GROWING YOUR GLOBAL BRAND:How to Develop and Deliver Your Digital Strategy

Meet Your Presenters

Jeff CramChief Strategy Officer

Clint PooleSVP, Chief Marketing Officer

What is Digital Strategy?

Digital is too often a word that divides. Strategy, design, technology and culture must be connected across insight and execution.

Business CustomerDigitalExperience

ConnectingPlatforms & Experiences

Source: http://www.servicedesigntools.org/tools/8

Prof. Dr. Michael Erlhoff

Service design is the activity of planning and organizing people, infrastructure, communication and material components of a service in order to improve its quality and the interaction between service provider and customers.

Source: Cooper (http://www.cooper.com/journal/2014/8/service-blueprints-laying-the-foundation)

The Anatomy of a Service Blueprint

We need a different type of map for making digital experiences work.

Digital Experience should connect people, content, processes, platforms, and outcomes.

CONTENTBrandToneMessageStructure

Frontstage

Backstage

CONTENTBrandToneMessageStructure

• 200+ products• Five separate business units• Moving to centralized CMS• Expanding global footprint

• Inconsistent brand story • Too product-centric• Cumbersome user experience• Lacking content direction

The Organization Challenges

You’re not launching a website; you’re launching a hypothesis.

Then you test and optimize.

Mark Fries, BMC Software

Optimization Vision

Insight

Content

Execution Culture

Technology

Measure and baseline organizational capabilities.

Optimization Vision

Insight

Content

Execution Culture

Technology

Creating a framework for investment decisions.

Optimization Vision

Insight

Content

Execution Culture

Technology

13 Languages

30 Segments

262 Products

1,800+ PDFs

10,000+ Pages

Embracing the Scale

Wrangling the Content

Aligning to Personas

The primary function for this page is to help Allan determine if BMC has a product/solution that meets his needs.

This page needs to convince Mark that BMC has a holistic understanding of the business need, and the ability to solve it.

Component-Driven Design

Optimizing for Global CX

Marketing Tactics Must be Tailored by Market

Global Opportunity

• In 2000, 1 out of every 3 internet users was from North America

• In 2012, that ratio was reduced to 1:10

• In 2017, the ratio is projected to slip further to 1:12

0

1

2

3

4

2000 2012 2017

Bil

lion

s

WW Internet Users

North America

Growth driven by international markets

Asia

9%

Europe

21%

North America

35%

Latin America

16%

Africa

4%Australia

9%

Middle East

9%

Digital Experience should connect people, content, processes, platforms, and outcomes.

CONTENTBrandToneMessageStructure

Challenges Associated with Managing GCX

Establishing Team Rules of Engagement

• Each organization operates differently• Understand who has control and decision-making

power over:

• Who gives input? How much influence do they get?• Document these details

Build Your Team: Define Roles & Responsibilities

Stakeholders

Global ContentCreators

InternationalSEO

Specialists

GlobalWebmaster

LocalMarketers

LocalizationManager

Manage Global Content with an Efficient Workflow

Different Levels of Marketing Translation

Some Tips for Video Content

Best practices:

Video localization techniques:

Voice-overs Subtitling Graphic Text

Global SEO Framework: A Slight Exception

Develop the Right Linguistic Tools

Translation Style Guide

A set of rules for how your brand presents itself textually and visually

Terminology Glossary

A database containing key terminology used by your brand and their approved translations in all languages

Design Templates

Culturally neutral templates for imagery, web interface, digital ads, etc.

Global Creative Briefs

Brief providing key information to translators and copywriters

Thank You