THE HISPANIC PERSONA PROJECT              A new model for understanding &                  engaging digital Hispanics     ...
Jose      … I’m the President of Sensis…      an ad agency specializing in    integrated digital-traditional and        cr...
A little about Sensis…    we were founded to address two    shifts taking place in society– the    growing cultural divers...
#HisPersona
Presentation Outline     Hispanic Marketing is Dying     Personas 101     Meet the 4 Hispanic Personas     Using the Perso...
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                                                           ...
More than 50 millionHispanic population in the US: 1970 to 2050                                                           ...
More than 50 million and growing…Hispanic population in the US: 1970 to 2050                                              ...
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 th...
a large and growing population     of immigrants is quickly     becoming a large and growing     ethnic group13
The simple language / acculturation model                                 Acculturated        20%                   2nd   ...
The simple language / acculturation model            is being flipped on it’s head                 2nd /                  ...
… and the Hispanic market is in for some bigchanges in the next 10 years                                          Non-Hisp...
… and the Hispanic market is in for some bigchanges in the next 10 years                Hispanic                          ...
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) n...
We need to figure out the Hispanic     market, but old models don’t     work…     What are we to do?     Use (or create) n...
Personas 101
What are personas?22
What is a persona?      Profile of an archetypal user      Represents the needs of many      Based on ethnographic researc...
A Primer on Personas      Invented by and made famous by Alan      Cooper’s “The Inmates are Running the      Asylum” (199...
How do we create personas?      Synthesized from ethnographic interviews      Presented as real people with descriptions  ...
Why use personas for the Hispanic                 market?26
Hispanic Personas     They focus on behavior, mindsets, and     goals, not demographics     Provide important texture to p...
Users instead of consumers28
participatory       engaged       Users instead of consumers      interactive        utility29
participatory      broadcast       engaged           passive       Users instead of consumers      interactive       one-w...
But we added a twist…     We evolved the persona model by incorporating:      Psychographic details      Differences from ...
Meet the 4 Hispanic    Personas…
The Research Methodology     Sample to reflect the composition of U.S. online Hispanics     60 ethnographic interviews acr...
TECH-FLUENTIAL                        “I’m always online,Ivan                        always connected.”34
“I’m always online, always connected.”                  TECH-FLUENTIALPsychographic InfoName: IvanAge: 27Acculturation: Mi...
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.”                 ...
“The Web allows me     NOSTALGIC NEWBIE   to stay in touch withMariana                 family and friends in              ...
“The Web allows me to stay in touch with family                                                 and friends in Mexico and ...
UTILITARIAN EXPLORER                        “I think it’s important                        to have a balance andArmando   ...
“I think it’s important to have a balance                                                and not spend too much time onlin...
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. Usi...
1) Using Hispanic Personas for the Enterprise     Customer Service       Call Center scripts, IVRs     Sales Strategy     ...
2) Using Hispanic personas to guide owned media     Information Architecture     Taxonomy     Content Strategy     Plannin...
3) “Futurecasting” the Personas Trends changing the Hispanic market            Result on Personas     A younger population...
4) How are Hispanic Personas different?     What if you already have personas?       Should you create a separate set of H...
Discussion & Dialogue
Key Takeaways
Social Media UsageAlmost all of interviewees noted that the first thingthey do when they go online is check email andFaceb...
“The young teaching the old”Younger Hispanic ‘super users’ are teaching the lateadopters how to use new technology andintr...
Online AdvertisingInterviewees mentioned they are likely to click ononline ads if they are relevant to their interests orc...
Mobile InternetMost interviewees had smartphones.
¡GRACIAS!www.HispanicPersonaProject.com              #hispersona@SensisAgency | @jrvilla | @RamiroPadillawww.SensisAgency....
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The Hispanic Persona Project SXSW Interactive 2012 Presentation

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The Hispanic Persona Project provides innovative insights for marketers eager to tap the ever-expanding Hispanic population and its use of digital technology - Web, social media, mobile - to connect with family, friends and extended social circles. Hispanic marketers used customer research for decades to create segments that model the complex demographics of the U.S. Hispanic consumer. Similarly, software developers and digital marketers used ethnographic research to create Personas to understand the behavior and motivations of “users” to create optimal user experiences. The session will present the results of a comprehensive primary research study combining Hispanic demographic segmentation with digital ethnographic research in the form of comprehensive digital Personas for the U.S. Hispanic consumer market. Multicultural and digital marketing thought leader José Villa will introduce attendees to 4 Hispanic Personas and facilitate a thoughtful discussion on Hispanic digital behavior.

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The Hispanic Persona Project SXSW Interactive 2012 Presentation

  1. 1. THE HISPANIC PERSONA PROJECT A new model for understanding & engaging digital Hispanics March 11, 2012@jrvilla#HisPersona
  2. 2. Jose … I’m the President of Sensis… an ad agency specializing in integrated digital-traditional and cross-cultural marketing.2
  3. 3. 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
  4. 4. #HisPersona
  5. 5. Presentation Outline Hispanic Marketing is Dying Personas 101 Meet the 4 Hispanic Personas Using the Personas Discussion & Dialogue5
  6. 6. Hispanic Marketing is Dying
  7. 7. … the U.S. Hispanic population has seen unprecedented growth…7
  8. 8. 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
  9. 9. 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
  10. 10. 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
  11. 11. But it’s changing just as drastically as it’s growing11
  12. 12. 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
  13. 13. a large and growing population of immigrants is quickly becoming a large and growing ethnic group13
  14. 14. 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
  15. 15. 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
  16. 16. … 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
  17. 17. … 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
  18. 18. We need to figure out the Hispanic market, but old models don’t work… What are we to do?18
  19. 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.19
  20. 20. 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
  21. 21. Personas 101
  22. 22. What are personas?22
  23. 23. What is a persona? Profile of an archetypal user Represents the needs of many Based on ethnographic research Emphasize behavior, motivations, and mindsets23
  24. 24. 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
  25. 25. How do we create personas? Synthesized from ethnographic interviews Presented as real people with descriptions Behavior patterns Skills Attitudes Environment25
  26. 26. Why use personas for the Hispanic market?26
  27. 27. 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
  28. 28. Users instead of consumers28
  29. 29. participatory engaged Users instead of consumers interactive utility29
  30. 30. participatory broadcast engaged passive Users instead of consumers interactive one-way utility self-serving30
  31. 31. 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
  32. 32. Meet the 4 Hispanic Personas…
  33. 33. 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
  34. 34. TECH-FLUENTIAL “I’m always online,Ivan always connected.”34
  35. 35. “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
  36. 36. SOCIAL TECHIE “I like to know whatSandra my friends are up to all the time.”36
  37. 37. “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
  38. 38. “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
  39. 39. “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
  40. 40. UTILITARIAN EXPLORER “I think it’s important to have a balance andArmando not spend too much time online”
  41. 41. “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
  42. 42. Applying the Personas
  43. 43. What “application” of Hispanic Personas would you like to discuss?43
  44. 44. 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
  45. 45. 1) Using Hispanic Personas for the Enterprise Customer Service Call Center scripts, IVRs Sales Strategy Custom Portals45
  46. 46. 2) Using Hispanic personas to guide owned media Information Architecture Taxonomy Content Strategy Planning Functionality46
  47. 47. 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
  48. 48. 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
  49. 49. Discussion & Dialogue
  50. 50. Key Takeaways
  51. 51. 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.
  52. 52. “The young teaching the old”Younger Hispanic ‘super users’ are teaching the lateadopters how to use new technology andintroducing them to new digital trends.
  53. 53. Online AdvertisingInterviewees mentioned they are likely to click ononline ads if they are relevant to their interests orcontextually relevant, particularly hyper-targetedFacebook ads.
  54. 54. Mobile InternetMost interviewees had smartphones.
  55. 55. ¡GRACIAS!www.HispanicPersonaProject.com #hispersona@SensisAgency | @jrvilla | @RamiroPadillawww.SensisAgency.com
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