AHAA Latino Link + Social Media October 2010


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There's an amazing convergence happening between the growth of the U.S. Hispanic population and the growth of digital media. Hispanics increasingly use the Internet to keep in touch with family and friends on social networks, write product reviews, compare prices and shop online. Are your clients' brands ready?

Learn the key issues your agency will need to understand in order to successfully market to Hispanic consumers on social/digital platforms, including shopping behavior, social networks, translation, localization and mobile platforms.

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AHAA Latino Link + Social Media October 2010

  1. 1. @joekutchera #AHAA2010
  2. 2. @joekutchera #AHAA2010
  3. 3. @joekutchera #AHAA2010
  4. 4. Overview <ul><li>Market opportunity </li></ul><ul><li>Consumer profiles: Latinos who use the Internet </li></ul><ul><li>Leaders in marketing to Latinos online </li></ul><ul><li>Discussion </li></ul>
  5. 5. Market Opportunity U.S. Latinos Online: A Driving Force www.IAB.net/us_latinos
  6. 6. Market Opportunity: Hispanics Online <ul><li>30 million or 60%, online at least once a month (eMarketer) </li></ul><ul><li>2014, 39.2 million or 70% </li></ul><ul><li>54% are Spanish-dominant or bi-cultural (AOL Hispanic) </li></ul><ul><li>61% said “When I need information the first place I look is the Internet” ( Simmons NCS/NHCS) </li></ul><ul><li>41% are very or somewhat likely to take action after viewing a banner ad (ARAnet/eMarketer) </li></ul>
  7. 7. Market Opportunity: Hispanics Online <ul><li>61% made a purchase online; Average spend of $746 (Scarborough) </li></ul><ul><li>78% penetration rate of wireless services among Hispanic teens (ANA/Dieste) </li></ul><ul><li>48% of Hispanics text message (Scarborough) </li></ul>
  8. 8. Consumer Profiles
  9. 9. Madeline and Ricardo
  10. 10. Elizabeth
  11. 11. Mike and Monica Melone
  12. 12. Alfonso: $40 Billion spent in U.S.
  13. 13. Leaders in Digital Hispanic Marketing
  14. 14. General Mills: Que Rica Vida Information seekers; want to assimilate
  15. 15. Best Buy en español U.S. Hispanics AND Latin Americans
  16. 16. Best Buy en español
  17. 17. Babycenter: Targeting Latina Mothers “ 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.”
  18. 18. Ford: Targeting Latinas Online Content Relevancy
  19. 19. Lexicon: English without Borders Continuous Relationship with Consumers
  20. 20. AmFamLatino.com Align Talent with Marketplace
  21. 21. AmFamLatino.com: Interactive Home
  22. 22. AmFamLatino.com: Interactive Home
  23. 23. AmFamLatino on Facebook
  24. 24. Social Media Case Study: <ul><li>La Caida de Edgar (el original) </li></ul><ul><li>http://www.youtube.com/watch?v=b89CnP0Iq30 </li></ul><ul><li>La Caida de Edgar (Emperador) </li></ul><ul><li>http://www.youtube.com/watch?v=IwyNPo5lE-Y </li></ul>
  25. 25. The Big Idea: Reaching Connectors on Social Networks
  26. 26. The Story of
  27. 27. … and Cumbio
  28. 28. “ Connectors” Organizing Events
  29. 29. “ Connectors” Getting Book Deals
  30. 30. Hiring “Connectors”
  31. 32. Finding “Connectors”
  32. 35. Global Gateways
  33. 36. Summary <ul><li>Latinos past the tipping point online </li></ul><ul><li>Latinos online: </li></ul><ul><ul><li>Global connectors </li></ul></ul><ul><ul><li>Information seekers…who want to assimilate </li></ul></ul><ul><ul><li>Comparison shoppers </li></ul></ul><ul><li>Hispanic marketing leaders develop: </li></ul><ul><ul><li>Culturally relevant content </li></ul></ul><ul><ul><li>Relationships with their consumers on social networks </li></ul></ul><ul><ul><li>HR strategies to align talent and content for the marketplace </li></ul></ul>
  34. 37. Discussion <ul><li>Are online Hispanics U.S.-only influencers? Or global influencers? </li></ul><ul><li>Do we need to think globally in developing marketing strategies for a global medium? </li></ul><ul><li>How can we act locally on a global medium? </li></ul><ul><li>How can we reach “Cumbios” on multiple touch points? </li></ul>
  35. 38. Questions? amzn.to/LatinoLink Download a free chapter about social media at: JoeKutchera.com/LatinoLink
  36. 39. US HISPANICS & SOCIAL MEDIA <ul><li>87% of online US Hispanics (24,247,000) engage in social networking </li></ul><ul><li>Facebook is #1 with 18,327,000 US Hispanic users </li></ul><ul><li>30.8 percent of smart phone users accessed social networking sites via their mobile browser in January 2010 </li></ul><ul><li>Access to Facebook via mobile browser grew 112 percent in the past year, while Twitter experienced a 347-percent jump </li></ul>Source: ComScore Media Metrix
  37. 40. <ul><li>45.4 million people in the U.S. owned smartphones </li></ul><ul><li>40% of Hispanics access the Internet through mobile phones </li></ul><ul><li>87 percent of Hispanic households have multiple mobile phones and use them more than any other form of personal or handheld technologies </li></ul><ul><li>Hispanics over-index on mobile video consumption </li></ul>US HISPANICS & PORTABLE DEVICES Source: ComScore Media Metrix
  38. 41. 2 MULTIPLATFORM STORY TELLING Follow us @alguientemiratv to receive tweets from the cast and much more… Become a Fan of ATM on Facebook to find out about our exclusive teasers, Videos, interviews Go to telemundo.com to find out more about your favorite novella. Exclusive content waiting for you!!! Text the keyword “ATM” To 68636 from your mobile Phone and receive invites to Our events, alerts, Sweepstakes, and more.