狠狠撸

Japanese Corporate Global
Web from an Overseas
Perspective
JAMES BOWSKILL, A.C.O. INC.
海外から見た日本企業の間違いあるあると
グローバルWebのポイント
? A.C.O. Inc.

Japanese people usually ask me
2 questions

Potential
value
Potential
problems

海外から见た日本公司の&辩耻辞迟;间违いあるある&辩耻辞迟;とグローバル奥别产のポイント

Same Japanese brand, different view
Mr Suzuki Mr Smith
? ...

Understand how?
non-Japanese see your brand
Point

Use Google & VPN to get a
quick look at local brand
awareness
Try

Google is your ?rst touchpoint.?
Use title and description?
to introduce yourself!
Point

Search is part of your UX.
Optimise your users'?
Search Experience (SXO)
Point

Can you optimise
your brand name for
a global market?

First impressions are important!
Do you understand?
and respect your market?
Point

Nimi (nimi.io) checks brand names for global ?t
Try

? Understand how non-Japanese see your brand
? Communication starts on Google — write good
titles and descriptions!
? Check brand names for global ?t
Review

Mr Suzuki thinks:
カーセンサー, EDGE,
じゃらん...
Mr Smith thinks:
Car rental? Used cars?
Road trip?
2013 Recruit Holdings Website

Mr Suzuki thinks:
さすがリクルート！
Mr Smith thinks:
Recruit does
EVERYTHING!?!

Mr Suzuki thinks:
やっぱりすごい。
Mr Smith thinks:
RI·KU·NA·BI...?
SHU·SHO·KU...?

It was a confusing introduction
to Recruit for 'Mr Smith'
?!
Mr Smith

Inspired by
magazine
covers
?Bold visuals
?Short, catchy titles
?Want to read more

4 themes to explain Recruit:?
Creative, Culture, Global, Tech

Very short (less than 100 words)
Seamless UI connecting covers
ナルホド！

Often effective to
communicate in many
small steps
Point

Native speakers
100%0%
Non-native speakersNo English
Communicating with a global audience
Perfect?
understanding
No?
understanding
Some?
understanding
Good?
understanding
Target audience

NativeNon-Native
I understand It feels natural
Non-native level × Native quality

Write at a level that ?ts both
native and non-native users
Point

? Think about how to introduce your brand
to new users
? Try communicating in small steps
? Write for native and non-native readers
Review

Potential
value
Potential
problems
Can be fresh
and interesting
Often confusing?
Needs extra thinking
Sometimes failure

Toyota’s “J-factor” Design Philosophy
www.toyota-global.com/showroom/toyota_design/

Mentaiko pasta as a metaphor for synergy
www.toyota-global.com/showroom/toyota_design/

「母親のおにぎりのように心を
こめて車つくる」
Akio Toyoda, Detroit 2011

Do a ”Somo Somo” check!
Does it work for non-Japanese?
Try

It's safer to use local words for
decoration than for concepts
Point

? Explain Japanese words/context
? Be careful using Japanese concepts
? Japanese can be a great brand accent
when used as decoration
Review

English or ?
Japanese?
QUIZ
Many global websites use Japan-only words

SNS
TVCM
Page Top
Labo
Which of these words are Japan-only?

Labo
Labo is only used in Japan.
Use ‘Lab‘ instead.

Page Top
Page Top is only used in Japan.
Use ‘Back to Top‘ instead*
*or even better, just an up arrow icon

TVCM
TVCM is only used in Japan.
Use ‘TV Ad‘ instead.

SNS
SNS is only used in Japan.
Use ‘Social Media‘ instead.

? ? ▲
Different meanings worldwide.
Use words, or add a legend.
BONUS

Check for spelling mistakes
Respelt (respelt.com) checks websites for spelling

? Mistakes and confusing words looks like
you don't care about your English market.
? Be careful of Japanese words you think
are English — they might not be!
? Check for mistakes on your website, not
just translatation documents. Many
mistakes happen during copy & paste.
Review

What do overseas
users expect?

https://www.thinkwithgoogle.com/marketing-resources/promotion-emotion-b2b/

私たちが調査した9ブランドの中で、?
7ブランドは50%の平均値を越えていました。?
これはB2Bの顧客は自社の消費者よりも、?
自社の物品供給業者やサービス提供業者と?
情緒的に結びついていることが明らかになりました。
2013 Think with Google Report
”
“

“There is no B2B and B2C.
It’s Human to Human: H2H”
— Bryan Kramer, Marketing consultant and author

H2H, Storytelling and
Social Media are?
humanizing business

Personal
Social
Solution
Empathise with farmer
Problem for me too
Bayer's value to everyone

Connects to service
CTA pushes customer to start their own “passion project”

Inspire
Ask
Action!
Interesting stories of people like you
What would you do?
Push user to start now

Charles Schwab?
”Why this road?”?
video series

Logic
Product-out
facts & ?gures
Most?
Japanese banks
Emotion
Human worries
and questions
Charles?
Schwab
?
Logic

法人
Show the human in
corporation

Open the black box of
corporate culture to build trust.
Staying closed is a risk.
Point

http://www.sunstar.com/company/life_with_sunstar

*Results from 100 people surveyed across 5 different countries
70% of viewers said they
would like to work at Sunstar

Photo?
+ Hi-res
downoad
Share
Articles by
this person
Personal

? Less info can create a negative image
? Add sharing, links to videos, articles, interviews
and social media to build strong public image
? Hi-res photo downloads help journalists create
a better public image for you
? A positive leadership image helps risk
management
Review

In the 24/7 spotlight of
the internet, companies
need to manage risk

JPMorgan’s top page
is full of positive
keywords
?Small business
?Progress
?Neighborhood
?Communities
?Giving
?Help
?Aid
?Family
?Volunteering
?Mentor
?Nonpro?ts
?Schools

Stories based on local
activities in US & UK cities

Global brands need?
local viewpoints
Point

Local, human stories + data
Chicago &?
JPMorgan

Tweet Now: What
makes Chicago?
#WhatMakesChicago

Why hashtag??
?
Brands need other people?
to talk positively about
them
#WhatMakesChicago

Where do you show your
brand's social activites?

Show your social value
everywhere — not just in CSR

Is social value and responsibility
an add-on or part of your DNA?
About Us
Diversity
DNA
Giving?
Back
Investors
About Us
CSR
Add-on
Investors

Your site structure
communicates your values.
What's most important to you?
Point

Value to?
SocietyESG lens Brand

Brand
ナルホド！
ESG lens
Value to Society

Nobody lives in ‘Global’?
Design for people, not for
regions, countries or markets

Learn about your audience ?
create personas?
and think like a user

Companies in spotlight 24/7
Open up, or take the risk

? Get data to show the impact
of being open
? Leverage your CSR contents
? Renew leadership pages to
start a waterfall
Small steps to being open

Gaijin aren't special.
Diversity is special.

? Show you overseas trends and
expectations
? Notice things that a Japanese-only
team won’t
? Catch mistakes quickly
? Help you make decisions
Gaijin will...

? From another department
? From overseas of?ce (online ok)
? With an external agency
? Buy me a beer ??
Where to ?nd

Every company is different.?
What's your problem?

Find out more at aco-tokyo.com
Thank you.

狠狠撸

海外から见た日本公司の&辩耻辞迟;间违いあるある&辩耻辞迟;とグローバル奥别产のポイント

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海外から见た日本公司の&辩耻辞迟;间违いあるある&辩耻辞迟;とグローバル奥别产のポイント