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Social Media and User Generated Content PANELIST: Sergio Barrientos Co-founder and Chief Creative Officer, Latin3

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The Traditional Validation Process Word of Mouth Sales force Family Mavens News Radio TV ads Customer reviews Out-of-home billboards Sponsorships Direct Mail BTL Events Magazine ads Newspaper ads PR INFLUENCERS MESSAGING

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The ”new” Validation Process Online Banners Search Marketing eMails “ Word of Mouse” Blogs Podcast Social Networks Instant Messenger Content Syndication Online Reviews Comparison sites Video sharing Search Engines Radio TV ads Customer reviews Out-of-home billboards Sponsorships Direct Mail BTL Events Magazine ads Newspaper ads PR Word of Mouth Family Mavens News Sales force INFLUENCERS MESSAGING VALIDATION

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Consumers and Social Media <ul><li>Influence from brands are shifting to consumers </li></ul><ul><li>People migrated to the variety of social media to get entertained and share information. </li></ul><ul><li>Social media transforms communications into content, social networks facilitate conversations </li></ul>Latin Consumers and Social Media <ul><li>Constantly influenced by local culture </li></ul>

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Social Media provides <ul><li>Real-world data that might affect purchase decisions. </li></ul><ul><li>Trust that provokes influence </li></ul><ul><li>Participation that creates an emotional bond </li></ul><ul><li>Conversation to enrich relationships </li></ul><ul><li>Facilitates emotional expression </li></ul>Social Media provides to Latin audiences <ul><li>Peer opinions from people in similar situations </li></ul>

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Why? <ul><li>It’s not about Web 2.0, its about Consumer 2.0 </li></ul><ul><li>To connect and engage consumers is not enough </li></ul><ul><li>Consumers need to interact, create and share </li></ul><ul><li>They want to control their media consumption </li></ul>Why Latin America? <ul><li>It taps into their passion points and fulfills their needs to share and stay in touch </li></ul>

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Where is it going? * Presented at Cannes last week, by MRM Worldwide