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Going International презентация
Содержание
- 1. Going International
- 2. The "Mr. Worldwide" Award Goes To... Jacques
- 3. Understand: The localization opportunity Content and compliance
- 4. More than 70% of the world’s 2.3 billion Internet users are not native English speakers
- 5. 56.2% of consumers say the ability to
- 6. Mo' Languages, Mo' Problems
- 10. Hard, but not impossible
- 12. Regional Organizations Local teams Sometimes multiple agencies
- 13. Example: ETX Capital All handled from UK
- 14. 6 continents, 100 countries Campaigns managed by
- 15. Example: British Council
- 16. Example: Birchbox
- 17. What type of company are you? What resources do you have?
- 19. … will save your life. Agile Collaboration Tools
- 20. … will save your life. Agile Collaboration Tools
- 21. Time zone differences Production Translations Signoff You Need More Time
- 22. Delivery rates - as well as opens
- 23. Legislation, by region: US: The CAN-SPAM Act
- 24. Not all promotions are created equal: Sweepstakes
- 26. Quiz Taiwan: Traditional, or Simplified Chinese?
- 27. Languages vs. Regions
- 28. A Multi-Regional Approach Links to Language Versions "All-in-One" Blizzard example Global Eyes example
- 29. Geo-Targeting vs. Preference Centers | Language Segments,
- 30. One Size Doesn't Fit All
- 31. Click here Cliquez ici 点击这里 klikněte zde
- 32. Cultural differences Appropriate imagery Body language and
- 33. Spelling & Grammar (British vs. American English)
- 36. Direction & Character Encoding Right-to-left Arabic Hebrew
- 37. Character Encoding Encoding - depends on your ESP
- 38. Right-to-Left style="text-align:right; direction:rtl;"
- 39. So Many Preferences
- 40. So Many Preferences
- 41. Remember… Companies Process Design HTML & Code
- 43. Merci ! Thank You! Jacques Corby-Tuech Curse Inc @iamacyborg Ros Hodgekiss Campaign Monitor @yarrcat
The "Mr. Worldwide" Award Goes To... Jacques Corby-Tuech Curse Inc @iamacyborg Ros Hodgekiss Campaign Monitor @yarrcat
Слайд 2The "Mr. Worldwide" Award Goes To...
Jacques Corby-Tuech
Curse Inc
@iamacyborg
Ros Hodgekiss
Campaign Monitor
@yarrcat
Слайд 3Understand:
The localization opportunity
Content and compliance challenges
Learn about:
The tools and techniques used
The
key players that should be involved in localization
See:
Real-world examples of international email campaigns
See:
Real-world examples of international email campaigns
What You'll Get From This Talk
Слайд 556.2% of consumers say the ability to obtain information in their
own language is more important than price.
Слайд 12Regional Organizations
Local teams
Sometimes multiple agencies
Franchised businesses
One Central Organization
Less local knowledge
One agency/ESP
Central
management
Who Sends International Campaigns?
Слайд 13Example: ETX Capital
All handled from UK office
Translated in-house & agencies
All HTML
managed in-house
21 distinct websites
18 languages
One ESP
21 distinct websites
18 languages
One ESP
Слайд 146 continents, 100 countries
Campaigns managed by local offices
Use one Campaign Monitor
account
Example: British Council
Слайд 22Delivery rates - as well as opens and clicks - differ
from region to region
China has very low daily delivery thresholds (Tencent, QQ)
May be necessary to "batch send"
China has very low daily delivery thresholds (Tencent, QQ)
May be necessary to "batch send"
Engagement & Delivery: Different Conditions
Слайд 23Legislation, by region:
US: The CAN-SPAM Act
Canada: CASL
Europe: Privacy and Electronic Communications
Directive
China: Regulations on Internet Email Services
Australia: The Spam Act
Email opt-in is king. When in doubt, talk to your ESP
China: Regulations on Internet Email Services
Australia: The Spam Act
Email opt-in is king. When in doubt, talk to your ESP
Compliance: Different Laws in Different Regions
Слайд 24Not all promotions are created equal:
Sweepstakes in Massachusetts
Sweepstakes in Quebec
Gambling around
the world (FCA, CYSEC, FSP)
When in doubt, consult a legal professional
When in doubt, consult a legal professional
Compliance: Different Laws in Different Regions
Слайд 28A Multi-Regional Approach
Links to Language Versions
"All-in-One"
Blizzard example
Global Eyes example
Слайд 29Geo-Targeting vs. Preference Centers | Language Segments, Dynamic Content
A Multi-Regional Approach
Campaign
Monitor dynamic header
Слайд 32Cultural differences
Appropriate imagery
Body language and facial expressions
Hands, feet and eyes in
Asian cultures
Tone: Swiss are punctual, Italians emotional
Tone: Swiss are punctual, Italians emotional
It's the Little Things....
Слайд 33Spelling & Grammar (British vs. American English)
Dates and times (including pesky
daylight saving time)
Currencies
Currencies
It's the Little Things....
Слайд 36Direction & Character Encoding
Right-to-left
Arabic
Hebrew
Line-breaks break things
Thai
Chinese (x2!)
Encoding
Greek
Russian
Слайд 41Remember…
Companies
Process
Design
HTML & Code
Don't think you'll be doing everything, all by yourself.
In
Summary...
Слайд 43Merci ! Thank You!
Jacques Corby-Tuech
Curse Inc
@iamacyborg
Ros Hodgekiss
Campaign Monitor
@yarrcat
