"Imagine you’re a men’s tailor in Bangkok, and you sell custom suits to travelers passing through Thailand," says Srinidhi Viswanatha with Google’s Global Advertisers team. "You start a website to sell your suits online and begin to notice that the majority of your website traffic comes from overseas. How do you respond to this international demand?"

"Businesses of all sizes face a number of obstacles when they want to expand internationally," adds Viswanatha. "First, they must identify the right market to sell their products or services, such as custom men’s suits. Then they have to create versions of their website and ad campaigns in the language of the market they want to reach. Finally, and perhaps most importantly, they need to reach new customers who may be interested in their products and services."

The new resource site, Google Ads for Global Advertisers, is what Google calls a "central hub" for businesses to find help expanding into foreign markets. The site says that there are 1.9 billion Internet users worldwide, boasting that Google’s search and content networks will help businesses reach over 80% of them. 

On the site, users will find success stories, a step-by-step guide for finding new markets, translating their websites, translating ads, translating their business, and optimizing campaigns, location tips, a translator toolkit, tips for customer support and payments, etc. 

The Global Market Finder tool automatically translates keywords into 56 languages, and uses Google’s search trends data to find where people would search for products and services based on that. "It helps businesses evaluate new markets by showing the volume of local searches, estimated price for keywords and competition for each keyword in each market," explains Viswanatha.

Going global is one of the biggest challenges businesses face, so it stands to reason that these tools and resources from Google will become quite popular as businesses look to expand into new markets. 

"For the developers that have invested resources in developing and launching a Facebook app, Friendster has now made it very easy for them to ‘port’ these applications to Friendster, enabling them to tap into Friendster’s 80 million users," said David Jones, vice president of global marketing for Friendster. "For Web 2.0 companies that have developed apps using Facebook and OpenSocial APIs, they now have the flexibility to choose between approaches when launching applications on Friendster."

Said companies will be interested to know that Friendster is the biggest social network in Asia, so this news probably shouldn’t be taken too lightly. 60 out of 80 million of Frienster’s users are in Asia. There is also the fact that Friendster’s user base does not overlap significantly with other social networks, so developers would potentially be reaching a whole lot more people than if they were just putting their apps on Facebook, for example. Friendster only has 22% overlap with Facebook, and is a top 10 global website and the 3rd largest social network in the world in terms of traffic, with over 19.4 billion page views a month.

Justin Smith at Inside Facebook notes, "Friendster is less restrictive about which parts of the application can be monetized. Developers can put ads on any real estate they control, including the profile page."

It certainly sounds like a great opportunity for developers looking to take their applications global. Facebook’s opening of an international headquarters in Dublin may lead to other interesting opportunities down the road as well.

From there, they will run all of their international operations and provide support to Facebook users in Europe, Africa, and the Middle East.

"After exploring various locations throughout the region, we decided Ireland was the best place to establish our new headquarters," says Sheryl Snadberg, Facebook’s Chief Operating Officer. "As we grow and strive to make Facebook into a place for people around the world to connect and share information, we need local operations to better advance our efforts. The talent pool in Dublin is world-class and recruiting local talent will help us better understand the needs of local users and the regional dynamics that, in turn, can give us better insight into what features matter most."

The Irish Times spoke with Don Faul, Facebook’s chief of online operations. "Mr Faul refused to be drawn on speculation as to how many positions would be created as a result of the move to Dublin, other than to say the company ‘would be starting small,’" reports the Times.

International operations are of the utmost importance to a company like Facebook, who has managed to top MySpace usage in about every location besides the U.S. (though they are creeping up on them here as well), if they hope to maintain growth and stay ahead. However, as AllFacebook points out, there is a possibility that they could be growing too big for their britches:

The company continues to grow rapidly and given their rapid push to grow internationally, one has to wonder if the company will still be able to operate at break-even. European traffic for Facebook has continued to grow recently. The company has definitely faced challenges though as it hired Smaboo, an agency in Germany, to throw parties and attract the attention of local citizens.

Facebook has job openings for internationalizations listed on its website, specifically in the area of language management. Responsibilities for such a position include working with vendors and users to ensure that all required components are translated and tested, reviewing and approving final translations before they get published, and performing translations as needed. Interestingly, only Palo Alto, California is listed as a location at this point, but you would almost have to expect Dublin positions to be posted before long.

Some new research answers these questions.

At some basic level, we know that language is important — people don’t buy what they don’t understand. For years the most widely cited statistic in business globalization has been that buyers are three times more likely to purchase something if addressed in their own language (“Strategies for Global Sites” by Don DePalma in May 1998). Until now, there has been no large-scale, independent behavioral study of consumers to validate this contention.

To quantify what actual benefits companies get from tailoring their marketing and sales material to specific national audiences, Common Sense Advisory surveyed over 2,400 consumers in eight non-English-speaking countries about their online buying habits and preferences. At least 300 people completed the online surveys conducted in each of eight languages — in Brazil, China (PRC), France, Germany, Japan, Russia, Spain, and Turkey.

Here are a few of the findings:

Can’t read, won’t buy

The report breaks out results by the level of English competence among those surveyed. Those with no-or-low English spent most or all of their time on sites in their own language (88.3%), but that number dropped to 60.6 percent for those who had some ability in English.

Just 10 percent of the low-or-no English participants make most or all of their online purchases from Anglophone websites, compared to 37 percent of the English-speaking group. Even for those who can read English, more than 60 percent prefer buying from sites in their own language.

Most will pay more for products with information in their own language

Common Sense Advisory proposed that “when faced with the choice of buying two similar products, I am more likely to purchase the one that is less expensive even if it does not have product information in my own language.” In the total sample, 43.8 percent would opt for the cheaper product over the one with their language. However, 64.3 percent of the no-or-low English group would pay more for information they could read in their own language. Those with English proficiency were split nearly 50/50 on this proposition.

The no-or-low English segment was four times more likely to buy products offered and documented in their own languages (82.5% agreed), while 65.5 percent of the English-proficient respondents favored local-language products.

Two thirds of Brazilians (66.7%) and Russians (68.8%) agreed with this proposition, indicating a more adamant stance of having materials presented in their language rather than paying a lower price.

Chinese (50.3%) and French (50.2%), however, led the pack of value shoppers, both opting for the lower-priced product over information presented in their natal language.

Yes, the report finds that language does matter, but that’s not all. Even for consumers who feel comfortable in English, many prefer buying in their own language. Most want customer support that is similarly accessible. And with sites lacking local currency or transaction support, many non-native speakers discover that buying from English-language sites is literally an impossible undertaking. Companies making the business case for website globalization, internationational marketing, or localized products can benefit from using this data in their business cases.

Read the Executive Summary at: www.commonsenseadvisory.com

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Donald A. DePalma, Ph.D., President and Chief Research Officer, Common Sense Advisory

For additional information, visit www.commonsenseadvisory.com or e-mail Melissa@commonsenseadvisory.com.

BL Ochman writes about an English-language dilemma:

In WebProWorld’s Google forum today, (registration required) the publisher of an Irish travel site wonders whether Google penalizes for spellings in Oxford English as opposed to American English. Respondents point out that if you are looking for high rankings in Google UK or other European versions of Google, Oxford English spellings may provide an advantage in rankings.

The French are perceived as arrogant, says Jol Cr, especially across the Atlantic (and pretty much everywhere else too, he says). Why is it so? he asks:

Cyrille has the answer. It has to do with French and English grammar. French puts a name before its adjectives in a sentence (a cat blue and sleepy) while it is the reverse in English (a sleepy blue cat). So when an American talks to a Frenchman, the latter gets impatient because he is waiting to understand what the story is about Got it now?

That explains a lot, Joel, thanks!

As an Englishman, I like BL’s use of the term Oxford English.’ That’s a lot better than hearing the original language being described as British English.’ Not sure how the Scots, Welsh and Irish might feel about Oxford English,’ though. Not to mention Australians and Canadians.

And what about everywhere else that uses English (see this post on the globalization of English from March 2005)?

Big questions. Any answers?

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Neville Hobson is the author of the popular NevilleHobson.com blog which focuses on business communication and technology.

Neville is currentlly the VP of New Marketing at Crayon. Visit Neville Hobson’s blog: NevilleHobson.com.

The ex-Marimba founder, Kim Polese, spoke of open source as a wedge, one that will drive open economies worldwide.

“We are now entering Globalization 3.0, where individuals and small groups become empowered, causing disruptive behavior,” Ms. Polese said.

The first two globalization periods happened when the New World began yielding resources to the Old World after Columbus’s exploration; the other period began with the start of international trade, Ms. Polese said, citing author Thomas Friedman.

She detailed this behavior as economies moving to a bottom-up approach, instead of being driven from the top down by a few powerful industries. The behavior is being echoed in the software industry, where the dominance of a small handful of companies has been challenged by the open source movement.

Cracks in the foundation will be driven open by Linux and other open source solutions. “Everything is going open source and it is creating disruptions for dominant vendors,” Ms. Polese said.

David Utter is a staff writer for WebProNews covering technology and business. Email him here.

The article says “non-native English-speakers” worldwide now outnumber native ones 3 to 1. In Asia alone, Newsweek says, the number of English users has topped 350 million – roughly the combined populations of the United States, the UK and Canada. There are more Chinese children studying English – about 100 million – than there are Britons (that’s nearly twice as many).

What’s especially interesting about Newsweek’s article is that it analyses the different ways in which English as a means of communication is evolving, developing into literally separate languages, yet which are still understandable by those who speak any version of English.

Choice excerpt:

The new English-speakers aren’t just passively absorbing the language-they’re shaping it. New Englishes are mushrooming the globe over, ranging from “Englog,” the Tagalog-infused English spoken in the Philippines, to “Japlish,” the cryptic English poetry beloved of Japanese copywriters (“Your health and loveliness is our best wish,” reads a candy wrapper. “Give us a chance to realize it”), to “Hinglish,” the mix of Hindi and English that now crops up everywhere from fast-food ads to South Asian college campuses. “Hungry kya?” (“Are you hungry?”), queried a recent Indian ad for Domino’s pizza.

[...] Technology also plays a huge role in English’s global triumph. Eighty percent of the electronically stored information in the world is in English; 66 percent of the world’s scientists read in it, according to the British Council. “It’s very important to learn English because [computer] books are only in English,” says Umberto Duirte, an Uruguayan IT student learning English in London. New technologies are helping people pick up the language, too: Chinese and Japanese students can get English-usage tips on their mobile phones. English-language teachers point to the rise of Microsoft English, where computer users are drafting letters advised by the Windows spell check and pop-up style guides.

(Clarity point: I added all the links in the italicised text above; none are in the original Newsweek text.)

This lengthy article is well worth reading for a keen insight into how much the English language is still evolving and how much you have to lose by not recognizing this reality.

It’s also a great reminder to communicators – especially those who work in organizations doing business internationally – that when communicating in English, it’s becoming more likely, if not probable, that a significant and increasing proportion of your audience will speak a different English than you do. People who no longer can patronizingly be described as “non-native English speakers” – they are creating their own versions of English.

Newsweek | Not the Queen’s English

Neville Hobson is the author of the popular NevilleHobson.com blog which focuses on business communication and technology.

Neville is currentlly the VP of New Marketing at Crayon. Visit Neville Hobson’s blog: NevilleHobson.com.

This report, The Web Globalization Report Card, rated Google as the best site out of 121 Web sites studied.

Now, Byte Level Research has published the 2005 edition of The Web Globalization Report Card and, once again, Google has emerged on top. Expanded and improved, the report rates the Web sites of 200 companies across 16 industries. The top 10 global Web sites are as follows:

1 Google

2 HP

3 American Express

4 Philips

5 Skype

6 Ericsson

7 Procter & Gamble

8 Cisco Systems

9 IBM

10 E*TRADE

“With 97 different language interfaces, Google is arguably the most global commercial Web site ever built,” said John Yunker, chief analyst at Byte Level Research and author of the report. “But Google is not alone in having built a successful global Web site. From HP to Philips to Skype, we were impressed by the quality of the Web sites at the top of our rankings.”

Not all Web sites fared as well as Google. Many of the underachieving Web sites include some of the most visible brands in America and around the world, such as Disney, Monsanto, Nike and Wal-Mart. “Being a global company is no guarantee of having a successful global Web site,” said Yunker.

The Web Globalization Report Card analyzed each Web site according to the following criteria:

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There are a number of ways to ‘globalize’ a website and broaden a businesses general appeal to an international audience.

1.) Payment Options - vary from country to country, therefore offering flexible payment options are important. While PayPal might be a good option for consumer-oriented products, this service is not widely used by businesses and is only available to customers in specific countries. In order to attract global customers, businesses must provide a variety of payment options that customers, in different countries, are familiar and comfortable with.

2.) Currency Distinction - provides added convenience to a potential customer, and shows an understanding and respect for global audiences. A currency converter is a good option, especially for large companies who may be dealing with many countries. When listing prices clearly indicate the country currency, such as between US dollars and Canadian dollars. This distinction will prevent misconceptions and prevent customer dissatisfaction.

3.) Contact Information – should be given for a country code, along with the area code, when listing phone numbers. It should not be assumed that customers know the numbers to dial foreign calls. Since the standards of address formats can differ from country to country, ensure that the mailing address listed on the website is properly formatted. In this time of rapidly expanding use of numbers, if your area code changes, don’t forget to change the information on your website.

4.) Delivery Options – should make sense for all customers. Ensure that they have full knowledge of shipping information to avoid delay and error. If a shipping option is not available for a specific region be sure that is clearly stated on the website. Provide estimates as to when the product will arrive to various regions, so that customers have appropriate expectations about delivery time frames.

5.) Order Forms – when creating order forms use terminology that is universal; if possible, where relevant, refer to postal codes rather than zip codes. The terminology on the order form should support the fact that the company sells to an international audience.

6.) Payment Policy - clearly state payment policies on any order pages, if purchase orders or wire transfers are not accepted from specific countries be sure that the policy is clearly stated. Prepare an explanation as to why the policies are in place. Customers understand that foreign purchase orders are not legally binding and will not feel alienated if an explanation is offered and clearly stated.

7.) Spelling - can vary, so avoid using terminology on the website that would cause confusion or look like careless spelling mistakes. Be clear and concise as many customers may be viewing your website in their second language. A website that can be viewed in different languages is all the better for communicating with foreign customers.

Ultimately the goal is to make purchasing the product or service easy for a customer. A website that respects cultural differences, as well as the nuances of language and terminology, will go a long way in attracting an international audience.

Sharon Housley manages marketing for FeedForAll
http://www.feedforall.com software for creating, editing,
publishing RSS feeds and podcasts. In addition Sharon
manages marketing for FeedForDev http://www.feedfordev.com
an RSS component for developers.