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Danah Boyd, 2006
“The digital era has allowed us to cross space and time, engage with people in a far-off time zone as though they were just next door, do business with people around the world, and develop information systems that potentially network us all closer and closer every day. Yet, people don't live in a global world - they are more concerned with the cultures in which they participate.”
WHAT DOES ‘GLOBAL’ LOOK LIKE?
Steve Stoute, 2013
“Consumers worldwide are becoming increasingly identifiable as ‘Omniculturals’: people who define themselves more by their lifestyles and economic and educational attainment than by their race or ethnicity.”
WHAT DOES ‘GLOBAL’ LOOK LIKE?
• Put expertise where you need it
• Communicate what is ‘global’ and what is ‘local’
• Research and understand local markets
• Draw from local successes
• Empower and reward your employees
THERE IS A WORLD BEYOND HQ…
• Realise local doesn’t always stay local
• Understand cultural differences and implications
• Make your product relevant to its market context
• Don’t dilute your brand
BE SMART WITH LOCALISATION
Train your people globally to understand your mission, vision and core values – these shouldn’t change!
• Mission: To unlock people’s potential with the best learning and research solutions
• Vision: A world of learning and research inspired by Cambridge
BE SMART WITH LOCALISATION
Our New Mission and Vision
• Keep track of world events and perceptions
• Capitalise on the opportunities that are relevant to your brand – but plan in advance
• Mission control
• Beware automation!
• Realise possible consequences of even small actions
BE REAL TIME, ALL THE TIME
• 82% of consumers less likely to buy goods online if site is not in their native language
• 72.4% of consumers more likely to buy a product with information in their own language
• People won’t buy what they can’t understand
• Mistakes give a poor impression
DON’T GET LOST IN TRANSLATION
Getting it wrong:
• Spanish: Me encanta;
• French: C’est tout ce que j’aime;
• German: Ich liebe es;
• Swahili: Ninaipenda;
• Russian: вот что я люблю;
• Turkish: işte bunu seviyorum.
DON’T GET LOST IN TRANSLATION
Getting it right:
• Localise language when it’s right to
• Use local knowledge to inform decisions
• Translate using native speakers and check meanings
• Don’t use Google Translate/Babelfish!
DON’T GET LOST IN TRANSLATION
• Only be as ‘global’ as you can realistically afford to be
• Assess the attractiveness of your markets and prioritise the best
• Know where you can WIN
• Take the right products with you
• Create locally where you can
BUT IT’S UP TO YOU TO FIND THE PEARLS
THANK YOU, GLOBAL CITIZENS!
Rupert Daniels
Global Marketing Director
@rupertdaniels