In this presentation, we analyze two global websites to see what makes a global content strategy successful and what makes it fail. We also discuss best practices for creating a global content strategy.
What is this? What does it have to do with Muji Products? Am I at the correct site?
Okay. I still don ’t know where I am. So, I see the little “Global Site” box up there in the corner and think “Oh, this is probably where I need to go”
Clearly this is a completely different site that the U.S. site. The entire layout is different. I kind of like the left nav bar and I especially like the Search feature. These are missing on the U.S. site. In the U.S. site, you have to navigate down an additional level to get a nav bar
Of course, my first pet peeve is that I have to click the Global Site button to view the site in any other languages. And of course, we know where I go if I click that button (yes, to the silly home page where I have to click World Sites). How hard would it be to put the World Sites link on every footer?
This is the only button that looks even remotely like a place to go.
And, by the way, where is the World Sites button??
But at least I have Euros instead of Pounds.
Simple point of entry based on country of origin
Select certain products to feature On US site – twitter feed, Facebook – what you’d expect from a hip cosmetic company in the US
English is used for branding purposes Totally different set of products featured Different grid / layout to the website itself New branding element introduced that is so Japanese – we’ll focus in on this on the next page
Sounds simple right? How many of you have international content development guidelines. In writing?
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.