@PamDidner  Informa/on  Development  World,  San  Jose  

Engineering  Global  Content  Planning    

Share  insights  

•  A  process  to  think  global  content  differently  •  Intricacies  of  Global  vs.  Local  factors  •  Lessons  learned  by  working  with  different  regions  

Hi    @PamDidner    Here  

Learn  how  to  plan,  develop,  promote  and  measure  your  content  effec/vely  across  

borders  

 

 

 

Order  on  Amazon  Receive  30%  off  

Check out Globalcontent.marketing

When  we  think  of    Global  Content  Planning  

We  dive  into  what  content  to  translate,  localize  or  

customize…  

There  are  steps  and  process  to  select  content  to  translate,  localize,  trans-­‐

create  and  customize  

Most  of  you  have  your  own  processes  

down  

Think  about  global  content  from  a  different  angle  

Let’s  explore  inside  out:    from  client’s  perspec/ve  

Global  in  an  internal  sense    

Headquarters

Work together to create content plan

Local or Region

Priori/ze  Countries  and  Topics  (HQ  w/  Geo  Feedback)  

HQ-­‐driven    (w/  agency  help)

Geo-­‐driven  (w/agency  help)  

Finalize  High  Level  Editorial  Timeline    

0  

 Create  Geo  editorial  calendar  (HQ+Geo)      3  

CraX  geo-­‐specific  MKT  plans    5  Create  Marke/ng  Kit  for  editorial  topics    

Share  MKT  plan  results  7  

 Refine  Editorial  Planning,  Marke/ng  Kit  (HQ  w/  Geo  feedback)    

6  

4  

1  

*  HQ  =  Headquarters            Geo  =  Geographies  or  regional  offices  

Align  on  business  goals  and  persona  

2  

Global  Content    Planning  Process      

The  Holy  Grail:      Tight  collabora/on  between  HQ  and  Geo*  

HQ  and  Geos  align  on  business  objec/ves  and  goals…  

Translate  business  business  objec/ves  to  MKT  objec/ves  

Business    Increase  <x>%  of  <product>  <$xM>  by  expanding  to  <segment>  

MarkeTng    Establish  <product>  as  the  preferred  choice  for  <whom>  in  the  <segment>  by  building  awareness  and  driving  demand  

Global  doesn’t  mean  marke/ng  to  every  country  on  the  planet    

Define  country  selecTon  criteria  

•  Total  Avail.  Market  (TAM)  •  Company  projected  forecast  •  GDP  for  next  5  years  •  Sales  and  MKT  resources  on  the  ground  •  Sales  from  last  several  years  •  Business  priori/es  •  Infrastructure  Support  •  And  others…    

Country  Priori/es  

Tips:  •  Based  on  data  and  company  objec/ves  •  Need  geo  inputs  

Typical  country  suspects  

•  Developed:  US,  GER,  UK,  JPN,  AU,  KR  •  Emerging:  Brazil,  China,  Russia,  India,  Indonesia,  Malaysia  

Agree  on  audience  persona    

Understand  the  factors    and  the  people  that  drive    

purchase  decisions    

 Global  persona  vs.  Local  persona?  

It  depends…  

Depends  on  products,  industries,  usage  models  and  more…  

Understand  your  audience  via:  

•  Buyer  Research  •  Seller  Interviews    •  Keyword  search  •  Social  listening    

Research  developed  and  emerging  countries  

Select  countries  based  on  budget  and  company  prioriTes  

•   Company  Agtude  toward  technology  •   Presence  and  size  of  IT  department  •   Current  IT  Infrastructure  

For  this  segment,  Intel  focuses  on  understanding  

Ravi,  IT  Manager    Med.  &  Lrg.  Business    

Tech  Enthusiast  

External  Influencers  Organ

iza/

onal  Agtude

s  and

   Business  O

utcomes  

Use  tech  as  compeTTve  advantage   p  

Willingness  to  pay  a  premium   $$$  

Early  tech  adopters   p  Employees  that  are  extremely  connected  and  extremely  dispersed   p  

Full  Tme  dedicated  IT  staff   p  

Techno

logy  In

frastructure  

#  of  sites   p  IT  Budget   $$$  

%  of  employees  with  a  dedicated  computer  

Computer  installed  base  

Computer  refresh  cycle  

>50%  installed  base  of  laptops   p  Server  installed  base  

Has  a  enterprise  class  data  center   p  Smartphone  installed  base  

Tablet  installed  base  

Currently  use  SaaS,  IaaS  or  PaaS   p  Server  virtualizaTon   p  Security  

88%

%  with  Dedicated  IT  Budget  

$10.4M  

Avg.  IT  Budget  

p  

Mean  Deployment  Size  

3,168  

329  

1,016  

420  

90%  

95%  

65%  

43%  

Technologies  in  Use  

p  

p  

p  

p  

   IT  Manager  Persona  (Global)    

Influencers  

IT  Budget  

IT  Environment  

Leveraging  Data  

Business  intelligence  tools  to  speed  the  ability  to  report,  analyze  and  store  data  (e.g.,  data  mining,  analyTcs,  data  warehousing,  etc.)  

�  Data  management  applicaTons  that  control,  protect,  deliver  and  enhance  value  of  data  and  informaTon.  (e.g.  ERP,  CRM,  transacTonal  databases,  etc.)  

�  

CapabiliTes  to  improve  our  vendors’  or  partners’  abiliTes  to  access  our  data.  (e.g.  web  portals,  B2B  gateways,  etc.)  

�  Business  process  capabiliTes  to  improve  workflows  within  my  company  (e.g.  six  sigma,  business  process  modeling,  etc.)  

�  

Virtualiza/on  Desktop  virtualizaTon   �  Server  virtualizaTon  (e.g.,  expanding;  improving  manageability  etc.)   �  

Telework/  Mobility  

CapabiliTes  to  enable  employees  to  work  from  home  (e.g.  VPN,  Citrix,  remote  access  to  the  company’s  network,  etc.)  

�  Enabling  employees  to  use  their  personally-­‐supplied  devices,  computers  or  phones  to  connect  to  the  company’s  network  

�  

Security  

AutomaTng  IT  management  (e.g.,  sonware  /  patch  updates)   �  Improving  compliance  with  regulaTon   �  Improving  our  company’s  IT  security   �  

Other  

Improving  the  delivery  of  applicaTons  across  different  devices*   �  Giving  new  company-­‐supplied  compuTng  tools  to  employees  such  as  smartphones,  tablets  or  similar  

�  ConsolidaTng  or  integraTng  our  data  centers,  network  and  storage  infrastructure**  

�  CapabiliTes  to  accommodate  or  manage  data  growth  and  storage  needs   �  

Ravi,  IT  Manager    Med.  &  Lrg.  Business    

Tech  Enthusiast  

Very  High  

Security  

Very  High  

Very  High  

Very  High  

CollaboraTon  

Mobility  

InformaTon  Mgmt  

     IT  Ini/a/ves  Challenges/Pain  

Points  

Create  a  global  persona  by  describing  commonali/es    

in  targeted  segment  

•  Demographics  •  Behavior/Thought  Process  •  Working  Environment        •  Challenges  •  Goals/Desires  •  Media  Consump/on  •  Agtudes  

SomeTmes,  local  personas  are  necessary…  

Virtualization

Tele- work

Big Data

Colla-boration

Security

Mobility Cloud

A  good  persona  provides  insights  on  editorial  planning    

Dec   Jan   Feb   Mar   Apr   May   Jun   Jul   Aug   Sep   Oct   Nov  

2013  Dec  

Topics   Mobility  Product  Launch  #1  

Product  Launch  #2  

Cloud    CompuTng  

   Example  of  Global          Editorial  Calendar    

HQ  recommendaTon    

Virtuali-­‐zaTon  

Dec   Jan   Feb   Mar   Apr   May   Jun   Jul   Aug   Sep   Oct   Nov  

2013  Dec  

China   Mobility   Cloud  CompuTng  Product  Launch  #1  

EMEA  (Europe,  Middle  East  and  

Africa)  

Product  Launch  #2   VirtualizaTon  Product  Launch  #1  

       Example  of  Geo            Editorial  Calendar    

Geo  recommendaTon    

Mobility  

   Recommended  content  for                  customer’s  thought  journey  

Learn   Plan   Decide   Purchase  

Recommended  Content    

-­‐    

Learn   Plan   Decide   Purchase  

I  have  an  issue.    I  need  to  address  the  issue.  

How  should  I  solve  the  problem?  

What  tools  do  I  need  to  help  me  solve  the  problem  and  make  a  right  decision?    

Help  me  build  the  business  case  to  make  a  purchase.  

-­‐  Product  Brief  -­‐  Market  

Research  -­‐  eBooks    

-­‐  White  Paper  -­‐  Market  

Research  -­‐  Buyer’s  Guide  -­‐  Top  10  Tps  -­‐  Demos    

-­‐  SelecTon  Guide  -­‐  Case  Studies  -­‐  Cost  and  feature  

comparison  guide  

 

-­‐  Case  Studies  -­‐  ROI  SelecTon  

tool  -­‐  Cost  and  feature  

comparison  guide  

Create  the  markeTng  kit  with  Geos  in  mind  

   A  MarkeTng  Kit  includes    

•  Objec/ves  •  Success  metrics  (Demand  and  Brand  Metrics)  •  Priority  countries  for  paid  media  and  search  •  Messaging  and  story  framework  •  Landing  page  template  •  Style  guide  •  Recommended  content  •  Social  Media  Kit  

Geos  share    markeTng  plans  

Search  

Targeted  Adver/sing  

PR  

Op/mized    Landing  Pages  

Local    Events  

Direct  Marke/ng  

Selec/ve  Co-­‐

Marke/ng  

     Geo  Plan  starts  with  Editorial          Calendar  and  Marke/ng  Kit  

Topic  Marke/ng  

Kit  

Refine  Editorial    Calendar  and    MarkeTng  Kit  with  geos’  input  

     

Feedback  Process  

 Geos  provide  feedback  to  HQ  on    Marke/ng  Kit  and  content  

Geos  share    markeTng  results  

•  Holy  Grail  à  Close  HQ  and  geo  collabora/on  

•  Align  on  Business  goals  and  personas  à  Crisp  marke/ng  objec/ves  and  editorial  topics  

•  Think  with  geos  needs  in  mind  à  Provide  leadership,  yet  give  them  autonomy      

 Key  Takeaways  

Ques/on:  How  onen  should  you    

communicate  with  Geos?  

 Ques/on:    What  is  the  effecTve    creaTve  direcTon?  

         Ques/on:                            Who  should  create  assets?  

 Ques/on:    How  to  define  global      vs.  local  responsibiliTes?  

 Ques/on:    What  content  pieces      should  be  localized?