Website Globalization Promotion, Internationalization, & Localization

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1 Session 10-B: Promotion, Internationalization, & Localization Dimitris Kloussiadis & Bob Erwin University of Georgia, SBDC International Trade Trade Center Center Export-U.com is operated by the US Export Assistance Center, in Atlanta, a collaborative partnership including the SBDC International Trade Center of the University of Georgia, and the US Commercial Service. The SBDC program is funded by the University of Georgia and the U.S. Small Business Administration. SBA's funding is not an endorsement of any products, opinions, or services. All SBA funded programs are extended to the public on a nondiscriminatory basis. Image above purchased by UGA-SBDC-IT. 1 1

com is operated by the US Export Assistance Center, in Atlanta, a collaborative partnership including the SBDC International Trade Center of the University of Georgia,

2 Photo: Great Wall of Chinaby Remko Tanis, on Fotopedia. Photo: Spasskay Tower, Kremlin, by SergeyRod, on Fotopedia. 2

3 Photo: Houses of parliament at Dusk, by Seabhcan, at commons.wikimedia.org Most popular search site in China Most popular search site in South Korea Background Image: All over the web. 3

4 Web Crawlers/Spiders ( Google-Bot ) Determine website ranking Look at keywords, link-backs, etc. Content is King!! Content must be relevant to products & industry Search Engine Optimization (SEO) for the best ranking Image: Googlebot, all over the web. Google Main Google Spain Picture: Matador Fancy Dress Costume for Men, Fancy Dress Code, UK. 4

! Content must be relevant to products & industry Search Engine Optimization (SEO) for the

5 Consider translating your product name CZECH nákladní auto SPAIN camiónes Photo: Peterbilt, from Country-specific domain names E.g., Review regulations prior to buying! Benefits Improves your ranking from an SEO perspective E.g., good if you re targeting a specific country, like Spain Protects your brand 5

yourcompany.fr Review regulations prior to buying!

6 Photo: Eiffel Tower by Anirudh Koul, on Fotopedia. Ideal: Separate site for each target country, using CCTLD (Website localization: (China)) Also good: Subfolders for each country/ language (E.g., Also an option: Sub-domains for each country ( Not as SEO friendly as other two options Photo: Itsukushima Shrine, Japan, by Guin s View, on Fotopedia. 6

cn (China)) Also good: Subfolders for each country/ language (E.g., www.cisco.

7 / Photo: Spider, by silyld, on Flicker. Photo: Fiber optic Cables, all over the web. 7

8 BRAZIL #1 MEXICO #10 CHINA #3 ARGENTINA #10 Photo: Photobucket.com Web-tracking software lets you see If you don t already have web tracking software, get it! 8

com/analytics/ Web-tracking software lets you

9 WOW! That s quite a mouthful!!! Photo: NASA Goddard/NASA's Earth Observatory/NOAA/DOD) The process of creating a website, that is easy to load and navigate, and that facilitates localization. Image: all over the web. 9

10 Creating an internationalized site requires cultural, business and technical knowledge Initially serves as your primary, global web site May be translated, but not designed for a specific target market (not Localized) Designed to facilitate localization while maintaining global website consistency Photo: 10

a specific target market (not Localized) Designed to facilitate localization while

11 1. Have a SEARCH function and a site index on top of first page 2. Make languages obvious at top of page 3. Offer TEXT ONLY option to eliminate graphics and speed cruising (Many other countries charge for amount of time connected to Internet) 4. Place critical info at top of pages to limit scrolling down 5. Make it easy to find info with one click (Using BACK and FORWARD buttons is annoying) 6. Carefully assess colors and images (Are they culturally neutral?) 7. Make sure graphics are necessary to market company & products 8. Offer enlargements for product photos (Put actual word ENLARGE button near photos) 11

Place critical info at top of pages to limit scrolling down 5. Make it easy to find info with one click (Using BACK and FORWARD buttons is annoying) 6.

12 1. Google 2. Facebook 3. Cisco Systems 4. Samsung 5. Hotels.com 6. 3M 7. NIVEA 8. Booking.com 9. Philips 10. Symantec Source: Web Globalization Report Card, 12

13 (with specific country expertise) To create/ enhance website for a specific country Beyond just translation Accommodates specific aspects of culture: High-context vs. Low Context, Power-distance, Individualism vs. Collectivism Country specific translation employed (Spain vs. Mexico) Typically follows internationalization Photo: _baf7377e71_o.jpgwww.flickr.com, Search by imagepage by James Vaughan Metaphors Mental Model Navigation Interaction Appearance Power Distance Individualism vs. Collectivism Masculinity vs. Femininity Uncertainty Avoidance Long-term Time Orientation 13

Mexico) Typically follows internationalization Photo: 4665389330_baf7377e71_o.jpgwww.flickr.

14 Localization best practice! Again, consistency is the key! Image: 14

15 Session 10c: International ecommerce Photo: Looking through the Big Eyes binoculars on ship bridge wing, by Marc Rockwell-Pate, at Wikimedia 15

16 Session 10-B: The End Website Promotion, Internationalization, & Localization Dimitris Kloussiadis & Bob Erwin University of Georgia, SBDC International Trade Trade Center Center 31 16

Session 12: Pro-Forma Invoices. Session 5: Approaching the Market

Session 12: Pro-Forma Invoices. Session 5: Approaching the Market Session 5: Approaching the Market Session 12 How to quote on export sales? Dimitris Kloussiadis & Bob Erwin University of Georgia, SBDC International Trade Center Export-U.com is operated by the US Export