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Short Attention Span? Or Just American?

February 28, 2011 at 6:00 am PST

Sony’s US-specific informational video for its NEX camera runs 2:59. It’s set solely to music.  Sony’s video for the Japanese market runs 6:58 and has technical narration throughout.  That’s just the beginning of the differences.

Sayaka Katamura and Haruna Kawamoto did a nice informal analysis of the differences that Sony perceives when selling to the US and Japanese markets in a recent post on Ishmael’s Corner.  The takeaway? The importance of localizing storytelling.

Reading this article was particularly timely as my co-workers and I are planning an inclusion & diversity event for our Asia Pacific theatre.  We held a combination in-person and Telepresence video event in January that was well attended by our North American and European geographies.  Of course, that means that it was in the middle of the night for our APAC colleagues.  Ah, the joys of a global business. Read More »

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Localize Your Fan Page

December 6, 2010 at 3:38 am PST

Recently I shared a case study on virtual events via Facebook, and in this article I briefly touched on the concept of posting in various languages. The interactions we saw spiked when we posted in various languages, but there were also issues with English readers complaining about the messages they didn’t understand. We decided to run a few tests.

First of all, on Fan Pages, you have an option to target posts. Click on the lock icon, and select customize (I know, lock icon = customize??)

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