eCMetrics Latino US Hispanic and LATAM Social Media Agency
eCMetrics Presentation www.ecmetrics.com THE NEW CONSUMER
eCMetrics Presentation www.ecmetrics.com go online at least once a month. By 2014, 39.2 million Hispanics will be online, representing 70% of this population. Source: Earth Times, August 2010 29.6 Million U.S. Hispanic Internet Users The Latino Consumer is Online
eCMetrics Presentation www.ecmetrics.com Pew Hispanic, Latinos Online . 85% of US Latinos over 16 go online. [ 96% of Latinos age 18-25 use the internet ] Among younger users, 95 percent of non-Hispanics ages 16 and 17 go online, as do 96 percent of those ages 18 to 25. ClickZ.com, Marketing Expert and Advice, June 2010. The Latino Consumer is Online
eCMetrics Presentation www.ecmetrics.com The Latino Consumer is Online According to new information from comScore, Facebook is nearing the top for most-visited website in both Mexico and Chile . According to the comScore report Chilean consumers most often turn to Google to find information; the major search engine currently reaches about 95% of the Chilean online community. But close behind the search giant is social network Facebook with 6.2 million unique visitors. In Mexico , the comScore report found that Facebook now ranks third in the most-visited category behind Microsoft sites ( 16.1 million unique visitors ) and Google ( 15.2 million unique visitors ). This indicates that social networks are alive and growing in Latin America. BizReports.com, Facebook changing how Latin American's interact online, September 2010
eCMetrics Presentation www.ecmetrics.com The Latino Consumer is Online As of June 2010, more than 200 million people in Latin America are online. More than 75.9 million are online in Brazil. More than 30.6 million in Mexico 26.6 million in Argentina and 21.5 million in Colombia Internetworldstats.com, June 2010
eCMetrics Presentation www.ecmetrics.com The Latino Consumer is Online
eCMetrics Presentation www.ecmetrics.com When it comes to social media, Facebook ranks among the top sites regularly visited by U.S. Hispanics (54.2%). 50% of the total Latin American audience is also plugged in. HispanicallySpeakingNews.com, Hispanics Huge Facebook Users, September 2010 . MySpace announced that it has rebranded their site to cater to Generation Y Hispanics (16-25) that account for 20% of Myspace users and 18% of U.S. Generation Y Population. HispanicMarketInfo.com, Myspace Targeting Gen Y Hispanics in an Effort to Complement Facebook, October 2010. Twitter reaches 44.4 million US users of which 11% are Hispanic; this translates to 4.9 Million Hispanic Twitter users. Of the 93 million active twitter users, 15 million reside in Latin America. Hispanic Online Marketing , Hispanic Online Publishers Turn to Twitter, September 2010 . The Latino Consumer is Online Time.com, Twitter Usage Exploding in Latin America, August 2010 . Slideshare.net, State of Internet Latin America 2010, June 2010 .
eCMetrics Presentation www.ecmetrics.com <ul><li>This consumer: </li></ul><ul><li>Generates Media </li></ul><ul><li>Multiplies content </li></ul><ul><li>Recommends products </li></ul>The Latino Consumer is Online
eCMetrics Presentation www.ecmetrics.com WEB 2.0 CREATED A NEW MARKETING REALITY
eCMetrics Presentation www.ecmetrics.com THE NEW MARKETING REALITY The consumer has the power to generate or multiply the messages content (in a positive or negative way). Marketing doesn´t have anymore absolute control over the brand. The consumer is taking decisions in relation to brands & products based on experiences and recommendations from other consumers through social media.
eCMetrics Presentation www.ecmetrics.com 3 NEW MARKETING CHALLENGES GIVEN CONTROL TO THE CONSUMER OVER THE BRAND FACILITATING (NOT CREATING OR CONTROLING) BRAND ENGAGEMENT MONITORING CONTINUOUSLY THROUGH SOCIAL MEDIA
eCMetrics Presentation www.ecmetrics.com WHAT SHOULD COMPANIES DO TO TAKE CONTROL OF THIS REALITY? CREATE A SOCIAL MEDIA STRATEGY ENGAGE THE USERS THROUGH A CONTINUOUS INTERACTION AND DIALOGUE MONITOR
eCMetrics Presentation www.ecmetrics.com HISPANIC AND LATAM SOCIAL MEDIA AND INTERNET USAGE A world of diversity A world of opportunity
eCMetrics Presentation www.ecmetrics.com of US Hispanics shop online. [They are more likely to regularly purchase products online and research products online before buying them in person.] 32% of Latino homes have broadband. 48% CNN.com, Report: Racial inequalities persist online , November 2010 HispanicallySpeakingNews.com, Hispanics Huge Facebook Users, September 2010 . HISPANIC AND LATAM SOCIAL MEDIA AND INTERNET USAGE
eCMetrics Presentation www.ecmetrics.com They are young, affluent, have large households and are “more enthusiastic about the benefits of the Internet than [is] the general market.” What’s more, the study shows that Hispanics are more sophisticated technology users. A Profile on the Hispanic Internet User AOL Hispanic Cyberstudy/Cheskin 2010 HISPANIC AND LATAM SOCIAL MEDIA AND INTERNET USAGE
eCMetrics Presentation www.ecmetrics.com HISPANIC AND LATAM SOCIAL MEDIA AND INTERNET USAGE
eCMetrics Presentation www.ecmetrics.com How does perform in this context?
eCMetrics Presentation www.ecmetrics.com STRATEGIC USAGE OF SOCIAL MEDIA Consulting Agency that focuses on creating brand engagement through the strategic usage of Social Media for the U.S. Hispanic and LATAM markets
eCMetrics Presentation www.ecmetrics.com HOW DO WE DO IT? Through our integrated solutions that include: Strategic Planning, Engagement, and Monitoring
eCMetrics Presentation www.ecmetrics.com SOCIAL MEDIA Planning
PLANNING POSK METHOD FRAMEWORK eCMetrics Presentation www.ecmetrics.com We implement a methodology that includes a clear understanding of your needs, marketing objectives, and how your target interacts with your brand.
eCMetrics Presentation www.ecmetrics.com PLANNING - tools ec GlobalNet Planning instrument that brings together all of our social media partners (social networks, blogs, websites, etc) along with user segmentation (given their demographic, lifestyle and other identifying characteristics, product use and brand sentiment.) We use this information to determine the most adequate sources to engage the users to the brand .
eCMetrics Presentation www.ecmetrics.com PLANNING - tools Allows the suggestions of the engagement concept(s) during the planning phase. How do we do this? Through a collaborative process between our most creative and innovative members of our social networks, our creative team and the Client, in order to define preliminary ideas. ec Cocreation
eCMetrics Presentation www.ecmetrics.com Engagement SOCIAL MEDIA
eCMetrics Presentation www.ecmetrics.com ENGAGEMENT After a planning stage , we implement your Social Media Initiatives using our 5 baseline solutions which have been effectively proven with reputable customers. Through them we have built diverse Social Media experiences and best practices. Our solutions are customized for your specific business needs!
eCMetrics Presentation www.ecmetrics.com ENGAGEMENT Have your own online community! Hispanics are more involved in Online Communities than ever! We offer strategic planning, build-up, management of “branded” social networks and online communities and execution of engagement initiatives with their members. We can use our own platform to build the community or use popular social networks, such as Facebook Fan Pages.
eCMetrics Presentation www.ecmetrics.com ENGAGEMENT Do you want the real Hispanic Experience? Sharing the real experience of the consumer in the community via multimedia story telling (shopping, entertainment, user experience and any day-to-day activity)
eCMetrics Presentation www.ecmetrics.com ENGAGEMENT Hispanics are interactive! Extending the offline BTL brand activation experiences to an online community environment multiplying its content and communication. Members of the BTL community would collaborate on its expansion (advocators) through consumer generated media and experience sharing though multimedia elements (videos, photos, audio, SMS, chat) on real time.
eCMetrics Presentation www.ecmetrics.com ENGAGEMENT Hola Latino gamers! A solution that involves conceptualization, planning, design, programming and implementation of ¨Social Applications¨ for Social Networks. The solution is fully customized to the Clients specific needs and is typically a branded engaging application such as a game, personal avatar, or management tool.
eCMetrics Presentation www.ecmetrics.com ENGAGEMENT Latinos are in these Networks Are you? We can also set-up accounts in popular Social Media Channels (such as Facebook, LinkedIn, Twitter, etc.), manage the content and integrate our engagement services and solutions to these environments. Social Media Marketing
eCMetrics Presentation www.ecmetrics.com SOCIAL MEDIA Monitoring
eCMetrics Presentation www.ecmetrics.com MONITORING Measurement of Consumer Generated Media (CGM) related to brand or industry using our proprietary online search systems and Buzz Power analytical model to count references and code attitude. ec BuzzMetrics
CASE - NOKIA TRENDS - Increase re a ltionships between users and Nokia Trends SITUATION - Understand preferences of Event participants. eCMetrics Presentation www.ecmetrics.com
CASE - NOKIA TRENDS Create a private community (social network), online promotions like viral marketing and drawings PROPOSAL eCMetrics Presentation www.ecmetrics.com Increase of community members from 300 to 3000. 30% increase of opinion leaders and preferred entertainment. RESULTS
CASE - LEVI’S <ul><li>Identify young middle-class consumer opinion leaders that follow fashion trends. </li></ul><ul><li>Realign viral campaign to promote new Levi’s products. </li></ul>SITUATION eCMetrics Presentation www.ecmetrics.com
PROPOSAL eCMetrics Presentation www.ecmetrics.com <ul><li>Select and recruit consumers in Social Networks </li></ul><ul><li>Follow and register consumer experience in a normal environment </li></ul><ul><li>Multiply real experience </li></ul>CASE - LEVI’S
RESULTS eCMetrics Presentation www.ecmetrics.com <ul><li>5 previous experiences that were used as content in promoting Social Networks and traditional mediums. </li></ul>CASE - LEVI’S
SITUATION eCMetrics Presentation www.ecmetrics.com Increase soccer programming consumption during the World Cup. CASE – WORLD CUP 2010
eCMetrics Presentation www.ecmetrics.com CASE - DIRECTV Launch of a private social network for soccer fans in Latin America with social media initiatives to increase the loyalty of programming consumption. PROPOSAL
eCMetrics Presentation www.ecmetrics.com CASE - DIRECTV Generating content 600 times daily following the lineup during the event. GOALS
eCMetrics Presentation www.ecmetrics.com EXPERIENCE More than 10 Years interacting! More than 10 years interacting with Internet users and online community members ( before Social Media was popular!) In addition, we have been involved in the Hispanic market from the beginning as our firm specializes in Latin American and US Hispanic social media.
EXPERIENCE 500 THOUSAND eCMetrics Presentation www.ecmetrics.com Since 2003, we have had our own online community of consumers, representening more than 15 countries with more than 500 thousand active users!
EXPERIENCE – opinion leader Reputation, White Papers, and Media Recognition eCMetrics Presentation www.ecmetrics.com
Goes beyond geographical boundaries: is engrained in or Corporate Culture with more than 10 nationalities in our company and an international network of partners.
eCMetrics Presentation www.ecmetrics.com INTEGRATED SOCIAL MEDIA SOLUTIONS <ul><li>Strategic Planning </li></ul><ul><li>Engagement </li></ul><ul><li>Monitoring </li></ul>
eCMetrics Presentation www.ecmetrics.com MULTI-FUNCTIONAL TEAM Engagers: In charge of executing your social media initiatives. They also interact and dialogue with consumers using different social media tools allowing and stimulating them to express their needs, attitudes and opinions. Co-Creators: Create and develop relevant interactive concepts in collaboration with Social Media Participants (hence, co-creators). Technologists: Work in conjunction with the Engagers to develop engaging social media concepts that are relevant to your target audience. Strategists: Recommend strategies based on costumer needs and rigorous analysis of market information and consumers feedback.