Connecting with           Hispanicson Digital Platforms      @joekutchera         @luaustx      @Ocastro247           Augu...
Three Areas of Digital MarketingSearch Engine Optimization                     Display      +                          Adv...
Search Engine Optimization (SEO): Content is King                       SEM is your Opportunity to Customize              ...
Latinas Turn to The InternetWhat products or services make it easier for you to      be the woman you most want to be?    ...
Search Beyond Google and the Laptop
Consumption                                                      94%                                                      ...
Hispanics Maximize Mobile Media      93%                    of US Hispanics use a mobile phone regularlySource: Google US ...
Search Dominates Smartphone Usage70%                                      movie showtimesof Hispanics use theirsmartphones...
Mobile is Already an Important Component                                    of the Purchase Funnel                        ...
Social Media Marketing and Content
Cost-per-Click Isn’t Just for Google Anymore                        Examples    of Facebook Profile TargetingLanguage targ...
Hispanics Over-Index in Using Social Media         Q: How often do you use any of the following websites?         A: Regul...
Hispanic Shoppers Influenced by Reviews and                           RecommendationsSource: comScore 2010                ...
Savvy Multicultural Marketers Find Value in Social                                              Media• McDonald’s saw that...
McDonald’s – Online, Facebook and Blog                                    Sponsorship• Hispanic/Multicultural marketing is...
General Mills’ Que Rica Vida – Online, Facebook and                                             Mobile   • Que Rica Vida =...
Éne-bé-a (NBA) – Online and Facebook Unique URL: enebea.com                                         Social media integrati...
Digital Marketing en Español Checklist• What online/mobile content do you offer en  español?• Have you optimized your Span...
Muchas gracias!Joe@Kutchera.net212.932.8718
Hispanic Retail 360 – August 2011Oscar CastroDirector/GM – International E-commerce                                       ...
The 360 degree shopping experience                     Targeted Marketing                  Relevant                       ...
BUSINESS CASEAugust 2011                              22
2010 Census: Hispanics drove >50% of population growth                                       Hispanic                    G...
Hispanics are expected to become a larger percentage of the US population                                   16%    18%    ...
Purchasing power forecast to reach $1.4 Trillion by 2013 $ 1,400,000,000,000Source: Mintel, Hispanics Online – US, April 2...
TARGETED MARKETINGAugust 2011                                   26
Major ad trades list us in the top 25 biggest advertisers in Hispanic mediaAugust 2011                                    ...
We sponsor Hispanic TV programmingAugust 2011                                     28
We employ traditional mediaAugust 2011                              29
We’re pioneering in digital marketing…                         PAID SEARCH                                         A      ...
…as well as social mediaAugust 2011                           31
…as well as social mediaAugust 2011                           32
…as well as social mediaAugust 2011                           33
RELEVANT MERCHANDISINGAugust 2011                               34
We have launched product lines with Hispanic celebritiesAugust 2011                                                       ...
We tailor promotionsAugust 2011                       36
ONLINE EXPERIENCEAugust 2011                                  37
Latino e-commerce at Sears Holdings         • Given the fast growth of internet use among Hispanics and the cross-border  ...
Sears.com/espanol                    • The Hispanic segment is an important group                      for Sears Holdings ...
Sears.com/internacional                          • Prior to October 2009, international                            custome...
Searspr.com              • searspr.com offers localized product                assortment, marketing promotions and user  ...
IN-STORE & CUSTOMER                    SERVICEAugust 2011                                    42
Multi-channel integration   S   T   O   R   E   S   I   G   N   A   G   E                            S                    ...
Conclusion       • The Latino market is a large and growing segment; it will not be a niche in the future       • Addressi...
August 2011              45
The Challenge: Cross-Cultural Communication                  English-Speaking Work                    Low Education Level ...
The Challenge: Cross-Cultural Communication                               Externally To Customers:                        ...
Old Solution - Printed Manuals, CD/ DVD’s• Traditional printed training materials   • CD/ DVD- based courses (e.g., Berlit...
New Solution - Integrated Mobile/Web/IVR Platform                 Mobile Front-End                            SaaS Back-En...
Mobile Handset Access - SMS                                                           From: 82208Compose:                 ...
Mobile Language Instructionedioma - HR360 Presentation          CONFIDENTIAL   ©2011, edioma Inc.
Web-Based Instruction & Testing                                                      • web-based accessible from any PC   ...
Use Case: 7-Eleven Corporation        7-Eleven Corp        • Employs 34,000 plus staff worldwide        • Twenty-fourth la...
Summary - Hispanic Retail Benefits               Hispanics are fastest-growing retail customer segment: mobile campaigns  ...
Thank you.                                    edioma, Inc.                                 815A Brazos Street             ...
Hispanic Retail 360 - Connecting with Hispanics on Digital Platforms
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Hispanic Retail 360 - Connecting with Hispanics on Digital Platforms

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As mobile phone and laptop prices fall, becoming more accessible, how do Hispanics use social and mobile media? What kinds of content do they seek? What marketers have met Hispanics’ information needs online with Spanish-language and/or culturally customized digital communications?

Learn the answers to these questions from author and speaker Joe Kutchera with case studies from Oscar Castro at Sears, and Larry Upton of edioma on 7-11 mobile efforts. Attendees will learn about the closing of the digital divide and how to drive measurable marketing results with Hispanics online and on mobile devices.

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Hispanic Retail 360 - Connecting with Hispanics on Digital Platforms

  1. 1. Connecting with Hispanicson Digital Platforms @joekutchera @luaustx @Ocastro247 August 11, 2011
  2. 2. Three Areas of Digital MarketingSearch Engine Optimization Display + Advertising Marketing Social Content + Marketing
  3. 3. Search Engine Optimization (SEO): Content is King SEM is your Opportunity to Customize Sears U.S. Wikipedia = global site OCU = Consumer Reports Washing machine repair Samsung Chile Maytag Mexico E-Commerce site in Panama Comparison shopping site
  4. 4. Latinas Turn to The InternetWhat products or services make it easier for you to be the woman you most want to be? Source: People en espanol Hot Study, October, 2010
  5. 5. Search Beyond Google and the Laptop
  6. 6. Consumption 94% of US Hispanics who watch online video visit YouTubeSource: Google US Hispanics 2010, October 2010, OTX
  7. 7. Hispanics Maximize Mobile Media 93% of US Hispanics use a mobile phone regularlySource: Google US Hispanics 2010, October 2010, OTX
  8. 8. Search Dominates Smartphone Usage70% movie showtimesof Hispanics use theirsmartphones tosearch45% of Hispanicshave smartphonesvs. 34% of GeneralPopulationSource: Google US Hispanics 2010, October 2010, OTX
  9. 9. Mobile is Already an Important Component of the Purchase Funnel Televisions Over 40% of U.S. Hispanics compare prices and locate retailers via their smartphones.Source: Google US Hispanics 2010, October 2010, OTX
  10. 10. Social Media Marketing and Content
  11. 11. Cost-per-Click Isn’t Just for Google Anymore Examples of Facebook Profile TargetingLanguage targeting Interest targeting Media preference targeting
  12. 12. Hispanics Over-Index in Using Social Media Q: How often do you use any of the following websites? A: Regularly60%50% Hispanics40%30%20% Non- Hispanics*10%0% Plaxo Classmates Linkedln Twitter My Space Hulu YouTube Facebook Source: SIMM@16 Survey, BIGresearch® * Non Hispanics excludes African Americans & Asians 12
  13. 13. Hispanic Shoppers Influenced by Reviews and RecommendationsSource: comScore 2010 13
  14. 14. Savvy Multicultural Marketers Find Value in Social Media• McDonald’s saw that R&B star Mary J. Blige would regularly tweet about buying McCafe• The restaurateur re-tweeted her tweets without paying the star anything, building significant credibility among African-Americans
  15. 15. McDonald’s – Online, Facebook and Blog Sponsorship• Hispanic/Multicultural marketing is mass market for McDonald’s• Wants consumers to eat out instead of buying groceries• Sponsored Papi Blogger’s summer family road trip• Aggressively uses social media to win over
  16. 16. General Mills’ Que Rica Vida – Online, Facebook and Mobile • Que Rica Vida = cross-platform content in magazine, websites, Facebook and its mobile application • Features recipes and family health tips for Hispanics moms/families
  17. 17. Éne-bé-a (NBA) – Online and Facebook Unique URL: enebea.com Social media integration and communityComprehensive Spanish-language website interaction 17
  18. 18. Digital Marketing en Español Checklist• What online/mobile content do you offer en español?• Have you optimized your Spanish-language site for search engines? Tags? Title bars? Content?• What keywords in Spanish perform best for search engine marketing? Cost relative to English?• What other cost-per-click opportunities exist beyond Google.com? YouTube? Mobile? Social?• How can you extended your brand into social media and interact with your target audience?
  19. 19. Muchas gracias!Joe@Kutchera.net212.932.8718
  20. 20. Hispanic Retail 360 – August 2011Oscar CastroDirector/GM – International E-commerce 20
  21. 21. The 360 degree shopping experience Targeted Marketing Relevant Merchandising Customer Hispanic customers Service Online Experience In-store ExperienceAugust 2011 21
  22. 22. BUSINESS CASEAugust 2011 22
  23. 23. 2010 Census: Hispanics drove >50% of population growth Hispanic General Market 350 300 50 15M of Population in Millions 250 35 27M population 200 growth 150 came from 246 258 Hispanic 100 segment 50 (54% of total) 0 2000 2010Source: Pew Hispanic Center – 2010 Latinos and Digital Technology reportAugust 2011 23
  24. 24. Hispanics are expected to become a larger percentage of the US population 16% 18% 19% 21% 23% 25% 27% 28% 30%Source: Projections of the Hispanic Population (Any Race) by Age and Sex for the United States:2010 to 2050, Population Division, U.S. Census Bureau, Aug 08. August 2011 24
  25. 25. Purchasing power forecast to reach $1.4 Trillion by 2013 $ 1,400,000,000,000Source: Mintel, Hispanics Online – US, April 2011August 2011 25
  26. 26. TARGETED MARKETINGAugust 2011 26
  27. 27. Major ad trades list us in the top 25 biggest advertisers in Hispanic mediaAugust 2011 27
  28. 28. We sponsor Hispanic TV programmingAugust 2011 28
  29. 29. We employ traditional mediaAugust 2011 29
  30. 30. We’re pioneering in digital marketing… PAID SEARCH A F F I L I A E T M E A I LAugust 2011 30
  31. 31. …as well as social mediaAugust 2011 31
  32. 32. …as well as social mediaAugust 2011 32
  33. 33. …as well as social mediaAugust 2011 33
  34. 34. RELEVANT MERCHANDISINGAugust 2011 34
  35. 35. We have launched product lines with Hispanic celebritiesAugust 2011 35
  36. 36. We tailor promotionsAugust 2011 36
  37. 37. ONLINE EXPERIENCEAugust 2011 37
  38. 38. Latino e-commerce at Sears Holdings • Given the fast growth of internet use among Hispanics and the cross-border shopping trends in e-commerce, Sears decided to address the market through localized online experiences: Aug 2009 Apr 2010 sears.com/español searspr.com Oct 2009 sears.com/internacionalAugust 2011 38
  39. 39. Sears.com/espanol • The Hispanic segment is an important group for Sears Holdings • We are one of a few retailers that offer a Spanish language website • Customers can now use our website to research their large purchases in Spanish, or to take advantage of our convenient multi-channel options • Trust is a key issue for Hispanic consumers; they can feel confident shopping with Sears, in business for over 125 years • Key categories & pages are translated, new content being translated every dayAugust 2011 39
  40. 40. Sears.com/internacional • Prior to October 2009, international customers did not have easy access to Sears products • Experience is available in English or Spanish; we support multiple languages during the check-out process • We ship to more than 90 countries worldwide, including 25 in Latin America and the Caribbean • We support more than 30 currencies • Customers can pre-pay shipping, taxes and duties online and avoid any further charges upon deliveryAugust 2011 40
  41. 41. Searspr.com • searspr.com offers localized product assortment, marketing promotions and user experience • Our site is fully integrated with the stores on the island • We deliver to the entire island, coast-to- coast • For continental US residents, we provide the easiest way to send gifts to loved ones on the island (eg NY resident, buy online, we deliver to mom in PR) • We were the first major national retailer to launch a website specifically for Puerto RicoAugust 2011 41
  42. 42. IN-STORE & CUSTOMER SERVICEAugust 2011 42
  43. 43. Multi-channel integration S T O R E S I G N A G E S E R V I C EAugust 2011 43
  44. 44. Conclusion • The Latino market is a large and growing segment; it will not be a niche in the future • Addressing the market will require customization and cultural relevance • As the number of Latino internet users increases, there will be more demand for relevant digital content and related services • Service providers, retailers and other companies must get prepared to address this opportunity
  45. 45. August 2011 45
  46. 46. The Challenge: Cross-Cultural Communication English-Speaking Work Low Education Level = Environment Social Inhibition US Retail Workplace Outdated Training Methodsedioma - HR360 Presentation CONFIDENTIAL ©2011, edioma Inc.
  47. 47. The Challenge: Cross-Cultural Communication Externally To Customers: • English speaking service staff encounter problems communicating and doing business with Hispanic customers. • Hispanics are fastest growing customer segment in retail industry. Internally To Staff: •Traditional workplace language training (e.g., Rosetta Stone, Sed de Saber) is expensive and doesn’t scale. •Mobile technology and social networking appeal to Millenials, both within Hispanic and Anglo demographics.edioma - HR360 Presentation CONFIDENTIAL ©2011, edioma Inc.
  48. 48. Old Solution - Printed Manuals, CD/ DVD’s• Traditional printed training materials • CD/ DVD- based courses (e.g., Berlitz)• Easily lost, not portable by nature • High initial costs, assum e com puter access• Content is outdated once printed • Little to no workplace relevance
  49. 49. New Solution - Integrated Mobile/Web/IVR Platform Mobile Front-End SaaS Back-End • situationally relevant phrases/terms • web-based language instruction tools • widespread compatibility, ease-of-use • context-specific phrases (e.g., kitchen) • portable accompaniment to SaaS • delivered on subscription/seat basis • VOIP based IVR system • database integration for POS/CRMedioma - HR360 Presentation CONFIDENTIAL ©2011, edioma Inc.
  50. 50. Mobile Handset Access - SMS From: 82208Compose: Welcome to edigo 711! You edigo 711 message: will receive up to 3 phrases Eng - How may I help you? per week. To end text STOP. Span - Como puedodemo For info text HELP. Click/call ayudarte? +1.512.540.5143 to listen. Click/call +1.512.540.5143 to Msg/data rates may apply. listen. Msg/data rates may apply. System responds System sends three Text “demo” to 8220 8 with use instructions English/ Spanish and IVR link phrases per week
  51. 51. Mobile Language Instructionedioma - HR360 Presentation CONFIDENTIAL ©2011, edioma Inc.
  52. 52. Web-Based Instruction & Testing • web-based accessible from any PC • interactive quiz facility • logs employee interaction by mobile # • database ties into SMS and IVRedioma - HR360 Presentation CONFIDENTIAL ©2011, edioma Inc.
  53. 53. Use Case: 7-Eleven Corporation 7-Eleven Corp • Employs 34,000 plus staff worldwide • Twenty-fourth largest US retail chain • Ranked among top 50 franchises for minorities Text “demo” to 82208 Problem • POS clerks and floor sales staff speak little Spanish • Current training materials all print/web-based • Portability requirements preclude traditional documentation Solution • Mobile/web-based English/Spanish language lessons • In-store learning environment with portable mobile accompaniment • Cost-effective means to build goodwill among Hispanic community Results • 40-store trial Q2 2011 • 80% increase in Spanish language proficiency • 23% increase in Hispanic customer satisfaction • 50% plus increase in Spanish language up-sellsedioma - HR360 Presentation CONFIDENTIAL ©2011, edioma Inc.
  54. 54. Summary - Hispanic Retail Benefits Hispanics are fastest-growing retail customer segment: mobile campaigns provide cost-effective means for reaching them Mobile advertising, when coupled with in-store retail up-sell training, has been shown to increase customer response rates by 56% Mobile campaign data and product “up-sell” capability provide incentive for retail partners (e.g., 7-Eleven) to push mobile promotions Spanish language retailer training programs provide measurable “value-add” for franchise/business growth plans edioma - HR360 Presentation CONFIDENTIAL ©2011, edioma Inc.Use advertising as a tool to
  55. 55. Thank you. edioma, Inc. 815A Brazos Street No. 275 Austin, TX 78701 T (512) 327-1800 F (512) 233-1781 info@edioma.comUse advertising as a tool to

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