Content Strategy forInternationalMarketsVal SwisherFounder & CEO@contentrulesinc                       © 2012. Content Rul...
Who We Are Professional services firm specializing in content development  and global content strategy Founded in 1994 ...
What We Do Help companies create and modify content     Technical Documentation     Marketing Collateral     Training ...
Key Clients              © 2012. Content Rules, Inc. All rights reserved.
What We Will Cover Common problems associated with globalizing content Successful approaches to globalizing content How...
Agenda 9:15 – 9:20    Why We Are Here 9:20 – 10:10   Getting the Analytic Juices Flowing10:10 – 10:20   Break10:20 – 11:00...
What We Promised You Smack down between  Legendary Systems  versus Massive Systems Both are large  multinational compani...
What We KnowAbout Legendary SystemsLarge sales teamHuge infrastructureRevenue growth is laggingNot getting its “fair s...
What We KnowAbout Massive SystemsEvery bit as large as Legendary SystemsInfrastructure just as largeDifference comes in...
ArchetypesWikipedia definition of archetypes: A universally understood symbol, term, or pattern of  behavior upon which o...
How can you tell if your company is Legendary vs.Massive? Diagnostic Tool of Choice: The Company’s Website                ...
Legendary Systems - Our Laggard   Muji is a specialty retailing company out of Japan   www.muji.com   Known for its min...
Symptoms of a Legendary Problem   Symptom #1: Can’t find the front door   Symptom #2: Perplexing inconsistencies   Symp...
Symptom #1: Can’t Find the Front Doorwww.muji.com                                        © 2012. Content Rules, Inc. All r...
Symptom #1: Can’t Find the Front DoorIf I click on the circles:                                        © 2012. Content Rul...
Symptom #1: Can’t Find the Front DoorUh oh.                                        © 2012. Content Rules, Inc. All rights ...
Symptom #1: Can’t Find the Front DoorFinally found it. But…                                        © 2012. Content Rules, ...
Symptom #2: Perplexing Inconsistencies                                         www.muji.co.uk                             ...
Symptom #2: Perplexing Inconsistencies                                         www.muji.us                                ...
Symptom #2: Perplexing InconsistenciesNav bar for U.S. site is down another level:                                        ...
Symptom #2: Perplexing Inconsistencies U.S.                 U.K.                                         © 2012. Content R...
Symptom #3: Impossible NavigationLet’s try to find the site for Italy:                                        © 2012. Cont...
Symptom #3: Impossible NavigationNot here again.                                    © 2012. Content Rules, Inc. All rights...
Symptom #3: Impossible NavigationAh ha!                                    © 2012. Content Rules, Inc. All rights reserved.
Symptom #3: Impossible NavigationWait, this isn’t Italian?                                    © 2012. Content Rules, Inc. ...
Symptom #3: Impossible NavigationOh, all the way down there at the bottom:                                            © 20...
Symptom #3: Impossible NavigationFinally, Italian. Translation of EU site.                                            © 20...
Symptom #4: Inconsistent BrandingCommon branding elements of Muji:                                    © 2012. Content Rule...
Symptom #4: Inconsistent BrandingWait! What happened here?                                    © 2012. Content Rules, Inc. ...
To Recap: Legendary Problems   Difficulty finding the site I need   Inconsistencies from site to site   Navigation that...
Massive Systems - Our Leader   Lush is a specialty cosmetics company out of the    United Kingdom   www.lush.com   Know...
What Makes for a Massive Success?   Success #1: Easy and obvious entry point   Success #2: Consistent branding   Succes...
Success #1: Easy and Obvious Entry Point                                      www.lush.com                                ...
Success #2: Branding Begins on First Page (andcontinues throughout)                                         © 2012. Conten...
Success #2: Branding Continues                                 www.lushusa.com                                    © 2012. ...
Success #3: Culturally Significant Branding                                          www.lush.com.auDifferent seasonality...
Success #4: Inclusion of Country-Specific Imagery                                       www.lushjapan.com                 ...
Success #4: Inclusion of Country-Specific Imagery Distinctively Japanese branding element                                ...
Success #5: Culturally Sensitive LayoutJapanese grid isprototypically Japanese:                                          ©...
Success #5: Culturally Sensitive LayoutContrast withUS grid                                          © 2012. Content Rules...
To Recap: Massive Success   Simple to find the site I need   Corporate branding consistent on all sites   Regional chan...
Exercise #1 Analyze the web presence of Sony    Look at U.S., U.K., Germany, China, and Japan Is this company “Legendar...
Best PracticesObviously our goal is to get every laggard to morph into aleader                                            ...
Best Practice #1: Have a Plan Yes. Sounds obvious. No. Most companies don’t.                                © 2012. Cont...
Best Practice #2: Locate Your Global Content Who is creating content for global?  At HQ?  Regionally? Anyone single-so...
Best Practice #3: KISS Your Source Content Keep it short and simple Writing for translation | Global English | Simple En...
KISS Elements1.   Reduce word count2.   Increase use of identical sentences3.   Decrease word variability4.   Reduce sente...
Best Practice #4: Standardize Your Translation Memory Single repository of translation memory Take ownership of your tra...
Best Practice #5: Use the Best Method: Translation,Localization, or Transcreation   Know the differences     Process    ...
Methods of Handling Global Content              Translation                 Localization                   Transcreation  ...
Frequency / Cost of These Three Techniques              Translation             Localization              Transcreation   ...
Exercise #2: Analyze Ikea WebsiteWork backwards and articulate what you think the strategyis for translation, localization...
Exercise #2: Analyze Ikea WebsiteAnalyze home page for:AustraliaCanadaUnited KingdomUnited States                     ...
Exercise #2: Analyze Ikea Website Search for Hemnes in U.S., Canada, U.K., Australia Analyze the results Search for the...
Q&A      © 2012. Content Rules, Inc. All rights reserved.
Val SwisherCEO & Foundervals@contentrules.com@contentrulesinc
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Content Strategy for International Markets

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  • Local expectations are important. The classic story here is Gerber Baby Food. In the US, we sell Gerber Baby Food in jars with pictures of a fat baby with puffy cheeks on the label. This meets our cultural expectations. In Africa, the cultural expectation – because literacy is low – is that the picture on the outside of the jar is of the ingredients. So a picture of a baby with fat cheeks says that the baby food consists of … you guessed it … ground up baby! A lesson Gerber learned very, very painfully.
  • Content Strategy for International Markets

    1. 1. Content Strategy forInternationalMarketsVal SwisherFounder & CEO@contentrulesinc © 2012. Content Rules, Inc. All rights reserved.
    2. 2. Who We Are Professional services firm specializing in content development and global content strategy Founded in 1994 12 full-time employees Network of 2000+ fully-screened consultants across U.S. Managed, contract, and placement services © 2012. Content Rules, Inc. All rights reserved.
    3. 3. What We Do Help companies create and modify content  Technical Documentation  Marketing Collateral  Training Materials  eBooks Evaluate and improve content quality using state-of-the-art tools  Reports  Metrics  Recommendations  Fixes Save money on translation  Specialized reporting and editing © 2012. Content Rules, Inc. All rights reserved.
    4. 4. Key Clients © 2012. Content Rules, Inc. All rights reserved.
    5. 5. What We Will Cover Common problems associated with globalizing content Successful approaches to globalizing content How to evaluate your website for problems and successes Best practices for creating global content © 2012. Content Rules, Inc. All rights reserved.
    6. 6. Agenda 9:15 – 9:20 Why We Are Here 9:20 – 10:10 Getting the Analytic Juices Flowing10:10 – 10:20 Break10:20 – 11:00 Exercise #111:00 – 11:25 Best Practices11:25 – 11:40 Exercise #211:40 – 11:45 Q & A / Wrap Up © 2012. Content Rules, Inc. All rights reserved.
    7. 7. What We Promised You Smack down between Legendary Systems versus Massive Systems Both are large multinational companies © 2012. Content Rules, Inc. All rights reserved.
    8. 8. What We KnowAbout Legendary SystemsLarge sales teamHuge infrastructureRevenue growth is laggingNot getting its “fair share” of global revenue © 2012. Content Rules, Inc. All rights reserved.
    9. 9. What We KnowAbout Massive SystemsEvery bit as large as Legendary SystemsInfrastructure just as largeDifference comes in revenue growthGrowing 3x as fast  with much of the growth coming ininternational markets © 2012. Content Rules, Inc. All rights reserved.
    10. 10. ArchetypesWikipedia definition of archetypes: A universally understood symbol, term, or pattern of behavior upon which others are copied, patterned, or emulated. Often used in myths and storytelling across different cultures © 2012. Content Rules, Inc. All rights reserved.
    11. 11. How can you tell if your company is Legendary vs.Massive? Diagnostic Tool of Choice: The Company’s Website © 2012. Content Rules, Inc. All rights reserved.
    12. 12. Legendary Systems - Our Laggard  Muji is a specialty retailing company out of Japan  www.muji.com  Known for its minimalist aesthetic  Sell direct off their website and through a network of 20+ stores  We like their products a lot © 2012. Content Rules, Inc. All rights reserved.
    13. 13. Symptoms of a Legendary Problem Symptom #1: Can’t find the front door Symptom #2: Perplexing inconsistencies Symptom #3: Impossible navigation Symptom #4: Inconsistent branding © 2012. Content Rules, Inc. All rights reserved.
    14. 14. Symptom #1: Can’t Find the Front Doorwww.muji.com © 2012. Content Rules, Inc. All rights reserved.
    15. 15. Symptom #1: Can’t Find the Front DoorIf I click on the circles: © 2012. Content Rules, Inc. All rights reserved.
    16. 16. Symptom #1: Can’t Find the Front DoorUh oh. © 2012. Content Rules, Inc. All rights reserved.
    17. 17. Symptom #1: Can’t Find the Front DoorFinally found it. But… © 2012. Content Rules, Inc. All rights reserved.
    18. 18. Symptom #2: Perplexing Inconsistencies www.muji.co.uk © 2012. Content Rules, Inc. All rights reserved.
    19. 19. Symptom #2: Perplexing Inconsistencies www.muji.us © 2012. Content Rules, Inc. All rights reserved.
    20. 20. Symptom #2: Perplexing InconsistenciesNav bar for U.S. site is down another level: © 2012. Content Rules, Inc. All rights reserved.
    21. 21. Symptom #2: Perplexing Inconsistencies U.S. U.K. © 2012. Content Rules, Inc. All rights reserved.
    22. 22. Symptom #3: Impossible NavigationLet’s try to find the site for Italy: © 2012. Content Rules, Inc. All rights reserved.
    23. 23. Symptom #3: Impossible NavigationNot here again. © 2012. Content Rules, Inc. All rights reserved.
    24. 24. Symptom #3: Impossible NavigationAh ha! © 2012. Content Rules, Inc. All rights reserved.
    25. 25. Symptom #3: Impossible NavigationWait, this isn’t Italian? © 2012. Content Rules, Inc. All rights reserved.
    26. 26. Symptom #3: Impossible NavigationOh, all the way down there at the bottom: © 2012. Content Rules, Inc. All rights reserved.
    27. 27. Symptom #3: Impossible NavigationFinally, Italian. Translation of EU site. © 2012. Content Rules, Inc. All rights reserved.
    28. 28. Symptom #4: Inconsistent BrandingCommon branding elements of Muji: © 2012. Content Rules, Inc. All rights reserved.
    29. 29. Symptom #4: Inconsistent BrandingWait! What happened here? © 2012. Content Rules, Inc. All rights reserved.
    30. 30. To Recap: Legendary Problems Difficulty finding the site I need Inconsistencies from site to site Navigation that is cumbersome Inconsistent branding © 2012. Content Rules, Inc. All rights reserved.
    31. 31. Massive Systems - Our Leader  Lush is a specialty cosmetics company out of the United Kingdom  www.lush.com  Known for its handmade soaps, lotions, shower gels, shampoo, and so on  They have 830 stores in 50 countries, in addition to online shopping  We like their products a lot, too © 2012. Content Rules, Inc. All rights reserved.
    32. 32. What Makes for a Massive Success? Success #1: Easy and obvious entry point Success #2: Consistent branding Success #3: Culturally significant branding Success #4: Country-specific imagery Success #5: Culturally sensitive layout © 2012. Content Rules, Inc. All rights reserved.
    33. 33. Success #1: Easy and Obvious Entry Point www.lush.com © 2012. Content Rules, Inc. All rights reserved.
    34. 34. Success #2: Branding Begins on First Page (andcontinues throughout) © 2012. Content Rules, Inc. All rights reserved.
    35. 35. Success #2: Branding Continues www.lushusa.com © 2012. Content Rules, Inc. All rights reserved.
    36. 36. Success #3: Culturally Significant Branding www.lush.com.auDifferent seasonality dictates different product mixAussie pride © 2012. Content Rules, Inc. All rights reserved.
    37. 37. Success #4: Inclusion of Country-Specific Imagery www.lushjapan.com © 2012. Content Rules, Inc. All rights reserved.
    38. 38. Success #4: Inclusion of Country-Specific Imagery Distinctively Japanese branding element © 2012. Content Rules, Inc. All rights reserved.
    39. 39. Success #5: Culturally Sensitive LayoutJapanese grid isprototypically Japanese: © 2012. Content Rules, Inc. All rights reserved.
    40. 40. Success #5: Culturally Sensitive LayoutContrast withUS grid © 2012. Content Rules, Inc. All rights reserved.
    41. 41. To Recap: Massive Success Simple to find the site I need Corporate branding consistent on all sites Regional changes to branding Images designed for particular countries Layout sensitive to cultural norms © 2012. Content Rules, Inc. All rights reserved.
    42. 42. Exercise #1 Analyze the web presence of Sony  Look at U.S., U.K., Germany, China, and Japan Is this company “Legendary” or “Massive”? A laggard or a leader when it comes to global readiness? Point back to the company’s web presence to back up your story © 2012. Content Rules, Inc. All rights reserved.
    43. 43. Best PracticesObviously our goal is to get every laggard to morph into aleader © 2012. Content Rules, Inc. All rights reserved.
    44. 44. Best Practice #1: Have a Plan Yes. Sounds obvious. No. Most companies don’t. © 2012. Content Rules, Inc. All rights reserved.
    45. 45. Best Practice #2: Locate Your Global Content Who is creating content for global?  At HQ?  Regionally? Anyone single-sourcing? Where is all of this content and who is responsible for it? © 2012. Content Rules, Inc. All rights reserved.
    46. 46. Best Practice #3: KISS Your Source Content Keep it short and simple Writing for translation | Global English | Simple English | International English best practices 8 Simple Steps to Make Your Content Global-Ready Now!  Send me an email and I’ll send you a copy! © 2012. Content Rules, Inc. All rights reserved.
    47. 47. KISS Elements1. Reduce word count2. Increase use of identical sentences3. Decrease word variability4. Reduce sentence length and complexity5. Eliminate word usage errors (idioms, jargon) © 2012. Content Rules, Inc. All rights reserved.
    48. 48. Best Practice #4: Standardize Your Translation Memory Single repository of translation memory Take ownership of your translation memory, not your LSP © 2012. Content Rules, Inc. All rights reserved.
    49. 49. Best Practice #5: Use the Best Method: Translation,Localization, or Transcreation  Know the differences  Process  Function  Cost  Best places to use each  Determine which content falls under which method © 2012. Content Rules, Inc. All rights reserved.
    50. 50. Methods of Handling Global Content Translation Localization Transcreation The content stays the The meaning stays the Different content same same developed to meet business objectives Language Literal word-for-word Translate the meaning of Developed in local translation of everything the words in a way that is language; English may be culturally appropriate used as part of the brand vocabulary Images No change Change to fit local expectations / product Change to fit local expectations / product needs needs Layout No change Minimize changes Change to fit local expectations Brand No change No change Enhance and expand Vocabulary Example Lush Canada Lush Australia Lush Japan © 2012. Content Rules, Inc. All rights reserved.
    51. 51. Frequency / Cost of These Three Techniques Translation Localization Transcreation The content stays the The meaning stays the Different content same same developed to meet business objectives Incidence Cost Impact © 2012. Content Rules, Inc. All rights reserved.
    52. 52. Exercise #2: Analyze Ikea WebsiteWork backwards and articulate what you think the strategyis for translation, localization, and transcreation at Ikea bygeo, content type, and/or mediaSee if you can find an instance of each technique © 2012. Content Rules, Inc. All rights reserved.
    53. 53. Exercise #2: Analyze Ikea WebsiteAnalyze home page for:AustraliaCanadaUnited KingdomUnited States © 2012. Content Rules, Inc. All rights reserved.
    54. 54. Exercise #2: Analyze Ikea Website Search for Hemnes in U.S., Canada, U.K., Australia Analyze the results Search for the Hemnes Mirror cabinet with 1 door Analyze the results © 2012. Content Rules, Inc. All rights reserved.
    55. 55. Q&A © 2012. Content Rules, Inc. All rights reserved.
    56. 56. Val SwisherCEO & Foundervals@contentrules.com@contentrulesinc

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