LatAm, the sem and social media gold rush

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LatAm, the sem and social media gold rush

  1. 1. SocialMediaand SEMGoldRush
  2. 2. BEFORE WE STARTTWO DISCLAIMERS
  3. 3. 1.- I might get stucksearching for a wordJUST GIVE ME A HAND (look for this face)
  4. 4. 2.- This presentation has a lotof black/white/black/whitemix of backgrouds (sickness bag provided)
  5. 5. Disclaimers
  6. 6. BEFORE WE START… LETS MAKE SUREWE DON´T GET THE “WHAT THE #%$&# IS HE TALKING ABOUT” FACE
  7. 7. WHEN WE TALK ABOUT SEM WE MEAN…ALL ADVERTISING ACTIVITIES THATARE DONE WITH SEARCH ENGINES BUY KEYWORDS SHOW ADS GET TRAFFIC
  8. 8. WHEN WE TALK ABOUT SOCIAL WE MEAN…ALL ADVERTISING ACTIVITIES THAT AREDONE WITHIN SOCIAL MEDIA PLATFORMS “SOCIAL ASSETS” AD. PRESENCE C.MANAGEMENT KOF OUTREACH
  9. 9. WE´LL TALK ABOUT 3 STAGES SEM AND SOCIAL HAVE BEEN TROUGH
  10. 10. STAGE 1 OF SOCIALFEAR
  11. 11. STAGE 1 OF SEMSKEPTICISMSEM AND SOCIALHAVE BEENTROUGH
  12. 12. STAGE 1 OF SEMSKEPTICISMSEM USED TO BE: UGLY ADS IN AHYPERCOMPLICATED PLATFORM “DON’T WASTE MY TIME AGAIN WITH THAT GOOGLE THING”
  13. 13. STAGE 1 OF SEMSKEPTICISM
  14. 14. STAGE 1 OF SEMSKEPTICISMFROM “PAY FOR EXHIBITION” TO… AN AUTOMATIZED PLATFORM THAT TROUGH A BIDDING SYSTEM PLACES ADS CONNECTED TO KEYWORDS IN A MERITOCRATICAL WAY IN WHICH THE MOST RELEVANT PAYS LESS…
  15. 15. STAGE 1 OF SEMSKEPTICISMSO IT TOOK SOME TIME TO GREW… Everything else but SEM SEM
  16. 16. IT TOOK A LOT OFDOORKNOCKING
  17. 17. ANDEVANGELIZATIONWASHARD
  18. 18. STAGE 2EVANGELIZATION
  19. 19. NUMBERS WERETHE ARGUMENT
  20. 20. EVERYTHING REVOLVED AROUND ASTRONOMICAL FIGURESTO JUSTIFY SOCIAL AND SEM
  21. 21. 2 BILLIONVIDEO VIEWSDAILY ON
  22. 22. 24 HOURSOF CONTENT UPLOADEDEACH MINUTE!
  23. 23. MILLION SEARCHES FOR “RECIPE” IN COLOMBIA
  24. 24. FACEBOOK REACHES 890 MM USERS Source: Facebook
  25. 25. MIDDLE AMERICAS GUATEMALA 33% % OF DIGITAL POP IN 5.6M Internet Users HONDURAS FACEBOOK 39% EL SALVADOR 2.6M Internet Users 48% COSTA RICA 52% VENEZUELA 2.5M Internet Users 95% NICARAGUA 41% 2.5M Internet Users 1.5M Internet Users PANAMA 73% COLOMBIA 9,7M Internet Users 59% 1.1M Internet Users ECUADOR 56% 6.6M Internet Users 26.3M Internet UsersSource: Total Population Last 30 days TGI 2010 Latam and EGM 2010 wave II y 2011 Wave I, Research Planning
  26. 26. LATAM…33 MONTHLY VISITS 8 HIGHEST GROWTH RATE IN THE WORLD MONTLY HOURS PER VISITOR PENETRATION IN LATIN AMERICA
  27. 27. FACEBOOK… OVERTOOK THE WORLD IN ONE YEAR
  28. 28. WHEN WE SEE NUMBERS…EVERYTHING POINTS TO LATAM BEING THE MOST ACCESIBLE MARKET
  29. 29. LATAM… HIGHEST GROWTH RATE IN THE WORLD
  30. 30. LATAM… YOUNGEST AUDIENCE (3 of 5 BELOW 35) SO…?
  31. 31. LATAM… YOUNGER AUDIENCES SPEND MUCH MORE TIME ONLINE
  32. 32. LATAM…AND WE DO EVERYTHING OVER GLOBAL
  33. 33. LATAM…LEADERS IN SEARCH QUERIES PER PERSON (MM)
  34. 34. LATAM…AND NO SIGNS OF THIS GOING DOWN…
  35. 35. LATAM…EASY… ALL IS CONCENTRATED IN 1 PLAYER!9 OF 10QUERIESAREDONE INGOOGLESITES
  36. 36. HOW MUCH? HOW MANY?WHAT´S THE PENETRATION? WHAT´S THE SCALE? NOT MANY PEOPLE…
  37. 37. LATAM…AND WE DO EVERYTHING OVER GLOBAL
  38. 38. I DON´T CARE… LETS GO WITH IT NOW!
  39. 39. STAGE 3THE “GOLD RUSH”
  40. 40. GOLD RUSH“PUMP RUSH”
  41. 41. IF EVERYBODY IS SO MOTIVATEDWHY DO WE STILL DON T KNOWHOW TO DO NEW MEDIA?
  42. 42. PERHAPS IT’S A #VISIONFAIL
  43. 43. OLD HABITS DIE HARDTHINGS CHANGED AND WE ARE STUCK IN OLD HABITS
  44. 44. THE BIGGEST CHANGE… A PACT WAS BROKEN
  45. 45. A VERY OLD PACT THAT OUR FOREFATHERS MADE “WE LL WATCH YOUR ADS IN EXCHANGE OF CONTENT AND ENTERTAINMENT”
  46. 46. AND THEN THE INTERNET CAME ALONGAND THINGS WERE FINE FOR A WHILE
  47. 47. UNTIL IT GOT FILLED WITH CONTENT
  48. 48. WHEN USERS REALIZEDIT DIDN’T NEED TO BE PRO AND UGC (USER GENERATED CONTENT) WAS BORN
  49. 49. WHEN USERS REALIZEDIT DIDN’T NEED TO BE PRO AND UGC (USER GENERATED CONTENT) WAS BORN
  50. 50. AND BRANDS ARE NO EXEMPTION
  51. 51. SOMETIMESYOU JUST GOTTATAKE IT WITHHUMOUR
  52. 52. AND GETTING PEOPLE CONNECTED ALSO GIVE BIRTH TO CROWDSOURCING
  53. 53. CROWDSOURCINGLEAVING TASKS IN THE HANDS OF THE COLLECTIVE
  54. 54. UGC & CROWDSOURCING SOME EXAMPLES OF COMMUNITIES DRIVING VALUE WANT THE AUDIOBOOK? JUST MAIL ME…
  55. 55. THE COUCH POTATO ERA ITS OVER!
  56. 56. AND THE WEB BECAME A PLACE TOHAVE CONVERSATIONS
  57. 57. THERE S THE PROBLEM
  58. 58. WE DON T GET IT
  59. 59. EVERY PIECE OF RESEARCH TELLS US…CONSUMMERS WANT 2-WAY COMMS WITH BRANDS
  60. 60. FRIDAY AT “AMERICAN AIRLINES ESPAÑOL” 11.964 FANS ASKING FOR… FLIGHT CHANGES IDEAL ROUTES LOST BAGGAGE CONGRATS DISCOUNTS TICKET RESERVATIONS LOST MILLES CHANGE OF FLIGHTS … …… ………
  61. 61. THAT S THE ESCENCE OFTHIS “GOLD RUSH” THE NEW NEED FOR BRANDS TOTALK TO PEOPLE AND RESPOND
  62. 62. BUT EVERYBODYIS IN A HURRYTO DO IT!
  63. 63. WITH THE FEELINGTHE TRAIN IS LEAVING
  64. 64. AND THERE IS WHENTACTICS OVERPOWERA STRATEGY
  65. 65. AND WE GETIMPROVISEDSTRATEGIES
  66. 66. BUT WHEN YOU IMPROVISEYOU ARE MORE LIKELY TO #EPICFAIL
  67. 67. AGENCIES ARE SAYING If you don’t do it now you´ll miss the trend!
  68. 68. AND CLIENTS ARE SAYING Get me more Facebook fans! Need to buy all keywords now!!
  69. 69. AND THIS STUFFHAPPENS OFTEN
  70. 70. IN SEM… YOU CAN JUSTWASTE MONEY SEARCHING FOR CAR TIRE PRICES SHOE ADS
  71. 71. IN SEM… YOU CAN JUSTWASTE MONEY BUYING A PIANO SUPERMARKET AD
  72. 72. IN SEM… YOU CAN JUSTWASTE MONEY SEARCHING FOR CREDIT CARD SCAM CREDIT ADS
  73. 73. IN SEM… YOU CAN JUSTWASTE MONEY “MY SHAMPOO DIED MY HAIR…WHAT DO I DO?” SHAMPOO ADS
  74. 74. IN SEM… YOU CAN JUSTWASTE MONEY DOG FOOD HELLMANS KETCHUP
  75. 75. IN SEM… YOU CAN JUSTWASTE MONEY
  76. 76. WHEN IT SHOULD LOOKLIKE THIS
  77. 77. 6 MONTHS LATER…“BECOME FAN TO SEE OUR CONTENT!”
  78. 78. OUR MAIN FOCUSSHOULD BE ONTHE PERSON BEHIND THE SCREEN NOT US
  79. 79. AND HOW ARE WE RELEVANTTO THEM IN THEIR DAILY LIFE
  80. 80. BECAUSE IN BOTH SEM AND SOCIALATTENTTION CAN NOTBE PAID…ITS EARNED
  81. 81. YOU CAN T PAY YOUR WAY TO ATTENTION
  82. 82. AND ATTENTION IS SCARCE LA ATENCIÓN NO SE MERECE HOW DOES THE SCREEN SEE YOU?
  83. 83. EXPERIENCE SHOW USTHAT TO WIN, YOU NEED TO MIND 3 THINGS ABOUT PEOPLE
  84. 84. 1.- PERFORMANCEIn Social, users are always performing for their newtork
  85. 85. 2.- REPUTATIONPeople share content to increase their reputation within their network
  86. 86. 3.- THE CARROTPeople act based on incentives / “What s in it for me?” TIP: CARROTS CAN BE REPUTATION
  87. 87. BIG PRICE CARROT EPICWINS100 CARS GIVEN IN EXCHANGE OF VIDE POSTINGS ON11K VIDEOS UPLOADED, 15K TWEETS, 11M VISITORS, 5M SHARES50K APPLITACIONS FOR TEST DRIVE, 38% AWARENESS ON AN “UNLAUNCHED” PRODUCT
  88. 88. RECOGNITION CARROT EPICWINSUSD 1 OFF TO ALL MAYORS
  89. 89. INTEGRATIONCARROT EPICWINS
  90. 90. EXPRESIONCARROT EPICWINS
  91. 91. WE COULD CHECK ALL DAY ALL THE #EPICWINS
  92. 92. BUT SCIENCE TELLS USWE LEARN MUCH MORE FROM THE #EPICFAILS Revisemos los #FAIL históricos en Social
  93. 93. HISTORICAL#EPICFAILS Revisemos los #FAIL históricos en SocialTHAT CHANGED ADVERTISING
  94. 94. Greenpaece v/s Nestlé
  95. 95. Greenpaece v/s Dove
  96. 96. Greenpaece v/s Burger King
  97. 97. LESSON 1:DO NOT #”%$#” WITH Greenpea
  98. 98. Gizmodo v/s Dell4 MILLION LAPTOPS TAKEN OFF THE MARKET
  99. 99. LESSON 2:SEM-SOCIAL WILL NOT MAKE YOUR PRODUCT BETTE
  100. 100. The people v/s Comcast
  101. 101. The People v/s Vodafone
  102. 102. The People v/s Dominos
  103. 103. Jeff Jarvis v/s DELL
  104. 104. LESSON 3:ALL YOUR COMPANY IS IN SEM AND SOCIA
  105. 105. The People v/s L Oreal
  106. 106. The People v/s Wall-Mart
  107. 107. The people v/s Sony
  108. 108. LESSON 4:YOU ARE GONNA GET CAUGH
  109. 109. CONSUMMERS v/s PepsiCo y The Gap
  110. 110. LESSON 5:RESEARCH IN SOCIAL AND IN SEARC
  111. 111. BUT AFTER THOSE #EPICSOCIALFAILS THOSE BRANDS CAME BACK COMPLETELY RENEWED
  112. 112. INVOLVING CONSUMMERSSERVICING CLIENTSIN NEW WAYS
  113. 113. CLIENT SERVICE NOW TAKES A NEW FORM
  114. 114. IN SEM AND SOCIALTHE MORE TIMEYOU PUT INTHE LESS MONEYYOU LL NEED
  115. 115. SEMMORE TIMEMORE OPTIMIZATIONMORE RELEVANTMORE CLICKEDLOWER COST
  116. 116. SOCIALMORE TIMEMORE QUALITYMORE ENGAGEMENTMORE RESPONSEMORE EARNED ROI
  117. 117. BUT ALSO IT TAKESUNDERSTANTINGOF YOUR BUSINESS TO SEE WHAT ROLE EACH PLAY
  118. 118. HOW DOES YOURCONSUMMER BASEPILE UP?
  119. 119. RETURNINGCUSTOMERS NEW CUSTOMERS
  120. 120. THEN… porqué ir aUSE SOCIAL MEDIAtipo que no alcanzamos Entonces WHY buscar al último TO REACH THAT PERFECT STRANGER? Hoy el foco está en la adquisición
  121. 121. Free Ebook, just mail meSOCIAL MEDIA IS APLATFORM WHOSEPOWER LAYS ONRETENTION
  122. 122. AND ITS SEMTHE ONE IN CHARGE OF ACQUISITION DIDNT GET THE BOOK? MAIL ME
  123. 123. SO…USE THERIGHTTOOLS
  124. 124. BECAUSE “DRIVING TRAFFIC”ITS WAY TOO SIMPLEIF YOU ARE A SHEPHERD OR YOU KNOW ONE PLEASE DO NOT BE OFFENDED, THIS PIC IS FOR ANALOGICAL PURPOSES ONLY
  125. 125. THE CHALLENGE IS ANOTHER POINTING YOUR STRATEGIES TO THEM
  126. 126. AND THE FOCUS MUST BE ON
  127. 127. RIGHT EXPERIENCES MOVETHE RIGHT PEOPLE
  128. 128. BECAUSE SOCIAL MEDIAIT S NOT ABOUT GETTING THE MOST FANS
  129. 129. AND SEM IT S NOT ABOUTDIRECTING TRAFFIC
  130. 130. SEM IT S ABOUTCONQUERING THE RESEARCH PHASE
  131. 131. SOCIAL IT S ABOUTRETAINING CUSTOMERS
  132. 132. YOU GET THEPOINT…. ACQUISITION & RETENTION
  133. 133. AND BOTH MUST BEDESIGNED WITH APERFORMANCE MENTALITY
  134. 134. BUT WE RERUNNING OUT OF TIME
  135. 135. SUMMING UP…
  136. 136. 1.- NEED A STRATEGY, DON T HURRY (TRAIN IS NO NEAR TO LEAVE THE STATION)
  137. 137. 2.- FOCUS ON PEOPLE BEHIND SCREENS PERFORMANCE - REPUTATION - CARROT
  138. 138. 3.- SOCIAL PROFILES TO RETENTION
  139. 139. 4.- SEM PROFILES TO ACQUISITION
  140. 140. 5.- DRIVE EXPERIENCES, BE RELEVANT
  141. 141. AND NEVER…
  142. 142. EVER…
  143. 143. #$%#& WITH Greenpeace

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