"fundamentals of online engagement for global brands" presented by ben sargent of common...

Fundamentals of Online Engagement for Global Brands

Brand2Global 2013Benjamin B. SargentGlobal Content Strategist

Copyright © 2013 by Common Sense Advisory, Inc.

What  we’ll  cover  today

Findings

– Data from the 2,409 most prominent websites

Future Trends

– The Panlingual UX

Twitter: @CSA_Research or @b2sargent

About Common Sense Advisory

Global business and language research– Translation, localization, globalization, etc.

– Dedicated multinational research team

Independent industry research firm– Vendor-neutral, buyer-agnostic

– Qualitative and quantitative research

– Interdisciplinary demand-supply methodology

Clients in 30+ countries

Major finding from our study

Greater breadth of language support

Business success

Measured by company size, website traffic, or brand strength

Based on 2,409 prominent websites

Forbes global 2000

Fortune 500

Alexa top 500 global sites

Interbrand 100 best global brands

Further reading: Global Website Assessment Index,Multilingual Websites, The Top 100 Global Websites

Specific industry drill-downs Percent of prominent industry websites

supporting these

languages

Industrial sectors show different commitment to translation

Average number of languages per prominent website, by industry

AQ and WOW

NEW: 2013 numbersChinese = 22.4% of people, 7.1% of moneyEnglish = 20.7% of people, 36.0% of moneyJapanese = 4.2% of people, 10.5% of money

Spanish = 8.8% of people, 7.6% of moneyGerman = 3.3% of people, 7.7% of money

When companies invest in the wrong languagesUnderserved

languages

Further reading: ROI Lifts the Long Tail of Languages in 2012(free with registration)

Summary of language findings

Language popularity– By country and company size, broad agreement

– By industrial sector, differences can be dramatic

Average number of languages per website– Per company, correlates to success (size, brand strength, traffic)

Business growth = increased language support– As companies grow, in any industry, they add languages

Global brand managers lack critical data– Overinvesting in some lower value languages

– Underinvesting in some higher value languages

How many languages does it take?

23 = 90% of web users in 2013, versus 21 in 2012

36 = 95% of web users in 2013, versus 34 in 2012

Why yourbrand.com needs 98 languages

Next 46Next 20Next 10

Next 5

Next 3

Next 2

Spanish

English

S Chinese

Wikipedia’s  222  languages  with  1000+  articles

Wikipedia’s  119  languages  with  10,000+  articles

Top 8 best practices for a global UX

Automatic country- and language-relevant content– Both zero-click strategies

Top 8 best practices for a global UX

Automatic country- and language-relevant content

Backup navigation to country and language– One click for each, if possible

No way out

Further reading: Website Globalization Case Study: Booking.com

Top 8 best practices for a global UX

Automatic country- and language-relevant content

Backup navigation to country and language

Content and data filtered for country – Products, pricing, campaigns, news

Promotions

ProductsLogic

Data

Top 8 best practices for a global UX

Automatic country- and language-relevant content

Backup navigation to country and language

Content filtered for country (products, pricing, news)

Forms tailored to each user– Country, language, culture, customs

Locally relevant fields

Top 8 best practices for a global UX

Automatic country- and language-relevant content

Backup navigation to country and language

Content filtered for country (products, pricing, news)

Forms tailored to country, language, culture, customs

Country-aware, legally-compliant transactions

Distribution rights, fine print, taxes

Top 8 best practices for a global UX

Automatic country- and language-relevant content

Backup navigation to country and language

Content filtered for country (products, pricing, news)

Forms tailored to country, language, culture, customs

Country-aware, legally compliant transactions

Language and time-zone-aware post-sales support

Time-zone intelligence

Top 8 best practices for a global UX

Automatic country- and language-relevant content

Backup navigation to country and language

Content filtered for country (products, pricing, news)

Forms tailored to country, language, culture, customs

Country-aware, legally compliant transactions

Language and time-zone aware post-sales support

Site logic adapts functions – Based on country/language combinations

Top 8 best practices for a global UX

Automatic country- and language-relevant content

Backup navigation to country and language

Content filtered for country (products, pricing, news)

Forms tailored to country, language, culture, customs

Country-aware, legally compliant transactions

Language and time-zone aware post-sales support

Site logic adapts functions

Content transformation from/to any language

Twitter and Facebook in situ MT

Kimbra Shay

…but  miss  important  language  settings

Most long tail users speak multiple languages

• 3 out of 4 people bilingual

• Nearly 2 of 4 trilingual

Professional opinion is changing in 2013

Over 50% of web users sometimes or frequently use machine translation.

Further reading: Can't Read, Won't Buy

In situ MT translates any-to-any language

Further reading: “Transformative  MT”  (upcoming),  Human-Enhanced Machine Translation

Review: These elements create a panlingual UX

Zero-click relevant content

One-click navigation for backup

Country-filtered content/data (products, pricing, news)

Country-tailored forms

Country-aware transactions

Time-zone specific support

Adaptive functionality

Language tools built into UX

Thank you.

Ben Sargent ben@commonsenseadvisory.com

+1.978.275.0500 x 1010

• Research: www.commonsenseadvisory.com

• Blog: www.globalwatchtower.com

• Twitter: @CSA_Research or @b2sargent

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