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Multicultural Marketing - WordCamp Miami 2012
 

Multicultural Marketing - WordCamp Miami 2012

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  • Translations might work for some clients with certain restrictions. It all depends on several factors. Regarding budgets and costs, companies should also be paying attention at ROI. Sometimes, a website can be far more profitable than a store.

    Websites tended to be an afterthought years ago. These days, that's just a missed opportunity. Sites can easily become the core of a campaign, increasing exposure, sales and building a brand. There are simpler solutions for lower budgets, though.

    Think about this: How much does a TV spot cost? What about a traditional store? A site could potentially have more viewers than a TV commercial and far more sales than a store. It's all about doing things right. Integration is key.
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  • so you prefer for a company to have multisite vs just translation.. interesting. What do companies say about this? Do they mind that it costs them a little more? I mean, I completely agree that translations on sites sometimes make no sense whatsoever, but we're always being told that if a company doesn't have much money we must leave websites as an afterthought almost. What do you think?
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    Multicultural Marketing - WordCamp Miami 2012 Multicultural Marketing - WordCamp Miami 2012 Presentation Transcript

    • Multicultural Marketingthrough a multifunctional platform
    • First of all, let’s start by answering an important question...
    • What’s the meaning of life?
    • Ooops... sorry. Let’s try again.
    • Who am I?
    • •My name’s Vicent Llopis•Associate Creative Director @Nobox•12 years of experience, working for national and international brands.•Copywriting instructor at Miami Ad School•Official Spanish Translator for U-Design: best-selling WordPress theme in Themeforest with over 10,000 sales.•Pro-Blogger
    • When talking about “multicultural marketing”,first thing that comes to mind is...
    • Language
    • Multilingual site vs. Multisite
    • A multilingual site requires the use of several languages within the same site.
    • A tool to build an efficient multilanguage site: qTranslate Plugin
    • Allows different languages in one simple WP installation
    • One-click switching between languages
    • SEO integration
    • Unique URLs • ?lang=en • /en/ • en.yoursite.com
    • Why a multisite then?
    • Some reasons to consider •Content starts the same but it evolves differently •Comments •User-engaging activities (ex. poll, contest, sweepstakes...) •Specific promos based on location/language
    • Translation vs. Transcreation:a copywriting challenge
    • A -maybe too simplified- differentiation •Translation is a plain reproduction of another language. •Transcreation is a full representation of the meaning, beyond a literal interpretation.
    • Social Media integrationand how it affects multilingual sites
    • We like “likes” in every language
    • •Language adapts to your social network preference•Live streams from Facebook or Twitter show fresh content •Don’t mix languages: double the effort, double the reward•Integration between blog/site and social media •Perfect connection helps increase all fan bases•Recommended plugins: •Share This •Share and Follow •Sociable
    • Social integration samples
    • E-mail marketingor how to build a strong fan base
    • •Build your e-mail communications in your language•Capture data•Ask for a language of preference•Analytics (including A/B testing)•Services integration: •Survey Monkey, Social Media (stats & sharing), Mobile...•Free for lists up to 2,000 subscribers•Alternatives: aWeber, Constant Contact
    • Capture data efficiently: Pippity plugin
    • •Light-box to sign-up•A/B testing•Analytics•Alternatives: •Pop-Up Domination
    • Google AnalyticsKnow who you’re targeting
    • Quick basic considerations•Location: • Helps identify where your audience comes from, to determine proper messaging•Language: • Determine which language should be more prominent•Time-zone: • Establish best time to post new content
    • Thanks!Vicent LlopisMy Work: Plan16.comMy Blogs: DeTodoUnMoco.com SaberHispano.com elpatiodigital.comMy e-mail: hello@plan16.com