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Esprit d'ICD

A newsletter published by International Communic ation by Design, Inc.

Optimizing client translation reviews Winter 2010 V o l . 9 N o .1

In This Issue Optimizing client translation reviews �������������� } Will skiing come to Berlin? �������������������� } Is it time for your company to use Social Media Marketing?.. . . . . . . . . . . . . . . . . . 2 Web Site Globalization Tips.. . . . . . . . . . . . . . . . . 2 Enjoying Fish When Dining in China.. . . . . . . . . . . . . . . . . . . . . . 3 In a global economic downturn, translation makes the difference. . . . . . . . . . . . . . . . . . . . . . . . 3 The Evens Language.. . . . . . . . . . . . . . 3

Features Suggested International Films.. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 2 Country Profile: India.. . . . . . . . . . . 3

ICD Travel Tip Tuck it in When traveling, you are often forced to use your laptop at a less than optimal height. To protect your back and shoulders from fatigue, look down at the screen by tucking your chin into your chest, instead of bending your entire neck.

Localization service providers (LSPs) and their clients can avoid rework of translations and save costs by following some basic guidelines for translation reviews. Define a standard review process. Most LSPs will have a standard, defined process for client reviews. By reviewing the process and working with the LSP to make needed adjustments, clients can help to ensure an accurate translation and reduce revision time. Put the final review process in writing and clearly communicate it to all stakeholders. Define reviewer requirements that describe the skills and competencies expected of all reviewers. Reviewers should be fully fluent in the written form of the target language and formal education in the target language. Expertise in the content and familiarity with the target culture are also useful traits of translation reviewers. Whenever possible, work with reviewers in country who are familiar with customer needs, local customs and regulations, and legal requirements. Set review standards. Ensure that reviewers do not request word changes based solely on personal preferences or propose incorrect changes to the translated text. Ask reviewers to adhere to terminology standards and mark changes only when necessary. Especially where terminology standards have been established, reviewers should limit their comments

Will skiing come to Berlin?

to serious errors or areas of the translated text where meaning has changed from the source content. Avoid conducting informal reviews without providing advance notice to the LSP. Interim or informal reviews that take place outside the normal review process can result in higher costs and cause unnecessary changes. Obtain commitments from reviewers to meet schedules. When in-country reviewers have demanding work schedules, they may not deliver reviews on time or may deliver only partial reviews. In particular, require that reviewers provide their comments before the translated content is delivered in final form. Identify a single contact for both the client organization and the LSP, especially where multiple reviewers are involved and allow ample time in the project cycle for an effective review of translations. Consider using peer translator reviews. Whenever possible, use a different, qualified and certified translator to review the translation. The peer translation reviewer can proofread all translations and conduct a thorough comparison of the translated content against the source. The most common mistake is to proof and not edit. Make sure that the reviewer compares the translated material against the source. With a clear understanding of the goals, roles, and responsibilities of reviews, both LSPs and clients can help to improve the quality of their translation and localization projects. Sources: ICD; Common Sense Advisory

German architect Jakob Tigges has come up with a novel idea for attracting tourists to the city and providing Berliners with a winter skiing escape close to home. At 1,000 meters, “The Berg,” as Tigges calls it, would be the world’s largest artificial mountain and would be built on the current site of the Tempelhof airport. Source: Popular Science


Is it time for your company to use Social Media Marketing? If your company’s marketing organization does not already have a selling strategy that involves use of social media, it may be time to consider doing so. In a recent survey, Duke University found that of the companies polled, 65% had a presence on social media sites like Facebook and LinkedIn and over 50% were getting their visual marketing messages across to potential buyers by posting videos and photos on YouTube and Flickr. Experts in this emerging field suggest some best practices you can start to implement in order to take advantage of the growing number of social media sites and tools – like Twitter, blogs, LinkedIn, Facebook, Flickr, and YouTube – to market your products and services. As with any marketing strategy, make sure you know the types of customers you want to reach and that you have clearly defined what you want to accomplish through social media marketing. Define the purpose of your social media identity and make it clear to your target audience. For example, establish a Facebook page that unambiguously identifies your company and that succinctly states the products or services you offer. In your message, be sure to engage your potential customers and encourage them to communicate with you and with other users about your company and what you sell. Keep in mind that the world of social media is

Suggested International Films

always changing and evolving. Having set your objectives for your social media marketing campaign, measure your success often against those objectives and fine-tune your message and media outlets as needed. Ensure that you staff your marketing program with skilled professionals who are knowledgeable in using social media sites and can speak the language of users. In considering your target customers, keep in mind their language needs. While a large portion of social media content is currently in English, other languages are beginning to take hold in those user communities. So be prepared to address your audience in the language of their choice and open up global sales opportunities. Finally, because social media sites are so interactive, your use of them will inevitably lead to increased communication with your potential customers. Make sure to take advantage of the feedback they provide and use your social media sites to actively listen to their needs. Then act on that feedback to continue enhancing your products and services. By taking their suggestions seriously, you can improve customer satisfaction and achieve your goal – increasing your sales!

Coco Before Chanel

France (2009) The story of Gabrielle “Coco” Chanel, who was born an orphan, but transformed her life into that of a legendary fashion maven known for her style, independence, and success.

Bronson UK (2009)

A 19-year-old man tries to rob a post office in pursuit of his dreams. Originally sentenced to seven years in jail, he ultimately spends 30 years in solitary confinement, taking on the alterego of his hero, Charles Bronson.

Chef’s Special

(Fuera de carta) Spain (2009) A famous cook in Madrid sets a goal of getting his restaurant rated by Michelin and lives a happy life until his son and daughter and new neighbors arrive on the scene, causing him to question his values.

Sources: Duke University CMO Survey;

Web Site Globalization Tips

attracting such international customers by taking steps to define and improve their global web presence: In a recent report, Common Sense Advisory Research potential customers and focus on (A research and consulting firm in the the target languages for the customers you translation and localization industry) examined best and worst practices employed want to attract. Of the sites analyzed in the report, the top five languages for web site by businesses seeking to tap into an content included English, French, Spanish, international customer base through their German, and Simplified Chinese. global web sites. According to the report, 1.6 billion people in over 200 countries and Follow basic guidelines in writing your web territories speaking hundreds of languages content for translation. accessed the internet in 2009. With the user Design and use metadata and keywords in base representing a potential spending power your English and target language web pages of US$35.7 trillion per year, the authors to help ensure that your web site is found by sought to determine how the most successful search engines. Then consider submitting online brands attract global users. your sites to search engine directories. Companies can increase their potential for Use single-click strategies to encourage 2

visitors to spend time on the site. Use of multiple clicks to navigate to the appropriate site in the target language can result in frustrated users or, worse yet, users who lose interest and leave your site in search of an easier one to navigate. Use gateway web pages that enable users to choose the language or country of their choice by clicking a single link. These types of pages include text links, a menu of language choices, or a map from which the user selects the target language. Monitor and revise your global web pages to improve their visibility, using software that provides keyword-ranking reports. One such application is Google Analytics. Source: Source: ICD;

Enjoying Fish When Dining in China If you are dining on fish in China and your host offers you the fish’s head, do not feel slighted – in fact, consider it a compliment. When fish is being served, a Chinese dinner host will often offer the head of the fish, considered by the Chinese as the most nutritious part, to an especially important guest. Because the eyes and lips of the fish are considered delicacies, the host may also offer them to the most senior woman at the meal.

In a global economic downturn, translation makes the difference

What should you do if you have not yet developed a culinary appreciation of fish heads? In that case, it is best to accept the honor and try out the taste of something new rather than embarrass your host. You might also try serving the fish head to your host first as a way of showing your appreciation for the meal.

While many automobile manufacturers saw their sales decline in 2009, Audi recorded fewer losses in buyers of its models, due at least in part to an increase in buyers in emerging markets. According to the Wall Street Journal, global sales of Audi vehicles fell by only 6.7% in 2009 while its primary competitors experienced a 14% drop in sales.

Whoever is the “fortunate” recipient of the fish head – whether the guest of honor, the host, or the most senior female diner — the fish platter is to be placed so that the head points toward that person. Never turn the fish over, for example: to debone it after the top half has been eaten. Instead, leave this task to your host or a waiter. Chinese custom is that turning over a fish is bad luck as it is thought to cause a fishing vessel to overturn.

Some of the reasons cited for Audi’s relative success include their efforts to better localize their global web sites and the multimedia interface in its vehicles. Audi plans to further enhance its global customer support in 2011 when it rolls out the A8 model with a multi-language handwriting recognition feature. Sources: Wall Street Journal; Global Watchtower


The Evens Language According to the Smithsonian’s Arctic Study Center, 31 indigenous ethnic groups now live in the territories of Siberia and the Altai. Among these groups are the Evens, known for their hunting and reindeer-breeding activities. The language of the Evens bears the same name as the people of this small ethnic group, Evens, and belongs to the Manchu-Tungus languages, which include the Evenk, Negidal, and Solon languages. Estimates of the number of native-Even language speakers range from 7,000 to 8,000. In its written form, the Even language uses Cyrillic script. Sources:; Unesco; Ethnologue



afg. China

Land area: 1,147,956 sq. miles (slightly more than one-third the size of the U.S.)

Population: 1.17 billion



New Delhi

(July 2009 est.)

Languages: Hindi 41%, Bengali 8.1%, Telugu 7.2%, Marathi 7%, Tamil 5.9%, Urdu 5%, Gujarati 4.5%, Kannada 3.7%, Malayalam 3.2%, Oriya 3.2%, Punjabi 2.8%, Assamese 1.3%, Maithili 1.2%, other 5.9%

Kolkata Mumbai bangladesh myanmar

Nitra Bay Of Bengal

English is the most important language for national, political, and commercial communication (2001

sri lanka


Major industries: textiles, chemicals, food processing, steel, transportation equipment, cement, mining, petroleum, machinery, software Source: The CIA World Factbook (2008)


Export partners 1. U.S..............12.3% 2. U.A.E............ 9.4% 3. China............ 9.3%

Import partners 1. China...........11.1% 2. Saudi Arabia...7.5% 3. U.S............... 6.6%

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ICD Newsletter - Winter 2010  

International Communication by Design's newsletter for Winter 2010.

ICD Newsletter - Winter 2010  

International Communication by Design's newsletter for Winter 2010.