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...
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
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