why going global is essential to your business by fred schaub

#SMX #12A1 @MrFred_S

…and how to do it well

WHY GOING GLOBAL IS

ESSENTIAL TO YOUR BUSINESS

#SMX #12A1 @MrFred_S

and how to do it well

WHY GOING GLOBAL IS

ESSENTIAL TO YOUR BUSINESS

#SMX #12A1 @MrFred_S

Hi, my name is Fred

#SMX #12A1 @MrFred_S

How big is the world?

#SMX #12A1 @MrFred_S

A few numbers to size-up the world

7.5 B humans

3.8B on internet

2.8B social media users

4.9B mobile users

2.6B mobile social media users

+10%

+21%

+5%

+30%

Source: We Are Social + Hootsuite Digital in 2017 Global Overview

Growth vs prior

year

#SMX #12A1 @MrFred_S

Sour

ce: W

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re S

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Dig

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17 G

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#SMX #12A1 @MrFred_S

Sour

ce: W

e A

re S

ocia

l + H

oots

uite

Dig

ital i

n 20

17 G

loba

l Ove

rvie

w

#SMX #12A1 @MrFred_S

Where will we see growth?

With anemic growth in American and European markets it is up to you to anticipate and focus on Asia-Pacific and Middle East –it’s not too late.

Source: EMARKETER

#SMX #12A1 @MrFred_S

The world is REALLY REALLY BIG

#SMX #12A1 @MrFred_S

So are the opportunities

#SMX #12A1 @MrFred_S

But the risks as well

#SMX #12A1 @MrFred_S

Want your customers to feel like they are staying there?

Then consider the following

#SMX #12A1 @MrFred_S

Let’s do all the same

#SMX #12A1 @MrFred_S

Core considerations when going global

Linguistic Cultural Technical

#SMX #12A1 @MrFred_S

Linguistic considerations

Linguistic

1. Brand name2. Version 3. Form4. Tone

#SMX #12A1 @MrFred_S

Linguistic considerationsBrand name

#SMX #12A1 @MrFred_S

Linguistic considerationsVersion

Prioritize based on

opportunity for your product

OR

OR

#SMX #12A1 @MrFred_S

Linguistic considerations

Formal Informal

Form

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Linguistic considerationsTone

Personal / impersonal

Direct / indirect

Simple / technical

Warm / Authoritative

Tone

#SMX #12A1 @MrFred_S

Cultural considerations

Cultural

1. References2. Preferences3. Awareness4. Perception5. Competition

#SMX #12A1 @MrFred_S

Cultural considerationsReferences

Ensure you speak the same language, and

use relevantreferences

#SMX #12A1 @MrFred_S

Cultural considerationsPreferences

Be mindful ofelements that

could turn your audience down

#SMX #12A1 @MrFred_S

Cultural considerations

Installments

Preferences

Be sure to offer the expected

options

#SMX #12A1 @MrFred_S

Cultural considerationsAwareness

ü Who you areü What you stand forü Build an audienceü Then – and only then – sell

#SMX #12A1 @MrFred_S

Cultural considerationsPerception

“Our feelingsare a product of our perception”

Sonya Teclai

#SMX #12A1 @MrFred_S

Cultural considerationsMarket competitor(s)

“There is no greater danger than

underestimatingyour opponent”

Lao Tzu

#SMX #12A1 @MrFred_S

#SMX #12A1 @MrFred_S

Technical considerations

Technical

1. Content aspect2. Content format3. Platforms 4. Tagging and coding

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Technical considerationsLocalized format

#SMX #12A1 @MrFred_S

Technical considerationsLocalized format

#SMX #12A1 @MrFred_S

Technical considerationsLocalized format

Check your1. Format2. Measures3. Norms

• Celsius and Fahrenheit• Inches and centimeters• Pounds and kilograms• 5/24/2017 and 24/5/2017• Driving side of the road• Etc.

#SMX #12A1 @MrFred_S

Technical considerationsDifferentiate content

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Technical considerationsUtilize technology

3 ways to implement: • A link element in the header• In the HTTP header directly• Through the sitemap

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Technical considerationsSocial platforms

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Technical considerationsSearch Engines

#SMX #12A1 @MrFred_SNow it’s time to take notes

Conclusion

#SMX #12A1 @MrFred_S

Core considerations when going global

Linguistic Cultural Technical

#SMX #12A1 @MrFred_S

Core considerations when going global

Linguistic Cultural Technical

• Ensure your brand name translates well

• Define your target audience, its languageand preferences

• Address your audience appropriately

• Review your references

• Cater to preferences

• Build your awareness if needed

• Position the perceptionof your brand

• Know your local competitors

• Localize the format

• Customize the content

• Use technology + coding

• Target the right platforms

• Be relevant by being where your customers are

#SMX #12A1 @MrFred_S

Global is complex, not complicated

(really)

#SMX #12A1 @MrFred_S

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THANK YOU! SEE YOU AT THE NEXT #SMX