Lush Digital Media
@globalcopywrite
@globalcopywrite • #CMWorld
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LOCALIZING CONTENT FOR A GLOBAL AUDIENCE презентация
Содержание
- 1. LOCALIZING CONTENT FOR A GLOBAL AUDIENCE
- 2. HELLO Sarah Mitchell @globalcopywrite @globalcopywrite • #CMWorld
- 3. MAMAO Y TOTO @globalcopywrite • #CMWorld
- 4. SHOW OF HANDS Global Brand
- 5. Less than 6% of the world’s
- 6. @globalcopywrite • #CMWorld AND YET…
- 7. “Many of us treat the world-wide
- 8. Over 60% of global marketers
- 9. @globalcopywrite • #CMWorld That’s important because . . .
- 10. “We’re inching closer to a linguistically
- 11. SO HOW DO YOU REACH THE OTHER 94%? @globalcopywrite • #CMWorld
- 12. @globalcopywrite • #CMWorld By making localization part of your global strategy
- 13. @globalcopywrite • #CMWorld
- 14. @globalcopywrite • #CMWorld
- 15. @globalcopywrite • #CMWorld
- 16. @globalcopywrite • #CMWorld TRANSLATION IS NOT ENOUGH
- 17. @globalcopywrite • #CMWorld
- 18. @globalcopywrite • #CMWorld
- 19. “I’ve come across too many texts
- 20. @globalcopywrite • #CMWorld
- 21. @globalcopywrite • #CMWorld
- 22. “How to strike that balance between
- 23. @globalcopywrite • #CMWorld LOCALIZING CONTENT It’s Complicated
- 24. ONE SIZE DOESN’T FIT ALL The
- 25. @globalcopywrite • #CMWorld
- 26. @globalcopywrite • #CMWorld
- 27. ADDRESSING Communication Effectiveness @globalcopywrite • #CMWorld
- 28. “I might commence to spend provided
- 29. @globalcopywrite • #CMWorld
- 30. “October is the time of year
- 31. Localization Equation (Translation + Localization) x
- 32. @globalcopywrite • #CMWorld Know Your Audience Tip
- 33. @globalcopywrite • #CMWorld
- 34. @globalcopywrite • #CMWorld
- 35. @globalcopywrite • #CMWorld
- 36. LOCAL CONSIDERATIONS Colors Holidays
- 37. @TwitterHandle • #CMWorld PAPER Size of documents Hole Punches
- 38. z vs. s
- 39. Quid • Buck • Dosh
- 40. Ute • Bakkie • Pickup
- 41. Same Word, Different Meanings Gong Football Rug Powerpoint @globalcopywrite • #CMWorld
- 42. COLLOQUIALISMS Robot vs. Traffic light
- 43. @globalcopywrite • #CMWorld
- 44. Units of Measure Engineering •
- 45. Nickel • Dime • Quarter
- 46. Sports Terminology Knocked for six
- 47. ACCENTS Do you need subtitles
- 48. RELIGION @globalcopywrite • #CMWorld
- 49. CUSTOMS @globalcopywrite • #CMWorld
- 50. Sister Rooms Theatre
- 51. 13 @globalcopywrite • #CMWorld SUPERSTITION 4 8
- 52. Don’t try to globalize ALL
- 53. @globalcopywrite • #CMWorld Collaborate, don’t legislate
- 54. @globalcopywrite • #CMWorld
- 55. Make sure everyone has skin in the
- 56. “Think global, publish local.”
- 57. Questions? Sarah Mitchell @globalcopywrite @globalcopywrite • #CMWorld
- 58. @globalcopywrite • #CMWorld
Слайд 1
LOCALIZING CONTENT FOR A GLOBAL AUDIENCE
What Every Content Marketer Should Know
Sarah
Mitchell
Lush Digital Media
@globalcopywrite
Lush Digital Media
@globalcopywrite
Слайд 4
SHOW OF HANDS
Global Brand
Working at company headquarters
Working in
a regional office
Doing business globally from single location
Doing business globally from single location
@globalcopywrite • #CMWorld
Слайд 5
Less than 6%
of the world’s
population speaks English well enough
to
conduct business.
Consider this
@globalcopywrite • #CMWorld
Слайд 7
“Many of us treat the world-wide web like the Ohio web
or the American English web. Marketers are overwhelmed and unprepared.”
SCOTT ABEL,
The Content Wrangler
@globalcopywrite • #CMWorld
Слайд 8
Over 60%
of global marketers attending CMWorld USA (2103) admitted they
have
no strategy in place for global content marketing.
Cloudwords Survey
Cloudwords Survey
@globalcopywrite • #CMWorld
Слайд 10
“We’re inching closer to a linguistically local internet, in which people
no longer have to leave their native languages to get where they want to go.”
JOHN YUNKER,
Global by Design blog
@globalcopywrite • #CMWorld
Слайд 19
“I’ve come across too many texts translated into a different language
via Google Translate. Agencies selling ‘native speakers’ should sound warning bells.”
NENAD SENIC,
PM, poslovni mediji
@globalcopywrite • #CMWorld
Слайд 22
“How to strike that balance between global and local is really
an art and a science.”
PAM DIDNER,
Author, Global Content Marketing
@globalcopywrite • #CMWorld
Слайд 28
“I might commence to spend provided
that viable chopping it up
that has a
fellow geek, every one of the even
though not selling anything.”
@globalcopywrite • #CMWorld
Слайд 30
“October is the time of year when most companies lock in
plans and budgets for next year.”
#GLOBALFAIL
marketing company
@globalcopywrite • #CMWorld
Слайд 31
Localization Equation
(Translation + Localization) x
Number of localities
@globalcopywrite • #CMWorld
Слайд 36
LOCAL CONSIDERATIONS
Colors
Holidays
Sports
Religion
Fiscal Years
Superstitions
@globalcopywrite • #CMWorld
Слайд 42
COLLOQUIALISMS
Robot vs. Traffic light
Speed bump vs.
Sleeping policeman
@globalcopywrite • #CMWorld
Слайд 46
Sports Terminology
Knocked for six
That’s not cricket
Hit a home
run
It’s in my wheelhouse
It’s in my wheelhouse
@globalcopywrite • #CMWorld
Слайд 47
ACCENTS
Do you need
subtitles or voiceovers for your video content?
@globalcopywrite •
#CMWorld
Слайд 52
Don’t try to globalize ALL your content.
Select
key pieces.
Focus on top 20% of your content
Focus on top 20% of your content
INTEL METHOD
@globalcopywrite • #CMWorld
Слайд 55Make sure everyone has skin in the game
Budgets
Accountability towards
performance
@globalcopywrite • #CMWorld
