Tigerlily’s Secret Social Sauce

TigerlilyThe Tigerlily platform is a powerful social marketing solution.  It allows companies to manage their engagement strategies.

Tigerlily is used across the world to manage conversations and run effective campaigns.

Still in startup mode, the Tigerlily team are the independent young guns in a market already crowded with corporate incumbents like Buddy Media, now owned by Salesforce, and Wildfire, now owned by Google.

Why do Tigerlily think they can take on this established market and win? How do they differentiate themselves?

Damien FischettiDamien Fischetti, Digital Marketing Manager at Tigerlily explains:

As a startup, being agile is one of our key differentiators. We can afford to seek out and pursue new opportunities that older, more established companies might overlook. Targeting specific foreign market segments is one area where Tigerlily is taking the lead.

In order to reach new markets, Tigerlily needs to speak their languages – and they’re using Locale to make that happen.

Damien continues:

We’re developing a new site for Tigerlily incorporating a number of new languages. As a marketer, it’s my job to write the original copy and get it professionally translated. Using Locale to achieve these tasks means we save a lot of development time, streamline the process and get to market more quickly.

As social communication increasingly tends towards hyper-local, Damien believes that their ability to localize quickly and accurately is a major competitive advantage – one that will increase with time.

Now that Locale enables localization based on language and region, Tigerlily can easily and independently target markets in Brazilian Portuguese and Portuguese Portuguese, for example.

If you’re looking for a platform to help maximise your social marketing strategy, check out Tigerlily.

If you’re looking to quickly and authentically communicate in new markets, check out Locale.

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45,264 Locales

language and region We just upgraded how locales are defined.

Instead of the 90 or so predefined locales we had previously, we now support 184 languages and 246 regions.

A locale is a combination of a language and a region, and you can now combine them in whatever way you need for your projects.

We’re pretty sure that with 45,264 potential combinations, everyone will be able to create the locales they need!

Existing locales for existing projects haven’t changed at all.  This new method of specifying locales is available when starting a new project or adding a new locale to an existing one.

For ISO standard lovers ..

Locales are now made of an ISO 639-1 language code and an optional ISO 3166-1 alpha-2 region code. Combined, we call this a BCP47 tag.

Language and region definitions now take place in the bcp47 gem, so check that out if you feel like contributing.

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Ubilabs: Displaying store locations in your language

UbilocalUbilabs, the company behind Ubilocal, specialise in Google Map applications.

Their clients include Swiss Post, Deutsche Telekom and the German social business network XING.

Over the years, one particular client request kept cropping up again and again .. “We want an easy way of mapping our store and branch locations.”

Last year, Ubilabs decided that it was the right time to develop a SaaS solution to address this market. Their goals were to make it super easy and fast to use, while being versatile enough to satisfy different use cases.

The solution: A recently launched Rails app called Ubilocal. It literally takes only minutes from sign-up to creating a store locator.

Product Manager, Michael Pletziger commented:

Locale really helped us develop Ubilocal as a multilingual web application. We tried different tools and methods to get control of our YAML files, but everything else was very frustrating to work with.  Locale is the first tool that actually worked – and is accepted both by developers and translators. It’s really fast too.

Available initially in English and German, more languages will be added to Ubilocal as the product and market expand – something that Locale makes very easy.

If you want a simple application to map your store of branch locations, check out Ubilocal.

If you’re tired of managing your Rails language files manually, check out Locale.

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Tutor With Me – localization and faster development

TutorWithMeTutor With Me is a Rails platform connecting teachers, tutors, and trainers with students.

It facilitates the connection between those who want to learn and those who teach.

tutor profile

Tutors can publicise their lesson plans, set their own rates and connect with students through a virtual classroom environment.

can find a tutor that fits their needs and budget, and can study from anywhere.

Based in Montreal, Canada, Tutor With Me was founded in 2011, and conceived as a multi-lingual platform from the start.

However, localization quickly became difficult to manage – particularly in the early stages of app development when localization significantly slowed progress.

In early 2012, the Tutor With Me development team began to use Locale to solve the problems associated with multi-language support and content management.

Andrew Gardener, Tutor With Me co-founder & director of development explains:

Locale is a powerful tool that made it possible for us to organize and manage content more efficiently. Since we plan to offer our services in multiple languages in the near future, Locale makes the whole process easier, and allows our translators to work in an user-friendly environment.

If you’d like to offer online tutoring at your own rates or need help with a certain topic, check out Tutor With Me.

If localization is hampering your Rails development progress, check out Locale.

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Locale now live

The private beta of Locale began almost 12 months ago, followed by a public beta 3 months later.

This morning, Locale officially went live.  We’ve just closed the early-adopter offer and our full price plans are now in effect.

A massive thanks to everyone who supported Locale and signed up already.

If you’ve yet to sign up, we converted your beta account to our free plan.

As a translator or a developer there’s no real difference. If you’re a project owner ..

  • Any private projects you own will be subject to the free plan limits – 500 translation keys and 2 locales
  • If the projects you own exceed these values, please download your YAML files today, before the limits are applied
  • If you need more locales or more translation keys, please consider upgrading

How to upgrade

  1. Sign in to your Locale account
  2. Visit the billing page
  3. Select the plan you need

You’ll be able to set up a monthly credit card subscription which you can cancel at any time.

Maybe you don’t need to pay for Locale at all?

Your free account gives you unlimited access as a developer, translator and owner of public projects. It’s only if you own private projects which exceed the free plan limits that you need to pay.

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Announcing Locale Pricing Plans

First off, thanks to every single one of you who signed up for Locale using our €10 Early Adopter plan. That’s still available – but not for much longer.

We’re happy to announce our full range of plans and prices – hopefully there’s something for everyone there. If not,  sign in and get in touch using the help button.

How to upgrade

  1. Sign in to your Locale account
  2. Visit your profile page
  3. Select the billing tab
  4. Click the upgrade button

Maybe you don’t need to pay for Locale at all?

  • Translators go free
  • Developers go free
  • Owners of public projects go free
  • Owners of small private projects go free

Need a custom plan, or have questions?

Just sign in and get in touch using the help button.

What will happen on August 8th?

We’ll apply the Free plan limits (500 keys, 2 locales) to all unpaid owner accounts.  If you own private projects which exceed those limits, please make sure you export your YAML before August 8th.

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Azendoo: Getting more stuff done – in any language

AzendooAzendoo is a new breed of collaborative task and project management app. It allows organizations to increase productivity, align their teams and get things done.

Free for up to 10 users, Azendoo simplifies task management, project planning, document sharing and teamwork synchronization.

Azendoo has been designed to drastically reduce both the volume of email and the time needed to organize and maintain team tasks.

As a Rails app, Azendoo was designed to be multilingual, right from the start. The development and business teams at Azendoo manage every piece of text using Locale.


Support of English and French languages was part of the initial Azendoo launch, and other languages can easily be added, thanks to Locale.

Localizing Azendoo with Locale

Christophe Gagin, Azendoo co-founder & product manager, explains:

With Locale, even the less technical – but customer-facing – people can be involved and manage what our users see inside Azendoo. Our developers save time, and the whole process is smoother than managing content and translations by hand.

If you’re looking for a fresh way to manage your personal and professional workload, check out Azendoo.

If you want to make your Rails app appeal to a multilingual audience, check out Locale.

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Bang The Table: Localizing for new clients, boosting productivity

Bang The TableBang The Table helps governments consult and collaborate with their communities by taking the traditional “town-hall” style of engagement online.

They are the most experienced supplier of web-based community consultation services in Australasia having worked with more government agencies at local, state and national level than all of their competitors combined.

Bang The Table’s community consultation platform, EngagementHQ, is a high-profile, high-availability Rails SaaS that enables collaborative learning, discussion, and debate.

Founded in 2007, Bang The Table now has more than 150 customers, and has consulted on over 500 projects.

The development team are currently in the process of linking EngagementHQ with Locale.

Engagement HQ

Technical Director at Bang The Table, Karthik Reddy says

We have two goals for Locale. First, we want the business team to be able to edit text in the app without getting a developer involved. Second, we want to translate the app into a lot of other languages.

Reddy has devised a view of the app he calls translator mode. When one of the business team enter this view, every snippet of text in the app is linked directly to Locale where it can be edited.

Thanks to Locale’s Ruby gem, these text changes are automatically pushed back to the app in near real-time, so that the business team can edit and instantly preview the changed text.

In addition to simplifying content management, Bang The Table are also using Locale to add French-language support for their clients in Canada.  Reddy continues:

Being able to do all this without developer involvement is a win for everyone involved. It means that both our developers and business team can be more productive.

If you’re looking to move your community engagement online, check out Bang The Table.

If you want to localize your Rails app and help make your developers and business team more productive, check out Locale.

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Yaldo: Localizing Germany’s latest property portal

Yaldois a brand new holiday rental portal. It’s similar to Airbnb – except focused on the German holiday rental market

Yaldo provides a commission-free way for German landlords to advertise and rent out their properties

Yaldo aims to compete in this mature market with a freemium model, and by solving the problems of complexity and selection that confront both the landlord and the tourist

Although Yaldo went live just a few days ago, the site already has a portfolio of 135,000 properties. It has a slick minimal design and is, of course, built on Rails

Yaldo property photoNext year, Yaldo will be available in multiple languages, but its creators decided to localize their app from day one

They believe that, even with a single language, localizing Yaldo and using Locale to manage the translation content makes good operational sense

Till Felippi, director of Yaldo commented:

Locale is a great tool for managing our content. It means that the developers can concentrate on coding, and we can concentrate on writing. Locale is the fastest and most productive way for Rails developers and content writers to collaborate.

In 2013, Yaldo will expand to include French, Italian and Spanish languages. Till believes that the foundation they’re laying now by localizing from the start will set them up well for growth.

Translating the user-generated content presents different challenges. Yaldo believes that German landlords will use a mix of machine and human translation to prepare their property adverts in multiple languages. Yaldo will provide their clients with the tools they need to achieve this within the application.

If you’re looking for a simple way to find holiday rental property in Germany, check out Yaldo.de

If you’re building a Rails app, localize it from day one with Locale.

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Locale hints and tips

Keyboard shortcuts

Type ? to see what you can do.

Finding keys and translations

You can search for a key name or a snippet of translated text. If you use Alfred or some other app launcher you could setup a template something like this:


More information

Check out the Locale github wiki

There are two ways to get started using Locale:

  1. Upload your YAML files
  2. Install the Locale gem which will automatically synchronise your YAML files

There are two kinds of projects:

  1. Anyone can view and download public projects. If you sign-in with a github account, you’ll also be able to edit and contribute.
  2. As the owner of a private project, only the people you invite can collaborate on it. You can invite people as developers or translators.

We include some standard library translations

When you create a project, we automatically add the Rails library. You can remove this or add other standard translations in Settings > Library.

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