Multicultural Marketing - WordCamp Miami 2012
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This document discusses strategies for effective multicultural marketing through a multilingual website or multisite. It addresses questions around using a single site with multilingual capabilities versus separate sites for each language. Key topics covered include translation versus transcreation, social media integration across languages, email marketing to different language audiences, and using analytics tools like Google Analytics to understand audience demographics.
Multicultural Marketing - WordCamp Miami 2012
- 1. Multicultural Marketing through a multifunctional platform
- 2. First of all, lets start by answering an important question...
- 3. Whats the meaning of life?
- 4. Ooops... sorry. Lets try again.
- 5. Who am I?
- 6. My names Vicent Llopis Associate Creative Director @Nobox 12 years of experience, working for national and international brands. Copywriting instructor at Miami Ad School Official Spanish Translator for U-Design: best-selling WordPress theme in Themeforest with over 10,000 sales. Pro-Blogger
- 7. When talking about multicultural marketing, first thing that comes to mind is...
- 8. Language
- 9. Multilingual site vs. Multisite
- 10. A multilingual site requires the use of several languages within the same site.
- 11. A tool to build an efficient multilanguage site: qTranslate Plugin
- 12. Allows different languages in one simple WP installation
- 13. One-click switching between languages
- 14. SEO integration
- 15. Unique URLs ?lang=en /en/ en.yoursite.com
- 16. Why a multisite then?
- 17. Some reasons to consider Content starts the same but it evolves differently Comments User-engaging activities (ex. poll, contest, sweepstakes...) Specific promos based on location/language
- 18. Translation vs. Transcreation: a copywriting challenge
- 19. A -maybe too simplified- differentiation Translation is a plain reproduction of another language. Transcreation is a full representation of the meaning, beyond a literal interpretation.
- 20. Social Media integration and how it affects multilingual sites
- 21. We like likes in every language
- 22. Language adapts to your social network preference Live streams from Facebook or Twitter show fresh content Dont mix languages: double the effort, double the reward Integration between blog/site and social media Perfect connection helps increase all fan bases Recommended plugins: Share This Share and Follow Sociable
- 24. E-mail marketing or how to build a strong fan base
- 26. Build your e-mail communications in your language Capture data Ask for a language of preference Analytics (including A/B testing) Services integration: Survey Monkey, Social Media (stats & sharing), Mobile... Free for lists up to 2,000 subscribers Alternatives: aWeber, Constant Contact
- 27. Capture data efficiently: Pippity plugin
- 28. Light-box to sign-up A/B testing Analytics Alternatives: Pop-Up Domination
- 29. Google Analytics Know who youre targeting
- 30. Quick basic considerations Location: Helps identify where your audience comes from, to determine proper messaging Language: Determine which language should be more prominent Time-zone: Establish best time to post new content
- 32. Thanks! Vicent Llopis My Work: Plan16.com My Blogs: DeTodoUnMoco.com SaberHispano.com elpatiodigital.com My e-mail: hello@plan16.com