engineering global content planning - pam didner
TRANSCRIPT
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@PamDidner Informa/on Development World, San Jose
Engineering Global Content Planning
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Share insights
• A process to think global content differently • Intricacies of Global vs. Local factors • Lessons learned by working with different regions
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Hi @PamDidner Here
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Learn how to plan, develop, promote and measure your content effec/vely across
borders
Order on Amazon Receive 30% off
Check out Globalcontent.marketing
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When we think of Global Content Planning
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We dive into what content to translate, localize or
customize…
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There are steps and process to select content to translate, localize, trans-‐
create and customize
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Most of you have your own processes
down
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Think about global content from a different angle
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Let’s explore inside out: from client’s perspec/ve
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Global in an internal sense
Headquarters
Work together to create content plan
Local or Region
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Priori/ze Countries and Topics (HQ w/ Geo Feedback)
HQ-‐driven (w/ agency help)
Geo-‐driven (w/agency help)
Finalize High Level Editorial Timeline
0
Create Geo editorial calendar (HQ+Geo) 3
CraX geo-‐specific MKT plans 5 Create Marke/ng Kit for editorial topics
Share MKT plan results 7
Refine Editorial Planning, Marke/ng Kit (HQ w/ Geo feedback)
6
4
1
* HQ = Headquarters Geo = Geographies or regional offices
Align on business goals and persona
2
Global Content Planning Process
The Holy Grail: Tight collabora/on between HQ and Geo*
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HQ and Geos align on business objec/ves and goals…
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Translate business business objec/ves to MKT objec/ves
Business Increase <x>% of <product> <$xM> by expanding to <segment>
MarkeTng Establish <product> as the preferred choice for <whom> in the <segment> by building awareness and driving demand
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Global doesn’t mean marke/ng to every country on the planet
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Define country selecTon criteria
• Total Avail. Market (TAM) • Company projected forecast • GDP for next 5 years • Sales and MKT resources on the ground • Sales from last several years • Business priori/es • Infrastructure Support • And others…
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Country Priori/es
Tips: • Based on data and company objec/ves • Need geo inputs
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Typical country suspects
• Developed: US, GER, UK, JPN, AU, KR • Emerging: Brazil, China, Russia, India, Indonesia, Malaysia
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Agree on audience persona
Understand the factors and the people that drive
purchase decisions
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Global persona vs. Local persona?
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It depends…
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Depends on products, industries, usage models and more…
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Understand your audience via:
• Buyer Research • Seller Interviews • Keyword search • Social listening
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Research developed and emerging countries
Select countries based on budget and company prioriTes
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• Company Agtude toward technology • Presence and size of IT department • Current IT Infrastructure
For this segment, Intel focuses on understanding
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Ravi, IT Manager Med. & Lrg. Business
Tech Enthusiast
External Influencers Organ
iza/
onal Agtude
s and
Business O
utcomes
Use tech as compeTTve advantage p
Willingness to pay a premium $$$
Early tech adopters p Employees that are extremely connected and extremely dispersed p
Full Tme dedicated IT staff p
Techno
logy In
frastructure
# of sites p IT Budget $$$
% of employees with a dedicated computer
Computer installed base
Computer refresh cycle
>50% installed base of laptops p Server installed base
Has a enterprise class data center p Smartphone installed base
Tablet installed base
Currently use SaaS, IaaS or PaaS p Server virtualizaTon p Security
88%
% with Dedicated IT Budget
$10.4M
Avg. IT Budget
p
Mean Deployment Size
3,168
329
1,016
420
90%
95%
65%
43%
Technologies in Use
p
p
p
p
IT Manager Persona (Global)
Influencers
IT Budget
IT Environment
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Leveraging Data
Business intelligence tools to speed the ability to report, analyze and store data (e.g., data mining, analyTcs, data warehousing, etc.)
� Data management applicaTons that control, protect, deliver and enhance value of data and informaTon. (e.g. ERP, CRM, transacTonal databases, etc.)
�
CapabiliTes to improve our vendors’ or partners’ abiliTes to access our data. (e.g. web portals, B2B gateways, etc.)
� Business process capabiliTes to improve workflows within my company (e.g. six sigma, business process modeling, etc.)
�
Virtualiza/on Desktop virtualizaTon � Server virtualizaTon (e.g., expanding; improving manageability etc.) �
Telework/ Mobility
CapabiliTes to enable employees to work from home (e.g. VPN, Citrix, remote access to the company’s network, etc.)
� Enabling employees to use their personally-‐supplied devices, computers or phones to connect to the company’s network
�
Security
AutomaTng IT management (e.g., sonware / patch updates) � Improving compliance with regulaTon � Improving our company’s IT security �
Other
Improving the delivery of applicaTons across different devices* � Giving new company-‐supplied compuTng tools to employees such as smartphones, tablets or similar
� ConsolidaTng or integraTng our data centers, network and storage infrastructure**
� CapabiliTes to accommodate or manage data growth and storage needs �
Ravi, IT Manager Med. & Lrg. Business
Tech Enthusiast
Very High
Security
Very High
Very High
Very High
CollaboraTon
Mobility
InformaTon Mgmt
IT Ini/a/ves Challenges/Pain
Points
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Create a global persona by describing commonali/es
in targeted segment
• Demographics • Behavior/Thought Process • Working Environment • Challenges • Goals/Desires • Media Consump/on • Agtudes
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SomeTmes, local personas are necessary…
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Virtualization
Tele- work
Big Data
Colla-boration
Security
Mobility Cloud
A good persona provides insights on editorial planning
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Dec Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov
2013 Dec
Topics Mobility Product Launch #1
Product Launch #2
Cloud CompuTng
Example of Global Editorial Calendar
HQ recommendaTon
Virtuali-‐zaTon
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Dec Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov
2013 Dec
China Mobility Cloud CompuTng Product Launch #1
EMEA (Europe, Middle East and
Africa)
Product Launch #2 VirtualizaTon Product Launch #1
Example of Geo Editorial Calendar
Geo recommendaTon
Mobility
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Recommended content for customer’s thought journey
Learn Plan Decide Purchase
Recommended Content
-‐
Learn Plan Decide Purchase
I have an issue. I need to address the issue.
How should I solve the problem?
What tools do I need to help me solve the problem and make a right decision?
Help me build the business case to make a purchase.
-‐ Product Brief -‐ Market
Research -‐ eBooks
-‐ White Paper -‐ Market
Research -‐ Buyer’s Guide -‐ Top 10 Tps -‐ Demos
-‐ SelecTon Guide -‐ Case Studies -‐ Cost and feature
comparison guide
-‐ Case Studies -‐ ROI SelecTon
tool -‐ Cost and feature
comparison guide
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Create the markeTng kit with Geos in mind
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A MarkeTng Kit includes
• Objec/ves • Success metrics (Demand and Brand Metrics) • Priority countries for paid media and search • Messaging and story framework • Landing page template • Style guide • Recommended content • Social Media Kit
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Geos share markeTng plans
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Search
Targeted Adver/sing
PR
Op/mized Landing Pages
Local Events
Direct Marke/ng
Selec/ve Co-‐
Marke/ng
Geo Plan starts with Editorial Calendar and Marke/ng Kit
Topic Marke/ng
Kit
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Refine Editorial Calendar and MarkeTng Kit with geos’ input
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Feedback Process
Geos provide feedback to HQ on Marke/ng Kit and content
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Geos share markeTng results
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• Holy Grail à Close HQ and geo collabora/on
• Align on Business goals and personas à Crisp marke/ng objec/ves and editorial topics
• Think with geos needs in mind à Provide leadership, yet give them autonomy
Key Takeaways
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Ques/on: How onen should you
communicate with Geos?
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Ques/on: What is the effecTve creaTve direcTon?
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Ques/on: Who should create assets?
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Ques/on: How to define global vs. local responsibiliTes?
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Ques/on: What content pieces should be localized?