Building Pinterest’s Localization Program from the Ground Up


2020-09-17 04:50 RWS Moravia Insights


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It’s one thing to join a localization team and pick up the reigns of a smoothly running operation, but it’s another thing to build a program entirely from scratch for one of the top social media platforms in the world. That’s exactly what Francesca Di Marco did when she joined Pinterest. Today, Pinterest has over 400 million users in more than 200 locations. We caught up with Francesca on the latest episode of Globally Speaking Radio in which she shares with us her thought process on developing a strong team around her and her views on going global. This is a summary of our conversation. Localization versus content development Globalization requires internationally suitable content, which can mean employing different approaches at different times. Some content can simply be localized, whereas other content may need to be created locally. For Francesca, the skill in deciding the best approach stems from the company’s strategy for taking content global. “We use localization as a strategy within our international growth marketing toolkit, which means that we do not lean on localization as our primary method of marketing in other languages,” she says, explaining how Pinterest always keeps their eye on their overall strategy. At Pinterest, Francesca is always balancing the needs of the business as a whole with that of the local marketing teams. Her position often calls for her to apply diplomatic solutions as her team creates content to keep macro and micro areas of the business satisfied. She says, “we are using localization and globalization and content creation in order to recreate content that is suitable for our international marketing teams.” Adapting content to build trust Localizing content appropriately is key to building trust with customers. Francesca cites their focus on transcreation, as opposed to simple translation, as an important factor in their success. “Our responsibility is to make sure we are allowing adaptation, and not only of obvious differences like language and format, but also we are adapting content in a way that we’re truly building trust with our international users.” This trust is integral to Pinterest’s success. And success for a global corporation is based on the huge challenge of making individual customers from different cultures feel like the business understands them. Balancing local and global needs Francesca sees her team as the glue between the local marketing teams and the company’s headquarters. The localization team has to represent both sides. On one hand, the local brand teams argue that the habits of consumers in their regions are distinct and have to be individually addressed, while on the other hand, the head office worries about scale and efficiency. Francesca points out they take “the position that achieving scale justifies losing some local customers in return for building efficiencies”. Those efficiencies are strong building blocks to being able to move into any territory quickly and effectively. For example, consistency of high-level brand content and the creation of assets that can be adapted easily in a layered approach give them the best chance of achieving both scalability and local relevance. Sentiment analysis and its place in strategy Sentiment analysis, as Francesca puts it, is “the interpretation and the classification of emotions within text data that our users are sharing on social media. It helps us understand the nature of the sentiment that our users are sharing with us. What are their feelings and emotions—are users angry, happy? Are they sad? And what are their intentions?” Her team provides sentiment analysis data to product and marketing teams as actionable feedback. This insight into public opinion also provides the brand team with an overview of how the brand is being perceived, which allows them to track performance over time, spot trends and adjust their approach accordingly. She concludes that “this is an incredibly powerful tool for my team to advocate for any change or any request with the rest of the company.” Measuring results and getting the right feedback Results and feedback for Francesca and her team come from three sources: marketing teams, sales teams and customers. Each has their own criteria for measuring success; balancing this feedback to get the right data is what helps Pinterest develop content for future campaigns. Marketing feedback comes from their local marketing managers who “are our eyes and ears on international growth…they will let us know how the assets we produced actually did in their market.” Pinterest’s sales teams provide feedback on how their assets are performing in “a very bold, open and honest way.” Francesca finds this transparency valuable because it helps her team assess what is working in different markets and how future brand content can be adapted for localization in different territories. Customer feedback, which they gather through surveys, moves beyond language and provides insights into how the narrative, or story, of a campaign is performing. By analyzing this, they can see where they may need to adjust the localization process. “If the global narrative is working fine, but the local narrative isn’t, it means probably our copywriter is not doing a good job or our brief was not sufficiently explanatory. So, we have to think of an action plan and intervene.”   Growing businesses can learn a lot from how a digital giant like Pinterest navigates their way into different markets. Tune in to Globally Speaking's 103rd episode to hear the entire discussion with Francesca Di Marco and subscribe to be notified of future episodes.
加入本地化团队并掌握运作平稳的运营是一回事,而完全从零开始为全球一个顶级社交媒体平台构建程序是另一回事。这正是Francesca Di Marco加入Pinterest时所做的。 如今,Pinterest在200多个地方拥有超过4亿用户。在最新一期的全球广播节目中,我们采访到了Francesca,在节目中,Francesca与我们分享了她围绕她建立一支强大团队的思想过程以及对走向全球化的看法。 这是我们谈话的总结。 本地化与内容开发 全球化需要适合国际的内容,这可能意味着在不同的时间采用不同的方法。某些内容可以简单地本地化,而其他内容可能需要在本地创建。对Francesca来说,决定最佳方式的技巧源于公司将内容全球化的战略。她解释说,“我们将本地化作为国际增长营销工具包中的一项战略,这意味着我们不依赖于本地化作为我们使用其他语言进行营销的主要方式,” Pinterest如何始终关注他们的整体战略。 在Pinterest,Francesca始终在整体业务需求与本地营销团队的需求之间寻求平衡。 其自身的职位通常决定了她在团队创建内容以保持业务的宏观和微观领域满意时应用外交解决方案。她说:“我们正在使用本地化、全球化和内容创造,以重新创造适合我们国际营销团队的内容。” 调整内容以建立信任 适当地进行本地化内容是与客户建立信任的关键。 Francesca指出,与简单翻译相反,他们专注于转译是成功的重要因素。“我们的责任是确保我们允许改编,不仅要适应语言和格式等明显差异,而且还要以切实建立对国际用户信任的方式来改编内容。” 这种信任是Pinterest成功的基础。一家跨国公司的成功基于巨大的挑战,那就是要使来自不同文化背景的个人客户感到企业了解他们。 平衡当地和全球需求 Francesca将她的团队视为当地营销团队与公司总部之间的纽带。 本地化团队必须代表双方。一方面,本地品牌团队认为,他们所在地区的消费者习惯各不相同,必须分别解决;另一方面,总部又担心规模和效率问题。Francesca指出,他们采取的立场是,“为了提高效率和实现规模,那么失去一些本地客户是理所应当的。” 这些效率是能够快速有效地进入任何地区的强大基础。例如,高级别品牌内容的一致性和创建的资产可以很容易地在分层方法中进行调整,为团队提供了实现可扩展性和本地相关性的最佳机会。 情绪分析及其在战略中的位置 正如Francesca所说,情绪分析是“用户在社交媒体上分享的文本数据中情绪的解释和分类。 有助于我们了解用户与我们分享的情绪本质。他们的感受和情绪是什么--用户是生气还是高兴?他们感到悲伤吗?他们的意图是什么?” Francesca的团队将情绪分析数据作为可操作的反馈提供给产品和营销团队。这种对公众舆论的洞察力还为品牌团队提供了品牌认知度的概述,从而使他们能够随着时间的推移跟踪绩效、了解趋势并相应地调整其方法。她总结道:“对于我的团队来说,这是一个非常强大的工具,可以提倡公司其他部门进行任何改变或提出任何要求。” 测量结果并获得正确反馈 Francesca及其团队的结果和反馈来自三个来源:营销团队、销售团队和客户。每个人都有衡量成功的标准;平衡这些反馈以获得正确的数据,这有助于Pinterest为将来的活动开发内容。 营销反馈来自本地的营销经理,他们“是我们对国际增长的关注……他们将让我们知道我们生产的资产在他们的市场中的实际表现。” Pinterest的销售团队以“非常大胆、开放和诚实的方式”就其资产的表现提供反馈。Francesca认为这种透明度很有价值,因为这有助于她的团队评估在不同市场中运作的情况以及未来的品牌内容如何适应不同地区的本地化。 他们通过调查收集的客户反馈超出了语言范围,并提供了对活动的叙事或故事效果的深刻见解。通过分析这一点,他们可以看到在哪些地方需要调整本地化过程。“如果全球宣传效果良好,而本地宣传效果不佳,那就意味着我们的广告文案做得不够好,或者我们的简介没有足够的解释力。”因此,我们必须想出一个行动计划并进行干预,“ 成长中的企业可以从Pinterest这样的数字巨头就如何打入不同的市场学到很多东西。请收看《环球新闻》第103集,收听与Francesca Di Marco的整个讨论,并订阅我们的频道,了解关于下一集内容。