GROWING YOUR GLOBAL BRAND: How to Develop and Deliver Your Digital Strategy
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GROWING YOUR GLOBAL BRAND:How to Develop and Deliver Your Digital Strategy
Meet Your Presenters
Jeff CramChief Strategy Officer
Clint PooleSVP, Chief Marketing Officer
What is Digital Strategy?
Digital is too often a word that divides. Strategy, design, technology and culture must be connected across insight and execution.
Business CustomerDigitalExperience
ConnectingPlatforms & Experiences
Source: http://www.servicedesigntools.org/tools/8
Prof. Dr. Michael Erlhoff
Service design is the activity of planning and organizing people, infrastructure, communication and material components of a service in order to improve its quality and the interaction between service provider and customers.
Source: Cooper (http://www.cooper.com/journal/2014/8/service-blueprints-laying-the-foundation)
The Anatomy of a Service Blueprint
We need a different type of map for making digital experiences work.
Digital Experience should connect people, content, processes, platforms, and outcomes.
CONTENTBrandToneMessageStructure
Frontstage
Backstage
CONTENTBrandToneMessageStructure
• 200+ products• Five separate business units• Moving to centralized CMS• Expanding global footprint
• Inconsistent brand story • Too product-centric• Cumbersome user experience• Lacking content direction
The Organization Challenges
You’re not launching a website; you’re launching a hypothesis.
Then you test and optimize.
Mark Fries, BMC Software
Optimization Vision
Insight
Content
Execution Culture
Technology
Measure and baseline organizational capabilities.
Optimization Vision
Insight
Content
Execution Culture
Technology
Creating a framework for investment decisions.
Optimization Vision
Insight
Content
Execution Culture
Technology
13 Languages
30 Segments
262 Products
1,800+ PDFs
10,000+ Pages
Embracing the Scale
Wrangling the Content
Aligning to Personas
The primary function for this page is to help Allan determine if BMC has a product/solution that meets his needs.
This page needs to convince Mark that BMC has a holistic understanding of the business need, and the ability to solve it.
Component-Driven Design
Optimizing for Global CX
Marketing Tactics Must be Tailored by Market
Global Opportunity
• In 2000, 1 out of every 3 internet users was from North America
• In 2012, that ratio was reduced to 1:10
• In 2017, the ratio is projected to slip further to 1:12
0
1
2
3
4
2000 2012 2017
Bil
lion
s
WW Internet Users
North America
Growth driven by international markets
Asia
9%
Europe
21%
North America
35%
Latin America
16%
Africa
4%Australia
9%
Middle East
9%
Digital Experience should connect people, content, processes, platforms, and outcomes.
CONTENTBrandToneMessageStructure
Challenges Associated with Managing GCX
Establishing Team Rules of Engagement
• Each organization operates differently• Understand who has control and decision-making
power over:
• Who gives input? How much influence do they get?• Document these details
Build Your Team: Define Roles & Responsibilities
Stakeholders
Global ContentCreators
InternationalSEO
Specialists
GlobalWebmaster
LocalMarketers
LocalizationManager
Manage Global Content with an Efficient Workflow
Different Levels of Marketing Translation
Some Tips for Video Content
Best practices:
Video localization techniques:
Voice-overs Subtitling Graphic Text
Global SEO Framework: A Slight Exception
Develop the Right Linguistic Tools
Translation Style Guide
A set of rules for how your brand presents itself textually and visually
Terminology Glossary
A database containing key terminology used by your brand and their approved translations in all languages
Design Templates
Culturally neutral templates for imagery, web interface, digital ads, etc.
Global Creative Briefs
Brief providing key information to translators and copywriters
Thank You
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