P03 swisher val_developing a global content strategy_swisher
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If you want to deliver the right information to the right people, at the right time, in the right format and language, you must start with a content strategy. Attend this full-day workshop to learn how to get started. We will teach attendees the seven components of global content strategy, how to conduct a content inventory and content audit, and we will share a useful mix of global content strategy best practices. Attendees will break off into groups and participate in real-world, hands-on exercises including working on actual website content. They’ll participate in an online global website content inventory and audit (using a web-based tool) and share their recommendations with the group.
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P03 swisher val_developing a global content strategy_swisher
- 1. Developing a Global Content Strategy Val Swisher CEO Content Rules Paula Land CEO Content Insight @contentrulesinc @content_insight © 2013. Content Rules, Inc. All rights reserved.
- 2. Agenda 9:00 – 9:15 9:15 – 10:45 10:45 – 11:00 11:00 – 12:00 12:00 – 12:30 12:30 – 1:30 1:30 – 2:30 2:30 – 3:00 3:00 – 3:15 3:15 – 5:00 Introductions Global Content Strategy Best Practices Break Best Practices Exercise Seven Components of Global Content Strategy Lunch Content Auditing Auditing Exercise Break Auditing Exercise © 2013. Content Rules, Inc. All rights reserved.
- 3. First…A Definition A global content strategy is a structure for managing all of your content that is consumed by people who speak or read languages other than the source. © 2013. Content Rules, Inc. All rights reserved.
- 4. Why Do You Care? 1. 2. 3. 4. Save money localizing and translating content Improve content quality in all languages Save time localizing and translating content Someone told you that you need to figure out this mess (see 1-3, above) © 2013. Content Rules, Inc. All rights reserved.
- 5. Global Content Strategy Best Practices © 2013. Content Rules, Inc. All rights reserved.
- 6. Best Practice Categories There are two types of best practices: External Internal © 2013. Content Rules, Inc. All rights reserved.
- 7. External Best Practices Affect the user experience Navigation Ease of use Cultural sensitivities Branding Excellent resource for best practice information: “Web Globalization Report Card,” by John Yunker www.bytelevel.com © 2013. Content Rules, Inc. All rights reserved.
- 8. Where Is The Welcome Mat? Splash global gateway Button on the homepage Button buried deep within the site that no one can find © 2013. Content Rules, Inc. All rights reserved.
- 9. © 2013. Content Rules, Inc. All rights reserved.
- 10. © 2013. Content Rules, Inc. All rights reserved.
- 11. © 2013. Content Rules, Inc. All rights reserved.
- 12. © 2013. Content Rules, Inc. All rights reserved.
- 13. Global Access “Sweet Spot” If you are not going to have a splash global gateway, the next best choice is to use a simple button. Upper right corner of the screen is the best place for it. Keeping it in the same place for each language is a good idea, too. © 2013. Content Rules, Inc. All rights reserved.
- 14. © 2013. Content Rules, Inc. All rights reserved.
- 15. © 2013. Content Rules, Inc. All rights reserved.
- 16. © 2013. Content Rules, Inc. All rights reserved.
- 17. © 2013. Content Rules, Inc. All rights reserved.
- 18. © 2013. Content Rules, Inc. All rights reserved.
- 19. Global Gateway Best Practices Use a global gateway splash page, if possible Display region or country names in the native language Flag language Use the global button sweet spot Avoid lengthy drop-downs Put the button in the same place Be careful when emphasizing certain locations over others Don’t hide the button © 2013. Content Rules, Inc. All rights reserved.
- 20. Where Oh Where Are My Global Sites? Don’t make navigation harder than you need to There are some companies who choose to hide their global sites You need to hunt for them. Carefully. © 2013. Content Rules, Inc. All rights reserved.
- 21. © 2013. Content Rules, Inc. All rights reserved.
- 22. © 2013. Content Rules, Inc. All rights reserved.
- 23. © 2013. Content Rules, Inc. All rights reserved.
- 24. © 2013. Content Rules, Inc. All rights reserved.
- 25. Navigating Within A Global Site Make it easy for people to find what they need, in the language they need it in, on the device they want to use. Think like a customer when you lay out your global navigation. © 2013. Content Rules, Inc. All rights reserved.
- 26. © 2013. Content Rules, Inc. All rights reserved.
- 27. © 2013. Content Rules, Inc. All rights reserved.
- 28. © 2013. Content Rules, Inc. All rights reserved.
- 29. © 2013. Content Rules, Inc. All rights reserved.
- 30. Don’t Forget The Branding Unless your brand is iconic, make sure you feature it on all of your language sites That’s how iconic brands got to be that way © 2013. Content Rules, Inc. All rights reserved.
- 31. © 2013. Content Rules, Inc. All rights reserved.
- 32. Cultural Sensitivity Eliminate what is offensive Include what is specific to the region Pay attention to what you do and don’t translate © 2013. Content Rules, Inc. All rights reserved.
- 33. Avoid Offensive and Unrecognizable Images Hand gestures Images Symbols © 2013. Content Rules, Inc. All rights reserved.
- 34. © 2013. Content Rules, Inc. All rights reserved.
- 35. © 2013. Content Rules, Inc. All rights reserved.
- 36. © 2013. Content Rules, Inc. All rights reserved.
- 37. Cultural Expectations Layout of pages Specific items of celebration • Awards • Campaigns © 2013. Content Rules, Inc. All rights reserved.
- 38. © 2013. Content Rules, Inc. All rights reserved.
- 39. © 2013. Content Rules, Inc. All rights reserved.
- 40. © 2013. Content Rules, Inc. All rights reserved.
- 41. © 2013. Content Rules, Inc. All rights reserved.
- 42. © 2013. Content Rules, Inc. All rights reserved.
- 43. Recap - External Best Practices Affect the user experience Navigation Ease of use Cultural sensitivities Branding © 2013. Content Rules, Inc. All rights reserved.
- 44. Internal Best Practices Know when to translate, when to localize, and when to transcreate Reuse content wherever possible eep text out of graphics Be consistent Use multilingual keywords Collaborate © 2013. Content Rules, Inc. All rights reserved.
- 45. Methods Of Handling Global Content Translation Localization Transcreation © 2013. Content Rules, Inc. All rights reserved.
- 46. Methods Of Handling Global Content Translation Localization Transcreation The content stays the same The meaning stays the same Different content developed to meet business objectives Language Literal word-for -word translation of everything Translate the meaning of the words in a way that is culturally appropriate Developed in local language; English may be used as part of the brand vocabulary Images No change Change to fit local expectations / product needs Change to fit local expectations / product needs Layout No change Minimize changes Change to fit local expectations Brand Vocabulary No change No change Enhance and expand © 2013. Content Rules, Inc. All rights reserved.
- 47. Reuse Content © 2013. Content Rules, Inc. All rights reserved.
- 48. Text Within Graphics Not picked up by free translation engines such as Google translate or Microsoft translate Not picked up by optimization engines such as Acrolinx Separate process to translate Not searchable © 2013. Content Rules, Inc. All rights reserved.
- 49. © 2013. Content Rules, Inc. All rights reserved.
- 50. © 2013. Content Rules, Inc. All rights reserved.
- 51. © 2013. Content Rules, Inc. All rights reserved.
- 52. Choose Consistency © 2013. Content Rules, Inc. All rights reserved.
- 53. © 2013. Content Rules, Inc. All rights reserved.
- 54. Language And Search Site must be searchable in native language Even if site “returns” to English, maintain native language search terms More on this when we discuss content auditing © 2013. Content Rules, Inc. All rights reserved.
- 55. © 2013. Content Rules, Inc. All rights reserved.
- 56. Recap - Internal Best Practices Know when to translate, when to localize, and when to transcreate Reuse content wherever possible eep text out of graphics Be consistent Use multilingual keywords Collaborate © 2013. Content Rules, Inc. All rights reserved.
- 57. Best Practices Exercise Evaluate Walmart for global best practices Ranked #1 on the Fortune 500 for 2013 Presence in 27 countries More than 6,000 international stores Almost 1 million employees outside of the U.S. So let’s look at their global online presence. © 2013. Content Rules, Inc. All rights reserved.
- 58. Best Practices Exercise Evaluate Walmart’s global gateway using this list of best practices: Access Ease of use Cultural elements Branding Reuse © 2013. Content Rules, Inc. All rights reserved.
- 59. How Long Does It Take You To: Navigate to the Walmart site for Chile? Navigate to the Walmart site for India? Note your observations to share with the class. © 2013. Content Rules, Inc. All rights reserved.
- 60. The Seven Components of Global Content Strategy © 2013. Content Rules, Inc. All rights reserved.
- 61. Global Content Strategy Components Understand Goals Content Lifecycle Analysis Content Audit Gap Analysis Workflow Recommendations Content-Specific Recommendations Infrastructure Recommendations © 2013. Content Rules, Inc. All rights reserved.
- 62. Understanding Goals Identify business goals for global content strategy Identify current issues preventing the achievement of the goals Outline criteria for successful global content management © 2013. Content Rules, Inc. All rights reserved.
- 63. Common Goals Of Global Content Strategy Increase sales by expanding into additional markets Lower the cost of translation Increase the quality of global content in all languages Lower cost of maintaining global content Improve time-to-market for global content Respond to region-specific feedback on global content © 2013. Content Rules, Inc. All rights reserved.
- 64. Goal Setting Talk to stakeholders • Product management / Brand management • International managers / Region representatives • Content creators • Localization managers • Others Write it down • Identify common issues • Look for consensus for success criteria © 2013. Content Rules, Inc. All rights reserved.
- 65. Content Lifecycle Analysis Identify issues associated with global content • Creating source content • Translating content • Managing global content • Delivering global content Look at current processes and tools © 2013. Content Rules, Inc. All rights reserved.
- 66. Content Lifecycle Common Issues Lack of communication between and among groups Lack of common goals Lack of consensus on audience Loss of control over content creation Loss of control over translation process Outdated or isolated tools • CMS, TMS, MT, Terminology Management, others © 2013. Content Rules, Inc. All rights reserved.
- 67. Content Audit What do you have? Who created it? How is it organized? Are there missed opportunities for reuse? Is it properly tagged for multilingual search? Is it global-ready? © 2013. Content Rules, Inc. All rights reserved.
- 68. Content Audit (Continued) What content is translated? Localized? Transcreated? Which vendor is translating which content? How many translation memories do you have? Where are the TMs? How are the TMs being used? Is your pivot language acceptable? © 2013. Content Rules, Inc. All rights reserved.
- 69. Gap Analysis How far off is the current situation from the goals? How does current situation map to industry best practices? Outline each area for improvement © 2013. Content Rules, Inc. All rights reserved.
- 70. Recommendations Usually fall into three areas: Tools / infrastructure improvements Content global readiness improvements Workflow improvements © 2013. Content Rules, Inc. All rights reserved.
- 71. Tools / Infrastructure Recommendations Content management system Terminology management Translation management Authoring environment Site-specific infrastructure: • Country Code Top Level Domain (ccTLD) • Geolocation © 2013. Content Rules, Inc. All rights reserved.
- 72. Content Global-Readiness • • • • • • Reduce word count Increase use of identical sentences Decrease word variability Reduce sentence length and complexity Eliminate word usage errors (idioms, jargon) Evaluate and change offensive, meaningless imagery © 2013. Content Rules, Inc. All rights reserved.
- 73. Workflow Recommendations Workflow needs to be an end-to-end process that starts with content creation and ends with worldwide delivery: Interaction between people and tasks Touch points and handoffs between groups Dependencies Governance © 2013. Content Rules, Inc. All rights reserved.
- 74. Summary Of Seven Components Understand goals Analyze current content lifecycle and workflow Audit existing content Analyze the gap Recommendations for tools and infrastructure Content global-readiness Workflow that enhances success © 2013. Content Rules, Inc. All rights reserved.
- 75. What You Can Expect To Achieve Global content that is: Easier to manage Cheaper to translate Easier to find Easier to read Quicker to market Better aligned with sales and product goals © 2013. Content Rules, Inc. All rights reserved.
- 76. © 2013. Content Rules, Inc. All rights reserved.
- 77. Val Swisher CEO & Founder vals@contentrules.com @contentrulesinc
Hinweis der Redaktion
- There are many best practices that companies should follow when they plan their global content strategy. Some of them are internal and some of them are external.Let’s talk about external best practices first, because they are the most obvious to recognize.
- External best practices are the do’s and don’ts that affect the user experience. Let’s look at the good, the bad, and the ugly.
- You can make it very simple for customers to find the language they are looking for. Or, you can make it like a needle in a haystack. And there are a few ways to do it, with one being the best.
- Another excellent example of a splash global gateway.
- Here is the Splash Global Gateway for Lush Cosmetics. Lush is one of my favorite global sites. They do so many things well. Normally, flags are not recommended for a splash gateway and the reason is simple. A flag does not equal a language. Lush addresses this by having multiple flags for the countries that have multiple languages. For example, Belgium (Dutch) and Belgium (French). Lush could improve this page by:Removing the flagsIncluding the native word(s) for the languageOrganizing the page in something other than alphabetical order across the rows
- KLM uses a hybrid approach. They have a splash global gateway, but it makes certain countries more important than others (for no reason that is apparent to the user), and it doesn’t use native languages.
- In his book, “The Art of the Global Gateway,” John Yunker talks about the global access “Sweet Spot”. Essentially, where on the screen you locate the button that takes a user to a global website. The global access “Sweet Spot” is in the upper-right nav bar. Yes, I know, there are LOTS of things that compete for the sweet spot. But, if you want to make it easy for your multinational customers to work with you, that’s the best place for it.
- Coca-Cola is another gold standard for international sites. As you can see here, the Change Country button is in the sweet spot.
- Here is the global site for KPMG. Notice that they are using the sweet spot for the location of the button. However, they have a ridiculously long dropdown menu to scroll through and they do not use native languages. Both of these things are not part of the best practices.Best practice: Always use native languages (the English in parenthesis is a nice ideas, too). Don’t use ridiculously long drop-down menus.
- Here is the US site for Hotels.Com. In general, Hotels.Com does a good job on their global presence. I’m not really fond of the placement of the global gateway button, but it is rather obvious.
- Here is the English site for Hotels dot com Mexico. Notice where the button is. Very Confusing.Best Practice: Keep the buttons in a consistent location, preferably with the same look and feel.
- Salesforce hides its global gateway at the very, very bottom of the homepage. I had to scroll at least 3 times to get here.
- Here are the best practices for how to roll out the welcome mat.
- But we have a completely different category of difficult navigation. These are the sites where finding the other countries is truly a needle in a haystack.
- Sony likes to fool you by showing you your country in the sweet spot. But that is not where you change it. That’s just where you can see what site you are looking at.
- Sony’s Global Home button is allllll the way down there. You have to scroll multiple times and go BELOW the tweets and the news to find it.
- As if things arent’ difficult enough, this is the page you get when you click on that Global button. It is not a global splash page at all. And if you click it, you don’t go anywhere. So where ARE the international sites for Sony??
- Here are the splash global gateways completely hidden in the depths of the Sony website. Electronics, Games, and Movies.
- I want to show you an example of what I mean by this.Here we are back at the Muji.com global gateway. Remember, we had to click on the home page to get to this page. And let’s say, for example, that we want to go to the Italian site.
- When I click on the Italian site, I am taking taken to the U.K. site. At this point, I might simply give up and figure that Muji doesn’t know the difference between English and Italian. But, on a whim, I decide to click on the English button in the upper-right corner.
- Well, now this is interesting. It is a completely different splash global gateway. It is an improvement over the actual splash global gateway, but haven’t I been here before?Okay, let’s try Italy again.
- Well, there you have it. It took me 5 clicks to find the Italian website for Muji.
- What’s Wrong With This Picture? Wouldn’t this photo be just as effective if the model had on a long-sleeved shirt that covered her belly button?
- This is Lush USA. It uses a different layout for the screen – less boxy, more fluid.
- External best practices are the do’s and don’ts that affect the user experience. Let’s look at the good, the bad, and the ugly.
- This leads me to an important point. It is really important that you understand the three different ways of handling global content and the impact of each.
- Local expectations are important. The classic story here is Gerber Baby Food. In the US, we sell Gerber Baby Food in jars with pictures of a fat baby with puffy cheeks on the label. This meets our cultural expectations. In Africa, the cultural expectation – because literacy is low – is that the picture on the outside of the jar is of the ingredients. So a picture of a baby with fat cheeks says that the baby food consists of … you guessed it … ground up baby! A lesson Gerber learned very, very painfully.
- Even our good friends at Ikea don’t necessarily make sense all the time. Here are five different versions of “Anna”. Anna is the avatar you can click to have a chat with a customer service representative on the site. Different sites use different versions of Anna. I have to wonder if some marketing analysis was done to indicate where Anna should be a non-smiling brunette, where she should smile, and where she should be blonde and have those come hither eyes.
- Arabic
- Japan
- Thailand
- Here’s American Apparel’s various international websites. It’s about as consistent has I’ve seen…
- Why are you going into particular marketsWhat are you trying to achieveWhat are your main concernsWhat is the criteria against which we will measure success for this project