Cultural Customizing Web Sites
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Transcript of Cultural Customizing Web Sites
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Culturally Customizing Web SitesPart I
Presented by Dr. Nitish Singh
Moderated by Paula ShannonOctober 2009
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Join us in tweeting this webinar!
#lionbridgewebcast
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Introductions
Dr. Nitish Singh
Assistant Professor of International Business at Boeing Instituteof International Business at Saint Louis University
Dr. Singh is also the co-author of the critically acclaimed book: The
Culturally Customized Web Site: Customizing Websites for the Global
Marketplace. He holds a Ph.D. in Marketing and International
Business from Saint Louis University and an MBA and MA fromUniversities in India and the UK. More recently he has co-authored
Proliferation of the Internet Economy
Paula Shannon
CSO, SVP and General Manager, Lionbridge
[email protected] than 23 years experience in the translation and localization
industry
Responsible for sites in 26+ countries, driving new services and
sustainable solutions, ensuring the continued delivery of innovation
and execution excellence to a broad range of Global 1000 customers
mailto:[email protected]://www.theculturallycustomizedwebsite.com/http://www.theculturallycustomizedwebsite.com/http://www.theculturallycustomizedwebsite.com/http://www.professornitishsingh.org/13301.htmlmailto:[email protected]:[email protected]://www.professornitishsingh.org/13301.htmlhttp://www.theculturallycustomizedwebsite.com/http://www.theculturallycustomizedwebsite.com/http://www.theculturallycustomizedwebsite.com/mailto:[email protected] -
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About Lionbridge
Global Scale4,600 employees 26 countries Global network of 25,000 translators
Market LeadershipLeader in $14B services industry Translation and adaptation of products
and content for international markets
Global Clients
Recurring relationships with 500+global clients 80% of revenue comes from recurring clients 12 of the Fortune 20 companies are client
Hosted Technology
Web-based language technologyplatform Enhances competitive advantage Drives efficiency
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Global Web Statistics
Global e-commerce sales will reach $12.8 trillion
US will account for less than 58% of total global online sales
US only accounts for 185 million internet users today
Global internet population is 1.08 billion users; by 2010 it will
reach 1.8 billion.
65 % of Global internet users are non-English speakers
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Born Global!
Web sites are global from inceptionTo target global online consumers you have to speakin their language and culture
Culture impacts how we perceive, process, and
interpret information
People cannot act or interact in any meaningful way
except through the medium of culture. E.T. Hall
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Communication which
reflects complete immersion in the culture of thetarget market
addresses three levels of cultural adaptation:perception, symbolism, and behavior
goes beyond simple translation and cosmetic adaptation
when targeting different countries and/or cultures
What is Culturally Customized?
Cultural customization begins where basic
localization ends
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Is your website translated?
Yes
No
Poll Question
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Western and Eastern people look at the world in different ways.
Researchers compared the way Chinese and US students viewed photographs
Perception of Images
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What is a Culturally Customized Website?
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What is a Culturally Customized Website?
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Perception of Symbols
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Perception of Symbols
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Perception of Symbols
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Do you actually consider the importance of culture?
Yes
No
Poll Question:
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Higher web site usability, accessibility, and interactivity
A more favorable attitude toward the site
A state of flow and browsing comfort
Increased purchase intentions which eventually impact you ROI
The Biggest Blunder!
The BIGGEST communication blunder is to ignore the importance of
culture in communications.
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Cultural Customization Levels of Web Site
High Medium Low
Italy
Attitude Toward Site 3.60 3.57 3.34
Purchase Intention 3.06 3.10 2.68
India
Attitude Toward Site 4.26 3.74 3.04
Purchase Intention 4.04 3.68 3.18
Netherlands
Attitude Toward Site 3.48 2.97 2.87
Purchase Intention 2.34 1.91 2.19
Switzerland
Attitude Toward Site 3.59 3.16 2.69
Purchase Intention 3.16 2.93 2.64
Spain
Attitude Toward Site 4.31 3.50 2.82
Purchase Intention 4.14 3.30 2.67
It is Not a Luxury!
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An Experiment with 400 Brazilian, French, German and Taiwanese OnlineConusmers
Measures Web Sites Low on CC Web Sites High on CC F-Value(n: 1823) (n: 636)(Means) (Means)
Ease of Use 3.45 3.82 216.2**
Perceived Usefulness 3.31 3.65 159.8**
Attitude Toward site 2.89 3.45 422.6**
Purchase Intention 2.41 2.86 219.8**
**p-value
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Culture and Disaster
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Vocabulary Equivalence
An example is the Japanese response (or lack of) to the Potsdam
Declaration in July 1945 which lead to the bombing of Hiroshima andNagasaki
The Japanese Premier announced that the Cabinet had taken a stance
ofmokusatsu
which has no exact meaning in English
It can be translated as making no comment or ignoring
The Japanese Cabinet intended the former meaning
making no comment and not the latter ignoring
they wanted more time to discuss and decide their response, which
included a surrender.
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1. The tipping point at which a content element stretchesthe limits of the intended context, changing the content
from safe to potentially offensive.
2.
The panic zone in which a lack of time, knowledge,
and/or process results in an unwanted contentcontroversy.
3.
A place of opportunity where various positive outcomesare possible, if proactive.
Geocultural Edge (noun) (T.Edwards):
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Discerning the Geocultural Edge
Geocultural Edge
Consumer/govt support
Positive image
Strong revenue
High customer loyalty
Consumer/govt inquiry
Questionable image
Decreased revenue
Waning customer loyalty
Govt/punitive actions
Negative image
Low/negative revenue
Low customer loyalty
Product is Safe Product at Risk
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Loss of consumer trust in your delivery of a positive experience
Brand erosion with negative PR and customer backlash
Loss of revenue and market share
Loss of political position, possible punitive legislation and litigation
Punitive government actions against local subsidiary staff (Adapted: T. Edwards)
Consequences - Going over the Geocultural Edge
The key is finding the tipping point at which any content type
can remain marginally acceptable. It will be different for every
product and every locale.
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Graphics
elements with texthuman body elements and body language
humor, puns, and slang
physical environments
ethnic, racial, political, and religious environmentsgender-specific elements
images of animals
sexual and violent elements
regional conventions, such as reading direction, date/time, andmonetary elements
Content to Avoid
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Issues with Human Representation
Exposed feet is a
problem in theMiddle East
A bit too
revealing forsome cultures
Use of 4 fingers
with humanfigures in Japan
Gestures are
very context-
dependent
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In 2002, Abercrombie & Fitch t-shirtdesigns caused much protest
Retail Product Design and Marketing
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In 2002, Abercrombie & Fitch t-shirt
designs caused much protest.
They were quickly discontinued.
Retail Product Design and Marketing
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Excite Japan: Devoted
exclusively to women
(www.excite.co.jp).
www.toshiba.co.jp
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Executive Education Program
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Culturally Customized WebsitePART II
SESSION II: Hands-on cultural customization tool-kit
November 5, 2009 12:00PM ESThttp://event.on24.com/r.htm?e=162134&s=1&k=E1F5F4F22C9C0D6
51E5D2248B6E28444
By attending Session Two, you will learn:
How to read cultural maps
The cultural customization tool kit
Best practices and examples of culturally customized web content
Few slides were adapted from Tom Edwards Principal Consultant/Founder, Englobe Inc
Content was adapted from Prof Singhs lecture notes
All content is for non-commercial use only
Credits
http://event.on24.com/r.htm?e=162134&s=1&k=E1F5F4F22C9C0D651E5D2248B6E28444http://event.on24.com/r.htm?e=162134&s=1&k=E1F5F4F22C9C0D651E5D2248B6E28444http://event.on24.com/r.htm?e=162134&s=1&k=E1F5F4F22C9C0D651E5D2248B6E28444http://event.on24.com/r.htm?e=162134&s=1&k=E1F5F4F22C9C0D651E5D2248B6E28444 -
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Knowledge Center
The Art and Science of Global Navigation
The Best Global Web Sites (and Why)
Mastering Multilingual Marketing
View Webinars On-Demand
Building Stronger Brands Around the World: A Guideto Effective Global Marketing
Strengthening Global Brands: Key Steps forMeaningful Communications around the World
Building a Global Web Strategy: Best Practices forDeveloping your International Online Brand
Download White Papers
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Questions?
Lionbridgewww.lionbridge.com
http://blog.lionbridge.com
http://twitter.com/Lionbridge
Dr. Nitish Singh
www.globalizationexecutive.com
Paula Shannon
http://twitter.com/pbshanz
http://www.lionbridge.com/http://blog.lionbridge.com/http://twitter.com/Lionbridgemailto:[email protected]://www.globalizationexecutive.com/mailto:[email protected]://twitter.com/pbshanzhttp://twitter.com/pbshanzmailto:[email protected]://www.globalizationexecutive.com/mailto:[email protected]://twitter.com/Lionbridgehttp://blog.lionbridge.com/http://www.lionbridge.com/