localisation for international markets_aileen_o_toole
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www.amas.ie
Localisation for international markets
Aileen O’Toole, Managing Director, AMAS
Enterprise Ireland conference
21 October 2010
www.amas.ie
www.amas.ie
Agenda
• Introduction• Digital trends
• Internet use• B2B marketing• Breaking into new markets
• Going global• 10 tips on localising your web
presence
• Case studies• The takeaways
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A brief introduction…. Past• Co-founder, director, deputy editor:
The Sunday Business Post
Present• Managing Director, internet consultancy
AMAS• Non-executive directorships
• Business in the Community• Other NGOs
• Campaign Director, Ideas Campaign
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About AMAS
Consultancy which helps clients to exploit the internet.
Retained by businessesand organisations to:
• Plan • Evaluate• Manage • Market their
online channels
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Online trends
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AMAS research and insights AMAS blog
www.amas.ie/blog
@AMASinternet
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Internet use
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New markets, opportunities
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Web 1.0 – online brochure
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Web 2.0 - digital portfolio
Social networks
Content sharing
Syndication
Your website(s)
Email newsletters
Social bookmarks
BlogsUser-generated content
Search engine profile
Multiple channels to build brands, transact business and manage
reputations
Mobile
Extranet
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Going global - localising yourweb presence
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1. Let the internet be your international shop window
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2. Remember a website is not a strategy
Picture www.traveladventures.org,
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3. Create the right web structure
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4. Remember one size does not fit all
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5. Plan localisation requirements
TechnologyLogistics
LegalCampaigns
Cultural
Translation
Imagery
Payments
Customerservice
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6. Be clever: reuse and recycle
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7. Think global, act local
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8. Put your audiences first
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9. Don’t get lost in translation
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10. Manage the shop
Photo: John Londei, Telegraph.co.uk
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Case studies
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Red Mills
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Technical Engineering Group
Before
After
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Pilot Training College
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Ideas Campaign
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The takeaways
• Plan• How does internet support your business strategy?
• Localise• How best to match local market requirements?
• Manage• How to deliver a complex (or simple) internet • presence?
• Learn• How to build your knowledge, skills and stay on top of
internet trends?
Enterprise Ireland’s eBMI programme is a good place to start
www.amas.ie
Thank you