Introduction
This online portfolio is an overview of and a reflection on the course “Social Localization and Translation Crowdsourcing” I took in Middlebury Institute of International Studies at Monterey, taught by professor Adam Wooten. Translation and localization crowdsourcing is a trend. Nowadays not only large technology companies like Google and Facebook are incorporating crowdsourcing efforts into their translation and localization products, small companies and start-ups have also been looking and experimenting for best practices in the same field. In this portfolio, I have included some suggestions and evaluations of social localization and translation crowdsourcing efforts based on what I have observed in and out of the course. Furthermore, a link for a project I have completed with a team is attached at the end of this portfolio.
I. Maintaining Quality in Volunteer Translation
The surge of social network and the continuously growing need of localized products has been the main reasons why crowdsourced translation has become a trend. In this community-based collaboration process (most of the time voluntary), how could a company/organization maintain the quality of their translation? Here are a few tips that may come in handy when managing volunteer translations.
Clearly State Your Purpose
First of all, before launching the translation process, the senior manager must have a clear purpose in mind. That is to say, the manager knows their organization’s target market and knows what kind of message needs to be conveyed. For the localization of ourrescue.org, for example, the main purpose is to make the organization known to more people, therefore attracting more to donate and support. A clear purpose of a localization process is crucial to deciding what kind of translators are needed, whether they should pass certain tests, etc.
Assign a Supervisor
A supervisor is not always needed in crowdsourcing projects. Nevertheless, it is strongly recommended that an employee is chosen to keep an eye on the whole process. Sometimes the supervisor can even be a professional linguistic. For ourrescue.org, considering the nature of the organization, it is best that they use one of their members to manage the translators.
Provide Guidelines and/or Reference Tools
A simple guideline should be provided before translation kicks off. It can be a checklist of several dos and don ts and/or a style guide. A glossary or even a translation memory can also be useful.
Encourage Communications and Implement Voting System
In translation phase, timely communications between the manager and translators are vital in ensuring quality translation, in that if feedbacks are provided and reviewed in time adjustments or new guidelines can be offered should there occur any critical errors. Voting is another mechanism to ensure translation quality and has been widely used by many organizations with their crowdsourcing translations. Volunteer translators who have received a considerate amount of votes can be considered as a “super voter” who can later perform a final review for the translations.
Final Review
After the translations are done, the results should be further reviewed. This process can be carried out by translation machine and/or the “super voters”. For ourrescue.org, for example, in order to save time and effort, three or four translations conducted by the same translator can be deemed as representative of his/her work. If the representing pieces are of good quality, then the reviewers should jump to the next translator and let the machine do the rest of quality check.
II. Marketing to Recruit Volunteers for NetEase
This is a proposal for NetEase’s open course website to better market to recruit volunteers, who will be translating the subtitles of their widely popular open courses online.
Target Your Market
Before any marketing campaigns take place, a company should make clear what their target market is. What NetEase needs are translators that can translate subtitles mainly from English to Simplified Chinese. In that case, the target market would be people who have enough knowledge of English and Chinese to perform the subtitle translation. The target market would best be people who are the audience of the open courses themselves so that they would be more dedicated to the cause. However, some of them are interested in sharing information and knowledge. By doing so fulfills their sense of accomplishment. Therefore, they can be listed as one of the target markets.
Set the Goals
The goals of the marketing campaigns are to maintain the translator that are currently working on translations as well as to attract more potential volunteers to devote themselves to the cause. Moreover, through the campaigns, NetEase should expect to gain reputation and seize public attention.
Decide the Marketing Mix
Products
The products that NetEase is offering would mainly be the sense of accomplishment, in that the videos to be translated are mainly for educational purpose. Some volunteers with would also see this as a way of practicing their translation skills.
Price
In the case of translating videos, the prices for volunteers to consider are opportunity costs, i.e. what they could have achieved with the same amount of time used in translating subtitles. The overheads is another expense for volunteers, but it wouldn’t be a major concern for either the volunteers or the company. NetEase could consider providing the volunteers with online privileges, certifications or gifts as compensations. Signed books or T-shirts are also highly
Place
NetEase could consider putting the email address of the manager in charge of recruiting translators as a watermark on their videos. They could then consider cooperating with some of the major video streaming websites such as youku.com and iqiyi.com to stream their open courses. By doing this, whoever has seen the videos can easily get in direct contact with the recruiting team.
Promotion
There are several ways for NetEase to promote themselves. They can go to volunteer subtitle translation groups that already exist to recruit. They can also put up information on social media. In addition, they could even go to campus to promote their projects, for young people tend to be enthusiastic about volunteer works, and it is much more likely that they are the audience for these open courses themselves.
Plan for Follow-up Strategies
Follow-ups are always crucial in any kind of promotion. For NetEase, it is strongly recommended that they segment their recruiting process, and conduct a brief survey each time a certain number of volunteers are on board. This way they would be able to best track where the volunteers come from. They could also collect data from websites where they have put up links and adjust their marketing plans.
III. A Review of RagBear’s Crowdsourcing Effort
RagBear is one of the largest fan-based volunteer translation group in China that mainly focus on translating subtitles of imported TV series. Their crowdsourcing workflow includes marketing to recruit, holding qualification tests, assigning tasks and finalizing the translation outputs.
Marketing Efforts
Being a fan-based group, RagBear doesn’t really need much marketing effort to attract volunteers. However, they still made efforts in recruiting, including watermark all their translated videos, posting volunteer information on them as rolling subtitles at the end of each episode, writing blogs and posts in social media, etc. Recently they’ve been cooperating with certain open course platforms in China such as NetEase to make their brand recognized by a larger audience. These efforts have proven to be successful, which can be measured by the constantly growing volunteer numbers displayed on their discussion forum.
Within the forum, there is a recruiting section. From the posts, one can tell that RagBear is not recruiting on a rolling basis, and there were times that the translator pool is full. These are the evidence that the methods are working for now.
Quality Assurance
The gate to being a volunteer translator in RagBear is the qualification test. I personally have taken one and noticed that in addition to enthusiasm and bilingual capabilities, it required basic knowledge of subtitling applications such as Ageisub.
Before taking the test the volunteer is required to choose the genre he/she is most interested in. Each genre is taken charge by one senior volunteer, who would review the test and decide which volunteers to recruit. The process may seem a bit arbitrary but it can be measured through their products that it is actually working well.
Motivating Volunteers
RagBear does reward the volunteers but the prize is nothing material. They get recognition in the forums and the chance to learn more advanced techniques in editing videos and subtitles. Moreover, they are given faster servers to download the original episodes and subtitles.
Conclusion
RagBear is one of the few fan-based subtitle translation group in China that is still operating. Many shut down because of censorship and poor product quality. However, since more and more Chinese are understanding English better, RagBear will have to address this issue by transforming its structure or consider cooperating with open course platforms to conduct educational subtitle translations.
IV. Recommendations for LDS Church to Improve Translation Crowdsourcing Efforts
Based on the article Community Translation Efforts: Translation Department and Vineyard Partner Up and the presentation given in class, I observed the following challenges and problems that LDS Church is currently facing in their translation crowdsourcing effort and will provide my recommendations to address them.
Resource Challenges:
It is stated in the article that there’s lack of volunteers from Chinese, Korean, Japanese, German, and Russian. Also, I noticed that currently there is a lack of motivation efforts to keep the volunteers going and making sure that they don’t abandon their projects halfway. In the presentation in class it is mentioned that competitions among volunteers are held sometimes, but from my perspective, it is not sufficient for motivating volunteers.
Recommendation:
For lack of volunteers, my suggestion is that LDS Church contact with Christian organizations in U.S. colleges and universities that has international students, for example, Christen Challenge at Washburn University. Such connections can be built via Facebook, YouTube, twitter or even the organizations’ websites.
With regard to motivating volunteers, there are plenty of things that LDS Church can do, such as giving out “swags”. Virtual rewards have been proven to be powerful incentives, such rewards could be rendering more voting powers in Lingotek, more leverage in proofreading translations, etc.
Quality Issues:
The common problems of translation crowdsourcing efforts are quality related, for example, the lack of consistency in terms of style and terminology. Currently, it seems very hard for LDS Church to make sure of the translation qualities because of the insufficiency in volunteers. However, they could also make adjustments or use Computer-assisted translation tools to tackle with quality issues.
Recommendation:
Within the Lingotek system, the voting process could be adjusted. Right now a translation needs only 2 votes to be “locked”, or considered done. Increasing the votes needed even by 1 would considerably raise the quality of translation and could also result in improvement of consistency.
Providing the translators with simple and clear stylesheets can also be useful in quality control. Furthermore, maintenance of terminology can be done simply by creating a google sheet where every volunteer can get access to and build the term base. Considering the number of volunteers and the cost of building up a more professional term base, a google sheet is more cost-efficient.
Feedbacks:
Another problem would be the fact that volunteers don’t have a place to communicate or share their problems and/or successes. In other words, when a problem occurs, a volunteer would not be able to immediacy reach out to other volunteers or someone in charge.
Recommendation:
This problem can be addressed by setting up a discussion forum in LDS Church website.Moreover, they could also make use of project management tools such as BaseCamp to get everyone that’s working on the same project on the same page. This way the workflow is well documented, the roles of each team member is clear, and it makes it a lot easier for volunteers to communicate.
V. Proposal & Presentation of Crowdsourcing Effort for China-Dolls Center for Rare Diseases
Proposal for China Dolls
Presentation for China-Dolls