Fundamentals of
Online Engagement
for Global Brands
Brand2Global 2013
Benjamin B. Sargent
Global Content Strategist
Copyri...
What  we’ll  cover  today
 Findings
– Data from the 2,409 most prominent websites
 Future Trends
– The Panlingual UX
Twi...
About Common Sense Advisory
 Global business and language research
– Translation, localization, globalization, etc.
– Ded...
Major finding from our study
 Greater breadth of language support

 Business success
Measured by company size, website ...
Based on 2,409 prominent websites
 Forbes global 2000
 Fortune 500
 Alexa top 500 global sites
 Interbrand 100 best gl...
Specific industry drill-downs Percent of
prominent
industry
websites
supporting
these
languages
Industrial sectors show
different commitment to
translation
Average number of languages
per prominent website, by industry
AQ and WOW
NEW: 2013 numbers
Chinese = 22.4% of people, 7.1% of money
English = 20.7% of people, 36.0% of money
Japanese =...
When companies invest in the wrong languages
Underserved
languages
Further reading: ROI Lifts the Long Tail of Languages i...
Summary of language findings
 Language popularity
– By country and company size, broad agreement
– By industrial sector, ...
How many languages does it take?
23 = 90% of web users in 2013, versus 21 in 2012
36 = 95% of web users in 2013, versus 34...
Why yourbrand.com needs 98 languages
Next 46
Next 20
Next 10
Next 5
Next 3
Next 2
Spanish
English
S Chinese
Wikipedia’s  222  languages  with  1000+  articles
Wikipedia’s  119  languages  with  10,000+  articles
Top 8 best practices for a global UX
 Automatic country- and language-relevant content
– Both zero-click strategies
Top 8 best practices for a global UX
 Automatic country- and language-relevant content
 Backup navigation to country and...
No way out
Further reading: Website Globalization Case Study: Booking.com
Top 8 best practices for a global UX
 Automatic country- and language-relevant content
 Backup navigation to country and...
Promotions
Products
Logic
Data
Top 8 best practices for a global UX
 Automatic country- and language-relevant content
 Backup navigation to country and...
Locally relevant fields
Top 8 best practices for a global UX
 Automatic country- and language-relevant content
 Backup navigation to country and...
Distribution rights,
fine print, taxes
Top 8 best practices for a global UX
 Automatic country- and language-relevant content
 Backup navigation to country and...
Time-zone
intelligence
Top 8 best practices for a global UX
 Automatic country- and language-relevant content
 Backup navigation to country and...
Top 8 best practices for a global UX
 Automatic country- and language-relevant content
 Backup navigation to country and...
Twitter and Facebook in situ MT
Kimbra Shay
…but  miss  important  language  settings
Most long tail users speak multiple languages
• 3 out of 4 people bilingual
• Nearly 2 of 4 trilingual
Professional opinion is changing in 2013
Over 50% of web users sometimes or frequently use
machine translation.
Further re...
In situ MT translates any-to-any language
Further reading: “Transformative  MT”  (upcoming),  Human-
Enhanced Machine Tran...
Review: These elements create a panlingual UX
 Zero-click relevant content
 One-click navigation for backup
 Country-fi...
Thank you.
Ben Sargent
ben@commonsenseadvisory.com
+1.978.275.0500 x 1010
• Research: www.commonsenseadvisory.com
• Blog: ...
"Fundamentals of Online Engagement for Global Brands" presented by Ben Sargent of Common Sense Advisory research at Brand2...
"Fundamentals of Online Engagement for Global Brands" presented by Ben Sargent of Common Sense Advisory research at Brand2...
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"Fundamentals of Online Engagement for Global Brands" presented by Ben Sargent of Common Sense Advisory research at Brand2Global

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Research findings from independent research firm Common Sense Advisory show a strong correlation between business success and the number of languages found on a brand’s website. Using a range of measures, greater breadth of language support goes hand in hand with brand success. But there’s more to global engagement than simply translating content. In this presentation, industry veteran Ben Sargent reveals research findings and best (and worst) practices from the world’s most prominent websites. Topics include best practices for metanavigation and global social engagement, using screenshots examples from global brand websites; which languages are favored by what industry; and, how business success correlates to language support in the global user experience.

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"Fundamentals of Online Engagement for Global Brands" presented by Ben Sargent of Common Sense Advisory research at Brand2Global

  1. 1. Fundamentals of Online Engagement for Global Brands Brand2Global 2013 Benjamin B. Sargent Global Content Strategist Copyright © 2013 by Common Sense Advisory, Inc.
  2. 2. What  we’ll  cover  today  Findings – Data from the 2,409 most prominent websites  Future Trends – The Panlingual UX Twitter: @CSA_Research or @b2sargent
  3. 3. About Common Sense Advisory  Global business and language research – Translation, localization, globalization, etc. – Dedicated multinational research team  Independent industry research firm – Vendor-neutral, buyer-agnostic – Qualitative and quantitative research – Interdisciplinary demand-supply methodology  Clients in 30+ countries
  4. 4. Major finding from our study  Greater breadth of language support   Business success Measured by company size, website traffic, or brand strength
  5. 5. Based on 2,409 prominent websites  Forbes global 2000  Fortune 500  Alexa top 500 global sites  Interbrand 100 best global brands Further reading: Global Website Assessment Index, Multilingual Websites, The Top 100 Global Websites
  6. 6. Specific industry drill-downs Percent of prominent industry websites supporting these languages
  7. 7. Industrial sectors show different commitment to translation Average number of languages per prominent website, by industry
  8. 8. AQ and WOW NEW: 2013 numbers Chinese = 22.4% of people, 7.1% of money English = 20.7% of people, 36.0% of money Japanese = 4.2% of people, 10.5% of money Spanish = 8.8% of people, 7.6% of money German = 3.3% of people, 7.7% of money
  9. 9. When companies invest in the wrong languages Underserved languages Further reading: ROI Lifts the Long Tail of Languages in 2012 (free with registration)
  10. 10. Summary of language findings  Language popularity – By country and company size, broad agreement – By industrial sector, differences can be dramatic  Average number of languages per website – Per company, correlates to success (size, brand strength, traffic)  Business growth = increased language support – As companies grow, in any industry, they add languages  Global brand managers lack critical data – Overinvesting in some lower value languages – Underinvesting in some higher value languages
  11. 11. How many languages does it take? 23 = 90% of web users in 2013, versus 21 in 2012 36 = 95% of web users in 2013, versus 34 in 2012
  12. 12. Why yourbrand.com needs 98 languages
  13. 13. Next 46 Next 20 Next 10 Next 5 Next 3 Next 2 Spanish English S Chinese
  14. 14. Wikipedia’s  222  languages  with  1000+  articles
  15. 15. Wikipedia’s  119  languages  with  10,000+  articles
  16. 16. Top 8 best practices for a global UX  Automatic country- and language-relevant content – Both zero-click strategies
  17. 17. Top 8 best practices for a global UX  Automatic country- and language-relevant content  Backup navigation to country and language – One click for each, if possible
  18. 18. No way out
  19. 19. Further reading: Website Globalization Case Study: Booking.com
  20. 20. Top 8 best practices for a global UX  Automatic country- and language-relevant content  Backup navigation to country and language  Content and data filtered for country – Products, pricing, campaigns, news
  21. 21. Promotions Products Logic Data
  22. 22. Top 8 best practices for a global UX  Automatic country- and language-relevant content  Backup navigation to country and language  Content filtered for country (products, pricing, news)  Forms tailored to each user – Country, language, culture, customs
  23. 23. Locally relevant fields
  24. 24. Top 8 best practices for a global UX  Automatic country- and language-relevant content  Backup navigation to country and language  Content filtered for country (products, pricing, news)  Forms tailored to country, language, culture, customs  Country-aware, legally-compliant transactions
  25. 25. Distribution rights, fine print, taxes
  26. 26. Top 8 best practices for a global UX  Automatic country- and language-relevant content  Backup navigation to country and language  Content filtered for country (products, pricing, news)  Forms tailored to country, language, culture, customs  Country-aware, legally compliant transactions  Language and time-zone-aware post-sales support
  27. 27. Time-zone intelligence
  28. 28. Top 8 best practices for a global UX  Automatic country- and language-relevant content  Backup navigation to country and language  Content filtered for country (products, pricing, news)  Forms tailored to country, language, culture, customs  Country-aware, legally compliant transactions  Language and time-zone aware post-sales support  Site logic adapts functions – Based on country/language combinations
  29. 29. Top 8 best practices for a global UX  Automatic country- and language-relevant content  Backup navigation to country and language  Content filtered for country (products, pricing, news)  Forms tailored to country, language, culture, customs  Country-aware, legally compliant transactions  Language and time-zone aware post-sales support  Site logic adapts functions  Content transformation from/to any language
  30. 30. Twitter and Facebook in situ MT Kimbra Shay
  31. 31. …but  miss  important  language  settings
  32. 32. Most long tail users speak multiple languages • 3 out of 4 people bilingual • Nearly 2 of 4 trilingual
  33. 33. Professional opinion is changing in 2013 Over 50% of web users sometimes or frequently use machine translation. Further reading: Can't Read, Won't Buy
  34. 34. In situ MT translates any-to-any language Further reading: “Transformative  MT”  (upcoming),  Human- Enhanced Machine Translation
  35. 35. Review: These elements create a panlingual UX  Zero-click relevant content  One-click navigation for backup  Country-filtered content/data (products, pricing, news)  Country-tailored forms  Country-aware transactions  Time-zone specific support  Adaptive functionality  Language tools built into UX
  36. 36. Thank you. Ben Sargent ben@commonsenseadvisory.com +1.978.275.0500 x 1010 • Research: www.commonsenseadvisory.com • Blog: www.globalwatchtower.com • Twitter: @CSA_Research or @b2sargent Insight for global market leaders

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