growing your client base with cultural marketing
DESCRIPTION
On May 20th, 2014, LAT Multilingual hosted a seminar on cultural marketing in Vancouver. Our industry experts discussed strategies for reaching diverse communities across Canada. Presenters & Topics: Sonia Lotay - Introduction Amber Liu - Traditional Marketing for a Chinese Audience Lesley Ning - Chinese Social Media Lise Alain - Reaching Québec Damien Morvan - Multilingual SEOTRANSCRIPT
Growing your Client Base with Cultural
Marketing
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Marketing to a Chinese AudienceTraditional Media (Radio, TV, Newspapers)
Social Media (Chinese platforms)
Engaging your French Customers (Québec)The 5 “Heart Strings” of the Québécois customer
Being found effectively online In French or any other language
SUMMARY
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Since 2006, more than 600 newcomers arrive in Canada each day.
By 2030, more than 80% of Canada’s population growth is expected to depend on immigration.
WHY ADOPT A MULTILINGUAL STRATEGY?
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CANADIAN DEMOGRAPHICS
21% of the population are immigrants
By 2031, one in three Canadians will belong to a visible minority;
…making them the majority.
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MOTHER TONGUES IN CANADA
58.0%21.7%
20.3%
Mother Tongues - Census 2011
EnglishFrenchOther
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71.60%5.40%
27.00%
Mother Tongues in BC
EnglishFrenchOther
45.000 new immigrants in 2013
+23% compare to 2012
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METRO VANCOUVER DEMOGRAPHICS
40.10%
24.20%
8.30%
6.00%4.30%
Metro Vancouver Population by Non-Official Spoken Languages
ChineseSouth AsianTagalogSpanishKorean
Metro Vancouver’s population growth from net immigration has ranged from 27,000 to 43,000 per year
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REACHING A CHINESE AUDIENCEON TRADITIONAL MEDIA
Presented by Amber & Co. Solution Marketing
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Plays a significant role in Chinese communitiesMajor channel to deliver local and overseas
news and informationOver 50% are engaged with traditional media
One of the marketing methods to reinforce market impactEffective & efficient
WHY TRADITIONAL MEDIA?
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WHY TRADITIONAL MEDIA?
Source: “New Canadians Report on Financial Services” & “The Canadian Chinese Media Monitor”
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Source: “New Canadians Report on Financial Services” & “The Canadian Chinese Media Monitor”
WHY MARKET IN CHINESE?
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EXAMPLES
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Source: “Ipsos Reid 2007 Canadian Chinese Media Monitor”
CHINESE MEDIA - TV
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Audience Profile: 48% male and 52% female25 - 64 years old
Over 10 Chinese TV channels in Vancouver
2 major Chinese TV stations:
Source: “Ipsos Reid 2007 Canadian Chinese Media Monitor”
CHINESE MEDIA - TV
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Source: “Ipsos Reid 2007 Canadian Chinese Media Monitor”
CHINESE MEDIA - RADIO
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Listener Profile: 46% male and 54% female18 - 49 years oldMajority listen to news and information most
often
3 major Chinese radio stations
Source: “Ipsos Reid 2007 Canadian Chinese Media Monitor”
CHINESE MEDIA - RADIO
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Source: “Ipsos Reid 2007 Canadian Chinese Media Monitor”, “Reaching the Chinese Community”
CHINESE MEDIA - NEWSPAPERS
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Reader Profile: 48% male and 52% female25 - 64 years old
More than 15 Chinese newspapers in Vancouver
4 major Chinese newspapers:
Source: “Ipsos Reid 2007 Canadian Chinese Media Monitor”, “Reaching the Chinese Community”
CHINESE MEDIA - NEWSPAPERS
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Generates high reach & frequent exposure
Costs less than mainstream media
Creates better communications
Builds your brand awareness & trust in the Chinese communities
BENEFITS OF TRADITIONAL MEDIA
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CHINESE SOCIAL MEDIA
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80K active Weibo users in Metro
Vancouver; the majority of social
media users are mobile internet users
Most of Chinese social media users
are young, middle-income, well-
educated urban Chinese
56% are male, on average 25 years
old, and spend 46 minutes each day
visiting social sites
CHINESE SOCIAL MEDIA - THE USERS
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MORE EXAMPLES OF POPULAR ACCOUNTS ON CHINESE SOCIAL MEDIA
GAP – Tmall Store Jack & Jones – Tmall Store Nutrilon – Tmall Store Casio – Tmall Store Nikon – Youku Channel Infinity – Youku Channel Hermes - Youku Channel Piaget – Youku Channel
MCL Motor Cars,Vancouver Yyoga, Richmond Hilton Hotel, San Francisco Science World, Vancouver Tourism BC, BC Star Alliance, worldwide Starbucks, China DeBeers Jewellery, China
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CHINESE SOCIAL MEDIA PLATFORMS
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KEY PLATFORMS
SinaWeibo
WeChat QQ Youku Taobao
Micro-blogging site
Micro-messaging app
Social networking site
Video sharing site
E-commerce site
500 million registered users
400 million users
712 million users
300 million users
500 millionregistered users
Tier 1 & 2 cities
Tier 1 & 2 cities
Tier 3 & 4 cities
All All
Link Link Link Link Link
REACHING THE QUÉBEC MARKET
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54.40%
13.20%
5.00%
4.90%
Mother Tongues in Montreal
FrenchEnglishArabicSpanish
In 2031, more than 30% of Montreal’s population will be new immigrants.
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A Very Specific Market
Mother Tongues in Montreal
94.60%
Mother Tongues in Quebec City
FrenchEnglishSpanishArabic
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GROWING YOUR MARKET SHARE: QUÉBEC 235,000 Small & Medium businesses 7 million French speaking customers
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5 “HEARTSTRINGS” OF QUÉBEC CONSUMERS
1. Living In the Moment- Quebeckers are inclined to live for the moment; less likely to worry about the future
2. Chez nous – Quebeckers’ sense of place is central to their identity, and they’ll enthusiastically support things that reinforces local pride
3. Joyful Living - The proverbial “joie de vivre” is real, Quebeckers are more inclined to seek pleasure in all aspects of their lives
4. All About Me - Quebeckers are quicker to ask “what’s in it for me,” and can be relentless in pursuing what they want
5. Simple Living - seeking simplicity in all things, and will reward those who deliver it for them
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CULTURAL ADAPTATION: QUÉBEC
Source: HeadSpace Marketing “What Québec Wants”, March 20, 2014
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WEBSITE LOCALIZATION AND SEO
Doing business in Québec? Reaching French Markets?You need a well localized French Canadian Website!
Website Localization: Adapt your website to each target market with content that resonates with your audience.
Why?
1. Canada is bilingual
2. To target immigrants who live in Canadian cities
3. To reach people all over the world (tourism, specific business)
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WEBSITE LOCALIZATION AND SEO
How?
Professional Translation
SEO
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WEBSITE LOCALIZATION AND SEO
What is Multilingual SEO:
Ensure your website content is easily found in your target market
Keywords Sourcing
Content Adaptation
Pictures Optimization
Technical SEO
Analytics
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WEBSITE LOCALIZATION AND SEO
1. Keywords Sourcing: Find keywords related to the business and that are
used in the target market
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WEBSITE LOCALIZATION AND SEO
2. Content Adaptation: Replace titles, description, URLs and
content bases on keywords
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WEBSITE LOCALIZATION AND SEO
3. Pictures Optimization: Adapt pictures for the target market and
replace alt description = files name
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WEBSITE LOCALIZATION AND SEO
4. Technical SEO: Server location and Sitemaps Explain to Google that
you website is multilingual
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WEBSITE LOCALIZATION AND SEO
5. Analytics: Measure results and adapt the strategy as needed
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UVIC CASE STUDY
The Challenge
Programme DIRE needed to increase visits from French-speaking Internet users who live in English-speaking cities
LAT’s Involvement
Providing guidance and training to one of their own internal team member who spoke the language and had basic knowledge of coding
Results
+90% of new users who speak French in the last 3 months
+10% of new users from Québec
1st page ranking on Google for selected keywords
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QUESTIONS? TWEET US @LATMULTILINGUAL