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


I am a data & results driven Digital Media Influencer with over 15 years of experience in engagement, family marketing, scaling infrastructure and audience culture across a product’s lifetime from pre-launch to millions of users. Strategic Vision & Business Development: • Articulated corporate integrated digital marketing strategies for 10 children’s entertainment properties across multiple digital channels • Authored a comprehensive business plan for scalable online community infrastructure for internal and external partners and successfully participated in a thorough VC due diligence process • Increased sales revenue by 20% while managing 6 million dollars of annual revenue in existing business services. Production & Project Management: • Developed multiple 2D & 3D multi-player virtual worlds, online games & apps based on repurposed/original assets • Produced 12 animated 2-minute shorts for broadcast on television & developed animation production department workflows • Launched multiple major website redesigns to include more fan interaction • Led workflow & process optimization teams to improve operational effectiveness/productivity. Audience Engagement & Research: • Developed domestic and international audience research programs both on & offline for both parent and children audiences • Grew multiple audiences from pre-launch to tens of millions by using organic, as well as established marketing tactics. Team Management & Relationship Building: • Designed team management & organizational structures for multiple Web Content and Web Marketing departments including international remote teams of staff in North & South America, Europe and Asia. • Managed teams in multiple disciplines, including customer service, social media engagement, production, moderation, marketing, design, tech and content development. • Extensive client, vendor and partner management experience in television, licensing, digital, e-commerce & customer service industries

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