The Hispanic Persona Project SXSW Interactive 2012 Presentation

THE HISPANIC PERSONA PROJECT A new model for understanding & engaging digital Hispanics March 11, 2012@jrvilla#HisPersona

Jose … I’m the President of Sensis… an ad agency specializing in integrated digital-traditional and cross-cultural marketing.2

A little about Sensis… we were founded to address two shifts taking place in society– the growing cultural diversity of the country and the rapid adoption of digital technology. In this new world, culture changes everything… which is how we approach marketing3

#HisPersona

Presentation Outline Hispanic Marketing is Dying Personas 101 Meet the 4 Hispanic Personas Using the Personas Discussion & Dialogue5

Hispanic Marketing is Dying

… the U.S. Hispanic population has seen unprecedented growth…7

More than 50 millionHispanic population in the US: 1970 to 2050 102.6in Millions 87.6 73 59.7 50.4 35.3 22.4 14.6 9.6 1978 1980 1990 2000 2010 2020 2030 2040 2050Source: U.S. Census Bureau 8

More than 50 millionHispanic population in the US: 1970 to 2050 102.6 43% increasein Millions 16% of population 87.6 73 59.7 50.4 35.3 22.4 14.6 9.6 1978 1980 1990 2000 2010 2020 2030 2040 2050Source: U.S. Census Bureau 9

More than 50 million and growing…Hispanic population in the US: 1970 to 2050 102.6in Millions 87.6 73 59.7 23% of children in 50.4 U.S. 35.3 14.6 22.4 25% of U.S. 9.6 population by 2050 1978 1980 1990 2000 2010 2020 2030 2040 2050Source: U.S. Census Bureau 10

But it’s changing just as drastically as it’s growing11

63 is more important than 50 63% of U.S. Hispanics were born in the U.S. This is infinitely more important than the size (50.5 million) of the Hispanic population.12

a large and growing population of immigrants is quickly becoming a large and growing ethnic group13

The simple language / acculturation model Acculturated 20% 2nd / English-dominant 3rd gen Partially Acculturated 30% long-time residents / 2nd generation Bilingual Unacculturated 50% Recent immigrants Spanish-dominant14

The simple language / acculturation model is being flipped on it’s head 2nd / Partially 3rd gen Acculturated 50% Bilingual Recent immigrants Acculturated English-dominant 30% Long time residents Unacculturated 20% Spanish-dominant15

… and the Hispanic market is in for some bigchanges in the next 10 years Non-Hispanic White 85+ 80-84 75-79 70-74 65-69 60-64 55-59 50-54 45-49 40-44 35-39 30-34 25-29 20-24 15-19 10-14 5-9 0-4 6 4 2 0 2 4 616

… and the Hispanic market is in for some bigchanges in the next 10 years Hispanic Non-Hispanic White 85+ 80-84 75-79 70-74 65-69 60-64 55-59 50-54 45-49 40-44 35-39 30-34 25-29 20-24 15-19 10-14 5-9 0-4 10 5 0 5 10 6 4 2 0 2 4 617

We need to figure out the Hispanic market, but old models don’t work… What are we to do?18

We need to figure out the Hispanic market, but old models don’t work… What are we to do? Use (or create) new models.19

We need to figure out the Hispanic market, but old models don’t work… What are we to do? Use (or create) new models. This is why we undertook the Hispanic Persona Project20

Personas 101

What are personas?22

What is a persona? Profile of an archetypal user Represents the needs of many Based on ethnographic research Emphasize behavior, motivations, and mindsets23

A Primer on Personas Invented by and made famous by Alan Cooper’s “The Inmates are Running the Asylum” (1999) Personas have been derided But good personas are based on real data and defined by goals Commonly used in digital advertising and user experience (UX) design But quickly being adopted across the enterprise24

How do we create personas? Synthesized from ethnographic interviews Presented as real people with descriptions Behavior patterns Skills Attitudes Environment25

Why use personas for the Hispanic market?26

Hispanic Personas They focus on behavior, mindsets, and goals, not demographics Provide important texture to plan earned media initiatives, particularly in interactive and two-way social environments27

Users instead of consumers28

participatory engaged Users instead of consumers interactive utility29

participatory broadcast engaged passive Users instead of consumers interactive one-way utility self-serving30

But we added a twist… We evolved the persona model by incorporating: Psychographic details Differences from other ethnic and general market users Ways to reach them31

Meet the 4 Hispanic Personas…

The Research Methodology Sample to reflect the composition of U.S. online Hispanics 60 ethnographic interviews across the country Three key variables Acculturation Age National origin33

TECH-FLUENTIAL “I’m always online,Ivan always connected.”34

“I’m always online, always connected.” TECH-FLUENTIALPsychographic InfoName: IvanAge: 27Acculturation: Mid / High• Early adopter of technology• Internet “junkie”, always connected• Does everything online• Lifestyle built around technology• Voracious appetite for information• Heavy mobile user How do we reach him?• Takes pride being “in the know”; • Behavior-based advertising (long-tail sites, FB ads) teaches friends and family about tech • RetargetingEGO35 BE DIFFERENT BE CONNECTED CURIOSITY INFLUENCE STATUS

SOCIAL TECHIE “I like to know whatSandra my friends are up to all the time.”36

“I like to know what my friends are up to all the time.” SOCIAL TECHIE Psychographic Info Name: Sandra Age: 33 Acculturation: Mid • “First follower” • Not concerned with how tech works; but must have the latest • Online 24/7 • Lives her social lives online • Loves to share content How do we reach her? • Uses multiple devices to stay connected • Social media advertising (Facebook, Twitter, etc.) • Has to know what everyone is doing at all times • Online video ads POPULARITY “EVERYONE IS DOING IT” 37BEING HEARD STAY IN TOUCH FRIENDS AND FAMILY

“The Web allows me NOSTALGIC NEWBIE to stay in touch withMariana family and friends in Mexico and adapt to life in the U.S.38

“The Web allows me to stay in touch with family and friends in Mexico and adapt to life in the U.S. NOSTALGIC NEWBIEPsychographic InfoName: MarianaAge: 39Acculturation: Low• Entry-level user• Still exploring the capabilities of the internet• Still connected to the home country, and everything she does online reflects it• New to social media; Facebook is the “all- How do we reach her? in-one” social connectivity solution • Spanish-language portals and long-tail websites• Uses the web as a tool to learn and to adapt to life in the U.S. • Instant Messenger ads / Facebook adsOPPORTUNITIES 39 EXPLORE HOME COUNTRY ADAPT

UTILITARIAN EXPLORER “I think it’s important to have a balance andArmando not spend too much time online”

“I think it’s important to have a balance and not spend too much time online” UTILITARIAN EXPLORERPsychographic InfoName: ArmandoAge: 44Acculturation: Mid• Life doesn’t revolve around the Web• Uses social media daily but are for the most part “passive listeners“• Knows what they want and leave once they get it• Uses internet as an important channel for entertainment (after TV + radio + print) How do we reach him?• Uses mobile mostly for calls/texts • English and Spanish-language portals• Tends to visit the same sites, not too • Paid Search / Facebook / YouTube ads adventurousEASE EVERYDAY TASKS RESERACH 41 STAY IN TOUCH CONVENIENCE

Applying the Personas

What “application” of Hispanic Personas would you like to discuss?43

Choose one 1. Using Hispanic Personas for the Enterprise (e.g. customer service, designing products) 2. Using Hispanic personas to plan / develop owned media (e.g. Websites, social media properties) 3. “Futurecasting” the Personas 4. Differences between Hispanic and “other” personas44

1) Using Hispanic Personas for the Enterprise Customer Service Call Center scripts, IVRs Sales Strategy Custom Portals45

2) Using Hispanic personas to guide owned media Information Architecture Taxonomy Content Strategy Planning Functionality46

3) “Futurecasting” the Personas Trends changing the Hispanic market Result on Personas A younger population, that is more More Social Techies and Tech acculturated Influentials (potential hybrid persona) A geographically diverse market – that More “Nostalgic Newbie” motivations is quickly growing in the South and and behavior Midwest A group of consumers that is spending Need to address novice behavior / more and more time consuming digital potential new persona representing media (in many cases for the first time) Hispanic boomers And a consumer base that is pushing the technological envelope, leading the Tech Influential on steriods adoption of new devices such as tablets, 4G smartphones, and emerging gaming platforms.47

4) How are Hispanic Personas different? What if you already have personas? Should you create a separate set of Hispanic personas? Should you make sure some of your personas are “Hispanic”?48

Discussion & Dialogue

Key Takeaways

Social Media UsageAlmost all of interviewees noted that the first thingthey do when they go online is check email andFacebook – very often from mobile devices.

“The young teaching the old”Younger Hispanic ‘super users’ are teaching the lateadopters how to use new technology andintroducing them to new digital trends.

Online AdvertisingInterviewees mentioned they are likely to click ononline ads if they are relevant to their interests orcontextually relevant, particularly hyper-targetedFacebook ads.

Mobile InternetMost interviewees had smartphones.

¡GRACIAS!www.HispanicPersonaProject.com #hispersona@SensisAgency | @jrvilla | @RamiroPadillawww.SensisAgency.com

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The Hispanic Persona Project SXSW Interactive 2012 Presentation

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The Hispanic Persona Project SXSW Interactive 2012 Presentation Presentation Transcript