Taking your website global seminar


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In this brand-new educational seminar, online marketing professionals and international business experts from WMEP, Translations.com and Top Floor Technologies will provide valuable guidelines and suggestions in taking your website global. Discussion includes the importance and benefits of building an export strategy, key considerations in translations, best practices and process in managing multilingual content online, and more.

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  • USA ranks dead last in exporting <1% of manufactured goods. Germany exports 65% Of those who export, 58% export to 1 country – Mexico or Canada.NEI – Doubling Exports will = 2 million additional US jobs. Wisconsin WEDC goal – Double Wisconsin Exports by 2016 $ 20Billion in 2010 -- $ 40 Billion goal in 2016.
  • US Baby boomers are retiring – demographics are shifting to BRIC – Brazil, Russia, India, China. Middle class consumption projections 2009-2030USA down 14%India + 23%China + 14%
  • Germany exports 65% USA exports 10%
  • Ask The CEO – how do you plan to grow the top line? Can you increase domestic market share? (doubtful)Are you innovating? (not usually)EXPORT is great option!
  • Osagian Canoes of Lebanon, MO. 17ft aluminum canoe – ONLY aluminum canoe whose hull pieces are WELDED, rather than RIVETED – make it more DURABLE.Only 20 fit in a container – delivery costs = $ 5,000 shipment; or $ 250 per canoe added a 28% premium to $ 900 canoe.Small factory in Denmark – Ships 200 unassembled canoes at 1/10th the per container price. 2 employees WELD and assemble.Expects to see 175 canoes this year = + 20% to Sales Revenues!
  • Switch Blue to Present -
  • Oakley Site Specifics:European ecommerce operations (FIGS)130,000 wordsAkamai CDNShopping CartMonthly updates
  • VW Site Specifics:JSON data localizationFlash on high percentage of pagesDaily updatesquick turnarounds on time sensitive promotional material- this can involve flash, images, and language content
  • Oakley Site Specifics:European ecommerce operations (FIGS)130,000 wordsAkamai CDNShopping CartMonthly updates
  • VW Site Specifics:JSON data localizationFlash on high percentage of pagesDaily updatesquick turnarounds on time sensitive promotional material- this can involve flash, images, and language content
  • Taking your website global seminar

    1. 1. Welcome!Taking Your WebsiteGlobalAugust 2, 2012
    2. 2. Seminar Agenda• Welcome and introductions• The importance of an exporting strategy – Roxanne Baumann, Director of Global Engagement - WMEP• Setting the right foundation – an overview of web marketing principles – Dan D’Amore & Shane Fell, Top Floor Technologies• Maximizing your global web marketing success – Nicholas Panagopoulos, Director of Business Development – Translations.com• Wrap-up and post seminar networking
    3. 3. Introductions
    4. 4. A Brief Introduction to Top Floor Technologies
    5. 5. Top Floor Technologies • Website Design & Development • Search Engine Marketing • Web Analytics & Conversion Improvement Maximizing Online Marketing Results for Hundreds of Businesses Since 1999
    6. 6. Getting the MostFrom Today’s Seminar Write down 3 learning points that you will begin putting into action within the next two weeks. Then – follow through.
    7. 7. Roxanne BaumannDirector of Global Engagement - WMEP
    8. 8. A Roadmap for Wisconsin BusinessRoxanne Baumann, Director Global Engagement WMEP Top Floor Technologies “Taking Your Website Global” August 2, 2012
    9. 9. Next Generation Manufacturing Survey : <50% of manufacturers believe Global Engagement is important. 75% of manufacturers rate their progress as furthest from world-class. 9 out of 10 manufacturers rate export sales growth as furthest from world-class. ©WMEP 2012 NEI – National Export Initiative – Double Exports in 5 years. Wisconsin Goal – Double Wisconsin Exports by 2016
    10. 10. Still plan to only sell to US customers?95% of consumersare outside theUS.Majority of middleclass growth isoutside the US.
    11. 11. Why Export? Growth – Successful exporters grow 2.4 times faster; and fail less often than non-exporters. Product Life Cycle – revitalize products at end of their cycle in fresh markets. Risk Mitigation – better manage economy fluctuations. JOBS – exporters grow jobs 4x faster than non-exporters. Export is job multiplier. Exporters offer better opportunities for advancement Exporters are 8.5% less likely to go out of business. ©WMEP 2012
    12. 12. What’s Your Growth Strategy? Increase the Top Line Reduce Cost ©WMEP 2012
    13. 13. Exporting - the Facts US exports total $ 1.2 trillion in goods; and $543 billion in services. Support more than 16 million higher-paying US jobs. Wisconsin ranks 18th in US exports. WI Top Countries: Canada, Mexico, China, Germany, and Australia. WI Top Industries: Machinery, Agriculture, Medical instruments, transportation equipment, and paper products. ©WMEP 2012
    14. 14. Benefits of Exporting More revenue – expands the “pie” Increasing profits – often larger Diversification – reduces risk Economies of scale – spread costs over larger volume Increased capacity utilization Minimizes seasonality Extends product life cycles Improves competitiveness and product quality through broader global learnings Higher salaries / stronger overall company growth ©WMEP 2012
    15. 15. Exporting – the Facts Workers employed by exporting firms have better paying jobs:  Labor workers earn 13% more.  Wages in large plants are 23% higher.  Wages in small plants are 9% higher  Office employees earn 18% more.  Benefits are 37% higher. ©WMEP 2012US exports 2010 statistics; and 2001 Institute for International Economics study.
    16. 16. What holds CEO’s back? Getting your arms around it: “How would I do it, even if I wanted to?” Unknown expected ROI timeline resulting in fear of investment. Unsure if new markets for products are really there. Dabbling and reacting; no roadmap. Fear of unknown risks ©WMEP 2012
    17. 17. Why is this so difficult? No clear objectives or plan Not doing basic market research Treating export sales as domestic sales Not involving entire organization vs CEO “personal hobby” Reactive mindset vs. strategic mindset Not networked to international community Not evaluating internal capabilities Agent/distributor hopping Not doing due diligence homework. ©WMEP 2012
    18. 18. A “system” or “process” for C-levels. Not training. Output: A customized export expansion strategy vetted by experts and immediately implementable. National Results from over 300 companies: ExporTech™: Average 170K Sales Increase Sales within 6-9 monthsAn Export Acceleration System for Cost Savings/avoidance 34K Achieving Profitable Growth 120 hours labor time savings Operating margin gain 10x investment in labor & fees ©WMEP 2012
    19. 19. Your plan vetted by international experts & Governor’s Export Award winners. 3-full day sessions over 3 months; onsite coach in between sessions.Wisconsin Results from 10 companies: $ 9,938,000 in sales - Average 993K per company! 15 Jobs created 53 Jobs retained Sales within 6-9 months ©WMEP 2012
    20. 20. ExporTech™ Model
    21. 21. National Partners
    22. 22. Wisconsin Partners
    23. 23. Why Plan? Executive C-Level Ownership in strategy Define the best 2-3 target countries for your product. Improve your ROI timeline – get revenues faster. Experts can vet your plan and you avoid costly mistakes. Learn who’s out there to help - qualified experts, vendors and the local international community Avoid getting “stuck” with a coach to support you. Address your unique needs. CEO/top management and your Board can see your path to success. ©WMEP 2012
    24. 24. Target Profile Company <10% international sales Getting unsolicited international inquiries. Have their own finished product or service. Have unique or superior products or services that compete on more than price: • Patented products, unique technologies, valued- added products, companies who are members of strong regional industrial clusters, or just plain “cool” products. Financially solid today. ©WMEP 2012
    25. 25. Target Profile Attitude Progressive and proactive (vs. reactive) Promoter Managers (vs craftsman owners) Adaptive (vs me-too followers) Engaged (vs uninformed or disinterested, no pressure to change) ©WMEP 2012
    26. 26. Future ExporTech™ events:Place DatesEau Claire Sept 13th, Oct 11th, Nov 8thAppleton Sept 20th, Oct 12th, Nov 9thWaukesha Oct. 9th, Nov 6th, Dec 6thMilwaukee Oct 30th, Nov 27th, Dec 18thMadison Nov 14th, Dec 11th, Jan 17th Info & success stories at www.wmep.org “Global Engagement”
    27. 27. ExporTech™ contacts:Joni GerouxOutreach ProgramManagerNWMOC - NorthwestWisconsinManufacturingOutreach Centergerouxj@uwstout.edu Roxanne Baumann(715) 232-5270 office Director Global(715) 225-3446 cell Engagement WMEP baumann@wmep.org 262 442 8279 cell
    28. 28. Thank you!
    29. 29. Setting the Right Foundation An Overview of Web Marketing Principles
    30. 30. The Impact of InternetTechnologies on Marketing
    31. 31. Setting Goals – start at the topTwo things you can do to improve the results of your WebsiteDrive more qualified Convert a higher % of usersusers to your Website into opportunities 1 2
    32. 32. Web UsabilityUsability • making sure that something works well: that a person of average (or even below average) ability and experience can use the thing – whether it’s a web site, a fighter jet, or a revolving door – for its intended purpose without getting hopelessly frustrated.* *Source: Don’t Make Me Think: A Common Sense Guide to Web Usability by Steve Krug
    33. 33. Before
    34. 34. After
    35. 35. Before
    36. 36. After
    37. 37. responsive design for mobile
    38. 38. How do well-designed sites happen? The really good websites are designed by groups that ask and answer three questions: • Who are your target users? • What are their goals? • How are you going to help them achieve those goals? Source: Good Site, Bad Site: Evolving Web Design Lee Gomes Wall Street Journal
    39. 39. U.S. Share of Searches – June 2012 Ask AOL 3% 1% Microsoft 16% Yahoo 13% Google 67% Source: ComScore
    40. 40. Global Search Engine Market Share June 2012 Baidu Other 4% 2% Bing 6% Yahoo 7% Google 83% Source: NETMARKETSHARE
    41. 41. Search Engine Optimization (SEO) Over 80% of activity on the first results page (top 10 results) Keys to success:  Keyword analysis  Content development  Linking strategy  Monitoring & updating
    42. 42. Pay-Per-Click (PPC) Instant Results Pay only for Website visits Keys to success:  Keyword analysis (including negative terms)  Bid management  Quality Score  Monitoring & updating
    43. 43. Google Analytics
    44. 44. 45 Current 40 Previous 35Year Over Year % Change 30 25 Contact Us + 20.00% 20Quick Question + 33.33% 15 RFQ + 21.88% 10 5 0 Contact Us Quick RFQ Question
    45. 45. It’s time for acoffee break.
    46. 46. Taking Your Web Presence Global
    47. 47. Lost in Translation? Translation Blunders
    48. 48. Signs From Around the World• In the reception of a Romanian hotel The lift is being fixed for the next day. During that time we regret that you will be unbearable.• In an African newspaper A new swimming pool is rapidly taking shape since the contractors have thrown in the bulk of their workers.• In a hotel in Athens Visitors are expected to complain at the office between the hours of 9 and 11 daily.• On the menu of a Swiss restaurant Our wines leave you nothing to hope for.• Outside a Hong Kong tailor shop Ladies may have a fit upstairs.
    49. 49. Signs From Around the World• In a Copenhagen airline ticket office We take your bags and send them in all directions.• In an advertisement by a Hong Kong dentist Teeth extracted by the latest Methodists.• At a Budapest zoo Please do not feed the animals. If you have any suitable food, give it to the guard on duty.• In an Acapulco hotel The manager has personally passed all the water served here.• In the reception of a Moscow hotel You are welcome to visit the cemetery where famous Russian and Soviet composers, artists, and writers are buried daily except Thursday.
    50. 50. A Simple Start …
    51. 51. Nicholas PanagopoulosDirector of Business Development – Translations.com
    52. 52. PREPARED FOR:Taking Your Website Global Seminar GLOBAL COMMUNICATIONS SOLUTIONS
    53. 53. AGENDA• Translations.com Profile• Case for International• 4 Steps• Case Studies• Bloopers & Idioms• Questions GLOBAL COMMUNICATIONS SOLUTIONS
    54. 54. COMPANY PROFILE• Founded 1992• 80+ Offices Worldwide• 20,000+ Clients• 2,000+ Employees• $300,000,000 in revenue• 22 Global Production Centers• ISO and EN Certified Vendor• GlobalLink® Technology Platform GLOBAL COMMUNICATIONS SOLUTIONS
    57. 57. MANUFACTURING PORTFOLIOAutomotive Manufacturers:Heavy Equipment Manufacturers:Suppliers Parts & Retailers: GLOBAL COMMUNICATIONS SOLUTIONS
    58. 58. CASE FOR INTERNATIONAL Rank Country % Population % World 1 China 38.4% 22.5% 2 United States 78.3% 10.8% 3 India 10.2% 5.3% 4 Japan 80.0% 4.4% 5 Brazil 42.2% 3.6% 6 Germany 82.7% 3.0% 7 Russia 44.3% 2.7% 8 Indonesia 22.4% 2.4% 9 United Kingdom 84.1% 2.3% 10 France 77.2% 2.2% GLOBAL COMMUNICATIONS SOLUTIONS
    59. 59. CASE FOR INTERNATIONAL• US internet user growth was just 0.8% over the past 12 months, Mexico, China, Brazil, and Russian Federation have experienced impressive growth rates of 22%, 19%, 18%, and 14% respectively. With the growth in internet users worldwide, it is more important than ever to offer multilingual content on your websites and in your promotions.*• GE, Caterpillar, and McDonald’s derived 63%, 67%, and 60% of their respective revenues from outside of the United States.** GLOBAL COMMUNICATIONS SOLUTIONS
    61. 61. STEP 1: PRIORITIZE TARGETS• Product/Presence – Property location and expansion – Visitor’s origin – Market opportunities (destination, events, etc.) – Brand segmentation• Site traffic stats – Country/Region – Language preference• Demographics – Language dependency – Technology penetration – Online purchasing patterns/practices• Competition• Regulation GLOBAL COMMUNICATIONS SOLUTIONS
    62. 62. STEP 2: UNDERSTAND SCOPEWhat is the scope & character of the content? Content Scope  UI, descriptions, terms, loyalty, promotions, SEO, SEM, etc.  Static vs. Dynamic  Volume (high/low)  Predictable structure  Ability for re-use / leverage Organization standards  Acceptable quality  In-country review involvement  Steady state requirements GLOBAL COMMUNICATIONS SOLUTIONS
    63. 63. STEP 3: BALANCE REQUIREMENTSFull Site Localization Mirror entire source market site? Language category prioritization? Maintain quarterly (promotions, new products, events and news) Human translation for promotions, top destinations, UI Machine translation for balance GLOBAL COMMUNICATIONS SOLUTIONS
    64. 64. STEP 4: AIM FOR EFFICIENCY• Automate where possible• Centralize infrastructure – Eliminate need for regional/local infrastructure investments or incompatible systems• Enforce consistent design and messaging standards• Synchronize multilingual content publishing effort• Obtain executive commitment and collaborate to gain support (across functions, brands and to the property level)• Eliminate unnecessary steps in the workflow• Leverage international resources upfront• Design for international GLOBAL COMMUNICATIONS SOLUTIONS
    68. 68. LEGENDARY BLOOPERS• In Taiwan, the translation of the Pepsi slogan "Come alive with the Pepsi Generation" came out as "Pepsi will bring your ancestors back from the dead."• Also, in Chinese, the Kentucky Fried Chicken slogan "finger-lickin good" came out as "eat your fingers off."• Posted in the office of a doctor in Rome: Specialist in Women and other diseases.• Parker Pens: “won’t leak in your pocket and impregnate you.” GLOBAL COMMUNICATIONS SOLUTIONS
    69. 69. IDIOMS – “KILL 2 BIRDS WITH 1 STONE”• Hit 2 flies with 1 swat – Germany• Shoot 2 hawks with 1 arrow – China• Get 2 pieces with 1 cut – Burma• Catch the pheasant and its eggs too – Korea• Catch 2 pigeons with 1 bean – Italy GLOBAL COMMUNICATIONS SOLUTIONS
    71. 71. Next Top Floor Technologies SeminarUsing Google AdWords to Reach NewCustomersThursday, September 20th – 1:30 to 4:30 PMVisit www.topfloortech.com/seminars for details or to register Special Offer for today’s seminar attendees Register by August 10th and receive 50% off use discount code PPCSAVE
    72. 72. Thank You!You are invited to join us after the seminarfor networking at the Innovation Lounge. twitter.com/topfloortech linkedin.com/company/top-floor-technologies facebook.com/topfloortech