Turning market insights into metrics

Rachel Carruthers 00:06 Thanks so much. So hey, everyone, it's so nice to be here, I look from home with you all. And thanks so much Kate and the team SmartCAT for having me. My name is Rachel. Today, I'll be walking you through how we at Canberra have leveraged market research and insights to inform our localization strategy, and what in particular, has been really useful for us to drive growth across our user base. My hope is that along the way, you guys will find some of these insights and practices useful in your own way. And they can help you shape your own go to market strategy. So let's get stuck into it. So just a quick overview of our agenda together, I'll just quickly be walking you through an intro to global services and Canada and Canada large who we are and what we do, then we'll start off with a really quick little icebreaker, just to get everyone thinking about localization and ready for the day ahead. Then, we'll take a look at what we call the journey to a truly local experience as we see it at Canva. And then also like to walk us through essentially what trends creation looks like at Canva. And what it's meant and how it's already played a significant role and how we look at applying our market insights that we do have in our localization program, then going through some specific market insights and how they've driven some of our product localization and growth goals. And then just wrap up with some quick kind of, you know, next steps and questions to ask ourselves, and yeah, hopefully, I won't ramble on too much. And we'll leave some time at the end for q&a. So who am I also like I said, my name is Rachel, I live in Sydney, Australia, although I'm originally from the Bay Area in California. Some fun facts about me that I love art, which is almost as much as I enjoyed dumplings, which is almost as much as I love my cat me. So it's her birthday, in a few days, actually. So I won't be able to call for a kitten anymore, which is that these are my colleagues, Michael and Paul who work alongside me in global services. And that's us in the Canva. The second Canva building, I think when we all fit into one building, which feels like a lifetime ago now. So if you've not heard of Canva, where it's easy to use drag and drop design tool, which empowers millions of users around the world to create beautiful visual communications and express their creativity. If we're taking a look at Canva, at the glance, and going by the numbers, we've got over 60 million, actually, it's over 65 million monthly active users. With over 7 billion total designs created. We are alive. And we have a rather users in 190 countries. And we're live in over 100 languages. And we've reached this really exciting milestone this year, which was got 120 designs created every single second, which is just mind blowing. Crazy. And so I mentioned global services before and I guess just by way of intro Global Services at Canva. So we are a group that acts as a centralizing function to see your canvas localization and go to market readiness with individual initiatives embedded in each group around the organization. We provide the market localization, product strategy and infrastructure support to bring our company priorities and globalization goals to life. And we have one mission, it's really big machine learning, and that is to ensure that every user has a combat experience that is truly local, as well as to equip all Canva knots, which is what we love. So with the best practices, insights and processes, they need to go global. Canvas really been on a whirlwind international growth journey over the past few years. And that's really reflected in our truly diverse user base. So as of today, when you look at what we kind of consider the traditionally English speaking market, the US United Kingdom, Canada, Australia and New Zealand, they make up less than a fifth of Canada's total user base, the rest of the world. So all other markets actually make up over 80%. So we can really see that international users aren't the exception there. And then a great part of this growth has really come down from come from doubling down on our localization strategy and empowering the world to design through creating an accessible, localized product, which is something we're really proud of. But over the last few years, we've really realized you had to address a few challenges. Namely, we're surfacing our products in the same way to everybody everywhere, no matter their market or language. And as a result, we weren't giving users the experience that felt truly local. So in 2021, we established two minutes strategies for international growth. Number one, invest in deeper localization of some key areas of our product, including hyperlocal content, a more polished UX look and feel, and localized payment methods and currencies. And then number two, investing in localized channel marketing strategies that really speak to our users design needs, no matter who they are or where they are. Right, so I mentioned that we'll have a little bit of an icebreaker, although I have been touching present a bit now. But now that we've gotten a bit of context, I'd love to run you all past the questions. So when you go into a grocery store in another country, What differences do you encounter? Go ahead and pop your thoughts in the chat. I'd love to see what you guys come up with. I know for some of us, it might have been a little while. Since we've gotten to travel. I've been stuck on this island for almost two years. So it's been it's been a bit of a pipe dream. But if you can remember travel, what are some of the differences that that you encounter? Just kind of pop up in the chat window really quick? If I can, you can buy beer in American supermarkets. Yes, you can. Names of products, absolutely new fruits, kosher things. Weird prices, totally measurement huge. So let's go on a quick kind of round trip tour. So stocking Italy. So Italy, grocery shopping is normally done at local stores and outdoor market markets, not exclusively, but it's very, very common. It's also quite common to Don disposable plastic wants to pick out your fruits and vegetables in a grocery store. Probably more so even now during the COVID dates, I reckon, right. And also an outdoor market shoppers are expected to indicate to the seller the items in which they purchase rather than picking up directly when I think about my own experience going into farmer's market, you know, picking up any old darn thing. You know, so it's a bit different than my own experience, right. So in England, okay, I just found out about this. And I think it's genius. So Waitrose and I'm probably mispronouncing this for anybody who's joining us from England. And you probably this probably doesn't blow your mind because you're used to it. They introduced the existing quick check service which 10 years ago, which makes me feel like we're living in the dark ages in Australia, which is now available in two thirds of their branches. So it allows customers to scan barcodes as they shop with a special handset. So you can see special offers and also keep a running total expense, which I think makes things also quite accessible for folks as well. Pretty remarkable. And then lastly in South Korea, so South Koreans have amongst the longest working hours in the world long kind of up there with Japan, with a lot of like young upwardly mobile executives, really busy to go shopping and way too busy to go shopping after work. So Tesco actually introduced virtual stores, which are essentially a display of products in the walls of like metro stations, train stations, bus stops, so that commuters especially those kind of younger tech savvy audiences could could go up to this like panel of products, basically, and scan QR codes with this on their smartphones, and then place their orders as they waited for their commute. So in that way, Tesco virtually created a new market based on this country's lifestyle. So obviously, there are key points of difference here when we're thinking about localization, right shopping frequency, trolley size, product arrangement, opening hours, all these different things. And really, the key takeaway here is that markets are different, and not just by their language, I know that I'm speaking to the converted in that way. But just kind of a great mindset to kind of take into what does it mean to apply local insights into a business model? Right. So now I'd kind of just love to quickly walk you through what we are thinking at Canva when considering a truly local experience and what that journey looks like. So as our international user base grows, the need to tailor the user experience to meet local design standards increases. So you start with internationalization. We all know that is the kind of fundamentals, the preparation, the building blocks for empowering localization, and then subsequently hyper localization, kind of, you know, at the peak there. So what does that mean for Canva for global services, so the Global Services team maintains improves and automates Canvas localization infrastructure. So along with overseeing, overseeing the daily release cycles that we have, our localization engineering team also does things like build tools to improve things like translate their context, which then ensures better localization quality downstream, and I'll just put that again if I can. So this was actually a translator context tool that they were able to are actually still working on. She things so that users can see a transmitters can see the context in which they're translating, therefore allowing for better localization quality downstream. Secondly, when we're looking at localization, we make sure obviously, so Canva products and marketing materials are really adapted for uses in key markets. You all again, are very familiar with localization. But what this meant in terms of Canva, was essentially creating these almost MVP scorecards or looking at content, the UX of the product in that language, and also payment and kind of giving ourselves a list of checkboxes if you will, to make a market go to or I'm sorry, yes, the product go to market ready, if you will. So really kind of making sure that we outline what those requirements are upfront. And then lastly, when it gets hyper localization, so we again, work to ensure that it uses localized experience is intuitive, and bug free. In some cases, that extends to product or marketing divergence, like in Japan, where the user experience needs to feel hyperlocal in order for it to be perceived as high quality. So I don't know if you guys have heard of I'm going to butcher this, I apologize in advance if we have any Japanese speakers in the audience. But then Gajah cards, they're essentially lottery cards that are sent around for New Years. And you can kind of do like a scratch and water thing. And Canva has a massive print product. And we thought, if we can rebuild our print product for the market partner with new suppliers, we'd be able to help or we'd be able to kind of capitalize on this, I think, multi billion print industry that's in Japan. So it's a perfect example of something that we're pursuing right now after market insight. So why does this matter to the company? Obviously, we're all localization enthusiast, we know why it matters. But when talking to our colleagues outside of global services, we kind of look at it through three different lenses, right. So firstly, from a brand perspective, ensuring like developing a localization strategy that's informed by market insights will ensure that audiences better connect with our message, leading them to explore what we have to offer, and therefore helping him to become an iconic float household name. So that's as far as brand awareness. And when it comes to growth, both user growth, revenue growth. Having that market insights driven localization strategy helps us drive more users to sign up to our product, which of course leads to higher activation engagement with the product. And also, you know, in our case, pro conversion rates, converting to our paid products, which will then of course, positively impact our what we call meu monthly active user and revenue foundational goals. And then lastly, from a product perspective, getting again, this this localization strategy down encourages users to engage with our products more they see themselves reflected in the product that can lead to a higher retention, user retention as they experienced the value of Canada and ensure that they keep coming back. So as I walk through some of our insights, in today, I'll kind of look at each one through this brand growth and product lens, and then kind of give you have a bit of an example of how that insight came to life for us. So doing a very quick transcreation overview. Again, I'm sure most of you are familiar with what transcreation is. But if you're not familiar with transcreation, it's essentially taking a concept, you know, an original key message or even like a product, if you will, and adapting or even completely changing the wording or you know, the localization of something to where you're not having, obviously a word for word translation, but you're really adapting and conveying this kind of key message that you had kind of to start with. And that can come to life through a myriad of ways that can be again, reimagining your product like we did with the Japanese lottery cards that can be copy adaptation that can be creative agitation, really anything, but it really has been a core part of our hyper localization strategy at Canva. So these efforts have been applied to paid social ads across Latin America as an example. So here we have some localized Instagram ads across Mexico, Brazil, and actually sorry, not Latin America, that Spain but yes, Spanish as well. So we can see on the left, we have the US ad for Canva pose content planner here. And the same ad has been adapted in various ways across these markets. So what are the considerations? Again, we can kind of go back to the chat if you guys want to pop in your feedback, and I know we have many multitimbral people, but what are the considerations that you deal were made in trans creating these ads with the US kind of being the source or the base of the base. Rather, we had one brief for different really well, I guess ended up with four different ads here. And also noting that yes, of course, Mexico, Spain, both Spanish locales, but the messaging here is a bit different. Is there anything that stands out to anybody? I do love transcreation put simply a combination of translation and copywriting expertise 100% Mena. So in the case of these transcreation pieces, along with tailoring the value prop across the markets, so you can see, who speak Spanish, but for instance, we see that in Mexico, we're publishing, we're talking about publishing constant into content instantaneously. Whereas in Spain, we're saying all in one place. So that organizational factor, yep, only English mentions the name, that's right, as well. We also updated the images to reflect the season. So in Mexico and Spain, at the time that these went live, it was actually I think, the summer months, so things are a bit warmer in those countries, whereas it was winter in Brazil, I don't know, Brazil, still very hot in the winter. But pizza is quite ubiquitous. But we decided to swap out the images to kind of speak to the seasonality there. So a very simple, but very tangible example of how that came to life for us. Um, there is another example where hyper localization can be seen with the use of kind of different imagery of of our users of the faces that we actually used in these ads. So for example, in Brazil, we actually, you can see the the face of a an Asian woman, there's actually a really massive Japanese population in Brazil. So we wanted to capture that instead of kind of having, you know, I think the more prevalent or even stereotypical kind of Brazilian users, we really wanted to capture the diversity that exists in that market, and bring it to life. And of course, again, also, the USP is like the value props here are also nuanced. So you know, we're calling like, super pro in Mexico, unlimited in Brazil, extraordinario. And Spain, again, that kind of copy change. But most important thing is that this variety of, of paid social across these different markets saw the 212 increase on average, in revenue, and then 80%, decrease in CBT, or cost per trial, which is effectively making our ads more effective, right, like we're getting more revenue, we're lowering the costs. And in fact, number two is following Wonderful. So that's just a small little fraction of what we've done with those ads. And obviously, you can see how that adds up when we're talking across different ad types across different platforms and across different markets. Another way that we brought this to life is in our pro episode dialogues. So this is a pro upsell dialog that users were using Canva, the free product ended up I guess, getting as part of the user journey in the funnel. This is what it looked like for Japan. So this would have just simply been a translated version of the original source English upsell dialog. It's speaking to our usual upsell products, like the number of previous images, for example, being able to stay organized with folders, working teams, all of that, you can see that the image here is still very much in English, showing English templates. Not terribly ideal. That's how it was a really long time. But our gorgeous team has been working on a lot of transcreation experiments. And with this particular experiment, we applied the process of actually, we applied the insights around what we found were the most valuable parts of Canva Pro to our Japanese users. And that included things like highlighting our premium font library, which is you know, really massive, it's a massive differentiator in markets work bonds are such a critical part of design. And they're also harder to come by just you know, I don't know how many of you all have experience with sourcing CJK fonts, but it is a it's, it's an effort. But it really became a huge selling point for us too. And we of course also changed the creative to something a bit more fun and playful. Including the CAT there and what that is, is actually it's um I'm showing the background remove ritual that's also available on Canva Pro, which is great for the huge social media user base, it's in Japan as well. So again, most important part, we actually saw about an eight and a half uplift eight and a half percent uplift in annual pro subscriptions in the Japan market alone. So again, a simple kind of practice of taking this unique kind of market insight and really understanding how that is applied towards the value proposition in the market and then bringing it to life in creative. So, moving on ahead on to more kind of market insights implementation, what I'm going to do now is kind of walk through a little bit more step by step on a few of the market insights, snippets that we have worked with how we've kind of pulled them apart, and then basically how those came to life across either marketing channels or products as well. So let's start with the interplay between local and global. So when conducting our market research, this is something we really dug into. And it actually took me a minute to kind of get my head around what do we mean local versus global, RPO. Local, Are we all in the same world, but it was really kind of how markets are looking at themselves. I think more on the global stage, also giant asterisks and caveat, sweeping generalizations there are exceptions to everything here. This is certainly not to pigeonhole any sort of market in any way. But again, a generalized kind of view on how we can look at things. So on this spectrum, you can see that that markets kind of towards on the left hand side, are kind of more inward focused, looking forwards more about their own traditions and cultures to kind of cultivate identity, set goals. And the key message that we really want to drive here, what we found was that, you know, we should be leaning Is that is that basically, we can enforce the key messaging that Canva understands and respects those differences by really, you know, kind of doubling down on that localization of our product. Key claims, speaking more about them as the consumers, emphasizing control the benefits of design, also, you know, this kind of empowerment, sense of achievement, anyone, anyone can be a designer, right. So on the right hand of the spectrum, we kind of saw that these markets skewed more towards externally focused, so seeking to be recognized on a more global stage, and, you know, adopting and appropriating certain kind of more global ideas or cultures, from other places as well. That's not to say that those were celebrating local or insular, it's more kind of, again, in the larger context, on how they work. So the key message over here, when aspiring to be global is more that you know, meaning that Campbell will kind of partner with you to push forward with key claims being more around what Canva can provide for these users, rather than what the user is achieving, if that makes sense. emphasizing more the functional benefits of the technology in the platform. So things like cloud based storage, free storage, the posting schedule, high quality images, that sort of stuff. So really looking at kind of more of a technical component versus the like, empowerment content as functionality versus empowerment, if you will. We also have in the middle kind of a reference, where the US and Australia kind of fell between those local and global axes as well. And yeah, I would love to hear if there's anything kind of surprising about this, you know, or kind of insights that people are looking at, again, share it in the chat. I'd love to, for this to spark some discussion as well. So an example of taking a look at this. So the first example I'll walk you through, is a snippet into some market landscape research we did for Colombia. So from our market landscape research, we found that there's really an intense pride of being Colombia, right, they seek to differentiate from global and really celebrate local, there's a really strong sense of identity, place culture, and they want this homegrown pride reflected back to them. So again, if we were to put things in these three lenses, starting with brand, from a brand perspective, you could take this insight and showcase how Colombians can leverage Canva to celebrate their culture with strong local imagery and storytelling. from a growth perspective, you could take this insight and double down on specific market keyword research, including local events and traditions, and the growing entrepreneurial community, really making that look at SEO play. And then lastly, from product building out a locally relevant library of content, assets and templates that really resonate with Columbia's sense of identity, place and culture. And what we ended up doing was exactly that. So this plays Okay, great. Yep. Got this video here? I hope it's not playing great. Awesome. So yes, one of the ways that we did bring this to life is through our localized template library, our international templates team has been really hard to work this year, building out the bespoke template library for Colombia, focusing on various different cultural components and celebrations, that we definitely wanted to make sure that, you know, we were, we were reflecting back to them in our product. So overall, actually, with this whole effort, over like 4000 templates have been created to date. But this video, we're just focusing on the 1300 or so that were pertinent to things like food, music, sports, fashion, travel, all of that. So, alongside capturing those cultural points, the team researched market design trends, as well to make sure that everything we were making was really staying ahead of the curve as far as possible when it came to really make a truly global design. So another thing that we touched on in our market research was the tone of voice in each locale, and how that should kind of dictate and shape our key messaging in those markets. So again, with tone of voice, we've got the markets on the left, you have kind of generally a more informal tone of voice, with, especially within digital products have been, you know that we found that they prefer warm and friendly tones, kind of more accessible and inclusive, kind of supportive with your for everyone emotionally warm, welcome language, etc. Whereas the markets on the right, have generally generally tended to prefer a more formal tone of voice. So professional clearance is synced, authoritative, you know, we're leaders in what we do, functionally effective, really like using this language, if you will. One exception we found was South Korea actually where the tone of voice kind of balanced formal and informal and was much more useful or useful. Rather, Korea has actually been a bit of a standout in a lot of different ways and ways that you know, after over a decade, in the localization industry, I found to be quite surprising as well. So always something new to learn, to be honest. So cool. So diving into our example, here in Argentina, we discovered that there's a large market of younger Argentinian users mainly in the 24, or sorry, 25 to 45 year old range, who are looking for an easy to use and accessible platform to create designs. Many of them are working with international clients are accustomed to using online platforms, digital marketing tools, stuff like that to promote their businesses, and increase sales only mostly on channels like Facebook, and Instagram. So do our three lenses. from a brand perspective, it's really clear that it's critical that Canva not simply adopt a Latin America kind of like sweet approach when it comes to Argentina, as it can really put off that younger demographic while they seek to differentiate themselves. And Argentina is unique culture. from a growth perspective, we figured that across this entire demographic, a CTA or call to action, expressing a value prop, and a time expression will actually increase the click, click through rate, because it's captivating and engaging for these users. And then lastly, from a product perspective, we really wanted to make sure that we were creating a good amount of content for SMBs or small to medium businesses, to help these young entrepreneurs get their ideas and ventures off the ground. So how did this look, we brought that CTA insight to life through a series of transcreation experiments, again, which we tested against each other for relative uplift. So this button you see here, these are these buttons. Let's see this one very, it's a sits in the logged in homepage in Canva, and is constantly present for free users who have not yet upgraded to Canva Pro. And then so we actually launched two different experiments, variant fees, a first one indicating the actual trial duration. Actually, that was nine see a one indicating the actual trial duration, which adds transparency, and a second one with a sense of urgency, which is compelling and captivating for young people again, and very easy one, we saw an almost 10% uplift in trials across users who had their locale set to Spanish, Argentina, and Canada. And this is actually something we played with across several different markets and saw some pretty great results as well. So in Colombia, for example, adding the urgency of like now or like right now in Spanish, actually saw the 16.47 uplift in sales, which is probably the biggest uplift of anything internally and is just one CTA, right like it's crazy, you can have such an impact this way. Things like this are incredibly useful because aside from driving revenue for the company, which is important, they also help us to continually shape and refine our brand tone of voice in that market. Um, and another thing we look at in our market landscaping research is the meaning of design, which I know is very meta. Subsequently. When it comes to the meaning of design, we kind of have expression on the left and elevation on the right as the x axis. And on the y axis we have maximalism down towards the bottom versus, you know, minimalism. So we realized that from markets like Indonesia, Brazil, Spain, Colombia, Mexico, design is creativity, its flair, its storytelling, and does skew generally towards the maximalism. Like the examples you see here, down towards the bottom. While markets on the right tend to be a bit more minimalistic, with a focus on mastery and status. The markets that we had kind of sitting in the middle like the US, Australia, France, Russia, even kinda tend to sit in the middle of what design means to them. But yeah, this is something that we continue to explore constantly, because I, you know what design means and culture changes all the time, right? They're kind of some fundamental truths. But something that we're continuously exploring, I also wanted to tie in another thing that we look at, which is the meaning of the scope of the informal economy, and how that shapes how that shapes how we're being used by Ma monthly active users. So again, the markets on the left have a lot more of the informal economy going so things like side hustles cottage industry, you know, things like crafts, food and beverage, personal services, a lot of aspiring influencers, etc. Again, markets on the right, more kind of traditionally formal economies, if you will, skewing towards more like sole traders, micro businesses, SMEs, stuff like that. So if we're taking both the meaning of design, and the way that we're looking at how the economy shapes how Canvas being used by audiences, I wanted to pull out a localization drive we did to create content kits for small businesses across several markets. So in Mexico, for example, and one of the things we found was a huge person of our SMBs, against small to medium businesses, business users were in the food and hospitality industry, owning and running restaurants or cafes, promoting them on social media, using Canvas graphic design tool. And then per our design research, we were really able to make sure that these content pieces were vibrant, expressive, really adhering to that flair. We made those same SMB kits in Russia, and you can see them look a bit different. Here, they're more focused on a retail standard, rather than kind of like the hospitality sector. And they do seem to have a bit towards the more muted than the Mexican templates, again, not super muted, we literally got right there. But you can understand what I mean with that kind of like a little bit of like a cleaner aesthetic and look to reflect those local trends. What did this all mean for us? So when focusing on implementing the right, localized content strategies in markets, we actually saw some amazing growth. So overall, across all languages, we saw an 8.9 uplift in designs published, which is a massive engagement metric for us. 19.3% uplift in one month retention, and nearly 40%, uplift in child conversion. So this is all when users apply a template that is in their own language when first designing versus when they apply a template that is in English. So that begs the question, Are you set up for hyper localization, what goes on market research should you consider that will help you better understand your users along the way? Now, I know I've marched through quite a bit of that. So I will go ahead and wrap up because I really do want to leave some time for some q&a. But in summary, I will leave you with this bit of wood for thoughts, localization, fueled by local insights allow our products to connect with international user. So investing upfront and understanding your users and meeting them where they are is critical. And three things that you can really kind of walk away with and think of, you know, throughout the rest of the day, you know, as you even look towards 2022 planning, like I know that we are right now at Canva. You can think of at least three things. So how can we better understand your users cultural context, you know, we all kind of come to the table with a lot of biases, assumptions, things like that. It's not just about removing those biases, but really understanding the intrinsic nature behind cultural context is that's where it really feels the value is. Are you meeting your users where they already are? What are their day to day lives look like? What are their habits? What devices? Are they already using? What platforms are they already on? And what role do those things play in their lives? And how can you apply to be a part of that? And then lastly, lastly, what does hyper localization mean, in the context of your product? Right, for Canva, you know, we're designing products, what it means for us is going to be very different than what it can mean for slack, it could be very different than what it means for Tableau, you know, so really understanding what's important about hyper localization for your product, what it means and where to take it from there. And the very last thing is, what does truly local mean for your users? And that is it for me. I might stop there. Okay. Kate Vostokova 35:57 Yes, I'm here. Great right on time. So we have, like about 10 more minutes to answer the questions. First, I want to mention, I see a lot of questions regarding recordings. Don't worry, we record this session, and we will edit them and we'll share with all registered, so no worries, you will see the recordings. Okay, Rachel, let's take some questions. Um, the first one, how do you find insights for those ads adaptations, like shown on Instagram ads is where a systematic framework or you rely on the knowledge of local culture of Canvas employers are the implications. Rachel Carruthers 36:40 All of the above? I would love to say that Canva is not a startup anymore, because we're not but sometimes the way we act. No, we do have a bit of a, what's becoming a more systemized framework. So we've worked with a few different agencies and partner with them to do these various systematic kind of market landscape research pieces, looking after certain parts of the funnel, where we'd like to better understand how our users engage with certain parts of the funnel, but also kind of doing a lot of desktop research, again, cultural context research. But I would be lying if you know, we don't have the odd chat with a lot of our international candidates as well. Because you know, they know the product inside it out. And we continually test these pieces as well through a B testing, content testing, things like that. So yeah, it's definitely a process. It's constantly evolving. We are becoming more regimented. But I definitely think partnering with a good kind of design. Either design research team or market landscape research is pretty critical, heavy lifting piece. Kate Vostokova 37:45 Okay, great. Okay, the next question, from Anastasia demand advanced as he used to be a speaker, I remember her. So I Rachel, thank you for a wonderful presentation, who's actually responsible for transformation your company? Is it translators or local specialists responsible for developing global markets? And how do you check the quality or the trust created content? Rachel Carruthers 38:09 Great question. So we actually have a language Manager Program, which my colleague Michael and Raymond got off the ground, I would say probably about six months ago at this point, and we have one language manager. They're not in house in Sydney, but they're all around the world. And they are responsible for basically kind of being the gatekeepers of campus, style guides, brand tone of voice, everything like that. To date, they've had a really huge hand in a lot of the transcription work that we've done, they've been working quite hard. We are looking to partner with transcreation agencies to take us to the scale where we need to be because having individual people do these transcription pieces just isn't going to scale where we need to go. But that's the way that we've kind of been approaching it over the last six months or so. That is, how do we test the quality? Yes, yes. Sorry. Great question. I mean, is it safe to say that the quality is really good, because I'm language managers are awesome. Now, I think as we kind of move into scaling, we are working with agencies, or we're creating an LGA framework for specifically transcreation that then our language managers are going to govern. To help us go Kate Vostokova 39:21 Hmm, okay, next question. You can how you how much the localization team or yourself are involved in the market research efforts. Rachel Carruthers 39:32 We play more of a coordination role and like a briefing role. So making sure that, you know, we've scoped out everything that it is that we need. We're actually moving to a process where we're doing like a like a biannual, kind of, like broad market landscape and like localized user experience testing, and then in the alternating seasons going like deep dive into certain like product verticals or areas that have been uncovered. On As alternate seasons, we get really involved because we want to know, like, we're digging into kind of a wormhole that may have appeared, if you will. So, yeah, when it comes to the market landscape pieces, probably much more of a coordination role. And then you kind of get to, when it comes to deep dives, we get more involved because we're kind of pulling it this route, if you will. Kate Vostokova 40:19 Okay, thanks. The next one from Nicolas, great presentation. Rachel, how about your Nordic, Danish, Swedish, Finnish Norwegian needs? Do you have it to cover? If yes, how was it? Is it in house or outsource? Rachel Carruthers 40:33 Great question. They are Nordic languages, as far as a program are going to be super high on the list for 2023. Right now, we are working with just our usual kind of LSPs to localize a camera product and all of our Nordic languages, but we haven't done any hyper localization for any more languages. Not yet, but we will. Kate Vostokova 40:56 Okay, got it. By the way, we have a question about hyper localization sounds like kind of prioritized and allocated engineering resources for hyper localization early on, it must be amazing. What advice do you have for localization teams and companies who are not there yet? How can we improve the value of beginning to AV test localized copy and getting more tech support? Rachel Carruthers 41:22 You know, we didn't have an accident like engineering team. We had Ben who joined us, I think, 18 months ago, but we don't have the full team that we have now until maybe four months ago. So we had to win a lot of hearts and minds. And I know, we've all kind of been to the talks about like how to show, you know, the business case in terms of like financial or user growth in terms of like, if we can capture this audience by hyper localizing, here's the kind of opportunity size, right, but I wouldn't really go about it with talking about your brand. And you can't get users to engage with their product if they don't really even know who you are. And that helps to, it helps to drive and to become like a more love brand. Again, if you've been working at meeting users where they are right. And I think that's kind of the argument for hyper localization. You need to be almost second nature to users, right? You don't need to, but it's ideal. And I think that kind of anything that you can do to kind of get your product into the hands of users sooner, can be kind of a bargaining chip. Hopefully, for, you know, development resources. I think that would be that would be ideal. Kate Vostokova 42:32 Mm hmm. Okay, hopefully I answered that. Yes, Constantine, of course. Okay, Rachel, you have 100 languages, how do you go hyper on all of them? How do you scale hyper? Rachel Carruthers 42:48 We've not gone hyper local and all of them yet. So diversity level? That's the dream? No, I would say to be fair, we're really starting to focus on hyper localization for about 15 markets at the moment, and then we're going to be focusing more on 30 In total going into next year, and then it will expand, expanded from there. So Constantine, come find me in five years, and I'll let you know how we did it. Kate Vostokova 43:17 That it's. Yeah, I have a message here in the chat that my chat manager is asking me to tell you that the audience love your presentation. I have a lot of positive feedback in the chat. Okay, let's answer more questions. Does the pandemic affect your localization strategy in any way? Rachel Carruthers 43:40 That's such a good question. It's not affected our localization strategy. However, it has affected Canvas overall business strategy, and the way that we've kind of, to some extent, positioned ourselves, you know, so many people are working from home, obviously, remote teams are even more of a thing now than they were a few years ago. So we as a company have been really working hard to improve our collaboration software, really double down on, you know, tablet, tech side presentations, all of that to really make like remote collaboration even easier for teams across the world. So that's been a big part of how we do things now. Kate Vostokova 44:24 Huh? Got it. And the next one, I'm Jessica, how are they tres created a text stored are any TMS CMS tools evolved to ensure style consistency within the market and allow reusability at least per language. Rachel Carruthers 44:42 I wish that my colleague Robin was here right now because she's been managing this. And if I'm being honest with you, we've been running really fast. And we have been doing things outside of the TM, which is really scary and we shouldn't do that. But one of the things that she's working on right now is creating a specific app. Um, to repository for all of this and also integrating. So an example is that with design files, we use figma, which is a design tool. And there have been a lot of spreadsheets and copy paste flying around Robin has worked to set up a figma integration with our TMS so that we can plug figma directly in there translate things that get saved to a TM, or we can pull out the figma file. So we're saving all this good translation work that we do. Kate Vostokova 45:28 Okay, next question from Martine. interesting presentation. Rachel, how much time did you spend on researching each market? And what kind of partners Did you speak to during their search? Um, I mean, I guess we're Rachel Carruthers 45:44 kind of always like looking for searching markets. But like, every time we do one of these larger market landscape research pieces with our partners, excuse me, I would say that they take about roughly 10 weeks, but that's just to kind of produce the presentation and like the info and kind of collected itself, right. And then we kind of go and we work together as a group, either with our language managers or other kind of product with people to distill those, how do we want to action? And that's just kind of an ongoing thing that we're always doing. Honest. Kate Vostokova 46:17 Okay, let's get the last one because we need to switch a couple of minutes to the next panel. This take the one from the Ricoh, is it, it's been fascinating how your position team has driven meaningful uplift in different markets. However, before you reach those figures, did you ever come across with challenges in influencing key stakeholders to experiment and implement localization strategies? Rachel Carruthers 46:41 All the time, all the time. And as I said before, like we as far as a localization program go have been incredibly lucky with having melas our CEO, because she was incredibly pro localization from the beginning. So as far as getting leadership support that's always come from the top. But basically, the way that we've solved it is we're talking to like Pro or sorry, like product growth teams, or marketing teams. At the end of the day. Their performance metrics are based on how well they do, right? So we're like, hey, we can get you guys more revenue. If you do this thing with your upsell dialogue, we can make your numbers look really good. That helps. So yeah, talk to it, talk to it in terms of what their values are. Kate Vostokova 47:24 Thank you so much, Rachel, we answer 10 questions. There are six more left. Please don't worry, we will make I think the same thing that we did last time, I will post those questions in LinkedIn. And Rachel will just answer them in the comment area. Also, Rachel, are you planning to join any analog lunch tomorrow? Rachel Carruthers 47:44 I don't think so. Because I think it's very scary. Kate Vostokova 47:47 Okay. So, yeah. Okay, so then the answer. Yeah, the questions will be answered on the on LinkedIn. Follow us on social smart kids social. Last thing that we need to do is who is the winner of the book, by the way, I forgot to mention what is the book, it's Babel around the world 20 languages. And we took the 10 questions you liked the most? Rachel Carruthers 48:09 Oh, which which one? Do I Kate Vostokova 48:10 Yes, yes, we need to choose. Rachel Carruthers 48:13 Oh, gosh, I really enjoyed. Actually, I enjoy it. How does how has a pandemic shaped our localization strategy? Because I'm really keen to understand how it has for others. So I think it was a great question to ask. Kate Vostokova 48:30 Okay, so added in that data if certain companies did incorrectly but this is your question, and the book is yours. Congrats. Thanks again, Rachel. And see you I hope next time have a nice day. Bye bye. Rachel Carruthers 48:46 Thank you! Bye bye.