72
International Digital Channels Wednesday 2 nd October 2019 Stephen Whitelaw
International Digital Channels
Wednesday 2nd October 2019
Stephen Whitelaw
Agenda
Social Media
Influencers
Website Internationalisation
Language/translation
Search Engine Optimisation
Customer Journeys
Call to action!
In the last 2 years…
350 million users to 2.3 billion active users
75 million user accounts to 328+ million active users
50 million users worldwide to 645+ million users
550 million users (No more!)
250+ million users.
1 Billion+ active users
Social Media Platforms – Which ones do I choose?
www.internetlivestats.com
• Social network • Personal/ Business • Connecting friends, family, coworkers,
people with similar interests • Started 2004
“Personal Profile”
“Company Page”
Personal Profile vs Company Pages
Helping you manage Facebook on the go!
Facebook Pages Manager App Facebook Pages Manager App
Facebook Live
The Facebook Live Map
Facebook competitions
Allowed
• Liketheposttoenter• Likeyourpagetoenter• Commentontheposttoenter
• Postonyourpagetoenter• Messageyourpagetoenter
• UseLikeasavotingmechanism
• Submitnamesforanewproduct
NotAllowed
• Shareanypagetoenter• Likeadifferentpagetoenter• Likemultiplepagestoenter
• Tagthemselves/otherstoenter
• Sharetheposttoenter
Facebook competitions
Measure with Facebook Insights
www.internetlivestats.com • Microblogging platform • Personal/Business • Create and share ideas and
information instantly! • 280 Character limit • Since 2006
Active Twitter users - leading markets (millions)
Distribution of Twitter users by age group
• 280 Character limit (was 140)
• Mentions @username
• Hashtags #hashtag
• Retweets
• Pinned Tweet
• Photos/ GIFs/ Videos / Polls
• Go LIVE !
• DM Direct Message
Twitter Basics
tweetdeck.twitter.com!‘Teams’ feature on TweetDeck
TweetDeck
• App (Apple + Android) • Personal and Business – different accounts • Photos + video clips • Edit – extensive editing suite • Share – directly to other SM platforms • Geo-tagged (locations)
• UPLOADVIAMOBILEONLY!
• Instagram is growing VERY fast
• Huge shift towards visual content (how we communicate…)
• Very easy to create and publish content
• Advertising open to everyone
• Aim to connect with influencers
• Great editing tools available
Instagram Active Monthly Users
Instagram Stories
Instagram Evolution
Hotels on Instagram
Hotels on Instagram
An Instagram Hotel!
Dave & Deb - @theplanetd
The Bucketlist Family
Murad Osmann
Murad Osmann
www.internetlivestats.com
• Visual bookmarking tool • Virtual scrapbook • Personal or Business • Since 2010 • https://blog.pinterest.com/en
Friends = Followers
Virtual Bulletin Board = Board
Posts = Pins
Pinterest lingo:
Pinning (verb)
Pinteresting & Pintastic (adjectives)
Pinterest Basics
• 80 million Pinterest users live outside the U.S.
• 84% of people use Pinterest across multiple devices
• 67% of Pinners are under 40-years-old
• Male users have grown 120% in the past year
• 87% of Pinners have purchased a product because of Pinterest
• 83% of Pinterest users would rather follow a brand than a celebrity
• Over 5% of all referral traffic to websites comes from Pinterest
Pinterest Statistics
Infographic:https://www.thinkwithgoogle.com
Pinterest Influence
Pinterest Evolution
Scottish Borders on Pinterest
Picture or a 1,000 words!
Finding Influencers
Thought Leadership
Use :
LinkedIn - Publishing
Blogging – on your website (or others)
Monitor on Twitter with Tweetdeck
Twitter/Tweetdeck
The ‘power tool’ behind Twitter
Also : Twitter Dashboard (very new)
Analysis using analytics
Source:www.google.com/analytics/
GoogleAnalytics–MultiChannel
Website Internationalisation
Website Internationalisation The Challenges
Opportunities and Challenges
Automatic
Quick
Cheap
Software always available
Manual
A longer process
Humans are expensive
But we understand context
And we get subtitles
Translation Gone Wrong
Lost in Translation
Product naming
Ford Pinto: Brazilian - male parts
Vauxhall Nova: South America - it doesn't go.
Clairol Mist Stick: Germany - manure
International Affects on Domain Names
CONTENT LOCALIZATION
Domains
A company (www.sportsfootball.co.uk) bought these domains:
sportsfootball.us
sportsfootball.de
sportsfootball.es
sportsfootball.it
FAIL! Why?
International Effects on Domain Names
CONTENT LOCALIZATION
sportssoccer.us
sportsfussball.de
sportsfutbol.es
sportscalcio.it
Average web search according to Google Insights:
DE football 8 fussball 27
ES football 5 futbol 61
IT football 5 calcio 68
OK!
Differences within USA
Google Trends
SEO for International Markets
Traffic Sources
• Search traffic
• Direct traffic
• Referral traffic
• Campaigns
Which Search Engine?
Search Engine Market Share
Source:http://theeword.co.uk/info/search_engine_market
UK
Customer Journeys
Call to action!
International SEO - Yandex
• Yandex has around 60% of the Russian search market (Compared to Google’s 26%)
• Ranking factors are similar to Google’s: (Content, Relevance, but not so much on backLinks, etc.)
• Each version of the MatrixNet algorithm makes the search engine more complex (and therefore harder to fix)
• Its better at Russian characters
• Its Russian!
www.russiansearchtips.com/category/10-lessons-of-yandex-seo/
International SEO - Baidu
Baidu has approx. 70% market share in China
Copies Google in many ways (algorithm changes, mobile search, pay-per-click, etc.)
Also has Wikipedia-like encyclopaedia
Cooperates with Chinese Government on censorship
Results Page opens in separate window (keeps users coming back)
Believed to use Click Thru as a ranking factor (google may be doing this now too)
Squeezes out organic results on page 1 for paid results
Higher importance on speed and freshness
Quantity over quality
Crawler and indexing less sophisticated
Meta tags still rank
Its Chinese! www.chinainternetwatch.com/category/search-engine/
Do SEO
Google Adwords
The Google Knowledge Graph
How to get to Page 1 of Google
Google Ranking Signals
Domain Names
International Domain Name Options
3 main options are available
1. Country Code Top Level Domains (ccTLD’s)
e.g. www.yoursite.fr www.yoursite.de www.yoursite.jp
2. Sub Directories (sometimes called Sub Folders)
e.g. www.yoursite.com/fr www.yoursite.com/de www.yoursite.com/jp
3. Sub Domains
e.g. fr.yoursite.com de.yoursite.com jp.yoursite.com
International Top Level Domains
Nestle
Kelloggs
International Top Level Domains
IBM Making Use of Subfolders
Wikipedia Making Use of Sub Domains
Do Not Leave URLs in English
1-2-1 Action Plan Support
! Completion of Your Export Action Plan Template
- Take the time to consider the most important areas for you and your company under each section we have covered today
- The facilitators will be on hand to help you complete the Action Plan and answer any further questions you may have
