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My talk at the 2011 meeting for the National Hispanic Corporate Council

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  • Omaha2

    1. 1. THE STATE OF THELATINOSPHERE: 2011 Giovanni Rodriguez National Hispanic Corporate Council Fall Member Meeting Omaha, Nebraska October 4, 2011
    2. 2. Q: “What do you do when your Mom friends you”?
    3. 3. Q: “What do you do when your Mom friends you”?
    4. 4. Hey: we asked first!
    5. 5. Q: “What do you do when your Mom friends you”?
    6. 6. Q: “What do you do when your Mom friends you”?A: You accept.
    7. 7. Q: “What do you do when your Mom friends you”?A: You accept.(It’s your mom, bobo.)
    8. 8. “What is it about Latinos”?
    9. 9. We are growing faster
    10. 10. We are aging slower
    11. 11. We are joining faster
    12. 12. We are clicking faster
    13. 13. We are living longer
    14. 14. It’s not about a single monolithic culture.
    15. 15. It’s not about a single monolithic culture.It’s about many different people/interests.
    16. 16. But we all huddle when we are approachedthe right way (or attacked the wrong way)
    17. 17. But we all huddle when we are approachedthe right way (or attacked the wrong way)“Todos vuelven a la tierra en que nacieron.”
    18. 18. 7
    19. 19. 7 Size Law Language Land Influence Reach Best Practices
    20. 20. 1. Size
    21. 21. 1. How big is the Latinosphere? Why should marketers care?
    22. 22. 1. How big is the Latinosphere? Why should marketers care?Survey: Latino digital marketing will grow by roughly 15%this year, and social technologies will help drive the market.
    23. 23. Recommendation: Businesses should review their 2012marketing budgets and examine where they are on thematurity curve for Latino marketing.
    24. 24. 2. Law
    25. 25. 2. What tools and platforms are most commonly in use inthe Latinosphere?
    26. 26. 2. What tools and platforms are most commonly in use inthe Latinosphere?Survey: Most respondents named Facebook and Twitter asthe platforms of choice for engaging Latinos (55%).Only 9% named mobile networks and applications.Even fewer named blogs and YouTube (8% each), ornetworks that have a strong presence in Latin America (6%).
    27. 27. Recommendation: Marketers should look beyond publicnetworks and explore innovations in mobility, the cloud, andsocial analytics.
    28. 28. 3. Language
    29. 29. 3. What is the role of language in a world (unlike theAnglosphere) that is bilingual?
    30. 30. 3. What is the role of language in a world (unlike theAnglosphere) that is bilingual?Survey: Roughly 40 percent of respondents said thatSpanish matters as much today as it used to. Only 6% said“no,” and the rest (54%) said “it depends.”
    31. 31. “Language is no longer what definesHispanic content.”
    32. 32. Recommendation: Organizations should review theirEnglish/Spanish language strategy and learn from recentstudies demonstrating the effectiveness of each for specificcampaigns.
    33. 33. 4. Land
    34. 34. 4. What is the importance of land (country of origin) in theLatinosphere, a world that is largely virtual?
    35. 35. 4. What is the importance of land (country of origin) in theLatinosphere, a world that is largely virtual?Survey: More than 70% of marketing practitioners surveyedidentified content strategy – without borders – as a criticalcomponent for scaling the reach of their digital/socialprograms.
    36. 36. Recommendation: Organizations should review their overallcontent strategy. The language side of the Latinosphere isstill developing.
    37. 37. 5. Influence
    38. 38. 5. What is the role of emergent influencers in a world that isbeing remade? Why does this matter to marketers?
    39. 39. 5. What is the role of emergent influencers in a world that isbeing remade? Why does this matter to marketers?Survey: more than 55% of practitioners surveyed said theyhave activated or will soon activate blogger programsreflecting the rise of a new class of influencers. Top of mindfor many brands: Latina women bloggers.
    40. 40. 939 respondents 2-4 kids 30-39 single most are heads of households not just writing about being LatinoLATISM BLOGUERA SURVEY: 2010
    41. 41. Recommendation: Influence is the new class. Cultivatemeaningful relationships with grassroot influencers andorganizations.
    42. 42. 6. Reach
    43. 43. 6. How easily can a sizable number of people be reached inthis new world? Is there a single tribe or multiple tribes thatmarketers must consider?
    44. 44. 6. How easily can a sizable number of people be reached inthis new world? Is there a single tribe or multiple tribes thatmarketers must consider?Survey: 20% of practitioners surveyed said that are onlytargeting Latino subgroups versus Latinos in general – amissed opportunity.
    45. 45. 7. Best practices
    46. 46. 7. What are the most outstanding case studies? Who isleading the way?
    47. 47. 7. What are the most outstanding case studies? Who isleading the way?Survey: Social causes matter. Respondents namedgrassroots and non-profit Latino organizations nearly asoften as commercial enterprises (48% versus 52%) whenasked to identify best practices in social media.
    48. 48. 7. What are the most outstanding case studies? Who isleading the way?Survey: Social causes matter. Respondents namedgrassroots and non-profit Latino organizations nearly asoften as commercial enterprises (48% versus 52%) whenasked to identify best practices in social media.More important: The commercial campaigns that weremost popular had a social bent.
    49. 49. Recommendation: Businesses should learn more fromrecent case studies that leverage social causes and/or Latinosolidarity for business benefit.
    50. 50. The Longtail of Latinos
    51. 51. ¡Gracias!
    52. 52. Who are your constituencies?What do they want?How can you better serve them using social, mobile,analytics?
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