In this brand-new educational seminar, online marketing professionals and international business experts from WMEP, Translations.com and Top Floor Technologies will provide valuable guidelines and suggestions in taking your website global. Discussion includes the importance and benefits of building an export strategy, key considerations in translations, best practices and process in managing multilingual content online, and more.
2. Seminar Agenda
• Welcome and introductions
• The importance of an exporting strategy
– Roxanne Baumann, Director of Global Engagement - WMEP
• Setting the right foundation – an overview of web
marketing principles
– Dan D’Amore & Shane Fell, Top Floor Technologies
• Maximizing your global web marketing success
– Nicholas Panagopoulos, Director of Business Development –
Translations.com
• Wrap-up and post seminar networking
5. Top Floor Technologies
• Website Design &
Development
• Search Engine
Marketing
• Web Analytics &
Conversion
Improvement
Maximizing Online Marketing Results
for Hundreds of Businesses Since 1999
6. Getting the Most
From Today’s Seminar
Write down 3 learning points
that you will begin putting into
action within the next two
weeks. Then – follow through.
8. A Roadmap for Wisconsin Business
Roxanne Baumann, Director Global Engagement WMEP
Top Floor Technologies “Taking Your Website Global”
August 2, 2012
27. Future ExporTech™ events:
Place Dates
Eau Claire Sept 13th, Oct 11th, Nov 8th
Appleton Sept 20th, Oct 12th, Nov 9th
Waukesha Oct. 9th, Nov 6th, Dec 6th
Milwaukee Oct 30th, Nov 27th, Dec 18th
Madison Nov 14th, Dec 11th, Jan 17th
Info & success stories at www.wmep.org “Global Engagement”
28. ExporTech™ contacts:
Joni Geroux
Outreach Program
Manager
NWMOC - Northwest
Wisconsin
Manufacturing
Outreach Center
gerouxj@uwstout.edu
Roxanne Baumann
(715) 232-5270 office
Director Global
(715) 225-3446 cell
Engagement
WMEP
baumann@wmep.org
262 442 8279 cell
32. Setting Goals – start at the top
Two things you can do to improve the results of your Website
Drive more qualified Convert a higher % of users
users to your Website into opportunities
1 2
33. Web Usability
Usability • making sure that something works well: that
a person of average (or even below average) ability
and experience can use the thing – whether it’s a web
site, a fighter jet, or a revolving door – for its intended
purpose without getting hopelessly frustrated.*
*Source: Don’t Make Me Think: A Common Sense Guide to Web Usability by Steve Krug
39. How do well-designed sites happen?
The really good websites are designed by groups that ask and
answer three questions:
• Who are your target users?
• What are their goals?
• How are you going to help them achieve those goals?
Source: Good Site, Bad Site: Evolving Web Design
Lee Gomes
Wall Street Journal
40. U.S. Share of Searches – June 2012
Ask AOL
3% 1%
Microsoft
16%
Yahoo
13%
Google
67%
Source: ComScore
41. Global Search Engine Market Share
June 2012
Baidu Other
4% 2%
Bing
6%
Yahoo
7%
Google
83%
Source: NETMARKETSHARE
42. Search Engine Optimization (SEO)
Over 80% of
activity on the
first results page
(top 10 results)
Keys to success:
Keyword
analysis
Content
development
Linking strategy
Monitoring &
updating
49. Signs From Around the World
• In the reception of a Romanian hotel
The lift is being fixed for the next day. During that time we regret that
you will be unbearable.
• In an African newspaper
A new swimming pool is rapidly taking shape since the contractors
have thrown in the bulk of their workers.
• In a hotel in Athens
Visitors are expected to complain at the office between the hours of
9 and 11 daily.
• On the menu of a Swiss restaurant
Our wines leave you nothing to hope for.
• Outside a Hong Kong tailor shop
Ladies may have a fit upstairs.
50. Signs From Around the World
• In a Copenhagen airline ticket office
We take your bags and send them in all directions.
• In an advertisement by a Hong Kong dentist
Teeth extracted by the latest Methodists.
• At a Budapest zoo
Please do not feed the animals. If you have any suitable food, give it
to the guard on duty.
• In an Acapulco hotel
The manager has personally passed all the water served here.
• In the reception of a Moscow hotel
You are welcome to visit the cemetery where famous Russian and
Soviet composers, artists, and writers are buried daily except
Thursday.
54. AGENDA
• Translations.com Profile
• Case for International
• 4 Steps
• Case Studies
• Bloopers & Idioms
• Questions
GLOBAL COMMUNICATIONS SOLUTIONS
55. COMPANY PROFILE
• Founded 1992
• 80+ Offices Worldwide
• 20,000+ Clients
• 2,000+ Employees
• $300,000,000 in revenue
• 22 Global Production Centers
• ISO and EN Certified Vendor
• GlobalLink® Technology
Platform
GLOBAL COMMUNICATIONS SOLUTIONS
59. CASE FOR INTERNATIONAL
Rank Country % Population % World
1 China 38.4% 22.5%
2 United States 78.3% 10.8%
3 India 10.2% 5.3%
4 Japan 80.0% 4.4%
5 Brazil 42.2% 3.6%
6 Germany 82.7% 3.0%
7 Russia 44.3% 2.7%
8 Indonesia 22.4% 2.4%
9 United Kingdom 84.1% 2.3%
10 France 77.2% 2.2%
GLOBAL COMMUNICATIONS SOLUTIONS
60. CASE FOR INTERNATIONAL
• US internet user growth was just 0.8% over the past
12 months, Mexico, China, Brazil, and Russian
Federation have experienced impressive growth
rates of 22%, 19%, 18%, and 14% respectively. With
the growth in internet users worldwide, it is more
important than ever to offer multilingual content on
your websites and in your promotions.*
• GE, Caterpillar, and McDonald’s derived
63%, 67%, and 60% of their respective revenues
from outside of the United States.**
GLOBAL COMMUNICATIONS SOLUTIONS
63. STEP 2: UNDERSTAND SCOPE
What is the scope & character of the content?
Content Scope
UI, descriptions, terms, loyalty,
promotions, SEO, SEM, etc.
Static vs. Dynamic
Volume (high/low)
Predictable structure
Ability for re-use / leverage
Organization standards
Acceptable quality
In-country review involvement
Steady state requirements
GLOBAL COMMUNICATIONS SOLUTIONS
64. STEP 3: BALANCE REQUIREMENTS
Full Site Localization
Mirror entire source market site?
Language category prioritization?
Maintain quarterly (promotions, new products, events and news)
Human translation for promotions, top destinations, UI
Machine translation for balance
GLOBAL COMMUNICATIONS SOLUTIONS
65. STEP 4: AIM FOR EFFICIENCY
• Automate where possible
• Centralize infrastructure
– Eliminate need for regional/local infrastructure investments or
incompatible systems
• Enforce consistent design and messaging standards
• Synchronize multilingual content publishing effort
• Obtain executive commitment and collaborate to gain support
(across functions, brands and to the property level)
• Eliminate unnecessary steps in the workflow
• Leverage international resources upfront
• Design for international
GLOBAL COMMUNICATIONS SOLUTIONS
69. LEGENDARY BLOOPERS
• In Taiwan, the translation of the Pepsi slogan "Come alive with the
Pepsi Generation" came out as "Pepsi will bring your ancestors back
from the dead."
• Also, in Chinese, the Kentucky Fried Chicken slogan "finger-lickin'
good" came out as "eat your fingers off."
• Posted in the office of a doctor in Rome: Specialist in Women and other
diseases.
• Parker Pens: “won’t leak in your pocket and impregnate you.”
GLOBAL COMMUNICATIONS SOLUTIONS
70. IDIOMS – “KILL 2 BIRDS WITH 1 STONE”
• Hit 2 flies with 1 swat – Germany
• Shoot 2 hawks with 1 arrow – China
• Get 2 pieces with 1 cut – Burma
• Catch the pheasant and its eggs too – Korea
• Catch 2 pigeons with 1 bean – Italy
GLOBAL COMMUNICATIONS SOLUTIONS
72. Next Top Floor Technologies Seminar
Using Google AdWords to Reach New
Customers
Thursday, September 20th – 1:30 to 4:30 PM
Visit www.topfloortech.com/seminars for details or to register
Special Offer
for today’s seminar attendees
Register by August 10th and receive
50% off
use discount code PPCSAVE
73. Thank You!
You are invited to join us after the seminar
for networking at the Innovation Lounge.
twitter.com/topfloortech
linkedin.com/company/top-floor-technologies
facebook.com/topfloortech
Notas del editor
USA ranks dead last in exporting <1% of manufactured goods. Germany exports 65% Of those who export, 58% export to 1 country – Mexico or Canada.NEI – Doubling Exports will = 2 million additional US jobs. Wisconsin WEDC goal – Double Wisconsin Exports by 2016 $ 20Billion in 2010 -- $ 40 Billion goal in 2016.
US Baby boomers are retiring – demographics are shifting to BRIC – Brazil, Russia, India, China. Middle class consumption projections 2009-2030USA down 14%India + 23%China + 14%
Germany exports 65% USA exports 10%
Ask The CEO – how do you plan to grow the top line? Can you increase domestic market share? (doubtful)Are you innovating? (not usually)EXPORT is great option!
Osagian Canoes of Lebanon, MO. 17ft aluminum canoe – ONLY aluminum canoe whose hull pieces are WELDED, rather than RIVETED – make it more DURABLE.Only 20 fit in a container – delivery costs = $ 5,000 shipment; or $ 250 per canoe added a 28% premium to $ 900 canoe.Small factory in Denmark – Ships 200 unassembled canoes at 1/10th the per container price. 2 employees WELD and assemble.Expects to see 175 canoes this year = + 20% to Sales Revenues!
Switch Blue to Present -
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VW Site Specifics:JSON data localizationFlash on high percentage of pagesDaily updatesquick turnarounds on time sensitive promotional material- this can involve flash, images, and language content
Oakley Site Specifics:European ecommerce operations (FIGS)130,000 wordsAkamai CDNShopping CartMonthly updates
VW Site Specifics:JSON data localizationFlash on high percentage of pagesDaily updatesquick turnarounds on time sensitive promotional material- this can involve flash, images, and language content