Resources from around the Interwebs that we feel merit attention. Part of our own success is based on our ability to keep abreast of trends in the industry, and knowing when to pay attention and when to remain focused on our own development. Any organization or person listed on this page is worth taking a look at!
The Social Side of the Internet
by Lee Rainie, Kristen Purcell, Aaron Smith, January 18, 2011
The internet is now deeply embedded in group and organizational life in America. A new national survey by the Pew Research Center’s Internet & American Life Project has found that 75% of all American adults are active in some kind of voluntary group or organization and internet users are more likely than others to be active: 80% of internet users participate in groups, compared with 56% of non-internet users. And social media users are even more likely to be active: 82% of social network users and 85% of Twitter users are group participants. [more]
Why Your Business Must Embrace the Foreign Language Internet
By Christian Arno, November 15, 2010
A truly global web must represent the languages of its users. And with growth in usage of the web in foreign languages outstripping English, businesses are playing catch-up with their potential customers. They’re rapidly trying to get as multi-lingual and diverse as their current and prospective client base.
In the last ten years, the use of Arabic online has increased by over 2500%, while Chinese and Spanish rose twelve and seven-fold respectively. And English? It didn’t even triple.
Today, 42% of all Internet users are in Asia, while almost a quarter are in Europe and just over 10% are in Latin America. These stats shouldn’t sway businesses towards targeting one region over another, though — Latin American countries account for over 200 million people on the web.
However, the vast majority of all online searches are in a language other than English. English is losing its online market share rapidly, which is no bad thing for businesses that recognize and embrace the opportunities on the foreign language Internet. Doesn’t everyone speak English? Although many non-natives of English do, studies have shown consumers are up to five times more likely to buy from a website with content in their native language.
It stands to reason that consumers would rather search for products and services in their own language. Even if a consumer does speak English as a second language, a report by Common Sense Advisory found that 85% of online shoppers required information in their own language before parting with their hard-earned cash.
So to really make the most of the foreign language Internet, you need search engine optimized localization — a hybrid somewhere between what an Internet marketing company and a translation service provider might offer.
Localization involves addressing the cultural and linguistic needs of each of your target countries. When it comes to search, this includes addressing different local search habits. It’s more complicated than simply translating the search terms that work for you in English. In Italy, for example, one of the top terms for low cost airlines is actually half English, half Italian (“voli low cost”). As British and Irish airlines pioneered low cost travel in Europe, it seems their language infiltrated the Italian psyche and made this hybrid term lucrative. Brands really need local knowledge if they’re to take advantage of commercial opportunities like this.
A 2007 paper by the Localization Industry Standards Association (LISA) reported that $25 dollars was returned for every $1 invested in localization. And with e-commerce set to grow by over 10% (CAGR) in Western Europe alone over the next five years, and much faster in so-called emerging markets, businesses should be gearing up for the surge in Internet spending. [more]
The Future of Ad Agencies and Social Media
By Jolie O'Del, September 8, 2010
To keep up with ever-changing advertising and marketing options, ad agencies are rapidly adopting new strategies and outlooks on how consumers interact with brands. While many ad agencies have been slow to adopt social media, others have been keeping up with the trends quite well.
But keeping up with change is never good enough in this industry; the most successful, game-changing campaigns are generally a bit ahead of the curve. It’s not enough to hitch your star to an existing facet of viral content; you have to create the content yourself. And you can’t wait for mass markets to catch up to new technologies before you begin thinking about how to incorporate new tech into campaigns and creative; you need to test how that tech will work now. Mobile and social ads are no longer new; what’s more interesting now is figuring out how brands can integrate creatively and effectively with location apps and casual games. More
FEATURING:
DANA BOYD
My name is danah boyd and I am a Social Media Researcher at Microsoft Research New England and a Fellow at Harvard University's Berkman Center for Internet and Society. I recently completed my PhD at the School of Information (iSchool) at the University of California (Berkeley). My research examines social media, youth practices, tensions between public and private, social network sites, and other intersections between technology and society.
In my dissertation, I investigated how American teenagers socialize in networked publics like MySpace, Facebook, LiveJournal, Xanga and YouTube. I was interested in how the architectural differences between unmediated and mediated publics affect sociality, identity and culture. Visit her site.
Mashable
Founded in 2005, Mashable is the top source for news in social and digital media, technology and web culture. With more than 30 million monthly pageviews, Mashable is the most prolific news site reporting breaking web news, providing analysis of trends, reviewing new Web sites and services, and offering social media resources and guides. Mashable’s audience includes early adopters, social media enthusiasts, entrepreneurs, influencers, brands and corporations, marketing, PR and advertising agencies, Web 2.0 aficionados and technology journalists. Visit their site.