Brand and product websites have allowed businesses to have a stronger global presence now more than ever. Without a comprehensive localization strategy that takes into account of consumer needs, internal capabilities, and site structure these brands are potentially overspending on localization or under-delivering a quality customer experience. According to the Common Sense Advisory book: Can’t Read, Won’t Buy: Why Language Matters on Global Websites, 56.2 percent of consumers say that the ability to obtain information in their own language is more important than price. Eniola Oluwole, Director of Strategy and User Experience at Genuine Interactive will discuss the different challenges when implementing the strategy and walk you through the process of defining your brand’s localization and governance approach. Oluwole’s experience with global brands has given him the insights to educate you to launch your brand globally.

1. Defining Your Localization Strategy

2. P | 2 LOCALIZATION STRATEGY
IF YOU CAN’T UNDERSTAND……..

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WOULD YOU BUY ANYTHING?

4. WHY LOCALIZATION MATTERS
• “Baidu” beats Google in China. Why? Language. Amazon only
reaches well established markets. Why? Language barriers and
cost. Urdu speakers favor racing games over strategic games on
their game consoles. Why? Because they can’t get games in their
language and racing games are easy to understand.” – Gala.org
• 95 percent of Chinese online consumers indicate greater comfort
level with websites in their language; only one percent of US-based
online retailers offer sites specific to China. (Forrester Research, Translation and Localization of
Retail Web Sites, 2009)
• It would take 83 languages to reach 80 percent of all the people in
the world, and over 7,000 languages to reach everyone. (Common Sense Advisory,
Evolution and Revolution in Translation Management, 2008)
• 56.2 percent of consumers say that the ability to obtain information
in their own language is more important than price. (Common Sense Advisory, Can't Read, Won't
Buy: Why Language
LOCALIZATION STRATEGYP | 4

5. INTERNATIONALIZATION VS. LOCALIZATION
• Internationalization is the process of designing a website system
so that it can support multiple regions or languages easily with
minimal effort or redesign.
• Localization is the process of modifying a site for a specific region
or language by adding or modifying region specific content.
• This session will be focused on Localization. Once an approach
to localization can be determined then the technical aspect of
architecting the right Internationalization approach can begin.
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6. WHAT’S YOUR LOCALIZATION STRATEGY?
• What locale sites will exist?
• Who is the core audience(s) for each locale?
• Who is responsible for content on a local site?
• What languages will a locale support?
• What template, or version of the site will be used for a specific
locale?
• What content will be inherited and from where?
• How will you determine who pays for what?
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7. Who’s
Presenting?
LOCALIZATION STRATEGYP | 7

8. Eniola
Oluwole
• Has lead digital strategy and
User Experience efforts for
global brands including Lysol,
Dettol, Nokia, Reebok and
more.
• His insights will help you
launch your brand globally
LOCALIZATION STRATEGYP | 8
DIRECTOR OF STRATEGY & USER EXPERIENCE

9. VOTE FOR THIS SESSION
This session will help you understand:
• What is localization (internationalization vs. localization)
• What is the governance approach and why it matters
• The challenges and approaches to implementing localization
• The process of defining your brand’s localization and governance
approach
• Examples of successful brands with a defined localization strategy
• And, pointers to help your brand define and implement an
appropriate localization strategy
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PanelPicker.SXSW.com

10. Thank you
Anyquestions?
Contact:
LilianMa
MarketingManager,GenuineInteractive
LMa@genuineinteractive.com
617-451-9700