The document discusses strategies for managing international e-commerce and digital marketing for a FTSE 100 company, emphasizing the importance of localization and geo-targeting. Key points include adapting online presence to support various languages, payment methods, and cultural nuances. The presentation also highlights the balance between using subdomains and subfolders for international sites, and the necessity of tailoring content for local markets.

1. MANAGING INTERNATIONAL SEARCH
In a FTSE100 Company
@guyredmond

2. Who Am I?
Global Digital Marketing Manager
 @10 years Experience in Digital
 International Ecommerce
 Ecommerce Agency (Global Clients)
 Global B2B (FTSE 100)
@guyredmond

3. Doing Digital
 Key to International Success
 Going Global
 Going Digital
 Going Local
 Lets be Social
 Hey, lets do an app!
@guyredmond

4. Key to International Success
Knowing it's not all about
@guyredmond

5. It's not all about Google
@guyredmond

6. ...but don‟t forget Google
@guyredmond

7. „Going Global‟
“To reach 90% of the worlds 2.4 billion Internet users*, companies must
support 21 or more languages...” (Web Globalization Report Card 2012)
@guyredmond
*June 2012 2,405,518,376

8. Analyse
@guyredmond

9. „Thinking Local‟
 Do you currently trade locally?
 Do you want to sell online?
 Do you support the preferred payment option?
 Is you site ready? (£$€¥)
 Is your courier ready?
@guyredmond

10. „Paying Local‟
Preferred online payment methods across the globe
@guyredmond
© Econsultancy.com Ltd 2010

11. Our Digital Path

12. Measurement
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13. More Measurement
1200
1107.4
1000 954.4
927.5
876.8 866.3 864.8
832.9 827.8 820.1 809.9
784.4
800 748.9 748 747.6 745.7
716 695.9
664.7 662 644.9
613.4 603
600 559.9
432
400
200
0
@guyredmond

14. „We‟re Going Digital‟
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15. „Going Global‟
 The .com dilemma
 Sub domains or Sub folders
 ...but what about ccTLDs?
 Geo-Targeting
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16. The .com dilemma
Geo-Targeting Used
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17. Geo-Targeting example
http://www.apple.com/la/ http://www.apple.com/lae/
http://store.apple.com/mx http://www.apple.com/mx/
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18. Sub domains or Sub folders
Sub domains
http://usa.example.com/
http://usa.example.com/us/
http://usa.example.com/us/en-us/
http://usa.example.com/us/en-us/products/
Sub folders
http://www.example.com/usa/
http://www.example.com/usa/us/
http://www.example.com/usa/us/en-us/
http://www.example.com/usa/us/en-us/products/
@guyredmond

19. Pros and Cons
Sub domains: http://usa.example.com/
 Seen as a separate domain
 For content on different servers shop.example.com
 Can be geo targeted with GWT
 When no appropriate ccTLD available (Africa)
Sub folders: http://www.example.com/usa/
 Adds value to root domain: example.com
 Easy to implement
 Not impossible to build links to
@guyredmond

20. ...but what about ccTLDs?
country code Top Level Domains: example.fr
 Stand alone domain value
 Increases local confidence
 More likely to attract local links
 Already geotargeted
 May require a local presence
 Can be expensive to maintain
@guyredmond

21. A Geo-Targeting Tool Kit
1. LocalDomains or ccTLDs
2. Webmaster Tools
3. Server Location
4. Sitemaps, Hreflang Tags & Canonicals
5. Languages
6. Currency & Address Formats
7. Inbound Links
*
*A Geo-Targeting Tool Kit | Andy Atkins-Krüger
@guyredmond

22. „Going Local‟
 Localise your SEM strategy
 Indentify cultural differences
 Understand the local search engines
 Localise content, don‟t translate
@guyredmond

23. Careful when you translate Engrish
@guyredmond

24. ...and other languages too!
"I am not in the office at the moment.
Send any work to be translated".

25. More Welsh mistranslations!
'bladder disease has returned'

26. Hybrid Adwords
 Optimize by country, not
language
 Research your
keywords, rather than
translating them
 Don‟t ignore differences
between dialects:
„Coche‟ is a car in Spain, but
a baby stroller in much of
Latin America!
Christian Arno | SEOmoz

27. Lets Be Social
 Understand where your audience is
 Define your goals
 Listen before engaging
 Develop content strategy for each channel
@guyredmond

28. @guyredmond

29. @guyredmond
http://www.vincos.it/wp-content/uploads/2009/06/wmsn_animated_1024.gif

30. ...lets not forget Google+
 Pages
 Events
 Local
 Hangouts
 Communities
@guyredmond

31. Hey, Lets „Do an App‟
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32. £₦$₡₩€₣₭¥₮
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33. Takeaways
 Optimize by country, not language
 Target the right search engines
 Localise content, don‟t translate
 Test, measure rinse and repeat
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35. Thanks for listening...
Twitter @guyredmond
http://uk.linkedin.com/in/guyredmond
plus.google.com/106064279458601860394