Gisele Navarro of Neoman gives his talk on international outreach. 72% of people online don’t speak English. So how can we reach overseas, international groups who don’t speak English?
If your content is placed in English, you’ve won 50% of the international market. But you need some new processes to reach more of the market. How to get placements and links all over the world, with very little investment with time and money.
Gisele shows two case studies, pointing out where her agency had problems, so that we can learn from those mistakes. An infographic on gay marriage, and its legality around the world, launched in English – Gisele tried to run it in Spanish being a native Spanish speaker. This lead to problems, the translation, the tone, and the worst problem, the strategy. Gisele had to most of the proofreading, and noticed the content read awkward – like using Google translate. You need an interpreter. Those expressions used in English need to make sense in other languages.
They only got three placements, and they were quickly removed. Gisele wasn’t happy of course, and could either tell her boss international outreach was too hard, and too pricy. Or, she could analyse the problems – and fix them. She went back. She found the second problem. The tone of the outreach was poor. The person outreaching was from Argentina – and tried to repress her tone. This made her emails robotic, and cold. It was hard to understand what she wanted. Gisele told her outreacher to drop the pretense, and be herself, language and all.
But some journalists mentioned they’d pass anyway – but send on future Spanish content. The problem is strategy. In English, Gisele went for any site which had mentioned gay marriage. In Spain however, this remains a taboo topic. So anyone running the infographic would be making a political statement. Those that put it up removed it quickly for this reason; too much comment drama. Gisele adapted – any Spanish blog or site which had made a political statement about gay marriage. This time, there was results.
The second test was an infographic – ‘why does your brain like infographics’? Gisele took her knowledge from the previous infographic – but had to stop two hours into the campaign. She made an assumption which was costing the campaign. In Spain, the market was not used to interactive content, and people wanted money to get host the infographic too. The interactive infographic was adapted alongside a static version which helped. Gisele looked at the demographics which would host the infographic – scientific, design and marketing, and adapted packs to each, with further information for content. This lead to a greater rate of pick up.
It takes a human to connect to another human. And when it comes to other countries, adapt, take your time, and re plan for those markets.
Next – Karyn Fleeting of MediaCom discusses new methods of content idea generation. If content is king, how do we generate so much of it, so often? How do you come up with successful ideas, consistently, for so many various clients?
Everyone’s a bit stuck in the past. Think Mad Men. An idea clicks in the meeting. a Eureka moment, the light bulb. Ok, so some people can maybe do this – but going into a client meeting with no planning isn’t very wise. You’re unlikely to have a great idea jump up and hit you in the face. You’re not JK Rowling either. You don’t have eight years to work on a concept to make it work.
A lot of places work on big meetings, with post-its. This is the standard idea generation method. The problem is, the larger the group, the less that gets done. One or two loudmouths will dominate. And there will be a few with good ideas who don’t speak up.