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Digital Internationalization Best Practices for Global Brands

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Learn what the latest considerations and best practices are to address your firm’s internationalization strategy.

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Digital Internationalization Best Practices for Global Brands

  1. 1. 0 eDynamic, Monday, August 3, 2015 Internationalization is Complex
  2. 2. 1 eDynamic, Monday, August 3, 2015
  3. 3. 2 eDynamic, Monday, August 3, 2015
  4. 4. 3 eDynamic, Monday, August 3, 2015 Agenda. Content Challenges UX Coolness SEO Considerations Legal Thingys
  5. 5. 4 eDynamic, Monday, August 3, 2015 Let’s Define Some Stuff. 1. Localization vs. Multi-lingual 2. Global Site vs. Regional Sites
  6. 6. 5 eDynamic, Monday, August 3, 2015 “Approve it? First tell me what language this is.” You: 1. Probably have lots of content 2. Might have localized content 3. Maaaayyybee don’t know about all of it 4. It’s not our fault, we have umpteen different systems.
  7. 7. 6 eDynamic, Monday, August 3, 2015 Yes, We’re Talking Workflows. 1. Global content that needs translating and regional approval. 2. Regional content that needs global approval. 3. Any content that needs approval?
  8. 8. 7 eDynamic, Monday, August 3, 2015 Some Options. 1. Global and Regional workflows should be automated. 2. Develop a single, global content calendar. 3. Why? Why are there so many CMS’s and Email marketing systems? 4. Employ a vendor like Clay Tablet and Lion Bridge 5. Develop a Regional Content Editor Position
  9. 9. 8 eDynamic, Monday, August 3, 2015
  10. 10. 9 eDynamic, Monday, August 3, 2015 UX Best Practices 1. Geo Targeting 2. Maintain Design Consistency 3. Anticipate character lengths and styles 4. Know when to use Regional vs. Global approach
  11. 11. 10 eDynamic, Monday, August 3, 2015 When to regionalize vs. multi-lingual Do you have local content? Yes No Enough of it ? Don’t bother Yes No
  12. 12. 11 eDynamic, Monday, August 3, 2015 Scenario 1
  13. 13. 12 eDynamic, Monday, August 3, 2015 Scenario 2 ENGLISH
  14. 14. 13 eDynamic, Monday, August 3, 2015 SEO Best Practices 1. Title Tags are in place and using proper keywords 2. Meta Description is being utilized 3. H1 Tags are being utilized 4. Image Alt tags are placed on all images 5. Body content contains and appropriate level of keywords, while still using natural language
  15. 15. URL structure Example Pros Cons ccTLDs example.ie  Clear geotargeting  Server location irrelevant  Easy separation of sites  Expensive (and may have limited availability)  Requires more infrastructure  Strict ccTLD requirements (sometimes) Subdomains with gTLDS de.example.com  Easy to set up  Can use Webmaster Tools geotargeting  Allows different server locations  Easy separation of sites  Users might not recognize geotargeting from the URL alone (is "de" the language or country?) Subdirectories with gTLDs example.com/de /  Easy to set up  Can use Webmaster Tools geotargeting  Low maintenance (same host)  Users might not recognize geotargeting from the URL alone  Single server location  Separation of sites harder URL parameters site.com?loc=de  Not recommended.  URL-based segmentation difficult  Users might not recognize geotargeting from the URL alone  Geotargeting in Webmaster Tools is not possible
  16. 16. 15 eDynamic, Monday, August 3, 2015 Legal Stuff Cookies laws vary substantially from Country to country.
  17. 17. 16 eDynamic, Monday, August 3, 2015 Legal Stuff 1. We Are The Company That Cares About Your Privacy Specifically, while most other companies are concerned with protecting your privacy, we care about profiteering and violating it when expedient or useful. 2. You may think of using any of our programs or services as the privacy equivalent of living in a webcam fitted glass house under the unblinking eye of Big Brother: you have no privacy with us. If we can use any of your details to legally make a profit, we probably will. 3. We will track and log everything we can about all the dirty (and clean) things you do and like with cookies, GPS, secure connections and or whatever technology exists today or becomes available at any time in the future. 4. By using any of our services, you grant us permission to surgically implant a tracking microchip of our choosing in your body and sell all collected information to the highest bidder . . . and to all other bidders. You also agree to regular updates and reinstalls of said device entirely at our discretion for up to 50 years after the end of your natural life.
  18. 18. 17 eDynamic, Monday, August 3, 2015 Legal Stuff 5. If the opportunity arises to sell or otherwise use this or any information, data or meta data about you or your world, we will jump at that opportunity like a pitbull on a fresh steak 6. Please email us to tell us some of your secrets. We may, at our sole discretion (or lack thereof), broadcast, reveal, sell, manipulate, or otherwise use these secrets, or any information we collect to our benefit whenever, wherever, and however we choose. 7. We are right now looking at you through your webcam. Do you always move your lips like that when you read? We also recorded what you were doing last week and are sending the video to (you know who). If the prior statements are not true, it's because in addition to everything else, we reserve the right to lie to you, and you agree to believe us and hold us harmless for any and all such lies. Furthermore, if we are not recording everything you're doing through your webcam, it's either because we haven't figured out how, you're just not that interesting, or both. 8. We are serious about all of the above. So don't go trying to sue us later with some nonsense like "I thought that was all satire." All your privacy are belong to us. We mean it.
  19. 19. 18 eDynamic, Monday, August 3, 2015 Legal Stuff
  20. 20. 19 eDynamic, Monday, August 3, 2015 Our Thought. Adhere to the strictest version of cookies policy of the country you operate in. Don’t try to customize your privacy policy via geo-targeting.
  21. 21. 20 eDynamic, Monday, August 3, 2015 Connect with us 1-877-339-6264 www.edynamic.net contact@edynamic.net twitter.com/edynamic youtube.com/1999dynamic facebook.com/edynamic.net

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