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Creating content for global
brand communications
JAMES BOWSKILL, A.C.O. INC.
海外から見た日本企業の 間違いあるある
とブランドを伝えるコンテンツづくり
© A.C.O...
Japanese people usually ask me
2 questions
How tall
200
190
180
are you?
Why
Japan?
did you

come to
Because it's
Different
Potential
value
Potential
problems
Nice to meet you.
2001 2003
Mr Suzuki Mr Smith
✔ ...
Brand awareness

High in Japan, low overseas
Mr Suzuki
Mr Smith
Communication starts in search
Case Study
Recruit Holdings
Mr Suzuki thinks:
さすがリクルート!
Mr Smith thinks:
Recruit does everything?!

RI·KU·NA·BI...??
SHU·SHO·KU...????
2013
How to explain a complex
company like Recruit

to new users?
Communication challenge
2013 Renewal Concept
Meet Recruit
Series of ’Covers’
Very short contents

(less than 100 words)
Quick understanding by small steps
ナルホド!
Patchwork

Communication
• Break down complex topics into small steps

— easier to understand
• Use as communication test — lower risk than
long, r...
Editorial Process
1. Set categories (Creative, Culture, Global, Tech)
2. Check existing content (e.g. Japanese website
and...
Fast cycle for

continuous improvement
Cycle
Publish
CreateAnalyse
Plan
Case Study
AGC
Communication challenges
• Change from product-out

to benefit-out communication
• Balance CC & MC messages

CC = Corporate...
• Introduce all users to company (CC)
and products (MC) in an engaging,
low-tech way
• Focus on benefits to people and
soci...
•’Society‘ theme contents
•1600 words (4000 Ja. char.)
•Photoshoot in Germany
•English interview (in Tokyo)
•4 months (pla...
Personal
Society
Solution
Empathise with Franz’s personal mission to solve food problem
Problem for everyone (CC)
AGC’s so...
CTA
Links to product website

(MC contents)
Lots of content in Japanese microsite
Can we re-edit this
product-out content for
AGC Hub?
•Product-out

↓

Benefit-out

(CC for wide target)
•Links to niche
product page

(MC)
•Low cost rewrite
•Fast turnaround
Be...
Japan-focus content Global content
It’s okay to use Japan-focus content.

Mix with global content for balance.
Point
• Balance light and heavy contents

— each type has merits
• Re-write existing content

— it’s cost-effective and fa...
Case Study
Sunstar
• Global website partner
since 2013
• Global site supports
corporate branding and
the need to increase
global sales
Global...
• Needed new content to target
the professional market
• Create a more R&D-focussed
brand image for all users
Communicatio...
• Series of kaihatsu stories tied
to sales strategy (i.e. push timely
products and technologies)
• Simple communication fo...
• Start by editing marketing
materials
• Add interviews with engineers

(sometimes global via Skype, sometimes in
Japan)
•...
One story covers needs for
both professionals and

non-professionals
Professional Average user
R&D Story
✔
(R&D branding)(...
• All stories translated to English,
Chinese, Spanish and Japanese
• Translation cost much lower than
creation cost
Conten...
Point
• Careful planning can cover multiple needs
• High quality content requires investment
• Localisation allows greater...
Change domestic mind
with global website
English or 

Japanese?
QUIZ
Many global websites use Japan-only words
SNS
TVCM
IR
Which of these words are Japan-only?
SNS
SNS is only used in Japan.
Use ‘Social Media‘ instead.
TVCM
TVCM is only used in Japan.
Use ‘TV Ad‘ instead.
IR
IR is used by specialists, but most users

expect ‘Investors’ or ‘Investor Relations’
Write from a global viewpoint
not a Japanese viewpoint
Domestic & Overseas
Different for each global user
青森県
Aomori prefecture in northern Japan
↓
e.g. 1
e.g. 2
Native speakers
100%0%
Non-native speakersNo English
Communicating with a global audience
Perfect

understanding
No

under...
NativeNon-Native
I understand It feels natural
Non-native level × Native quality
• Be careful of Japanese words you think are English
— they might not be!
• Write from a global viewpoint
• Write content ...
Increasing

Content Value
Related Content
Social Media
Product page

Marketing website

Corp. Comms.

etc...
Standard goals for content
Increase PV
...
P&G Everyday

Blog
Offline couponE-Commerce
Ratings, review, likes For printing
My savings
Potential savings
My coupon basket
Get email to remind

about printout

(Become registered user,
also get marke...
Content
Coupons
Register
Mail Marketing
Online

Shopping
Offline

Shopping
Print
Related products
Product promotions
Conten...
True Stories Blog
Connects to service
CTA pushes customer to start their own “passion project”
https://www.jnj.com/health-and-wellness/5-things-to-know-about-flu-shot
Health & 

Wellness Blog
Donation CTA
CTA asks user to consider donating for flu vaccines
Funding target
reached ✔
Platform sponsored
by J&J
Caring Crowd
crowd funding
platform
Contents

↓

Service

Engagement
Simple
Contents

↓

Shopping

Ecommerce + Coupons
Contents

↓

CSR

Crowdfunding platform...
Contents &

Risk Management
Global website is front
line for risk management
JPMorgan’s top page
is full of positive
keywords
•Small business
•Progress
•Neighborhood
•Communities
•Giving
•Help
•Aid
•...
Stories based on local
activities in US & UK cities
Global brands need

local viewpoints
Point
2. Data
3. Staff
1. Story
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 activities?
In the CSR corner?
Site structure and contents
communicate your values.
What’s most important to you?
Point
Case Study
Recruit Holdings
Ver. 2
Recruit Holdings 2013 – Mid 2017
Meet Recruit

Owned media to communicate
culture, mission and value
Orthodox menu
Meet

Recruit

Rich, engaging

Human perspective
Everything

Else

Dry

Corporate
Which is the ‘real’ Recruit?
Who we are What we do
CEO Message

Philosophy

Leadership

Governance

...
Creating

Value
Services Business Segments
Grou...
Who we are What we do Sustainability
Consistent brand communication
Value to

SocietyESG lens Brand
Brand
ナルホド!
ESG lens
Value to Society
Thank you.
ACOジャーナル
Read more online
2017年12月20日(水)開催セミナー
海外企業や国内大手企業の成功事例に学ぶグローバルサイト戦略のポイント
~グローバルSEOとコンテンツづくりの視点から~
https://marke.m...
海外から見た、日本企業の"間違いあるある"とブランドを伝えるコンテンツづくり
海外から見た、日本企業の"間違いあるある"とブランドを伝えるコンテンツづくり
海外から見た、日本企業の"間違いあるある"とブランドを伝えるコンテンツづくり
海外から見た、日本企業の"間違いあるある"とブランドを伝えるコンテンツづくり
海外から見た、日本企業の"間違いあるある"とブランドを伝えるコンテンツづくり
海外から見た、日本企業の"間違いあるある"とブランドを伝えるコンテンツづくり
海外から見た、日本企業の"間違いあるある"とブランドを伝えるコンテンツづくり
海外から見た、日本企業の"間違いあるある"とブランドを伝えるコンテンツづくり
海外から見た、日本企業の"間違いあるある"とブランドを伝えるコンテンツづくり
海外から見た、日本企業の"間違いあるある"とブランドを伝えるコンテンツづくり
海外から見た、日本企業の"間違いあるある"とブランドを伝えるコンテンツづくり
海外から見た、日本企業の"間違いあるある"とブランドを伝えるコンテンツづくり
海外から見た、日本企業の"間違いあるある"とブランドを伝えるコンテンツづくり
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海外から見た、日本企業の"間違いあるある"とブランドを伝えるコンテンツづくり

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Publié le

2017年12月20日(水)メンバーズ開催セミナー
海外企業や国内大手企業の成功事例に学ぶグローバルサイト戦略のポイント
~グローバルSEOとコンテンツづくりの視点から~
https://marke.members.co.jp/20171220.html

海外企業はブランドを伝えるためのクリエイティブやストーリーづくりに長けていると言われている一方で、日本企業はうまくできていないところが大半です。企業の取組み自体は素晴らしいのに、それをうまく伝えられなければ意味がありません。そこにある違いはいったい何でしょうか?日本企業と海外企業のサイト&コンテンツ比較を海外視点を交えて解説します。

Publié dans : Business
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海外から見た、日本企業の"間違いあるある"とブランドを伝えるコンテンツづくり

  1. 1. Creating content for global brand communications JAMES BOWSKILL, A.C.O. INC. 海外から見た日本企業の 間違いあるある とブランドを伝えるコンテンツづくり © A.C.O. Inc. 2017年12月20日(水)開催セミナー 海外企業や国内大手企業の成功事例に学ぶグローバルサイト戦略のポイント ~グローバルSEOとコンテンツづくりの視点から~ https://marke.members.co.jp/20171220.html
  2. 2. Japanese people usually ask me 2 questions
  3. 3. How tall 200 190 180 are you?
  4. 4. Why Japan? did you
 come to
  5. 5. Because it's Different
  6. 6. Potential value Potential problems
  7. 7. Nice to meet you. 2001 2003
  8. 8. Mr Suzuki Mr Smith ✔ ... Brand awareness
 High in Japan, low overseas
  9. 9. Mr Suzuki
  10. 10. Mr Smith
  11. 11. Communication starts in search
  12. 12. Case Study Recruit Holdings
  13. 13. Mr Suzuki thinks: さすがリクルート! Mr Smith thinks: Recruit does everything?!
 RI·KU·NA·BI...?? SHU·SHO·KU...???? 2013
  14. 14. How to explain a complex company like Recruit
 to new users? Communication challenge
  15. 15. 2013 Renewal Concept Meet Recruit
  16. 16. Series of ’Covers’
  17. 17. Very short contents
 (less than 100 words)
  18. 18. Quick understanding by small steps ナルホド!
  19. 19. Patchwork
 Communication
  20. 20. • Break down complex topics into small steps
 — easier to understand • Use as communication test — lower risk than long, rich contents • Good cost balance • Fast rhythm good for team motivation Patchwork Communication
  21. 21. Editorial Process 1. Set categories (Creative, Culture, Global, Tech) 2. Check existing content (e.g. Japanese website and internal magazines) 3. Plot existing content to categories 4. Adjust for global audience 5. Identify gaps 6. Discuss potential new content with client
  22. 22. Fast cycle for
 continuous improvement Cycle Publish CreateAnalyse Plan
  23. 23. Case Study AGC
  24. 24. Communication challenges • Change from product-out
 to benefit-out communication • Balance CC & MC messages
 CC = Corporate Communications
 MC = Marketing Communications
  25. 25. • Introduce all users to company (CC) and products (MC) in an engaging, low-tech way • Focus on benefits to people and society • CTA to external niche content
 (i.e. work as a "hub") AGC Hub
 owned media
  26. 26. •’Society‘ theme contents •1600 words (4000 Ja. char.) •Photoshoot in Germany •English interview (in Tokyo) •4 months (planning → publish)
  27. 27. Personal Society Solution Empathise with Franz’s personal mission to solve food problem Problem for everyone (CC) AGC’s solution provides value to everyone (MC)
  28. 28. CTA Links to product website
 (MC contents)
  29. 29. Lots of content in Japanese microsite
  30. 30. Can we re-edit this product-out content for AGC Hub?
  31. 31. •Product-out
 ↓
 Benefit-out
 (CC for wide target) •Links to niche product page
 (MC) •Low cost rewrite •Fast turnaround Before After (400 words)
  32. 32. Japan-focus content Global content It’s okay to use Japan-focus content.
 Mix with global content for balance.
  33. 33. Point • Balance light and heavy contents
 — each type has merits • Re-write existing content
 — it’s cost-effective and fast! • Change approach from product-out to benefit-out to increase content value • OK to mix Japanese and global content
  34. 34. Case Study Sunstar
  35. 35. • Global website partner since 2013 • Global site supports corporate branding and the need to increase global sales Global website
  36. 36. • Needed new content to target the professional market • Create a more R&D-focussed brand image for all users Communication challenges
  37. 37. • Series of kaihatsu stories tied to sales strategy (i.e. push timely products and technologies) • Simple communication for both pro and non-pro users • CTA to marketing websites and scientific research papers R&D Stories
  38. 38. • Start by editing marketing materials • Add interviews with engineers
 (sometimes global via Skype, sometimes in Japan) • Photoshoots at research lab
 (sometimes hands-on in Japan, sometimes remotely) • Create illustrations to explain technical details • 3–4 months per story • Big difference between original material and final article Process
  39. 39. One story covers needs for both professionals and
 non-professionals Professional Average user R&D Story ✔ (R&D branding)(R&D capability)
  40. 40. • All stories translated to English, Chinese, Spanish and Japanese • Translation cost much lower than creation cost Content localised to increase ROI En Es Cn Ja
  41. 41. Point • Careful planning can cover multiple needs • High quality content requires investment • Localisation allows greater ROI • Plan your content with a global mind!
 Japan-only is mottainai!!
  42. 42. Change domestic mind with global website
  43. 43. English or 
 Japanese? QUIZ Many global websites use Japan-only words
  44. 44. SNS TVCM IR Which of these words are Japan-only?
  45. 45. SNS SNS is only used in Japan. Use ‘Social Media‘ instead.
  46. 46. TVCM TVCM is only used in Japan. Use ‘TV Ad‘ instead.
  47. 47. IR IR is used by specialists, but most users
 expect ‘Investors’ or ‘Investor Relations’
  48. 48. Write from a global viewpoint not a Japanese viewpoint
  49. 49. Domestic & Overseas Different for each global user 青森県 Aomori prefecture in northern Japan ↓ e.g. 1 e.g. 2
  50. 50. Native speakers 100%0% Non-native speakersNo English Communicating with a global audience Perfect
 understanding No
 understanding Some
 understanding Good
 understanding Target audience
  51. 51. NativeNon-Native I understand It feels natural Non-native level × Native quality
  52. 52. • Be careful of Japanese words you think are English — they might not be! • Write from a global viewpoint • Write content so both native, and non-native users can read it comfortably • Native-check your content
 (If that’s not possible, use a service like respelt.com to catch mistakes) Point
  53. 53. Increasing
 Content Value
  54. 54. Related Content Social Media Product page
 Marketing website
 Corp. Comms.
 etc... Standard goals for content Increase PV Get new visitors Contents 1 2 3 Related links Shares
 & Likes
  55. 55. P&G Everyday
 Blog
  56. 56. Offline couponE-Commerce Ratings, review, likes For printing
  57. 57. My savings Potential savings My coupon basket Get email to remind
 about printout
 (Become registered user, also get marketing emails)
  58. 58. Content Coupons Register Mail Marketing Online
 Shopping Offline
 Shopping Print Related products Product promotions Contentpromotions Want useful
 reminder BUY Get reminder, Print
  59. 59. True Stories Blog
  60. 60. Connects to service CTA pushes customer to start their own “passion project”
  61. 61. https://www.jnj.com/health-and-wellness/5-things-to-know-about-flu-shot Health & 
 Wellness Blog
  62. 62. Donation CTA CTA asks user to consider donating for flu vaccines
  63. 63. Funding target reached ✔ Platform sponsored by J&J Caring Crowd crowd funding platform
  64. 64. Contents
 ↓
 Service
 Engagement Simple Contents
 ↓
 Shopping
 Ecommerce + Coupons Contents
 ↓
 CSR
 Crowdfunding platform P&G J&J
  65. 65. Contents &
 Risk Management
  66. 66. Global website is front line for risk management
  67. 67. JPMorgan’s top page is full of positive keywords •Small business •Progress •Neighborhood •Communities •Giving •Help •Aid •Family •Volunteering •Mentor •Nonprofits •Schools
  68. 68. Stories based on local activities in US & UK cities
  69. 69. Global brands need
 local viewpoints Point
  70. 70. 2. Data 3. Staff 1. Story
  71. 71. Tweet Now: What makes Chicago? #WhatMakesChicago
  72. 72. Why hashtag?
 Brands need other people
 to talk positively about them #WhatMakesChicago
  73. 73. Where do you show your brand’s social activities? In the CSR corner?
  74. 74. Site structure and contents communicate your values. What’s most important to you? Point
  75. 75. Case Study Recruit Holdings Ver. 2
  76. 76. Recruit Holdings 2013 – Mid 2017 Meet Recruit
 Owned media to communicate culture, mission and value Orthodox menu
  77. 77. Meet
 Recruit
 Rich, engaging
 Human perspective Everything
 Else
 Dry
 Corporate Which is the ‘real’ Recruit?
  78. 78. Who we are What we do CEO Message
 Philosophy
 Leadership
 Governance
 ... Creating
 Value Services Business Segments Group Companies Sustainability Creating Value Human rights
 Diversity
 Evaluations
 Governance
 ... We redesigned the structure
  79. 79. Who we are What we do Sustainability Consistent brand communication
  80. 80. Value to
 SocietyESG lens Brand
  81. 81. Brand ナルホド! ESG lens Value to Society
  82. 82. Thank you.
  83. 83. ACOジャーナル Read more online 2017年12月20日(水)開催セミナー 海外企業や国内大手企業の成功事例に学ぶグローバルサイト戦略のポイント ~グローバルSEOとコンテンツづくりの視点から~ https://marke.members.co.jp/20171220.html

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