rupert daniels cambridge

WHAT DOES BEING GLOBAL REALLY LOOK LIKE IN PRACTICE?

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.”


Akio Morita, 2008

Go Glocal™

“Think globally, act locally”


THERE IS A WORLD BEYOND HQ…

• 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…

BE SMART WITH LOCALISATION


Getting it right:


Getting it wrong: Spot the difference

• 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


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


Our New Mission and Vision

BE REAL TIME, ALL THE TIME


Getting it wrong: Getting it right:

• 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


DON’T GET LOST IN TRANSLATION

• 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


Getting it wrong:

FIFA WORLD CUP: GERMANY 2006

• 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.


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!


THE WORLD IS YOUR OYSTER?

THE WORLD IS YOUR OYSTER?

Getting it right:

• 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

WHAT CAN WE LEARN FROM THIS?

REMEMBER THERE’S A WORLD BEYOND HQ

BE REAL TIME ALL THE TIME

THE WORLD IS YOUR OYSTER

THANK YOU, GLOBAL CITIZENS!

Rupert Daniels

Global Marketing Director

[email protected]

@rupertdaniels

mailto:[email protected]

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