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.

1. Welcome!
Taking Your Website
Global
August 2, 2012

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

3. Introductions

4. A Brief Introduction to Top Floor
Technologies

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.

7. Roxanne Baumann
Director of Global Engagement - WMEP

8. A Roadmap for Wisconsin Business
Roxanne Baumann, Director Global Engagement WMEP
Top Floor Technologies “Taking Your Website Global”
August 2, 2012

9. Next Generation Manufacturing Survey :
 <50% of manufacturers believe Global
Engagement is important.
 75% of manufacturers rate their progress as
furthest from world-class.
 9 out of 10 manufacturers rate export sales
growth as furthest from world-class.
©WMEP 2012
NEI – National Export Initiative – Double Exports in 5 years.
Wisconsin Goal – Double Wisconsin Exports by 2016

10. Still plan to only sell to US customers?
95% of consumers
are outside the
US.
Majority of middle
class growth is
outside the US.

11. Why Export?
 Growth – Successful exporters grow 2.4 times faster; and
fail less often than non-exporters.
 Product Life Cycle – revitalize products at end of their
cycle in fresh markets.
 Risk Mitigation – better manage economy fluctuations.
 JOBS – exporters grow jobs 4x faster than non-exporters.
Export is job multiplier.
 Exporters offer better opportunities for advancement
 Exporters are 8.5% less likely to go out of business.
©WMEP 2012

12. What’s Your Growth Strategy?
Increase the Top Line
Reduce Cost
©WMEP 2012

13. Exporting - the Facts
 US exports total $ 1.2 trillion in goods; and
$543 billion in services.
 Support more than 16 million higher-paying
US jobs.
 Wisconsin ranks 18th in US exports.
 WI Top Countries: Canada, Mexico, China,
Germany, and Australia.
 WI Top Industries: Machinery, Agriculture,
Medical instruments, transportation
equipment, and paper products.
©WMEP 2012

14. Benefits of Exporting
 More revenue – expands the “pie”
 Increasing profits – often larger
 Diversification – reduces risk
 Economies of scale – spread costs over larger
volume
 Increased capacity utilization
 Minimizes seasonality
 Extends product life cycles
 Improves competitiveness and product quality
through broader global learnings
 Higher salaries / stronger overall company growth
©WMEP 2012

15. Exporting – the Facts
Workers employed by exporting firms have
better paying jobs:
 Labor workers earn 13% more.
 Wages in large plants are 23% higher.
 Wages in small plants are 9% higher
 Office employees earn 18% more.
 Benefits are 37% higher.
©WMEP 2012
US exports 2010 statistics; and 2001 Institute for International Economics study.

16. What holds CEO’s back?
 Getting your arms around it:
“How would I do it, even if I wanted to?”
 Unknown expected ROI timeline resulting in
fear of investment.
 Unsure if new markets for products are really
there.
 Dabbling and reacting; no roadmap.
 Fear of unknown risks
©WMEP 2012

17. Why is this so difficult?
 No clear objectives or plan
 Not doing basic market research
 Treating export sales as domestic sales
 Not involving entire organization vs CEO
“personal hobby”
 Reactive mindset vs. strategic mindset
 Not networked to international community
 Not evaluating internal capabilities
 Agent/distributor hopping
 Not doing due diligence homework. ©WMEP 2012

18. A “system” or “process” for C-levels. Not training.
Output: A customized export expansion strategy
vetted by experts and immediately implementable.
National Results from over 300 companies:
ExporTech™:
Average 170K Sales Increase
Sales within 6-9 months
An Export Acceleration System for
Cost Savings/avoidance 34K
Achieving Profitable Growth
120 hours labor time savings
Operating margin gain 10x investment in labor & fees
©WMEP 2012

19. Your plan vetted by international experts &
Governor’s Export Award winners.
3-full day sessions over 3 months; onsite coach in
between sessions.
Wisconsin Results from 10 companies:
$ 9,938,000 in sales - Average 993K per company!
15 Jobs created
53 Jobs retained
Sales within 6-9 months
©WMEP 2012

20. ExporTech™ Model

21. National Partners

22. Wisconsin Partners

23. Why Plan?
 Executive C-Level Ownership in strategy
 Define the best 2-3 target countries for your product.
 Improve your ROI timeline – get revenues faster.
 Experts can vet your plan and you avoid costly mistakes.
 Learn who’s out there to help - qualified experts,
vendors and the local international community
 Avoid getting “stuck” with a coach to support you.
 Address your unique needs.
 CEO/top management and your Board can see your path
to success. ©WMEP 2012

24. Target Profile Company
 <10% international sales
 Getting unsolicited international inquiries.
 Have their own finished product or service.
 Have unique or superior products or services
that compete on more than price:
• Patented products, unique technologies, valued-
added products, companies who are members of
strong regional industrial clusters, or just plain
“cool” products.
 Financially solid today.
©WMEP 2012

25. Target Profile Attitude
 Progressive and proactive
(vs. reactive)
 Promoter Managers
(vs craftsman owners)
 Adaptive
(vs me-too followers)
 Engaged
(vs uninformed or disinterested, no pressure to
change)
©WMEP 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

29. Thank you!

30. Setting the Right Foundation
An Overview of Web Marketing Principles

31. The Impact of Internet
Technologies on Marketing

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

34. Before

35. After

36. Before

37. After

38. responsive design for mobile

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

43. Pay-Per-Click (PPC)
 Instant Results
 Pay only for
Website visits
 Keys to success:
 Keyword
analysis
(including
negative terms)
 Bid
management
 Quality Score
 Monitoring &
updating

44. Google Analytics

45. 45
Current
40
Previous
35
Year Over Year % Change 30
25
Contact Us + 20.00%
20
Quick Question + 33.33% 15
RFQ + 21.88% 10
5
0
Contact Us Quick RFQ
Question

46. It’s time for a
coffee break.

47. Taking Your Web Presence Global

48. Lost in Translation?
Translation Blunders

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.

51. A Simple Start …

52. Nicholas Panagopoulos
Director of Business Development – Translations.com

53. PREPARED FOR:
Taking Your Website Global Seminar
GLOBAL COMMUNICATIONS SOLUTIONS

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

56. GLOBAL COMMUNICATIONS SOLUTIONS

57. CLIENT PORTFOLIO
GLOBAL COMMUNICATIONS SOLUTIONS

58. MANUFACTURING PORTFOLIO
Automotive Manufacturers:
Heavy Equipment Manufacturers:
Suppliers Parts & Retailers:
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

61. THE CHANGING LANDSCAPE
GLOBAL COMMUNICATIONS SOLUTIONS

62. STEP 1: PRIORITIZE TARGETS
• Product/Presence
– Property location and expansion
– Visitor’s origin
– Market opportunities (destination, events, etc.)
– Brand segmentation
• Site traffic stats
– Country/Region
– Language preference
• Demographics
– Language dependency
– Technology penetration
– Online purchasing patterns/practices
• Competition
• Regulation
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

66. NAVISTAR.COM CASE STUDY
GLOBAL COMMUNICATIONS SOLUTIONS

67. MOLEX.COM CASE STUDY
GLOBAL COMMUNICATIONS SOLUTIONS

68. UPS.COM CASE STUDY
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

71. QUESTIONS?
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