Who ya gonna call? Introducing the GOST-buster Gary Muddyman CEO Conversis
Test your Ghost Busters knowledge  <ul><li>Ghost Busters was made in: </li></ul><ul><ul><li>A) 1981 </li></ul></ul><ul><ul...
Who’s the ghost? <ul><li>Which actor did NOT star in Ghost Busters?  </li></ul><ul><ul><li>A) Harrison Ford </li></ul></ul...
I ain’t ‘fraid of no ghost! <ul><li>Who performed the hit theme tune, “Who ya gonna call? Ghostbusters!”  </li></ul><ul><u...
Ghost Busters and globalisation <ul><li>Most successful comedy of all time </li></ul><ul><li>Licensed in 19 countries </li...
What’s the point?  <ul><li>Globalisation does not equal homogenisation </li></ul><ul><li>How do we know how much to locali...
Standardize or Localize? <ul><li>The decision whether to standardize or to localize is not dichotomous.  </li></ul><ul><li...
Homogenisation v. creolisation <ul><li>Homogenisation led to creolisation of global consumer patterns </li></ul><ul><li>A ...
The challenge <ul><li>How do the forces of cultural homogenisation and fragmentation interact to form unique consumer segm...
Professor Nitish Singh <ul><li>“ Lumping all international consumers as global, national or ethnocentric, or under some cl...
Introducing the GOST-buster
Global Consumer Segments  <ul><li>Proprietary Research. </li></ul>High Global Identity/  Low National Identity  (HGLN) Hig...
Meet Boomerang Bob <ul><li>High global and high national identity </li></ul><ul><li>Businessman from San Diego </li></ul><...
Coke is it for Boomerang Bob KO: China KO: Norway KO: Brazil
Meet Tony Trendy <ul><li>High global identity, low national identity </li></ul><ul><li>Loves global brands, products and w...
Tony goes nowhere without his iPod APPLE: USA AAPL: Brazil APPLE: Denmark
Meet Henna Housewife <ul><li>High on national identity and low on global identity </li></ul><ul><li>Don’t identify with an...
Web localization Strategies Unilever: Denmark Unilever: Netherlands Unilever: India
<ul><li>Low on both global and national identity </li></ul><ul><li>Driven by a unique identity </li></ul><ul><li>Can be an...
Greenpeace – global but not
Web localization Strategies
Why should language agencies care? <ul><li>It’s not in our interests to tell every client that they need to localise their...
Download the White Paper <ul><li>http://conversisglobal.com/news/detail/gost-buster_how_to_target_your_global_online_audie...
Contacts <ul><li>Gary Muddyman, CEO Conversis  </li></ul><ul><li>[email_address] </li></ul><ul><li>Telephone: + 44 1869 25...
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GOST-buster! New consumer segmentation tool helps companies succeed abroad

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Introducing a Global Online Segmentation Tool for companies about to launch their website abroad

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GOST-buster! New consumer segmentation tool helps companies succeed abroad

  1. 1. Who ya gonna call? Introducing the GOST-buster Gary Muddyman CEO Conversis
  2. 2. Test your Ghost Busters knowledge <ul><li>Ghost Busters was made in: </li></ul><ul><ul><li>A) 1981 </li></ul></ul><ul><ul><li>B) 1983 </li></ul></ul><ul><ul><li>C) 1984 </li></ul></ul><ul><li>Answer: C) 1984 </li></ul>
  3. 3. Who’s the ghost? <ul><li>Which actor did NOT star in Ghost Busters? </li></ul><ul><ul><li>A) Harrison Ford </li></ul></ul><ul><ul><li>B) Bill Murray </li></ul></ul><ul><ul><li>C) Sigourney Weaver </li></ul></ul><ul><li>Answer: A) Harrison Ford </li></ul>
  4. 4. I ain’t ‘fraid of no ghost! <ul><li>Who performed the hit theme tune, “Who ya gonna call? Ghostbusters!” </li></ul><ul><ul><li>A) Lionel Richie </li></ul></ul><ul><ul><li>B) Ray Parker Jnr. </li></ul></ul><ul><ul><li>C) Huey Lewis and the News </li></ul></ul><ul><li>Answer: B) Ray Parker Jnr. </li></ul>
  5. 5. Ghost Busters and globalisation <ul><li>Most successful comedy of all time </li></ul><ul><li>Licensed in 19 countries </li></ul><ul><li>First film ever released on a USB flash drive </li></ul><ul><li>BUT </li></ul><ul><li>Foreign film is actually growing and gaining ground in places like the UK </li></ul>
  6. 6. What’s the point? <ul><li>Globalisation does not equal homogenisation </li></ul><ul><li>How do we know how much to localise? </li></ul><ul><li>A great job is localising the whole site or a great job on the bits that need localising? </li></ul>
  7. 7. Standardize or Localize? <ul><li>The decision whether to standardize or to localize is not dichotomous. </li></ul><ul><li>Instead of having a black-and-white view, we need to understand degrees of localization. </li></ul>Standardized Localized
  8. 8. Homogenisation v. creolisation <ul><li>Homogenisation led to creolisation of global consumer patterns </li></ul><ul><li>A new pattern of consumption in which local and global consumption traditions have blended together </li></ul><ul><li>New online consumer = global + local consumption patterns </li></ul>
  9. 9. The challenge <ul><li>How do the forces of cultural homogenisation and fragmentation interact to form unique consumer segments? </li></ul>National/traditional Global
  10. 10. Professor Nitish Singh <ul><li>“ Lumping all international consumers as global, national or ethnocentric, or under some clearly defined heading might be self-limiting and an incomplete picture of the global consumer reality. A recent trend to equate globalisation to global community, or, as some say the ‘global village’, is to discount the proliferation of civilisational, continental, regional, societal, and other particularistic dimensions of the global human condition .” – Dr. Nitish Singh </li></ul>
  11. 11. Introducing the GOST-buster
  12. 12. Global Consumer Segments <ul><li>Proprietary Research. </li></ul>High Global Identity/ Low National Identity (HGLN) High Global Identity/ High National Identity (HGHN) Low Global Identity/ High National Identity (LGHN) Low Global Identity/ Low National Identity (LGLN) Users‘ National Identity Users‘ Global Identity
  13. 13. Meet Boomerang Bob <ul><li>High global and high national identity </li></ul><ul><li>Businessman from San Diego </li></ul><ul><li>Travels the world with his multinational company </li></ul><ul><li>Has diversified cultural values </li></ul><ul><li>Loves home and local products </li></ul>
  14. 14. Coke is it for Boomerang Bob KO: China KO: Norway KO: Brazil
  15. 15. Meet Tony Trendy <ul><li>High global identity, low national identity </li></ul><ul><li>Loves global brands, products and websites </li></ul><ul><li>Very little localisation required </li></ul>
  16. 16. Tony goes nowhere without his iPod APPLE: USA AAPL: Brazil APPLE: Denmark
  17. 17. Meet Henna Housewife <ul><li>High on national identity and low on global identity </li></ul><ul><li>Don’t identify with any aspect of global culture </li></ul><ul><li>Strong ties to local customs </li></ul><ul><li>Fully localised website </li></ul>
  18. 18. Web localization Strategies Unilever: Denmark Unilever: Netherlands Unilever: India
  19. 19. <ul><li>Low on both global and national identity </li></ul><ul><li>Driven by a unique identity </li></ul><ul><li>Can be an elusive category </li></ul><ul><li>Must appeal to this self-interest </li></ul>Meet the Rainbow Warriors
  20. 20. Greenpeace – global but not
  21. 21. Web localization Strategies
  22. 22. Why should language agencies care? <ul><li>It’s not in our interests to tell every client that they need to localise their site from top to bottom </li></ul><ul><li>We become global consultants </li></ul><ul><li>Empirically validated tool to help our clients achieve ROI on their localisation spend and the best chance of success abroad </li></ul>
  23. 23. Download the White Paper <ul><li>http://conversisglobal.com/news/detail/gost-buster_how_to_target_your_global_online_audience_more_effectively/ </li></ul>
  24. 24. Contacts <ul><li>Gary Muddyman, CEO Conversis </li></ul><ul><li>[email_address] </li></ul><ul><li>Telephone: + 44 1869 255 820 </li></ul><ul><li>www.conversisglobal.com </li></ul><ul><li>www.conversishealth.com </li></ul><ul><li>Nitish Singh, St Louis University </li></ul><ul><li>http://www.professornitishsingh.org </li></ul>

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