Cultural Customizing Web Sites Part II

transcript

Culturally Customizing Web SitesCulturally Customizing Web SitesCulturally Customizing Web SitesPart II

Culturally Customizing Web SitesPart II

Join us in tweeting this webinar #LIOX@Lionbridge

Presented by Dr. Nitish Singh www.globalizationexecutive.com

Moderated by Kathleen BostickNovember 2009

I1 All material in the presentation is copyright-Nitish Singh, Saint Louis UniversityITS, 11/24/2008

Housekeeping

Disable pop‐up blockers (recommended)

‘Help’ button on the webinar console or http://webcast.on24.com/clients/help/index.htmlhttp://webcast.on24.com/clients/help/index.html

Request slides: marketing@lionbridge.com, webinars@lionbridge.com

‘Q ti ’ b i l l ft‘Question’ box in lower left corner

Follow up email with link to on demand recording

Company confidential – distribution prohibited without permission

Follow‐up email with link to on‐demand recording

Introductions

Dr. Nitish Singh

Assistant Professor of International Business at Boeing Institute of International Business at Saint Louis Universityy

ncsingh72@gmail.com

Dr. Singh is also the co‐author of the critically acclaimed book: The Culturally Customized Web Site: Customizing Websites for the Global M k lMarketplace

Ph.D. in Marketing and International Business from Saint Louis University and an MBA and MA from Universities in India and the UK

Program leader: Executive Certificate in Web GlobalizationProgram leader: Executive Certificate in Web Globalization Management

Kathleen Bostick

VP Global Business Development, Lionbridgep gkathleen.bostick@lionbridge.com

More than 15 years experience in the translation and localization industry

Responsible for creating world‐class global marketing programs for Lionbridge’s global language and translation strategic business unit

About Lionbridge

Global ScaleGlobal Scale Market LeadershipMarket LeadershipGlobal ScaleGlobal Scale4,600 employees 26 countries

• Global network of 25,000 translators

Market LeadershipMarket LeadershipLeader in $14B services industry• Translation and adaptation of products

and content for international markets

Global ClientsGlobal ClientsRecurring relationships with 500+

Hosted TechnologyHosted TechnologyW b b d l t h l Recurring relationships with 500+

global clients• 80% of revenue comes from recurring clients• 12 of the Fortune 20 companies are client

Web-based language technology platform• Enhances competitive advantage• Drives efficiency

What is a Culturally Customized web site?

A web site that reflects complete “immersion” in the culture of the target market

A web site that addresses three levels of cultural adaptation: perception, symbolism, and behavior

A web site that that goes beyond simple translation, and cosmetic adaptation when targeting differentand cosmetic adaptation when targeting different countries and/or cultures

In short, Cultural Customization begins where basic “localization” ends

What is a Culturally Customized web site?

The basis for cultural customization of web sites is a theoretically‐sound, empirically‐validated framework built on specific cultural l th t t f i il iti d diff l b lvalues that account for similarities and differences across global

cultures

Presented in the book, “The Culturally Customized Web Site”

Cultural Values

Cultural valuesIndividualism‐Collectivism

Power Distance

Uncertainty Avoidance

Masculinity‐Femininity

Cultural Values

Individualism‐Collectivism

A belief in the importance of the goals of the individual (individualism) versus the goals of the group (collectivism)

In individualistic cultures the needs values and goals of anIn individualistic cultures, the needs, values, and goals of an individual take precedence over group goals; the opposite is true for collectivistic cultures

Power Distance

A belief in authority and hierarchy

Cultures high on power distance accept power and hierarchy in the society and are low on egalitarianism

hierarchy in the society and are low on egalitarianism.

Cultural Values

Th i f di bili d d (hi h

Uncertainty Avoidance

The importance of predictability, structure, and order (high uncertainty avoidance) versus a willingness for risk‐taking and an acceptance of ambiguity and limited structure (low uncertainty avoidance)avoidance)

People from cultures high on uncertainty avoidance tend to have low tolerance for uncertainty and avoid ambiguous situations

A belief in achievement and ambition (masculine) versus a belief in

Masculinity‐FemininityA belief in achievement and ambition (masculine) versus a belief in nurturing and caring for others (feminine)

Masculine cultures value assertiveness, material possessions, and success while feminine cultures place more value on helping

success, while feminine cultures place more value on helping others, preserving the environment, quality of life, and nurturance

Cultural Map‐1

Web Features‐1ex

Web Features for Customization

Soft –sell Approach

Web Features for Customization

Quizzes and Games

de Aesthetics Realism ThemeProduct EffectivenessClear Gender Roles

Web Features for Customization Web Features for Customizationf ll h

erta Customer Service

Guided NavigationTradition ThemeLocal StoresLocal Terminology

Soft‐Sell ApproachAesthetics

Customer ServiceGuided NavigationTradition ThemeLocal StoresLocal Terminology

Quizzes and GamesRealism ThemeProduct EffectivenessClear Gender Roles

Local TerminologyFree Trails/DownloadsToll Free NumbersTransaction Security

Masculinity-Femininity index

Cultural Map‐2

Web Features‐2m

Web Features for Customization Web Features for Customization

Small power distance Collectivist

Firm Hierarchy Info

Large power distance Collectivist

Clubs/Chat Rooms

ism Firm Hierarchy Info

Images of ManagementQuality AssuranceVision StatementPride of Ownership

Clubs/Chat RoomsNewsletterFamily ThemeNational IdentityLoyalty Programs

Clubs/Chat RoomsNewsletterFamily ThemeNational IdentityLoyalty ProgramsLinks to Local Sites

Web Features for Customization Web Features for Customizationi i h f

Relevant Titles Loyalty ProgramsLinks to Local Sites

Links to Local Sites

vid Privacy Statement

Independence ThemeProduct UniquenessPersonalization

Firm Hierarchy InfoImages of ManagementQuality AssuranceVision StatementPride of Ownership

Privacy StatementIndependence ThemeProduct UniquenessPersonalization

Pride of OwnershipRelevant Titles

Small power distance Individualist

Large power distance Individualist

Power-Distance index

Cultural Customization Score Card

Given the target country of a web site, we can quantify (in the form of a “scorecard”) the extent of cultural customization of that site

We use “content analysis” (a specific statistical technique) to measure the degree to which the web site has features consistent with the target country’s cultural values. The scores listed in the scorecard can judged as follows:judged as follows:

>90% = Excellent Customization on Cultural Value70‐89% = Good Customization on Cultural Value70 89% Good Customization on Cultural Value<70% = Poor Customization on Cultural Value

The scorecard provides a “snapshot” diagnosis of the level of Cultural customization (or the lack thereof) for the target country, presently exhibited by that site.

Cultural Customization Score Card

The Cultural Customization ScorecardTM

Website:

Target Country:

Values Individualism Collectivism Uncertainty Power Masculinity Low High Avoidance Distance Contest Context

Cultural Not 5/30 26/40 9/20 5/15 Not 5/15Scores Relevant 16.67% 65.00% 45.00% 33.33% Relevant 33.33%

Note: we offer detailed analyses and recommendations to effectively modify the site so that it is Optimally customized to a specific country/culture. Further, we also odder services to help design

p y p f y/ , p gnew sites customized to targeted countries/cultures. For more information on these services, please contact: singhn2@slu.edu

Examples

What collectivist feature is being used here to hit the sweet spot?

here to hit the sweet spot?

Family Theme

Example

What Individualist feature is being used here to hit the sweet spot? What Individualist feature is being used here to hit the sweet spot?

Example

What feature is being used here to lower uncertainty and hit the sweet spot?

uncertainty and hit the sweet spot?

Example

What Individualist feature is being used here to hit the sweet spot?

here to hit the sweet spot?

Example

E it J D t dExcite Japan: Devoted exclusively to women (www.excite.co.jp).

www.toshiba.co.jp

Reverse Sexism

Scooter for MenScooty for Women!

Yahoo! Localization

Localization

Chinese site shows auspicious dragons, and liberal use of red and gold depicting happiness and power respectively (www.avl.com).

Colors

Different colors mean different things to people in different cultures. This isbecause colors have a high symbolic value among different cultures.

Most liked colors in Countries:Most liked colors in Countries:Austria: Blue, green and white (Least liked: Purple and Gold)

Brazil: White Blue and Green (Least liked: Orange and Gold)Brazil: White, Blue and Green (Least liked: Orange and Gold)

Canada: Black, Blue and White (Least liked: Gold and Brown)

Colombia: Blue, white and green (Least liked: Orange and Brown)

Hong Kong: White Blue and Black (Least liked: Orange and Brown)Hong Kong: White, Blue and Black (Least liked: Orange and Brown)

Taiwan: Blue, White and Purple (Least liked: Red and Gold)

U.S: Blue, Green and Black (Least liked: Orange and Yellow)

Color Advice

Edwards outlines three basic rules for color use: Keep it functional: that is to say that the meaning of the color b i d h ld b l f it i t d dbeing used should be clear for its intended use. Keep it context dependent: since color usage is also context dependent –make sure you understand the context and its cultural significance. Research potential conflicts: ensure that color choice won’t contract sharply with nearby locales or intended context.contract sharply with nearby locales or intended context.

Color Categories

Cross‐cultural differences in i i l d lcategorizing color and color

combinations arise because the cultural vocabulary limits the color discriminations people can makemake.

For Example, Indians p ,distinguish between various shades of brown

Mark Your Calendars!

Lionbridge Webcast: Designing and Localizing Websites for the Chinese Market: Do's and Don'ts

Thursday, December 10, 2009

12:00 p.m. EST, 6:00 p.m. CETp , p

Knowledge Center

• Building Stronger Brands Around the World: A Guide to Effective Global Marketing

Download White Papers

to Effective Global Marketing

• Strengthening Global Brands: Key Steps for Meaningful Communications around the World

• Building a Global Web Strategy: Best Practices for l i i l O li d

View Webinars On‐Demand

Developing your International Online Brand

• The Art and Science of Global Navigation

• The Best Global Web Sites (and Why)

• Mastering Multilingual Marketing

• The Art and Science of Global Navigation

• The Best Global Web Sites (and Why)

• Mastering Multilingual Marketing

Questions?

Dr. Nitish Singh

singhn2@slu.edu

www.globalizationexecutive.comg

Kathleen Bostick

kathleen.bostick@lionbridge.com

Li b id

kathleen.bostick@lionbridge.com

http://twitter.com/KathleenBostick

Lionbridgewww.lionbridge.com

http://blog.lionbridge.com

htt //t itt /Li b id

http://twitter.com/Lionbridge