The Conference |
high-value content and connections
Feb 19, 6:00 pm - 10:00 pm
Pre-conference event with Saké tasting,
Taiko drumming & interactive arts exhibit
Hosted at DZINE Arts Studio
128 Utah Street, San Francisco
February 20, 8:00 am - 6:00 pm
Full-day industry insights with gourmet breakfast, lunch, coffee and happy hour
Hosted at Zendesk HQ:
1019 Market Street, San Francisco
Is International Expansion a corporate core objective priority on your 2020 roadmap?
Do you wonder what are the key factors to consider, beyond language support, to gain global growth?
Do you want to create meaningful, relevant experiences for your customers in priority new markets?
Then this conference is for you! Here’s a taste of what you'll get:
Connect with expert leaders in global growth & geo-fit strategy from multinationals like Google, Linkedin, Apple, Pinterest, Airbnb, Wix, Zendesk, PayPal, AliPay, OpenTable, IDEO, Stripe, Nike, Netflix, GoPro, Kayak, NetApp, and many more.
Learn how to build a global-ready from the get-go strategy in Product, People, and Platform. Discover how to optimize your holistic customer journey from brand discoverability to brand loyalty in new markets. Explore neuromarketing, consumer behavioral insights, storytelling through data visualization, applied multilingual & language-agnostic AI, local content creation, product marketing localization, global payments, international user research and ui/ux design, and so much more...
Enjoy interactive sessions with practical applied insights. Enjoy the unique ambiance of this unconventional conference, complete with our signature Saké tasting, Taiko drumming, transformative music, international gourmet buffet and most importantly meeting fascinating people across cultures, border, and function for rounded perspectives to inspire innovation.
Pre-Conference Reception - DZINE, 128 Utah Street, San Francisco
February 19, 2020
5:30pm - 8:30pm
Registration and Breakfast - Zendesk, 1019 Market Street, San Francisco
February 20, 2020
8:00am - 9:00am
Start at the registration desk, enjoy breakfast with fresh morning brew, chat with new friends you met at the pre-conference party the night before, stop by sponsor's booths located both upstairs and downstairs, and settle in before the show starts.
9:00am - 9:15am
GlobalSaké founders Talia Baruch and John Hayato Branderhorst will go through the day's agenda and tell you more about the amazing community that has much grown these past two years.
Keynote Talk - Brand to Consumer Communication: Neuromarketing and consumer behaviorial insights by Dr. Matt Johnson
9:15am - 10:00am
Clear, targeted communication is vital to all areas of the consumer experience. Despite appearing effortless on its surface, the science of human communication reveals that sharing even the simplest of ideas requires an intricate synchronization between speaker and listener. This session will provide a practical introduction to the science of communication, as well as practical insights aimed at increasing the effectiveness of communication with consumers across a wide array of settings.
- Dr. Matt Johnson, Professor at Hult International Business School, TEDx Speaker, Author. Consumer Neuroscience, Behavioral Insights & Neuromarketing (ex Nike, Princeton)
International AI - Multilingual and Language Agnostic AI: Storytelling through data and neural networks
10:00am - 10:45am
Storytelling through data: Language agnostic AI and multilingual MT (machine translation) & NLP (natural language processing), demystifying neural networks in machine learning and recommendation systems. We'll explore How Words Work: Building language-specific and Language-agnostic relevancy algorithms to automate structured text data.
From localized language analysis for Spanish flavors to a scalable language agnostic approach. We'll review Séntisis' localized linguistic approach to analyze the voice of the customer for marketing and CX teams in Spanish-speaking markets and the nuances of each industry and variation of Spanish. Then we'll see a completely different approach they applied in Lang.ai- a scalable language agnostic approach that could help any industry and vertical structure text data.
How can business users build apps that structure text with their unique business knowledge and criteria without any engineering knowledge? We'll review a couple of different case study examples from different business teams in the customer service and sales space and how they built a base language-agnostic/industry-agnostic approach from the get-go.
Moderator: Luis Serrano, Artificial Intelligence Evangelist (ex Udacity)
- John DeNero, Chief Scientist at Lilt
- Jorge Peñalva, CEO of Lang.ai, Co-Founder of Séntisis
10:45am - 11:00am
Stretch your legs, walk around, refill your coffee cup, and share reflections with your fellow attendees.
Data-Driven Go-To-Market Strategy: International Expansion
11:00am - 11:30am
Go to Market Strategy: From Discoverability to Adoption in New Markets
International expansion gives businesses the opportunity to add new revenue streams and expand their growth outreach. However, there are a number of aspects to consider before launching into new international markets. Maryna will share some of the data-driven methods you can streamline your new markets' entry with smarter research and solutions. She will cover market analysis and selection, entry strategy, long-haul adoption.
- Maryna Hradovich, VP of Strategic Growth and Development at SEMrush
International User Research Panel discussion
11:30am - 12:00pm
In this panel, we'll discuss how to collect authentic voice of the customer through implicit & explicit user signals and qualitative & quantitative user studies, to inform us on how to best make our products make sense for our international user segments. We'll bring diverse case studies from around the globe and share insights on persona development, regional consumer behavior, and on integrating expected user experience in our product performance.
Moderator: Aviva Rosenstein, Director of Global User Research at Zendesk
- Andrea Lee, International UX Research Lead at Linkedin (ex HSBC)
- Paul Chang, Ph.D, Senior Director, Patient Cloud Design at Medidata Solutions
- Abla Hamilton, User Experience Researcher at Google (ex Redbubble, Snapfish)
International UX Design - Turning Consumer Data into Memorable, Brand & Product Experiences
12:00pm - 12:30pm
How to turn consumer data into memorable brand & product experiences using storytelling, physical, and digital interactions. John and Masashi will share insights and case studies through cutting-edge projects they have produced around the world, from New York, Tokyo, to Indonesia.
- John Kudos, Managing Partner at KASA Collective and KUDOS Design Collaboratory
12:30pm - 1:30pm
Enjoy a delicious Lunch, bringing you flavors from around the globe, network with fellow industry colleagues and visit sponsor's booths.
Global Growth: International SEO/SEM & Psychographic classification
1:30pm - 2:00pm
Search Engine Optimization (SEO) and Search Engine Marketing (SEM) are already challenging enough. When you add International in the mix, for both organic and paid discoverability & high-intent customer acquisition, it’s very easy to see how a global site can quickly become irrelevant and lost in a cross border marketplace. Michael Bonfils walks through the biggest challenges around International SEO & SEM, covering domain structure, attribution signals, schema signals, content/language adaptations and localized ad campaigns. You will learn the fundamentals and best practices around how to structure your international site to optimize growth in international markets. Michael will also share the psychographic classification method to personalize ads placement and content by categorizing user intent signals.
- Michael Bonfils, Global Managing Director at SEM International
Global Payments Fireside Chat
2:00pm - 2:45pm
1. Overview of core gaps and goals in global payments today.
2. Current and future solutions for facilitating cross-border transactions on a global scale and optimizing for specific regions (SE Asia vs LATAM, vs EU vs US).
3. Avoiding fraudulent risk-prevention in new markets--high vs low-risk regions.
4. Mobile-first/mobile-only financial networks & platforms for the un/under-banked, single API and SDK.
5. Strategic partnerships in the global payments' space.
Moderator: Dora Chai, International Business Development at Stripe (ex AliPay, Evernote, SAP)
- Janette Chung, Head of Payments at Jobox (ex AliPay, PayPal)
- Corey Crellin, Senior Product Manager at PayJoy
- Yan Xiao, Project Lead for the Digital Trade Portfolio at the World Economic Forum-Center for 4th Industrial Revolution
Global-Ready Strategy in Product, People and Platform: Five Flash TedTalks in a row
2:45pm - 4:15pm
All too often globalization teams are focused on delivering translations. However, the globalization team should be a critical strategic impact function for the business bottomline. Effectively driving international KPIs is an extremely horizontal cross-functional effort. Companies are typically structured vertically. Therefore, for effective impact, the Globalization team needs to be positioned in an autonomous horizontal cross-functional level with high-visibility to and close alignment with the corporate core objectives. This is how you drive a holistic high-impact strategy for successful long-lasting global growth.
Global-ready in Platform means a modular platform infrastructure architecture that enables to dynamically generate the right experience by user geo and language.
Global-ready in Product means investing in truly understanding our customers within the context of their geo environment, repositioning the value proposition to address the right problem solving and to create the right local experiences.
Global-ready in People means top-down organizational structure that enables the Globalization team to align international OKRs across functions and team.
Takeaways: Attendees will learn what it takes to be a globalization strategy team vs a Localization team; how to drive round-trip alignment between all functional groups; and how to run much more than globalization strategy to lift global revenue.
- Talia Baruch, Global Product Growth Strategy as a Service (ex Google, Linkedin, SurveyMonkey); Yewser Founder, GlobalSaké Co-Founder-
- Anna Schlegel, VP Global Portfolio-to-Market Lifecyle at NetApp (ex VMware, VeriSign, Cisco, Xerox)
- Shawna Wolverton, SVP Product at Zendesk (ex CPO at Planet and SVP Product at SalesForce)
- Isabelle Bicaci, Sr Director International Strategy at OpenTable (ex Eventbrite, Square)
- Silvia Oviedo Lopez, Head of Global Growth at Pinterest (ex eBay, Yahoo)
4:15 pm - 4:25 pm
Stretch your legs, walk around, refill your coffee cup, and share reflections with your fellow attendees.
Product Geo-Fit: Japan
4:25pm - 4:45pm
Optimizing product experience and value proposition for Japan new market adoption. Case study examples from Uber, Starbucks and Wix in Japan.
- Kazu Mori, Product Localization, Japan Content Marketing Specialist at Wix
Product Marketing Localization - Fireside chat
4:45pm - 5:30pm
Repositioning the brand story and adapting marketing assets for geo-fit relevancy to grow adoption in international markets. In this exciting wrap-up session, we'll share case studies from different consumer products, where content adaptation (copy & creative transcreation) were instrumental to lift growth in new markets, tapping to local customer expected behavior and fitting local market needs & wants.
Moderator: Talia Baruch, Global Product Growth Strategy as a Service (ex Google, Linkedin, SurveyMonkey); Yewser Founder, GlobalSaké Co-Founder-
- Sonia Oliveira, Senior Director Globalization at Square (ex GoPro, Zynga, Adobe)
- Bea Verdasco, Director of Localization at KAYAK
- Chris Hodgson, Managing Director, Mother Tongue
GlobalSaké Closing Words and Happy Hour Networking
5:30pm - 6:30pm
Thanks for a great day! Unwind, decompress and reboot with drinks and social.