Posted in web business

SXSW07: Global Audiences Panel

Global Audiences Panel

Consumption Echelons
– Communication – Emerging countries
– ecommerce – Enlish speaking/France
– entertainment – Asia, North American

“one size fits all” vs localization
– localize means more than translation

ex. traditional English design includes lots of white space, heading, etc
– Chinese would see that as inefficient design

Companies doing well with localization – British Airways, Nokia (#1 in India)
– deal only with own brand
– be mindful of customs and alienating your local office

Branding – when you put a brand online, it’s global
– companies are not looking at intl behaviors and what are the natural areas that they will grow into
– a refletcion of products
– selling products with the goals for indiv users
– ikea is a good example of good global branding (logo)

Small companies should think of mobile and small site compatibility
– accessibility

“it depends” is the mantra – something for one brand may not be the best choice for another
– think of the message and communication strategy before a hand

Use plain language
– Kathy Sierra’s panel
– harder in global aren, but still important

– create a global plan
– but prepare for local

The US is falling behind
– how do we design when we dont know the tech
– have to hire local staff- not outsourced
– formal communication plans with regional affiliates
– if you cant get a regional person, find a local (your town) contact from that region
– user feedback from region is valuable too



Joi Podgorny has spent the better part of the past 2 decades working on the bleeding edge of the technology and entertainment industries, from content/brand development and production to leading international support, moderation, community and social teams. Most recently, Joi founded Good People Collective, a consulting agency focused on helping companies and organizations establish, assess and pivot their internal and external cultures to help maximize their potential. She and her team are currently working on an exciting new software project, combining corporate training and virtual reality.

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