Download - Taking your website global seminar
Taking Your Website
Global
August 2, 2012
Welcome!
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 pointsthat you will begin putting into
action within the next two weeks. Then – follow through.
Roxanne BaumannDirector 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.
NEI – National Export Initiative – Double Exports in 5 years.
Wisconsin Goal – Double Wisconsin Exports by 2016
©WMEP 2012
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.
US exports 2010 statistics; and 2001 Institute for International Economics study. ©WMEP 2012
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
ExporTech™:An Export Acceleration System for
Achieving Profitable Growth
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:
Average 170K Sales Increase
Sales within 6-9 months
Cost Savings/avoidance 34K
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
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
(715) 232-5270 office
(715) 225-3446 cell
Roxanne Baumann
Director Global
Engagement
WMEP
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
Drive more qualified
users to your Website
Two things you can do to improve the results of your Website
Convert a higher % of users
into opportunities
21
*Source: Don’t Make Me Think: A Common Sense Guide to Web Usability by Steve Krug
Web Usability
Usability • making sure that something works well: thata person of average (or even below average) abilityand experience can use the thing – whether it’s a website, a fighter jet, or a revolving door – for its intendedpurpose without getting hopelessly frustrated.*
Before
After
Before
After
responsive design for mobile
Source: Good Site, Bad Site: Evolving Web Design
Lee Gomes
Wall Street Journal
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?
U.S. Share of Searches – June 2012
Source: ComScore
Google67%
Yahoo13%
Microsoft16%
Ask3%
AOL1%
Global Search Engine Market Share
June 2012
Source: NETMARKETSHARE
Google83%
Yahoo7%
Bing6%
Baidu4%
Other2%
Search Engine Optimization (SEO)
Over 80% of activity on the first results page (top 10 results)
Keys to success: Keyword
analysis
Contentdevelopment
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
Year Over Year % Change
Contact Us + 20.00%
Quick Question + 33.33%
RFQ + 21.88%
0
5
10
15
20
25
30
35
40
45
Contact Us Quick Question
RFQ
Current
Previous
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.
• 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.
Signs From Around the World
A Simple Start …
Nicholas PanagopoulosDirector of Business Development – Translations.com
GLOBAL COMMUNICATIONS SOLUTIONS
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 SOLUTIONSGLOBAL COMMUNICATIONS SOLUTIONS
GLOBAL COMMUNICATIONS SOLUTIONS
CLIENT PORTFOLIO
GLOBAL COMMUNICATIONS SOLUTIONS
Suppliers Parts & Retailers:
Automotive Manufacturers:
Heavy Equipment Manufacturers:
MANUFACTURING PORTFOLIO
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
• 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.**
CASE FOR INTERNATIONAL
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 SOLUTIONSGLOBAL COMMUNICATIONS SOLUTIONS
NAVISTAR.COM CASE STUDY
GLOBAL COMMUNICATIONS SOLUTIONSGLOBAL COMMUNICATIONS SOLUTIONS
MOLEX.COM CASE STUDY
GLOBAL COMMUNICATIONS SOLUTIONSGLOBAL 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?
Next Top Floor Technologies Seminar
Using Google AdWords to Reach New
CustomersThursday, 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.
linkedin.com/company/top-floor-technologies
twitter.com/topfloortech
facebook.com/topfloortech