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Welcome!


Taking Your Website
Global
August 2, 2012
Seminar Agenda
• Welcome and introductions
• The importance of an exporting strategy
   – Roxanne Baumann, Director of Global Engagement - WMEP

• Setting the right foundation – an overview of web
  marketing principles
   – Dan D’Amore & Shane Fell, Top Floor Technologies

• Maximizing your global web marketing success
   – Nicholas Panagopoulos, Director of Business Development –
     Translations.com

• Wrap-up and post seminar networking
Introductions
A Brief Introduction to Top Floor
           Technologies
Top Floor Technologies

              • Website Design &
                Development
              • Search Engine
                Marketing
              • Web Analytics &
                Conversion
                Improvement


              Maximizing Online Marketing Results
              for Hundreds of Businesses Since 1999
Getting the Most
From Today’s Seminar

   Write down 3 learning points
  that you will begin putting into
    action within the next two
  weeks. Then – follow through.
Roxanne Baumann
Director of Global Engagement - WMEP
A Roadmap for Wisconsin Business

Roxanne Baumann, Director Global Engagement WMEP
 Top Floor Technologies “Taking Your Website Global”
                   August 2, 2012
Next Generation Manufacturing Survey :

 <50% of manufacturers believe Global
  Engagement is important.
 75% of manufacturers rate their progress as
  furthest from world-class.
 9 out of 10 manufacturers rate export sales
  growth as furthest from world-class.
                                                                     ©WMEP 2012



     NEI – National Export Initiative – Double Exports in 5 years.
       Wisconsin Goal – Double Wisconsin Exports by 2016
Still plan to only sell to US customers?

95% of consumers
are outside the
US.

Majority of middle
class growth is
outside the US.
Why Export?
 Growth – Successful exporters grow 2.4 times faster; and
  fail less often than non-exporters.
 Product Life Cycle – revitalize products at end of their
  cycle in fresh markets.
 Risk Mitigation – better manage economy fluctuations.
 JOBS – exporters grow jobs 4x faster than non-exporters.
  Export is job multiplier.
 Exporters offer better opportunities for advancement
 Exporters are 8.5% less likely to go out of business.
                                                          ©WMEP 2012
What’s Your Growth Strategy?


                   Increase the Top Line




                      Reduce Cost




                                   ©WMEP 2012
Exporting - the Facts

 US exports total $ 1.2 trillion in goods; and
  $543 billion in services.
 Support more than 16 million higher-paying
  US jobs.
 Wisconsin ranks 18th in US exports.
 WI Top Countries: Canada, Mexico, China,
  Germany, and Australia.
 WI Top Industries: Machinery, Agriculture,
  Medical instruments, transportation
  equipment, and paper products.
                                             ©WMEP 2012
Benefits of Exporting
   More revenue – expands the “pie”
   Increasing profits – often larger
   Diversification – reduces risk
   Economies of scale – spread costs over larger
    volume
   Increased capacity utilization
   Minimizes seasonality
   Extends product life cycles
   Improves competitiveness and product quality
    through broader global learnings
   Higher salaries / stronger overall company growth
                                                        ©WMEP 2012
Exporting – the Facts

 Workers employed by exporting firms have
  better paying jobs:

     Labor workers earn 13% more.
     Wages in large plants are 23% higher.
     Wages in small plants are 9% higher
     Office employees earn 18% more.
     Benefits are 37% higher.
                                                                                    ©WMEP 2012
US exports 2010 statistics; and 2001 Institute for International Economics study.
What holds CEO’s back?

 Getting your arms around it:
   “How would I do it, even if I wanted to?”
 Unknown expected ROI timeline resulting in
  fear of investment.
 Unsure if new markets for products are really
  there.
 Dabbling and reacting; no roadmap.
 Fear of unknown risks

                                           ©WMEP 2012
Why is this so difficult?
   No clear objectives or plan
   Not doing basic market research
   Treating export sales as domestic sales
   Not involving entire organization vs CEO
    “personal hobby”
   Reactive mindset vs. strategic mindset
   Not networked to international community
   Not evaluating internal capabilities
   Agent/distributor hopping
   Not doing due diligence homework.      ©WMEP 2012
A “system” or “process” for C-levels. Not training.

     Output: A customized export expansion strategy
 vetted by experts and immediately implementable.


 National Results from over 300 companies:

        ExporTech™:
  Average 170K Sales Increase
  Sales within 6-9 months
An Export Acceleration System for
  Cost Savings/avoidance 34K
   Achieving Profitable Growth
  120 hours labor time savings
  Operating margin gain 10x investment in labor & fees
                                                      ©WMEP 2012
Your plan vetted by international experts &
      Governor’s Export Award winners.
   3-full day sessions over 3 months; onsite coach in
                between sessions.


Wisconsin Results from 10 companies:
 $ 9,938,000 in sales - Average 993K per company!
 15 Jobs created
 53 Jobs retained
 Sales within 6-9 months
                                                 ©WMEP 2012
ExporTech™ Model
National Partners
Wisconsin Partners
Why Plan?
 Executive C-Level Ownership in strategy
 Define the best 2-3 target countries for your product.
 Improve your ROI timeline – get revenues faster.
 Experts can vet your plan and you avoid costly mistakes.
 Learn who’s out there to help - qualified experts,
  vendors and the local international community
 Avoid getting “stuck” with a coach to support you.
 Address your unique needs.
 CEO/top management and your Board can see your path
  to success.                                      ©WMEP 2012
Target Profile Company

   <10% international sales
   Getting unsolicited international inquiries.
   Have their own finished product or service.
   Have unique or superior products or services
    that compete on more than price:
    • Patented products, unique technologies, valued-
      added products, companies who are members of
      strong regional industrial clusters, or just plain
      “cool” products.
 Financially solid today.
                                                    ©WMEP 2012
Target Profile Attitude

 Progressive and proactive
    (vs. reactive)
 Promoter Managers
    (vs craftsman owners)
 Adaptive
    (vs me-too followers)
 Engaged
    (vs uninformed or disinterested, no pressure to
    change)
                                                  ©WMEP 2012
Taking your website global seminar
Future ExporTech™ events:

Place                             Dates
Eau Claire                        Sept 13th, Oct 11th, Nov 8th

Appleton                          Sept 20th, Oct 12th, Nov 9th

Waukesha                          Oct. 9th, Nov 6th, Dec 6th

Milwaukee                         Oct 30th, Nov 27th, Dec 18th

Madison                           Nov 14th, Dec 11th, Jan 17th


  Info & success stories at www.wmep.org “Global Engagement”
ExporTech™ contacts:
Joni Geroux
Outreach Program
Manager

NWMOC - Northwest
Wisconsin
Manufacturing
Outreach Center

gerouxj@uwstout.edu
                                   Roxanne Baumann
(715) 232-5270 office
                                    Director Global
(715) 225-3446 cell
                                     Engagement

                                         WMEP
                                  baumann@wmep.org
                                    262 442 8279 cell
Thank you!
Setting the Right Foundation
    An Overview of Web Marketing Principles
The Impact of Internet
Technologies on Marketing
Setting Goals – start at the top
Two things you can do to improve the results of your Website


Drive more qualified                Convert a higher % of users
users to your Website               into opportunities



      1                                 2
Web Usability

Usability • making sure that something works well: that
 a person of average (or even below average) ability
 and experience can use the thing – whether it’s a web
 site, a fighter jet, or a revolving door – for its intended
 purpose without getting hopelessly frustrated.*
             *Source: Don’t Make Me Think: A Common Sense Guide to Web Usability by Steve Krug
Before
After
Before
After
responsive design for mobile
How do well-designed sites happen?

   The really good websites are designed by groups that ask and
   answer three questions:
   • Who are your target users?
   • What are their goals?
   • How are you going to help them achieve those goals?

                         Source: Good Site, Bad Site: Evolving Web Design
                                                              Lee Gomes
                                                       Wall Street Journal
U.S. Share of Searches – June 2012

                   Ask   AOL
                   3%    1%

       Microsoft
         16%




      Yahoo
       13%
                               Google
                                67%




                                        Source: ComScore
Global Search Engine Market Share
            June 2012
                      Baidu   Other
                       4%      2%
               Bing
               6%
       Yahoo
        7%




                                      Google
                                       83%



                                         Source: NETMARKETSHARE
Search Engine Optimization (SEO)

 Over 80% of
   activity on the
   first results page
   (top 10 results)

 Keys to success:
   Keyword
    analysis
   Content
    development
   Linking strategy
   Monitoring &
    updating
Pay-Per-Click (PPC)
 Instant Results

 Pay only for
   Website visits

 Keys to success:
   Keyword
    analysis
     (including
     negative terms)
    Bid
     management
    Quality Score
    Monitoring &
     updating
Google Analytics
45
                                            Current
                          40
                                            Previous
                          35
Year Over Year % Change   30
                          25
 Contact Us   + 20.00%
                          20
Quick Question + 33.33%   15

    RFQ       + 21.88%    10
                          5
                          0
                               Contact Us    Quick     RFQ
                                            Question
It’s time for a
coffee break.
Taking Your Web Presence Global
Lost in Translation?
   Translation Blunders
Signs From Around the World
• In the reception of a Romanian hotel
  The lift is being fixed for the next day. During that time we regret that
  you will be unbearable.
• In an African newspaper
  A new swimming pool is rapidly taking shape since the contractors
  have thrown in the bulk of their workers.
• In a hotel in Athens
  Visitors are expected to complain at the office between the hours of
  9 and 11 daily.
• On the menu of a Swiss restaurant
  Our wines leave you nothing to hope for.
• Outside a Hong Kong tailor shop
  Ladies may have a fit upstairs.
Signs From Around the World
• In a Copenhagen airline ticket office
  We take your bags and send them in all directions.
• In an advertisement by a Hong Kong dentist
  Teeth extracted by the latest Methodists.
• At a Budapest zoo
  Please do not feed the animals. If you have any suitable food, give it
  to the guard on duty.
• In an Acapulco hotel
  The manager has personally passed all the water served here.
• In the reception of a Moscow hotel
  You are welcome to visit the cemetery where famous Russian and
  Soviet composers, artists, and writers are buried daily except
  Thursday.
A Simple Start …
Nicholas Panagopoulos
Director of Business Development – Translations.com
PREPARED FOR:
Taking Your Website Global Seminar


                                     GLOBAL COMMUNICATIONS SOLUTIONS
AGENDA


•   Translations.com Profile
•   Case for International
•   4 Steps
•   Case Studies
•   Bloopers & Idioms
•   Questions




                    GLOBAL COMMUNICATIONS SOLUTIONS
COMPANY PROFILE


•   Founded 1992
•   80+ Offices Worldwide
•   20,000+ Clients
•   2,000+ Employees
•   $300,000,000 in revenue
•   22 Global Production Centers
•   ISO and EN Certified Vendor
•   GlobalLink® Technology
    Platform




                   GLOBAL COMMUNICATIONS SOLUTIONS
GLOBAL COMMUNICATIONS SOLUTIONS
CLIENT PORTFOLIO




                   GLOBAL COMMUNICATIONS SOLUTIONS
MANUFACTURING PORTFOLIO
Automotive Manufacturers:




Heavy Equipment Manufacturers:




Suppliers Parts & Retailers:




                                 GLOBAL COMMUNICATIONS SOLUTIONS
CASE FOR INTERNATIONAL

 Rank      Country       % Population                  % World
  1         China           38.4%                        22.5%
  2      United States      78.3%                        10.8%
  3          India          10.2%                         5.3%
  4         Japan           80.0%                         4.4%
  5         Brazil          42.2%                         3.6%
  6        Germany          82.7%                         3.0%
  7         Russia          44.3%                         2.7%
  8       Indonesia         22.4%                         2.4%
  9     United Kingdom      84.1%                         2.3%
  10        France          77.2%                         2.2%




                                        GLOBAL COMMUNICATIONS SOLUTIONS
CASE FOR INTERNATIONAL

• US internet user growth was just 0.8% over the past
  12 months, Mexico, China, Brazil, and Russian
  Federation have experienced impressive growth
  rates of 22%, 19%, 18%, and 14% respectively. With
  the growth in internet users worldwide, it is more
  important than ever to offer multilingual content on
  your websites and in your promotions.*

• GE, Caterpillar, and McDonald’s derived
  63%, 67%, and 60% of their respective revenues
  from outside of the United States.**



                                         GLOBAL COMMUNICATIONS SOLUTIONS
THE CHANGING LANDSCAPE




                         GLOBAL COMMUNICATIONS SOLUTIONS
STEP 1: PRIORITIZE TARGETS
•   Product/Presence
     – Property location and expansion
     – Visitor’s origin
     – Market opportunities (destination, events, etc.)
     – Brand segmentation
•   Site traffic stats
     – Country/Region
     – Language preference
•   Demographics
     – Language dependency
     – Technology penetration
     – Online purchasing patterns/practices
•   Competition
•   Regulation



                                                          GLOBAL COMMUNICATIONS SOLUTIONS
STEP 2: UNDERSTAND SCOPE
What is the scope & character of the content?


                                    Content Scope
                                     UI, descriptions, terms, loyalty,
                                      promotions, SEO, SEM, etc.
                                     Static vs. Dynamic
                                     Volume (high/low)
                                     Predictable structure
                                     Ability for re-use / leverage


                                    Organization standards
                                     Acceptable quality
                                     In-country review involvement
                                     Steady state requirements




                                                     GLOBAL COMMUNICATIONS SOLUTIONS
STEP 3: BALANCE REQUIREMENTS




Full Site Localization
 Mirror entire source market site?
 Language category prioritization?
 Maintain quarterly (promotions, new products, events and news)
 Human translation for promotions, top destinations, UI
 Machine translation for balance




                                                       GLOBAL COMMUNICATIONS SOLUTIONS
STEP 4: AIM FOR EFFICIENCY
•   Automate where possible
•   Centralize infrastructure
     – Eliminate need for regional/local infrastructure investments or
        incompatible systems
•   Enforce consistent design and messaging standards
•   Synchronize multilingual content publishing effort
•   Obtain executive commitment and collaborate to gain support
    (across functions, brands and to the property level)
•   Eliminate unnecessary steps in the workflow
•   Leverage international resources upfront
•   Design for international




                                                         GLOBAL COMMUNICATIONS SOLUTIONS
NAVISTAR.COM CASE STUDY




                          GLOBAL COMMUNICATIONS SOLUTIONS
MOLEX.COM CASE STUDY




                       GLOBAL COMMUNICATIONS SOLUTIONS
UPS.COM CASE STUDY




                     GLOBAL COMMUNICATIONS SOLUTIONS
LEGENDARY BLOOPERS
•   In Taiwan, the translation of the Pepsi slogan "Come alive with the
    Pepsi Generation" came out as "Pepsi will bring your ancestors back
    from the dead."

•   Also, in Chinese, the Kentucky Fried Chicken slogan "finger-lickin'
    good" came out as "eat your fingers off."

•   Posted in the office of a doctor in Rome: Specialist in Women and other
    diseases.

•   Parker Pens: “won’t leak in your pocket and impregnate you.”




                                                          GLOBAL COMMUNICATIONS SOLUTIONS
IDIOMS – “KILL 2 BIRDS WITH 1 STONE”
•   Hit 2 flies with 1 swat – Germany

•   Shoot 2 hawks with 1 arrow – China

•   Get 2 pieces with 1 cut – Burma

•   Catch the pheasant and its eggs too – Korea

•   Catch 2 pigeons with 1 bean – Italy




                                                  GLOBAL COMMUNICATIONS SOLUTIONS
QUESTIONS?




      GLOBAL COMMUNICATIONS SOLUTIONS
Next Top Floor Technologies Seminar


Using Google AdWords to Reach New
Customers
Thursday, September 20th – 1:30 to 4:30 PM

Visit www.topfloortech.com/seminars for details or to register




                               Special Offer
                       for today’s seminar attendees

                   Register by August 10th and receive
                                50% off
                     use discount code PPCSAVE
Thank You!
You are invited to join us after the seminar
for networking at the Innovation Lounge.

     twitter.com/topfloortech


     linkedin.com/company/top-floor-technologies


     facebook.com/topfloortech

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Taking your website global seminar

  • 2. Seminar Agenda • Welcome and introductions • The importance of an exporting strategy – Roxanne Baumann, Director of Global Engagement - WMEP • Setting the right foundation – an overview of web marketing principles – Dan D’Amore & Shane Fell, Top Floor Technologies • Maximizing your global web marketing success – Nicholas Panagopoulos, Director of Business Development – Translations.com • Wrap-up and post seminar networking
  • 4. A Brief Introduction to Top Floor Technologies
  • 5. Top Floor Technologies • Website Design & Development • Search Engine Marketing • Web Analytics & Conversion Improvement Maximizing Online Marketing Results for Hundreds of Businesses Since 1999
  • 6. Getting the Most From Today’s Seminar Write down 3 learning points that you will begin putting into action within the next two weeks. Then – follow through.
  • 7. Roxanne Baumann Director of Global Engagement - WMEP
  • 8. A Roadmap for Wisconsin Business Roxanne Baumann, Director Global Engagement WMEP Top Floor Technologies “Taking Your Website Global” August 2, 2012
  • 9. Next Generation Manufacturing Survey :  <50% of manufacturers believe Global Engagement is important.  75% of manufacturers rate their progress as furthest from world-class.  9 out of 10 manufacturers rate export sales growth as furthest from world-class. ©WMEP 2012 NEI – National Export Initiative – Double Exports in 5 years. Wisconsin Goal – Double Wisconsin Exports by 2016
  • 10. Still plan to only sell to US customers? 95% of consumers are outside the US. Majority of middle class growth is outside the US.
  • 11. Why Export?  Growth – Successful exporters grow 2.4 times faster; and fail less often than non-exporters.  Product Life Cycle – revitalize products at end of their cycle in fresh markets.  Risk Mitigation – better manage economy fluctuations.  JOBS – exporters grow jobs 4x faster than non-exporters. Export is job multiplier.  Exporters offer better opportunities for advancement  Exporters are 8.5% less likely to go out of business. ©WMEP 2012
  • 12. What’s Your Growth Strategy? Increase the Top Line Reduce Cost ©WMEP 2012
  • 13. Exporting - the Facts  US exports total $ 1.2 trillion in goods; and $543 billion in services.  Support more than 16 million higher-paying US jobs.  Wisconsin ranks 18th in US exports.  WI Top Countries: Canada, Mexico, China, Germany, and Australia.  WI Top Industries: Machinery, Agriculture, Medical instruments, transportation equipment, and paper products. ©WMEP 2012
  • 14. Benefits of Exporting  More revenue – expands the “pie”  Increasing profits – often larger  Diversification – reduces risk  Economies of scale – spread costs over larger volume  Increased capacity utilization  Minimizes seasonality  Extends product life cycles  Improves competitiveness and product quality through broader global learnings  Higher salaries / stronger overall company growth ©WMEP 2012
  • 15. Exporting – the Facts Workers employed by exporting firms have better paying jobs:  Labor workers earn 13% more.  Wages in large plants are 23% higher.  Wages in small plants are 9% higher  Office employees earn 18% more.  Benefits are 37% higher. ©WMEP 2012 US exports 2010 statistics; and 2001 Institute for International Economics study.
  • 16. What holds CEO’s back?  Getting your arms around it: “How would I do it, even if I wanted to?”  Unknown expected ROI timeline resulting in fear of investment.  Unsure if new markets for products are really there.  Dabbling and reacting; no roadmap.  Fear of unknown risks ©WMEP 2012
  • 17. Why is this so difficult?  No clear objectives or plan  Not doing basic market research  Treating export sales as domestic sales  Not involving entire organization vs CEO “personal hobby”  Reactive mindset vs. strategic mindset  Not networked to international community  Not evaluating internal capabilities  Agent/distributor hopping  Not doing due diligence homework. ©WMEP 2012
  • 18. A “system” or “process” for C-levels. Not training. Output: A customized export expansion strategy vetted by experts and immediately implementable. National Results from over 300 companies: ExporTech™: Average 170K Sales Increase Sales within 6-9 months An Export Acceleration System for Cost Savings/avoidance 34K Achieving Profitable Growth 120 hours labor time savings Operating margin gain 10x investment in labor & fees ©WMEP 2012
  • 19. Your plan vetted by international experts & Governor’s Export Award winners. 3-full day sessions over 3 months; onsite coach in between sessions. Wisconsin Results from 10 companies: $ 9,938,000 in sales - Average 993K per company! 15 Jobs created 53 Jobs retained Sales within 6-9 months ©WMEP 2012
  • 23. Why Plan?  Executive C-Level Ownership in strategy  Define the best 2-3 target countries for your product.  Improve your ROI timeline – get revenues faster.  Experts can vet your plan and you avoid costly mistakes.  Learn who’s out there to help - qualified experts, vendors and the local international community  Avoid getting “stuck” with a coach to support you.  Address your unique needs.  CEO/top management and your Board can see your path to success. ©WMEP 2012
  • 24. Target Profile Company  <10% international sales  Getting unsolicited international inquiries.  Have their own finished product or service.  Have unique or superior products or services that compete on more than price: • Patented products, unique technologies, valued- added products, companies who are members of strong regional industrial clusters, or just plain “cool” products.  Financially solid today. ©WMEP 2012
  • 25. Target Profile Attitude  Progressive and proactive (vs. reactive)  Promoter Managers (vs craftsman owners)  Adaptive (vs me-too followers)  Engaged (vs uninformed or disinterested, no pressure to change) ©WMEP 2012
  • 27. Future ExporTech™ events: Place Dates Eau Claire Sept 13th, Oct 11th, Nov 8th Appleton Sept 20th, Oct 12th, Nov 9th Waukesha Oct. 9th, Nov 6th, Dec 6th Milwaukee Oct 30th, Nov 27th, Dec 18th Madison Nov 14th, Dec 11th, Jan 17th Info & success stories at www.wmep.org “Global Engagement”
  • 28. ExporTech™ contacts: Joni Geroux Outreach Program Manager NWMOC - Northwest Wisconsin Manufacturing Outreach Center gerouxj@uwstout.edu Roxanne Baumann (715) 232-5270 office Director Global (715) 225-3446 cell Engagement WMEP baumann@wmep.org 262 442 8279 cell
  • 30. Setting the Right Foundation An Overview of Web Marketing Principles
  • 31. The Impact of Internet Technologies on Marketing
  • 32. Setting Goals – start at the top Two things you can do to improve the results of your Website Drive more qualified Convert a higher % of users users to your Website into opportunities 1 2
  • 33. Web Usability Usability • making sure that something works well: that a person of average (or even below average) ability and experience can use the thing – whether it’s a web site, a fighter jet, or a revolving door – for its intended purpose without getting hopelessly frustrated.* *Source: Don’t Make Me Think: A Common Sense Guide to Web Usability by Steve Krug
  • 35. After
  • 37. After
  • 39. How do well-designed sites happen? The really good websites are designed by groups that ask and answer three questions: • Who are your target users? • What are their goals? • How are you going to help them achieve those goals? Source: Good Site, Bad Site: Evolving Web Design Lee Gomes Wall Street Journal
  • 40. U.S. Share of Searches – June 2012 Ask AOL 3% 1% Microsoft 16% Yahoo 13% Google 67% Source: ComScore
  • 41. Global Search Engine Market Share June 2012 Baidu Other 4% 2% Bing 6% Yahoo 7% Google 83% Source: NETMARKETSHARE
  • 42. Search Engine Optimization (SEO)  Over 80% of activity on the first results page (top 10 results)  Keys to success:  Keyword analysis  Content development  Linking strategy  Monitoring & updating
  • 43. Pay-Per-Click (PPC)  Instant Results  Pay only for Website visits  Keys to success:  Keyword analysis (including negative terms)  Bid management  Quality Score  Monitoring & updating
  • 45. 45 Current 40 Previous 35 Year Over Year % Change 30 25 Contact Us + 20.00% 20 Quick Question + 33.33% 15 RFQ + 21.88% 10 5 0 Contact Us Quick RFQ Question
  • 46. It’s time for a coffee break.
  • 47. Taking Your Web Presence Global
  • 48. Lost in Translation? Translation Blunders
  • 49. Signs From Around the World • In the reception of a Romanian hotel The lift is being fixed for the next day. During that time we regret that you will be unbearable. • In an African newspaper A new swimming pool is rapidly taking shape since the contractors have thrown in the bulk of their workers. • In a hotel in Athens Visitors are expected to complain at the office between the hours of 9 and 11 daily. • On the menu of a Swiss restaurant Our wines leave you nothing to hope for. • Outside a Hong Kong tailor shop Ladies may have a fit upstairs.
  • 50. Signs From Around the World • In a Copenhagen airline ticket office We take your bags and send them in all directions. • In an advertisement by a Hong Kong dentist Teeth extracted by the latest Methodists. • At a Budapest zoo Please do not feed the animals. If you have any suitable food, give it to the guard on duty. • In an Acapulco hotel The manager has personally passed all the water served here. • In the reception of a Moscow hotel You are welcome to visit the cemetery where famous Russian and Soviet composers, artists, and writers are buried daily except Thursday.
  • 52. Nicholas Panagopoulos Director of Business Development – Translations.com
  • 53. PREPARED FOR: Taking Your Website Global Seminar GLOBAL COMMUNICATIONS SOLUTIONS
  • 54. AGENDA • Translations.com Profile • Case for International • 4 Steps • Case Studies • Bloopers & Idioms • Questions GLOBAL COMMUNICATIONS SOLUTIONS
  • 55. COMPANY PROFILE • Founded 1992 • 80+ Offices Worldwide • 20,000+ Clients • 2,000+ Employees • $300,000,000 in revenue • 22 Global Production Centers • ISO and EN Certified Vendor • GlobalLink® Technology Platform GLOBAL COMMUNICATIONS SOLUTIONS
  • 57. CLIENT PORTFOLIO GLOBAL COMMUNICATIONS SOLUTIONS
  • 58. MANUFACTURING PORTFOLIO Automotive Manufacturers: Heavy Equipment Manufacturers: Suppliers Parts & Retailers: GLOBAL COMMUNICATIONS SOLUTIONS
  • 59. CASE FOR INTERNATIONAL Rank Country % Population % World 1 China 38.4% 22.5% 2 United States 78.3% 10.8% 3 India 10.2% 5.3% 4 Japan 80.0% 4.4% 5 Brazil 42.2% 3.6% 6 Germany 82.7% 3.0% 7 Russia 44.3% 2.7% 8 Indonesia 22.4% 2.4% 9 United Kingdom 84.1% 2.3% 10 France 77.2% 2.2% GLOBAL COMMUNICATIONS SOLUTIONS
  • 60. CASE FOR INTERNATIONAL • US internet user growth was just 0.8% over the past 12 months, Mexico, China, Brazil, and Russian Federation have experienced impressive growth rates of 22%, 19%, 18%, and 14% respectively. With the growth in internet users worldwide, it is more important than ever to offer multilingual content on your websites and in your promotions.* • GE, Caterpillar, and McDonald’s derived 63%, 67%, and 60% of their respective revenues from outside of the United States.** GLOBAL COMMUNICATIONS SOLUTIONS
  • 61. THE CHANGING LANDSCAPE GLOBAL COMMUNICATIONS SOLUTIONS
  • 62. STEP 1: PRIORITIZE TARGETS • Product/Presence – Property location and expansion – Visitor’s origin – Market opportunities (destination, events, etc.) – Brand segmentation • Site traffic stats – Country/Region – Language preference • Demographics – Language dependency – Technology penetration – Online purchasing patterns/practices • Competition • Regulation GLOBAL COMMUNICATIONS SOLUTIONS
  • 63. STEP 2: UNDERSTAND SCOPE What is the scope & character of the content? Content Scope  UI, descriptions, terms, loyalty, promotions, SEO, SEM, etc.  Static vs. Dynamic  Volume (high/low)  Predictable structure  Ability for re-use / leverage Organization standards  Acceptable quality  In-country review involvement  Steady state requirements GLOBAL COMMUNICATIONS SOLUTIONS
  • 64. STEP 3: BALANCE REQUIREMENTS Full Site Localization  Mirror entire source market site?  Language category prioritization?  Maintain quarterly (promotions, new products, events and news)  Human translation for promotions, top destinations, UI  Machine translation for balance GLOBAL COMMUNICATIONS SOLUTIONS
  • 65. STEP 4: AIM FOR EFFICIENCY • Automate where possible • Centralize infrastructure – Eliminate need for regional/local infrastructure investments or incompatible systems • Enforce consistent design and messaging standards • Synchronize multilingual content publishing effort • Obtain executive commitment and collaborate to gain support (across functions, brands and to the property level) • Eliminate unnecessary steps in the workflow • Leverage international resources upfront • Design for international GLOBAL COMMUNICATIONS SOLUTIONS
  • 66. NAVISTAR.COM CASE STUDY GLOBAL COMMUNICATIONS SOLUTIONS
  • 67. MOLEX.COM CASE STUDY GLOBAL COMMUNICATIONS SOLUTIONS
  • 68. UPS.COM CASE STUDY GLOBAL COMMUNICATIONS SOLUTIONS
  • 69. LEGENDARY BLOOPERS • In Taiwan, the translation of the Pepsi slogan "Come alive with the Pepsi Generation" came out as "Pepsi will bring your ancestors back from the dead." • Also, in Chinese, the Kentucky Fried Chicken slogan "finger-lickin' good" came out as "eat your fingers off." • Posted in the office of a doctor in Rome: Specialist in Women and other diseases. • Parker Pens: “won’t leak in your pocket and impregnate you.” GLOBAL COMMUNICATIONS SOLUTIONS
  • 70. IDIOMS – “KILL 2 BIRDS WITH 1 STONE” • Hit 2 flies with 1 swat – Germany • Shoot 2 hawks with 1 arrow – China • Get 2 pieces with 1 cut – Burma • Catch the pheasant and its eggs too – Korea • Catch 2 pigeons with 1 bean – Italy GLOBAL COMMUNICATIONS SOLUTIONS
  • 71. QUESTIONS? GLOBAL COMMUNICATIONS SOLUTIONS
  • 72. Next Top Floor Technologies Seminar Using Google AdWords to Reach New Customers Thursday, September 20th – 1:30 to 4:30 PM Visit www.topfloortech.com/seminars for details or to register Special Offer for today’s seminar attendees Register by August 10th and receive 50% off use discount code PPCSAVE
  • 73. Thank You! You are invited to join us after the seminar for networking at the Innovation Lounge. twitter.com/topfloortech linkedin.com/company/top-floor-technologies facebook.com/topfloortech

Editor's Notes

  1. USA ranks dead last in exporting &lt;1% of manufactured goods. Germany exports 65% Of those who export, 58% export to 1 country – Mexico or Canada.NEI – Doubling Exports will = 2 million additional US jobs. Wisconsin WEDC goal – Double Wisconsin Exports by 2016 $ 20Billion in 2010 -- $ 40 Billion goal in 2016.
  2. US Baby boomers are retiring – demographics are shifting to BRIC – Brazil, Russia, India, China. Middle class consumption projections 2009-2030USA down 14%India + 23%China + 14%
  3. Germany exports 65% USA exports 10%
  4. Ask The CEO – how do you plan to grow the top line? Can you increase domestic market share? (doubtful)Are you innovating? (not usually)EXPORT is great option!
  5. Osagian Canoes of Lebanon, MO. 17ft aluminum canoe – ONLY aluminum canoe whose hull pieces are WELDED, rather than RIVETED – make it more DURABLE.Only 20 fit in a container – delivery costs = $ 5,000 shipment; or $ 250 per canoe added a 28% premium to $ 900 canoe.Small factory in Denmark – Ships 200 unassembled canoes at 1/10th the per container price. 2 employees WELD and assemble.Expects to see 175 canoes this year = + 20% to Sales Revenues!
  6. Switch Blue to Present -
  7. Oakley Site Specifics:European ecommerce operations (FIGS)130,000 wordsAkamai CDNShopping CartMonthly updates
  8. VW Site Specifics:JSON data localizationFlash on high percentage of pagesDaily updatesquick turnarounds on time sensitive promotional material- this can involve flash, images, and language content
  9. Oakley Site Specifics:European ecommerce operations (FIGS)130,000 wordsAkamai CDNShopping CartMonthly updates
  10. VW Site Specifics:JSON data localizationFlash on high percentage of pagesDaily updatesquick turnarounds on time sensitive promotional material- this can involve flash, images, and language content