The Worldly Marketer Podcast – Détails, épisodes et analyse

John Yunker is a well-known pioneer in the field of web and software globalization, and, by now, one of the perennial contributors to this podcast. I've featured him on three previous episodes: #059, #182 and, most recently, #221. He is the Co-Founder & President of Byte Level Research, an agency that specializes in researching, promoting, and advising on best practices in website globalization.

Based in Ashland, Oregon, John has been helping companies improve their global content, websites, and software since 2000. He has worked with many of the world’s biggest multinational corporations, providing them with web-globalization training, specialized reports, and benchmark services. His Web Globalization Report Cards have become required reading for global brand leaders everywhere; these annual reports provide an up-to-date evaluation of how major global companies are performing relative to each other and to current industry best practices.

Besides his client work, John writes the popular blog "Global by Design", and has authored several books, including "Beyond Borders: Web Globalization Strategies", the first book devoted to the emerging field of web globalization, and more recently, "Think Outside the Country: A Guide to Going Global and Succeeding in the Translation Economy".

Here, John returns to the show to talk about his "2022 Web Globalization Report Card", which he published earlier this year.

Tune in to the conversation, and learn about how the top global websites make sure that international visitors have the best experience possible.

 

Links:

• Byte Level Research website
• Byte Level Research on LinkedIn
• John’s 2022 Web Globalization Report Card
• John’s book “Beyond Borders”
• John’s book “Think Outside the Country”
• John’s blog “Global By Design”
• The Localization Institute
• LocWorld Conference
• MultiLingual Magazine
• John on LinkedIn
• John on Twitter

Andy Klump is a renewable energy executive with nearly two decades of experience living and working in Asia. He is the founder, owner, and CEO of Clean Energy Associates (CEA), a solar energy and storage advisory firm that specializes in technical due diligence and engineering services. Established in 2008, CEAnow employs over 175 professionals around the world, and has completed solar energy and storage projects in more than 65 countries so far.

Originally from the U.S., Andy has a background in Economics and an MBA from the Harvard Business School. He relocated from Atlanta to Shanghai in 2002 and has been based in Asia ever since. Prior to founding his own company, he served as the Vice President of Business Development for Trina Solar, where he headed the company’s international expansion plans covering supply chain, international business development, capital raising, and corporate development. Over a two-year period, he and his Trina Solarmanagement team successfully raised nearly $500 million in capital during the company’s IPO and follow-on offerings on the New York Stock Exchange.

In addition to his role as the head of CEA, Andy is a current board member of a couple of renewable energy startups, ion Ventures and Solar Inventions, and he has served as a board member of the U.S. Solar Energy Industries Association (SEIA). He is also a co-founder and board member of the health-care focused non-profit organizations iDefine.org and KIDSIQProject.org.

In this interview, Andy shares his personal career journey of relocating to China from the U.S., adapting to the local business culture, and eventually launching and scaling his own global company. He explains what the core purpose behind CEA is, and how he manages his growing international team. And he talks about some global and regional trends he's seeing in solar energy, and his perspective on the solar supply chain going forward.

Tune in for Andy's valuable insights!

 

Links:

• CEA website
• CEA on LinkedIn
• CEA on Twitter
• Andy on LinkedIn

 

Dr. Michael E. Smith is an applied cognitive neuroscientist and consumer insights professional, who studies the connection between brain function, human behaviour and the decisions we make as consumers. Based in San Diego, California, he is the Founder and Principal Scientist at Adaptation Research, a boutique consultancy that he launched in 2017. He is also an Advisory Board Member at CloudArmy Neuro, a Vancouver-based software company that provides on online neuro-powered marketing research platform.

Before starting his own firm, Michael served as Vice President of Consumer Neuroscience at Nielsen, the market-leading consumer research firm. Previous roles include that of President at CorTechs Labs Inc, a medical devices company; Program Director in Cognitive Neuroscience at the US National Science Foundation; and Principal Neuroscientist at SAM Technology, where he directed research programs in the field of Neuroergonomics.

I've had the pleasure of featuring Michael on this podcast once before, on episode #095, when we discussed how consumer neuroscience applies to global marketing. In his current work, he is focused on identifying how the latest insights into human behaviour and consumer decision-making can help speed the transition to a more circular economy. And on that topic, he recently published a book called Inspiring Green Consumer Choices: Leverage Neuroscience to Reshape Marketplace Behavior.

In this in interview, Michael discusses the reasons behind the global “intention-action” gap when it comes to sustainable consumer behaviours, why consumer habits are so difficult to change, and how green brands can become more competitive in the marketplace. He also explains why the value proposition of a green brand may need to be adapted for different cultures, why brands should avoid greenwashing at all costs, and how marketers and policy makers can work together to incentivize greener consumer choices.

You won’t want to miss this fascinating conversation!

 

Links:

• Michael’s book: “Inspiring Green Consumer Choices”
• GlobeScan “Insight of the Week”: the Aspiration-Action Gap
• Michael on LinkedIn

 

This episode was sponsored by the Globalization and Localization Association (GALA).

Esther Curiel is a global content and localization expert with more than two decades of experience. Currently, she is a Localization Operations Manager at Indeed.com, the world's #1 online job site. Headquartered in the U.S. and with offices in Dublin, Düsseldorf, and beyond, Indeed.com receives over 250 million unique visitors every month from over 60 different countries.

Originally from Spain, Esther started her career in localization in 1998, and has worked on the vendor as well as on client side of the industry. She has a particular interest in content marketing, and streamlining the collaboration between marketing and localization, to help bring great user experiences to global audiences.

Esther is an active member in the localization community. She is the assistant chapter manager of Women in Localization Ireland, and she has participated in LocWorld as well as Brand2Global events, leading discussions on global marketing topics.

Catch Esther’s valuable insights on how Indeed.com grew from a small Texas startup into a successful global company, and how it plans to keep on growing into the future.

 

Links:

• Indeed.com website
• Indeed.com on LinkedIn
• Inside Indeed on Facebook
• Inside Indeed on Twitter
• LocWorld40 - Portugal
• Process Innovation Challenge
• Esther on LinkedIn
• Esther on Twitter

 

This episode was sponsored by Vistatec.

Simon Kemp has been featured on four previous episodes of this podcast: #022, #048, #104, and #125. He is best known for his annual Global Digital Reports, as well as his regional reports and country reports – all of which he produces in collaboration with Hootsuite and We Are Social. These reports provide detailed and up-to-date information on how people around the world are using the Internet in general and social media in particular.

Originally from Scotland, Simon has been living in Singapore for over a decade now. He is the Head of Kepios, a global marketing consultancy that helps brands make sense of the future.

All of Simon’s reports, which he has been publishing since 2011, are now available free of charge via DataReportal.com. This new online reference library represents an invaluable resource for marketers and business owners who are planning their international strategies.

Catch Simon’s key takeaways from the Digital 2019 report, and send him your comments or questions via the Verbaccino Contact page! We’ll make sure to have Simon back for a follow-up interview on a future episode of The Worldly Marketer Podcast.

 

Links:

• DataReportal website
• Hootsuite website
• WeAreSocial website
• YouTube video: “Burnistoun – Voice Recognition Lift”
• Kepios website
• Kepios on LinkedIn
• Kepios on Twitter
• Simon on LinkedIn
• Simon on Twitter

 

Renato Beninatto was previously featured on episode #002 of this podcast. In 2017, he co-founded Nimdzi Insights LLC, a market research and international consulting company composed of analysts, consultants, LSP experts, and researchers.

Renato speaks five languages and has lived in seven countries around the world. He has three decades of experience in translation and localization, and has served on the executive teams for some of the most prominent companies in the language industry. In 2001, he co-founded Common Sense Advisory, the first market research company focusing on the language-services space.

In addition to his role as CEO of Nimdzi, Renato is an Adjunct Professor at the Middlebury Institute of International Studies at Monterey, California, and a Faculty Member at the Pi School in Rome, Italy. He is also an author and a frequent speaker on globalization and localization issues at industry events and at universities around the world.

In this episode, Renato talks about how startups and SMEs can go about finding the right experts to help them expand internationally, and why the cost of NOT going global may actually be much higher than that of boldly going ahead with it. Catch our conversation!

 

Links:

• Nimdzi Insights website
• Nimdzi on LinkedIn
• Nimdzi on Facebook
• Nimdzi on YouTube
• Nimdzi on Instagram
• Nimdzi on Twitter
• Renato on LinkedIn
• Renato on Twitter

 

This special episode is re-broadcast of episode 24 of the International Buzz Business Podcast by Wordbee, in which Kathrin Bussmann is the featured guest. Along with International Buzz co-hosts, Tanja Falkner and Robert Rogge, Kathrin talks about… podcasting! Yes, it’s all very meta.

Founded in 2008 and headquartered in Luxembourg, Wordbee offers fully scalable, cloud-based translation management technologies for Enterprises as well as Language Services Providers (LSPs). The International Buzz Business Podcast was launched in 2017, and the interview with Kathrin Bussmann is re-broadcast here with kind permission from Wordbee.

In this episode, Kathrin explains how she got started as a podcaster, why a podcast can be such an effective content-marketing platform, and why more and more organizations are discovering podcasting as a powerful medium to reach their target audience, build their brands, and establish thought leadership.

 

Links:

• Wordbee website
• International Buzz Business Podcast: episode 24 show notes
• Wordbee on LinkedIn
• Wordbee on Facebook
• Wordbee on Twitter
• Tanja Falkner on LinkedIn
• Robert Rogge on LinkedIn
• Verbaccino’s consulting services
• Kathrin Bussmann on LinkedIn
• Kathrin Bussmann on Twitter

 

Katell Jentreau is the Regional Globalization Manager for Latin America and Asia Pacific at Netflix. She has more than 20 years of experience in the localization industry, both on the vendor side and on the client side.

Founded in 1997 and headquartered in California, Netflix is the world's leading internet entertainment service with 139 million paid subscriptions in over 190 countries. It offers TV series, documentaries and feature films across a wide variety of genres and languages.

Originally from France, and with a background in translation, Katell began her career in 1995 when she joined SDL, one of the world’s leading language services providers. After 15 years of working at SDL’s U.K. office, in Sheffield, she relocated to California to take on the role of Senior Localization Manager at Yahoo! Inc. From there, she joined Box, the cloud content management company, where she held a series of localization management roles.

In 2015, Katell joined the Globalization team at Netflix, just as the company was getting ready to launch globally. In her role as Regional Globalization Manager (LATAM & APAC), she has been working on improving and expanding Netflix's localized experience for users around the world.

 

Links: 

• Netflix website
• Netflix on LinkedIn
• Netflix on Facebook
• Netflix on YouTube
• Netflix on Instagram
• Netflix on Twitter
• Katell on LinkedIn

 

Tarja Karjalainen is the Localization Specialist at HappyOrNot, the company responsible for creating the globally-recognizable ‘Smiley’ feedback system. With over 25,000 physical ‘SmileyTerminals’ in airports, office spaces, and retail outlets around the world, the company generates employee and customer feedback data on an unprecedented scale.   Founded in 2009, HappyOrNot is headquartered in Tampere, Finland, with a US office in Florida and a global reseller network of over 110 companies. Serving more than 4,000 clients in 120 countries around the world, HappyOrNot has become "The leading solution for instant customer and employee satisfaction analytics and reporting.” Its clients include global brands such Microsoft, McDonald’s, London Heathrow Airport, LinkedIn, the British National Health Service (NHS), and IKEA.   With a strong background in translation, Tarja was originally a freelance translator and project manager, and she has hands-on experience from both the vendor and client sides of the localization industry. She is passionate about languages and communication, localization technology, and ensuring a great user experience.   On this episode, Tarja reveals how even the smallest in-house localization team – given the right tools and the right language vendors – can ensure a great user experience for global customers.     Links:

• HappyOrNot website
• HappyOrNot on LinkedIn
• HappyOrNot on Facebook
• HappyOrNot on Instagram
• HappyOrNot on YouTube
• HappyOrNot on Twitter
• Tarja on LinkedIn

 

Bruno Herrmann has been a guest on the podcast twice before: on episodes #TWM010 and #TWM105. He is a seasoned localization and globalization strategist, evangelist and leader with a passion for taking up challenges at the intersection of product, content and technology in various industries and around the world.

Over the course of his 25 years of experience, Bruno has helped design and improve processes, he has partnered with stakeholders and team members, and he has acted as a change agent and a business partner in the IT, Operations, Communications, Marketing and Product Management roles that he has held.

Bruno is a frequent speaker and moderator at industry events, a regular contributor to industry publications, including Brand Quarterly and EContent Magazine, and he is also an Advisory Board Member for Brand2Global.

 

Links:

• Bruno’s January 2019 article for EContent Magazine
• Brand2Global Round Table Barcelona 2019 event
• Bruno’s session at Gilbane’s Digital Experience Conference 2019
• Bruno on LinkedIn
• Bruno on Twitter