Social Aggregation Case Study: KPMG@Davos

In my last post I noted how Cisco has created the social aggregation page: Social@Cisco. This page is simply a global template that allows Cisco to plug in different local feeds for different markets.

I should also note that KPGM has created an event-specific page specifically for the World Economic Forum: KPMG@Davos.

The page blends together feeds and languages and it allows you to drill down by theme or keyword. What I most like is the real-time aggregation of all feeds.

Social aggregation is a hot topic across many of the companies I’ve spoken with lately and for good reason. By unlocking the content within these feeds and presenting them to users — ideally grouped by language and/or country — you create a much more engaging (and local) experience.

 

Best professional services web site of 2011: Deloitte.com

We included nine professional services websites in the 2011 Web Globalization Report Card.

The Web Globalization Report Card is an annual benchmark of how effectively companies internationalize and localize their websites and applications for the world.

Out of those nine companies, Deloitte Touche Tohmatsu emerged on top. Deloitte was the best professional services firm last year as well and, though its lead has narrowed over the past year, it still emerged on top.

Deloitte’s support for 34 languages is impressive — equaled only by KPMG and PricewaterhouseCoopers.

Deloitte is a decentralized company, which benefits local content creation. The days of exclusively creating content centrally and then localizing it for the world are coming to an end; Deloitte is already well positioned in this regard.

I also want to highlight KPMG, which was the big gainer in this category overall. It has done an above-average job of supporting local-market Twitter feeds, such as @KPMG_DE and @KPMG_Talento, In 2010, KPMG ranked 111th overall; this year, it ranks 45th. Deloitte comes in at 20th overall (out of 250 sites). Perhaps next year we’ll see a closer race between these two web sites.

Here are the nine professional services web sites included in the 2011 Web Globalization Report Card:

  • Bearing Point
  • Capgemini
  • Deloitte Touche Tohmatsu
  • Ernst & Young
  • Jones Day
  • KPMG
  • Manpower
  • McKinsey & Co
  • PricewaterhouseCoopers

How did the law firms do overall? Not well, I’m afraid. Law firms may be increasingly global, but their web sites have a long ways to go yet.

Deloitte.com: The best global professional services website

We included nine professional services websites in the 2010 Web Globalization Report Card.

The Web Globalization Report Card is an annual benchmark of how effectively companies internationalize and localize their websites and applications for the world.

Out of those nine companies, Deloitte Touche Tohmatsu emerged on top. The site was also ranked 20th overall, which places it in very good company.

Here are a few reasons why Deloitte did so well.

For starters, Deloitte supports an impressive 34 languages, in addition to English.

PricewaterhouseCoopers actually came out ahead with support for 35 languages, but because it lagged Deloitte in global consistency it finished in second place in the category.

As shown below, Deloitte makes use a global template that is consistent across its many local websites, ranging from Deloitte.com…

Deloitte.com

To Deloitte Germany:

Deloitte Germany

From global branding to operational efficiency, I can’t overstate the many benefits of global consistency. And keep in mind that global consistency need not inhibit local flexibility. Global templates should in fact be flexible enough for all regional and local offices to effectively address their markets. Global consistency effectively frees up the local offices to focus on local content. And Deloitte does this quite nicely.

Deloitte could still improve its global gateway. Although the gateway is generally well positioned in the header, Deloitte uses a very long pull-down menu that is not well localized. I would recommend changes along the lines of what I wrote about eBay last week.

Deloitte Global Gateway

To Deloitte’s credit, however, the website does use geolocation to automatically direct users to local web sites.

Finally, Deloitte was the first company in this category to support multilingual RSS feeds. It has since begun supporting local-language Twitter pages.

For example, here is a screen grab of the Deloitte Spain Twitter page:

Deloitte Spain Twitter

Deloitte provides Spanish-language content for 221 followers, which may not be a massive number, but it’s a start. The key here is that Deloitte’s local offices are doing much more than simply focusing on their own websites to engage users. Localization these days is about so much more than translation, and Deloitte well understands this.

Here are the nine professional services websites included in the 2010 Web Globalization Report Card:

  • Bearing Point
  • Capgemini
  • Deloitte Touche Tohmatsu
  • Ernst & Young
  • Jones Day
  • KPMG
  • Manpower
  • McKinsey & Co
  • PricewaterhouseCoopers