More Related Content Similar to Content Strategy for International Markets Similar to Content Strategy for International Markets (20) Content Strategy for International Markets2. Who We Are
Professional services firm specializing in content development
and global content strategy
Founded in 1994
12 full-time employees
Network of 2000+ fully-screened consultants across U.S.
Managed, contract, and placement services
© 2012. Content Rules, Inc. All rights reserved.
3. What We Do
Help companies create and modify content
Technical Documentation
Marketing Collateral
Training Materials
eBooks
Evaluate and improve content quality using state-of-the-art tools
Reports
Metrics
Recommendations
Fixes
Save money on translation
Specialized reporting and editing © 2012. Content Rules, Inc. All rights reserved.
4. Key Clients
© 2012. Content Rules, Inc. All rights reserved.
5. What We Will Cover
Common problems associated with globalizing content
Successful approaches to globalizing content
How to evaluate your website for problems and
successes
Best practices for creating global content
© 2012. Content Rules, Inc. All rights reserved.
6. Agenda
9:15 – 9:20 Why We Are Here
9:20 – 10:10 Getting the Analytic Juices Flowing
10:10 – 10:20 Break
10:20 – 11:00 Exercise #1
11:00 – 11:25 Best Practices
11:25 – 11:40 Exercise #2
11:40 – 11:45 Q & A / Wrap Up
© 2012. Content Rules, Inc. All rights reserved.
7. What We Promised You
Smack down between
Legendary Systems
versus Massive Systems
Both are large
multinational companies
© 2012. Content Rules, Inc. All rights reserved.
8. What We Know
About Legendary Systems
Large sales team
Huge infrastructure
Revenue growth is lagging
Not getting its “fair share” of global revenue
© 2012. Content Rules, Inc. All rights reserved.
9. What We Know
About Massive Systems
Every bit as large as Legendary Systems
Infrastructure just as large
Difference comes in revenue growth
Growing 3x as fast with much of the growth coming in
international markets
© 2012. Content Rules, Inc. All rights reserved.
10. Archetypes
Wikipedia definition of archetypes:
A universally understood symbol, term, or pattern of
behavior upon which others are copied, patterned, or
emulated.
Often used in myths and storytelling across different
cultures
© 2012. Content Rules, Inc. All rights reserved.
11. How can you tell if your company is Legendary vs.
Massive?
Diagnostic Tool of Choice: The Company’s Website
© 2012. Content Rules, Inc. All rights reserved.
12. Legendary Systems - Our Laggard
Muji is a specialty retailing company out of Japan
www.muji.com
Known for its minimalist aesthetic
Sell direct off their website and through a network
of 20+ stores
We like their products a lot
© 2012. Content Rules, Inc. All rights reserved.
13. Symptoms of a Legendary Problem
Symptom #1: Can’t find the front door
Symptom #2: Perplexing inconsistencies
Symptom #3: Impossible navigation
Symptom #4: Inconsistent branding
© 2012. Content Rules, Inc. All rights reserved.
14. Symptom #1: Can’t Find the Front Door
www.muji.com
© 2012. Content Rules, Inc. All rights reserved.
15. Symptom #1: Can’t Find the Front Door
If I click on the circles:
© 2012. Content Rules, Inc. All rights reserved.
16. Symptom #1: Can’t Find the Front Door
Uh oh.
© 2012. Content Rules, Inc. All rights reserved.
17. Symptom #1: Can’t Find the Front Door
Finally found it. But…
© 2012. Content Rules, Inc. All rights reserved.
20. Symptom #2: Perplexing Inconsistencies
Nav bar for U.S. site is down another level:
© 2012. Content Rules, Inc. All rights reserved.
22. Symptom #3: Impossible Navigation
Let’s try to find the site for Italy:
© 2012. Content Rules, Inc. All rights reserved.
25. Symptom #3: Impossible Navigation
Wait, this isn’t Italian?
© 2012. Content Rules, Inc. All rights reserved.
26. Symptom #3: Impossible Navigation
Oh, all the way down there at the bottom:
© 2012. Content Rules, Inc. All rights reserved.
27. Symptom #3: Impossible Navigation
Finally, Italian. Translation of EU site.
© 2012. Content Rules, Inc. All rights reserved.
28. Symptom #4: Inconsistent Branding
Common branding elements of Muji:
© 2012. Content Rules, Inc. All rights reserved.
30. To Recap: Legendary Problems
Difficulty finding the site I need
Inconsistencies from site to site
Navigation that is cumbersome
Inconsistent branding
© 2012. Content Rules, Inc. All rights reserved.
31. Massive Systems - Our Leader
Lush is a specialty cosmetics company out of the
United Kingdom
www.lush.com
Known for its handmade soaps, lotions, shower
gels, shampoo, and so on
They have 830 stores in 50 countries, in addition to
online shopping
We like their products a lot, too
© 2012. Content Rules, Inc. All rights reserved.
32. What Makes for a Massive Success?
Success #1: Easy and obvious entry point
Success #2: Consistent branding
Success #3: Culturally significant branding
Success #4: Country-specific imagery
Success #5: Culturally sensitive layout
© 2012. Content Rules, Inc. All rights reserved.
33. Success #1: Easy and Obvious Entry Point
www.lush.com
© 2012. Content Rules, Inc. All rights reserved.
34. Success #2: Branding Begins on First Page (and
continues throughout)
© 2012. Content Rules, Inc. All rights reserved.
36. Success #3: Culturally Significant Branding
www.lush.com.au
Different seasonality dictates different product mix
Aussie pride
© 2012. Content Rules, Inc. All rights reserved.
37. Success #4: Inclusion of Country-Specific Imagery
www.lushjapan.com
© 2012. Content Rules, Inc. All rights reserved.
38. Success #4: Inclusion of Country-Specific Imagery
Distinctively Japanese branding element
© 2012. Content Rules, Inc. All rights reserved.
39. Success #5: Culturally Sensitive Layout
Japanese grid is
prototypically Japanese:
© 2012. Content Rules, Inc. All rights reserved.
40. Success #5: Culturally Sensitive Layout
Contrast with
US grid
© 2012. Content Rules, Inc. All rights reserved.
41. To Recap: Massive Success
Simple to find the site I need
Corporate branding consistent on all sites
Regional changes to branding
Images designed for particular countries
Layout sensitive to cultural norms
© 2012. Content Rules, Inc. All rights reserved.
42. Exercise #1
Analyze the web presence of Sony
Look at U.S., U.K., Germany, China, and Japan
Is this company “Legendary” or “Massive”?
A laggard or a leader when it comes to global readiness?
Point back to the company’s web presence to back up
your story
© 2012. Content Rules, Inc. All rights reserved.
44. Best Practice #1: Have a Plan
Yes. Sounds obvious.
No. Most companies don’t.
© 2012. Content Rules, Inc. All rights reserved.
45. Best Practice #2: Locate Your Global Content
Who is creating content for global?
At HQ?
Regionally?
Anyone single-sourcing?
Where is all of this content and who is responsible for it?
© 2012. Content Rules, Inc. All rights reserved.
46. Best Practice #3: KISS Your Source Content
Keep it short and simple
Writing for translation | Global English | Simple English |
International English best practices
8 Simple Steps to Make Your Content Global-Ready
Now!
Send me an email and I’ll send you a copy!
© 2012. Content Rules, Inc. All rights reserved.
47. KISS Elements
1. Reduce word count
2. Increase use of identical sentences
3. Decrease word variability
4. Reduce sentence length and complexity
5. Eliminate word usage errors (idioms, jargon)
© 2012. Content Rules, Inc. All rights reserved.
48. Best Practice #4: Standardize Your Translation Memory
Single repository of translation memory
Take ownership of your translation memory, not your LSP
© 2012. Content Rules, Inc. All rights reserved.
49. Best Practice #5: Use the Best Method: Translation,
Localization, or Transcreation
Know the differences
Process
Function
Cost
Best places to use each
Determine which content falls under which method
© 2012. Content Rules, Inc. All rights reserved.
50. Methods of Handling Global Content
Translation Localization Transcreation
The content stays the The meaning stays the Different content
same same developed to meet
business objectives
Language Literal word-for-word Translate the meaning of Developed in local
translation of everything the words in a way that is language; English may be
culturally appropriate used as part of the brand
vocabulary
Images No change Change to fit local
expectations / product
Change to fit local
expectations / product
needs needs
Layout No change Minimize changes Change to fit local
expectations
Brand No change No change Enhance and expand
Vocabulary
Example Lush Canada Lush Australia Lush Japan
© 2012. Content Rules, Inc. All rights reserved.
51. Frequency / Cost of These Three Techniques
Translation Localization Transcreation
The content stays the The meaning stays the Different content
same same developed to meet
business objectives
Incidence
Cost
Impact
© 2012. Content Rules, Inc. All rights reserved.
52. Exercise #2: Analyze Ikea Website
Work backwards and articulate what you think the strategy
is for translation, localization, and transcreation at Ikea by
geo, content type, and/or media
See if you can find an instance of each technique
© 2012. Content Rules, Inc. All rights reserved.
53. Exercise #2: Analyze Ikea Website
Analyze home page for:
Australia
Canada
United Kingdom
United States
© 2012. Content Rules, Inc. All rights reserved.
54. Exercise #2: Analyze Ikea Website
Search for Hemnes in U.S., Canada, U.K., Australia
Analyze the results
Search for the Hemnes Mirror cabinet with 1 door
Analyze the results
© 2012. Content Rules, Inc. All rights reserved.
55. Q&A
© 2012. Content Rules, Inc. All rights reserved.
Editor's Notes Local expectations are important. The classic story here is Gerber Baby Food. In the US, we sell Gerber Baby Food in jars with pictures of a fat baby with puffy cheeks on the label. This meets our cultural expectations. In Africa, the cultural expectation – because literacy is low – is that the picture on the outside of the jar is of the ingredients. So a picture of a baby with fat cheeks says that the baby food consists of … you guessed it … ground up baby! A lesson Gerber learned very, very painfully.