iCitizen Webinar Series: Go Global

Global Delivery in a Digital World
Presented by Resource Interactive
October 13, 2009

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

Today’s topic: Global delivery in a digital world
Target 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

speakers
Jeff LeonardDirector of Account Strategy
Lisa Bownas
Director of Consumer Research & Insights

agenda
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 …
Sources
a – comScore data, February 2009
b – Alexa data, Top Sites by Country, May 2009

… and even by countries within a region
Mongolia
Romania
Azerbaijan
Bulgaria
Croatia
Egypt
Israel
Jordan
Kenya
Lebanon
Lithuania
Bosnia-Herzegovina
Morocco
Nigeria
Pakistan
Serbia
Slovak Republic
Slovenia
South Africa
Turkey
UAE
Poland
Czech Republic
Armenia
Estonia
Georgia
Kyrgyzstan
Kazakhstan
Russia
Ukraine
Latvia
Hungary
Sources
a – comScore data, February 2009
b – Alexa data, Top Sites by Country, May 2009

Insights:Internet penetration shows the same kind of variability
Source: eMarketer

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

Insights: by the numbers
80%
of Scandinavians are online
84%
of South Koreans have broadband access
90%
of Internet users in the Philippines read blogs; 69% write blogs
73%
of Chinese internet users search for and share opinions online
Source: eMarketer

France

South Korea

Global Digital Challenges
Technology: Internet is still in the process of standardization in terms of technology, file formats, etc.; bandwidths and hardware vary across regions
Culture: Even for countries sharing a common language, the Internet has its own lingo and idioms
Market 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 adaptations
Free Markets/Economic conditions: foreign entry and government bureaucracy

Global Guiding Principles

Global Guiding Principles
Be consistent and efficient (aka thinkGLOBAL, act local)
Present a consistent look and feel for your brand
Create a consistent but flexible global infrastructure
Leverage existing best practices globally
Be relevant (aka thinkLOCAL, act global)
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
Dilemma: how to maximize BOTH??

Striking the Right Balance
CENTRAL
LOCAL
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 imagery
Color Symbolism: there are vast differences in the meanings behind colors in different cultures
Red = love, aggression, celebration or purity
White = peace, purity or death
Green = peace, health, or danger

Local: culture-specific imagery
Icons: country specific understanding of icons and symbols is important
Some icons are fairly standard, others not
Images from: mail.ru; yahoo.com.jp; gooseberrypatch.com

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

Local: local-regional language
Translation: effective translation requires a 3 step process
Create original content
Compare against original content
translate
translate
Local content

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

Central: agency coordination
RASCI: Need clear understanding of responsibilities / accountabilities between lead agency and local agencies
Communication: need regular communication in BOTH directions

Central: standardized technology and solutions
Progressive 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: configurable templates
Localization 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 country
Central: configurable templates

Central: content management

Central: country-by-country play book
Digital Style Guide
Tool-kits: template creation, file structure, scorecards, how you upload, workflow, standards, style guide, etc.

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

FOUR THINGS TO KEEP IN MIND

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

Define Digital Strategy:
use insights to identify differences and commonalities among regions/ countries to help identify opportunities and holistic digital strategies and scale
Keep in Mind
2

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

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

dialogue
Let’s talk.

thank you
GET AN O.P.E.N. ASSESSMENT
Jeff Leonard, Director of Account Strategy
jleonard@resource.comLisa Bownas, Director of Research & Insights
lbownas@resource.com
www.resource.com/icitizen

iCitizen Webinar Series: Go Global

by Resource Interactive on Oct 14, 2009

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iCitizen Webinar Series: Go Global — Presentation Transcript