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@katemorris
Lost in Translation:Expanding Internationally
Kate Morris
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@katemorris
Insert speaker photo
Kate Morris
Principal Consultant, Distilled
@katemorris
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@katemorris
Situation 1
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@katemorris
Image/Graph etc.
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@katemorris
Image/Graph etc.
$$$$
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@katemorris
Situation 2
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@katemorris
Image/Graph etc.
“We sell Logitech mice. I want to rank in google.co.uk.”
“Everyone has a domain.co.uk domain, I need one to rank. “
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@katemorris
Click icon to add picture
Saudi Arabia Fail
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@katemorris
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Less Fail, More Confusion
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@katemorris
Click icon to add picture
Going International Requires a Business-Specific Strategy
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@katemorris
Click icon to add picture
There is no strategy.
Lan
gu
age
Cou
ntry
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@katemorris
Geo-
targetin
g
Translating
Geotargeting, Translation, Both
Both
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@katemorris
Geotargeting ≠ Translation
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@katemorris
Geotargeting
Translation/Language
Culture
Legal
Search Engine
s
Components
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@katemorris
Geotargeting is (almost) always best.
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@katemorris
1. Culture Changes
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@katemorris
Meet Nathalie Nahai@TheWebPsych
Psst … Follow Her
Image/Graph etc.
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@katemorris
Image/Graph etc.
http://www.slideshare.net/nathalienahai/mozcon-how-gender-and-cultural-differences-in-web-psychology-affect-the-customer-experience
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@katemorris
Image/Graph etc.
http://www.slideshare.net/nathalienahai/mozcon-how-gender-and-cultural-differences-in-web-psychology-affect-the-customer-experience
Targeting an international
audience means more change to your marketing plan than
just language.
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@katemorris
● the degree to which the less powerful members of a society accept and expect that power is distributed unequally
Power Distance
● the degree to which the members of a society feel uncomfortable with uncertainty and ambiguity
Uncertainty Avoidance
● How the members of a society see themselves, as individuals or as a collective.
Individualism/Collectivism
● masculinity side of this dimension represents a preference in society for achievement, heroism, assertiveness and material reward for success
● Femininity stands for a preference for cooperation, modesty, caring for the weak and quality of life
Masculinity/Femininity
● dealing with society’s search for virtue, black and white versus gray areas of life
Long-term Orientation
Hofstede’s Dimensions
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@katemorris
Click icon to add picture
Individualistic/Collectivistic:How the members of a society see themselves, as individuals or as a collective.
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@katemorris
Individualistic Culture Site (UK)
Image/Graph etc.
Focus: Products
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@katemorris
Collectivistic Culture Site (Japan)
Image/Graph etc.
Focus: User’s Relationships
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@katemorris
Click icon to add picture
Power Distance:The degree to which the less powerful members of a society accept and expect that power is distributed unequally.
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@katemorris
High Power Distance (Malaysia)
Image/Graph etc. Focus: Professors
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@katemorris
Low Power Distance (Netherlands)
Image/Graph etc.
Focus: Students
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@katemorris
Image/Graph etc.
http://www.slideshare.net/nathalienahai/mozcon-how-gender-and-cultural-differences-in-web-psychology-affect-the-customer-experience
Go check out the whole
presentation.
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@katemorris
2. Search Engines Operate by Country
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@katemorris
Click icon to add picture
Google Operates by Country
This isGoogle Estoniagoogle.ee
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@katemorris
Click icon to add picture
Not by Language
Not Google
Estonian
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@katemorris
Click icon to add picture
They offer Google Estonia in popular languages of that country.
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@katemorris
Click icon to add picture
GWMT: No mention of language
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@katemorris
Click icon to add picture
BWMT: No mention of language
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@katemorris
Click icon to add picture
Trust the Data
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@katemorris
3. Laws, Rules, Regulation
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@katemorris
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Shipping
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@katemorris
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Currency and Taxes
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@katemorris
Click icon to add picture
Rules (ex. Cookies)
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@katemorris
Geo-targeting can be costly.
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@katemorris
Geo-targeting can be costly.
* You may or may not need these things.
Content Creation
Translation
Web Design
Domains*
Promotion Hosting*
Photography
ConsultantsSupport
Development
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@katemorris
Translating only
is an option!
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@katemorris
Click icon to add picture
Language changes are a good place to start.
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@katemorris
Image/Graph etc.
http://www.slideshare.net/nathalienahai/mozcon-how-gender-and-cultural-differences-in-web-psychology-affect-the-customer-experience
Some site content will have to be translated
anyway.
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@katemorris
Main Issue:Confusing Country and Language Targeting
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@katemorris
Click icon to add picture
Remember This?
Lan
gu
age
Cou
ntry
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@katemorris
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This points to domain.frThat’s a geo-targeted domain to France only.
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@katemorris
ccTLDs (.fr, .co.uk) are only for geo-targeting.
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@katemorris
French Speaking Countries
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@katemorris
French Speaking Countries
Image/Graph etc.
http://en.wikipedia.org/wiki/List_of_countries_where_French_is_an_official_language
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@katemorris
Web Citizens of France make up
49% of the world’s
French speaking web users.
France; 49%Other; 51%
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@katemorris
That’s over 56 millionweb users ignored.
Image/Graph etc.
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@katemorris
# Countries per Official LanguageImage/Graph etc.
Language World Countries
English 59 India, United States, Pakistan, United Kingdom, Canada …
French 29 France, Democratic Republic of the Congo, Canada, Madagascar
Arabic 26 Egypt, Lebanon, Saudi Arabia, Morocco
Spanish 21 Spain, Mexico, Colombia, Argentina
Portuguese 10 Brazil, Portugal, Mozambique, Angola
Russian 8Russia, Kazakhstan, Belarus, Kyrgyzstan, Tajikistan, Abkhazia*, South Ossetia*, Transnistria*
German 6 Germany, Austria, Switzerland, Belgium, Liechtenstein, Luxembourg
Italian
4
Italy, Switzerland, San Marino, Vatican City
Malay Malaysia, Indonesia, Singapore, Brunei
Swahili Tanzania, Kenya, Uganda, Democratic Republic of the Congo
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@katemorris
Click icon to add picture
By translating only, you can potentially reach a bigger audience.
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@katemorris
KEEPCALMAND
DON’TMACHINE TRANSLATE
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@katemorris
What Strategy is Right?
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@katemorris
Introducing …The New and Improved …
Interactive International Search Strategy Tool
http://dis.tl/15rh9D1
Old PDFhttp://bit.ly/14GdPoh
Image/Graph etc.
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@katemorris
Example: Balsam Hill
Image/Graph etc.
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@katemorris
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@katemorris
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@katemorris
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@katemorris
- Go Find Your Strategy- Don’t Machine Translate- Test Everything
If in doubt, ask your customers.