1. Localisation for international markets
Aileen O’Toole, Managing Director, AMAS
Enterprise Ireland conference
21 October 2010
www.amas.ie
www.amas.ie

2. Agenda
• Introduction
• Digital trends
• Internet use
• B2B marketing
• Breaking into new markets
• Going global
• 10 tips on localising your web
presence
• Case studies
• The takeaways
www.amas.ie

3. A brief introduction….
Past
• Co-founder, director, deputy editor:
The Sunday Business Post
Present
• Managing Director, internet consultancy
AMAS
• Non-executive directorships
• Business in the Community
• Other NGOs
• Campaign Director, Ideas Campaign
www.amas.ie

4. About AMAS
Consultancy which helps clients to exploit the internet.
Retained by businesses
and organisations to:
• Plan
• Evaluate
• Manage
• Market their
online channels
www.amas.ie

5. Online trends
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6. AMAS research and insights AMAS blog
www.amas.ie/blog
@AMASinternet
www.amas.ie

7. Internet use
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8. New markets, opportunities
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9. Web 1.0 – online brochure
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10. Web 2.0 - digital portfolio
Content sharing User-generated
Your website(s) Blogs content
Multiple channels to Email newsletters
build brands, transact
Social networks
business Social bookmarks
Syndication
and manage
reputations Search engine
profile
Extranet
Mobile
www.amas.ie

11. Going global - localising your
web presence
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12. 1. Let the internet be your international
shop window
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13. 2. Remember a website is not a strategy
www.amas.ie Picture www.traveladventures.org,

14. 3. Create the right web structure
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15. 4. Remember one size does not fit all
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16. 5. Plan localisation requirements
Translation
Cultural Imagery
Logistics Technology Payments
Customer
service Campaigns
Legal
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17. 6. Be clever: reuse and recycle
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18. 7. Think global, act local
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19. 8. Put your audiences first
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20. 9. Don’t get lost in translation
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21. 10. Manage the shop
Photo: John Londei, Telegraph.co.uk
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22. Case studies
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23. Red Mills
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24. Technical
Engineering Before
Group
After
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25. Pilot Training College
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26. Ideas Campaign
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27. The takeaways
• Plan
• How does internet support your business strategy?
• Localise
• How best to match local market requirements?
• Manage
• How to deliver a complex (or simple) internet
• presence?
• Learn
• How to build your knowledge, skills and stay on top of
internet trends?
Enterprise Ireland’s eBMI programme is a good
place to start
www.amas.ie

28. Thank you
www.amas.ie