September 2015 Ben Sargent Content Globalization Strategist

Copyright © 2015 by Common Sense Advisory, Inc.

Mastering the Art of Global Content Experience

Today’s presentation

1.  Content competition drives push for integrated campaign management

2.  Making the connection between content, languages, and profits

3.  The universe of languages − and how it is changing

“Relevant research”

Content competition Part 1

Expand viewpoint to “content experience”

PC,  Mobile,  &  Web  Apps  

Web  content  &  E-­‐mail  

Social  &  Search  

Video,  PDFs  &  Infographics  

User Experience

Customer Experience

Content Experience

Branded Content

The virality imperative

•  Digital media platforms compete for hours and clicks –  Content that gets engagement gets shown to more people

•  Algorithms combine engagement data and metadata –  Baidu, HuffPost, Twitter, Yandex, YouTube, everywhere

•  Integrated campaigns get more Likes, shares, comments –  Orchestrated sequence and timing across multiple channels

•  Boosted engagement earns broader amplification effect –  Companies that excel at global integrated campaigns will

dominate the future

Source: “E-Marketing Convergence Creates Opportunity for Localization Managers,” Common Sense Advisory, Inc.

Optimizing the content experience factory

Five campaign consolidation points

•  Inclusive campaign team –  All silos, including localization, have seats at the table

•  Internal localization manager on the marketing team –  A marketing manager pools assets from the silos prior to handoff

•  Project or vendor manager in shared services model –  The localization team supports marketing as an internal client

•  Localization vendor serves as collection point –  Handoffs from silos not coordinated, sole supplier LSP used

•  Campaigns are silo-specific, no coordination required –  Silos hand off work to multiple vendors

To conclude…

•  Content competition drives integrated campaign management

•  Integrated campaign management improves localization

•  Full-gamut localization includes simultaneous copy creation

Making the connection between content, languages, and profits

Part 2

Making the revenue connection @Fortune500

•  Companies that increased content volume showed: –  Revenue growth = 1.8 times more likely

–  Higher profits = 2.5 times more likely

•  Businesses that increased translation budget realized: –  Revenue growth = 1.5 times more likely

Source: “Translation at Fortune 500 Companies,” Common Sense Advisory, Inc.

Company size maps to number of languages

Source: “Global Website Assessment Index 2015,” Common Sense Advisory, Inc.

As does website popularity

Source: “Global Website Assessment Index 2015,” Common Sense Advisory, Inc.

Brand value shows an extreme correlation with language support

Source: “Global Website Assessment Index 2015,” Common Sense Advisory, Inc.

H&M brand site = 17 languages Brand Value in 2014 = US$ 21 billion

GAP brand site = 7 languages Brand Value in 2014 = US$ 4 billion

35 languages

McDonald’s brand site = 35 languages Brand Value in 2014 = US$ 42 billion

Pizza Hut brand site = 19 languages Brand Value in 2014 = US$ 4 billion

Source: “Global Website Assessment Index 2015,” Common Sense Advisory, Inc.

Companies with 54+ languages average $61B

6.1 6.3 9.4

12.0 15.6

23.8

60.9

0

10

20

30

40

50

60

70

1 4 to 6 7 to 11 12 to 19 20 to 32 33 to 53 54 or more

Number of Languages

Now  Number  of  Languages  Correlates  to  Brand  Value  

US

$ B

illio

n

The universe of languages − and how it is changing

Part 3

Mavens & thought leaders are multi-national, even in B2C

The economic impact of languages online

Computer Hardware

100%

91%

77%

73%

68%

68%

68%

68%

68%

64%

64%

59%

55%

55%

50%

45%

45%

41%

36%

36%

36%

36%

36%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

English

Chinese Simpl.

Chinese Trad.

Japanese

German

French

Italian

Portuguese

Russian

Spanish

Korean

Dutch

Polish

Turkish

Czech

Swedish

Danish

Norwegian

Arabic

Finnish

Greek

Thai

Romanian

50% 50% 50%

41% 27%

9% 5% 5% 5%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Facebook Twitter

Youtube Linkedin

Google Plus Slideshares

Pinterest Flickr

Instagram

16.1   Average  Language  per  Site  

2.4   Average  Social  Networks  per  Site  

46%   Average  InternaNonal  Revenue  

N=22  

Most Popular Language Most Popular Social Networks

Hotels & Motels

100%

56%

44%

44%

38%

31%

31%

31%

31%

31%

31%

25%

19%

13%

13%

13%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

English

Chinese Simpl.

Japanese

Chinese Trad.

French

German

Spanish

Italian

Portuguese

Arabic

Russian

Korean

Turkish

Dutch

Polish

Hebrew

63% 56%

38% 19% 19% 19%

13% 6% 6% 6%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Twitter Facebook

Youtube Linkedin

Flickr Instagram

Weibo Google Plus

Youku Spotify

7.4   Average  Language  per  Site  

2.4   Average  Social  Networks  per  Site  

34%   Average  InternaNonal  Revenue  

N=16  

Most Popular Language Most Popular Social Networks

Points to remember

•  Languages boost growth AND profits –  Global leaders are well into tier 2, are you competitive?

•  Investing in content improves business results –  Use data to make the case with global and regional executives

•  Leaders gear up for integrated campaigns –  Global campaign management is critical

Digital Trends from Software to Marketing

•  “Mobile first” phenomenon extends to content development –  Learn to write for the small screen

•  Agile marketing –  Scrums for campaign management

•  Simultaneous copy creation –  Broadens the scope of localization strategy

–  Localization teams handle complex resourcing needs

–  Put localization on your campaign management team Day 1

Thank you.

Benjamin Sargent ben@commonsenseadvisory.com

+1.978.275.0500 x1010

•  Research: www.commonsenseadvisory.com

•  Blog: www.globalwatchtower.com •  Twitter: @CSA_Research

Insight for global market leaders

Research referenced in this presentation

•  “The Rise and Fall of the Top Online Languages” (Mar15) •  “Making the Switch from Neutral to Regional Spanish” (Apr15)

•  “E-Marketing Convergence Creates Opportunity for Localization Managers” (May15)

•  “Global Website Assessment Index 2015” (Jul15)

•  Upcoming –  Brief: “Finding Revenue in Under- and Over-Served Languages”

–  Report: digital campaign management and localization