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How to make a global
website relevant for
international audiences


Chris Dobson
Executive Vice President Global Advertising Sales –
BBC Advertising
1.   Localisation

2.   Social Media

3.   Personalisation

4.   Platform Evolution

5.   New Content
1. Localisation


  You can’t fake localisation, and you
  never could



                  7,255
                   IN JOURNALISM
                                   70
                                   BUREAUX
                                               32
                                              LANGUAGES




  The BBC is the world’s largest news organisation
1. Localisation
                                          Websites




                               Radio




 77 years old
           Weekly audience of 180m


                      Funded by UK Government

                                         Widgets
                  Podcasts
1. Localisation


  Global content for global citizens, but
  tailored to location
                  US edition    UK edition
2. Social Media
2. Social Media




                  • 8 – 10,000
                    comments /
                    emails a day

                  • 200 – 300
                    images received
                    a day – can
                    increase to
                    65,000
2. Social Media
3. Personalisation


  BBC’s UK iPlayer
3. Personalisation
4. Platform Evolution



              The site from the British broadcaster is chock full of information.

                  If you were going to design the
                  TV news broadcast of the future,
                                                     where viewers pick the stories
                                                     and watch them come to life,



                                                      this is it.
                                                       USA Today on the BBC’s iPad app
4. Platform Evolution
5. New Content

 New Content: bbc.com/travel
1.   Localisation

2.   Social Media

3.   Personalisation

4.   Platform Evolution

5.   New Content
Q&A
chris.dobson@bbc.com

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How to make a Global Website Relevent for International Audiences

  • 1. How to make a global website relevant for international audiences Chris Dobson Executive Vice President Global Advertising Sales – BBC Advertising
  • 2. 1. Localisation 2. Social Media 3. Personalisation 4. Platform Evolution 5. New Content
  • 3. 1. Localisation You can’t fake localisation, and you never could 7,255 IN JOURNALISM 70 BUREAUX 32 LANGUAGES The BBC is the world’s largest news organisation
  • 4. 1. Localisation Websites Radio 77 years old Weekly audience of 180m Funded by UK Government Widgets Podcasts
  • 5. 1. Localisation Global content for global citizens, but tailored to location US edition UK edition
  • 7. 2. Social Media • 8 – 10,000 comments / emails a day • 200 – 300 images received a day – can increase to 65,000
  • 9. 3. Personalisation BBC’s UK iPlayer
  • 11. 4. Platform Evolution The site from the British broadcaster is chock full of information. If you were going to design the TV news broadcast of the future, where viewers pick the stories and watch them come to life, this is it. USA Today on the BBC’s iPad app
  • 13. 5. New Content New Content: bbc.com/travel
  • 14. 1. Localisation 2. Social Media 3. Personalisation 4. Platform Evolution 5. New Content