a Language Strategy to Maximize Global Reach," takes place April 23rd and is part of the New Comm Forum conference track on Global Trends & Developments in New Communications in Business, Media & Entertainment. The session will include the latest Byte Level Research data on language and Internet users and analyst profiles of companies that support 20 or more languages on their Web sites, such as Cisco, Google, HP, and IKEA.

During the event, Yunker will also meet with attendees one-on-one to delve more deeply into individual organization language strategy. One of the hallmarks of attending the New Comm Forum is the ability to network with experts and come away with knowledge and plans for immediate implementation.

Web sites now average 20 languages

There are now more than a billion people around the world online, yet most of these people do not speak English. As a result, companies have been aggressively expanding the number of the languages they support on their Web sites. Based on Byte Level Research's latest analysis of 225 global Web sites, companies now support an average of 20 languages on their Web sites, up from 18 last year. Languages range from Chinese to Ukrainian to Portuguese.

Several factors are driving Web site globalization for reaching audiences within the U.S. as well as abroad:

• American products are one of the best global bargains right now. However, nobody can buy your U.S. products and services if they can’t read your company's Web site.
• One out of five Americans speaks a language other than English at home, mostly Spanish. Which means that even companies without global aspirations need a multilingual Web strategy. The U.S. Hispanic market has responded positively to localized Web sites from companies ranging from Southwest Airlines to Lowe’s.

Knowing which languages to select to achieve maximum global reach isn't easy. At the New Communications Forum, Yunker will share key data on the most important languages on the Web today and what those languages will be tomorrow. Participants will learn how to craft an effective language strategy for making the best use of limited translation dollars.

Where to start

"It’s hard to appreciate the importance of Web localization until you find yourself navigating through a Web site in a language you don’t understand," says Yunker. "I recommend that executives invest time in surfing native-language Web sites in countries such as China, Japan, Russia, and Brazil."

Yunker believes it’s important to have clearly defined goals before any translation is done:

• No company translates every word of content on its Web site. Take some time to consider, what is the most important content of your site for users around the world?
• Consider the metrics you would use to define a successful response to the translated content. Are you looking for sales leads, media leads, or direct sales?

About this event

NewComm Forum provides an in-depth, hands-on exploration of the future of media and communications, and teaches communications professionals the strategy and tactics to effectively use these new tools. In addition to a rich educational experience filled with knowledge sharing, discussions, insights and debates, participants will enjoy the opportunity to relax and talk with colleagues and friends and the leading thinkers in new communications and social media in the relaxed and elegant setting of California’s wine country. The full NewComm Forum 2008 conference program can be viewed at http://www.newcommforum.com.

John Yunker's session, "Speaking in Tongues: Developing a Language Strategy to Maximize Global Reach": This presentation provides the latest language data on Internet users and profiles companies that support 20 or more languages on their Web sites, such as Cisco, Google, HP, and IKEA. Participants will learn how companies develop effective language strategies to support existing customers around the world, as well as how to explore new markets. Participants will also see how companies have been translating their Web sites for Chinese- and Spanish-speaking Web users within the US.

Discounts for Friends of Tekrati: Friends of Tekrati can save $100 on event registration with promo code NCF08100. For greater savings and Flex Passes, contact the Society for New Communications Research prior to registration and mention Tekrati.

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