Embed Size (px)
DESCRIPTION
Brand and product websites have allowed businesses to have a stronger global presence now more than ever. Without a comprehensive localization strategy that takes into account of consumer needs, internal capabilities, and site structure these brands are potentially overspending on localization or under-delivering a quality customer experience. According to the Common Sense Advisory book: Can’t Read, Won’t Buy: Why Language Matters on Global Websites, 56.2 percent of consumers say that the ability to obtain information in their own language is more important than price. Eniola Oluwole, Director of Strategy and User Experience at Genuine Interactive will discuss the different challenges when implementing the strategy and walk you through the process of defining your brand’s localization and governance approach. Oluwole’s experience with global brands has given him the insights to educate you to launch your brand globally.
Citation preview
Defining Your Localization Strategy
LOCALIZATION STRATEGYP | 2
IF YOU CAN’T UNDERSTAND……..
LOCALIZATION STRATEGYP | 3
WOULD YOU BUY ANYTHING?
LOCALIZATION STRATEGY
WHY LOCALIZATION MATTERS
• “Baidu” beats Google in China. Why? Language. Amazon only reaches well established markets. Why? Language barriers and cost. Urdu speakers favor racing games over strategic games on their game consoles. Why? Because they can’t get games in their language and racing games are easy to understand.” – Gala.org
• 95 percent of Chinese online consumers indicate greater comfort level with websites in their language; only one percent of US-based online retailers offer sites specific to China. (Forrester Research, Translation and Localization of Retail Web Sites, 2009)
• It would take 83 languages to reach 80 percent of all the people in the world, and over 7,000 languages to reach everyone. (Common Sense Advisory, Evolution and Revolution in Translation Management, 2008)
• 56.2 percent of consumers say that the ability to obtain information in their own language is more important than price. (Common Sense Advisory, Can't Read, Won't Buy: Why Language
P | 4
LOCALIZATION STRATEGY
INTERNATIONALIZATION VS. LOCALIZATION
• Internationalization is the process of designing a website system so that it can support multiple regions or languages easily with minimal effort or redesign.
• Localization is the process of modifying a site for a specific region or language by adding or modifying region specific content.
• This session will be focused on Localization. Once an approach to localization can be determined then the technical aspect of architecting the right Internationalization approach can begin.
P | 5
LOCALIZATION STRATEGY
WHAT’S YOUR LOCALIZATION STRATEGY?
• What locale sites will exist?
• Who is the core audience(s) for each locale?
• Who is responsible for content on a local site?
• What languages will a locale support?
• What template, or version of the site will be used for a specific locale?
• What content will be inherited and from where?
• How will you determine who pays for what?
P | 6
LOCALIZATION STRATEGY
Who’s Presenting?
P | 7
LOCALIZATION STRATEGY
EniolaOluwole• Has lead digital strategy
and User Experience efforts for global brands including Lysol, Dettol, Nokia, Reebok and more.
• His insights will help you launch your brand globally
P | 8
DIRECTOR OF STRATEGY & USER EXPERIENCE
LOCALIZATION STRATEGY
VOTE FOR THIS SESSION
This session will help you understand:
• What is localization (internationalization vs. localization)
• What is the governance approach and why it matters
• The challenges and approaches to implementing localization
• The process of defining your brand’s localization and governance approach
• Examples of successful brands with a defined localization strategy
• And, pointers to help your brand define and implement an appropriate localization strategy
P | 9
PanelPicker.SXSW.com
Thank you
Any questions?
Contact:
Lilian Ma
Marketing Manager, Genuine Interactive
617-451-9700
