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Why Going Global is Essential to Your Business By Fred Schaub

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From the SMX East Conference in New York City,Oct 24-26, 2017. SESSION: Why Going Global Is Essential To Your Business. PRESENTATION: Why Going Global is Essential to Your Business - Given by Frederic Schaub, MrFred_S - The Consultancy Group, Partner. #SMX #12A1

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Why Going Global is Essential to Your Business By Fred Schaub

  1. 1. #SMX #12A1 @MrFred_S …and how to do it well WHY GOING GLOBAL IS ESSENTIAL TO YOUR BUSINESS
  2. 2. #SMX #12A1 @MrFred_S and how to do it well WHY GOING GLOBAL IS ESSENTIAL TO YOUR BUSINESS
  3. 3. #SMX #12A1 @MrFred_S Hi, my name is Fred
  4. 4. #SMX #12A1 @MrFred_S How big is the world?
  5. 5. #SMX #12A1 @MrFred_S A few numbers to size-up the world 7.5 B humans 3.8B on internet 2.8B social media users 4.9B mobile users 2.6B mobile social media users +10% +21% +5% +30% Source: We Are Social + Hootsuite Digital in 2017 Global Overview Growth vs prior year
  6. 6. #SMX #12A1 @MrFred_S Source:WeAreSocial+HootsuiteDigitalin2017GlobalOverview
  7. 7. #SMX #12A1 @MrFred_S Source:WeAreSocial+HootsuiteDigitalin2017GlobalOverview
  8. 8. #SMX #12A1 @MrFred_S Where will we see growth? With anemic growth in American and European markets it is up to you to anticipate and focus on Asia-Pacific and Middle East –it’s not too late. Source: EMARKETER
  9. 9. #SMX #12A1 @MrFred_S The world is REALLY REALLY BIG
  10. 10. #SMX #12A1 @MrFred_S So are the opportunities
  11. 11. #SMX #12A1 @MrFred_S But the risks as well
  12. 12. #SMX #12A1 @MrFred_S Want your customers to feel like they are staying there? Then consider the following
  13. 13. #SMX #12A1 @MrFred_S Let’s do all the same
  14. 14. #SMX #12A1 @MrFred_S Core considerations when going global Linguistic Cultural Technical
  15. 15. #SMX #12A1 @MrFred_S Linguistic considerations Linguistic 1. Brand name 2. Version 3. Form 4. Tone
  16. 16. #SMX #12A1 @MrFred_S Linguistic considerations Brand name
  17. 17. #SMX #12A1 @MrFred_S Linguistic considerations Version Prioritize based on opportunity for your product OR OR
  18. 18. #SMX #12A1 @MrFred_S Linguistic considerations Formal Informal Form
  19. 19. #SMX #12A1 @MrFred_S Linguistic considerations Tone Personal / impersonal Direct / indirect Simple / technical Warm / Authoritative Tone
  20. 20. #SMX #12A1 @MrFred_S Cultural considerations Cultural 1. References 2. Preferences 3. Awareness 4. Perception 5. Competition
  21. 21. #SMX #12A1 @MrFred_S Cultural considerations References Ensure you speak the same language, and use relevant references
  22. 22. #SMX #12A1 @MrFred_S Cultural considerations Preferences Be mindful of elements that could turn your audience down
  23. 23. #SMX #12A1 @MrFred_S Cultural considerations Installments Preferences Be sure to offer the expected options
  24. 24. #SMX #12A1 @MrFred_S Cultural considerations Awareness ü Who you are ü What you stand for ü Build an audience ü Then – and only then – sell
  25. 25. #SMX #12A1 @MrFred_S Cultural considerations Perception “Our feelings are a product of our perception” SonyaTeclai
  26. 26. #SMX #12A1 @MrFred_S Cultural considerations Market competitor(s) “There is no greater danger than underestimating your opponent” LaoTzu
  27. 27. #SMX #12A1 @MrFred_S
  28. 28. #SMX #12A1 @MrFred_S Technical considerations Technical 1. Content aspect 2. Content format 3. Platforms 4. Tagging and coding
  29. 29. #SMX #12A1 @MrFred_S Technical considerations Localized format
  30. 30. #SMX #12A1 @MrFred_S Technical considerations Localized format
  31. 31. #SMX #12A1 @MrFred_S Technical considerations Localized format Check your 1. Format 2. Measures 3. Norms • Celsius and Fahrenheit • Inches and centimeters • Pounds and kilograms • 5/24/2017 and 24/5/2017 • Driving side of the road • Etc.
  32. 32. #SMX #12A1 @MrFred_S Technical considerations Differentiate content
  33. 33. #SMX #12A1 @MrFred_S Technical considerations Utilize technology 3 ways to implement: • A link element in the header • In the HTTP header directly • Through the sitemap
  34. 34. #SMX #12A1 @MrFred_S Technical considerations Social platforms
  35. 35. #SMX #12A1 @MrFred_S Technical considerations Search Engines
  36. 36. #SMX #12A1 @MrFred_S Now it’s time to take notes Conclusion
  37. 37. #SMX #12A1 @MrFred_S Core considerations when going global Linguistic Cultural Technical
  38. 38. #SMX #12A1 @MrFred_S Core considerations when going global Linguistic Cultural Technical • Ensure your brand name translates well • Define your target audience, its language and preferences • Address your audience appropriately • Review your references • Cater to preferences • Build your awareness if needed • Position the perception of your brand • Know your local competitors • Localize the format • Customize the content • Use technology + coding • Target the right platforms • Be relevant by being where your customers are
  39. 39. #SMX #12A1 @MrFred_S Global is complex, not complicated (really)
  40. 40. #SMX #12A1 @MrFred_S LEARN MORE: UPCOMING @SMX EVENTS THANK YOU! SEE YOU AT THE NEXT #SMX

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