Webinar: Product Brand Culturalization · Search Engine Optimization (SEO) • SEO goal • MSEO...
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Webinar: Product Brand Culturalization Thursday, August 25 th 2011 @ 11am PT Please feel free to ask questions using the GoToWebinar Q&A interface. Twitter hash-tag: #BrandL10n Direct messages to: @TaliaBaruch and / or @SwissChris Talia Baruch Localization Consultant and Founder of www.copyous.com Email: [email protected] LinkedIn: http://www.linkedin.com/in/taliabaruch Twitter: @TaliaBaruch Chris Raulf Marketing Director at www.lingoport.com Email: [email protected] LinkedIn: http://www.linkedin.com/in/chrisraulf Twitter: @SwissChris
Transcript of Webinar: Product Brand Culturalization · Search Engine Optimization (SEO) • SEO goal • MSEO...
Webinar: Product Brand Culturalization
Thursday, August 25th
2011 @ 11am PT
Please feel free to ask questions using the GoToWebinar Q&A interface.
Twitter hash-tag: #BrandL10n
Direct messages to: @TaliaBaruch and / or @SwissChris
Talia Baruch
Localization Consultant and Founder of www.copyous.com
Email: [email protected]
LinkedIn: http://www.linkedin.com/in/taliabaruch
Twitter: @TaliaBaruch
Chris Raulf
Marketing Director at www.lingoport.com
Email: [email protected]
LinkedIn: http://www.linkedin.com/in/chrisraulf
Twitter: @SwissChris
Lingoport
• Internationalization Services
– Assessment
– Project planning
– i18n development
– i18n testing
– Localization integration
• Globalyzer
– Internationalization software
• Find and fix i18n issues in code
• Support developer teams
www.globalyzer.com
Call: 303.444.8020
Expert opinions on branding, culture,
internationalization, and localization…
Images
Do images and art used meet multicultural needs, or do I want market specific versions?
Coming from an Arabic speaking country, sometimes international businesses use the same
brand image or logo using the exact translation from English to Arabic and most of the time it
doesn't make sense and causes confusion.
Product / Brand Names
Will a product or brand name resonate, offend or make sense to multiple market segments?
Legal Claims and Regulatory
Claims can delay schedules if not approved or adjusted ahead of time (can I say that in
Canada?).
Know your regulatory facts related to additional or new markets.
• Launched on April 21, 1995.
• Brought online dating into the mainstream in the US.
• Localized Web site in 18 languages in 32 countries over 6
continents.
• Full i18n effort: Support the various languages, fonts,
formats and customization required to take the site global.
• In 15+ years, Match.com has grown to more than 20 million
members with profiles posted and 1.5 million paying subscribers.
Case Study: Web Site Culturalization
Source: http://www.enlaso.com/Language_Tech_Center/Client_Case_Studies/Match_Case_Study.aspx
What’s in there???
Developing Icons for Global Use
Creating a New Visual “Language” of Nutrition
• 30+ years history of sharing nutritional information
• Make more consumers aware about nutrition information
• Existing icons / labels confusing
• Create images / icons in line with branding that communicate concept in a consumer friendly
way across the globe
• Nutrition Information Initiative (NII): Make information broadly accessible to more consumers
• Meet EU minimum guidelines for nutritional information / expand concept beyond EU
• No existing / established “language free” nutrient visuals
Source: http://www.enlaso.com/Language_Tech_Center/White_Papers/Content/115_McDonalds_Nutrition_Icons_Case_Study.pdf
Developing Icons for Global Use
Some challenges:
• Packaging lacked room
• Original icons not universally
acceptable
• Culture greatly impacts
interpretation of icons
• Many markets= Many opinions
• Work in 109 countries w/o
evoking negative, socially,
politically inappropriate
connotations
• Print / display not only on
packaging
• Be available from a legal
standpoint
Source: http://www.enlaso.com/Language_Tech_Center/White_Papers/Content/115_McDonalds_Nutrition_Icons_Case_Study.pdf
Key-findings:
- Green means “good” and red means “bad”, no matter where you live.
- Common American symbols can mean something very different elsewhere.
- If you think a visual is completely harmless, think again!
- If you think a picture can be interpreted negatively, it probably will be!
Goals:
- Create a new global language of nutrition
- Enhance the customer experience
- Provide nutritional information on food wrappers
- Compliance with European Union minimum
guidelines
- Reduced costs / icons are easy to print and distribute
across multiple markets
- Gained a lot of goodwill among McDonald’s critics
- Initiative supported their brand
Source: http://www.enlaso.com/Language_Tech_Center/White_Papers/Content/115_McDonalds_Nutrition_Icons_Case_Study.pdf
“Suffer From Diarrhea” (Turn It Loose)
“Are You Lactating?” (Got Milk?)
US “Foreign” Market - Demographics
Relative US population by language:
Data: US Census Bureau, 2000
• 100+ languages spoken in the US
• 11 most important languages from
a marketing standpoint
• ~50M non-English speakers ->
50% limited English skills
• Hispanics:
- 30% total non-English speaking
population in US
- Buying power in 2008: $980
billion
- Estimated buying power in 2013:
$1.3 trillion
Source:
http://comscore.com/Press_Events/Press_Re
leases/2009/4/U.S._Hispanic_Internet_Audie
nce_Growth
• US Hispanic online
population: 20.3M
• 11% of total US online
market
• U.S Hispanic Internet
audience outpaced total
U.S. online population in
terms of number of
visitors, time spent and
pages consumed
• Trend: Growing
US Hispanic Marketing & Culturalization
Tactics & Best Practices
• Wireless service:
month-to-month contracts
only
• No credit checks or long-
term service contracts
• Flat rate billing / less
expensive than competition
• ~20% of customers in the
US are of Hispanic origin
Source: http://www.enlaso.com/Language_Tech_Center/Client_Case_Studies/Cricket_Case_Study.aspx
• In-store mailers, point-of-service
displays, Web site content,
campaigns, legal texts, surveys,
etc.
• Spanish as creative as English
• In-House Lead-Linguists:
- Industry knowledge
- Creative writing skills to convey
branding
• Consistent branding:
- Approved terminology
- Bilingual glossaries
- Translation Memories
US Hispanic Marketing & Culturalization
Tactics & Best Practices
Source: http://www.enlaso.com/Language_Tech_Center/Client_Case_Studies/Cricket_Case_Study.aspx
Source: http://www.loweslink.com/llmain/pubdocuments/Pack_Trans_Guideline.pdf
Search Engine Optimization (SEO)
• SEO goal
• MSEO often neglected, English sites
optimized
• Know your keywords / phrases
• MSEO= $, research, time, resources
• Options: MSEO firms, L10n vendors,
In-country team, reseller / distributor
• Before localizing site: MSEO strategy,
glossary, etc.
Multilingual Search Engine Optimization
MSEO Best Practices
• Localize Key Web pages
• Optimize Meta-tags
• Multilingual Press Releases
• Multilingual eNewsletter
• Link exchange
• Directories
• Bilingual Blogs
• Social Media
• Search Engine Marketing (SEM or PPC
advertising. I.e.: Google AdWords)
Questions & Answers
Resources: www.copyous.com
www.lingoport.com
www.globalyzer.com
www.i18nBlog.com
Talia Baruch
Localization Consultant and Founder of www.copyous.com
Email: [email protected]
LinkedIn: http://www.linkedin.com/in/taliabaruch
Twitter: @TaliaBaruch
Chris Raulf
Marketing Director at www.lingooprt.com
Email: [email protected]
LinkedIn: http://www.linkedin.com/in/chrisraulf
Twitter: @SwissChris
