Your Global Audience is Here:

Creating Content that Communicates with non-English Speakers

Presented by Ann Zdunczyk June 25, 2008

CONFIDENTIAL2

Agenda

• Why don’t more Life Sciences companies expand beyond English or a few basic languages?

• Major global market changes affecting us all

• Non-English in the domestic market• Practical steps for making your content

translation and loclalization friendly• Questions and answers

CONFIDENTIAL3

Do you know who your customers are?

You are Here

The World is “Flat” …

4

QUIZ: Where did these people come from?

5

Reaching a Global Audience should be Obvious…

BUT…

The World has changed …

and some of us haven’t…

Why do some managers resist globalization?

8

Majority of budget gate keepers are still Baby Boomers (or almost):

– Common subconscious “memories” of:• No business with Russia/Eastern Europe• No trade with China• USA an unchallenged, economic power• Homogenous communications:

– 3 major TV networks, – a few dozen national magazines; – monolithic marketing message

• “Everyone speaks English” (even “Mr. Ed”)

9

What about non-Boomers?– No problem, they’re focusing on the never ending

stream of “rich” content in American media that keeps us completely aware of world affairs

The arms race

World leaders

The situation in Africa

Globalization was a confluence of events:

Late 20th Century Developments• End of the Cold War

– Capitalism reaches Eastern Europe– Chinese economy goes global

• European Union becomes major economic force• GATT and WTO (General Agreement on Trade

and Tariffs and World Trade Org.)• NAFTA (Canada/USA/Mexico trade) and

immigration• Web and Internet erase boundaries and

redefine supply chains10

Former Soviet Republics: fast growing market for Life Sciences

11

Markets not thought of 15 years ago:

Significant “Soviet Satellite” Languages:

•Hungarian

•Polish

•Czech

What about China?• Fourth largest economy• Manufactures half the world’s motorcycles• Some predict will be No. 1 economy by 2050• Read “A Year Without Made in China” to see impact on

consumer goods in North America• Manufacturing supply chains are now permanently

multinational and multilingual• What happens when English

source isn’t concise and clear before translation into Chinese manufacturing instructions?

12

What about Europe?

• The EU has 23 official and working languages: – Bulgarian, Czech, Danish, Dutch, English,

Estonian, Finnish, French, German, Greek, Hungarian, Italian, Irish, Latvian, Lithuanian, Maltese, Polish, Portuguese, Romanian, Slovak, Slovenian, Spanish and Swedish.

• Medical devices and drugs require multilingual labels

13

Even if your content is English-only today …

Don’t expect that to last for long

14

The world is changing

15

Change in the last 7 years:• In 2000, the three biggest countries by GDP were

the U.S., Japan, and Germany. • The next four were France, Italy, the U.K., and

China. • Seven years later China made it to the fourth

slot.

Future Change

Source: “On the Web, Some Countries Matter More than Others” by Common Sense Advisory

Top 10 economies in 2007

16

Source: “On the Web, Some Countries Matter More than Others” by Common Sense Advisory

Predicted top Economies for 2050

17

QUIZ: Which languages give you access to 76% of the “on-line” world population?

18

• Question: name the 10 languages for web income, in correct order:– English– French– Italian– German– Spanish– Japanese– Chinese-Simplified– Korean– Russian– Swedish– Portuguese– Chinese-Traditional

• ANSWER

1. English2. Chinese-Simplified3. Japanese4. Spanish5. German6. Portuguese7. French8. Korean9. Italian10.Russian

Source: “On the Web, Some Countries Matter More than Others” by Common Sense Advisory

Quiz: How do you reach 88% of the most economically active users?

19

• Question: which 5 languages do you add to English to reach 88% of “spending” Internet users?

1. Chinese-Simplified2. Japanese3. Spanish4. German5. Portuguese6. French7. Korean8. Italian9. Russian

• ANSWER

1. Japanese 2. German3. Spanish (incl. USA)4. French5. Italian

“FIGS-J”

Source: “On the Web, Some Countries Matter More than Others” by Common Sense Advisory

What about non-English in the USA?

• Large proportions of staff in many metropolitan hospitals do not speak English as their first language

• Impending labor shortage from retiring Baby Boomers is leading to new training programs to move immigrants into more technical (including medical) jobs

• Read this LA Times article:http://www.latimes.com/news/local/immigration/la-me-immiglabor21apr21,0,2744795.story

20

21

22

A Glossary of terms:

23

• Locale: “Combination of language, cultural preferences, character set, and other information that describes a particular target market or audience.”

• Localization (L10N): “Process of adapting a product for a particular locale. Usually comes after internationalization in the shape of a package of services.”

• Globalization (G11N): “Combination of internationalization and localization, as well as implementation of a global strategy from early product development through localization.”

• Internationalization (I18N): “Process of creating (or re-engineering) a system to support multiple locales with a single set of source code. Usually a pre-requisite for successful localization.”

24

• Translation: “Process of translating, editing and proofing text.”

• Translation Memory (TM): “a type of database that is used in software programs designed to aid human translators. Translation memories are typically used in conjunction with a dedicated computer assisted translation (CAT) tool, word processing program, terminology management systems, multilingual dictionary, or even raw machine translation output.”

• Leveraging: “ability to re-use previously translated content from Translation Memory.”

• Computer Assisted Translation (CAT): “a form of translation wherein a human translator translates texts using computer software designed to support and facilitate the translation process.”

25

• Glossary: “agreed upon definitions of key words, phrases, product names. Can be in English only (source) or in target languages as well. Glossaries help linguists to avoid ambiguous or alternate translations.”

• Machine Translation (MT): “performs simple substitution of words in one natural language for words in another. Using corpus techniques, more complex translations may be attempted, allowing for better handling of differences in linguistic typology, phrase recognition, and translation of idioms, as well as the isolation of anomalies.”

26

• Simplified English:“a controlled language originally developed for aerospace industry maintenance manuals. It offers a carefully limited and standardized subset of English. ”Benefits:– Reduce ambiguity– Facilitate second language acquisition– Improve comprehension for people whose first

language is not English– Make human translation cheaper and easier– Improve computer-assisted translation and machine

translation

27

YOU can change the world… your influence over Localized content …where it all starts

Areas where you can optimize content

28

• Text content – Constrained English

• Terminology (glossaries) for agreed upon definitions

• Page Layout and template design– Text expansion in target languages

• Manage Graphics and text layers• Graphics: select economical images• Managing project assets

– Intelligent directory structure– Documented source files

Consistent Content

29

– Software to help produce simplified English:• Acrolinx (http://www.acrolinx.com/)• MaxIt (http://www.smartny.com/)

– Increase Translation Memory while authoring:• Developing conventions for frequently used

text (a glossary)• Using DITA topics and/or referenced text to

enforce consistency• Intelligent use of CMS (Content Management

System) to use the same text “bricks” over and over

30

• Glossaries (terminology)– Review existing content– Determine approved wording for key

terms and phrases– Have glossaries translated before rest of

content– Have glossaries reviewed in-country,

corrected by translation vendor

31

• Page Layout and Text expansion– Some target languages increase word count

or text expansion by up to 30%– Containers like multiple columns, table cells

and “boxed text” magnify the problem– Leave “breathing room” near bottom of page

in English source files

ENGLISH RUSSIAN

32

• Text Layer GFX • Bitmapped Graphic

Source art (*.ai) files have text layers that can be edited for translation

Graphics converted to bitmaps have no text. Note that *.eps files can be expensively edited. In the worst case scenario, text “band aids” have to be manually pasted over bitmapped “text”.

GOOD BAD!!

33

• “But, I lost my source Illustrator file! All I have is PDF!”

No problem: we’ll just save the PDF to *.eps and bring it into Illustrator

Cropped PDF of Graphic *.eps in Illustrator

Now we can edit the “text layer” …NOT

34

• Things to avoid with Graphics:

• Text as “artwork”

• Containers that must expand with the text

• Locale-specific people pictures

• Avoid body parts for “gestures”

35

• Managing project assets– Use documented directory structure

Sample InDesign project Sample FrameMaker project

There is no “standard” for project directory structure. Document it and be consistent.

CONFIDENTIAL36

Questions and answers