multicultural marketing - wordcamp miami 2012

Multicultural Marketing through a multifunctional platform

First of all, let’s start by answering an important question...

What’s the meaning of life?

Ooops... sorry. Let’s try again.

Who am I?

•My name’s Vicent Llopis•Associate Creative Director @Nobox•12 years of experience, working for national and international brands.

•Copywriting instructor at Miami Ad School•Official Spanish Translator for U-Design: best-selling WordPress theme in Themeforest with over 10,000 sales.

•Pro-Blogger

When talking about “multicultural marketing”,

first thing that comes to mind is...

Language

Multilingual site vs.

Multisite

A multilingual site requires the use of several languages

within the same site.

A tool to build an efficient multilanguage site:qTranslate Plugin

Allows different languages in one simple WP installation

One-click switching between languages

SEO integration

Unique URLs

• ?lang=en• /en/• en.yoursite.com

Why a multisite then?

•Content starts the same but it evolves differently•Comments•User-engaging activities (ex. poll, contest, sweepstakes...)•Specific promos based on location/language

Some reasons to consider

Translationvs.

Transcreation: a copywriting challenge

•Translation is a plain reproduction of another language.•Transcreation is a full representation of the meaning, beyond a literal interpretation.

A -maybe too simplified- differentiation

Social Media integrationand how it affects multilingual sites

We like “likes” in every language

•Language adapts to your social network preference•Live streams from Facebook or Twitter show fresh content

•Don’t mix languages: double the effort, double the reward•Integration between blog/site and social media

•Perfect connection helps increase all fan bases•Recommended plugins:

•Share This•Share and Follow•Sociable

Social integration samples

E-mail marketingor how to build a strong fan base

•Build your e-mail communications in your language•Capture data•Ask for a language of preference•Analytics (including A/B testing)•Services integration:

•Survey Monkey, Social Media (stats & sharing), Mobile... •Free for lists up to 2,000 subscribers•Alternatives: aWeber, Constant Contact

Capture data efficiently: Pippity plugin

•Light-box to sign-up•A/B testing•Analytics•Alternatives:

•Pop-Up Domination

Google AnalyticsKnow who you’re targeting

•Location: • Helps identify where your audience comes from, to determine proper

messaging•Language:

• Determine which language should be more prominent•Time-zone:

• Establish best time to post new content

Quick basic considerations

Thanks!Vicent Llopis

My Work: Plan16.com

My Blogs: DeTodoUnMoco.comSaberHispano.comelpatiodigital.com

My e-mail: hello@plan16.com