NOLTE&LAUTH Reach Out before You roll-Out - CQ 5
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Transcript of NOLTE&LAUTH Reach Out before You roll-Out - CQ 5
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REACH OUT BEFORE YOU ROLL OUT!
THE GAME-CHANGING ART OF MARKET INTEGRATION.
JULIAN MAIER | DIGITAL CONSULTING
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ARE YOU WORKING WITH AN INTERNATIONAL OPERATING COMPANY?
DID YOU EVER ROLL OUT CONTENT OR A PLATFORM WORLDWIDE?
DO YOU KNOW THE CURRENT LOCAL TIME IN BUENOS AIRES?
HAVE YOU EVER BEEN CALLED ON A SUNDAY MORNING BY A CMS AUTHOR FROM ABU DHABI, WONDERING WHY HE HAS SWEDISH
CONTENT ON HIS WEBSITE?
DO YOU KNOW, WHICH LANGUAGE IS USING THIS FONT?
სამგზავრო ავტომობილები
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WHAT DRIVES
ROLLOUT SUCCESS?IN
BUDGETIN QUALITY
IN TIME
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PEOPLE AND
PROCEsSES
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THE ROLLOUT SCENARIO
MULTI-BRAND, MULTI-LANGUAGE, MULTI-NATIONAL
1 client1 year
48 countries40
LANGUAGES
41.000 WEB PAGES
6 BrANDS
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IMAGINE THE FOLLOWING
YOU‘VE GOT A STATE OF THE ART WEBSITE
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IMAGINE THE FOLLOWING
AND YOU‘VE GOT ALL THE OTHER STUFF TOO:
TAGGING
INTEGRATED LEAD
MANAGEMENT
COMMENTING
CUSTOMER EXPERIENCE
MOBILE-DEVICEDETECTIONSOCIAL MEDIA
MOBILE-DEVICEANALYTICS
iPAD APPEXTERNAL
APPLICATIONS
USER-GENERATED CONTENT
RATING
DATA-DRIVEN CONTENT
RSS
LIKE
SEM
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THIS IS ...
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AWESOME.
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"COOL, I‘M REALLY INTO THIS ,INTERNET THING‘.
LET‘S GET IT OUT TO THE MARKETS
MICHAEL, 28 - LOCAL MARKETING SPECIALIST
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"WE HAVE CURRENTLY NO RESOURCES TO DO THIS.“
"I WILL BE ON VACATION FOR 4 WEEKS IN SUMMER.“
"I‘M THE ONLY ONE DOING MARKETING IN OUR OFFICE AND THERE ARE OTHER
PROJECTS AS WELL.“
"ON THE PLANNED GO-LIVE DATE, WE HAVE AN IMPORTANT CUSTOMER EVENT.“
LET‘S GET IT OUT TO THE MARKETS
MICHAEL, 28 - LOCAL MARKETING SPECIALIST
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"I‘M MAINTAINING THE LOCAL WEBSITE FOR 15 YEARS
AND I‘VE SEEN A LOT OF CENTRAL SYSTEMS COME AND GO.“
"IN OUR COUNTRY EVERYTHING IS DIFFERENT. YOUR CENTRAL APPROACH WON‘T WORK.“
"WHAT ABOUT OUR
LOCAL CONTENT AND APPLICATIONS?“
LET‘S GET IT OUT TO THE MARKETS
PETER, 43, KEY ACCOUNT AND OWNER OF LOCAL WEB AGENCY
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NO TIME .
NOT INTERESTED.
LET‘S GET IT OUT TO THE MARKETS
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EFFECTIVENESS.
RELIABILITY.
EYE-LEVEL.
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THE ROLL-OUT PLANNING
EFFECTIVE AND PROVEN ROLL-OUT APPROACH
CREATE ROLL-OUT PLAN
LOCAL AGENCY BRIEFING
KICK-OFF/ DEFINE ACTIVITIES
CREATION OF LANGUAGE VERSION
MARKET SITEMAP DEFINITION
TRANSLATION
GAP ANALYSIS
LOCALIZATION
CREATION OF LOCAL CONTENT
CONTENT MANAGEMENT
UNIT CMS TRAINING
REVIEWAPPROVALLAUNCH
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KICK-OFF WORKSHOP - REACH OUT BEFORE YOU START
CLARIFY
SPECIFIC MARKET NEEDS.
WHAT DRIVES THE
PEOPLE?
ALIGN ON
TIMELINE, SCOPE &
RESPONSIBILITIES.
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"WE HAD BAD EXPERIENCE WITH CENTRAL TRANSLATORS.
THUS, WE NEED TO GO WITH OUR
LOCAL TRANSLATOR."
MANAGING CONTENT & TRANSLATIONS
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MANAGING CONTENT & TRANSLATIONS
KEEP IT SIMPLE.
ENSURE QUALITY.
TRANSLATIONS -
MANUAL OR TOOL-BASED?
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MANAGING CONTENT & TRANSLATIONS
IDENTIFY CONTENT GAPS.
OBSERVE LOCAL LEGAL
REQUIREMENTS.
TAYLOR CONTENT TO
LOCAL NEEDS.
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"WHEN WILL WE FINALLY GET
ACCESS TO THE CMS?“
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CMS TRAINING
CENTRAL OR LOCAL
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CMS TRAINING
SPEAK "IT, MARKETING
AND BUSINESS"
FIND SOLUTIONS FOR
INDIVIDUAL QUESTIONS.
DIFFERENT KNOWLEDGE,
BACKGROUND, EXPEC-
TATIONS.
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THE CENTRAL CONTENT DOESN'T FIT FOR US.
WE NEED TO ADAPT.
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LOCALIZATION
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LOCALIZATION
BE READY TO GIVE SUPPORT - ANYTIME AND EVERYWHERE.
BE READY TO GIVE SUPPORT.
ANYTIME AND EVERYWHERE.
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THE GO-LIVE
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00 06 25: :Days Hours Minutes
THE LAST MINUTES...
to go-live
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„I TALKED TO TONY FROM AFTER SALES.
HE HAD SOME COMMENTS -
I THINK THEY ARE CRITICAL FOR GO-LIVE.“
THE LAST MINUTES
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PRAGMATISM.
PRAGMATISM.
PRAGMATISM.
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KNOW THE PEOPLE AND WHAT DRIVES THEM.# 3
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ROLLOUT? DO TRY THIS AT HOME...# 2... BUT WORK WITH PEOPLE, WHO KNOW HOW TO DO IT RIGHT.
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# 1MAKE SURE YOU DO IT WITH THE GREATEST OF EASE.
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REACH OUT BEFORE YOU ROLL OUT!
THE GAME-CHANGING ART OF MARKET INTEGRATION.
JULIAN MAIER | DIGITAL CONSULTING
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NOLTE&LAUTH
DigitalDigital first - Focus on
customer experience
design.
BusinessDigital consulting
experts following a top
management approach.
DevelopmentGetting things done -
Known as catalyst in
complex projects.
PartnerAt eye level.
Reliable.
Independent.
WWW.NOLTE-LAUTH.COM | FRANKFURT | BERLIN | STUTTGART | WORK WHERE IT SUITS YOURSELF
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NOLTE&LAUTH
DIGITAL EXPERIENCE
DIGITAL CONSULTING
DIGITAL SERVICES
Text
WWW.NOLTE-LAUTH.COM | FRANKFURT | BERLIN | STUTTGART | WORK WHERE IT SUITS YOURSELF TM