WM6008 - W9.L1

Strategic Web Communication
and Content Creation

WM6008
15 Credits
Lesson 9.1
Lesson 9.1 Outline
Lesson Title: Content Localization
Learning Outcome: Students will be able to explain & give examples of content localisation
In order to achieve the learning outcome, students must aim to:
● Understand the concept of the global village

● Review elements that contribute to individual interpretation
● Explain what Content Localisation is and why companies would adopt this strategy
● Recognise Brand standardisation and the reasons for it
● Evaluate examples of localisation and standardisation within websites
Week 7 Recap
Week 7 recap
🔑 Unit 2 Key Questions
How can global companies target

regional audiences for stronger
engagement and impact?
How can they localise their content?

Week 7 recap
Key Concept: The Global Village
Introductory Videos: Creating Context
History of the Internet
How a small network turned into the world wide web.
Globalisation
Advances in technology has made the growth of transport and communication

networks possible across the world.
The Global Village
What the world would look like if it was a village of only 100 people.
Globalization Video: Take notes on the following
Globalisation
● What is meant by the term ‘Globalization’?

● What was the example mentioned in the video?
● What are the pros and cons of globalization?
Who do you think is famous for first talking
about ‘the global village’?
“The new electronic interdependence
recreates the world in the image of a
new global village.”
Marshall McLuhan
“The global village is a place of

very arduous interfaces and
very abrasive situations.”
Marshall McLuhan
What can influence
the way we ‘see’ or
decode things?
Marshall McLuhan
What can influence the way we see things?
● Age
The way we ‘decode’ or In groups, think of
● Income understand messages your past projects:
● Nationality/Region depends on these
elements. Have you ever
● Education developed or created
● Interests Anyone (the source) who something?
creates content or products
● Experience must understand the Did you consider the
● Religion intended target audience target audience?
(receiver) well.
● Culture Which elements were
● Gender most important?
● Personality
Localizing Content
Video: Localizing a Brand
Design for agility* - work out your fixed and flexible

elements.
Localising a brand can include packaging, distribution,

and marketing.
Identifying problems or differences in different

countries/areas/audiences can help companies to
localise their brand.
David Butler, vice president of innovation and
The challenge is to continuously adapt. entrepreneurship at The Coca-Cola Company speaks
to European CEO about the secret to tapping into a
*ability to move quickly and easily, or to think and understand quickly. local consciousness.
Link
Agile Design - Fixed and Flexible Elements
ikea.com
ikea.com/us/en/
https://ar.ikea.com/qa/ar/
ar.ikea.com/sa/ar/
https://www.ikea.com/bh/en/ on 6/5/19
Examples of localisation in Ikea Bahrain Website
Food Currency Language

Localising Content
● “The process of adapting a
product or service to a particular
language, culture, and desired
‘look-and-feel’.” (Rouse, 2005)
● One size does not fit all online -

think about what local audiences
like, want, and will engage with
● What works for one audience,

may not work for another
Localising Content
● The online market is highly
competitive - it takes effort to
engage people and convert
them into customers
● Web designers who better
understand their target
audiences online, are more likely
to achieve success
● Some companies still choose
standardisation over
localisation
Activity: Create your own localisation brainstorm
Use some of the messy notes below to create your own
brainstorm or infographic about localisation.
You can add your own ideas about what you think localisation
strategies might include.
Sites such as Mindmap Maker or Piktochart might be useful

in creating your piece.
Save your work as an image and upload to Moodle with your

name and year in the file name.
E.g. Jennifer McWatt Nov 2018 Localisation Brainstorm

Visual Activity
Localization = The process of making a certain product or service in a local
character and restricting it to a specific place.
Globalization = Advances in technology has made the growth of transport

and communication networks possible across the world.

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Strategic Web Communication

and Content Creation

Lesson Title: Content Localization

In order to achieve the learning outcome, students must aim to:

● Understand the concept of the global village

🔑 Unit 2 Key Questions

How can global companies target

How can they localise their content?

History of the Internet

How a small network turned into the world wide web.

Advances in technology has made the growth of transport and communication

The Global Village

● What is meant by the term ‘Globalization’?

“The global village is a place of

Design for agility* - work out your fixed and flexible

Localising a brand can include packaging, distribution,

Identifying problems or differences in different

Food Currency Language

● One size does not fit all online -

● What works for one audience,

Sites such as Mindmap Maker or Piktochart might be useful

Save your work as an image and upload to Moodle with your

E.g. Jennifer McWatt Nov 2018 Localisation Brainstorm

Globalization = Advances in technology has made the growth of transport

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