Crafting a creative and tech savvy global site. Maintaining positive brand recognition globally can be challenging. It’s not enough to think about your strategy anymore; you have to successfully execute it, too. So how do you create a tech savvy global site without muffling your brand’s voice? Jeff Leonard and Lisa Bownas present this discussion with focus on creating a balance between central control and local input for brands that have already gone or are about to go global.

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

2. 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

3. 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

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

6. Guiding Principles:balancing global vs. local

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

9. Insights: Internet growth coming mainly from Asia

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

11. … 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

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

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

14. 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

15. France

17. China

19. India

21. South Korea

23. Japan

25. 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

26. Global Guiding Principles

28. Create a consistent but flexible global infrastructure

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

31. Deliver globally relevant content with locally appropriate layersDilemma: how to maximize BOTH??

33. Optimized usability for local preferences

34. Local/regional language

35. Progressive enhancement

36. Localized brand interaction

37. Agency coordination

38. Standardized technology and solutions

39. Configurable templates

40. Content management

41. Country-by-country play book

43. 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

45. 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

46. 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

47. 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

48. 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

49. 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

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

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

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

53. 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

54. Central: standardized technology and solutions

55. Central: standardized technology and solutions

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

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

58. Central: content management

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

60. 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

61. FOUR THINGS TO KEEP IN MIND

62. 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

63. 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

64. 3 Determine Governance: Create buy-in to a clear governance structure, and then communicate, communicate, communicate! Keep in Mind

65. 4 Implement: consider all creative, operational and technological aspects of execution before committing to a specific project plan Keep in Mind

66. dialogue Let’s talk.

67. 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