Latino Link: Localizing your content for Hispanic Communities online

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Joe Kutchera presents his findings on how Hispanics considerably over-index in their use of social media and mobile services relative to the general population, and are rapidly catching up with regard to e-commerce. He will present case studies on BestBuy, Ford and H&R Block to illustrate how and why these leading companies have developed content for Hispanics and Latin Americans. Kutchera will also provide insight into the consumer personae of the Spanish-speaking audience and the closing of the digital divide, which opens doors to increased sales in-store and online.

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Latino Link: Localizing your content for Hispanic Communities online

  1. 1. Latino Link: Localizing your contentfor Hispanic communities online Join the conversation on twitter #LIOX @LionbridgePresented by Joe KutcheraHosted by Nathalie Molina© 2010 Lionbridge Technologies, Inc.Company Confidential – distribution prohibited without permission
  2. 2. Introductions Joe Kutchera  Director of Digital at Acento, and author of Latino Link: Building brands online with Hispanic communities and content  jkutchera@acento.com  @JoeKutchera Nathalie Molina Senior Director- Strategic Development, Lionbridge  Nathalie.Molina@lionbridge.com  @globalmisfitCompany Confidential – distribution prohibited without permission
  3. 3. Lionbridge Snapshot $400M Leader in Translation, Testing and Development Global Scale Market Leadership 4,200 employees 26 countries Leader in $14B services industry •1,900 offshore employees • Translation and adaptation of products • 85,000+ third party, mobile and at home and content for international markets workers Cloud Technology Platform Loyal, Global Clients ‘Crowd-in-the-Cloud’ Recurring relationships with • Industry leading technology 500+ global clients • Drives efficiency • 80% of revenue comes from recurring clients • Improves productivity • 12 of the Fortune 20 companies are clientCompany Confidential – distribution prohibited without permission
  4. 4. Research Background @joekutchera #latismCompany Confidential – distribution prohibited without permission
  5. 5. Personal Background @joekutchera #latismCompany Confidential – distribution prohibited without permission
  6. 6. Personal Background @joekutchera #latismCompany Confidential – distribution prohibited without permission
  7. 7. Personal Background @joekutchera #latismCompany Confidential – distribution prohibited without permission
  8. 8. Questions I will answer in today’s presentation:  The market opportunity for reaching U.S. Hispanics online?  Preference for Spanish or English?  What motivates U.S. Hispanics to use the Internet/mobile?  Which Hispanic marketers have translated their site?  How can your clients incorporate social media?  U.S. Hispanics and/or Latin Americans?  What are the implications for the Localization industry?Company Confidential – distribution prohibited without permission
  9. 9. Before we start: Definition of a few termsCompany Confidential – distribution prohibited without permission
  10. 10. Before we start:  Hispanic: Used by U.S. Census Bureau, more official  Latino: “A native or inhabitant of Latin America,” or from Roman Empire  “U.S. Hispanic” and “U.S. Latino” used interchangeably  Globalization: Does your web site maintain a consistent brand, look, and feel?  Localization: How relevant is your website to the user’s culture and country?  The Internet connects computers. Language connects peopleCompany Confidential – distribution prohibited without permission
  11. 11. Localization is:Company Confidential – distribution prohibited without permission
  12. 12. Research: Closing in on the Digital DivideCompany Confidential – distribution prohibited without permission
  13. 13. 2010 US Census DataBig “winners” – Texas (+4), Florida (+2), Arizona (+1), Nevada (+1), Utah (+1)Company Confidential – distribution prohibited without permission
  14. 14. US Hispanic Internet Users and Penetration,2009-2014 (millions and % of Hispanic population)Company Confidential – distribution prohibited without permission
  15. 15. Time Spent on English- vs. Spanish-Language Websites According to U.S. Hispanic Internet Users by Acculturation Level – July 2009Generation 1st 2nd 3rd Company Confidential – distribution prohibited without permission
  16. 16. How often do you research/purchase products online?Company Confidential – distribution prohibited without permission
  17. 17. Facebook Usage by EthnicityCompany Confidential – distribution prohibited without permission
  18. 18. Technology Use: Hispanics vs. Non-HispanicsCompany Confidential – distribution prohibited without permission
  19. 19. Consumer Profiles: Latinos who use the InternetCompany Confidential – distribution prohibited without permission
  20. 20. Madeline and RicardoKeep in touch with cousins in Peru and Spain via FacebookCompany Confidential – distribution prohibited without permission
  21. 21. Elizabeth Spanish-language media = pro-immigrantCompany Confidential – distribution prohibited without permission
  22. 22. Mike and Monica MeloneNew ways to “transfer” money to family in Latin AmericaCompany Confidential – distribution prohibited without permission
  23. 23. Alfonso Mexicans spend between $20 ad $40 Billion annually in U.S.Company Confidential – distribution prohibited without permission
  24. 24. Leaders in Digital Marketing to U.S. HispanicsCompany Confidential – distribution prohibited without permission
  25. 25. Best Buy en españolU.S. Hispanics AND Latin AmericansCompany Confidential – distribution prohibited without permission
  26. 26. Best Buy en españolU.S. Hispanics AND Latin AmericansCompany Confidential – distribution prohibited without permission
  27. 27. The Home Depot en españolNeither U.S. Hispanics or Latin AmericansCompany Confidential – distribution prohibited without permission
  28. 28. Banco Popular: Best Hispanic Global GatewayCompany Confidential – distribution prohibited without permission
  29. 29. Lexicon Marketing: English without BordersContinuous Relationship with ConsumersCompany Confidential – distribution prohibited without permission
  30. 30. Lexicon Marketing: English without BordersContinuous Relationship with ConsumersCompany Confidential – distribution prohibited without permission
  31. 31. AmFamLatino on FacebookCustomized Pages for Each AgentCompany Confidential – distribution prohibited without permission
  32. 32. Babycenter: Targeting Latina MothersCulturally Customized Content by Country in Spanish “I am 19 weeks pregnant and I subscribed to the English site at 8 weeks. A few weeks ago I switched to the Spanish site and I like it more because you really take into account the Latino perspective.” Company Confidential – distribution prohibited without permission
  33. 33. Procter & Gamble: Being GirlCulturally Customized with High Context Content in EnglishCompany Confidential – distribution prohibited without permission
  34. 34. Social Media & Localization: The Story of Cumbio and FotologCompany Confidential – distribution prohibited without permission
  35. 35. The Story ofCompany Confidential – distribution prohibited without permission
  36. 36. …and CumbioCompany Confidential – distribution prohibited without permission
  37. 37. “Connectors” Organizing EventsCompany Confidential – distribution prohibited without permission
  38. 38. “Connectors” Getting Book DealsCompany Confidential – distribution prohibited without permission
  39. 39. Hiring “Connectors”Company Confidential – distribution prohibited without permission
  40. 40. Company Confidential – distribution prohibited without permission
  41. 41. Finding “Connectors”Company Confidential – distribution prohibited without permission
  42. 42. Company Confidential – distribution prohibited without permission
  43. 43. Company Confidential – distribution prohibited without permission
  44. 44. How do we help our clients develop online connections and content? And how can we connect those online relationships with offline events and ultimately drive sales?Company Confidential – distribution prohibited without permission
  45. 45. Conclusion: What’s Next?Company Confidential – distribution prohibited without permission
  46. 46. Company Confidential – distribution prohibited without permission
  47. 47. Company Confidential – distribution prohibited without permission
  48. 48. Forecasted e-commerce growth on WWWCompany Confidential – distribution prohibited without permission
  49. 49. Conclusion  Which region of the U.S. has grown the most?  Have U.S. Hispanics online passed the “tipping point”?  What motivates Hispanics to use digital media?  Are online Hispanics U.S. or global influencers?  What’s the opportunity for marketers?  U.S. Hispanics and/or Latin Americans?  What does this mean for the Localization industry?Company Confidential – distribution prohibited without permission
  50. 50. Thank you!joekutchera.com/latinolink © 2010 Lionbridge Technologies, Inc.jkutchera@acento.com Company Confidential – distribution prohibited without permission
  51. 51. Questions? Latino Link on Amazon: http://amzn.to/latinolinkCompany Confidential – distribution prohibited without permission
  52. 52. Knowledge Center Download White Papers • Global Social Media: Usage and the Language Factor • Strengthening Global Brands: Key Steps for Meaningful Communications around the World • Building a Global Web Strategy: Best Practices for Developing your International Online Brand View Webinars On-Demand • The Art and Science of Global Navigation • Content Development Standards Are Ready. Are You? • Mastering Multilingual MarketingCompany Confidential – distribution prohibited without permission
  53. 53. Thank You! Joe Kutchera jkutchera@acento.com Nathalie Molina Nathalie.molina@lionbridge.com Lionbridge www.lionbridge.com http://blog.lionbridge.com http://twitter.com/Lionbridge http://www.facebook.com/L10nbridgeCompany Confidential – distribution prohibited without permission

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