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THE PITFALLS OF GOING GLOBAL

MATT HAUSERVICE-PRESIDENT, TRANSLATIONS.COM

August 31, 2016

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THE GLOBAL OPPORTUNITY

Source: eMarketer, May 2014

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THE GLOBAL OPPORTUNITY

Source: eMarketer, May 2014

A R E M O R E L I K E LYT O B U Y I N T H E I RN A T I V E T O N G U E

S A Y L A N G U A G E I SM O R E I M P O R T A N T

T H A N P R I C E

S P E N D A M A J O R I T Y O F T H E I R T I M E O N

S I T E S I N T H E I R N A T I V E T O N G U E

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PITFALL #1

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PITFALL #1

LACK OF SITUATIONAL AWARENESS

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W H AT I S D R I V I N G YO U R E N T RY I N T O A N E W M A R K E T ?• A N A LY T I C S• I N T E R N A T I O N A L S H I P P I N G• C O M P E T I T O R S• L O C A L E M P L O Y E E S• S E N I O R D I R E C T I V E

W H AT M A R K E T R E S E A R C H H A S B E E N C O M P L E T E D ?• S W O T A N A LY S I S• C U R R E N T B R A N D A W A R E N E S S• L O C A L C O M P E T I T I V E L A N D S C A P E• O V E R A L L M A R K E T O P P O R T U N I T Y

LACK OF SITUATIONAL AWARENESS

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W H AT E X I S T I N G R E S O U R C E S C A N YO U L E V E R A G E ?• L O C A L E M P L O Y E E S• I N - M A R K E T P A R T N E R S• B R I C K & M O R T A R O P E R A T I O N S

H O W I S T H E N E W M A R K E T D I F F E R E N T ?• S O C I A L M E D I A• S E O• P A Y M E N T C O N S I D E R A T I O N S• S H I P P I N G P R E F E R E N C E S• C O N V E R S I O N T R E N D S• I N F R A S T R U C T U R E

LACK OF SITUATIONAL AWARENESS

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LACK OF SITUATIONAL AWARENESS

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LACK OF SITUATIONAL AWARENESS

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PITFALL #2

TOO MUCH CONTROL

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T H I N K G LO B A L , A C T LO C A L B U Y I N F R O M LO C A L S TA K E H O L D E R S I S C R I T I C A L T O S U C C E S S B E R E A DY T O R E A C H A C R O S S T H E A I S L E L I S T E N T O LO C A L M A R K E T S O R G A N I Z E C O N T E N T B A S E D O N R E L E VA N C E / VA LU E

T RA N S L AT I O N / LO C A L I Z AT I O N I S I T E RAT I V E

Q U A L I T Y C O N T E N T D O E S N O T H A P P E N I N A VA C U U M

TOO MUCH CONTROL

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TOO MUCH CONTROL

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PITFALL #3

FOCUSED ONLY ON CONTENT COSTS

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W H AT W O R R I E S P E O P L E :• T R A N S L A T I O N Q U A L I T Y• T R A N S L A T I O N C O S T

W H AT P E O P L E S H O U L D W O R RY A B O U T:• T I M E T O M A R K E T• P R O J E C T M A N A G E M E N T• I T I N V O LV E M E N T

FOCUSED ONLY ON CONTENT COSTS

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FOCUSED ONLY ON CONTENT COSTS

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W H AT W O R R I E S P E O P L E :• T R A N S L A T I O N Q U A L I T Y• P R E - F L I G H T• B R A N D I N G G U I D E L I N E S• T E R M I N O L O G Y M A N A G E M E N T• C E R T I F I E D L I N G U I S T S• I N T E R N A L R E V I E W• T R A N S L A T I O N C O S T• T R A N S L A T I O N M E M O R Y• C O N S I S T E N C Y I N S O U R C E C O N T E N T• C O N T E N T V A L U E A S S E S S M E N T

FOCUSED ONLY ON CONTENT COSTS

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PITFALL #4

NOT PREPARED FOR WHAT COMES NEXT

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• G LO B A L M A R K E T I N G I S A N I N V E S T M E N T• G LO B A L C O N T E N T I S A N A S S E T• S E T R E A S O N A B L E S H O RT-T E R M G O A L S F O R R O I• V I S U A L I Z E C U S T O M E R J O U R N E Y F R O M E N D -T O - E N D• G LO B A L C O N T E N T I S N O T O N E - A N D - D O N E• W H AT H A P P E N S A F T E R C O N V E R S I O N ? • P L A N A H E A D F O R O M N I - C H A N N E L A P P R O A C H• L AY G R O U N D W O R K F O R I N - M A R K E T S U P P O RT• W O R K T O WA R D S A F U L LY LO C A L I Z E D E X P E R I E N C E

NOT PREPARED FOR WHAT COMES NEXT

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M AT T H AU S E RV I C E P R E S I D E N T , C O N T E N T S O LU T I O N ST R A N S L AT I O N S . C O MM H A U S E R @ T RA N S L AT I O N S . C O M

@ M J H A U S E R @ T RA N S P E R F E C T

THANK YOU!