taking your website global seminar

Taking Your Website

Global

August 2, 2012

Welcome!

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

Introductions

A Brief Introduction to Top Floor

Technologies

Top Floor Technologies

• Website Design & Development

• Search Engine Marketing

• Web Analytics & Conversion Improvement

Maximizing Online Marketing Results

for Hundreds of Businesses Since 1999

Getting the Most

From Today’s Seminar

Write down 3 learning pointsthat you will begin putting into

action within the next two weeks. Then – follow through.

Roxanne BaumannDirector of Global Engagement - WMEP

A Roadmap for Wisconsin Business

Roxanne Baumann, Director Global Engagement WMEP

Top Floor Technologies “Taking Your Website Global”

August 2, 2012

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.

NEI – National Export Initiative – Double Exports in 5 years.

Wisconsin Goal – Double Wisconsin Exports by 2016

©WMEP 2012

Still plan to only sell to US customers?

95% of consumers

are outside the

US.

Majority of middle

class growth is

outside the US.

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

What’s Your Growth Strategy?

Increase the Top Line

Reduce Cost

©WMEP 2012

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

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

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.

US exports 2010 statistics; and 2001 Institute for International Economics study. ©WMEP 2012

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

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

ExporTech™:An Export Acceleration System for

Achieving Profitable Growth

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:

Average 170K Sales Increase

Sales within 6-9 months

Cost Savings/avoidance 34K

120 hours labor time savings

Operating margin gain 10x investment in labor & fees ©WMEP 2012

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

ExporTech™ Model

National Partners

Wisconsin Partners

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

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

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

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”

ExporTech™ contacts:

Joni Geroux

Outreach Program

Manager

NWMOC - Northwest

Wisconsin

Manufacturing

Outreach Center

gerouxj@uwstout.edu

(715) 232-5270 office

(715) 225-3446 cell

Roxanne Baumann

Director Global

Engagement

WMEP

baumann@wmep.org

262 442 8279 cell

Thank you!

Setting the Right Foundation An Overview of Web Marketing Principles

The Impact of Internet

Technologies on Marketing

Setting Goals – start at the top

Drive more qualified

users to your Website

Two things you can do to improve the results of your Website

Convert a higher % of users

into opportunities

21

*Source: Don’t Make Me Think: A Common Sense Guide to Web Usability by Steve Krug

Web Usability

Usability • making sure that something works well: thata person of average (or even below average) abilityand experience can use the thing – whether it’s a website, a fighter jet, or a revolving door – for its intendedpurpose without getting hopelessly frustrated.*

Before

After

Before

After

responsive design for mobile

Source: Good Site, Bad Site: Evolving Web Design

Lee Gomes

Wall Street Journal

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?

U.S. Share of Searches – June 2012

Source: ComScore

Google67%

Yahoo13%

Microsoft16%

Ask3%

AOL1%

Global Search Engine Market Share

June 2012

Source: NETMARKETSHARE

Google83%

Yahoo7%

Bing6%

Baidu4%

Other2%

Search Engine Optimization (SEO)

Over 80% of activity on the first results page (top 10 results)

Keys to success: Keyword

analysis

Contentdevelopment

Linking strategy

Monitoring & updating

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

Google Analytics

Year Over Year % Change

Contact Us + 20.00%

Quick Question + 33.33%

RFQ + 21.88%

0

5

10

15

20

25

30

35

40

45

Contact Us Quick Question

RFQ

Current

Previous

It’s time for a

coffee break.

Taking Your Web Presence Global

Lost in Translation?Translation Blunders

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.

• 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.

Signs From Around the World

A Simple Start …

Nicholas PanagopoulosDirector of Business Development – Translations.com

GLOBAL COMMUNICATIONS SOLUTIONS

PREPARED FOR:

Taking Your Website Global Seminar

GLOBAL COMMUNICATIONS SOLUTIONS

AGENDA

• Translations.com Profile

• Case for International

• 4 Steps

• Case Studies

• Bloopers & Idioms

• Questions

GLOBAL COMMUNICATIONS SOLUTIONS

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 SOLUTIONSGLOBAL COMMUNICATIONS SOLUTIONS

GLOBAL COMMUNICATIONS SOLUTIONS

CLIENT PORTFOLIO

GLOBAL COMMUNICATIONS SOLUTIONS

Suppliers Parts & Retailers:

Automotive Manufacturers:

Heavy Equipment Manufacturers:

MANUFACTURING PORTFOLIO

GLOBAL COMMUNICATIONS SOLUTIONS

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

• 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.**

CASE FOR INTERNATIONAL

GLOBAL COMMUNICATIONS SOLUTIONS

THE CHANGING LANDSCAPE

GLOBAL COMMUNICATIONS SOLUTIONS

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

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

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

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 SOLUTIONSGLOBAL COMMUNICATIONS SOLUTIONS

NAVISTAR.COM CASE STUDY

GLOBAL COMMUNICATIONS SOLUTIONSGLOBAL COMMUNICATIONS SOLUTIONS

MOLEX.COM CASE STUDY

GLOBAL COMMUNICATIONS SOLUTIONSGLOBAL COMMUNICATIONS SOLUTIONS

UPS.COM CASE STUDY

GLOBAL COMMUNICATIONS SOLUTIONS

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

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

QUESTIONS?

Next Top Floor Technologies Seminar

Using Google AdWords to Reach New

CustomersThursday, 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

Thank You!

You are invited to join us after the seminar

for networking at the Innovation Lounge.

linkedin.com/company/top-floor-technologies

twitter.com/topfloortech

facebook.com/topfloortech