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INTERNATIONALISATIONPractical tips for a successful internationalisation web project.

Klaus Oberlehner

ecx.io

Werbeplanung.at

Wien

12/7/2013

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WHO WE AREOverview

A leading European Digital Service Company with a focus on

Austria, Germany, Switzerland and United Kingdom.

Austria | Vienna, Wels

Germany | Düsseldorf, Munich

Switzerland | Zurich

United Kingdom | Reading

Founded 1995. Ownermanaged. 150

entrepreneurs, thinkers, geeks, people who care.

Core Competencies in E-Commerce & Digital Marketing.

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Strategy

Consulting

Customer

Experience

Technology

Services

DIGITAL BRANDING E-COMMERCE

DIGITAL SUCCESSDIGITAL SUCCESS

DIGITAL MARKETING E-COMMERCE

WHAT WE DELIVEROur Solutions & Services

MISSION

SOLUTIONS

SERVICES

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CLIENTS

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STIHL | WORLDWIDE RELAUNCHDevelopment of online strategy and world-wide relaunch of STIHLs

international websites based on Opentext WSM. 24 countries, 12 languages

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AUSTRIAN AIRLINES | WORLDWIDE RELAUNCHintegrated translating engine, multifunctional editorial system for more

than 58 countries and 28 languages.

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RED BULL | GLOBAL BUSINESS PLANNING TOOLInternal global business planning for marketing, financial, event and

sponsoring department. Rollout in 85 countries.

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The Foundations

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TIP 1 – EXPERIENCE COUNTSA good project manager should

Not participate in company politics

Be armed with enough competencies and authority

Be good at communicating

Be assertive

Be a good negotiator

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TIP 2 – GET YOUR PROJECT

STRUCTURE RIGHT

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TIP 3 – CONTENT IS KING

And unfortunately

most of the time the

reason for project

delays

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TIP 4 – TEST THOROUGHLY

Mistake x [No. of countries]

=

BIG Problems!

!

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Internationalisation

using a CMS

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TIP 5 – BUILD AN INTELLIGENT

STRUCTURE

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TIP 6 – KEEP THE TEMPLATE COUNT

DOWN

Define basistemplates and modules

Build a prototype

Stick to them

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TIP 7 – NO STATIC CONTENT IN

TEMPLATES!.modul-460-text div.top, .modul-460-text-right div.top {

height: 30px; width: 460px; overflow: hidden;

background-image: url(<%img_bg_modul_460_190_top%>);

background-repeat: no-repeat; }

.modul-460-text div.middle, .modul-460-text-right div.middle {

width: 460px; overflow: hidden; min-height: 160px;

background-image: url(<%img_bg_modul_460_190_middle%>);

background-repeat: repeat-y; }

html .modul-460-text div.middle, * html .modul-460-text-right div.middle

{

height: 160px; }

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TIP 8 - DEVELOP DOCUMENTATION

AS YOU GO

Detail the steps involved to set up a new country project

What elements need to be translated?

What needs to be configured? (If anything)

What parts need to be re-tested?

…

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TIP 9 – USABILITY IS THE KEY

Carefully plan your interface

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TIP 10 – WORKFLOWS SELDOM

FLOW

Keep it simple!

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TIP 11 – BE ORGANISED – PROVIDE SHARED

CONTENT FOR LOCALE WEBSITES

Global project

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TIP 12 – USE GLOBAL FUNCTIONALITY

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The rollout

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TIP 13 – TRANSLATE CENTRALLY

Central translation of the complete content by one

service provider

Provision of content in finished web projects using CMS

Proofreading loops via clients in participating countries

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TIP 14 – SET UP A TRAINING

SCHEDULE

Base training Day 1 Introduction to CMS and project

Day 2 Work on final project and coaching

Online Training 30-60 mins as needed

at start. Every 4

weeks thereafter

Online training using Webex (or similar)

with the ability for people to ask

questions

Advanced

Training

1 day (after about 4

months)

Review of previous work, coaching,

future development requirements

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TIP 15 – USE AN AGILE PROJECT

APPROACH

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Operating an international

web platform

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TIP 16 – INTERNATIONAL MEANS 24/7

Decide which support hours you will cover

Plan backup and maintenance schedules

Use a publication server to improve performance

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TIP 17 – TAKE ANALYTICS INTO CONSIDERATION

Gather analytics from

the start

Provide local reports

Consider consolidated

management reports

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TIP 18 – INTERNATIONAL SEO IS TRICKY

Setup a strategy first

Talk to local specialists in your local markets

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TIP 19– PLAN YOUR INTERNATIONAL

SUPPORT

How much cover do you need?

Document common issues

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TIP 20 – TALK TO ECX.IOexperienced in international web content management projects

klaus.oberlehner@ecx.io

+43 664 1327212

armin.doll@ecx.io

+49 160 5896009www.ecx.io

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