Building a Global Brand in the Digital Age

COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 1

Building a Global Brand

in the Digital Age

A iCrossing and Lionbridge Webinar

Wednesday, May 15, 2013

COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 2 #ICINSIGHT

Welcome

Doug Platts

VP, Search Strategy,

iCrossing

@dougplatts

Emma Durant

Global Marketing

Specialist, Lionbridge

@ejdurant

David Deal

SVP, Marketing,

iCrossing

@davidjdeal

#ICINSIGHT


Building a global brand in the digital age means more than

planting flags around the world


Building a global brand means building a close relationships

with your audience wherever they are and whoever they are


Building a global brand means building a connected brand

Visible Useful Usable Desirable Engaging

Defining a Global Strategy…


Defining a global digital strategy

STRATEGIC VISION

GOVERNANCE EXECUTION PLANNING


Develop global digital governance

A “living & breathing” document based on evolving search landscape,

market dynamics and brand changes.

SEM

• How-to guide to avoid

cannibalization and

duplication of local

SEM listings

• Recommended use of

keywords, match

types, targeting tactics

SEO

• Process for site

structure updates and

template

developments

• Details of search

landscape

opportunities to

maximize SERP

ownership

Cross Channel Collaboration


Propagate digital best practices

• Bid and optimization

approach

• Ad copy and landing

page testing

• Expansion of tactics,

including segmentation,

day parting, etc.

• Inclusion of industry

changes and emerging

channel opportunities

SEO SEM Search Synergy

• SEO fundamentals

• Keyword targeting and

expansion

• Structured data and site

template development

• Algorithm updates and

search landscape

updates

• Approach towards holistic

measurement

• How to conduct

cross-channel (SEO and

SEM) testing

• Multi-channel campaign

planning and integration

• Campaign and content

promotion


Provide scalable solutions across multiple markets


Avoid inefficiencies through ongoing monitoring & auditing

Au

dit

Ch

eckli

st

Too much broad match

Low Quality Score

Ad copy not relevant enough

Ad copy is poorly written

Landing page not relevant enough

Campaign structure not granular enough

Nothing is being tested

Matching to irrelevant queries

Hitting the daily budget caps

Bids are improperly set

Au

dit C

he

cklis

t

Build up of technical errors

Content not optimized

Poor internal linking

Incorrect or missing HTML tags

No relevant landing pages

Keyword strategy not focused

Missing clear calls to action

Poor external link authority & relevancy

Lack of Social Media integration

Incomplete brand ownership


Plan a local approach to inform a global strategy

Business Goals

Audience Goals

Discovery Objectives Strategic Planning Program implementation

Evaluation

Landscape

Brand

Agree on KPIs Cross-Channel

Keyword Universe Evaluation model

Desktop/Mobile

Governance & Processes

Site Development

Link Amplification

Bid Strategy

Content Strategy

Attribution

Analytics & Tagging

Reporting

ROI


Followed by budget allocation

Allocate “test & learn”

channel expansion budget

Prioritize core non-brand

& assess competitive spend

Fulfill brand

demand 100%


Securing a global brand presence

Go beyond the engine’s daily budget feature:


An efficient approach to non-brand

Keyword Targeting

Optimized Content Strategy

Link Equity

Seasonality

Traffic & Conversions

Visibility

Social Signals

Language

Site Architecture

Competitive Presence

Hour of Day

Prior Visit to Site

Device Model

Location

Match Type

Referring Domain

Language

Natural Search Ranking

Competitive Presence


Utilizing technology to test & learn

iCrossing’s Proprietary Toolkit

Multi Use

Strategy

Content Optimization

Link Building

Reporting

Technical

Apollo

Strive For

A Center Of Excellence…


• For their area of focus, Center of Excellence’s should offer support to the business lines. This may be through services needed, or providing subject matter experts.

Support

• Standards, methodologies, tools and knowledge repositories are typical approaches to filling this need.

Guidance

• Training and certifications, skill assessments, team building and formalized roles are all ways to encourage shared learning.

Shared Learning

• A Center of Excellence should be able to demonstrate they are delivering the valued results that justified their creation through the use of output metrics.

Measurement

• Allocating limited resources (money, people, etc.) across all their possible use is an important function of a Center of Excellence.

Governance

Drive Collaboration Through A Center of Excellence

5 Things Everyone Is Talking

About…


1. Local

Language

• Don’t use translators,

translating services, people

who can speak the local

language

• Use native speakers who live

or have recently lived in that

market

• Accept local nuances

(plural/singular)


2. Regional

TLD &

Hosting

• Easier said than done

• If your single domain is

performing well don’t change

it unnecessarily

• Look to ensure content

optimization is in place and

asses this impact first

• Analyze competitor landscape


3. Href Lang

Tags

• Again, easier said than done

• Two ways to implement, either

via page templates or XML

feeds

• Enterprise level sites have

challenges with managing

Href Lang at scale

• Prioritize key landing pages in

order to scale efficiently


4. Local Link

Opportunities

• Supports local relevancy and

authority

• Utilize local partnership

opportunities

• Integrate cross-channel

campaign planning to

leverage digital assets

• Use offline activity to drive

online conversations


5. In Market

Search

Engines

• Don’t assume Google is the

biggest

• Don’t assume the current

search landscape is correct

• Not all search engines are the

same & not all “Googles” are

the same

• Conflicting approaches will

need to be addressed to

avoid search engine penalties

5 Approaches You May Not

Have Considered…


• Your hardline to Google

• Geo-target specific folders

• If your site structure

allows, set up a GWT

account at a local market

level

• Allows you to keep a close

eye on local markets

1. Google

Webmaster

Tools


• When creating content

for different markets

localizing the language is

only the first step

• Consider what

requirements/features

that local market will be

looking for to make your

site resonate at the right

level

2. Understand

Your

Customer


• Explore further incremental

growth opportunities by

looking multi languages per

country

• This can be tested through

paid search strategies for

being visible for multi

languages

• If the opportunity is significant

enough build out relevant

content hubs in local

language

3. Multi

Language

Countries


• As you evaluate local

market opportunities

consider markets where

competition is less

experienced, even if the

return is lower

• This will drive quicker

returns whilst visibility is

grown in higher

return/more competitive

markets

4. In Market

Competition


5. In Market

Experience

• As well as evaluating in

market competition, also

asses your teams

experience

• Teams that are

experienced can be

prioritized to start

executing on work

• Whilst teams with less

experience can be

prioritized for education &

training

31 Copyright 2013. Confidential – Distribution prohibited without permission

1st Time into SEO Localization

• Currently ranking high in the US, poorly globally

• No actual baseline measurement

• No SEO agency can help them across all markets, not consistent SEO talent in each market

• No keywords list vetted for traffic and competition across all markets

• Chose Lionbridge and the Walk option

• Expect 30% uplift on traffic for 30% premium to standard web localization

• Hosting next Customer Council in Miami on March 7/8

DECISION

COMPLICATION

SITUATION

• Launching a new website

• Ranking highly on top keywords is major priority for 2012 across numerous global markets

32

Microsoft Office SEO Pilot for China

• No simplified Chinese keyword list or SEO Metrics

• China SEPR Report required

• Competitor analysis required

• Need to build keyword list in country

• No actual baseline measurement

• No SEO agency can help them across all markets required starting with China and scale this to other markets in a uniform reporting structure for internal steak holders

• Lack on knowledge of Baidu

• Global Search Performance Report (GSPR)

• Create a keyword list, originating in Chinese (Mandarin)

• Support Keyword mapping to existing Office.com content – Gap Analysis

– Recommendations to fill content gaps, if identified

• Chose Lionbridge as partner for this Pilot

• Success of China pilot in May has lead to UK, German and Russia markets currently being done

DECISION

LIONBRIDGE PROPOSAL

COMPLICATION

SITUATION

http://office.microsoft.com/zh-cn/


In conclusion…

STRATEGIC VISION

GOVERNANCE EXECUTION PLANNING

Q&A

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#ICINSIGHT

Building a Global Brand in the Digital Age

Technology

Transcript of Building a Global Brand in the Digital Age