Enterprise Ireland - eMarketing Event - Dublin - October 2019

1. GoingGlobal
Best practices for digital localisation
SUSANNE DIRKS, GLOCAFY
WWW.GLOCAFY.COM
GLOCAFY

2. • Susanne Dirks MSc BSc, German in Ireland since ‘93
• GLOCAFY since 2013
GLOCAFY
• Web presence internationalisation and localisation
• Digital marketing strategies for export markets
• International digital marketing & communications
Digital strategies for
export markets
• Range of markets, in cooperation with partners
• Focus markets: Germany and DACH region
Foreign language and
English-speaking
export markets
• Consultancy-led, business value focused approach
• Independence, pragmatism, partnering
Business-value
focused approach
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3. GLOCAFY

4. GLOCAFY
10 guiding principles for
successful digital
glocalisation for export
markets

5. The bad news
▪ If you don’t localise your website, you seriously
limit your growth opportunities
▪ Translation is only one of several parts of website
localisation
▪ It’s a big and often complex project – requiring
commitment from senior leadership, resources,
and stamina
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6. GLOCAFY
Start with strategy:
Think globally, act locally
1

7. Vision and Mission
Goal/s Web Goal
SMART
Objectives
Strategies Tactics
ThinkGlobally: Vision, Mission
Act Locally: Goals,Strategies,Tactics
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8. International digital strategy:
A balancing act
Maximise and
leverage global
commonalities
Cater for local
and leverage
local differences
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9. Special considerations for IrishSMEs
▪Constraints: Budget, People, Skills
▪Operating model varies between countries
▪Home market vs. export markets
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10. GLOCAFY
Strive for efficiencies:
Internationalise before
you localise
2

11. Website localisation strategy:
Internationalise before you localise
Glocalisation
Inter-
nationalisation
Localisation
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Internationalisation is a design process that ensures a
product/website can be adapted to various languages and regions
without requiring engineering changes to the source code.
Localisation is the process of adapting a product / website /
content to a specific locale or market.Translation is only one
of several elements of the localisation process.Source: Gala

12. Planning with a global website in mind:
A little work goes a long way
◆ Global design template
◆ Software technology choice
◆ Domain strategy
◆ Simple language
◆ Date/time/address format
◆Pictures & text
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13. Example:Global design template
FACEBOOK, ITALY FACEBOOK, ISRAEL
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14. Example:
Design for linguistic differences
Not good for internationalisation Internationalised, ready for
localisation
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15. Example:
Text length in different langauges
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Example: 100 views IBM localisation guidelines for
text expansion:

16. GLOCAFY
Get ready internally:
Assess and address
internal challenges
3

17. Look inside: Examine the ‘new you’
Ireland
Strong
Strong
Strong
Direct
End customer
Team: Offline,
online
Buy
Few
competitors
Key questions:
▪ How strong is your brand ?
▪ How strong is your network ?
▪ How good is your list of references ?
▪What RTMs are you using ?
▪Who are you marketing to ?
▪ How are you marketing ?
▪What is your call-to-action ?
▪Who are you up against ?
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Export Market 1
Weak
Weak or N/A
Weak
Distributors
Customers &
Distributors
?
Sell my product
Lots of competitors

18. Example: Brand awareness abroad
Ireland DE Competitor
(example) brand in
DE
Established B2B* 320 40 5,400
Established B2B/B2C 2,400 90 N/A
Youngish B2B* 140 50 5,400
Youngish B2C 3,600 10 40,500
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Examples of monthly search volume for main brand name:
• Had translated website for Germany

19. GLOCAFY
1. Web presence plays a different role and
needs modified approach.
2. Web presence is often more important
in export markets.
3. Typically, web visibility is harder to
achieve in export markets.
What is the impact
of different
internal business
environment?

20. GLOCAFY
Sharpen your saw:
Get ready for a different
business environment
4

21. Key differences
◆ Demand patterns
◆ Industry behaviour
◆Competitive landscape
◆ Routes to market
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22. Assessing demand levels with
Google Market Finder
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Opportunities for:
“search engine
optimisation”
Searches …ad cost ... doing business ... HH income

23. Different buying motivations
influencing demand patterns
Buying abroad motivations
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Source: Google Consumer Barometer

24. Industry behaviours:
Understand and leverage local patterns
➢ Modus operandi
➢ Key Influencers
➢ Key events
➢ Key publications (offline/online)
➢ Directories
➢ Key agencies and other organisations
➢ Key website for information exchange
➢ ‘Digital meeting places’
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25. Example: Different organic competitors:
“Nebuliser” (“Vernebler”)
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Top 5 results
on SERP 1
Google.de –
316k results
Google.co.uk
-
5.9 MIO
results

26. Finding, assessing, and beating
competitors
Who are your
competitors?
How visible are
they ?
How do they
achieve
visibility?
What local
web presence
do they have?
What can you
learn from
them?
How can you
differentiate
yourself?
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27. Leveraging the distributor-RTM:
Making each other’s web presence work
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What is the
impact of your
new local
website on your
distributors?
What is the impact
of your distributors’
website on your
local website?
How do you want
users to perceive
the relationship
between the two
website?
Can/should
you input into
your
distributors’
website?
Are the
opportunities
for joint
campaigns?

28. GLOCAFY
1. Typically your micro business
environment works differently in
export markets and this impacts
your web presence and e-
marketing.
2. Special attention needs to be paid
to local demand, competitors,
distributors, and industry.
Impact of
different micro
business
environment?

29. GLOCAFY
Cultural localisation:
Tune into local culture
5

30. Tune into local culture
CULTURE INFLUENCE HOW
ALL OF ITS MEMBERS:
Perceive
Think
Value
Act
E-MARKETING AIMS AT
GETTING PEOPLE’S:
A ttention
I nterest
D esire
A ction
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“The web is not a culturally
neutral medium … a website has to be
designed for a targetted customer segment …
Local adaptation should be based on a
complete understanding of
a customer group’s culture …”

31. Cultural dimensions by Hofstede –
a compass for website localisation
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Ireland in comparison…
Hofstede’s 6 cultural
dimensions
Can and must be
addressed via:
Web design, content,
language,
features/functionality

32. Example Russia: Website design
addressing ‘uncertainty avoidance’
KEY PRINCIPLES
Minimal ambiguity
Clear navigation
Structured information
Predictable user journey
No pop-ups
No non-essential info
Explicit language
Clear images
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33. ExampleAlibaba:Adapting colours and
overall design to cultural preferences
ALIBABA.CN ALIBABA.COM
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34. Example Nivea:Using pictures most
relevant to respective target markets
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35. GLOCAFY
Linguistic localisation:
Speak the right language
6

36. ‘Translation’ of content is a key
requirement of successful localisation
◆ Less than ¼ of Internet users are native English
speakers
◆ Leading global website offer an average of 30 languages
◆ Non-localised websites can’t be found by Google
◆ .. and lastly ..
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37. ... your customers expect your web
content to be localised for them
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38. GoogleTranslate is not the solution
Food forThought:
1.Who has the 2nd
most globalised
website in 2019 ?
2.Did they use
GoogleTranslate ?
3. How does a
poor translation
like that make
you feel about
the company?
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39. Key options for localising text content:
Translation – Transcreation - Copywriting
Translation
Trans-
creation
Copywriting
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SEO SEO SEO SEO SEO SEO SEO SEO SEO SEO SEO

40. Transcreation example – the challenge
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41. Transcreation – solution approach
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42. Considerations for localising text content
SEOScope
Approach Resource
Ongoing
work
Quality
control
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Creating
valid, fresh,
persuasive,
relevant
quality
content for
local users
and search
engines

43. Localising language for same language
markets is important for buy-in and
visibility
GLOCAFY
English is used in Ireland, UK, US, Australia, New Zealand, but there are
differences:
Spelling words Using right words Avoiding wrong words
British
English
American
English
Purse Purse
Nappy Nappy
Jumper Jumper
Suspenders Suspenders
Etc.

44. GLOCAFY
Content localisation:
Provide locally relevant
content
7

45. Content plays a central role and
needs to meet many requirements
Content
requirements
Well-
written &
struct-
ured SEO-
focused
Appealing &
CTA-focused
In local
language
Fresh &
relevant
Right
message
Suitable for
target
audience
Add value
Accurate &
correct
Build
trust
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46. Target market focus:
AGerman supermarket in Ireland
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47. ExampleAldiChina:
Locally relevant content and images
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48. Target market focus:
Add local appeal for buy-in
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Content localisation by Red Bull:
Examples of Irish and French site

49. Target market focus:
Locally relevant content for local appeal
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Germany
Ireland

50. Target market focus:
Localised product offering
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Dennison Trailers,
UK/Ireland
Dennison
Trailers,
Germany

51. Trust building content is key
Top 3 brands (2018) in Russia, Netherlands, and Ireland
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52. Examples, localised content for trust
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Edelmann Trust Barometer 2014
L
O
C
A
L

53. GLOCAFY
Local visibility:
Make your website easy
to find
8

54. Optimise for locally dominant
search engine and search patterns
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SEO
Technical
Domain
Server location
hreflang,canonicals
Sitemaps
Google Search
Console settings
Onpage
Keyword research
and strategy
Web text, links,
URLs,meta data
Offpage
Relevant quality
local links
Google, for example:

55. GLOCAFY
Local e-marketing:
Choose suitable local
strategies for your goals
9

56. Vision and Mission
Goal/s Web Goal
SMART
Objectives
Strategies Tactics
Guiding principle:
Think globally, act locally
GLOCAFY

57. Campaigns work very differently in
different markets – example: Google Ads
▪ Campaigns often perform very differently
▪ Germany
▪ Saudi Arabia
▪ UK
▪ Campaigns should be focused on one market only
▪ Campaigns typically need to be re-created rather than just localised
▪ Different ad types
▪ Different keywords, match types, negative keywords
▪ Different adgroups
▪ Different adtext
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58. Different countries,
different social networks
Example: Germany
Example: China
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Example: Russia

59. GLOCAFY
Stay focused on goals:
Measure progress and
adjust course
10

60. Leverage your data to adjust and
fine-tune your approach
Goals
Objectives
Strategies
Tactics/
Actions
Resources
Measurement
Data
Insights
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61. GLOCAFY
1. Start with strategy:Think globally, act locally
2. Strive for efficiencies: Internationalise before you localise
3. Get ready internally: Assess and address internal challenges
4. Sharpen your saw:Get ready for a different business environment
5. Cultural localisation:Tune into local culture
6. Linguistic localisation: Speak the right language
7. Content localisation: Provide locally relevant content and messages
8. Local visibility and SEO: Make your website easy to find
9. Local e-marketing:Choose suitable local strategies for your goals
10. Stay focused on goals: Measure progress and adjust course
Data
Insights

62. The good news
▪ It can be done step by step, with quick wins along the way
▪There are opportunities for cost savings and synergies
▪ It gives you a real chance of success in export markets
▪ It typically brings additional benefits for your home market
(website)
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63. ThankYou
Susanne Dirks
GLOCAFY
sudirks@glocafy.com
Ph. 086-2375131
GLOCAFY
GLOCAFY – Web presence,
marketing & communications
for international markets.
www.glocafy.com