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11
@A_d_e_l_a
8/22/16 18/22/16 1
Content Marketing
Global Brand, Local Content
June 2016
By: Adela Villanueva
22
@A_d_e_l_a
?
•  Do we need to Localize Global Content?
•  How do we create local content from a global brand ?
•  How c...
33
@A_d_e_l_a
44
@A_d_e_l_a
Content marketing*
a strategic marketing approach focused on creating and
distributing valuable and consiste...
55
@A_d_e_l_a
VERSION:ONE
TEMPLATE
(iris)® MARCH
2014
VERSION:ONE
TEMPLATE
(iris)® MARCH
2014
Do we need to Localize Globa...
66
@A_d_e_l_a
one global
presence
many local
presences
VS
77
@A_d_e_l_a
VERSION:ONE
TEMPLATE
(iris)® MARCH
2014
VERSION:ONE
TEMPLATE
(iris)® MARCH
2014
Yes…
88
@A_d_e_l_a
VERSION:ONE
TEMPLATE
(iris)® MARCH
2014
VERSION:ONE
TEMPLATE
(iris)® MARCH
2014
And No.
99
@A_d_e_l_a
VERSION:ONE
TEMPLATE
(iris)® MARCH
2014
VERSION:ONE
TEMPLATE
(iris)® MARCH
2014
As far as it is RELEVANT
1010
@A_d_e_l_a
A single global presence
could work for some brands…
1111
@A_d_e_l_a
But there are many
advantages to adopting a
localised approach too …
1212
@A_d_e_l_a
1313
@A_d_e_l_a
1414
@A_d_e_l_a
Localization takes into account the inherent diversity
physical environment| political and legal systems| ...
1515
@A_d_e_l_a
understanding local consumer and her/his preferences
and other locale-specific requirements to best addres...
1616
@A_d_e_l_a
VERSION:ONE
TEMPLATE
(iris)® MARCH
2014
VERSION:ONE
TEMPLATE
(iris)® MARCH
2014
==
1717
@A_d_e_l_a
VERSION:ONE
TEMPLATE
(iris)® MARCH
2014
VERSION:ONE
TEMPLATE
(iris)® MARCH
2014
Listen, Observe, Test and ...
1818
@A_d_e_l_a
VERSION:ONE
TEMPLATE
(iris)® MARCH
2014
VERSION:ONE
TEMPLATE
(iris)® MARCH
2014
How do we create local con...
1919
@A_d_e_l_a
8/22/16 198/22/16 19
Translation Localization
=
2020
@A_d_e_l_a
Localization*
localization is the adaptation or creation and distribution of
content that meets the needs ...
2121
@A_d_e_l_a
8/22/16 218/22/16 21
The Challenge:
Core global
brand
objectives
Content that
speaks to
consumer in
market
2222
@A_d_e_l_a
VERSION:ONE
TEMPLATE
(iris)® MARCH
2014
VERSION:ONE
TEMPLATE
(iris)® MARCH
2014
2323
@A_d_e_l_a
8/22/16 238/22/16 23
conversation
culture
perception
country
nuances
images
technology
interests
2424
@A_d_e_l_a
8/22/16 248/22/16 24
#conversation
2525
@A_d_e_l_a
In Asia alone, there are +2.000
spoken languages
2626
@A_d_e_l_a
… not to mention ways of actually
speaking them
Ok LAH!SHIOK!
2727
@A_d_e_l_a
how you are going to deliver your
message if they can not
understand you?
2828
@A_d_e_l_a
Listen!
Be part of their conversation.
Use their language, their words,
their references.
And talk like th...
2929
@A_d_e_l_a
trader= trady
barbie=bbq
bathers=swimming suit
chewy=chewing gum
tea=dinner
thongs=flipflops, etc…
3030
@A_d_e_l_a
Same country
Different languages or dialects
“travel” is “ryokou” in Latin characters,
“旅行” in Kanji,
“りょこ...
3131
@A_d_e_l_a
8/22/16 318/22/16 31
#culture
3232
@A_d_e_l_a
In Singapore alone, we have 4
main religions, +4 ethnics, etc.
3333
@A_d_e_l_a
Different cultures display different
values and behaviors with regards
to hierarchy,sexuality, status,
num...
3434
@A_d_e_l_a
Some cultures are more emotional …
3535
@A_d_e_l_a
…and others more rational.
3636
@A_d_e_l_a
All of this going to define if
they want to join [or kill] your
conversation and your brand
3737
@A_d_e_l_a
Observe !
What is important for a group of
people, to what they react and to
what they want to bring into ...
3838
@A_d_e_l_a
3939
@A_d_e_l_a
4040
@A_d_e_l_a
4141
@A_d_e_l_a
8/22/16 418/22/16 41
#perception
4242
@A_d_e_l_a
8/22/16 428/22/16 42
How people experience your
brand may vary on the
geographics or the groups they
belong
4343
@A_d_e_l_a
8/22/16 438/22/16 43
The attitudes and the values they
perceive from us will be different
4444
@A_d_e_l_a
the lack of local
involvement can result in a
‘not invented here’ attitude or
doesn’t resonate with me
4545
@A_d_e_l_a
As well as ‘frenemies’ relationships
4646
@A_d_e_l_a
Local Beer
Asian Beer
4747
@A_d_e_l_a
I’m happy to love you,
but stop trying to
change me!
4848
@A_d_e_l_a
8/22/16 488/22/16 48
Qiaobi (俏比)
4949
@A_d_e_l_a
8/22/16 498/22/16 49
#images
5050
@A_d_e_l_a
8/22/16 508/22/16 50
there is a visual need on
consumers to be inspired and / or
identified with the image...
5151
@A_d_e_l_a
8/22/16 518/22/16 51
some cultures prefer local faces
while others are more inspired by
out-of-the-country...
5252
@A_d_e_l_a
8/22/16 528/22/16 52
the interpretation of
fundamental elements
like colors, shapes and
gestures changes w...
5353
@A_d_e_l_a
8/22/16 538/22/16 53
And if not respected, the brand
can be condemned
5454
@A_d_e_l_a
8/22/16 548/22/16 54
5555
@A_d_e_l_a
8/22/16 558/22/16 55
5656
@A_d_e_l_a
8/22/16 568/22/16 56
5757
@A_d_e_l_a
8/22/16 578/22/16 57
#country nuances
5858
@A_d_e_l_a
8/22/16 588/22/16 58
the legislation governing
marketing activities varies
greatly between countries
5959
@A_d_e_l_a
8/22/16 598/22/16 59
and impact the way they are
going to interact with our content
6060
@A_d_e_l_a
8/22/16 608/22/16 60
other elements as time zone,
seasons, currencies, etc…are
important points that we ha...
6161
@A_d_e_l_a
8/22/16 618/22/16 61
#Dark market
#Censored
#Womenrights
6262
@A_d_e_l_a
8/22/16 628/22/16 62
6363
@A_d_e_l_a
8/22/16 638/22/16 63
#interests
6464
@A_d_e_l_a
8/22/16 648/22/16 64
You might localize your content,
however, what you think
resonates to them…don’t
6565
@A_d_e_l_a
8/22/16 658/22/16 65
audiences can have some
similarities in terms of interests, but
don’t take it global
6666
@A_d_e_l_a
8/22/16 668/22/16 66
6767
@A_d_e_l_a
8/22/16 678/22/16 67
6868
@A_d_e_l_a
8/22/16 688/22/16 68
#technology
6969
@A_d_e_l_a
8/22/16 698/22/16 69
in the world, we have different
levels of ‘economic’ and
‘technological’ maturity
7070
@A_d_e_l_a
8/22/16 708/22/16 70
in some countries the main
[everyday] device is a feature
phone…
7171
@A_d_e_l_a
8/22/16 718/22/16 71
we need to
understand how
and where our
audiences
consume our
content in order
to mak...
7272
@A_d_e_l_a
8/22/16 728/22/16 72
internet speed, or channels
restriction are also concerns that
we need to keep in mind
7373
@A_d_e_l_a
8/22/16 738/22/16 73
7474
@A_d_e_l_a
8/22/16 748/22/16 74
conversation
culture
perception
country
nuances
images
technology
interests
7575
@A_d_e_l_a
VERSION:ONE
TEMPLATE
(iris)® MARCH
2014
VERSION:ONE
TEMPLATE
(iris)® MARCH
2014
Is Glocal the new formula?
7676
@A_d_e_l_a
Glo…
what?!
7777
@A_d_e_l_a
8/22/16 778/22/16 77
GLOBAL LOCAL
7878
@A_d_e_l_a
8/22/16 788/22/16 78
KEEP GLOBAL BRAND DIRECTION
GLOBAL PILLAR GLOBAL PILLAR GLOBAL PILLAR
LOCAL CONTENT L...
7979
@A_d_e_l_a
VERSION:ONE
TEMPLATE
(iris)® MARCH
2014
VERSION:ONE
TEMPLATE
(iris)® MARCH
2014
Should we use the same cha...
8080
@A_d_e_l_a
Build Content for communities and cultures no platforms.
They are completely different in each country and...
8181
@A_d_e_l_a
The preferred channels/ touch
points might vary across different
countries
8282
@A_d_e_l_a
And the way they interact with
content on those platforms as well
8383
@A_d_e_l_a
Focus on the content
not on the platform
8484
@A_d_e_l_a
Fish where the fishes are…
and where they are ‘eating’
8585
@A_d_e_l_a
VERSION:ONE
TEMPLATE
(iris)® MARCH
2014
VERSION:ONE
TEMPLATE
(iris)® MARCH
2014
Can we create global conte...
8686
@A_d_e_l_a
VERSION:ONE
TEMPLATE
(iris)® MARCH
2014
VERSION:ONE
TEMPLATE
(iris)® MARCH
2014
Yes…
8787
@A_d_e_l_a
VERSION:ONE
TEMPLATE
(iris)® MARCH
2014
VERSION:ONE
TEMPLATE
(iris)® MARCH
2014
And No.
8888
@A_d_e_l_a
VERSION:ONE
TEMPLATE
(iris)® MARCH
2014
VERSION:ONE
TEMPLATE
(iris)® MARCH
2014
As far as it is RELEVANT
8989
@A_d_e_l_a
The secret recipe…
9090
@A_d_e_l_a
VERSION:ONE
TEMPLATE
(iris)® MARCH
2014
VERSION:ONE
TEMPLATE
(iris)® MARCH
2014
Your consumer is at the ce...
9191
@A_d_e_l_a
9292
@A_d_e_l_a
9393
@A_d_e_l_a
9494
@A_d_e_l_a
THANK YOU!
If you have any question, comment, suggestion, or want
to connect:
Adela Villanueva
A_d_e_l_a
w...
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How to Localize Global brands

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The effectiveness of content is often predicated by one thing - relevance. But how can you put your message effectively across to people of varying cultures and ensure you’re doing it right?
Whether you’re a brand looking to penetrate overseas markets or a local brand trying to go global, your content needs to speak to your audience.
Find out what it takes to create and optimise content that’s relevant and effective in different markets while remaining true to your global brand message.

- Do we need to Localize Global Content?
- How do we create local content from a global brand ?
- Should we use the same content or channels globally?
- Is ‘Glocal’ the new formula?
- How can we be pertinent without disconnecting from our mother brand?
- Can local content become globally relevant?

Published in: Marketing
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How to Localize Global brands

  1. 1. 11 @A_d_e_l_a 8/22/16 18/22/16 1 Content Marketing Global Brand, Local Content June 2016 By: Adela Villanueva
  2. 2. 22 @A_d_e_l_a ? •  Do we need to Localize Global Content? •  How do we create local content from a global brand ? •  How can we be pertinent without disconnecting from our mother brand? •  Should we use the same channels globally? •  Is ‘Glocal’ the new formula? •  Can local content become globally relevant?
  3. 3. 33 @A_d_e_l_a
  4. 4. 44 @A_d_e_l_a Content marketing* a strategic marketing approach focused on creating and distributing valuable and consistent content to attract and retain a clearly-defined audience — and, ultimately, to drive profitable customer action.
  5. 5. 55 @A_d_e_l_a VERSION:ONE TEMPLATE (iris)® MARCH 2014 VERSION:ONE TEMPLATE (iris)® MARCH 2014 Do we need to Localize Global Content?
  6. 6. 66 @A_d_e_l_a one global presence many local presences VS
  7. 7. 77 @A_d_e_l_a VERSION:ONE TEMPLATE (iris)® MARCH 2014 VERSION:ONE TEMPLATE (iris)® MARCH 2014 Yes…
  8. 8. 88 @A_d_e_l_a VERSION:ONE TEMPLATE (iris)® MARCH 2014 VERSION:ONE TEMPLATE (iris)® MARCH 2014 And No.
  9. 9. 99 @A_d_e_l_a VERSION:ONE TEMPLATE (iris)® MARCH 2014 VERSION:ONE TEMPLATE (iris)® MARCH 2014 As far as it is RELEVANT
  10. 10. 1010 @A_d_e_l_a A single global presence could work for some brands…
  11. 11. 1111 @A_d_e_l_a But there are many advantages to adopting a localised approach too …
  12. 12. 1212 @A_d_e_l_a
  13. 13. 1313 @A_d_e_l_a
  14. 14. 1414 @A_d_e_l_a Localization takes into account the inherent diversity physical environment| political and legal systems| cultures |product usage conditions| economic development, etc… Individuals = Cultural beings
  15. 15. 1515 @A_d_e_l_a understanding local consumer and her/his preferences and other locale-specific requirements to best address consumer needs and wants.
  16. 16. 1616 @A_d_e_l_a VERSION:ONE TEMPLATE (iris)® MARCH 2014 VERSION:ONE TEMPLATE (iris)® MARCH 2014 ==
  17. 17. 1717 @A_d_e_l_a VERSION:ONE TEMPLATE (iris)® MARCH 2014 VERSION:ONE TEMPLATE (iris)® MARCH 2014 Listen, Observe, Test and Learn. see what is the best for your brand
  18. 18. 1818 @A_d_e_l_a VERSION:ONE TEMPLATE (iris)® MARCH 2014 VERSION:ONE TEMPLATE (iris)® MARCH 2014 How do we create local content from a global brand/ content ?
  19. 19. 1919 @A_d_e_l_a 8/22/16 198/22/16 19 Translation Localization =
  20. 20. 2020 @A_d_e_l_a Localization* localization is the adaptation or creation and distribution of content that meets the needs of a particular language, culture or desired population's "look-and-feel."
  21. 21. 2121 @A_d_e_l_a 8/22/16 218/22/16 21 The Challenge: Core global brand objectives Content that speaks to consumer in market
  22. 22. 2222 @A_d_e_l_a VERSION:ONE TEMPLATE (iris)® MARCH 2014 VERSION:ONE TEMPLATE (iris)® MARCH 2014
  23. 23. 2323 @A_d_e_l_a 8/22/16 238/22/16 23 conversation culture perception country nuances images technology interests
  24. 24. 2424 @A_d_e_l_a 8/22/16 248/22/16 24 #conversation
  25. 25. 2525 @A_d_e_l_a In Asia alone, there are +2.000 spoken languages
  26. 26. 2626 @A_d_e_l_a … not to mention ways of actually speaking them Ok LAH!SHIOK!
  27. 27. 2727 @A_d_e_l_a how you are going to deliver your message if they can not understand you?
  28. 28. 2828 @A_d_e_l_a Listen! Be part of their conversation. Use their language, their words, their references. And talk like them
  29. 29. 2929 @A_d_e_l_a trader= trady barbie=bbq bathers=swimming suit chewy=chewing gum tea=dinner thongs=flipflops, etc…
  30. 30. 3030 @A_d_e_l_a Same country Different languages or dialects “travel” is “ryokou” in Latin characters, “旅行” in Kanji, “りょこう” in Hiragana, and “リョコウ” in Katakana.
  31. 31. 3131 @A_d_e_l_a 8/22/16 318/22/16 31 #culture
  32. 32. 3232 @A_d_e_l_a In Singapore alone, we have 4 main religions, +4 ethnics, etc.
  33. 33. 3333 @A_d_e_l_a Different cultures display different values and behaviors with regards to hierarchy,sexuality, status, numbers, friendship, family, etc...
  34. 34. 3434 @A_d_e_l_a Some cultures are more emotional …
  35. 35. 3535 @A_d_e_l_a …and others more rational.
  36. 36. 3636 @A_d_e_l_a All of this going to define if they want to join [or kill] your conversation and your brand
  37. 37. 3737 @A_d_e_l_a Observe ! What is important for a group of people, to what they react and to what they want to bring into their lives… ..and empower/be part of their culture.
  38. 38. 3838 @A_d_e_l_a
  39. 39. 3939 @A_d_e_l_a
  40. 40. 4040 @A_d_e_l_a
  41. 41. 4141 @A_d_e_l_a 8/22/16 418/22/16 41 #perception
  42. 42. 4242 @A_d_e_l_a 8/22/16 428/22/16 42 How people experience your brand may vary on the geographics or the groups they belong
  43. 43. 4343 @A_d_e_l_a 8/22/16 438/22/16 43 The attitudes and the values they perceive from us will be different
  44. 44. 4444 @A_d_e_l_a the lack of local involvement can result in a ‘not invented here’ attitude or doesn’t resonate with me
  45. 45. 4545 @A_d_e_l_a As well as ‘frenemies’ relationships
  46. 46. 4646 @A_d_e_l_a Local Beer Asian Beer
  47. 47. 4747 @A_d_e_l_a I’m happy to love you, but stop trying to change me!
  48. 48. 4848 @A_d_e_l_a 8/22/16 488/22/16 48 Qiaobi (俏比)
  49. 49. 4949 @A_d_e_l_a 8/22/16 498/22/16 49 #images
  50. 50. 5050 @A_d_e_l_a 8/22/16 508/22/16 50 there is a visual need on consumers to be inspired and / or identified with the images that they interact with
  51. 51. 5151 @A_d_e_l_a 8/22/16 518/22/16 51 some cultures prefer local faces while others are more inspired by out-of-the-country features
  52. 52. 5252 @A_d_e_l_a 8/22/16 528/22/16 52 the interpretation of fundamental elements like colors, shapes and gestures changes with the location of the audience
  53. 53. 5353 @A_d_e_l_a 8/22/16 538/22/16 53 And if not respected, the brand can be condemned
  54. 54. 5454 @A_d_e_l_a 8/22/16 548/22/16 54
  55. 55. 5555 @A_d_e_l_a 8/22/16 558/22/16 55
  56. 56. 5656 @A_d_e_l_a 8/22/16 568/22/16 56
  57. 57. 5757 @A_d_e_l_a 8/22/16 578/22/16 57 #country nuances
  58. 58. 5858 @A_d_e_l_a 8/22/16 588/22/16 58 the legislation governing marketing activities varies greatly between countries
  59. 59. 5959 @A_d_e_l_a 8/22/16 598/22/16 59 and impact the way they are going to interact with our content
  60. 60. 6060 @A_d_e_l_a 8/22/16 608/22/16 60 other elements as time zone, seasons, currencies, etc…are important points that we have to follow if we want to be relevant
  61. 61. 6161 @A_d_e_l_a 8/22/16 618/22/16 61 #Dark market #Censored #Womenrights
  62. 62. 6262 @A_d_e_l_a 8/22/16 628/22/16 62
  63. 63. 6363 @A_d_e_l_a 8/22/16 638/22/16 63 #interests
  64. 64. 6464 @A_d_e_l_a 8/22/16 648/22/16 64 You might localize your content, however, what you think resonates to them…don’t
  65. 65. 6565 @A_d_e_l_a 8/22/16 658/22/16 65 audiences can have some similarities in terms of interests, but don’t take it global
  66. 66. 6666 @A_d_e_l_a 8/22/16 668/22/16 66
  67. 67. 6767 @A_d_e_l_a 8/22/16 678/22/16 67
  68. 68. 6868 @A_d_e_l_a 8/22/16 688/22/16 68 #technology
  69. 69. 6969 @A_d_e_l_a 8/22/16 698/22/16 69 in the world, we have different levels of ‘economic’ and ‘technological’ maturity
  70. 70. 7070 @A_d_e_l_a 8/22/16 708/22/16 70 in some countries the main [everyday] device is a feature phone…
  71. 71. 7171 @A_d_e_l_a 8/22/16 718/22/16 71 we need to understand how and where our audiences consume our content in order to make it readable and accessible
  72. 72. 7272 @A_d_e_l_a 8/22/16 728/22/16 72 internet speed, or channels restriction are also concerns that we need to keep in mind
  73. 73. 7373 @A_d_e_l_a 8/22/16 738/22/16 73
  74. 74. 7474 @A_d_e_l_a 8/22/16 748/22/16 74 conversation culture perception country nuances images technology interests
  75. 75. 7575 @A_d_e_l_a VERSION:ONE TEMPLATE (iris)® MARCH 2014 VERSION:ONE TEMPLATE (iris)® MARCH 2014 Is Glocal the new formula?
  76. 76. 7676 @A_d_e_l_a Glo… what?!
  77. 77. 7777 @A_d_e_l_a 8/22/16 778/22/16 77 GLOBAL LOCAL
  78. 78. 7878 @A_d_e_l_a 8/22/16 788/22/16 78 KEEP GLOBAL BRAND DIRECTION GLOBAL PILLAR GLOBAL PILLAR GLOBAL PILLAR LOCAL CONTENT LOCAL CONTENT LOCAL CONTENT LOCAL PILLAR LOCAL PILLAR
  79. 79. 7979 @A_d_e_l_a VERSION:ONE TEMPLATE (iris)® MARCH 2014 VERSION:ONE TEMPLATE (iris)® MARCH 2014 Should we use the same channels globally?
  80. 80. 8080 @A_d_e_l_a Build Content for communities and cultures no platforms. They are completely different in each country and their role also changes.
  81. 81. 8181 @A_d_e_l_a The preferred channels/ touch points might vary across different countries
  82. 82. 8282 @A_d_e_l_a And the way they interact with content on those platforms as well
  83. 83. 8383 @A_d_e_l_a Focus on the content not on the platform
  84. 84. 8484 @A_d_e_l_a Fish where the fishes are… and where they are ‘eating’
  85. 85. 8585 @A_d_e_l_a VERSION:ONE TEMPLATE (iris)® MARCH 2014 VERSION:ONE TEMPLATE (iris)® MARCH 2014 Can we create global content from a local brand?
  86. 86. 8686 @A_d_e_l_a VERSION:ONE TEMPLATE (iris)® MARCH 2014 VERSION:ONE TEMPLATE (iris)® MARCH 2014 Yes…
  87. 87. 8787 @A_d_e_l_a VERSION:ONE TEMPLATE (iris)® MARCH 2014 VERSION:ONE TEMPLATE (iris)® MARCH 2014 And No.
  88. 88. 8888 @A_d_e_l_a VERSION:ONE TEMPLATE (iris)® MARCH 2014 VERSION:ONE TEMPLATE (iris)® MARCH 2014 As far as it is RELEVANT
  89. 89. 8989 @A_d_e_l_a The secret recipe…
  90. 90. 9090 @A_d_e_l_a VERSION:ONE TEMPLATE (iris)® MARCH 2014 VERSION:ONE TEMPLATE (iris)® MARCH 2014 Your consumer is at the center, not your brand. Treat them as cultural beings, and understand what moves them internally and externally.
  91. 91. 9191 @A_d_e_l_a
  92. 92. 9292 @A_d_e_l_a
  93. 93. 9393 @A_d_e_l_a
  94. 94. 9494 @A_d_e_l_a THANK YOU! If you have any question, comment, suggestion, or want to connect: Adela Villanueva A_d_e_l_a www.the-gin.com

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