globalising content for an international audience

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More than ever before, were operating in a global business environment. While this presents massive opportunities, it also puts pressure on brands to create content thats relevant to an international audience. Most businesses understand the need for translation but underestimate the importance of globalising their content. Every day organisations around the world experience self-inflicted brand damage by not considering how their content will be perceived in other countries. Even when language is not the issue, cultural differences can hamper the effectiveness of your content marketing initiatives. In this session, content marketing consultant Sarah Mitchell shares experience and advice gleaned from more than 20 years working in corporate environments outside her home country. Youll receive guidance on how to globalise your content to attract a culturally diverse audience with definite recommendations on things to do and what to avoid doing. At the end of the session, youll have a clear idea on how you can attract customers from every corner of the world. This presentation was originally created for Content Marketing World Sydney - 2014.

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Globalising Content for an International AudienceSarah MitchellGlobal Copywriting @globalcopywrite#cmworld1

Your topic of presentationYour favorite topic to discussHelloSarah Mitchell@globalcopywrite#cmworld

Mamao y Toto

#cmworldShow of hands

Global Brand Working at company headquarters Working in a regional office Doing business globally from single location

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Less than 6%of the worlds population speaks English well enough to conduct business.Consider this#cmworld

99% of consumers on earth do not live in the Australia/Oceania region.Image credit: freestock.ca- World Internet Usage and Population Statistics (June 2012)

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Asian CenturyOver 1 billion internet users 45% of the worlds total live in Asia. #cmworld

And yet#cmworld

Many of us treat the world-wide web like the Ohio web or the American English web. Marketers are overwhelmed and unprepared.Scott Abel,The Content Wrangler#cmworld

Over 60% of global marketers attending CMWorld USA admitted they have no strategy in place for global content marketing.

Cloudwords Survey#cmworld

Thats important because . . . #cmworld

Were inching closer to a linguistically local internet, in which people no longer have to leave their native languages to get where they want to go.John Yunker,Global by Design blog#cmworld

How does Australian business reach the other 99%?#cmworld

By making globalisationpart of your strategy#cmworld

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Translation is not enough#cmworld

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Ive come across too many texts translated into a different language via Google Translate. Agencies selling native speakers should sound warning bells.Nenad Senic,Disput#cmworld

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WHY?Global Content ConsiderationsBrand Consistency

Cost EfficiencyCommunication Effectiveness#cmworld

How to strike that balance between global and local is really an art and a science.Pam Didner,Global Integrated Marketing Manager, Intel#cmworld

Brand Consistency

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Is your brand global?

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Is your product local?

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Localising ContentIts Complicated#cmworldYoure probably bothThe Grand PictureorThe BigPicture#cmworld

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Cost Efficiency

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Creating foreign language content factoriesTrying to do it all from head office

(Expensive) Traps#cmworld

Circle the Wagons#cmworld

CommunicationEffectiveness

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I might commence to spend provided that viable chopping it up that has a fellow geek, every one of the even though not selling anything.#cmworld

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October is the time of year when most companies lock in plans and budgets for next year.#GlobalFail marketing company#cmworld

Globalisation =(Translation + Localisation) x Number of localities #cmworld

TipKnow Your Audience#cmworld

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ColoursHolidays Sports Religion Fiscal Years Superstitions

Local Considerations#cmworld

Paper Size of documents Hole Punches#cmworld

s vs. z er vs. re our words medical termsSpelling#cmworld

Quid Buck DoshSlang#cmworld

Same Word, Different MeaningsGongFootballRugPowerpoint#cmworld

ColloquialismsRobot vs. Traffic light

Speed bump vs. Sleeping policeman

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Units of MeasureEngineering Cooking Pharmaceuticals

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Currency ExpressionsNickel Dime Quarter

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Sports Terminology Knocked for six Thats not cricket Hit a home run Knock it out of the park

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AccentsNot all English speakers can understand an Aussie accent

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Religion

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Customs

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Sister Rooms Theatre ED

Medical Terms#cmworld

Superstition1348#cmworld

Corporate Marketing drives the globalisation initiative Regional offices navigate the content for local audiences Managed under a separate project plan

Path to Success#cmworld

Dont try to globalise ALL your content. Select key pieces. Focus on top 20% of your content

Intel Method#cmworld

Collaborate, dont legislate#cmworld

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Make sure everyone has skin in the game Budgets Accountability towards performance

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Think global, publish local.Sarah Mitchell,Global Copywriting#cmworld

Your topic of presentationYour favorite topic to discussQuestions?Sarah Mitchell@globalcopywrite#cmworld

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