Today I was invited by The Community Roundtable (TheCR) to discuss with other members how we thought about Chinese members to launch the ARM Connected Community in October 2013.

I had been invited to present with Premier Farnell‘s Christy Zurcher from the excellent Element14 community at Jive World in October 2014. This was very interesting to see our totally different yet both successful approaches. Depending on which language or culture you are considering, you have to adapt the solution.

For TheCR members, I tweaked my presentation to make it less linked to the platform we run, and more about the ideas, the principles. Even if I didn’t add everything, I created a slide deck with more text compared to the one I use when presenting to be a bit more self-sufficient. In this post, I summarise and give the presentation.

Presentation Content

ARM Connected Community – Case Study Summary

I start by explaining what the community goal were, and the type of community we needed to launch.

How did we Approach Content?

You need content if you want your members to engage. But content is often only created in one language, whether in English, French or Chinese.

We had a dream, having automatic machine translation and have members read and write in their own language, whatever it was. This has stayed a dream for now and I explain how we handle translations and why.

Privacy, Abuse, Moderation…

Requirements depend not only on the country you are in, but also on the audience you want to attract and engage with. That’s why you have to consider not only what is best for you, but what your members need and what the local laws are. You should also make your design future-proof as much as possible.

Using the Right Media – Social Media Services

Once you have content on your community, you want readers to be able to get it known. You may also wish to be able to embed content from different social networks in your community content. The type of community you have, so the type of members and content you have, will tell you which services you may use… but not all services are available in all countries.

Using the Right Language – UI Localization

We have looked at content in your community and inbound/outbound sharing. We also needed to make sure the platform was understandable in all languages. You could also design a different theme (colour/layout) for different cultures but, if you don’t want to confuse members, you need also to keep some consistency.

Use Your Local Network & Results

For me, the most important aspect is the local knowledge. You may speak the language, but if you don’t know the customs, I don’t believe you can be successful or even define what success may look like! If you know that some culture will consume much more than create, then you know you have to create much more yourself… and you can set proper goals.

Top 5 Things to Do on Monday at the Office

I finish with 5 recommendations:

  1. Design for your audience first: What do they need? What is relevant? What’s in it for them?
  2. Leverage your network: Customers, Partners, Developers…
  3. Think about different incentives: What would they like to have/get?
  4. Leverage platform vendor, and its ecosystem
  5. Try or at least ask those who did it!

Download the Presentation

Going Global Launching Engaging Multi Lingual Communities

Going Global Launching Engaging Multi Lingual Communities

Going Global – Launching and Engaging Multi-Lingual Communities