Mark Lopez Google 11.04.2011


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Nov. 4, 2011 Versailles Breakfast Club presentation by Mark Lopez, VP Hispanic Head of Google.

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  • There is no digital divideInternet use by Hispanics is inline (78vs79% for the general population86% of those online are on broadband Only 7% of OnlineHispanics indicate they do not have an Internet connection at home [3%] orsimply do not know [4%] (assumed don’t know = no)
  • We leapfrog the General Market in smartphone adoption…a lot of the utility of a smartphone is very relevant: staying in touch with family outside the US, etc…
  • CLEAR+ Here are some general stats on the Female mobile audienceTHESIS+ This is Clinique’s audience+ The first important take away here are both that women are using their smartphones the access the web (42%)+ They are right on par with the general population in the US+ The second take away is this audience is growing at a phenomenal pace (93% YoY) compared to 57% of general mobile phone population age 13+TRANSITION+ Now again let’s take it a step down, and look at how many of these women you can reach through Google’s AdMob network
  • Video?
  • “Human beings can’t run a mile in under four minutes. It simply isn’t possible.”Sound crazy? It does now. But for de- cades it was a common point of view. It was a mental model: an assumption about how the world worked. As Profes- sor Jerry Wind of the Wharton School tells the story:The four-minute mile seemed like a physical barrier that humans could not— Bob Thacker Gravitytank Strategic Advisor and former CMO of OfficeMaxcross... until May 6, 1954. That was the day that Roger Bannister, in a meet at Oxford, ran a mile in 3:59.4. He broke the barrier. Suddenly, in the next three years, 16 other runners cracked the four-minute mile as well.Was there some breakthrough in human evolution? No. What had changed was the mental model.
  • - 13 years ago links were most important, then apps, now People - we all produce information, share it, and connect with each other through the web- We are putting you, your identity, your interests, your relationships, your social graph at the center of the web and of Google. - Today’s online services to accomplish this are broken even awkward and not very satisfying. We are rebooting it for the web, reinventing it. Let me show you how..
  • Link to video: to demo tool:
  • Today, there are plenty of sharing methods to choose from, but many fail to surface these recommendations at the moment you need them most. For example, if a friend stayed at a great hotel in Madrid six months ago, and thought to share his opinion while the thought was top of mind, he could syndicate this endorsement pretty easily. It could have appeared in your inbox or perhaps an activity stream. But fast forward to today, while you’re planning your trip to Spain. Today, this recommendation might be lost in months of updates, messages, emails or pings. In other words, it won’t be surfaced at the moment you need it most.
  • Mark Lopez Google 11.04.2011

    1. 1. US Hispanic Digital DiscussionMark LopezHead of US Hispanic and Panregional SalesNovember 2011 Google Confidential and Proprietary 1
    2. 2. Agenda• US Hispanic Digital Opportunity• Google’s Partnership Approach with Marketers• Upcoming Innovations Google Confidential and Proprietary 2
    3. 3. No More Digital Divide… 86% of Hispanics onlineSource: Google US Hispanics 2010, October 2010, OTX. have broadbandBase: Total. TECH2. What type of Internet connection(s) do you have in your home? Google Confidential and Proprietary Google Confidential and Proprietary 3A box (letter) indicates significant difference from comparative group(s) at 95% confidence.
    4. 4. US Hispanics Are Key to Growth50M+ US Hispanics1 in 6 U.S. residents is Hispanic growth in Hispanics online+16% (2010-2014)Sources: U.S. Census Bureau, eMarketer, “Hispanics Online: Demographics and Media Usage,” May Google Confidential and Proprietary 42010.
    5. 5. Hispanics Maximize Mobile Media Hispanics are significantly more likely to have a smartphone than the general population. 45% of USH vs. 34% of general populationSource: Google US Hispanics 2010, October 2010, OTXBase: Total. M1. Which of the following types of mobile phones, if any, do you use regularly? Google Confidential and Proprietary
    6. 6. US Hispanic Mobile Web AudienceVast and Growing Segment11.8Muse the mobile web54%YoY growth in smartphone penetration (May 2010 vs May 2011)Heavy Users of EmergingMobile Content61% access the mobile web using a smartphone91%use a mobile browser82%use non-native mobile appsSource: comsSore; CTIA; Analyst Reports; AdMobUU data; comScoreMobilens;comScoreMobillens Trend, May2011Note: Mobile Web is defined as any users who accessed their phones browser or used a non-native application Google Confidential and Proprietary6 Google confidential
    7. 7. Hispanics Have Highest Tablet Adoption“Hispanics skew higher in ownershipof both tablets and e-readers.”15% of Hispanics own a tablet (vs. 7% White, 8% Black, 8% total pop)15% of Hispanics own an e-reader (vs. 11% White, 8% Black, 12% total pop)Note: as of May 2011Source: Pew Internet & American Life Project “E-reader ownership doubles in six month” June 27, 2011 Google Confidential and Proprietary7 Google confidential
    8. 8. Agenda• US Hispanic Digital Opportunity• Google’s Partnership Approach with Marketers• Upcoming Innovations Google Confidential and Proprietary 8
    9. 9. Create a US Hispanic Marketing Program 4 Levels of Engagement Integrate your Brand into USH Video Content Align Your Brand with USH Lifestyle Content Influence Consideration on Specific Audiences Connect with Relevant Searches 9 Google Confidential and Proprietary
    10. 10. US Hispanic Marketing with Google Unmatched Reach Across Platforms 73% of US Hispanics are on YouTube The Google Display Network reaches 9 in 10 of US Hispanics 93% of US Hispanics are Google Users 10Source: Google US Hispanics 2010, October 2010, OTXBase: Search Engine Users. Which of the following search engines do you use to gather information online? / A box (letter) Google Confidential and Proprietaryindicates significant difference from comparative group(s) at 95% confidence.
    11. 11. Agenda• US Hispanic Digital Opportunity• Google’s Partnership Approach with Marketers• Upcoming Innovations Google Confidential and Proprietary 11
    12. 12. Mental Models Drive Our Game Google Confidential and Proprietary12 Google confidential
    13. 13. Roger Bannister and the Four Minute Mile Google Confidential and Proprietary13 Google confidential
    14. 14. The FirstMoment of Truth Google Confidential and Proprietary
    15. 15. The First Moment of Truth: Beyond the Point of Sale Google Confidential and Proprietary 15
    16. 16. The Traditional Mental Model of Marketing Stimulus First Second Moment of Moment of Truth Truth 16 Google Confidential and Proprietary
    17. 17. The New “Four Moments” Mental Model Stimulus First Second Moment of Moment of Truth Truth Which becomes the next person’s ZMOT 17 Google Confidential and Proprietary 17
    18. 18. Revisiting the Path to the First Moment of Truth Google Confidential and Proprietary
    19. 19. Google Wallet and Google Offers will make shopping easier This local deal-of-the-day with plans to roll out to more markets. You will be able to store offers in Turns your phone into a Google Wallet to redeem in-store.payment mechanism with NFC. Google Confidential and Proprietary
    20. 20. Google Confidential and Proprietary
    21. 21. Google Confidential and Proprietary
    22. 22. Google Confidential and Proprietary
    23. 23. Search is Becoming More SocialIntroducing the +1 Button and Social Search Google Confidential and Proprietary
    24. 24. Available on: Google search results Google search ads Sites across the web Google Confidential and Proprietary
    25. 25. Adding the +1 button to your site gives users evenmore opportunities to endorse your brand… This site looks good, This site is but I want to great. +1! check it out. Google Confidential and Proprietary
    26. 26. …leading to more recommendations in search. When a user clicks the +1 button on your site… …their friends and contacts will see personalized annotations on your search results and ads with the same final landing page URL. Google Confidential and Proprietary 26