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

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

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Omaha2 Omaha2 Presentation Transcript

  • THE STATE OF THELATINOSPHERE: 2011 Giovanni Rodriguez National Hispanic Corporate Council Fall Member Meeting Omaha, Nebraska October 4, 2011
  • Q: “What do you do when your Mom friends you”?
  • Q: “What do you do when your Mom friends you”?
  • Hey: we asked first!
  • Q: “What do you do when your Mom friends you”?
  • Q: “What do you do when your Mom friends you”?A: You accept.
  • Q: “What do you do when your Mom friends you”?A: You accept.(It’s your mom, bobo.)
  • “What is it about Latinos”?
  • We are growing faster
  • We are aging slower
  • We are joining faster
  • We are clicking faster
  • We are living longer
  • It’s not about a single monolithic culture.
  • It’s not about a single monolithic culture.It’s about many different people/interests.
  • But we all huddle when we are approachedthe right way (or attacked the wrong way)
  • But we all huddle when we are approachedthe right way (or attacked the wrong way)“Todos vuelven a la tierra en que nacieron.”
  • 7
  • 7 Size Law Language Land Influence Reach Best Practices
  • 1. Size
  • 1. How big is the Latinosphere? Why should marketers care?
  • 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.
  • Recommendation: Businesses should review their 2012marketing budgets and examine where they are on thematurity curve for Latino marketing.
  • 2. Law
  • 2. What tools and platforms are most commonly in use inthe Latinosphere?
  • 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%).
  • Recommendation: Marketers should look beyond publicnetworks and explore innovations in mobility, the cloud, andsocial analytics.
  • 3. Language
  • 3. What is the role of language in a world (unlike theAnglosphere) that is bilingual?
  • 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.”
  • “Language is no longer what definesHispanic content.”
  • Recommendation: Organizations should review theirEnglish/Spanish language strategy and learn from recentstudies demonstrating the effectiveness of each for specificcampaigns.
  • 4. Land
  • 4. What is the importance of land (country of origin) in theLatinosphere, a world that is largely virtual?
  • 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.
  • Recommendation: Organizations should review their overallcontent strategy. The language side of the Latinosphere isstill developing.
  • 5. Influence
  • 5. What is the role of emergent influencers in a world that isbeing remade? Why does this matter to marketers?
  • 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.
  • 939 respondents 2-4 kids 30-39 single most are heads of households not just writing about being LatinoLATISM BLOGUERA SURVEY: 2010
  • Recommendation: Influence is the new class. Cultivatemeaningful relationships with grassroot influencers andorganizations.
  • 6. Reach
  • 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?
  • 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.
  • 7. Best practices
  • 7. What are the most outstanding case studies? Who isleading the way?
  • 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.
  • 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.
  • Recommendation: Businesses should learn more fromrecent case studies that leverage social causes and/or Latinosolidarity for business benefit.
  • The Longtail of Latinos
  • ¡Gracias!
  • Who are your constituencies?What do they want?How can you better serve them using social, mobile,analytics?