x;o | creating digital success 22.07.2013 | 1
INTERNATIONALISATION
Practical tips for a successful internationalisation we...
x;o | creating digital success 22.07.2013 | 2
WHO WE ARE
Overview
A leading European Digital Service Company with a focus ...
x;o | creating digital success 22.07.2013 | 3
Strategy
Consulting
Customer
Experience
Technology
Services
DIGITAL BRANDING...
x;o | creating digital success 22.07.2013 | 4
CLIENTS
x;o | creating digital success 22.07.2013 | 5
Background Picture 4:3
Optimum Size: 1024x768 Pixel
Size in Powerpoint: 19,1...
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Background Picture 4:3
Optimum Size: 1024x768 Pixel
Size in Powerpoint: 19,1...
x;o | creating digital success 22.07.2013 | 7
Background Picture 4:3
Optimum Size: 1024x768 Pixel
Size in Powerpoint: 19,1...
x;o | creating digital success 22.07.2013 | 8
The Foundations
x;o | creating digital success 22.07.2013 | 9
TIP 1 – EXPERIENCE COUNTS
A good project manager should
 Not participate in...
x;o | creating digital success 22.07.2013 | 10
TIP 2 – GET YOUR PROJECT
STRUCTURE RIGHT
x;o | creating digital success 22.07.2013 | 11
TIP 3 – CONTENT IS KING
And unfortunately
most of the time the
reason for p...
x;o | creating digital success 22.07.2013 | 12
TIP 4 – TEST THOROUGHLY
Mistake x [No. of countries]
=
BIG Problems!
!
x;o | creating digital success 22.07.2013 | 13
Internationalisation
using a CMS
x;o | creating digital success 22.07.2013 | 14
TIP 5 – BUILD AN INTELLIGENT
STRUCTURE
x;o | creating digital success 22.07.2013 | 15
TIP 6 – KEEP THE TEMPLATE COUNT
DOWN
 Define basistemplates and modules
 ...
x;o | creating digital success 22.07.2013 | 16
TIP 7 – NO STATIC CONTENT IN
TEMPLATES!
.modul-460-text div.top, .modul-460...
x;o | creating digital success 22.07.2013 | 17
TIP 8 - DEVELOP DOCUMENTATION
AS YOU GO
 Detail the steps involved to set ...
x;o | creating digital success 22.07.2013 | 18
TIP 9 – USABILITY IS THE KEY
Carefully plan your interface
x;o | creating digital success 22.07.2013 | 19
TIP 10 – WORKFLOWS SELDOM
FLOW
Keep it simple!
x;o | creating digital success 22.07.2013 | 20
TIP 11 – BE ORGANISED – PROVIDE SHARED
CONTENT FOR LOCALE WEBSITES
Global p...
x;o | creating digital success 22.07.2013 | 21
TIP 12 – USE GLOBAL FUNCTIONALITY
x;o | creating digital success 22.07.2013 | 22
The rollout
x;o | creating digital success 22.07.2013 | 23
TIP 13 – TRANSLATE CENTRALLY
Central translation of the complete content by...
x;o | creating digital success 22.07.2013 | 24
TIP 14 – SET UP A TRAINING
SCHEDULE
Base training Day 1 Introduction to CMS...
x;o | creating digital success 22.07.2013 | 25
TIP 15 – USE AN AGILE PROJECT
APPROACH
x;o | creating digital success 22.07.2013 | 26
Operating an international
web platform
x;o | creating digital success 22.07.2013 | 27
TIP 16 – INTERNATIONAL MEANS 24/7
Decide which support hours you will cover...
x;o | creating digital success 22.07.2013 | 28
TIP 17 – TAKE ANALYTICS INTO CONSIDERATION
Gather analytics from
the start
...
x;o | creating digital success 22.07.2013 | 29
TIP 18 – INTERNATIONAL SEO IS TRICKY
Setup a strategy first
Talk to local s...
x;o | creating digital success 22.07.2013 | 30
TIP 19– PLAN YOUR INTERNATIONAL
SUPPORT
How much cover do you need?
Documen...
x;o | creating digital success 22.07.2013 | 31
TIP 20 – TALK TO ECX.IO
experienced in international web content management...
x;o | creating digital success 22.07.2013 | 32
© by ecx.io | Juli 13
This presentation and all of it’s content are the pro...
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20130711 - Praxisforum: Globaler Erfolg im www - 10 Praxis-Tipps für internationale Web-Projekte - ecx.io - Klaus Oberlehner

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Die auf die Entwicklung digitaler Interaktionsplattformen und E-Commerce-Lösungen spezialisierte ecx.io ist eine der führenden Digital-Agenturen in der D-A-CH-Region. An den sechs Standorten in Düsseldorf, Reading, München, Wels, Wien und Zürich arbeiten über 120 Mitarbeiter für internationale Kunden wie Red Bull, Stihl, Atomic oder die britische Premier League. Die inhabergeführte ecx.io erzielte 2011 einen Honorarumsatz von 9,5 Millionen Euro. ecx.io gehört zur in München ansässigen Holding ecx international AG.

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20130711 - Praxisforum: Globaler Erfolg im www - 10 Praxis-Tipps für internationale Web-Projekte - ecx.io - Klaus Oberlehner

  1. 1. x;o | creating digital success 22.07.2013 | 1 INTERNATIONALISATION Practical tips for a successful internationalisation web project. Klaus Oberlehner ecx.io Werbeplanung.at Wien 12/7/2013
  2. 2. x;o | creating digital success 22.07.2013 | 2 WHO WE ARE Overview A leading European Digital Service Company with a focus on Austria, Germany, Switzerland and United Kingdom. Austria | Vienna, Wels Germany | Düsseldorf, Munich Switzerland | Zurich United Kingdom | Reading Founded 1995. Ownermanaged. 150 entrepreneurs, thinkers, geeks, people who care. Core Competencies in E-Commerce & Digital Marketing.
  3. 3. x;o | creating digital success 22.07.2013 | 3 Strategy Consulting Customer Experience Technology Services DIGITAL BRANDING E-COMMERCE DIGITAL SUCCESSDIGITAL SUCCESS DIGITAL MARKETING E-COMMERCE WHAT WE DELIVER Our Solutions & Services MISSION SOLUTIONS SERVICES
  4. 4. x;o | creating digital success 22.07.2013 | 4 CLIENTS
  5. 5. x;o | creating digital success 22.07.2013 | 5 Background Picture 4:3 Optimum Size: 1024x768 Pixel Size in Powerpoint: 19,1 x 25,4 STIHL | WORLDWIDE RELAUNCH Development of online strategy and world-wide relaunch of STIHLs international websites based on Opentext WSM. 24 countries, 12 languages
  6. 6. x;o | creating digital success 22.07.2013 | 6 Background Picture 4:3 Optimum Size: 1024x768 Pixel Size in Powerpoint: 19,1 x 25,4 AUSTRIAN AIRLINES | WORLDWIDE RELAUNCH integrated translating engine, multifunctional editorial system for more than 58 countries and 28 languages.
  7. 7. x;o | creating digital success 22.07.2013 | 7 Background Picture 4:3 Optimum Size: 1024x768 Pixel Size in Powerpoint: 19,1 x 25,4 RED BULL | GLOBAL BUSINESS PLANNING TOOL Internal global business planning for marketing, financial, event and sponsoring department. Rollout in 85 countries.
  8. 8. x;o | creating digital success 22.07.2013 | 8 The Foundations
  9. 9. x;o | creating digital success 22.07.2013 | 9 TIP 1 – EXPERIENCE COUNTS A good project manager should  Not participate in company politics  Be armed with enough competencies and authority  Be good at communicating  Be assertive  Be a good negotiator
  10. 10. x;o | creating digital success 22.07.2013 | 10 TIP 2 – GET YOUR PROJECT STRUCTURE RIGHT
  11. 11. x;o | creating digital success 22.07.2013 | 11 TIP 3 – CONTENT IS KING And unfortunately most of the time the reason for project delays
  12. 12. x;o | creating digital success 22.07.2013 | 12 TIP 4 – TEST THOROUGHLY Mistake x [No. of countries] = BIG Problems! !
  13. 13. x;o | creating digital success 22.07.2013 | 13 Internationalisation using a CMS
  14. 14. x;o | creating digital success 22.07.2013 | 14 TIP 5 – BUILD AN INTELLIGENT STRUCTURE
  15. 15. x;o | creating digital success 22.07.2013 | 15 TIP 6 – KEEP THE TEMPLATE COUNT DOWN  Define basistemplates and modules  Build a prototype  Stick to them
  16. 16. x;o | creating digital success 22.07.2013 | 16 TIP 7 – NO STATIC CONTENT IN TEMPLATES! .modul-460-text div.top, .modul-460-text-right div.top { height: 30px; width: 460px; overflow: hidden; background-image: url(<%img_bg_modul_460_190_top%>); background-repeat: no-repeat; } .modul-460-text div.middle, .modul-460-text-right div.middle { width: 460px; overflow: hidden; min-height: 160px; background-image: url(<%img_bg_modul_460_190_middle%>); background-repeat: repeat-y; } html .modul-460-text div.middle, * html .modul-460-text-right div.middle { height: 160px; }
  17. 17. x;o | creating digital success 22.07.2013 | 17 TIP 8 - DEVELOP DOCUMENTATION AS YOU GO  Detail the steps involved to set up a new country project  What elements need to be translated?  What needs to be configured? (If anything)  What parts need to be re-tested?  …
  18. 18. x;o | creating digital success 22.07.2013 | 18 TIP 9 – USABILITY IS THE KEY Carefully plan your interface
  19. 19. x;o | creating digital success 22.07.2013 | 19 TIP 10 – WORKFLOWS SELDOM FLOW Keep it simple!
  20. 20. x;o | creating digital success 22.07.2013 | 20 TIP 11 – BE ORGANISED – PROVIDE SHARED CONTENT FOR LOCALE WEBSITES Global project
  21. 21. x;o | creating digital success 22.07.2013 | 21 TIP 12 – USE GLOBAL FUNCTIONALITY
  22. 22. x;o | creating digital success 22.07.2013 | 22 The rollout
  23. 23. x;o | creating digital success 22.07.2013 | 23 TIP 13 – TRANSLATE CENTRALLY Central translation of the complete content by one service provider Provision of content in finished web projects using CMS Proofreading loops via clients in participating countries
  24. 24. x;o | creating digital success 22.07.2013 | 24 TIP 14 – SET UP A TRAINING SCHEDULE Base training Day 1 Introduction to CMS and project Day 2 Work on final project and coaching Online Training 30-60 mins as needed at start. Every 4 weeks thereafter Online training using Webex (or similar) with the ability for people to ask questions Advanced Training 1 day (after about 4 months) Review of previous work, coaching, future development requirements
  25. 25. x;o | creating digital success 22.07.2013 | 25 TIP 15 – USE AN AGILE PROJECT APPROACH
  26. 26. x;o | creating digital success 22.07.2013 | 26 Operating an international web platform
  27. 27. x;o | creating digital success 22.07.2013 | 27 TIP 16 – INTERNATIONAL MEANS 24/7 Decide which support hours you will cover Plan backup and maintenance schedules Use a publication server to improve performance
  28. 28. x;o | creating digital success 22.07.2013 | 28 TIP 17 – TAKE ANALYTICS INTO CONSIDERATION Gather analytics from the start Provide local reports Consider consolidated management reports
  29. 29. x;o | creating digital success 22.07.2013 | 29 TIP 18 – INTERNATIONAL SEO IS TRICKY Setup a strategy first Talk to local specialists in your local markets
  30. 30. x;o | creating digital success 22.07.2013 | 30 TIP 19– PLAN YOUR INTERNATIONAL SUPPORT How much cover do you need? Document common issues
  31. 31. x;o | creating digital success 22.07.2013 | 31 TIP 20 – TALK TO ECX.IO experienced in international web content management projects klaus.oberlehner@ecx.io +43 664 1327212 armin.doll@ecx.io +49 160 5896009www.ecx.io
  32. 32. x;o | creating digital success 22.07.2013 | 32 © by ecx.io | Juli 13 This presentation and all of it’s content are the property of ecx.io. ecx.io are always at your service when it comes to implementing the ideas and solutions presented. ecx.io is free to use the content of this presentation for any other project or client. The transfer of documents to third parties, publication, reproduction, dissemination or other exploitation of the ideas and solutions is not permitted without the prior consent of ecx.io. Just give us a call. VIELEN DANK / MERCI AND THANK YOU

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