The Worldly Marketer Podcast

Ulrich Henes has been fascinated by language, cultural differences, and global business since his youth. Originally from Germany, he devoted the first decade of his career to organizing global social-justice campaigns and promoting international human rights issues.

In the course of his later career, Ulrich discovered that there was almost nowhere to go to learn about localization and how companies could compete more effectively in international markets.

Now based in the United States, he has spent the past 25 years channeling his passion for all things global into promoting awareness and respect for differences among people, countries and languages in the international business community.

In 1996, Ulrich founded The Localization Institute, which has since become a leader in educational advancement in the field of localization. The Institute offers certification programs, as well as corporate training and consulting.

The Institute also organizes industry conferences such as LocWorld, the world's premier localization conference and exhibition series held in North America, Europe, and Asia; and the Brand2Global conferences, which are for global marketing professionals.

Currently, Ulrich is busy preparing for LocWorld33, which will be taking place in Shenzhen, China, at the end of February.

Links:

• The Localization Institute website
• The Localization Institute on LinkedIn
• The Localization Institute on Facebook
• The Localization Institute on Twitter
• Brand2Global website
• Brand2Global on YouTube
• Brand2Global on Twitter
• LocWorld website
• LocWorld on LinkedIn
• LocWorld on Facebook
• LocWorld on Twitter
• Ulrich on LinkedIn

Simon Kemp is an international marketing strategist who has been featured on The Worldly Marketer Podcast before (cf. episode TWM 022). Originally from Scotland but based in Singapore since 2007, he has worked with many of the world's most admired companies.

Recently, Simon has taken on the role of Global Consultant at We Are Social, a global marketing agency with 11 offices around the world and headquarters in London, U.K. He is also the founder of his own marketing consultancy, Kepios.

Every year, Simon publishes a Digital Global Overview report, as well as a Digital Yearbook, which are in-depth studies of the latest Internet, social media, and mobile usage statistics around the world. Publicly available via SlideShare, these studies have become invaluable for anyone involved in international business or marketing.

Simon has just published his 2017 report – in partnership with We Are Social and Hootsuite – and it's his most comprehensive study to date. On today's episode of TWMPodcast, he shares some of his most interesting findings and main takeaways from this latest study.

Links:

• Digital In 2017: Global Overview
• 2017 Digital Yearbook: Digital Data For Every Country In The World
• We Are Social Singapore on SlideShare
• GlobalWebIndex
• GSMA Intelligence
• Statista
• Akamai
• Google Consumer Barometer
• Simon on LinkedIn
• Simon on Twitter

I launched The Worldly Marketer Podcast in May 2016. By the time this episode goes live, I'll have been podcasting for just under nine months, and I'll have published 48 episodes, including my introductory episode (TWM 000).

When I first started podcasting, I had no pre-existing audience to speak of. Yes, I had been blogging for a couple of years, but only intermittently. And I had just recently pivoted my business to focus more on international marketing strategy.

From the beginning, my goal for the podcast was to build an audience of potential clients for Verbaccino. My target listeners: North-American business owners and marketers who want to grow a more international customer base.

So for the past nine months, I've been interviewing a different expert every week. From each new guest, I've gained important insights about what it takes to build a global business. And I've enjoyed sharing those insights with my growing audience. On top of that, I've also made some wonderful and lasting connections in the international business, marketing and localization communities – a huge benefit that I hadn't even thought of before I launched the podcast.

What I truly hadn't expected, though, is that the podcast itself would go global.

At the time of writing this, The Worldly Marketer Podcast has been downloaded in almost 70 different countries. Here they are, in order of the total number of downloads:

United States Canada China United Kingdom Netherlands Ireland Australia Brazil Russian Federation Egypt Spain France Germany Sweden Italy Austria Switzerland Japan Latvia Finland United Arab Emirates India Czech Republic Norway Thailand Malaysia Croatia Argentina Denmark Poland South Korea Slovakia Nigeria Philippines New Zealand Estonia Singapore Colombia Ecuador Hong Kong Hungary Indonesia Kuwait Uruguay Belgium Chile Mexico Pakistan Portugal Ukraine Vietnam Greece Israel Laos Sri Lanka Luxembourg Romania Taiwan Bhutan Cameroon Cyprus Dominican Republic Morocco Peru Qatar Serbia Trinidad and Tobago Yemen South Africa

Looking at the 'Geographic Stats' chart (above), nearly half of all TWMPodcast downloads so far have come from listeners based in the U.S.A. and Canada. The other 50%+, however, have come from listeners all around the world, from every continent except Antarctica.

I never imagined, when I launched this podcast, that my audience would turn out to be so geographically diverse. It's amazing and humbling.

So I'd like to take this opportunity to say thank you to all my wonderful listeners out there, wherever you are:

Thank you! 谢谢! Mòran taing! Diolch! Dank je! Go raibh maith agat! Obrigada! Спасибо! !شكرا ¡Gracias! Gràcies! Merci! Danke! Tack! Grazie! ありがとう！Paldies! Kiitos! धन्यवाद! !آپ کا شکریہ நன்றி! આભાર! ধন্যবাদ! ಧನ್ಯವಾದ! धन्यवाद! ਤੁਹਾਡਾ ਧੰਨਵਾਦ! !مهرباني ధన్యవాదాలు! Děkuji! Takk! ขอบคุณ! Terima kasih! Hvala! Tak! Dzięki! 감사! Vďaka! Na gode! Daalụ! E dupe! Salamat! Mauruuru koe! Aitäh! 謝謝! Köszönöm! Terima kasih! Дякую! Cảm ơn bạn! Ευχαριστώ! !תודה! אדאנק ຂອບໃຈ! ඔබට ස්තුතියි! Mulțumesc! Хвала вам! Dankie! Asante! Enkosi! Ngiyabonga!

You are my community of Worldly Marketers, and I appreciate each and every one of you. I hope that you've enjoyed listening to The Worldly Marketer Podcast as much as I've enjoyed producing it, and that you will continue to tune in. I'd love to hear from you, so please don't hesitate to send me your comments or suggestions.

Let's keep on learning and growing together!

Calvin Scharffs is a dedicated executive with over 20 years of experience managing products, sales, marketing, operations, and personnel. His experience ranges from working with small startups all the way to Fortune 500 companies.

Currently, he is the Vice President of Marketing at Lingotek, a cloud-based translation services provider that offers translation management software and professional linguistic services.

Before joining Lingotek in 2010, Calvin was the VP of Product Management at Sendside Networks, a Utah-based technology company. And before that, he was VP Group Director of Operations for the McCann Workgroup, which is the world's largest advertising agency network.

Calvin has also been a successful entrepreneur: back in the 1990s, he was the founder CEO of a Internet Service Provider startup called Digital Planet, which was acquired by the Citadel Broadcasting Corporation two years into the business.

Calvin is a regular contributor to industry blogs and a frequent speaker at industry conferences. I first met him at the LocWorld Conference in Montreal, in October 2016, where he was a panelist discussing the role of localization in social media marketing.

Links:

• Lingotek website
• Lingotek on LinkedIn
• Lingotek on Facebook
• Lingotek on YouTube
• Lingotek on Twitter
• Calvin on LinkedIn
• Calvin on Twitter​

Pamela Hyatt is a born storyteller, who uses her expertise in copywriting, journalism and social media to help connect the international trade community.

Based in Ottawa, Canada, she is currently a Content Marketing Specialist at the Forum for International Trade Training (FITT).

Established in 1992, FITT is a non-profit organization that provides training, resources and professional certifications in international trade to prepare businesses and individuals to compete successfully in today's world markets.

FITT's business training solutions have become the standard of excellent for international trade professionals in Canada and around the globe.

In her role, Pamela develops, edits and publishes original content for the FITT blog, Trade Ready, with the mission of informing, inspiring and connecting trade professionals around the world.

Links:

• FITT website
• Trade Ready blog
• FITT on LinkedIn
• FITT on Facebook
• FITT on Twitter
• Pamela's articles on the Trade Ready blog
• Pamela on LinkedIn
• Pamela on Twitter

Fabiano Cid is a Brazil-based executive with over 20 years of experience in the localization industry.

He is the Founder and Managing Director of Ccaps Translation & Localization, a company that supports the language needs of global brands in Latin America.

Besides his role at Ccaps, Fabiano is an Ambassador for GALA, the Globalization and Localization Association, which is the world's leading trade association for the language industry. In his role, he is currently leading the Gender Equality in the Language Services Industry project.

Fabiano has also served as GALA's Chairman of the Board and as a member of the Advisory Board for the GALA Think! series.

Last but not least, Fabiano is the co-creator of Think Latin America, an event series designed to educate investors about Latin America as a business region.

Links:

• Ccaps Translation & Localization website
• Ccaps on LinkedIn
• Ccaps on Facebook
• Ccaps on Twitter
• GALA website
• GALA blog
• GALA on LinkedIn
• GALA on Facebook
• GALA on YouTube
• GALA on Twitter
• Think Latin America on LinkedIn
• Think Latin America on Facebook
• ​Fabiano on LinkedIn
• ​Fabiano on Twitter​

Michele Smith is a leading executive with many years of experience, first in the travel and hospitality industry, and now in the localization industry. In 2016, she took on the role of Senior Vice President of New Business Development Worldwide at Vistatec, a localization services company based in Dublin, Ireland.

Michele has held a number of senior positions with companies such as United Airlines, Royal Caribbean International and Expedia. Before joining the Vistatec team in 2015, she spent several years at Lionbridge, the world's largest language services provider.

In her new role at Vistatec, Michele's focus is on business growth and innovation, as she helps the company further develop its global clients. One of her ongoing projects is to help to organize and facilitate a new Think Global Forum series of industry events.

Currently, Michele divides her time between the company's headquarters in Ireland and its offices in Mountain View, California, and Washington, D.C.

Links:

• Vistatec wesbite
• Vistatec on LinkedIn
• Vistatec on Facebook
• Vistatec on Twitter
• Think Global Forum website
• Think Global Forum on Twitter
• Michele on LinkedIn
• Michele on Twitter​​

Mike Colombo is a seasoned global marketing leader and strategist with 25 years of experience. He has travelled the world to successfully launch software and services into global markets for enterprise organizations.

Mike has been passionate about global marketing from the earliest age. Even as a kid growing up in Alberta, Canada, he was fascinated with the way global companies combined compelling messaging and great imagery to build their brands.

Today, Mike is the Chief Marketing Officer at Cloudwords Inc., a software provider based in San Francisco that helps global brands deliver more localized content, in more languages, to more customers around the world, in a more speedy way.

Mike is a strong believer in the digital transformation of global marketing by automating workflows, connecting marketing stakeholders, and scaling communications to more deeply engage more customers more efficiently.

Links:

• Cloudwords website
• ​Cloudwords on LinkedIn
• Cloudwords on Facebook
• Cloudwords on Twitter
• Mike on LinkedIn
• ​Mike on Twitter

Neal Schaffer is an internationally-recognized leader in helping businesses generate a greater ROI from social media. As a global keynote speaker, he has educated and inspired audiences on four different continents.

As a result of spending many years studying and working in Asia, Neal speaks fluent Japanese as well as Mandarin Chinese. Now based in Irvine, California, he divides most of his time between the U.S. and Japan.

Neal is the author of several books, including a definitive book on social media strategy: Maximize Your Social: A One-Stop Guide to Building a Social Media Strategy for Marketing and Business Success.

Besides his own social media strategy consultancy called Maximize Your Social, Neal is the founder of Maximize Social Business, an online social-media-for-business resource. He is also the co-founder of the Social Tools Summit, a leading corporate social media conference.

Neal teaches social media to executives at Rutgers University Business School in New Jersey and at the Irish Management Institute in Dublin.

In addition to his teaching, speaking, coaching, and consulting work, Neal recently launched a social media management agency called PDCA Social, which is based on implementing the social media best practices that he teaches his clients.

Links:

• Maximize Your Social website
• Maximize Social Business website
• Social Tools Summit website
• PDCA Social website
• Neal's books on Amazon
• Neal on LinkedIn​
• Neal on Facebook
• Neal on Twitter​

Kathrin Bussmann is the product of German parents who emigrated to Quebec, the French-speaking part of Canada.

She is the Founder of Verbaccino, a Toronto-based international marketing consultancy that helps businesses leverage today's global, social, multilingual marketplace.

Kathrin is also the creator and regular host of The Worldly Marketer Podcast, the weekly audio show that explores how even small brands can go global in the Digital Age.

Kathrin is a founding member of the Canadian Association of Marketing Professionals (CAMP).

Links:

• Article: "Marketing in Canada: Officially Bilingual, Proudly Multicultural"
• Article: "Canadian Potential: Québec and Beyond"
• OECD's Better Life Index statistics for Canada
• ​Canada's ranking on the UNDP's Human Development Index
• ​The Reputation Institute's Country RepTrak reports
• Wikipedia entry on Canada's Official Languages Act of 1969
• Canadian Competition Bureau info on Consumer Packaging and Labelling
• ​Statistics Canada homepage
• ​Wikipedia entry on Canadian English
• ​Quebec's Charter of the French Language
• ​PDF document: The ABCs of Québec's Language Policy
• ​Information on Language Laws and Doing Business in Quebec
• Podcast #025: National Pride, Creativity and the French Language of Quebec
• SlideShare: Digital in 2016 statistics for Canada (compiled by We Are Social)
• ​Digital usage data for Canada compiled by Internet World Statistics
• ​Article: Internet Users in Canada Love and Fear Social Media (eMarketer)
• ​Report: The Mobile Economy of North America 2016 by GSMA Intelligence
• Website of the Canadian Association of Marketing Professionals (CAMP)
• Kathrin on LinkedIn
• Kathrin on Twitter