Mastering the Art of Global Content Experience€¦ · dominate the future Source: “E-Marketing...
Transcript of Mastering the Art of Global Content Experience€¦ · dominate the future Source: “E-Marketing...
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September 2015 Ben Sargent Content Globalization Strategist
Copyright © 2015 by Common Sense Advisory, Inc.
Mastering the Art of Global Content Experience
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Today’s presentation
1. Content competition drives push for integrated campaign management
2. Making the connection between content, languages, and profits
3. The universe of languages − and how it is changing
“Relevant research”
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Content competition Part 1
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Expand viewpoint to “content experience”
PC, Mobile, & Web Apps
Web content & E-‐mail
Social & Search
Video, PDFs & Infographics
User Experience
Customer Experience
Content Experience
Branded Content
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The virality imperative
• Digital media platforms compete for hours and clicks – Content that gets engagement gets shown to more people
• Algorithms combine engagement data and metadata – Baidu, HuffPost, Twitter, Yandex, YouTube, everywhere
• Integrated campaigns get more Likes, shares, comments – Orchestrated sequence and timing across multiple channels
• Boosted engagement earns broader amplification effect – Companies that excel at global integrated campaigns will
dominate the future
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Source: “E-Marketing Convergence Creates Opportunity for Localization Managers,” Common Sense Advisory, Inc.
Optimizing the content experience factory
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Five campaign consolidation points
• Inclusive campaign team – All silos, including localization, have seats at the table
• Internal localization manager on the marketing team – A marketing manager pools assets from the silos prior to handoff
• Project or vendor manager in shared services model – The localization team supports marketing as an internal client
• Localization vendor serves as collection point – Handoffs from silos not coordinated, sole supplier LSP used
• Campaigns are silo-specific, no coordination required – Silos hand off work to multiple vendors
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To conclude…
• Content competition drives integrated campaign management
• Integrated campaign management improves localization
• Full-gamut localization includes simultaneous copy creation
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Making the connection between content, languages, and profits
Part 2
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Making the revenue connection @Fortune500
• Companies that increased content volume showed: – Revenue growth = 1.8 times more likely
– Higher profits = 2.5 times more likely
• Businesses that increased translation budget realized: – Revenue growth = 1.5 times more likely
Source: “Translation at Fortune 500 Companies,” Common Sense Advisory, Inc.
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Company size maps to number of languages
Source: “Global Website Assessment Index 2015,” Common Sense Advisory, Inc.
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As does website popularity
Source: “Global Website Assessment Index 2015,” Common Sense Advisory, Inc.
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Brand value shows an extreme correlation with language support
Source: “Global Website Assessment Index 2015,” Common Sense Advisory, Inc.
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H&M brand site = 17 languages Brand Value in 2014 = US$ 21 billion
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GAP brand site = 7 languages Brand Value in 2014 = US$ 4 billion
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35 languages
McDonald’s brand site = 35 languages Brand Value in 2014 = US$ 42 billion
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Pizza Hut brand site = 19 languages Brand Value in 2014 = US$ 4 billion
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Source: “Global Website Assessment Index 2015,” Common Sense Advisory, Inc.
Companies with 54+ languages average $61B
6.1 6.3 9.4
12.0 15.6
23.8
60.9
0
10
20
30
40
50
60
70
1 4 to 6 7 to 11 12 to 19 20 to 32 33 to 53 54 or more
Number of Languages
Now Number of Languages Correlates to Brand Value
US
$ B
illio
n
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The universe of languages − and how it is changing
Part 3
Mavens & thought leaders are multi-national, even in B2C
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The economic impact of languages online
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Computer Hardware
100%
91%
77%
73%
68%
68%
68%
68%
68%
64%
64%
59%
55%
55%
50%
45%
45%
41%
36%
36%
36%
36%
36%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
English
Chinese Simpl.
Chinese Trad.
Japanese
German
French
Italian
Portuguese
Russian
Spanish
Korean
Dutch
Polish
Turkish
Czech
Swedish
Danish
Norwegian
Arabic
Finnish
Greek
Thai
Romanian
50% 50% 50%
41% 27%
9% 5% 5% 5%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Facebook Twitter
Youtube Linkedin
Google Plus Slideshares
Pinterest Flickr
16.1 Average Language per Site
2.4 Average Social Networks per Site
46% Average InternaNonal Revenue
N=22
Most Popular Language Most Popular Social Networks
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Hotels & Motels
100%
56%
44%
44%
38%
31%
31%
31%
31%
31%
31%
25%
19%
13%
13%
13%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
English
Chinese Simpl.
Japanese
Chinese Trad.
French
German
Spanish
Italian
Portuguese
Arabic
Russian
Korean
Turkish
Dutch
Polish
Hebrew
63% 56%
38% 19% 19% 19%
13% 6% 6% 6%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Twitter Facebook
Youtube Linkedin
Flickr Instagram
Weibo Google Plus
Youku Spotify
7.4 Average Language per Site
2.4 Average Social Networks per Site
34% Average InternaNonal Revenue
N=16
Most Popular Language Most Popular Social Networks
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Points to remember
• Languages boost growth AND profits – Global leaders are well into tier 2, are you competitive?
• Investing in content improves business results – Use data to make the case with global and regional executives
• Leaders gear up for integrated campaigns – Global campaign management is critical
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Digital Trends from Software to Marketing
• “Mobile first” phenomenon extends to content development – Learn to write for the small screen
• Agile marketing – Scrums for campaign management
• Simultaneous copy creation – Broadens the scope of localization strategy
– Localization teams handle complex resourcing needs
– Put localization on your campaign management team Day 1
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Thank you.
Benjamin Sargent [email protected]
+1.978.275.0500 x1010
• Research: www.commonsenseadvisory.com
• Blog: www.globalwatchtower.com • Twitter: @CSA_Research
Insight for global market leaders
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Research referenced in this presentation
• “The Rise and Fall of the Top Online Languages” (Mar15) • “Making the Switch from Neutral to Regional Spanish” (Apr15)
• “E-Marketing Convergence Creates Opportunity for Localization Managers” (May15)
• “Global Website Assessment Index 2015” (Jul15)
• Upcoming – Brief: “Finding Revenue in Under- and Over-Served Languages”
– Report: digital campaign management and localization