Global Delivery in a Digital WorldPresented by Resource InteractiveOctober 13, 2009

Monthly webinar series iCitizen mission: Take a deep dive into the opportunities and challenges offered by the new breed of consumer—the icitizenTopics ranging from social media to consumer personas and beyondiCitizen Symposium: May, 2010 in Columbus, OhioFor more information, visit: www.resource.com/icitizen

Today’s topic: Global delivery in a digital worldTarget Audience: companies that have already taken their products/services/brands global, or that are about to, but have not yet extended their digital support globally

speakersJeff LeonardDirector of Account StrategyLisa BownasDirector of Consumer Research & Insights

agendaInsights: the global digital world is not an extension of the U.S.Guiding Principles:balancing global vs. localCritical Success Factors:overview of the cultural and operational nuts and boltsKey Takeaways: four things to remember

Insights: the global digital world is not an extension of the U.S.

Guiding Principles:balancing global vs. local

Critical Success Factors:overview of the cultural and operational nuts and bolts

Key Takeaways: four things to remember

GLOBAL INSIGHTS

Insights: Internet growth coming mainly from Asia

Insights: Top social media sites vary by region … Sourcesa – comScore data, February 2009b – Alexa data, Top Sites by Country, May 2009

… and even by countries within a region MongoliaRomaniaAzerbaijanBulgariaCroatiaEgyptIsraelJordanKenyaLebanonLithuaniaBosnia-HerzegovinaMoroccoNigeriaPakistanSerbia Slovak RepublicSloveniaSouth AfricaTurkeyUAEPolandCzech RepublicArmeniaEstoniaGeorgiaKyrgyzstanKazakhstanRussiaUkraineLatviaHungarySourcesa – comScore data, February 2009b – Alexa data, Top Sites by Country, May 2009

Insights:Internet penetration shows the same kind of variabilitySource: eMarketer

Insights: Middle East/Africa using mobile to do more than other regions

Insights: by the numbers80% of Scandinavians are online84%of South Koreans have broadband access90%of Internet users in the Philippines read blogs; 69% write blogs73%of Chinese internet users search for and share opinions onlineSource: eMarketer

France

China

India

South Korea

Japan

Global Digital ChallengesTechnology: Internet is still in the process of standardization in terms of technology, file formats, etc.; bandwidths and hardware vary across regionsCulture: Even for countries sharing a common language, the Internet has its own lingo and idiomsMarket Needs: Internet penetration, and even what the Internet is used for, differs greatly between regions and even countries Costs: foreign-exchange/currency issues; high costs of product / communication adaptationsFree Markets/Economic conditions: foreign entry and government bureaucracy

Global Guiding Principles

Global Guiding PrinciplesBe consistent and efficient (aka thinkGLOBAL, act local)Present a consistent look and feel for your brandCreate a consistent but flexible global infrastructureLeverage existing best practices globallyBe relevant (aka thinkLOCAL, act global)Target the key influencers and customers in each regionBe a part of relevant experiences wherever they are taking place digitallyDeliver globally relevant content with locally appropriate layersDilemma: how to maximize BOTH??

Present a consistent look and feel for your brand

Create a consistent but flexible global infrastructure

Leverage existing best practices globally

Target the key influencers and customers in each region

Be a part of relevant experiences wherever they are taking place digitally

Deliver globally relevant content with locally appropriate layers

Striking the Right BalanceCENTRALLOCALCulture-specific imageryOptimized usability for local preferencesLocal/regional languageProgressive enhancementLocalized brand interactionAgency coordinationStandardized technology and solutionsConfigurable templatesContent managementCountry-by-country play bookSystems integration identified and documented

Culture-specific imagery

Optimized usability for local preferences

Local/regional language

Progressive enhancement

Localized brand interaction

Agency coordination

Standardized technology and solutions

Configurable templates

Content management

Country-by-country play book

Systems integration identified and documented

Execution – CRITICAL SUCCESS FACTORS

Local: culture-specific imageryColor Symbolism: there are vast differences in the meanings behind colors in different culturesRed = love, aggression, celebration or purityWhite = peace, purity or death Green = peace, health, or danger

Local: culture-specific imageryIcons: country specific understanding of icons and symbols is importantSome icons are fairly standard, others notImages from: mail.ru; yahoo.com.jp; gooseberrypatch.com

Some icons are fairly standard, others not

Local: optimized usability for local preferencesNavigation modes: the variations in language readability (left to right, or right to left, or vertical) across cultures impact how people browse the web pages

Local: optimized usability for local preferencesText length: text length determines the format of the Web pages needed for the website in a particular country

Local: optimized usability for local preferencesText length: text length determines the format of the Web pages needed for the website in a particular country

Local: optimized usability for local preferencesText length: text length determines the format of the Web pages needed for the website in a particular country

Local: optimized usability for local preferencesText length: text length determines the format of the Web pages needed for the website in a particular country

Local: local-regional languageTranslation: effective translation requires a 3 step processCreate original contentCompare against original contenttranslatetranslateLocal content

Local: local-regional languageTranslation: be aware that the same language can also differ in the form of dialects

Central: agency coordinationRASCI: Need clear understanding of responsibilities / accountabilities between lead agency and local agenciesCommunication: need regular communication in BOTH directions

Central: standardized technology and solutionsProgressive enhancement: recognizes that Internet access varies country by country by allowing everyone to experience basic web page content and functionality for any browser or Internet connection, while providing those with better bandwidth or more advanced browser software an enhanced version of the same page* source: eMarketer, 2/09

Central: standardized technology and solutions

Central: standardized technology and solutions

Central: configurable templatesLocalization enabled by country and language, at content and feature level; centralized infrastructure for cost savings and delivery management

Localize brand interaction: allow for product portfolio variations, i.e. which products are available by countryCentral: configurable templates

Central: content management

Central: country-by-country play bookDigital Style GuideTool-kits: template creation, file structure, scorecards, how you upload, workflow, standards, style guide, etc.

Central: Systems integration identified and documentedbe aware of what technology is preferred or even possible in each country; even something as simple as paper/output sizes for printers can be differentAmerican National Standards InstituteInternational Standard (ISO) 216

FOUR THINGS TO KEEP IN MIND

1Know your markets: leverage existing research and collaborate with in-country market managers to create priorities and learning plan to foster insightsKeep in Mind

Define Digital Strategy:use insights to identify differences and commonalities among regions/ countries to help identify opportunities and holistic digital strategies and scaleKeep in Mind2

3Determine Governance: Create buy-in to a clear governance structure, and then communicate, communicate, communicate!Keep in Mind

4Implement: consider all creative, operational and technological aspects of execution before committing to a specific project planKeep in Mind

dialogueLet’s talk.

thank youGET AN O.P.E.N. ASSESSMENTJeff Leonard, Director of Account Strategyjleonard@resource.comLisa Bownas, Director of Research & Insightslbownas@resource.comwww.resource.com/icitizen