1. Website Globalization Session 5: Approaching the Market Session 5: Approaching the Market Session 10a: Website Design for a Global Marketplace Session 3 Session 5: Approaching the Market Session 5: Approaching the Market Session 3: Global Market Research 1 Dimitris Kloussiadis & Bob Erwin University of Georgia, SBDC International Trade Center Session 4: Costing & Pricing Session 5: Approaching the Market Website Design for the Global marketplace

2. Website Globalization Web Stats

3. Website Globalization Asia and Europe already have more web users than the U.S. Regional Web Users *Millions of Users

4. Website Globalization Every region has much greater undeveloped potential than the U.S. Web Penetration *% of Users

5. Website Globalization If you have a website, you already have global exposure… Companies that want to capitalize on the extraordinary opportunities the web offers need to adapt to the international marketplace, a concept known as… …whether you want it or not!

6. Website Globalization

7. Contact Us Don’t use info@abc.cominfo@abc.com International Sales – Tony@abc.comTony@abc.com Better yet…create a separate page for International Sales Provide direct dial phone numbers in addition to domestic toll-free number Make a note that domestic toll-free number functions only within the U.S. Use International Dial Code Format: +1(619)888-4567 Links that auto-open email often won’t work Best practice – both online form and email option

8. Website Globalization Could probably omit

9. Website Globalization International Formats and Standards Hiro WatanabeTrudi Hecht C-207 1-19-25Oude Gracht 621 Ikki-Machi1381 X2 Weesp Aizu-Wakatsu CityThe Netherlands Fukushima 765 Japan Address formats differ globally: Free text for postal codes – at least 12 digits Some countries don’t use, many combine letters and numbers Allow for longer lines Allow for multiple last names & titles Allow for any number of digits in phone numbers Always include country and city field

10. Website Globalization Spell out dates to avoid confusion U.S. convention is different than most other countries: 8/3/01 - Is this March or August? Use: August 8, 2001 International Formats and Standards

11. Website Globalization Growth in many other languages is booming Translating Your Site Is English Enough?

12. Website Globalization Better not to translate than to do it poorly English still language of intl. business…for now Not a simple process to comprehensively translate a website Number 1 Recommendation Engage professionals that employ native speakers of the target language!!! Translating Your Site

13. Website Globalization Can Impact website design – Text expansion/shrinkage Translated English 30-40% larger in some European languages, 30- 50% smaller in Asian languages The word “speed” in German = Geschwindigkeit The word “speed”in Chinese = 馳 Translating Your Site Translating Your Website

14. Website Globalization “¿Cuánto?” means “How much?” Avoid Machine Translators In Spanish, “Como” means “How.” In Spanish, “Mucho” means “Much.” “¿Como mucho?” does not mean “How much?” --- BUT…… Translating Your Site It means, “I eat a lot.”

15. Website Globalization Need to be ready to do business in the language… Translating Your Site

16. Website Globalization http://translate.google.com/translate_tools Translating Your Site

17. Website Globalization Start small – Consider translated introduction page No need to translate entire site immediately… Translating Your Site (Your Chinese intro page submitted to Google™ China)

18. Website Globalization Where’s the link to English? Translating Your Site

19. Website Globalization Much clearer link to translated content… Translating Your Site

20. Website Globalization Be careful with dropdowns Why isn’t Japan translated? Best practice Translating Your Site

21. Website Globalization Proactive Website Promotion Session 5: Approaching the Market Session 5: Approaching the Market Session 10a: Website Design for a Global Marketplace Session 3 Session 5: Approaching the Market Session 5: Approaching the Market Session 3: Global Market Research 21 Dimitris Kloussiadis & Bob Erwin University of Georgia, SBDC International Trade Center Session 4: Costing & Pricing Session 5: Approaching the Market Website Design for the Global Marketplace Promotion, Internationalization, and Localization

22. Website Globalization Search Engine Usage in Asia

23. Website Globalization Search Engine Usage in Russia

24. Website Globalization Search Engine Usage in Europe

25. Website Globalization Most popular search site in China Most popular search site in S. Korea

26. Website Globalization How do search engines work? Web Crawlers/Spiders – GoogleBot Scour the internet, indexing websites Look at all sorts of things like meta tags, link-backs, keyword frequency etc. CONTENT IS KING!!!! Goal is to get your site to show up as high in the rankings as possible To optimize your ranking, recommend expert guidance

27. Website Globalization Google MainGoogle Spain

28. Website Globalization Consider translated introduction page if comprehensive site translation not an option Content is the #1 factor in rankings

29. Website Globalization Country Code Top Level Domains (ccTLD) Country-specific domain names www.yourcompany.frwww.yourcompany.fr (France) Review regulations prior to buying! Benefits Helps from an SEO perspective Good business practice if you’re targeting that specific country Protects your brand

30. Website Globalization

31. How should you handle your domain structure? Ideal: Separate site for each target country, using ccTLD Website localization: www.google.cn (China)www.google.cn Also good: Subfolders for each country/language Most common approach: www.cisco.com/de www.cisco.com/de Also an option: Subdomains for each country http://france.yourcompany.com Not as SEO friendly as other two options

32. Website Globalization A Spider’s Eye View of the Page http://www.webmaster-toolkit.com /

33. Website Globalization Get listed in as many sources as possible… Link-backs are very important factor in SEO!

34. Website Globalization #10 in Argentina #1 in Brazil #10 in Mexico #3 in China

35. Website Globalization Where are your inquiries coming from? Web-tracking software lets you see If you don’t already have web tracking software, get it!

36. Website Globalization

37. The process of creating a culturally neutral website, that is easy to load and navigate, and that facilitates localization

38. Website Globalization 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 Strongly recommend engaging a professional!

39. Website Globalization

40. More High Level Recommendations Carefully assess colors and images Goal is to be culturally neutral Make sure graphics are necessary to marketing the company and its products If you have multiple languages, make obvious near top of page Critical information at top of page to limit scrolling down Many other countries pay for the amount of time connected to the internet

41. Website Globalization

42. Website Localization

43. Website Globalization Engaging professionals a must Requires specific country expertise Process of creating or enhancing a website for a specific country Goes beyond translation to accommodate specific aspects of a particular culture High-context vs. Low Context, Power- distance, Individualism vs. Collectivism Country specific translation employed (Spain vs. Mexico) Typically follows website internationalization

44. Website Globalization

46. Proactive Website Promotion Session 5: Approaching the Market Session 5: Approaching the Market Session 10a: Website Design for a Global Marketplace Session 3 Session 5: Approaching the Market Session 5: Approaching the Market Session 3: Global Market Research 46 Dimitris Kloussiadis & Bob Erwin University of Georgia, SBDC International Trade Center Session 4: Costing & Pricing Session 5: Approaching the Market Website Design for the Global Marketplace International eCommerce

47. Website Globalization Information Delivery Sites Most websites, particularly B2B Three Types of eCommerce Sites…. eMarketplaces Market-makers that bring buyers and sellers together Transactional Sites Electronic storefronts – full “end-to-end” transactions

48. Website Globalization Enhancing Information Delivery Sites Currency Converter

49. Website Globalization Enhancing Information Delivery Sites Detailed Quote Form

50. Website Globalization Enhancing Information Delivery Sites Shopping Cart…without online checkout

51. Website Globalization Many shopping cart options support foreign currency, taxes etc.

52. Website Globalization Leverage Existing Online eMarketplaces

53. Website Globalization Payment Mechanisms Credit Cards Not common in all countries Need to be cautious of chargebacks Person-to-Person transfers PayPal, Google Checkout, WesternUnion Great option, but may limit sales volume PayPal = $10,000 per transaction Traditional approaches Wire transfer, letter of credit, etc.

54. Website Globalization