20130711 - Praxisforum: Globaler Erfolg im www - 10 Praxis-Tipps für internationale Web-Projekte - ecx.io - Klaus Oberlehner

x;o | creating digital success 22.07.2013 | 1
INTERNATIONALISATION
Practical tips for a successful internationalisation web project.
Klaus Oberlehner
ecx.io
Werbeplanung.at
Wien
12/7/2013

WHO WE ARE
Overview
A leading European Digital Service Company with a focus on
Austria, Germany, Switzerland and United Kingdom.
Austria | Vienna, Wels
Germany | Düsseldorf, Munich
Switzerland | Zurich
United Kingdom | Reading
Founded 1995. Ownermanaged. 150
entrepreneurs, thinkers, geeks, people who care.
Core Competencies in E-Commerce & Digital Marketing.

Strategy
Consulting
Customer
Experience
Technology
Services
DIGITAL BRANDING E-COMMERCE
DIGITAL SUCCESSDIGITAL SUCCESS
DIGITAL MARKETING E-COMMERCE
WHAT WE DELIVER
Our Solutions & Services
MISSION
SOLUTIONS
SERVICES

CLIENTS

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STIHL | WORLDWIDE RELAUNCH
Development of online strategy and world-wide relaunch of STIHLs
international websites based on Opentext WSM. 24 countries, 12 languages

AUSTRIAN AIRLINES | WORLDWIDE RELAUNCH
integrated translating engine, multifunctional editorial system for more
than 58 countries and 28 languages.

RED BULL | GLOBAL BUSINESS PLANNING TOOL
Internal global business planning for marketing, financial, event and
sponsoring department. Rollout in 85 countries.

The Foundations

TIP 1 – EXPERIENCE COUNTS
A good project manager should
 Not participate in company politics
 Be armed with enough competencies and authority
 Be good at communicating
 Be assertive
 Be a good negotiator

TIP 2 – GET YOUR PROJECT
STRUCTURE RIGHT

TIP 3 – CONTENT IS KING
And unfortunately
most of the time the
reason for project
delays

TIP 4 – TEST THOROUGHLY
Mistake x [No. of countries]
=
BIG Problems!
!

Internationalisation
using a CMS

TIP 5 – BUILD AN INTELLIGENT
STRUCTURE

TIP 6 – KEEP THE TEMPLATE COUNT
DOWN
 Define basistemplates and modules
 Build a prototype
 Stick to them

TIP 7 – NO STATIC CONTENT IN
TEMPLATES!
.modul-460-text div.top, .modul-460-text-right div.top {
height: 30px; width: 460px; overflow: hidden;
background-image: url(<%img_bg_modul_460_190_top%>);
background-repeat: no-repeat; }
.modul-460-text div.middle, .modul-460-text-right div.middle {
width: 460px; overflow: hidden; min-height: 160px;
background-image: url(<%img_bg_modul_460_190_middle%>);
background-repeat: repeat-y; }
html .modul-460-text div.middle, * html .modul-460-text-right div.middle
{
height: 160px; }

TIP 8 - DEVELOP DOCUMENTATION
AS YOU GO
 Detail the steps involved to set up a new country project
 What elements need to be translated?
 What needs to be configured? (If anything)
 What parts need to be re-tested?
 …

TIP 9 – USABILITY IS THE KEY
Carefully plan your interface

TIP 10 – WORKFLOWS SELDOM
FLOW
Keep it simple!

TIP 11 – BE ORGANISED – PROVIDE SHARED
CONTENT FOR LOCALE WEBSITES
Global project

TIP 12 – USE GLOBAL FUNCTIONALITY

The rollout

TIP 13 – TRANSLATE CENTRALLY
Central translation of the complete content by one
service provider
Provision of content in finished web projects using CMS
Proofreading loops via clients in participating countries

TIP 14 – SET UP A TRAINING
SCHEDULE
Base training Day 1 Introduction to CMS and project
Day 2 Work on final project and coaching
Online Training 30-60 mins as needed
at start. Every 4
weeks thereafter
Online training using Webex (or similar)
with the ability for people to ask
questions
Advanced
Training
1 day (after about 4
months)
Review of previous work, coaching,
future development requirements

TIP 15 – USE AN AGILE PROJECT
APPROACH

Operating an international
web platform

TIP 16 – INTERNATIONAL MEANS 24/7
Decide which support hours you will cover
Plan backup and maintenance schedules
Use a publication server to improve performance

TIP 17 – TAKE ANALYTICS INTO CONSIDERATION
Gather analytics from
the start
Provide local reports
Consider consolidated
management reports

TIP 18 – INTERNATIONAL SEO IS TRICKY
Setup a strategy first
Talk to local specialists in your local markets

TIP 19– PLAN YOUR INTERNATIONAL
SUPPORT
How much cover do you need?
Document common issues

TIP 20 – TALK TO ECX.IO
experienced in international web content management projects
klaus.oberlehner@ecx.io
+43 664 1327212
armin.doll@ecx.io
+49 160 5896009www.ecx.io

© by ecx.io | Juli 13
This presentation and all of it’s content are the property of ecx.io. ecx.io are always at your service when it comes to implementing the ideas and
solutions presented. ecx.io is free to use the content of this presentation for any other project or client. The transfer of documents to third
parties, publication, reproduction, dissemination or other exploitation of the ideas and solutions is not permitted without the prior consent of ecx.io. Just
give us a call.
VIELEN DANK / MERCI
AND THANK YOU

20130711 - Praxisforum: Globaler Erfolg im www - 10 Praxis-Tipps für internationale Web-Projekte - ecx.io - Klaus Oberlehner

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20130711 - Praxisforum: Globaler Erfolg im www - 10 Praxis-Tipps für internationale Web-Projekte - ecx.io - Klaus Oberlehner