iCitizen Webinar Series: Go Global


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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.

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  • LISAFacebook has been growing rapidly and is the top social network in many major countries now, particularly in North America and Western Europe. However, it’s not the only social network to consider.Orkut is popular in Brazil and IndiaB Kontakteis popular in RussiaHi5 is popular in MexicoMixi is popular in JapanTenCent’s QQ or Qzone is popular in China in fact , they announced that they hit the $1 billion mark in revenue for 2008 (some ad revenue, mostly sales of avatars and applications)
  • LISAWe’ve shared a lot of stats. But it’s hard to substitute numbers for visual experience. Let’s look at some top sites around the world – all of these are in the top 20 most visited sites in their country, according to Alexa.com. I think you’ll quickly get a sense on just how different web experiences are across the world.
  • LISAA online seller of goods. Mostly electronic and home appliances but other goods as well.
  • LISA
  • LISAQQ.Com – part of the largest social networking site in the world
  • LISA
  • LISAIndia Times. A liberal use of colors is characteristic.
  • LISA
  • LISAPopular web portal site
  • LISA
  • LISAAmeba
  • JEFFThanks Lisa for walking us through those insights. Clearly the needs, wants, habits and preferences of the digital user differs across the globe. That presents multiple challenges: not only technological and cultural, but even on topics that we didn’t cover, like inherent costs and the relative accessibility of some countries over others.The question now is how as Marketers do you respond? How do you make sure your decision to take your digital experience global succeeds?
  • JEFFTechnologically-speaking, companies have a tremendous incentive to make global websites centralized —it saves money and effort. And often times they want to tightly manage the brand experience. So in other words, they want to THINK GLOBAL and act local. But, this approach has the risk of downplaying regional differences — the different ways people want to experience a brand, and the ways they prefer to interact on the Web. On the opposite end of the spectrum, THINK LOCAL puts a premium on flexibility and deliver a superior experience that is tailored to each audience. But here the risk is a disconnected brand experience and greater expense as each country or region has to reinvent the wheel. So, how do you maximize both?
  • JEFFThe key is strike the right balance in terms of central versus local governance. And what is the right balance? Is it 80-20? 40-60? Every situation – every product, every country, every campaign – can differ. But the best outcomes require a thoughtful consideration on a topic by topic basis. We’ve listed out some of the key execution topics and grouped them by whether they lend themselves to a more Centrally-oriented approach or a more Locally-oriented one. Lisa and I are going to spend the rest of the webinar walking through examples of how to address these nuts and bolts cultural and operational issues.
  • JEFFTHANKS! And back to Jenna
  • iCitizen Webinar Series: Go Global

    1. 1. Global Delivery in a Digital World<br />Presented by Resource Interactive<br />October 13, 2009<br />
    2. 2. Monthly webinar series <br />iCitizen mission: Take a deep dive into the opportunities and challenges offered by the new breed of consumer—the icitizen<br />Topics ranging from social media to consumer personas and beyond<br />iCitizen Symposium: May, 2010 in Columbus, Ohio<br />For more information, visit: www.resource.com/icitizen<br />
    3. 3. Today’s topic: Global delivery in a digital world<br />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<br />
    4. 4. speakers<br />Jeff LeonardDirector of Account Strategy<br />Lisa Bownas<br />Director of Consumer Research & Insights<br />
    5. 5. agenda<br /><ul><li>Insights: the global digital world is not an extension of the U.S.
    6. 6. Guiding Principles:balancing global vs. local
    7. 7. Critical Success Factors:overview of the cultural and operational nuts and bolts
    8. 8. Key Takeaways: four things to remember</li></li></ul><li>GLOBAL INSIGHTS<br />
    9. 9. Insights: Internet growth coming mainly from Asia<br />
    10. 10. Insights: Top social media sites vary by region … <br />Sources<br />a – comScore data, February 2009<br />b – Alexa data, Top Sites by Country, May 2009<br />
    11. 11. … and even by countries within a region <br />Mongolia<br />Romania<br />Azerbaijan<br />Bulgaria<br />Croatia<br />Egypt<br />Israel<br />Jordan<br />Kenya<br />Lebanon<br />Lithuania<br />Bosnia-Herzegovina<br />Morocco<br />Nigeria<br />Pakistan<br />Serbia <br />Slovak Republic<br />Slovenia<br />South Africa<br />Turkey<br />UAE<br />Poland<br />Czech Republic<br />Armenia<br />Estonia<br />Georgia<br />Kyrgyzstan<br />Kazakhstan<br />Russia<br />Ukraine<br />Latvia<br />Hungary<br />Sources<br />a – comScore data, February 2009<br />b – Alexa data, Top Sites by Country, May 2009<br />
    12. 12. Insights:Internet penetration shows the same kind of variability<br />Source: eMarketer<br />
    13. 13. Insights: Middle East/Africa using mobile to do more than other regions<br />
    14. 14. Insights: by the numbers<br />80%<br /> of Scandinavians are online<br />84%<br />of South Koreans have broadband access<br />90%<br />of Internet users in the Philippines read blogs; 69% write blogs<br />73%<br />of Chinese internet users search for and share opinions online<br />Source: eMarketer<br />
    15. 15. France<br />
    16. 16.
    17. 17. China<br />
    18. 18.
    19. 19. India <br />
    20. 20.
    21. 21. South Korea<br />
    22. 22.
    23. 23. Japan<br />
    24. 24.
    25. 25. Global Digital Challenges<br />Technology: Internet is still in the process of standardization in terms of technology, file formats, etc.; bandwidths and hardware vary across regions<br />Culture: Even for countries sharing a common language, the Internet has its own lingo and idioms<br />Market Needs: Internet penetration, and even what the Internet is used for, differs greatly between regions and even countries <br />Costs: foreign-exchange/currency issues; high costs of product / communication adaptations<br />Free Markets/Economic conditions: foreign entry and government bureaucracy<br />
    26. 26. Global Guiding Principles<br />
    27. 27. Global Guiding Principles<br />Be consistent and efficient (aka thinkGLOBAL, act local)<br /><ul><li>Present a consistent look and feel for your brand
    28. 28. Create a consistent but flexible global infrastructure
    29. 29. Leverage existing best practices globally</li></ul>Be relevant (aka thinkLOCAL, act global)<br /><ul><li>Target the key influencers and customers in each region
    30. 30. Be a part of relevant experiences wherever they are taking place digitally
    31. 31. Deliver globally relevant content with locally appropriate layers</li></ul>Dilemma: how to maximize BOTH??<br />
    32. 32. Striking the Right Balance<br />CENTRAL<br />LOCAL<br /><ul><li>Culture-specific imagery
    33. 33. Optimized usability for local preferences
    34. 34. Local/regional language
    35. 35. Progressive enhancement
    36. 36. Localized brand interaction
    37. 37. Agency coordination
    38. 38. Standardized technology and solutions
    39. 39. Configurable templates
    40. 40. Content management
    41. 41. Country-by-country play book
    42. 42. Systems integration identified and documented</li></li></ul><li>Execution – <br />CRITICAL SUCCESS FACTORS<br />
    43. 43. Local: culture-specific imagery<br />Color Symbolism: there are vast differences in the meanings behind colors in different cultures<br />Red = love, aggression, celebration or purity<br />White = peace, purity or death <br />Green = peace, health, or danger<br />
    44. 44. Local: culture-specific imagery<br />Icons: country specific understanding of icons and symbols is important<br /><ul><li>Some icons are fairly standard, others not</li></ul>Images from: mail.ru; yahoo.com.jp; gooseberrypatch.com<br />
    45. 45. Local: optimized usability for local preferences<br />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<br />
    46. 46. Local: optimized usability for local preferences<br />Text length: text length determines the format of the Web pages needed for the website in a particular country<br />
    47. 47. Local: optimized usability for local preferences<br />Text length: text length determines the format of the Web pages needed for the website in a particular country<br />
    48. 48. Local: optimized usability for local preferences<br />Text length: text length determines the format of the Web pages needed for the website in a particular country<br />
    49. 49. Local: optimized usability for local preferences<br />Text length: text length determines the format of the Web pages needed for the website in a particular country<br />
    50. 50. Local: local-regional language<br />Translation: effective translation requires a 3 step process<br />Create original content<br />Compare against original content<br />translate<br />translate<br />Local content<br />
    51. 51. Local: local-regional language<br />Translation: be aware that the same language can also differ in the form of dialects<br />
    52. 52. Central: agency coordination<br />RASCI: Need clear understanding of responsibilities / accountabilities between lead agency and local agencies<br />Communication: need regular communication in BOTH directions<br />
    53. 53. Central: standardized technology and solutions<br />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<br />* source: eMarketer, 2/09<br />
    54. 54. Central: standardized technology and solutions<br />
    55. 55. Central: standardized technology and solutions<br />
    56. 56. Central: configurable templates<br />Localization enabled by country and language, at content and feature level; centralized infrastructure for cost savings and delivery management<br />
    57. 57. Localize brand interaction: allow for product portfolio variations, i.e. which products are available by country<br />Central: configurable templates<br />
    58. 58. Central: content management<br />
    59. 59. Central: country-by-country play book<br />Digital Style Guide<br />Tool-kits: template creation, file structure, scorecards, how you upload, workflow, standards, style guide, etc.<br />
    60. 60. Central: Systems integration identified and documented<br />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<br />American National Standards Institute<br />International Standard (ISO) 216<br />
    61. 61. FOUR THINGS TO KEEP IN MIND<br />
    62. 62. 1<br />Know your markets: <br />leverage existing research and collaborate with in-country market managers to create priorities and learning plan to foster insights<br />Keep in Mind<br />
    63. 63. Define Digital Strategy:<br />use insights to identify differences and commonalities among regions/ countries to help identify opportunities and holistic digital strategies and scale<br />Keep in Mind<br />2<br />
    64. 64. 3<br />Determine Governance: <br />Create buy-in to a clear governance structure, and then communicate, communicate, communicate!<br />Keep in Mind<br />
    65. 65. 4<br />Implement: <br />consider all creative, operational and technological aspects of execution before committing to a specific project plan<br />Keep in Mind<br />
    66. 66. dialogue<br />Let’s talk.<br />
    67. 67. thank you<br />GET AN O.P.E.N. ASSESSMENT<br />Jeff Leonard, Director of Account Strategy<br />jleonard@resource.comLisa Bownas, Director of Research & Insights<br />lbownas@resource.com<br />www.resource.com/icitizen<br />