The top 25 global websites from the 2017 Web Globalization Report Card

I’m excited to announce the publication of The 2017 Web Globalization Report Card. This is the most ambitious report I’ve written so far and it sheds light on a number of new and established best practices in website globalization.

Here are the top-scoring websites from the report:

For regular readers of this blog, you’ll notice that Google is yet again ranked number one. But Google isn’t resting on its laurels. While many software companies are happy to support 20 or 30 languages on their websites, Google continues to add languages across its many products. Consider Gmail, with support for 72 languages and YouTube, with 75 languages. And let’s not overlook Google Translate, now at 100+ languages.

Google could still stand to improve in global navigation, though I am seeing positive signs of harmonization across its many product silos. But I do maintain the recommendation that Google present a more traditional global gateway to visitors across its sites and apps.

Other highlights from the top 25 list include:

  • Consumer goods companies such as Pampers and Nestlé are a positive sign that non-tech companies are making positive strides in improving their website globalization skills.
  • IKEA returned to the list this year after making a welcome change to its global gateway strategy.
  • Nissan made the top 25 list for the first time. BMW slipped off the list.
  • As a group, the top 25 websites support an average of 54 languages (up from 52 last year); if we removed Wikipedia from the language counts the average would still be an impressive 44 languages.
  • GoDaddy, a new addition to the Report Card, wasted little time in making this list. Its global gateway is worth studying.
  • Luxury brands such as Gucci and Ralph Lauren continue to lag in web globalization — from poor support for languages to inadequate localization.
  • The average number of languages supported by all 150 global brands is now 31.

But as you can see here, the rate of language growth, on average, is slowing. That’s not necessarily a bad thing. Companies are telling me that they are investing more on depth and quality of localization — which is of huge importance.

The data underlying the Report Card is based on studying the leading global brands and world’s largest companies — 150 companies across more than 20 industry sectors. I began tracking many of the companies included in this report more than a decade ago and am happy to share insights into what works and what doesn’t. Time is often the greatest indicator of best practices.

I’ll have much more to share in the weeks and months ahead. If you have any questions about the report, please let me know.

Congratulations to the top 25 companies and the people within these companies that have long championed web globalization.

The 2017 Web Globalization Report Card

Click here to download a PDF brochure for the report.

The top 25 global websites from the 2014 Web Globalization Report Card

More than ten years ago I set out to create a report that benchmarked global websites.

I looked at languages supported. I studied the localized websites. I interviewed the executives who managed these sites and learned what was working and what wasn’t working.

And the end result of that work become The Web Globalization Report Card.

There was nothing else around like it. Most companies at the time supported fewer than 5 languages so many executives didn’t even see the need for such a report.

But times have changed. And here I am announcing the leading websites from the 10th edition of the Report Card:

web globalization top 25 websites

Google is no stranger to the top spot. Given the company’s focus on supporting so many languages across so many products, the company didn’t really face much competition this year.

Granted, I still think Google needs to improve its global navigation. I know the company has been working on “harmonizing” its navigation across products, but the “global gateway” remains elusive. And that’s still a work in progress.

But even with this downside, Google remains the leader.

Hotels.com and Facebook more or less held their own over the past year. But there were more interesting developments further down the list.

For example, Starbucks continues to improve its global website, adding languages and modifying its global template. And it remains a leader in local-language social engagement. Its global gateway still needs work though.

NIVEA did much better this year due in large part to its investment in image localization. Check out NIVEA’s many local websites and you’ll see what I mean.

It’s very interesting to see four travel services companies in this list: Hotels.com, Booking.com, TripAdvisor, and Kayak. These companies continue to prove that the travel services sector is among the most competitive when it comes to web and mobile globalization.

It’s also worth highlighting companies like Cisco, Philips, IKEA, and Microsoft — all of which have become regulars in the top 25 list, and for good reason.

Did you know the average number of languages supported by these 25 websites is 50? Even if we were to remove Wikipedia, which is a true language outlier (in a good way), the average would still be above 45 languages.

These companies also generally do a very good job with global gateways, support for country codes — as well as backend technologies like geolocation and language negotiation. In other words, they invest in making local content easy to find for users around the world.

They all do an excellent job of supporting consistent global design templates. This is one of the most important web globalization best practices — one that has clearly stood the test of time.

These companies invest more heavily than most companies in localization — which isn’t just about translation. There is support for local-language social platforms, localized ecommerce, customer support, and culture-specific content and promotions.

Congrats to the top 25 companies and the people within them that have long championed web and mobile globalization!

Learn more about the Report Card.

When localizing social content for China, think beyond Facebook and Twitter

So your company is successful on Facebook. And Twitter.

And now you want to expand your social reach into China.

Well, you can pretty much forget Facebook and Twitter, because these services are blocked.

Instead, you’ll need to focus on networks like RenRen, Sina Weibo, and QQ.

If you find this a tad bit intimidating, you’re not alone.

Which is why I was intrigued to come across a company that offers a simple but compelling service for companies wishing to expand their social footprints into China.

I’ll let the visual they provide sum up their service:

KAWO social

The company is KAWO and founder Andrew Collins recently answered a few of my questions…

Q: What social networks do you localize social feeds for in China?

KAWO allows brands to translate and localize their existing social media content from their Facebook and Twitter accounts to their Chinese social media counterparts, RenRen, WeChat, and Sina Weibo, giving brands digital access to over 500 million people where these key Western social media platforms are blocked.

Q: Roughly how long does it take for your localizers to translate a newly created social update in English across to the local feeds?

Although posts can be posted as quickly as 10 minutes, we give brands a 30 minute allowance to manage their posts in case they want to change something. Brands can also directly post on the KAWO dashboard to expedite the process. KAWO has several layers of protection to ensure that all content is in line with the local environment, but this allowance lets brands to have more control over their content.

Q: I’m assuming you work from English to Chinese, but do you also support other source languages?

Currently, we only support English to Chinese (simplified), but we have plans to roll out French, Spanish and German by 2014.

Q: Are all your clients organizations and companies without a local marketing team?

Some do, but almost all of our clients do not have a local on-the-ground team in China.

Q: And if not, why would a company with a local team work with you?

Aside from offering a range of packages that allow brands of all sizes and budgets dip their toes into the China market, we offer an unrivaled level of transparency, control, and protection. KAWO’s dashboard lets brands monitor activity on their accounts as everything is tracked, as well as control content- brands can directly post or take down content. KAWO’s dashboard also streamlines the process by having a central location where content from Facebook and Twitter posts are aggregated and broadcasted on multiple Chinese networks at the same time. KAWO’s multi-layered protection, consisting of both our proprietary technology and human moderation, ensures that potentially harmful words, phrases, and pictures won’t go unnoticed.

Q: I realize your service is quite new but are there any success stories or positive anecdotes you can share?

Table tennis is the largest spectator sport in China, but the International Table Tennis Federation (ITTF) had almost no presence on Chinese social media. Their Facebook page had great content, but as that is banned in China, it is obviously more difficult for Chinese fans to connect to them. We pulled that content in, translated, localized, and published it, and now ITTF has over 15,000 fans in just two months. Additionally, the Sina Weibo and TenCent accounts for Liverpool FC are already at over 1.5 million fans. In such a short amount of time, companies are definitely getting more bang for their buck.

Q: How much does your service cost?

We offer a range of packages, starting from $199 going to $2995, depending on a company’s needs. Our ‘Lite’ package is perfect for small businesses looking to just dip their toes into the China market and get a feel for the environment. Our most recommended package, ‘Pro,’ is a little more comprehensive: with a ‘Pro’ account, brands, universities, destinations, and personalities can sync their Facebook and Twitter accounts to China’s three top social networks (Sina Weibo, Tencent Weibo, and RenRen) and get detailed demographic and competitor analysis. Finally, our ‘Enterprise’ package is the most extensive package. Clients with an ‘Enterprise’ package, ideal for clubs, teams, and large brands, not only have everything detailed in the ‘Pro’ account, but also full marketing support from our team- a dedicated account manager to help with campaigns, contests, and more.

Q: Do your localizers interact with locals in addition to just translating content? And how is this managed so the brand is well served? Also, what if there are customer service questions that need to be handled by corporate?

Our moderators are all local recruits, who are then trained to Internet and social media best practices. Since they know the local environment as well as international best practices for brands, they can gauge what posts are appropriate for China. Additionally, our team, comprised of both local and foreign employees, works closely together to make sure our customers’ needs are met. Our different packages offers varying levels of service as well- our enterprise account, for example, offers a higher level of customer interaction than our light package.

Q: If companies were to pick just one social network to embrace in China, what would you recommend and why?

The digital landscape is very dynamic in China, but Sina Weibo has consistently demonstrated its dominance for the past 2 years, and with its new partnership with e-commerce giant, Alibaba, there are going to be a lot more commercial opportunities for companies.

Q: Finally, can you tell us the significance of your name?

Kicking Asia Wide Open!

www.kawo.com