IT’S A SMALL WORLD AFTER ALL –
EXPANDING INTERNATIONALLY
WHO THE HECK AM I?

Melissa Filipkowski
Director of Advertising, Clickbooth
Email: melissa@clickbooth.com
Skype: Melissa.C...
GETTING IN THE “GLOBAL MINDSET”

*Source: Joy McGovern, Ph.D. – Global Mindset Institute, Thunderbird School of Global Man...
CULTURAL FAUX PAS #1: PEACE OUT
INTERNATIONAL INTELLECTUAL CAPITAL
• Global Business Savvy

• Cosmopolitan Outlook
• Cognitive Complexity

Intellectual Ca...
LET’S GET SAVVY…GBS SAVVY, THAT IS.
Testing in English Speaking Areas
• UK and Canada
• Going further, AU/NZ and South Afr...
COMING SOON TO A COUNTRY NEAR YOU
CULTURAL FAUX PAS #2: RESPECT THE CARD
COSMOPOLITAN OUTLOOK
• It REALLY is A Small World after
all…
• Significant increase in cross border ecommerce transactions...
MASTERING THE COMPLEXITY
• Restructure, don’t replicate
• Start slow…but, be able to expand quickly
• Do it right, the fir...
MAJOR ADVERTISER CONSIDERATIONS
Feasibility
• Are you legally allowed to trade?
• What are the trade restrictions in the c...
CULTURAL FAUX PAS #3: OUT OF TOUCH
A MINI CASE STUDY: CUSTOMER SERVICE
• Does dialect make a difference?

• How does the consumer want to communicate?

The b...
A MINI CASE STUDY: REGULATION
• Regulation exists on various levels
• International doesn’t mean “safe”
• When you assume…...
SEE YA REAL SOON!

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It's a Small World After All- Expanding Internationally

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This presentation is from Affiliate Summit West 2014 (January 12-14, 2014 in Las Vegas, NV). Session description: International expansion is a core strategy in broadening the reach of your product. In a World that’s smaller than ever, is your backend set up to successfully capture and retain global consumers?

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  • General about me and contact information
  • What is a Global Mindset? Ability to transcend their personal cultures – be it business or social – and generate services or products that have a broader, more multi-cultural appeal. *Where built-in limitations exist, which will happen in any country you choose to expand to, a Global Mindset Inventory (GMI) must be assessed. While the GMI is typically a conceptual measure, I found the facets of the GMI, are a great framework to apply and organize the actual expansion of a product or service into the global marketplace. *Biggest piece of the GMI, or what we are going to focus on primarily today is the International Intellectual Capital
  • In what country or countries is giving the Peace Sign the equivalent of giving someone the finger? UK, Australia and South Africa
  • Intellectual Capital – reflection of your overall international knowledgeIncludes,Global Business Savvy - awareness of international industry trends, supplier chains and how to assess international risks and opportunitiesCosmopolitan Outlook – history, geography, recent events which provide background info as to why people in other cultures think and act the way they doCognitive Complexity – Ability to analyze and solve the problems *Best thing about Intellectual Capital is that it’s the most easily improved, and just by being here today you are already improving your intellectual capital so good job!
  • Trends that we saw happen in 2013… Explosive growth from 2012 to 2013 into English speaking international countriesStats: Based on current CB advertiser who is putting a major focus on international expansion: 2012: USA-93.7%, INT-6.3%. 2013: USA:36.2%, INT: 63.8% and 2012 INT: around 1,900+ trials, 2013 INT: around 36,000+ With comfort in English speaking countries, swift adoption to Non English speaking countries Typically are western EU countries first….Italy, Spain, Germany Found HUGE pockets of traffic with in Nordic countries (Sweden, Denmark, Norway) Isolated pockets in NON EU as well, for example Australia and South Africa Certain verticals ahead of others, mainly due to ad set up and structure. Dating / Lead Gen Offers versus Nutra and Health / Sale Offers.
  • Interesting to note Russia popping up on the list…any ideas why? Most think that the 2014 Olympics in Sochi will be a huge factor in increased Russian ad spend. Same thing goes for the 2014 World Cup in Rio, Brazil.
  • When giving and accepting business cards always do it with BOTH hands. Study the card as if it were the actual person and never write on it or put it in a pocket. Use a small card case. Essentially, show that card a bit of respect! This holds true in Japan as well. 
  • Cosmopolitan Outlook – history, geography, recent events which provide background info as to why people in other cultures think and act the way they doSeveral factors that contributed to the growth internationally, including: The world is shrinking, and as high speed internet access and comfort with buying online increases, the demand for international products is increasing. Consumer Demand: As the world continues to flatten, demand for international products is increasing. Here are some interesting data points along those lines:The aforementioned Forrester study conducted a survey of more than 2,500 online shoppers throughout the countries cited above as well as the United States. Of those consumers, 68% reported that in the past 12 months, they purchased an item online from a company located outside their home country.Of that 68%, three times as many shoppers plan to increase their percentage of e-commerce imports than those who plan to decrease it. What’s more, this ratio increases 9:1 among Brazilian shoppers.Breaking these numbers down even further, 75% of UK shoppers, 78% of Australian shoppers and nearly 85% of Canadian shoppers have purchased goods from another country. in 2005, less than 50% of online users were located in developing markets. Fast-forward to today, and you’ll find that that number is estimated to reach 75% by the year 2015
  • Will go into two specific “case study” examples on this slide for solutions….Customer Service set up Canadian regulation example
  •  In Russia, never shake hands while crossing a threshold. This is considered unlucky. Wait to do anything (even the European cheek kiss) until you are fully in or they are fully out of the door. •   Regardless of whether you are right-handed or left-handed, never shake with your left hand in the Indian subcontinent or the Middle East. Avoid eating with your left hand, too. This hand is reserved for tasks that most Westerners perform with toilet paper. •   In the Middle East and Vietnam, inter-gender handshakes are not allowed. •   In Austria, make sure you shake hands with everyone in the room. It doesn’t matter the gender or who they are, just shake.
  • Customer Service:Does dialect make a difference?How does the consumer want to communicate?Get involved and make changes!
  • It's a Small World After All- Expanding Internationally

    1. 1. IT’S A SMALL WORLD AFTER ALL – EXPANDING INTERNATIONALLY
    2. 2. WHO THE HECK AM I? Melissa Filipkowski Director of Advertising, Clickbooth Email: melissa@clickbooth.com Skype: Melissa.Clickbooth AIM: MelClickbooth
    3. 3. GETTING IN THE “GLOBAL MINDSET” *Source: Joy McGovern, Ph.D. – Global Mindset Institute, Thunderbird School of Global Management
    4. 4. CULTURAL FAUX PAS #1: PEACE OUT
    5. 5. INTERNATIONAL INTELLECTUAL CAPITAL • Global Business Savvy • Cosmopolitan Outlook • Cognitive Complexity Intellectual Capital Before Mel's Presentation vs. After 100% 50% 0% Before After
    6. 6. LET’S GET SAVVY…GBS SAVVY, THAT IS. Testing in English Speaking Areas • UK and Canada • Going further, AU/NZ and South Africa Expansion to Other Cultures • Mainly Western European Union nations Hidden Pockets of Growth • Nordic region
    7. 7. COMING SOON TO A COUNTRY NEAR YOU
    8. 8. CULTURAL FAUX PAS #2: RESPECT THE CARD
    9. 9. COSMOPOLITAN OUTLOOK • It REALLY is A Small World after all… • Significant increase in cross border ecommerce transactions • It’s becoming, or currently is “cool” • Higher value is placed on products from another country * Forrester study, Key Trends And Best Practices Selling Globally Via The Affiliate Channel
    10. 10. MASTERING THE COMPLEXITY • Restructure, don’t replicate • Start slow…but, be able to expand quickly • Do it right, the first time • Set correct expectations
    11. 11. MAJOR ADVERTISER CONSIDERATIONS Feasibility • Are you legally allowed to trade? • What are the trade restrictions in the country? Shipping and Handling • Domestic or offshore? • Country specific payment methods? Communication • How does the culture prefer to communicate? • Is your entire flow optimized per country?
    12. 12. CULTURAL FAUX PAS #3: OUT OF TOUCH
    13. 13. A MINI CASE STUDY: CUSTOMER SERVICE • Does dialect make a difference? • How does the consumer want to communicate? The bottom line…get involved.
    14. 14. A MINI CASE STUDY: REGULATION • Regulation exists on various levels • International doesn’t mean “safe” • When you assume…well, you know
    15. 15. SEE YA REAL SOON! Questions?
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